0
1Day Three: Social Media & PR
2Learning Objectives1.To learn about a variety of social mediatools to help us listen, connect, add valueand measure.2.To ...
39am – 10.15 am MODULE 1 ● Key Trends in Social Media10.15am – 10.30am Coffee break10.30am – 11.30am MODULE 2 ● Twitter11....
4Module 1:Key Trends inSocial Media
5Twitter in action: Plane crash!http://www.youtube.com/watch?v=imDFSnklB0k
6
7From Twitter to Front page
8Lessons• 1-PERSON: A single person with a smartphonecan make a huge impact globally• 2-WAY: Some characteristics of socia...
9Costa Concordia
10"In a short period of time the Concordia ship will pass very close. A big greeting tomy brother who finally gets to have...
11Hero vs Villain
12It’s not the tools or thetechnology, it’s the story
13The Internet circa 1993
14Internet in 2013
15The Old Media World
16The New Media WorldInvestorsCustomersProspectsAnalystsPartnersEmployeesCommunityPressMESSAGESMESSAGESCompetitors
17
18
19
20Newsmakers have gone social
21Celebs have reach + influenceTwitter:@LisaSurihani : 1,330,164 Followers@Shaheizy_Sam : 1,039,639 FollowersFacebook Fan ...
22Cambodia VietnamHo Ngoc Ha: >500,000 FB FansOuk Sokun Kanha: >159,000 FB FansSource: Socialbakers.com
23Reporters use social media
241: Being transparent matters
25Denials despite online evidenceDENIAL
26ADMISSIO
272: Be ready to act fastOld pic posted as new
283: Get ahead of a crisisKFC posts Facebook updatesafter video goes viral
29KFC statementsFeb 7, 2012 Feb 9, 2012Feb 8, 2012
304: Do the right thing!
315: Appoint professionals
32Local crisis Foreign crisis“I want my life back!”
33Media diet has changed
34*Mobile penetration: 141.6% **Internet penetration: 60.7%Force 1: Rise of access*Source: Malaysia, Q4, 2012, MCMC **Inte...
35Force 2: Media fragmentationOpinion forming elite• One-way, one-to-many• Sole or few sourcesdictating schedules andheadl...
36Force 3: Diverse media optionsThenWord-of-mouthPrint: eg. news, direct mail,newsletters, magazinesBroadcast: TV, radioAd...
37
3838One definition: It’s anumbrella term that definesthe various activities thatintegrate technology,social interaction, a...
39…it’s people connecting online
40What is social networkingand social media?• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc...
41
42Where Is Everyone?F. L. Y. T. B. G.
43Why social media?• 1.11b active users*• Malaysia: >13.6 million**• 225m active users• Malaysia: >1.162m• 1b unique users...
44EXERCISE:Old media vs new mediaDECK OF CARDS:Separate the characteristics ofold media versus new media
45Can we ignoresocial media?
46There will be consequences…
471. You wont know what peopleare saying about youThe conversation is taking place anyway.You can choose to participate or...
482. You wont know whats going onListening in to conversations on Facebook, Twitter and theblogosphere is like having a f...
493. No one knows the real you• Someone may already be squatting on your brand andspewing false corporate messages• If you...
504. When you need a voice, youwont have any credibility• Typically, organizations only think of a blog or aTwitter accoun...
515. Youre giving away acompetitive advantage• Whether you are listeningor not, chances are yourcompetition is monitoringw...
52“Fish where the fish are!”Users are spend more time insocial networks rather thanportals or destination sites.Reach mo...
53
544-step social media guidanceStep 1: ListenWhat are peoplesaying about yourbrand online?Who’s saying what?Who comments...
55Make friends – one ata timeParticipate inconversations and findyour voiceObserve commentsand reactions, if anyDo not...
562/3 of the economy now influenced bypersonal recommendations – McKinsey&Co
57Step 3: Add valueFind unique andgenuine ways to reachout to help.Bring authority andcredibility to theconversation.Do...
58Step 4: MeasureTrack pageviews, uniquevisitors, downloads,embeds, subscribers,followers, fansCost savings, sales andca...
59Key trends in socialnetworks in 2013• Mobile first• Visual: Rise of video, photos• Humanizing the experience wins• ROI: ...
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01.Key trends in social media

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  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: " In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night.
  • The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: " In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night. Costa Cruises offered compensation to passengers (to a limit of €11,000 a person) to pay for all damages including the value of the cruise. One-third of the passengers took this offer. It had 3,206 passengers and 1,023 crew members on board
  • Captain Chesley " Sully " Sullenberger seen as hero because he successfully ditched US Airways Flight 1549, which had been disabled by striking a flock of Canada geese during its initial climb out, over the Hudson River off Manhattan, New York City, on January 15, 2009. All of the 155 passengers and crew aboard the aircraft survived. Captain Francesco Schettino seen as a villain because he abandoned the ill-fated cruise ship Costa Concordia after it partially sunk and ran aground at Isola del Giglio, Tuscany, on 13 January 2012 before all the passengers were rescued. The ship carried 4,252 people of which 32 lives were lost.
