(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy; Determining the business value of social media PR and how to persuade management buy-in; Creating impact: Are you busy or indispensible for your company?; The future of PR: Current trends and challenges PR practitioners should be aware of

1. @larsv
Are you busy or indispensible?
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
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2. The BIG Culture Dilemma
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven Methods
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3. At a Glance
• (Re-)Defining the role of PR: Integrating Communications with
Your Business Strategy
• Determining the business value of social media PR and how to
persuade management buy-in
• Creating impact: Are you busy or indispensible for your
company?
• The future of PR: Current trends and challenges PR
practitioners should be aware of
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4. Diverse Talents, Best Teams Approach
MULTI-DISCIPLINE INDUSTRY EXPERTISE
40
Specialists in: Arts, Aviation, Education, Consumer,
CSR, Banking, Finance, Government, Healthcare,
Media, Luxury, Property, Technology, Digital
Singapore Korea Malaysia United Germany
Kingdom
We believe in assembling the best talents across practice
teams & subject expertise areas
SENIORITY, EXPERIENCE, WISDOM & JUDGEMENT
17 years longest serving staff; 10 years longest consulting staff
COMMUNITY SERVICE
& SPECIAL TALENTS
Government agency board members, council members of industry bodies &
think-tanks, accreditated PR professionals, adjunct associate professors,
chairmen of professional bodies, government advisory committee members,
Member of Parliament, NGO volunteers

5. So what’s expected of us as Communicators ...
We have to deliver:
• More with less
– Reduced team/resources
– Less investment
– Same team, same skills
• New skills required
– Social media expertise
– Corporate social responsibility now core
– Greater business return on investment
– Hard factual measures
– Employee engagement with new world, new strategies
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6. …and what does it mean?
“ Make sure
you’re doing stuff
that matters to
the business
and contributes
to its success
”
Source: IABC professional member, www.iabc.com
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7. Little Survival Guide to Web x.0
Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration 7

8. Source: What happens on the Internet every 60 seconds - Rosa Golijan 8

9. Source: Party Time – Tribal DDB & Brandtology 9

10. ‘Digital waste’ polluting the online world?
11%
13% 32%
45%
Source: Digital Life 2011 - TNS 10

11. ‘Digital waste’ polluting the online world?
11%
13% 32%
43% of Singapore consumers don’t 45%
want to be bothered in social
networks
Source: Digital Life 2011 - TNS 11

12. What are people saying?
11%
13% 32%
45%
Source: Digital Life 2011 - TNS 12

13. Online engagement?
Accept the customer’s perspective – and attitude!
[Brands] have to surprise me, not only meet my
needs, but anticipate my needs.
By using social media exclusively, I think the
company has to
answer me whenever I have a question,
enlighten me whenever I complain,
and thank me whenever I compliment them.
Source: The Language of Love in Social Media - Firefly Millward Brown 13

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15. Challenge Within Organisations:
Who ‘Owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 15

16. Challenge Within Organisations:
Who ‘Owns’ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 16

17. Integration is Key – or Waste
ONLINE
BUILDING (DEEPER) ENGAGEMENT
OFFLINE
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18. The PR Perspective:
Social or not – it’s Media Relations?!
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19. Social Media Relations: Everything Changes!?
Everything Changes Nothing Changes
• It’s about two-way • You’ve to manage
conversations relationships
• You’ve to deal with more • So it’s wires, print, broadcast
channels – and social media
• We HAVE to listen and • You already: monitor and
understand what’s said! analyze your media coverage
• What about those negative • Not every negative comment
comments and posts? means a crisis
• The game get’s so much • Already forgot newswires?
faster Look at trends over time
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20. Simple But Crucial:
Be Clear About Your (Social) Media Strategy Goals
• Goals drive the type of
Strategies you are going to use
• What’s your ultimate
objective:
1. Awareness
2. Thought Leadership
3. Research
4. Reputation
5. Sales
6. Cost savings
7. Something else?
Source: 25 Must Read Social Media Marketing Tips 20
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21. Align Corporate Communications to Achieve
Business Goals
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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22. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer
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23. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer
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24. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer
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25. Align Corporate Communications to Achieve
Business Goals
The challenge is to
measure your success in a
meaningful way!
What’s the business value?
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26. Social Media is about Content
What Should We Be Talking About?
Industry…
trends, news,
E.g. Technology, data, advice
Legislation,
Competition
Your… products, offers, service,
people
Source: Developing your conversation sphere - CommsCorner
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27. So much choice!
Content Generation & Types FORUMS BLOGS
 Brand Generated
Content (BGC)
 Enterprise Generated
Content (EGC) POLLS VIDEOS EMAILS
 User Generated
Content (UGC)
THOUGHT LIVE INFOGRAPHS PODCASTS
PIECES SEMINARS
GAMES APPS MASH-UPS WIDGETS PHOTOS
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28. Marketing, Editorial… Conversation Calendar
It’s all about planning
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29. Think Process: Response Chart & Answer Bank
Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 29

30. How to Deal
with Comments –
YOUR Response Plan
• Comment / Blog Post
Validity
• Level of Responsibility
• Level of Respect
• The Commenter is a
Troll / Rager
• The Commenter is a
Spammer by Nature
Source: PR 2.0 Comment Response Chart 30 30

31. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
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32. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
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33. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Key Learnings
1) Speed is critical (on Twitter)
2) Honesty is a virtue
3) Brands have to be on alert in order
to correct any false assumptions
before they reach critical mass
4) Track it
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
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34. Crisis Rules of Engagement:
Is it so different from what we know?
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35. Who are your
stakeholders
=
audiences?

