Integrating Communications with Your Business Strategy Social media PR and management buy in Are you just busy or indispensable PR trends and challenges

1. @larsv
Social or not – It’s Media Relations
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
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2. At a Glance
• Integrating Communications with Your Business Strategy
• Social media PR and management buy in
• Are you just busy or indispensable
• PR trends and challenges
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3. Diverse Talents, Best Teams Approach
MULTI-DISCIPLINE INDUSTRY EXPERTISE
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Specialists in: Arts, Aviation, Education, Consumer,
CSR, Banking, Finance, Government, Healthcare,
Media & Publishing, Property, Technology
Singapore Korea Malaysia United Germany
Kingdom
We believe in assembling the best talents across practice
teams & subject expertise areas
SENIORITY, EXPERIENCE, WISDOM & JUDGEMENT
17 years longest serving staff; 10 years longest consulting staff
COMMUNITY SERVICE
& SPECIAL TALENTS
Government agency board members, council members of industry bodies &
think-tanks, accreditated PR professionals, adjunct associate professors,
chairmen of professional bodies, government advisory committee members,
Member of Parliament, NGO volunteers

4. Hill & Knowlton - About Us
• MOST comprehensive consultancy network in Asia Pacific
• ESTABLISHED footprint in APAC with 16 wholly owned offices, and a
pool of trusted affiliate partners
• World’s LARGEST technology practice
• Cross practice experience ACROSS industries
• Working with some of the biggest names in tech – from START UP to
BLUE-CHIP
• EXPERIENCE across all parts of the ICT spectrum
• DEEP relationships with the analysts, media, bloggers and influencers
that matter in you respective industries
• Working with some of the hottest CONSUMER brands globally
• GLOBAL expertise and LOCAL insight delivering results with impact
• World leader in CRISIS MANAGEMENT
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5. So what’s expected of us as communicators ...
We have to deliver:
• More with less
– Reduced team/resources
– Less investment
– Same team, same skills
• New skills required
– Social media expertise
– Corporate social responsibility now core
– Greater business return on investment
– Hard factual measures
– Employee engagement with new world, new strategies
Risks & challenges:
• Recruitment market beginning to move
– Good people stayed because of uncertainty, now want to move for opportunity & value
– Those who stick may not be best quality
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6. The BIG Dilemma
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven Methods
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7. Source: What happens on the Internet every 60 seconds - Rosa Golijan 7

8. Source: Party Time – Tribal DDB & Brandtology 8

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10. Little Survival Guide to Web x.0
Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration 10

11. Challenge Within Organisations:
Who ‘Owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 11

12. Challenge Within Organisations:
Who ‘Owns’ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 12

13. Online engagement?
Accept the customer’s perspective – and attitude!
[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 me 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 13

14. The PR Perspective:
Social or not – it’s Media Relations?!
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15. 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, broadcast
channels – and social media
• We HAVE to listen and • You already: monitor and
understand what’s said! analyze your media coverage
• What about those negative • Not every negative comment
comments and posts? means a crisis
• The game get’s so much • Already forgot newswires?
faster Look at trends over time
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16. Simple But Crucial:
Be Clear About Your (Social) Media Strategy Goals
• Goals drive the type of
Strategies you are going to use
• 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 16
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17. Align Corporate Communications to Achieve
Business Goals
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

18. Align Corporate Communications to Achieve
Business Goals
• Make business GOALS your communications goals, then
develop STRATEGIES:
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

19. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer
• The challenge is to measure your success in a meaningful way!
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

20. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer

21. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer

22. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer

23. Align Corporate Communications to Achieve
Business Goals
• Example: Bicycle Manufacturer

24. Align Corporate Communications to Achieve
Business Goals
The challenge is to
measure your success in
a meaningful way!

