rules of engagement - meaningful communications strategies in the digital age, july 2012
DESCRIPTION
•Social Media Today•The Big Cultural Shift•Role of New Media Engagements•Overcoming Challenges•Integrating Communications with Your Business StrategyTRANSCRIPT
1
Lars Voedisch Communications Strategist [email protected]
Rules of Engagement Meaningful Communications Strategies in the Digital Age
@larsv
Your reputation is precious…
• Communications Strategy
• Traditional & Social Media Relations
• Crisis Preparedness
• Internal Communications
• Media Training
• Analysis, Measurement, Research
Our services,
Your value!
Lars Voedisch
Communications Strategist
@larsv
Rules of Engagement Meaningful Communications Strategies in the Digital Age
• Social Media Today
• The Big Cultural Shift
• Role of New Media Engagements
• Overcoming Challenges
• Integrating Communications with Your Business Strategy
People
Processes
Policies
Who is… Lars Voedisch? International Communications Strategist
• Lars is an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.
Background & Expertise
• Clients include: AT&T, Citi, Coca Cola, DBS, GIC, Honda, ING, Macquarie, Motorola, Panasonic, Porsche, Procter & Gamble, Yahoo!, VMware
• Companies he worked for: Hitradio Antenne, AIESEC, DHL, Fleishman-Hillard, Dow Jones, Hill+Knowlton Strategies
• Experience in public relations, internal communications, marketing, journalism, as well as M&A, crisis and change management
• International working, training and team leadership experience on five continents
• Sought-after moderator and speaker on social media, public relations and communications thought leadership
Personal Background
• German by birth; living in Asia (Hong Kong / Singapore) for 9 years
4 4
Social Media affecting our lifes…
5 5
Misconceptions about Social Media
1. Build it and they will come
2. Using Social Media to broadcast, not to LISTEN
3. It’s FREE!!!
4. You have to react to each negative comment
5. No plan or objective
6. Tracking the wrong stuff
Source: The 7 Misconceptions of Social Media, Mike Lewis
Dealing with
Social Media is an ART:
Authentic
Relevant
Transparent
6
Source: What happens on the Internet every 60 seconds - Rosa Golijan
7
Source: What happens on the Internet every 60 seconds - Rosa Golijan
8
Source: What happens on the Internet every 60 seconds - Rosa Golijan
9
It’s not about technology,
It’s about relationships!
Don’t Panic! Focus on the Influencers 90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute 10
• Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods
The BIG Cultural Dilemma
Online Engagement? Customers are very demanding!
[Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to
answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.
Source: The Language of Love in Social Media - Firefly Millward Brown
12
• From natural respect to suspicion
• Are you approachable?
• Why would people want to connect with you?
The BIG Cultural Dilemma #2
More pressure than anytime before
14
” Source: IABC professional member, www.iabc.com
“
Make sure
you’re doing stuff
that matters to
the business
and contributes
to its success
15 Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
Challenge Within Organisations: Who ‘Owns’ Social Media?
Challenge Within Organisations: Who ‘Owns’ Social Media?
Who Cares?
16 Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
17 Source: Digital Life 2011 - TNS
32%
11%
13%
45%
‘Digital waste’ polluting the online world?
43% of Singapore consumers don’t want to be bothered in social
networks
18 Source: Digital Life 2011 - TNS
32%
11%
13%
45%
What are people saying?
19 Source: Paid Owned Earned – Nick Burcher
32%
11%
13%
45%
The Paid / Owned / Earned Ecosystem
Social Media to be leveraged across a company: Different functions, uses and values
Source: Socialize your organization – Richard Binhammer / Dell
The PR Perspective:
Social or not – it’s Media Relations?!
21
Social Media Relations: Everything Changes!?
Everything Changes
• It’s about two-way conversations
• You’ve to deal with more channels
• We HAVE to listen and understand what’s said!
• What about those negative comments and posts?
• The game get’s so much faster
Nothing 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
22
Source: CEOs Who Tweet Held in High Regard - eMarketer
32%
11%
13%
45%
Social Media’s Internal Impact CEOs Who Tweet Held in High Regard
82% of
employees trust
a company
more when the
CEO and
leadership team
communicate
via social
media.
© 2012 by PRecious Communications 23
32%
11%
13%
45%
Social CEO Index
© 2012 by PRecious Communications 24
Social Media is about Content What Should We Be Talking About?
Source: Developing your conversation sphere - CommsCorner
Your… products, offers, service,
people
Industry…
trends, news,
data, advice E.g. Technology,
Legislation,
Competition
25
OF
FL
INE
O
NL
INE
BUILDING (DEEPER) ENGAGEMENT
Integration is Key – or Waste
26
Marketing, Editorial… Conversation Calendar It’s all about planning – On- & Offline
27
What happens in Huili county / Sichuan…
How to Deal with Comments – YOUR Response Plan
• Comment / Blog Post Validity
• Level of Responsibility
• Level of Respect
• The Commenter is a Troll / Rager
• The Commenter is a Spammer by Nature
Source: PR 2.0 Comment Response Chart 37
The BIGGER picture: What’s your engagement plan?
