The document discusses navigating brands in the age of social media and conversation. It touches on key topics like the role of social media, integrating communications with business strategy, and overcoming challenges. Specific points discussed include people, processes, policies, engagements, and the speed of social media. Overall the document provides an overview of important social media considerations for brands.

1. Taming the Tiger @larsv
Navigating Your Brand in the Age of Conversation
• Social Media Today
People • Role of New Media
Processes Engagements
• Integrating
Policies Communications with
Your Business Strategy
• Overcoming Challenges
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com ©2011 Dow Jones & Company

2. About Dow Jones: Meet the Family
©2011 Dow Jones & Company
4

3. ©2011 Dow Jones & Company
Source: What happens on the Internet every 60 seconds - Rosa Golijan

4. Dilemma: Be (seen) innovative –
But please don’t take any risk, use
only proven methods
©2011 Dow Jones & Company 3

5. Internet Users In Asia Using Social Media Networks
©2011 Dow Jones & Company

6. Asia Pacific’s Top Social Networking Sites
©2011 Dow Jones & Company

7. Online Engagement? Customers are very demanding!
[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
©2011 Dow Jones & Company

8. Challenge within Organizations:
Who ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
©2011 Dow Jones & Company

9. Challenge within Organizations:
Who ‘owns’ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
©2011 Dow Jones & Company

10. The PR Perspective:
Social or not – it’s Media Relations?!
©2011 Dow Jones & Company

11. 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
faster newswires? Look at
trends over time
©2011 Dow Jones & Company

12. Simple But Crucial:
Be Clear About Your (Social) Media Strategy Goals
• Goals drive the strategy and
tactics you are going to use
• What’s your ultimate objective:
1. Awareness
2. Customer Service
3. Image / Reputation
4. Sales
5. Cost savings
6. Something else?
Source: 25 Must Read Social Media Marketing Tips
©2011 Dow Jones & Company
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13. So What Should You Be Talking About?
E.g. Technology,
Legislation,
Competition
Industry…
trends, news,
data, advice
Your… products, offers, service,
people Source: Developing your conversation sphere - CommsCorner
©2011 Dow Jones & Company

14. When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target
©2011 Dow Jones & Company

15. When it comes to an end…
the Social Break-Up
Source: The Social Break-Up – Exact Target
©2011 Dow Jones & Company

16. Activists Nestlé: “To repeat: we
change their welcome your
Facebook comments, but please
profile don't post using an
Now italtered version oflearnings:
Key
even went worse with all
any
photos to kinds of criticism, allegations
anti-Nestlé of our logos as your
and simple insults being beDon't use
Control?
profile pic--they will
slogans and posted (e.g. bottledlawyers to take
water
start posting deleted”
dispute in the US, “killing off the
things
to the Nestlé babies”…) Internet
fan page Nestlé
What are your unwillingly it,
Admit it, stop
Rules of Engagement? put public
and apologize.
FAST!
A crisis response protocol?
attention to
How fast can you react?Greenpeace's
Customers
criticizing you are
Who decides? video
telling you
campaign very
something
valuable
©2011 Dow Jones & Company

17. Challenge within Organizations:
Who ‘owns’ Social Media?
Who are you
stakeholders
?
©2011 Dow Jones & Company 21

18. 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 PR
Media?
IT
Helpdesk
Customer Receptionist
Service
©2011 Dow Jones & Company 22

19. 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
Agency PR
The customer,Media?
shareholder,
journalist… does not care
IT
Helpdesk
about your internal structures
Customer budget!
or Receptionist
Service
©2011 Dow Jones & Company 23

20. Professional Use of Social Tools – Explicitly Wanted!
©2011 Dow Jones & Company

21. Does every scenario need the same response?
People
Impact
Process
Policies
a th Engage
P
tion Discover
a la
s c
E Analyze
Monitor
Time
©2011 Dow Jones & Company

22. Understand the context?
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
©2011 Dow Jones & Company
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23. What’s really going on?
How bad (or good) is
it? Where does a
CRISIS happen vs.
How does the story where does it start?
play out in traditional
and social media?
©2011 Dow Jones & Company
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24. How @Toyota Turned #toyotafail
Into a Social Media PR Win
Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
©2011 Dow Jones & Company 29

25. 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
©2011 Dow Jones & Company 30

26. Crisis Survival Lessons for the
Social Media Age
• Size doesn’t matter
– A failure to engage a captive and influential audience
represents an utter misunderstanding of the power that
online communities wield in crisis.
• What Got You Here, Won’t Get You There
– It is essential to at least assuage consumer fears by
acknowledging the problem and affirming that all that can be
done is being done
• You Can Not Advertise Out of Crisis
– Traditional advertising and brand/reputation management
cannot work in a galaxy where crisis moves at the speed of
light.
Source: 3 Crisis Survival Lessons for the Social Media Age – Dallas Lawrence/Mashable
©2011 Dow Jones & Company 31

27. Does every scenario need the same response?
People
Impact
Process
Policies
a th Engage
P
tion Discover
a la
s c
E Analyze
Monitor
Time
©2011 Dow Jones & Company

