dear socmed, it's me - a nobody

A Social Media for PR Training for Iris Indonesia Prepared by Nena Brodjonegoro – November 2011

Dear Socmed, it’s me – A nobody. !

Today’s Special

Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

my typical day!

?Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

my typical life!

Plan my travel?

Stay in touch with my friends?

Find new place to eat?

Find out about the traffic?

Find a new job?


global perspec=ve


glo

ba

l pe

rspe

ctive

Shi> towards real‐=me updates

From discussion forums to microblogging pla@orms

Blogs leading in Asia compared to other parts of the world

Blogs leading in Asia compared to other parts of the world with China on top with 42% of internet users write their own blogs

Changing consumer focus from crea=on to sharing/reac=on (up 1%‐14% in various ac=vi=es)

Changing consumer focus from crea=on to sharing/reac=on (up 1%‐14% in various ac=vi=es)


THE

WO

RLD

: 6

BIL

LIO

N P

EOP

LE

In Jun 2011, there are

750,000,000 monthly active

users in Facebook, compared to only 500,000,000

the previous year

Until Mar 2011, there are

200,000,000 users on

Twitter

There are 100,000,000 users on LinkedIn

There are 20,000,000 Google+ users

And more than 250,000,000 are using Facebook connect every month.

During the average 20 minute in 2010,

there are 1,587,000 wall posts,

2,716,000 photos uploaded and

10,208,000 comments posted


Credit: Hanny Kusumawa=, Raconteur


the next

BIG thing Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

““““social m

edia is…

Forms of electronic communica=on (as Web sites for social networking and microblogging) through which users create online communi=es to share informa=on, ideas, personal messages, and other content (as videos)

Social media is user‐generated content on the internet. It’s created with free or inexpensive technology, is easy to update, and can reach a niche audience or millions. It can be mere words in a blog, but also user‐generated videos, photos, and audio. It can be interac=ve with unfiltered comments from visitors. And as user‐generated content, it does away with controls associated with tradi=onal media – and most of all, it removes the need for big media.


web 2.0?!

“…is the business revolu0on in the computer industry caused by the move to the internet as pla7orm, and an a9empt to understand the rules for success on that new pla7orm. Chief among those rules is this: Build applica0ons that harness network effects to get be9er the more people use them. (This is what I've elsewhere called "harnessing collec0ve intelligence.")” – O’Reilly


pr 2.0?!

“…is the realiza0on that the Web changed everything, inser0ng people equally into the process of tradi0onal influence.” ‐ Solis


marke=ng 3.0?!

“Value driven‐marke0ng where consumers play the key role of crea0ng the value through co‐crea0on of product and service” ‐ Kotler


So, what are the key words??


the rules of marke=ng Marke=ng means adver=sing (and branding)

Adver=sing needs to appeal to the masses

Adver=sing relies on interrup=ng people to get them to pay a^en=on to a message

Adver=sing is one‐way: company to consumer Adver=sing is exclusively based on campaigns that had a limited life

Crea=vity is the most important component of adver=sing It is more important for the ad agency to win adver=sing awards than for the client to win new customers

Adver=sing and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteria


the rules of PR The only way to get ink and air=me is through the media

Companies communicate to journalists via press release Only a handful of reporters and editors will see the actual press release

Companies have to have significant news before they can write a press release

Jargon is okay because journalists all understand it

You’re not supposed to send a release unless it includes quotes from third par=es, such as customers, analysts, and experts

The only way buyers learn about the press release’s content is if the media wrote a story about it The only way to measure the effec=veness of press releases is through clip books

PR and marke=ng are separate disciplines run by different people with separate goals, strategies,, and measurement techniques


Published in Woman’s Day


Social media disaster can strike even when you’re not marketing in social media!!Respond quickly and humbly!!Clarify how a poor decision was reached!!Show that you’re learning from the experience and committed to do better!


The coffin campaign. Does it work??


People are smarter than they are before.

PEOPLE TRUST PEOPLE – even those they don’t know

People tend to tune out to advertising in conventional media due to clutter or lack of free time

PR is about reputation building & management – and it is public

You can now communicate directly to your consumers Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

Chris Anderson’s The Long Tail


the new rules of

marke=ng &

pr Marke=ng is more than just adver=sing

PR is for more than just mainstream media audience You are what you publish

People want authen=city, not spin

People want par=cipa=on, not propaganda

Instead of causing one‐way interrup=on, marke=ng is about

delivering content at just the precise moment your audience needs

it Mainstream marke=ng to the masses a strategy of reaching vast numbers of underserved audiences via the web

PR ≠ boss seeing your company on TV. PR = buyers seeing your company on the web

M ≠ agency wins awards, M = organiza=on wins business

PR is now P again, thanks to the internet Drive people into the purchasing process with great online content


WHY? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

Social media is not a magic pill


Objec=ve, objec=ve, objec=ve.


