The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Social Media For PR
1. Social Media as a PR Tool Presented by Timi Siytangco Associate Director Syndacast 25 February 2010
2. Today’s Agenda Part 1: The Lay of the Land An overview of social media tools and the new media influencers Part 2: Examples from Brands and Organizations Examples of how brands and organizations use social media for PR programs Part 3: Joining The Fray The importance of listening, ways to measure the effort, and tips for getting started
3. Part 1: The Lay of the LandWherein we find that there is a natural affinity between social media and PR
4. The Web is becoming more fragmented by the day 1,000,000,000,000 unique URLs in Google’s index 100,000,000 videos on YouTube Second largest search engine in the world 200,000,000 active blogs 54% post or tweet daily 1,500,000 pieces of content shared on Facebook daily By 400,000,000 active monthly users
7. FACT: Companies are seeing the value in earned media 80% use at least one of the top social media platforms to engage with stakeholders In Asia-Pacific, companies are more likely to use corporate blogs more than other forms of social media 1,489 followers in the average corporate Twitter account 40,884 fans on the average Facebook Page Source:Burson-Marsteller
8. FACT: The new media influencers are … us! Source: Forrester Research
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10. Michael Roberts Vanity Fair BryanBoy BryanBoy.com Anna Wintour Vogue Sally Singer Vogue Suzy Menkes International Herald Tribune Source: Financial Times, November 14/15 2009
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12. It’s not about ditching traditional media – the strong brands will always remain huge influencers
17. Lenovo Singapore: Authentic and Real-Time One-on-one engagement with customers Brand representative shares local and global brand news
18. DBS Dialogues: Advocating Entrepreneurship Social media outposts drive traffic to DBS Dialogues, a microsite with resources for entrepreneurs Online activity delivered majority of leads Supported with targeted paid media
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20. 10 employees blogging about a variety of technical topics, from interface materials to semiconductor packaging
21. YouTube channel hosts corporate and educational videosRick Short, Indium’s Marketing Director, says their employee blogs position them as a thought leader, reach prospective customers, and most importantly make them visible in search engines and social media
27. Part 3: Joining The FrayWherein we discuss how to get started
28. 6 Steps to Getting Started in Social Media Define your social media goals It also helps to have: A champion inside the client organization Find your audience Develop a content strategy Quick Win: Set existing content free! Don’t forget search Establish a digital footprint Be prepared for: Real-time interaction Measure results (see Step 1)
34. Measuring Social Media Using the Action Funnel Action Funnel Channel: Corporate Blog Measurement Objective: Lead Generation Source: Social Media B2B
35. Quick Win: Make Existing Content Work Harder for You Source: Syndacast.com
39. Syndacast Offerings Social Media Press Releases 1 A proprietary social media and syndication marketing platform, providing a wide range of products that include Digital PR, Video Syndication and Social Media Marketing at the press of a button. Online Video Marketing 2 Social Media Advertising 4 Blog Marketing 5
41. Syndacast PR: A best-of-breed syndication solution for brands in Asia-Pacific Covers 107 global online newswires Coverage beyond US newswires: 197 video sharing sites – including top video sites in China and Korea 100’s of article sites 50 podcast directories 35 whitepaper and document-sharing sites Support of Asian languages in development – Thai now available! Syndacast actively educates and recruits online publishers in Southeast Asia to increase local exposure of your PR A campaign managerwith in-market experience provides planning and editorial support, setup, reporting and screenshots Track results with an online dashboard Reach both global newswires… …and top sites in Asia. Publisher road show, Southeast Asia, Nov-Dec 2009 Online dashboard in beta now
42. Contact Us Timi SiytangcoAssociate Director Syndacast 3 Phillip Street #12-04 Commerce Point Singapore 048581Phone: +65 6518 1683Mobile: +65 9699 3474Email: timi.s@syndacast.comTwitter: @timisiytangco www.syndacast.com
Notas do Editor
Brian Solis: the culmination of a year’s work documenting and organizing the social web by usage and conversational patterns
Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.
Why PR pros are well-positioned with social media-Experience with EARNED MEDIA; you're all about the interaction- PR is the area of communication most experienced with advocacyYou're used to responding to issues in real-timeYou would not be here if you didn't know how to craft a message (read: create content)shift your mindset from social media to social strategy
Responsiveness on TwitterInvolving customers in naming their new planes
How does this change the PR professional’s role? Not writing the message but defining strategy, providing guidance and reviewing impact. It’s about harnessing/crowdsourcing, rather than producing.http://indium.com/blogs/
Starhub activated customer engagement on Facebook through an on-going contest, “The Great Singapore Treasure Hunt” Winners announced weekly Custom tabs provide information on current challenges, winners and video produced by the brand and by fansLaunched in August 200926,000 fans to-date
It’s natural: Natural links (in contrast with ads) help your website be exposed to large groups of people in a spontaneous fashion.It’s defensible: Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. It’s low-cost/high returns: The benefits will often exceed the cost. It complements other efforts: Social interactions actually help improve other methods of getting traffic to your website.
http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales