Digital Storytelling for Asian MultinationalsNew Frontiers in PR

Bob Pickard | President & CEO | Asia-Pacific

Burson-Marsteller’s Heritage

19501960 19801970 199020002010

1968: Outstanding Performance in Community Relations

1975: Outstanding Performance in Community Relations

1982: Extraordinary Accomplishment in Public

Relations1985: Excellence in Investor

Relations

1997: Marketing Consumer Products

2002: Crisis Communications2007: Internal communications

1953: Burson-Marsteller established

1964: First to organize a formal employee training program

1978: First major firm to establish a Healthcare Practice

1993: First firm to install global email linking every office

1961: Established in Europe

1974: Established in Asia-Pacific

1968: First firm to conduct crisis training

1983: First firm to conduct a satellite press conference

1999: InfoDesk Knowledge Management System accepted into Smithsonian’s Permanent Collection of Information Technology

2005: Mark Penn appointed global CEO – strategic alliance with research firm Penn, Schoen and Berland

ʻ̒ ʻ̒Our Philosophy

Our job as public relations professionals is two-fold. It is to help our clients or employers fashion and implement policies and actions that accord with the public interest. And it is to use communications to leverage public opinion and attitudes to motivate target audiences to specific courses of action.

Harold BursonFounder and Chairman

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

What We Do

We tell Asia’s story. Across media. Across channels. Across borders.We drive tangible business outcomes.And we embrace digital storytelling.

The Brand in the Story

Product placement is intrusive – breaks the narrative flow

The Brand as the Story

Product placement is unobtrusive – incorporated into the narrative flow

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

…so that those people will do and think

what we want

them to do or think

the story is the most important

things a company needs to tell its target audiences…

"We were not looking to make records or create them and based our order on estimated requirement. The fact that we did just that is an accident of history.”

Aditya GhoshPresident , IndiGo

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The power of stories

Strong stories rely on business realities, not ‘puffery’

The breakthrough effect derives from more than just plain facts

IndiGo announces

records order of 180 Airbus

A320s

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Tapping into the unconscious mind

unconscious

decisionsthoughts, feelings, and desires drive purchasing

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Why this is important…

20% 20% 20% 13%

What impact will the cuts have on your editorial

work? 47%41%

11%

Has your workload increased since the

economic crisis began?

* Source: Burson-Marsteller EMEA Media Survey 2010, among 115 senior journalists from top-tier media organizations in 27 countries.

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The result…

Decreased journalism

QUALITYDecreased journalism

QUANTITYDecreased journalism

CREDIBILTY

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

…a disconnect between corporate messages and media coverage

U.S. Gap:

45%Latin America

Gap:

53%

Europe Gap:

40% Asia-Pacific Gap:

58%

Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Blogger Gap: 69%

U.S. Gap:

76%Latin America

Gap:

82%

Europe Gap:

59% Asia-Pacific Gap:

63%

Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Decreasing control over brand imagery

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Reduced audience density

McKinsey Quarterly “Boosting returns on marketing investment”, May 2005

Which screen commands the

most

attention?

Implications for Asia-Pacific

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Asia is a major global force…

Chemical

Construction

Consumer Durables

Capital Goods

Trading

36%

37%

39%

42%

47%

52%

53%

55%

83%34%

of the world’s top 2000 companies are headquartered in Asia

Source: Forbes Global 2000 list (2009)

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

…but global sentiment is muted

1%

3%

93%

3%

Online Sentiment Around Asian Corporate Brands

Mixed

Positive

Neutral

Negative

Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums

The Digital Opportunity for Asia

1960s1990s2000s

The rise of Japan

The rise of China

The rise of Korea

2010s The rise of India

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Corporate Use of Social Media in Asia Pacific

40%

of companies in the WSJ Asian 200 are using social media for corporate communications

24%

of companies are using only a single social media channel

55%

of Asian corporate social media channels are inactive

A missed opportunity…?Source: Burson-Marsteller Asia Pacific Social Media Study - http://slidesha.re/fxPKK2

Digital Storytelling

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Persuasion 1.0

Once PR-driven interactions make people feel important (‘someone is listening to me’), then stories are sold as conversations

“Make the other person feel important and do it sincerely.”

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Persuasion 2.0

When people commit themselves in public to something, they have

created a new ‘image template’ of themselves

People will do and say whatever is necessary to

conform with their new public image

Where PR storytelling is growing

Entertainment media Social media

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The digital consumer

Initial consideration

set

Active consideration

Closure

12%26%

43%21%

37%

31%

28%

10%5%

39%26% 22%

Store/agent/dealer interactions

Consumer-driven marketing

Past experience

Company-driven marketing

•Word of mouth•Online research•Offline and/or print reviews

•Traditional advertising•Direct marketing•Sponsorship•In-store product experience•Salesperson contact

% effectiveness of consumer touchpoints

Source: McKinsey Quarterly “The consumer decision-making journey” 2009 Vol. 3

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Trusted channels

Source: TNS (2010)

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

A new integrated communications model

The goal is NOT to channel content to audiences, but

audiences to

content

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Channeling audiences to content

Keyword strategy

Hosted communities

Social communiti

es

Content streams

Multimedia

Cloud content

Location-based

Modern means to build an image

#1 – Listen obsessively#2 – Be authentic & transparent#3 – Go peer-to-peer#4 – Focus on the 1%#5 – Be human#6 – Build relationships#7 – Commit for the long-term #8 – Use storytelling

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Listen obsessively

Click icon to add picture

Be transparent

“When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.”

Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in

Advertisinghttp://www.ftc.gov/os/2009/10/091005

endorsementguidesfnnotice.pdf

Source: The Customer Collective Bloghttp://www.thecustomercollective.com/Home/36101

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Go peer-to-peer

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Focus on the 1%

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Be human

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Build relationships

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Use digital storytelling

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Every company a media company?

Closing Thoughts

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Everything that famously goes wrong is now called a ‘PR disaster’

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Be prepared to apologize

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Something to think about

Burson-Marsteller Asia-Pacific

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