Slides accompanying a conversation by Jonathan Kopp, Partner & Global Director, Ketchum Digital, about global digital, social and mobile media trends and their impact on the practice of public relations at the XII Fórum Internacional de Comunicação Corporativa of the Associação Brasileira de Anunciantes (Brazilian Association of Advertisers) in Sao Paulo, Brazil, on 18 November, 2010.

1. 18 NOVEMBER 2010
Public Relations in the
Age of the Social Web
@jonathankopp

2. Digital is Here to Stay.
Brazil is Leading the Way.
Brazil is Latin America’s largest internet market,
and one of the world’s fastest growing.
239M+ internet users
77% penetration; growth slowing
76M+ internet users
38% penetration, but growing
1,419% growth 2000-2010
152% growth 2000-2010
1.97B internet users
29% penetration
445% growth 2000-2010
Global broadband
usage is up to 17.7MM,
growing at 6-7% per
quarter.

3. 91% mobile penetration
25% mobile broadband
penetration
(Much of it redundant)
99% mobile penetration
3% mobile broadband
penetration
(highest in Latin America,
but highest cost too)
Mobile & Mobile Broadband
On the Rise

4. Web
Video:
The New
Killer App
• 35 million hours of video on the web• 35 hours of video posted to YouTubeevery minute
• 2 billion YouTube views every day
• Impact of mobility:
– Videos on PCs = 2 minutes per view– iPad videos = 5 minutes per view

5. 43% of CNN’s traffic
comes from social
networks, like FB & Twitter
NY Times is down to
950,000 print readers,
but it’s up to 2.6
million followers
on Twitter
Media Shift

6. Social networking is web users’ #1 activity.
In the same period, email has dipped to 8.3%, down 28%
Social
Networking =
23% of online
time (up 43% from
a year ago)
Social
Networking =
20% of online
time, & growing
Brave New [Social] World

7. Ketchum Global
Digital Network

8. • 550 million FB users (35% of global web
traffic; 42% of US population)
• >50% check in daily
• 130 friends on average
• 150 million+ members
use FB via mobile.
• Mobile users 2x as active
as other FBers.
• FB (49.7%) is more popular
than blogs (47.1) as an
influencer of consumer
purchases.
Facebook

9. • Google’s Orkut is #1 in Brazil
(36MM users)
• Windows Live is #2 (12.5MM users)
• Facebook is #3 (9.5MM users,
but grew at 479% in past year,
up from 1MM a year ago)
– FB recently launched an app in Brazil
to link users’ Orkut & FB accounts.
Brazil Bucks the
Global FB Trend… For Now

10. Launched 2006
175M users worldwide
95M tweets daily
Global Twitter audience doubled
in past year, as Latin American
audience quadrupled.
8.6M Brazilians (23% of Brazil’s
web users) on Twitter as of August.
Brazil leads the world in Twitter
penetration. (US is 11th with 11.9%)
Twitter Everywhere
(Brazil is #1!)

11. It was NEVER
about the CHANNEL
“Constant Beta”

12. “Social Web”

13. OWNED
SPACES
PAID
SPACES
EARNED
SPACES
THE INTERNET
The Social Web is Blurring the Lines
“POEM”

14. Search = Start

15. • Consumers refuse to be
'marketed at'
• They expect authenticity,
transparency + instant
information
• Everyone has a soapbox of
their own
• They also have choices
• Earned media, trusted
sources + word of mouth
far more important than
ever before
New Rules:

16. Digital + Social
“Earned
engagement
across the
social web”
Digital
Public
Relations

17. Same Principles / New Strategies
Generating &
Releasing
Information
Managing
Information
Media
Relations
Issue & Crisis
Management
Release to
new people
with more
messages &
more niche
audiences
Crises happen
faster, but can
also be
spotted faster
More media,
more special
interests,
amateur
media –
‘bloggers’
Mix of owned,
shared &
earned media
to maximize
visibility &
reach
PR
Digital
PR

18. SEARCH +
EMAIL
MARKETING
LISTENING +
REPORTING
INFLUENCING
CONVERSATIONS
BUILDING
DIGITAL
DESTINATIONS
CREATING
CONTENT
Ongoing Interactive Strategic Counsel
MONITORING,
MEASUREMENT
+ ANALYSIS
A Multi-Tactical, Programmatic Approach
[Although we’re not averse to opportunistic one-offs, either]
The Full Digital PR Spectrum

19. www.areyousokodak.comThe New Press Kit

20. “Chips are okay!”
• Program
– Target 34,000 health & nutrition influencers
– Practitioners & bloggers
– Share the “better than you think” story
– Turn them into vocal supporters
– Online & offline
– Old media & new media
• Results
– 16% increase in influencer advocates
– 11% increase in positive coverage
– 12% decrease in negative
New Influencers,
New approaches.
Sustained conversations
One ConversionReaches15 Million!

