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3rd DAY:Social Media & PR

July 19, 2012

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Learning Objectives

1. To learn about a variety of social media tools to help us listen, connect, add value and measure.

2. To identify a strategy for roll-out of social media in my organisation.

3. To learn from successful social media practitioners and organisations.

4. To understand how to use social media tools to nurture a community of fans and followers.

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9am – 10.15 am MODULE 1 ● Key Trends in Social Media

10.15am – 10.30am Coffee break

10.30am – 11.30amMODULE 2 ● Twitter

11.30am – 1pm MODULE 3 ● Facebook

1pm – 2pm Lunch

2pm – 3.15pm MODULE 4 ● Social media and PR

3.15pm – 3.30pm Tea break

3.30pm – 5pm MODULE 5 ● Social media planning and strategy

Agenda: Day 3

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Module 1:Key Trends in Social Media

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Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

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From Twitter to Front page

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Lessons

• 1-PERSON: A single person with a smartphone can make a huge impact globally

• 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement

• LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic

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Costa Concordia

10"In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday….” Facebook update of sister to head-waiter of ship

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Hero vs Villain

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The Old Media World

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The New Media World

Investors

Customers

Prospects

AnalystsPartners

Employees

Community

Press

MESSAGESMESSAGES

Competitors

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“(In hindsight,) I’d have dealt with the emerging community debate by the social media a little bit more intensely, a little bit earlier. We probably didn’t recognize the power of the social media to create an issue,” Lynas Corp CEO Nicholas Curtis, June 29, 2012

Famous last words…

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Media diet has changed

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EXERCISE:Old media vs new media

DECK OF CARDS:

Separate the characteristics of old media versus new media

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Eg 1: Being transparent matters

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Denials despite online evidence

DENIA

L

19ADMISS

IO

N

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Eg 2: Be ready to act fast

Old pic posted as new

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Eg 3: Get ahead of crisis

KFC posts Facebook updates after video goes viral

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Eg 4: Appoint professionals

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Slippery slope of public adulation

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Local crisis Foreign crisis

“I want my life back!”

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Crisis communications re-actions

POOR

Decline to comment

Deny or lie

Defensive – take it personally

Deflect or downplay – taichi, blame game

BETTERAssure – show you

care, calm fearsAccept and

acknowledgeApologize (if you

have to) and be specific

ACT – fix it

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The Internet circa 1993

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Internet in 2012

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Sign of the times

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New media vs old mediaTwitter:@LisaSurihani: 793,031 Followers@Shaheizy_Sam: 539,469 Followers

Facebook Fan Page:Lisa Surihani: 2,130,591 likes Shaheizy Sam: 1,052,681 likes

* As of July 15, 2012

Twitter:@bharianmy: 284,933 Followers@StarOnline: 179,910 Followers@hmetromy: 32,239 Followers@umonline: 21,558 Followers@sinaronline: 19,309 Followers

Facebook Fan Page: Berita Harian: 598,063 likesHarian Metro: 453,449 likes Utusan Online: 297,312 likesSinar Harian: 150,391 TheStarOnline: 53,040

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Newsmakers have gone social

33*Mobile penetration: 123.5% **Internet penetration: 61.7%

Force 1: Rise of access

*Source: Malaysia, Q2, 2011, MCMC **Internetworldstats.com Dec 2011

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The 2nd wave

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Force 2: Media fragmentation

Opinion forming elite• One-way, one-to-many• Sole or few sources

dictating schedules and headlines from top-down.

• Very little engagement or feedback encouraged and even these are edited.

Here it is, you decide• Many-to-many• Bloggers, tweeters,

podcasters, aggregators, producers, commenters post in near real-time

• Many sources engage in the conversation from grassroots-level.

Mass media >>> Masses of niche media

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Force 3: Empowering the many with diverse media options

ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face

NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedInMicroblogging eg. Twitter

Video-sharing eg. YouTube

PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime, Hangout

Search Engine MarketingViral marketing

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One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio….

What’s social media?

39…it’s people connecting online

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What is social networking and social media?

• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc

• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE

Copyright: Lee & Sachi LeFever, CommonCraft.com

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Where Is Everyone?

F. L. Y. T. B. G.

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Why social media?• 901m active users*• Malaysia: >12.1 million**

• 134m users**• Malaysia: 727,426**

• 4 billion views daily***• 60hrs of video uploaded/1 min

• 500m users+• Malaysia: >1 million

• > 200m bloggers

Sources: *Facebook.com (Mar, 2012) **Socialbakers.com (May, 2012), Linkedin, ***YouTube blog, +Twopchart (Feb 2012), GreyReview

• 170m users+• Malaysia: ?

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Almost

21,000,000

articles(3.9m in English)

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4,000,000,000 videos viewed per day

60 hours

(Source: YouTube fact sheet)

of new video uploaded

every minute

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83% have watched video clips

Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09

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have joined a social network

Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) *

>12.4mon Facebook in Malaysia.

(Mar 2012) **

*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09**Source: Socialbakers.com, Mar, 2012

66%

48Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in 36 markets, July 2011

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Study: Malaysia is No 1

• Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217)

• Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)

Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.

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Tomorrow’s customers are

today’s “digital natives.”

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The old communication model was a

monologue.

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The new communication model

is a dialogue.

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Can we ignore social media?

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There will be consequences…

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1. You won't know what people are saying about you

The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.

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2. You won't know what's going on in your marketplace

Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.

If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering.

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3. No one knows the real you• Someone may already be squatting on your brand and

spewing false corporate messages• If you don't secure your brand accounts on Twitter,

Facebook, no one will know if it's real or fake. Get out there with your own voice and establish a

reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.

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4. When you need a voice, you won't have any credibility

• Typically, organizations only think of a blog or a Twitter account, after a crisis hits.

• Whether you're talking online or off, it takes months – even years – to establish trust in a relationship.

• You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there.

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5. You're giving away a competitive advantage

• Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you.

• They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.

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4-step social media guidanceStep 1: ListenWhat are people

saying about your brand online?

Who’s saying what?

Who comments and responds?

What they say and how they say it.

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Make friends – one at a time

Participate in conversations and find your voice

Observe comments and reactions, if any

Do not dominate the conversations!

Step 2: Connect

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2/3 of the economy now influenced by personal recommendations – McKinsey&Co

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Step 3: Add value

Find unique and genuine ways to reach out to help.

Bring authority and credibility to the conversation.

Do not flood streams with marketing messages!

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Step 4: MeasureTrack pageviews, unique

visitors, downloads, embeds, subscribers, followers, fans

Cost savings, sales and call-to-actions

Weigh sentiment, positive vs negative comments, issues resolved, feedback received

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“Fish where the fish are!”

Users are spend more time in social networks rather than portals or destination sites.

Reach more people: Introduce new users to your services or products through conversation

Spread your message and agenda: Embed on blogs, social networks, video sites pro-actively

Why use social media?

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• What are our objectives?• What resources can we dedicate in terms of people, tech, etc?

• Do we need to engage outside experts?

• How do we map out a strategy that is in line with our current goals?

• What targets and KPIs should we have in place?

“A social network can’t run on auto-pilot”