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Social Media as a PR Tool,[object Object],Presented by ,[object Object],Timi Siytangco,[object Object],Associate Director,[object Object],Syndacast,[object Object],25 February 2010,[object Object]
Today’s Agenda,[object Object],Part 1: The Lay of the Land,[object Object],An overview of social media tools and the new media influencers,[object Object],Part 2: Examples from Brands and Organizations,[object Object],Examples of how brands and organizations use social media for PR programs,[object Object],Part 3: Joining The Fray,[object Object],The importance of listening, ways to measure the effort, and tips for getting started,[object Object]
Part 1: The Lay of the LandWherein we find that there is a natural affinity between social media and PR,[object Object]
The Web is becoming more fragmented by the day,[object Object],1,000,000,000,000 unique URLs in Google’s index,[object Object],100,000,000 videos on YouTube ,[object Object],Second largest search engine in the world,[object Object],200,000,000 active blogs,[object Object],54% post or tweet daily,[object Object],1,500,000 pieces of content shared on Facebook daily,[object Object],By 400,000,000 active monthly users,[object Object]
Social Media For PR
FACT: Content is still king,[object Object]
FACT: Companies are seeing the value in earned media,[object Object],80% use at least one of the top social media platforms to engage with stakeholders,[object Object],In Asia-Pacific, companies are more likely to use corporate blogs more than other forms of social media,[object Object],1,489 followers in the average corporate Twitter account,[object Object],40,884 fans on the average Facebook Page,[object Object],Source:Burson-Marsteller,[object Object]
FACT: The new media influencers are … us!,[object Object],Source: Forrester Research,[object Object]
Social Media For PR
Michael Roberts,[object Object],Vanity Fair,[object Object],BryanBoy,[object Object],BryanBoy.com,[object Object],Anna Wintour,[object Object],Vogue,[object Object],Sally Singer,[object Object],Vogue,[object Object],Suzy Menkes,[object Object],International Herald Tribune,[object Object],Source: Financial Times, November 14/15 2009,[object Object]
BryanBoy.com,[object Object],215,000 visitors per day,[object Object],16k Twitter followers,[object Object],British Vogue,[object Object],200,000 copies sold per month,[object Object],19k Twitter followers,[object Object],Observations for PR:,[object Object],[object Object]
It’s not about ditching traditional media – the strong brands will always remain huge influencers
But, the number of influencers has grown, and we need to be on top of it,[object Object]
Social Media For PR
social,[object Object],media,[object Object],social ,[object Object],strategy,[object Object],social media,[object Object]
Air Asia: Social Media Drives Online Sales,[object Object],“1 Million Free Seats”,[object Object],402,222 seats sold in the first 24 hours,[object Object],The success of the campaign is attributed to the power of our blog and social network platform.,[object Object],Kathleen Tan,[object Object],Regional Head of Commercial,[object Object],[object Object],[object Object]
Lenovo Singapore: Authentic and Real-Time,[object Object],One-on-one engagement with customers,[object Object],Brand representative shares local and global brand news,[object Object]
DBS Dialogues: Advocating Entrepreneurship ,[object Object],Social media outposts drive traffic to DBS Dialogues, a microsite with resources for entrepreneurs,[object Object],Online activity delivered majority of leads,[object Object],Supported with targeted paid media,[object Object]
Indium: Blogging for thought leadership and search engine visibility,[object Object],[object Object]
10 employees blogging about a variety of technical topics, from interface materials to semiconductor packaging
YouTube channel hosts corporate and educational videosRick Short, Indium’s Marketing Director, says their employee blogs position them as a thought leader, reach  prospective customers, and  most importantly make them visible in search engines and social media ,[object Object]
The Great Singapore Treasure HuntWhat’s the value of a Facebook fan?,[object Object],[object Object]
500,000 views
340 user-generated films
1,000 comment postings within 15 minutes of each hunt
800 people participated in the finale to win the grand prize Then what?,[object Object]
Part 3: Joining The FrayWherein we discuss how to get started,[object Object]
6 Steps to Getting Started in Social Media ,[object Object],Define your social media goals,[object Object],It also helps to have: A champion inside the client organization,[object Object],Find your audience,[object Object],Develop a content strategy,[object Object],Quick Win: Set existing content free!,[object Object],Don’t forget search,[object Object],Establish a digital footprint,[object Object],Be prepared for: Real-time interaction,[object Object],Measure results (see Step 1),[object Object]
Get into the Habit of Listening,[object Object],Clear benefits for traditional PR and Corp Communications ,[object Object],Helps other activity that PR may also own,[object Object],[object Object]
Crisis communications
Corporate responsibilityAll communications should guided by PR anyway,[object Object],Source: Brandtology,[object Object]
Social Media For PR
What social metrics are organizations monitoring and measuring?,[object Object]
Measuring Social Media Using the Action Funnel,[object Object],Action Funnel,[object Object],Channel: Corporate Blog,[object Object],Measurement,[object Object],Objective: Lead Generation,[object Object],Source: Social Media B2B,[object Object]

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Social Media For PR

Hinweis der Redaktion

  1. Brian Solis: the culmination of a year’s work documenting and organizing the social web by usage and conversational patterns
  2. Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
  3. What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.
  4. Why PR pros are well-positioned with social media-Experience with EARNED MEDIA; you're all about the interaction- PR is the area of communication most experienced with advocacyYou're used to responding to issues in real-timeYou would not be here if you didn't know how to craft a message (read: create content)shift your mindset from social media to social strategy
  5. Responsiveness on TwitterInvolving customers in naming their new planes
  6. http://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSSP40359020090204
  7. How does this change the PR professional’s role? Not writing the message but defining strategy, providing guidance and reviewing impact. It’s about harnessing/crowdsourcing, rather than producing.http://indium.com/blogs/
  8. Starhub activated customer engagement on Facebook through an on-going contest, “The Great Singapore Treasure Hunt” Winners announced weekly Custom tabs provide information on current challenges, winners and video produced by the brand and by fansLaunched in August 200926,000 fans to-date
  9. http://socialmediab2b.com/2010/02/b2b-social-media-getting-started/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+SocialMediaB2b+(Social+Media+B2B)
  10. It’s natural: Natural links (in contrast with ads) help your website be exposed to large groups of people in a spontaneous fashion.It’s defensible: Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. It’s low-cost/high returns: The benefits will often exceed the cost. It complements other efforts: Social interactions actually help improve other methods of getting traffic to your website.
  11. http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales