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