how social is changing the global communications landscape for brands

THE

GLOBAL LANDSCAPE

FOR BRANDS

SEXSOCIAL

MEDIA= SEXMEDIA

• It‘s so normal, but we can‘t stop buzzing about it

• You can‘t really understand it unless you do it

What we discuss today

1.

TODAY‘S

COMMUNICATION

LANDSCAPE

Three major landscape definers

1. Changing Consumer Behaviours

2. Changing Media

System

3. The new Perception

Management System

We are social – we like to share

Sharing has become the driving online force

People all around the world like to share

Social Media is a social mass medium

Source: http://www.socialbakers.com/countries/continents/

But it‘s not only Facebook & Twitter

We‘re all going mobile – Is your Brand ready?

Source: Google 2011: http://www.howtogomo.com/en/#reasons-mobile-matters

APAC & LATAM lead Mobile Web Adoption

Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version

Realtime & Microblogs foster „curation“ behaviour

Source: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version

Three major landscape definers

1. Changing Consumer Behaviours

2. Changing Media

System

3. The new Perception

Management System

Tradional Media is embracing Social Media

The new journalists are embracing Social Media

“I routinely track down potential interviews by sending out a

Tweet. Most recently, we came across a number of Toyota car

owners who fell under the recent recalls.”

(Chris O‘Conell – ABC News Anchor / Reporter)

Source: toprankblog.com

Journalists are Super-Googlers

„I begin every day at search engine.

It doesn‘t matter what story I‘m

working on, it always starts with a

search.“ (Jason DeRusha, CBS TV News Reporter)

Source: toprankblog.com

For today‘s journalists multiple ways lead to a story

Search Recommendation Follow

It‘s the Link Economy - Stupid

Personal recommendations hit the frontpage

It‘s the News – not the Newsstand

Three major landscape definers

1. Changing Consumer Behaviours

2. Changing Media

System

3. The new Perception

Management System

Both, Social & Massmedia define how stories develop

Source: http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management

This is your reputation dashboard

2.

HOW BRANDS ADAPT

TO THE NEW

LANDSCAPE

One-Quarter of global companies are active on 4 Platforms

Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

Global Companies love Twitter

Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

Key Take-Aways Asia-Pacific

�Strongest growth rate

�Global + local audiences (Platforms)

�Low engagement levels

Average Number of Followers per Corporate Twitter Account

levels

�Video: big unmet opportunity Percent of Companies with YouTube Channels

Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

Toyota after its recall-crisis started

leveraging online conversations

across al social channels. They set up

an aggregated social pulse of their

brand online.

LG Mobile‘s global Facebook page is

used to communicate news about

latest products and answer

customer enquiries.

Best Practices Asia-Pacific

Key Take-Aways EMEA

�Focus on engagement growth

�Not growing and scaling

�Focus on policy and

Percent of Accounts using @replies on Twitter

680'747

1'856'364

255'002

715'951

Global Asia Europe U.S.

�Focus on policy and professionalization

�Companies struggle with Video

Number of views per YouTube Channel

Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

Best Practices from EMEA

BNP Paribas has a Facebook page

that is dedicated to a recruitment

game that targets college students.

@TelekomHilft and

@deutschetelekom are

providing excellent customer

service and are very responsive

to their followers

Key Take-Aways Americas

�Growing presence through scaling & localization / specialization

�Big engagement growth

Number of Accounts per Company

growth

�US companies lead engagement on facebook

Percent of Pages responding to Likers Posts

Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011

Best Practices from the US

GE has a very broad set of specialized

social media channels for specific topics

and discussions

Chevron engages stakeholders around

questions and issues on sustainable

energy. Their main questions is: what can

we agree on?

Key Take-Aways LATAM

�Few companies engage on social media. Big market differences

�Those who do, are very active

Percent of Companies with Twitter Acccounts

very active

�LATAM companies favour facebook over twitter, Orkut is in steep decline

Followers per Twitter Account

Source: Burson-Marsteller Latin America Social Media Study 2010

Best Practices from Latin America

About half of Pemex’s Twitter posts are

responses to stakeholders, including

answering their questions and

clarifying misstatements.

Petrobras offers two Facebook apps, a

racing game and a sticker book related to

the Brazilian biodiversity

Making mistakes is part of the learning curve

Corporate Social Media Challenges: ROI

Corporate Social Media Challenges: Integration

What does it take to become a social media ready company?

8. Measure & adapt

2. Identify Opportunities

7. Roll

out

You have to know how to get there

1. Listen 3. Mitigate Risks

4. Define

Objectives & KPIs

5. Organize for success

6.

training

out

INVESTORRELATIONS HR

PARTNER-SHIPS

CUSTOMERSERVICE

Aknowledge that Social Media will change the whole organization

COMMUNICATIONSSTRATEGY

MARKETING

MEDIA-RELATIONS

INNOVATIONADVERTISING

PUBLIC AFFAIRS

CSR

3.

10 TRENDS10 TRENDS

NOT MISS

YOU SHOULD

The rise of Curation as the new Thought Leadership

Micro Volunteering & Crowdsourcing

Gamification

Social Career Management

Mobile Health

Social change is live on air – Homeland Security is watching

Making sense of Data – Data Visualization

Social Commerce

Group Messaging

Everything will be social

THANK YOU

I like to connect @danieljoerg