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Day 3:Social Media & PR

Agenda: Day 3

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9am – 10.15 am MODULE 1 ● Key Trends in Social Media

10.15am – 10.30am Coffee break

10.30am – 11.30amMODULE 2 ● Twitter

11.30am – 12.30pm MODULE 3 ● Facebook

12.30pm – 1pm MODULE 4:● Social Media Case Studies

1pm – 2pm Lunch

2pm – 2.30pm MODULE 4: ● Social Media Case Studies (continued)

2.30pm – 3.15pm MODULE 5 ● Social media strategy

3.15pm – 3.30pm Tea break

3.30pm – 4pm Wrap-up

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Learning Objectives1. 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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1. One bad interview can ruin your company’s reputation

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2. You are already a brand ambassador (so you need to know how to promote your company’s agenda 24/7/365 to the media)

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3. Perception matters -- media visibility affects the bottom line

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4. Speed matters

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5. Being professional matters

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The Internet circa 1993

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Internet in 2014

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The Old Media World

The New Media World

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Investors

Customers

Prospects

AnalystsPartners

Employees

Community

Press

MESSAGESMESSAGES

Competitors

Where is everyone?Facebook 1.23 billion monthly active users

Malaysia: >15.5 million

YouTube 1b unique users/month, 4 billion views daily100hrs of video uploaded/1 min

Twitter 554m users+Malaysia: 1.128 million++

LinkedIn 225m active usersMalaysia: >1.162m

Google+ 300m active usersMalaysia: ?

Pinterest 70 million users

Tumblr 176 million blogs

Wordpress 76.8 sites

Instagram 150 million active users

Whatsapp 450 million active users 15

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People are increasingly spending more time in social media than any other media.

“Fish where the fish are!”

17*Mobile penetration: 146.1% **Internet penetration: 60.7%

Force 1: Rise of access

*Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com

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Force 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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Force 3: Diverse media options

ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face

NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedIn, G+Microblogging eg. Twitter

Video-sharing eg. YouTube

PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime, Hangout

Search Engine MarketingViral marketing

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Reporters have gone social

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PR has gone social

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Celebs have reach + influenceTwitter:@LisaSurihani : 1,993,233 Followers@Shaheizy_Sam : 1,475,740 Followers

Facebook Fan Page:Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes

* As of Feb 3, 2014

Twitter:@bharianmy : 660,465 Followers@StarOnline : 318,551 Followers@hmetromy : 209,323 Followers@umonline : 147,718 Followers@sinaronline : 116,768 Followers

Facebook Fan Page: Berita Harian : 1,010,932 likesUtusan Online : 865,215 likesSinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes

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Arby’s tweet at Grammys 2014

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Newsmakers have gone social

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Classic Branson stunt

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Key trends in social media in 2014• 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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32% 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?

33Piper Jaffray surveyed 8,650 teens, average age 16.2 years

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 Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc

• Social media in Plain Englishhttp://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 guidanceStep 1: ListenWhat 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: MeasureTrack 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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10 ways to monitor brands for free1. Google Alerts: http://www.google.com/alerts

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

3. Yahoo Pipes: pipes.yahoo.com/pipes

4. Blogsearch.google.com

5. Search.twitter.com

6. Topsy.com

7. Socialmention.com

8. whostalkin.com

9. Facebook Insights

10. Google AnalyticsOthers: Quintly, Addictomatic, Netvibes, Ighome, Hootsuite

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Fee-based trackers