Social media has presented both challenges and opportunities for communication practitioners who want to reach their stakeholders directly. What was once considered as a “fad” by the public relations industry has now been integrated into communications strategies. How do practitioners decide if social media has a role to play in their organisation or campaign strategy? What platforms would you adopt in reaching out to stakeholders? How do you measure the effectiveness of social media?
- 1. The New Rules of Engagement Gabriel Wong University of
Technology Sydney | 13 April 2010
2. Outline
- Social media has presented both challenges and opportunities
for communication practitioners who want to reach their
stakeholders directly.
- What was once considered as a fad by the public relations
industry has now been integrated into communications
strategies.
- How do practitioners decide if social media has a role to play
in their organisation or campaign strategy?
- What platforms would you adopt in reaching out to
stakeholders?
- How do you measure the effectiveness of social media?
3. Defining Social Media
- Social Media is thedemocratisation of information ,
transforming people from content readers into publishers. It is the
shift from a broadcast mechanism, one-to-many, to amany-to-many
model , rooted inconversationsbetween authors, people, and
peers.
- Adapted from Brian Solis et al.
4. The Influence of Social Media
- 9 out of 10 Australians are looking to fellow Internet users
for opinions and information
- 2 out of 5 online users are interacting with companies using
social networks
- Social media platforms are increasingly being used to support
purchasing decisions
- Mobile social networking is a fast growing segment for under
35yo
Source: Nielsen Social Media Report 2010 5. The Influence of
Social Media Source: Nielsen Social Media Report 2010 6.
Implications for PR Practitioners Source: PRSA Digital Readiness
Report, 2009 What is required of you 7. Five Step Strategy
8. Five Step Strategy: Listen
- Set yourself up to listen
- 20 things you should be listening for (Source:Radian 6 ):
9. Five Step Strategy: Build
- Identify and build engagement channels on social media
platforms
- Select platform(s) according to audience demographic or
communication needs
- More may not always be best
10. Five Step Strategy: Engage
- Humanise your brand; listen and talk to your audience
- Use your platforms to provide updates, conduct research,
express empathy, resolve issues, build loyalty, trust and thought
leadership
- Build the foundation for social CRM (Source:Altimeter )
11. Five Step Strategy: Influence
- Build an extended news platform
- Develop profile as an opinion or thought leader
12. Five Step Strategy: Measure
- Measuring the return on investment
-
- Sentiments (positive, negative, neutral)
-
- Connections (friends, followers)
13. Platforms Source: Brian Solis, 2009 14. Ikea
http://www.youtube.com/watch?v=0TYy_3786bo 15. Burberry
- http://live.burberry.com/
16. Dell Outlet 17. McGrath Foundation
- http://www.facebook.com/McGrathFoundation
18. Implementation Considerations
19. Implementation Considerations
- Global / regional / local content
20. Implementation Considerations
21. While technology and the way information is being consumed
has changed the way you reach an audience , your brand and ability
to tell a story remain the same. 22. Thank You 23. Gabriel Wong
- Gabriel is an Account Director at Max Australia, a public
relations consultancy that works with technology, consumer and not
for profit organisations. He has twelve years of experience in
developing and managing strategic communications programs,
stakeholder relations, events and client account co-ordination in
Asia Pacific.Throughout his career, he has worked with clients in a
broad range of industries ranging from consumer, corporate,
technology to government clients.
- At Max, Gabriel works with AARNet, NetApp, Fuji Xerox,
Australian Information Industry Association, Verizon Business,
NetStar Networks and the Westmead Medical Research Foundation.
- During his career, Gabriel has developed and implementation
public relations campaigns for a wide range of clients including
Check Point Software, CBS Interactive, Ericsson, FedEx, Good
Technology, Hewlett-Packard, Hitachi Data Systems, Jabra, Johnson
& Johnson, Kodak, Cisco-Linksys, O2, Reed Exhibitions, Samsung
Electronics, SanDisk, Skype and Vivendi Universal Games.
- Gabriel has a Bachelor of Arts in Professional Communication
with Distinction from RMIT University and he is a Member of the
Public Relations Institute of Australia.
- He also has a Master of Environmental Management from the
University of New South Wales and has completed extensive research
in the sustainable development of businesses, climate change and
emissions trading.
- LinkedIn: http://au.linkedin.com/in/gabrielwong