This document discusses strategies for effective communications in the digital age. It addresses challenges like integrating social media efforts across organizations and measuring success. Key recommendations include having clear objectives linked to business goals, embracing both online and offline channels, planning content calendars, establishing social media response protocols, and leveraging insights from data analysis. The overall message is that integration of online and offline efforts will be critical for media to remain impactful in the future.

1. Rules of Engagement
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
lars.voedisch@hkstrategies.com
@larsv

3. The BIG Cultural Dilemma 3
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven
Methods

4. The BIG Cultural Dilemma #2 4
From natural respect to suspicion
Are you approachable?

5. More pressure than ever before 5
“ Make sure
you’re doing stuff
that matters to
the business
and contributes “
to its success
Source: IABC professional member, www.iabc.com

6. Challenge Within Organizations:
6
Who ‘Owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

7. Challenge Within Organizations:
7
Who ‘Owns’ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

8. Digital waste’ polluting the online world? 8
11
%
13 32
% %
43% of Singapore consumers
don’t want to be bothered in
Source: Digital Life 2011 - TNS social networks

9. What are people saying? 9
11%
13%
32%
45%
Source: Digital Life 2011 - TNS 4
5
%

10. Integration is Key – or Waste
ONLINE
10
BUILDING (DEEPER) ENGAGEMENT
OFFLINE

11. Social Media Relations: Everything Changes!? 11
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,
channels broadcast – and social
media
We HAVE to listen and
understand what’s said! You already: monitor
and analyze your media
What about those coverage
negative comments and
posts? Not every negative
comment means a crisis
The game gets so much
faster Already forgot
newswires? Look at
trends over time

12. Basic But Crucial:
12
What Are Your (Social) Media Objectives
Awareness & Reputation
Thought leadership
Consideration
Building connections
Direct conversations with stakeholders
Research & Insights

13. Social Media is about Content
13
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 13

14. Marketing, Editorial… Conversation Calendar
14
It’s all about planning – On- & Offline

15. How to Deal with Comments – 15
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

16. What are your Rules of Engagement? 16
What can/should your staff say – or not?
Do you have a proper escalation path?
How do you get ready for ‘beta’ mode?

17. Do you have the right resources? 17
Data is everywhere – you need meaningful
analysis
Source::How much time does social media marketing take - Gigaom / Aliza Sherman

18. 18

19. Same, same – but different
19
What lies ahead?
Integration will be everything
Demonstrate your link to business
objectives
Embrace online – leverage insights, people
and connections
Media will live – probably even stronger
than before
We are content producers. Think video!
Shape your organization’s culture by the
way you communicate

20. @larsv #dnasia 20
Lars Voedisch
Executive Director, Technology Practice Head
Hill+Knowlton Strategies Singapore
lars.voedisch@hkstrategies.com
@larsv