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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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

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

Mistrust of brands soaring

Online shoppers are rather displeased these days with their overall interaction with brands, which are seen as not digging deep enough to win and retain customers. This is the key finding of a new report on Internet-based commerce, which details why firms of all kinds are still seen as staying too close to traditional methods.

 

More points, please

 

Close to half of respondents have excommunicated a company from their online lives for failing to win them over with enough personalization, promos and other perks. Free delivery is just for starters. It’s no longer impressive for product and service providers to give just a few token privileges, in an age where customers can easily find competitors eager to show that they could do a better job.

 

Wrecking the basics

 

For a label like “influencer”, influencers may not all that influential. They rank lowly in terms of trustworthiness in the new study. Celebrities are ranked even lower. At the top are family members and colleagues. The more distant the physical proximity and access to real-world interactions, the less likely the influence is, according to the report. At least movie stars have another, more important line of work, and are viewed as taking on work in advertisements because they are valuable for who they are more than what they say.

 

Lobbying behind the scenes

 

But many influencers have fallen into the trap that journalists have, by having a career that invites others to persuade them to promote a particular, often one-sided message. Least trusted of all, according to the report, and for similar reasons, were politicians. This reinforces a timeless PR message: if you are in a position where what you say and how you say it are taken note of, stay clear of corruptive influences if you want your reputation to last.

 

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 PR WORLD IS CHANGING BUT THE STORY REMAINS THE SAME

Everyone loves a good story, it’s human nature, and one of the core deliverables of any public relations agency is to deliver stories for their clients. But with the shifting sands of the media landscape and everchanging consumer behavior and the ways they engage with brands on digital devices via their social media accounts and online media platforms it is imperative that those stories capture the attention of the audience and drive conversion.

 

Everyone is a media outlet

 

Traditionally a public relation agency’s role was to pitch factual and detail laden stories to journalists and editors in an age where traditional media platforms such as print and television reigned supreme, but then along came the Internet of Things (IoT) and everything changed. Consumers now have much more control over what they read and how they react to those messages, in a sense every person is now a media outlet of one. Add to that the introduction of social media influencers and we have an entirely new media maze to navigate. So how can we connect with consumers who are confronted with mass messaging every day and ensure we capture their attention with our client’s stories? The answer is to get more creative.

 

All eyes on digital

 

Attention spans are short and people are confronted with more content on their screens than they can actually consume, so the stories we deliver for clients need to be condensed and eye capturing to ensure engagement. We’re living in a world where we need to slow down the scroll or swipe actions to get our stories seen and read. Developing owned media with visual tools such as video, GIFs, and easily digestible infographics to maximize that brief glimpse we get from those staring at their phones is one way we can engage more effectively.

 

The new ROI: Return On Intent

 

Every story needs to have a reason to be told, it needs to be delivering for the client’s brand and it has to have a reason to be of interest to the reader, it needs intent. To ensure the best results we must understand the behavior of the target audience. Analytics are imperative to achieve this goal, it gives us insights into the content people are reading or skipping and what is influencing their purchasing decisions. With a number of data tools available to us today it is now much easier to calculate the ROI on digital campaigns.

 

The future is still being told

 

So what is the next chapter for the public relations industry? It could be summed up with a phrase we all know well – ‘same same but different’. We need to continue to be the masters of crafting engaging stories but we must be more creative in the ways we tell them.

 

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

Smooth influencer

There’s no way to dazzle followers like sharing an extended version of one of life’s most romantic if not always completely surprising events, live online. So when Instagram fashion influencer Marissa Casey Fuchs’ fiancé popped the question, the biggest butterflies-in-stomach moments may have been for those tracking the financial impact on her big-name clients, as it seems safe to assume that the event was planned in advance by the couple. Judging from the enthusiastic reception from her fan base, and the free news coverage that ensued, it was one clever idea.

 

The client and the influencer

 

With more than 160,000 followers on Instagram, Fuchs has a long reach. As publicists become more of a part of the story themselves, as companies are able to gain a good following by simply dedicating a few employees to managing their social media accounts in-house, and as images and messages are more easily streamed by anyone for any practically any purpose, just who is promoting whom becomes an intriguing question. Going into a partnership with an another party, the reputation of the more renowned one tends to more significantly affect the less well-known one, or, in the case of two parties on more or less equal footing, it’s a matter of building opportunity, one relationship at a time. Who the greater influencer of them is, is an open question.

 

Every move you make

 

Fuch’s smoothly choreographed engagement was closely followed by her fans, and earned her new ones. The elegant gold necklaces studded with diamonds that were part of the story, the places the couple dined, and other personal details all became part of a brand-focused experience and story. While it may not have been a surprise, the engagement still sparkled, judging by the approving posts of followers, and generated its own feel-good PR, proving that this Instagramer is indeed the FashionAmbitionist she bills herself as.

 

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

Thailand on track for slower but steady growth in 2019

The Kasikorn Research Centre estimates that Thailand’s economy will grow 3.7% this year, down from a previously estimated 4.0%, in part due to things beyond the country’s control, chiefly economic tensions between the US and China. Thailand’s export-focused business and the manufacturing sector are showing signs of slowing. A smart coping strategy, according to a local World Bank analyst, is staying committed to the development and ongoing construction of various infrastructure works, to stimulate domestic spending and help keep medium-term growth on track.

 

Alternate paths to growth

 

At Bangkok’s BTS Skytrain stations, iconic symbols of so much that’s changed during the country’s fast-moving development in recent decades, passengers waiting for the next train will find a variety of colourful ads digitally vying for their attention, sending messages from state-of-the-art digital displays of various sizes.

