blog 068 pr digital bangkok thailand

PR professionals can be the driving force for quality CSR

When families are finding it hard to make ends meet, public opinion can often turn against large corporations. Effective corporate communications can provide a reliable way in advocating and promoting an organization’s contribution to society. All this in an age where consumers are demanding that corporations do their bit and put in more to the society in which they operate.

As the larger hedge funds seem to be demanding more social appreciation from the companies they invest in, we may have reached a tipping point; a trend toward greater corporate social responsibility. It’s not just about profits any more.

 

Recommendations:

 

  1. Promote volunteering. Companies can embed this philosophy in their teams even without spending any money. It also increases pride and togetherness amongst staff.

 

  1. Create a committee. An internal team put together to handle CSR matters can be invaluable. As well as developing events and calendars, it also grows leadership among staff.

 

  1. Enjoyment. Volunteering can feel like a privilege, rather than a duty. Consider creating an hours-in-lieu exchange for team members keen to volunteer.

 

  1. Community outreach. Encourage staff to step outside the company and out into the wider community. This is a great way to grow the company’s brand in the local area.

 

  1. Take their views into account. Aim to support charities or initiatives that staff already make donations to.

 

  1. Invite customers to join. This is a great way to show leadership within your sector, and also to foster stronger and more rewarding two-way relationships between staff and your customer organizations.

 

  1. Promote and show your efforts. Make sure that your contributions are put out there and spoken about, either via social media or with the more traditional photo caption press release.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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How to tackle Facebook’s new algorithm to make your video pop

Make it live

Facebook’s latest algorithm prioritizes live video specifically. It is estimated that live videos typically get six times as many interactions compared to non-live posts. It is essential to understand this to maximise your efforts in delivering a channel mix.

Around half of live video is found via the news feed. It also offers massive scope for viral reposting. In the near future, innovations such as 360 degree video will serve to emphasize the importance of this.

 

Go for engagement

Due to years of complaints from users, Facebook now is pushing more personal content, stuff from family and friends, to people’s feeds. This was in response to Facebook’s decline through it evolving into a pointless stream of marketing messages which resulted in it losing users.

This type of content always delivers better engagement due to strong relevance, as an antithesis to fake news and spammy clickbait. So always focus on asking questions and looking for engagement.

 

Don’t forget paid media, part of PESO

Paid media still has some effective relevance. One thing to note is that if you’re boosting live, you need to ensure that there is enough time for results before the post “dies.”

Facebook has also introduced Live Broadcast, so if you plan to use it, let people know in advance so they are aware and are ready and waiting.

Remember always that organic engagement is the top priority as it draws the best placement via the algorithm. One of Facebook’s (few) key strengths is that it offers a high level of “targetization”.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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Nonprofit organizations: 10 social media tips

1. Be the voice:

Focus on publishing articles that have been independently cited for their truth and thought leadership.

2. Stay within your tone:

Communication brands like TEDx are popular because they define their voice and continually serve audiences with the high quality defined with its parameters.

3. Video is key:

Well-produced, informative videos will keep people coming back for more and position you firmly on top of the pile.

4. Keep us posted:

Frequent posting and constant engagement are crucial for both growing audiences and retaining current followers.

5. Quality always:

Somewhat contrary to the above point, it’s sometimes better to focus on fewer high quality posts that just spamming out regularly.

6. Storytelling:

Stories focused on people are some of the most attractive for followers. They can also be used to convey your successes in a certain theatre or industry field.

7. Maximize social media spend:

Nonprofits are always tight on cash. You can still achieve some results for five bucks a day by using extremely targeted Facebook ad parameters.

8. Add a “Donate Now” button:

Facebook lets certain types of nonprofits place a “Donate Now” button on their FB page. There is no reason why you wouldn’t have this, even if results are slow.

9. Set a strategy:

Before committing anything to your feeds, use Excel to draft out calendar months so that one post leads to another, always with the aim of slowly building followers and engagement.

