An introduction to Burson-Marsteller Digital EMEA

Digital Perspective An introduction to Burson-Marsteller Digital EMEA

Contents

Perspective Approach Experience Team

Perspective

Why it matters – Marketing communications: then

BACK

HOME

NEXT

Why it matters – Marketing communications: now

Why it matters: TEAM digital media opportunities surround the customer

Home

On-the-go

Work

Why it matters: where consumers get their information

Business impact: influence on purchasing decisions

39 million people have not purchased a product due to negative comments read on the internet from other consumers or private individuals

EIAA study 2006

TEAM

Business impact: influence on purchasing decisions

Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet

What we believe

INFLUENCE Instead of Control

Real time BRANDING

Audiences do not want or respond to marketing messages, but they are open to conversations

Uncontrolled messages are trusted more than controlled

Unstructured nature of digital creates new participation opportunities

Focus group of thousands

Identify what messages you want to amplify or minimize versus where you can influence versus control

Companies must create trust between their brands and stakeholders Allows you to be more influential in controlled media

Invest in RELATIONSHIPS Not Transactions

Risk is in NOT Participating

Push messages may drive a one-time action, whereas dialogue can build advocacy

Conversations are happening with or without you

Invest in building relationships to generate selfpropagating conversations and brand loyalty

Companies who do not participate risk being seen as irrelevant and out of touch

PERSPECTIVE

What we believe

Degree of Influence

Social network Wikipedia Discussion forums

Online video Search optimisation Third party blog

Product wikis

Display advertising Website dialogue

Company blog

Low

Search marketing

Website Email marketing High

Degree of Control

Team

Depth of Engagement

What we believe

Collaboration

Conversation

Communication

Information

Low

High

Degree of Control

Approach

Our engagement model

TEAM Team

Listen

Plan

Participate

Measure

• Discussions

• Monitoring

• Content dev’t

• Views

• Influencers

• Messages

• Web design

• Visitors

• Stakeholders

• Channels

• Blogger relations

• Duration • Posts

• Search Visibility

• Policies

• Online PR

• Web site

• Procedures

• Search marketing

• Competitors

• Training

• Word of mouth

• Mentions • Searches • etc

Product framework Interactive Reputation Management

UGM monitoring/engagement • Online public relations • Digital crisis and issues mgmt • Web site/digital strategy • Search deoptimization • Web writing

Online Image Shaping

Web site and blog design/development • Online communities/wikis • Branded content and content distribution • Online advertising and media planning • Search marketing • Viral/E-mail/WOM • Online video • Games • Multimedia development

Digital Business Management

Digital dashboards • Client extranets / wikis • Content management • Web hosting • CRM solutions • Web analytics • Training and education

Mobile Marketing

16

Team

SMS/MMS programs • Mobile websites • Mobile search • Mobile advertising • Application development

Selected Products – Social Media Release What is it?

A single web page collects all the documents and multimedia files related to an announcement It is up to the user to decide what content he or she wants to download Multimedia content can be: text .doc or .pdf, links, video, audio, images and photos, powerpoint and excel files The presence of “social bookmarks” allows registered users to share and comment on the release. It potentially contributes to the viral circulation How to create a Social Media Release? www.oursocialmedia.com is a B-M proprietary do-it-yourself platform for publishing social media releases The platform is based upon Wordpress software and it has been customized to fit the needs of PR professionals http://www.oursocialmedia.com

Selected Products – Social Media Release What does it look like?

Selected Products - Website Benchmarking Why is it important?

You never get a second chance to make a first impression and that goes for your website in particular.

But how do you make sure that your site really meets the needs of all your stakeholders? And does it stack up against the sites of your competitors or does it suffer by comparison?

What is it?

A tool that shows:  How a website compares to the sites of direct competitors and other businesses 

If a website is as good as it can be or if it can be even better



Website best practice

How does it work?

• Considering corporate communications and behavioural criteria • Recruiting a team of analysts, that reflect the spectrum of company key stakeholders, to surf the web and asses its performance.

• Combining BM extensive knowledge of digital universe and client’s corporate communication objectives to provide relevant analysis and deliver key conclusions and recommendations.

Going beyond Website benchmarking: Ask us about our complete Digital Check-Up

Selected Products - Website Benchmarking What does it look like?

Experience

Some of our clients

Comprehensive digital campaign – Cerveceros de Espana

• Re-designed the web www.undedodeespuma.es for Cerveceros de España • Launched a digital communications campaign in social networks, blogs.

