are you busy or indispensible? meaningful communications strategies in the digital age

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Lars Voedisch Executive Director, Technology Practice Head

Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg

Are you busy or indispensible? Meaningful Communications Strategies in the Digital Age

@larsv

Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods

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The BIG Culture Dilemma

At a Glance

• (Re-)Defining the role of PR: Integrating Communications with Your Business Strategy

• Determining the business value of social media PR and how to persuade management buy-in

• Creating impact: Are you busy or indispensible for your company?

• The future of PR: Current trends and challenges PR practitioners should be aware of

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Singapore Malaysia

MULTI-DISCIPLINE INDUSTRY EXPERTISE

Specialists in: Arts, Aviation, Education, Consumer, CSR, Banking, Finance, Government, Healthcare, Media, Luxury, Property, Technology, Digital

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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

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So what’s expected of us as Communicators ...

We have to deliver:

• More with less – Reduced team/resources

– Less investment

– Same team, same skills

• New skills required – Social media expertise

– Corporate social responsibility now core

– Greater business return on investment

– Hard factual measures

– Employee engagement with new world, new strategies

…and what does it mean?

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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

Little Survival Guide to Web x.0

7 Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration

8 Source: What happens on the Internet every 60 seconds - Rosa Golijan

9 Source: Party Time – Tribal DDB & Brandtology

10 Source: Digital Life 2011 - TNS

32%

11%

13%

45%

‘Digital waste’ polluting the online world?

11 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

12 Source: Digital Life 2011 - TNS

32%

11%

13%

45%

What are people saying?

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 13

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Challenge Within Organisations: Who ‘Owns’ Social Media?

15 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?

16 Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

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?!

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. Thought Leadership

3. Research

4. Reputation

5. Sales

6. Cost savings

7. Something else?

Source: 25 Must Read Social Media Marketing Tips 20

Align Corporate Communications to Achieve Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

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Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

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Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

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Align Corporate Communications to Achieve Business Goals

• Example: Bicycle Manufacturer

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Align Corporate Communications to Achieve Business Goals

The challenge is to measure your success in a

meaningful way!

What’s the business value?

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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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APPS MASH-UPS

WIDGETS

PHOTOS

LIVE

SEMINARS

INFOGRAPHS

PODCASTS

THOUGHT

PIECES

EMAILS

VIDEOS

GAMES

POLLS

BLOGS

FORUMS

So much choice! Content Generation & Types

Brand Generated

Content (BGC)

Enterprise Generated

Content (EGC)

User Generated

Content (UGC)

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Marketing, Editorial… Conversation Calendar It’s all about planning

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Source: Enhanced Social Media Response Chart – Deirdre Breakenridge 29

Think Process: 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 30 30

How @Toyota Turned #toyotafail Into a Social Media PR Win

31 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

How @Toyota Turned #toyotafail Into a Social Media PR Win

32 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

How @Toyota Turned #toyotafail Into a Social Media PR Win

33 Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

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

Crisis Rules of Engagement: Is it so different from what we know?

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Who are your stakeholders

= audiences?

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!

Anecdode: What happens in Huili county / Sichuan…

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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? It is about your CULTURE

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How Much Time Does Social Media Engagement Take?

Source: How much time does social media marketing take - Gigaom / Aliza Sherman 48

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

You’re sure you wanna talk ROI?

Source: W + K Old Spice Case Study 50

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Future-Proofing Public Relations Who do YOU want to be?

52 52 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.

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 55

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SUMMARY

Summary: Take a Management Approach – and become humble

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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 • Give up control

There is no one-size-fits-all • Better start small than not at all • Form a team • Have fun!

Plan 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.

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 lars.voedisch@hillandknowlton.com.sg @larsv

Thank you

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@larsv

• 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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Lars Voedisch Executive Director, Technology Practice Head

Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg

Are you busy or indispensible? Meaningful Communications Strategies in the Digital Age

@larsv