Brand Communications via Social Media PR

Andrew ChowFounder, Table For Six

Managing Director, IdeaMart (S) Pte Ltd

Presented for :

What’s a brand ?

Outline

Introduction: Brand, Branding & Social Media PR

Content: Management of information on different platforms

Conversation: Social Media PR best practices

Community: The importance of creating social networking portals for online PR

Power, Influence and Reach: Mass Media vs Social Media

What’s a brand ?

Your Brand Consumers

Competitors’

Brand

Your

PODs

POPsTheir

PODs

What’s a branding ?

Brand Execution

Brand

Elements

Communications

Strategy

Brand Experience Map

Brand

Architecture

Target & InsightCompetitive

Assessment

Brand

Inventory

Brand Audit

Points of Parity and Difference

Equity

PyramidPositioning

Objectives & Metrics

Personality

Brand Strategy

Social Media PR = Brand Communications through Social Media

When your brand meets everyone

Social Media : Content, Conversation, Communities

It’s not what you created, It’s what others have generated.

Content

Social Media : Content

Original

Co-created

User-generated

Social Media : Content

Web 1.0 Web 2.0

Content : Why brand fail using social media PR

Indiscriminate Tagging

Content : Why brand fail using social media PR

Posting your Product onto Competitor’s Group or Fan Page

Content : Why brand fail using social media PR

www.pholan.com www.pholan.com www.pholan.com

www.pholan.com

www.pholan.comwww.pholan.comwww.pholan.com

www.pholan.com www.pholan.com

Over Crowding Your Pictureswith Only Your URL

Content : Why brand fail using social media PR

Creating a Fan page without fans and no update

Content : Why brand succeed

Plan PostingSchedule

Content : Why brand succeed

Connect their socialmedia platforms whenever possible

Content : Why brand succeed

Monitor the links they shared

Content : Why brand succeed

Invest in Content Management System

Content : Why brand succeed

Analyze their web traffic through Google Analytics

Content : Why brand succeed

Aggregates all their social networks and platforms

Content : Why brand succeed

Search Engine Optimization isn’t just for the Marketing Department

It’s not about who is talking,It’s about who is listening

Conversation

Social Media : Conversation

1 to 1

1 to Few

Many to Many

The lost art of online conversation

Excessive Broadcast

The lost art of online conversation

Fans not allowed to post on your blog or page

The lost art of online conversation

Deleting or censoring others’ comments

The lost art of online conversation

Only 1 Administrator for your Page / blog

The lost art of online conversation

Bad Grammar

The lost art of online conversation

No monitoring meansNo feedback

Social Media Conversation : Best practices

Always experiment with different platforms

Social Media Conversation : Best practices

Be open , transparentand honest

Social Media Conversation : Best practices

ShareYourContentfreely

Social Media Conversation : Best practices

BePersonaland act/speak like a person

Social Media Conversation : Best practices

Contributein a meaningful way

Social Media Conversation : Best practices

See everycrisis and criticism asa chance to communicate your brand further

Social Media Conversation : Best practices

Bepro-active, start now!

Social Media Conversation : Best practices

RealizeYou can’t do everythingalone!

It’s not about who are following you but who you are following

Communities

Social Media Communities :Knowing who’s who in your network

Pitfalls to avoid when BuildingSocial Media Communities

Creating a personal profile using a company or brand name

Pitfalls to avoid when BuildingSocial Media Communities

Social media platform not integrated with Other web strategies

Pitfalls to avoid when BuildingSocial Media Communities

Failure to use Targeting option in FACEBOOK Advertising

Pitfalls to avoid when BuildingSocial Media Communities

No application on Facebook pages or Iphone Apps to engage your fans

Pitfalls to avoid when BuildingSocial Media Communities

No mobile web version for your site

Pitfalls to avoid when BuildingSocial Media Communities

No Facebook Connect / OpenIDOption to your portal

Building your Brand Community :Social Networking Portal

A little Case Study

Building your Brand Community :Social Networking Portal

A portal creates Original, Co-created &User-generated content

Building your Brand Community :Social Networking Portal

Brand Conversation are monitored more effectively

Building your Brand Community :Social Networking Portal

Enjoy steady Growth ofAdvocates

Building your Brand Community :Social Networking Portal

Activity feed shows the vibrancy of your brand community

Building your Brand Community :Social Networking Portal

Leverage on other social media platformsby “mass invite”

Building your Brand Community :Social Networking Portal

Brand Communitygrows whenthere is forging of friendship

Building your Brand Community :Social Networking Portal

Emergence of Gen Z:The social media-savvy generation

Building your Brand Community :Social Networking Portal

Your community will include themass media and competitors too

Mass Media ………………. Social Media

Power, Influence & Reach

Mass Media

Social Media

?Mass Media Social Media

Mass Media vs Social Media ?

Power : Pitching vs Engaging

Power : Spinning vs Conversation

Power : Report vs Sharing

Influence : Press Conference vs Social Networking

Influence : Authority vs Authencity

Reach : News vs Content

Reach : Circulation vs Communities

Mass Media or Social Media ?

Are your reports/feature on Mass Media becoming Contents for Social Media?

Are you sound bites/comments from Mass Media sparks off conversation in Social Media?

Journalists are looking for scoop on social media, are they part of your community?

Hybrid Strategy = Mass Media + Social Media

Pitch and Publish

Market and Monitor

Launch and Listen

Sell and Share

Communicate and Collaborate

Questions and Answers

Local Media

Regional / International Media

Twitter Personality

Top Brand