This is a presentation done for Strategic Online PR and Media Relations Conference in Singapore from 23-25 Aug 2010, organised by TUN International.
It is presented by Andrew Chow (www.andrewchow.sg)
4. 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
5. What’s a brand ?
Your Brand Your Consumers
PODs
Their
POPs PODs
Competitors’
Brand
6. What’s a branding ?
Brand Audit
Competitive Brand
Target & Insight
Assessment Inventory
Points of Parity and Difference
Brand Strategy
Equity Positioning Personality
Pyramid
Objectives & Metrics
Brand Execution
Brand Communications Brand
Elements Strategy Architecture
Brand Experience Map
7. Social Media PR =
Brand Communications through Social Media
When your brand meets everyone
12. Content : Why brand fail using
social media PR
Indiscriminate
Tagging
13. Content : Why brand fail using
social media PR
Posting your
Product onto
Competitor’s
Group or Fan
Page
14. Content : Why brand fail using
social media PR
www.pholan.com www.pholan.com www.pholan.com
Over Crowding
Your Pictures
with Only
Your URL
www.pholan.com www.pholan.com www.pholan.com
www.pholan.com www.pholan.com www.pholan.com
15. Content : Why brand fail using
social media PR
Creating a Fan page
without fans and no
update
41. Pitfalls to avoid when Building
Social Media Communities
Creating a
personal profile
using a company
or brand name
42. Pitfalls to avoid when Building
Social Media Communities
Social media
platform not
integrated with
Other web
strategies
43. Pitfalls to avoid when Building
Social Media Communities
Failure to use
Targeting option
in FACEBOOK
Advertising
44. Pitfalls to avoid when Building
Social Media Communities
No application on
Facebook pages
or Iphone Apps
to engage your
fans
45. Pitfalls to avoid when Building
Social Media Communities
No mobile web
version for
your site
46. Pitfalls to avoid when Building
Social Media Communities
No Facebook
Connect /
OpenID
Option to
your portal
47. Building your Brand Community :
Social Networking Portal
A little Case Study
48. Building your Brand Community :
Social Networking Portal
A portal
creates
Original,
Co-created &
User-generated
content
49. Building your Brand Community :
Social Networking Portal
Brand
Conversation
are
monitored
more
effectively
50. Building your Brand Community :
Social Networking Portal
Enjoy steady
Growth of
Advocates
51. Building your Brand Community :
Social Networking Portal
Activity feed
shows the vibrancy
of your brand
community
52. Building your Brand Community :
Social Networking Portal
Leverage on
other social
media platforms
by “mass invite”
53. Building your Brand Community :
Social Networking Portal
Brand Community
grows when
there is forging of
friendship
54. Building your Brand Community :
Social Networking Portal
Emergence of Gen Z:
The social media-savvy
generation
55. Building your Brand Community :
Social Networking Portal
Your community will include the
mass media and competitors too
56. Power, Influence & Reach
Mass Media ………………. Social Media
Mass Media
?
Social Media
Mass Media Social Media
57. 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
58. 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?
59. Hybrid Strategy =
Mass Media + Social Media
Pitch and Publish
Market and Monitor
Launch and Listen
Sell and Share
Communicate and Collaborate