blog 073 pr digital bangkok thailand

The digital detox and how to disconnect

1. Be serious in assessing, and in providing a Caveman solution

The average net user spends 118 minutes on social media channels per day; that’s nearly 14 hours a week. When you start to add up all those hours in a serious way, the results can be somewhat alarming. Although work requires us to be available and in constant check-in status for much of the day, that still leaves a lot of hours in which you could be outside and phoneless, or in the sauna and unobtainable.


2. “immersed vs. informed”

It’s our job as PR people to stay up to date with current events and within-industry movements. But that doesn’t mean staying connected all day, all of the time. This is clearly not particularly healthy. Take long breaks, and enjoy those hours away from screen time. Check back in for quick news headlines (if you have to), but read real books instead of Guardian musings on life, toil and misery.


3. Turn off notifications

Work can still send you emails even if you turn the notifications off. However, this means that you can check your inbox when you’re not busy with other stuff, rather than running to the phone every time the Gmail message alert pings. Make them wait.


4. Go full-on caveman

Plan a five or seven day trip each year, even a low-cost excursion to a town or hotel near your home, and allocate that as a digital-free week. It’s much easier to achieve if you block off an entire week. Anyway, you’ve booked holiday, so it should be impossible for people to reach you from time to time.


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Five essential personnel content marketing teams need to deliver for clients

  1. A journalist

Journalists are both newshounds and storytellers, and so are ideally placed to source, write, edit and by-line authored, written content.


  1. A community manager

Community managers do more than promote and distribute general content; they are responsible for engaging customers and helping to build a thriving community that keeps audience members coming back with regularity. They have a large role in monitoring newsworthy content, and responding to criticisms and suggestions from your followers. The community manager can also assist the staff overall by monitoring ‘hot’ topics and tracking industry trends.


  1. A graphic designer

Eye-catching, expressive or relevant visual content can make even simple or boring stories attractive online, pulling in viewers and giving posts more ‘pop’ magnetism on social media. It’s useful having access to at least a retained designer, someone who can step in on short notice and add the required visual flair to posts, opinion leader content or marketing material you put out.


  1. A video producer

Youtube is now the world’s Number Two search engine behind Google, and all social networks now apply more value and display listing power to video content. This is the way the industry has gone, even for static “photo” sites like Instagram. Having a video production specialist on stand-by, even for the occasional outsourced job, can be beneficial for exploiting this premium niche, both for your own content or for reselling to clients.


  1. A data analyst

Data, mining, analytics and more recently AI-based decision making models are the ‘here and now’, and the vast explosion in global bandwidth demand will only become more exponential. This is an area you must put some effort into understanding, even if its span of influence doesn’t quite reach to your organization. Agencies and consultants selling services to Hong Kong, Singapore or mainland China will already be receiving inquires in this field and its many IT-centric arms and evolutions.


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blog 071 pr digital bangkok thailand

Making a move from PR to journalism

The core skills you learn and use in PR transfer well to the newsroom. They include:


  1. Writing abilities

A large part of the PR day involves writing, including a tonne of documents across press releases, photo captions and blog articles.

Companies hiring for a journalism position will probably ask for writing samples, and so having a massive back catalogue of ‘hits’ is useful (especially in securing well-paid freelance for candidates in the interim).


  1. Editorial judgment

Editors in a PR firm know how to determine what’s important to their audience and plan their communication accordingly. It’s much easier to do this when you’ve already been on the other side, having to editorialize PR releases that make silly claims and use childish hyperbole (which is most press releases).


  1. Ability to meet deadlines

News by its nature has to be absorbed, edited and distributed very quickly, and working in PR is no different.  Delays client side often mean long delays in feedback, and managing this is the job of the PR consultant. Strong managers work with clients and coach them how to deliver what they need quickly. When this doesn’t happen, jobs get rushed and quality is poor.


  1. Multimedia experience

Most reporters now are responsible for creating multiple digital media assets for their stories, including photos, videos, infographics and social media promotion. This translates directly to the sorts of skills required in PR, because in essence, the two fields represent the light and dark halves of the same ying-yang. It all goes in the portfolio too, and video is impressive for potential employers.


  1. Media relations

Both media and PR are very much relationship businesses, and the bond between top media outlets and good PR firms cannot be over-emphasized. This is basically what builds PR companies and what they sell to clients. Media always needs content, of course, so it’s in the interest of both parties that this works well, both long-term and strategically.


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blog 070 pr digital bangkok thailand

Less is more in marketing and CRM

For many businesses, 20% of their client base represents 80% of their turnover. Here’s how to get more accounts like these.


  1. Understand the audience.

A CRM system, and one that is not necessarily the most expensive but one that works well for the size of your business, is the key to identifying clients and future clients. Many a successful business is built on a strong foundation of exceptional CRM management, and marketing agencies are selling a product in no uncertain terms.

