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Riding the next wave of PR and social media trends in 2019

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Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss

Published in: Marketing
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Riding the next wave of PR and social media trends in 2019

  1. 1. Riding the Next Wave of PR & Social Media Trends in 2019 Lars Voedisch Principal Consultant lars@preciouscomms.com @larsv
  2. 2. PRecious Communications We are an independent regional agency made up of 40 highly adaptive, responsive, and self- empowered people. PRecious Communications was founded in 2012 and is considered one of the top 5 Tech PR firms in the APAC region. We have received numerous awards and honourable mentions for its B2C, B2B and Startup practices. 2 Inc. is a dedicated team specialising in corporate, government, and business-to- business environments. Sparks is deeply involved with an ever-evolving environment of disruption and innovation in the startup space. The Life team offers integrated business-to-consumer marketing and public relations solutions that propel brands forward.
  3. 3. 3 1. Explosion of channels 2. Shift in audience consumption 3. Lack of organic reach 4. Saturated audience 5. Changing demographics 6. Information overload 7. Privacy concerns 8. Increased brand messaging noise 9. Fake influencers and followers 10.Everyone else is doing the same thing! WHY ISN’T SOCIAL MEDIA MAGICALLY SOLVING ALL OUR PROBLEMS?
  4. 4. The Changing Landscape
  5. 5. 5 THINK YOU NEED A DIGITAL STRATEGY? GO MOBILE FIRST • An average user spends over three hours per day consuming digital media on mobile - a growth of nearly 4x over just the past five years. • Mobile overtook worldwide fixed internet access already in 2014 and the gap is growing. • Especially in APAC the trend is strong. What does that mean for media content? • Content has to be short • Content and headline has to be catchy • Audience prefers multimedia content
  6. 6. UNDERSTANDING YOUR CUSTOMERS ACROSS PLATFORMS Source - www.thinkwithgoogle.com/ • Smartphones and tablets become king as the share of desktop web browsing traffic shrinks to 48.7%. That was in 2016! • Almost 1 million people started using social media for the first time every day over the past year – that’s equivalent to more than 11 new users every second. • More than 5.1 billion people now use a mobile phone, with most using a smartphone.
  7. 7. 7 PLATFORMS LEADING THE MOBILE-FIRST REVOLUTION IGTV, a new standalone video app from Instagram, dedicated to vertical video playback and, therefore, suitable for marketers and content producers that are addressing a mobile only audience. If you’re still not on IGTV, it’s time to hop on the train. But don’t forget the dark social! 84% of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via private, Dark Social channels such as email and instant messaging. TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos. Tik Tok, was the most downloaded iPhone app worldwide, totalling 45.8 million and surpassing Facebook, YouTube, and Instagram. WhatsApp Business provides business users to connect with the more than 1 billion WhatsApp users. Over 80% of small businesses in India and Brazil say WhatsApp helps them both communicate with customers and grow their business today.
  8. 8. B2B MARKETING - INCREASED COMPLEXITY Source – Forrester and Harvard Business Review • 74% of business buyers conduct more than half of their research online before making an online purchase decision. • Organisations are 57% of the way through the purchase decision process before they engage with supplier sales representatives • The number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today
  9. 9. 9 What? PEOPLE BUY FROM PEOPLE – EVEN IN B2B The CEO Will Not be the Only Face of the Brand 2019 will see increased awareness and push for employees, partner agencies and marketing teams to be true ambassadors for the brand they represent The C-Suite Will Become More Relevant But With a Caveat Customers, as well as the media, are more interested in the “story behind the story” and there will be a move to create “personality profiles” of business leaders rather than “leadership profiles.”
  10. 10. Connecting With Your Audience
  11. 11. 11 WHERE IS YOUR AUDIENCE? – ONLINE OR OFFLINE? • Who still flips the papers anymore? • What matters are links, SEO and shareability • Connection between narrative and multimedia content • Every offline story, events, gatherings, etc. need to have a connection to online • Make it Instagrammable and WhatsAppable!
  12. 12. You can not NOT communicate 12 • What is your brand promise? • Do you have a personality? • How do you earn trust? BRANDING IS FIRST AND FOREMOST ABOUT GAINING TRUST
  13. 13. 13 What? Commodities, features, price How? • Start with WHY to describe your product/service • Communicate facts – but reach people by their hearts • Tell a story and trigger feeling and desires Catch the HEART of the people Why? Product FOCUSING ON THE “HEART”
  14. 14. 14 THE DIGITAL AGE – HOW TO HUMANIZE YOUR BRAND?
  15. 15. 15 IS IT OKAY TO MAKE A (POLITICAL) STATEMENT - OR DO YOU EVEN HAVE TO?
  16. 16. 16 IS IT OKAY TO MAKE A (POLITICAL) STATEMENT IT’S NECESSARY TO RETHINK PUBLIC RELATIONS
  17. 17. 17 1. Think Like a Social Network 2. Start With Staff 3. Create Access 4. Treat Customers as Partners 5. Reach Out To key Individuals 6. Own Your Mistakes 7. Put Your Fans To Work 8. Be Open to Debate 9. Be Present THE DIGITAL AGE – HOW TO HUMANIZE YOUR BRAND?