36. Dealing with Social Media:
What is your first line of defense – or engagement?
Ops Manager
Marketing
Intern
? Who
Sales
Exec
All staff
handles
Social
Agency Media? PR
IT
Helpdesk
Customer Receptionist
Service
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37. Dealing with Social Media:
What is your first line of defense – or engagement?
Ops Manager
Marketing
Intern
? Who
Sales
Exec
All staff
handles
Remember:
Social
The customer, Media? PR
Agency
shareholder,
journalist… does not care about
IT
your internal Helpdesk or
structures
Customerbudget! Receptionist
Service
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38. Anecdode:
What happens in Huili county / Sichuan…
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40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. The world we live in…
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47. How do you WANT your staff to use Social Media? It is
about your CULTURE
Transparency
Protection
Respect
Responsibility
Utilization
Respect
Responsibility
Representation
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48. How Much Time Does Social Media Engagement Take?
Source: How much time does social media marketing take - Gigaom / Aliza Sherman 48

49. ROI is talking about $$$
Jane, Public Relations
I created positive
sentiment.
Bobby,
Marketing Howard,
Advertising
Marketing
Source: Measuring PR Success: Seven Metrics to Consider - Spinsucks
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50. You’re sure you wanna talk ROI?
Source: W + K Old Spice Case Study
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52. Future-Proofing Public Relations
Who do YOU want to be?
Source: Future Proofing PR with Modern Metrics– Dow Jones
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53. Winners know what success look like:
Translating PR results into the language of business
• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better decide before management
asks for it
• Use the right approach with the correct content
– Show the whole picture through meaningful
KPIs
• Turn simple outputs into meaningful outcomes:
Connect the dots between clip counts –trends in
coverage and favourability
Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 53

54. Winners know what success look like:
Translating PR results into the language of business
• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better decide before management
asks for it
• Use the right approach with the correct content
– Show the whole picture through meaningful
“…From an executive’s viewpoint, it can be
KPIs
interpreted as the difference between the PR
• Turn simple outputs into meaningful outcomes:
team being busy andcounts –trends in being
Connect the dots between clip the PR team
coverage and favourability
indispensable.
Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 54

55. Same, same – but different
What lies ahead?
• Integration will be everything
• Metrics will rule the world -Analytics will
become the next big public relations
bonanza
• Media will live – probably even stronger
than before
• We are content producers. Think video!
• Mobile will inherit the Earth
• Will Facebook jump the shark – or
become even more omnipotent
Source: The top 10 public relations trends of 2011 - Gregarious 55

56. SUMMARY
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57. Summary:
Take a Management Approach – and become humble
Get your processes right
• Strategize
• Monitor
• Analyze & Discover
• Engage / Respond
Plan
What you need People
• A PLAN & Resources!
• Scenario planning & Reaction Plans
• Guidelines
Processes
• Give up control
There is no one-size-fits-all
Policies
• Better start small than not at all
• Form a team
• Have fun!
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58. Domino’s YouTube Experience – What would YOU do?
• Domino’s Pizza Chain discovered the power of viral marketing last month:
Who in YOUR company would
two employees in the US filmed "prank" videos of themselves stuffing
cheese up their noses and then putting it into sandwiches.
• go on Youtube?
The video went popular on YouTube (over 1 million views), and Twitter lit
up with disgusted customer complaints.
• Domino’s apologized and put its own President on YouTube, started a
Twitter response site;
What to wear?
• Still: In just a few days, Domino’s reputation was damaged.
What to say?
Who to talk to?
Are you ready?
Nobody will wait for you…!
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59. Questions? @larsv
Thank you
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
@larsv
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60. Hill & Knowlton - About Us
• MOST comprehensive consultancy network in Asia Pacific
• ESTABLISHED footprint in APAC with 16 wholly owned offices, and a
pool of trusted affiliate partners
• World’s LARGEST technology practice
• Cross practice experience ACROSS industries
• Working with some of the biggest names in tech – from START UP to
BLUE-CHIP
• EXPERIENCE across all parts of the ICT spectrum
• DEEP relationships with the analysts, media, bloggers and influencers
that matter in you respective industries
• Working with some of the hottest CONSUMER brands globally
• GLOBAL expertise and LOCAL insight delivering results with impact
• World leader in CRISIS MANAGEMENT
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61. @larsv
Are you busy or indispensible?
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
61