Are you busy or indispensible? Meaningful communications strategies in the digital age

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(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;

Determining the business value of social media PR and how to persuade management buy-in;

Creating impact: Are you busy or indispensible for your company?;

The future of PR: Current trends and challenges PR practitioners should be aware of

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Are you busy or indispensible? Meaningful communications strategies in the digital age

  1. 1. @larsvAre you busy or indispensible?Meaningful Communications Strategies in the Digital Age Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg 1
  2. 2. The BIG Culture DilemmaBe (Seen) Innovative –But Please Don’t Take Any Risk, Use Only Proven Methods 2
  3. 3. At a Glance• (Re-)Defining the role of PR: Integrating Communications with Your Business Strategy• Determining the business value of social media PR and how to persuade management buy-in• Creating impact: Are you busy or indispensible for your company?• The future of PR: Current trends and challenges PR practitioners should be aware of 3
  4. 4. Diverse Talents, Best Teams Approach MULTI-DISCIPLINE INDUSTRY EXPERTISE 40 Specialists in: Arts, Aviation, Education, Consumer, CSR, Banking, Finance, Government, Healthcare, Media, Luxury, Property, Technology, Digital Singapore Korea Malaysia United Germany Kingdom We believe in assembling the best talents across practice teams & subject expertise areas SENIORITY, EXPERIENCE, WISDOM & JUDGEMENT 17 years longest serving staff; 10 years longest consulting staff COMMUNITY SERVICE & SPECIAL TALENTS Government agency board members, council members of industry bodies & think-tanks, accreditated PR professionals, adjunct associate professors, chairmen of professional bodies, government advisory committee members, Member of Parliament, NGO volunteers
  5. 5. So what’s expected of us as Communicators ...We have to deliver:• More with less – Reduced team/resources – Less investment – Same team, same skills• New skills required – Social media expertise – Corporate social responsibility now core – Greater business return on investment – Hard factual measures – Employee engagement with new world, new strategies 5
  6. 6. …and what does it mean?“ Make sure you’re doing stuff that matters to the business and contributes to its success ”Source: IABC professional member, www.iabc.com 6
  7. 7. Little Survival Guide to Web x.0Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration 7
  8. 8. Source: What happens on the Internet every 60 seconds - Rosa Golijan 8
  9. 9. Source: Party Time – Tribal DDB & Brandtology 9
  10. 10. ‘Digital waste’ polluting the online world? 11% 13% 32% 45%Source: Digital Life 2011 - TNS 10
  11. 11. ‘Digital waste’ polluting the online world? 11% 13% 32% 43% of Singapore consumers don’t 45% want to be bothered in social networksSource: Digital Life 2011 - TNS 11
  12. 12. What are people saying? 11% 13% 32% 45%Source: Digital Life 2011 - TNS 12
  13. 13. Online engagement? Accept the customer’s perspective – and attitude! [Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown 13
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  15. 15. Challenge Within Organisations: Who ‘Owns’ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 15
  16. 16. Challenge Within Organisations: Who ‘Owns’ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 16
  17. 17. Integration is Key – or WasteONLINE BUILDING (DEEPER) ENGAGEMENTOFFLINE 17
  18. 18. The PR Perspective:Social or not – it’s Media Relations?! 18
  19. 19. Social Media Relations: Everything Changes!?Everything Changes Nothing Changes• It’s about two-way • You’ve to manage conversations relationships• You’ve to deal with more • So it’s wires, print, broadcast channels – and social media• We HAVE to listen and • You already: monitor and understand what’s said! analyze your media coverage• What about those negative • Not every negative comment comments and posts? means a crisis• The game get’s so much • Already forgot newswires? faster Look at trends over time 19
  20. 20. Simple But Crucial: Be Clear About Your (Social) Media Strategy Goals • Goals drive the type of Strategies you are going to use • What’s your ultimate objective: 1. Awareness 2. Thought Leadership 3. Research 4. Reputation 5. Sales 6. Cost savings 7. Something else?Source: 25 Must Read Social Media Marketing Tips 20 20
  21. 21. Align Corporate Communications to AchieveBusiness GoalsSource: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper 21
  22. 22. Align Corporate Communications to AchieveBusiness Goals• Example: Bicycle Manufacturer 22
  23. 23. Align Corporate Communications to AchieveBusiness Goals• Example: Bicycle Manufacturer 23
  24. 24. Align Corporate Communications to AchieveBusiness Goals• Example: Bicycle Manufacturer 24
  25. 25. Align Corporate Communications to AchieveBusiness Goals The challenge is tomeasure your success in a meaningful way!What’s the business value? 25
  26. 26. Social Media is about ContentWhat Should We Be Talking About? Industry… trends, news, E.g. Technology, data, advice Legislation, Competition Your… products, offers, service, peopleSource: Developing your conversation sphere - CommsCorner 26
  27. 27. So much choice!Content Generation & Types FORUMS BLOGS Brand Generated Content (BGC) Enterprise Generated Content (EGC) POLLS VIDEOS EMAILS User Generated Content (UGC) THOUGHT LIVE INFOGRAPHS PODCASTS PIECES SEMINARS GAMES APPS MASH-UPS WIDGETS PHOTOS 27
