A New Paradigm For Communicators
Leveraging social media,
PR and internal
communications in the
digital age
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones Enterprise Media Group
lars.voedisch@dowjones.com
http://twitter.com/larsv
© Copyright 2010 Dow J ones and Company, Inc.

Let’s start right here!
 Who is regularly doing media
monitoring?
 Who is privately using Social Media?
 Who’s regularly doing SOCIAL media
monitoring?
© Copyright 2010 Dow J ones and Company, Inc. | 2

Anecdote: Air NZ vs. Southwest Airlines
Online Video Battle
1) Dave the rapping flight
the rapping flight
attendant – Southwest
attendant– Southwest
2) Nothing to Hide / Bare
Essentials - Air New
Zealand
© Copyright 2010 Dow J ones and Company, Inc. |

Markets are conversations.
Are you participating?
The conversation is going on whether you
care to be involved or not.
If you choose not to be involved, you lose
control of the conversation about your
product, your business. You become
irrelevant!
Trust can take years to build but be eroded
away in just a few days.
To avoid disaster, you have to keep one finger
on the pulse of the social web.
Source: www.cluetrain.com/book/; Mar k Pesce – “Keep control of the conversation”, Sydney Morning Herald
© Copyright 2010 Dow J ones and Company, Inc. |

Are you ready for Generation V(irtual) ?
Preference for the use of digital media
channels to discover information,
build knowledge and share insights
Generation V is defined around three
key behavioural attributes:
• Use of technology as a day-to-day
tool to facilitate communication
• Desire to participate – expecting
conversations
• Belief in the value of collaboration;
‘we’ is more powerful and valuable
than ‘me’
Source: Enterprise Use of Social Netw orking, Gartner Symposium/ITxpo
© Copyright 2010 Dow J ones and Company, Inc. |

Markets are Conversations –
and Social Media is a Cocktail Party.
Imagine the web as a city:
• Corporate – storefronts on main street
• Ebay – garage sale
• Amazon – popular bookstore
• Mainstream media – Newspapers
• Forums/Boards – Pubs and Salons
Social Networking are like Cocktail Parties:
• How to get to know people?
• What to talk about?
• Why to join or leave?
• Networking: Quantity or Quality
Twitter is like hotel lobby chats
Source: Web ink Now , David Meer man Scott / “Social Media is a Cocktail Party”, Jim Tobin
© Copyright 2010 Dow J ones and Company, Inc. |

Social Media.
What do corporate communicators need to know about
social media and what does it mean for the business?
© Copyright 2010 Dow J ones and Company, Inc. |

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 Lew is
© Copyright 2010 Dow J ones and Company, Inc. |

90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
© Copyright 2010 Dow J ones and Company, Inc. |

Where to look?
Social Networking becoming more important
Member Community growth twice that of any of the
 Social networks/ blogs other five most popular sectors
now 4th most popular
online category – ahead
of personal e-mail
 ‘Member Communities’
account for one in every
one in every 11 online
minutes
The most popular social networks in countries
where Facebook is not the leader
 Facebook has replaced
MySpace as the world’s
most popular social
network – but nowhere
near in the likes of
China or Japan may
Facebook be the overall largest –
but misses out on key economies! Source: Nielsen - Global Faces and Netw orked Places
© Copyright 2010 Dow J ones and Company, Inc. |

Start Here: Simple Tools for Monitoring
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Threats and Risks of Not Listening
 Bloggers can be less
predictable than
reporters
 Reporters scanning
social media sites for
story ideas
 Finding out about
growing client
discontent after critical
mass has built up
 Competitors becoming
thought leaders
© Copyright 2010 Dow J ones and Company, Inc. |

When NOT to actively use Social Media.
Scenarios when social media should be avoided :
• Strategic Vacuum
• Management skepticism
• You're in a high-ticket business
• You fight with your employees
• Privacy and regulatory concerns
Source: http://www.readwritew eb.com/archives/when_to_not_use_social_media.php
© Copyright 2010 Dow J ones and Company, Inc. |

Anecdote: Air NZ vs. Southwest Airlines
Online Video Battle
1) Dave the rapping flight
attendant – Southwest
2) Nothingto Hide / / Bare
Nothing to Hide Bare
Essentials Air New
Essentials- -Air New
Zealand
Zealand
3) Air NZ challenging
Southwest
© Copyright 2010 Dow J ones and Company, Inc. |

