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Zarakol Client Keynote


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Zarakol Client Keynote

  1. 1. Please share the following with us <ul><li>Is your company actively engaging in social media?  Yes / No </li></ul><ul><li>How would you rate your social media projects? </li></ul><ul><ul><li>Very positive </li></ul></ul><ul><ul><li>A good start – with room to improve </li></ul></ul><ul><ul><li>Very negative </li></ul></ul><ul><li>Did you have any specific negative experiences with your social media projects?  Yes / No </li></ul>
  2. 2. Corporate Communications in the Age of Social Media Istanbul, February 2010
  3. 3. <ul><li>On a scale of 1–10, what is your level of digital competency? </li></ul>1 = you can barely open email 10 = you should be leading the presentation
  4. 4. <ul><li>6 Things We Are Not Going To Talk About </li></ul>
  5. 5. AVATAR <ul><li>Avatar: 77 ’ 200 ’ 000 US$ during the first weekend </li></ul><ul><li>Halo 3 on Xbox: 170 ’ 000 ’ 000 US$ in 24h </li></ul>
  7. 7. Apple iPad
  8. 8. APP ECONOMY <ul><li>100‘000 Apps on iTunes </li></ul><ul><li>3 billion downloads until today </li></ul>
  10. 10. TOP 10 OF VIRAL VIDEOS
  11. 11. Todays Communication Landscape <ul><li>The times they are a changing </li></ul><ul><li>Really? Proof? </li></ul><ul><li>Why it is so important for us </li></ul>
  12. 12. Audience – then
  13. 13. Audience – now
  14. 14. News – then
  15. 15. News – now
  16. 16. Communication professional - in 1985
  17. 17. Communication professional - now
  18. 18. New relationship demands
  19. 19. The return to more intimate customer interactions Intimacy of the Interaction Pre 1930’s Merchant to Customer Present Dialogue Age 1930’s - Present Mass Marketing We are here
  20. 20. Changing Paradigms Individual Way Back Yesterday Today Media Individual Media Media Individual Social Media
  21. 21. Social media has a serious impact on massmedia coverage “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company <ul><li>Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue. </li></ul><ul><li>70% of reporters check a blog list on a regular basis. </li></ul><ul><li>21% of reporters spend over an hour per day reading blogs. </li></ul><ul><li>57% of reporters read blogs at least two to three times a week. </li></ul><ul><li>(Study by Brodeur & Marketwire, 2008) </li></ul>
  22. 22. The Times they are a-changin ’ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
  23. 23. How are you going to deal with that?
  24. 24. 10 reasons why to integrate social media into your business strategy 10
  25. 25. Your customers build their opinions increasingly online and through SM 1
  26. 26. Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet TEAM Your customers build their opinions increasingly online and through SM
  27. 27. Brand Searches are already controlled by Consumers <ul><li>User-Created Content Dominates the Brand Message (Whitepaper „State of the Search“ by  </li></ul>
  28. 28. You cannot manage crisis in a todays 7/24/365 world only through traditional media any more 2
  29. 29. Refusing the dialog is not working anymore <ul><li>Flickr user Bennet sees Target Ad on Times Square </li></ul><ul><li>Puts photo with critical comment and tags on Flickr </li></ul><ul><li>Weblog writes a critical article and contacts Target‘s communication team to get a statement </li></ul>
  30. 30. Answer from Target’s media team to a blogger request “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets… This practice is in place to allow us to focus on publications that reach our core guest.” Target’s media team
  31. 31. How digital is playing out <ul><li>Now, news really flies: </li></ul><ul><li>More Bloggers jump on the story (approx 7‘000 blog posts on topic) </li></ul><ul><li>Traditional mass media press picks up the story </li></ul><ul><li>Pressure on target leads to media policy shift </li></ul>
  32. 32. How digital is playing out Weblog Weblog Weblog Weblog
  33. 33. Social media tools are more (cost) effective in reaching the millions online 3
  34. 34. Southwest Airlines: Connect to the desktop of your clients $150 million in ticket sales 2 million downloads
  35. 35. Social Media can act as a way to reduce customer service or product development investments 4 <ul><li>contributed: 13 ’ 506 </li></ul><ul><li>Promoted: 713 ’ 056 </li></ul><ul><li>Posted: 88 ’ 764 </li></ul><ul><li>Implemented: 404 </li></ul>