• A mobile marketing campaign has also been launched through a wap site http://m.undedodeespuma.es • Digital Bootcamp was organised for the Managing Director and other executives of the Association • Digital Checkup has been put into place to monitor the image of the product as well as the Spanish beer sector.

Perspective

PR 2.0 Digital Strategy – HP

Situation HP asked BM for a strategy to improve awareness among users about the advantages of choosing original products vs. compatible ones.

Strategy & Implementation The project implied different complementary elements: • WebRep research both at the beginning and at the end of the project, to monitor what is debated about HP and its competitors on the Internet.

• Production and ‘viral’ distribution (YouTube, Google) of special videos associated to social media releases, to actively engage with bloggers and other on-line influencers within the IT sector.

• On-line contest and off-line guerrilla marketing activities, to generate curiosity and attract more users to HP website.

• Search Engine Optimization support activities

Perspective

Virtual diner and viral campaign – Dom Perignon Situation • Dom Pérignon wanted to understand the Internet Users’point of view on luxury and fashionable objects, cool drinks and travel Strategy & implementation • We developed an on line survey managed by 2 avatars with a very innovative natural language process to understand the users’ answers. The simulation of a real conversation had a great impact on the user experience and gave us the chance to have great results, with only WOM actions.

• We created a mini website www.virtualdinner.it, home of a sensual girl (Anjelina) and a beautiful boy (Marc). Both are rich, successful, with a very high lifestyle • At login, Anjelina for man and Marc for women, invited the user to have a special dinner.

• The user had the difficult task to organize the event, starting from chosing the fashion designer for the clothes to wear, the car used to take Anjelina or Marc to the restaurant, the activity to do after dinner, …

• Viral campaign via a “send to friend” button

Results • 1.500 online users, (59% man - 41% woman) in 2 months • Great press coverage on lifestyle newspapers and tv show.

Perspective

Digital content - Sony Ericsson walkman launch

• Creation of digital destination and content to launch Sony Ericsson’s latest range of Walkman products and accessories • Engagement of bloggers to drive traffic to site and buzz in advance of launch • 533 live stream views on the Sony Ericsson Walkman webcast • Over 10,000 hits

Website development – Doha 2016 Brief  to build a multi-lingual ‘best of breed’ bid website to support the Doha 2016 Olympic and Paralympic Games Bid with a clear Arabic look and feel, while still being appealing to the international community.

Implementation  all the usual bid information on the city, country and infrastructure, as well as encompassing Web 2.0 functionality, such as tag clouds, social bookmarking and forums, making it more technically advanced than any other 2016 bid site.  Designs reminiscent of patterns found in Islamic art and local architecture are used as a backdrop to all pages to give an Arabic feel to the design.  reversed templates that are right-aligned.  All content written and then translated and approved in French and Arabic as well as English. A team working across Doha, Brussels and London coordinated this effort.

Results Traffic to the site is in line with other countries’ bid websites (and sometimes ahead), despite others having several months head start. www.doha2016.org

Perspective

Social network relations – WikiSAP Situation SAP needed a way to stimulate the exchange of the important collective intelligence between SAP professionals and customers Strategy & implementation BM responded by launching an Enterprise 2.0 environment (WikiSAP community).

WikiSAP is innovative in different ways:  built on an open source platform  SAP Italia CEO, Augusto Abbarchi, has his own blog on WikiSAP  SAP, together with all the users actively contributes to the site content with articles, videos, presentations, podcasts, workshops and events  SAP uses the platform to generate highly profiled leads to use for traditional email marketing actions  Burson Marsteller engages Bloggers in contributing and animating the conversation on line

Results  In the first few months of its launch, the member area (600 Users) has established itself as an authorative reference for top managers of small, medium and large Italian companies.  WikiSAP is already in the top rankings of the search engine for keywords referring to SAP professionals, even outranking the leading work related social network, LinkedIN.

Social networks relations - Byggmakker on Facebook

Situation

Results

Kenneth Aron Antonsen, along with his girlfriend Lena act as the spokesperson in Byggmakker’s commercial marketing endeavors.

• Over 4,000 Facebook friends of Kenneth

Burson-Marsteller took Kenneth’s handy-man persona into the digital age using new media tools.

Strategy and Implementation Creating a Facebook user account for Kenneth.

His first Facebook friend was unintentionally the creator of the biggest Kenneth fan club.

Kenneth is travels throughout Norway on behalf of Byggmakker, where he documents his journey with his fans and supporters through pictures on his Facebook albums and videos on his YouTube account.

• Over 12,000 Facebook fan club members • Over 300,000 downloads of YouTube commercials • The profile is frequented by consumers who provide direct feedback on the brand itself.