38
What can/should your staff say – or not? Do you have a proper escalation path? How do you get ready for ‘beta’ mode?
Does every scenario need the same response?
Time
Impact
Analyze
Engage
Monitor
Discover
People Process Policies
39
40 Source: Not So SMRT: A Case Study of Communications Failure - Skribe
Key Learnings
1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Make your CEO visible 4) Brands have to be on alert in order to
correct any false assumptions before they reach critical mass
5) Track it
How well are YOU prepared?
Source: The Rising CCO IV – Spencer Stuart / Webber Shandwick 41
CCOs rank social media as their top challenge in the year ahead
1. unexpected (i.e., a surprise)
2. creates uncertainty
3. is seen as a threat to important goals
42
Reputational Risk: It’s all about perception...
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
43
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
Time is crucial for managing risk
as it allows you to stay in the
‘driver seat’
Reputational Risk: It’s all about perception...
If a crisis happens:
Get it fast,
Get it right,
Get it out, and
Get it over!
Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin
Crisis Survival Lessons for the Social Media Age
45
In a crisis, consumers need honest answers and
they need them fast – and no messaging vehicle is better suited to meet this demand than those fueling
the crisis in the first place.
Transparent engagements in the online communities, where your customers already live,
provide a credible and direct channel for the answers they need.
Are we too proud? Sorry seems to be the hardest word…
• Don't RE-act right away
• Acknowledge - Don't be angry
• Admit the mistake and apologize
• Take ownership
• Ask for forgiveness and make the needed changes – use the magic words: “I’m sorry” and “thank you”
46 Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media
Pressing the delete button for comments? Some reasons that might be acceptable…
• Racism
• Sexism
• Verbal abuse
• Inappropriate language
• Pornographic content
• (Blatant hostile behaviour toward other community members)
However: It is imperative that you have a policy on your Facebook page if you choose to delete content!
47 Source: 5 ways to handle negative Facebook comments - PR Daily
Time to start or review
Review your current policies for engagement Do scenario / crisis planning White-board your process
Draw and distribute
48
The world we live in…
49
Social Media Disaster “Highlights”
50
Know your audience, know what’s important for them… and know when you’re
logged in with your company account!
51
Social Media Disaster “Highlights”
‘News jacking’ is a nice idea – but be sensitive!
52
Social Media Disaster “Highlights”
Timing is everything… and knowing what’s actually happening in your company
The Inside Look: How do you WANT your staff to use Social Media?
• Do you have a social media policy?
• Is your policy easy to read? Can you make it an engaging experience?
• Is it welcoming to employees and customers, or does it sound like it was written by lawyers?
• In addition to your policy, are you educating your employees on how to properly use social media in a way that will help them as well as help tell your brand story?
53 Source: Is Your Social Media Policy Hurting Your Brand? - MENG
Social Media Policy - Examples
54
Transparency Protection
Respect Responsibility
Utilization
Respect Responsibility
Representation
We heard about the Bad and the Ugly…. Let’s switch to the ‘Good’: The Old Spice Campaign
Source: W + K Old Spice Case Study
How Much Time Does Social Media Engagement Take? Data is everywhere – you need meaningful analysis!
Source: How much time does social media marketing take - Gigaom / Aliza Sherman 56
58 Source: PR and social media trends for 2012 – BizCommunity
PR and social media trends for 2012
• Engagement over likes
• Your brand needs to be available 24/7
• Harness the power of consumer influencers
• Synchronise web PR with social media
• Quality content worth sharing
• Paid, earned or shared
• Look for opportunities in the now
• Don't ignore mobile
• It's all in the metrics
• Global brands have to be integrated
Future-Proofing Public Relations Who do YOU want to be?
Critical Analytical Skills
No Analytical Skills
Strategic Business
Orientation Vanity
Publishing
Gamblers Winners
Ostriches Bluffers
59
Rules of Engagement – Things to Consider
60
Get your processes right • Monitor • Analyze • Discover • Engage / Respond
What you need: • A PLAN & Resources! • Scenario planning & Reaction Plans • Guidelines
There is no one-size-fits-all • Better start small than not at all • Form a team • Have fun!
People Processes
Policies
‘Classic’ Case Study: Domino’s YouTube Experience
• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.
• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.
• Domino’s apologized and put its own President on YouTube, started a Twitter response site;
• Still: In just a few days, Domino’s reputation was damaged.
Who in YOUR organization would go on Youtube?
What to wear? What to say?
Who to talk to? Are you ready?
Nobody will wait for you…!
61
Your reputation is precious…
• Communications Strategy
• Traditional & Social Media Relations
• Crisis Preparedness
• Internal Communications
• Media Training
• Analysis, Measurement, Research
Let’s talk!
Lars Voedisch
Communications Strategist
@larsv
• Independent, boutique communications consultancy
• Based out of Singapore, at home in Asia and Europe
• Globally connected via affiliation with
About us…
+65 - 9170 2470
larsvoed
229 Mountbatten Road
#02-41 Mountbatten Square
Singapore 398007
Facebook.com/PReciousComms
Twitter.com/PReciousComms