Managing the Uncontrollable - Integrated Communications in the Age of Social Media

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Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities

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Managing the Uncontrollable - Integrated Communications in the Age of Social Media

  1. 1. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  2. 2. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight the rapping flight attendant – Southwest attendant– Southwest 2) Nothing to Hide / Bare Essentials - Air New Zealand © Copyright 2010 Dow Jones and Company |
  3. 3. Dow Jones Family © Copyright 2010 Dow Jones and Company | 3
  4. 4. Content + Expertise + Technology = Relevant Information → Actionable Intelligence 27,000+ global sources 17M+ companies Other People’s 35M+ executives Content 16M+ Websites and blogs Web/Social Mainstream Media Media 150+ researchers Dow Jones 130,000+ indexes Research Media/VC/Risk Dow Jones News, Over 150 Commentary years of & Analysis 2,000 journalists 84 bureaus Indispensable 18,000+ daily news items Content © Copyright 2010 Dow Jones and Company | 4
  5. 5. Content + Technology = Relevant Information Dow Jones Content 150 researchers 2000 journalists 11 languages Personalization Wealth Management 18K news items a day Content Content Visualization Investment Management normalization normalization Search Researchers & Premium Content Knowledge Workers 27,000 global sources Discovery 22 languages Investment Banking Over 200K news items a day Metadata Metadata Alerting & Triggers Sales & Trading Symbology Symbology People Web and Social Media Content Visualization Taxonomy Taxonomy Connections PR & Corp Comm 13K websites Risk & Compliance 60K message boards Integration 16 M blogs Private Markets 300K articles a day Widgets Best of breed Sales technologies Newsletters Company and Executive Info 17 M Company Profiles 35 M Executive Profiles Extracted from 75 Million Websites TECHNICAL DIVERSE DATA SOURCES TECHNOLOGY PLATFORM CUSTOMERS CAP ABILITIIES 5| © Copyright 2010 Dow Jones and Company | 5
  6. 6. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  7. 7. Markets are conversations. Are you participating? The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your business. You become irrelevant! Trust can take years to build but be eroded away in just a few days. To avoid disaster, you have to keep one finger on the pulse of the social web. Source: www.cluetrain.com/book/; Mark Pesce – “Keep control of the conversation”, Sydney Morning Herald © Copyright 2010 Dow Jones and Company |
  8. 8. Misconceptions about Social Media http://www.youtube.com/user/Socialnomics09 © Copyright 2010 Dow Jones and Company |
  9. 9. Misconceptions about Social Media 1. Build it and they will come 2. Using Social Media to broadcast, not to LISTEN 3. It’s FREE!!! 4. You have to react to each negative comment 5. No plan or objective 6. Tracking the wrong stuff Source: The 7 Misconceptions of Social Media, Mike Lewis © Copyright 2010 Dow Jones and Company |
  10. 10. Don’t Panic! 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute © Copyright 2010 Dow Jones and Company |
  11. 11. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  12. 12. The majority of all crises comes from within an organization. © Copyright 2010 Dow Jones and Company |
  13. 13. Nestlé's social media crisis Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  14. 14. Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  15. 15. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an don't post using an photos to altered version of any altered version of any anti-Nestlé of our logos as your of our logos as your slogans and profile pic--they will be profile pic--they will be start posting deleted” deleted” to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  16. 16. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an Now it don't went using an all post Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kindsof our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults being be profile pic--they will slogans and postedprofilebottledwater be pic--they will posted(e.g. bottled water (e.g. deleted” start posting deleted” dispute in the US, “killing dispute in the US, “killing to the Nestlé babies”…) fan page babies”…) Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  17. 17. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an post Key learnings: Now it don't went using an all Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kindsof our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults Control? Don't use being profile pic--they will be slogans and profile pic--they will be posted (e.g. bottledlawyers to take posted (e.g. bottledwater deleted” water start posting deleted” “killing dispute in the US, “killing off the dispute in the US, things to the Nestlé babies”…) fan page babies”…) Nestlé Internet unwillingly it, Admit it, stop put public and apologize attention to Customers Greenpeace's are criticizing you video telling you something very campaign valuable © Copyright 2010 Dow Jones and Company |
  18. 18. Case: Nestlé's social media mistake and recovery Nestlé: “To repeat: we Nestlé: “To repeat: we Activists Now it even went worse with all your Now it even went worse welcome your with all Key learnings: welcome change their kinds of criticism, allegations kinds of criticism, allegations comments, but please comments, but please Facebook and simple insults beingdon't post using an and simple insults beingdon't post using an profile posted (e.g. bottled water Don't version of any posted (e.g. bottled wateraltered use yourof any altered version photos to dispute in the US, “killing lawyers to take dispute in the US, “killing our logos as your of our logos as your of anti-Nestlé babies”…) babies”…) things off the profile pic--they will be profile pic--they will be slogans and Internet deleted” deleted” start postingWhat are the to the Nestlé What are the Nestlé Admit it, stop it, Rules of Engagement? Rules of Engagement? fan page unwillingly and apologize put public A crisis response protocol? A crisis response protocol? Customers attention to criticizing you are How fast can you react? How fast can youGreenpeace's react? telling you video something very valuable campaign © Copyright 2010 Dow Jones and Company |
