EASTWEST PR 2.0 Creating an online presence which

matches the vitality of the real world personality of the brand

New Media Tactics

Aside from traditional PR activities, EASTWEST is successful at assisting clients to optimize their online presence using

existing tools and networks.

Key elements

Connect the humans

Digital network – Connecting the Dots

Mapping the Network

Where people reside

Creating Conversations Content Aggregation:

The collection, storing and linking of content

I.e., any content written or created

Distribution and Seeding: Disseminate content and

links to relevant channels

I.e., press release, blog post, news alert

Engagement: Engagement are the

conversations we have on-line

It is our role to start or join these conversations

9

Everything begins with search

Search engine optimization (SEO)

Search Engine Optimization(SEO)

Attract international audiences to the website

Make www.eastwestpr.commore « visible » to search engine (Google)

Websites benefit from search engine optimisation to become higher in displayed rankings.

Current site doesn’t appear in the top 10 ‘Media consultancy + Hong Kong’

Essential

• Social media optimization;Social objects (video, blog etc) are catalysts for

increasing the digital footprint– keywords (use related titles and words) – titles– descriptions– tags– syndication e.g. linkedin, posterous, tagged,

radar,digg but these don't exist in China.– links - the currency of the web. more links, the more

credibility

Creating Communities

EASTWEST has created a sample LinkedIn group for machinery group, CIMES.

A LinkedIn scan showed the following:

•149 Machinery Groups in LinkedIn

•The largest group has 4,706 members

•Most groups average around 150 members

EASTWEST can create discussion within these groups to raise awareness of CIMES.

These discussions can promote CIMES as a thought leader and resource as well as a top level machinery show in China.

13

Creating Communities

• Goals: Connect client to online target audiences Enhance collective knowledge on the client Create opportunities to make use of available content for

both traditional and new media

• How: Post content using RSS feeds and tags to mainstream

and online media and blogs. Utilise LinkedIn as a PR tool for the client

Create and maintain LinkedIn account for the client Generate testimonials by inviting past exhibitors and

visitors within the network to endorse client to LinkedIn individuals and groups

Grow the the client network via invitations Start conversations about the company, as well as

timely industry issues

14

Creating Communities Case Study: New Zealand Trade & Enterprise

• Objectives: - Improve online visibility for the New Zealand

government and its trade initiatives - Create a platform for South and Southeast Asia

business communities to communicate with New Zealand businesses and vice versa

• Scope of Work: - Prepared LinkedIn discussion points for posting

in relevant internal and external groups; - Monitor messages and comments from LinkedIn

group members, report them to Client and provide recommendations and action plan;

- Draft responses to group members’ comments and send Client-approved comments to bloggers;

- Link blog posts in the Hosted Press Centre to the LinkedIn profile page

15

Video Sharing

• Goals:- Enable greater awareness of client’s

industry expertise through video sharing/knowledge-sharing

- Engage various target audiences through fun, interesting videos to inform them about Avnet, exhibitors, activities, spokespeople’s opinions

• How:- Upload video interviews , videocasts, or

promotional videos in YouTube, Youku or to the client website itself

- Use high impact visuals

- Change static content to create more interaction through option of downloading

Sample video: Machinery & Tools Expo 2009 Brazil

16

Video Sharing

Social Media Release

WHAT – A Social Media Release (SMR) is a collection of facts, the same facts that go into a press release. This information is combined with rich media such as photos, videos and presentations to give journalists, bloggers and other content generators the things they need to develop their stories.

WHY – Your audience, including journalists, want information faster, richer and more easily accessible. 

HOW –  We create SMRs alongside, or in place of, traditional press releases in order to achieve maximum impact from a single news point.  The SMR can be sent as a regular email  or via Connect, and can be hosted on any website for archive.

Social Media Release

Parts of a Social Media Release (2009)http://www.eastwestpr.com/smr/telegent/momentum/

1

2

3

4

5

1. Immediate access to press contacts

2. Multilingual support

3. Multimedia features such as photos and video for downloading and distributing

4. Social features to encourage user distribution

5. Press release content

Extending visibility

Embed code

Follow up 

Journalist Relationship Management via AITC  1. Broadcast the release

2. Tracking who received the release

3. Online follow up call sheet to improve closure rate

 

1

2

3

ResultsTelegent release - Issued in Chinese & English

• High recall by journalist

• Analyst briefing secured

• 23 clippings within 48 hours

 

Analytic Reporto 4 mins. and 23 secs. Average Time Spent on SMR

o 36 Unique visitors from:

China (20)

Singapore (10)

Hong Kong (2)

United States (1)

• 71 Page views

SMR Process

 Write content &

tags

Checklist:

• Compile & prepare all content (Images, video, slides, client logo, etc.)

o Post the release to AITC Press Release: Select: Approved - No. Publish - No

• Email the following to Eggplant 

o Press release link from AITC

o Press contact details if not included in written content

o Attach or include links to: Images, video, slides, etc.

o The desired URL (e.g. eastwestpr.com/smr/telegent/momentum/)

o Date & time to go live with SMR

o Eggplant will notify you by email when the SMR is complete and link to it

• Use AITCto send out the press release with link to SMR

• Analytic report sent to account manager in 24 hours

Select graphics & links Email content to

EggplantSend SMR via

AITC Report

Hosted Press Center

DigitalLibrarian

TechnicalDevelopers

ContentGenerators

DigitalEvangelist

Press releases, virals, podcasts, articles, posts, games, widgets and all other marketing collateral.

Digital PR Strategy

Content aggregationContent distribution/seeding

Videos

Audio

Text

Images

Hosted Press CentreHPC, Micro-

site, profile-page, website, etc.

Engagement / Outreach

SEO & SEM

Growing network, driving traffic, awareness, etc.

DigitalAnalyst

PR 2.0

Creating an online presence which matches the vitality of the

real world personality of the brand