  36. 36. So does Starbucks
  37. 37. Social media helps you to differentiate and establish a thought leadership platform 5
  38. 38. Obama answering questions from citizens on YouTube
  39. 39. CRM: You learn more about the needs or concerns of your stakeholders if you listen or participate in a dialogue 6
  40. 40. Zappos – chatting with the clients
  41. 41. Traditional Media is losing ground <ul><li>Traditional media is still important, but user-generated media is rapidly growing </li></ul><ul><li>New relationship between classic and digital Media </li></ul><ul><li>75% of Journalists check blogs for story angles </li></ul><ul><li>Online news and online content creates its own influential dynamic </li></ul><ul><li>The digital space serves as the memory of humanity </li></ul><ul><li>Citizen journalism – Bloggers -> E-Fluentials </li></ul>7 Quelle:
  42. 42. New information sources <ul><li>Only two thirds of German youth is reading the newspapers more than once a week </li></ul><ul><li>90% use social media platforms every day </li></ul><ul><li>20% use social media platforms on their mobile device </li></ul><ul><li>TV is still the most popular medium, followed by online media </li></ul>2009
  43. 43. Where People Hang Out
  44. 44. Fastest Growing Services <ul><li>Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% </li></ul><ul><li>Year over Year </li></ul><ul><li>Facebook </li></ul><ul><li>six hours per month on site </li></ul><ul><li>67% of global social media users visited the site </li></ul><ul><li>206.9 million unique visitors </li></ul><ul><li>Twitter </li></ul><ul><li>fastest-growing in December 2009 in terms of unique visitors </li></ul><ul><li>18.1 million unique vistors in December 2009 </li></ul>
  45. 45. Turkish People Are Heavy Users of Social Media Services Social media in Turkey
  46. 46. Important stakeholders such as NGOs run campaigns that can create great awareness at low cost 8
  47. 47. Billion voices against FARC
  48. 48. Billion voices against FARC <ul><li>With the aim of protesting against the FARC in Columbia, Oscar Morales started a Group on Facebook </li></ul><ul><li>Group now has 230 ’ 000 members from around the world </li></ul><ul><li>On February 4th, 2008, millions of protestants in 27 cities in Columbia and 104 cities worldwide marched against the FARC </li></ul><ul><li>Over 1.2 million people filled the Bolivar square of Colombia’s capital alone </li></ul><ul><li>Broad coverage in traditional mass media all over the world </li></ul>
  49. 49. Billion voices against FARC <ul><li>News flies in traditional media: </li></ul>
  50. 50. Many of your stakeholders have developed new expectancies regarding „tonality“ from Corporations 9
  51. 51. PERSPECTIVE Communication Collaboration You can learn step by step (monitoring, listening, from internal to external, selective participation) 10 Open Controlled Open Communication Open Collaboration Controlled Communication Controlled Collaboration Viral Video PR Advertising Corp. Blogs Crowdsourcing Community Engagement Co-created ads Quelle: Steve Rubel 2008
  52. 52. So, social media is the answer to all problems? <ul><li>No. </li></ul><ul><li>In fact there are a lot of myths about social media. </li></ul>
  53. 53. Myths
  54. 54. 8 myths about social media in marketing & communication <ul><li>Social media is cheap, if not free </li></ul><ul><li>Social media can be done by our juniors – or even better the interns </li></ul><ul><li>You can make a big splash in short time </li></ul><ul><li>If you do something great, people will find it </li></ul><ul><li>Social media is just another trend </li></ul><ul><li>Social media is just for consumer brands‘ marketing </li></ul>
  55. 55. How to approach social media
  56. 56. I‘ve heard that a lot „ We have a special webagency for digital“
  57. 57. But it‘s about the message, not the channel <ul><li>Does your webagency know all your stakholders and potential issues? </li></ul><ul><li>Does your webagency consult you in defining a messaging and tonality that fits the overall communication context of the project you‘re running with them? </li></ul> This is your PR agency‘s expertise, so make them part of your digital projects right from the start – not just when things go wrong.
