1) How to tell your story and why anybody should actually listen 2) Knowing your audiences is everything 3) Social media isn't the holy grail - are you sure you wanna go viral

1. Lars Voedisch
Principal Consultant
lars@preciouscomms.com

4. All glamorous?
Entertain clients…
with booze?

5. Video: Street Interview

6. Building or maintaining an organization’s
relations with its various publics
(groups of people who are important to it)

7. • Two- way communication.
• More cost effective as compared to other forms of
communication.
• Perception of an impartial opinion and reviewed in the media.
• Essential tool in business growth.
• Reputation and credibility as important as product and
support.
• Messaging helps to position the company/brand/products,
conveying its key attributes and value proposition.
Important!
Your message to your target audience

10. 1. The idea behind the story conveyed in a few
words.
2. Communicating your story.
3. Graft powerful words together that pique
emotion, stimulate a need, elicit a vision, and
produce engagement.
4. Deliver the right content at the right time.
5. Share your content on multiple social networks.
6. Be honest with your supporters.

11. Curiosity Motivation Against the odds
• Content that reveals • Content that reminds us • David vs Goliath.
secrets. that dreams can come
• E.g.: Product leaks. true.
Small is beautiful, Affirmation Sensationalism
big is advantage • Content that confirms • Content with
• Content that reminds us our assumption. unexpected twist.
what we do matters.
Feel good story New discovery Transformation
• Content that tells a • Content that challenges • Content that inspires us
great story. our discovery. to action.

12. Case Study: Ford Motor
Let fans tell your story
• Found that fans wanted to share their own stories of ways they would
connect with the brand. Focused on customer stories.
Rethink how you share news
• Launched the model in several U.S. cities and online with the help of its
fans.
Share content everywhere you can
• Produced tie-in content on other platforms to help the series reach a
wider audience.
Be willing to experiment and learn from mistakes
• Importance of keeping campaigns simple and giving fans a venue for
being part of something larger than themselves.

13. • Connects people, and gets people engaged
and interested.
• Brings real personality to what it is you do.
• Brings your business alive.
What is essential to know?
What
How How can one benefit from
your story (or product)
Why Why should
people care?
Adapted from: The Golden Circle by Simon Sinek

14. Who What How
• Customers • Age • Choice of words
• Potential • Gender • Use of jargons and
customers • Occupation or technical terms
• Suppliers qualification • Tone
• Advertisers • Geography • Focus
• Media • Socio-economic • The design and feel
• Financial bodies group of the
• Regulatory and • Family structure communication
government bodies • Lifestyle • The medium used
• Industry groups
and other networks

15. Learning about your audience by looking at their social media life
How Do They Describe Themselves?
• Bios on their social networks.
• Deeper look into the things that they value most highly about themselves.
When Are They Most Socially Active?
• Best time to post.
Whom Do They Listen To?
• For example, rapper 50 Cent, tweeted about a company he’d invested in. His
series of tweets bumped up the value of the company he promoted by 240%.
What Content Do They Want?
• Learn about their interests, dig deeper into the kind of content they want by
the networks they favour.

16. Yourself
What are you an expert in? What do you
want to be known for?
Your company
As an individual, you can’t scale, but your
company can.
Your concept
If you want to grow your business, as
well as yourself as an expert in your
industry, then you need to build your
concept.
Your community
Your community is a group of people that
support you and your company.
Source: http://blog.rockthepost.com/?p=3524

18. • Key ingredient for business success still a product or
service that uniquely fulfils the needs of the end user.
• May result in negative comments from employees
about the company or potential legal consequences if
employees use these sites to view objectionable, illicit
or offensive material.
• With great power come great responsibilities. If it is
not utilized properly it may cause severe loss to your
business. Social media is a very sensitive tool.
• Pick up a wrong social media marketing strategy you
can end up damaging your brand image and reputation
in the market.

19. • Small mistakes are magnified in front of thousands of people.
• Worst case: People might not even care!
• Can be also recklessly used for hampering the reputation of the
organization as well.
• Building communities takes a lot of time and efforts – in a situation
where’s a growing social media (or more: Facebook) fatique kicking
in
• In the end: Where is your target audience?

20. Practically useful, surprising, and Content that inspires high-energy
interesting emotions far more likely to be
shared.
More likely
to be shared

21. Content with an Fame of the author
emotional tone
• Slightly more important
than content
Humour
• 62% of ads being aired by Fortune 500 companies, 60% of
viral ads were being generated by the smaller companies.
• “Humour was employed at near unanimous levels for all
viral advertisements. Consequently, this study identified
humour as the universal appeal for making content viral.”

22. Content with an Fame of the author
emotional tone
• Slightly more important
than content
Humour or Ridicule!
• 62% of ads being aired by Fortune 500 companies, 60% of
viral ads were being generated by the smaller companies.
• “Humour was employed at near unanimous levels for all
viral advertisements. Consequently, this study identified
humour as the universal appeal for making content viral.”

23. Content with an Fame of the author
emotional tone
• Slightly more important
than content
•
•
or
62% of ads being aired by Fortune 500 companies, 60% of
Humour
viral ads were being generated by the smaller companies.
“Humour was employed at near unanimous levels for all
viral advertisements. Consequently, this study identified
Ridicule!
humour as the universal appeal for making content viral.”

