pr digital agency bangkok thailand

The social media factor in political propaganda

The need for social media is the only thing growing faster than the number of users on it, but all that you see on there is not necessarily true. It’s no surprise that social media platforms like Twitter and Facebook have become the go-to marketplace for politicians trying to boost their campaigns ever since the rise of digital marketing over the past decade, simply because the political propaganda that’s on there doesn’t have to go through a vigorous fact-check.

 

No more political advertising on Twitter 

 

Growing criticism over deceptive information from politicians on social media has encouraged Twitter to make the first move and bar political advertising globally on its platform. This policy reform will mean that both candidate ads and ads related to political issues will no longer be accommodated on this platform. This change is all set to take effect worldwide from 22 November.

 

Facebook under pressure

 

Facebook recently justified their decision to let political ads run without their interference, terming it as “freedom of expression”. However, the onset of the new Twitter policy means Facebook will be under pressure to fact-check political posts on their platform. Will Twitter’s bold move be a game changer or will Facebook persist with their decision to allow “freedom of expression”?

 

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 unbelievable breadth of Amazon

Over the last four years, Amazon has nearly tripled its total number of employees to become the second-largest US company, and by this metric is outranked only by Walmart. By another benchmark, things are going swimmingly as well: last year the company’s trailblazing CEO, Jeff Bezos, became the world’s richest person. While the company’s South American jungle namesake may have made headlines for less fortunate reasons in recent weeks, Amazon the iconic firm is all about growth, in ways that are nothing short of spectacular.

 

Quirky culture

 

The Seattle-based company deserves a reputation for doing things differently and successfully. A real in-house hit that resonated with customers as well was the Share the Pi scheme, which gave buyers a 1.57 per cent discount – pi, or 3.14, cut in half. Bezos has had a cameo in a Star Trek drama with an alien-chic look, boasts owning a Starfleet uniform and credits the sci-fi novels he continues to devour as a source of deep inspiration about what happens when you dream big, and double down on making dreams come true. Amazon’s re:MARS Conference (Machine Learning, Automation, Robotics and Space) held earlier this year in Las Vegas consciously connects the fantastic with the everyday, fueling both our collective thirst for convenience and our expectations that the once unheard of can be achieved, if we persevere. Amazon’s Prime Air delivery drone is said to be in the final stages of development and will be unveiled in a matter of months.

 

Keeping an eye out on death and taxes

 

The only things seemingly capable of bringing things back down to earth are the mundane matters like taxes. Calls have been made from all sides of the political spectrum for the company’s huge profits to be looked at afresh. But with Amazon’s leadership principles like “never say ‘that’s not my job,’” taken seriously, the future looks assured, as does the firm’s long-term prospects. Amazon’s focus on survivability is best reflected in what its leader calls ‘Day One Thinking’ and how every day should be seen as the first day a company has ever existed. Any day after day one is “Followed by irrelevance. Followed by excruciating, painful decline. Followed by death,” Bezos wrote to shareholders a couple of years ago. “And that is why it is always Day 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 science of retail therapy

What mood we’re in affects a lot of things, from the quality of our work to physiological aspects of all kinds, to numerous factors related to what we buy and how much money we’re willing to part with when caught up in the passion of the moment. Throwing caution to the wind financially when we’re in touch with our feelings has been thoroughly analyzed in a new report, the first of its kind.

 

Biometrics for public relations

 

The study of 900 people confirm how our purchasing decisions are affected by times when we get caught up in of elation, sadness, or the need to escape. Outlets are needed. When people reach out with their heart, they have an increased likelihood of finding their wallet. Sales of all the products tracked in the study experienced a surge of some kind. Everything from household cleaning products to snacks like potato crisps and even motor vehicles showed significant connections between emotions, brand value and content. While feelings of sadness were found to boost food and beverage sales over 15 per cent of the time, emotions involving some aversion or disgust boosted sales of detergents and related cleaning products by over 10 per cent, while cars benefited from feelings associated with adventure.