• Increased profile including in traditional media: Kenneth was a talk show guest on Norway’s largest TV channel and is frequently on Norway’s second largest radio station

Perspective

Approach

Bloggers engagement - HP blogger round table

Strategy & Implementation • Year-long blogger programme • Identification, monitoring and engagement with relevant bloggers for HP TSG • Training sessions and blogger toolkit for HP communications staff Results Ground-breaking results: “This blogger event is breaking new ground.

Others in HP can learn from this,” Dave Collins, global PR director, HP. “Tonight really distinguished HP from the other companies and their approaches to bloggers,” Simon Judge, blogger.

TEAM

Blogger engagement - Symantec Girl Geek Dinner Situation

Strategy & Implementation

• Bloggers are often real security experts

• Sponsorship of the third Italian edition of Girl Geek Dinner, a soiree dedicated to high tech ladies and bloggers

• Symantec considers them as influencers and aims to define a dedicated communication program • Seeding of the latest Norton to reach them in an effective way products and informative materials • Symantec’s perception among bloggers is often negative: an old • Inviting bloggers to taste the style company which offers heavy software and provide Symantec with a feedback and slow products • Distribution of a dedicated Objectives Social Media Release • Reach an appealing target and Results start engaging with them • 150 bloggers attending the • Improve Symantec and Norton event in Milan (May 23rd, 2008) visibility among bloggers • Seeding of 150 software • Drive the attention of geeks towards Norton products • Coverage monitoring in improvements progress

Perspective

Approach

Blogger engagement - SonyEricsson Situation • Develop awareness of all new products launched by the phone manufacturer Strategy & Implementation • Bloggers’ engagement through devices lending • Identification of bloggers in the High-tech / geek / web fields • Bloggers’selection, contact and follow-up

• 5 very famous blogs ran stories and took pictures and videos Results • Blog posting either in favour or neutral to the brand • UGContent posted on video sites

TEAM

Digital business management – HP Newsradar

Situation • HP EMEA seeking a new tool for better transparency and efficiency to measure PR activities and analyse media result across the region centrally

Strategy & Implementation • B-M together with a third party supplier established the HP Coverage Self Assessment tool and PR Barometer for 18 European countries

Results • Media Impact : More than 3000 HP and Competitor clippings gathered centrally (print and online) and validated each month • Greater visibility of HP’s coverage (quality, SoV) compared to HP’s former clipping tool • Efficiency of PR activities : Planning and reporting on PR activities in one central tool – greater transparency for HP EMEA management on local PR plans

TEAM

Digital training – HP TSG Bloggers workshop

B-M ran a blogger engagement workshop that provided HP EMEA country managers with:  A background on the changing media landscape  The opportunity to meet a real blogger  Interactive and dynamic sessions  A detailed toolkit to help them learn how to find bloggers, monitor them and engage with them 89% of attendees left the workshop planning to engage with bloggers as part of their public relations programme

Working for web-based companies

 Idealista.com is right now the leading real state website in Spain. BM defined a positioning strategy including several digital actions.  facilisimo.com was launched as the first website on home issues and the leading one in Spanish.  BM took part in the launch of bago.es, a social network, with a PR plan integrating off and online actions. For the launch, an artist live in a crystal house for a week and was connected to the rest of the world through bago.es  BM Italy works for MySpace.com

Team

Our team in EMEA









Experienced Digital Strategists in all wholly-owned offices in the region Digital contacts in affiliates Worldwide digital production facilities in New York, London and Milan Access to Y&R and WPP specialist sister companies

Regional strategists Erin Byrne

Global erin.byrne@marsteller.com

William Kemp

US William.kemp@marsteller.com

Charlie Pownall

Asia Pacific charles.pownall@bm.com

Stephanie Bonnet / Desiree Collier Felix Leander

EMEA stephanie.bonnet@bm.com desiree.collier@marsteller.com Latin America felix.leander@bm.com

Our partners

• 24/7 global video platform for broadcast standard, streaming quality video • Delivers to community of 13,000 media outlets in 193 countries, including: BBC, CNN, CCTV, Financial Times, NY Times, MediaCorp, Reuters • Clients include: Adidas, Google, Hyundai, IOC, London 2012, Microsoft, Mexico Tourism Board, Panasonic, Samsung, Visa

• Leading provider of online brand and reputation management tools • TruCast online monitoring tool enables companies to track and analyse online discussions in real-time • Clients include: Dell, GM, Hormel Foods, Microsoft, Panasonic, Wells Fargo