1. The New Rules of Engagement Gabriel Wong University of Technology Sydney | 13 April 2010

2. Outline

Social media has presented both challenges and opportunities for communication practitioners who want to reach their stakeholders directly.

What was once considered as a fad by the public relations industry has now been integrated into communications strategies.

How do practitioners decide if social media has a role to play in their organisation or campaign strategy?

What platforms would you adopt in reaching out to stakeholders?

How do you measure the effectiveness of social media?

3. Defining Social Media

Social Media is thedemocratisation of information , transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to amany-to-many model , rooted inconversationsbetween authors, people, and peers.

Adapted from Brian Solis et al.

4. The Influence of Social Media

9 out of 10 Australians are looking to fellow Internet users for opinions and information

2 out of 5 online users are interacting with companies using social networks

Social media platforms are increasingly being used to support purchasing decisions

Mobile social networking is a fast growing segment for under 35yo

Source: Nielsen Social Media Report 2010 5. The Influence of Social Media Source: Nielsen Social Media Report 2010 6. Implications for PR Practitioners Source: PRSA Digital Readiness Report, 2009 What is required of you 7. Five Step Strategy

Listen

Build

Engage

Influence

Measure

8. Five Step Strategy: Listen

Set yourself up to listen

20 things you should be listening for (Source:Radian 6 ):

• Complaints

• Compliments

• Needs

• Competitors

• Trending topics

• Influencers

• Buzz

• Misinformation

9. Five Step Strategy: Build

Identify and build engagement channels on social media platforms

Select platform(s) according to audience demographic or communication needs

More may not always be best

10. Five Step Strategy: Engage

Humanise your brand; listen and talk to your audience

Use your platforms to provide updates, conduct research, express empathy, resolve issues, build loyalty, trust and thought leadership

Build the foundation for social CRM (Source:Altimeter )

11. Five Step Strategy: Influence

Identify brand advocates

Build an extended news platform

Develop profile as an opinion or thought leader

12. Five Step Strategy: Measure

Measuring the return on investment

Measuring success:

• Frequency of mentions

• Traffic

• Sentiments (positive, negative, neutral)

• Connections (friends, followers)

• Reach

13. Platforms Source: Brian Solis, 2009 14. Ikea http://www.youtube.com/watch?v=0TYy_3786bo 15. Burberry

http://live.burberry.com/

16. Dell Outlet 17. McGrath Foundation

http://www.facebook.com/McGrathFoundation

18. Implementation Considerations

Campaign integration

Management buy-in

Organisational culture

Employee management

Industry regulation

19. Implementation Considerations

Global / regional / local content

Resourcing

Maintaining control

Skills and knowledge

20. Implementation Considerations

AUDIENCE

21. While technology and the way information is being consumed has changed the way you reach an audience , your brand and ability to tell a story remain the same. 22. Thank You 23. Gabriel Wong

Gabriel is an Account Director at Max Australia, a public relations consultancy that works with technology, consumer and not for profit organisations. He has twelve years of experience in developing and managing strategic communications programs, stakeholder relations, events and client account co-ordination in Asia Pacific.Throughout his career, he has worked with clients in a broad range of industries ranging from consumer, corporate, technology to government clients.

At Max, Gabriel works with AARNet, NetApp, Fuji Xerox, Australian Information Industry Association, Verizon Business, NetStar Networks and the Westmead Medical Research Foundation.

During his career, Gabriel has developed and implementation public relations campaigns for a wide range of clients including Check Point Software, CBS Interactive, Ericsson, FedEx, Good Technology, Hewlett-Packard, Hitachi Data Systems, Jabra, Johnson & Johnson, Kodak, Cisco-Linksys, O2, Reed Exhibitions, Samsung Electronics, SanDisk, Skype and Vivendi Universal Games.

Gabriel has a Bachelor of Arts in Professional Communication with Distinction from RMIT University and he is a Member of the Public Relations Institute of Australia.

He also has a Master of Environmental Management from the University of New South Wales and has completed extensive research in the sustainable development of businesses, climate change and emissions trading.

Email: gabriel.wong@maxaustralia.com.au

Twitter: gabewong

LinkedIn: http://au.linkedin.com/in/gabrielwong