Research on campaigns, develop pitches and prepare background information for spokespeople. Manage campaigns, brands and risks. Competitors, key reputation drivers, trends and media hot spots. Engage internal and external stakeholders.

1. Research and Promote the Buzz.
• Research on campaigns,
develop pitches and
prepare background
information for
spokespeople.
• Manage campaigns,
brands and risks.
• Competitors, key
reputation drivers, trends
Lars Voedisch and media hot spots.
Regional Head – Media Intelligence, APAC
Dow Jones and Company • Engage internal and
lars.voedisch@dowjones.com external stakeholders.
@larsv
© Copyright 2010 Dow Jones and Company |

2. 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 newswires?
faster Look at trends over time
© Copyright 2010 Dow Jones and Company |

3. Smart Goal Setting for your (Social) Media
Strategy
 Goals determine what you
should do!
 What’s your main objective
as Communications
professional?
1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?
© Copyright 2010 Dow Jones and Company | 3

4. 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
© Copyright 2010 Dow Jones and Company |

5. Nestlé's social media crisis
Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
© Copyright 2010 Dow Jones and Company |

6. 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
© Copyright 2010 Dow Jones and Company |

7. 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
© Copyright 2010 Dow Jones and Company |

8. 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
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
kinds of criticism, allegations
kindsof our logos as your
of criticism, allegations
anti-Nestlé of our logos as your
and simple insults being
and simple insults Control? Don't use
being
profile pic--they will be
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
© Copyright 2010 Dow Jones and Company |

9. What’s the Buzz?
Monitor and Track
what’s relevant
across media
channels /
sources!
© Copyright 2010 Dow Jones and Company | 9

10. What’s the Buzz?
Do you have what
it takes to quickly
explain to your
CEO what the buzz
is about?
© Copyright 2010 Dow Jones and Company | 10

11. Introducing: MEDIA MONITOR for Factiva.com
Communications professionals can conduct on-the-fly
research and do-it-yourself (DIY) media analysis of
news and trends in both traditional and social media.
They can monitor emerging issues and trends by creating
and saving interactive charts to dashboards.
© Copyright 2010 Dow Jones and Company |

12. If you need to look deeper
How bad (good) is it?
Where is the
conversation
How does the story happening?
play out in traditional ONLINE!
and social media?
© Copyright 2010 Dow Jones and Company 12
|

13. Research-on-Demand
You love spending
time producing
compelling
reports, right?
© Copyright 2010 Dow Jones and Company 13
|

14. 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
© Copyright 2010 Dow Jones and Company | 14

15. Engaging your stakeholders:
Use smart tools to reach them where they are
Danger!
Danger!
Information
Information
Overflow
Overflow
You now need to
You now need to
screen multiple
screen multiple
Luckily you have sources: Press,
sources: Press,
Web, Blogs,
Web, Blogs,
endless resources… Boards…
Boards…
Attention!
Attention!
Work Overload
Work Overload
You need to
You need to
reach out to
reach out to
multiple
multiple
audiences via
audiences via
“…provides the ability to sort the knowledge
“…provides the ability to sort the knowledge multiple
multiple
gold from the information noise” --Caterpillar channels...
channels...
gold from the information noise” Caterpillar
© Copyright 2010 Dow Jones and Company |

16. Engaging your stakeholders:
Use smart tools to reach them where they are
Danger!
Danger!
Information
Information
RSS Feeds Overflow
Overflow
You now need to
You now need to
screen multiple
screen multiple
Luckily you have Email Newsletters
sources: Press,
sources: Press,
Web, Blogs,
Web, Blogs,
Endless resources… Boards…
Boards…
Attention!
Attention!
Work Overload
Work Overload
You need to
You need to
Intranet / Intranet reach out to
reach out to
Widgets multiple
multiple
Mobile- audiences via
audiences via
“…provides the ability to sort the knowledge
formatted text
“…provides the ability to sort the knowledge multiple
multiple
gold from the information noise” --Caterpillar channels...
channels...
gold from the information noise” Caterpillar
© Copyright 2010 Dow Jones and Company |

17. It’s about the Workflow! Where do you stand?
The Problem: Manual Daily Media Reviews
The Solution: Factiva.com Newsletters plus
Factiva Reader
© Copyright 2010 Dow Jones and Company |

18. It’s about the Workflow! Where do you stand?
Since 2005, thanks to electronic editing Rothschild has
managed to cut the time spent creating press reviews by
more than 50%.
Access to the Most Relevant Information:
Access to the Most Relevant Information:
Anytime, Anywhere
Anytime, Anywhere
Time Savings and Enhanced Productivity
Time Savings and Enhanced Productivity
Move Straight to the
Move Straight to the
Company’s Bottom Line
Company’s Bottom Line
Fully Copyright Compliant
Fully Copyright Compliant
© Copyright 2010 Dow Jones and Company |

19. Research & Promote the Buzz
Leverage Dow Jones’ Tools and Expertise
 Traditional Media Content: More than 25,000
publications and Web sites; 159 countries, 23 languages
 Social Media Content: Millions of blogs and social
media sources, including boards and consumer review sites
 Do-it-yourself media analysis: Enter just a few
keywords to get instant media analysis presented in interactive
charts
 Visualisation: Save interactive charts on up to three
dashboards so that you can monitor topics for as long as they
stay in the news cycle.
 Research-on-Demand: Benchmark or analyze issues,
events, campaigns. Monitor issue/crisis impact on stakeholders,
leveraging Dow Jones’ MediaLab’s global expertise and
resources.
© Copyright 2010 Dow Jones and Company |

20. Questions?
Thank you.
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
© Copyright 2010 Dow Jones and Company |