Managing the uncontrollable - Integrated Communications in the Age of Social Media;

||© Copyright 2010 Dow Jones and Company
Managing the Uncontrollable
Integrated Communications in the Age of Social Media
 Social Media for
Communicators
 Social or not – It’s
Media Relations
 Being prepared is
everything: Ready for
the next crisis?
 Leveraging smart tools
to make smart
decisions
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv

Social Media is about 3 things:
CONTENT, CONTENT, CONTENT
Source: Youtube / Old Spice Channel

||© Copyright 2010 Dow Jones and Company 3
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Case Study: Social Media and Dow Jones

Monitor Analyze Discover Engage
Monitor Analyze Discover
research &
promote
the buzz
issues, trends
& strategies for
impact
opportunities &
risks in time
to act
Engage
& pinpoint
better the
influential
Dow Jones services for Public Relations
& Corporate Communications

Understanding Facebook with South Park
Source: South Park Studios

Social Networking in Asia – Growing Mobile!
 South Korea, Hong
Kong, Singapore
with most time
online
 Mobile internet
bridging the gap for
next wave
 Facebook more than
doubled its share in
Asia Pacific, now
leading Social
Network in the
region
 South Korea, Hong
Kong, Singapore
with most time
online
 Mobile internet
bridging the gap for
next wave
 Facebook more than
doubled its share in
Asia Pacific, now
leading Social
Network in the
region
Source: Comscroe: THE STATE OF SOCIAL NETWORKS

Challenge within Organizations:
Who ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

Challenge within Organizations
Who ‘owns’ Social Media? Who cares?!
• The lines between PR and marketing are blurring.
• “Turf battles” are evident.
• Ownership of social media and blogging still undecided.
• Benefits and communication measurement provides
common ground.
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

Constant Misconceptions about Social Media
1. Build it and they will come
2. Using Social Media to broadcast, not to LISTEN
3. It’s FREE!!!
4. You have to react to each negative comment
5. No plan or objective
6. Tracking the wrong stuff
Source: The 7 Misconceptions of Social Media, Mike Lewis

Social or not – it’s Media Relations?

Social or not – it’s Media Relations
Public / Media Relations
didn’t really change
for over 50 years….
And now?!
Public / Media Relations
didn’t really change
for over 50 years….
And now?!

Social or not – it’s Media Relations!

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

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

Nestlé's social media crisis
Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
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”
welcome your
don't post using an
deleted”

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
welcome your
don't post using an
deleted”
welcome your
don't post using an
deleted”
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”…)
babies”…)

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
welcome your
don't post using an
deleted”
welcome your
don't post using an
deleted”
babies”…)
babies”…)
Key learnings:
Control? Don't use
lawyers to take
things off the
Internet
Admit it, stop it,
and apologize.
FAST!
Customers
criticizing you are
telling you
something very
valuable

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
welcome your
don't post using an
deleted”
welcome your
don't post using an
deleted”
babies”…)
babies”…)
Key learnings:
Control? Don't use
lawyers to take
things off the
Internet
Admit it, stop it,
and apologize.
FAST!
Customers
criticizing you are
telling you
something very
valuable
What are your
Rules of Engagement?
A crisis response protocol?
How fast can you react?
Who decides?
What are your
Rules of Engagement?
A crisis response protocol?
How fast can you react?
Who decides?

The majority of all crises come from within
an organization.

Reputational Risk: It’s all about perception...
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOUR
BRAND?

Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
If a crisis happens:
Get it fast,
Get it right,
Get it out, and
Get it over!
Your problem won’t improve with age.
N. Augustine, CEO Lockhead Martin

Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
If a crisis happens:
Get it fast,
Get it right,
Get it out, and
Get it over!
Your problem won’t improve with age.
N. Augustine, CEO Lockhead Martin
33% of global CCOs
are not prepared for
social media based
reputation threats !!!
33% of global CCOs
are not prepared for
social media based
reputation threats !!!

Old Spice Answers: @TheEllenShow

Biggest mistake going social?

Biggest mistake going social?
Missing out Smart Goal Setting !
What’s your ultimate
objective?
1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?
Source: 25 Must Read Social Media Marketing Tips

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 Payne
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
Show you’re busy –
or indispensable?

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

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
Case Study: Automotive Monitor

What is the context? Monitor Analyse
Break it down,
connect the dots:
The best way to
analyse the big
picture is to break
it down.

Analyse
Who are they
talking about?
When is it
happening?
What is the
chatter about?
Understand what’s going on

Analyse
Who are they
talking about?
When is it
happening?
What is the
chatter about?
What’s going on?

Where does a
CRISIS happen vs.
where does it
start?
How does the story
play out in traditional
and social media?
How bad (good) is it?
What’s going on? Analyse

Discover
iPhone
Discovery Issues in Time to Act:
Toyota Crisis’ Key Topics
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”

Discover
iPhone
Change: Mainly Positive
Topics Now for Toyota!
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”

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
Everybody is online these days!
Engage

Translating PR & Social Media 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
• Use meaningful metrics – Connect the
dots between counts
“…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.

Myth: Are you sure you mean ROI?
RR.. OO.. II..
RETURNRETURN ONON INVESTMENTINVESTMENT

ROI is a business metric, not a media metric
ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
Can you connect your PR investments
($$$ ) with the financial impact, e.g. sales
or savings ($$$)?

Outlook &
Summary

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
 You can’t afford internal
silo approaches
 One size doesn’t fit all
 There will be more
- Noise / Devices / Tools…

Must-Dos for PR Professionals:
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 sustainable expertise and capacity (staff / tools
/ partners / skills): Social media is neither cost-free
nor will it fix it all.
 Think about relevance: Become a Content Creator
 Define your Rules of Engagement

Old Spice Reaction: World Vision

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

Managing the uncontrollable - Integrated Communications in the Age of Social Media;

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