media, message & mediums: risk & opportunity in the new world
DESCRIPTION
Presentation at the 2013 Treasure Valley CFO Forum conference on the risk and opportunity in the new world of communicationTRANSCRIPT
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MEDIA, MESSAGE & MEDIUMS Risk and opportunity in the new world
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OVERVIEW
> The Landscape > Global Mind Shift > The Risks > The Stumbles > The Opportunities > Choose Your Own Adventure – Media Interactions – Social Infrastructure – Questions
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Do you think social tools are important to your organization? • Yes • No
Photo Credit: kevindooley
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Only 13.5% of CFOs surveyed viewed social tools as important to their organizations
Source: Deloi1e / MIT Sloan Survey
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THE LANDSCAPE
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www.RedSkyPR.com | @jessflynn
Democratization of Communication
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Photo Credit: xJasonRogersx
Low Cost Free Publishing
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With or Without You
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www.RedSkyPR.com | @jessflynn
Speed of Thumbs
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10
Mobile, Impatient, Curious
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No More Gatekeepers
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12 Source: Jaime Derringer
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The Landscape
Earned
Paid Owned
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The Landscape
Earned
Paid Owned
Website
Facebook Page
Whitepaper YouTube Channel
Webinar
Direct Mail
TV Commercial
Outdoor
SEM/Paid Search
Print Ads
News Coverage
Blog Posts
Word of Mouth
Posts, Links, Shares
Reviews
PPC
Banner Ads
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The Landscape
Earned
Paid Owned
STRANGERS CUSTOMERS
FANS
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The Landscape
Paid Owned Earned Organic
EVANGELISTS
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THE RISKS
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Most Important Risk Sources in the Next 5 Years
41%
32%
30%
27%
27%
Global Economic Environment
Government Spending/Budget
Regulatory Changes
Social Media
Financial Risk
Source: Deloi1e/Forbes Insights 2012 Risk Management Survey
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Where Digital Risk Resides
Danger From Within > Breach of Confidentiality > Financial Disclosures > Social Media Account
Ownership > Personal Profiles | HR > Oversharing
Danger From Outside > Malicious Rumors > Corporate Intelligence > Cyber Attacks > Online Commentary > 24/7 Coverage > Everyone is a Source
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Where Digital Risk Resides
Courtesy: Technobabble 2.0
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The Stumbles
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The Stumbles
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WHAT CAN GO WRONG WITH SOCIAL MEDIA HAS MUCH LESS TO DO WITH THE NEW MEDIUM AND MUCH MORE TO DO WITH TRADITIONAL STANDARDS OF CONDUCT.
Wall Street Journal
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The Stumbles
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THE OPPORTUNITIES
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“'If you were a CFO back in the early 1990's
and I came to you and said I wanted to
implement e-mail, and you asked,
‘What's the ROI?’ could you have gotten
an answer?” Nigel Fenwick
Forrester Research
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Thought Leadership
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Photo Credit kevindooley
Be the Publisher
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“Audiences want and value informative content from knowledgeable parties… that includes journalists, topic-specific experts and marketers.”
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36 Source: Weber Shandwick // The Social CEO
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360 Social
Internal External > Customer Service > Peer-to-Peer Knowledge
Sharing > Market Research > Focus Groups
> Cross-department collaboration
> Knowledge-sharing > Corporate memory > Large company connectivity > Employee engagement
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““If only HP knew what HP knows,
we’d be three times more productive.”
Lew Platt HP CEO
Red Sky Public Rela`ons | www.RedSkyPR.com | 208.287.2199
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360 Social
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Choose Your Own Adventure
A. Media Interactions
B. Social Infrastructure
C. Questions 41
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“You can have brilliant ideas,
but if you can’t get them across,
your brains won’t get you anywhere.”
Lee Iacocca
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> Never do an interview “on the spot” > Be genuine. Be friendly. Be yourself. > Keep statements positive and honest > Speak in sound bites > Restate key messages often > Never say anything you wouldn’t want
repeated > Practice. Practice. Practice. > Follow-up and clarify
Golden Rules
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Triangle Messaging
Message 1
Message 3
Story or Statistic
Message 2
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Technique: Bridging
Used to move from what the reporter wants to discuss to what YOU want to discuss. It involves dealing with the reporter’s question briefly and honestly, and then promptly following that response with your key messages
> “I don’t know the answer to that specifically, but what I do know is…
> “That used to be the focus. What has evolved is…”
> “No, let me explain…” > “Yes, and in
addition…”
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Technique: Hooking
Used to influence the next question you will be asked. Hooking calls for you to end your message that requires a follow-up question from the reporter.
> “You’ll be excited to learn what our scientific studies show.”
> “There are several points that we find extremely important.”
> “You’d probably be interested in some of our planned activities.”
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Technique: Flagging
Alerts the reporter to what you consider the most important points. It is a good way to emphasize the key point or points you want the audience to remember.
> “The most critical point to remember is…” > “I’ve talked about a lot of things today. It boils down to these three things…” > “Just follow these five tips…” > “What I want to be sure you understand here is…” > “If there’s one point viewers need to understand….”
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Situation: Correcting An Error
Always correct errors, mistruths or mischaracterizations in a journalist’s question. But don’t get bogged down in your response.
> “That’s not true.” > “That’s not true. As a matter of fact…” > “That’s not true. In fact…” > “That’s not true. What is accurate is…”
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Situation: Repeating a Negative
Always answer questions in the positive. Never repeat a negative buzzword in a reporter’s question. Focus on what you are doing, not what you aren’t doing
> Q: Hasn’t your company been extremely slow to respond to data breaches?
> Wrong A: Our company hasn’t been extremely slow in responding to breaches.
> Right A: No, in fact our company has been We’re proud of the fast
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Situation: Speculating
Avoid answering hypotheticals and speculating. Reporters use this technique to find information you would not normally provide. Beware of ‘what if,’ ‘let’s say,’ and ‘what would happen?’
> Q: Let’s say that a major fraud ring is discovered on Black Friday, what would happen to your e-commerce revenue? > A: I won’t address hypotheticals, but I can tell you that our fraud solution system is focused on protecting our customer’s data 24/7, 365 days a year.
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“If you have nothing to say,
say nothing.” Mark Twain
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THANK [email protected]@jessflynn #
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Image Credit: Suchitra Prints
Listen, Plan, Listen, Engage
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Keep in Mind
> Disclosure > Transparency > Flexibility > Preparation > Dedicated
Resources > Paranoid
Pragmatism
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Keys to Digital Reputational Awareness
> Know who are the communicators
> Know where your communication channels exist
> Know who covers you
> Imagine nightmare scenarios
> Identify your crisis team
PLAN ACCORDINGLY
> Understand where your customers, employees, competitors ‘live’ online
> Set up simple tracking mechanisms via Google Alerts – Your company
– Your executives
– Your competitors
> ALL employees should be encouraged to listen and have channels to report concerns
LISTEN ACTIVELY
> Be Accountable
> Be Transparent
> Be Genuine
> Practice Disclosure
ENGAGE GENUINELY
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Next Steps
Assess • Employee Manual • Corporate Policies • Exis`ng Digital Placorms
• Partner Placorms • Vulnerabili`es
Crad • Corporate SM Policy • Establish Corporate Channels
• Set up Alerts/Trackers • Crisis Comm Plan • Online Dark Pages • Template Responses
Communicate • Social media training for corporate ‘voices’
• Social media best prac`ces guide
• Online response flow chart
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THANK [email protected]@jessflynn #