25. Viral video. Viral mistake. Viral opportunity?
Who’s seeing your content?
• If your content goes viral, find a way to harness this new audience.
Can there be too much of a good thing?
• Best-case opportunity can become worst-case scenario.
• Plan ahead and understand how your website can handle more visits.
Can your reputation stand the attention?
• If people have misconstrued or parodied your message, how do you
rectify?
How will you handle the unexpected?
• Unpredictable digital marketplace.
• A leaked video or telephone conversation can blow up into a PR disaster
(or opportunity).
• No one can control viral content.

27. • Know your story (elevator pitch)
• Have a simple PR kit
– Corporate background, product factsheet, executive
biographies
• Follow your competitors - allows you to see what they
are doing, as they do it, as well as keeps you up-to-date
on their progress, ideas, updates, and more!
• More than just Facebook “likes” or media clips - brand
must drive marketing value and not merely be seen.
• Have a plan – and if it is trial & error. Accept defeat at
certain points and move on.

28. • Forgetting to ask why people should actually care.
• Social isn’t the place for the hard sell or self-
promotion.
• You don’t have to be everywhere.
• You don’t have to keep up with the big brands. You
can’t. Accept it!
• Social Media isn’t “Free”, it takes a loooot of time
which may need for other things.
• Not knowing who and where your audience is.
• Not planning or having clear objectives. What do you
want to achieve?
• Not using the tools to analyze what you are doing.
• Keeping momentum beyond the first buzz.

29. Do’s Don’ts
Be a relationship builder and
Be inappropriate
show me that you care
Be respectful of others’
opinions even if you don’t Sell straight off
agree with them
Be on-brand and mindful of
the online footprint you’re Promote yourself
creating
Be a ‘giver’ and not only a
Use me
‘taker’
Be honest in all your business
Be impersonal or rude
dealings

30. • Take 5 minutes and define what you want to
be for your key stakeholders
• For each stakeholder group, think of
maximum 3 key messages!
• Practice and refine. Then do it again.
• If in doubt, you have questions or feel like
having a coffee or beer – call us!

32. PReciousSparks Cooperation Model
A structured programme designed for start-ups to address communication challenges to
achieve their communication and business objectives. Depending on the level of maturity and
growth stage, start-ups can be confronted by one or more of the following problems:
1. Media Mentions Stakeholder
2. Digital Engagement Credibility
(assessing the
3. Reputation Gap reputation gap)
A market misconception or image Stakeholders
misalignment exists for the brand Engagement
Low engagement levels of the brand
with its audience on the digital and One directional
social media platforms message delivery
(concise,
consistent,
The brand is not well received by the credible)
media with lower media coverage as
opposed to its immediate competitors.
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33. Consultation Framework
Freemium Initial Consultation Full Market Research
Free Tools on the Website Initial Background Analysis Competitive Analysis
Free Quick Help Kit on the Brief Message Structure Market & Customer Research
Website Quick Strategies & Tactics Industry Trend Analysis
Messaging Workshop Project Proposal Retainer Proposal
Full Research Presentation
Strategy and Tactics for Awareness Sustainable PR Yearly Plan
Message House Development
Campaign or Product Launch Key Deliverables Outlined
Proposed Initial Strategies
1. The freemium and consultation provides basic communication tool kit and
advice for start-ups as an initial stage of PRecious Sparks
2. Our research insights provide a guided approach in advising start up on a
systematic strategies and tactics with an initial project collaboration
3. The last stage concludes with an annual partnership with a detailed PR Plan for
quarterly performance reviews.
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35. Your Reputation is PRecious
Brand perceptions are
shifting as you read.
Customers are demanding a
more human approach to
communication.
Where are you?
Social media requires your
attention 24/7.
The media landscape is fast
changing and eroding.
We provide :
Communications Strategy | Traditional & Social Media Relations
Digital Engagement | Crisis Preparedness & Management
Internal Communications | Media Training
Analysis, Measurement, Research
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36. About PRecious Communications
International Communications Expertise with a Passion for Technology
• PRecious Communications is a young and energetic, yet strategic communications
and public relations consultancy serving B2C and B2B companies
• Our focus is on corporate communications, crisis management, public relations and
social media.
• It combines a clear business-oriented approach with a focus on measurable results
that tie directly into its clients’ overall communications objectives.
• The firm is run out of Singapore and serves clients throughout Asia Pacific.
• PRecious was officially started in early 2012 by Lars Voedisch, an experienced
global communications and business professional with 15 years expertise in
growing, managing and defending leading global brands’ reputation across industry
sectors.
Background & Expertise
• Combined work experience: AIESEC, AT&T, Australian Crime Commission, CA
Technologies, Chugai, Citi, Coca Cola, DBS, DHL, Dow Jones, EDS, Fidelity, FireEye,
Government of Singapore Investment Corporation (GIC), Honda, HP, Huawei, ING,
InMobi, JLL, Lend Lease, Lenovo, LG, Macquarie Bank, MEC, Motorola, Naturalis,
OpenNet, Palm, Panasonic, Porsche, Procter & Gamble, Sabic, Standard Chartered
Bank, Tata Communications, Telstra, TNS, Yahoo!, Yamaha, Venetian Macao,
VMware, Zardoze

37. About Us…
• Independent, boutique communications consultancy
• Based out of Singapore, at home in Asia and Europe
• Globally connected via affiliation with
+65 - 9170 2470 connect@preciouscomms.com
larsvoed Facebook.com/PReciousComms
229 Mountbatten Road Twitter.com/PReciousComms
#02-41 Mountbatten Square
Singapore 398007

38. PRecious Partners
Some of the brands PRecious Communications and our consultants have worked with