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Websg - The Needs and Wants of Social Media
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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?
  • Transcript

    • 1. The Needs and Wants of Social Media
      “based on personal experiences as Blogger and at 24seven”
      For Meetup
    • 2. The things PR vs Marketing do in social media…
      For 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 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 Meetup
    • 5. Due to lack of internal communication,
      Leads to duplicate of effort and clash of interests
      For Meetup
    • 6. For 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 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 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 Meetup
    • 10. They say…
      “Social media is free, you can do with this (tiny) budget.”
      For Meetup
    • 11. The things that take time to understand…
      For 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 Meetup
    • 13. Hardware Vs Heartware
      For Meetup
    • 14. Long-tail of Social Media
      Traditional Media
      E.g. Content on Print
      Online Media
      E.g. Content on Blog
      For 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 Meetup
    • 16. Content Distribution
      Content Package 1
      (Press Release, Photos, Videos, Reviews, Product specifications etc)
      For Meetup
    • 17. Content Distribution
      Content Package 1
      Content Package 3
      Content Package 2
      Content Package 4
      Channels to Broadcast
      For Meetup
    • 18. The things they should be focusing…
      For Meetup
    • 19. Strategies instead of tools…
      From Groundswell: Winning in a World Transformed by Social Technologies (2008)
      For 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 Meetup
    • 21. Be daring and experiment!
      but first… learn to listen…
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    • 22. Less control
      Track and Evaluate
      and Review
      Listen and Strategize
      More control
      For 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 Meetup
    • 24. One final quote…
      “by yours truly…” *ahem*
      For 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 Meetup
      We Rule Rocks!
      (Something like that lah!)
      Claudia Lim
      24seven Communications
      Find us at
      Blog: Mail: