Websg - The Needs and Wants of Social Media

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A sharing at websg meetup on 31 March 2010. Shared based on personal experiences as Blogger and at 24seven.

A sharing at websg meetup on 31 March 2010. Shared based on personal experiences as Blogger and at 24seven.

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  • Who are the people you have in your network? Who are your TA? Based on latest happenings, what are the opportunities out there? Any needs from the people that allows intervention of your product/service?How then can you use these opportunities to engage and reach out to your TA?Which platform is more suitable for this strategy?


  • 1. The Needs and Wants of Social Media
    “based on personal experiences as Blogger and at 24seven”
    For Websg.org Meetup
  • 2. The things PR vs Marketing do in social media…
    For Websg.org Meetup
  • 3. Social media to PR agencies…
    Invitation to media events
    Hold blogger events
    Sending press release to bloggers
    Wine and dine with bloggers
    Loan units for trial and review
    Hope for (expect) write-up on blog
    Find opportunities to seed product for trial and review
    For Websg.org Meetup
  • 4. Social media to advertising agencies…
    Banner buys
    Advertorial in blogs
    Pay bloggers to write
    Using bloggers and their presence to increase traffic to site
    Wants to control what is written
    Sees only the numbers
    Wants to do what PR is doing but sucks at it.
    For Websg.org Meetup
  • 5. Due to lack of internal communication,
    Leads to duplicate of effort and clash of interests
    For Websg.org Meetup
  • 6. For Websg.org Meetup
    The things they want…
    Most of these examples comes from media / interactive agencies
  • 7. They say…
    “Everyone’s talking about it! I want to do it!”
    Give me bloggers!
    I want a Facebook group
    Give me Twitter too!
    What do you want them to do?
    What do you want the bloggers to do?
    Erm… …
    For Websg.org Meetup
  • 8. They say…
    “I want bloggers to write positive things about us.”
    I’m paying to engage them. They cannot write negative things about my company or product.
    No! I don’t want it to be labeled as <ADV>
    I’m paying. So I’ve the right to.
    Let’s do an advertorial campaign instead of an engagement.
    But its only right to disclose. And we do not encourage control over what the bloggers write.
    Erm… … (you’re paying us for our service, not paying the bloggers to write only the positives.)
    For Websg.org Meetup
  • 9. They say…
    “Give me the traffic. I want to hit 500k impressions.”
    Tell me the impressions I’ll be getting for this investment… I want a lot of traffic…
    I want to know how many impressions my Twitter is getting…
    Give me the statistics report.
    It’s not just about the number of impressions…
    Don’t you want to know what others are saying about you instead?
    We can’t track impressions on Twitter. It doesn’t make sense…
    For Websg.org Meetup
  • 10. They say…
    “Social media is free, you can do with this (tiny) budget.”
    For Websg.org Meetup
  • 11. The things that take time to understand…
    For Websg.org Meetup
  • 12. What is social media?
    Media (Then)
    Personal: Letter, Phone, Email, IM
    Mainstream: Newspaper, TV, Radio, Outdoor
    Media (Now)
    Personal + Mainstream
    (Converging? OR Converged?)
    For Websg.org Meetup
  • 13. Hardware Vs Heartware
    For Websg.org Meetup
  • 14. Long-tail of Social Media
    Traditional Media
    E.g. Content on Print
    Online Media
    E.g. Content on Blog
    For Websg.org Meetup
  • 15. Advantage of Continuity
    Ideal growth
    Campaign A
    Campaign B
    Campaign C
    Campaign D
    Short term goal with
    One-off campaign
    Long term goal with
    Multiple campaigns
    For Websg.org Meetup
  • 16. Content Distribution
    Content Package 1
    (Press Release, Photos, Videos, Reviews, Product specifications etc)
    For Websg.org Meetup
  • 17. Content Distribution
    Content Package 1
    Content Package 3
    Content Package 2
    Content Package 4
    Channels to Broadcast
    For Websg.org Meetup
  • 18. The things they should be focusing…
    For Websg.org Meetup
  • 19. Strategies instead of tools…
    From Groundswell: Winning in a World Transformed by Social Technologies (2008)
    For Websg.org Meetup
  • 20. Social media is about…
    Willingness to take risk
    Being real (and transparent)
    Getting involve
    Communicating (in both ways)
    Taking time (not a quick way out)
    Opportunity for audience to see
    For Websg.org Meetup
  • 21. Be daring and experiment!
    but first… learn to listen…
    For Websg.org Meetup
  • 22. Less control
    Track and Evaluate
    and Review
    Listen and Strategize
    More control
    For Websg.org Meetup
  • 23. Some things you can make it good in social media…
    Make it a conversation
    Offer value
    Offer variety and options
    Gives exclusivity to evangelists
    Recognise and reward fans
    For Websg.org Meetup
  • 24. One final quote…
    “by yours truly…” *ahem*
    For Websg.org Meetup
  • 25. “People say Content is King,
    But (I think) Network is your Kingdom.”
    Without the network (and people), your content remains in your castle.
    For Websg.org Meetup
    We Rule Rocks!
    (Something like that lah!)
    Claudia Lim
    24seven Communications
    Find us at http://24seven.com.sg
    Blog: claudia.sg Mail: claudia.lim@24seven.sg