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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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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pr digital agency bangkok thailand

Make the water cooler great again

Integration. It’s an old idea, oft unemployed in meaningful ways but nonetheless talked up mightily. Especially today, in an AI-enhanced world of multiple platforms spreading key messages like wildfire. Multifaceted integration is everywhere. Yet many fundamentals often remain ignored, untapped, untended, and limiting natural communication channels in many corporations that ironically proudly tout their fluidity and openness.

 

A corporate culture based on openness

 

A certain lack of common-sense connections prevents true sharing of ideas and values. Teamwork is good, and works well but is oft limited to individual teams with goals unaligned to those of other teams within the same companies. More internal and external integration of teams will lead to a stickier cohesiveness marked by understanding for the needs and work culture of different work teams and how they operate, and how they share ideas and stay in touch with each other, as well as the individuals who compromise them and appreciation for their lives and families beyond the office.

 

No apps required

 

The nature of the fix is human-centered and involves a willingness to reach out to others in the office in frank and earnest ways. It’s not complicated, but involves a paradigm shift in mentality, away from acquisition and focused on better getting to know the people around you. Employee development has spiked by some $16 billion over the last three years. Change and innovation has led to many communications and information revolutions, which have nonetheless in other ways detracted from basic communication patterns, as unsophisticated texts replace voice-to-voice interactions, and the potential for email to engender meaningful letters is lost as the medium too many now seems – somewhat spectacularly – old-fashioned.

 

Off-key key messages

 

As fiefdoms and egoism as usual proliferate, and messages can chose to be “read” or not and certain e-profiles accepted or blocked, key messages spawned by true integration lessens, as cliques continue conquering corporate culture to the determent of a truly integrated office built on common values and interests. Hope is far from lost though – it just requires a determined a personal and inspiring leadership structure, dedicated to getting to know the people working for them, and getting them to connect.

 

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

Influence, unregulated

The easy pull of influencer marketing via social media is undeniable. This simple, easy and free way to get to-the-point advice on a dizzying array of things you can buy online and in the real world is undeniable. But a lack of oversight and ways of verifying claims made makes the advice of these pundits questionable. Customers are ready to take away their support at a moment’s notice, creating an air of unpredictability in a system already marked by a lack of accountability.

 

Unignorably persuasive

 

Over three-fourths of Internet users have made a purchase of some kind based on the advice of influencers. Just under 60 per cent of these online shoppers claim to make it a habit of regularly following these influencers though, preferring to shop around in terms of where they get their advice from. The lack of loyalty additionally creates erratic conditions in the realm of online shopping, as key influencers battle it out to see who can gain a long-term reputation for consistently offering the best advice.

 

The authenticity thing

 

Too many influencers are seen as being insincere and less than fully knowledgeable about the products and services they promote and pan. Great majorities of online shoppers crave authenticity. Yet few influencers are seen as possessing it. Although the freedom of the Internet and free-wheeling atmosphere of influence peddling is attractive in many respects to both generators and receivers of influential news and reviews, without a more organised system for vouching for information, the nature of ideas shared online about things we want to buy is likely to remain awash with disruptions.

 

It’s who you know

 

Seven out of 10 people report trusting the opinions of influencers more than friends in real life. A veneer of trust and authority is afforded to those bold enough to tell us what they think about products and services we want. But it’s an easily broken bond, and one consumers are eager to replace with more reliable sources of information. If only we could determine and decide on what they are…

 

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

Give the people what they want

More than four out of five Internet users have unfollowed a firm. The number one reason for the digital ostracisation, for two-thirds of those who have turned their backs on once favoured firms, is lack of compelling content. The challenge to e-marketers and the companies they represent couldn’t be clearer: know your audience.

 

That’s a lot of information

 

Big data makes it possible now for providers of any kind of product or service to know their customers well. Really well. Such info is not simply available from competent acquiring and using of data on buyers’ preferences, but also available through good, old-fashioned customer outreach, which is also aided and enabled by the Internet. There’s simply no excuse for companies to have a lack of connections to their customers, since their preferences directly impact ROI.

 

Social media, of course

 

The most effective strategies these days for staying in touch with, surveying for ideas from, and offering deals to customers involves a significant online competent, with a strong focus on social media sites. No matter whether this is taken care of in-house, at least partially, or subcontracted out to PR firms, the bottom line is that a digital presence is crucial. Without one, firms risk isolating themselves from the growing ranks of digital natives entering the e-marketplace, and older buyers becoming increasingly savvy at ordering things with their computer without needing to visit shops.

 

Shopping online

 

The technology and e-commerce websites making use of it are making shopping from home or work, or while commuting or on vacation, an increasingly viable and convenient option, for everything under the sun.

 

The customer is always right

 

This truism has taken on new currency, and not so much when there is a difference of opinion, but because now more than ever those opinions are knowable, accessible and sortable. The most in-the-know companies these days are those who can build and sustain unbreakable customer relations based on mutual satisfaction and happiness that fits to a T.

