pr digital agency bangkok thailand

A look into how social media has reshaped the PR industry

It’s hard to ignore social media, especially when its global usership is in billions. Its presence is felt in every industry you can think of, big or small. It has arguably made a huge impact on the communication industry and public relations in particular. The emergence of citizen journalism and more people turning to social media for their daily dose of the news, social media has indeed forced PR to adapt or perish. Here are three ways social media has impacted the public relations industry dearly.

 

Make a big bang

 

Social media is instant and loud. Users generate about four million likes every minute on Facebook, that’s how loud it can get, and that’s just one of the many social media platforms at our service. The only negative to being able to make news viral with a click of the share button is that news gets old just as quickly as it goes viral. Journalists are always looking for the next breaking news and PR professionals have to keep up.

 

On the bright side, with instant connections PR professionals can follow journalists on social media and stay in the loop about their writing style, area of expertise and recent work. This works in favor of PR pros as it not only helps build connections but also make an informed pitch to journalists based on what they see on their social media handles.

 

A crisis could be around the corner

 

Social media provides brands the easiest way to make a blunder in front of their audiences. It just takes itchy fingers and a click of a button, and your brand could be staring down the barrel of social media backlash. Yet another reason keeping PR pros up at night. 

 

Today’s modern PR is responsible for much more than just scheduling interviews and sending out press releases. They are also responsible for managing a brand’s voice and protecting their its online reputation by promoting additional content, creating engagement and monitoring and measuring media. A failure to monitor social media and have a plan in place to respond to consumer feedback – both negative and positive could be a missed opportunity or a large scale crisis.    

 

Influencers – A media phenomenon

 

Social media is not just a platform for professionally trained journalists or your everyday citizen journalist, it gave rise to a whole new breed of journalists called, the new influencer. Being represented by a vlogger with millions of followers on YouTube or a travel blogger with hundreds of thousands of followers on Instagram is considered to be the best way to attract more customers.

 

The ever-increasing number of social media influencers with tons of followers means more opportunity for PR professionals and the brands they represent. 

 

The Human & Digital Communications Agency

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

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An indispensable tool for PR and marketing

For those of your familiar with the PESO model – you must know that Paid, owned, shared and earned media are the major tools of Public Relations and business marketing. Earned media refers to any promotional material about your business that you haven’t paid for. Although paid and owned media are the ones truly under your complete control, it’s always a good idea to blend earned media into your cocktail for marketing and promotion for the best results. However, earned media doesn’t come without a price, it requires your company to gain influence and produce campaigns that stand out. Let’s get into why earned media is essential to every success story.

 

Helps boost brand image

 

With consistent, quality content, your brand tends to get noticed more. When a significant person or entity decides to share your message and promote your brand, it could make a world of difference to your business. When your business is linked to a brand with influence, it will increase your credibility and help you gain popularity. Product reviews, social media shares and other such efforts taken by your followers who are impressed by the work done or products and services offered by your brand makes a positive impact on how your brand is viewed by the world.

 

It’s a great companion to other media

 

When earned media is combined with paid, owned and shared media, you can get the most out of your marketing strategy. Sometimes, customer testimonials are the most convincing piece of evidence to prove your brands worth. A customer’s satisfaction can create a positive outlook in the mind of another potential customer. When this earned media is shared by yourself or your customer, it encourages other people to try out your company’s offerings.

 

Doesn’t eat into your marketing budget

 

The strongest point in favour of earned media is that it’s free. Studies show that the average marketing budget for a business is anywhere from ten to twenty percent of the annual budget, depending on the size of the business. This sometimes converts to little or no results and if an organisation invests in a method that doesn’t compliment the business, it could mean tons of losses in almost no time. But when it comes to earned media, your business does not have to spend a dime on it. Providing quality content consistently generates the interest of other reporters or creators who in turn share the goodwill, thus “earning” your business more publicity.

 

Make money – spending virtually nothing

 

You can generate a whole lot of additional income from earned media, and save money in the process. It helps prevent you from spending too many baht on unproven marketing methods to boost your business. You can attract more earned media by putting your customer first and encouraging people to review your brand and spread the word – the easiest way to do that in this day and age is social media. Positive feedback from social media influencers can lead to your brand becoming an overnight sensation. All this means your brand grows without any additional investment on your part. 

 

Earned media is a ‘bonus’ addition to your marketing strategy – for both young and developed businesses. All forms of media are profitable, of course. But the idea that your company can boost image and sales without any extra investment is worth the effort to produce consistent quality with and offer your customers the best.

