The document summarizes a presentation given by Ali Bullock on online media relations. It discusses how social media underpins other communication channels and how companies need to integrate social media into their overall media strategy. It also cautions that while social media allows for faster communication, companies need to respond to issues quickly and with empathy to avoid potential crises. The presentation advocates for transparency and honesty in interactions on social media.
1. ONLINE MEDIA
RELATIONS
WEAVING THE SOCIAL LAYER ACROSS MEDIA
STRATEGY
JULY 22 2013
ALI BULLOCK - DIRECTOR OF COMMUNICATIONS APAC, DOW JONES /
THE WALL STREET JOURNAL
2. EXPERIENCE
DIRECTOR OF COMMUNICATIONS APAC FOR DOW JONES AND THE
WALL STREET JOURNAL
PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL
MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR
KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA
WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS,
DURING AN 8 MONTH SABATICAL IN 2012
3. SOCIAL IS NEW AND SHINY!
Whiskey
Bust Enlargement
Weight Loss
Superfluous
Hair Removal
4. SOCIAL IS NEW AND SHINY?
Whiskey
Bust Enlargement
Weight Loss
Superfluous
Hair Removal
5. SOCIAL MEDIA IS IMPORTANT
Source: “State of the Internet with a Focus on Southeast Asia”, March 2011 – comScore
17. NOWHERE IN THE PRESS
RELEASE DOES THE AIRLINE
MENTION THE FAMILIES OR
PEOPLE AFFECTED.
18.
19. RULE 1: SHOW EMPATHY
RULE 2: BE OPEN & TRANSPARENT
RULE 3: RESPOND
RULE 4: SEE RULE 1 (& REPEAT)
(YOU CAN SEE I TAUGHT THE CX USA TEAM WELL)
20.
21. SWOT FOR NEW MEDIA
• Access to a larger
audience – target
specific niches
• Ability to establish a
brand and community
• Additional channels for
branded content
• Low engagement and
sense of community
within channels
• Some companies have a
limited understanding of
social media resulting in
scattered social profiles
• Leverage multi-media
content and niche
audiences to build active
communities
• Leverage the extensive
journalist network – build
contacts more easily
• Lack of engagement or
call to action from
content
• Strong social strategy
from other companies
• Dark PR
• Crisis issues are now
immediate
Strengths
Opportunities Threats
Weaknesses
24. INTEGRATED NEWSROOM
DJ@DJ
One of our signature learning programs
is DJ@DJ, or “Digital Journalism at Dow
Jones”, which brings together a group of
Wall Street Journal and Dow Jones
Newswires journalists from around the
world to participate in intensive learning,
training and discussion in New York aimed
at enhancing how they tell stories across
multiple platforms using words, photos,
blogs, video and graphics.
40. Taiwan's FTC investigating Samsung for defaming
HTC on local online forums.
Samsung has ordered its Taiwan operation to cease
marketing involving online anonymous comments
Source: pcadvisor.co.uk April 2013
44. EVEN ME….
“Great day, shooting
Elephants for 8 hours”-
ali bullock, Head of
comms WWF
“Great day, photographing
Elephants for 8 hours”- ali
bullock, Head of comms
WWF
53. THANK YOU FOR YOUR TIME.
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:
www.slideshare.net/alibullock/presentations
LINKEDIN: ALI BULLOCK
alibullock@gmail.com
www.alibullock.com
Notas do Editor
Social Media in Context- how new is it really?
We’ve seen this before
Social Media penetration across markets3 out of the top 10 facebook using nations globally are in Asia4 out of the top 10 Twitter nations are in Asia, all surpassing the US Means social media can not be ignored
There is a vast array of channels for marketers that are still very important. Social media can’t be the sole channel
PR and social media work to support all company touchpoints
The proliferation of channels and titles to use and reach out to
THIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
Journalists picked up on this news story within 30 minutes
Credibility
40% of Air Asia complaints online don’t get a response
8 hours post crash, PR release Be efficient, but human
Be efficient, be human
The changing nature of media relations – the proliferation of media outlets online = more targets Pitching in different types of content – videos, images, podcasts, infographics
Stories told via a range of mediums
Ali to update
Some companies are moving away from standard press releases, for examplegoogle and facebook
SIMPLE MESSAGING THAT BUILDS ON A TRUSTED BRAND WORKS AND IT WORKS REALLY WELL. FROM VW IN THE 60’S TO OREO IN THE 21 CENTURARY. HAVING A BRAND THAT PEOPLE TRUST AND EMPLOYEES THAT ARE EMPOWERD TO SPEAK ON BEHALF OF THAT BRAND MEANS LONG TERM SUCCESS.
SIMPLE MESSAGING THAT BUILDS ON A TRUSTED BRAND WORKS AND IT WORKS REALLY WELL. FROM VW IN THE 60’S TO OREO IN THE 21 CENTURARY. HAVING A BRAND THAT PEOPLE TRUST AND EMPLOYEES THAT ARE EMPOWERD TO SPEAK ON BEHALF OF THAT BRAND MEANS LONG TERM SUCCESS.
Red Bull allows download of content for editorial purposes1. Search by names, events or just topics: A great variety is waiting for you.2. Select videos, photos or articles: Create your individual mediapackage.3. Download directly without any delay. All rights are cleared for all communication purposes
Reaching journalists via social media - Follow all the journalists you want to have a relationship with. Access to more background information via LinkedIn and search
At CX we didn’t choose the timeline photo – We asked our fans to do so
We say a 40% increase in engagement and likes just by using our first names on each post
The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations.
BLACK PR. SAMSUNG CAUGHT AGAIN…
BLACK PR. SAMSUNG CAUGHT AGAIN…
Alibaba content creation example is a great example of how brands are becoming their own media outlet – completely changing the face of media relations as we know it.
SOCIAL MEDIA IS A LAYER… HOW YOU USE THAT LAYER IS UP TO YOU. BUT IGORING SOCIAL MEDIA IS NOT AN OPTION.