blog 076 pr digital bangkok thailand

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

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

 

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

 

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

 

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

 

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

 

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Why Social Media should be top of mind for PRs

The changes within Public Relations

Prior to digital, PR mainly reached out to the public and/or market after a massive change that needed to be communicated. This could be a new product, service, operational announcement or something to do with reputation management. With the advent of social media, the PR role is now more constantly engaged and at the same time more nuanced. The PR professional is still tasked with reputation management activities, but the skill set now extends to counselling leadership, and to identify potential problems in a business’s relationship with the public. As social is so immediate, the roles of people working in PR, marketing and customer service have now become intertwined in this space.

How to properly use Social

Social media can be used to find influencers, the micro-celebs who give brands a voice they could never use by themselves. Influencers can have massive followings that brands can tap into to promote products. Social can also be used to find brand threats, a technique called “social listening”. This gives PRs the chance to understand the public opinion before it becomes a business threat. There are dozens of social listening tools available.

Social can also be used to have a bearing on journalism and the stories that journalists write. Both journalists and the public turn to social media such as Twitter to discover what others are saying on a specific topic, and to discover trends. This is where PRs are able to influence the process.

Social media can also be used to quickly issue reactions to negative press, Social being the number one go-to spot for people to gauge a brand’s reaction to negative news.

 

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PR & Social Media strategies in combination

Why does it work?

For social media, you are creating and enhancing relationships with a potential large audience. This audience is only limited by your following, reach and budget.

 

Starting with a story

Use storytelling to give audiences a strong idea of what your product or service is about. It creates value for your brand and consumer empathy too. It also typically results in strong content which you can use across your channels.

 

Established PR tools

The humble press release is still the PR go-to tool. But there are other ways to leverage your content and connect to relevant audiences. A pitch is a targeted story idea (or media angle) that you “pitch out” to certain types of media, and viewer relevance is obviously key. Speaking engagements are also another option you may consider, albeit with a local and somewhat limited reach. This is very relevant for B2B, and stand a chance of you being perceived as an expert in a given field.

 

Social media channels

Key channels of course are Twitter, Facebook, YouTube and LinkedIn, as well as Owned content on your own company blog site. Consider how each best serves your communication interest. Think carefully about audiences and messaging first and foremost, especially if there is a cost involved; ROI is essential for it to not be pointless or wasteful.

 

Leveraging PR socially

You should always use your social media channels to best leverage efforts in traditional media engagement. The boosting of social content obviously increases the number of people who see the story in the media and further showcases expertise in whichever area you have committed to.

 

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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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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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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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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.

 

Recommendations:

 

  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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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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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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