Monitor, Analyze, Discover, Engage

|© Copyright 2010 Dow Jones and Company

Dow Jones Expert Series for Public Relations & Corporate Communications

Monitor Analyze Discover Engage

Social or not – it’s Media Relations

Lars Voedisch Regional Head – Media Intelligence, APACDow Jones and Companywww.twitter.com/larsv

Real time is the new prime time

John KerrRegional Director Edelman Digitalwww.twitter.com/johnkerrnz

Singapore, 20 January 2010

• Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.

• Gain a better understanding of how your campaigns are performing and how you can adjust for greater success

• Discover opportunities and risks

• Engage your stakeholders on message, in conversations and with understanding

John KerrRegional Director, Edelman Digitalwww.twitter.com\johnkerrnzhttp://dconsortium.wordpress.com/

20 January 2010

When it comes to social media, what is the first thing a communicator/marketer should do?

A. Build a Facebook Page

B. Engage in a listening campaign

C. Come up with a big idea/underlying theme

ANSWER B: ENGAGE IN LISTENING

Before launching a specific program or coming up with a grand idea, you can ready yourself for success by gathering the information needed to reach an intimate understanding of local consumers. How do our customers engage across the social landscape in your market and what are they saving about our products? How is our competition utilizing social marketing?

You can gain these insights by actively listening, watching, gathering and learning from the online landscape before diving in. It is one of the reasons Edelman undertakes a huge amount of research on reputation drivers and online/offline impact.

Need to Hear Message 3-5 Times to Believe It

Social Now Mainstream

11

The Solution?

1. Ubiquity and Embassies

2. Multiplicity and Diversity

3. Discoverability and Integration

The New Rules

Be First +Act Small +Be Honest +

Be Personal +Offer More than Branding +

Establish and Maintain a Dialogue +Contribute without Expecting Back +

=Be Authentic

Setting the Context

Understanding the Landscape

Create the Relationship

Find the Sweet Spot

Maturity in Social Media

ENGAGEWhat’s the best

method & platform for engagement?

ENGAGEWhat’s the best

method & platform for engagement?ANALYSE

What are the insights to leverage?

ANALYSEWhat are the

insights to leverage?LISTEN

What’s already being said, where

and by who?

LISTENWhat’s already

being said, where and by who?PLAN

What do I want to achieve ?

PLANWhat do I want to

achieve ?

MeasurementMeasurement

STRATEGIC ENGAGEMENT PLAN

Why is Planning & Listening Essential?

Effective Planning

OALS

ESOURCES

VIDENCE

UDIENCE

IME

What are you trying to achieve?What are you trying to achieve?

How much time, budget, manpower and expertise do you have to invest in social media?

How much time, budget, manpower and expertise do you have to invest in social media?

Has your target audience been engaged successfully via social media before?

Has your target audience been engaged successfully via social media before?

Who are your target audiences and what do you already know about them?

Who are your target audiences and what do you already know about them?

Can you commit to a long-term relationship building campaign?

Can you commit to a long-term relationship building campaign?

G

R

E

A

T

Step 1: LISTEN: Conversation Audit - Aviva and related issues

Step 2: Identified influencers online

Step 3: The Big Idea: Moneybanter.com.sg

Step 4: Content and Engagement Framework

Step 5: Branding and Infrastructure

Step 6: Measurement: Google Analytics

Step 7: Sustaining the Momentum

Listening Drives Engagement for Aviva

The most important thing in using social media for crisis management is:

A. Active listening

B. Having a predefined crisis management plan

C. Speaking the language of your audience while retaining your brand voice

D. All are essential for successful crisis management

ANSWER D: ALL OF THE ABOVE

Listening, being prepared ahead of time and speaking the language of your audience while still retaining brand identity are all necessary components of a comprehensive crisis management plan.

A poorly handled fumble can lead to disaster, but a thoughtful response to issues that arise can actually lead to greater customer appreciation and loyalty.

19

Edelman integrates online intelligence into marketing planning and creates digital consortiums to meet specific client needs:• 600 Employees Across APAC• 15 Offices (see map)• 4 Affiliates

Part of a global digital firm of more than 200 people that draws on

the expertise and resources of Edelman Digital’s international network of experts in

34 offices

MelbourneDav id McCarthy

Sy dneyAmanda Little

SingaporeBob Grove

Kuala LumpurKaren Hoh

Hong KongCharles LankesterAlan VanderMolen

GuangzhouCharles Lankester

TaipeiAnita Lin

ShanghaiCharles Lankester

BeijingCharles

Lankester

SeoulTy ler Kim

Toky oMargaret Key

DelhiRobert

Holdheim

MumbaiRobert

Holdheim

BangaloreRobert

Holdheim

JakartaChadd McLisky

About Edelman Digital Asia Pacific

Work with Aviva to create moneybanter –Singapore’s first social media site designed to address Singaporeans’

money matters

Created unprecedented online

buzz leading to the launch of StarHub’s

new VoIP service pfingo.

