091123 Shanghai Spanish Chamber Of Commerce Event 0.2

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091123 Shanghai Spanish Chamber Of Commerce Event 0.2

  1. 1. BLOGGING – Voices your business can’t ignore Jeremy Woolf Global Social Media Practice Lead Text 100 Public Relations Nov 23, 2009
  2. 2. Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities.
  3. 3. How about if I deceive people authentically, transparently and passionately?Photo by: Robert Sanzalone, (Creative Commons BY)
  4. 4. The global blogosphere 300+ million bloggers Source: Universal McCann global survey, March 2008 34% post opinions about products and brands on their blog 36% think more positively about companies that have blogs 500 million readers
  5. 5. Research and Findings: Text 100 Global Blogger Survey 2009
  6. 6. Survey methodology 11 449 technology, news and lifestyle bloggers across 21 countries Three regions: Asia Pacific (APAC), Europe (EURO), and the USA Text 100: respondent identification and recruiting Aha! Research: online survey, analysis, reporting of the results Survey offered in English, Korean, Traditional and Simplified Chinese, Japanese, Spanish and French Survey period: April 6 to May 18, 2009
  7. 7. 12 FIVELessons Learned
  8. 8. All bloggers are different. Do not underestimate their influencing power. ONE: Growing Influence Corporations are increasingly recognising the influence of bloggers 13 Don’t treat bloggers as you would treat reporters and understand that bloggers are potential partners. Not being a professional journalist doesn't mean unprofessionalism in writing or content. (Finland)
  9. 9. 93% 87% 89% APAC EURO USA Contact with PR people 14 Bloggers generally welcome contact from PR firms or a corporation to provide information, comments, and suggestions. Bloggers in APAC are slightly more welcoming than their counterparts in the USA and Europe (2008: 66%) Q.1: Do you welcome any contact from Public Relations (PR) firms or any corporation to provide information, offer comment or suggest people you might be interested in talking to? (n= APAC:233, EURO:189, USA:27)
  10. 10. Situation: • In the Summer of 2005, Dell was increasingly under attack for poor customer service and shady business practices • Popular blogger and reporter Jeff Jarvis writes a series of posts entitled “Dell Hell” and…well..all hell breaks loose. Dude…get an Apple
  11. 11. “With our direct model, we feel like we already have a good, two-way communications channel with our customers.” Dell spokesperson Dude…get an Apple From The Houston Chronicle July 8, 2005
  12. 12. Goals: • Improve customer sentiment • Improve overall tonality of relevant conversations • Decrease customer service calls Dude…get an Apple
  13. 13. Embracing change “Every day, we receive reports from a search string in Technorati and other blog search engines, and we meticulously analyze the results. When we find someone who has an unresolved issue with their Dell computer or our services, we reach out to offer assistance.” A year later, Dell launches Direct2Dell Blog. In November 2006, a Dell blogger wrote this:
  14. 14. Embracing change • IdeaStorm allows users to make suggestions and then vote whether to “promote” or “delete” an idea. • Dell then provides results, closing the loop with consumers by informing them what user-initiated ideas have been executed and what suggested items are forthcoming. In April 2007, Dell opens IdeaStorm:
  15. 15. Embracing change “These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” In October 2007, Jeff Jarvis writes a BusinessWeek article, “Dell Learns to Listen.” Michael Dell says this in the article:
  16. 16. Facing the new world Results: • At start of program, 49% of blog posts were negative. BW article says overall tonality is 22% negative • Direct2Dell ranked at 700 on Technorati—one of the highest ranking corporate blogs • More than 5M unique views per month • Over 7000 ideas submitted via IdeaStorm according to BW article
  17. 17. Embracing change In Spring 2008, Dell invades the Twittersphere. Almost 120 Dell employees are on Twitter actively engaging in discussions.
