pr digital agency bangkok thailand

Getting personal, getting blocked

AI and other technologies that can be used to track and analyze data are harnessing info from the likes of social media accounts and online spending habits like never before. Algorithms are helping personalize newsfeeds, advertisements and much more. However, a significant range of Internet users are coming to think of this trend as less of a convenience when shopping and more of an invasion of privacy.

 

Give the people what they want

 

Although the differentiation of audiences and matching of client preferences with various products and services has long been talked up, the actualization of this phenomenon has only really heated up in recent years. Reception has been mixed, as consumers start thinking of how much privacy they are willing to give up in return for the discounts and promos that come their way. A new survey shows that almost half of respondents who use ad blockers would choose not to visit a website if they knew that it was personalizing advertising to visitors.  Moreover, the harvesting and use of information by advertisers is viewed by over six out of 10 people as inappropriate.

 

Digital natives are more okay with it

 

The strongest aversion to the use of IT to target audiences with specific material, perhaps not surprisingly, comes from generations that did not grow up with the Internet or were introduced to it later in life. No matter what comfort levels may be, though, the bottom line is that brands will need to work to keep trust among target audiences and long-term fans alike, as big data works to combine information like never before, and digital marketers grapple with how to best to use make use of it.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

WHEN IT COMES TO AGENCIES, SMALL IS THE NEW BIG.

There are times when size certainly doesn’t matter, and one of those times is when it comes to agencies. Many clients simply don’t need a major holding company owned agency to deliver results for them.

 

The bigger the agency the more overheads they need to cover and the more processes they have embedded. Running a large operation is of course costly and those costs get passed along to clients.

 

Smaller agencies are nimble, proactive, and can scale when needed for each particular project. The advent of the gig economy, where many talented people opted to go freelance or consult, created a global pool of talent who relish the opportunity to jump in on a project for a brand and then move on to something else. An agency can have a small core team of focussed and skilled professionals in-house who can manage the client relationship and some of the more immediate work, and when needed they can tap into an endless resource of talent locally and worldwide.

 

Local knowledge

 

A smaller independent agency also brings with it true local knowledge and loyalty to the market they are based in. They understand the intricacies of navigating local Government, they have close relationships with suppliers, and of course they are committed as they have established themselves in their home city. All of this knowledge brings invaluable insights so as they can provide their clients with solutions that will not only resonate with a local market but also deliver results.

 

Can scale when needed

 

Another benefit of the smaller, local independent agency is that they are free to forge relationships with other independent agencies in other regions and markets, thus being able to offer their clients the ability to tap into other countries and regions for specific campaigns at a more affordable price than what would be possible if working with a major holding company owned agency.

 

Diversifying

 

Being smaller also allows for more flexibility and also to evolve their offering by adding different services made possible by the independent talent pool they have available to them. There are no barriers stopping an PR agency adding more digital marketing and creative services, video production, and traditional advertising resources.

 

So the next time you’re looking for an agency remember their size is no longer a measure of their capabilities or reach. Thanks to the evolution of the job market, and of course technology, the playing field is now wide open and it could be time to think small.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

Edited, unedited and kinder versions of things you find online

Gen Z and Millennial netizens are coming to terms with some of the less satisfying aspects of their online lives, and working out ways to better find genuine connections and a new sense of community – things that, indeed, the Internet is supposed to be all about. A new study reveals a range of conflicting thoughts about time spent in cyberspace, and how it can perhaps become a happier place.

 

Can’t live with it, can’t live without it

 

Over half of respondents feel that overall online experiences make them feel less happy, yet almost just as many people said that they can’t imagine a life in which they don’t maintain at least one social media account. One big issue is how the technology helps spread images of perfect bodies adorned with perfect outfits and accessories, which can lead to thoughts of not quite measuring up among those exposed to them.

 

Perfectly imperfect

 

Four of 10 respondents said that they wished apps for editing photos and videos didn’t exist. Brands are reacting to the overabundance of picture-perfect influencers and amazingly adorned if somewhat intimidating models by keeping images realer in an attempt to not turn off potential customers.