10. Monitor metrics:

Look for the most relevant ways to monitor and record both engagement and how this grows and is responded to over time.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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blog 064 pr digital bangkok thailand

KFC nails issues management and turns crisis into opportunity

KFC’s chain of outlets recently had a nightmare scenario for a fried chicken joint; they ran out of chicken. It was largely the result of a supplier side supply chain problem, but no doubt negatively amplified by the company’s ‘just in time’ planning mantra; something that food retailers and increasingly more FMCG companies will be familiar with.

 

Normally this would be both a mission critical disaster and a PR disaster all wrapped up in one. Instead, through extremely bold messaging design they managed to turn this awful situation into a social media hit.

 

KFC ran this really smart advert on full-page newspaper spreads in some of the UK’s biggest national daily tabloids. Through honesty, creativity and savvy consumer engagement, the ad, rather than infuriating loyal customers, actually put a positive spin on things. More than this, the brand was able to attract new customers to the fried chicken franchise through the viral nature of the ad being widely shared on line.

 

A majority of user comments were of the ilk, “fair play” and “hats off to KFC” – this serves as an amazing illustration of the power of PR, communication and messaging design.

 

The newspaper ad featured an admission of guilt whilst successfully relaying empathy to customers, demonstrating their agile approach to issues management, and winning some new brand advocates in the process.

 

They didn’t just get away with it. They knocked it out of the park.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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When problems arise between agency and client in an ongoing relationship

PR agencies in every market in every country have clients who are extremely demanding and/or unreasonably difficult. Conversely, clients assume the agency is dithering rather than being committed to quick resolution and development of its communication plan.

This two-way misinterpretation is not helpful for either the client or the PR agency.

A 2015 study by the Association of National Advertisers (AHA) revealed that 87 percent of clients and 86 percent of agencies believe they have a highly effective working relationship that delivers value. Working closely together over a long period of time then would seem to be the most conducive approach.

 

Here are three things that can create problems:

 

  1. A lack of accountability from the agency side

Agency clients are demanding better reporting based on true metrics like lead generation, lead conversion and any sales opportunities that have materialized. As clients’ spend through outsourced PR can be a significant burden to the whole marketing budget, it is entirely reasonable to expect that KPIs and metrics are quickly and clearly reported.

 

  1. Poor consulting or information forwarding (on either side…)

Problems arise when not enough communication occurs between client and agency. This can be because the PR consultants are busy dealing with other things, or it could be that the client is unavailable for days or weeks at a time. Too much communication can also occur and is equally damaging; 10pm calls from clients trying to escalate urgent issues that they’ve just that moment thought of don’t help.

 

  1. Agency evolution to meet future demands of clients

 

As per the same AHA study, only 56 percent of clients “believe that agencies have the right talent to meet their needs over the next two years”.

It is incumbent on agencies to be constantly self-schooling in evolving technologies and new industries, and to hire staff capable of supporting this forward momentum to best serve client needs.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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Vivaldi wins Sports Industry Awards Asia 2017 Best Sport Event Supplier Thailand

Bangkok, 8 October 2017 – Vivaldi Integrated Public Relations, the leading Human and Digital Communications agency delivering Public Relations, Digital and Social services in Thailand, has been recognized with the Best Sport Event Supplier Thailand Silver at the Asia 2017 Sports Industry Awards (SPIA).

 

Joseph Henry, CEO of Vivaldi Integrated Public Relations, said, “We’re absolutely delighted to be recognized by the respected regional judges from Asia 2017 Sports Industry Awards again.  In 2016, Vivaldi was the Gold winner for Best Sports PR Agency in Thailand.  To be recognized against a more competitive field as the Best Sport Event Supplier is truly an honour.  All credit has to go out to my team who work passionately and tirelessly for our sports industry clients.”

