Managing the Uncontrollable - Integrated Communications in the Age of Social Media
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Transcript of Managing the Uncontrollable - Integrated Communications in the Age of Social Media
|© Copyright 2010 Dow Jones and Company |
Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
Anecdote: Air NZ vs. Southwest AirlinesOnline Video Battle
1) Dave the rapping flight attendant – Southwest
1) Dave the rapping flight attendant – Southwest
2) Nothing to Hide / Bare Essentials - Air New Zealand
|© Copyright 2010 Dow Jones and Company | 3
Dow Jones Family
|© Copyright 2010 Dow Jones and Company |
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Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
Markets are conversations. Are you participating?
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
|© Copyright 2010 Dow Jones and Company |
Misconceptions about Social Media
http://www.youtube.com/user/Socialnomics09
|© Copyright 2010 Dow Jones and Company |
Misconceptions about Social Media
1. Build it and they will come2. Using Social Media to broadcast, not to LISTEN3. It’s FREE!!!4. You have to react to each negative comment5. No plan or objective6. Tracking the wrong stuff
Source: The 7 Misconceptions of Social Media, Mike Lewis
|© Copyright 2010 Dow Jones and Company |
Don’t Panic!90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
|© Copyright 2010 Dow Jones and Company |
Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
The majority of all crises comes from within an organization.
|© 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 |
Case: Nestlé's social media mistake and recovery
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:
Don't use your lawyers to take things off the Internet
Admit it, stop it, and apologize
Customerscriticizing you are telling you something very valuable
What are the Rules of Engagement?
A crisis response protocol?How fast can you react?
What are the Rules of Engagement?
A crisis response protocol?How fast can you react?
|© Copyright 2010 Dow Jones and Company |
Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
Social or not – it’s Media Relations
|© Copyright 2010 Dow Jones and Company |
Social Media Relations: Everything Changes!?
Everything Everything ChangesChanges
From pitching to engaging in “Naked Conversations”
“There is no market for your message”
Command and control, top down message delivery is no longer an option –it’s about conversations
Nothing Nothing ChangesChanges
It’s about relationships and people
Not every negative comment means a crisis
You need to watch your relevant space: monitor and analyze
Look at trends over time
|© Copyright 2010 Dow Jones and Company |
How do we stay relevant and lead strategic communications programs?
Source: Redefining Media Relations, Maureen O’Connell
It’s not traditional vs. social media or old and new media – it’s all media relations.
Let’s not just jump on Twitter or Foursquare because it’s the hottest tool at THIS moment
Now everybody has a printing press
Successful Social Media Communication is an ART:- Authentic
-Relevant -Transparent
Successful Social Media Communication is an ART:- Authentic
-Relevant -Transparent
|© Copyright 2010 Dow Jones and Company |
Anecdote: Air NZ vs. Southwest AirlinesOnline Video Battle
1) Dave the rapping flight attendant – Southwest
2) Nothing to Hide / Bare Essentials - Air New Zealand
1) Dave the rapping flight attendant – Southwest
2) Nothing to Hide / Bare Essentials - Air New Zealand
3) Air NZ challenging Southwest
|© Copyright 2010 Dow Jones and Company |
Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
Integrated CommunicationsWho ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
|© Copyright 2010 Dow Jones and Company |
Integrated CommunicationsWho ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
• The lines between PR and marketing are blurring.• “Turf battles” still evident.• Ownership of social media and blogging still undecided.• Benefits and communication measurement provides
common ground.
|© Copyright 2010 Dow Jones and Company |
Indispensable? 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 – Show the whole picture• Connect the dots between clip counts –trends in
coverage and favourability• One key metric should be measuring relationships• Set your sights on the competition – show the context• 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.
|© Copyright 2010 Dow Jones and Company | 2828
Smart Goal Setting for your (Social) Media Strategy
Goals drive the type of measurements you are going to use
Outcomes, not Outputs What’s your ultimate
objective:1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?
Source: 25 Must Read Social Media Marketing Tips
|© Copyright 2010 Dow Jones and Company | 2929
Case Study: Social Media and Dow Jones
|© Copyright 2010 Dow Jones and Company | 3030
Smart Goal Setting for your (Social) Media Strategy
Goals drive the type of measurements you are going to use
Outcomes, not Outputs What’s your ultimate
objective:1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?
Source: 25 Must Read Social Media Marketing Tips
|© Copyright 2010 Dow Jones and Company |
Monitor Analyse Discover Engage
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
|© Copyright 2010 Dow Jones and Company | 32
Monitor
Who’s Listening?
