6. Fun Facts
• Adults spend 15+ hours a week on the internet
• 1 in 5 couples meet online
• 56% of HR professionals use social networking sites
to source potential candidates
• 35% of the global workforce will be mobile by 2013
• 1 million new Twitter accounts created each day
• Over 50 million tweets each day
• 53% of users recommend products in their tweets
• 90% of consumers trust peer recommendations… only 14%
trust advertising
03 April 2013 PAGE 6
7. Today’s Integrated Media Landscape
• The media landscape continues to shift
• Print media consumption decreasing
• Digital media (online / mobile / tablet)
consumption on the increase
• Media has gone “social”
• Reputation management isn’t just in the
media
• B2B media consumption continuing to
evolve
03 April 2013 PAGE 7
10. Active social media penetration
Active Social Media Penetration in Asian countries 2013
in %
28.00
29.00
36.00
39.00
41.00
45.00
45.00
50.00
52.00
53.00
56.00
27.00
0.00 10.00 20.00 30.00 40.00 50.00 60.00
Thailand
Japan
Philippines
Maldives
South Korea
Macao
China
Malaysia
Singapore
Hong Kong
Brunei
Taiwan
03 April 2013 PAGE 10
12. The Power of Social Media
• Positive reviews and recommendations have
always played an important role in lifting a
business to its potential height
• On the contrary, negative reviews and insincere
stakeholders have remained a powerful source
of demise to the good reputation of any
company
• Today, negative media articles, blog posts and
stakeholder reviews on authoritative websites
are more damaging and easily spread than ever
before
03 April 2013 PAGE 12
13. • How the game has changed?
• Who matters online and how do we find them?
• Where are conversations occurring?
• What kind of content will resonate with your key
stakeholders?
• How do you amplify and synchronise your reputation
management & communications programme?
Where to Get Started
03 April 2013 PAGE 13
16. 1. Discover 2. Determine Influence 3. Analyze Content
3. Intersecting content with integrated media landscape
Digital influencers help amplify your message
03 April 2013 PAGE 16
17. 4. Build Engagement
Strategies
5. Follow Influencers 6. Measure Outreach
3. Intersecting content with integrated media landscape
Digital influencers help amplify your message
03 April 2013 PAGE 17
18. Social Media – “Listening Phase”
• Consumers and other stakeholders are having live, passionate, online conversations
about your company that could impact your brand’s reputation.
• User-generated content influences the decisions of more than 80 percent of
consumers who read them. Conversation mining is the first – and perhaps most
critical – phase to any digital communications strategy.
• Identifying and mining online “conversations” (blogs, videos, message boards, social
communities, micro-blogs, etc.) during the “listening phase” to helps better
understand consumer sentiment and influence.
Conversation Mining
• Share of voice
• Tonality
• Source of conversation
• Perceptions
• Risk to reputation
• Audience sentiment
• Key influencers
Analysis on gathered intelligence
03 April 2013 PAGE 18
19. • Keywords / terms research
• Publish right kind and amount of
content
• Video, photos, thought leadership,
etc.
• Search engine optimisation
• Engage stakeholders in appropriate
channels
• Measure & analyse
Content is King
03 April 2013 PAGE 19
20. Search Engine Optimisation
What is it?
• The process of increasing the positioning
of a website on search engine results
pages via content optimisation
Why do we do it?
• Increase opportunities to connect
stakeholders with your content and
positioning
• 80% of clicks come from the first page of
search engine results
• Only 10% of second page results receive
clicks
03 April 2013 PAGE 20
21. What Influences Search Engine Optimisation
(SEO)
Cross-promote your content via website, press room, earned media
and social media platforms
Algorithm influencers:
• Number views
• Social synchronisation
• Comments
• Shares
• Likes
03 April 2013 PAGE 21
23. Crisis Considerations
• Know what is and what is not a crisis
• Acknowledgement
• Assess reputational impact
• Establish response protocol
• Monitor, monitor, monitor
• Control and tailor stakeholder messages
• Evaluate what is worth responding to
• Learn from each experience
03 April 2013 PAGE 23
32. Bulk Buying Deal
03 April 2013 PAGE 32
4 tickets
@ $39.90
----------------
o Purchase at Reception.
o Cash Only.
o Tickets are transferable.
33. 03 April 2013 PAGE 33
Brought to you by:
Thank you Tom!
Notas del editor
No matter how good a company is, first impressions mean a lot and perception is reality in today’s digital world. Sometimes, no matter how hard you try to please your key stakeholders, there remains an unsatisfied and disgruntled individual or group that wants to let the world know how unhappy they are.
Ensure your positive content is aligned with key messages / positioning listed at the top of search engines to be easily found by key stakeholders and mediaThese long played roles have been affecting businesses even before the internet
Social Media Monitoring is the critical first step in an effective communications strategy to join and influence the digital conversation, helping understand where and when a particular brand, topic, individual, issue or event is being discussed and what is being said. This ongoing activity enables us to identify business and communications opportunities and threats, and measure stakeholder sentiment and influence. The results from the “listening phase” would underlie the development of any social media strategy.