blog 088 pr digital bangkok thailand

Vivaldi Public Relations CEO provides mentorship at the Global Communications Symposium 2018

The Global Communications Symposium brings together students from around the world for cross-cultural exchange of talent integration, ideas and teamwork.  Students, lecturers and industry professionals have converged every year since 2002 to observe and participate in this highly valuable program.  A collaboration of 15 universities from 15 countries teaches the future generation of communications industry leaders about the challenges of working across cultures, languages and distances. The 2018 edition of GlobCom was hosted by Chulalongkorn University in Bangkok, Thailand.

 

The Students are grouped into teams (or ‘real communication agencies’) and given 12 weeks to prepare a global public relations campaign based on a challenging corporate PR brief that spanned 5 continents. Each team was led by mentors from education or industry. Joseph Henry, the Chief Executive Officer and Founder of Vivaldi Public Relations, the leading Public Relations Agency in Thailand, coached one of the 9 teams. Joseph also participated as one of the esteemed jury members tasked with selecting the finalists for the competition.

 

About the experience he said, “It was incredible working with a group of talented and motivated students from Spain, Australia, UAE and many other countries. The proposal and pitch presentations I saw were strategic, professional, and incorporated and conveyed many excellent ideas. It was my privilege to support this worthwhile program as both a mentor and jury member.”

 

Working purely in an online fashion can be challenging and is open to producing inadequate results based on misunderstanding or misinterpretation. Education centers today bring together students from different countries and different backgrounds in an environment in which they must learn together, work together and create understanding, often across great physical distances. In this regard, it is no different to how teams must co-operate in international business environments and being able to learn these skills has massive value for students for this very reason. PR is something that is also often misunderstood by agency clients and internal operators alike; its value and the interpretation of its meaning can mean different things to different people across different regions. That’s exactly why this type of collaboration is essential in teaching crucial skills to developing young PR professionals.

 

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Facebook pulls 1.5 billion social users out of the new EU privacy law

Almost 1.9 billion Facebook users globally were set to be protected by an all-new and all-encompassing EU privacy law. That’s the new Euro law restricting what companies do with people’s data goes into immediate effect tomorrow. Facebook however is doing everything it can to make that number of users much fewer.

 

Facebook users outside US are governed by terms of service agreed with the company’s international headquarters (in Ireland).

 

Facebook is now planning to make the case for ONLY European users, meaning 1.5 billion people in Africa, Asia, Australia and Latin America will not fall under the European Union’s General Data Protection Regulation (GDPR), which takes effect on May 25 (following successful closure).

 

Facebook is highly focused on reducing its exposure to GDPR, which allows European regulators to fine companies for collecting or using personal data without the user’s consent.

 

This removes a large potential liability issue for Facebook, as the new EU law allows for fines of up to 4 percent of global annual revenue for infractions, which in Facebook’s case could mean billions of dollars.

 

The change comes as Facebook is under scrutiny from regulators and lawmakers around the world since disclosing last month that the personal information of millions of users wrongly ended up in the hands of political consultancy Cambridge Analytica, setting off wider concerns about how it handles user data.

 

The change is set to have an effect on over 70 percent of Facebook’s 2 billion-plus members. As of December 2017, Facebook had 239 million users in the US and Canada, 370 million in Europe and 1.52 billion users elsewhere.

 

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Vivaldi supports MICHELIN GUIDE THAILAND as it adds Phuket and Phang Nga

Vivaldi Integrated Public Relations was chosen to support the extension of The MICHELIN Guide’s reach to Phuket and Phang-nga with a new 2019 edition: The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019, to be released at the end of 2018. It features Thailand’s vibrant food cities with a wealth of accommodation options in one single guidebook. Vivaldi has previously consulted with Michelin Guide to look at ways it may assist with the launch of its inaugural 2018 Thailand Edition. For the forthcoming year, the agency has been responsible for producing messaging design, communications consulting, the preparation of press releases and the management of media events leading up to the new revision. Vivaldi has also supported the launch of Michelin’s Dining Series. Michelin launched the inaugural edition of its much-anticipated curated gastronomic event ‘MICHELIN GUIDE DINING SERIES’, a series of highly exclusive dinners under MICHELIN Guide Bangkok’s “Food Experiences Program”. The first edition, held in March of this year, received superb feedback from VIP guests and demanding Bangkok foodies and was very much oversubscribed, with places being very limited. The launch dinner sets up the remaining three dinners to be much sought-after exclusive culinary events. Michelin’s reach will now successfully grow to encompass more food cities as the guide expands and builds upon its position of authority in the sector with the strong public relations support of Vivaldi.