  18. 18. Press releases don't work for bloggers, we are not journalists, we don't need to copy and paste nonsense we get sent. Plus, the big issue with coverage on a blog is being first, if you are sending the same release to the press, why would I want to blog about it? I am not unique then and am the same as a paper (Ireland) PR too often just seem to throw the standard press release with very little extra effort (comments), usually just with the implied message "can you write about it". (Finland) Corporate News Releases are out 23 TWO: Social Media Releases More than 90 percent of PR people generally send us the usual press releases.... So I don’t participate in their activities proactively (Korea)
  19. 19. engage - social media releases
  20. 20. Social Media Releases 27 Q.10c: Compared with a year ago, to what extent are companies using Social Media Releases to communicate with you and other bloggers? (n= APAC:112, EURO:72, USA:7) 68% 63% 57% APAC EURO USA Bloggers generally experienced an increase over the past year in the usage of SMRs by companies to communicate with them (note: smaller USA sample size)
  21. 21. Social Media Releases 28 Q.10c: Compared with a year ago, to what extent are companies using Social Media Releases to communicate with you and other bloggers? (n= APAC:112, EURO:72, USA:7) Bloggers generally experienced an increase over the past year in the usage of SMRs by companies to communicate with them (note: smaller USA sample size)
  22. 22. Social Media Releases (APAC) 29 Awareness of a Social Media Releases (SMRs) is the highest in Australia and lowest in Japan Among those aware of a SMRs, New Zealand bloggers give them the highest score on “effectiveness as a means to keep bloggers updated on corporations” Q.10a: Have you ever heard of a Social Media Release (definition provided in the questionnaire? (n= AU:11, CN:41, HK:25, IN:37, JP:12, KR:12, MA:24, NZ:15, SG:34, TW:22) Q.10b: How effective do you think Social Media Releases are as a means to keep you updated on corporations? (7-point scale) (n= AU:9, CN:24, HK:9, IN:14, JP:3, KR:4, MA:14, NZ:7, SG:20, TW:8) 3.67 3.78 4.25 4.5 4.67 4.71 4.71 5.1 5.13 5.29 0 1 2 3 4 5 6 7 Japan Australia Taiwan Korea Hong Kong India Malaysia Singapore China New Zealand 25% 33% 36% 36% 38% 47% 58% 59% 59% 82% Japan Korea Hong Kong Taiwan India New Zealand Malaysia China Singapore Australia % who are aware of the SMR Mean score on 7-point scale
  23. 23. Use of SMR elements (APAC) 30 Past year usage of SMR elements has been highest in Greater China and North Asia and will continue to grow next year across all countries surveyed Q.10d: In the past year, how often have you taken elements (video, quotes, pictures, links) from a Social Media Releases to use in your own blog postings? Q.10e: In the next year, how often are you likely to use elements from a Social Media Release for use in your own blog postings? (n= AU:9, CN:24, HK:9, IN:14, JP:3, KR:4, MA:14, NZ:7, SG:20, TW:8) 5% 7% 14% 21% 22% 25% 33% 33% 46% 63% Singapore India New Zealand Malaysia Australia Korea Hong Kong Japan China Taiwan Past year usage 22% 33% 57% 60% 64% 71% 71% 75% 78% 88% Australia Japan New Zealand Singapore Malaysia China India Korea Hong Kong Taiwan Next year intent to use % who “very often” or “always” took elements from SMR % who plans to use elements more often in the next year
  24. 24. 31 If your company is not making their information available via RSS feeds, you are missing opportunities. THREE: RSS is Key
  25. 25. Information sources 32 Q.12: Please indicate how important each of the following sources are for information about corporations? Please use this scale where 1 is “not important at all” and 7 is “very Important”. You may use any number from 1 to 7 (n= APAC:233, EURO:189, USA:27) 7-point scale where 1=“Not important at all” and 7=Very important” “Other bloggers”, “Corporate websites”, and “RSS feeds” are the surveyed bloggers’ most important sources of corporate information. Traditional media is of less importance. APAC EUROPE USA 4.0 4.1 4.4 4.6 4.7 4.8 4.8 4.9 4.9 5.4 Television Social… Magazines Newspapers Micro-blogging sites Corporate bloggers Social networks Corporation… RSS Feeds Other bloggers 3.0 3.9 3.9 4.3 4.4 4.6 4.8 4.9 5.3 5.8 Television Social… Magazines Newspapers Social networks Micro-blogging sites Corporate bloggers Corporation… RSS Feeds Other bloggers 2.8 3.1 3.4 3.6 4.0 4.7 4.7 4.9 5.2 5.4 Social… Television Micro-blogging sites Social networks Corporate bloggers Magazines Newspapers RSS Feeds Other bloggers Corporation…
