pr 2.0 pakistan perspective
TRANSCRIPT
PR 2.0 – Pakistan perspective
PR 2.0 (Online Social Media)Pakistan Perspective
PR 2.0 – Pakistan perspective
What is: Online Social Media?Online Social media is a direct-to consumer approach that allows audiences to drive the communication in their communities.
In today’s ever-changing world Online Social Media has emerged as a new and direct market segment, where a brand directly interacts with the consumers. It provides 1:0:1 platform to the brand and in return gives a personalized touch to its customers.
• Web-Logs (Blogs)
• E-Groups/Forums
• Social networking
• E-nfo-media
• E-zines
PR 2.0 – Pakistan perspective
WHAT STATISTICS TELLS US?
FACT:
Asian internet users comprises of 44.2 % of
the total worldUpdated Statistics – June 30, 2011
Copyright © 2011, Miniwatts Marketing Group.
PR 2.0 – Pakistan perspective
WHAT STATISTICS TELLS US?
FACT: Almost 11% of Pakistanis are active online and that makes 2.5 % of the Asian online population
PR 2.0 – Pakistan perspective
WHAT STAISTICS TELLS US?
FACT: Pakistan ranks 8th in the top Asian Internet countries with 20.4 million users
PR 2.0 – Pakistan perspective
HOW TO MANAGE ONLINE MARKET ?
PR (2.0), Not Advertising, IS THE STRATEGY OF CHOICEInterbrand, a leading London-based consultancy and marketing research firm, has named the recipient of its Brand of the Year survey. In a landslide, the winner is…Public Relations.
According to Al Ries, author of The Fall of Advertising and the Rise of PR, Public Relations creates brands. Advertising defends brands. Advertising, no matter how clever, funny, dramatic or aesthetically pleasing, is self-serving. It is a pitch and no matter how cleverly disguised, we all recognize advertising as a pitch. There is no company in Pakistan spending billions of rupees per year on PR. In advertising, there are more than 25. There is no comparison in costs. Or, many would argue, in effectiveness.
But in today’s social media world of Web 2.0, today’s PR is not like yester-year’s PR. You can now get better mileage from your PR rupees than you can from your advertising rupees, particularly in today’s new media landscape.
According to Deirdre Breakenridge in her book PR 2.0 – New Media, New Tools, New Audiences, “PR 2.0 uses a combination of social media tools to reach and better communicate with influencers and consumer audiences directly.”
PR 2.0 – Pakistan perspective
BLOGS (Web-logs): Campaigns focusing on blogs and social media sites can be great, low-cost or no-cost, ways to spread your messages and engage people who are shaping public opinion.
Strategy #1: BLOGS PRESENCE
PR 2.0 – Pakistan perspective
Strategy #1: BLOG PRESENCEOur experience:2006-07: We successfully placed our client Café Ciao on nearly all top relevant Blogs, resulting it to publicize a positive and personal image of the then-launched coffee house. It also became the one of the most found search result for Karachi, coffee houses, Café, restaurant, reviews etc., as most of the search engines are linked to the blogosphere.
PR 2.0 – Pakistan perspective
Strategy #1: BLOG PRESENCEManaging what goes through:Blogs entries are controlled and in case of negative publicity can be rectified through counter-blogging or posting reply through positive comments;
Following is an example; how a general post can turn negative, if not monitored & controlled.
PR 2.0 – Pakistan perspective
Strategy #2: E-Groups penetrationE-GROUPS / FORUMS: TARGET SPECIFIC COMUNITIESE-Groups or Forums are an excellent platform to be in touch with your consumers. E-Groups are generally subject specific hence makes it easy to attract / engage the target market as per their subject of interest.
The forums play the same role as of daily news and discussions on our TV screens – and that gives us, the brand, an opportunity to mingle with our customer as a personality. It provides the feeling of a face-to-face discussion between two people, known to each other. It certainly helps the brand to retain the customer loyal to the brand.
Following is an example of target specific E-Groups; Marketing-360 which started as a general marketing discussion forum; is now the biggest and most active Pakistan Marketing community providing a platform for discussion to both marketing gurus and students.
PR 2.0 – Pakistan perspective
Strategy #2: E-Groups penetration
PR 2.0 – Pakistan perspective
Strategy #3: SOCIAL NETWORKINGSOCIAL NETWORKING WEBSITES – The new place to be:FaceBook, Orkut, LinkedIn are now household names and the place to find friends, family school-mates, neighbors and work-colleagues. It is the place to learn about the likes, dislikes and interests of people around us. Pakistan has a very active presence on all top social networking websites.
Pakistan still ranks 5th on Orkut with almost 7% users worldwide.
FACT: Pakistan has ranks 9th on facebook among Asian countries with 9% growth rate.
PR 2.0 – Pakistan perspective
Strategy #3: SOCIAL NETWORKINGHere we share how we used orkut community & facebook group to get in touch with the target market for our clients Café Ciao and New Horizons. Within weeks the groups attracted hundreds of prospective clients. And now they know who they are and what they like and dislike, they can market to them in the future. It was a campaign with a mutual purpose: get access to this group of people, form a community and share ideas, events, reviews and images
PR 2.0 – Pakistan perspective
Strategy #3: SOCIAL NETWORKINGPAKISTANI SOCIAL NETWORKING COMMUNITIES:Now we see many Pakistani Social networking websites active on the web. The most significance part, of these communities, is the localization of the content e.g. classifieds ads, online mapping, buy & sell, and reviews of Pakistan based products.
The notables are YellO.pk, Stop.pk, Paktive.com, LinkedPK.com etc.
YellO.pk is the newest entrant that has captured great interest from the online users and generated about 25,000 page views in May 2009. Its Online mapping facility for local interests and businesses is a major cause of its increasing popularity
PR 2.0 – Pakistan perspective
Strategy #4: E-nfo mediaELECTRONIC INFORMATION MEDIA:Started as separate online tools; most of the E-info media tools are linked with the social networking websites and on the Blogs and are used as a mix;
A B2BOnline survey 2009 shows the marketing mix people are using:
• 32.5% = Blogs• 29.2% = Podcast/Video• 17.5% = RSS Feeds• 14.2% = Social Networks
PR 2.0 – Pakistan perspective
Strategy #5: E-ZINESONLINE MAGAZINES:Updated on daily, weekly and monthly basis are online magazine ran by professional writers.
The E-zines are a good place to have the press release or a story published. They also run a mailing facility which informs all its subscribers as soon as a new story is posted on the e-zine.
Access e-zines for your stories, be it official press releases, your perspective, product reviews etc
PR 2.0 – Pakistan perspective
PR2.0 – Solution for the future:The PR 2.0 or Digital PR is the cost-effective solution using the strategies discussed above and has provided desired mileage and results for our clients.
It is widely practiced in all developing nations and has proven track record of highest ROI than any other form of modern-day communication.
It has made the brand available to the consumer in the comforts of their mind and hence provides the best mind-recall.
You never know where you will find the picture of your brand and in which manner -
For any comments, suggestions or detailed plan; feel free to contact:
Momentum PR – your partners in PR 2.0Hasan Zuberi - Email: [email protected]
Cell: +92 345 213 00 77 - Tel: +92 21 32074916
PR 2.0 – Pakistan perspective
Thank You