Post on 01-Nov-2014
description
transcript
||© Copyright 2010 Dow Jones and Company
Managing the UncontrollableIntegrated Communications in the Age of Social Media
Social Media for Communicators
Social or not – It’s Media Relations
Being prepared is everything: Ready for the next crisis?
Leveraging smart tools to make smart decisions
Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com
@larsv
||© Copyright 2010 Dow Jones and Company
Social Media is about 3 things:CONTENT, CONTENT, CONTENT
Source: Youtube / Old Spice Channel
||© Copyright 2010 Dow Jones and Company 3
About Dow Jones: Meet the Family
||© Copyright 2010 Dow Jones and Company
27,000+ global sources17M+ companies35M+ executives16M+ Websites and blogs
150+ researchers130,000+ indexes
Media/VC/Risk
2,000 journalists84 bureaus18,000+ daily news items
Other People’sContent
Dow JonesResearch
Dow JonesNews,
Commentary & Analysis
MainstreamMedia
Web/SocialMedia
4
Over 150 years of Indispensable Content
Relevant Information → Actionable Intelligence
||© Copyright 2010 Dow Jones and Company 55
Case Study: Social Media and Dow Jones
||© Copyright 2010 Dow Jones and Company
Monitor Analyze Discover Engage
Monitor Analyze Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Dow Jones services for Public Relations & Corporate Communications
||© Copyright 2010 Dow Jones and Company
Understanding Facebook with South Park
Source: South Park Studios
||© Copyright 2010 Dow Jones and Company
Social Networking in Asia – Growing Mobile! South Korea, Hong
Kong, Singapore with most time online Mobile internet
bridging the gap for next wave Facebook more than
doubled its share in Asia Pacific, now leading Social Network in the region
South Korea, Hong Kong, Singapore with most time online Mobile internet
bridging the gap for next wave Facebook more than
doubled its share in Asia Pacific, now leading Social Network in the region
Source: Comscroe: THE STATE OF SOCIAL NETWORKS
||© Copyright 2010 Dow Jones and Company
Challenge within Organizations:Who ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
||© Copyright 2010 Dow Jones and Company
Challenge within Organizations Who ‘owns’ Social Media? Who cares?!
• The lines between PR and marketing are blurring.• “Turf battles” are evident.• Ownership of social media and blogging still undecided.• Benefits and communication measurement provides
common ground.Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
||© Copyright 2010 Dow Jones and Company
Constant Misconceptions about Social Media
1. Build it and they will come2. Using Social Media to broadcast, not to LISTEN3. It’s FREE!!!4. You have to react to each negative comment5. No plan or objective6. Tracking the wrong stuff
Source: The 7 Misconceptions of Social Media, Mike Lewis
||© Copyright 2010 Dow Jones and Company
Social or not – it’s Media Relations?
||© Copyright 2010 Dow Jones and Company
Social or not – it’s Media Relations
Public / Media Relationsdidn’t really changefor over 50 years….
And now?!
Public / Media Relationsdidn’t really changefor over 50 years….
And now?!
||© Copyright 2010 Dow Jones and Company
Social or not – it’s Media Relations!
||© Copyright 2010 Dow Jones and Company
Social Media Relations: Everything Changes!?
Everything ChangesEverything Changes It’s about two-way
conversations You’ve to deal with more
channels We HAVE to listen and
understand what’s said about us!
What about those negative comments and posts?
The game get’s so much faster
Nothing ChangesNothing Changes You’ve to manage
relationships So it’s wires, print,
broadcast – and social media
You already: monitor and analyze your media coverage
Not every negative comment means a crisis
Already forgot newswires? Look at trends over time
||© Copyright 2010 Dow Jones and Company
Social Media Relations: Everything Changes!?
Everything ChangesEverything Changes It’s about two-way
conversations You’ve to deal with more
channels We HAVE to listen and
understand what’s said about us!
What about those negative comments and posts?
The game get’s so much faster
Nothing ChangesNothing Changes You’ve to manage
relationships So it’s wires, print,
broadcast – and social media
You already: monitor and analyze your media coverage
Not every negative comment means a crisis
Already forgot newswires? Look at trends over time
Dealing with (Social) Media is an ART:
AuthenticRelevant
Transparent
Dealing with (Social) Media is an ART:
AuthenticRelevant
Transparent
||© Copyright 2010 Dow Jones and Company
Nestlé's social media crisis
Nestléunwillingly put public
attention to Greenpeace's
video campaign
||© Copyright 2010 Dow Jones and Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
||© Copyright 2010 Dow Jones and Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
||© Copyright 2010 Dow Jones and Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
||© Copyright 2010 Dow Jones and Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Key learnings:
Control? Don't use lawyers to take things off the Internet
Admit it, stop it, and apologize. FAST!