  58. 58. Burson-Marsteller Digital Perspective <ul><li>REAL-TIME </li></ul><ul><li>Branding </li></ul><ul><li>Uncontrolled messages are trusted more than controlled </li></ul><ul><li>Focus group of thousands </li></ul><ul><li>Companies must create trust between their brands and stakeholders </li></ul><ul><li>Allows you to be more influential in controlled media </li></ul><ul><li>Invest in </li></ul><ul><li>RELATIONSHIPS </li></ul><ul><li>Not Transactions </li></ul><ul><li>Push messages may drive a one-time action, whereas dialogue can build advocacy </li></ul><ul><li>Invest in building relationships to generate self-propagating conversations and brand loyalty </li></ul><ul><li>Risk is in </li></ul><ul><li>NOT Participating </li></ul><ul><li>Conversations are happening with or without you </li></ul><ul><li>Companies who do not participate risk being seen as irrelevant and out of touch </li></ul><ul><li>Online influence yields greater traditional media results </li></ul><ul><li>INFLUENCE </li></ul><ul><li>Instead of Control </li></ul><ul><li>Consumers filter out marketing messages, but drop filters for marketing conversations </li></ul><ul><li>Identify what messages you want to amplify or minimize versus where you can influence versus control </li></ul>
  60. 60. Engagement process <ul><li>Listen </li></ul><ul><li>Audiences </li></ul><ul><li>Opportunities </li></ul><ul><li>Risks </li></ul><ul><li>Costs </li></ul><ul><li>Plan </li></ul><ul><li>Messages </li></ul><ul><li>Policies </li></ul><ul><li>Procedures </li></ul><ul><li>Teams </li></ul><ul><li>Participate </li></ul><ul><li>Online PR </li></ul><ul><li>Blog development </li></ul><ul><li>Content syndication </li></ul><ul><li>Communities </li></ul><ul><li>SMNR </li></ul><ul><li>Etc. </li></ul><ul><li>Measure </li></ul><ul><li>Views </li></ul><ul><li>Visitors </li></ul><ul><li>Duration </li></ul><ul><li>Posts </li></ul><ul><li>Citations </li></ul><ul><li>Searches </li></ul><ul><li>etc </li></ul><ul><li>Evaluate </li></ul><ul><li>Goals </li></ul><ul><li>Trends </li></ul><ul><li>Competitors </li></ul><ul><li>Channels </li></ul> Use evidence based tools along the process
  61. 61. Social media ethics <ul><li>Be Human : Don ’ t just be Human, be yourself </li></ul><ul><li>Be Aware : Don ’ t just be aware, be smart </li></ul><ul><li>Bew Honest / transparent : Don ’ t just be honest, have integrity </li></ul><ul><li>Be Respectful : Don ’ t just be respectful, live by the golden rule </li></ul><ul><li>Be a Participant : Don ’ t just be a participant, contribute value </li></ul><ul><li>Be Open : Don ’ t just be open, be an agent of change </li></ul><ul><li>Be Courageous : Don ’ t just be courageous, be willing to fail (and learn) </li></ul>
  62. 62. Reality check <ul><li>Yes, there are negative things happening in social media and this is not going to change </li></ul> Every crisis is an opportunity  How are you reacting?  Are you listening?
  63. 63. Everyday tips <ul><li>Start small – grow big </li></ul><ul><li>Go where your audience is – don ’ t try to move them. Work closely with platforms, where your audience is </li></ul><ul><li>Integrate: most social media marketing campaigns are being pushed off with advertising and PR all integrating the necessary kick-off power </li></ul><ul><li>Make sure you know how to measure success (If you don ’ t have a conversion goal – don ’ t do it) </li></ul><ul><li>Think about context: Every platform has its own culture (tonality, user behaviour etc.). What works on Facebook doesn not need to work on Twitter </li></ul><ul><li>Don‘t work in silos. i.e. work with the platforms and its members more closely </li></ul>
  64. 64. Let‘s start our conversation
  65. 65. Burson-Marsteller EMEA Digital Team Switzerland – EMEA Digital Practice Chair Switzerland Switzerland Switzerland Switzerland Switzerland Switzerland Denmark Dubai Germany Belgium Italy Netherlands UK UK Norway Sweden Spain Spain Turkey Turkey Turkey
  66. 66. Thank you! – Let‘s stay in touch! <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>