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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Transcript

  • 1. Brand Communications via Social Media PR Andrew Chow Founder, Table For Six Managing Director, IdeaMart (S) Pte Ltd
  • 2. Presented for :
  • 3. What’s a brand ?
  • 4. 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
  • 5. What’s a brand ? Your Brand Your Consumers PODs Their POPs PODs Competitors’ Brand
  • 6. 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
  • 7. Social Media PR = Brand Communications through Social Media When your brand meets everyone
  • 8. Social Media : Content, Conversation, Communities
  • 9. Content It’s not what you created, It’s what others have generated.
  • 10. Social Media : Content Original Co-created User-generated
  • 11. Social Media : Content Web 1.0 Web 2.0
  • 12. Content : Why brand fail using social media PR Indiscriminate Tagging
  • 13. Content : Why brand fail using social media PR Posting your Product onto Competitor’s Group or Fan Page
  • 14. 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
  • 15. Content : Why brand fail using social media PR Creating a Fan page without fans and no update
  • 16. Content : Why brand succeed Plan Posting Schedule
  • 17. Content : Why brand succeed Connect their social media platforms whenever possible
  • 18. Content : Why brand succeed Monitor the links they shared
  • 19. Content : Why brand succeed Invest in Content Management System
  • 20. Content : Why brand succeed Analyze their web traffic through Google Analytics
  • 21. Content : Why brand succeed Aggregates all their social networks and platforms
  • 22. Content : Why brand succeed Search Engine Optimization isn’t just for the Marketing Department
  • 23. Conversation It’s not about who is talking, It’s about who is listening
  • 24. Social Media : Conversation 1 to 1 1 to Few Many to Many
  • 25. The lost art of online conversation Excessive Broadcast
  • 26. The lost art of online conversation Fans not allowed to post on your blog or page
  • 27. The lost art of online conversation Deleting or censoring others’ comments
  • 28. The lost art of online conversation Only 1 Administrator for your Page / blog
  • 29. The lost art of online conversation Bad Grammar
  • 30. The lost art of online conversation No monitoring means No feedback
  • 31. Social Media Conversation : Best practices Always experiment with different platforms
  • 32. Social Media Conversation : Best practices Be open , transparent and honest
  • 33. Social Media Conversation : Best practices Share Your Content freely
  • 34. Social Media Conversation : Best practices Be Personal and act/speak like a person
  • 35. Social Media Conversation : Best practices Contribute in a meaningful way
  • 36. Social Media Conversation : Best practices See every crisis and criticism as a chance to communicate your brand further
  • 37. Social Media Conversation : Best practices Be pro-active, start now!
  • 38. Social Media Conversation : Best practices Realize You can’t do everything alone!
  • 39. Communities It’s not about who are following you but who you are following
  • 40. Social Media Communities : Knowing who’s who in your network
  • 41. Pitfalls to avoid when Building Social Media Communities Creating a personal profile using a company or brand name
  • 42. Pitfalls to avoid when Building Social Media Communities Social media platform not integrated with Other web strategies
  • 43. Pitfalls to avoid when Building Social Media Communities Failure to use Targeting option in FACEBOOK Advertising
  • 44. Pitfalls to avoid when Building Social Media Communities No application on Facebook pages or Iphone Apps to engage your fans
  • 45. Pitfalls to avoid when Building Social Media Communities No mobile web version for your site
  • 46. Pitfalls to avoid when Building Social Media Communities No Facebook Connect / OpenID Option to your portal
  • 47. Building your Brand Community : Social Networking Portal A little Case Study
  • 48. Building your Brand Community : Social Networking Portal A portal creates Original, Co-created & User-generated content
  • 49. Building your Brand Community : Social Networking Portal Brand Conversation are monitored more effectively
  • 50. Building your Brand Community : Social Networking Portal Enjoy steady Growth of Advocates
  • 51. Building your Brand Community : Social Networking Portal Activity feed shows the vibrancy of your brand community
  • 52. Building your Brand Community : Social Networking Portal Leverage on other social media platforms by “mass invite”
  • 53. Building your Brand Community : Social Networking Portal Brand Community grows when there is forging of friendship
  • 54. Building your Brand Community : Social Networking Portal Emergence of Gen Z: The social media-savvy generation
  • 55. Building your Brand Community : Social Networking Portal Your community will include the mass media and competitors too
  • 56. Power, Influence & Reach Mass Media ………………. Social Media Mass Media ? Social Media Mass Media Social Media
  • 57. 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
  • 58. 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?
  • 59. Hybrid Strategy = Mass Media + Social Media  Pitch and Publish  Market and Monitor  Launch and Listen  Sell and Share  Communicate and Collaborate
  • 60. Questions and Answers
  • 61. Local Media
  • 62. Regional / International Media
  • 63. Twitter Personality
  • 64. Top Brand