  26. 26. Types of content 33 Q.8a: Now let’s talk about your preferred content for your blog. For each of the following types of content, please use this scale where 1 means you are not interested at all and 7 means you are very interested in this content. (n= APAC:233, EURO:189, USA:27) 7-point scale where 1=“Not interested at all” and 7=“Very interested” 3.5 4.4 4.6 4.7 4.4 4.8 5.2 5.0 5.5 5.3 3.1 3.9 4.3 4.2 4.8 4.7 5.0 5.4 5.2 5.6 3.5 3.8 4.3 4.3 5.2 4.7 5.6 5.0 5.0 6.0 0.0 2.0 4.0 6.0 8.0 Corporate news announcements Long-term and strategic related content about corporations Event announcements Competitive product analysis Product announcements Market trend and forecast/analysis Interviews with key people Products to review Opinionated responses to your blog posts Research, insights, new product development news USA EURO APAC The most preferred content by bloggers is news of new product developments and review products, as well as feedback from readers and interviews with key people. Bloggers are least interested in corporate news announcements
  27. 27. 34 Q.9: How frequently have you used each of the following content formats on your blog over the past 6 months? (n= APAC:233, EURO:189, USA:27) Content formats used 15% 16% 34% 41% 88% 13% 26% 43% 44% 88% 15% 15% 37% 37% 74% Audio podcast Video podcast Video streaming Charts and graphs Photographs USA EURO APAC Photographs are the most frequently used content format while podcasts are least frequently used
  28. 28. Nokia Singapore – Cultivate brand ambassadors Objective •To embrace the power of social media and extend reach to key online influencers •To reach lifestyle and business group-specific online influencers Solution •Develop criteria to identify key online influencers based on credibility, authority, popularity and relevance •An extensive review of Singapore’s online influencers and a 6-week monitoring period to develop a dynamic top list of 15 online influencers •Each blogger classified according to interests and areas of expertise •Formal and customized engagement developed for individual blogger RESULTS: Over 360% increase in blog posts about Nokia amongst dynamic list You guys get it – it’s the right level of engagement and I look forward to it. Other companies try to do blogger engagement but over do it...To the point where I’ve asked to be taken off the list. I like that Nokia doesn’t reach out to anyone and everyone in the blogosphere (sic) so it feels exclusive when we get a chance to preview devices. Cultivate brand ambassadors
  29. 29. 36 The majority of bloggers are still part- timers – adjust your strategies accordingly FOUR: Part-time Bloggers
  30. 30. 37 Time spent blogging APAC bloggers spend the least amount of time blogging while USA bloggers spend the most Q.13: How much of your working week is spent blogging? (n= APAC:233, EURO:189, USA:27) 18% 18% 40% 24% 31% 13%35% 21% More than 16 hours 9 to 16 hours 4 to 8 hours Less than 4 hours 41% 22% 30% 7% 9+ hrs / week: 36% 9+ hrs / week: 44% 9+ hrs / week: 63% APAC EURO USA
  31. 31. Lenovo Premier Web 2.0 PC Vendor Challenge • Change Lenovo perception to being the leading Web 2.0 PC vendor Strategy • Create strong momentum for Lenovo’s latest netbook: IdeaPad Lite S9/S10 • Develop and spread a viral video teaser on S9/S10 and upload to Facebook and YouTube • Organize bloggers gatherings with most influential IT bloggers • Showcase full range of S9/S10 during the catwalk show • Encourage interaction with Lenovo executives • Arrange lucky draw for S9/S10 to wow the bloggers Results • Viral video generated 40,000 views in just four weeks, building awareness for new products • 23 bloggers participated, including local, influential bloggers like Jonathan Sin, Sidekick and Jansen Lu • Drove ongoing discussion of Lenovo brand and products among bloggers and in new media • Established a model for other Lenovo country teams across APAC