 

Warning: ‘likes’ up ahead

 

Editing is still valued when it comes to the opinions of friends and others, though – tact remains a genuine enhancement. One of the survey’s most significant responses was how more than four in five people reported how they said their mood was affected by the numbers and percentages of likes that their social media posts received, and the types of comments they generated. In a world where more clothing is being bought and ideas exchanged online, it pays to make sure the words and images out there are making people happy.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

2019 trends for PR and marketing professionals

Increase your micro-video content

 

With video expecting to make up to 80 percent of all internet traffic by the end of 2019, PR and marketing communications professionals should be prioritizing image over text. Not only do videos make websites 53 times more visible, but studies show that the human brain can process a full image in 13 seconds; less time than it takes to blink. Our minds are highly receptive to images; just notice the popularity of micro-video apps TikTok, Dubsmash and Vigo Video. With teenage influencers increasingly turning to micro-video, time and investment should be placed connecting with this media – and this powerful audience.

 

Merge your PR and marketing

 

The worlds of PR and marketing are merging, with more PR companies adding digital and social capabilities to round their offering. With SEO optimization, blogging, online content strategy and PESO brought into the mix, PR companies are able to better address client needs. Meanwhile marketing agencies are leaning towards influencer and KOL strategy, with many brand launches now incorporating celebrity brand ambassador endorsement. Whether you work in PR or marketing, do consider widening your skillset to offer a one-stop solution for clients.

 

Look to Southeast Asia

 

With internet penetration and the hunger for social media and mobile technology increasing in Thailand, the Philippines and Indonesia, PR and marketing communications professionals are urged to shift focus to Southeast Asia. Although China and India were previously seen as boom markets, the popularity of low-cost smartphone tech and improved access to mobile data plans brings Southeast Asia into the spotlight.

 

Integrate augmented reality

 

Virtual reality continues to develop, with augmented (mixed) reality already seen trending in the likes of fitness apps, online fashion tutorials and corporate training. There’s also a real potential for virtual travel, which could revolutionize the leisure sector. Although VR and AR have not yet by any means matured, if you can begin to integrate this technology now it will really demonstrate your customer insight.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

TELL A STORY PEOPLE WILL WANT TO SHARE.

Humans are storytellers and story sharers. Everyone loves a good story and they also love to share those stories on their social media accounts such as Instagram, Facebook, and Twitter. When a brand has a great story to tell they need to ensure it is told well and in a way that people will want to tell their connections about.

 

Share and share a like

 

Today, every single person who is active on social media is like a mini digital media company of one, they are your add-ons to traditional media channels. If it’s an event give them something to photograph, video, or simply write about and if it is a static story on social media make sure it is worthy of a like and a share because when you do this you have instantly increased your reach and engagement beyond paid media channels.

 

Put a capital ‘E’ in your stories

 

Pick one or more of these to be the focus of your brand’s story –

 

Engaging – when you’re telling someone something they want to hear about then you have already been welcomed into their world.

 

Educational – when your story will help enhance someone’s life through knowledge and valuable information they will react accordingly, they will be thankful for the information and more often than not they will share it.

 

Entertaining – we all love to be entertained and when a brand’s story can be told in a lively and fun way then audiences will be thankful. We all lead such busy lives so when a brand can provide some respite people will not only be thankful they will also remember what the brand did.

 

Exciting – big news gets attention, so when a story has some ‘wow’ factor to it people will respond. Stop people in their tracks with something they cannot resist walking past and paying attention to.

 

Empathetic – brands that understand their audience will always have loyal followers, when a story is told in a way that people can relate to that story will be sure to resonate with them.

 

Emotional – when your story can tug at someone’s heartstrings it is hard for them not to react, but you need to do it in a way that touches their feelings and will be embraced by them.

 

The best stories are rarely forgotten and luckily in today’s social media enthralled world those stories are spread far and wide. So when considering your next public relations campaign strategy ensure you have a story to tell for your brand and that it is one others will want to share.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

LIGHTS, CAMERAS, TRACTION. WHY VIDEO IS AN IMPORTANT ASSET IN PR.

We live in a world dominated by digital screens, they’re in our homes, in stores, on the street, on public transport, in planes, in our offices, and of course in our hands. So it is no surprise that video is one of the best ways to engage with an audience as there are so many options available to get their attention and drive engagement.

