Digital Storytelling for Asian Multinationals
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Transcript of Digital Storytelling for Asian Multinationals
Digital Storytelling for Asian MultinationalsNew Frontiers in PR
Bob Pickard | President & CEO | Asia-Pacific
Burson-Marsteller’s Heritage
19501960 19801970 199020002010
1968: Outstanding Performance in Community Relations
1975: Outstanding Performance in Community Relations
1982: Extraordinary Accomplishment in Public
Relations1985: Excellence in Investor
Relations
1997: Marketing Consumer Products
2002: Crisis Communications2007: Internal communications
1953: Burson-Marsteller established
1964: First to organize a formal employee training program
1978: First major firm to establish a Healthcare Practice
1993: First firm to install global email linking every office
1961: Established in Europe
1974: Established in Asia-Pacific
1968: First firm to conduct crisis training
1983: First firm to conduct a satellite press conference
1999: InfoDesk Knowledge Management System accepted into Smithsonian’s Permanent Collection of Information Technology
2005: Mark Penn appointed global CEO – strategic alliance with research firm Penn, Schoen and Berland
ʻ̒ ʻ̒Our Philosophy
Our job as public relations professionals is two-fold. It is to help our clients or employers fashion and implement policies and actions that accord with the public interest. And it is to use communications to leverage public opinion and attitudes to motivate target audiences to specific courses of action.
Harold BursonFounder and Chairman
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
What We Do
We tell Asia’s story. Across media. Across channels. Across borders.We drive tangible business outcomes.And we embrace digital storytelling.
The Brand in the Story
Product placement is intrusive – breaks the narrative flow
The Brand as the Story
Product placement is unobtrusive – incorporated into the narrative flow
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
…so that those people will do and think
what we want
them to do or think
the story is the most important
things a company needs to tell its target audiences…
"We were not looking to make records or create them and based our order on estimated requirement. The fact that we did just that is an accident of history.”
Aditya GhoshPresident , IndiGo
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The power of stories
Strong stories rely on business realities, not ‘puffery’
The breakthrough effect derives from more than just plain facts
IndiGo announces
records order of 180 Airbus
A320s
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Tapping into the unconscious mind
unconscious
decisionsthoughts, feelings, and desires drive purchasing
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Why this is important…
20% 20% 20% 13%
What impact will the cuts have on your editorial
work? 47%41%
11%
Has your workload increased since the
economic crisis began?
* Source: Burson-Marsteller EMEA Media Survey 2010, among 115 senior journalists from top-tier media organizations in 27 countries.
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The result…
Decreased journalism
QUALITYDecreased journalism
QUANTITYDecreased journalism
CREDIBILTY
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
…a disconnect between corporate messages and media coverage
U.S. Gap:
45%Latin America
Gap:
53%
Europe Gap:
40% Asia-Pacific Gap:
58%
Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Blogger Gap: 69%
U.S. Gap:
76%Latin America
Gap:
82%
Europe Gap:
59% Asia-Pacific Gap:
63%
Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Decreasing control over brand imagery
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Reduced audience density
McKinsey Quarterly “Boosting returns on marketing investment”, May 2005
Which screen commands the
most
attention?
Implications for Asia-Pacific
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Asia is a major global force…
Chemical
Construction
Consumer Durables
Capital Goods
Trading
36%
37%
39%
42%
47%
52%
53%
55%
83%34%
of the world’s top 2000 companies are headquartered in Asia
Source: Forbes Global 2000 list (2009)
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
…but global sentiment is muted
1%
3%
93%
3%
Online Sentiment Around Asian Corporate Brands
Mixed
Positive
Neutral
Negative
Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
The Digital Opportunity for Asia
1960s1990s2000s
The rise of Japan
The rise of China
The rise of Korea
2010s The rise of India
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Corporate Use of Social Media in Asia Pacific
40%
of companies in the WSJ Asian 200 are using social media for corporate communications
24%
of companies are using only a single social media channel
55%
of Asian corporate social media channels are inactive
A missed opportunity…?Source: Burson-Marsteller Asia Pacific Social Media Study - http://slidesha.re/fxPKK2
Digital Storytelling
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Persuasion 1.0
Once PR-driven interactions make people feel important (‘someone is listening to me’), then stories are sold as conversations
“Make the other person feel important and do it sincerely.”
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Persuasion 2.0
When people commit themselves in public to something, they have
created a new ‘image template’ of themselves
People will do and say whatever is necessary to
conform with their new public image
Where PR storytelling is growing
Entertainment media Social media
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The digital consumer
Initial consideration
set
Active consideration
Closure
12%26%
43%21%
37%
31%
28%
10%5%
39%26% 22%
Store/agent/dealer interactions
Consumer-driven marketing
Past experience
Company-driven marketing
•Word of mouth•Online research•Offline and/or print reviews
•Traditional advertising•Direct marketing•Sponsorship•In-store product experience•Salesperson contact
% effectiveness of consumer touchpoints
Source: McKinsey Quarterly “The consumer decision-making journey” 2009 Vol. 3
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Trusted channels
Source: TNS (2010)
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
A new integrated communications model
The goal is NOT to channel content to audiences, but
audiences to
content
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Channeling audiences to content
Keyword strategy
Hosted communities
Social communiti
es
Content streams
Multimedia
Cloud content
Location-based
Modern means to build an image
#1 – Listen obsessively#2 – Be authentic & transparent#3 – Go peer-to-peer#4 – Focus on the 1%#5 – Be human#6 – Build relationships#7 – Commit for the long-term #8 – Use storytelling
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Listen obsessively
Click icon to add picture
Be transparent
“When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.”
Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in
Advertisinghttp://www.ftc.gov/os/2009/10/091005
endorsementguidesfnnotice.pdf
Source: The Customer Collective Bloghttp://www.thecustomercollective.com/Home/36101
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Go peer-to-peer
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Focus on the 1%
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Be human
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Build relationships
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Use digital storytelling
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Every company a media company?
Closing Thoughts
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Everything that famously goes wrong is now called a ‘PR disaster’
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Be prepared to apologize
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Something to think about
Burson-Marsteller Asia-Pacific
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