Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011

©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 [email protected]

@larsv



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Not just news – news plus information plus insight


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


The Facebook Curtain: Missing links to China, Brazil, Russia, …

Source: Visualizing Friendships - Facebook


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


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:


In context:



Challenge within Organizations:Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


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?


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


The PR Perspective:Social or not – it’s Media Relations?!


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


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


Trying to be innovative…


…and what happens if your seen as insensitive.For a comeback you have to act humane.


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…


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!


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?


Outlook & Summary


Outlook & Summary

Access – anything, anywhere, anytime, anybody• Great for our media consumption possibilities• Privacy: Think “Big Brother”


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


Future-Proofing Public RelationsWho do YOU want to be?

27

Critical Analytical Skills

No Analytical Skills

Strategic BusinessOrientation

VanityPublishing

GamblersGamblers WinnersWinners

OstrichesOstriches BluffersBluffers


Questions?

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv

Thank you.

Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011

Business

owns social

social media

integrated

social media

outlook amp

social break

publicknown

turf battles