1. 3 DAY:
rd
Social Media & PR
July 19, 2012
1

2. Learning Objectives
• To learn about a variety of social media
tools to help us listen, connect, add value
and measure.
• To identify a strategy for roll-out of social
media in my organisation.
• To learn from successful social media
practitioners and organisations.
• To understand how to use social media
tools to nurture a community of fans and
followers. 2

3. Agenda: Day 3
9am – 10.15 am MODULE 1 ● Key Trends in Social Media
10.15am – 10.30am Coffee break
10.30am – 11.30am MODULE 2 ● Twitter
11.30am – 1pm MODULE 3 ● Facebook
1pm – 2pm Lunch
2pm – 3.15pm MODULE 4 ● Social media and PR
3.15pm – 3.30pm Tea break
3.30pm – 5pm MODULE 5 ● Social media planning and strategy
3

4. Module 1:
Key Trends in
Social Media
4

5. Twitter in action: Plane crash!
http://www.youtube.com/watch?v=imDFSnklB0k
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6. 6

7. From Twitter to Front page
7

8. Lessons
• 1-PERSON: A single person with a smartphone
can make a huge impact globally
• 2-WAY: Some characteristics of social media:
speed, amplification, pass-along value,
archival, offers instant feedback and more
engagement
• LIKE-ME: People care more when it’s someone
“like me”: more human, more real, more visual,
more believable, more authentic
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9. Costa Concordia
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10. "In a short period of time the Concordia ship will pass very close. A big greeting
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to my brother who finally gets to have a holiday….”
Facebook update of sister to head-waiter of ship

11. Hero vs Villain
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12. The Old Media World
12

13. The New Media World
Press
Investors Community
Employees
Customers
MESSAGES
Competitors
Prospects
Partners
Analysts
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14. Famous last words…
“(In hindsight,) I’d have dealt
with the emerging community
debate by the social media a
little bit more intensely, a little
bit earlier. We probably didn’t
recognize the power of the
social media to create an
issue,” Lynas Corp CEO
Nicholas Curtis, June 29, 2012
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15. Media diet has changed
15

16. EXERCISE:
Old media vs new media
DECK OF CARDS:
Separate the characteristics of
old media versus new media
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17. Eg 1: Being transparent matters
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18. Denials despite online evidence
N IA
D E
L
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19. S IO
M IS
A D 19

20. Eg 2: Be ready to act fast
Old pic posted as new 20

21. Eg 3: Get ahead of crisis
KFC posts Facebook updates
after video goes viral 21

22. Eg 4: Appoint professionals
22

23. 23

24. Slippery slope of public adulation
24

25. Local crisis Foreign crisis
“I want my life back!”
25

26. Crisis communications re-actions
POOR BETTER
 Assure – show you
 Decline to comment
care, calm fears
 Deny or lie  Accept and
acknowledge
 Defensive – take it
 Apologize (if you
personally have to) and be
 Deflect or downplay specific
– taichi, blame  ACT – fix it
game
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26

27. The Internet circa 1993
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28. Internet in 2012
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29. Sign of the times
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30. 30

31. New media vs old media
Twitter:
@LisaSurihani: 793,031 Followers
@Shaheizy_Sam: 539,469 Followers
Facebook Fan Page:
Lisa Surihani: 2,130,591 likes
Shaheizy Sam: 1,052,681 likes
Twitter:
@bharianmy: 284,933 Followers
@StarOnline: 179,910 Followers
@hmetromy: 32,239 Followers
@umonline: 21,558 Followers
@sinaronline: 19,309 Followers
Facebook Fan Page:
Berita Harian: 598,063 likes
Harian Metro: 453,449 likes
Utusan Online: 297,312 likes
Sinar Harian: 150,391
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TheStarOnline: 53,040
* As of July 15, 2012

32. Newsmakers have gone social
32

33. Force 1: Rise of access
*Mobile penetration: 123.5% **Internet penetration: 61.7%
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*Source: Malaysia, Q2, 2011, MCMC **Internetworldstats.com Dec 2011

34. The 2nd wave
34

35. Force 2: Media fragmentation
Mass media >>> Masses of niche media
Opinion forming elite Here it is, you decide
• One-way, one-to-many • Many-to-many
• Sole or few sources • Bloggers, tweeters,
dictating schedules and podcasters, aggregators,
headlines from top- producers, commenters
down. post in near real-time
• Very little engagement • Many sources engage in
or feedback encouraged the conversation from
and even these are grassroots-level.
edited.
35

36. Force 3: Empowering the many
with diverse media options
Now
Then Word-of-mouse
Word-of-mouth Email
Print: eg. news, direct mail, Websites, Forums, Chat rooms
newsletters, magazines Blogs eg.Wordpress, Blogger, Tumblr
Broadcast: TV, radio Social networks
Advertising eg. Facebook, LinkedIn
Public relations Microblogging eg. Twitter
Telephone Video-sharing eg. YouTube
Direct Mail Podcasts
Contests Mobile apps eg. iPhone, Android,
Research reports iPad, Tablets
Face-to-face Video chat eg. Skype, Facetime,
Hangout
Search Engine Marketing
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Viral marketing

