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

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
Lars Voedisch communications
Regional Head – Media Intelligence, APAC  Leveraging upcoming
Dow Jones and Company trends and opportunities
lars.voedisch@dowjones.com
@larsv
© Copyright 2010 Dow Jones and Company |

Anecdote: Air NZ vs. Southwest Airlines
Online Video Battle

1) Dave the rapping flight
the rapping flight
attendant – Southwest
attendant– Southwest
2) Nothing to Hide / Bare
Essentials - Air New
Zealand


Dow Jones Family

© Copyright 2010 Dow Jones and Company | 3

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5|

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 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


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

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 Nestlé: “To repeat: we
Nestlé: “To repeat: we
change their welcome your
welcome your
Facebook comments, but please
comments, but please
profile don't post using an
don't post using an
photos to altered version of any
altered version of any
anti-Nestlé of our logos as your
of our logos as your
slogans and profile pic--they will be
profile pic--they will be
start posting deleted”
deleted”
to the Nestlé
fan page Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign


welcome your
Now it don't went using an all
post
Now iteven wentworse with all
photos to altered version of with
even version of any
altered
worse
any
kinds of criticism, allegations
kindsof our logos as your
of criticism, allegations
and simple insults being
and simple insults being be
profile pic--they will
slogans and postedprofilebottledwater be
pic--they will
posted(e.g. bottled water
(e.g.
deleted”
start posting deleted”
dispute in the US, “killing
dispute in the US, “killing
to the Nestlé babies”…)
fan page
babies”…) Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign


welcome your
post Key learnings:
Now it don't went using an all
Now iteven wentworse with all
photos to altered version of with
even version of any
altered
worse
any
kindsof our logos as your
of criticism, allegations
and simple insults being
and simple insults Control? Don't use
being
slogans and profile pic--they will be
posted (e.g. bottledlawyers to take
posted (e.g. bottledwater
deleted” water
start posting deleted” “killing
dispute in the US, “killing off the
dispute in the US, things
to the Nestlé babies”…)
fan page
babies”…) Nestlé
Internet
unwillingly it,
Admit it, stop
put public
and apologize
attention to
Customers
Greenpeace's are
criticizing you
video
telling you
something very
campaign
valuable


Case: Nestlé's social media mistake and recovery
Activists Now it even went worse with all your
Now it even went worse welcome your
with all
Key learnings:
welcome
change their kinds of criticism, allegations
Facebook and simple insults beingdon't post using an
and simple insults beingdon't post using an
profile posted (e.g. bottled water Don't version of any
posted (e.g. bottled wateraltered use yourof any
altered version
photos to dispute in the US, “killing lawyers to take
dispute in the US, “killing our logos as your
of our logos as your
of
anti-Nestlé babies”…)
babies”…) things off the
slogans and Internet
deleted”
deleted”
start postingWhat are the
to the Nestlé
What are the Nestlé Admit it, stop it,
Rules of Engagement?
Rules of Engagement?
fan page
unwillingly and apologize
put public
A crisis response protocol?
A crisis response protocol? Customers
attention to criticizing you are
How fast can you react?
How fast can youGreenpeace's
react? telling you
video something very
valuable
campaign

Social or not – it’s Media Relations


Social Media Relations: Everything Changes!?

Everything Nothing
Changes Changes
 From pitching to  It’s about
engaging in “Naked relationships and
Conversations” people
 “There is no market  Not every negative
for your message” comment means a
 Command and crisis
control, top down  You need to watch
message delivery is your relevant space:
no longer an option – monitor and analyze
it’s about
conversations  Look at trends over
time

How do we stay relevant and lead strategic
communications programs?

 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:
Successful Social Media Communication is an ART:
--Authentic
Authentic
-Relevant
-Relevant
-Transparent
-Transparent
Source: Redefining Media Relations, Maureen O’Connell

Online Video Battle

2) Nothing to Hide / / Bare
Nothing to Hide Bare
Essentials Air New
Essentials- -Air New
Zealand
Zealand
3) Air NZ challenging
Southwest


Integrated Communications
Who ‘owns’ Social Media?

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

Integrated Communications
Who ‘owns’ Social Media?

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

Indispensable? Translating 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
“…From an executive’s viewpoint, it can be
interpreted as the difference between the PR
interpreted as the difference between the PR
team being busy and the PR team being
team being busy and the PR team being
indispensable.
indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

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. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. 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. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?
Source: 25 Must Read Social Media Marketing Tips

Monitor Analyse Discover Engage

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


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 Payne
Source: 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
Show you’re busy –
compare results against something — either
with your competition or with your own results
over time. or indispensable?
 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

Analyse
What’s going on?

Who are they
talking about?

When is it
happening?
What is the
chatter about?


Analyse
What’s going on?

How bad (good) is it?
Where is the
conversation
How does the story happening?
play out in traditional ONLINE!
and social media?
36

Engage
Engage and understand the influencers
For most industries, Print is still king!
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 the right influencers
© Copy right 2010 Dow Jones and Company | 38

Content Creation: Leveraging resources through
streamlining of internal processes
Editorial
Editorial
Workbench can
Workbench can
RSS Feeds consume aawide
consume wide
variety of
variety of
sources
sources
(including
(including
Factiva, your
Email Newsletters
Factiva, your
internal articles,
internal articles,
and external
and external
RSS) to allow
RSS) to allow
editors to hand
editors to hand
pick content, add
pick content, add
commentary, and
commentary, and
publish tailored
publish tailored
Custom Portlets/Webparts
news summaries
news summaries
& Custom XML output to multiple
to multiple
Mobile-formatted audiences via
audiences via
“…provides the ability to sort the knowledge
sort the knowledge
text multiple
multiple
“…provides the ability to channels.
gold from the information noise” --Caterpillar
gold from the information noise” Caterpillar channels.


Outlook: The Future Of The Social 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
Sources: Forrester, Web Profits, Read Wide Web


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 tools
for 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 Relations
Social Media Tips for PR Professionals

 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers

Important rules in media
Important rules in media
relations remain the same
relations remain the same
Source: Social Media Tips for PR Professionals, Daniel Young

Monitor Analyze Discover Engage

Dow Jones services for Public Relations
& Corporate Communications

Monitor Analyze Discover Engage

research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential


Online Video Battle

2) Nothing to Hide / Bare
Essentials - Air New
Zealand
3) Air NZ challenging
Air NZ challenging
Southwest
Southwest
4) Southwest’s response


Questions?

Thank you.
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv

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

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