IABC - Your New Jobs in Social Media
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Transcript of IABC - Your New Jobs in Social Media
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Social Media Career Fair.
Getting Active in Social Media.Today.
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“The skills you had that
got you the job are not the
skills you need to do the job.”
Ford Motor Company
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your old job• Communications strategy• Internal communications• Media analytics• Media relations• Community relations• Business metrics• Communications planner• Hard worker
your new job• Futurist• Driving instructor• Marriage counsellor• Speed dater• Mah-jong player• Astronomer• Bicycle repairman• Dragon Boat racer
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but first.
it
context
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airwaves one to many
movable type one to many
telegraph & phone one to one
recorded image one to many
500 years4 revolutions
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“the largest increase in expressive capability in human history.”
- Clay Shirky, Author
REVOLUTIONGLOBAL
ONLINE
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publishers formerly known as audiencemany to many
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“Every generation
needs a new revolution.”
Thomas Jefferson
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two driverstrust technology
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in one generation the nature of trust has changed irrevocably
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trust to operate in society’s
best interest
o Armed forces +43%o NGOs +27%o Education system
+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”
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‘The Occupy Movement’ began
17/9/11and is now global
Profile of Protestors: “1/3 were older than 35, half were employed full-time, 13% were unemployed and 13% earned over $75,000.” – Baruch College School of Public Affairs
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You Are No Longer Trusted
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but we trustMiss Fong in Hong Kong
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trust me
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Asia-Pacific mobile internet users will nearly double from 623.3 million in 2011 to more
than 1.22 billion in 2015 eMarketer
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powerfuleasyfastconnectedubiquitouscheap
in your
pocketnow
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your new jobinstructions
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build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless
committed
inform
educaterepeat
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people trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 20
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start bylistening
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how to listensocial media monitoring
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trytalking
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outreach basicsstart smallbe consistentcreate a unique voicebe relevantbuild a network, create alliesregister everywherelisten and respond
register
connectfind your voice
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“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009
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harness your
network
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building alliescreate relationshipsknow who is who conversations are two waybe supportive make it habit to be onlinelisten and helpask for guidance, feedbackbe really quick
to make
friendsbe a friend
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in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
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constantly
evaluate
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milestoneslink to business planmeasure engagementtrial programsask for feedback
understand
measureevaluate
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the price of success is
hard work
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Corporate Communications Media relations Change management Corporate branding and positioning Reputation management Crisis communications Issues management CSR programmes Internal communications
Financial Communications Investor Relations Financial reporting Mergers & Acquisitions Corporate Defense Management Buyouts IPOs/Listings/Capital raisings Private Equity
communications support Restructuring
Public Affairs Government Relations Competition issues Merger control issues Regulation issues Litigation support European Affairs Opinion building Policy and legislation
monitoring
now a word from my sponsor…
Social Media Listening and Analysis Policy Development Stakeholder Engagement Program Development Training Outreach Crisis Communications
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Over 350 highly experienced professionals Over 40 nationalities Blue-chip clients
Global Footprint, Local Knowledge, Coordinated Across the World31 offices, 25 countries, 6 continents, 1 firm
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“If you don’t like
change,you’re going to
like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
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Read:http://
FacingChina.me
FacingChina
Attend: #3Shots - 23 April @ 18:00
Download:SlideShare.net/
Wallyballoo
Follow
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questions?
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From Egypt to China social media is changing
the fate of nations
“Party and the Government (in China)…have not been able to control the dissemination and discussion of information regarding the failings of the leadership in the microblogs.”
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Bank of America ranks
most hated
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.
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Ford lets
new buyersdrive the Ap
“80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”
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Higher chatter means
higher revenue
“A study done at HP Labs that showed how Twitter can predict box office revenue - not just popularity - with 97.3% accuracy.”
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‘Dad’ brand sells out and becomes a
‘Rad’ brand
“The Man Your Man Could Smell Like” drove a 107% increase in sales.
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Social media makes
stars overnight
“The girl who gives Adele a run for her money is being hailed as Korea’s answer to the next Susan Boyle.”
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And damage reputations
rapidly
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Twitter identifies problems
fastest
Australian electricity company AGL uses Twitter for customer service and crisis communications. Tweets about black-outs reach the company first – before remote sensors.
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social media gives
Wall Street insights
Sell-side analysts are using social media to delve into companies, from a sales reps postings on drug side effects to early alerts regarding job losses or contract losses.
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new apps help public companies
connect to
investors
Royal Dutch Shell introduced an iPhone investor relations App with stock price data, earnings releases, high res images, news. Shell’s YouTube channel has 400+ videos
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And makes mistakes
infamous
Friday night pizza led to Saturday morning Twitter sensation. By Monday it was reported in newspapers around the world.