Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011
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©2011 Dow Jones & Company©2011 Dow Jones & Company
Managing the UncontrollableIntegrated Communications in the Age of Social Media
• The State of (Social) Media for Communicators
• Social or not – It’s Media Relations
• Being humane is everything: Ready for the next crisis?
• The future is about smart decisionsLars Voedisch
Managing Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com
@larsv
©2011 Dow Jones & Company©2011 Dow Jones & Company
©2011 Dow Jones & Company©2011 Dow Jones & Company
About Dow Jones: Meet the Family
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Not just news – news plus information plus insight
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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
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The Facebook Curtain: Missing links to China, Brazil, Russia, …
Source: Visualizing Friendships - Facebook
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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
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When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target
©2011 Dow Jones & Company©2011 Dow Jones & Company
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target
©2011 Dow Jones & Company©2011 Dow Jones & Company
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target
In context:
For email, if no longer interested,it’s even67% whowould just “unsubscribe”
In context:
For email, if no longer interested,it’s even67% whowould just “unsubscribe”
In context:
For email, if no longer interested,it’s even67% whowould just “unsubscribe”
©2011 Dow Jones & Company©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©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?
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What does it take to make it in Social Media?
Education: Understand Communications & Marketing First!
Entrepreneurial:
Be multi-disciplinary and ready to take calculated risks
Source: Background of the Corporate Social Strategist – Altimeter/Jeremiah Owyang
©2011 Dow Jones & Company©2011 Dow Jones & Company
The PR Perspective:Social or not – it’s Media Relations?!
©2011 Dow Jones & Company©2011 Dow Jones & Company
Social Media Relations: Everything Changes!?
Everything ChangesEverything 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 ChangesNothing Changes• You’ve to manage
relationships
• 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©2011 Dow Jones & Company
Social Media Relations: Everything Changes!?
Everything ChangesEverything 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 ChangesNothing Changes• You’ve to manage
relationships
• 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:
AuthenticRelevant
Transparent
©2011 Dow Jones & Company©2011 Dow Jones & Company
Trying to be innovative…
©2011 Dow Jones & Company©2011 Dow Jones & Company
…and what happens if your seen as insensitive.For a comeback you have to act humane.
©2011 Dow Jones & Company©2011 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
A crisis can happen in a blink of tweet…
©2011 Dow Jones & Company©2011 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
A crisis can happen in a blink of tweet…
It’s about getting it fast, getting it right and
getting it over!
©2011 Dow Jones & Company©2011 Dow Jones & Company
Monitor Analyse Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Use smart tools along your workflow!
Communications Objectives & Strategy
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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©2011 Dow Jones & Company23
Where does aCRISIS happen vs. where does it start?How does the story
play out in traditionaland social media?
How bad (or good) is it?
What’s really going on?
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Outlook & Summary
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Outlook & Summary
Access – anything, anywhere, anytime, anybody• Great for our media consumption possibilities• Privacy: Think “Big Brother”
©2011 Dow Jones & Company©2011 Dow Jones & Company
Outlook & Summary
Access – anything, anywhere, anytime, anybody• Great for our media consumption possibilities• Privacy: Think “Big Brother”
Stress – Making sense of all this information• More, smarter decisions• Networks of Trust & Relevance
©2011 Dow Jones & Company©2011 Dow Jones & Company
Future-Proofing Public RelationsWho do YOU want to be?
27
Critical Analytical Skills
No Analytical Skills
Strategic BusinessOrientation
VanityPublishing
GamblersGamblers WinnersWinners
OstrichesOstriches BluffersBluffers
©2011 Dow Jones & Company©2011 Dow Jones & Company
Questions?
Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com @larsv
Thank you.
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