Building Corporate Reputation via Online and Offline Media Relations Strategies
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Building Corporate Reputation via Online and Offline Media Relations Strategies
- 1. Building Corporate Reputation via Online and Offline Media Relations Strategies Maureen Tseng Director of Client Services The Hoffman Agency
- 2. 10 signs that things are changing 1 2 3 I spent more time on Twitter, Facebook and Flickr yesterday than I did on e-mail. It’s easier to put my message on M&Ms than it is to get it in an A-list blog. Two women raised over $6,000 in one day Twittering about frozen peas. 4 5 $0 budget YouTube videos about Barack Obama were seen 120 times compared to Hilary Clinton’s “largest town hall meeting in US history”, which cost millions. IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad. 6 7 8 A start-up company got 100 great marketing ideas for free from Twitter. We no longer search for the news, the news finds us. If Facebook were a country, it would be the world’s 3rd largest after China and India. 9 10 Google has replaced the thesaurus, the encyclopedia, the dictionary and my short-term memory. Measurement of social media campaigns and impact to brand is so much easier than traditional PR.
- 3. Social networking continues to engage and capture audiences globally More than 770m people worldwide visited a social networking site in July 2009, an 18% increase from the previous year Social media reached nearly 70% of the total global online audience, ranking as one of the most popular destinations on the Web
- 4. Penetration of social networking sites By market
- 5. Generation V(irtual) Preference for theuse of digital media channelsto discover information, build knowledgeand share insights Generation V is defined around three key behavioural attributes: Use of technologyas a day-to-day tool to facilitatecommunication Desire toparticipate— expectingconversations Belief in the value ofcollaboration;‘we’ is more powerful and valuable than ‘me’
- 6. The new media landscape BEFORE TODAY TV Ads Web Site Online Advertising Product Placement B-Roll/VNRs Print Ad Direct Mail Billboard Vcasts Microsite E-mail Marketing Podcasts Corporate Magazine/Ezine Production/Placement Complexity Blogs Slideshows Bylined Articles Social Networking Comments in Blogs News Release Backgrounder Whitepaper Depth of Content
- 7. Top 3 questions marketers want answered 1 2 3
- 8. Hoffman’s philosophy behind social media Pragmatic Campaigns blend social media with traditional communication tactics Never-ending process to refine the program Keep an eye on the prize: Building the client’s name and brand in the virtual world Social media is a means to enhance a client’s online presence Other elements that come into play include content creation, search engine optimization (SEO), analytics and engagement
- 9. Redefining an influencer Social Media Traditional Alfred Siew Blogs
- 10. Philosophy behind social media 3 types of media at the macro level Earned Media Paid Media Typically advertising not our domain, although we get involved in Google AdWords Owned Media Company web site, social network platform, etc. We believe the more niche your market space, the greater the emphasis should be on “owned” media.
- 11. Philosophy behind social media
- 12. Philosophy behind social media Define success Traffic to the web site “Air cover” for sales Market perception Deeper relationships with customers Employee morale Push down negative content in search results Thought leadership Etc.
- 13. Philosophy behind social media Requires different communications mindset ACTION RISK? People will say bad things People will say good things Y Y Y People won’t give a darn
- 14. No. 1 requirement to counsel on social media
- 15. Social media participation = credible counsel
- 16. Social media participation = credible counsel
- 17. Social media participation = credible counsel 4:28 p.m.
