Social or Not - It's Media Relations

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Lars Voedisch Executive Director, Technology Practice Head

Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg

Social or not – It’s Media Relations Meaningful Communications Strategies in the Digital Age

@larsv

At a Glance

• Integrating Communications with Your Business Strategy

• Social media PR and management buy in

• Are you just busy or indispensable

• PR trends and challenges

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Singapore Malaysia

MULTI-DISCIPLINE INDUSTRY EXPERTISE

Specialists in: Arts, Aviation, Education, Consumer, CSR, Banking, Finance, Government, Healthcare, Media & Publishing, Property, Technology

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17 years longest serving staff; 10 years longest consulting staff

SENIORITY, EXPERIENCE, WISDOM & JUDGEMENT

COMMUNITY SERVICE & SPECIAL TALENTS

Government agency board members, council members of industry bodies & think-tanks, accreditated PR professionals, adjunct associate professors, chairmen of professional bodies, government advisory committee members, Member of Parliament, NGO volunteers

Diverse Talents, Best Teams Approach

United Kingdom

Korea

We believe in assembling the best talents across practice

teams & subject expertise areas

Germany

• MOST comprehensive consultancy network in Asia Pacific

• ESTABLISHED footprint in APAC with 16 wholly owned offices, and a pool of trusted affiliate partners

• World’s LARGEST technology practice

• Cross practice experience ACROSS industries

• Working with some of the biggest names in tech – from START UP to BLUE-CHIP

• EXPERIENCE across all parts of the ICT spectrum

• DEEP relationships with the analysts, media, bloggers and influencers that matter in you respective industries

• Working with some of the hottest CONSUMER brands globally

• GLOBAL expertise and LOCAL insight delivering results with impact

• World leader in CRISIS MANAGEMENT

Hill & Knowlton - About Us

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So what’s expected of us as communicators ...

We have to deliver:

• More with less – Reduced team/resources

– Less investment

– Same team, same skills

• New skills required – Social media expertise

– Corporate social responsibility now core

– Greater business return on investment

– Hard factual measures

– Employee engagement with new world, new strategies

Risks & challenges:

• Recruitment market beginning to move – Good people stayed because of uncertainty, now want to move for opportunity & value

– Those who stick may not be best quality

Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods

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The BIG Dilemma

7 Source: What happens on the Internet every 60 seconds - Rosa Golijan

8 Source: Party Time – Tribal DDB & Brandtology

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Little Survival Guide to Web x.0

10 Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration

Challenge Within Organisations: Who ‘Owns’ Social Media?

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

Challenge Within Organisations: Who ‘Owns’ Social Media?

Who Cares?

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

Online engagement? Accept the customer’s perspective – and attitude!

[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 me 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 13

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

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!

• What about those negative comments and posts?

• The game get’s so much faster

Nothing 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

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Simple But Crucial: Be Clear About Your (Social) Media Strategy Goals

• Goals drive the type of Strategies you are going to use

• What’s your ultimate objective:

1. Awareness

2. Image / Reputation

3. Sales

4. Cost savings

5. Something else?

Source: 25 Must Read Social Media Marketing Tips 16

Align Corporate Communications to Achieve Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

Align Corporate Communications to Achieve Business Goals

• Make business GOALS your communications goals, then develop STRATEGIES:

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

• The challenge is to measure your success in a meaningful way!

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

Align Corporate Communications to Achieve Business Goals

The challenge is to measure your success in

a meaningful way!

What Should We Be Talking About?

Source: Developing your conversation sphere - CommsCorner

Your… products, offers, service,

people

Industry…

trends, news,

data, advice E.g. Technology,

Legislation,

Competition

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Nestlé

unwillingly

put public

attention to

Greenpeace's

video

campaign

Activists

change their

Facebook

profile

photos to

anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

Nestlé: “To repeat: we

welcome your

comments, but please

don't post using an

altered version of any

of our logos as your

profile pic--they will be

deleted”

Now it even went worse with all

kinds of criticism, allegations

and simple insults being

posted (e.g. bottled water

dispute in the US, “killing

babies”…)

Key learnings:

Control? Don't use

lawyers to take

things off the

Internet

Admit it, stop it,

and apologize.

FAST!

Customers

criticizing you are

telling you

something very

valuable

What are your

Rules of Engagement?

A crisis response protocol?

How fast can you react?

Who decides?

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Who are your stakeholders?

Dealing with Social Media: Who could be talking about you online?

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Dealing with Social Media: What is your first line of defense – or engagement?

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Who handles Social

Media?

