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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pr digital agency bangkok thailand

Marketing, automated

When you’re curious about what chance there is of rain, snow or something even more dramatic falling down on you, it’s good to know weather reports are reasonably reliable. While the forecasts for marketing trends may not yet be as accurate, they are getting better at indicating stormy conditions best avoided. Still in its infancy, this technology is called predictive analytics, and uses AI to help marketers forge ahead more confidently with strategy based largely on future customer behavior, in ways that would have looked risky just a few years ago.

 

PR, scientifically

 

The science takes a variety of statistics and facts about current trends to build models that are getting better at giving a good indication of how consumers will spend their money, based on analysis of past behavioral patterns. The big idea is that this will help save a ton of money on splash-out marketing campaigns and help PR agencies and their clients improve ROI numbers. Six out of 10 entrepreneurs questioned in a recent study said that think predictive analytics is an extremely significant trend, while nearly three-fourths of them said it would more definitely be so within two years.

 

Why predictions matter

 

Beyond lucrative applications for predicting the wants and needs of buyers of all kinds of products and services, the technology will be useful for prioritizing and qualifying leads, focusing publicity and campaigns on more targeted audiences, and more efficient introduction and testing of new items in the market. Predictive analytics is one more indicator of how big data is changing and enriching the information landscape in countless ways.

 

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

The rise of video SEO

Image may not be everything, but videos are often more fun to take a moment to be distracted by than text. Marketing experts know that using video helps websites rank more highly in terms of SEO. The authority of the website matters as well, in addition to various factors that will increase the professionalism of your videos. High quality video videos have been easily shot on smartphones for years now, and companies are slowly getting better about capturing images in short films that help project the image they want.

 

How to optimize

 

Having a website that’s already impressive helps. So does a good choice and use of platforms your videos are seen and available on beyond your website. Social media accounts like YouTube, Vimeo and Facebook are of course useful for generating awareness. Screenshots can be extracted from footage and used to help generate interest with a choice caption. If you don’t have a transcript yet, make one – this will make it easier for those who still prefer reading or use it part of the time. And do you offer a choice of languages?

 

Thumbnails matter

 

The video will get better play when it is the focus of the page and not lingering in corners. This makes for easier navigation as well. Another tech spec to be aware of is page-loading time. Since videos aren’t digested all in one go, and don’t lend themselves as effectively to scanning and scrolling through like website and texts, having an enticing and clear thumbnail image with an appropriate title is a must. If your video is about dining in a particular restaurant, don’t use a thumbnail featuring someone driving to the restaurant or something else indirectly related. But being human matters too. One marketing site found that thumbnails with a person were clicked on 30% more. Many tend to judge a book by its cover and a video by its thumbnail, so make sure to have an irresistible one.

 

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

The shifting but significant nature of SEO and social media

Recent research shows that while almost two-thirds of small businesses have social media accounts, just over half of them have a social media marketing strategy. While that may not be as dangerous as buying and driving a car without getting a driver’s license first, there is plenty of room for more prudence on behalf of firms of any size attempting to make best use of their online potential. Even when you don’t know all of the terrain that lies ahead, roadmaps are useful.

 

Social media marketing coming of age

 

Over 55% of these businesses with a social media presence have an in-house team managing these webpages, while 37% of them use social media software to help maintain their social media accounts. The most popular ways in which these firms are tracking the success of their social media presence is engagement (24%), leads/conversation (24%), clicks to other websites (18%) and audience growth (16%). There remains significant reluctance to jump into new waters without a sense of what lies beneath.

 

Don’t forget SEO, even if it’s mysterious

 

Even more perplexing than attempting to optimize usage of social media is managing your website’s SEO, since, well, we’re not quite sure exactly what it is or how it works, actually. Over 60% of small companies place greater importance on social media marketing than SEO planning. Just over a third of small businesses have an SEO strategy, although about a quarter of them plan to have one by the end of 2019. This lack of planning is perhaps understandable when considering the shifting, unreliable nature of what SEO is, and how search engines like Google define it. But it pays to pay attention and be ready for what comes next, when some kind of calm and standardization comes about after the stormy conditions defining the online world of today.

 

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

Who’s your CSR czar?

Corporate Social Responsibility (CSR) has been with us for around a quarter century now, but is rooted in philanthropic concepts as old as time, which go to the heart of what society could or should be based on. The tendency to want to be seen as doing good and being fair-minded has long been a concern to leaders of businesses, nations and other institutions. Not least of which since it helps justify their continuing to retain power and influence, for – at least in their minds – the greater good.

 

The authority to help out

 

While CSR is still seen as secondary to the overriding purposes of many firms, it easily aligns with their overarching mission statements, which describe companies’ ideal societal impacts, beyond profits. At a minimum, companies facilitate the betterment of the lives of employees and their dependents. Meanwhile, governments tend to see themselves as providers or at least enablers of the SR part of CSR. But as big data comes about, transparency increases and bottom lines and product origins become more traceable, CSR in a wider sense of ethics increasingly affects not just local environments, but carbon footprints felt globally.

 

The Gen Z factor

 

People with little to know knowledge of the last millennium or life before smartphones are now coming of age, shopping online, and expressing tendencies to spend their money on companies they see as taking stands on issues and sourcing products and services in ethical, sustainable and documentable ways. Several multinationals like Netflix, Google and IBM have reached out to young consumers who have expressed interest in supporting companies aligned with their progressive, modern values. Many brands are shifting to move away from certain segments of the public and more overtly marketing and positioning themselves to take better advantage of new demographic realties.

 

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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