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1
Day 3:
Social Media & PR
Agenda: Day 3
2
9am – 10.15 am MODULE 1 ● Key Trends in Social Media
10.15am – 10.30am Coffee break
10.30am – 11.30am MODU...
3
Learning Objectives
1.To learn about a variety of social media
tools to help us listen, connect, add value
and measure.
...
4
Module 1:
Key Trends in
Social Media
1
2
3
4
1. One bad interview can ruin your
company’s reputation
6
2. You are already a brand ambassador (so
you need to know how to promote your company’s
agenda 24/7/365 to the media)
7
3. Perception matters -- media
visibility affects the bottom line
8
4. Speed matters
9
5. Being professional matters
10
11
The Internet circa 1993
12
Internet in 2014
13
The Old Media World
The New Media World
14
Investors
Customers
Prospects
Analysts
Partners
Employees
Community
Press
MESSAGESMESSAGES
Competit...
Where is everyone?
Facebook 1.23 billion monthly active users
Malaysia: >15.5 million
YouTube 1b unique users/month, 4 bil...
16
People are increasingly
spending more time in
social media than any
other media.
“Fish where the fish are!”
17
*Mobile penetration: 146.1% **Internet penetration: 60.7%
Force 1: Rise of access
*Source: Malaysia, Q3, 2013, MCMC **I...
18
Force 2: Media fragmentation
Opinion forming elite
• One-way, one-to-many
• Sole or few sources
dictating schedules and...
19
Force 3:
Diverse media options
Then
Word-of-mouth
Print: eg. news, direct mail,
newsletters, magazines
Broadcast: TV, r...
20
Reporters have gone social
21
PR has gone social
22
23
24
Celebs have reach + influence
Twitter:
@LisaSurihani : 1,993,233 Followers
@Shaheizy_Sam : 1,475,740 Followers
Facebook...
25
Arby’s tweet at Grammys 2014
26
Newsmakers have gone social
27
28
29
Classic Branson stunt
30
Key trends in social media in 2014
• Mobile 1st: More likely to see it there first
• Visual: Rise of videos, photos, in...
31
32% of US adults who have watched a video on their computers, tablets or mobile
phones at least once in the past 6 months ...
What is Gen Y/Z’s favourite channel?
33
Piper Jaffray surveyed 8,650 teens, average age 16.2 years
Challenges
• Fear of change
• PR personnel not savvy with explosion of new
apps and tools
• Command-and-control, top-down ...
Opportunities
• Can connect and engage media in multiple
ways, multiple platforms. One-on-one
• Greater participation in t...
36
What is social networking
and social media?
• Social networking in Plain English
http://www.youtube.com/watch?v=6a_KF7T...
37
Can we ignore
social media?
38
There will be consequences…
39
1. You won't know what people
are saying about you
The conversation is taking place anyway.
You can choose to participa...
40
2. You won't know what's going on
Listening in to conversations on Facebook, Twitter and the
blogosphere is like havin...
41
3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If...
42
4. When you need a voice, you
won't have any credibility
• Typically, organizations only think of a blog or a
Twitter a...
43
5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monit...
44
45
4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who c...
46
Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reactions, if any...
47
2/3 of the economy now influenced by
personal recommendations – McKinsey&Co
48
Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversat...
49
Step 4: Measure
Track pageviews, unique
visitors, downloads,
embeds, subscribers,
followers, fans
Cost savings, sales...
50
10 ways to monitor brands for free
1. Google Alerts: http://www.google.com/alerts
2. Yahoo Alerts: http://alerts.yahoo....
51
Fee-based trackers
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Module 1 or 5. Key trends in social media in Malaysia and beyond

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  • Trinetizen Media has been involved in training for 10 years training and retraining journalists, editors, advertising execs, corp comms, pr execs, management on smartphones, iPads, iPhones, apps, multimedia, social media, etc. We were first to introduce video training on Motorola Razr 8 years ago and using smartphones iPhone./Android/Tablets to shoot and edit video, search, learn how to blog, Twitter, Facebook, crowdsourcing, live blogging, conducting live forums Cover It Live
  • ConcordeHotelCollapseSlow to update website, slow to release statement
    No PR since 2012
  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2nd 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 3rd 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.
    May, 2013: TM Unifi has 550,000 subscribers on the back of 1.39m premises
  • Richard Branson serving as Air Asia flight attendant after losing F1 bet with Tony Fernandes two years ago.
  • How does your website look on mobile, Facebook app
    Visual – do more videos, photos, infographics – shareable, pass-along value, more likely to be linked to,
    Build your fan base not just from contests, not just from giveaways. Face-to-face. Go out and meet reporters.
