The Seven Habits of Digitally

Connected Marketers

John Kerr, Edelman Digital Asia

Eddie Chau, Brandtology
Tell me your thoughts…

2
 Conversations = Sensing or Perception

• Off-white • Refreshing
• Half full • Being in the south
• Mesh bag drinking iced tea
• Dried tea • Cozy night with a book
• Green tag • Alternative to coffee
• For hot tea or ice tea • Very British and proper
About Edelman Digital
• Extends Edelman’s 55 years of experience
• Base our programs on authenticity, creating
stronger, trust-based relationships with the people
who are key to your success
• 200+ employees worldwide – Edelman Digital staff
in all 18 Asia-Pacific offices
• Richard Edelman: a top CEO Blogger
• Steve Rubel: a top 5 marketing blogger
• First winner of Digital Media Award [PR Week
Asia] and IPRS Digital Media Award
• Digital Clients include; Starbucks, TCCC, DBS,
Microsoft, Kia Motors, Fosters, BMW, GSK,
DuPont, Samsung, Aviva etc.
 Edelman Public Engagement Model
Sphere of Cross-Influence in World of Expression

Top-Down
Media
online Consumers
and
offline
Employe Influenc
es ers

Conversatio Bottom-
n Up
Governm Investo
ent rs

Acade Retaile
mics rs
Talk
 Interacting with brands online

Watched an advert before

watching video content online
42% 30% 54% 37% 65% 46% 14% 49% 46% 27% 46% 37% 45%
Talked about a brand in a
forum / on a discussion
board online
28% 17% 36% 21% 52% 25% 9% 28% 26% 16% 27% 31% 19%
Added brand related content to
your IM (Instant Messaging) or
social network

23% 13% 29% 15% 40% 33% 6% 28% 20% 12% 20% 20% 13% Added branded content to my
personal blog / SNS homepage

19% 9% 29% 11% 41% 15% 7% 28% 16% 10% 11% 15% 11%

• This engagement is further underlined by the fact that almost a quarter have added brand-related content
to their IM or SNS, demonstrating that they want to actively associate themselves with brands that they
consider to be cool. Again city-dwelling males with their own homes and full-time work are the most likely to
do this
• Consumer Power is significant online, and user-driven-content is a clear example of how individuals and
groups can make a difference and spread their opinions through a multitude of media channels, whether they
are on
T15. Which thefollowing
of the environment, politics,
have you done in the new movies
last month? or onselect
++Please products and services they have experienced
all that apply++
The Seven Habits of
Digitally Connected
Marketers
HABIT 1. Be Proactive

8
 Edelman OR “public relations”

Edelman AND “public relations”

Edelman NOT “public relations” Edelman AND (PR OR “public relations”)

9
HABIT 2: Start With the End in Mind

10
 HABIT 3: Put First Things First

Challenge
– Provide an overview of the impact and influence of the social media landscape in
Asia Pacific, as it relates to The Coca-Cola Company.
– Obtain an understanding about ‘what’ is being said about Coca-Cola in the social
media environment in four key markets in Asia Pacific, by conducting a detailed
social media listening audits.

Key Insight
• Critical to the success of the audit was identifying the correct ‘key words’.
Particularly for a company like Coca-Cola, with such an iconic drink (“Coke”),
trying to differentiate between the company (TCCC) and Coke the brand was
challenging and depended on the close consideration of key word use.

Strategy
− Edelman first conducted detailed research on WoMM and social media in Asia
Pacific
− Then, using numerous social media tools, Edelman conducted ‘listening audits’ in
key markets and analyzed the data to provide conclusions about the research
results and recommended next steps.

Results
• TCCC obtained a clear understanding of the major issues that are being
discussed about the company and its brands in the online space. Coca-Cola
Pacific also received a roadmap defining how the company can leverage this new
online understanding; to better protect/enhance its corporate/brand reputation and
identify/maximize WoMM opportunities.
Page 11
Ranking Online Influencers

Ranking Online Influencers

• Analyze and rank online influencers by
– Reach/popularity
– Interest/Passion in key issues or products
• Influencer’s ‘personal branding’ must also be consistent with your brand
• Framework for ranking (Bloggers):

Grade Reach/Popularity Interest/Passion

5 Top 10 local blogger with relevant Talks about key issues on a regular
niche readership e.g. parents basis

4 Top 10 local blogger with mass Talked about key issues in the past
readership three months
3 Top 20 local blogger with relevant Talked about key issues previously
niche readership e.g. parents

2 Top 20 local blogger with mass Talks about broader key issues
readership regularly
1 Outside the top 20 local bloggers Talked about broader key issues in the
past three months
Ranking Online Influencers
Framework for ranking (Forum users):