Customerscriticizing you are telling you something very valuable
||© Copyright 2010 Dow Jones and Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Key learnings:
Control? Don't use lawyers to take things off the Internet
Admit it, stop it, and apologize. FAST!
Customerscriticizing you are telling you something very valuable
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
||© Copyright 2010 Dow Jones and Company
The majority of all crises come from within an organization.
||© Copyright 2010 Dow Jones and Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOUR BRAND?
||© Copyright 2010 Dow Jones and Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOU?
If a crisis happens:Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin
||© Copyright 2010 Dow Jones and Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOU?
If a crisis happens:Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin
33% of global CCOsare not prepared for social media based reputation threats !!!
33% of global CCOsare not prepared for social media based reputation threats !!!
||© Copyright 2010 Dow Jones and Company
Old Spice Answers: @TheEllenShow
Source: Youtube / Old Spice Channel
||© Copyright 2010 Dow Jones and Company 2828
Biggest mistake going social?
||© Copyright 2010 Dow Jones and Company 2929
Biggest mistake going social?Missing out Smart Goal Setting !
What’s your ultimate objective?1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?
Source: 25 Must Read Social Media Marketing Tips
||© Copyright 2010 Dow Jones and Company 3030
Media Analysis: Stop confusing ROI with results, and measurement with counting
“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
You note the change, analyze the reasons why, and improve your program accordingly.”
KD PayneSource: Stop confusing ROI with results, and measurement with counting, KD Payne
Show you’re busy –or indispensable?
||© Copyright 2010 Dow Jones and Company
Monitor Analyse Discover Engage
Monitor Analyse Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Use smart tools along your workflow!
Communications Objectives & Strategy
||© Copyright 2010 Dow Jones and Company 32
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet
Case Study: Automotive Monitor
||© Copyright 2010 Dow Jones and Company 33
What is the context? Monitor Analyse
Break it down, connect the dots:
The best way to analyse the big
picture is to break it down.
||© Copyright 2010 Dow Jones and Company 34
Analyse
Who are they talking about?
When is it happening?
What is the chatter about?
Understand what’s going on
||© Copyright 2010 Dow Jones and Company 35
Analyse
Who are they talking about?
When is it happening?
What is the chatter about?
What’s going on?
||© Copyright 2010 Dow Jones and Company 36
Where does aCRISIS happen vs.
where does it start?
How does the story play out in traditionaland social media?
How bad (good) is it?
What’s going on? Analyse
||© Copyright 2010 Dow Jones and Company 37
Discover
iPhone
Discovery Issues in Time to Act: Toyota Crisis’ Key Topics
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
||© Copyright 2010 Dow Jones and Company 38
Discover
iPhone
Change: Mainly Positive Topics Now for Toyota!
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
||© Copyright 2010 Dow Jones and Company 39
Link content (news, posts) with the creators (journalists, bloggers)
Quickly access everything you need to make decisions and contact the right influencers
What they’re writing about…What they’re writing about…
…and how to contact them…and how to contact them
Engage and understand the influencers
Everybody is online these days!
Engage
||© Copyright 2010 Dow Jones and Company
Translating PR & Social Media results into the language of business
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it
• Use meaningful metrics – Connect the dots between counts
“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
||© Copyright 2010 Dow Jones and Company
Myth: Are you sure you mean ROI?
RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT
||© Copyright 2010 Dow Jones and Company
ROI is a business metric, not a media metric
ROI =COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?
||© Copyright 2010 Dow Jones and Company
Outlook & Summary
||© Copyright 2010 Dow Jones and Company
Outlook: The Future Of The Social Web
Sources: Forrester, Web Profits, Read Wide Web
Social media IS mainstream Going mobile Less trial-and-error and
more strategy It’s all about content You can’t afford internal
silo approaches One size doesn’t fit all There will be more
- Noise / Devices / Tools…
||© Copyright 2010 Dow Jones and Company 4545
Must-Dos for PR Professionals:You can’t outsource your strategy
Agree and align your communications objectives- Awareness- Image / Reputation- Sales- Cost savings- Something else?
Track / Measure your success Build sustainable expertise and capacity (staff / tools
/ partners / skills): Social media is neither cost-free nor will it fix it all.
Think about relevance: Become a Content Creator Define your Rules of Engagement
||© Copyright 2010 Dow Jones and Company
Old Spice Reaction: World Vision
Source: Youtube / Old Spice Channel
||© Copyright 2010 Dow Jones and Company
Questions?
Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com @larsv
Thank you.