Web log – weblog – blog Web sites designed to let you easily update or change content and allow readers to post their own opinions or reac=ons


social networking services

Facilitate exchange of personal informa=on and media to groups of friends and family. Now has features to support business.

•  Full networks – Facebook, MySpace, Friendster

•  Microblogging – Twitter, Plurk •  Professional networks – LinkedIn •  Other specialty networks – DeviantArt


social media sharing services Facilitate pos=ng and commen=ng on videos and podcasts (audio)

•  Video – YouTube, Vimeo •  Photos – Flickr, Photobucket,

Picasa •  Audio – Podcast Alley


social news & bookmarking services

Similar to private bookmarks for your favorite sites on your computer – but this is publicly viewable lists of sites

that others have recommended

•  Recommendation services – StumbleUpon, Delicious

•  Social shopping – Kaboodle, ThisNext •  Social news – Digg, Reddit


Users can “vote” on the value of the pos=ngs on these peer‐based lists of recommended ar=cles from news sites, blogs, or web pages

loca=on based service These services (can) bring people together in real space rather than in cyberspace

•  FourSquare, Gowalla •  Other GPS apps •  Meet-ups and tweet-ups


community building services Comment‐ and content‐sharing sites, previously there were forums, message boards, Yahoo! And Google groups.

•  Community building sites for multiple sharing features such as Ning

•  Wikis such as Wikipedia •  Review sites such as TripAdvisor and

Yelp to solicit consumer views


Objec=ve, objec=ve, objec=ve.


What is your client’s ultimate

objective?

Get people to donate?

Increase sales of your new product?

Invite people to join your

movement? Increase brand presence?


What do you want to gain from a social media plan?

What does your business offer that people want to discuss?

What’s your current business model and how can social media impact that?

From: Ignite Social Media Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

More =ghtly formed

Regional / interest communi=es

Lots of intersec=ng communi=es / groups

Lots of intersec=ng communi=es / groups

Lots of gathering events

There are many more general blogs compared to specific‐topic blogs



Credit: salingsilang.com

how do we be

have?

Average tweets per day: 1,293,131 tweets

Total tweets in 6 months: 234,057,721 tweets

Average tweet/hour: 53,880 tweets

Peak =me: 17.00‐22.00, Wed & Fri a “low‐day”

Top 5 ci=es: JKT, YOG, SBY, SMG, MDN

39,168,140 FB accounts 2nd largest FB user, a>er USA

Top 3 FB page: Dahsyat, Mario Teguh, OVJ


5,331,093 listed blog

Appr. 25 new blogs registered every 24 hours

Top 5 blog category: general, personal, computer&internet, knowledge, hobby


how to cut through the clu^er? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

RELEVANT be


law of the party!! Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

RELEVANT be


Monitor what people are talking

about

What they’re saying about

you

What topics are interes=ng for

them What do they want from you?


Provide interesDng and meaningful story

about your brand Provide informaDon that the crowd doesn’t get elsewhere

Provide added value

to the crowd by

joining the conversaDon

Share knowledge and educate your crowd

Give good answer to “What’s in it for me?”‐quesDon Don’t be too sD

ngy about sharing

informaDon


tap into the

RIGHT audience


Identifying your target market = think niche!

“high-income couples within 20 miles of your destination who visit wine and classical music sites”

Focus your resources on one niche, and after you succeeded, invest your profits in the next niche

Specify your message to the needs and wants of your specific target market

Influence the influentials


say things the

RIGHT way


“What’s the goal?”

“What problems do you solve for your buyers?”

Clearly defined business goals

Content that effec=vely drives ac=on

The ac=on is easy to find


be

PERSONAL


Don’t be intrusive!

Listen & talk back Appreciate & let them know

Do crowdsourcing


developing strategy


END!

GAIN

ATTRACTIVE BUSINESS OFFER

CURRENT BUSINESS MODEL & SOCIAL


People • Who are you? • Who is your audience? • Who is your compeDDon?

Objec=ves • Goals based on preliminary quesDons

• Business goals

Strategies • How to engage the audience • How to measure success

Technologies • Channels • Monitoring and management tools

?


ON OFF

LINE LINE


75,000 ideas submitted 50 ideas implemented until 2010

is it really that great? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

Intel’s 2011 campaign


The Sartorialist

social advergame Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

Snezana Swasti Brodjonegoro (Nena)

[email protected]

0811 858 421

http://laquesta.wordpress.com/

@snezanasb