Social or not – it’s Media Relations
© Copyright 2010 Dow J ones and Company, Inc. |

Social Media Relations: Everything Changes!?
Everything Nothing
Changes Changes
 From pitching to  It’s about
engaging in “Naked relationships and
Conversations” people
 “There is no market  Not every negative
for your message” comment means a
 Command and crisis
control, top down  You need to watch
message delivery is your relevant space:
no longer an option – monitor and analyze
it’s about  Look at trends over
conversations time
© Copyright 2010 Dow J ones and Company, Inc. |

How do we stay relevant and lead strategic
communications programs?
 It’s not traditional vs.
social media – it’s all
media relations.
 Let’s not just tweet
because it’s the hottest
tool at the moment
 Remember everybody
has a printing press now
Important rules in media relations remain the same:
Important rules in media relations remain the same:
--Stay transparent, authentic and relevant
Stay transparent, authentic and relevant
--It is all about building relationships
It is all about building relationships
--Becoming a valued, trusted resource to each contact
Becoming a valued, trusted resource to each contact
Source: Redefining Media Relations, Maureen O’Connell
© Copyright 2010 Dow J ones and Company, Inc. |

Must-Dos for PR Professionals in 2010:
You can’t outsource your strategy
 Agree and align your communications objectives
 Awareness
 Image / Reputation
 Sales
 Cost savings
 Something else?
 Track / Measure your success
 Build expertise and capacity (staff & tools): Social
media is neither cost-free nor will it fix it all.
 Think about relevance: Become a Content Creator
 Define your Rules of Engagement
 Bring Social Media Inside
© Copyright 2010 Dow J ones and Company, Inc. | 18

Public Relations in beta mode:
Do you have time for real-time?
• Real-time web, events and communication are going to
happen much faster
• There is not enough time to get corporate content or
responses 100% ready, checked and double-checked
• Learn from Technology companies?
• Launch in beta mode
• Tweak it along the way
Source: Marketing in real time, Oh Yong Hw ee, Media
© Copyright 2010 Dow J ones and Company, Inc. |

Critical Questions for
Corporate Communications
 Can you track the drivers of
your corporate reputation?
 How do you benchmark your
competitors?
 Do you know what your weak
PR spots are? Sectors?
Markets? Media?
 How (fast) do you identify
critical issues that could
affect your organization?
 How do you track traditional
and social media?
© Copyright 2010 Dow J ones and Company, Inc. |

Monitor Analyze Discover Engage
Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow J ones and Company, Inc. |

Monitor
Who’s Listening?
Monitor and Track
what’s relevant
across media
channels /
sources!
© Copyright 2010 Dow J ones and Company, Inc. | 22

Analyze
Media Analysis: Stop confusing ROI with
results, and measurement with counting
 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
Show you’re busy –
compare results against something — either
with your competition or with your own results
over time. or indispensable?
 You note the change, analyze the reasons why,
and improve your program accordingly.”
Source: Stop confusing ROI w ith results, and measurement w ith counting, KD Payne
© Copyright 2010 Dow J ones and Company, Inc. | 23

Analyze
What’s going on?
Who are they
talking about?
Where is the
chatter
happening?
How good
is it?
© Copyright 2010 Dow J ones and Company, Inc. | 24

Analyze
What’s going on?
Who’s talking
about you – and
your competitor?
Who’s talking
about you – and
your competitor?
Look at social vs
traditional media!
© Copyright 2010 Dow J ones and Company, Inc. | 25

Discover
What’s coming?
What’s the context?
iPhone
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”
© Copyright 2010 Dow J ones and Company, Inc. | 26

Engage
Engage and understand the influencers
For most industries, Print is still king!
What they’re writing about…
…and how to contact them
© Copyright 2010 Dow J ones and Company, Inc. | 27

Indispensable? Translating 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
• Using multiple metrics – Show the whole picture
• Connect the dots between clip counts –trends in
coverage and favourability
• One key metric should be measuring relationships
• Set your sights on the competition – show the context
• Top executives only need a high-level summary of
results
“…From an executive’s viewpoint, it can be
“…From an executive’s viewpoint, it can be
interpreted as the difference between the PR
interpreted as the difference between the PR
team being busy and the PR team being
team being busy and the PR team being
indispensable.
indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
© Copyright 2010 Dow J ones and Company, Inc. |