- 18. Social media participation = credible counsel From: Lou Hoffman [mailto:lhoffman@hoffman.com] Sent: Wednesday, March 03, 2010 5:06 PMTo: Pletka, Ryan J.Cc: Lori Shen (Tokunaga); Minter, George A.Subject: Question Ryan, Alex Madrigal is writing a book on energy and also contributes to Wired Magazine. He posed the following question on Twitter today – Does anyone have an estimate for what the total BTU contribution of passive solar designs (U.S.) has been in the last 30 years? Does this number exist or do we have a logical way of ballparking it? Feel like it could be a door opener to an A+ influencer (but not the type of thing that warrants a chunk of time). Thanks. Lou
- 19. Social media participation = credible counsel From: Pletka, Ryan J. Sent: Wednesday, March 03, 2010 5:16 PMTo: Lou Hoffman; Pietruszkiewicz, JonCc: Lori Shen (Tokunaga); Minter, George A.Subject: RE: Question I am not aware of a good data source. Jon might be able to pontificate on this. Regards, Ryan Ryan PletkaBlack & Veatch 650 California, Fifth Floor San Francisco, CA 94108 USA 1-415-693-9552 x14 http://www.bv.com/renewables From: Pietruszkiewicz, Jon [JonP@bv.com]Sent: Wednesday, March 03, 2010 5:21 PMTo: Pletka, Ryan J.; Lou HoffmanCc: Lori Shen (Tokuanga); Minter, George A.Subject: RE: Question Unfortunately, I don't think anyone has a handle on this. Either passive designs implemented or average savings of a passive design. Average savings you might be able to take a shot at, but number of passive designs, I don't think there is anyone who has thought about this. Most passive design features are not even implemented as a "passive design", so that is part of the problem. Jon Pietruszkiewicz, PE Renewable Energy and Energy Efficiency Project Manager Black and Veatch Office 1-415-693-9552 x 17 Cell 916-532-5188 JonP@BV.com
- 20. Social media participation = credible counsel
- 21. Social media participation = credible counsel
- 22. Social media participation = credible counsel
- 23. Social media participation = credible counsel 9:06 a.m. 6:20 p.m. 8:53 a.m.
- 24. Social media campaign case study Black & Veatch Electric Utility Survey Black & Veatch conducted the survey for three years with zero public traction Company wanted to leverage investment in survey as a vehicle for thought leadership Campaign integrated social media with traditional PR tactics
- 25. Social media campaign case study Black & Veatch Electric Utility Survey We mined the “GOLD” from the 93-page survey…
- 26. Social media campaign case study Black & Veatch Electric Utility Survey … and created a microsite culling content with strongest mass appeal
- 27. Social media campaign case study Black & Veatch Electric Utility Survey Survey Microsite Tuned for SEO Conducted a trending search online to determine the most popular keyword (energy vs. electric vs. power); based on the outcome, implemented the most popular (energy) throughout the text, within the URL and in meta tags Used descriptive alt tags on the site’s chart images to drive more traffic based on specific keyword searches Added hyperlinks to the press release on keywords for backlinks during syndication
- 28. Social media campaign case study Black & Veatch Electric Utility Survey Coverage ranged from The New York Times …
- 29. Social media campaign case study Black & Veatch Electric Utility Survey … to CNET
- 30. Social media campaign case study Black & Veatch Electric Utility Survey … and ZDNet
- 31. Social media campaign case study Black & Veatch Electric Utility Survey Generated 200+ pieces of coverage (and counting)with limited interviews 4 interviews The power of syndication and viral effect
- 32. Social media campaign case study Black & Veatch Electric Utility Survey Fortified microsite as an online destination (Evergreen) Thanks partly to 100+ backlinks
- 33. Social media campaign case study Black & Veatch Electric Utility Survey Fortified microsite as an online destination (Evergreen) And thanks partly to Wikipedia visibility
- 34. Social media campaign case study Black & Veatch Electric Utility Survey Now dominate “electric utility survey” searches (Similar study from PriceWaterhouse nowhere to be found)
- 35. Singapore’s social media scene turn to blogs Highly regulated and self-censored mainstream media cause Singaporeans 18% higher than average of 13% of Singaporeans are interested in political blogs 1 in 2 Singaporeans trust blogs as much as mainstream media of Singapore’s youth engage in online social networking Roughly half In the micro-blogging scene dominates
- 36. Traditional PR vs. online PR The New World of Conversations Traditional Storytelling Many more topics Many “tribes” instead of audiences (narrowcasting) Conversations and interactions with targets — community gardening Aim not for control but transparency and trust Message house PR program aimed at few target audiences One-way traffic from corporation to consumer through traditional outlets Greater control of message
- 37. Google’s social media engagement Marrying the art of storytelling with the art of conversation
- 38. Google’s social media engagement Marrying the art of storytelling with the art of conversation Google Street View Launch
- 39. Google Street View launch in Singapore
- 41. Google’s target list of bloggers invited to event
- 42. Facebook and IM outreach managed by agency
- 43. Social media release and local Street View press site
- 45. Google Street View launch in Singapore Blogs
- 46. Google Street View launch in Singapore Micro-blogs
- 47. Google Street View launch in Singapore Online videos
- 48. Google Street View launch in Singapore Social networking sites
- 49. Google Street View launch in Singapore Print media
- 50. Google Street View launch in Singapore Coverage results
- 51. Google Street View launch in Singapore Digital media results
- 52. Google Street View launch in Singapore Community outreach Day-to-day users describing the uses of Street View “It’s perfect for people who can’t read maps, as it offers a real ground perspective of how to get to a place.” Kenneth Pinto, administrative officer “Google Street View, which is 3D, will allow the students to see and plan better how they will actually get around.” Wendy Tan, geography teacher “Our café is locatedat street level, at a front shop house at Holland Village, so it helps that users can walk their way to our café online before coming here.” Eva Chung, café director
- 53. Google Hong Kong blogger engagement Community outreach
- 54. Google Hong Kong blogger engagement DedicatedBloggerEvents ExclusivePreviewMeetings VIPGuests
- 55. Google Hong Kong blogger engagement “Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.” Marie Yuen, Blogger, Marieyuen.blogspot.com “Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” Jansen Lu, Blogger, Jan’s Tech Blog
- 56. Also remember Social media drives traditional press. Traditional press drives social media. It may not always be appropriate to use EVERY kind of social media. There is no point to a Twitter that is not “twittering”, a Facebook with no “faces” or a blog with no blog posts. Don’t just use social media. Ensure there is “real-life” contact.
