Key trends in social media and beyond

1. 1
Day 3:
Social Media & PR

2. Agenda: Day 3
2
9am – 10.15 am MODULE 1 ● Key Trends in Social Media
10.15am – 10.30am Coffee break
10.30am – 11.30am MODULE 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

3. 3
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.

4. 4
Module 1:
Key Trends in
Social Media

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3
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6. 1. One bad interview can ruin your
company’s reputation
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7. 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)
7

8. 3. Perception matters -- media
visibility affects the bottom line
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9. 4. Speed matters
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10. 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

14. The New Media World
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Investors
Customers
Prospects
Analysts
Partners
Employees
Community
Press
MESSAGESMESSAGES
Competitors

15. Where is everyone?
Facebook 1.23 billion monthly active users
Malaysia: >15.5 million
YouTube 1b unique users/month, 4 billion views daily
100hrs of video uploaded/1 min
Twitter 554m users+
Malaysia: 1.128 million++
LinkedIn 225m active users
Malaysia: >1.162m
Google+ 300m active users
Malaysia: ?
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!”

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*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
Then
Word-of-mouth
Print: eg. news, direct mail,
newsletters, magazines
Broadcast: TV, radio
Advertising
Public relations
Telephone
Direct Mail
Contests
Research reports
Face-to-face
Now
Word-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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21. Reporters have gone social
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22. PR has gone social
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Celebs have reach + influence
Twitter:
@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 likes
Utusan Online : 865,215 likes
Sinar 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. 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

33. What is Gen Y/Z’s favourite channel?
33
Piper Jaffray surveyed 8,650 teens, average age 16.2 years

34. 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

35. 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 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 free
1. 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 Analytics
Others: Quintly, Addictomatic, Netvibes, Ighome, Hootsuite

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Fee-based trackers