Video is social

Social media is dominated by videos, Instagram, once used only for photos is now populated by user videos and brand videos. Its IGTV offering has already proven to be extremely popular as has the Stories feature. In fact, video posts on Instagram receive 38% more engagement than image posts. Social media influencers on Instagram were fast to adapt to video and those who embraced it as part of their strategy saw their ‘Likes’ and engagement increase as a result.

Using video as part of a public relations strategy today is an essential consideration and there are so many opportunities to capture and create content from product launches to announcements, events, presentations, and speeches that can then be spread across multiple media outlets from broadcast to online.

One size doesn’t fit all

It’s important to not only understand your audience but also the platform you plan to post your video on and ensure you have already considered your strategy for how to shoot and edit your video content to suit each format. For example with IGTV you need to remember that it is a portrait (vertical) format, whereas with Facebook you opt for either landscape (horizontal) or square and with YouTube landscape works best.

Team effort

Most of us are carrying a powerful video tool in our hands each and every day, our smartphones. So it is now much easier for the PR team to capture some behind the scenes and making of video content while your main video team are focussed on the prime content. Skilling up some team members to competently shoot video is not hard, arm them with a few add-ons for their phones and have a specialist give them a few lessons and you’ll have additional footage to fill some gaps to release on social media as either ‘behind the scenes’ or ‘making of’ content.

So when your planning your next PR campaign it makes sense to see how video can be incorporated and used to maximum effect.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

THE PR WORLD IS CHANGING BUT THE STORY REMAINS THE SAME

Everyone loves a good story, it’s human nature, and one of the core deliverables of any public relations agency is to deliver stories for their clients. But with the shifting sands of the media landscape and everchanging consumer behavior and the ways they engage with brands on digital devices via their social media accounts and online media platforms it is imperative that those stories capture the attention of the audience and drive conversion.

 

Everyone is a media outlet

 

Traditionally a public relation agency’s role was to pitch factual and detail laden stories to journalists and editors in an age where traditional media platforms such as print and television reigned supreme, but then along came the Internet of Things (IoT) and everything changed. Consumers now have much more control over what they read and how they react to those messages, in a sense every person is now a media outlet of one. Add to that the introduction of social media influencers and we have an entirely new media maze to navigate. So how can we connect with consumers who are confronted with mass messaging every day and ensure we capture their attention with our client’s stories? The answer is to get more creative.

 

All eyes on digital

 

Attention spans are short and people are confronted with more content on their screens than they can actually consume, so the stories we deliver for clients need to be condensed and eye capturing to ensure engagement. We’re living in a world where we need to slow down the scroll or swipe actions to get our stories seen and read. Developing owned media with visual tools such as video, GIFs, and easily digestible infographics to maximize that brief glimpse we get from those staring at their phones is one way we can engage more effectively.

 

The new ROI: Return On Intent

 

Every story needs to have a reason to be told, it needs to be delivering for the client’s brand and it has to have a reason to be of interest to the reader, it needs intent. To ensure the best results we must understand the behavior of the target audience. Analytics are imperative to achieve this goal, it gives us insights into the content people are reading or skipping and what is influencing their purchasing decisions. With a number of data tools available to us today it is now much easier to calculate the ROI on digital campaigns.

 

The future is still being told

 

So what is the next chapter for the public relations industry? It could be summed up with a phrase we all know well – ‘same same but different’. We need to continue to be the masters of crafting engaging stories but we must be more creative in the ways we tell them.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

How to maximize your megaphone

Congratulations on the publication of your article! Is your PR placement online, in print or both? Have you emailed it to the right people and broadcast it far and wide on social media? PR placements play a vital role, but limited bandwidth and a greater number of competitors facing the same concerns means that audiences are smaller, so you’ll have to push more buttons to have the same effect as yesteryear.

