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
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
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...