Kdag om Presse og de sociale medierMay 5, 2009Copenhagen

Socialize your Press Room

DIALOGcriminality

Globalization

Law

Technologypower

Hi!• Brian Woodward, Århusikaner, Partner i S+W Kommunikation, @WoodwardDK • Journalist og reklamebranchen igennem 10 år i USA

• Særlige kompetencer i internationale og danske mediarelationer, digital/sociale medier

• Ekstern lektor i Stakeholder Relations Management på Århus School of Business

• Blogger på unspun.dk www.swkom.dk

Customers

Mediation

Potential Customers

Influencers

Activists

NGOs

Lawmakers

Investors

Board

Suppliers

Employees

ORGANZATION

MEDIA

STAKEHOLDERS

Conversation

ORGANZATION

OLD MEDIA

CUSTOMERS

EMPLOYEES

NEW MEDIALEADS

Source: Pew Project for Excellence in Journlaism : The State of the News Media 2009. www.journlaism.org

42%Decline in US Newspapers stock value from 2005 -2007

83%

Decline in remaining stock value since 2008

Not only in the USAGoogle now major player (on par with TV2) in Denmark

Free papers are nearly dead

Online spending and readership continues to rise (FDIM)

Danish newspaper industry in worst crisis in history (jounalisten)

TV2 and others trying to find gold.

• The Internet has decoupled advertising from news outlets

• A new class of ”integrators” no longer relies on ”appointment” news (ca. 23 percent and growing in the USA)

• News is increasingly become a mashup of various sources

• Production costs are too great

• News is free!

5Possib

le reason

s

BUTTheir credibility remains intact

Trust barometer•Social media is still emerging, but are still less trusted than any other information source

* Blogs: Trusted by 26% of 25-34 and 19% of 35-64-year-olds * Social networks: 25% and 20% * Video sharing sites: 25% and 19%

•Wikipedia is the second most credible source for young Americans (behind business magazines)

•The growing influence of social media is reflected in the names the report gives to the different segments of “elites.” Despite the low trust still currently shown in social media tools, they label the largest segment “social networkers”

•The lowest trust group is corporate or product advertising

Source: Edelman Trust Barometer 2008

What AboutThe

m?

91 percent start here…

Source: The Pew American and Internet Life Project

And Google Loves Social Media

…especially blogs!

1. Pinging2. RSS and Atom feeds3. Inbound and outbound links4. ”hyper” tagging, rich keywords5. Modern HTML standards, updated

often

Trends in the Newsroom

• Blogs• Mo-Jos• MicroSites• Early Teams• Twitter• Speed• Speed• Speed

Sources: Columbia Journlaism Review, SOTNM 2009, Personal interview

- 16:25 First post on this forum, 70 posts within 3 hours, 175 by days end

- 19.45 Benny Engelbrecht posts on blog

- 20:00 Other Blogs begin posting

- Within 8 hours, the clip is seen no less than 59,000 times. Seen over 300,000 times as of today

- Following days, reporting begins online

Newsroom Trends, Cont’d.

Online Reporting – Especially in Crises

The Social Media Newsroom

A good starting point for Social media participation

For journalists – and others

A springboard into the ”cloud”

The role of the future press officer is as much to host the conversation as it is to

spin it

Additional advantages – SEO, direct dialog, issues

management, crisis management

Source: S+W Kommuikation content analysis af OMXC20 websites, May 2009

All of the websites offer direct e-mail updates Almost all offer newsletters- though few on their press site

Approx 2/3 offer at least one RSS feed Approx 2/3 feature online video – without sharing

2 of the 20 (Rockwool and Novozymes) have a blog 2 (Danisco, Jyskebank) use podcasts

1 offers the ability to ”share” directly to the social media 1 offers a widget None use Wikis

…None offer links to their own Social media channels

Survey of Danish C20 Companies

Emperors new clothes?

www.unspun.dk

Organizational Goals = Impact potential

Crap in = Crap Out

Hard Work = Results