Post on 09-May-2015
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Managing the Uncontrollable: Integrated Communications in the Age of Social Media
Social or not – It’s Media RelationsManaging effective communicationsLeveraging smart tools to make smart decisions
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and Companylars.voedisch@dowjones.com @larsv
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Social Media still growing strongly: 24 percent year-on-year
Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work)
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Twitter is more popular in Japan than in the US, Facebook basically not relevant
Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work)
3 %62%
16.3 %9.8 %
JapanUSService / % of internet users
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Social Networking – It’s NOT just kids!Popular Social Networks like Japanese Mixi reach across age groups
9.4%
53.8%
7.3%
7.4% 2.1%
Age 10~19Age 20~29Age 30~39Age 40~49Age 50
Source: Japan Mobile SNS Study 2010
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Social Media Relations: Everything Changes!?
Everything ChangesEverything ChangesIt’s about two-way conversationsYou’ve to deal with more channelsWe 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 ChangesYou’ve to managerelationshipsSo it’s wires, print, broadcast – and social mediaYou 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
Social Media Relations: Everything Changes!?
Everything ChangesEverything ChangesIt’s about two-way conversationsYou’ve to deal with more channelsWe 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 ChangesYou’ve to managerelationshipsSo it’s wires, print, broadcast – and social mediaYou already: monitor and analyze your media coverage
Not every negative comment means a crisis Already forgot newswires? Look at trends over time
Dealing with (Social) Media is an ART:
AuthenticRelevant
Transparent
Dealing with (Social) Media is an ART:
AuthenticRelevant
Transparent
||© 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”…)
||© 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
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. FAST!
Customerscriticizing you are telling you something very valuable
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
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The majority of all crises come from within an organization.
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Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOU?
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Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOU?
If a crisis happens:Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin
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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
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It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet
What’s the Buzz? Monitor
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What are the Issues?
Break it down:
The best way to manage crises is
to understand and manage issues.
Monitor Analyse
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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.
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Analyse
Who are they talking about?
When is it happening?
What is the chatter about?
What’s going on?
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Where does aCRISIS happen vs.
where does it start?
How does the story play out in traditionaland social media?
How bad (good) is it?
If you need to look deeper Analyse
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Research-on-Demand
Management loves compelling report.
Do you love compiling them from scratch?
Analyse
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Discover
iPhone
Discovery Issues in Time to Act: Toyota Crisis’ Key Topics
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
||© Copyright 2010 Dow Jones and Company 24
Discover
iPhone
Change: Mainly Positive Topics Now for Toyota!
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
||© Copyright 2010 Dow Jones and Company 25
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!
Engage
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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.
Managing the UncontrollableLeverage Dow Jones’ Tools and Expertise
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Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and Companylars.voedisch@dowjones.com @larsv
Thank you.