Integrating New & Traditional Media Relations Strategies to Strengthen Corporate Reputation Evelyn Lee Regional Account Director The Hoffman Agency Asia Pacific
10 signs that things are changing 1 2 3 I spent more time on Twitter, Facebook and Flickr yesterday than I did on e-mail. It’s easier to put my message on M&Ms than it is to get it in an A-list blog. Two women raised over $6,000 in one day Twittering about frozen peas. 4 5 $0 budget YouTube videos about Barack Obama were seen 120 times compared to Hilary Clinton’s “largest town hall meeting in US history”, which cost millions. IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad. 6 7 8 A start-up company got 100 great marketing ideas for free from Twitter. We no longer search for the news, the news finds us. If Facebook were a country, it would be the world’s 3rd largest after China and India. 9 10 Google has replaced the thesaurus, the encyclopedia, the dictionary and my short-term memory. Measurement of social media campaigns and impact to brand is so much easier than traditional PR.
Social networking continues to engage and capture audiences globally More than 770m people worldwide visited a social networking site in July 2009, an 18% increase from the previous year Social media reached nearly 70% of the total global online audience, ranking as one of the most popular destinations on the Web
Penetration of social networking sites By market
Hong Kong’s social media scene Over half >50% 45% of Web users have a social media profile of active Internet users have read a blog of Hong Kong’s youth read and participate in online forums and discussion groups 93% 25 number of hours an average user spends online each month of Internet users rely strongly on WOM
China’s social media scene 46% BBS of Chinese netizens access the Internet by mobile phone is the heart of China’s social media, with over 100 million netizens using the online forum Music, video, online games three biggest Internet apps in China >95m 124m SNS users in 2009 rural netizens and growing
China’s digital media landscape is dominated by local players Local players appeal to domestic users Government censorship
Popular social media tools in China Source: Web2Asia’s “Chinese Online Social Networks”
What they are using Social Networking Sites (SNS) RenRen (formerly Xiaonei)copied the Facebook model: it started with students and has since opened to all Kaixin001attracted white-collar office workers by focusing on fun, addictive social games Qzonegained young teens and rural users via cross-promotional traffic from QQ Messenger 51.comstarted strong in lower tier cities, but growth has since slowed Source: CNNIC’s 24th Statistical Report (June 2009)
Hoffman’s philosophy behind social media Pragmatic Campaigns blend social media with traditional communication tactics Never-ending process to refine the program Keep an eye on the prize: Building the client’s name and brand in the virtual world Social media is a means to enhance a client’s online presence Other elements that come into play include content creation, search engine optimization (SEO), analytics and engagement
Philosophy behind social media 3 types of media at the macro level Earned Media Paid Media Typically advertising not our domain, although we get involved in Google AdWords Owned Media Company web site, social network platform, etc. We believe the more niche your market space, the greater the emphasis should be on “owned” media.
Redefining an influencer Social Media Traditional Jonathan Sin Blogs Online Communities
Philosophy behind social media Define success Traffic to the web site “Air cover” for sales Market perception Deeper relationships with customers Employee morale Push down negative content in search results Thought leadership Etc.
Philosophy behind social media Requires different communications mindset ACTION RISK? People will say bad things People will say good things Y Y Y People won’t give a darn
Social media participation = credible counsel 4:28 p.m.
Social media participation = credible counsel From: Lou Hoffman [mailto:email@example.com] Sent: Wednesday, March 03, 2010 5:06 PMTo: Pletka, Ryan J.Cc: Lori Shen (Tokunaga); Minter, George A.Subject: Question Ryan, Alex Madrigal is writing a book on energy and also contributes to Wired Magazine. He posed the following question on Twitter today – Does anyone have an estimate for what the total BTU contribution of passive solar designs (U.S.) has been in the last 30 years? Does this number exist or do we have a logical way of ballparking it? Feel like it could be a door opener to an A+ influencer (but not the type of thing that warrants a chunk of time). Thanks. Lou
Social media participation = credible counsel From: Pletka, Ryan J. Sent: Wednesday, March 03, 2010 5:16 PMTo: Lou Hoffman; Pietruszkiewicz, JonCc: Lori Shen (Tokunaga); Minter, George A.Subject: RE: Question I am not aware of a good data source. Jon might be able to pontificate on this.