28. SOCIAL MEDIA
COMMENT RESPONSE
CHART
Source: Enhanced Social Media Response Chart – Deirdre Breakenridge
©2011 Dow Jones & Company

29. 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
©2011 Dow Jones & Company

30. Sorry seems to be the hardest word…
• Don't RE-act right away
• Acknowledge - Don't be angry
• Admit the mistake and apologize
• Take ownership
• Ask for forgiveness and make the needed changes
Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media
©2011 Dow Jones & Company 36

31. We heard about the Bad and the Ugly….
Let’s switch to the ‘Good’: The Old Spice Campaign
Source: W + K Old Spice Case Study
©2011 Dow Jones & Company

32. How Much Time Does Social Media Engagement Take?
Source: How much time does social media marketing take - Gigaom / Aliza Sherman
©2011 Dow Jones & Company

33. The world we live in…
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34. The Inside Look:
How do you WANT your staff to use Social Media?
• Do you have a social media policy?
• Is your policy easy to read? Can you make it an
engaging experience?
• Is it welcoming to employees and customers, or does it
sound like it was written by lawyers?
• In addition to your policy, are you educating your
employees on how to properly use social media in a way
that will help them as well as help tell your brand story?
Source: Is Your Social Media Policy Hurting Your Brand? - MENG
©2011 Dow Jones & Company 43

35. Social Media Policy - Examples
Transparency
Protection
Respect
Responsibility
Utilization
Respect
Responsibility
Representation
©2011 Dow Jones & Company 44

36. Social Media Policy - Examples
©2011 Dow Jones & Company 45

37. Social Media Policies – More than Common Sense?
What should be included?
• Purpose (encouragements or laws; personal / business
use)
• Dos (e.g. respect copyrights; say who you are…)
• Don’ts (e.g. forget your day job; get personal, …)
• Escalation process & Contacts
• Implementation plan!!!
Useful Resources:
• Social Media Daily: 6 Key Elements of a Social Media
Policy and Why You Need Them
• Social Media Policy Templates: Lessons Learned for 20
IT Social Media Policy Documents
• Social Media Governance – 164 Company Policies
©2011 Dow Jones & Company 46

38. You DON’T have Social Media Access?
Common (questionable) reasons
for blocking SNS
• Productivity (Productivity increases 9% among employees who
are able to access the Net for fun during work – University of
Melbourne study)
• Attacks from Hackers (If the U.S. Military can do it, so can
your organization)
• Data Leaks (… but you DO have email, mobile phones,
blackberry’s…)
• Slows a company’s internet connection
(Bandwidth is the paper of the digital age)
Source: Demolishing Barclay Communications’ blocking argument point by point – Stop Blocking!
©2011 Dow Jones & Company

39. Outlook &
Summary
©2011 Dow Jones & Company

40. Future-Proofing Public Relations
Who do YOU want to be?
Critical Analytical Skills
Gamblers Winners
Vanity Publishing Strategic Business Orientation
Ostriches Bluffers
No Analytical Skills
©2011 Dow Jones & Company
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41. 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 start 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: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
©2011 Dow Jones & Company

42. 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 start 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
KPIs
cansimple interpreted asoutcomes:
• Turn be outputs into meaningful the difference
Connect the dots between clip counts –trends in
betweenfavourability team being busy and
coverage and
the PR
the PR team being indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
©2011 Dow Jones & Company

43. What happens in Huili county / Sichuan…
©2011 Dow Jones & Company

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52. Rules of Engagement – Things to Consider
Get your processes right
• Monitor
• Analyze
• Discover
• Engage / Respond
People
What you need:
Processes
•A PLAN & Resources!
• Scenario planning & Reaction Plans
Policies
• Guidelines
There is no one-size-fits-all
• Better start small than not at all
• Form a team
• Have fun!
©2011 Dow Jones & Company 62

53. ‘Classic’ Case Study: Domino’s YouTube
Experience
• Domino’s Pizza Chain discovered the power of viral marketing last
month: two employees in the US filmed "prank" videos of
themselves stuffing cheese up their noses and then putting it into
sandwiches.
• 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;
• Still: In just a few days, Domino’s reputation was damaged.
©2011 Dow Jones & Company

54. ‘Classic’ Case Study: Domino’s YouTube
Experience
• Domino’s Pizza Chain discovered the power of viral marketing last
month: two employees in the US filmed "prank" videos of
themselves stuffing cheese up their noses and then putting it into
sandwiches.
• 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;
• Still: In just a few days, Domino’s reputation was damaged.
©2011 Dow Jones & Company

55. ‘Classic’ Case Study: Domino’s YouTube
Experience
Who in YOUR company
would go on Youtube?
What to wear?
What to say?
Who to talk to?
Are you ready?
Nobody will wait for you…!
©2011 Dow Jones & Company

56. Questions? @larsv
Thank you.
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
©2011 Dow Jones & Company

57. Taming the Tiger @larsv
Navigating Your Brand in the Age of Conversation
• Social Media Today
People • Role of New Media
Processes Engagements
• Integrating
Policies Communications with
Your Business Strategy
• Overcoming Challenges
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com ©2011 Dow Jones & Company