Dow Jones Expert Series for
        Public Relations & Corporate Communications
                                          ...
John Kerr
Regional Director, Edelman Digital
www.twitter.comjohnkerrnz
http://dconsortium.wordpress.com/

20 January 2010
When it comes to social media, what is the first
thing a communicator/marketer should do?

A. Build a Facebook Page

B. En...
ANSWER B: ENGAGE IN LISTENING

Before launching a specific program or coming up with a
grand idea, you can ready yourself ...
Need to Hear Message 3-5 Times to Believe It
Social Now Mainstream
The Solution?




     1. Ubiquity and Embassies

     2. Multiplicity and Diversity

     3. Discoverability and Integrat...
The New Rules

             Be First +
            Act Small +
            Be Honest +
           Be Personal +
    Offer ...
Maturity in Social Media


                                        STRATEGIC ENGAGEMENT PLAN

 Setting the        Understa...
Why is Planning & Listening
Essential?
Effective Planning


G   OALS                   What are you trying to achieve?



                       How much time, b...
Listening Drives Engagement for Aviva

Step 1: LISTEN: Conversation Audit - Aviva and
related issues

Step 2: Identified i...
The most important thing in using social media for crisis
management is:

A.   Active listening

B.   Having a predefined ...
ANSWER D: ALL OF THE ABOVE

Listening, being prepared ahead of time and speaking the
language of your audience while still...
About Edelman Digital Asia Pacific


     Edelman integrates
     online intelligence into                                ...
Enriching Stakeholder Relationships



 Conceptualized and
  implemented an                                   Work with Av...
Social or not – it’s Media Relations




                                          Lars Voedisch - lars.voedisch@dowjones....
Are you or your CEO still questioning…




                                            Socialnomics Social Media Rev oluti...
Social Media Relations: Everything Changes!?


Everything                                Nothing
    Changes              ...
How do we stay relevant and lead strategic
      communications programs?

       It’s not traditional vs.
        social...
Must-Dos for PR Professionals in 2010:
  You can’t outsource your strategy
           Agree and align your communications...
Monitor Analyze Discover Engage




                 Communications Objectives & Strategy


                           Use...
Monitor




          Who’s Listening?
Monitor and Track what’s
 relevant across media
  channels / sources!


© Copyright...
Analyze

   Media Analysis: Stop confusing ROI with
   results, and measurement with counting
    “Measurement is not cou...
Analyze


                                                     Who are they
                                              ...
Analyze




                                           Who’s talking
                                          about you –...
Discover



                        iPhone




          “This is not about searching
             knowns, this is about
 ...
Engage and understand the influencers                      Engage

  Remember: For most industries, print is still king!

...
Engage

  Building a Media List




                                           Apply smart filters based on actually
     ...
Engage

   Create a Briefing Book in Minutes, Not Hours


         Walt M ossberg Aug 3rd Interview


                    ...
Engage

Content Creation: Leveraging your resources to
maximize your assets across channels
                              ...
Engage

Content Creation: Leveraging your resources to
maximize your assets across channels
                              ...
Monitor Analyze Discover Engage

  Summary:
  Social Media Tips for PR Professionals
           Keep on top of social med...
Monitor Analyze Discover Engage

   Summary: Social or not – It’s Media Relations
   Social Media Tips for PR Professional...
Monitor Analyze Discover Engage




             Dow Jones services for Public Relations
                 & Corporate Comm...
Thanks you. Questions?




                                         Lars Voedisch
                                        ...
Dow Jones Expert Series for
      Public Relations & Corporate Communications
                                          Si...
Monitor, Analyze, Discover, Engage
Monitor, Analyze, Discover, Engage
Monitor, Analyze, Discover, Engage
Monitor, Analyze, Discover, Engage
Monitor, Analyze, Discover, Engage
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Dow Jones Event for Public Relations & Corporate Communications
20 Jan 2010, Singapore
John Kerr, Lars Voedisch

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Monitor, Analyze, Discover, Engage

