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Open Innovations Forum
- 1. REPUTATION MANAGEMENT IN SOCIAL NETWORKS: New Model of Corporate Communications Michael Stopford Executive Vice President Global Corporate Strategy Weber Shandwick NOVEMBER 1, 2013 | MOSCOW 1
- 2. Reputation Management in Social Networks Scope: Landscape Issues Action 2
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- 5. Median Age of Popula on 2010 2020 2050 60 50 44 42 Age in years 40 46 45 48 42 40 38 37 35 33 31 31 30 29 27 26 18 20 20 10 0 BRICs Developing Countries OECD Sub-Saharan Africa Western Europe World 5
- 6. Distribu on of World's Young Adults (ages 15-29) 2010 2025 2050 100% Percent of world's 15 to 29 year-olds 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% BRICs Developing Countries OECD Sub-Saharan Africa Western Europe 6
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- 14. Power Index China EU India Sub-Saharan Africa USA 30 Percent of total world power 25 20 15 10 5 0 2010 2015 2020 2025 2030 Year 2035 2040 2045 2050 14
- 16. Drivers of innovation in the social era … Disintermediation +Disruption +big data potential… +but source disaggregation (adapted from David Campbell) 16 16
- 17. FACTOR #1 death of a middleman DISINTERMEDIATION 17
- 18. FACTOR #1: Death of a middleman (disintermediation) Removal of intermediaries in the supply chain: cut out the “middle man” and deal directly with your audience or customer internet+social+mobile „disintermediates‟ by • causing the collapse of the cost of publishing, broadcasting and distributing • removing obstacles to the creation of new social groups • eliminating barriers to the formation of distributed networks In other words, traditional media‟s competitive set went from half a dozen to millions in a matter of months. But then: with everyone talking, who is listening? And where? who do we trust? who has authority? where are the credible sources? who is most networked? Source: david-campbell.org 18
- 21. FACTOR #2: Technology (disruption) • Technology has disrupted just about everything • …traditional media may be the poster child for “most disrupted.” • the separation of information from its means of distribution • newspaper, magazine, radio station, CD, television broadcaster, cinema – challenged by new means of producing and circulating content • “the model of the traditional entertainment industry is predicated on the inefficiency of distribution…Films, TV, music are all produced and distributed in a tightly controlled way. The internet blows the doors off that concept because it‟s an environment where everyone can distribute with maximum efficiency to everyone else”. The Guardian • “hitch your fortunes to the information and you will prosper, chain yourself to means of distribution and you will die.” Richard Stacy Source: david-campbell.org 21
- 22. Disruption example and exercise Next I will show a couple quick examples of specific disruption and then allow SF to ask the audience for examples they may have witnessed, asking the question: If this is true, how does it affect what I do on behalf of State Farm. Disruption from this … Social Media Audit 22 22
- 23. To this .. Disruption example and exercise Next I will show a couple quick examples of specific disruption and then allow SF to ask the audience for examples they may have witnessed, asking the question: If this is true, how does it affect what I do on behalf of State Farm. 23
- 24. FACTOR #3 new possibilities BIG DATA 24
- 25. Factor #3: New possibilities (big data) • an information ecosystem that allows more data to be produced in 48 hours than was produced from the dawn of humans up to 2008. • Companies now have access to data like never before…. • PEOPLE have access like never before. … Source: david-campbell.org 25
- 26. FACTOR #4 era of fragmentation DISAGGREGATION – Things fall apart, the centre cannot hold W. B. Yeats 26
- 27. Factor #4: Era of fragmentation (Disaggregation) In the new era – disruption powered by disintermediation – we are seeing a transformation in the structure and process of information The disaggregation of forms and formats we have taken to be natural: • the disaggregation of albums to individual downloads in music [iTunes stats] • the disaggregation of newspapers and magazines to stories that can be circulated or linked to individually • the disaggregation of broadcast stations and fixed schedules to personal streams that can be consumed anywhere and anytime The ‘stream’ …process rather than product • once disaggregated, things can be updated…at speed • iTunes downloads and Kindle ebooks are not fixed units, they are parts of a stream Disaggregation does not mean things dissolve into a formless universe They are re-aggregated, but that is increasingly done through social networks information becomes social, modular and mobile. Source: david-campbell.org 27
- 28. The end of CONTROL…..the start of INFLUENCE Social becomes just one part of the overall approach to successfully engage, learn from, and lead connected customers and employees Source: david-campbell.org 28
- 30. There is no such thing as digital communications. There is only communications. 30 Flickr Creative Commons: Mango Project Flickr Creative Commons: AngryJulieMonday
- 31. Traditional media and social media are not separate worlds. They are completely intertwined and feed off each other. 31
- 32. BUILD A CADRE OF ADVOCATES Creating a friendly environment for your brand and issues requires a multitude of voices. Building a strong community of brand advocates is the key to successful communications campaigns. 32
