Integrating Social Media & PR: From Selection to Monitoring

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Chris TangAsia PacificManaging DirectorThe Hoffman Agency Integrating Social Media & PRFrom Selection to Monitoring

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Changing expectationsMore demandingcitizens and consumers Wider range of influencersReduced trust in traditional institutionsMore activist governments

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Why digital andwhy now?Print is declining while digital is on the riseWe are moving from mass media to mass of mediaThe Digital Media ShiftMarketing dollars quickly shifting from traditional to online92% of journalists use the Internet for article research

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Asia is drivingglobal Internet growthAsia has over 40% of world’s internet population but only second lowest penetration rateInternet penetration:Australia 80%China 22%Hong Kong 70%India 7%Japan 74%Korea 76%Singapore 67%Consumer content drives local languageChinese rising to number 1

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Hong KongHas oneof the highest internet penetrations and breadth of broadband

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Over half ofWeb users have a social network profile

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93% of onlineusers rely strongly on WOM

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More than 50%of active Internet users have read a blog

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Political blogs orcitizen journalism practically non-existent

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Young HK Chineselove to go online and check out Canto-gossip, film, fashion and music hits TaiwanCitizen journalism growing due to widespread dissatisfaction with traditional news sources

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Social media channelsused to express opinions, comment on news and share content

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A nation filledwith star bloggers exuding mass appeal

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Popularity of bloggingled to a yearly bloggers’ conference — TW Bloggers BoF

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BBS is big,with over 1.84m unique visitors a month

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Downloading not oneof its top social media activitiesChinaBulletin board systems (BBS) the heart of China’s social media

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Blogging among thetop ten applications for Chinese netizens

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Social media usedmainly for entertainment

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Three biggest internetapps are music, video and online games

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Over half ofnetizens look for new friends online

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90% of youngusers use IM to connect with friendsSource: Ogilvy Insight: “Can Brands Have a Social Life”

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Why embrace Chinesesocial media?

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Popular social mediatools in ChinaSource: Web2Asia’s “Chinese Online Social Networks”

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It’s all aboutBBSCarrefour Boycott“I love China” MSN Chain

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How do celebrityblogs work?Xiamen Chemical Plant ProtestStarbucks in Forbidden CityCarlyle Xugong Buyout

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Chongqing Nail HouseCaseDeng Yujiao Rape CaseWhat about citizen journalism?Luo Caixia ID Theft“Hide-and-Seek” Murder Case

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Top 3 questionsmarketers want answered123

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Starting your socialmedia campaign

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Four parts toa successful strategy

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Setting up theplan

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Research and assessmentWhatinformation are they consuming?

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What do customersfindvaluable?

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What’s their preferredmethod of content consumption?

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What’s your currentcustomerrelationship?

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How do yourcustomers use social media?

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What are yourcompetitors doing?

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What is goingon in your industry?

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What works thatyou can prototype?

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How can youbest reachyour goals?

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Where can youbestdistribute content?

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How do youincorporatepersonality?

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How do youcreate value?Your social media universeVideo and photosharing sitesForums and discussion boardsTwitter and other microblogging communitiesSocial bookmarking communitiesWikisBlogs and other online publicationsSocial music sitesSocial networksSocial news sites

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How’s your website?Your web site should be the central component of your social media strategyIf your web site needs work, best to sort this out first before getting serious about social mediawww

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Getting your planto work

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New rules applyEngage,don’t interruptUnless your pitch is amazing, it will fall flat or worse still, backfire. Focus instead on providing content or service your customers want.EngagementBe genuine and transparentSocial media is a conversation where marketing is only sometimes invited. Faking it can seriously damage your reputation.CredibilityLook beyond the one-time hitYour objective is not a click, or any other single action. It’s a sustainable relationship that enables WOM endorsement and recurring revenue.Relationships

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Promote your content

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SEO: Make sureyour content is keyword richKeywords in titles and headingsKeywords in contentKeywords in link textKeywords in tags“That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.”

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Is it working?

