The document discusses how the rise of social media has changed customer communication and experiences. It notes that unhappy customers can now tell thousands of people online about a bad experience, rather than just a few people previously. This has increased the importance of customer experience. The document then introduces three new social media services from Cision to help companies engage in social media: 1) uploading video and images to sites like YouTube, 2) creating multimedia press releases, and 3) developing standalone social media newsrooms.

1. Your communication demands change
Magnus Thell, Cision
Helsinki, 15th May 2009

2. “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

3. Source: BBC News The Editors Blog,
http://www.bbc.co.uk/blogs/theeditors/2008/02/journalists_and_pr.html

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

5. Change The New Arenas

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

7. Change New Behavior

8. Source: Google, www.google.com

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

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

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

12. Customer Service
Source: Cision, http://twitter.com/cision/favourites

13. Communities - Crowdsourcing
Source: http://www.facebook.com/hm

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

15. Source: Twitter, Public Service of New Hampshire, http://twitter.com/psnh/status/1072097134
Society

16. Source: Public Service of New Hampshire, http://psnhnews.com/index.cfm
Samhället

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

18. Commercialization
Source: venturebeat.com http://venturebeat.com/2009/05/11/socialmedia-turns-twitter-facebook-info-into-web-wide-social-ads/

19. Change Content

20. Source: Flickr Group Scania Fire Appliances/Apparatus, http://www.flickr.com/groups/scaniafireappliances/pool/page6/

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

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

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

25. Change Some Useful Tips To Get Going

26. Press release
Online
New Newsrooms
Service
Product sites
Images & Video

27. • Start acting on • How will we
own initiative handle this
• Act on arena?
prioritized • Who is
arenas responsible?
• Which arenas
should we act
on?
• Begin to • Begin to listen at
participate in the the conversation
discussions • Learn how the
• Learn the arena interacts
language and the
tone of the arena

28. Change 3 New Services

29. Social Media Upload, From CisionPoint,
simply upload your video- and image
1 content to your account on YouTube and
similar sites as you publish a release
Social Media Releases, create a multimedia
2 press release with customer designe
integrated with your video and images
Social Media Newsrooms, create a stand
3 alone site with your design built on the
foundation of visibilty and search engine
technology and capitalize on the power of
Social Media Cision Social Media Services
Powered by Sermo Consulting

30. Contact 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)