 

SPIA Asia 2017’s award was open to professional sport event organizers, agencies and brands including in-house event departments of corporate organizations delivering major sport campaigns in terms of creativity, planning execution and adding sporting value to the region. Vivaldi was selected based on the key criteria: “the function of the organization in guaranteeing successful events from development to implementation” (SPIA).

 

Henry added “This year, we remain the agency of record for the Phuket King’s Cup Regatta, and have been retained by Warrix, manufacturer of the Thai international football team’s official jersey. Vivaldi also this year handled aspects of PR, communications, media logistics, social media and influencer support for the Music Run Thailand and Tri-Factor Triathlon series, both part of large regional programs.  We’ve achieved consistent full service PR, Digital and Social Media for our clients successes and will continue to work with top sports event organizers and brands to deliver standout results.  Vivaldi’s sports practice has thrived as the popularity of participations sports amongst Thais has expanded exponentially.  ”

 

The SPIA Asia 2017 edition was open to entrants from 47 Asian countries.  Winners at the Gala Awards event included Lagardere Sports, Tennis Australia, Laguna Phuket, Adidas and Chelsea Football Club.  Vivaldi won the award for its work in Thailand, having delivered superb publicity, social, digital and influencer results for major sporting events, such as the Phuket King’s Cup Regatta.   The Regatta is one of Thailand’s signature sports event.

 

SPIA Asia is endorsed by the Ministry of Tourism and Sports, the Sports Authority of Thailand and organized by MMC Sportz LLC

 

About Vivaldi Integrated Public Relations

Vivaldi Integrated Public Relations connects companies and brands to millions of customers and stakeholders      through bespoke digital and social media, events, consumer activations and traditional public relations strategies.  Content created from its award-winning PR strategies combined with the client’s own content and messaging, Vivaldi’s strategic use of Paid, Earned, Shared and Owned media creates multiple channel exposure, engagement           and return on investment.

 

Photo:  Joseph Henry, Chief Executive Officer, Vivaldi Integrated Public Relations (Center), received  the  Best Sport Event Supplier in Thailand Silver at the SPIA Asia – Asia’s Sports Industry Awards & Conference 2017 at Centara Grand & Bangkok Convention Centre at CentralWorld.

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ROLLS-ROYCE MOTOR CARS 2017: THE YEAR OF BESPOKE

The Rolls-Royce Motor Cars Bespoke department is an extraordinary collective of designers, engineers and craftspeople, who bring the marque’s discerning and influential patrons’ most ambitious and personal visions to reality.

 

Today, almost every motor car that leaves the Home of Rolls-Royce in Goodwood, England, is Bespoke. 2017 was the year that Rolls-Royce elevated Bespoke to unprecedented new levels, resulting in one of the most significant years for Bespoke in the 114-year history of the brand. What follows is a snapshot of some of the finest examples of Bespoke design and craftsmanship to be completed by the luxury house over the past 12 months.

 

 ‘Sweptail’

 

Rolls-Royce ‘Sweptail’, the realisation of one customer’s coachbuilt dream. Premiered in 2017, ‘Sweptail’ is a compelling representation of true luxury, taking Bespoke coachbuild personalisation to new heights. The result of a collaboration between patron and artisan, ‘Sweptail’s’ bold design embraces the marque’s heritage as the world’s leading coachbuilder whilst reaffirming its pinnacle position in Bespoke personalisation.

 

This automotive equivalent of Haute Couture draws on the lineage of 1920s and 1930s Rolls-Royce motor cars. The client’s vision was for a coachbuilt two seater coupé featuring a large panoramic glass roof. The result is a contemporary masterpiece.

 

The grille, milled from solid aluminium, presents a distinct formality. The side profile of ‘Sweptail’ defines its stately character, whilst the rear taper of the motor car pays homage to the world of racing yachts, shaping a completely new perception of a dramatic Rolls-Royce coupé.The elegant and characterising rear culminates in the registration number 08, milled from ingots of aluminium and hand polished to a mirror finish.

