social media, pr and crisis management in a changing landscape - lars voedisch

© Copy right 2009 Dow Jones and Company , Inc.

Social Media, PR & Crisis Management in a changing Landscape

Lars VoedischRegional Head – Media Intelligence, APACDow Jones Enterprise Media [email protected] http://twitter.com/larsv

|© Copy right 2009 Dow Jones and Company , Inc.

• What corporate communicators need to know about social media and what it means for your organization

• Linking PR efforts to business objectives

• Managing strategic media relations in times of continuous change and crisis

• Identifying and understanding the new influencers

• Leveraging upcoming trends and opportunities



Markets are conversations. Are you participating?

Savvy consumers don’t trust marketing, they trust their peers.

The conversation is going on whether you care to be involved or not.

If you choose not to be involved, you lose control of the conversation about your product, your business. You become irrelevant!

Trust can take years to build but be eroded away in just a few days. To avoid disaster, you have to keep one finger on the pulse of the social web.

Source: www.cluetrain.com/book/; Mark Pesce – “Keep control of the conversation”, Sydney Morning Herald


Marketers' Top Social Media: Twitter, blogs, LinkedIn, Facebook .

An overwhelming majority (88%) of marketers are using some form of social media to market their business, though 72% of those using it say they have only been at it a few months or less,

Twitter, blogs, LinkedIn and Facebook - in that order - are the top four social media tools used by marketers.


Are you ready for Generation V(irtual) ?

Preference for the use of digital media channels to discover information, build knowledge and share insights

Generation V is defined around three key behavioural attributes:

• Use of technology as a day-to-day tool to facilitate communication

• Desire to participate – expecting conversations

• Belief in the value of collaboration; ‘we’ is more powerful and valuable than ‘me’

Enterprise Use of Social Networking, Gartner Symposium/ITxpo 2008 http://www.gartner.com/it/page.jsp?id=770914


• We are all in the process of taking the web and social media to our hearts and reshaping it to meet our needs

• You did all this before – the only new thing is that you are now doing it automatically via the Internet

• We are all in the process of taking the web and social media to our hearts and reshaping it to meet our needs

• You did all this before – the only new thing is that you are now doing it automatically via the Internet

Source: TNS; SocialCorp – Social Media Goes Corporate, Joel Postman

We are all doing it – and we don’t even realize

So if we do it – what about the so-called influencers: Customers, Employees, Journalists, Shareholders…So if we do it – what about the so-called influencers: Customers, Employees, Journalists, Shareholders…


Social Media is a Cocktail Party.

Source: Web ink Now, David Meerman Scott / “Social Media is a Cocktail Party”, Jim Tobin

Imagine the web as a city:• Corporate – storefronts on main street• Ebay – garage sale• Amazon – popular bookstore• Mainstream media – Newspapers• Forums/Boards – Pubs and Salons

Social Networking are like Cocktail Parties:• How to get to know people?• What to talk about?• Why to join or leave?• Networking: Quantity or Quality

Twitter is like hotel lobby chats


Social Media.

What do corporate communicators need to know about social media and what does it mean for the business?


Case Study: Domino’s YouTube Nightmare

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.

Key learnings: Brands need social media crisis plans ‘Attacks’ can strike any time from anywhere Reaction time is down from days to hours

Key learnings: Brands need social media crisis plans ‘Attacks’ can strike any time from anywhere Reaction time is down from days to hours

Read more on WSJ.com


Case Study: Happy Customers - Wii

• A customer bought a Nintendo Wii on launch day

• Discovered some problems 3 months later

• Had a great customer experience

• Publicized this on the web

• It’s a top result for “Wii customer service” Google search (out of 10 million!)


Traditional Media

control in hands of a few

minimal feedback loop

a small universeof known contacts

Social (New) Media

anyone can be a publisher

conversation is king

an opportunity ora threat to corporations


90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute


Social Media

–where

to start?


Where to look?Social Networking becoming more important

Social networks/ blogs now 4th most popularonline category – ahead of personal e-mail

Facebook has replaced MySpace as the world’s most popular social network

‘Member Communities’account for one in every one in every 11 online minutes

Member Community growth twice that of any of the other five most popular sectors

The most popular social networks in countries where Facebook is the leader

Source: Nielsen - Global Faces and Networked Places


Asia driving global internet growth

Asia has over 40% of world’s internet population but onlysecond lowest penetration rate

Internet penetration: Australia 80% China 22% Hong Kong 70% India 7% Japan 74% Korea 76% Singapore 67%

Consumer content drives local language

Chinese rising to number 1

Source: Internet World Stats


Twitter?! A Diverse Universe

Sources: Asia’s Top 50 Twitterers - Web Guru Asia / Twitter Grader

Top Twitter Countries Asia's Top 50 Internet People by Twitter Followers


Social Media – Where to start?