- 57. The power of Wikipedia
- 58. The power of Wikipedia We’ve established Wiki experts in the Agency. Wiki experts are allocated time to post content on Wiki profiles NOT client-related. This enables experts to build up credibility for shaping client-related Wikis. We’ve established methodology for Wiki work.
- 59. The power of Wikipedia Wikipedia campaign for Xilinx Phase I:Improving the Xilinx Wiki Phase II and III: Subject Matter Wikis History Section Markets Section Competitor Wikis FPGA References External Links Integrated Circuit Ross Freeman Wiki Programmable Imperative Complete Overhaul – New Language & Content Fabless Semiconductor Company Monitoring Monitoring Wikis to be Revised Sections, Revisions, Activities
- 60. The power of Wikipedia Our Wikipedia methodology Craft Wiki entry or revision Corporate approvals Post Wiki Wiki allowed Unwanted changes Revise Wiki Wiki contested Monitor finished Wiki Discuss Fight for Wiki Wiki allowed Wiki removed Revise If this is a Wiki revision Discuss changes Plan next Wiki If this is a company Wiki Plan Wiki network
- 62. User-generated content Toshiba 500 GB USB 2.0Portable External Hard DriveHdDR500E04XL (Liquid Blue)
- 64. User-generated content Identify Sources to Monitor Daily Monitoring Positive, Neutral or Negative No Influence Capture in Database Repeat Offender Source has Influence Activity stops Engage Positive Negative CommunicatePR Resource Issue Resolved Communicate Issue Not Resolved Yes No Determine if More Engagement is Needed
- 65. Two closing thoughts Read…
- 66. Two closing thoughts Read…
- 67. Two closing thoughts Experiment…
- 68. Two closing thoughts Experiment…
- 69. Two closing thoughts Experiment…
- 70. Two closing thoughts Experiment…
- 71. Two closing thoughts Experiment…
- 72. Two closing thoughts Experiment…
- 73. Considerations for companies before diving in Monitor your own and your competitors’ social media presence Get senior management buy-in Develop the right organizational hierarchy to be responsible for social media Set measurable goals before developing a social media strategy Develop a social media policy Participate in the conversations Be ready for the good times as well as the bad
- 74. Maureen Tseng Director of Client ServicesE-mail: mtseng@hoffman.com www.hoffman.com
Hinweis der Redaktion
- Without a doubt social media is changing the way things are done. Marketing is in a sense being turned on its head.
- The reach of social media is phenomenal. (talk thru slide #s). It has captured a fundamental want in the human psyche, the need to connect, share thoughts, and get references. It is a universal trend.
- In Asia Pacific, the numbers here speak for themselves. And this is also the case in almost every other major country in the world. Facebook continues to be the 1000 Lb gorilla in social media, but in many non-english speaking markets, local social networking sites hold considerable influence, e.g. Mixi in Japan, Xiaonei in China. People are not only engaged in social media and networking, they are also spending a lot more time on social networking.