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What you trackdepends on your goalsThird-Party Social Media SitesNumber of submissions/commentsNumber of friends, fans, members over timeNumber of videos/photo viewsNumber of subscribers (e-mail, RSS)Number of blog/wall commentsNumber of trackbacks% increase in organic search trafficTwitter SearchWeb Site AnalyticsNumber of page viewsNumber of visits/unique visitorsReferrer data — which social media sites send most traffic?Time on site and bounce rateSearch engine keywordsGoal conversion

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Levi’s World HousewarmingCompetitionLevi’s World: a social networking site aimed at China and Hong Kong’s youth (15 to 24 years old)A platform to address their young audience’s need for self-expression

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Levi’s World HousewarmingCompetitionObjective: ExpandEnhanceExcitementRoom-decorating competition Message boards to let members contact and invite their friendsHousewarming points given to the best designers

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Levi’s World HousewarmingCompetitionParticipants sent more than 12,000 housewarming invites to friends, of which 98% were answeredMore than 10,000 new friends were added to the networkWinner of the competition received 183,000 housewarming points, while the average participant had 4,685Competition was popular among 11- to 20-year-olds, overall comprising 46% of Levi’s World participantsMore than 53% of its members visited the site more than once

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Take aways…

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GoogleMarrying the Artof Storytelling with the Art of Conversation

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Google Street ViewLaunch

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Join groupsRead blogsGoogleBloggerStrategyParticipate in online discussionsAttend meetings and eventsEngage in conversation

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Google Street Viewlaunch in Singapore

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Google press site

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Social networking sites

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Micro-blogs

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ImplementationTraditional PRPress launchevent at The Arts HouseSingapore Tourism Board Deputy Chief as GOHInvited top-tier business, lifestyle, trade mediaLive demos of Street View to maximize broadcast coverageBlogs & blog aggregators

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Google’s target listof bloggers invited to event

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Facebook and IMoutreach managed by agency

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Social media releaseand local Street View press site

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Twitter OutreachDigital Media

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Blogs

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Online videos

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Street View Launchcoverage results

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Digital media results

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Community outreachDay-to-day usersdescribing the uses of Street View“It’s perfect for people who can’t read maps, as it offers a real ground perspective of how to get to a place.”Kenneth Pinto, administrative officer“Google Street View, which is 3D, will allow the students to see and plan better how they will actually get around.”Wendy Tan, geography teacher“Our café is locatedat street level, at a front shophouse at Holland Village, so it helps that users can walk their way to our café online before coming here.”Eva Chung, café director

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What bloggers haveto say about Google“Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.”Marie Yuen, Blogger, Marieyuen.blogspot.com“Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” Jansen Lu, Blogger, Jan’s Tech Blog

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Just to recap…

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Also remember…

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`Hong Kong TradeDevelopment CouncilSecuring Mindshare from Target Audience with Interactive News Release

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Hoffman Interactive NewsReleaseHoffman Interactive News ReleaseNEWS RELEASE HEADLINESubheadlineNEWS SUMMARYQuick overview of what the release is aboutCORE NEWS FACTS In bullet pointsPHOTOS(product, executives)AUDIO(soundbytes)VISUALS(diagrams, graphs, charts)VIDEOS(speech, product demo)MULTIMEDIA LINKSE.g. YouTube, PicasaPRE-APPROVED QUOTES From company executives, customers, partners, analysts, etc.LINKS TO RELATED INFORMATIONSOCIAL BOOKMARKSWEB LINKS(company site)CONTACT INFORMATIONContact details of both client and Hoffman Agency

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Captivate your audience70press coveragegenerated

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Captivate your audience“Itis a satisfying experience to work with The Hoffman Agency in the development of the Interactive News Release (INR). Your professionalism, helpful manner and quick response has led to its success. In just 10 days we were able to get the INR published from scratch, and we are happy with the extensive online coverage it received. Once again, we thank you for your team’s dedication and effort in driving the many good and positive coverage from the electronic media.”

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Captivate your audience

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Just to recap…

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The Hoffman Agencyon the Web

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Chris TangManaging DirectorAPACTel: +86 10 65070985Mobile: +86 13801179352E-mail: ctang@hoffman.comSkype: chrisleitang_china

Integrating Social Media & PR: From Selection to Monitoring

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Integrating Social Media & PR: From Selection to Monitoring