Date post: | 09-May-2015 |
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Business |
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||© Copyright 2010 Dow Jones and Company
Research and Promote the Buzz.
• Research on campaigns, develop pitches and prepare background information for spokespeople.
• Manage campaigns, brands and risks.
• Competitors, key reputation drivers, trends and media hot spots.
• Engage internal and external stakeholders.
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
||© 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 33
Smart Goal Setting for your (Social) Media Strategy
Goals determine what you should do!
What’s your main objective as Communications professional?1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?
||© Copyright 2010 Dow Jones and Company
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
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”…)
Key learnings:
Control? Don't use lawyers to take things off the Internet
Admit it, stop it, and apologize
Customerscriticizing you are telling you something very valuable
||© Copyright 2010 Dow Jones and Company 9
Monitor and Track what’s relevant across media
channels / sources!
What’s the Buzz?
||© Copyright 2010 Dow Jones and Company 10
What’s the Buzz?
Do you have what it takes to quickly
explain to your CEO what the buzz
is about?
||© Copyright 2010 Dow Jones and Company
Introducing: MEDIA MONITOR for Factiva.com
Communications professionals can conduct on-the-fly research and do-it-yourself (DIY) media analysis of news and trends in both traditional and social media.
They can monitor emerging issues and trends by creating and saving interactive charts to dashboards.
||© Copyright 2010 Dow Jones and Company 12
Where is the conversation happening?
ONLINE!How does the story
play out in traditionaland social media?
How bad (good) is it?
If you need to look deeper
||© Copyright 2010 Dow Jones and Company 13
Research-on-Demand
You love spending time producing
compelling reports, right?
||© Copyright 2010 Dow Jones and Company 14
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
For most industries, Print is still king!
||© Copyright 2010 Dow Jones and Company
Engaging your stakeholders:Use smart tools to reach them where they are
Danger!Information
Overflow
You now need to screen multiple sources: Press,
Web, Blogs, Boards…
Attention! Work Overload
You need to reach out to
multiple audiences via
multiple channels...
Danger!Information
Overflow
You now need to screen multiple sources: Press,
Web, Blogs, Boards…
Attention! Work Overload
You need to reach out to
multiple audiences via
multiple channels...
“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
Luckily you have endless resources…
||© Copyright 2010 Dow Jones and Company
Engaging your stakeholders:Use smart tools to reach them where they are
Danger!Information
Overflow
You now need to screen multiple sources: Press,
Web, Blogs, Boards…
Attention! Work Overload
You need to reach out to
multiple audiences via
multiple channels...
Danger!Information
Overflow
You now need to screen multiple sources: Press,
Web, Blogs, Boards…
Attention! Work Overload
You need to reach out to
multiple audiences via
multiple channels...
“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
Luckily you have Endless resources…
Intranet / Intranet Widgets
RSS Feeds
Mobile-formatted text
Email Newsletters
||© Copyright 2010 Dow Jones and Company
It’s about the Workflow! Where do you stand?
The Problem: Manual Daily Media Reviews
The Solution: Factiva.com Newsletters plus Factiva Reader
||© Copyright 2010 Dow Jones and Company
It’s about the Workflow! Where do you stand?
Since 2005, thanks to electronic editing Rothschild has managed to cut the time spent creating press reviews by more than 50%.
Access to the Most Relevant Information: Anytime, Anywhere
Time Savings and Enhanced ProductivityMove Straight to the
Company’s Bottom Line
Fully Copyright Compliant
Access to the Most Relevant Information: Anytime, Anywhere
Time Savings and Enhanced ProductivityMove Straight to the
Company’s Bottom Line
Fully Copyright Compliant
||© Copyright 2010 Dow Jones and Company
Traditional Media Content: More than 25,000
publications and Web sites; 159 countries, 23 languages
Social Media Content: Millions of blogs and social media sources, including boards and consumer review sites
Do-it-yourself media analysis: Enter just a few keywords to get instant media analysis presented in interactive charts
Visualisation: Save interactive charts on up to three dashboards so that you can monitor topics for as long as they stay in the news cycle.
Research-on-Demand: Benchmark or analyze issues, events, campaigns. Monitor issue/crisis impact on stakeholders, leveraging Dow Jones’ MediaLab’s global expertise and resources.
Research & Promote the BuzzLeverage Dow Jones’ Tools and Expertise
||© Copyright 2010 Dow Jones and Company
Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
Thank you.