- So let’s delve a little more into the psyche of the social networker, whom we term Generation V. Unlike previous generations, Generation Virtual (also known as Generation V) is not defined by age — or gender, social demographic or geography — but is based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights. The definition of Generation V derives from the recognition that these common behaviours, attitudes and interests are starting to blend together in an online environment.When doing business with Generation V, marketers will need to attract online personas by creating multiple, engaging online destinations and provide tools for Generation V individuals population to socialize and express their different personas. By creating these destinations, marketers can gain a deeper understanding of Generation V. Marketers should provide, or connect to, online destinations from selling-focused sites and community forums to brand-aware, persistent, 3-D virtual worlds to get customers to their sites and promote socialization in the community. From there, marketers can lead prospects to products and services while gathering relevant information about their future wants and needs.By 2010, more than 60 percent of Fortune 1,000 companies with a Web site will connect to or host some form of online community that can be utilized for customer relationship purposes.Gartner predicts that by 2010, more than 50 percent of companies that have established an online community will fail to establish mutual purpose, ultimately eroding customer and company values. Virtual worlds raised $594 million in 2008
- This is pretty self explanatory but the main point here is that as communications practitioners, we should always be mindful of our basic premise, use only the tools that will best reach out to your target audience. The key word here is integration. We work with many clients in the B2B space, and with all the hype around social media, obviously many have called us while developing their plans to assess if a social media component makes sense in their campaigns this year. In all honesty, and I will be quite controversial here, we’ve actually come to the conclusion that a few companies needn’t take the plunge just yet. Their target audiences are just not engaged in social media. Now should they keep monitoring the social media-sphere to assess trends? Certainly! This of course is different in the case of consumer brands, youth brands and organizations catering to a large Gen Y population. In this case, look at your program in totality. Social media is just another tool for you to reach out to your target audiences.
- Who are your target audiences, how are they getting their news, what’s the platform to best get their attention? e.g. Catalog company, potential clients vary greatly in their practices. In China, they’re making buying decisions wholly online; in Singapore, it’s a different mix, they look at catalog but then do their buying and other research onlineExtra points for #2: Singapore – bloggers hold big influence; for FMCG, FB groups make sense; main point is to know where your target audiences are going, which social media tools they are usingMeasurement: Start with the measurement, what goals do you want to achieve, find best measurement tool to track the results and take it from there
- So I’m not sure if this has been covered before but generally Singapore’s social media scene is pretty fragmented. The blogosphere is quite active and blogs that offer some form of socio-political commentary get a decent following. For example, refer to point 1. Singaporeans enjoy a good laugh at certain policies, you just need to go to Mr Brown or Mr Miyagi to get a few funny spoofs on say, the ERP or the COE prices. The general take is that mainstream traditional media offer the official view. Blogs on the other hand, echo the feelings of the man on the street. You will see later in my presentation that while Twitter, Facebook all have decent following, the blogosphere is most advanced and this is where most of our clients have spent their time and money. Again, if you are an FMCG company, tweets and dedicated facebook pages may work better for you, depending on your target audience. It really depends who you are touching.
- Real live example: Client in the components catolog business; in the past – our counsel in the traditional PR world: send out less releases, focussing on more newsworthy ones; in the new digital world, the more news out there, releases, corporate info, whitepapers, the more search rankings are boosted. Marked contrast... How do we marry the two worldsNext case study, show a clear cut social media campaign by Friendstar targeting Gen Y audience
- Bloggers have big influence in Singapore, Google realises this and has over the years developed a healthy relationship with them.
- Although effective, traditional PR outreach has its limitations as the launch of these two new services were announced merely two weeks away from each other. The Agency saw this as a good opportunity for Google to jump onto the social media bandwagon to engage directly with its target publics, otherwise known as Internet Natives or Generation Y. The key objectives of this digital media plan is to expand Google’s reach to target consumers directly and create buzz in the online social media scene – a place that has become part of the masses’ daily lives. In addition, it is also to position Google as a company that gathers genuine, direct and instantaneous feedback on its products and services by way of social media chatter. Instead of merely using social media tools (i.e. Google blogs) as an avenue of pushing information to the public, it seeks ways for improvement through this platform.
- Besides inviting media and bloggers to the launch event, the agency also seeded FB, IM and Twitter updates about the launch of SV in SG, urging their contacts on these platforms to try it out – refer to the screenshots in later slides for this.Some of the media and bloggers, having gotten the invite, have already started tweeting about it, wondering what Google is launching. So the Twitterverse was abuzz with Google mentions and the like. During the event, media and bloggers also tweeted live about the event and Street View. The agency participated in the Twitter conversation by retweeting interesting tweets or sharing further information on SV with fellow Twits. This is not done officially in the name of Google or Google’s PR agency but rather having the agency engaging with the Twits naturally and casually, like friends and fellow Twits.