  1. 1. Dow Jones Expert Series for Public Relations & Corporate Communications Singapore, 20 January 2010 Monitor Analyze Discover Engage • Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global. • Gain a better understanding of how your campaigns are performing and how you can adjust for greater success • Discover opportunities and risks • Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time Social or not – it’s Media Relations John Kerr Lars Voedisch Regional Director Regional Head – Media Intelligence, APAC Edelman Digital Dow Jones and Company www.twitter.com/johnkerrnz www.twitter.com/larsv © Copyright 2010 Dow J ones and Company |
  2. 2. John Kerr Regional Director, Edelman Digital www.twitter.comjohnkerrnz http://dconsortium.wordpress.com/ 20 January 2010
  3. 3. When it comes to social media, what is the first thing a communicator/marketer should do? A. Build a Facebook Page B. Engage in a listening campaign C. Come up with a big idea/underlying theme
  4. 4. ANSWER B: ENGAGE IN LISTENING Before launching a specific program or coming up with a grand idea, you can ready yourself for success by gathering the information needed to reach an intimate understanding of local consumers. How do our customers engage across the social landscape in your market and what are they saving about our products? How is our competition utilizing social marketing? You can gain these insights by actively listening, watching, gathering and learning from the online landscape before diving in. It is one of the reasons Edelman undertakes a huge amount of research on reputation drivers and online/offline impact.
  5. 5. Need to Hear Message 3-5 Times to Believe It
  6. 6. Social Now Mainstream
  7. 7. The Solution? 1. Ubiquity and Embassies 2. Multiplicity and Diversity 3. Discoverability and Integration 11
  8. 8. The New Rules Be First + Act Small + Be Honest + Be Personal + Offer More than Branding + Establish and Maintain a Dialogue + Contribute without Expecting Back + = Be Authentic
  9. 9. Maturity in Social Media STRATEGIC ENGAGEMENT PLAN Setting the Understanding Find the Sweet Create the Context the Landscape Spot Relationship ENGAGE What’s the best method & platform ANALYSE for engagement? What are the insights to LISTEN leverage? What’s already being said, where PLAN and by who? What do I want to achieve ? Measurement
  10. 10. Why is Planning & Listening Essential?
  11. 11. Effective Planning G OALS What are you trying to achieve? How much time, budget, manpower and R ESOURCES expertise do you have to invest in social media? Has your target audience been engaged E VIDENCE successfully via social media before? Who are your target audiences and what do you A UDIENCE already know about them? Can you commit to a long-term relationship T IME building campaign?
  12. 12. Listening Drives Engagement for Aviva Step 1: LISTEN: Conversation Audit - Aviva and related issues Step 2: Identified influencers online Step 3: The Big Idea: Moneybanter.com.sg Step 4: Content and Engagement Framework Step 5: Branding and Infrastructure Step 6: Measurement: Google Analytics Step 7: Sustaining the Momentum
  13. 13. The most important thing in using social media for crisis management is: A. Active listening B. Having a predefined crisis management plan C. Speaking the language of your audience while retaining your brand voice D. All are essential for successful crisis management
  14. 14. ANSWER D: ALL OF THE ABOVE Listening, being prepared ahead of time and speaking the language of your audience while still retaining brand identity are all necessary components of a comprehensive crisis management plan. A poorly handled fumble can lead to disaster, but a thoughtful response to issues that arise can actually lead to greater customer appreciation and loyalty.
  15. 15. About Edelman Digital Asia Pacific Edelman integrates online intelligence into Toky o marketing planning and Margaret Key creates digital Mumbai consortiums to meet Robert Delhi Holdheim Seoul Ty ler Kim specific client needs: Robert Holdheim Bangalore Beijing Charles • 600 Employees Across Robert Holdheim Lankester Shanghai Charles Lankester APAC • 15 Offices (see map) Taipei Anita Lin • 4 Affiliates Guangzhou Charles Lankester Part of a global digital Kuala Lumpur Karen Hoh firm of more than 200 Singapore people that draws on Bob Grove the expertise and Hong Kong resources of Edelman Charles Lankester Digital’s international Alan VanderMolen Jakarta network of experts in Chadd McLisky 34 offices Sy dney Amanda Little Melbourne Dav id McCarthy 19
  16. 16. Enriching Stakeholder Relationships Conceptualized and implemented an Work with Aviva to online platform for create moneybanter – BMW China to Singapore’s first social deepen its media site designed to relationships with car address Singaporeans’ owners and money matters enthusiasts Empowered online Created audiences to help unprecedented online counter buzz leading to the misperceptions about launch of StarHub’s the safety of DuPont new VoIP service Teflon through pfingo. “Smart-Cook” online reality competition
  17. 17. Social or not – it’s Media Relations Lars Voedisch - lars.voedisch@dowjones.com Regional Head – Media Intelligence, APAC Dow Jones and Company © Copyright 2010 Dow J ones and Company |
  18. 18. Are you or your CEO still questioning… Socialnomics Social Media Rev olution (Short 2 30 v ersion 9-27-2009).flv Video: Social Media Revolution © Copyright 2010 Dow Jones and Company | 23
  19. 19. Social Media Relations: Everything Changes!? Everything Nothing Changes Changes  From pitching to  It’s about engaging in “Naked relationships and Conversations” people  “There is no market  Not every negative for your message” comment means a  Command and crisis control, top down  You need to watch message delivery is your relevant space: no longer an option – monitor and analyze it’s about  Look at trends over conversations time © Copyright 2010 Dow Jones and Company |
  20. 20. How do we stay relevant and lead strategic communications programs?  It’s not traditional vs. social media or old and new media – it’s all media relations.  Let’s not just tweet because it’s the hottest tool at the moment  Remember that now everybody has a printing press Important rules in media relations remain the same: Important rules in media relations remain the same: --Stay transparent, authentic and relevant Stay transparent, authentic and relevant --It is all about building relationships It is all about building relationships --Becoming a valued, trusted resource to each contact Becoming a valued, trusted resource to each contact Source: Redefining Media Relations, Maureen O’Connell © Copyright 2010 Dow Jones and Company |