Conceptualized and implemented an

online platform for BMW China to

deepen its relationships with car

owners and enthusiasts

Empowered online audiences to help

counter misperceptions about the safety of DuPont

Teflon through “Smart-Cook” online reality competition

Enriching Stakeholder Relationships



Lars Voedisch - [email protected] Head – Media Intelligence, APACDow Jones and Company

|© Copyright 2010 Dow Jones and Company | 2323

Socialnomics Social Media Revolution (Short 2 30 v ersion 9-27-2009).flv

Video: Social Media Revolution

Are you or your CEO still questioning…

|© Copyright 2010 Dow Jones and Company |

Social Media Relations: Everything Changes!?

Everything Everything ChangesChanges

From pitching to engaging in “Naked Conversations”

“There is no market for your message”

Command and control, top down message delivery is no longer an option –it’s about conversations

Nothing Nothing ChangesChanges

It’s about relationships and people

Not every negative comment means a crisis

You need to watch your relevant space: monitor and analyze

Look at trends over time


How do we stay relevant and lead strategic communications programs?

Source: Redefining Media Relations, Maureen O’Connell

It’s not traditional vs. social media or old and new media – it’s all media relations.

Let’s not just tweet because it’s the hottest tool at the moment

Remember that now everybody has a printing press

Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact

Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact


Must-Dos for PR Professionals in 2010:You can’t outsource your strategy

Agree and align your communications objectives Awareness Image / Reputation Sales Cost savings Something else?

Track / Measure your success Build expertise and capacity (staff & tools): Social

media is neither cost-free nor will it fix it all. Think about relevance: Become a Content Creator Define your Rules of Engagement Bring Social Media Inside



Monitor Analyze 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

|© Copyright 2010 Dow Jones and Company 28

Monitor

Who’s Listening?

Monitor and Track what’s relevant across media

channels / sources!


Media Analysis: Stop confusing ROI with results, and measurement with counting

“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.

Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.

You note the change, analyze the reasons why, and improve your program accordingly.”

KD PayneSource: Stop confusing ROI w ith results, and measurement w ith counting, KD Payne

Analyze


Analyze

Who are they talking about?

Where is thechatter

happening?How goodis it?


Analyze

Who’s talking about you – and your competitor?

Look at social vs traditional media!

Who’s talking about you – and your competitor?


Discover

iPhone

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


Engage

Journalist and blogger bios are linked to news and analysis

Quickly access everything you need to work an angle & make contact

What they’re writing about…What they’re writing about…

…and how to contact them…and how to contact them

Engage and understand the influencers

Remember: For most industries, print is still king!


Building a Media List

34

Engage

Apply smart filters based on actually written articles to connect to the right

influencers instead of widely spamming journalists


Create a Briefing Book in Minutes, Not Hours

35

Walt Mossberg Aug 3rd Interview

Easily incorporate bios, latest articles, your key talking points

Engage


Content Creation: Leveraging your resources to maximize your assets across channels

Editorial Workbench can consume a wide

variety of sources

(including Factiva, your

internal articles, and external RSS) to allow

editors to hand pick content, add commentary, and publish tailored news summaries

to multiple audiences via

multiple channels.


variety of sources





multiple channels.“…provides the ability to sort the knowledge

gold from the information noise” - Caterpillar “…provides the ability to sort the knowledge gold from the information noise” - Caterpillar

Engage


Content Creation: Leveraging your resources to maximize your assets across channels


variety of sources





multiple channels.


variety of sources





multiple channels.“…provides the ability to sort the knowledge

gold from the information noise” - Caterpillar “…provides the ability to sort the knowledge gold from the information noise” - Caterpillar

Engage

Custom Portlets/Webparts& Custom XML output

RSS Feeds

Mobile-formatted text

Email Newsletters


Summary:Social Media Tips for PR Professionals

Keep on top of social media trends

Familiarize yourself with the latest web toolsfor your social media management success

Follow best social media practices in your industry sector

Identify and engage relevant digital influencers

Source: Social Media Tips for PR Professionals, Daniel Young



Summary: Social or not – It’s Media RelationsSocial Media Tips for PR Professionals

Keep on top of social media trends

Familiarize yourself with the latest web toolsfor your social media management success

Follow best social media practices in your industry sector

Identify and engage relevant digitalinfluencers

Source: Social Media Tips for PR Professionals, Daniel Young

Important rules in media relations remain the sameImportant rules in media relations remain the same




Monitor Analyze Discover

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Engage

& pinpointbetter the influential

Dow Jones services for Public Relations & Corporate Communications


Thanks you. Questions?

Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv


Dow Jones Expert Series for Public Relations & Corporate Communications



Lars Voedisch Regional Head – Media Intelligence, APACDow Jones and Companywww.twitter.com/larsv

Real time is the new prime time

John KerrRegional Director Edelman Digitalwww.twitter.com/johnkerrnz

Singapore, 20 January 2010

• Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.

• Gain a better understanding of how your campaigns are performing and how you can adjust for greater success

• Discover opportunities and risks

• Engage your stakeholders on message, in conversations and with understanding

Monitor, Analyze, Discover, Engage

Business

social landscape

social marketing

media site

successful crisis management

digital mumbaiconsortiums

engagement frameworkstep

drives engagement

reasons edelman