Marketing

Intern

Receptionist Customer

Service

PR

?

Agency

IT

Helpdesk

All staff

Ops Manager

Sales

Exec

Dealing with Social Media: What is your first line of defense – or engagement?

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Who handles Social

Media?

Marketing

Intern

Receptionist Customer

Service

PR

?

Agency

IT

Helpdesk

All staff

Ops Manager

Sales

Exec

Remember: The customer, shareholder,

journalist… does not care about your internal structures or

budget!

What happens in Huili county / Sichuan…

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The world we live in…

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Transparency Protection

Respect Responsibility

Utilization

Respect Responsibility

Representation

How do you WANT your staff to use Social Media? Social Media Policy - Examples

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How @Toyota Turned #toyotafail Into a Social Media PR Win

42 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

How @Toyota Turned #toyotafail Into a Social Media PR Win

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Key Learnings

1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Brands have to be on alert in order to

correct any false assumptions before they reach critical mass

4) Track it

Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 44

Managing Social Media: Response Chart & Answer Bank

Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 45

Managing Social Media: Response Chart & Answer Bank

How to Deal with Comments – YOUR Response Plan

• Comment / Blog Post Validity

• Level of Responsibility

• Level of Respect

• The Commenter is a Troll / Rager

• The Commenter is a Spammer by Nature

Source: PR 2.0 Comment Response Chart 46

When it comes to an end… the Social Break-Up

Source: The Social Break-Up – Exact Target 47

When it comes to an end… the Social Break-Up

Source: The Social Break-Up – Exact Target 48

How Much Time Does Social Media Engagement Take?

Source: How much time does social media marketing take - Gigaom / Aliza Sherman 49

You’re sure you wanna talk ROI?

Source: W + K Old Spice Case Study 50

ROI is talking about $$$

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Marketing

I created positive

sentiment.

Bobby,

Marketing Howard,

Advertising

Jane, Public Relations

Source: Measuring PR Success: Seven Metrics to Consider - Spinsucks

52 Source: Owned vs. Earned Media: Measuring the ROI – Spin Sucks

Owned vs. Earned Media: Measuring relevant ROI

Future-Proofing Public Relations Who do YOU want to be?

54 54 Source: Future Proofing PR with Modern Metrics– Dow Jones

Source: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/

Communications at the request of senior

management. – Better decide before management

asks for it

• Use the right approach with the correct content

– Show the whole picture through meaningful

KPIs

• Turn simple outputs into meaningful outcomes:

Connect the dots between clip counts –trends in

coverage and favourability

Winners know what success look like: Translating PR results into the language of business

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Source: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/

Communications at the request of senior

management. – Better decide before management

asks for it

• Use the right approach with the correct content

– Show the whole picture through meaningful

KPIs

• Turn simple outputs into meaningful outcomes:

Connect the dots between clip counts –trends in

coverage and favourability

Winners know what success look like: Translating PR results into the language of business

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“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.

Back to the Start: What’s your overall objective – How do you measure your PR success?

57 Source: Measuring PR Success: Seven Metrics to Consider - Spinsucks

• Sales • Lead nurturing • Lead generation • Lead conversion • Thought leadership • Web traffic • Brand awareness

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Same, same – but different What lies ahead?

• Integration will be everything

• Metrics will rule the world -Analytics will become

the next big public relations bonanza

• Media will live – probably even stronger than

before

• We are content producers. Think video!

• Mobile will inherit the Earth

• Will Facebook jump the shark – or become even

more omnipotent

Source: The top 10 public relations trends of 2011 - Gregarious 59

So, for communication success …

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” Source: IABC professional member, www.iabc.com

“

Make sure

you’re doing stuff

that matters to

the business

and contributes

to its success

Take a Management Approach

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Get your processes right • Strategize • Monitor • Analyze & Discover • Engage / Respond

What you need • A PLAN & Resources! • Scenario planning & Reaction Plans • Guidelines

There is no one-size-fits-all • Better start small than not at all • Form a team • Have fun!

People Processes

Policies

Domino’s YouTube Experience – What would YOU do?

• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.

• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.

• Domino’s apologized and put its own President on YouTube, started a Twitter response site;

• Still: In just a few days, Domino’s reputation was damaged.

Who in YOUR company would go on Youtube?

What to wear? What to say?

Who to talk to? Are you ready?

Nobody will wait for you…!

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Questions?

Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg @larsv

Thank you

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@larsv

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Lars Voedisch Executive Director, Technology Practice Head

Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg

Social or not – It’s Media Relations Meaningful Communications Strategies in the Digital Age

@larsv