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How to drive more buzz and awareness of your brand through Digital PR

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We all know the impact of PR. This is why we engage in activities such as media relations, events, crafting corporate communications, and drafting press releases.

Statistics have even shown that...
- 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
- 70% of consumers prefer getting to know a company via articles rather than ads.

But with the rise of digital and new media, the readership of traditional have gone down significantly over the years. Newspaper have been on a global decline rate of 8% annually and digital PR have proven that it costs 62% less than traditional methods.

In this deck, you'll discover exactly how to approach digital PR right and drive more buzz for free, and build a powerful brand empire.

Questions? Forward them over to community@socialmetric.com

Published in: Social Media
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How to drive more buzz and awareness of your brand through Digital PR

  1. 1. Most people are confused what PR is, so let’s start with a story!
  2. 2. You see a gorgeous girl at a party. You go up to her and say: 'I am very rich. Marry me!' That's direct marketing.
  3. 3. You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: 'He's very rich. Marry him.' That's advertising.
  4. 4. You're at a party and see gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink, you open the door (of the car) for her, pick up her bag after she drops it, offer her ride, and then say: 'By the way, I'm rich. Will you Marry Me?' That's public relations.“
  5. 5. PR activities are all about emphasizing the interesting aspects of an organization and crafting stories that position it to build trust and credibility
  6. 6. We all know the power of PR
  7. 7. This is why we engage in activities such as media relations, events, crafting corporate communications, and drafting press releases
  8. 8. Source - http://contentmarketinginstitute.com/what-is-content-marketing/ 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
  9. 9. Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing 70% of consumers prefer getting to know a company via articles rather than ads.
  10. 10. Source: http://engage.tmgcustommedia.com/2011/07/content- 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them.
  11. 11. While we know PR is important, it’s important to note the distinction between traditional and digital….
  12. 12. Newspaper market decline running at 8% a year http://www.theguardian.com/media/greenslade/2014/jul/11/abcs-national-newspapers
  13. 13. In Singapore, the traditional Straits Times newspaper are on the decline in readership… http://readerspost.straitstimes.com/snapshots/st-holds-steady-most-read-daily-here- 20131107 + http://newnation.sg/2010/12/straits-times%E2%80%99-reach-dropping/ 29.5% 36% 2002 2010 2014 43%
  14. 14. Source: http://e27.co/southeast-asia-25-internet-penetration-109-mo penetration/ Yet the online readership in Singapore is growing
  15. 15. Because of fundamental shift of how people communicate Directional Networking Television Radio Newspaper Email Facebook Podcasts Blog Youtube
  16. 16. http://www.blog.webserves.org/content-marketing/ Statistics show that Digital PR costs 62% less than traditional outbound methods
  17. 17. Per dollar, digital PR produces roughly three times as many leads and enquiries. Source: http://marketeer.kapost.com/wp-content/uploads/2012/06/Content-Marketing-Kapost-Eloqua-eBook.pdf
  18. 18. But when most companies do digital PR…they think… Digital PR = Advertorial
  19. 19. So they spend a lot on money on advertorials. Average advertorial for 1 article would cost about $4,000
  20. 20. And advertorials are beginning to die…. Read More Here!
  21. 21. Besides, who reads advertorials anyway?
  22. 22. Advertorials defeat the purpose of driving buzz
  23. 23. But there are some brands that do digital PR right
  24. 24. Morninghead went from unknown startup to worldwide sellout and #1 Trending on Twitter Read More Here!
  25. 25. Ah Seng Durian, a fruit stall in Singapore grew from a humble shop to one of the largest and most popular Durian stalls in Singapore Read More Here!
  26. 26. And even how we build the SocialMetric brand from a relatively boutique agency to appearing in the international press
  27. 27. And working with brands such as Qatar Airways, 3M, UnionPay, Absolute Vodka, Marco Polo Hotels
  28. 28. But how did all the successful brands do it?
  29. 29. First, identify your Master Narrative – The big message you want to get across….
  30. 30. Next, find out the top 10 digital publications which your target audience reads
  31. 31. Then, start producing content and get them published on those sites….
  32. 32. Remember - the heart of every successful Digital PR strategy is how you produce the message
  33. 33. It’s about how contagious your content is
  34. 34. But most brands fail badly…
  35. 35. Like Fish & Co.
  36. 36. Which resulted in this..
  37. 37. Or Mcdonalds
  38. 38. Which resulted in this..
  39. 39. Oh and did you know that every disaster like this would amount to about $4.3 mil in damages? Read More Here!
  40. 40. But if you have the right strategy and make the right content based on these 9 topics…. Social Assets Social Fanaticism Social Antagonism Advise Trending Triggers Amplify Inspire Heartfelt Amuse Anger Fear Anxiety
  41. 41. Here are 3 examples from the list of 9 topics….
  42. 42. 1. Advise them In order to create contagious content one thing that becomes useful is practical value, it motivates the users to carry out simple instructions in the post. This helps the users to share the content more likely. Content with practical value helps the users to have the outcome they like to achieve.
  43. 43. 3M, a brand that produces products such as the anti-haze N95 mask, acted on the rising news to gain more exposure on social media. Content like this usually gets more shares than usual because users will want to share this with their friends and provide valuable information to them. Example: 3M
  44. 44. Result? Appeared on Forbes, Chinese Newspaper, Business Times
  45. 45. 2. Ride on Trending Triggers Trending triggers are a powerful source of content to connect with your audience, effectively putting your brand’s presence and image into the limelight. In order for trending triggers to be effective, it is recommended that any news-related content should be posted up to three days after the news broke.
  46. 46. Example: Snickers In the moments after Uruguay soccer player Luis Suarez apparently bit Italia's Giorgio Chiellini at the end of an exciting World Cup game today, Twitter exploded with often comedic buzz Snickers’ content instantly resonated with their audience, while positively promoting themselves as a humorous, updated brand
  47. 47. Result? Lots of PR value around it
  48. 48. 3. Surprise them by amplifying their values Content with the surprise element usually gets loads of shares because of its shock value. Users gain value from content like this due to the unique information provided; they will then want to share this with their friends in order to inform or even impress them.
  49. 49. Example: Dermablend The international cosmetic brand decided to bring in more exposure for their tattoo concealer via a very shocking method. The shock reveal of his tattoos was very effective in aweing the audience with an unexpected twist. The clever method of showing off the product’s effectiveness also attracted a lot of attention with the public
  50. 50. Result? 5.7 million views in 10 days and bringing in 473% increase in e-commerce traffic.

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