  32. 32. 39 Micro-blogging Q.14a: Micro-blogging sites such as twitter, Plurk and Fanfou are increasingly popular alternatives to blogging (and social networking). Do you use a micro-blogging site? (n= APAC:233, EURO:189, USA:27) Q.14b: IF YES: Since starting to use a micro-blogging site, has your blogging… (n= APAC:177, EURO:153, USA:22) 76% 81% 81% APAC EURO USA The impact of micro- blogging on normal blogging 29% 27% 18% APAC EURO USA 96% of Hong Kong bloggers use a micro- blogging service such as twitter
  33. 33. Micro-blogging (APAC) 40 Micro-blogging services such as Twitter is popular in most countries except in Korea and China Bloggers in Taiwan and China report an increase in blogging since starting to use micro-blogging services Q.14a: Micro-blogging sites such as twitter and (in Taiwan: Fanfou) are increasingly popular alternatives to blogging (and social networking). Do you use a micro-blogging site? (n= AU:11, CN:41, HK:25, IN:37, JP:12, KR:12, MA:24, NZ:15, SG:34, TW:22) Q.14b: IF YES: Since starting to use a micro-blogging site, has your blogging… n= AU:11, CN:8, HK:24, IN:32, JP:9, KR:5, MA:24, NZ:13, SG:33, TW:18 20% 42% 75% 82% 86% 87% 96% 97% 100% 100% China Korea Japan Taiwan India New Zealand Hong Kong Singapore Australia Malaysia 0% 0% 9% 22% 24% 25% 38% 38% 50% 67% Japan Korea Australia India Singapore Malaysia Hong Kong New Zealand China Taiwan % who uses a micro- blogging site % who’s blogging has increased since starting to use micro-blogging
  34. 34. Cultural differences to be respected. 41 FIVE: Cultural Differences
  35. 35. 3.4 3.8 3.9 4.1 4.1 4.3 4.5 5.7 1.7 2.4 2.8 3.3 3.8 4.1 4.1 6.0 1.6 1.9 3.0 3.0 3.0 3.0 3.6 6.3 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 SMS Instant Messaging (IM) Telephone Social networking invitation Micro-blogging Comment on blog Face-to-face Email USA EURO APAC 42 Q.3a: Please indicate to what extent you prefer each of the following means of contact from PR firms or corporations on a scale of 1 to 7, where 1 is “Very low preference” and 7 is “Very high preference” (n= APAC:233, EURO:189, USA:27) Q4: Do you indicate your most preferred form of contact on your blog? (n= APAC:233, EURO:189, USA:27) 7-point scale: 1=“Very Low preference”; 7=“Very high preference” Preferred means of contact Email is the most preferred means of contact with bloggers, while SMS and IM are least preferred. APAC bloggers seem to be more flexible in their preferred means of contact
  36. 36. 43 Acknowledging sponsorships Q.16: There has been some discussion in the blogosphere regarding bloggers making positive posts in return for some sort of compensation. Some say that ethically, bloggers should acknowledge that their blog or post is ‘supported’, while others disagree. Do you agree, or disagree, that bloggers should acknowledge corporate sponsorship for: (n= APAC:233, EURO:189, USA:27) Bloggers in the USA are more likely to agree that they should acknowledge that their blog or post is ‘supported’ when making positive posts in return for some sort of compensation 71% 74% 85% 64% 81% 89% 68% 80% 85% 58% 80% 89% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% APAC EURO USA Product reviews Advertorials Posts that support a blogs advertisers Incentives or gifting to report
  37. 37. 44 Association with employer Agreement is highest in the USA that bloggers should always clearly state their employer or association if blogging on issues or topics that relate to their businesses Q.17: there has been some discussion in the blogosphere regarding corporate bloggers that don’t clearly indicate their association with an enterprise or organization. To what extent do you agree, or disagree, that “bloggers should always clearly state their employer or association if blogging on issues or topics that relate to their businesses?” (n=449) 75% 87% 96% APAC EURO USA
  38. 38. 45 Anything that hasn't been sent to a dozen other blogs in my niche. Anything that indicates the company is prepared to listen to its customers. Anything that *gives* more than just advertising. "How-to" type posts ... the latter is what my readers really need. PRs need to think about what the END READER's needs are, not what they themselves want to say.
