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Social Media's Transformation in PR
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Social Media's Transformation in PR

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Presented to final year students @ Ngee Ann Poly (31/11/10)

Presented to final year students @ Ngee Ann Poly (31/11/10)

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  • At Text 100 we tell our clients’ stories through communications campaigns that support business objectives and lead to measurable outcomes. We measure our campaigns by their ability to influence our clients’ customers and prospects’ decisions. We’re the world’s biggest small agency and we like it that way. We operate as one global family where we’re all on the same side which means we naturally collaborate on your campaigns to share best practice. We want our clients to feel proud when they say Text 100 is their communications consultancy and we know we have to earn that by delivering great work. We also want our people to be proud and excited about being Text 100 Consultants (or Texties as we like to be known). That comes from doing exciting work with great brands and liberating the potential of every Textie across the globe. We hate bureaucracy and encourage an entrepreneurial and flexible way of working. We’re obsessed with flawless execution and measure KPIs against SOWs but we’re happy to swap things in and out as business and media agendas change for maximum ROI. We thrive on innovation and fresh campaign ideas which means our client work integrates creative tactics with the most innovative channels to deliver the best results that influence your customers’ decisions.
  • How many of you remember the time when press releases and media kits were hand delivered and couriered to the offices of publications?
  • How? Social media is extending the discipline’s reach across the business as sales, customer service, product development, etc.
  • Build a credible authentic brand Cultivate connections vs. stories Facilitate conversationsBecome a sharable content publisher Boost SEO (87% of all internet journeys start with a search)Advise on policy
  • Understanding of the audience is paramount. This is where PR excels
  • Sales – know prospects better, be in the right place at the right time (Bristol Meyers Squibb example from social media for sales deck)Customer service – better serving the most vocal customers, reducing customer service costs, let them learn from one anotherCIO community: http://cognizanti.cognizant.com/ (Text 100 client example – can get more information from that team)Product development – harnessing knowledge inside the company, bubbling up the best ideas from anywhere and any level(Best Buy’s Blue Shirt Nation: In much the same way, Best Buy's Blue Shirt Nation has evolved over the last few years as the company has added new features in response to user requests. The biggest lesson has been the unexpected results from the BSN experiment. Sales associates have provided unique viewpoints and expertise to executives, in-store experiences are changing as a result of the intel shared from employees on the floor, and the feedback loop is stronger than ever before. It didn't happen overnight, but it was built over time. )Partners and Channel - learn from one anotherHuman resources - empower employees, reach prospective employees
  • Wealth of personal info and user commentary in social mediaWe believe this adds up to – opportunities for building better and more relevant relationships with potential buyers…And, enabling sales to be in the right place at the right time with value the customer needs. Examples of insight that facilitates better relationship building might include: details on what prospects think about from a business/tech perspective, events they’re attending, what they think about Cisco and competitors, and even what they’re working on. There’s the adage about helping and not selling – we believe social media, properly utilized, will be an increasingly important asset to the salesforce to quickly, efficiently engage in targeted dialogue with prospects and not just push features and benefits through traditional channelsTo illustrate…BMS
