ONLINE MEDIA RELATIONSWEAVING THE SOCIAL LAYER ACROSS MEDIA STRATEGYJULY 22 2013

ALI BULLOCK - DIRECTOR OF COMMUNICATIONS APAC, DOW JONES / THE WALL STREET JOURNAL

EXPERIENCEDIRECTOR OF COMMUNICATIONS APAC FOR DOW JONES AND THE WALL STREET JOURNAL

PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA

WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS, DURING AN 8 MONTH SABATICAL IN 2012

SOCIAL IS NEW AND SHINY!

Whiskey

Bust Enlargement

Weight Loss

Superfluous Hair Removal

SOCIAL IS NEW AND SHINY?

Whiskey

Bust Enlargement

Weight Loss

Superfluous Hair Removal

SOCIAL MEDIA IS IMPORTANT

Source: “State of the Internet with a Focus on Southeast Asia”, March 2011 – comScore

… BUT IT ISN’T EVERYTHING

VAST CHANNEL PALETTE

SOCIAL MEDIA IS NOT NEW BUT IT IS IMPORTANT.

SOCIAL MEDIA UNDERPINS OTHER CHANNELS.

Social Media

Mobile Website Direct MarketingAdvertising

Public Relations

SOCIAL MEDIA GIVES YOU MORE OPPORTUNITIES

MEDIA IS NOW ABOUT SPEED

Source: simpliflying.com

30 SECONDS!

Source: simpliflying.com

JOURNALISTS WORKING IN REAL TIME

THE SOCIAL MEDIA CHALLENGE

NOT RESPONDING QUICKLY ENOUGH –

OR AT ALL

DID ASIANA LACK SYMPATHY?

NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.

RULE 1: SHOW EMPATHYRULE 2: BE OPEN & TRANSPARENTRULE 3: RESPONDRULE 4: SEE RULE 1 (& REPEAT)

(YOU CAN SEE I TAUGHT THE CX USA TEAM WELL)

SWOT FOR NEW MEDIA

• Access to a larger audience – target specific niches

• Ability to establish a brand and community

• Additional channels for branded content

• Low engagement and sense of community within channels

• Some companies have a limited understanding of social media resulting in scattered social profiles

• Leverage multi-media content and niche audiences to build active communities

• Leverage the extensive journalist network – build contacts more easily

• Lack of engagement or call to action from content

• Strong social strategy from other companies

• Dark PR• Crisis issues are now

immediate

Strengths

Opportunities Threats

Weaknesses

TRADITIONAL VS. NEW MEDIA RELATIONS

THE FUTURE:INTEGRATING THE NEWSROOM

INTEGRATED NEWSROOM

DJ@DJ

One of our signature learning programs is DJ@DJ, or “Digital Journalism at Dow Jones”, which brings together a group of Wall Street Journal and Dow Jones Newswires journalists from around the world to participate in intensive learning, training and discussion in New York aimed at enhancing how they tell stories across multiple platforms using words, photos, blogs, video and graphics. 

MEDIA RELATIONS

EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY

FROM THE 60’S

TO TODAY’S SOCIAL MEDIA WORLD…

TIME SPECIFIC CONTENT WILL ALWAYS SERVE YOUR BRAND WELL

SOME COMPANIES ARE TAKING THE MEDIA DISTRIBUTION PROCESS ONE STEP FURTHER…

BUILD YOUR BRAND

ADAPT TO SOCIAL MEDIA & BUILD 1:1 RELATIONSHIPS

BUILD 1:1 RELATIONSHIPS

PERSONALISE POSTS

“Bottom line, successful public relations hinges on the ethics of its practitioners.” - PRSA

DARK PR: DELIBERATE

Taiwan's FTC investigating Samsung for defaming HTC on local online forums.

Samsung has ordered its Taiwan operation to cease marketing involving online anonymous comments

Source: pcadvisor.co.uk April 2013

TO HONEST MISTAKES

EVEN ME….

“Great day, shooting Elephants for 8 hours”- ali bullock, Head of comms WWF

“Great day, photographing Elephants for 8 hours”- ali bullock, Head of comms WWF

SOCIAL MEDIA PUTS US IN A NEW WORLD OF TRANSPARENCY

IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO

HAVE SOME PROBLEMS HEREPresident Obama, 2012

‘WE WERE WRONG.”

MOVING FORWARD…

EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY

TO COMPLICATED

FROM SIMPLE…

SOCIAL MEDIA UNDERPINS OTHER CHANNELS.

Social Media

Mobile Website Direct MarketingAdvertising

Public Relations

THANK YOU FOR YOUR TIME.YOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentations

LINKEDIN: ALI BULLOCK

alibullock@gmail.comwww.alibullock.com