Social or not – it’s media relations; Understanding your brand’s media landscape; Riding the wave – leveraging trends and tools

1. Future Proofing PR
Measuring and Communicating in the Age of Conversation
• Social or not – it’s media
relations
• Understanding your
brand’s media landscape
• Riding the wave –
leveraging trends and
tools
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv ©2011 Dow Jones & Company

2. ©2011 Dow Jones & Company

3. About Dow Jones: Meet the Family
©2011 Dow Jones & Company

4. Not just news – news plus information plus insight
27,000+ global sources
17M+ companies
Other People’s 35M+ executives
Content 16M+ Websites and blogs
Web/Social Mainstream
Media Media
150+ researchers Dow Jones
130,000+ indexes Research
Media/VC/Risk
Dow Jones
News,
Commentary 2,000 journalists
& Analysis 84 bureaus
18,000+ daily news items
©2011 Dow Jones & Company
4

5. Top Internet Markets – 46% of Users in 5 Countries –
China, USA, Brazil, India, Russia
Source: Ten Questions Internet Execs Should Ask & Answer – Morgan Stanley; Comscore
©2011 Dow Jones & Company

6. The Facebook Curtain: Missing links to China, Brazil,
Russia, …
Source: Visualizing Friendships - Facebook
©2011 Dow Jones & Company

7. Online Engagement? Customers are very demanding!
[Brands] have to SURPRISE ME, not only
meet my needs, but ANTICIPATE MY NEEDS.
By using social media exclusively, I think the
company has to
ANSWER whenever I have a question,
ENLIGHTEN me whenever I complain,
and THANK me whenever I compliment
them.
Source: The Language of Love in Social Media - Firefly Millward Brown
©2011 Dow Jones & Company

8. Challenge within Organizations:
Who „owns‟ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
©2011 Dow Jones & Company

9. Challenge within Organizations:
Who „owns‟ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
©2011 Dow Jones & Company

10. The PR Perspective:
Social or not – it‟s Media Relations?!
©2011 Dow Jones & Company

11. Social Media Relations: Everything Changes!?
Everything Changes Nothing Changes
• It‟s about two-way • You‟ve to manage
conversations relationships
• You‟ve to deal with more • So it‟s wires, print,
channels broadcast – and social
media
• We HAVE to listen and
understand what‟s said • You already: monitor and
about us! analyze your media
coverage
• What about those
negative comments and • Not every negative
posts? comment means a crisis
• The game get‟s so much • Already forgot
faster newswires? Look at
trends over time
©2011 Dow Jones & Company

12. Social Media Relations: Everything Changes!?
Everything Changes Nothing Changes
• It‟s about two-way • You‟ve to manage
conversations relationships
• You‟ve to deal with moreDealing with • So it‟s wires, print,
channels broadcast – and social
(Social) Media is an ART:
media
• We HAVE to listen and Authentic • You already: monitor and
understand what‟s said
about us! Relevant analyze your media
coverage
• What about those Transparent
negative comments and • Not every negative
posts? comment means a crisis
• The game get‟s so much • Already forgot
faster newswires? Look at
trends over time
©2011 Dow Jones & Company

13. Trying to be innovative…
©2011 Dow Jones & Company

14. …and what happens if you’re seen as insensitive.
For a comeback you have to act humane.
©2011 Dow Jones & Company

15. Reputational Risk: It‟s all about perception...
Establishment:
Full crisis
Erosion:
Spreading:
Relevance
Growing
declines
interest
Emergence:
Issue gets
Potential: public
Known areas
A crisis can happen in
a blink of a tweet…
©2011 Dow Jones & Company

16. Reputational Risk: It‟s all about perception...
It‟s about getting it Establishment:
fast,
Full crisis
getting it right and
Erosion:
Spreading:
getting it over!
Growing
Relevance
declines
interest
Emergence:
Issue gets
Potential: public
Known areas
A crisis can happen in
a blink of a tweet…
©2011 Dow Jones & Company

17. Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyse Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
©2011 Dow Jones & Company

18. Understand the context?
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
©2011 Dow Jones & Company
18

19. Dow Jones Insight/Factiva Threats
Discover Opportunities and
iPhone
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”
©2011 Dow Jones & Company
19

20. What‟s really going on?
How bad (or good) is
it? Where does a
CRISIS happen vs.
How does the story where does it start?
play out in traditional
and social media?
©2011 Dow Jones & Company
20

21. Engage and understand the influencers
What they’re writing about…
…and how to contact them
Link content (news, posts) with the creators (journalists,
bloggers)
Quickly access everything you need to make decisions and
contact theJones & Company
©2011 Dow right influencers
21

22. Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyse Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
©2011 Dow Jones & Company

23. Outlook &
Summary
©2011 Dow Jones & Company

24. Access – anything, anywhere, anytime, anybody
Outlook &
• Great for media consumption possibilities
• Privacy: Who owns the conversation?
Summary
©2011 Dow Jones & Company

25. Access – anything, anywhere, anytime, anybody
Outlook &
• Great for media consumption possibilities
• Privacy: Who owns the conversation?
Summary
Stress – Making sense of all this information
• More, smarter decisions
• Networks of Trust & Relevance
©2011 Dow Jones & Company

26. Future-Proofing Public Relations
Who do YOU want to be?
Critical Analytical Skills
Gamblers Winners
Vanity Strategic Business
Publishing Orientation
Ostriches Bluffers
No Analytical Skills
©2011 Dow Jones & Company
26

27. Modern Metrics That Matter
Marketing Funnel Past Present Future
Awareness Clip books Message alignment Message alignment
AVE SOV SOV/Conversation
Reach Views/Traffic Prominence
Circulation Volume (mentions) Benchmarks
Interest AVEs & Clip books # of followers/fans Velocity
Journalist outreach # of comments Missed opportunities
Intent Sentiment Sentiment Sentiment
Requests for info. Retweets # of Badvocates
# links & influencers Social network analysis
Engagement
Action PR activities e.g. Sales / Leads Sales / Leads
pitches sent, Downloads Downloads/Registrations
interviews held, Registrations ROI & Business KPIs
media tours etc. ROI Market share
Business KPIs Share price
Advocacy Lobbyist dollars Plus # of Advocates
Endorsements # of Links Ambassador participation
(Paid & earned) # of new ideas % ideas developed
27
©2011 Dow Jones & Company

28. Future Proofing PR – Things to Consider
Get your processes right
• Monitor
• Analyze
• Discover
• Engage / Respond People
What you need:
• Scenario planning & Reaction Plans
• Guidelines
Processes
• Monitoring Post (Access)
Policies
There is no one-size-fits-all
• Better start small than not at all
• Form a team
• Have fun!
©2011 Dow Jones & Company 28

29. Questions?
Thank you.
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
©2011 Dow Jones & Company

30. Future Proofing PR
Measuring and Communicating in the Age of Conversation
• Social or not – it’s media
relations
@larsv • Understanding your
brand’s media landscape
• Riding the wave –
leveraging trends and
tools
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com ©2011 Dow Jones & Company