Managing the uncontrollable - Integrated Communications in the Age of Social Media;

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Managing the UncontrollableIntegrated Communications in the Age of Social Media

Social Media for Communicators

Social or not – It’s Media Relations

Being prepared is everything: Ready for the next crisis?

Leveraging smart tools to make smart decisions

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected]

@larsv


Social Media is about 3 things:CONTENT, CONTENT, CONTENT

Source: Youtube / Old Spice Channel

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Case Study: Social Media and Dow Jones


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research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

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& pinpointbetter the influential

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Understanding Facebook with South Park

Source: South Park Studios


Social Networking in Asia – Growing Mobile! South Korea, Hong

Kong, Singapore with most time online Mobile internet

bridging the gap for next wave Facebook more than

doubled its share in Asia Pacific, now leading Social Network in the region

South Korea, Hong Kong, Singapore with most time online Mobile internet

bridging the gap for next wave Facebook more than

doubled its share in Asia Pacific, now leading Social Network in the region

Source: Comscroe: THE STATE OF SOCIAL NETWORKS


Challenge within Organizations:Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


Challenge within Organizations Who ‘owns’ Social Media? Who cares?!

• The lines between PR and marketing are blurring.• “Turf battles” are evident.• Ownership of social media and blogging still undecided.• Benefits and communication measurement provides

common ground.Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


Constant 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


Social or not – it’s Media Relations?


Social or not – it’s Media Relations

Public / Media Relationsdidn’t really changefor over 50 years….

And now?!

Public / Media Relationsdidn’t really changefor over 50 years….

And now?!


Social or not – it’s Media Relations!


Social Media Relations: Everything Changes!?

Everything ChangesEverything Changes It’s about two-way

conversations You’ve to deal with more

channels We 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 Changes You’ve to manage

relationships So it’s wires, print,

broadcast – and social media

You already: monitor and analyze your media coverage

Not every negative comment means a crisis

Already forgot newswires? Look at trends over time


Social Media Relations: Everything Changes!?

Everything ChangesEverything Changes It’s about two-way

conversations You’ve to deal with more

channels We 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 Changes You’ve to manage

relationships So it’s wires, print,

broadcast – and social media

You 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


Nestlé's social media crisis

Nestléunwillingly put public

attention to Greenpeace's

video campaign




video campaign

Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page




video campaign


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”





video campaign




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”…)





video campaign






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




video campaign






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?


The majority of all crises come from within an organization.


Reputational Risk: It’s all about perception...

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

YOUR BRAND?








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








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

33% of global CCOsare not prepared for social media based reputation threats !!!

33% of global CCOsare not prepared for social media based reputation threats !!!


Old Spice Answers: @TheEllenShow



Biggest mistake going social?


Biggest mistake going social?Missing out Smart Goal Setting !

What’s your ultimate objective?1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?

Source: 25 Must Read Social Media Marketing Tips


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?


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


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

Case Study: Automotive Monitor


What is the context? Monitor Analyse

Break it down, connect the dots:

The best way to analyse the big

picture is to break it down.


Analyse

Who are they talking about?

When is it happening?

What is the chatter about?

Understand what’s going on


Analyse

Who are they talking about?

When is it happening?

What is the chatter about?

What’s going on?


Where does aCRISIS happen vs.

where does it start?

How does the story play out in traditionaland social media?

How bad (good) is it?

What’s going on? Analyse


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.”


Discover

iPhone

Change: Mainly Positive Topics Now for Toyota!

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


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

Everybody is online these days!

Engage


Translating PR & Social Media 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

• Use meaningful metrics – Connect the dots between counts

“…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.


Myth: Are you sure you mean ROI?

RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT


ROI is a business metric, not a media metric

ROI =COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?


Outlook & Summary


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 You can’t afford internal

silo approaches One size doesn’t fit all There will be more

- Noise / Devices / Tools…


Must-Dos for PR Professionals: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 sustainable expertise and capacity (staff / tools

/ partners / skills): Social media is neither cost-free nor will it fix it all.

Think about relevance: Become a Content Creator Define your Rules of Engagement


Old Spice Reaction: World Vision



Questions?

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv

Thank you.

Managing the uncontrollable - Integrated Communications in the Age of Social Media;

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