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Social Media for Public Relations
1. Singapore | Beijing
www.eastwestpr.com
‘The Digital Spin Cycle’
A structured approach to digital
public relations programs
For more information, please contact:
Jim Jamesjim@eastwestpr.com
4. Singapore | Beijing
www.eastwestpr.com
Brands Consumers
Discussion, forums,
Blogs, microblogging, SNS
RSS news feed
Articles, whitepapers
Manuals, directories
Webinars, vidcasts,
tutorials
The new paradigm: consumers look for content that provide
solutions and helps them lead productive jobs and lives.
Newspapers
13. Singapore | Beijing
www.eastwestpr.com
Video
Youku 231 million monthly unique visitors
from homes and offices in March 2011 and
approximately 52 million monthly unique
visitors from Internet cafes in February 2011.
30. Singapore | Beijing
www.eastwestpr.com
Asia Pacific – One Irdeto: Many markets
Mature
Receding
•Net-neutrality
Emerging
• Mobility
•Ultra HD/ 3DTV
•Security of consumer devices
(Banking from Mobile)
•Gaming
•Telco emergence into the market
• Digital Content Piracy/Security
•Home networking
•Broadband
infrastructure and
capacity issues
•Mobile TV
•VoD (concept)
•Pay-TV and conditional
access
•Ad vs. Pay monetization models
• Pay-per-View
•Digital Switchover (concept)
•Internet vs. TV
MediaCurve:2010/2011
•DTA Stampede
•Authentication
•Standardization of Digital Content
(DECE, Keychest, etc)
•3 Screen (Media 3.0)
•OTT
31. Singapore | Beijing
www.eastwestpr.com
31
Huiming Zeng( 曾会明 )
CEO of SARFT.com
Weibo user / 255 followers
Peng Zhang( 张鹏 )
Senior journalist of Satellite TV & IPTV
Multimedia
Xiaobu Luo (罗小布)
Vice GM of Beijing GeHua CATV
Network Co.,Ltd
Weibo user / 209 followers
Zhenhua Mao( 毛振华 )
Prof. of China People University and
Expert on NGB
Weibo user / 91,398 followers
Troy
Senior journalist of tech-ex.com
Weibo user / 548 followers
Ziyu Lin( 林紫玉 )
Chief editor of Communication Weekly
Weibo user / 15,174 followers
Chunmin Hu ( 胡春民 )
Chief editor of China Eletronic News
Weibo user / 1,634 followers
Fei Xiong( 熊飞 )
Analyst of SARFT Research
Weibo user / 184 followers
Dongsheng Li( 李东生 )
Chairman of TCL
Weibo user / 1,115,681 followers
Xingbao Xiong ( 熊兴保 )
President of The Broadcasting and
Television Administration of Xiangtan
County
Weibo user / 53,995 followers
43. Singapore | Beijing
www.eastwestpr.com
Contest
• Prize: Internship at EASTWEST PR
• Contest:
– Use the Spin Cycle to develop a digital plan
• Criteria for judgment
– Creativity
– Comprehensiveness
– Cost of implementation
• Submission format
– PPT
• Deadline 1st
November
46. Singapore | Beijing
www.eastwestpr.com
Find case studies and resources on:
www.eastwestpr.com
weibo.com/eastwestpr
Twitter.com @eastwestpr
Youku eastwestpr
Youtube eastwestpr
Jim James
jim@eastwestpr.com
Editor's Notes
If you have a mobile Phone – please stand up.
If you have a pc – please stay standing up.
If you read a print newspaper today, please standup.
If you have a mobile Phone – please stand up.
If you have a pc – please stay standing up.
If you read a print newspaper today, please standup.
It all starts with Search.
Youku had approximately 231 million monthly unique visitors from homes and offices in March 2011 and approximately 52 million monthly unique visitors from Internet cafes in February 2011.
English searches on Baidu number as high as 10 million per day,
Found
Compelling
Engaging
Social media releases
48 x the image of text.
IBM / CNN
For
Audience
Timing
Reach
Promotion comes via Feeding & Seeding.
This is done by people
Promotion:
It is a Network – and we need to learn how to create content which the network will carry.