  • Text 100 gets this. We’ve won accolades for our social media campaigns across the globe. We’ve also won praise from our industry for initiatives such as our global blogger surveys and pioneering work in the virtual world Second Life. But we don’t do it to for fame. We do it because our consultants understand how people make decisions. To this point, we’ve realized you can distil the often complex science of PR planning down to three basic questions:1. What are we selling?;2. Who do we sell it to?; and3. What channels influence these sales decisions?  If the answer to 3. is “social media channels”, then we’ll certainly emphasise blogs, social networks and forums in our PR programs. Similarly, if the answer is “traditional media”, then we’ll ensure that newspapers, magazines and television programs feature. And if the answer is “a round of golf” or “a glass of beer at the pub”, then we’ll be teeing off at noon - or pouring the first pint. And, as is more likely, the answer is “all of the above”, then we’ll tell our clients’ stories across a number of integrated channels.  
  • Text 100 gets this. We’ve won accolades for our social media campaigns across the globe. We’ve also won praise from our industry for initiatives such as our global blogger surveys and pioneering work in the virtual world Second Life. But we don’t do it to for fame. We do it because our consultants understand how people make decisions. To this point, we’ve realized you can distil the often complex science of PR planning down to three basic questions:1. What are we selling?;2. Who do we sell it to?; and3. What channels influence these sales decisions?  If the answer to 3. is “social media channels”, then we’ll certainly emphasise blogs, social networks and forums in our PR programs. Similarly, if the answer is “traditional media”, then we’ll ensure that newspapers, magazines and television programs feature. And if the answer is “a round of golf” or “a glass of beer at the pub”, then we’ll be teeing off at noon - or pouring the first pint. And, as is more likely, the answer is “all of the above”, then we’ll tell our clients’ stories across a number of integrated channels.  
  • Text 100 gets this. We’ve won accolades for our social media campaigns across the globe. We’ve also won praise from our industry for initiatives such as our global blogger surveys and pioneering work in the virtual world Second Life. But we don’t do it to for fame. We do it because our consultants understand how people make decisions. To this point, we’ve realized you can distil the often complex science of PR planning down to three basic questions:1. What are we selling?;2. Who do we sell it to?; and3. What channels influence these sales decisions?  If the answer to 3. is “social media channels”, then we’ll certainly emphasise blogs, social networks and forums in our PR programs. Similarly, if the answer is “traditional media”, then we’ll ensure that newspapers, magazines and television programs feature. And if the answer is “a round of golf” or “a glass of beer at the pub”, then we’ll be teeing off at noon - or pouring the first pint. And, as is more likely, the answer is “all of the above”, then we’ll tell our clients’ stories across a number of integrated channels.  
  • Search Market Soars, Google Top DogBy: Ben Burrowes, SingaporePublished: 11 hours 44 min agoCOMSCORE    SEARCH ENGINE MARKETING    RESEARCH FINDINGSGlobal search market resultsGoogle finishes on topEurope holds top share of searchersGlobal - comScore has released findings from a study of the global search market showing that online searches increased 41% this year, and that Google sites attracted significantly more searches than any other engine.According to the study, Google saw  76.7 billion searches conducted or 67.5% market share, while Yahoo! sites ranked second worldwide with 8.9 billion searches (7.8%). Perhaps the most interesting finding was that Chinese search engine Baidu finished a close third with 8 billion searches (7.0&).With Bing now on board, Microsoft sites saw a 41% increase in searches from July l2008. Most of the top search properties worldwide experienced significant growth in search query volume versus last year, with Russian search engine Yandex growing at the fastest rate (94%) among the top ten.Facebook was another site on the rise, growing 18%, and rounded out the top 10.The dynamics of search behavior varied considerably across different parts of the world. Among the five global regions, Europe accounted for the highest share of searches at 32.1%, followed by Asia Pacific at 30.8% and North America (22.1%).Notably, Latin America exhibited the heaviest search behavior per person with an average of 13 search usage days in July and 130 searches per searcher. Europe had the second highest overall search volume per person (117 searches per searcher) while North America exhibited the second heaviest frequency (12.5 search usage days per searcher).