  • Richard Branson serving as Air Asia flight attendant after losing F1 bet with Tony Fernandes two years ago.
  • Top cele
  • What are the similarities: Denial: BP denied, played blame game – blaming cement contractor and Transocean which is leased the rig from. Shahrizat denied involvement. Downplay: BP said it wasn’t that bad. Khairy said buying two condos was a good investment
  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2 nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3 rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
  • According to the Oxford Internet Institute, Malaysia along with Brazil, has the highest Twitter use in the world
  • “ Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “ we’re working hard on building a strong relationship with the twitter community. ” UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
  • Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info
  • Transcript of "01.Key trends in social media"

    1. 1. 1Day Three: Social Media & PR
    2. 2. 2Learning Objectives1.To learn about a variety of social mediatools to help us listen, connect, add valueand measure.2.To identify a strategy for roll-out of socialmedia in my organisation.3.To learn from successful social mediapractitioners and organisations.4.To understand how to use social mediatools to nurture a community of fans andfollowers.
    3. 3. 39am – 10.15 am MODULE 1 ● Key Trends in Social Media10.15am – 10.30am Coffee break10.30am – 11.30am MODULE 2 ● Twitter11.30am – 1pm MODULE 3 ● Facebook1pm – 2pm Lunch2pm – 3.15pm MODULE 4 ● Social media and PR3.15pm – 3.30pm Tea break3.30pm – 5pm MODULE 5 ● Social media strategyAgenda: Day 3
    4. 4. 4Module 1:Key Trends inSocial Media
    5. 5. 5Twitter in action: Plane crash!http://www.youtube.com/watch?v=imDFSnklB0k
    6. 6. 6
    7. 7. 7From Twitter to Front page
    8. 8. 8Lessons• 1-PERSON: A single person with a smartphonecan make a huge impact globally• 2-WAY: Some characteristics of social media:speed, amplification, pass-along value,archival, offers instant feedback and moreengagement• LIKE-ME: People care more when it’s someone“like me”: more human, more real, more visual,more believable, more authentic
    9. 9. 9Costa Concordia
    10. 10. 10"In a short period of time the Concordia ship will pass very close. A big greeting tomy brother who finally gets to have a holiday….”Facebook update of sister to head-waiter of ship
    11. 11. 11Hero vs Villain
    12. 12. 12It’s not the tools or thetechnology, it’s the story
    13. 13. 13The Internet circa 1993
    14. 14. 14Internet in 2013
    15. 15. 15The Old Media World
    16. 16. 16The New Media WorldInvestorsCustomersProspectsAnalystsPartnersEmployeesCommunityPressMESSAGESMESSAGESCompetitors
    17. 17. 17
    18. 18. 18
    19. 19. 19
    20. 20. 20Newsmakers have gone social
    21. 21. 21Celebs have reach + influenceTwitter:@LisaSurihani : 1,330,164 Followers@Shaheizy_Sam : 1,039,639 FollowersFacebook Fan Page:Lisa Surihani : 2,519,621 likesShaheizy Sam : 1,235,564 likes* As of May 16, 2013Twitter:@bharianmy : 547,066 Followers@StarOnline : 264,240 Followers@hmetromy : 122,035 Followers@umonline : 87,528 Followers@sinaronline : 73,451 FollowersFacebook Fan Page:Berita Harian : 828,248 likesHarian Metro : 611,813 likesUtusan Online : 420,247 likesSinar Harian : 262,070 likesTheStarOnline : 72,194 likes
    22. 22. 22Cambodia VietnamHo Ngoc Ha: >500,000 FB FansOuk Sokun Kanha: >159,000 FB FansSource: Socialbakers.com
    23. 23. 23Reporters use social media
    24. 24. 241: Being transparent matters
    25. 25. 25Denials despite online evidenceDENIAL
    26. 26. 26ADMISSIO
    27. 27. 272: Be ready to act fastOld pic posted as new
    28. 28. 283: Get ahead of a crisisKFC posts Facebook updatesafter video goes viral
    29. 29. 29KFC statementsFeb 7, 2012 Feb 9, 2012Feb 8, 2012
    30. 30. 304: Do the right thing!
    31. 31. 315: Appoint professionals
    32. 32. 32Local crisis Foreign crisis“I want my life back!”