 

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

INSTAGRAM IS STILL LIKEABLE

With Instagram’s recent decision to remove ‘likes’ many brands and their agencies are looking at how to best leverage effectiveness on the platform. But how can brands make sure they are getting value out of being on Instagram?

 

Ideas are a work of art

 

Respected marketing expert and author Seth Godin recently had a great insight about how brands can get the most out of social media.

 

“When your ideas are spreading, when your work is remarkable, when your organization has built a social ratchet that works, one of the side effects will be a significant social media presence. People will talk about you in ways that they like to talk… online. And worth noting: The Mona Lisa has a huge social media presence. Her picture is everywhere. But she doesn’t tweet. She’s big on social media because she’s an icon, but she’s not an icon because she’s big on social media.” Seth Godin

 

Get creative

 

So what can brands do to make the most of Instagram in the post-’like’ era? The answer is simple – be more creative. As Mr. Godin said – have remarkable ideas that are worth people talking about and sharing.

 

Pause the scroll

 

We live in a scrolling culture today, consumers are looking to be entertained, enlightened, and educated on their social media accounts, but to do that you need to be posting content that will not only get their attention but also stop them long enough to engage them with your message.

 

Don’t blend in

 

So when you’re planning a new campaign make sure it will get the attention it deserves. Think outside the box, have fresh ideas that will attract eyeballs and stop your audience long enough for you to tell your story.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

The art and craft of public relations in a world online

What PR firm should we go with? The same old question is still being asked by business owners today. The fundamentals of the decisions on which they base the answer to these questions are largely the same, but not in all aspects. The nature of how ideas are sold has shifted a lot in an era in which so much is done through the Internet. But influence is still influence, and it still all comes down to the bottom line. Here are a few key tips to keep in mind…

 

Know your customers

 

Big data is allowing this truism to come of age like never before. Just keep it decent – buyers are turned off by the idea of being tracked, but love convenience and something that appeals just to them. Knowledge of consumer behaviour is therefore critical, but shouldn’t reach the point at which it negatively impacts business. Maintaining a balance is the key to success in this regard.

 

B2B or B2C?

 

That’s a good question. The answer should take a lot of factors into account, including a PR firm’s ability to get articles and adverts placed in the right publications, strength of connections with influencers, and other aspects that come down to how much they can help a company connect with their target audience – and, even better, also make buyers in marketplaces new ones they hadn’t fully envisioned yet. Look for professionalism and flexibility in the firm you choose; these traits of good PR firms will help tap the right markets at the right time, no matter if B2B, B2C, or some combo of the two ends up being used.

 

The personal touch or AI?

 

Both. While meeting clients, making pitches, maintaining good customer-service relations and sealing deals still often comes down to the irreplaceable, unquantifiable nuances of face-to-face encounters, the reach and influence of AI continues expanding, and greatly expands the earning potential and reputation of firms that skillfully make use of it. It’s a brave, new PR world out there, but not as different as the old one as you may think.

 

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

Mastering the art of making sales online

While more and more online shoppers are increasingly aloof in terms of loyalty to particular companies, more and more companies are turning to cheaper, in-house and, yes, often less effective strategies for marketing. This is in turn oft leading to even more reasons for customers to look elsewhere for the products and services they want, and thus help perpetuate the cycle. The nature of how society seeks, finds, decides on and markets what’s for sale, is changing dramatically.

 

Wild West of e-commerce

 

As the nature of business transactions shifts more to faceless, electronic platforms, without human-to-human negotiations and other social aspects, the more the behaviour of consumers is changing. People have different norms online than they do in the real world, and are more likely to hold out for better offers, or, in some cases, seal the deal more quickly for convenience’s sake. But it’s also much easier to leave a website than to leave an actual store, as there’s even less pressure to stick around and feign interest after it slips away, and salespeople have fewer methods of encouraging you to stay and consider making a purchase. By the same token, you can linger on websites without being approached by salespeople, and slowly consider the deal that’s best for you.

 

Bending over backwards for buyers

 

As a result, websites will try to attract in customers with sweeter deals and more promo points good for reaping rewards another day, and have to match the rising standards and expectations of customers, who know that the better companies will market their wares in ways in which the bottom line is more clear, along with the goodness of the deal being struck.

 

Why should I buy from you?

 

Whether in-house marketing teams have the content-creation, networking and logistical abilities to promote their companies is a question that many CEOs are now grappling with. The potential ROI windfall of hiring a professional marketing firm to represent your company for your next big campaign, while still significant, must be compared to what happens to a “sure thing” that fails to attract sufficient attention. In today’s PR climate, the marketability of products and services can be unclear, even if their quality is not. Who you know and how you send messages still matters. Along with a lot of little and big things known and unknown, thanks to the newness and uncertainty of what e-business actually is, and will become…

 

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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