Learn & Observe

Use search enginesRegister for sites

Play! (blog, video, networks, photos)

TechnoratiDelicio.us

DiggGoogle

Listenactively

Identify key sites &Contributors

(get an RSS reader)

Youtube, Twitter,Facebook, LinkedIn, MySpace

Flickr, Blogs

ContributeStart commenting &sharing

Mainly:Commenting on blogs,

discussions

ActivelyEngage

Produce and pushyour own content

Small: SlideshareBig: Twitter account


People don’t trust company blogs.

Not only do blogs rank below newspapers and portals, they rank below wikis, direct mail, company email, and message board posts.

Only 16% of online consumers who read corporate blogs say they trust them.

If you’re a corporate blogger or somebody who advises companies, you need to take this into account.


Start Here: Simple Tools for Monitoring


Success Stories From Surprising Industries.

Source: http://www.kunocreative.com/_bpost_2218/Social_Media_Success_Stories_From_Surprising_Industries

Social networking provides the improved communications vital to both marketing and customer relations.

Marketing and Customer Service budgets are being shifted to these new approaches, and companies are enjoying both increased sales and reduced costs as they adopt them. :

• Indium Corporation a 75-year-old global manufacturer of electronic assembly parts

• Home Creations an Oklahoma homebuilder

• Indium Corporation a 75-year-old global manufacturer of electronic assembly parts

• Home Creations an Oklahoma homebuilder


Case Study: Indium CorporationThought leadership in its industry.


Case Study: Home Creations.Building relationships to build homes.


Threats and Risks of Not Listening

Bloggers can be less predictable than reporters

Reporters scanning social media sites for story ideas

Finding out about growing client discontent after critical mass has built up

Competitors becoming thought leaders


When NOT to actively use Social Media.

Source: http://www.readwriteweb.com/archives/when_to_not_use_social_media.php

Scenarios when social media should be avoided :

• Strategic Vacuum • Management skepticism• You're in a high-ticket business• You fight with your employees• Privacy and regulatory concerns


Critical Questions for Corporate Communications

Can you track the drivers of your corporate reputation?

How do you benchmark your competitors?

Do you know what your weak PR spots are? Sectors? Markets? Media?

How (fast) do you identify critical issues that could affect your organization?

How do you track traditionaland social media?


What’s your share of voice?

You can’t manage what you can’t measure

What are the main topics?

Where is the conversation?

Who’s talking?What’s the context?

Examples of Dow Jones Media Analysis Solutions


Translating PR 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.

• Using multiple metrics and feedback to measure PR/communications – Show the whole picture.

• Connect the dots between clip counts – what are the trends in coverage and favourability?

• As PR/communications is primarily concerned with managing perception and building strategic relationships, one key metric should be measuring relationships.

• Set your sights on the competition – show the context.• Presentation of the measurement report is important. Top

executives only need a high-level summary of results.

“…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.


Outlook & Summary


Outlook: The Future Of The Social Web

What will happen?• With a common ID

developing, the social experience is about to get a lot more frictionless.

• Not just social networks, but every brand site will become social - whether you include these features, or visitors bring them along.

Source: Groundswell – The future of the Social Web, according to Forrester


Outlook: The Future Of The Social Web

How Brands Should Prepare?

• Don’t Hesitate• Prepare for

Transparency• Connect with

Advocates• Rethink your

Corporate Website

Source: Web Strategy by Jeremiah Owyang – The future of the Social Web: In Five Eras


Protect Your Online Reputation: Start Listening Now

It's not only what other people think of you that matters. It's what they can find out about you on the Web that can affect your reputation, and ultimately the opportunity to get a job or promotion, get investors, or get more business.

Source: Deon Binneman - Reputation Management Speaker, Consultant and Trainer, REPUCOMM, [email protected]

Step 1: Google your Company or Business name

Step 2 : Search & Monitor the Web

Step 3 : Defend Your Reputation


Summary: Changing Playing Field Traditional boundaries vanish e.g. between Marketing and PR; consumers and

journalists… Borders are no longer geographic but by interest

Social media can present a threat and an opportunity Are you ready to give up some control – or is it already gone

anyway? Stay authentic & credible

Generation V is changing the game …and active listening keeps you in it Build expertise

Your employees want to be involved “Learn to love grey” Think about blogging/ social media policies

The ‘noise’ will further increase – better start listening now Identify who the influencers are Look for ‘mood changes’


Anecdote: David, the rapping SWA Flight Attendant

• Forty-year-old David Holmes, a flight attendant for US airline Southwest, has become an internet celebrity since passengers began posting videos of his cabin announcements three months ago

• Over 1,4 million views

• Positive comments about the airline

• Other Southwest Airlines clips have been uploaded

• David made to Leno’s Tonight Show


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Lars VoedischRegional Head – Media Intelligence, APACDow Jones Enterprise Media [email protected] http://twitter.com/larsv

social media, pr and crisis management in a changing landscape - lars voedisch

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