  • Shoot in landscape
    Rule-of-thirds
    Keep it steady
    Minimize movement
    Don’t zoom
    Keep the light behind you
    Avoid noise and distractions
  • Kids are Snapchat, Vine, Whatsapp, Run away from their parents. Their using Dropbox to share files and photos.
  • Begin with end in mind: Skill sets to be integrated with workflow immediately, incentives and rewards in place.
    Flexibility of trainer is crucial: online, face-to-face, hands-on, longterm: basic, intermediate, advanced
    There are no shortcuts. Building online communities surrounding multimedia content takes time, your entire team AND all your “former readers” need to be behind you.
    The good news: It’s early days yet, so your competitors aren't too far in the distance.
    It is still a period of experimentation so try, fail, try, fail, try, fail, try again.
    You will get better at it, so just do it!
    People will care, if you care.
  • “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 "Module 1 or 5. Key trends in social media in Malaysia and beyond"

    1. 1. 1 Day 3: Social Media & PR
    2. 2. Agenda: Day 3 2 9am – 10.15 am MODULE 1 ● Key Trends in Social Media 10.15am – 10.30am Coffee break 10.30am – 11.30am MODULE 2 ● Twitter 11.30am – 12.30pm MODULE 3 ● Facebook 12.30pm – 1pm MODULE 4:● Social Media Case Studies 1pm – 2pm Lunch 2pm – 2.30pm MODULE 4: ● Social Media Case Studies (continued) 2.30pm – 3.15pm MODULE 5 ● Social media strategy 3.15pm – 3.30pm Tea break 3.30pm – 4pm Wrap-up
    3. 3. 3 Learning Objectives 1.To learn about a variety of social media tools to help us listen, connect, add value and measure. 2.To identify a strategy for roll-out of social media in my organisation. 3.To learn from successful social media practitioners and organisations. 4.To understand how to use social media tools to nurture a community of fans and followers.
    4. 4. 4 Module 1: Key Trends in Social Media
    5. 5. 1 2 3 4
    6. 6. 1. One bad interview can ruin your company’s reputation 6
    7. 7. 2. You are already a brand ambassador (so you need to know how to promote your company’s agenda 24/7/365 to the media) 7
    8. 8. 3. Perception matters -- media visibility affects the bottom line 8
    9. 9. 4. Speed matters 9
    10. 10. 5. Being professional matters 10
    11. 11. 11 The Internet circa 1993
    12. 12. 12 Internet in 2014
    13. 13. 13 The Old Media World
    14. 14. The New Media World 14 Investors Customers Prospects Analysts Partners Employees Community Press MESSAGESMESSAGES Competitors
    15. 15. Where is everyone? Facebook 1.23 billion monthly active users Malaysia: >15.5 million YouTube 1b unique users/month, 4 billion views daily 100hrs of video uploaded/1 min Twitter 554m users+ Malaysia: 1.128 million++ LinkedIn 225m active users Malaysia: >1.162m Google+ 300m active users Malaysia: ? Pinterest 70 million users Tumblr 176 million blogs Wordpress 76.8 sites Instagram 150 million active users Whatsapp 450 million active users 15
    16. 16. 16 People are increasingly spending more time in social media than any other media. “Fish where the fish are!”
    17. 17. 17 *Mobile penetration: 146.1% **Internet penetration: 60.7% Force 1: Rise of access *Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com
    18. 18. 18 Force 2: Media fragmentation Opinion forming elite • One-way, one-to-many • Sole or few sources dictating schedules and headlines from top- down. • Very little engagement or feedback encouraged and even these are edited. Here it is, you decide • Many-to-many • Bloggers, tweeters, FB posters, podcasters, aggregators, producers, commenters post in near real-time • Many sources engage in the conversation from grassroots-level. Mass media >>> Masses of niche media
    19. 19. 19 Force 3: Diverse media options Then Word-of-mouth Print: eg. news, direct mail, newsletters, magazines Broadcast: TV, radio Advertising Public relations Telephone Direct Mail Contests Research reports Face-to-face Now Word-of-mouse Email Websites, Forums, Chat rooms Blogs eg.Wordpress, Blogger, Tumblr Social networks eg. Facebook, LinkedIn, G+ Microblogging eg. Twitter Video-sharing eg. YouTube Podcasts Mobile apps eg. iPhone, Android, iPad, Tablets Video chat eg. Skype, Facetime, Hangout Search Engine Marketing Viral marketing
    20. 20. 20
    21. 21. Reporters have gone social 21
    22. 22. PR has gone social 22
    23. 23. 23
    24. 24. 24 Celebs have reach + influence Twitter: @LisaSurihani : 1,993,233 Followers @Shaheizy_Sam : 1,475,740 Followers Facebook Fan Page: Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes * As of Feb 3, 2014 Twitter: @bharianmy : 660,465 Followers @StarOnline : 318,551 Followers @hmetromy : 209,323 Followers @umonline : 147,718 Followers @sinaronline : 116,768 Followers Facebook Fan Page: Berita Harian : 1,010,932 likes Utusan Online : 865,215 likes Sinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes
    25. 25. 25 Arby’s tweet at Grammys 2014
    26. 26. 26 Newsmakers have gone social