 

Resend, and make it resendable

 

The go-to way of spreading messages for PR firms and just about everyone else who want to be heard is of course online, and that of course means efficiently using the right social media platforms. Instagram, Facebook, YouTube and Twitter are the key places to focus on. Make sure to tap the right influencers for enhancing your key message in your placement, so a wider range of followers and potential customers can be reached. Both quality and quantity matter in terms of platforms for effectively dispersing matters whenever you are extending the reach of an article, advertorial, advertisement or other campaign material with a message people want to hear or you want them to hear.

 

Go ahead, paraphrase

 

Short and effective rewrites are easy ways of enhancing main messages with a minimum amount of work that goes far, and maximizes SEO potential, while drawing a greater range of data seekers to your article. Just about everything except for the link can be worded differently. Similarly, original 1-2 sentence summaries with a link to the original article can be placed on various social media sites to boost readership.

 

Your good work on display

 

In a world logged on, an unplugged, classic and professional approach stands out in unique and powerful ways. Easels, frames for walls and portfolios are just a few ways of enhancing easy and elegant access to attractively presented PR placements, without needing to open your smartphone or laptop.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

And the innovators are…

Boston Consulting Group recently released its report “The Most Innovative Companies 2019: The Rise of AI, Platforms, and Ecosystems”. The companies at the top shifted slightly, and, ironically, are also those sometimes known for losing their knack for creative intentions.

 

Innovation means IT

 

The #1 position has been taken by Google, having replaced Apple at the top. The former #1 and new #3 has been in the news lately not so much for innovation and carrying on in the outside-the-box spirit of its late founder, Steve Jobs, but for a future focusing on streaming original series for fans of the brand. Apple has also been on the defensive in terms of sales of smartphones and other gadgets, with competition stiffening with the up-and-coming Huawei. The top 10 positions on the list of innovative companies were dominated by tech firms, which gives a good indication of how IT provides need to be on the ball and changing all the time, lest market shares and the advantages of leadership slip away. Just ask Nokia.

 

A Google will rise

 

Even the new #1, the world’s most famous search engine, will not impress everyone with taking over the top slot, as this can be seen as the inevitable position of a behemoth controller and provider of information that insists on getting its way. The king of SEO will be seen as innovative by size and influence alone, no matter what effects this may have on daily life, for good or otherwise. Amazon, an online good provider making bold plans for a whole new bricks-and-mortar shopping experience, placed second. Notable at #4 is bundling giant Microsoft, also no stranger of bullying competitors and customers with offers they can’t refuse.

 

Another fly higher

 

Meanwhile in other barometers of success, another firm worth mentioning is Singapore Airlines, which has long been the world’s most awarded airline. The carrier credits its successful campaigns and popularity with travelers by taking the approach that localization is hardly synonymous with translation, and that nuanced, contextual understanding of and respect for local audiences is essential in forging the right connections. The company’s latest tagline, ‘Making Every Journey Personal’ says it all about what happens when you live up to your own PR.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

Digital marketers, are you listening?

Podcasts have become widely popular in a short amount of time in the US. About 75% of trendsetting Generation Z – people born from the mid-1990s to the early 2000s – pay for a streaming or music service, compared to six out 10 among the not all that older Millennials (a third of whom say they listen to at least one podcast daily). Commuters and workers are coming more and more to value multitasking and making efficient use of time. This is indeed the Information Age, as a new study among on the popularity of podcasts in the US indicates.

 

Giving reason to radically rethink ideas related to digital distraction and shorter attention spans, Millennials are focused more than other age group on education podcasts, and along with Gen Zers are 5 percent more likely to play podcasts for motivation related to professional development than Gen Xers and Baby Boomers. The two younger generations were also more likely to listen to podcasts of 26 minutes, compared to older generations. Significant majorities in all generations believed that podcasts helped them in terms of intellectual growth. Older generations still saw them more as gadgets associated with downtime rather than the platforms for learning they have also become thought of among younger Americans.

 

Spreading the word

 

Most podcast fans want to share, but desire easier technology allowing for sharing snippets of sound rather than links requiring some fine tuning to get to the best sections. Spotify, Apple Podcasts and web browsers were cited as the most popular platforms for podcasts. Nearly a full tenth of the entire adult US population listen to at least one podcast a month, a trend that has shown significant increase. Good listeners are indeed out there, for anyone sharing the right messages…

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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