 

‘Sweptail’ is a personal, Bespoke, motor car like no other.

 

New Phantom and ‘The Gallery’ – An Art Gallery on Wheels

 

New Rolls-Royce Phantom was unveiled to global critical acclaim in 2017. At the heart of the motor car’s design aesthetic is ‘The Gallery’, a contemporary and luxury reinterpretation of a motor car’s dashboard and instrument panel.

 

An application of glass runs uninterrupted across the fascia providing an unprecedented opportunity to present artwork, within your motor car. ‘The Gallery’ is an innovation that furthers Rolls-Royce’s unparalleled Bespoke vision and mastery of materials and craft.

 

Dawn and Wraith at Porto Cervo

 

Two unique motor cars were created in honour of the 2017 Rolls-Royce Summer Studio, Porto Cervo, Sardinia. A Bespoke Dawn Drophead Coupé and a Wraith Black Badge were commissioned to encapsulate the essence of this beguiling island.

 

Dawn adopted a nautical theme, evoking emotions of a languid Mediterranean sojourn. The Porto Cervo motif, encrusted with genuine Sapphires and Mother of Pearl, is embedded into the front facia of the motor car. The navy blue and arctic white hues complement an expanse of teak, including the decking and floor.

 

The Porto Cervo Wraith playfully emulates Sardinia’s night time ambience. A two-tone Diamond Black exterior is contrasted with gloss and matt paint applications, while black woven leather door panniers infer Wraith Black Badge’s dark and complex character, under the night sky.

 

‘Spirit of Calligraphy’ Ghost

 

A special one-off commission unveiled in Dubai in 2017, the Bespoke ‘Spirit of Calligraphy’ Ghost draws its design inspiration from the ancient art of Arabic calligraphy. Words are harmoniously moulded into shapes, creating a unique effect where texts and images become one. Sir Henry Royce’s resonant words “Take the best that exists and make it better. When it does not exist, design it”, in their Arabic form are shaped into Rolls-Royce’s flying mascot, the Spirit of Ecstasy. The calligraphy motif, created by renowned artist Khaled Al Saai, features as a silver inlay on the centre panel and as embroidery on the rear centre seat, amidst an eye-catching array of Turchese, Black and Arctic White leathers.

 

‘Elegance’

 

Commissioned for an individual collector, the Ghost ‘Elegance’ raised the bar of Bespoke by becoming the first Rolls-Royce to be finished in a paint infused with diamonds. The flanks of the motor car are highlighted with Mugello Red and Black twin coachlines, reflected inside with black leather seats and accents in Mugello Red, carried through stitching on the doors and piping on the seats. The detailed fascia of smooth open-pore Tudor Oak veneer is also complemented with a Mugello Red single stitch along the top of the dashboard, and finished with a Bespoke clock.

 

‘Dawn in Fuxia’

 

In 2017, US collector Michael Fux was presented with his tenth Bespoke model from Rolls-Royce Motor Cars. Following a visit to Pebble Beach in 2016, where he collected a cluster of eye-catching fuchsia petals, he challenged the Bespoke team at Goodwood with a commission to bring a striking new colour to Dawn. Subsequently unveiled during The Quail automotive gathering in California, the vibrant ‘Dawn in Fuxia’ represents the addition of another unique hue to the Rolls-Royce Colour Collection, and is reserved exclusively for Mr. Fux to use. His most recent commission is his second Dawn, having collected the first – in one-off ‘Fux Blue’ – in 2016. Reminiscent of that car, the interior of ‘Dawn in Fuxia’ is trimmed in stunning Arctic White leather.