Social Media's Transformation in PR Social Media's Transformation in PR Presentation Transcript

  • Social Media Transformation
    Jeremy Seow
    Associate Account Director
    Social Media Lead for Singapore
    In PR!
  • Text 100Fast Facts
    Global Boutique Agency
    Largest organically-grown global PR specialist
    28 offices 500 staff
    Big agency infrastructure, boutique agency service
    One company, one team
    We all work together as one team to execute global, regional or local campaigns taking a creative, innovative and flexible approach
    Passionate People
    Our teams have a deep passion for their client work no matter if you’re an industry titan or a nimble start-up
    Our internal pledge is to EXCITE our clients, your stakeholders and influencers, our colleagues and teams.
    Consistent Methodology
    Results-oriented programs built on business goals
    Focused on delivering clear value and ROI to our clients
    Consistent methodology and measurement
  • Text 100Singapore
    The Business
    • Established in 1998 with a strong heritage in the technology sector
    • Top 5 PR agency in Singapore, Text 100’s ASEAN HQ
    • Manage our established ASEAN partners out of Singapore
    Our People
    • A team of 22 consultants with local, regional and global experience
    • Experience in corporate, business to business, consumer communications and executing social media programs for clients including Nokia, Oracle, HBO and Symantec
  • Text 100Asia Pacific
    Gaming
    Social
    Entertainment
    Digital Lifestyle
    Brand Building
  • Impact of social media on communications
    5
    BIG IMPACT
  • You don’t deliver these any more.
  • Social media is changing the role of PR…
  • …and extending the discipline’s reach across the business
  • It’s no longer just about media relations!
    New skill sets
    are necessary for emerging PR Pros
  • This represents a MASSIVE OPPORTUNITYfor to PR facilitate the social media conversation
  • Understanding of the audience is paramount.
    This is where PR excels
  • Think Ahead:
    Social Media IMPACTS beyond communication.
  • For example: Social Media & Sales?
    Unparalleled insight into current and potential customers
    • Who’s relevant and where to focus sales resources
    • What they’re working on
    • Major technology challenges
    • Conferences they’re attending
    • What they’re reading and researching
    • Ways to identify new prospects
    • New channels to connect
    • How prospects feel about your company and competitors
    • Details to foster more personal engagements
    Showing your value at the right time, right place…
  • Fundamentalchanges
    Empowerment
    Trust
    More choices, louder voices
    We trustpeers,not institutions
    Society
    Technology
    Communities
    Fragmentation
    Business
    Building trust through conversations
    Bigger cake, thinner slices
  • Public relations: some things never change
    The need to create communications campaigns that supportbusiness objectives, driven by clearly defined strategies, and enabled by tactics that deliver measurable outcomes is as true today as it was 50 years ago.
  • Public relations: it’s still about influence
    Communications campaigns aren’t measured by the number of blog posts, twitter followers, Facebook fans, column centimetres or its ad-value equivalency. But by its ability to influence a decision.
  • Public relations: same game, new channels
    Traditional media, social media, roundtables, events, or cafes, are just some of the many places where we tell our clients’ stories.
  • Success is measurable
    Every PR dollar spent can be accounted for and demonstrate ROI
    Our measurement offerings enable our clients to make data-based judgmentsfor future spend
    Our offerings are scaled to meet different needs from share of voice to board-level dashboards
    Benchmark from the start
    Share of Voice
    Campaign effectiveness
    Optimization
    Corporate reputation
    “I need a quick metric to track impact”
    “I need to measure the impact of a one-time project”
    “I need to monitor an on-going campaign”
    “I need to report to the board”
    “I need to tie measurements to business goals”
    Re-surveyevery 6 months
  • Text 100’s social media approach
    Measure
    Listen
    Listening report
    Influencer / blogger identification
    Blog Mapping
    Daily, weekly, monthly monitoring
    Daily blog monitoring and counsel
    PROI Analysis
    Monthly / quarterly social media SOV analysis
    Engagement metrics
    Web analytics
    Proprietary measurement service
    Engage
    Prepare
    Social Media Release, newsroom
    Blogger events and relations program
    Corporate blog ghost writing
    Twitter feed creation and management
    Social network creation and management
    Viral video content
    Social media for sales engagement
    Widget / application / game development
    Social media skills audit
    Social media workshops
    New Era Crisis Communications
    Social media policy
    Engagement strategies
    Social Media for Sales strategy
  • The five truths of social media – a methodology
    20
  • 1.
    Understand that search is king
  • 2.
    Define your owned media
  • NXP Owned Media
    Twitter
    www.facebook.com
    .com
  • 3.
    Define where influence lies
  • NXP Owned Media
    Twitter
    www.facebook.com
    .com
  • 4.
    Establish social media ambassadors
  • NXP Owned Media
    Twitter
    www.facebook.com
    .com
  • 5.
    Drive conversations between social and owned media, social and social media, owned and owned media…
  • NXP Owned Media
    Twitter
    www.facebook.com
    .com
  • 3
    core benefits
  • Three core benefits
  • Three core benefits
  • Three core benefits
  • Immediate opportunities
    Assess your owned media properties to determine their social readiness
    Agree on a discreet business priority that has planned marketing support
    Define the social media landscape around this business priority
    Identify priority social media channels
    Identify and train ambassadors for channels ownership roles
    Build a goal-based marketing program that includes integrated social media activity through the defined channels, led by the ambassador
  • Key Takeaways
    No “one size fits all”
    Think global, act local, think local, act global
    Invest time to understand the local market
    Think outside the regular “PR” Box
    And...
  • Thank you.
    Questions? Contact: Jeremy Seow
    Phone: +65 9489 0125
    Email: jeremy.seow@text100.com.sg
    Twitter: www.twitter.com/jeremyseow
    Facebook: www.facebook.com/jemseow