- Based on agency recommendations, Google Singapore developed a localised press site of Streetview resources that media & bloggers can access. Initially Google Singapore was a tad hesitant to put up a website as it’s a lot of work but based on the feedback obtained from the agency’s interaction with media and bloggers, they decided to go ahead with it. The press site is very well-received by the media and bloggers alike who were happy that they were able to obtain all the info they need from one single location.
- Blogs and Blog AggregatorsThe Agency identified key technology bloggers who were prominent in the blogosphere, and actively engaged with them to foster good relationships. This encouraged them to attend Google media events and write about it on their blogs, they will then send their respective blog entries to blog aggregators to generate more coverage.
- Facebook and IMThe Agency took it upon themselves to create more buzz online through the use of Facebook and IM, in their own personal capacity. Facebook is a social media platform that allows one to have maximum privacy control, while creating communities for each user.The Agency decided that it is easier to tap on each employee’s Facebook account and publicize the new features on Google Maps to create a viral and multiplier effect through the web. This is a much efficient and effective way as compared to creating a new group or fan page, because it is time consuming to attract sign-ups/fans who will also question the authenticity of the group/fan page. IM is highly private as users have all means to decide who gets to be on their contact list. In this aspect, the Agency used our personal IM accounts (i.e. Google Talk, MSN, Skype, Yahoo Messenger) to include short snippets about Google Maps’ new additions. TwitterHelmed as the latest and fastest growing social media platform today, Twitter is an excellent tool for viral messaging. Instead of using an official The Hoffman Agency Singapore or Google Singapore Twitter account that would bring forth questions on authenticity, the Agency created a fictitious female tech geek who goes by the name Nana G or @techrhyme. In a male-dominated technology environment, females are very well-received as girls are usually deemed less technically-savvy as compared to males. @techrhyme proves this otherwise and shares her personal thoughts and experiences, together with pro-Google and technology tweets. @techrhyme is also a crucial factor to success on Twitter, in a bid to remain neutral while speaking in Google’s favour. Any representations from The Agency or Google would be too biased. Twitter is also used to maintain relationships with key bloggers who are also active on this micro-blogging site.
- The agency also recommended for the client to go beyond traditional broadcast media, engaging with online media and bloggers who like to post videos on their sites.
- The agency also seeded FB updates about the launch of SV in SG, urging their contacts on these platforms to try it out – refer to the screenshots in later slides for this.
- With the success of HA’s blogger campaign Google has decided to extend its community outreach further. In Singapore, HA has now started an engagement program to reach out to a broader audience. It is now working with schools, real estate agents and travel portals in a bid to introduce relevant applications and to gain a better understanding of the market’s level of interaction with Google tools.
- Google Maps was first launched in the US in early February 2005 with the idea of making a user-friendly mapping technology accessible to consumers and business users for free. Since then, different versions of Google Maps have become available in over 30 countries, including the UK, Japan and China.In July 22, 2008, Google decided to launch Google Maps Hong Kong as part of its ongoing commitment to deliver tools and applications customized for local users.Blogger involvement: Google knows the growing importance and influence of a new breed of communicators: the bloggers. As more and more users turn to the Internet to get news and information, and as Web 2.0 continue to increase in popularity, Hong Kong’s blogger community has become a key factor to the success of Google’s local campaigns, including the Google Maps’ launch.Bloggers were invited to an informal dinner with Google’s marketing and engineering teams. They were divided into small groups and each group was joined by a Google spokesperson, who engaged the bloggers in a casual yet intimate conversation about the company and its products.A skit, done in Cantonese, showed two Google engineers demonstrating different scenarios where Google Maps can be incorporated in one’s daily activities. An interactive demo kiosk was set up at both the media conference and the blogger dinner, where local partners, such as PCCW, OpenRice.com and HKTDC showed how they integrated Google Maps into their web sites. At the demo kiosk, the journalists and bloggers were invited to experience Google Maps first hand.
- With the groundwork established, HA then initiated a two-way engagement between Google and key bloggers. By keeping bloggers in the loop about company news — offering product previews, organizing meetings and holding exclusive events — HA helped Google to grow its number of blogger contacts and also strengthen its relationship with them.