Monitor and Track what’s relevant across media
channels / sources!
|© Copyright 2010 Dow Jones and Company | 3333
Media Analysis: Stop confusing ROI with results, and measurement with counting
“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
You note the change, analyze the reasons why, and improve your program accordingly.”
KD PayneSource: Stop confusing ROI with results, and measurement with counting, KD Payne
|© Copyright 2010 Dow Jones and Company | 3434
Media Analysis: Stop confusing ROI with results, and measurement with counting
“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
You note the change, analyze the reasons why, and improve your program accordingly.”
KD PayneSource: Stop confusing ROI with results, and measurement with counting, KD Payne
Show you’re busy –or indispensable?
|© Copyright 2010 Dow Jones and Company | 35
Analyse
Who are they talking about?
When is it happening?
What is the chatter about?
What’s going on?
|© Copyright 2010 Dow Jones and Company | 36
Analyse
Where is the conversation happening?
ONLINE!How does the story
play out in traditionaland social media?
How bad (good) is it?
What’s going on?
|© Copyright 2010 Dow Jones and Company | 37
Discover
iPhone
What’s coming?
What’s the context?
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
|© Copy right 2010 Dow Jones and Company 38
Engage
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!
|© Copyright 2010 Dow Jones and Company |
Content Creation: Leveraging resources through streamlining of internal processes
Editorial Workbench can consume a wide
variety of sources
(including Factiva, your
internal articles, and external RSS) to allow
editors to hand pick content, add commentary, and publish tailored
news summaries to multiple
audiences via multiple
channels.
Editorial Workbench can consume a wide
variety of sources
(including Factiva, your
internal articles, and external RSS) to allow
editors to hand pick content, add commentary, and publish tailored
news summaries to multiple
audiences via multiple
channels.“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
“…provides the ability to sort the knowledge gold from the information noise” - Caterpillar
Custom Portlets/Webparts & Custom XML output
RSS Feeds
Mobile-formatted text
Email Newsletters
|© Copyright 2010 Dow Jones and Company |
Social Media & Public Relations: Managing the Uncontrollable
Welcome to Dow Jones
Making sense of Social Media in Communications
Knowing when you should be alarmed and how that will affect your business
Social or not – It’s Media Relations
Managing effective communications
Leveraging upcoming trends and opportunities
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
|© Copyright 2010 Dow Jones and Company |
Outlook: The Future Of The Social Web
Sources: Forrester, Web Profits, Read Wide Web
Social media IS mainstream Going mobile Less trial-and-error and
more strategy It’s all about content One size doesn’t fit all There will be more
- Noise!- Devices / Tools / Networks
|© Copyright 2010 Dow Jones and Company | 4242
Must-Dos for Comms Professionals in 2010:You can’t outsource your strategy
Agree and align your communications objectives- Awareness- Image / Reputation- Sales- Cost savings- Something else?
Track / Measure your success Build expertise and capacity (staff & tools): Social
media is neither cost-free nor will it fix it all. Think about relevance: Become a Content Creator Define your Rules of Engagement Bring Social Media Inside
|© Copyright 2010 Dow Jones and Company | 4343
Summary:Social Media Tips for PR Professionals
Keep on top of social media trends
Familiarize yourself with the latest web toolsfor your social media management success
Follow best social media practices in your industry sector
Identify and engage relevant digital influencers
Source: Social Media Tips for PR Professionals, Daniel Young
|© Copyright 2010 Dow Jones and Company | 4444
Summary: Social or not – It’s Media RelationsSocial Media Tips for PR Professionals
Keep on top of social media trends
Familiarize yourself with the latest web toolsfor your social media management success
Follow best social media practices in your industry sector
Identify and engage relevant digitalinfluencers
Source: Social Media Tips for PR Professionals, Daniel Young
Important rules in media relations remain the sameImportant rules in media relations remain the same
|© Copyright 2010 Dow Jones and Company |
Monitor Analyze Discover Engage
Monitor Analyze Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Dow Jones services for Public Relations & Corporate Communications
|© Copyright 2010 Dow Jones and Company |
Anecdote: Air NZ vs. Southwest AirlinesOnline Video Battle
1) Dave the rapping flight attendant – Southwest
2) Nothing to Hide / Bare Essentials - Air New Zealand
3) Air NZ challenging Southwest
1) Dave the rapping flight attendant – Southwest
2) Nothing to Hide / Bare Essentials - Air New Zealand
3) Air NZ challenging Southwest
4) Southwest’s response
|© Copyright 2010 Dow Jones and Company |
Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
Thank you.