PR Bootcamp

1. 1
Day Three: Social Media & PR

2. 2
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.

3. 3
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 – 1pm MODULE 3 ● Facebook
1pm – 2pm Lunch
2pm – 3.15pm MODULE 4 ● Social media and PR
3.15pm – 3.30pm Tea break
3.30pm – 5pm MODULE 5 ● Social media strategy
Agenda: Day 3

4. 4
Module 1:
Key Trends in
Social Media

5. 5
Twitter in action: Plane crash!
http://www.youtube.com/watch?v=imDFSnklB0k

6. 6

7. 7
From Twitter to Front page

8. 8
Lessons
• 1-PERSON: A single person with a smartphone
can make a huge impact globally
• 2-WAY: Some characteristics of social media:
speed, amplification, pass-along value,
archival, offers instant feedback and more
engagement
• LIKE-ME: People care more when it’s someone
“like me”: more human, more real, more visual,
more believable, more authentic

9. 9
Costa Concordia

10. 10
"In a short period of time the Concordia ship will pass very close. A big greeting to
my brother who finally gets to have a holiday….”
Facebook update of sister to head-waiter of ship

11. 11
Hero vs Villain

12. 12
It’s not the tools or the
technology, it’s the story

13. 13
The Internet circa 1993

14. 14
Internet in 2013

15. 15
The Old Media World

16. 16
The New Media World
Investors
Customers
Prospects
Analysts
Partners
Employees
Community
Press
MESSAGESMESSAGES
Competitors

17. 17

18. 18

19. 19

20. 20
Newsmakers have gone social

21. 21
Celebs have reach + influence
Twitter:
@LisaSurihani : 1,330,164 Followers
@Shaheizy_Sam : 1,039,639 Followers
Facebook Fan Page:
Lisa Surihani : 2,519,621 likes
Shaheizy Sam : 1,235,564 likes
* As of May 16, 2013
Twitter:
@bharianmy : 547,066 Followers
@StarOnline : 264,240 Followers
@hmetromy : 122,035 Followers
@umonline : 87,528 Followers
@sinaronline : 73,451 Followers
Facebook Fan Page:
Berita Harian : 828,248 likes
Harian Metro : 611,813 likes
Utusan Online : 420,247 likes
Sinar Harian : 262,070 likes
TheStarOnline : 72,194 likes

22. 22
Cambodia Vietnam
Ho Ngoc Ha: >500,000 FB FansOuk Sokun Kanha: >159,000 FB Fans
Source: Socialbakers.com

23. 23
Reporters use social media

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1: Being transparent matters

25. 25
Denials despite online evidence
DENIA
L

26. 26ADMISSIO

27. 27
2: Be ready to act fast
Old pic posted as new

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3: Get ahead of a crisis
KFC posts Facebook updates
after video goes viral

29. 29
KFC statements
Feb 7, 2012 Feb 9, 2012
Feb 8, 2012

30. 30
4: Do the right thing!

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5: Appoint professionals

32. 32
Local crisis Foreign crisis
“I want my life back!”

33. 33
Media diet has changed

34. 34
*Mobile penetration: 141.6% **Internet penetration: 60.7%
Force 1: Rise of access
*Source: Malaysia, Q4, 2012, MCMC **Internetworldstats.com Dec 2011

35. 35
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,
podcasters, aggregators,
producers, commenters
post in near real-time
• Many sources engage in
the conversation from
grassroots-level.
Mass media >>> Masses of niche media

36. 36
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

37. 37

38. 38
38
One definition: It’s an
umbrella term that defines
the various activities that
integrate technology,
social interaction, and the
construction of words,
pictures, videos and
audio….
What’s social media?

39. 39
…it’s people connecting online

40. 40
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

41. 41

42. 42
Where Is Everyone?
F. L. Y. T. B. G.

43. 43
Why social media?
• 1.11b active users*
• Malaysia: >13.6 million**
• 225m active users
• Malaysia: >1.162m
• 1b unique users/month
• 4 billion views daily
• 72hrs of video uploaded/1 min
• 554m users+
• Malaysia: 1.128 million++
• > 200m bloggers
Sources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013),
+StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube
• 235m active users
• Malaysia: ?

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EXERCISE:
Old media vs new media
DECK OF CARDS:
Separate the characteristics of
old media versus new media

45. 45
Can we ignore
social media?

46. 46
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.

48. 48
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.

50. 50
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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“Fish where the fish are!”
Users are spend more time in
social networks rather than
portals or destination sites.
Reach more people: Introduce
new users to your services or
products through conversation
Spread your message and
agenda: Embed on blogs,
social networks, video sites pro-
actively
Why use social media?

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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.

55. 55
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!

58. 58
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

59. 59
Key trends in social
networks in 2013
• Mobile first
• Visual: Rise of video, photos
• Humanizing the experience wins
• ROI: right content, right context = $
• Community management going in-house,
round-the-clock monitoring is the reality.
• Early days yet, big corporations still make
blunders