21. Newsrooms for the
Social Web news.fedex.com

22. MemeHijacks

23. Community Engagement
Two way dialogue with analysts,
reporters, bloggers, activists, etc.
interested in discussing company or
industry topics
Commerce & Promotional
Drive consideration &
consumption through
promotions, coupons &
contests
Customer Service
Instantaneous, proactive &
responsive issue resolution for
posted messages.
Content Platform
Populate with news,
photo / video & other
content regarding
company
Human Resources
Posting open jobs; fielding position
inquiries; internal comms &
community building
Corporate Communications
Thought-leadership, issue positioning,
investor relations, CSR, community
relations, crisis managment
“Enterprise
Social
Media”
“Enterprise Social Media”

24. Behavior Change:
Social Media Training & Policies

25. Internal to External

26. Risk: Shared Brand Control

27. Hi Jacob,
I work in communications at FedEx Office (formerly FedEx Kinko’s)
and your video<
http://www.jmorganmarketing.com/i-dont-make-the-rules-i-just-
work-here/> got our attention. First of all, thanks for coming to our
store in the first place for your business cards. I’m sorry about the
situation you encountered. You were absolutely correct that your
experience did not live up to the brand of FedEx Office.
In the video, you made some very good points in a clear
and genuine manner. We’d like to use your video internally
when we train our team members on topics like customer
experience, living the brand, etc. We want them to hear the
voice of the customer directly, and your video would be
helpful in that regard. Would you be OK with us showing it to
our trainees?
And again, I’m sorry about the experience you had. We’re
working hard at FedEx Office to make improvements, and
issues like you raised (accessing files in email, employees
living the brand) are among the many things we are working
on. I hope you’ll give us another try.
Thanks,
Jenny
Jenny Robertson
Sr. Manager, Marketplace Communications and Events
FedEx Office
13155 Noel Road
Dallas, TX 75240
Empowered Brand Ambassadors

28. From: Jacob Morgan
To: Jenny Robertson
Sent: Thu May 07 19:48:47 2009
Subject: Re: FedEx Office video
Hi Jenny,
Thanks for your response. I'm glad you
understood the situation and my frustration. Yes,
you have my permission to use the video to show
your trainees (I hope you do), I think that's a great
idea. I just want you to know that the only reason
I am going to continue to be a customer is
because you sent this email. I just put up another
video based on the email you sent me and the
fantastic job you did,
http://www.jmorganmarketing.com/fedex-is-
listening-to-the-conversation/
I also want to find out more about what fedex is
doing in the social media space, are you
currently working with anyone on strategies?
Perhaps I can even interview you and put that up
on my site, I'm sure a lot of people would be
interested in hearing from you.
Please let me know,
Jacob

29. Issue
Management
Websites
&
Search
Programs

30. 400,000 Q1'09 hits to IBM Smarter Planet blog
asmarterplanet.com
Thought Leadership through
Visual Storytelling

32. Integrated
Media
www.youtube.com/fedex
Video content
organized around
topics, not org
charts, operating
units [or agencies]

33. Crowdsourcing

34. Grassroots movement around Brooklyn stoop life
Brooklyn partners to help launch & give credibility
to the collaboration
Blogfest
Brooklyn bloggers & notables
Habitat for Humanity - NYC
Drive conversation, content creation
& momentum through social media
Total Integration
Online + Offline + Ad
Launch, Summer 2010

35. Packed house in
Brooklyn with
57 reporters &
24 celebs, models,
socialites & athletes
Launch Party

36. Ad Campaign

37. Social Web Aggregation

38. Tweet of the week:
“The Absolut Brooklyn Facebook
page is a great example of using
social media in all it's glory.”
2,095
4:00
345
110M
19,291
874
Page views
Minutes average user engagement
Online articles & blog posts
Media impressions
Facebook page visits
Facebook wall posts
Launch week June 2010
RESULTS

39. Hotsite
Facebook
Twitter
45 Blogs
+500,000
Supporting
people reached on
blogosphere
+2M people reached on Orkut
9+ new refs. on Google Search
370 users in Facebook App
R$.02 per person

40. Hotsite
Newsroom
Mobile
8,000Unique visitors in 20 days
HOTSITE RESULTS:
83% Visits from blogs & Twitter
4,108Comments
(1 for every per 2 visitors)
NEWS AGENCY RESULTS:
320 Bloggers & journalists registered
6 mins Average time
1,045 Downloads:
(3.26 downloads per user)

41. Questions?