    27. 27. 27
    28. 28. 28
    29. 29. 29 Classic Branson stunt
    30. 30. 30 Key trends in social media in 2014 • Mobile 1st: More likely to see it there first • Visual: Rise of videos, photos, infographics • H2H: Humanizing the experience wins, smaller, tighter networks work • ROI: right content, right context, right time • Community management going in-house, round-the-clock monitoring is the reality. • Early days yet, big corporations are still making blunders, not executing well
    31. 31. 31
    32. 32. 32% of US adults who have watched a video on their computers, tablets or mobile phones at least once in the past 6 months March 2014. Source: Animoto Online Video's Influence on Brand Image and Purchase Decisions 96% of respondents find videos helpful when making purchase decisions online 77% consider companies that create online video to be more engaged with customers 73% report being more likely to make a purchase after watching an online video that explains the product or service 71 % say that videos leave a positive impression of a company 58% consider companies that produce video content to be more trustworthy 83% prefer videos to be 5 minutes or less 42% want to see more product description videos online
    33. 33. What is Gen Y/Z’s favourite channel? 33 Piper Jaffray surveyed 8,650 teens, average age 16.2 years
    34. 34. Challenges • Fear of change • PR personnel not savvy with explosion of new apps and tools • Command-and-control, top-down culture • Silo thinking in PR/marketing/HR depts • Individualistic nature of CEO, PR director • Harder to attract media to show up at events • Resources squeezed. Management does not want to spend money on PR efforts • Competition from unlikely competitors continues to grow
    35. 35. Opportunities • Can connect and engage media in multiple ways, multiple platforms. One-on-one • Greater participation in the journalism process by engaging early, seeding stories • You can be your own media, skip the Press, go direct to your stakeholders • Multimedia-savvy, multi-taskers will thrive • More accountability and transparency by building a community of fans and followers • Individuals can self-brand, break out on their own and create new ventures for the company or themselves.
    36. 36. 36 What is social networking and social media? • Social networking in Plain English http://www.youtube.com/watch?v=6a_KF7TYKVc • Social media in Plain English http://www.youtube.com/watch?v=MpIOClX1jPE Copyright: Lee & Sachi LeFever, CommonCraft.com
    37. 37. 37 Can we ignore social media?
    38. 38. 38 There will be consequences…
    39. 39. 39 1. You won't know what people are saying about you The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.
    40. 40. 40 2. You won't know what's going on Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.  If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering.
    41. 41. 41 3. No one knows the real you • Someone may already be squatting on your brand and spewing false corporate messages • If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake.  Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.
    42. 42. 42 4. When you need a voice, you won't have any credibility • Typically, organizations only think of a blog or a Twitter account, after a crisis hits. • Whether you're talking online or off, it takes months – even years – to establish trust in a relationship. • You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there.
    43. 43. 43 5. You're giving away a competitive advantage • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. • They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.
    44. 44. 44
    45. 45. 45 4-step social media guidance Step 1: Listen What are people saying about your brand online? Who’s saying what? Who comments and responds? What they say and how they say it.
    46. 46. 46 Make friends – one at a time Participate in conversations and find your voice Observe comments and reactions, if any Do not dominate the conversations! Step 2: Connect
    47. 47. 47 2/3 of the economy now influenced by personal recommendations – McKinsey&Co
    48. 48. 48 Step 3: Add value Find unique and genuine ways to reach out to help. Bring authority and credibility to the conversation. Do not flood streams with marketing messages!
    49. 49. 49 Step 4: Measure Track pageviews, unique visitors, downloads, embeds, subscribers, followers, fans Cost savings, sales and call-to-actions Weigh sentiment, positive vs negative comments, issues resolved, feedback received
    50. 50. 50 10 ways to monitor brands for free 1. Google Alerts: http://www.google.com/alerts 2. Yahoo Alerts: http://alerts.yahoo.com 3. Yahoo Pipes: pipes.yahoo.com/pipes 4. Blogsearch.google.com 5. Search.twitter.com 6. Topsy.com 7. Socialmention.com 8. whostalkin.com 9. Facebook Insights 10. Google Analytics Others: Quintly, Addictomatic, Netvibes, Ighome, Hootsuite
    51. 51. 51 Fee-based trackers
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