25. What Should We Be Talking About?
Industry…
trends, news,
E.g. Technology, data, advice
Legislation,
Competition
Your… products, offers, service,
people
Source: Developing your conversation sphere - CommsCorner
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26. Activists Nestlé: “To repeat: we
change their welcome your
Facebook comments, but please
profile don't post using an
Now it even went worse learnings:
Key with all
photos to altered version of any
kinds of criticism, allegations
anti-Nestlé of our logos as your
and simple insults being
slogans and profile pic--they will beDon't use
Control?
posted (e.g. bottledlawyers to take
water
start posting deleted”
dispute in the US, “killing off the
things
to the Nestlé babies”…)
fan page Nestlé
Internet
What are your unwillingly it,
Admit it, stop
Rules of Engagement? put public
and apologize.
A crisis response protocol? FAST! to
attention
How fast can you react?Greenpeace's
Customers
Who decides? video you are
criticizing
telling you
campaign very
something
valuable
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27. Dealing with Social Media:
Who could be talking about you online?
Who are your
stakeholders?
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28. Dealing with Social Media:
What is your first line of defense – or engagement?
Ops Manager
Marketing
Intern
? Who
Sales
Exec
All staff
handles
Social
Agency Media? PR
IT
Helpdesk
Customer Receptionist
Service
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29. Dealing with Social Media:
What is your first line of defense – or engagement?
Ops Manager
Marketing
Intern
? Who
Sales
Exec
All staff
handles
Remember:
Social
The customer, Media? PR
Agency
shareholder,
journalist… does not care about
IT
your internal Helpdesk or
structures
Customerbudget! Receptionist
Service
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30. What happens in Huili county / Sichuan…
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39. The world we live in…
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40. How do you WANT your staff to use Social Media?
Social Media Policy - Examples
Transparency
Protection
Respect
Responsibility
Utilization
Respect
Responsibility
Representation
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41. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
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42. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Key Learnings
1) Speed is critical (on Twitter)
2) Honesty is a virtue
3) Brands have to be on alert in order to
correct any false assumptions before
they reach critical mass
4) Track it
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
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43. Managing Social Media: Response Chart & Answer Bank
Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 44

44. Managing Social Media: Response Chart & Answer Bank
Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 45

45. How to Deal
with Comments –
YOUR Response Plan
• Comment / Blog Post
Validity
• Level of Responsibility
• Level of Respect
• The Commenter is a
Troll / Rager
• The Commenter is a
Spammer by Nature
Source: PR 2.0 Comment Response Chart 46

46. When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target 47

47. When it comes to an end…
the Social Break-Up
Source: The Social Break-Up – Exact Target
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48. How Much Time Does Social Media Engagement Take?
Source: How much time does social media marketing take - Gigaom / Aliza Sherman 49

49. You’re sure you wanna talk ROI?
Source: W + K Old Spice Case Study
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50. ROI is talking about $$$
Jane, Public Relations
I created positive
sentiment.
Bobby,
Marketing Howard,
Advertising
Marketing
Source: Measuring PR Success: Seven Metrics to Consider - Spinsucks
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51. Owned vs. Earned Media: Measuring relevant ROI
Source: Owned vs. Earned Media: Measuring the ROI – Spin Sucks 52

52. Future-Proofing Public Relations
Who do YOU want to be?
Source: Future Proofing PR with Modern Metrics– Dow Jones
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53. Winners know what success look like:
Translating PR results into the language of business
• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better decide before management
asks for it
• Use the right approach with the correct content
– Show the whole picture through meaningful
KPIs
• Turn simple outputs into meaningful outcomes:
Connect the dots between clip counts –trends in
coverage and favourability
Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 55

54. Winners know what success look like:
Translating PR results into the language of business
• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better decide before management
asks for it
• Use the right approach with the correct content
– Show the whole picture through meaningful
“…From an executive’s viewpoint, it can be
KPIs
interpreted as the difference between the PR
• Turn simple outputs into meaningful outcomes:
team being busy andcounts –trends in being
Connect the dots between clip the PR team
coverage and favourability
indispensable.
Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 56

55. Back to the Start: What’s your overall objective –
How do you measure your PR success?
• Sales
• Lead nurturing
• Lead generation
• Lead conversion
• Thought leadership
• Web traffic
• Brand awareness
Source: Measuring PR Success: Seven Metrics to Consider - Spinsucks
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57. Same, same – but different
What lies ahead?
• Integration will be everything
• Metrics will rule the world -Analytics will become
the next big public relations bonanza
• Media will live – probably even stronger than
before
• We are content producers. Think video!
• Mobile will inherit the Earth
• Will Facebook jump the shark – or become even
more omnipotent
Source: The top 10 public relations trends of 2011 - Gregarious 59

58. So, for communication success …
“ Make sure
you’re doing stuff
that matters to
the business
and contributes
to its success
”
Source: IABC professional member, www.iabc.com
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59. Take a Management Approach
Get your processes right
• Strategize
• Monitor
• Analyze & Discover
• Engage / Respond People
What you need
• A PLAN & Resources!
• Scenario planning & Reaction Plans
Processes
• Guidelines
Policies
There is no one-size-fits-all
• Better start small than not at all
• Form a team
• Have fun!
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60. Domino’s YouTube Experience – What would YOU do?
• Domino’s Pizza Chain discovered the power of viral marketing last month:
Who in YOUR company would
two employees in the US filmed "prank" videos of themselves stuffing
cheese up their noses and then putting it into sandwiches.
• go on Youtube?
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;
What to wear?
• Still: In just a few days, Domino’s reputation was damaged.
What to say?
Who to talk to?
Are you ready?
Nobody will wait for you…!
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61. Questions? @larsv
Thank you
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
@larsv
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62. @larsv
Social or not – It’s Media Relations
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
Hill & Knowlton Singapore
lars.voedisch@hillandknowlton.com.sg
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