 

According to Michael Ellis, International Director in charge of the MICHELIN Guides: “This year, apart from our established presence in Bangkok, The MICHELIN Guide has explored new territories in the South of Thailand in search of the finest restaurants and hotels. Thrilled by the culinary and hospitality scene of Phuket, which offers unique and fascinating characteristics as it consists of a blend of various different cultural influences, MICHELIN inspectors are excited to discover and reveal the best dining and lodging experiences”.

 

The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 will be available in a bilingual edition (Thai and English), in both print and digital versions. To learn more about The MICHELIN Guide, please visit guide.michelin.com/th/bangkok; or follow updates regarding The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 on Facebook: facebook.com/MichelinGuideThailand; or enter the hashtag: #MichelinGuideThailand or #MichelinGuideBangkok to find relevant information.

 

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Facebook kills off 583M phony accounts

Facebook Inc. recently announced it has taken down over 583 million fake profiles in the first three months of 2018, and claimed that most were removed in just a few minutes after they were created and made public.

Facebook also said it culled 837 million pieces of spam and responded to 2.5 million examples of what it defined as ‘hate speech’, it said in its first-time report on how it will go about enforcing community standards.

Facebook has been under strong public and media pressure (and cross-border governmental pressure) following the Cambridge Analytica scandal in April. The company has been forced to defend itself from criticisms over its community management standards and data protection and data security issues which have caused mass drop-outs in active user numbers.

Facebook’s total community is 2.2 billion monthly users, although it’s unclear how many of these profiles are real or actually being used. Governments around the world have been questioning the Menlo Park California-based company’s policies.

Facebook’s report, which is apparently going to be distributed twice a year now, highlights the importance of AI in administering its systems. The report says: The conclusion from the first metrics is that some problems are better suited to computerized solutions than others. Almost 100 percent of the spam and 96 percent of the adult nudity was flagged for takedown, with the help of technology, before any Facebook users complained about it. But only 38 percent of hate speech was noticed by the AI. Hate speech is harder to deal with because computers often can’t understand the meaning of a sentence — such as the difference between someone using a racial slur to attack somebody, and someone telling a story about that slur”.

“It’s a work in progress always,” Guy Rosen, Facebook’s vice president of product management, said in a briefing. “These are the same metrics we’re using internally to guide the metrics of the teams. We’re sharing them here because we think we need to be accountable.”

 

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Identifying the ideal influencer for your brand

Everyone seems to be a social influencer these days, including bloggers with popular pages, micro-celebs doing brand pushing stuff, and even YouTube stars who have risen to fame by making videos about daily lift, their hobbies or their fields of interest and learning. And of course, businesses everywhere are looking at the best ways to engage.

So how best to leverage this reach without wasting cash on a lot of likes but very little ROI? How to connect to the best influencer for your particular offering?

 

The state of play right now

According to a study published by Collective Bias, “Around 70 percent of the Millennial generation have their buying decisions influenced by their peers, and that represents a huge proportion of people relying on others to recommend new products to them, often now through the interconnected social space online”.

The same study found that, “Facebook stands to be slightly ahead of YouTube in the battle for the most influential social platform, with 19 percent and 18 percent of consumer purchasing being influenced by posts on the platforms by influencers”.

It’s also worth noting that influencers don’t strictly have to be humans – wonderfully (or ridiculously, depending on your take of social and its good and bad), animals can be influencers too.

 

Useful Influencer A: The Authority

Let’s begin by starting with an oft overlooked group in terms of their potential importance versus their perceived importance. Persons in a position of authority (social media wise, we mean) in your area of expertise/business are naturally the ideal people to outreach to for influencer marketing. They are able to command audience attention and they will also have a following. It’s also worth noting that these types of committed, industry leading people likely to be highly and regularly active on their channels. A link from an authoritative source back to a brand can be incredibly important for ranking factors, especially with an .edu or a .gov source.

