2. PRDA
● Douglas White has over 20 years of digital
expertise
● Founded in 2004
● Launched first video portal in Hong Kong
● Launched Harbour City's first social media
program
● Hong Kong's first global CSR campaign
● Hong Kong's first 1 million+ view video
www.PRDA.Asia
3. About Us
PRDA
is based on over 20 years of experience in leveraging
digital platforms to build communities and spread
ideas and harvest data
uses a proven process to deliver quality social media
initiatives with transparency, predictability and
measured results
is passionate about promoting and protecting your
brand
www.PRDA.Asia
4. Reference
Mary Meeker of KPCB
Internet Trends
May 30, 2012
http://www.kpcb.com/insights/2012-internet-trends
www.PRDA.Asia
5. Our World
Old New
Advertising Interesting
Side Centre
Video Burst
Viral Social
Push Pull
Print Pixel
6. Potential - Asia is online!
Europe
425,435,571
518,512,109
North 53%/63% penetration
America Asia
259,561,000
764,435,900
273,785,413
76%/75% 1,076,681,059
20%/27%
NA + Europe < Asia
www.PRDA.Asia
7. Social sites
● Facebook
■ 800/1 Billion registered users
■ Translated into more
languages than any other
application
● Twitter
■ 50/170 million active users
every day
■ 1.6 billion search queries per
day
● Sina Weibo
■ China's leading SNS
■ 200/300+ million registered
users
11. Subscribers in Hong Kong
100,000
1,000,000
3,200,000/
4,078,000
www.PRDA.Asia
12. Tip of the iceberg
Visible
Community Data analysis
Reputation
Demographics
Reporting
Copy write Trends
Influencers
Translation Key words
SEO
Creative Monitoring
www.PRDA.Asia
13. PRDA - 9 channels
● Video
● Blogs
● Forums
● Articles
● Bookmarks
● Mobile
● Social Sites
● SMR
● Micro sites
www.PRDA.Asia
14. 9 channels why? Social media funnel
● Views
○ Using a range of
medium to
communicate with
fans increases
views and shares
● Sentiment
○ Creating a deep and
broad range of brand
positive content
protects against
negative sentiment
● Search
○ Properly written and
search engine
optimised content
increase search
ranking
● Syndication
○ Branded channels
with loyal fans
always receptive to
messages
www.PRDA.Asia
15. How we do it? Proven process
1. Listen
5.
2. Content
Analytics
creation
4. Engage 3. Publish
www.PRDA.Asia
16. 1 Listen
Listening (monitoring) is the most important component of social
media strategy. It is the front line for brand protection and
effectively influencing online conversations. PRDA uses
proprietary applications to track real time conversations.
Listen to:
● Who
● Where
● How
● Customer info
● Competitor info
● Sentiment
● Crisis alerts
www.PRDA.Asia
17. 2 Content creation
Be part of the conversation. Influence and add value. Be
relevant to your fans. With effective listening comes the
knowledge to craft relevant content.
Content:
● Relevant
● Exciting
● Influential
● Search optimised
● Colloquial/ local
● Shareable
● Positive
www.PRDA.Asia
18. 3 Publish
Content published to branded sites. Using 9 channels and
proper placement, brand content has maximum impact. With
effective listening comes the knowledge to place and
participate effectively in conversations.
Publish:
● Branded
● 9 channels
● Targeted
● Multilingual
● Country specific
www.PRDA.Asia
19. 4 Engage
Engagement is unique to social media. Amplify positive
messages. Interact with fans. Manage conversations and protect
the brand. With effective listening comes the knowledge to
enhance fan's brand experience and influence sentiment.
Engage:
● Fan experience
● Amplify positive
● Minimise negative
● Q/A
● Influence
● Community management
www.PRDA.Asia
20. 5 Analytics
Business needs results. Analytics along with KPI's can
demonstrate ROI or equivalent media value. Social media
should be an investment that pays dividends
Analytics:
● ROI
● Brand positioning
● Conversion
● Share of voice
● PR
● Offset other marketing budgets
www.PRDA.Asia
42. BBS and Forums
BBS and Forums in China drive a
significant amount of traffic. They
are the single biggest influencer
of brand decisions online. Ease of
use, free to access. But have
limitations.
● No community
● Less influence
● Competition with noise
45. 2011
integration, staffing, advertising and measurement are all
key areas of focus for social media strategists in 2012.
Integration and
Analytics
www.PRDA.Asia