  39. 39. Implications for China 46
  40. 40. The China blogosphere Source: CNNIC, July2009 35.3% are active53.8% of total Chinese netizens 182 million bloggers 47
  41. 41. Trustworthy media channels Recommendations from friends and family Consumer product review from websites Product labels on packaging Expert product review from websites Consumer opinion in blogs Independent reviews in publications Consumer opinion on message boards Consumer opinion in chat room Manufacturers/brands website E-mail newsletters Magazine ads TV ads Products/brands that appear in movies or within TV programmes Ads that appear on search engines Newspaper ads Radio ads Recommendations from other consumers who you do not personally know Ads at the cinema before the movies starts Ads on posters, buses/bus shelters Ads that have been sent to you by e-mail Banner ads on websites Ads in virtual worlds Ads in video games Ads via mobile SMS Popup or pop-under web ads Who do people trust 48
  42. 42. • Chinese bloggers are more open and welcome PR people’s contact • Proper self-introduction is important • Email and IM are most preferred communication tools, while social networking is regarded as private • Social media releases are increasingly accepted • Other people’s blogs and traditional media are key information sources • Chinese bloggers are more hesitant to acknowledge sponsorships • Half of the respondents think that bloggers should disclose their employer or association of blogging on issues or topics relating to their businesses • Most bloggers respect embargo agreements 49 Topline learning from the China survey
  43. 43. Bloggers communication Listen Prepare Engage 50
  44. 44. Prioritize who is important to you • Blogger’s online and offline profile (do they have an alias?) • Tone of the blog • Does the blogger have an agenda? • Hot topics and issues covered on blog • Frequency of posts • Volume of the comments and responses they get and from who? • Do they already write about you or your competitors? • Does the blog have an RSS feed button • Method of contacting the blogger • What formats of content do they post? • Do they write for any other media? • Does their blog evoke political response? Listen 51
  45. 45.  Do you have a social media communication guideline?  Do you have the resources to develop long term relations with bloggers?  Do you have the right content and in the right format for bloggers?  Have you set your measurements? Prepare 52
  46. 46. CEO blog – let the corporate voice heard 53
  47. 47. There’s no formula to a good pitch. Something that’s good one day might be nothing the next, not because the pitch itself has changed but because the news has. Engage Charles Arthur, Guardian 54
  48. 48. Engage Do’s  Read their blog and bio  Join the conversation  Comment first, pitch later  Ask permission to pitch  Create a very targeted list  Find out how they like to be pitched  Find out who they connect with  Face to face meetings  Be transparent  Offer values 55 “Sometimes the public knows little about bloggers. It is better to make friends with bloggers first, and then move into talk related to work. ” – a Chinese blogger
  49. 49. Engage Don’ts • Attach a press release • Spam • Spray and pray • Pretend to have read their blog if you haven’t • Just pay them to work for you 56 “Bloggers are not hired ghost writers. We have our own opinions and preferences and we will write about them.” – a Chinese blogger
  50. 50. Offer exclusive values 57
  51. 51. Engaging people with genuine interest 58
  52. 52. 59 Thank you!
  53. 53. The five truths of social media – a methodology 60
  54. 54. 1. Understand that search is king 61
  55. 55. 2. Define your owned media 63
  56. 56. twitter blog Text 100 Owned Media .com
  57. 57. 3. Know where influence lives 65
  58. 58. twitter blog Text 100 Owned Media .com
  59. 59. 4. Establish social media ambassadors 67
  60. 60. twitter blog Text 100 Owned Media .com
  61. 61. 5. Drive conversations between social and owned media 69
  62. 62. twitter blog Text 100 Owned Media .com
  63. 63. Three core benefits 71
  64. 64. Three core benefits 1. Search Engine Optimization Search engine algorithms seek inbound and outbound links to quality sites The better the quality of your links, the better your Search Engine Results Page (SERP) ranking The better your ranking, the easier it is for your audiences to find you
  65. 65. Three core benefits 2. Control Moving conversations back to your owned media sites means you can better control the discussion It also helps influencers play active roles in your owned media channels You need to balance with valid conversations and contributions to public media channels
  66. 66. Three core benefits 3. Measurement Social media is extremely measurable and you’ve control over your own channels Your owned channels frequently have in-built measurement tools With the right measurement in place, it is easy to equate social media activity with customer demand
  67. 67. Immediate opportunities 1. Assess your owned media properties to determine their social readiness 2. Agree on a discreet business priority that has planned marketing support 3. Define the social media landscape around this business priority 4. Identify priority social media channels 5. Identify and train ambassadors for channels ownership roles 6. Build a goal-based marketing program that includes integrated social media activity through the defined channels, led by the ambassador
  68. 68. Summary – points to remember • Good stories and storytellers will always be critical • Social media is here to stay • Social media will forever change the role of PR people • Each country is similar…yet different • Some companies are doing a great job in social media • There are ways to make it easy • You can do it!

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