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Day 3:

Social Media & PR

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Learning Objectives

1. To learn about a variety of social media

tools to help us listen, connect, add value

and measure.

2. To identify a strategy for roll-out of social

media in my organisation.

3. To learn from successful social media

practitioners and organisations.

4. To understand how to use social media

tools to nurture a community of fans and

followers.

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Module 1:

Key Trends in

Social Media

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The Internet circa 1993

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Internet in 2015

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The Old Media World

The New Media World

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Investors

Customers

Prospects

AnalystsPartners

Employees

Community

Press

MESSAGES

Competitors

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Where is everyone?1.44 billion monthly active users

Malaysia: >16.8 million

1b unique users/month, 6b hrs watched/month100hrs of video uploaded/1 min

800 million active users/monthMalaysia: >75% reach

284m monthly active usersMalaysia: >1m

347m registered usersMalaysia: >2m

300m active usersMalaysia: ?

300 million active users/month

229 million blogs

76.8 million blogs

70 million users 9

Sources: Statista(Q4, 2014), Facebook (Q1, 2015), Socialbakers.com,YouTube , GreyReview, Google, Tumblr, Instagram, DMR

Facebook stats: Q1, 2015

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“People are increasingly spending more time on social media than on any other media”

“Fish where the fish are!”

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*Mobile penetration: 148.5% **Internet penetration: 70.2%

1: Rise of access

*Source: Malaysia, Q4, 2014, MCMC **Internetworldstats.com

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2: Media fragmentation

Opinion forming elite

• One-way, one-to-many

• Sole or few sources

dictating schedules and

headlines from top-

down.

• Very little engagement

or feedback encouraged

and even these are

edited.

Here it is, you decide

• Many-to-many

• Bloggers, tweeters, FB

posters, podcasters,

aggregators, producers,

commenters post in near

real-time

• Many sources engage in

the conversation from

grassroots-level.

Mass media >>> Masses of niche media

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3: Diverse media options

ThenWord-of-mouth

Print: eg. news, direct mail, newsletters, magazines

Broadcast: TV, radio

Advertising

Public relations

Telephone

Direct Mail

Contests

Research reports

Face-to-face

NowWord-of-mouse

Email

Websites, Forums, Chat rooms

Blogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedIn, G+

Microblogging eg. Twitter

Video-sharing eg. YouTube

Podcasts

Mobile apps eg. iPhone, Android, iPad, Tablets

Video chat eg. Skype, Facetime, Hangout

Search Engine Marketing

Viral marketing

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Reporters have gone social

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Reporters have alternative selves

PR has gone social

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Living in a selfie world

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Celebs have reach + influenceTwitter:

@LisaSurihani : 2.61m Followers

@zizanrajalawak : 1.93m Followers

Facebook Fan Page:

Zizan Razak : 3.56m likes

Lisa Surihani : 2.75m likes

* As of March 29, 2015

Twitter:

@bharianmy : 790k Followers

@StarOnline : 511k Followers

@hmetromy : 369k Followers

@bernamadotcom: 289k Followers

@umonline : 238k Followers

Facebook Fan Page:

Berita Harian : 2.72m likes

Harian Metro : 2.33m likes

Sinar Harian : 1.91m likes

Utusan Online : 1.38m likes

TheStarOnline : 400k likes

Bernama : 201k likes

Newsmakers are self-publishing

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Classic Branson stunt

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Key trends in social media in 2015

• Mobile 1st: More likely to see it there first

• Visual: Rise of videos, photos, infographics

• H2H: Humanizing the experience wins,

smaller, tighter networks work

• ROI: right content, right context, right time

• Community management going in-house,

round-the-clock monitoring is the reality.

• Early days yet, big corporations are still

making blunders, not executing well

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28% of US adults who have watched a video on their computers, tablets or mobile

phones at least once in the past 6 months March 2014. Source: Animoto

Online Video's Influence on Brand Image

and Purchase Decisions

96% of respondents find videos helpful when making

purchase decisions online

77% consider companies that create online video to be

more engaged with customers

73% report being more likely to make a purchase after

watching an online video that explains the product or service

71 % say that videos leave a positive impression of a

company

58% consider companies that produce video content to be

more trustworthy

83% prefer videos to be 5 minutes or less

42% want to see more product description videos online

What is Gen Y/Z’s favourite channel?

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Challenges• Fear of change

• PR personnel not savvy with explosion of new apps and tools

• Command-and-control, top-down culture

• Silo thinking in PR/marketing/HR depts

• Individualistic nature of CEO, PR director

• Harder to attract media to show up at events

• Resources squeezed. Management does not want to spend money on PR efforts

• Competition from unlikely competitors continues to grow

Opportunities• Can connect and engage media in multiple

ways, multiple platforms. One-on-one!• Greater participation in the journalism

process by engaging early, seeding stories • You can be your own media, skip the

Press, go direct to your stakeholders• Multimedia-savvy, multi-taskers will

thrive• More accountability and transparency by

building a community of fans and followers• Individuals can self-brand, break out on

their own and create new ventures for the company or themselves.

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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

Copyright: Lee & Sachi LeFever, CommonCraft.com

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Can we ignore

social media?

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There will be consequences…

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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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2. You won't know what's going on

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.

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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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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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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.

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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.

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Make friends – one at a time

Participate in conversations and find your voice

Observe comments and reactions, if any

Do not dominate the conversations!

Step 2: Connect

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2/3 of the economy now influenced by

personal recommendations – McKinsey&Co

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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!

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Step 4: Measure

Track engagement, reach, 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

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Social media monitoring and management tools

1. Google Alerts: http://www.google.com/alerts

2. Yahoo Alerts: http://alerts.yahoo.com

3. IFTTT.com

4. Topsy.com

5. Socialmention.com

6. Facebook Insights

7. Google Analytics

8. Twitter Analytics

9. Hootsuite, Buffer, Tweetdeck, Netvibes

10. Sendible, Meshfire, Spredfast, Meltwater,

Sproutsocial, Agorapulse