communications, social media & business
DESCRIPTION
What do corporate communicators need to know about social media and what does it mean for the business? Social Media World Forum Asia 09, SingaporeTRANSCRIPT
© Copyright 2009 Dow Jones and Company, Inc.
What do corporate communicators need
to know about social media and what does it
mean for the business Lars VoedischRegional Head – Media Intelligence, APACDow Jones Enterprise Media [email protected] http://twitter.com/larsv
| © Copyright 2009 Dow Jones and Company, Inc.
Traditional Media
control in hands of a few
minimal feedback loop
a small universeof known contacts
Social (New) Media
anyone can be a publisher
conversation is king
an opportunity ora threat to corporations
| © Copyright 2009 Dow Jones and Company, Inc.
Are you ready for Generation V(irtual) ?
Preference for the use of digital media channels to discover information, build knowledge and share insights
Generation V is defined around three key behavioural attributes:
• Use of technology as a day-to-day tool to facilitate communication
• Desire to participate – expecting conversations
• Belief in the value of collaboration; ‘we’ is more powerful and valuable than ‘me’
Enterprise Use of Social Networking, Gartner Symposium/ITxpo 2008 http://www.gartner.com/it/page.jsp?id=770914
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Threat: Domino’s YouTube Nightmare
Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.
The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.
Domino’s apologized and put its own President on YouTube, started a Twitter response site;
Still: In just a few days, Domino’s reputation was damaged.
Key learnings:
Brands need social media crisis plans
‘Attacks’ can strike any time from anywhere
Reaction time is down from days to hours
Key learnings:
Brands need social media crisis plans
‘Attacks’ can strike any time from anywhere
Reaction time is down from days to hours
Read more on WSJ.com
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Opportunity: Happy Customers - Wii
• A customer bought a Nintendo Wii on launch day
• Discovered some problems 3 months later
• Had a great customer experience
• Publicized this on the web
• It’s a top result for “Wii customer service” Google search (out of 10 million!)
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When NOT to actively use Social Media.
Source: http://www.readwriteweb.com/archives/when_to_not_use_social_media.php
Scenarios when social media should be avoided :
• Strategic Vacuum
• Management skepticism
• You're in a high-ticket business
• You fight with your employees
• Privacy and regulatory concerns
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Threats and Risks of Not Listening
Online citizens can be less predictable than reporters
Reporters scanning social media sites for story ideas
Finding out about growing stakeholder discontent after critical mass has built up
Competitors becoming thought leaders
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Asia driving global internet growth
Asia has over 40% of world’s internet population but only second lowest penetration rate
Internet penetration: Australia 80% China 22% Hong Kong 70% India 7% Japan 74% Korea 76% Singapore 67%
Consumer content drives local language
Chinese rising to number 1
Source: Internet World Stats
| © Copyright 2009 Dow Jones and Company, Inc.
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.
•What about Social Media? It’s the process, stupid!
• Using multiple metrics and feedback to measure PR/communications
•Show the whole picture.
•What different channels reach your audience?
• Connect the dots between counts
•What are the trends in coverage and favourability?
• As PR/communications is primarily concerned with managing perception
•Thought about measuring relationships?
“…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 2009 Dow Jones and Company, Inc.
What’s your share of voice?
You can’t manage what you can’t measure
What are the main topics?
Where is the conversation?
What’s the context?
Who’s talking?
| © Copyright 2009 Dow Jones and Company, Inc.
Structure you approach. It’s not a new world – just a different perspective!
Monitor Analyze Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities & risks in time
to act
Engage
& pinpointbetter the influential
MADE for your communications success
Combining technology, media expertise and premium content across traditional and social media channels
More: www.dowjonesinsight.com
| © Copyright 2009 Dow Jones and Company, Inc.
Face it: Changing Playing Field Traditional boundaries vanish
e.g. between Marketing and PR; consumers and journalists…
Borders are no longer geographic but by interest Social media can present a threat and an opportunity
Are you ready to give up some control – or is it already gone anyway?
Stay authentic & credible Generation V is changing the game
…and active listening keeps you in it Build expertise
Your employees want to be involved “Learn to love grey” Think about blogging/ social media policies
The ‘noise’ will further increase – better start listening now Identify who the influencers are Look for ‘mood changes’
| © Copyright 2009 Dow Jones and Company, Inc.
Anecdote: David, the rapping SWA Flight Attendant
• Forty-year-old David Holmes, a flight attendant for US airline Southwest, has become an internet celebrity since passengers began posting videos of his cabin announcements three months ago
• Over 1,5 million views
• Positive comments about the airline
• Other Southwest Airlines clips have been uploaded
• David made to Leno’s Tonight Show
| © Copyright 2009 Dow Jones and Company, Inc.
Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones Enterprise Media [email protected] http://twitter.com/larsv
Thank you.