 

Useful Influencer B: The Advocate

Advocates are already influencers for other brands, so when reaching out, it’s important to recognize and potentially discuss any conflict of interest. There may also be non-disclosure documents involved which can protect both of you. These types of influencers are popular because they are always on the lookout for a brand they could represent, and hopefully will already have a feel and understanding on how to post to get the optimum results client side.

 

Useful Influencer C: The Celebrity

These are the most influential people with masses of followers and typically will have nothing to do with your actual brand (or products, often). It’s a simple pay-for-use-of-your-status deal, with all of the good and bad this implies.

 

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Addressing the challenges of live video in your marketing plan

You are the focal point and the one making the address

Live video streaming is very similar to making a public address – there is no room for error. It’s a tough gig, but if you are a thought leader and have valuable insights to share, then this is the best way to do it currently. If you’re going to be asked questions live, then prep the Q&A in anticipation.

 

There is no outsource option

It’s all on you. If you plan to distribute your valuable knowledge and experience, you will be the guy up there. The only way to get a personal following is to be the one that people follow.

 

It’s not easy to grow an audience

As with anything to do with marketing and reach, the hardest part is connecting to a valuable number of audience members (and subsequently followers). Do some ground work first on the types of segmentation you wish to target, try to understand how to reach them through your keyword planning and content distribution model, and plan your topics and content around that targeted plan.

 

Time zones are a global issue with delivery planning

If you’re trying to reach a global audience, trying to pin down a live stream time is challenging and there is no right answer to guide you. As with FB posts, timing in the day is important, but when you’re looking at international, think first on a regional basis, plan the content consumption time for your market and target that one region first and foremost. You can always make the file available to others at a later date or time.

 

Live video is born and dies quickly

Due to the nature of the medium, we are not talking evergreen content. However, as with the above point, you can make your download available – with the added advantage that you can make it available only to people who follow you.

 

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blog 079 pr digital bangkok thailand

Tricks to creating a buzz with competitions

Online contests would seem like a great way to attract followers and brand loyalists, but it’s quite hard to make them a success. Here are some tips:

 

Be clear on your goals

Developing and isolating a clear communication is at the foundation of everything to do with PR. Contest are no different. Your key message is not that people can win something by doing something; it needs to in some way support your brand or product communication objectives, and hopefully also contribute to engagement marketing too.

 

The prizes need to rock

USB sticks and mouse pads are ok for trade fairs, but they don’t exactly get people fired up. You need this appetite to attract at least one entrant – and hopefully more. Look at prize selectin through the lens of what your customers in your market really want, and let that drive the inspiration to deliver for them. Cash gifts are an age-old solution to this, but don’t dismiss something that can communicate your brand in a way that is perhaps more effective or relevant (hence the whole purpose of the communication idea).

 

Make the rules easy to understand

If entrants need to go through multiple stages of judging, make purchases, prostitute themselves in front of their social followings by hocking your many hashtags, or provide personal information, then you are creating barriers to entry. Not good. Tools for actually deploying the contest include  WooboxRafflecopterWishpond or ShortStack 

 

Be strategic in following up

The whole purpose of a contest is to generate leads, so make sure your process flow is on point and CRM, CRM, CRM…. Make sure your marketers have absolutely everything they need to exploit the endeavor, or you’re wasting your time.

 

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This is the extent of data which Facebook & Google holds on you

Google knows where you go

Google records your location (assuming your tracking is on, and it most often is to provide location based functionality) at all times. There is a timeline of everywhere you have been, which in turn provides google with qualitative data it then sells to advertisers.

Here is the link to see your own data: google.com/maps/timeline?…

 

Google knows everything you’ve ever searched – and deleted

As the old saying goes, you can’t hide your search history from God. Google stores search history across all your devices. Even if you delete your search history and phone history on one device, it may still have data saved from other devices.

Click on this link to see your own data: myactivity.google.com/myactivity

 

Google has an advertisement profile of you

Google creates an advertisement profile based on your information, including your gender, age, hobbies, career, interests, relationship status, possible weight (need to lose 10lb in one day?) and income.

