eastwest 2010 ppt_new_media

Singapore | Beijingwww.eastwestpr.co

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Jim Jamesjim@eastwestpr.com

Ryan Dutcherryan@eastwestpr.com

How to Make Content King

Singapore | Beijingwww.eastwestpr.co

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Where do we begin?

• New media platforms are quickly becoming an influential way people communicate.

• Platforms are vast and confusing, but with the right map, these platforms have the potential to become an integral part of your communications campaign.

• The crucial factor is to be compelling. But how can you be compelling?

Singapore | Beijingwww.eastwestpr.co

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It all begins with creating content…

• Content is critical to any new media strategy.

• Content can take the form of blog posts, videos, or presentations.

• With the right content and effective promotion, it will reach the target audience and the most influential users who will carry on the message.

Singapore | Beijingwww.eastwestpr.co

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The platforms we use…

• New media networks are vast. Hundreds of different platforms cater to different interests and audiences.

• For each English language new media platform, there is almost always a Chinese equivalent.

• With a platform map, content can be disseminated across relevant platforms.

Singapore | Beijingwww.eastwestpr.co

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Indentifying the influencers…

• Not all new media users are equal. The influencers will be the ones who will carry on the message across their networks.

• For each campaign, it is critical to find the influencers who will most likely carry on your message.

• By analyzing social networks, you will be to identify the influencers who will matter most.

Singapore | Beijingwww.eastwestpr.co

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With social media, everyone is a publisher…

• Influencers will broadcast your message across their networks.

• As opposed to followers, influencers have large followings, also composed of influencers who carry on the message.

• The “multiplier effect” ensures that messages are carried across social media platforms through its most influential users.

Singapore | Beijingwww.eastwestpr.co

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How we track the conversations…

• Just like web searches, social media activity can be measured.

• Metrics include such areas as the tone of social media activity, the top users posting and the top platforms being used.

• This information is measured in real-time and can instantly gauge the progress of a social media campaign.

Singapore | Beijingwww.eastwestpr.co

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For more information, please contact:

Jim Jamesjim@eastwestpr.com

Ryan Dutcherryan@eastwestpr.com