brand communications via social media public relations
Post on 19-Oct-2014
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DESCRIPTION
This is a presentation done for Strategic Online PR and Media Relations Conference in Singapore from 23-25 Aug 2010, organised by TUN International. It is presented by Andrew Chow (www.andrewchow.sg)TRANSCRIPT
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Brand Communications via Social Media PR
Andrew ChowFounder, Table For Six
Managing Director, IdeaMart (S) Pte Ltd
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Presented for :
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What’s a brand ?
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Outline
Introduction: Brand, Branding & Social Media PR
Content: Management of information on different platforms
Conversation: Social Media PR best practices
Community: The importance of creating social networking portals for online PR
Power, Influence and Reach: Mass Media vs Social Media
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What’s a brand ?
Your Brand Consumers
Competitors’
Brand
Your
PODs
POPsTheir
PODs
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What’s a branding ?
Brand Execution
Brand
Elements
Communications
Strategy
Brand Experience Map
Brand
Architecture
Target & InsightCompetitive
Assessment
Brand
Inventory
Brand Audit
Points of Parity and Difference
Equity
PyramidPositioning
Objectives & Metrics
Personality
Brand Strategy
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Social Media PR = Brand Communications through Social Media
When your brand meets everyone
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Social Media : Content, Conversation, Communities
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It’s not what you created, It’s what others have generated.
Content
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Social Media : Content
Original
Co-created
User-generated
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Social Media : Content
Web 1.0 Web 2.0
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Content : Why brand fail using social media PR
Indiscriminate Tagging
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Content : Why brand fail using social media PR
Posting your Product onto Competitor’s Group or Fan Page
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Content : Why brand fail using social media PR
www.pholan.com www.pholan.com www.pholan.com
www.pholan.com
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Over Crowding Your Pictureswith Only Your URL
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Content : Why brand fail using social media PR
Creating a Fan page without fans and no update
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Content : Why brand succeed
Plan PostingSchedule
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Content : Why brand succeed
Connect their socialmedia platforms whenever possible
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Content : Why brand succeed
Monitor the links they shared
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Content : Why brand succeed
Invest in Content Management System
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Content : Why brand succeed
Analyze their web traffic through Google Analytics
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Content : Why brand succeed
Aggregates all their social networks and platforms
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Content : Why brand succeed
Search Engine Optimization isn’t just for the Marketing Department
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It’s not about who is talking,It’s about who is listening
Conversation
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Social Media : Conversation
1 to 1
1 to Few
Many to Many
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The lost art of online conversation
Excessive Broadcast
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The lost art of online conversation
Fans not allowed to post on your blog or page
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The lost art of online conversation
Deleting or censoring others’ comments
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The lost art of online conversation
Only 1 Administrator for your Page / blog
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The lost art of online conversation
Bad Grammar
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The lost art of online conversation
No monitoring meansNo feedback
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Social Media Conversation : Best practices
Always experiment with different platforms
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Social Media Conversation : Best practices
Be open , transparentand honest
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Social Media Conversation : Best practices
ShareYourContentfreely
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Social Media Conversation : Best practices
BePersonaland act/speak like a person
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Social Media Conversation : Best practices
Contributein a meaningful way
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Social Media Conversation : Best practices
See everycrisis and criticism asa chance to communicate your brand further
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Social Media Conversation : Best practices
Bepro-active, start now!
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Social Media Conversation : Best practices
RealizeYou can’t do everythingalone!
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It’s not about who are following you but who you are following
Communities
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Social Media Communities :Knowing who’s who in your network
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Pitfalls to avoid when BuildingSocial Media Communities
Creating a personal profile using a company or brand name
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Pitfalls to avoid when BuildingSocial Media Communities
Social media platform not integrated with Other web strategies
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Pitfalls to avoid when BuildingSocial Media Communities
Failure to use Targeting option in FACEBOOK Advertising
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Pitfalls to avoid when BuildingSocial Media Communities
No application on Facebook pages or Iphone Apps to engage your fans
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Pitfalls to avoid when BuildingSocial Media Communities
No mobile web version for your site
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Pitfalls to avoid when BuildingSocial Media Communities
No Facebook Connect / OpenIDOption to your portal
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Building your Brand Community :Social Networking Portal
A little Case Study
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Building your Brand Community :Social Networking Portal
A portal creates Original, Co-created &User-generated content
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Building your Brand Community :Social Networking Portal
Brand Conversation are monitored more effectively
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Building your Brand Community :Social Networking Portal
Enjoy steady Growth ofAdvocates
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Building your Brand Community :Social Networking Portal
Activity feed shows the vibrancy of your brand community
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Building your Brand Community :Social Networking Portal
Leverage on other social media platformsby “mass invite”
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Building your Brand Community :Social Networking Portal
Brand Communitygrows whenthere is forging of friendship
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Building your Brand Community :Social Networking Portal
Emergence of Gen Z:The social media-savvy generation
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Building your Brand Community :Social Networking Portal
Your community will include themass media and competitors too
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Mass Media ………………. Social Media
Power, Influence & Reach
Mass Media
Social Media
?Mass Media Social Media
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Mass Media vs Social Media ?
Power : Pitching vs Engaging
Power : Spinning vs Conversation
Power : Report vs Sharing
Influence : Press Conference vs Social Networking
Influence : Authority vs Authencity
Reach : News vs Content
Reach : Circulation vs Communities
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Mass Media or Social Media ?
Are your reports/feature on Mass Media becoming Contents for Social Media?
Are you sound bites/comments from Mass Media sparks off conversation in Social Media?
Journalists are looking for scoop on social media, are they part of your community?
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Hybrid Strategy = Mass Media + Social Media
Pitch and Publish
Market and Monitor
Launch and Listen
Sell and Share
Communicate and Collaborate
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Questions and Answers
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Local Media
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Regional / International Media
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Twitter Personality
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Top Brand
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