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BT Event In Copenhagen Magnus Thell 2009 10 05

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Presentation at an event staged by BT in Copenhagen on the topic of Online Communication/Social Media and its development over the past few years and that changes in the marketplace/media landscape drives for changes in communication.

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BT Event In Copenhagen Magnus Thell 2009 10 05

  1. 1. “In the old days, someone might have a bad customer experience and tell 10 people. But now, with the rise of blogs, MySpace and Facebook, that person might be able to tell 10,000 people. This totally changes the dynamic, and importance, of customer experience.” Bruce Temkin, vp/principal analyst at Forrester Research Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html, Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228
  2. 2. Today’s markets require new ways of online communication Magnus Thell, Managing Director, Cision Scandinavia Copenhagen, October 5, 2009
  3. 3. Source: CBS News http://www.cbsnews.com/stories/2009/05/04/business/main4988309.shtml ws
  4. 4. Source: http://www.websitemagazine.com
  5. 5. Source: Resume: http://www.google.com
  6. 6. HYPE?
  7. 7. How much chatter is going on out there? 242,982 blog posts on about 148,000 unique blogs mentioned Fortune 25 companies in the 30 day period Mentions of the Fortune 10 in the Blogosphere Feb. 16 to Mar. 17, 2009 Source: Cision Social Media Dashboard
  8. 8. Change The new arenas
  9. 9. Källa: Brian Solis, PR 2.0, The Conversation Prism, Creative Commons
  10. 10. Change New behavior
  11. 11. Source: Google, www.google.se
  12. 12. Communities Source: http://globalviking.net
  13. 13. 9 140 000 Searches for ”Lego” per month Source: Google AdWords Keyword Tool, https://adwords.google.com/select/KeywordTool
  14. 14. Source: Electrolux Newsroom, http://newsroom.electrolux.com/
  15. 15. Conversation Source: “My Starbucks Idea”, http://mystarbucksidea.com
  16. 16. Conversion The CEO of Eniro comments directly on Facebook by Fredrik Stenbeck on September 11, 2009 Source: http://sixx.se/nextgen
  17. 17. Communities Source: Dagens Media http://www.dagensmedia.se
  18. 18. Communities Source: http://www.facebook.com/hm
  19. 19. Source: Tripadvisor http://www.tripadvisor.com Consumer - Conversation
  20. 20. Company blog Source: http://fastlane.gmblogs.com
  21. 21. Customer service http://twitter.com/cision/favourites Source: Cision,
  22. 22. Source: www.krisinformation.se Society
  23. 23. Källa: Public Service of New Hampshire, http://psnhnews.com/index.cfm Society
  24. 24. News Source: CNN, http://edition.cnn.com/2009/WORLD/europe/02/25/twitter.amsterdam.plane.crash/index.html .
  25. 25. News feed Source: http://twitter.com/cisionwire .
  26. 26. Change Content
  27. 27. Source: JetBlue, http://www.youtube.com/user/JetBlueCorpComm
  28. 28. Source: Ford, http://media.ford.com/products/focus08/index.html
  29. 29. Source: http://www.southwest.com/about_swa/press/prindex.html,
  30. 30. Next step Web 3.0
  31. 31. …Will the hype of Web 3.0 Technology help us cope?
  32. 32. Open Calais Home | OpenCalais Source: www.opencalais.com
  33. 33. Another view of Web 3.0, and how it will affect PR people Cision Labs: already building this technology into CisionPoint!
  34. 34. Web 3.0 Source: www.silobreaker.com
  35. 35. Keyword Bible Key Words Not just for press releases: White Papers Product spec sheets Web Page Copy
  36. 36. Organizational silos will break down Sales, customer service, PR, advertising, product management, etc.
  37. 37. Change A few hints to get going
  38. 38. • Start acting on • How will we own initiative handle this • Act on arena? prioritized • Who is arenas ACT STRATEGY responsible? • Which arenas should we act on? • Begin to PARTICIPATE LISTEN • Begin to listen at participate in the the conversation discussions • Learn how the • Learn the arena interacts language and the tone of the arena
  39. 39. Contakt Information Magnus Thell, Cision Managing Director Cision Scandinavia E-mail: magnus.thell@cision.com Mobile: +46 (708) 950 822 IM (Google Talk): magnusthell Twitter: @magnus_thell (www.twitter.com/magnus thell) www.cisionwire.se www.cision.se Useful sites: www.socialmediatoday.com www.socialmediaexplorer.com www.opencalais.com www.journalisttweets.com www.mashable.com

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