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How Social is Changing the global Communications Landscape for Brands

Date post:09-May-2015
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  • 1.THEGLOBAL LANDSCAPEFOR BRANDS

2. SOCIAL MEDIA =SEX Its so normal, but we cant stop buzzing about it You cant really understand it unless you do it 3. What we discuss today 4. 1. TODAYS COMMUNICATIONLANDSCAPE 5. Three major landscape definers1. Changing ConsumerBehaviours3. The new 2. ChangingPerceptionMedia ManagementSystemSystem 6. We are social we like to share 7. Sharing has become the driving online force 8. People all around the world like to share 9. Social Media is a social mass mediumSource: http://www.socialbakers.com/countries/continents/ 10. But its not only Facebook & Twitter 11. Were all going mobile Is your Brand ready?Source: Google 2011: http://www.howtogomo.com/en/#reasons-mobile-matters 12. APAC & LATAM lead Mobile Web AdoptionSource: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version 13. Realtime & Microblogs foster curation behaviourSource: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version 14. Three major landscape definers1. Changing ConsumerBehaviours3. The new 2. ChangingPerceptionMedia ManagementSystemSystem 15. Tradional Media is embracing Social Media 16. The new journalists are embracing Social Media I routinely track down potentialinterviews by sending out a Tweet. Most recently, we cameacross a number of Toyota carowners who fell under the recent recalls. (Chris OConell ABC News Anchor / Reporter)Source: toprankblog.com 17. Journalists are Super-GooglersI begin every day at search engine. It doesnt matter what story Imworking on, it always starts with a search. (Jason DeRusha, CBS TV News Reporter)Source: toprankblog.com 18. For todays journalists multiple ways lead to a storySearch Recommendation Follow 19. Its the Link Economy - Stupid 20. Personal recommendations hit the frontpage 21. Its the News not the Newsstand 22. Three major landscape definers1. Changing ConsumerBehaviours3. The new 2. ChangingPerceptionMedia ManagementSystemSystem 23. Both, Social & Massmedia define how stories developSource: http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management 24. This is your reputation dashboard 25. 2. HOW BRANDS ADAPT TO THE NEW LANDSCAPE 26. One-Quarter of global companies are active on 4 PlatformsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011 27. Global Companies love TwitterSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011 28. Key Take-Aways Asia-PacificStrongest growth rateAverage Number of Followers per Corporate Twitter AccountGlobal + localaudiences (Platforms)Low engagementlevelsVideo: big unmetopportunity Percent of Companies with YouTube ChannelsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011 29. Best Practices Asia-PacificLG Mobiles global Facebook page isToyota after its recall-crisis started used to communicate news aboutleveraging online conversationslatest products and answeracross al social channels. They set up an aggregated social pulse of theircustomer enquiries.brand online. 30. Key Take-Aways EMEAFocus on engagement Percent of Accounts using @replies on TwittergrowthNot growing andscalingFocus on policy andprofessionalizationCompanies struggle Number of views per YouTube Channelwith Video 1856364680747715951 255002Global AsiaEuropeU.S.Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011 31. Best Practices from EMEA BNP Paribas has a Facebook page@TelekomHilft and that is dedicated to a recruitment @deutschetelekom aregame that targets college students.providing excellent customerservice and are very responsive to their followers 32. Key Take-Aways AmericasGrowing presenceNumber of Accounts per Companythrough scaling &localization /specializationBig engagementgrowthUS companies lead Percent of Pages responding to Likers Postsengagement onfacebookSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011 33. Best Practices from the US GE has a very broad set of specialized Chevron engages stakeholders aroundsocial media channels for specific topicsquestions and issues on sustainableand discussionsenergy. Their main questions is: what canwe agree on? 34. Key Take-Aways LATAM Few companiesPercent of Companies with Twitter Acccounts engage on social media. Big market differences Those who do, are very active LATAM companiesFollowers per Twitter Account favour facebook over twitter, Orkut is in steep declineSource: Burson-Marsteller Latin America Social Media Study 2010 35. Best Practices from Latin AmericaAbout half of Pemexs Twitter posts arePetrobras offers two Facebook apps, a responses to stakeholders, includingracing game and a sticker book related toanswering their questions andthe Brazilian biodiversityclarifying misstatements. 36. Making mistakes is part of the learning curve 37. Corporate Social Media Challenges: ROI 38. Corporate Social Media Challenges: Integration 39. What does it take to become a social media ready company? 40. You have to know how to get there 8. Measure & adapt 2. Identify Opportunities7. Rollout 1. Listen 3. Mitigate Risks6.training4. DefineObjectives & KPIs 5. Organize for success 41. Aknowledge that Social Media will change the whole organizationINVESTORRELATIONS HR CUSTOMERSERVICEPARTNER-SHIPSPUBLICAFFAIRS COMMUNICATIONSMARKETING STRATEGY CSR MEDIA- RELATIONSADVERTISINGINNOVATION 42. 3. 10 TRENDS YOU SHOULDNOT MISS 43. The rise of Curation as the new Thought Leadership 44. Micro Volunteering & Crowdsourcing 45. Gamification 46. Social Career Management 47. Mobile Health 48. Social change is live on air Homeland Security is watching 49. Making sense of Data Data Visualization 50. Social Commerce 51. Group Messaging 52. Everything will be social 53. THANK YOUI like to connect @danieljoerg

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