Prda hku presentation_november_2012

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Prda hku presentation_november_2012

  1. 1. PRDAYour Total Social Media Solution Provider
  2. 2. PRDA● Douglas White has over 20 years of digital expertise● Founded in 2004● Launched first video portal in Hong Kong● Launched Harbour Citys first social media program● Hong Kongs first global CSR campaign● Hong Kongs first 1 million+ view video www.PRDA.Asia
  3. 3. About UsPRDAis based on over 20 years of experience in leveragingdigital platforms to build communities and spreadideas and harvest datauses a proven process to deliver quality social mediainitiatives with transparency, predictability andmeasured resultsis passionate about promoting and protecting yourbrand www.PRDA.Asia
  4. 4. Reference Mary Meeker of KPCB Internet Trends May 30, 2012http://www.kpcb.com/insights/2012-internet-trends www.PRDA.Asia
  5. 5. Our World Old NewAdvertising InterestingSide CentreVideo BurstViral SocialPush PullPrint Pixel
  6. 6. Potential - Asia is online! Europe 425,435,571 518,512,109 North 53%/63% penetration America Asia 259,561,000 764,435,900 273,785,413 76%/75% 1,076,681,059 20%/27% NA + Europe < Asia www.PRDA.Asia
  7. 7. Social sites ● Facebook ■ 800/1 Billion registered users ■ Translated into more languages than any other application ● Twitter ■ 50/170 million active users every day ■ 1.6 billion search queries per day ● Sina Weibo ■ Chinas leading SNS ■ 200/300+ million registered users
  8. 8. Age myth www.PRDA.Asia
  9. 9. www.PRDA.Asia
  10. 10. How do you manage your media ? www.PRDA.Asia
  11. 11. Subscribers in Hong Kong 100,000 1,000,000 3,200,000/ 4,078,000 www.PRDA.Asia
  12. 12. Tip of the iceberg Visible Community Data analysis Reputation Demographics Reporting Copy write Trends Influencers Translation Key words SEO Creative Monitoring www.PRDA.Asia
  13. 13. PRDA - 9 channels● Video● Blogs● Forums● Articles● Bookmarks● Mobile● Social Sites● SMR● Micro sites www.PRDA.Asia
  14. 14. 9 channels why? Social media funnel● Views ○ Using a range of medium to communicate with fans increases views and shares● Sentiment ○ Creating a deep and broad range of brand positive content protects against negative sentiment● Search ○ Properly written and search engine optimised content increase search ranking● Syndication ○ Branded channels with loyal fans always receptive to messages www.PRDA.Asia
  15. 15. How we do it? Proven process 1. Listen5. 2. ContentAnalytics creation 4. Engage 3. Publish www.PRDA.Asia
  16. 16. 1 ListenListening (monitoring) is the most important component of socialmedia strategy. It is the front line for brand protection andeffectively influencing online conversations. PRDA usesproprietary applications to track real time conversations.Listen to: ● Who ● Where ● How ● Customer info ● Competitor info ● Sentiment ● Crisis alerts www.PRDA.Asia
  17. 17. 2 Content creationBe part of the conversation. Influence and add value. Berelevant to your fans. With effective listening comes theknowledge to craft relevant content.Content: ● Relevant ● Exciting ● Influential ● Search optimised ● Colloquial/ local ● Shareable ● Positive www.PRDA.Asia
  18. 18. 3 PublishContent published to branded sites. Using 9 channels andproper placement, brand content has maximum impact. Witheffective listening comes the knowledge to place andparticipate effectively in conversations.Publish: ● Branded ● 9 channels ● Targeted ● Multilingual ● Country specific www.PRDA.Asia
  19. 19. 4 EngageEngagement is unique to social media. Amplify positivemessages. Interact with fans. Manage conversations and protectthe brand. With effective listening comes the knowledge toenhance fans brand experience and influence sentiment.Engage: ● Fan experience ● Amplify positive ● Minimise negative ● Q/A ● Influence ● Community management www.PRDA.Asia
  20. 20. 5 AnalyticsBusiness needs results. Analytics along with KPIs candemonstrate ROI or equivalent media value. Social mediashould be an investment that pays dividendsAnalytics: ● ROI ● Brand positioning ● Conversion ● Share of voice ● PR ● Offset other marketing budgets www.PRDA.Asia
  21. 21. Thank you
  22. 22. Thank you
  23. 23. Some clients www.PRDA.Asia
  24. 24. Trends ● Mobile ● China ● Language www.PRDA.Asia
  25. 25. TrendsMobile subscriptions in A/P and developing countriesoutpace rest of world, however mobile broadband lags www.PRDA.Asia
  26. 26. TrendsMobile subscriptions in A/P and developing countriesoutpace rest of world, however mobile broadband lags www.PRDA.Asia
  27. 27. Next steps www.PRDA.Asia
  28. 28. PC to Mobile www.PRDA.Asia
  29. 29. PC to Mobile www.PRDA.Asia
  30. 30. www.PRDA.Asia
  31. 31. My predictions - Big 5 www.PRDA.Asia
  32. 32. My predictions - Games www.PRDA.Asia
  33. 33. My predictions - pure mobileInstagram BeatsTwitter in DailyMobile Users for theFirst Time, DataSays www.PRDA.Asia
  34. 34. China www.PRDA.Asia
  35. 35. www.PRDA.Asia
  36. 36. GFW www.PRDA.Asia
  37. 37. China - pay to play www.PRDA.Asia
  38. 38. Fast Facts www.PRDA.Asia
  39. 39. Luxury brands on China social media www.PRDA.Asia
  40. 40. Luxury brands on China social media www.PRDA.Asia
  41. 41. www.PRDA.Asia
  42. 42. BBS and ForumsBBS and Forums in China drive asignificant amount of traffic. Theyare the single biggest influencerof brand decisions online. Ease ofuse, free to access. But havelimitations. ● No community ● Less influence ● Competition with noise
  43. 43. 2013Language www.PRDA.Asia
  44. 44. 2011integration, staffing, advertising and measurement are allkey areas of focus for social media strategists in 2011. www.PRDA.Asia
  45. 45. 2011integration, staffing, advertising and measurement are allkey areas of focus for social media strategists in 2012. Integration and Analytics www.PRDA.Asia
  46. 46. Thank you

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