• Save
Social Media For PR
Upcoming SlideShare
Loading in...5
×
 

Social Media For PR

on

  • 2,949 views

Social media examples from brands and organizations in Singapore, Malaysia, the Philippines and around Southeast Asia

Social media examples from brands and organizations in Singapore, Malaysia, the Philippines and around Southeast Asia

Statistics

Views

Total Views
2,949
Views on SlideShare
2,930
Embed Views
19

Actions

Likes
18
Downloads
26
Comments
2

3 Embeds 19

http://www.slideshare.net 17
http://www.lmodules.com 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Brian Solis: the culmination of a year’s work documenting and organizing the social web by usage and conversational patterns
  • Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
  • What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.
  • Why PR pros are well-positioned with social media-Experience with EARNED MEDIA; you're all about the interaction- PR is the area of communication most experienced with advocacyYou're used to responding to issues in real-timeYou would not be here if you didn't know how to craft a message (read: create content)shift your mindset from social media to social strategy
  • Responsiveness on TwitterInvolving customers in naming their new planes
  • http://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSSP40359020090204
  • How does this change the PR professional’s role? Not writing the message but defining strategy, providing guidance and reviewing impact. It’s about harnessing/crowdsourcing, rather than producing.http://indium.com/blogs/
  • Starhub activated customer engagement on Facebook through an on-going contest, “The Great Singapore Treasure Hunt” Winners announced weekly Custom tabs provide information on current challenges, winners and video produced by the brand and by fansLaunched in August 200926,000 fans to-date
  • http://socialmediab2b.com/2010/02/b2b-social-media-getting-started/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+SocialMediaB2b+(Social+Media+B2B)
  • It’s natural: Natural links (in contrast with ads) help your website be exposed to large groups of people in a spontaneous fashion.It’s defensible: Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. It’s low-cost/high returns: The benefits will often exceed the cost. It complements other efforts: Social interactions actually help improve other methods of getting traffic to your website.
  • http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales

