Future Proofing PR - Measuring and Communicating in the Age of Conversation

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Social or not – it’s media relations;
Understanding your brand’s media landscape;
Riding the wave – leveraging trends and tools

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Future Proofing PR - Measuring and Communicating in the Age of Conversation

  1. 1. Future Proofing PR Measuring and Communicating in the Age of Conversation • Social or not – it’s media relations • Understanding your brand’s media landscape • Riding the wave – leveraging trends and toolsLars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com@larsv ©2011 Dow Jones & Company
  2. 2. ©2011 Dow Jones & Company
  3. 3. About Dow Jones: Meet the Family ©2011 Dow Jones & Company
  4. 4. Not just news – news plus information plus insight 27,000+ global sources 17M+ companies Other People’s 35M+ executives Content 16M+ Websites and blogs Web/Social Mainstream Media Media150+ researchers Dow Jones130,000+ indexes Research Media/VC/Risk Dow Jones News, Commentary 2,000 journalists & Analysis 84 bureaus 18,000+ daily news items ©2011 Dow Jones & Company 4
  5. 5. Top Internet Markets – 46% of Users in 5 Countries – China, USA, Brazil, India, RussiaSource: Ten Questions Internet Execs Should Ask & Answer – Morgan Stanley; Comscore ©2011 Dow Jones & Company
  6. 6. The Facebook Curtain: Missing links to China, Brazil, Russia, …Source: Visualizing Friendships - Facebook ©2011 Dow Jones & Company
  7. 7. Online Engagement? Customers are very demanding! [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 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 ©2011 Dow Jones & Company
  8. 8. Challenge within Organizations: Who „owns‟ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR ©2011 Dow Jones & Company
  9. 9. Challenge within Organizations: Who „owns‟ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR ©2011 Dow Jones & Company
  10. 10. The PR Perspective:Social or not – it‟s Media Relations?! ©2011 Dow Jones & Company
  11. 11. 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, channels broadcast – and social media• We HAVE to listen and understand what‟s said • You already: monitor and about us! analyze your media coverage• What about those negative comments and • Not every negative posts? comment means a crisis• The game get‟s so much • Already forgot faster newswires? Look at trends over time ©2011 Dow Jones & Company
  12. 12. 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 moreDealing with • So it‟s wires, print, channels broadcast – and social (Social) Media is an ART: media• We HAVE to listen and Authentic • You already: monitor and understand what‟s said about us! Relevant analyze your media coverage• What about those Transparent negative comments and • Not every negative posts? comment means a crisis• The game get‟s so much • Already forgot faster newswires? Look at trends over time ©2011 Dow Jones & Company
  13. 13. Trying to be innovative… ©2011 Dow Jones & Company
  14. 14. …and what happens if you’re seen as insensitive.For a comeback you have to act humane. ©2011 Dow Jones & Company
  15. 15. Reputational Risk: It‟s all about perception... Establishment: Full crisis Erosion: Spreading: Relevance Growing declines interest Emergence: Issue getsPotential: publicKnown areas A crisis can happen in a blink of a tweet… ©2011 Dow Jones & Company
  16. 16. Reputational Risk: It‟s all about perception... It‟s about getting it Establishment: fast, Full crisis getting it right and Erosion: Spreading: getting it over! Growing Relevance declines interest Emergence: Issue getsPotential: publicKnown areas A crisis can happen in a blink of a tweet… ©2011 Dow Jones & Company
  17. 17. Communications Objectives & Strategy Use smart tools along your workflow!Monitor Analyse Discover Engageresearch & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential ©2011 Dow Jones & Company
  18. 18. Understand the context?It takes 20 years to build areputation and five minutes to ruinit. If you think about that, you‟ll dothings differently.Warren Buffet ©2011 Dow Jones & Company 18
  19. 19. Dow Jones Insight/Factiva ThreatsDiscover Opportunities and iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” ©2011 Dow Jones & Company 19
  20. 20. What‟s really going on? How bad (or good) is it? Where does a CRISIS happen vs. How does the story where does it start? play out in traditional and social media? ©2011 Dow Jones & Company 20
  21. 21. Engage and understand the influencers What they’re writing about……and how to contact them Link content (news, posts) with the creators (journalists, bloggers) Quickly access everything you need to make decisions and contact theJones & Company ©2011 Dow right influencers 21
  22. 22. Communications Objectives & Strategy Use smart tools along your workflow!Monitor Analyse Discover Engageresearch & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential ©2011 Dow Jones & Company
  23. 23. Outlook &Summary ©2011 Dow Jones & Company
  24. 24. Access – anything, anywhere, anytime, anybody Outlook & • Great for media consumption possibilities • Privacy: Who owns the conversation? Summary ©2011 Dow Jones & Company
  25. 25. Access – anything, anywhere, anytime, anybody Outlook & • Great for media consumption possibilities • Privacy: Who owns the conversation? SummaryStress – Making sense of all this information • More, smarter decisions • Networks of Trust & Relevance ©2011 Dow Jones & Company
  26. 26. Future-Proofing Public RelationsWho do YOU want to be? Critical Analytical Skills Gamblers Winners Vanity Strategic BusinessPublishing Orientation Ostriches Bluffers No Analytical Skills ©2011 Dow Jones & Company 26
  27. 27. Modern Metrics That MatterMarketing Funnel Past Present FutureAwareness Clip books Message alignment Message alignment AVE SOV SOV/Conversation Reach Views/Traffic Prominence Circulation Volume (mentions) BenchmarksInterest AVEs & Clip books # of followers/fans Velocity Journalist outreach # of comments Missed opportunitiesIntent Sentiment Sentiment Sentiment Requests for info. Retweets # of Badvocates # links & influencers Social network analysis EngagementAction PR activities e.g. Sales / Leads Sales / Leads pitches sent, Downloads Downloads/Registrations interviews held, Registrations ROI & Business KPIs media tours etc. ROI Market share Business KPIs Share priceAdvocacy Lobbyist dollars Plus # of Advocates Endorsements # of Links Ambassador participation (Paid & earned) # of new ideas % ideas developed 27 ©2011 Dow Jones & Company
  28. 28. Future Proofing PR – Things to ConsiderGet your processes right• Monitor• Analyze• Discover• Engage / Respond PeopleWhat you need:• Scenario planning & Reaction Plans• Guidelines Processes• Monitoring Post (Access) PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Have fun! ©2011 Dow Jones & Company 28
  29. 29. Questions? Thank you. Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv ©2011 Dow Jones & Company
  30. 30. Future Proofing PR Measuring and Communicating in the Age of Conversation • Social or not – it’s media relations @larsv • Understanding your brand’s media landscape • Riding the wave – leveraging trends and toolsLars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com ©2011 Dow Jones & Company

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