Click on this link to see your own data: google.com/settings/ads/

 

Google knows all the apps you use

Google records information for each app and their ancillaries for which you use. They know how often you visit or make use of them, where, and crucially, who else you use them to interact with. This gives them by proxy the data on your friends and your colleagues, their movements, activities and so forth. Welcome to a more twisted version of 1984…

Click here to see… security.google.com/settings/secur…

 

The Google data vault is the most comprehensive on earth

Data on the typical Google user reaches up to 5.5GB normally. This is the equivalent of 3m Word documents.

This includes your bookmarks, emails, contacts, your Google Drive files, all of the above information, your YouTube videos, the photos you’ve taken on your phone, the businesses you’ve bought from, the products you’ve bought through Google …

Pause for thought. Now consider this potential for power, control, manipulation and abuse.

 

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Should I delete my Facebook account?

Cambridge Analytica scandal just an indicator of what big tech does in harvesting your personal info

 

Facebook is trusted with the ownership and management of data provided by 2 billion people. In April, the Observer revealed how Cambridge Analytica, a company funded by conservative billionaire Robert Mercer, acquired and exploited the data associated with 50m Facebook profiles. It appears that while Facebook had been aware of what the Observer described as “unprecedented data harvesting” for two years, it did not notify the affected users.

 

Instead of accepting responsibility, its top executives argued (on Twitter) that the network had done nothing wrong: “This was unequivocally not a data breach,” Facebook vice-president Andrew Bosworth tweeted on Saturday. “People chose to share their data with third party apps and if those apps did not follow the data agreements with us then it is a violation. No systems were infiltrated, no passwords or information were stolen or hacked.”

 

In a sense, Facebook’s defense to the Cambridge Analytica story was more damning than the story itself.

 

The Facebook business model is to collect, share and exploit as much user data as possible, and it does this without express consent from users. Yes, every user agrees to a service user agreement, but Facebook has no safeguards in place to stop these being abused or extrapolated by third parties and then abused.

 

Facebook shares dropped 7%, taking $36bn off of the company’s valuation.

 

Did you delete your account in protest?

 

It’s not easy to remove yourself from Facebook. Firstly, there is the large archive of valuable material you have stored on there (and there only); all those old photos of friends and parties from years gone by, with no other digital copy.

 

Then there is the fact that there are so many hoops Facebook makes you leap through in order to extricate yourself from Facebook.

 

However, it is not a futile exercise.

 

Facebook likes to deliver a very different narrative to marketers than they do the wider public. The Observer: “They downplay their significance when challenged by the media about, for example, their influence on the 2016 US election. They downplay their power to deal with online harassment or the spread of fake news. However, if you’ve got an advertising budget and want to know how Facebook can persuade your target consumer to buy your product, it’s a different story. Suddenly, Facebook is an all-knowing entity with unrivaled information; it can get almost anyone to do almost anything. While Facebook presents itself to the public as a social network, when addressing the advertising industry, it is very clear about the fact that it’s a surveillance system”.

 

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Survey discovers that Thai people spend 10% of their day on YouTube

YouTube Thailand recently revealed that Thai people spend an average of 2.4 hours watching YouTube each day. This represents a massive opportunity for brands and advertisers to leverage the platform and reach consumers directly.

 

YouTube Thailand, a sub-company and local management arm of the world’s leading video platform, said recently that up to 46 million Thais watch YouTube. People in urban areas (including Bangkok, Chiang Mai, Ayudthaya and Pattaya) average 2.4 hours a day and spend around 70 minutes on visit; those in rural areas spend 2.1 hours a day and 60 minutes per visit.

 

YouTube can boost views by 350% for advertisers compared with other social media platforms, according to the company in Thailand. Latest research by YouTube and research agency TNS also claims that 62% of YouTube viewers in Thailand access the platform several times a day, and up to 75% of them access daily.

 

Of totally active YouTube users/account owners, up to 51% of viewers watch rerun TV content, 33% use the service to learn something new, 70% of viewers listen to music on the platform, and 24% search for information about consumer goods and services.

 

Also according to the study: “One billion YouTube users are active daily globally, and there are 1.5 billion logged-in YouTube users every month, with 400 hours of content uploaded every minute. YouTube has 80 localized languages in 90 countries”.

 

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