 

A boon for marketers

 

Neuroanalytical lab research tested and found strong associations between a chase scene in one TV show and signage for an all-terrain vehicle, and another fictional scene involving a tender moment between a mother and child. The adage “you are what you read” checks out in terms of the content we take in related to purchasing decisions. Advertisers would do well to take note and, with new confidence, place their products in places where they’ll always thought to have maximum effect.

 

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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A call for clarity in digital marketing

Newspapers, media corporations with online presences and newer digital platforms often voice concerns that the unclear, unregulated nature of the ways in which ads are placed these days makes it difficult to rely on ad revenues. Inefficiency and high costs are other commonly heard complaints. A handful of big players wants to make the rules of the game fairer.

 

Lot$ at $take

 

Sixteen big firms in advertising, IT and media recently made a collective call for more clarity in their industry, so that money could be more reliably spent and tracked and ROI becomes more of a reliable quantity and less of an e-mystery. The big-name companies, more usually accustomed to being rivals, are working together to help add some transparency and fairness to tracking in regards to how money is dropped in the advertising supply chain, which has more missing links today than ever before. A call for a renewed commitment to fair trade practices and verification of claims and content is growing louder.

 

Less bang per buck

 

Before the digital revolution, publishers could bank on making around 85 cents out of every dollar spent on advertising. That percentage per ad for the publishers has been reduced by more than half according to some estimates. This big drop in advertising income for media corporations takes on even greater significance when combined with how there is a burgeoning multitude of platforms for getting messages out, not to mention the ever-present pressure to reboot their relevance for the long-term.

 

More persuasive PR, please

 

The countermove comes as part of the multi-pronged action that will be needed to short up trust in consumers, who have grown even more circumspect in regards to claims made by companies and celebrity endorsers. Brand loyalty has diminished. Peer reviews and C2C support is at an all-time high. Buyers are turning to bloggers, the best of whom are somehow managing to carve out a reputation for integrity and valid information in an Information Age becoming increasingly mired in fake news.

 

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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A digital marketing prescription for Big Pharma

Everyone’s on social media – or just about. As more and more companies find ways to tap new markets and maximise ROI for existing ones, healthcare is one major industry that is slow in coming around to making full use of its digital marketing potential. Many of the biggest medical-supply corporations, medicine makers and other firms profiting from the multi-billion healthcare industry, have been slow to truly make their mark online, despite being sharply IT-focused in so many other ways, according to a new report.

 

Upping the e-dosage

 

The report detailing the Internet-based activities of 25 multinational pharmaceutical companies reveals that their use of social media leaves much to be desired, considering how normalised the likes of Facebook, Twitter and YouTube have become the new generation and in global society. Although many big companies may take some steps that have become common now like offering a regularly updated blog, oftentimes they neglect to take simple steps like providing local online presences in key markets. The study recommends that mega-firms take a look at their competitors and see what they’re up to online, and especially social media websites.

 

Getting a second opinion

 

To an industry that specialises in providing relief and peace of mind and body to people who may suddenly want to become instant experts in a particular disease or condition, many healthcare-related corporations have a surprisingly limited range of options when it comes to learning about what they offer. There’s no doubt that with a bit more attention applied to a fuller range of digital platforms, providers of services and those seeking them can find many more points of connection.

 

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 closed pubs get good reviews

Give me your tired, your hungry, your countless netizens in search of the best options in hotels and restaurants… Web-based providers of information all but promise instant bliss these days, for those who know what they’re looking for. Generally reliable information on places to eat and sleep is plentiful, conveniently categorised and sorted by numerical scores. But the very size of the system creates room for misinformation to hide in wait, lurking at times amusingly, suspiciously, until truth seekers stumble upon brick-and-mortar updates that AI still finds hard to detect, for now.

 

Sunday roasts and ghosts

 

Four years ago, Charles Goodall purchased a pub once known as the Bridge Inn in Middleton-in-Teesdale, England, with the plan of knocking it down and building homes on the premises. For a period of about three years and ending in 2016, the pub received TripAdvisor reviews, with comments on such savories as the Sunday roast, and how the service of the wait staff sometime left something to be desired. The only problem is that the establishment closed its doors in 2011. Goodall dutifully contacted TripAdvisor and the pub was in time updated to let the world know that its true status. TripAdvisor acknowledged in the 2018 Transparency Report that it had caught around one million reviews it deemed to be fake before they got a chance to be uploaded onto the site. All of the more than 60 million posts reviewing venues on TripAdvisor in 2018 underwent a fraud detector. Over 2.5 million of these reviews went through additional screening by a team that specialises in checking content concerns.