  18. 18. WE ARE ALL FIGHTING FOR ATTENTION Nearly 3 out of 4 (73%) respondents agreed that a fear of missing out (FOMO) often drives the need to seek out new activities and experiences. Events and experiences are being shared on social media, so FOMO means more millennials spend on experiences over possessions to be a part of the conversation.
  19. 19. PR is Dead, Long Live PR
  20. 20. PR is Dead.. • Digitization changes media, audience and companies • “Old school” PR like traditional press releases alone for print publications don’t work anymore Long Live Public Relations • To rethink PR and create new opportunities • To use technology and creating to thrive in a changing and fast moving world
  21. 21. 21 There are no shortcuts A good story is a good story Beat the goldfish Focus on the “So What”
  22. 22. Make it SIMPLE for your audiences – and CONVENIENT for the intermediaries Options. Options. Options THINGS THAT MATTER • Catchy headlines • Interesting content • Good imagery • Establish media relations on a personal and professional stage • Infographics KEEPING THINGS SHORT AND SWEET
  23. 23. 23 BEAT THE GOLDFISH
  24. 24. 24 FASTER NEWS CYCLE • Digitalisation brings up new information faster and faster • Attention spans decline more and more • Always be up to date and follow the happenings • Opportunity: News & Trend Jacking!
  25. 25. 25 MEMES ARE THE NEWSJACKING OF SOCIAL – MAKING A STATEMENT Zomato’s take on the 10 year challenge – the ten minute challenge The #TenYearChallenge we should really care about.
  26. 26. 26 SO WHY PR? • Essential tool for business growth • Reputation and credibility as important as product and support • More cost effective as compared to other forms of communication • Third party validation -> TRUST Strategic PR is connecting with sales, not fighting it anymore
  27. 27. 27 DEVELOP INTEGRATED CONTENT THAT SPANS DEPARTMENTS AND CHANNELS Earned media in Vertical, Tech and business dailies (Online & Print) Repost to Twitter Repost to Facebook Repost to LinkedIn E-Mail Marketing Whitepaper Downloads Demand Gen Campaigns APAC Trends Owned content, eg. videos, blogs, infographics Repost to Facebook/Twitter Repost to LinkedIn Repost to YouTube Paid Media (Boost) LinkedIn Sponsored InMail LinkedIn Sponsored Updates Facebook Post Boost Amplifying Your Narrative
  28. 28. • What are you selling? • What’s your ultimate PR objective, the end goal? • The outcome • The “So What” ?! • Do you know how your PR strategy is contributing? • Are you optimizing vs. (re-) targeting your efforts? • Do you want to drive awareness or gain leads? THE SALES PIPELINE – IT’S ALL ABOUT BUSINESS
  29. 29. 29 ALIGN COMMUNICATION OBJECTIVES TO BUSINESS OBJECTIVES
  30. 30. 30 CREATE A PORTFOLIO OF OPPORTUNITIES
  31. 31. © PRecious Communications 2017 31 It’s about compelling, editorial (= not advertising) content by your brand as an authority that adds value to readers. The biggest opportunity—and challenge—is ensuring that consumers discover the content Good Content • Good SEO • Good Search values Build Credibility • Authority in Media Trust
  32. 32. 32 HOW TO STAY ON TOP OF SOCIAL MEDIA TRENDS See what's trending on Instagram's Explore tab Instagram's Explore tab lets users search for terms and hashtags to see what content people are sharing on the platform that day. Join Groups on LinkedIn Discussions on LinkedIn about social media for business are extremely lively. Make a Twitter list of influencers in the industry Whenever there is a new announcement or update in the social media world, you'll find influencers discussing it on Twitter. Set up Google Alerts on terms and influencers. Now that you have a list of influencers and hashtags that you can follow on social media, you can set up a Google Alert for some of them. And finally, attend a conference… or follow our blog!
  33. 33. 33 SPEED UPDATE Virtual and Augmented Reality Industries from fashion to B2B marketing are embracing this technology. Brands are putting customers in a virtual product simulation and using a “virtual space” where marketers can address questions, as if they’re in the same room with the viewer. Artificial Intelligence Artificial intelligence marketing solutions offer ways to bridge the gap between data science and execution. The process of sifting through and analysing huge dumps of data was once an insurmountable process and is now not only feasible, but it’s actually easy. Internet of Things / VOICE !!! IoT devices will help marketers to connect the offline world with the online world, track consumer intent, behaviour, needs, and desires. This makes it possible to serve contextually relevant marketing messages at the most optimal place and time. Blockchain Blockchain technology has the capability to cut the middleman out. For instance, website owners wouldn’t have to go through the Google Display Network to find advertisers because each “user” would already be validated and verified. It will also help prevent fraud.
  34. 34. In summary… • Think Mobile First • Southeast Asia provides a huge opportunity • Take advantage of IGTV, Tiktok, WhatsApp Web and the Dark Social • Humanise your brand. What values does your brand really stand for? • You can not NOT communicate • Exceptional experiences will create true brand advocates • It’s all about personas and touchpoint - Understand your audience and go where they are • Being a spokesperson isn’t optional • Amplify your efforts across channels and departments • Branding is first and foremost about gaining trust All that or just one thing! It’s all about your story
  35. 35. THANK YOU www.preciouscomms.com lars@preciouscomms.com @larsv PRecious Communications HQ 4 Ang Siang Hill, 3rd Floor Singapore 068786

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