Defining a Roadmap to Social Media Revolution
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1 Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore [email protected] Defining a roadmap to Social Media Revolution @larsv
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Public perception of social media and corporate branding;Strategies to kick-start conversations in Web 3.0;Managing your social media identity, who’s responsible?; Justifying ROI – What are we really talking about?
Transcript of Defining a Roadmap to Social Media Revolution
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Lars Voedisch Executive Director, Technology Practice Head
Hill & Knowlton Singapore [email protected]
Defining a roadmap to Social Media Revolution
@larsv
At a Glance
• Public perception of social media and corporate branding
• Strategies to kick-start conversations in Web 3.0
• Managing your social media identity, who’s responsibile?
• Justifying ROI – What are we really talking about?
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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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Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods
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The BIG Dilemma
6 Source: What happens on the Internet every 60 seconds - Rosa Golijan
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Little Survival Guide to Web x.0
9 Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration
Challenge Within Organisations: Who ‘Owns’ Social Media?
10 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?
11 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 12
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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 15
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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What happens in Huili county / Sichuan…
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Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign
Activists
change their
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 you 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!
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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Professional Use of Social Tools – Explicitly Wanted!
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How @Toyota Turned #toyotafail Into a Social Media PR Win
33 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
How @Toyota Turned #toyotafail Into a Social Media PR Win
34 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet
How @Toyota Turned #toyotafail Into a Social Media PR Win
35 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 37
Managing Social Media: Response Chart & Answer Bank
Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 38
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 39
How Much Time Does Social Media Engagement Take?
Source: How much time does social media marketing take - Gigaom / Aliza Sherman 40
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target 41
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target 42
You’re sure you wanna talk ROI?
Source: W + K Old Spice Case Study 43
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
Future-Proofing Public Relations Who do YOU want to be?
45 45 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?
48 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 50
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.
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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 [email protected] @larsv
Thank you
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@larsv
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Lars Voedisch Executive Director, Technology Practice Head
Hill & Knowlton Singapore [email protected]
Defining a roadmap to Social Media Revolution
@larsv