- 33. REACH PEOPLE WHERE THEY ARE Driving audiences to new destinations is difficult. It is more effective to take your message to where the people already are and where your message is more likely to spread socially. 33
- 34. CONTENT DRIVES ACTION Successful communications campaigns use the power of storytelling to inform audiences and create an environment ripe for brand advocacy. Seek to create sustained engagement so people are ready to act on your behalf. 34
- 35. THINK LIKE A NEWSROOM Embrace the always-on environment and create a continuous flow of engaging content by planning and executing with an editorial mindset. 35
- 36. ADJUST TO THE NEW NORMAL It‟s not enough to simply publish content. Syndication and promotion are just as important.The average piece of content posted to Facebook reaches 16 percent of its potential audience. Brand pages average in the low single digits. The most-engaging campaigns use paid media opportunities to help content break through the clutter. For years, advertising interrupted online activity. Today‟s ads are delivered in-stream as part of the user experience. 36
- 37. MEASURE AND OPTIMIZE Digital content is never “finished.” What works today may not be what works tomorrow. Launch day is merely the start of an iterative process that always seeks to optimize performance to reach your goals. 37 37
- 38. Nothing moves without C-Suite signoff. Show the value of social media engagement by emphasizing reputation management and reversing negative perception. Flickr Creative Commons: Alex E. Proimos 38
- 39. 52 percent of a brand‟s reputation can be attributed to how social it is online, according to global executives in a recent study. Source: Weber Shandwick & Forbes Insights 2011 Flickr Creative Commons: Mavis 39
- 40. Work to earn buy-in from all involved work streams to help transition the relationship from adversarial to collaborative. Change your office culture to invite social media use. 40
- 41. Venerable businesses weren‟t established to move at the fast pace of social media. Reevaluate your existing routines to accommodate real-time governance. Flickr Creative Commons: John The Scone 41
- 42. As a result of the external compliance issues, establish internal policies to guide all employees through the process. 11 42
- 43. Leverage your own network. Make sure your vast network of employees have clear direction for both interaction with customers online and with their own social platforms. 43 Flickr Creative Commons: David Ross Harris
- 45. WEBER SHANDWICK > CASE STUDY > VERIZON 60% 17% VERIZON WIRELESS NEWS CENTER • Over 1.3M unique visitors to site. Average number per month rose 47% from prior to launch. VerizonWireless.com Product Pages 15% 6% • 900+ individual media stories linked back to content, with a 297% increase in links from May 2012 to April 2013. 2% • More than half a million visits to key business pages. Average number of unique visitors per month to pages rose 107% from prior to launch. Support Pages Bill/Account Business Pages Pages 45
- 46. WEBER SHANDWICK > CASE STUDY > MILK 46
- 47. Conclusion O brave new world, That has such people in it! 47
Editor's Notes
- Total popMain take away: growth of SS Africa and falling pop in West EuropeInternational Futures logoWeber logo
- The middle age of a population. Shows whether a population is aging (growing more slowly) or growing faster with lots of young people. Shows a major ‘age divide’ between high-income and SS Africa. Perhaps most of the youthful innovators of the future will come from Africa
- In International Relations, countries with significant youth bulges, defined as 30% or more of pop being between the ages of 15-29, are more likely to experience unrest. In this case, this graph shows where the world’s young people are concentrated for 2010,2025,2030. Big take away is to compare developing countries versus OECD or Europe.%s won’t add to 100 because of country overlap between categories
- Growing middle classes around the worldAdd (middle class)
- Shows how many years of schooling an average adult in a given population has completed.
- Total disability-adjusted life years (DALYs) across a population, expressed as years in millions. DALYs are calculated as the sum of years life lost (YLLs), which are calculated as deviation from life expectancy, and years lived with disability (YLDs). YLDs initialized from WHO Global Burden of Disease estimates; YLLs initialized from calculations inside IFs. DALYs are shown for the three major categories of disease: communicable diseases (this category includes all maternal and prenatal diseases); noncommunicable diseases; and injuries.OECD countries do see an increase in non-communicable deaths, however, the increase is tiny on this scale and for the OECD, more and more people may contract but survive noncommunicable diseases. The data does show a significant increase in obesity and in living with disability. Transition of developing countries more important
- The Knowledge Society Index is calculated using R&D spending as a portion of GDP and tertiary graduation rates as a percentage of total population. The two components are weighted equally. KNOWSOC RANDEXP EDTERGRATErr,TotalAdapted from the technological connectivity subindex of the A. T. Kearney Globalization Index (see “Globalization Index” entry below). Supplemented in IFs with ties to R&D spending and tertiary graduation rate (see B. Hughes 2005 Part 2 for specification).Work has been done to expand this measure, but hasn’t been implemented in the model yet.
