Managing the Uncontrollable - Integrated Communications in the Age of Social Media

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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


Anecdote: Air NZ vs. Southwest AirlinesOnline Video Battle

1) Dave the rapping flight attendant – Southwest


2) Nothing to Hide / Bare Essentials - Air New Zealand

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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


Misconceptions about Social Media

http://www.youtube.com/user/Socialnomics09


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


Don’t Panic!90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute


The majority of all crises comes from within an organization.


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

Customerscriticizing you are telling you something very valuable


Case: Nestlé's social media mistake and recovery



video campaign






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?


Social or not – it’s Media Relations


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


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







3) Air NZ challenging Southwest


Integrated CommunicationsWho ‘owns’ Social Media?

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


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.


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.


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


Case Study: Social Media and Dow Jones


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


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


Monitor

Who’s Listening?

Monitor and Track what’s relevant across media

channels / sources!


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


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?


Analyse

Who are they talking about?

When is it happening?

What is the chatter about?

What’s going on?


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?


Discover

iPhone

What’s coming?

What’s the context?

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”

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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!


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


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


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


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


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


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









4) Southwest’s response


Questions?


Thank you.

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