Regards, Ryan Ryan PletkaBlack & Veatch 650 California, Fifth Floor San Francisco, CA 94108 USA 1-415-693-9552 x14 http://www.bv.com/renewables From: Pietruszkiewicz, Jon [JonP@bv.com]Sent: Wednesday, March 03, 2010 5:21 PMTo: Pletka, Ryan J.; Lou HoffmanCc: Lori Shen (Tokuanga); Minter, George A.Subject: RE: Question Unfortunately, I don't think anyone has a handle on this. Either passive designs implemented or average savings of a passive design. Average savings you might be able to take a shot at, but number of passive designs, I don't think there is anyone who has thought about this. Most passive design features are not even implemented as a "passive design", so that is part of the problem.
Jon Pietruszkiewicz, PE Renewable Energy and Energy Efficiency Project Manager Black and Veatch Office 1-415-693-9552 x 17 Cell 916-532-5188 JonP@BV.com
9:06 a.m. 6:20 p.m. 8:53 a.m. Social media participation = credible counsel
Social media campaign case study Black & Veatch Electric Utility Survey Black & Veatch conducted the survey for three years with zero public traction Company wanted to leverage investment in survey as a vehicle for thought leadership Campaign integrated social media with traditional PR tactics
Social media campaign case study Black & Veatch Electric Utility Survey We mined the “GOLD” from the 93-page survey…
Social media campaign case study Black & Veatch Electric Utility Survey … and created a microsite culling content with strongest mass appeal
Social media campaign case study Black & Veatch Electric Utility Survey Survey Microsite Tuned for SEO Conducted a trending search online to determine the most popular keyword (energy vs. electric vs. power); based on the outcome, implemented the most popular (energy) throughout the text, within the URL and in meta tags Used descriptive alt tags on the site’s chart images to drive more traffic based on specific keyword searches Added hyperlinks to the press release on keywords for backlinks during syndication
Social media campaign case study Black & Veatch Electric Utility Survey Coverage ranged from The New York Times …
Social media campaign case study Black & Veatch Electric Utility Survey … to CNET
Social media campaign case study Black & Veatch Electric Utility Survey … and ZDNet
Social media campaign case study Black & Veatch Electric Utility Survey Generated 200+ pieces of coverage (and counting)with limited interviews 4 interviews The power of syndication and viral effect
Social media campaign case study Black & Veatch Electric Utility Survey Fortified microsite as an online destination (Evergreen) Thanks partly to 100+ backlinks
Social media campaign case study Black & Veatch Electric Utility Survey Fortified microsite as an online destination (Evergreen) And thanks partly to Wikipedia visibility
Social media campaign case study Black & Veatch Electric Utility Survey Now dominate “electric utility survey” searches (Similar study from PriceWaterhouse nowhere to be found)
Google’s social media engagement Marrying the art of storytelling with the art of conversation
Google’s social media engagement Marrying the art of storytelling with the art of conversation Google Street View Launch in Hong Kong
Google Street View launch in Hong Kong Implementation Traditional PR Press launch event at a historical heritage building Invited top-tier newswires, business, lifestyle, IT, dailies and marketing trade media Debut of Street View Pegman and live demos with engineers to enrich the total Street View experience Digital Media
Facebook, Twitter, and blogger outreach managed by agency
Active engagement in online social media groups such as Google Guru Group and HK Bloggers Group
Google Street View launch in Hong Kong Blogs
Google Street View launch in Hong Kong Social networking sites
Google Street View launch in Hong Kong Online videos
Google Street View launch in Hong Kong Print media
Google Street View launch in Hong Kong Coverage results
Google Hong Kong blogger engagement Community outreach
Google Hong Kong blogger engagement DedicatedBloggerEvents ExclusivePreviewMeetings VIPGuests
Google Hong Kong blogger engagement “Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.” Marie Yuen, Blogger, Marieyuen.blogspot.com “Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” Jansen Lu, Blogger, Jan’s Tech Blog
Also remember Social media drives traditional press. Traditional press drives social media. It may not always be appropriate to use EVERY kind of social media. There is no point to a Twitter that is not “twittering”, a Facebook with no “faces” or a blog with no blog posts. Don’t just use social media. Ensure there is “real-life” contact.
User-generated content Identify Sources to Monitor Daily Monitoring Positive, Neutral or Negative No Influence Capture in Database Repeat Offender Source has Influence Activity stops Engage Positive Negative CommunicatePR Resource Issue Resolved Communicate Issue Not Resolved Yes No Determine if More Engagement is Needed
Considerations for companies before diving in Monitor your own and your competitors’ social media presence Get senior management buy-in Develop the right organizational hierarchy to be responsible for social media Set measurable goals before developing a social media strategy Develop a social media policy Participate in the conversations Be ready for the good times as well as the bad
Evelyn Lee Regional Account DirectorThe Hoffman Agency Asia PacificE-mail: firstname.lastname@example.org www.hoffman.com