meaningful communications strategies in the digital age - lars voedisch
DESCRIPTION
Social Media Today, The Big Cultural Shift, Role of New Media Engagements, Overcoming Challenges, Integrating Communications with Your Business StrategyTRANSCRIPT
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Lars Voedisch Communications Strategist [email protected]
Rules of Engagement Meaningful Communications Strategies in the Digital Age
@larsv
Your reputation is precious…
• Communications Strategy
• Traditional & Social Media Relations
• Crisis Preparedness
• Internal Communications
• Media Training
• Analysis, Measurement, Research
Let’s talk!
Lars Voedisch
Communications Strategist
@larsv
Rules of Engagement Meaningful Communications Strategies in the Digital Age
• Social Media Today
• The Big Cultural Shift
• Role of New Media Engagements
• Overcoming Challenges
• Integrating Communications with Your Business Strategy
People
Processes
Policies
Who is… Lars Voedisch? International Communications Strategist
• Lars is an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.
Background & Expertise
• Clients include: AT&T, Citi, Coca Cola, DBS, GIC, Honda, ING, Macquarie, Motorola, Panasonic, Porsche, Procter & Gamble, Yahoo!, VMware
• Companies he worked for: Hitradio Antenne, AIESEC, DHL, Fleishman-Hillard, Dow Jones, Hill+Knowlton Strategies
• Experience in public relations, internal communications, marketing, journalism, as well as M&A, crisis and change management
• International working, training and team leadership experience on five continents
• Sought-after moderator and speaker on social media, public relations and communications thought leadership
Personal Background
• German by birth; living in Asia (Hong Kong / Singapore) for 9 years
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Misconceptions about Social Media
1. Build it and they will come
2. Using Social Media to broadcast, not to LISTEN
3. It’s FREE!!!
4. You have to react to each negative comment
5. No plan or objective
6. Tracking the wrong stuff
Source: The 7 Misconceptions of Social Media, Mike Lewis
Dealing with
Social Media is an ART:
Authentic
Relevant
Transparent
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Source: What happens on the Internet every 60 seconds - Rosa Golijan
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Don’t Panic! Focus on the Influencers 90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute 7
• Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods
The BIG Cultural Dilemma
Online Engagement? Customers are very demanding!
[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
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• From natural respect to suspicion
• Are you approachable?
• Why would people want to connect with you?
The BIG Cultural Dilemma #2
More pressure than anytime before
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” Source: IABC professional member, www.iabc.com
“
Make sure
you’re doing stuff
that matters to
the business
and contributes
to its success
12 Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
Challenge Within Organisations: Who ‘Owns’ Social Media?
Challenge Within Organisations: Who ‘Owns’ Social Media?
Who Cares?
13 Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
14 Source: Digital Life 2011 - TNS
32%
11%
13%
45%
‘Digital waste’ polluting the online world?
43% of Singapore consumers don’t want to be bothered in social
networks
15 Source: Digital Life 2011 - TNS
32%
11%
13%
45%
What are people saying?
OF
FL
INE
O
NL
INE
BUILDING (DEEPER) ENGAGEMENT
Integration is Key – or Waste
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The PR Perspective:
Social or not – it’s Media Relations?!
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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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Awareness & Reputation
Thought leadership
Sales / Activation
Cost Savings
Research & Insights
Something else?
Basic But Crucial: What Are Your (Social) Media Objectives
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Social Media is about Content 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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Marketing, Editorial… Conversation Calendar It’s all about planning – On- & Offline
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What happens in Huili county / Sichuan…
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 31
The BIGGER picture: What’s your engagement plan?
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What can/should your staff say – or not? Do you have a proper escalation path? How do you get ready for ‘beta’ mode?
Does every scenario need the same response?
Time
Impact
Analyze
Engage
Monitor
Discover
People Process Policies
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Where does a
CRISIS happen vs.
where does it start? How does the story
play out in traditional
and social media?
How bad (or good) is
it?
When things go wrong… Constantly check the temperature!
35 Source: Not So SMRT: A Case Study of Communications Failure - Skribe
Key Learnings
1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Make your CEO visibible 4) Brands have to be on alert in order to
correct any false assumptions before they reach critical mass
5) Track it
Reputational Risk: It’s all about perception...