 

‘Dawn B50’ for Hotel Byblos

 

In celebration of the 50th anniversary of the Hotel Byblos in Saint-Tropez in 2017, Rolls-Royce Motor Cars revealed the ‘Dawn B50’, a highly Bespoke and unique motor car inspired by the warmth and vibrancy of the Côte d’Azur. Commissioned by the Hotel Byblos as the automotive ‘Jewel of Saint-Tropez’, the Dawn B50 exudes two dominant exterior colours. The lustrous combination was developed exclusively to celebrate the hotel’s anniversary, along with bespoke door treadplates and a unique hand-painted coachline on each side bearing the ‘B50’ logo. The sophisticated interior takes inspiration from the intense Mediterranean sun, with vibrant tangerine tones that accentuate the dashboard and echo the stitching across the seat upholstery and floor mats.

 

Homage to a special Silver Dawn

 

Prominently displayed at the Home of Rolls-Royce is a remarkably rare 1952 Silver Dawn Drophead Coupé, one of very few ever made. It was sold new to a customer in Canada, and in 2017 a commission for a new Dawn from the same country led to a beautiful homage to this particular car in its 65th anniversary year.

 

Finished in two-tone Midnight Sapphire and Jubilee Silver, the new Dawn closely emulates the original finishes of the 1952 motor car, with a Bespoke painted coachline, broken for the first time on a Rolls-Royce. Inside, Selby Grey and Navy leather are combined with Crossbanded Walnut Burr veneer, closely matched to the original. The finishing touches include a Bespoke clock with ‘1952’ lettering and a Spirit of Ecstasy veneer inlay.

 

Inspiration from South Korea

 

The ‘Bespoke Collection for Korea’ unveiled at the British Embassy in Seoul, embraced the aesthetic heritage of South Korea with a contemporary flare. The Ghost Seoul Edition reflects colours that grace the country’s Taegukgi national flag, finished in bright Andalusian White with a twin coachline in Cobalto Blue and Mugello Red – along with a hand-painted Bespoke motif that captures the silhouette of the iconic Namsan Seoul Tower. Inside, the black leather is complemented by contrasting bands in Arctic White, as well as blue and red highlights for stitching and piping.

 

The ‘Wraith Busan Edition’ is inspired by the hues of the coastal city of the same name, with a two-tone exterior in Royal Blue and Jubilee Silver that conjures up the shimmer of the surrounding sea. The rear pillar motif echoes the delicate latticework of traditional Korean ‘hanok’ screen doors, and is also carried inside the car across the dashboard. Emulating the dusk sky across nearby mountain ranges, a single coachline in Blushing Pink draws attention to the shoulder line. The colour is also applied to the seat stitching, instrument panel and ‘RR’ headrest monograms inside, as the final flourish to the Selby Grey and Cobalto Blue upholstery.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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All change with Facebook and its algorithm for advertisers

Facebook’s recent purge of clickbait and the reprioritizing of deep content and posts by friends could make quality content relevant on the platform once more.

Facebook is forcing people to create quality and relevant content. The social media giant recently unveiled its biggest news feed algorithm change to date; it now favors content from friends and family over posts from companies and politicized material. So where does this leave advertisers?

Facebook has said that the new changes will not affect paid posts on the platform, although CPM (cost per 1000 impressions) may increase. The changes are aimed at removing clickbait; those annoying shouty adds that use either controversial titles or make ridiculous claims as to the product’s benefits. They have long frustrated users, often appearing higher in the news feed than posts from friends or loved ones. Facebook won’t admit it publically, but it’s an effort to stem people moving away from the site, which some see as now being an endlessly repetitive space for dreary pointlessness, and so don’t bother to look at it.

Brands already know that they get little visibility from unpaid content on Facebook. Organic content doesn’t work as well as paid posts for sure. However the new move may make some headway into leaning back into these two truisms. Brands will probably have to abandon push marketing and create content that potential customers value or wish to see.

There is a lot of concern in the online space with marketers globally surrounding this issue. Many are preparing to advise clients to move part of their tactical spend to Instagram, Snapchat or other channels. This is interesting as it may turn out to create the exact result that Facebook didn’t want, and so the situation will continue to evolve.

