Social Media for Public Relations
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How to get a client noticed using social media. A 5 stage methodology developed by EASTWEST Public Relations to help clients leverage social media.
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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
- 2. Singapore | Beijing www.eastwestpr.com Public Relations is communication to effect change in thought or action of the target audience.
- 3. Singapore | Beijing www.eastwestpr.com Fragmentation of the media & shift to digital
- 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
- 6. Singapore | Beijing www.eastwestpr.com ‘Spin cycle’‘Spin cycle’
- 7. Singapore | Beijing www.eastwestpr.com Internal / external/ allies Internal •Spokespeople •Staff Internal •Spokespeople •Staff Allies & Influencers •Media & Analysts •Industry Associations •Government bodies •Previous & Existing Customers Allies & Influencers •Media & Analysts •Industry Associations •Government bodies •Previous & Existing Customers External •Prospective customers External •Prospective customers
- 8. Singapore | Beijing www.eastwestpr.com Build over time
- 11. Singapore | Beijing www.eastwestpr.com Press release
- 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.
- 14. Singapore | Beijing www.eastwestpr.com Micro blogging Weibo 90% market share. 140 million domestic users
- 16. Singapore | Beijing www.eastwestpr.com Digital PrismDigital Prism
- 17. Singapore | Beijing www.eastwestpr.com Micro blogging Short descriptions 140 characters Links to other Constant conversations Weibo 90% market share. 140 million domestic users
- 18. Singapore | Beijing www.eastwestpr.com Online Release Services •www.prweb.com •www.przwt.com/ •www.businesswirechina.com •www.Cenn.cn •www.Sootoo.com •www.71xw.com •www.prexpress.cn/ •www.prlog.org •www.free-press-release.com •www.pr-inside.com •www.pr.com •www.i-newswire.com •www.FreePressIndex.com •www.xooarticles.com
- 21. Singapore | Beijing www.eastwestpr.com Feeding & Seeding
- 23. Singapore | Beijing www.eastwestpr.com Everything starts with search: picture of Baidu
- 28. Singapore | Beijing www.eastwestpr.com Case study One - Irdeto
- 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
- 34. Singapore | Beijing www.eastwestpr.com Case study Two - Mercedes
- 35. Singapore | Beijing www.eastwestpr.com SIP charts to show impact
- 38. Singapore | Beijing www.eastwestpr.com Case study Three - EASTWEST
- 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.
- Frequency Volume Location
- Messaging Audience Trends