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Social Media And The New Communication Landscape <ul><li>Emerging Trends </li></ul>

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Agenda <ul><li>Topics to be covered </li></ul><ul><li>The changing face of media - global communication </li></ul><ul><li>Best practice: reflect the shift in communication needs </li></ul><ul><li>Crisis Communication </li></ul><ul><li>Social Media Strategy: trends and developments </li></ul>

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The News Network the wire Comprehensive report Integration into Social Media services social bookmarking mobile Presseportal news source in search engines (SEO) partner websites and portals E-Mail and RSS Presseportal

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The News Network simultaneaous distribution to editorials <ul><li>news technology </li></ul><ul><ul><li>press release crossing the wire </li></ul></ul><ul><ul><li>surrounded by agency news feed </li></ul></ul><ul><ul><li>target market: </li></ul></ul><ul><ul><li>daily media nationwide </li></ul></ul>

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The News Network Presseportal <ul><li>Presseportal </li></ul><ul><ul><li>comprehensive database </li></ul></ul><ul><ul><li>IVW: 2.7 M monthly visits </li></ul></ul><ul><ul><li>SEO: Google Page Rank 7 (no. of incoming links) </li></ul></ul><ul><ul><li>accessible research tool (one stop shop) </li></ul></ul>

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<ul><li>Search engines </li></ul>The News Network SEO Google News Yahoo Nachrichten Altavista 123people news source high relevance for search engines top rank long term availability

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<ul><li>content partners </li></ul>The News Network online visibility premiumpresse politik & kommunikation Auskunft.de wallstreet:online nachrichten.de Offenes-Presseportal.de <ul><li>hundreds of portals </li></ul><ul><li>websites with </li></ul><ul><li>integrated news ticker </li></ul>

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<ul><li>Social Media </li></ul>The News Network news releases and documents distributed to Social Media Delicious Twitter Facebook Slideshare Scribd integrated into selected social networks and bookmark-plattforms social bookmarking on Presseportal (like button) > target market

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Web 2.0 The Global Reach Quelle: Wandermere.com

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Web 2.0 Internet Users in Europe Quelle: Wandermere.com In terms of Internet penetration, the Scandinavian countries are doing extremely well.

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Web 2.0 Internet activity in the US Source: The Nielsen Company 40 percent of U.S. online time is spent on just three activities – social networking, playing games and emailing - Americans spend nearly a quarter of their time online on social networking sites and blogs

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Facebook, Google, Yahoo Top 3 Source: many eyes Time spent on Facebook was greater than time spent on Google sites in the U.S. in August for the first time in history, according to fresh data from comScore. Meanwhile, Yahoo continues its slide from the top of the heap to the bottom. 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide

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Facebook, Google, Yahoo The Top 3 Source: Silicon Alley Insider Time spent on Facebook was greater than time spent on Google sites in the U.S. in August for the first time in history

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Facebook 500 million active users Facebook ’ s current user base is more than 1.6 times the size of the entire US population. If Facebook were a country, it ’ d be second only to China and India.

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Facebook interactive exchange Lufthansa selling tickets via FB - no need to change to LH site. Special Oktoberfest offers for fans Benefits: stay in touch, share pics, links, stories. -> Interact .

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Twitter microblogging Twitter announced on 4 Sept that they now have more than 145 million registered users . Twitter processed 2.64 billion tweets this August, an increase of 33% over May. In August, an average of 85 million tweets passed through Twitter every day.

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Twitter microblogging Source: Absolit, eco, talkabout 90% of OTTO Twitter content : response to Twitter user questions

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Social Media : Top 100 Companies <ul><li>Fortune Global 100 Companies </li></ul><ul><li>65% active Twitter accounts / 54% Facebook fanpages / 50% YouTube Video channels / 33% company blogs </li></ul>Source: Burson-Marsteller / The Global Social Media Check-up / Evidence-Based Communications Group 2010

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Social Media : XING / LinkedIn <ul><li>Business Networks : </li></ul><ul><li>manage groups, manage contacts, access profiles </li></ul>

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<ul><li>Best Practice </li></ul><ul><li>Survey: </li></ul><ul><li>„ Social Media in Unternehmen“ </li></ul><ul><li>(May 2010) </li></ul>Interactive Communication Best Practice

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<ul><li>Communication in social networks is </li></ul><ul><li>- „very important” 17,3 % </li></ul><ul><li>- “important” 44,6 % </li></ul><ul><li>Only 25% of companies provide the required budget </li></ul>Interactive Communication Best Practice Source: PR-Trendmonitor Blitzumfrage, May 2010 participants: 1,705 press officers and agency executives

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<ul><li>blog entry </li></ul><ul><li>and blog post ... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>Immediate response/feedback from trade media and numerous retweets... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>press release via ots ... shortly after ... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>response trade press... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>respose in social networks ... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>no. of retweets (1st grade) </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“ and even 14 days later ...

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<ul><li>response ... </li></ul><ul><li>www.rivva.de </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>online response... </li></ul>Interactive Communication Best Practice Survey „Social Media in Unternehmen“

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<ul><li>allocate competence, speaker roles </li></ul><ul><li>create dialogue - speedy response/feedback </li></ul><ul><li>network on several channels </li></ul><ul><li>offer added value / valuable content </li></ul>Social Media Strategy the challenge

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<ul><li>-> engage your audience in meaningful conversations about your product, issue areas, company, and brand (create tweetable headlines) </li></ul><ul><li>-> determine where/how conversations are happening about your brand (no. of retweets, fans, followers) </li></ul>Social Media Strategy the steps

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Social Media Strategy crisis communication

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<ul><li>speedy and effective communication </li></ul><ul><li>BP (photo manipulation / fake) </li></ul><ul><li>Nestl é vs Greenpeace (video, confrontation) </li></ul><ul><li>-> avoid censorship </li></ul><ul><li>-> de-escalate: avoid escalation into destructive, counterproductive confrontation </li></ul><ul><li>open dialogue: Q & A discussion forum - respond to critical questions </li></ul><ul><li>Set up blogs to discuss the issue, prepare editorial info material beforehand </li></ul><ul><li>-> transparency, fair dialogue </li></ul>Social Media Strategy crisis communication

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<ul><li>driven and flexible usage of channels -> maximum reach </li></ul><ul><li>image und up-to-dateness -> reach new target markets </li></ul><ul><li>transparency -> increase credibility </li></ul><ul><li>-> combine tools, tactics and strategy </li></ul>Social Media Strategy success factors

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<ul><li>-> direct connections with customers (and prospects) who were previously unreachable </li></ul><ul><li>-> greater exposure, more business opportunities — without the costs of traditional marketing </li></ul>Social Media added value

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Anette Brandt Account Managerin ots.International news aktuell GmbH Telefon +49 (0)40 4113 32866 E-Mail brandt@newsaktuell.de www.twitter.com/brandt_aktuell Social Media and the new communication landscape news akuell im Internet: www.newsaktuell.de www.presseportal.de www.media-workshop.de www.newsaktuell.de/blog www.twitter.com/newsaktuell www.facebook.com/newsaktuell www.xing.com/net/newsaktuell www.youtube.com/newsaktuell www.slideshare.net/newsaktuell ...