Brand Communications via Social Media Public Relations
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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)
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Brand Communications via Social Media Public Relations
- 1. Brand Communications via Social Media PR Andrew Chow Founder, Table For Six Managing Director, IdeaMart (S) Pte Ltd
- 3. What’s a brand ?
- 4. 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
- 5. What’s a brand ? Your Brand Your Consumers PODs Their POPs PODs Competitors’ Brand
- 6. What’s a branding ? Brand Audit Competitive Brand Target & Insight Assessment Inventory Points of Parity and Difference Brand Strategy Equity Positioning Personality Pyramid Objectives & Metrics Brand Execution Brand Communications Brand Elements Strategy Architecture Brand Experience Map
- 7. Social Media PR = Brand Communications through Social Media When your brand meets everyone
- 8. Social Media : Content, Conversation, Communities
- 9. Content It’s not what you created, It’s what others have generated.
- 10. Social Media : Content Original Co-created User-generated
- 11. Social Media : Content Web 1.0 Web 2.0
- 12. Content : Why brand fail using social media PR Indiscriminate Tagging
- 13. Content : Why brand fail using social media PR Posting your Product onto Competitor’s Group or Fan Page
- 14. Content : Why brand fail using social media PR www.pholan.com www.pholan.com www.pholan.com Over Crowding Your Pictures with Only Your URL www.pholan.com www.pholan.com www.pholan.com www.pholan.com www.pholan.com www.pholan.com
- 15. Content : Why brand fail using social media PR Creating a Fan page without fans and no update
- 16. Content : Why brand succeed Plan Posting Schedule
- 17. Content : Why brand succeed Connect their social media platforms whenever possible
- 18. Content : Why brand succeed Monitor the links they shared
- 19. Content : Why brand succeed Invest in Content Management System
- 20. Content : Why brand succeed Analyze their web traffic through Google Analytics
- 21. Content : Why brand succeed Aggregates all their social networks and platforms
- 22. Content : Why brand succeed Search Engine Optimization isn’t just for the Marketing Department
- 23. Conversation It’s not about who is talking, It’s about who is listening
- 24. Social Media : Conversation 1 to 1 1 to Few Many to Many
- 25. The lost art of online conversation Excessive Broadcast
- 26. The lost art of online conversation Fans not allowed to post on your blog or page
- 27. The lost art of online conversation Deleting or censoring others’ comments
- 28. The lost art of online conversation Only 1 Administrator for your Page / blog
- 29. The lost art of online conversation Bad Grammar
- 30. The lost art of online conversation No monitoring means No feedback
- 31. Social Media Conversation : Best practices Always experiment with different platforms
- 32. Social Media Conversation : Best practices Be open , transparent and honest
- 33. Social Media Conversation : Best practices Share Your Content freely
- 34. Social Media Conversation : Best practices Be Personal and act/speak like a person
- 35. Social Media Conversation : Best practices Contribute in a meaningful way
- 36. Social Media Conversation : Best practices See every crisis and criticism as a chance to communicate your brand further
- 37. Social Media Conversation : Best practices Be pro-active, start now!
- 38. Social Media Conversation : Best practices Realize You can’t do everything alone!
- 39. Communities It’s not about who are following you but who you are following
- 40. Social Media Communities : Knowing who’s who in your network
- 41. Pitfalls to avoid when Building Social Media Communities Creating a personal profile using a company or brand name
- 42. Pitfalls to avoid when Building Social Media Communities Social media platform not integrated with Other web strategies
- 43. Pitfalls to avoid when Building Social Media Communities Failure to use Targeting option in FACEBOOK Advertising
- 44. Pitfalls to avoid when Building Social Media Communities No application on Facebook pages or Iphone Apps to engage your fans
- 45. Pitfalls to avoid when Building Social Media Communities No mobile web version for your site
- 46. Pitfalls to avoid when Building Social Media Communities No Facebook Connect / OpenID Option to your portal
- 47. Building your Brand Community : Social Networking Portal A little Case Study
- 48. Building your Brand Community : Social Networking Portal A portal creates Original, Co-created & User-generated content
- 49. Building your Brand Community : Social Networking Portal Brand Conversation are monitored more effectively
- 50. Building your Brand Community : Social Networking Portal Enjoy steady Growth of Advocates
- 51. Building your Brand Community : Social Networking Portal Activity feed shows the vibrancy of your brand community
- 52. Building your Brand Community : Social Networking Portal Leverage on other social media platforms by “mass invite”
- 53. Building your Brand Community : Social Networking Portal Brand Community grows when there is forging of friendship
- 54. Building your Brand Community : Social Networking Portal Emergence of Gen Z: The social media-savvy generation
- 55. Building your Brand Community : Social Networking Portal Your community will include the mass media and competitors too
- 56. Power, Influence & Reach Mass Media ………………. Social Media Mass Media ? Social Media Mass Media Social Media
- 57. 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
- 58. 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?
- 59. Hybrid Strategy = Mass Media + Social Media Pitch and Publish Market and Monitor Launch and Listen Sell and Share Communicate and Collaborate
- 61. Local Media
- 67. Regional / International Media
- 79. Top Brand