 

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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No more visible like counts on Instagram

Earlier this year, Instagram started experimenting with hidden likes on its platform in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand. As of last week, this experiment went global. So fear not if you can’t see the number of likes on a post, it just means you’re part of this experiment too. 

 

The experiment

 

It is an interesting take from the social media giant to turn away from likes and views being public knowledge – do users respond to the numbers below pictures more than the pictures themselves?

 

“The idea is to try to ‘depressurize’ Instagram, make it less of a competition and give more space to focus on connecting with people that they love, things that inspire them.” – Adam Mosseri, the head of Instagram, said during an interview. 

 

With the rise of influencer marketing, likes and views can easily be monetized. It would be interesting to see if any popular influencers notice a significant shift in their like counts, for better or for worse. With that in mind, Instagram also stated that it’s looking for other ways that influencers and content creators can keep their sponsorships intact, even though they are sometimes dependent on like counts.

 

The response – Yay or nay?

 

This experiment has received mixed responses from the world of social media. Some users like Nicki Minaj or not supportive of the idea – she has already said that she won’t take to Instagram to post content because they’re “removing the likes”, in a deleted thread on Twitter she also stated that like counts help validate independent artists. Cardi B weighed in too, saying comment likes cause more harm than likes themselves because they allow people to acknowledge and reward negative comments on positive posts.

 

On the other hand, several influencers have come out in support of Instagram’s decision because of its potential to improve users’ mental health. One of Instagram’s top ten most-followed users, Kim Kardashian West has spoken in favor of this change, calling it “beneficial”.

 

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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VIVALDI PR’s GUIDE TO THE DIGITAL DRIFT TOWARDS 2020

2019 has been a successful year for digital marketing and digital PR. With 2020 right around the corner, it’s about time we look into the future of the industry with ground-breaking tech such as AI(artificial intelligence) rapidly on the rise. As we go into the new decade, we can expect to see a lot of changes in the way things are done. Without further ado, here are five radical changes we foresee for the new year ahead.

 

Interactive video content:

 

Not really a new kid on the block, Interactive videos have been around for quite a while now. Unlike linear videos where you only get to play/pause/fast-forward/rewind, with Interactive videos the viewer can now be a part of the video with the use of an array of tools such as clickable areas which perform an action when you click on them, audience specific Q&As and so much more. They are enjoyable and also quite memorable which makes them highly engaging. And the best part is- you can now put a value on how interested people actually are. 

 

Smart speaker advertising:

 

There’s been an ongoing debate about advertising on smart speakers, but 2019 has witnessed a rise in the number of smart speaker users in the world, now at a staggering 200 million and counting. Now with the advent of ad-supported streaming services on Google and Amazon assistant devices, this form of advertising looks to make a mark come calendar year.

 

Optimizing for voice search:

 

Lost track of how many times you’ve said “Ok Google!” or “Hey Siri”? Voice search may not be something new to you and it’s on the rise, of course. Studies have found a meteoric rise over the past 6 months in particular, owing to innovation in technology and also the introduction of new devices that bring your virtual assistant outside just your phone. Optimizing content for various search engines(SEO) is quite a common practice now. However, with the advancement of Voice Search technology, the way of the future might be to optimize content to make it speech-friendly because let’s face it, simplicity is the need of the hour.

 

Written content heading the chatbot game:

 

It’s not a secret that content marketing has made a significant economic impact in the past few years(you have read through this far so, case in point). But it’s not very well known that written content in the form of conversational scripts is the primarily lifeline to chatbots. It is safe to say that with the rise of AI-powered chatbots, written content is not dying anytime soon.

 

Joining hands:

 

It is not a surprise to gradually see Marketing, Public Relations and Event Management moving in very similar directions that they almost seem like the same entity. The future looks bright with PR and Marketing looking to align closer than ever. The bigger question however is whether PR will dominate Marketing or will it turn into a faction under marketing. It certainly is time Integrated PR to step up their game to win this war.

 

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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THE INTEGRATION OF PR AND MARKETING

So, we did scratch the surface of this subject on our last post. Ever since the evolution of everything in and around the digital sphere, Marketing and PR have been working along very similar lines, with parallel goals in mind but few have fully embraced what’s next. Change is coming. “Change” is a petrifying concept to most but with marketing and PR looking to integrate more closely than ever before over the course of the next few years, the best thing for PR and marketing professionals to do is embrace the change that is inevitable and stay ahead of the game.

 

Whose game is it?

 

With rapid integration brewing, we believe that it is an open playing field at the moment . However, PR does have an advantage when it comes to the “human-factor” in communication as we are traditionally the experts in story-telling, which we believe is essential in communicating with people and keeping them engaged on any platform, be it traditional, digital or social.