 

Bon appétit but beware

 

The nature of the way we find such basic services such as hotels, meals, and a growing array of products and services, has forever changed. Convenience is king and options abound. The online world makes it infinitely easier to get around and order a stunning variety of things, with minimum hassle and delay. But there’s still room for improvement to the system, and misleading reviews are a part of the overall phenomenon of fake news, so a little double-checking and prudence is never a bad idea, especially when the kinks are being worked out.

 

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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Lie detectors wanted

The proliferation of fake news has led to renewed calls for fair-minded institutions and individuals with the integrity to keep us informed about what really happened. In the multi-platform information age, while the amount of raw data – and big data – continues growing exponentially, the value of all of these facts, factoids and downright mistruths are coming into question. Our trust in the veracity of what we see and hear has significantly eroded. New methods are needed if mistrust is to be kept in check.

 

Faking it well

 

Younger people are getting news from social media. Traditional media has gone online too. Digital marketers have a stunningly rich array of ways in which they can spread messages. But a lack of standardisation and fact-checking all around has led to more skepticism. The way in which messages can spread has increased, while the likelihood of our believing the information thrust at us has declined. Photoshopped images were just the beginning. With deepfakes and AI getting more sophisticated by the day, and sites where stories and videos shared lack oversight and regulatory bodies filtering posts, it is becoming more of a challenge to determine what’s real.

 

Reality check

 

Propaganda has always been with us. Hollywood magic has long dazzled us with stories that we like to pretend are real, at least for a couple of hours of suspended disbelief. But now the art of make-believe has become easier and cheaper to pull off, and available to the masses. The potential societal impact is significant. Media organisations, PR agencies and other outlets with a reputation for telling it like it is now have new roles not only as representatives of particular viewpoints, but as truth tellers, in a day and age in which the truth itself has become the most precious of commodities. They may thus increasingly take on roles as agenda setters, to counteract technoractic tendencies have allowed for information to be shared with the greatest of ease, but without the fact checking that many now crave.

 

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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Death-defying influence

How far will you go for that unforgettable photo that puts you far above – like, really far above – your garden-variety influencer? Kelly Castille and Kody Workman, a traveling couple passionate about exploring and dramatically documenting breathtakingly beautiful locales around the world and blogging as Positravelty, have done it again, coming up with an audacious photograph that defies belief. In a real cliffhanger, the mesmerising shot shows Kody firmly seated on terra firma, with his significant other appearing to have somehow just reached him after floating through on air to greet him. Beneath Kelly lies a great chasm.

 

Crazy or epic?

 

The gorgeously otherworldly setting for the duo’s latest jaw-dropping shot is the Laguna Humantay in the Peruvian Andes, a timeless land of rolling mists, deep and colourful gorges and nature at its wildest. Earlier this year, Kody briefly dangled Kelly above another abyss just beyond an infinity pool that also looked like the edge of the universe in an equally beautiful if rather more discovered holiday location: Bali. The couple says the drop was not as far as some say it looks, though. While the perfect selfie and opportunity to have it admired on social media has tempted a significant number of fame seekers to put themselves in provocative and at-time dangerous positions, that have sometimes resulted in death, Positraveltry says they always careful check environmental conditions to ensure that they are not endangering their lives.

 

On the edge of marketing

 

Positravelty’s philosophy behind the photo is classic marketing that creates conditions and a story that is hard not to talk about, no matter what your opinion on the safety factors may be. There’s no such thing as bad publicity, as the expression goes. The couple strikes an image of fearlessness, loudly applauding the notion of taking risks when warranted, tempting followers to channel their inner Indiana Jones, or at least engage in armchair escapism at home and, of course, remember to check their blog for the latest exciting adventure. “There is a difference between risking your life and taking a risk at having one,” they unapologetically ask. “We know which side we would rather be on, do you?”