  28. 28. Marketing, Editorial… Conversation CalendarIt’s all about planning 28
  29. 29. Think Process: Response Chart & Answer BankSource: Enhanced Social Media Response Chart – Deirdre Breakenridge 29
  30. 30. How to Deal with Comments – YOUR Response Plan • Comment / Blog Post Validity • Level of Responsibility • Level of Respect • The Commenter is a Troll / Rager • The Commenter is a Spammer by NatureSource: PR 2.0 Comment Response Chart 30 30
  31. 31. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 31
  32. 32. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 32
  33. 33. How @Toyota Turned #toyotafail Into a Social Media PR Win Key Learnings 1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Brands have to be on alert in order to correct any false assumptions before they reach critical mass 4) Track itSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 33
  34. 34. Crisis Rules of Engagement:Is it so different from what we know? 34
  35. 35. Who are yourstakeholders = audiences?
  36. 36. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Social Agency Media? PR IT Helpdesk Customer Receptionist Service 36
  37. 37. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Remember: Social The customer, Media? PR Agency shareholder, journalist… does not care about IT your internal Helpdesk or structures Customerbudget! Receptionist Service 37
  38. 38. Anecdode:What happens in Huili county / Sichuan… 38
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  46. 46. The world we live in… 46
  47. 47. How do you WANT your staff to use Social Media? It isabout your CULTURE Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation 47
  48. 48. How Much Time Does Social Media Engagement Take?Source: How much time does social media marketing take - Gigaom / Aliza Sherman 48
  49. 49. ROI is talking about $$$ Jane, Public Relations I created positive sentiment. Bobby, Marketing Howard, Advertising MarketingSource: Measuring PR Success: Seven Metrics to Consider - Spinsucks 49
  50. 50. You’re sure you wanna talk ROI?Source: W + K Old Spice Case Study 50
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  52. 52. Future-Proofing Public Relations Who do YOU want to be?Source: Future Proofing PR with Modern Metrics– Dow Jones 52 52
  53. 53. Winners know what success look like: Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better decide before management asks for it • Use the right approach with the correct content – Show the whole picture through meaningful KPIs • Turn simple outputs into meaningful outcomes: Connect the dots between clip counts –trends in coverage and favourabilitySource: “Talk to me – 10 tips for translating the PR results into the language of business“. 53
  54. 54. Winners know what success look like: Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better decide before management asks for it • Use the right approach with the correct content – Show the whole picture through meaningful “…From an executive’s viewpoint, it can be KPIs interpreted as the difference between the PR • Turn simple outputs into meaningful outcomes: team being busy andcounts –trends in being Connect the dots between clip the PR team coverage and favourability indispensable.Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 54
  55. 55. Same, same – but different What lies ahead? • Integration will be everything • Metrics will rule the world -Analytics will become the next big public relations bonanza • Media will live – probably even stronger than before • We are content producers. Think video! • Mobile will inherit the Earth • Will Facebook jump the shark – or become even more omnipotentSource: The top 10 public relations trends of 2011 - Gregarious 55
  56. 56. SUMMARY 56 56
  57. 57. Summary:Take a Management Approach – and become humbleGet your processes right• Strategize• Monitor• Analyze & Discover• Engage / Respond PlanWhat you need People• A PLAN & Resources!• Scenario planning & Reaction Plans• Guidelines Processes• Give up controlThere is no one-size-fits-all Policies• Better start small than not at all• Form a team• Have fun! 57
  58. 58. Domino’s YouTube Experience – What would YOU do?• Domino’s Pizza Chain discovered the power of viral marketing last month: Who in YOUR company would two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• go on Youtube? The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! 58
  59. 59. Questions? @larsv Thank you Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg @larsv 59
  60. 60. Hill & Knowlton - About Us• MOST comprehensive consultancy network in Asia Pacific• ESTABLISHED footprint in APAC with 16 wholly owned offices, and a pool of trusted affiliate partners• World’s LARGEST technology practice• Cross practice experience ACROSS industries• Working with some of the biggest names in tech – from START UP to BLUE-CHIP• EXPERIENCE across all parts of the ICT spectrum• DEEP relationships with the analysts, media, bloggers and influencers that matter in you respective industries• Working with some of the hottest CONSUMER brands globally• GLOBAL expertise and LOCAL insight delivering results with impact• World leader in CRISIS MANAGEMENT 60
  61. 61. @larsvAre you busy or indispensible?Meaningful Communications Strategies in the Digital Age Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg 61

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