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Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

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Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010 Monitor, Analyze, Discover, EngageListen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.Gain a better understanding of how your campaigns are performing and how you can adjust for greater successDiscover opportunities and risksEngage your stakeholders on message, in conversations and with understanding Real time is the new prime time
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| © Copyright 2010 Dow Jones and Company Social or not – it’s Media Relations Lars Voedisch - [email protected] - @larsv Regional Head – Media Intelligence, APAC Dow Jones & Company
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Page 1: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company

Social or not – it’s Media Relations

Lars Voedisch - [email protected] - @larsvRegional Head – Media Intelligence, APACDow Jones & Company

Page 2: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company | 22

Monitor, Analyze, Discover, EngageLet’s start right here

Who is regularly doing media monitoring?

Who is privately using Social Media?

Who’s regularly doing SOCIAL media monitoring?

Page 3: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company |

Social Media Relations: Everything Changes!?

Everything Everything ChangesChanges

From pitching to engaging in “Naked Conversations”

“There is no market for your message”

Command and control, top down message delivery is no longer an option –it’s about conversations

Nothing Nothing ChangesChanges

It’s about relationships and people

It’s about being relevant

Not every negative comment means a crisis

You need to watch your space: monitor and analyze

Page 4: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company |

How do we stay relevant and lead strategic communications programs?

Source: Redefining Media Relations, Maureen O’Connell

It’s not traditional vs. social media or old and new media – it’s all media relations.

Let’s not just tweet because it’s the hottest tool at the moment

Remember that now everybody has a printing press

Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact

Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact

Page 5: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company | 55

Must-Dos for PR Professionals in 2010: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 expertise and capacity (staff & tools): Social

media is neither cost-free nor will it fix it all. Think about relevance: Become a Content Creator Define your Rules of Engagement Bring Social Media Inside

Page 6: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© 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

Use smart tools along your workflow!

Communications Objectives & Strategy

Page 7: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 7

Monitor

Who’s Listening?

Monitor and Track what’s relevant across media

channels / sources!

Page 8: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 88

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

Page 9: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 99

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?

Page 10: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 10

Analyze

Who are they talking about?

Where is thechatter

happening?How goodis it?

Page 11: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 11

Analyze

Who’s talking about you – and your competitor?

Look at social vs traditional media!

Who’s talking about you – and your competitor?

Page 12: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 12

Discover

iPhone

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”

Page 13: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company 13

Engage

Understand what journalists are actually writing about – no guessing / feeling game

Build really targeted media list – no spamCreate a briefing book in minutes – instead of hours

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

Remember: For most industries, Print is still king!

Page 14: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company | 1414

Summary:Social Media Tips for PR Professionals

Keep on top of social media trends

Familiarize yourself with the latest web toolsfor your social media management success

Follow best social media practices in your industry sector

Identify and engage relevant digital influencers

Source: Social Media Tips for PR Professionals, Daniel Young

Monitor Analyze Discover Engage

Page 15: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company | 1515

Summary:Social Media Tips for PR Professionals

Keep on top of social media trends

Familiarize yourself with the latest web toolsfor your social media management success

Follow best social media practices in your industry sector

Identify and engage relevant digitalinfluencers

Source: Social Media Tips for PR Professionals, Daniel Young

Important rules in media relations remain the sameImportant rules in media relations remain the same

Monitor Analyze Discover Engage

Page 16: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© 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

Page 17: Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch

|© Copyright 2010 Dow Jones and Company |

Questions?

Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv

Thank you.


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