Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011
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Lars Voedisch Executive Director, Technology Practice Head [email protected] Rules of Engagement Meaningful Communications Strategies in the Digital Age @larsv
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Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011
Transcript of Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011
Lars Voedisch
Executive Director, Technology Practice Head
Rules of Engagement Meaningful Communications Strategies in the Digital Age
@larsv
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven
Methods
The BIG Cultural Dilemma
3
From natural respect to suspicion
Are you approachable?
The BIG Cultural Dilemma #2
4
More pressure than ever before 5
Source: IABC professional member, www.iabc.com
“
Make sure
you’re doing stuff
that matters to
the business
and contributes
to its success
“
Challenge Within Organizations:
Who ‘Owns’ Social Media? 6
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
Challenge Within Organizations:
Who ‘Owns’ Social Media? 7
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
Who Cares?
Digital waste’ polluting the online world? 8
32
%
11
%
13
%
43% of Singapore consumers
don’t want to be bothered in
social networks Source: Digital Life 2011 - TNS
What are people saying?
9
Source: Digital Life 2011 - TNS
32%
11%
13%
4
5
%
45%
Integration is Key – or Waste 10 O
FF
LIN
E
ON
LIN
E
BUILDING (DEEPER) ENGAGEMENT
Social Media Relations: Everything Changes!? 11
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 gets 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
Awareness & Reputation
Thought leadership
Consideration
Building connections
Direct conversations with stakeholders
Research & Insights
Basic But Crucial:
What Are Your (Social) Media Objectives
12
Social Media is about Content
What Should We Be Talking About? 13
Source: Developing your conversation sphere -- CommsCorner
Your… products,
offers, service,
people
Industry…
trends, news,
data, advice E.g. Technology,
Legislation,
Competition
13
Marketing, Editorial… Conversation Calendar
It’s all about planning – On- & Offline
14
Comment / Blog Post Validity
Level of Responsibility
Level of Respect
The Commenter is a Troll /
Rager
The Commenter is a Spammer
by Nature
How to Deal with Comments –
YOUR Response Plan 15
What are your Rules of Engagement? 16
What can/should your staff say – or not?
Do you have a proper escalation path?
How do you get ready for ‘beta’ mode?
Data is everywhere – you need meaningful
analysis
Do you have the right resources? 17
Source::How much time does social media marketing take - Gigaom / Aliza Sherman
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Integration will be everything
Demonstrate your link to business
objectives
Embrace online – leverage insights, people
and connections
Media will live – probably even stronger
than before
We are content producers. Think video!
Shape your organization’s culture by the
way you communicate
Same, same – but different
What lies ahead? 19
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Lars Voedisch
Executive Director, Technology Practice Head
Hill+Knowlton Strategies Singapore
@larsv
#dnasia @larsv
