Brug af de sociale medier som en del af en organisations online presserum kan hjælpe give journlaister klider, leads og idéer. Det vil også vise at organisationen er tilstede og villige til gå i dialog med ekstern stakeholdere og dermed bygge troværdighed og loyalitet på sigt.

1. SocializeyourPressRoom
Kdag om Presse og de sociale medier
May 5, 2009
Copenhagen

2. Globalization
Law
DIALOG
criminality
Technology
power

3. Hi!
• Brian Woodward, Århusikaner, Partner i
S+W Kommunikation, @WoodwardDK
• Journalist og reklamebranchen igennem
10 år i USA
• Særlige kompetencer i internationale og
danske mediarelationer, digital/sociale
medier
• Ekstern lektor i Stakeholder Relations
Management på Århus School of Business
• Blogger på unspun.dk
www.swkom.dk

4. Mediat Suppliers
ion
Potential Custom
Customers
NGOs
Influencers
Employees
Investors
ORGANZATION
Activists
MEDIA Board
Lawmaker
STAKEHOLDERS

5. Conversation
NEW MEDIA
LEADS
EMPLOYEES
OLD MEDIA
CUSTOMERS
ORGANZATION

7. 42% Decline in US Newspapersstockvalue from
2005 -2007
83% Decline in
remainingstockvalue
since 2008
Source: Pew Project for Excellence in Journlaism : The State of the News Media 2009.
www.journlaism.org

8. Not only in the USA
Googlenow major player
(on par with TV2) in
Denmark
Freepapersarenearlydead
Online spending and
readershipcontinues to
rise (FDIM)
Danish
newspaperindustry in
worstcrisis in history
(jounalisten)
TV2 and otherstrying to
find gold.

9. • The Internet has
5
decoupledadvertising from
newsoutlets
• A new class of ”integrators” no longer
relieson ”appointment” news (ca. 23
percent and growing in the USA)
• News is increasinglybecome a
Possible
mashup of varioussources
reasons
• Productioncostsaretoogreat
• News is free!

10. BUT
Theircredibilityremainsintact

11. Trust barometer
•Social media is still emerging, but are still lesstrustedthananyother
information source
* Blogs: Trusted by 26% of 25-34 and 19% of 35-64-year-olds
* Social networks: 25% and 20%
* Video sharing sites: 25% and 19%
•Wikipedia is the second most crediblesource for young Americans (behind
business magazines)
•The growinginfluence of social media is reflected in the names the report
gives to the different segments of “elites.” Despite the low trust still
currentlyshown in social media tools, they label the largest segment “social
networkers”
•The lowest trust group is corporateorproductadvertising
Source: EdelmanTrust Barometer 2008

14. ?
What
Them
About

15. 91 percent start here…
Source: The Pew American and Internet Life Project

16. And Google Loves Social Media
…especially blogs!
1. Pinging
2. RSS and Atom feeds
3. Inbound and outbound links
4. ”hyper” tagging, richkeywords
5. Modern HTML standards, updatedoften

17. Trends in the Newsroom
• Blogs
• Mo-Jos
• MicroSites
• Early Teams
• Twitter
• Speed
• Speed
• Speed
Sources: Columbia JournlaismReview, SOTNM
2009, Personal interview

18. Newsroom Trends, Cont’d.
Online Reporting – Especially in Crises
-16:25 First post onthisforum, 70 posts within 3 hours, 175 by
daysend
- 19.45 Benny Engelbrecht posts onblog
- 20:00 Other Blogs beginposting
-Within 8 hours, the clip is seennolessthan 59,000 times.Seen
over 300,000 times as of today
-Followingdays, reporting begins online

19. The Social Media Newsroom
A goodstarting point for
Social media participation
For journalists – and others
A springboardinto the ”cloud”
The role of the future press
officer is as much to host the
conversation as it is to spin it
Additionaladvantages –
SEO, direct dialog, issues
management, crisis
management

20. Survey of Danish C20 Companies
All of the websites offer direct e-mail updates
Almost all offer newsletters-thoughfewontheirpress site
Approx 2/3 offer at leastone RSS feed
Approx 2/3 feature online video – withoutsharing
2 of the 20 (Rockwool and Novozymes) have a blog
2 (Danisco, Jyskebank) usepodcasts
1 offers the ability to ”share” directly to the social media
1 offers a widget
None useWikis
…None offer links to theirown Social media channels
Source: S+W Kommuikationcontentanalysis af OMXC20 websites, May 2009

21. Emperors new clothes?
Crap in = Crap Out
HardWork = Results
OrganizationalGoals = Impact potential
www.unspun.dk