Social Media For PR Social Media For PR Presentation Transcript

  • Social Media as a PR Tool
    Presented by
    Timi Siytangco
    Associate Director
    Syndacast
    25 February 2010
  • Today’s Agenda
    Part 1: The Lay of the Land
    An overview of social media tools and the new media influencers
    Part 2: Examples from Brands and Organizations
    Examples of how brands and organizations use social media for PR programs
    Part 3: Joining The Fray
    The importance of listening, ways to measure the effort, and tips for getting started
  • Part 1: The Lay of the LandWherein we find that there is a natural affinity between social media and PR
  • The Web is becoming more fragmented by the day
    1,000,000,000,000 unique URLs in Google’s index
    100,000,000 videos on YouTube
    Second largest search engine in the world
    200,000,000 active blogs
    54% post or tweet daily
    1,500,000 pieces of content shared on Facebook daily
    By 400,000,000 active monthly users
  • FACT: Content is still king
  • FACT: Companies are seeing the value in earned media
    80% use at least one of the top social media platforms to engage with stakeholders
    In Asia-Pacific, companies are more likely to use corporate blogs more than other forms of social media
    1,489 followers in the average corporate Twitter account
    40,884 fans on the average Facebook Page
    Source:Burson-Marsteller
  • FACT: The new media influencers are … us!
    Source: Forrester Research
  • Michael Roberts
    Vanity Fair
    BryanBoy
    BryanBoy.com
    Anna Wintour
    Vogue
    Sally Singer
    Vogue
    Suzy Menkes
    International Herald Tribune
    Source: Financial Times, November 14/15 2009
  • BryanBoy.com
    215,000 visitors per day
    16k Twitter followers
    British Vogue
    200,000 copies sold per month
    19k Twitter followers
    Observations for PR:
    • The job is still media relations
    • It’s not about ditching traditional media – the strong brands will always remain huge influencers
    • But, the number of influencers has grown, and we need to be on top of it
  • Part 2: ExamplesWherein we view and review how other brands and businesses are socializing
  • social
    media
    social
    strategy
    social media
  • Air Asia: Social Media Drives Online Sales
    “1 Million Free Seats”
    402,222 seats sold in the first 24 hours
    The success of the campaign is attributed to the power of our blog and social network platform.
    Kathleen Tan
    Regional Head of Commercial
    • 40% of posts are from customers and other guest bloggers
  • Ibis Hotel Singapore: PayWhatYouWant.com.sg
    PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times
    Talked about on CNN, MSNBC, CNBC, WSJ, Yahoo!
    Ibis had 100% occupancy on opening day
  • Lenovo Singapore: Authentic and Real-Time
    One-on-one engagement with customers
    Brand representative shares local and global brand news
  • DBS Dialogues: Advocating Entrepreneurship
    Social media outposts drive traffic to DBS Dialogues, a microsite with resources for entrepreneurs
    Online activity delivered majority of leads
    Supported with targeted paid media
  • Indium: Blogging for thought leadership and search engine visibility
    • Product: Soldering materials and electronics assembly equipment
    • 10 employees blogging about a variety of technical topics, from interface materials to semiconductor packaging
    • YouTube channel hosts corporate and educational videos
    Rick Short, Indium’s Marketing Director, says their employee blogs position them as a thought leader, reach prospective customers, and most importantly make them visible in search engines and social media
  • The Great Singapore Treasure HuntWhat’s the value of a Facebook fan?
    • Singapore’s largest Facebook Page: 25,000 fans in three week
    • 500,000 views
    • 340 user-generated films
    • 1,000 comment postings within 15 minutes of each hunt
    • 800 people participated in the finale to win the grand prize
    Then what?
  • Part 3: Joining The FrayWherein we discuss how to get started
  • 6 Steps to Getting Started in Social Media
    Define your social media goals
    It also helps to have: A champion inside the client organization
    Find your audience
    Develop a content strategy
    Quick Win: Set existing content free!
    Don’t forget search
    Establish a digital footprint
    Be prepared for: Real-time interaction
    Measure results (see Step 1)
  • Get into the Habit of Listening
    Clear benefits for traditional PR and Corp Communications
    Helps other activity that PR may also own
    • Brand equity
    • Crisis communications
    • Corporate responsibility
    All communications should guided by PR anyway
    Source: Brandtology
  • What social metrics are organizations monitoring and measuring?
  • Measuring Social Media Using the Action Funnel
    Action Funnel
    Channel: Corporate Blog
    Measurement
    Objective: Lead Generation
    Source: Social Media B2B
  • Quick Win: Make Existing Content Work Harder for You
    Source: Syndacast.com
  • Skill up!
  • The more things change, the more they stay the same.
  • About Syndacast
  • Syndacast Offerings
    Social Media Press Releases
    1
    A proprietary social media and syndication marketing platform, providing a wide range of products that include Digital PR, Video Syndication and Social Media Marketing at the press of a button.
    Online Video Marketing
    2
    Social Media Advertising
    4
    Blog Marketing
    5
  • Some of Our Clients
  • Syndacast PR: A best-of-breed syndication solution for brands in Asia-Pacific
    Covers 107 global online newswires
    Coverage beyond US newswires:
    197 video sharing sites – including top video sites in China and Korea
    100’s of article sites
    50 podcast directories
    35 whitepaper and document-sharing sites
    Support of Asian languages in development – Thai now available!
    Syndacast actively educates and recruits online publishers in Southeast Asia to increase local exposure of your PR
    A campaign managerwith in-market experience provides planning and editorial support, setup, reporting and screenshots
    Track results with an online dashboard
    Reach both global newswires…
    …and top sites in Asia.
    Publisher road show, Southeast Asia, Nov-Dec 2009
    Online dashboard in beta now
  • Contact Us
    Timi SiytangcoAssociate Director
    Syndacast  3 Phillip Street #12-04 Commerce Point Singapore 048581Phone: +65 6518 1683Mobile: +65 9699 3474Email: timi.s@syndacast.comTwitter: @timisiytangco
    www.syndacast.com