  19. 19. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  20. 20. Social or not – it’s Media Relations © Copyright 2010 Dow Jones and Company |
  21. 21. 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 conversations  Look at trends over time © Copyright 2010 Dow Jones and Company |
  22. 22. 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 jump on Twitter or Foursquare because it’s the hottest tool at THIS moment  Now everybody has a printing press Successful Social Media Communication is an ART: Successful Social Media Communication is an ART: --Authentic Authentic -Relevant -Relevant -Transparent -Transparent Source: Redefining Media Relations, Maureen O’Connell © Copyright 2010 Dow Jones and Company |
  23. 23. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight attendant – Southwest 2) Nothing to Hide / / Bare Nothing to Hide Bare Essentials Air New Essentials- -Air New Zealand Zealand 3) Air NZ challenging Southwest © Copyright 2010 Dow Jones and Company |
  24. 24. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  25. 25. Integrated Communications Who ‘owns’ Social Media? Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR © Copyright 2010 Dow Jones and Company |
  26. 26. Integrated Communications Who ‘owns’ Social Media? • The lines between PR and marketing are blurring. • “Turf battles” still evident. • Ownership of social media and blogging still undecided. • Benefits and communication measurement provides common ground. Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR © Copyright 2010 Dow Jones and Company |
  27. 27. Indispensable? Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it • Using multiple metrics – Show the whole picture • Connect the dots between clip counts –trends in coverage and favourability • One key metric should be measuring relationships • Set your sights on the competition – show the context • Top executives only need a high-level summary of results “…From an executive’s viewpoint, it can be “…From an executive’s viewpoint, it can be interpreted as the difference between the PR interpreted as the difference between the PR team being busy and the PR team being team being busy and the PR team being indispensable. indispensable. Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. © Copyright 2010 Dow Jones and Company |
  28. 28. Smart Goal Setting for your (Social) Media Strategy  Goals drive the type of measurements you are going to use  Outcomes, not Outputs  What’s your ultimate objective: 1. Awareness 2. Image / Reputation 3. Sales 4. Cost savings 5. Something else? Source: 25 Must Read Social Media Marketing Tips © Copyright 2010 Dow Jones and Company | 28
  29. 29. Case Study: Social Media and Dow Jones © Copyright 2010 Dow Jones and Company | 29
  30. 30. Smart Goal Setting for your (Social) Media Strategy  Goals drive the type of measurements you are going to use  Outcomes, not Outputs  What’s your ultimate objective: 1. Awareness 2. Image / Reputation 3. Sales 4. Cost savings 5. Something else? Source: 25 Must Read Social Media Marketing Tips © Copyright 2010 Dow Jones and Company | 30
  31. 31. Monitor Analyse Discover Engage Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyse 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 |
  32. 32. Monitor Who’s Listening? Monitor and Track what’s relevant across media channels / sources! © Copyright 2010 Dow Jones and Company | 32
  33. 33. 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 with results, and measurement with counting, KD Payne © Copyright 2010 Dow Jones and Company | 33
  34. 34. 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 Show you’re busy – compare results against something — either with your competition or with your own results over time. or indispensable?  You note the change, analyze the reasons why, and improve your program accordingly.” KD Payne Source: Stop confusing ROI with results, and measurement with counting, KD Payne © Copyright 2010 Dow Jones and Company | 34
  35. 35. Analyse What’s going on? Who are they talking about? When is it happening? What is the chatter about? © Copyright 2010 Dow Jones and Company | 35
  36. 36. Analyse What’s going on? How bad (good) is it? Where is the conversation How does the story happening? play out in traditional ONLINE! and social media? 36 © Copyright 2010 Dow Jones and Company |
  37. 37. Discover What’s coming? What’s the context? iPhone “This is not about searching knowns, this is about uncovering unknowns and © Copyright 2010 Dow Jones and Company understanding the context.” | 37
  38. 38. Engage Engage and understand the influencers For most industries, Print is still king! 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 the right influencers © Copy right 2010 Dow Jones and Company | 38
  39. 39. Content Creation: Leveraging resources through streamlining of internal processes 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 gold from the information noise” Caterpillar channels. © Copyright 2010 Dow Jones and Company |
  40. 40. Social Media & Public Relations: Managing the Uncontrollable  Welcome to Dow Jones  Making sense of Social Media in Communications  Knowing when you should be alarmed and how that will affect your business  Social or not – It’s Media Relations  Managing effective Lars Voedisch communications Regional Head – Media Intelligence, APAC  Leveraging upcoming Dow Jones and Company trends and opportunities lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  41. 41. Outlook: The Future Of The Social Web  Social media IS mainstream  Going mobile  Less trial-and-error and more strategy  It’s all about content  One size doesn’t fit all  There will be more - Noise! - Devices / Tools / Networks Sources: Forrester, Web Profits, Read Wide Web © Copyright 2010 Dow Jones and Company |
  42. 42. Must-Dos for Comms 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 | 42
  43. 43. 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 | 43
  44. 44. 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 | 44
  45. 45. 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 |
  46. 46. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight attendant – Southwest 2) Nothing to Hide / Bare Essentials - Air New Zealand 3) Air NZ challenging Air NZ challenging Southwest Southwest 4) Southwest’s response © Copyright 2010 Dow Jones and Company |
  47. 47. Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |

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