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.

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. Today’s markets require new ways of
online communication
Magnus Thell, Managing Director, Cision Scandinavia
Copenhagen, October 5, 2009

3. Source: CBS News
http://www.cbsnews.com/stories/2009/05/04/business/main4988309.shtml ws

4. Source: http://www.websitemagazine.com

5. Source: Resume: http://www.google.com

6. HYPE?

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. Change The new arenas

9. Källa: Brian Solis, PR 2.0, The Conversation Prism, Creative Commons

10. Change New behavior

11. Source: Google, www.google.se

12. Communities
Source: http://globalviking.net

13. 9 140 000
Searches for ”Lego” per month
Source: Google AdWords Keyword Tool,
https://adwords.google.com/select/KeywordTool

14. Source: Electrolux Newsroom, http://newsroom.electrolux.com/

15. Conversation
Source: “My Starbucks Idea”, http://mystarbucksidea.com

16. Conversion
The CEO of Eniro comments directly on Facebook
by Fredrik Stenbeck on September 11, 2009
Source: http://sixx.se/nextgen

17. Communities
Source: Dagens Media http://www.dagensmedia.se

18. Communities
Source: http://www.facebook.com/hm

19. Source: Tripadvisor http://www.tripadvisor.com
Consumer - Conversation

20. Company blog
Source: http://fastlane.gmblogs.com

21. Customer service
http://twitter.com/cision/favourites
Source: Cision,

22. Source: www.krisinformation.se
Society

23. Källa: Public Service of New Hampshire, http://psnhnews.com/index.cfm
Society

24. News
Source: CNN, http://edition.cnn.com/2009/WORLD/europe/02/25/twitter.amsterdam.plane.crash/index.html
.

25. News feed
Source: http://twitter.com/cisionwire
.

26. Change Content

27. Source: JetBlue, http://www.youtube.com/user/JetBlueCorpComm

28. Source: Ford, http://media.ford.com/products/focus08/index.html

30. Source: http://www.southwest.com/about_swa/press/prindex.html,

31. Next step Web 3.0

32. …Will the hype of Web 3.0 Technology
help us cope?

33. Open Calais
Home | OpenCalais
Source: www.opencalais.com

34. Another view of Web 3.0, and how it will affect PR
people
Cision Labs: already building this technology into CisionPoint!

35. Web 3.0
Source: www.silobreaker.com

36. Keyword Bible
Key Words
Not just for press releases:
White Papers
Product spec sheets
Web Page Copy

37. Organizational silos will break down
Sales, customer service, PR, advertising, product management, etc.

38. Change A few hints to get going

39. • 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

40. 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