Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011

1. Rules of Engagement
Meaningful Communications Strategies in the Digital Age
Lars Voedisch
Executive Director, Technology Practice Head
lars.voedisch@hkstrategies.com
@larsv

3. The BIG Cultural Dilemma 3
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven
Methods

4. The BIG Cultural Dilemma #2 4
From natural respect to suspicion
Are you approachable?

5. More pressure than ever before 5
“ Make sure
you’re doing stuff
that matters to
the business
and contributes “
to its success
Source: IABC professional member, www.iabc.com

6. Challenge Within Organizations:
6
Who ‘Owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

7. Challenge Within Organizations:
7
Who ‘Owns’ Social Media?
Who Cares?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

8. Digital waste’ polluting the online world? 8
11
%
13 32
% %
43% of Singapore consumers
don’t want to be bothered in
Source: Digital Life 2011 - TNS social networks

9. What are people saying? 9
11%
13%
32%
45%
Source: Digital Life 2011 - TNS 4
5
%

10. Integration is Key – or Waste
ONLINE
10
BUILDING (DEEPER) ENGAGEMENT
OFFLINE

11. Social Media Relations: Everything Changes!? 11
Everything Changes Nothing Changes
It’s about two-way You’ve to manage
conversations relationships
You’ve to deal with more So it’s wires, print,
channels broadcast – and social
media
We HAVE to listen and
understand what’s said! You already: monitor
and analyze your media
What about those coverage
negative comments and
posts? Not every negative
comment means a crisis
The game gets so much
faster Already forgot
newswires? Look at
trends over time

12. Basic But Crucial:
12
What Are Your (Social) Media Objectives
Awareness & Reputation
Thought leadership
Consideration
Building connections
Direct conversations with stakeholders
Research & Insights

13. Social Media is about Content
13
What Should We Be Talking About?
Industry…
trends, news,
E.g. Technology, data, advice
Legislation,
Competition
Your… products,
offers, service,
people
Source: Developing your conversation sphere -- CommsCorner 13

14. Marketing, Editorial… Conversation Calendar
14
It’s all about planning – On- & Offline

15. How to Deal with Comments – 15
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

16. What are your Rules of Engagement? 16
What can/should your staff say – or not?
Do you have a proper escalation path?
How do you get ready for ‘beta’ mode?

17. Do you have the right resources? 17
Data is everywhere – you need meaningful
analysis
Source::How much time does social media marketing take - Gigaom / Aliza Sherman

18. 18

19. Same, same – but different
19
What lies ahead?
Integration will be everything
Demonstrate your link to business
objectives
Embrace online – leverage insights, people
and connections
Media will live – probably even stronger
than before
We are content producers. Think video!
Shape your organization’s culture by the
way you communicate

20. @larsv #dnasia 20
Lars Voedisch
Executive Director, Technology Practice Head
Hill+Knowlton Strategies Singapore
lars.voedisch@hkstrategies.com
@larsv