Future Proofing PR - Measuring and Communicating in the Age of Conversation
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©2011 Dow Jones & Company
Future Proofing PRMeasuring and Communicating in the Age of Conversation
• Social or not – it’s media relations
• Understanding your brand’s media landscape
• Riding the wave –leveraging trends and tools
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
©2011 Dow Jones & Company
©2011 Dow Jones & Company
27,000+ global sources17M+ companies35M+ executives16M+ Websites and blogs
150+ researchers130,000+ indexes
Media/VC/Risk
2,000 journalists84 bureaus18,000+ daily news items
Other People’sContent
Dow JonesResearch
Dow JonesNews,
Commentary & Analysis
MainstreamMedia
Web/SocialMedia
4
Not just news – news plus information plus insight
©2011 Dow Jones & Company
Top Internet Markets – 46% of Users in 5 Countries –China, USA, Brazil, India, Russia
Source: Ten Questions Internet Execs Should Ask & Answer – Morgan Stanley; Comscore
©2011 Dow Jones & Company
The Facebook Curtain: Missing links to China, Brazil, Russia, …
Source: Visualizing Friendships - Facebook
©2011 Dow Jones & Company
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 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
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
Challenge within Organizations:Who „owns‟ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
Who Cares?
©2011 Dow Jones & Company
The PR Perspective:
Social or not – it‟s Media Relations?!
©2011 Dow Jones & Company
Social Media Relations: Everything Changes!?
Everything Changes
• It‟s about two-way conversations
• You‟ve to deal with more channels
• We HAVE to listen and understand what‟s said about us!
• What about those negative comments and posts?
• The game get‟s so much faster
Nothing Changes
• You‟ve to managerelationships
• So it‟s wires, print, broadcast – and social media
• You already: monitor and analyze your media coverage
• Not every negative comment means a crisis
• Already forgot newswires? Look at trends over time
©2011 Dow Jones & Company
Social Media Relations: Everything Changes!?
Everything Changes
• It‟s about two-way conversations
• You‟ve to deal with more channels
• We HAVE to listen and understand what‟s said about us!
• What about those negative comments and posts?
• The game get‟s so much faster
Nothing Changes
• You‟ve to managerelationships
• So it‟s wires, print, broadcast – and social media
• You already: monitor and analyze your media coverage
• Not every negative comment means a crisis
• Already forgot newswires? Look at trends over time
Dealing with
(Social) Media is an ART:
Authentic
Relevant
Transparent
©2011 Dow Jones & Company
Trying to be innovative…
©2011 Dow Jones & Company
…and what happens if you’re seen as insensitive.For a comeback you have to act humane.
©2011 Dow Jones & Company
Reputational Risk: It‟s all about perception...
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
A crisis can happen in
a blink of a tweet…
©2011 Dow Jones & Company
Reputational Risk: It‟s all about perception...
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
It‟s about getting it fast,
getting it right and
getting it over!
A crisis can happen in
a blink of a tweet…
©2011 Dow Jones & Company
Monitor Analyse Discover
research &
promote
the buzz
issues, trends
& strategies for
impact
opportunities &
risks in time
to act
Engage
& pinpoint
better the
influential
Use smart tools along your workflow!
Communications Objectives & Strategy
©2011 Dow Jones & Company
18
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
19
iPhone
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”
Dow Jones Insight/FactivaDiscover Opportunities and Threats
©2011 Dow Jones & Company
20
Where does a
CRISIS happen vs.
where does it start?How does the story
play out in traditional
and social media?
How bad (or good) is
it?
What‟s really going on?
©2011 Dow Jones & Company
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Link content (news, posts) with the creators (journalists,
bloggers)
Quickly access everything you need to make decisions and
contact the right influencers
What they’re writing about…
…and how to contact them
Engage and understand the influencers
©2011 Dow Jones & Company
Monitor Analyse Discover
research &
promote
the buzz
issues, trends
& strategies for
impact
opportunities &
risks in time
to act
Engage
& pinpoint
better the
influential
Use smart tools along your workflow!
Communications Objectives & Strategy
©2011 Dow Jones & Company
Outlook &
Summary
©2011 Dow Jones & Company
Outlook &
Summary
Access – anything, anywhere, anytime, anybody
• Great for media consumption possibilities
• Privacy: Who owns the conversation?
©2011 Dow Jones & Company
Outlook &
Summary
Access – anything, anywhere, anytime, anybody
• Great for media consumption possibilities
• Privacy: Who owns the conversation?
Stress – Making sense of all this information
• More, smarter decisions
• Networks of Trust & Relevance
©2011 Dow Jones & Company
Future-Proofing Public RelationsWho do YOU want to be?
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Critical Analytical Skills
No Analytical Skills
Strategic Business
OrientationVanity
Publishing
Gamblers Winners
Ostriches Bluffers
©2011 Dow Jones & Company
Marketing Funnel Past Present Future
Awareness Clip booksAVEReachCirculation
Message alignmentSOVViews/TrafficVolume (mentions)
Message alignmentSOV/ConversationProminenceBenchmarks
Interest AVEs & Clip booksJournalist outreach
# of followers/fans# of comments
VelocityMissed opportunities
Intent SentimentRequests for info.
SentimentRetweets# links & influencers
Sentiment# of BadvocatesSocial network analysisEngagement
Action PR activities e.g. pitches sent, interviews held, media tours etc.
Sales / LeadsDownloadsRegistrationsROI Business KPIs
Sales / LeadsDownloads/RegistrationsROI & Business KPIsMarket shareShare price
Advocacy Lobbyist dollarsEndorsements(Paid & earned)
Plus# of Links# of new ideas
# of AdvocatesAmbassador participation% ideas developed
Modern Metrics That Matter
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©2011 Dow Jones & Company
Future Proofing PR – Things to Consider
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Get your processes right• Monitor • Analyze• Discover• Engage / Respond
What you need:• Scenario planning & Reaction Plans• Guidelines• Monitoring Post (Access)
There is no one-size-fits-all• Better start small than not at all• Form a team• Have fun!
PeopleProcesses
Policies
©2011 Dow Jones & Company
Questions?
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
Thank you.
©2011 Dow Jones & Company
Future Proofing PRMeasuring and Communicating in the Age of Conversation
• Social or not – it’s media relations
• Understanding your brand’s media landscape
• Riding the wave –leveraging trends and tools
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
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