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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 ...
What’s a brand ?



        Your Brand   Your     Consumers
                     PODs


                            Their
...
What’s a branding ?


                   Brand Audit
                    Competitive            Brand
Target & Insight
   ...
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
     ...
Content : Why brand fail using
social media PR




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...
Content : Why brand succeed



             Plan Posting
             Schedule
Content : Why brand succeed



                     Connect
                     their
                     social
       ...
Content : Why brand succeed


            Monitor the links
            they shared
Content : Why brand succeed




                   Invest in
                   Content
                   Management
    ...
Content : Why brand succeed

                Analyze their web
                traffic through
                Google Anal...
Content : Why brand succeed




                   Aggregates all
                   their social
                   netwo...
Content : Why brand succeed



                      Search
                      Engine
                      Optimizatio...
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
                  ...
The lost art of online conversation




                    Deleting or
                    censoring
                    ...
The lost art of online conversation




                    Only 1
                    Administrator
                    f...
The lost art of online conversation




                 Bad Grammar
The lost art of online conversation




                   No monitoring
                   means
                   No fe...
Social Media Conversation :
Best practices




                        Always
                        experiment
         ...
Social Media Conversation :
Best practices




                        Be open ,
                        transparent
     ...
Social Media Conversation :
Best practices




                        Share
                        Your
                ...
Social Media Conversation :
Best practices



                        Be
                        Personal
                ...
Social Media Conversation :
Best practices




                        Contribute
                        in a
           ...
Social Media Conversation :
Best practices



                        See every
                        crisis and
       ...
Social Media Conversation :
Best practices




                        Be
                        pro-active,
            ...
Social Media Conversation :
Best practices



                        Realize
                        You can’t do
       ...
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...
Pitfalls to avoid when Building
Social Media Communities



                   Social media
                   platform no...
Pitfalls to avoid when Building
Social Media Communities



                  Failure to use
                  Targeting o...
Pitfalls to avoid when Building
Social Media Communities



                  No application on
                  Facebook...
Pitfalls to avoid when Building
Social Media Communities



                    No mobile web
                    version ...
Pitfalls to avoid when Building
Social Media Communities



                     No Facebook
                     Connect ...
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
...
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




                             ?
              Soc...
Mass Media vs Social Media ?


   Power : Pitching vs Engaging
   Power : Spinning vs Conversation
   Power : Report vs...
Mass Media or Social Media ?


   Are your reports/feature on Mass Media
    becoming Contents for Social Media?
   Are ...
Hybrid Strategy =
Mass Media + Social Media

   Pitch and Publish
   Market and Monitor
   Launch and Listen
   Sell a...
Questions and Answers
Local Media
Regional / International Media
Twitter Personality
Top Brand
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
Brand Communications via Social Media Public Relations
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.

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

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Transcript of "Brand Communications via Social Media Public Relations"

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