We all know the impact of PR. This is why we engage in activities such as media relations, events, crafting corporate communications, and drafting press releases. Statistics have even shown that... - 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. - 70% of consumers prefer getting to know a company via articles rather than ads. But with the rise of digital and new media, the readership of traditional have gone down significantly over the years. Newspaper have been on a global decline rate of 8% annually and digital PR have proven that it costs 62% less than traditional methods. In this deck, you'll discover exactly how to approach digital PR right and drive more buzz for free, and build a powerful brand empire. Questions? Forward them over to community@socialmetric.com

2. Most people are
confused what PR is, so
let’s start with a story!

3. You see a gorgeous girl at a party. You go up
to her and say: 'I am very rich. Marry me!'
That's direct marketing.

4. You're at a party with a bunch of friends and
see a gorgeous girl. One of your friends goes
up to her and pointing at you says: 'He's very
rich. Marry him.' That's advertising.

5. You're at a party and see gorgeous girl. You
get up and straighten your tie, you walk up to
her and pour her a drink, you open the door
(of the car) for her, pick up her bag after she
drops it, offer her ride, and then say: 'By the
way, I'm rich. Will you Marry Me?' That's public
relations.“

6. PR activities are all about emphasizing
the interesting aspects of an
organization and crafting stories that
position it to build trust and credibility

7. We all know the
power of PR

8. This is why we engage in activities such
as media relations, events, crafting
corporate communications, and
drafting press releases

9. Source - http://contentmarketinginstitute.com/what-is-content-marketing/
80% of business decision-makers
prefer to get company information
in a series of articles versus an
advertisement.

10. Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing
70% of consumers
prefer getting to know
a company via articles
rather than ads.

11. Source: http://engage.tmgcustommedia.com/2011/07/content-
90% of consumers find custom content
useful, and 78% believe that
organizations providing custom content
are interested in building good
relationships with them.

12. While we know PR is
important, it’s important to
note the distinction between
traditional and digital….

13. Newspaper market decline running at 8% a year
http://www.theguardian.com/media/greenslade/2014/jul/11/abcs-national-newspapers

14. In Singapore, the
traditional Straits
Times newspaper
are on the decline
in readership…
http://readerspost.straitstimes.com/snapshots/st-holds-steady-most-read-daily-here-
20131107 + http://newnation.sg/2010/12/straits-times%E2%80%99-reach-dropping/
29.5%
36%
2002
2010
2014
43%

15. Source: http://e27.co/southeast-asia-25-internet-penetration-109-mo
penetration/
Yet the online readership in
Singapore is growing

16. Because of fundamental shift of how people communicate
Directional
Networking
Television
Radio
Newspaper
Email
Facebook
Podcasts
Blog
Youtube

17. http://www.blog.webserves.org/content-marketing/
Statistics show that Digital PR costs
62% less than traditional outbound
methods

18. Per dollar, digital PR produces
roughly three times as many
leads and enquiries.
Source: http://marketeer.kapost.com/wp-content/uploads/2012/06/Content-Marketing-Kapost-Eloqua-eBook.pdf

19. But when most companies do
digital PR…they think…
Digital PR = Advertorial

20. So they spend a lot on money
on advertorials.
Average advertorial for 1 article
would cost about $4,000

21. And advertorials are beginning to
die….
Read More
Here!

22. Besides, who reads
advertorials anyway?

23. Advertorials defeat the
purpose of driving buzz

24. But there are some
brands that do digital PR
right

25. Morninghead went from unknown startup to
worldwide sellout and #1 Trending on Twitter
Read More
Here!

26. Ah Seng Durian, a fruit stall in Singapore grew from
a humble shop to one of the largest and most
popular Durian stalls in Singapore
Read More
Here!

27. And even how we build the SocialMetric brand
from a relatively boutique agency to appearing in
the international press

28. And working with brands such as Qatar Airways,
3M, UnionPay, Absolute Vodka, Marco Polo Hotels

29. But how did all the
successful brands
do it?

30. First, identify your Master
Narrative – The big message
you want to get across….

31. Next, find out the top 10
digital publications which
your target audience reads

32. Then, start producing
content and get them
published on those sites….

33. Remember - the heart of
every successful Digital PR
strategy is how you produce
the message

34. It’s about how
contagious
your content is

35. But most brands fail badly…

36. Like Fish & Co.

37. Which resulted in this..

38. Or Mcdonalds

39. Which resulted in this..

40. Oh and did you know that every disaster like this
would amount to about $4.3 mil in damages?
Read More
Here!

41. But if you have the right strategy and make the
right content based on these 9 topics….
Social
Assets
Social
Fanaticism
Social
Antagonism
Advise
Trending
Triggers
Amplify
Inspire
Heartfelt
Amuse
Anger
Fear
Anxiety

42. Here are 3 examples from
the list of 9 topics….

43. 1. Advise them
In order to create contagious
content one thing that becomes
useful is practical value, it
motivates the users to carry out
simple instructions in the post.
This helps the users to share the
content more likely. Content with
practical value helps the users to
have the outcome they like to
achieve.

44. 3M, a brand that produces products such as the anti-haze N95
mask, acted on the rising news to gain more exposure on social
media. Content like this usually gets more shares than usual
because users will want to share this with their friends and
provide valuable information to them.
Example: 3M

45. Result? Appeared on Forbes, Chinese
Newspaper, Business Times

46. 2. Ride on Trending Triggers
Trending triggers are a powerful
source of content to connect with
your audience, effectively putting
your brand’s presence and image
into the limelight.
In order for trending triggers to be
effective, it is recommended
that any news-related content
should be posted up to three days
after the news broke.

47. Example: Snickers
In the moments after Uruguay soccer
player Luis Suarez apparently
bit Italia's Giorgio Chiellini at the end
of an exciting World Cup game
today, Twitter exploded with often
comedic buzz
Snickers’ content instantly
resonated with their audience,
while positively promoting
themselves as a humorous,
updated brand

48. Result? Lots of PR value around it

49. 3. Surprise them by amplifying
their values
Content with the surprise element
usually gets loads of shares
because of its shock value. Users
gain value from content like this
due to the unique information
provided; they will then want to
share this with their friends in order
to inform or even impress them.

50. Example: Dermablend
The international cosmetic brand decided to bring in more
exposure for their tattoo concealer via a very shocking method.
The shock reveal of his tattoos was very effective in aweing the
audience with an unexpected twist. The clever method of showing
off the product’s effectiveness also attracted a lot of attention
with the public

51. Result? 5.7 million views in 10
days and bringing in 473%
increase in e-commerce traffic.