 

Playground: Thailand

 

Thailand is one of the largest markets in Southeast Asia. The people of Thailand love their social media with recent studies showing that over 79% of the population has access to the Internet and over 71% are active social media users, which is way above the global average of 45% of the population. With these statistics, we don’t see influencer marketing going away anytime soon in Thailand and building lasting relationships with the most aspirational of influencers is the way forward. 

 

When we say influencers, we don’t just mean celebrities. With the continuing rise of social media, we see a vast number of micro-influencers creating an impact. Travel bloggers, Youtubers, fashion bloggers, food bloggers, Tik Tok artists – the digital world is their platform and they are the ones to watch out for right now. 

 

What’s next?

 

The first step to embracing the future for PR is to integrate marketing, social media and digital media and develop communication strategies and campaigns that work effectively for brands online, in traditional media, and face-to-face with consumers. This is something Vivaldi Integrated PR understands full well and we are focused on changing the game and taking the lead in this new integrated world.

 

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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The PR – Brand connection

Every business or brand needs to advertise their product for maximum ROI. Public Relations is an underrated but critical form of marketing that every business needs to have in its arsenal, after-all more publicity is always welcome. An efficient PR plan that does not burn a hole in your pockets goes hand in hand with your main marketing activities. Without further ado, let’s see why good PR can boost your marketing efforts.

 

Raise brand awareness

 

The goal of every marketing plan is to etch your brand’s existence in the minds of target consumers. Yes, SEO helps but PR can help raise a significant amount of awareness due to its high-quality nature owing to media and influencer relationships which helps solidifying trust between your brand and your consumers.

 

Endorse investment opportunities

 

A well-planned PR strategy is all about positive media coverage, which serves a two-fold purpose – it looks great to investors and affects your business positively. People or organizations with the means to financially back a business would rather have one that looks more established and professional.

 

An impressive PR campaign that generates publicity can be the stigma that investors need to show more interest in your business. This can be a top priority for startups that need all the  financial backing they can get to get their business off the ground and soaring high – And extensive PR coverage can do just that.

 

Rank high

 

Every website wants to be on top of search engine results. PR can connect your business with high-traffic websites and online publishers to help spread the word about your business or brand and also backlink to your site. This contributes significantly to your website’s Google rankings.

 

Attract the best talent in the market

 

Marketing is not just aimed at consumers. Like every growing business, you’ll definitely look to grow your team of talents. Your business has to look interesting and professional to attract job-seekers who want to apply for an opportunity within your organisation. Good PR is extremely essential to keep that reputation up high.

 

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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What if you didn’t have to work on Friday?

The biggest joy for every hard-working employee is probably when the calendar says it’s Friday, simply because it marks the onset of a much deserved weekend. We’re all accustomed to a five-day work week, even six in some countries. You must have wondered – “What if Fridays were off too?”.

 

Overwork and burning out

 

Japan is a country infamously known for overworking its employees. In fact, it’s been a battle for Japan, trying to bring down some of the longest working hours in the world owing to a shortage of labour and rapid ageing of a mass of the population. 

 

The Microsoft experiment

 

Microsoft Japan just spent August experimenting with a four-day work week, ironically so. Much to their surprise, sales per employee grew 40% when compared to the same month last year. Not only did this trial boost sales, but also cut costs at the Microsoft offices in the country with a 23% drop electricity used and a staggering 59% drop in pages printed when compared with August 2018.

 

The verdict

 

Although the Japanese Prime Minister’s urge to reduce overtime and make workplaces more flexible has received mixed reviews, this Microsoft experiment looks to be a winner among employees with 92% saying they were delighted with the four-day week according to a report on its website. 

 

This trial was termed as the “Work-Life Choice Challenge Summer 2019”. It allowed full-time employees take five consecutive Fridays off in August. In addition to that, meetings were shortened to a maximum of 30 minutes and online chats were encouraged over face-to-face conversation.

 

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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Are Airbnb’s still safe?

The Airbnb platform offers a lot of flexibility to both homeowners and renters. It allows people to make extra income by hosting strangers in their home. From the renter’s point-of-view, it allows them to skip the expensive hotels for the comforts of a home. But there’s always a dark-side to freedom and in light of the recent tragedy that occurred at an Airbnb host property, the $31 Billion company was quick to rework its policies.

