Brand Communications via Social Media Public Relations
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Brand Communications via Social Media Public Relations

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This is a presentation done for Strategic Online PR and Media Relations Conference in Singapore from 23-25 Aug 2010, organised by TUN International. ...

This is a presentation done for Strategic Online PR and Media Relations Conference in Singapore from 23-25 Aug 2010, organised by TUN International.

It is presented by Andrew Chow (www.andrewchow.sg)

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    Brand Communications via Social Media Public Relations Brand Communications via Social Media Public Relations Presentation Transcript

    • Brand Communications via Social Media PR Andrew Chow Founder, Table For Six Managing Director, IdeaMart (S) Pte Ltd
    • Presented for :
    • What’s a brand ?
    • Outline  Introduction: Brand, Branding & Social Media PR  Content: Management of information on different platforms  Conversation: Social Media PR best practices  Community: The importance of creating social networking portals for online PR  Power, Influence and Reach: Mass Media vs Social Media
    • What’s a brand ? Your Brand Your Consumers PODs Their POPs PODs Competitors’ Brand
    • What’s a branding ? Brand Audit Competitive Brand Target & Insight Assessment Inventory Points of Parity and Difference Brand Strategy Equity Positioning Personality Pyramid Objectives & Metrics Brand Execution Brand Communications Brand Elements Strategy Architecture Brand Experience Map
    • Social Media PR = Brand Communications through Social Media When your brand meets everyone
    • Social Media : Content, Conversation, Communities
    • Content It’s not what you created, It’s what others have generated.
    • Social Media : Content Original Co-created User-generated
    • Social Media : Content Web 1.0 Web 2.0
    • Content : Why brand fail using social media PR Indiscriminate Tagging
    • Content : Why brand fail using social media PR Posting your Product onto Competitor’s Group or Fan Page
    • Content : Why brand fail using social media PR www.pholan.com www.pholan.com www.pholan.com Over Crowding Your Pictures with Only Your URL www.pholan.com www.pholan.com www.pholan.com www.pholan.com www.pholan.com www.pholan.com
    • Content : Why brand fail using social media PR Creating a Fan page without fans and no update
    • Content : Why brand succeed Plan Posting Schedule
    • Content : Why brand succeed Connect their social media platforms whenever possible
    • Content : Why brand succeed Monitor the links they shared
    • Content : Why brand succeed Invest in Content Management System
    • Content : Why brand succeed Analyze their web traffic through Google Analytics
    • Content : Why brand succeed Aggregates all their social networks and platforms
    • Content : Why brand succeed Search Engine Optimization isn’t just for the Marketing Department
    • Conversation It’s not about who is talking, It’s about who is listening
    • Social Media : Conversation 1 to 1 1 to Few Many to Many
    • The lost art of online conversation Excessive Broadcast
    • The lost art of online conversation Fans not allowed to post on your blog or page
    • The lost art of online conversation Deleting or censoring others’ comments
    • The lost art of online conversation Only 1 Administrator for your Page / blog
    • The lost art of online conversation Bad Grammar
    • The lost art of online conversation No monitoring means No feedback
    • Social Media Conversation : Best practices Always experiment with different platforms
    • Social Media Conversation : Best practices Be open , transparent and honest
    • Social Media Conversation : Best practices Share Your Content freely
    • Social Media Conversation : Best practices Be Personal and act/speak like a person
    • Social Media Conversation : Best practices Contribute in a meaningful way
    • Social Media Conversation : Best practices See every crisis and criticism as a chance to communicate your brand further
    • Social Media Conversation : Best practices Be pro-active, start now!
    • Social Media Conversation : Best practices Realize You can’t do everything alone!
    • Communities It’s not about who are following you but who you are following
    • Social Media Communities : Knowing who’s who in your network
    • Pitfalls to avoid when Building Social Media Communities Creating a personal profile using a company or brand name
    • Pitfalls to avoid when Building Social Media Communities Social media platform not integrated with Other web strategies
    • Pitfalls to avoid when Building Social Media Communities Failure to use Targeting option in FACEBOOK Advertising
    • Pitfalls to avoid when Building Social Media Communities No application on Facebook pages or Iphone Apps to engage your fans
    • Pitfalls to avoid when Building Social Media Communities No mobile web version for your site
    • Pitfalls to avoid when Building Social Media Communities No Facebook Connect / OpenID Option to your portal
    • Building your Brand Community : Social Networking Portal A little Case Study
    • Building your Brand Community : Social Networking Portal A portal creates Original, Co-created & User-generated content
    • Building your Brand Community : Social Networking Portal Brand Conversation are monitored more effectively
    • Building your Brand Community : Social Networking Portal Enjoy steady Growth of Advocates
    • Building your Brand Community : Social Networking Portal Activity feed shows the vibrancy of your brand community
    • Building your Brand Community : Social Networking Portal Leverage on other social media platforms by “mass invite”
    • Building your Brand Community : Social Networking Portal Brand Community grows when there is forging of friendship
    • Building your Brand Community : Social Networking Portal Emergence of Gen Z: The social media-savvy generation
    • Building your Brand Community : Social Networking Portal Your community will include the mass media and competitors too
    • Power, Influence & Reach Mass Media ………………. Social Media Mass Media ? Social Media Mass Media Social Media
    • Mass Media vs Social Media ?  Power : Pitching vs Engaging  Power : Spinning vs Conversation  Power : Report vs Sharing  Influence : Press Conference vs Social Networking  Influence : Authority vs Authencity  Reach : News vs Content  Reach : Circulation vs Communities
    • Mass Media or Social Media ?  Are your reports/feature on Mass Media becoming Contents for Social Media?  Are you sound bites/comments from Mass Media sparks off conversation in Social Media?  Journalists are looking for scoop on social media, are they part of your community?
    • Hybrid Strategy = Mass Media + Social Media  Pitch and Publish  Market and Monitor  Launch and Listen  Sell and Share  Communicate and Collaborate
    • Questions and Answers
    • Local Media
    • Regional / International Media
    • Twitter Personality
    • Top Brand