We would say that there is no cause for panic. The correct content (now able to be deeper, of better quality and therefore better able to connect to consumers in our clients’ target markets) and correctly targeted will continue to drive success for brand building and sales growth on the FB channel.

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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GOING TO EXTREMES WITH A WINNING AGENCY

Vivaldi CEO competes in the largest race in Southeast Asia, to finally claim first prize

DESPITE its awful past, the infamous River Kwai’s ‘death’ railway built by WWII prisoners is an ideal location for the River Kwai Trophy Adventure Race, the largest race in Southeast Asia.

Vivaldi CEO was not always into endurance sports, but after becoming overweight and unhealthy he decided to get fit and enter the race for the first time. That was 11 years ago. It was the toughest thing he’d ever done, but was hooked from then on.

In 2015, his friend Ross Cain and he decided to team up under the name “Atlast” with the purpose of winning the Grand Masters of the River Kwai Race. He was super-fit, coming off cycling the 1200 km Audax France in under 70 hours. They trained hard in the midday sun for five hours at a time, so by race day were in top shape. Despite a serious cycling crash in which Ross cracked his elbow and Joseph had a concussion, they came in 3rd place.

In 2016, they tried again, leading the race for five hours until Joseph’s legs cramped in the final river swim just a few hundred meters from the finish line. It hurt to lose like that.

At the registration for 2017, they saw teams entering from Thailand, Hong Kong, Malaysia and France. That night, a huge tropical storm rolled in. In an adventure race, you don’t know distances, routes or order of the swim, bike, kayak, obstacles or trails. You just deal with it as it comes. In this year’s race, they started with a run that crossed the Bridge over the River Kwai to the main plaza where tourists looked on.

When the MC finally announced at the finish, “Team Atlast has finished in 1st place in the Grand Masters Division”, hands rose in the air and both team members shouted at the top of their lungs! It has been 11 years in the making and finally a first ever win. The team had conquered Asia’s Largest Race at the Bridge over the River Kwai!

 

Full story available at : www.thebigchilli.com

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blog 061 pr bangkok thailand

How to select your ideal PR Agency

The global PR landscape is going through quite an aggressive restructure at the moment, with escalating levels of competition, price wars, and shorter term retainers becoming the norm. However, agencies focused on quality and value still are proving to be important partners for clients. Smaller agencies in particular are able to offer detailed and highly tailored assistance to clients through thick and thin, as they grow together in partnership.

1.)  Word of mouth

The most successful agencies are the ones who have long been known for producing a good standard of work over many years. In fact a lot of agency business comes via this method instead of through SEO or digital marketing. This is also the most credible basis for making decisions on which agency to use.

2.)  Get to know the team

Ask to see the Account Director and the Account Managers who will be looking after you. It is great to meet the CEO in the meeting pitch, but he or she is unlikely to be dealing with the account on a regular basis. If you want digital services adding to the package, meet that team also.

3.)  Visit their office

Visiting their premises after the first initial meeting at your own HQ will give you an indication of the scale of the business, and the sort of work it is able to do. If the agency claims to be creative but the office environment is sterile, they may be better suited to writing FS press releases.

4.)  Awards are good, but look for case studies

There are a lot of regional and industry awards in the PR industry calendar, and some are no more than money-making rackets for the award organizers. Check thoroughly on the PR company website for actual concluded projects and the results they achieved with them. Real life tangible successful projects are much more valuable than a slew of awards you’ve never heard of.

5.)  Results and clarity

You must clearly define goals at the beginning of the relationship. This may be based on daily and monthly KPI targets; it may be more transgressive (in a positive way,) less objective or less conventional, such as in the case of your own business visibility performance being tied to the agency’s channel efforts. This is a new approach which is now becoming effective due to increasingly sophisticated metrics and AI technology.

 

Contact us : Vivaldi Public Relations

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