 

A tragic backstory

 

A homeowner cautiously accepted a request from a renter who claimed her family shelter for a night to get relief from the raging Californian wildfires. But on 31 October, the renter hosted a Halloween party for more than one hundred people in an Airbnb host property located in Orinda, a suburb just outside San Francisco. This led to the police being called several times by neighbours with complaints about the havoc created at the crowded party. Unfortunately, by the time the police reached the scene, all hell was unleashed when a shooter left behind five victims and numerous injuries. 

 

Airbnb’s response

 

The company’s CEO Brian Chesky acknowledged a loophole in its booking system that allows a host home to be used for parties. In a thread of tweets, Chesky summarized the step of a new company policy. He also answered tweets that claimed that his rapid response was an act to clear Airbnb’s name before an IPO. 

There hasn’t been an official statement on the Airbnb website yet, but members received an email about an update to its Terms and Privacy policy.

 

A PR challenge

 

Airbnb is not a corporate hotel chain with its name attached to a list of hotel buildings. It serves as a platform to connect willing hosts with many tourists and travellers. 

Although brands in hospitality are experts at launching and promoting booking systems or loyalty programs, but dealing with a crisis of this stature is sure to be one of the biggest challenges for PR. Airbnb excels at advertising to promote its brand both print and digital but this time it rapidly needs to create a response to the public backlash coming its way. 

This was not the first time an Airbnb property was used as a party house. The company said it is doing everything to find out more about what happened that night, and it is also working to revamp its policies, making it stricter for such violators. Will this help reassure people who list their homes on the platform, as well as renters who want a safe place to stay?

 

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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When AI makes us human

The future of employee-to-employee relations will not be dictated by AI, but what has always led the course of human achievement – the way colleagues interact with and get along with each other – a new study reveals. The gist of the report expresses how, armed with trust and the rallying force of people working towards a common goal, human potential transcends the capabilities of intelligence less natural.

 

Beyond ROI

 

Profits proudly returned to shareholders are but one metric of success, the report says. Based around the outcomes of Relationshpism, when appropriately applied, the findings focus on the creation of a global evolution beyond the assembly lines and corporation-focused theories, which have traditionally supported a focus on manufacturers and capitalists while oft discounting the interests of labourers.

 

A purpose-driven future

 

A more holistic, fuller buffet of outcomes not just for companies’ bottom line, but the forces that lead to them is encouraged the report. The idea reinforces the classic truth that roads are for journeys, not destinations. Multiple scientific studies of human motivation indicate how happiness triggers the higher – and contagious – energies that more naturally and efficiently lead to productivity and the collaborative human relationships that are hallmarks of the most successful companies.

 

Making people happy

 

Relationshpism comes down to making workers enjoy and value working, and how employee satisfaction is a crucial part of the story of making profits. Trust, effectiveness and values are essential ingredients in this regard. Great Place to Work, an organization dedicated to analyzing where people at work are happiest, promotes a key message in this regard: that business success hinges on prioritizing human potential as the source of sustainable profits.

 

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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Looking good online

Nearly nine out of every 10 small businesses check out their online reputation at least once every three months. But a newly published report details how beyond mere quarterly monitoring, more regular and comprehensive check-ups of digital health is essential for firms that want to stay strong where money really counts these days, in the realm of the digital.

 

Get your customers to work for you

 

The study encourages firms to make the most out of people paying for products and services, to increase their worth to firms all the more by writing glowing reviews on websites that feature reviews. Happy customers create more happy customers, as well as free coverage and positive vibes that are easy to share and re-share as positive posts. By the same token, be on the lookout for less pleasant reviews, and make sure to diplomatically respond to them with a solution-focused tone. Make sure to track these cases well and make corrections, so that similar issues are less likely to occur.

 

Expand social media coverage

 

This gem of advice for the Information Age simply can’t be repeated enough. If you’re not proactively promoting your deals and offers and brand value on the likes of Facebook, Instagram and friends, your messages won’t be heard as widely as they could be, and, in fact, to many people these days, will remain entirely unheard. The good news is it’s not that hard to stay on top of the new wave of sharing stories, by tasking an in-house team, PR firm or both with getting your messages out. Regularly and interestingly, what your company has going on should be digitally described in short effective bursts that keep customers intrigued. Currently, fewer than half of all small businesses are interacting with customers and persuading them to write reviews on what they like.

 

Diversify your channels

 

The days of classical dominance for radio, TV and newspapers are long gone. Yet advertising strategy still often seems linked to yesteryear, and fails to capitalise on the unbelievable opportunities presented by digital marketing. While the ways in which companies get the word out to customers is changing, small upgrades in diversification may yield huge gains. While almost two-third of small businesses use at least two platforms such as email, direct mail and social media, a more refined and varied distribution of messages using even more of these options will make it easier for your voice to be heard.

 

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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