  21. 21. Must-Dos for PR Professionals in 2010: You can’t outsource your strategy  Agree and align your communications objectives  Awareness  Image / Reputation  Sales  Cost savings  Something else?  Track / Measure your success  Build expertise and capacity (staff & tools): Social media is neither cost-free nor will it fix it all.  Think about relevance: Become a Content Creator  Define your Rules of Engagement  Bring Social Media Inside © Copyright 2010 Dow Jones and Company | 26
  22. 22. Monitor Analyze Discover Engage Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow J ones and Company |
  23. 23. Monitor Who’s Listening? Monitor and Track what’s relevant across media channels / sources! © Copyright 2010 Dow J ones and Company | 28
  24. 24. Analyze Media Analysis: Stop confusing ROI with results, and measurement with counting  “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.  Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.  You note the change, analyze the reasons why, and improve your program accordingly.” KD Payne Source: Stop confusing ROI w ith results, and measurement w ith counting, KD Payne © Copyright 2010 Dow J ones and Company | 29
  25. 25. Analyze Who are they talking about? Where is the chatter happening? How good is it? © Copyright 2010 Dow J ones and Company | 30
  26. 26. Analyze Who’s talking about you – and your competitor? Who’s talking about you – and your competitor? Look at social vs traditional media! © Copyright 2010 Dow J ones and Company | 31
  27. 27. Discover iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” © Copyright 2010 Dow J ones and Company | 32
  28. 28. Engage and understand the influencers Engage Remember: For most industries, print is still king! What they’re writing about… …and how to contact them Journalist and blogger bios are linked to news and analysis Quickly access everything you need to work an angle & make contact © Copyright 2010 Dow J ones and Company | 33
  29. 29. Engage Building a Media List Apply smart filters based on actually written articles to connect to the right influencers instead of widely spamming journalists © Copyright 2010 Dow Jones and Company | 34
  30. 30. Engage Create a Briefing Book in Minutes, Not Hours Walt M ossberg Aug 3rd Interview Easily incorporate bios, latest articles, your key talking points © Copyright 2010 Dow Jones and Company | 35
  31. 31. Engage Content Creation: Leveraging your resources to maximize your assets across channels Editorial Editorial Workbench can Workbench can consume aawide consume wide variety of variety of sources sources (including (including Factiva, your Factiva, your internal articles, internal articles, and external and external RSS) to allow RSS) to allow editors to hand editors to hand pick content, add pick content, add commentary, and commentary, and publish tailored publish tailored news summaries news summaries to multiple to multiple audiences via audiences via “…provides the ability to sort the knowledge multiple multiple “…provides the ability to sort the knowledge channels. gold from the information noise” --Caterpillar channels. gold from the information noise” Caterpillar © Copyright 2010 Dow Jones and Company |
  32. 32. Engage Content Creation: Leveraging your resources to maximize your assets across channels Editorial Editorial Workbench can Workbench can RSS Feeds consume aawide consume wide variety of variety of sources sources (including (including Factiva, your Email Newsletters Factiva, your internal articles, internal articles, and external and external RSS) to allow RSS) to allow editors to hand editors to hand pick content, add pick content, add commentary, and commentary, and publish tailored publish tailored Custom Portlets/Webparts news summaries news summaries & Custom XML output to multiple to multiple Mobile-formatted audiences via audiences via “…provides the ability to sort the knowledge sort the knowledge text multiple multiple “…provides the ability to channels. gold from the information noise” --Caterpillar channels. gold from the information noise” Caterpillar © Copyright 2010 Dow Jones and Company |
  33. 33. Monitor Analyze Discover Engage Summary: Social Media Tips for PR Professionals  Keep on top of social media trends  Familiarize yourself with the latest web tools for your social media management success  Follow best social media practices in your industry sector  Identify and engage relevant digital influencers Source: Social Media Tips for PR Professionals, Daniel Young © Copyright 2010 Dow Jones and Company | 38
  34. 34. Monitor Analyze Discover Engage Summary: Social or not – It’s Media Relations Social Media Tips for PR Professionals  Keep on top of social media trends  Familiarize yourself with the latest web tools for your social media management success  Follow best social media practices in your industry sector  Identify and engage relevant digital influencers Important rules in media Important rules in media relations remain the same relations remain the same Source: Social Media Tips for PR Professionals, Daniel Young © Copyright 2010 Dow Jones and Company | 39
  35. 35. Monitor Analyze Discover Engage Dow Jones services for Public Relations & Corporate Communications Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow Jones and Company |
  36. 36. Thanks you. Questions? Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  37. 37. Dow Jones Expert Series for Public Relations & Corporate Communications Singapore, 20 January 2010 Monitor Analyze Discover Engage • Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global. • Gain a better understanding of how your campaigns are performing and how you can adjust for greater success • Discover opportunities and risks • Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time Social or not – it’s Media Relations John Kerr Lars Voedisch Regional Director Regional Head – Media Intelligence, APAC Edelman Digital Dow Jones and Company www.twitter.com/johnkerrnz www.twitter.com/larsv © Copyright 2010 Dow Jones and Company |

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