Grade Reach/Popularity Interest/Passion

5 • Contributes daily to more than one Talks about key issues on a regular
leading local forum basis
• Has been a member of the forum
for more than five years
4 • Contributes daily to one leading Talked about key issues in the past
local forum three months
• Has been a member of the forum
for more than five years
3 • Contributes at least weekly to more Talked about key issues previously
than one forum
• Has been a member of the forum
for at least three years
Ranking Online Influencers
Framework for ranking (Forum users):

Grade Reach/Popularity Interest/Passion

2 • Contributes at least weekly to one Talks about broader social issues
forum regularly
• Has been a member of the forum
for at least three years
1 • Contributes at least weekly to one Talked about broader social issues in
forum the past three months
• Has been a member of the forum
for less than three years

Influencer’s
Influencer Reach/Popularity Interest/Passion
Suitability

Name 4 5 4.5
 HABIT 4: Think Win/Win
Challenge
– Opening up to engage multi-stakeholders throughout the world via an online tool
was unprecedented in Korea and Edelman needed to persuade and educate non-
communications professionals
– Legal issues and authenticity of postings needed to be addressed and well
managed
Key Insight
• The world of communications is changing and social media, such as blog, is
becoming an important and effective tool in PR industry

Strategy
• Extensive initial and ongoing analysis of Kia’s brand reputation within influential
automotive blog postings over a 6 month period, analyzing how influential
bloggers’ view Kia Motors and analyzed Kia Motors’ relationship with these set of
bloggers
• 20 English-language influential bloggers (15 from the US and 5 from European
countries) selected through research on Technorati and other blog search engines
with keywords identified by Edelman and client
• Effective outreach and automobile blogosphere conversation monitoring:
Edelman searched, identified relevant and influential blogs and participated in
their conversations
Results
• Edelman successfully launched and positioned Kia-BUZZ as Korea’s First
International Blog by building strong international blogger relationships
• Bloggers from almost 160 countries have visited Kia-BUZZ as of January 14th, 2008
• The case is attracting global attention as the blog gets active: Local and international
experts, media and industry bloggers are requesting for interviews and referring to Kia-
Buzz as a case study in Korea
Page 15
Frequency of Listening
• Group forums into three areas: “hot”, “warm” and “cold”, which represent the frequency in
which the forums need to be examined

Hot Warm Cold

Criteria • Contain discussions “Warm” forums contain Contains discussion
directly on your discussions on key sections where
brand issues, however do
not contain current conversations on
• Has a large amount key issues could
of members and have discussions relevant to take place, but
regularly your direct brand do not currently
updated posts contain
Monitor Monitor everyday Monitor every 2 days relevantevery
Monitor conversations
2-3 days

Respond Respond daily Respond weekly NA

Habit 5: Seek First to Understand, Then be Understood

Does any CorpComm/PR

personnel like to wake up at
1:30am to handle issues and
worst still while on an overseas
trip ?
Habit 6: Synergize

18
Refine, refine, refine

19
 Habit 7: Sharpen the Saw

Brandtology: The
Meaning
Bran Ontolog
d y
Brandtology 24x7 Online Managed
Brand and Reputation Services
Command Center
 Technology & IP
Portal

Customer Internet
Dashboard

Internet Multilingual
(Forums , blogs , social Information Natural Language
Retrieval / Sentiment Databases
networks, etc) Extraction Analyzers
Social Media Clients
Consultants

Console /
Ticketing System

24x7 Social Media

Analysts
 What does conversation
monitoring REALLY mean to
your company?
• Near real time awareness of
company related
discussions/mentions
• Get the Ground Truth
• Sentiments on the ground
• Correlating events with feedback from the
ground

• Responding to prevent escalation

of incidents
• Providing quick responses to calm situation
• Providing almost immediate response to
queries or comments in public forums.
1. Detect sensitive information in the
open
• Commercial secrets
• Confidential information

2. Profile and target users

• Find out who are the influencers &
chatters and know if they matter
• Understand profile & sentiment to target
appropriate marketing messages
The Seven Habits Summarized
• Be Proactive – understand the topic, use Boolean search deeply

• Begin with the End in Mind – ‘real-world’ taxonomy, keyword interrogation

• Put First Things First – find a way to rank and measure online influencers
• Think Win/Win – don’t boil the ocean, figure out how often to track

• Seek First to Understand, Then Understood – participation eases listening

• Synergize – don’t get excited by peaks, understand them, smooth them
• Sharpen the Saw – look for creative ways to listen more effectively
The Seven Habits of Digitally
Connected Marketers

John Kerr, Edelman Digital Asia

Eddie Chau, Brandtology