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
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Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
Time is crucial for managing risk
as it allows you to stay in the
‘driver seat’
Reputational Risk: It’s all about perception...
If a crisis happens:
Get it fast,
Get it right,
Get it out, and
Get it over!
Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin
Crisis Survival Lessons for the Social Media Age
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In a crisis, consumers need honest answers and
they need them fast – and no messaging vehicle is better suited to meet this demand than those fueling
the crisis in the first place.
Transparent engagements in the online communities, where your customers already live,
provide a credible and direct channel for the answers they need.
Are we too proud? Sorry seems to be the hardest word…
• Don't RE-act right away
• Acknowledge - Don't be angry
• Admit the mistake and apologize
• Take ownership
• Ask for forgiveness and make the needed changes
40 Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media
Time to start or review
Review your current policies for engagement Do scenario / crisis planning White-board your process
Draw and distribute
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We heard about the Bad and the Ugly…. Let’s switch to the ‘Good’: The Old Spice Campaign
Source: W + K Old Spice Case Study
How Much Time Does Social Media Engagement Take? Data is everywhere – you need meaningful analysis!
Source: How much time does social media marketing take - Gigaom / Aliza Sherman 43
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target 44
When it comes to an end… the Social Break-Up
Source: The Social Break-Up – Exact Target 45
How to be fan-worthy
1) Be clear about your page’s purpose & objective
2) Take prospects to a welcome tab, not your wall
3) Engage potential fans
The world we live in…
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The Inside Look: How do you WANT your staff to use Social Media?
• Do you have a social media policy?
• Is your policy easy to read? Can you make it an engaging experience?
• Is it welcoming to employees and customers, or does it sound like it was written by lawyers?
• In addition to your policy, are you educating your employees on how to properly use social media in a way that will help them as well as help tell your brand story?
47 Source: Is Your Social Media Policy Hurting Your Brand? - MENG
Social Media Policy - Examples
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Transparency Protection
Respect Responsibility
Utilization
Respect Responsibility
Representation
Social Media Policy - Examples
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Transparency Protection
Respect Responsibility
Utilization
Respect Responsibility
Representation
Social Media Policies – More than Common Sense?
• Purpose (encouragements or laws; personal / business use)
• Dos (e.g. respect copyrights; say who you are…)
• Don’ts (e.g. forget your day job; get personal, …)
• Escalation process & Contacts
• Implementation plan!!!
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What should be included?
Useful Resources: • Social Media Daily: 6 Key Elements of a Social Media Policy
and Why You Need Them • Social Media Policy Templates: Lessons Learned for 20 IT
Social Media Policy Documents • Social Media Governance – 164 Company Policies
You DON’T have Social Media Access?
• Productivity (Productivity increases 9% among employees who are
able to access the Net for fun during work – University of Melbourne study)
• Attacks from Hackers (If the U.S. Military can do it, so can your
organization)
• Data Leaks (… but you DO have email, mobile phones, blackberry’s…)
• Slows a company’s internet connection (Bandwidth is the
paper of the digital age)
Common (questionable) reasons for blocking SNS
Source: Demolishing Barclay Communications’ blocking argument point by point – Stop Blocking
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Same, same – but different What lies ahead?
• Embrace online – leverage insights and connections
• Demonstrate your link to business objectives
• Integration will be everything • Meaningful Metrics will rule the
world • Media will live – probably even
stronger than before • We are content producers. Think
video!
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Future-Proofing Public Relations Who do YOU want to be?
Critical Analytical Skills
No Analytical Skills
Strategic Business
Orientation Vanity
Publishing
Gamblers Winners
Ostriches Bluffers
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Source: Dow Jones E-book: “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 start 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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• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better start 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
“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. 56
Rules of Engagement – Things to Consider
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Get your processes right • 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
‘Classic’ Case Study: Domino’s YouTube Experience
• 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 organization 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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Your reputation is precious…
• Communications Strategy
• Traditional & Social Media Relations
• Crisis Preparedness
• Internal Communications
• Media Training
• Analysis, Measurement, Research
Let’s talk!
Lars Voedisch
Communications Strategist
@larsv