    33. 33. 33Media diet has changed
    34. 34. 34*Mobile penetration: 141.6% **Internet penetration: 60.7%Force 1: Rise of access*Source: Malaysia, Q4, 2012, MCMC **Internetworldstats.com Dec 2011
    35. 35. 35Force 2: Media fragmentationOpinion forming elite• One-way, one-to-many• Sole or few sourcesdictating schedules andheadlines from top-down.• Very little engagementor feedback encouragedand even these areedited.Here it is, you decide• Many-to-many• Bloggers, tweeters,podcasters, aggregators,producers, commenterspost in near real-time• Many sources engage inthe conversation fromgrassroots-level.Mass media >>> Masses of niche media
    36. 36. 36Force 3: Diverse media optionsThenWord-of-mouthPrint: eg. news, direct mail,newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-faceNowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, TumblrSocial networkseg. Facebook, LinkedIn, G+Microblogging eg. TwitterVideo-sharing eg. YouTubePodcastsMobile apps eg. iPhone, Android,iPad, TabletsVideo chat eg. Skype, Facetime,HangoutSearch Engine MarketingViral marketing
    37. 37. 37
    38. 38. 3838One definition: It’s anumbrella term that definesthe various activities thatintegrate technology,social interaction, and theconstruction of words,pictures, videos andaudio….What’s social media?
    39. 39. 39…it’s people connecting online
    40. 40. 40What is social networkingand social media?• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPECopyright: Lee & Sachi LeFever, CommonCraft.com
    41. 41. 41
    42. 42. 42Where Is Everyone?F. L. Y. T. B. G.
    43. 43. 43Why social media?• 1.11b active users*• Malaysia: >13.6 million**• 225m active users• Malaysia: >1.162m• 1b unique users/month• 4 billion views daily• 72hrs of video uploaded/1 min• 554m users+• Malaysia: 1.128 million++• > 200m bloggersSources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013),+StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube• 235m active users• Malaysia: ?
    44. 44. 44EXERCISE:Old media vs new mediaDECK OF CARDS:Separate the characteristics ofold media versus new media
    45. 45. 45Can we ignoresocial media?
    46. 46. 46There will be consequences…
    47. 47. 471. You wont know what peopleare saying about youThe conversation is taking place anyway.You can choose to participate or you canignore it, but people are talking -- evenwhen youre not listening.
    48. 48. 482. You wont know whats going onListening in to conversations on Facebook, Twitter and theblogosphere is like having a free focus group going 24/7. If you listen to your market, youll be able to anticipatecustomer needs, make better products, improve services andhear whats wrong with what you are currently delivering.
    49. 49. 493. No one knows the real you• Someone may already be squatting on your brand andspewing false corporate messages• If you dont secure your brand accounts on Twitter,Facebook, no one will know if its real or fake. Get out there with your own voice and establish areputation for authenticity and truth - its a lot harderfor someone else to hijack your brand.
    50. 50. 504. When you need a voice, youwont have any credibility• Typically, organizations only think of a blog or aTwitter account, after a crisis hits.• Whether youre talking online or off, it takesmonths – even years – to establish trust in arelationship.• You need to start the conversation in order tostart making deposits in the bank of trust.Then when you need it, the credibility will bethere.
    51. 51. 515. Youre giving away acompetitive advantage• Whether you are listeningor not, chances are yourcompetition is monitoringwhat your stakeholdersare saying about you.• They may get thefeedback you don’t andbe able to bring a newproduct to market faster,and meet the needs ofthe marketplace betterthan you can.
    52. 52. 52“Fish where the fish are!”Users are spend more time insocial networks rather thanportals or destination sites.Reach more people: Introducenew users to your services orproducts through conversationSpread your message andagenda: Embed on blogs,social networks, video sites pro-activelyWhy use social media?
    53. 53. 53
    54. 54. 544-step social media guidanceStep 1: ListenWhat are peoplesaying about yourbrand online?Who’s saying what?Who comments andresponds?What they say andhow they say it.
    55. 55. 55Make friends – one ata timeParticipate inconversations and findyour voiceObserve commentsand reactions, if anyDo not dominate theconversations!Step 2: Connect
    56. 56. 562/3 of the economy now influenced bypersonal recommendations – McKinsey&Co
    57. 57. 57Step 3: Add valueFind unique andgenuine ways to reachout to help.Bring authority andcredibility to theconversation.Do not flood streamswith marketingmessages!
    58. 58. 58Step 4: MeasureTrack pageviews, uniquevisitors, downloads,embeds, subscribers,followers, fansCost savings, sales andcall-to-actionsWeigh sentiment, positivevs negative comments,issues resolved, feedbackreceived
    59. 59. 59Key trends in socialnetworks in 2013• Mobile first• Visual: Rise of video, photos• Humanizing the experience wins• ROI: right content, right context = $• Community management going in-house,round-the-clock monitoring is the reality.• Early days yet, big corporations still makeblunders
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