online media relations
TRANSCRIPT
ONLINE MEDIA RELATIONSWEAVING THE SOCIAL LAYER ACROSS MEDIA STRATEGYJULY 22 2013
ALI BULLOCK - DIRECTOR OF COMMUNICATIONS APAC, DOW JONES / THE WALL STREET JOURNAL
EXPERIENCEDIRECTOR OF COMMUNICATIONS APAC FOR DOW JONES AND THE WALL STREET JOURNAL
PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA
WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS, DURING AN 8 MONTH SABATICAL IN 2012
SOCIAL IS NEW AND SHINY!
Whiskey
Bust Enlargement
Weight Loss
Superfluous Hair Removal
SOCIAL IS NEW AND SHINY?
Whiskey
Bust Enlargement
Weight Loss
Superfluous Hair Removal
SOCIAL MEDIA IS IMPORTANT
Source: “State of the Internet with a Focus on Southeast Asia”, March 2011 – comScore
… BUT IT ISN’T EVERYTHING
VAST CHANNEL PALETTE
SOCIAL MEDIA IS NOT NEW BUT IT IS IMPORTANT.
SOCIAL MEDIA UNDERPINS OTHER CHANNELS.
Social Media
Mobile Website Direct MarketingAdvertising
Public Relations
SOCIAL MEDIA GIVES YOU MORE OPPORTUNITIES
MEDIA IS NOW ABOUT SPEED
Source: simpliflying.com
30 SECONDS!
Source: simpliflying.com
JOURNALISTS WORKING IN REAL TIME
THE SOCIAL MEDIA CHALLENGE
NOT RESPONDING QUICKLY ENOUGH –
OR AT ALL
DID ASIANA LACK SYMPATHY?
NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
RULE 1: SHOW EMPATHYRULE 2: BE OPEN & TRANSPARENTRULE 3: RESPONDRULE 4: SEE RULE 1 (& REPEAT)
(YOU CAN SEE I TAUGHT THE CX USA TEAM WELL)
SWOT FOR NEW MEDIA
• Access to a larger audience – target specific niches
• Ability to establish a brand and community
• Additional channels for branded content
• Low engagement and sense of community within channels
• Some companies have a limited understanding of social media resulting in scattered social profiles
• Leverage multi-media content and niche audiences to build active communities
• Leverage the extensive journalist network – build contacts more easily
• Lack of engagement or call to action from content
• Strong social strategy from other companies
• Dark PR• Crisis issues are now
immediate
Strengths
Opportunities Threats
Weaknesses
TRADITIONAL VS. NEW MEDIA RELATIONS
THE FUTURE:INTEGRATING THE NEWSROOM
INTEGRATED NEWSROOM
DJ@DJ
One of our signature learning programs is DJ@DJ, or “Digital Journalism at Dow Jones”, which brings together a group of Wall Street Journal and Dow Jones Newswires journalists from around the world to participate in intensive learning, training and discussion in New York aimed at enhancing how they tell stories across multiple platforms using words, photos, blogs, video and graphics.
MEDIA RELATIONS
EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY
FROM THE 60’S
TO TODAY’S SOCIAL MEDIA WORLD…
TIME SPECIFIC CONTENT WILL ALWAYS SERVE YOUR BRAND WELL
SOME COMPANIES ARE TAKING THE MEDIA DISTRIBUTION PROCESS ONE STEP FURTHER…
BUILD YOUR BRAND
ADAPT TO SOCIAL MEDIA & BUILD 1:1 RELATIONSHIPS
BUILD 1:1 RELATIONSHIPS
PERSONALISE POSTS
“Bottom line, successful public relations hinges on the ethics of its practitioners.” - PRSA
DARK PR: DELIBERATE
Taiwan's FTC investigating Samsung for defaming HTC on local online forums.
Samsung has ordered its Taiwan operation to cease marketing involving online anonymous comments
Source: pcadvisor.co.uk April 2013
TO HONEST MISTAKES
EVEN ME….
“Great day, shooting Elephants for 8 hours”- ali bullock, Head of comms WWF
“Great day, photographing Elephants for 8 hours”- ali bullock, Head of comms WWF
SOCIAL MEDIA PUTS US IN A NEW WORLD OF TRANSPARENCY
IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO
HAVE SOME PROBLEMS HEREPresident Obama, 2012
‘WE WERE WRONG.”
MOVING FORWARD…
EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY
TO COMPLICATED
FROM SIMPLE…
SOCIAL MEDIA UNDERPINS OTHER CHANNELS.
Social Media
Mobile Website Direct MarketingAdvertising
Public Relations
THANK YOU FOR YOUR TIME.YOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentations
LINKEDIN: ALI BULLOCK