Internal Communications.
How can communicators keep employees informed
and engaged in times of continuous change and
crisis?
© Copyright 2010 Dow J ones and Company, Inc. |

Internal Communication Trends
• Internal communication as
everyone’s responsibility
• The need for speed
• Cyber and social media
guidelines
• Internal ‘image’ building for
leadership
Source: Internal Communication Trend Spotting For 2010, Aniisu
© Copyright 2010 Dow J ones and Company, Inc. |

Using Social Media for Internal Communication
Where to start
Listen. Use a social media tool to see what’s being
said by employees about the organization.
Lead. Leaders must be on board with why this is
important, so education and training for executives is
critical.
Guide. Develop social media guidelines for
employees to ensure they remember they’re brand
ambassadors in and out of work, on and offline.
Engage. Give social media a go. Incorporate an
element of social media in your employee
communication strategy and test it.
Source: “Yamming it up”, Tam Sandeman / Impact Employee Communications
© Copyright 2010 Dow J ones and Company, Inc. |

Gen V craves for access to critical information
Intranets becoming mash-ups
Development from
static information
sites to integrated
workflow tools
Knowledge
Corporate management as a
Micro- personal skill and
blogging ambition rather than
Communities a corporate function
© Copyright 2010 Dow J ones and Company, Inc. |

Engage
Content Creation: Leveraging your resources to
maximize your assets across channels
Editorial
Editorial
Workbench can
Workbench can
consume aawide
consume wide
variety of
variety of
sources
sources
(including
(including
Factiva, your
Factiva, your
internal articles,
internal articles,
and external
and external
RSS) to allow
RSS) to allow
editors to hand
editors to hand
pick content, add
pick content, add
commentary, and
commentary, and
publish tailored
publish tailored
news summaries
news summaries
to multiple
to multiple
audiences via
audiences via
“…provides the ability to sort the knowledge multiple
multiple
“…provides the ability to sort the knowledge channels.
gold from the information noise” --Caterpillar channels.
gold from the information noise” Caterpillar
© Copyright 2010 Dow J ones and Company, Inc. |

Engage
Content Creation: Leveraging your resources to
maximize your assets across channels
Editorial
Editorial
Workbench can
Workbench can
RSS Feeds consume aawide
consume wide
variety of
variety of
sources
sources
(including
(including
Factiva, your
Email Newsletters
Factiva, your
internal articles,
internal articles,
and external
and external
RSS) to allow
RSS) to allow
editors to hand
editors to hand
pick content, add
pick content, add
commentary, and
commentary, and
publish tailored
publish tailored
Custom Portlets/Webparts news summaries
news summaries
& Custom XML output to multiple
to multiple
Mobile-formatted audiences via
audiences via
“…provides the ability to sort the knowledge sort the knowledge
text multiple
multiple
“…provides the ability to channels.
gold from the information noise” --Caterpillar channels.
gold from the information noise” Caterpillar
© Copyright 2010 Dow J ones and Company, Inc. |

Outlook &
Summary
© Copyright 2010 Dow J ones and Company, Inc.

Outlook: The Future Of The Social Web
 Social media becomes
mainstream
 Going mobile
 Less trial-and-error and
more strategy
 It’s all about content
 One size doesn’t fit all
 There will be more
 Noise!
 Devices / Tools / Networks
Sources: Forrester, Web Profits, Read Wide Web
© Copyright 2010 Dow J ones and Company, Inc. |

Summary:
Social Media Tips for Comms Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Source: Social Media Tips for PR Professionals, Daniel Young
© Copyright 2010 Dow J ones and Company, Inc. | 37

Summary:
Social Media Tips for Comms Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Important rules in media
Important rules in media
relations remain the same
relations remain the same
Source: Social Media Tips for PR Professionals, Daniel Young
© Copyright 2010 Dow J ones and Company, Inc. | 38

Monitor Analyze Discover Engage
Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow J ones and Company, Inc. |

Anecdote: Air NZ vs. Southwest Airlines
Online Video Battle
1) Dave the rapping flight
attendant – Southwest
2) Nothing to Hide / Bare
Essentials - Air New
Zealand
3) Air NZ challenging
Air NZ challenging
Southwest
Southwest
4) Southwest’s response
© Copyright 2010 Dow J ones and Company, Inc. |

Questions?
Thank you.
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones Enterprise Media Group
lars.voedisch@dowjones.com
http://twitter.com/larsv
© Copyright 2010 Dow J ones and Company, Inc. |