Research And Promote The Buzz April 2010 Lars Voedisch, Dow Jones

||© Copyright 2010 Dow Jones and Company

Research and Promote the Buzz.

• Research on campaigns, develop pitches and prepare background information for spokespeople.

• Manage campaigns, brands and risks.

• Competitors, key reputation drivers, trends and media hot spots.

• Engage internal and external stakeholders.

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


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

||© Copyright 2010 Dow Jones and Company 33

Smart Goal Setting for your (Social) Media Strategy

Goals determine what you should do!

What’s your main objective as Communications professional?1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?


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


Nestlé's social media crisis

Nestléunwillingly put public

attention to Greenpeace's

video campaign




video campaign

Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page




video campaign


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”





video campaign




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”…)

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

Customerscriticizing you are telling you something very valuable


Monitor and Track what’s relevant across media

channels / sources!

What’s the Buzz?


What’s the Buzz?

Do you have what it takes to quickly

explain to your CEO what the buzz

is about?


Introducing: MEDIA MONITOR for Factiva.com

Communications professionals can conduct on-the-fly research and do-it-yourself (DIY) media analysis of news and trends in both traditional and social media.

They can monitor emerging issues and trends by creating and saving interactive charts to dashboards.


Where is the conversation happening?

ONLINE!How does the story

play out in traditionaland social media?

How bad (good) is it?

If you need to look deeper


Research-on-Demand

You love spending time producing

compelling reports, right?


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…What they’re writing about…

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

Engage and understand the influencers

For most industries, Print is still king!


Engaging your stakeholders:Use smart tools to reach them where they are

Danger!Information

Overflow

You now need to screen multiple sources: Press,

Web, Blogs, Boards…

Attention! Work Overload

You need to reach out to

multiple audiences via

multiple channels...

Danger!Information

Overflow







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


Luckily you have endless resources…


Engaging your stakeholders:Use smart tools to reach them where they are

Danger!Information

Overflow







Danger!Information

Overflow









Luckily you have Endless resources…

Intranet / Intranet Widgets

RSS Feeds

Mobile-formatted text

Email Newsletters


It’s about the Workflow! Where do you stand?

The Problem: Manual Daily Media Reviews

The Solution: Factiva.com Newsletters plus Factiva Reader


It’s about the Workflow! Where do you stand?

Since 2005, thanks to electronic editing Rothschild has managed to cut the time spent creating press reviews by more than 50%.

Access to the Most Relevant Information: Anytime, Anywhere

Time Savings and Enhanced ProductivityMove Straight to the

Company’s Bottom Line

Fully Copyright Compliant

Access to the Most Relevant Information: Anytime, Anywhere

Time Savings and Enhanced ProductivityMove Straight to the

Company’s Bottom Line

Fully Copyright Compliant


Traditional Media Content: More than 25,000

publications and Web sites; 159 countries, 23 languages

Social Media Content: Millions of blogs and social media sources, including boards and consumer review sites

Do-it-yourself media analysis: Enter just a few keywords to get instant media analysis presented in interactive charts

Visualisation: Save interactive charts on up to three dashboards so that you can monitor topics for as long as they stay in the news cycle.

Research-on-Demand: Benchmark or analyze issues, events, campaigns. Monitor issue/crisis impact on stakeholders, leveraging Dow Jones’ MediaLab’s global expertise and resources.

Research & Promote the BuzzLeverage Dow Jones’ Tools and Expertise


Questions?

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

Thank you.

Business

Research And Promote The Buzz April 2010 Lars Voedisch, Dow Jones