37. 37

38. What’s social media?
One definition: It’s an
umbrella term that defines
the various activities that
integrate technology,
social interaction, and the
construction of words,
pictures, videos and
audio…. 38
38

39. …it’s people connecting online 39

40. What is social networking
and social media?
• Social networking in Plain English
http://www.youtube.com/watch?v=6a_KF7TYKVc
• Social media in Plain English
http://www.youtube.com/watch?v=MpIOClX1jPE
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Copyright: Lee & Sachi LeFever, CommonCraft.com

41. 41

42. Where Is Everyone?
F. L. Y. T. B. G.
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43. Why social media?
• 901m active users*
• Malaysia: >12.1 million**
• 134m users**
• Malaysia: 727,426**
• 4 billion views daily***
• 60hrs of video uploaded/1 min
• 500m users+
• Malaysia: >1 million
• > 200m bloggers
• 170m users+
• Malaysia: ?
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Sources: *Facebook.com (Mar, 2012) **Socialbakers.com (May, 2012), Linkedin,
***YouTube blog, +Twopchart (Feb 2012), GreyReview

44. Almost
21,000,000
articles
(3.9m in English)
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45. 4,000,000,000
videos viewed per day
60 hours
of new video
uploaded
every minute
(Source: YouTube fact sheet)
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46. 83% have watched video clips
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Source: Wave 4, Universal McCann Comparative Study on Social Media Trends:
22,729 active internet users in 38 countries – Nov08-Mar09

47. 66% have joined a social network
 Malaysia leads the way with
47% penetration of all 16-54-
year-olds. (Mar 2009) *
>12.4m
on Facebook in Malaysia.
(Mar 2012) **
*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends:
Survey:22,729 active internet users in 38 countries – Nov08-Mar09
**Source: Socialbakers.com, Mar, 2012
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48. Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in48
36 markets, July 2011

49. Study: Malaysia is No 1
• Malaysia is No 1 in online
social network friends, avg
friends is 233, after Brazil
(231), Norway (217)
• Avg timespent on social
networks: 9hrs/wk, Russia
(8.1hrs), Turkey (7.7hrs)
Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering
nearly 90 per cent of the world’s online population, Oct 10, 2010. 49

50. Tomorrow’s customers are
today’s “digital natives.”
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51. The old communication
model was a
monologue.
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52. The new communication model
is a dialogue.
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53. Can we ignore
social media?
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54. There will be consequences…
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55. 1. You won't know what people
are saying about you
The conversation is taking place anyway.
You can choose to participate or you can
ignore it, but people are talking -- even
when you're not listening.
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56. 2. You won't know what's going
on in your marketplace
Listening in to conversations on Facebook, Twitter and the
blogosphere is like having a free focus group going 24/7.
 If you listen to your market, you'll be able to anticipate
customer needs, make better products, improve services and
hear what's wrong with what you are currently delivering. 56

57. 3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake.
 Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder
for someone else to hijack your brand.
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58. 4. When you need a voice, you
won't have any credibility
• Typically, organizations only think of a blog or a
Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes
months – even years – to establish trust in a
relationship.
• You need to start the conversation in order to
start making deposits in the bank of trust.
Then when you need it, the credibility will be
there.
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59. 5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monitoring
what your stakeholders
are saying about you.
• They may get the
feedback you don’t and
be able to bring a new
product to market faster,
and meet the needs of
the marketplace better
than you can. 59

60. 4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who comments and
responds?
What they say and
how they say it. 60

61. Step 2: Connect
Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reactions, if any
Do not dominate the
conversations!
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62. 2/3 of the economy now influenced by
personal recommendations – McKinsey&Co 62

63. Step 3: Add value
 Find unique and
genuine ways to reach
out to help.
 Bring authority and
credibility to the
conversation.
 Do not flood streams
with marketing
messages! 63

64. Step 4: Measure
 Track pageviews, unique
visitors, downloads,
embeds, subscribers,
followers, fans
 Cost savings, sales and
call-to-actions
 Weigh sentiment, positive
vs negative comments,
issues resolved, feedback
received 64

65. 65

66. Why use social media?
“Fish where the fish are!”
Users are spend more time in
social networks rather than
portals or destination sites.
Reach more people: Introduce
new users to your services or
products through conversation
Spread your message and
agenda: Embed on blogs,
social networks, video sites pro-
actively
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67. “A social network can’t
run on auto-pilot”
• What are our objectives?
• What resources can we dedicate
in terms of people, tech, etc?
• Do we need to engage outside
experts?
• How do we map out a strategy
that is in line with our current
goals?
• What targets and KPIs should we
have in place?
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