 

The other Talat Phlu Station

 

Beneath a flyover for cars, and the construction site that will eventually link a new MRT to the Talat Phlu BTS Station, on terra firma and closer to the original Phlu Market where betel was once widely sold, lies a Talat Phlu Station on a State Railway of Thailand commuter line. Customers who pay 10 baht can go all the way to the terminus of Mahachai Station, and a hub of activity at a pier teeming with the coming and going of fishing boats, adding their tasty contributions to a major sector of the national economy.

 

Rolling onward

 

Kasikorn also reports that private consumption grew 4.3% year on year and that this was good news for farmers and the agriculture sector, while continually increasing tourist arrivals is also good for the economy. While digital-age commuting and connectivity promises increasingly innovative marketing opportunities, and whole Skytrain cars can be colored up into rolling ad campaigns, when glitches in the global system arise, it’s good to know that there are still plenty of down-to-earth solutions at hand.

 

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

Childhoods on film

Gen Z is developing maturing perspectives on lives in which the highlights of birthdays, holidays and random events aplenty have been relentlessly captured, captioned and shared on social media. Images of the innocent things kids do which seem innocent enough at the time, to the doer can become sources of embarrassment best destroyed once adolescence kicks in. Yesteryear’s photo album, pulled out and shared sparingly with visiting friends and extended families has been replaced by fully labeled and ‘liked’ mini-encyclopedias of youth, day in and day out, available for the world to see 24/7, compiled by those who didn’t grow up that way but often featuring subjects that have little say in their having ‘gone public’.

 

Epic fails, memorialized

 

From literal run-ins with walls or dogs as toddlers to off-key versions of evergreen songs bravely performed in school concerts to sport days that may not have gone well or, worse, ended in goofy victory dances, the normal growing pains of the earliest years are there for the gawking. Generational Kinetics, a Gen Z-focused company, has through polls deduced that the world’s latest generation shows a heightened awareness of privacy rights, because fighting for them – often with their parents and friends – is the new normal.

 

Image control

 

Millions of people barely on the threshold of adulthood are being forced to enter negotiations to control elements of their public persona. Actors once came to such agreements with their agents, and companies still do with their PR representatives. But today it is the norm for everyone to be, at least potentially, known far and wide. Lives are lived in the public domain, or something close to it, monitored by CCTV. Young people today have grown up instant experts in cultivating their image – and coping with posts that spun out of their control long ago, and if even if taken down, leave behind archival memories and the stuff of myths.

 

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

Ads surviving and thriving

Some 90% of smaller businesses plan on increasing their budgets for this year, according to a new study. While the widespread and increasingly effective role of semi-autonomous influencers focused on special media platforms continues growing apace, and more and more customers get their information on products and services from peer reviews, the direct messaging of ad campaigns remains very relevant for spearheading and reinforcing the key messages streaming in from a dizzying variety of sources.

 

Making a name for yourself

 

Over half of the firms surveyed reported allocating less than $US50,000 on ads. Industry experts aware of new trends maintain that the benefits of advertising remains high in order to stand up and be noticed in an era marked by diminishing consumer loyalty. In terms of age differentiation, while both Millennials and Baby Boomers stated support of ads, Baby Boomers, who were less saturated with ads as children, were somewhat less likely to find them necessary.

 

Social media is where it’s at

 

In terms of placement, preference was by far strongest for placing ads in social media, with buying ad space on Google search pages, banners and retargeted advertisements also being popular. The dramatic growth of online shopping helps fuel the trend for the increasing relevance of traditional ads placed in new places, via the Internet. At the same time, traditional – and expensive – means of advertising such as on billboards and at bus stands shows only modest usefulness in terms of the much greater dividends paid for ads placed online. Despite the growth of big data and potential for specific sales and cashback pledges, ads online and everywhere remain based around the fundamental concept of generating greater brand awareness.

 

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

PR ethics for competition and communication

In this final edition in a short series of blogs on how the Public Relations Society of America’s Code of Ethics relates to online-based PR today, the concepts of furthering communication and competition are looked at. On the face of it, the nature of digital realities today make ‘competition’ and ‘communication’ rather synonymous and symbiotic, seemingly forever feeding each other in an endless round of healthy if at times barbed exchanges online, with no communication-inhibiting monopolization in sight thanks to the competitive nature of posts and counter-posts on Facebook, Trip Advisor and the like…

 

Beyond tit for tat

 

…Only that these social media platforms can become self-serving pedestals and alter the nature and purpose of communication carried out on them. The PRSA’s stated commitment to a free flow of information, are checked by societal forces that have always worked to crush competitive forces, for better or worse, which often links with the idea of limited or at least dramatically curtailed communication. Worse, the go-to biggies of the digital age like Google, Facebook and Mircosoft, while officially espousing free expression, have all come up into trouble for hindering the freedoms they claim they stand for. These three titans have faced, and fought, for example, enormous fines from the European Union, and have become accustomed to operating with few to no rivals. The democratizing forces of the Internet have come up against firewalls protecting multinational institutions, which are often the ones setting the new standards.

 

Is there still room for privacy?

 

While Facebook’s CEO famously derided the idea of privacy in the future, and censorship, facial recognition technology and other digital forces coalesce to serve the consolidation of power, signs of counterbalance are found in new messy norms which champion the peer reviews of the little guy and the growth of the next big-time Gen Z influencer. But as long the Information Age police are the information providers themselves, the whole point of digitalupgrades’ are called into question.

 

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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