Google Consumer Surveys brings real time results through a publisher network and Google Opinion Rewards systems and reward programs. CRM is an ideal way to manage any market surveys you undertake yourself, and integrate any you have commissioned through a third party.


  1. Segmentation for best results

CRM identifies high purchase value clients and those who have the potential for upselling and cross-selling scope improvement. CRM should also be used to attach personal reminders to a client record, such as in the case of client birthdays and the birthdays and anniversaries of family members they mention in conversation. This can all be recorded to create a multi-level well of useful relationship marketing data.

You’ll also be able to determine segments or business offering areas that are not currently performing well. This will help in prioritizing and ear-marking marketing spend to go further. A high churn rate could indicate a problem with your service, and is something that demands immediate rectification.


  1. Target easy wins

Web analytics systems such as Google Analytics allow you to deliver custom messaging to audiences—or remarketing. It is a cost effective way to accelerate spend results, and to get in immediate touch with people who are looking for exactly what you are offering.


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blog 069 pr digital bangkok thailand

Digital techniques for every type of marketer

1. Fast-loading content for smartphones

Google recently revealed that its new algorithm will rank pages partly by website loading speed, so a fluid and delay-free experience is essential for visitors. Simple metrics will show weaknesses here; you will have a proportionately larger number of visitors who access your site and leave immediately. Mobile internet gets faster and faster, but it is still valuable to make every effort in ensuring your site is fast to load up.


2. Online reviews follow-up

It’s very important that you monitor online feedback, and not just for restaurants and hotels on TripAdvisor or Agoda. Twitter is a hotbed for angry consumers to lash out at brands they feel are ambivalent to their needs, so invest time each day in searching for your own brand and keywords. Engage where anything is amiss.


3. Data and privacy protection

Regulators are getting tougher on data security and data protection. Consumers are also more aware of the issue following big data breaches at several large companies in the last few years, including PSN network and a couple of employment search database sites. For too long, digital marketers have taken personal data for granted, enjoying the benefits without securing it properly or thinking too much about privacy. Also don’t forget to publicize your efforts in improving data security, as it can function as an enticing USP.


4. Online chat-bots

As AI continues to improve, the usability and flexibility of chat-bots also gets better. Whilst people would typically prefer to speak to a human operator not a piece of code, they are immediate response and always-on, helping to resolve customer issues quickly; they’ll also continue to get better, as it’s a fairly “aged” technology now.


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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.




  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.


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blog 067 pr digital bangkok thailand

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”.


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blog 066 pr digital bangkok thailand

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.


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Email marketing is still a go. Just improve it.

Email is the driving force of digital marketing campaigns. It delivers both essential and possibly useful or interesting information to customers and potential customers across the world from brands they know or brands they don’t. Although definitely the most traditional of all new-media type marketing channels, email has, almost from its inception, had a bad rep because of scammers using email for phishing (or the classic ol’ Nigeria 419; remember that one?). However, it’s certainly fascinating that so many companies rely on it both as their most trusted chancel, and sometimes (or rather, often?) their most successful channel.

It’s currently enjoying a bit of resurgence due to the following reasons:


  • Solicited Consent

Email CAN be your most valuable piece of owned media. Your subscriber list consists of customers, potential customers, ex-customers and some random people (let’s say random data, to be kinder). Many of these guys and gals would have given you their permission to contact them; this list is valuable because it represents solicited consent. They want you to contact to them, enrich them with your knowledge sharing and also, in reality, to sell to them.


  • If money matters, then ROI doesn’t get any cheaper

Email marketing is still the best digital marketing channel for return on investment because the cost is so low. Costs can be heavy in terms of time invested though, if your lists are massive and contain a lot of non-valuable connection. However, if one conversion can give you potentially lucrative and ongoing value, why would you not?  And repeatedly so. If done well, EDM marketing can still kill.


  • It can usually be much better

According to Ascend2’s 2017 State of Email Marketing report, just 40% of marketers could honestly say their programs were as good as they could be. Leading EDM marketers who are enjoying winning multiple new customer accounts through their carefully positioned and researched EDM composition and delivery work STILL never stop sculpting and improving them. Also, do not miss the chance to tailor it for specific subsets or target groups by market.



As per a recent study by Yes Lifecycle Marketing, it is now know that 89% of marketing respondents stated email as one of their top three business priorities in 2018. This is particularly noteworthy given the last six years of fevered investment into funding social and engagement campaigns. Maybe people finally realized that likes don’t mean sales, and IG followings in their millions are not real. It’s great to know email marketing continues to be the bedrock for successful new client reach.


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blog 061 social media digital thailand

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.

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