 

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

YOUR SOCIAL MEDIA NEEDS TO HAVE AN ROI

RETURN ON INFLUENCE

 

There’s no denying the power and impact influencers can have for brands when it comes to a campaign on social media and other digital channels. They have the followers and they have the personalities to help get your brand, product, or service before the eyes of their loyal fans and followers. But before engaging an influencer you first have to assess who will be the perfect fit for your message. There is by no means a one size fits all situation, each person brings not only their own unique voice and presence to a campaign but of course a particular audience.

 

THE WHO’S WHO

 

First you need to do some research, and when it comes to a market like Thailand that’s where local knowledge becomes invaluable. There is an abundance of inspirational, motivational, exciting, interesting, media savvy, and entertaining influencers in this market and they include celebrities, sporting stars, entertainers, media personalities, entrepreneurs, chefs, models, business leaders, and so on. Identifying them and forging a relationship with them is critical when it comes to the success of any campaign. Not only do they need to be the right fit they also need to be motivated to be a part of your campaign. The more engaged they are the more successful your campaign will be.

 

AUTHENTICITY

 

You have to keep it real. Audiences can spot authenticity easily. So, it is critical for the success of your campaign to only have the right person or people involved, it is also essential that they are also fully vested in your message and believe in your brand, product, or service. Moreover, you need to ensure that their values and presence on social media suit your brand’s image and voice.

 

RELEVANCE

 

There’s no point having a race car driver talking about cooking utensils, unless of course they happen to be a very talented chef in their spare time. You need to match the influencer with your brand, product, or service. Selecting someone purely because you like them or because they have a lot of followers will not do your campaign any favors. Their followers follow them for a reason, those reasons need to be aligned with your campaign if you truly want results.

 

SIZE DOESN’T ALWAYS MATTER

 

When it comes to the audiences that particular influencers have big numbers do not always equate to a more successful campaign. For some it is best to engage with micro-influencers, ones who focus on a particular niche and as such attract a very loyal, albeit small fan-base. But don’t let the lower numbers deter you, these followers and fans are truly engaged in what these influencers share and talk about on their social media channels. It’s all about engagement, these are the numbers that matter. But, of course you cannot overlook those who have massive followings, they can do great things for the right campaigns. When you want and need to target a mass audience then the influencers who attract a large follower base are most likely the ones for you.

 

Whenever we are discussing a new PR campaign with a client and that campaign involves using social media influencers, we know how important all of the above is to make the campaign as successful as it can possibly be. We employ our local knowledge and relationships to ensure we engage the right people for the right projects. It is the best way to ensure your campaign gets a great Return in Influence.

 

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 CAN BRANDS TELL A STORY TO 49 MILLION PEOPLE IN THAILAND?

GET SOCIAL

 

Thailand has a population of 69 million people and 49 million of them are active social media users. That is a lot of people on the digital landscape and they are all looking at content in the palms of their hands. You have a captive audience hungry for stories and content as they scroll and swipe.

 

KNOW WHERE THEY ARE

 

With so many active social media users in Thailand you need to ensure your stories get in front of them as part of their day. So where can you find the majority of them? Facebook and Instagram lead the way with 50 million on Facebook and 13 million on Instagram.

 

STORIES WORTH STOPPING FOR

 

As people scroll through their feeds they won’t stop for content that doesn’t get their attention, they just keep on scrolling. So you need to ensure your stories either engage, inform, entertain, or educate them in some way. When you do that you can stop the scroll and capture their attention. These can be static stories or ones with video or both. Video on social media is growing exponentially and should always be considered.

 

SOCIAL MEDIA LOVES STORIES

 

And stories love social media. It’s the perfect place to connect with a large audience and get immediate results because stories that resonate with someone have a much better chance of being shared, liked, and remembered.

 

LOCALS KNOW WHAT LOCALS WANT

 

To connect with a local audience your storytellers need to be locals as well, or at least have a deep understanding of the local market. Understanding the Thailand market is important if you want to ensure your stories are being told in the right way.

 

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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