- Telephone network densityINFRATELENumber of fixed telephone lines per 100 persons. Initialized from ITU data.Mobile phone usageICTMOBILNumber of mobile phone subscriptions per 100 persons; can exceed 100 because of multiple subscriptions per individual. Initialized from ITU data.Mobile broadband usageICTMOBILBROADNumber of mobile phone subscriptions with access to data communication at broadband speed per 100 persons. Initialized from ITU data.Research and Development SpendingRussiaDeveloping countriesOECD
- Power Index calculated using military spending, GDP at MER, GDP at PPP, and population size. Index values represent the percent of total world power controlled by each country. Main take away: US china transition, decline of EU
- These four things are taken from David Campbell in a post he wrote a while ago. So, you MUST give credit to him for this. Then, I’ve taken examples to support what he’s saying and interjected them, along with plenty of my own perspective. But, these are the four things going on out there that are driving us to behave differently as communicators (and as humans).
- Syria: simple point to make here is that Syria, like so much of our global news, is driven by social reporting. News is reported today with using traditional media as an intermediary. This is good. And this is bad. Good in that we get a wider variety of sources to cover the news and hopefully, therefore, getting a more rounded and thorough POV on what happened. Good in that the news is often reported immediately (remember, the helicopter on its way to Bin Laden’s was reported WHILE IT WAS GOING OVERHEAD – not as Bin Laden’s pursuer, but reported nonetheless. That’s reporting news before it’s even news.)But it’s bad because we have not filter for truth. No real accountability exists, or at least not how it traditionally has. Certainly, traditional media has not always reported empirical unbiased truths, there was an invisible standard in place. Now, that certainty is someone gone. And secondly, it’s bad because it has created a polarization of opinions and beliefs ABOUT news. Meaning, if I don’t like the POV of that “news caster” about the Syrian uprising, I can go find a news “channel” that I agree with. I then sit in my own echo chamber being fed information I already agree with and I end up never hearing the other perspective. It’s polarizing the world. Verizon: this is the key case study you should show and we should discuss on the phone so you can talk to it. But, it honestly should be your case study to show how organizations can/should disseminate their news. Given that your presentation is about innovation, this is innovative in the sense that it revolutionized how PR is done within Verizon. Here’s the 50,000 foot overview:Theyused to put out 1500 news releases. Nowthey put out zero but actuallyget more media coveragethantheyused to. Theypublishtheir « news » by coveringthemselves. As well as covering the industry. They have an editor in chief and a stable of editors, copy writers, journalists, graphic designers, photographers, etc. All of whompublish news fromVerizon. How does it work exactly? Here’s one small anecdote:Each morning the editorial team meets to discuss what stories they should be covering. Just like a news desk at a media outlet. One morning they noticed that a convention on technology for the visually impaired was happening in Utah. So, they hopped a plan with a couple cameras to cover the event. No intent on what to cover, only the knowledge that news related to their technology COULD occur. They walked around event looking for content, shot some video, took it back to Boston and created a fantastic story: http://news.verizonwireless.com/news/2013/08/visus-technology.htmlBut the truest innovation here is that it has made the media relations team be a business driver within VZW. We all know that PR has not traditionally been able to point to a dollar bill and say « we earned that. » But, now they can say « we produced this content and it drove X hundred people to the product page. » And, by X we mean five figures each month. They can’t prove without question that their media relations and content production efforts are getting people in the door to consideration.
- I find this extremely fascinating and think Moscow might as well. Think about it: the reason we stuck to newspapers is because it took a freaking publishing factory to get news into our heads. Or a radio or tv tower. We were chained to the means of distribution. Being so chained meant we were chained to whatevert information they spit out because what other choice did we have? Sure there have always been small runs of radical newspapers printed from homes, and Kinkos made this more prevalent in the 80s when the word process became affordable. But, still the syndication of that news was extremely limited. Today, we as humans have been entirely librated from the means of distribution. It’s as if we can fly without having to go to the airport and get on a plane. It’s that extreme. The more business oriented example above of Netflix certainly applies – and that’s the best one to articulate what’s chained in the world today: imagine the number and breadth of movies our kids will get to see compared to what we saw; imagine what that will do to their minds. Take it further: imagine what it can do to their acceptance of other cultures and beliefs if they’re watching the right movies – imagine how much more racist/sexist/homophobic they can become if they are watching the wrong content. This is heady stuff, of course, but get the sense from the website and your audience that this kind of intellectual fodder might intrigue them: looking at social media not purely as a marketing tool but asking ourselves the question: what is this doing to us as people/communities.
- Just two visuals to have up while talking Netflix.
- Hopefully this makes sense. It’s really talking about how there is no PLACE for news anymore. A news story just LIVES out there in space. Rather than we going to a paper or a tv to get our news, news runs in to us. It hits our facebook wall or twitter feed. And, even if we’re not on twitter or Facebook, traditional media uses these social tools to procure news, so whether we know it or not, social is informing us.
- You might skip this section if you are short on time, but it’s a smart way of looking at all this. In order to get noticed, you have to create content that people cant find better elsewhere. End of story. The Tunnel Creek and the 100M Dash stories are magnificient examples of this and if you show any examples of tremendous work, show those. Check them out and then we can discuss. They are hyperlinked in this slide.