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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pr digital agency bangkok thailand

Buyers’ options grow as communication channels proliferate

The tipping point is coming for online shopping, from England to Thailand and beyond, led by the mass assemblage and channeling of big data like never before. It’s a windfall for tech-savvy firms and their marketers. Customers stand to benefit greatly as well, with many new products and services coming to be sold online.

 

Dominoes delivers KPIs

 

A clear example of the trend is online food ordering, from groceries to the updated version of the classic call-up-for-home-service success story: pizza delivery. Dominoes UK has gone online in a big way, from when it first started accepting orders by telephone in 2010 to taking the biggest slice of the pie by 2018. Last year the pizza lay claim to over half the market share tally. Today, over four-fifths of Dominoes’ pizza orders in the UK are digital; most of these purchases coming from smartphone apps.

 

Many roles, many communication methods

 

The rise of big data and increasingly sophisticated SEO specs and outcomes means more people have access to more info in shorter amounts of time. The lines between content and marketing have blurred. These messages are spread more of a matter of appropriate positioning, to ensure your message is being read, heard and shared on multiple platforms, in compelling ways and of appropriate length and tone, for maximum effect. Activate and amplify information so that it gets noticed. Everyone’s a publisher, buyer and potential influencer in a PR world where multiple hats and switching roles has been normalized.

 

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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blog 041 pr bangkok thailand

Huawei Mate 8 regional launch Thailand.

Vivaldi played the leading role in a multi-channel PR program for the regional launch of the flagship Huawei Mate 8 smartphone. Celebs and social, native advertising and close partnerships with key media, all to power Mate 8 to the top of the SEA league

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blog 033 pr bangkok thailand

5 reasons sponsored ads are good PR.

Your PR agency will always try to convey the exact message you wish to express to media and the market, but there are times when your appointed communications team will try to steer you away from certain ways of describing your company or your products. There are a handful of terms which can really grate when press releases are read by editors. Here are a few standouts that crop up every day on every media desk in Thailand.

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blog 029 pr bangkok thailand

How to not mess up newsjacking.

How do you make your brand a breaking news story without resorting to looking like a ‘me too’ pretender, or at worst a Donald Trump Brexit-moronic disaster?

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blog 033 pr bangkok thailand

Five reasons sponsored ads are good PR.

 

Paid media, as part of an integrated PESO campaign is an accepted and expected part of your marketing strategy; so much so that those companies who hold back are potentially missing out on great opportunities. Online paid media is often avoided by those who lack knowledge of what admittedly is an ever-changing landscape. There is also, in some purist quarters, an old-fashioned persistence that good PR is ‘free’ PR. This is a mistake.

Savvy paid media, such as selected sponsored ads can elevate brands to a higher marketing position, far beyond the reach their budget would usually allow.

Sponsored ads are essentially a way to present links featuring your products or services on Google, social media and other corporate sites. They are online ads and many operate through pay-per-click

(PPC); the general concept being that you only pay where a consumer clicks on your ad and therefore you only pay where there is a recognized interest.

 

The benefits of sponsored ad campaigns can be:

Attractive ROI

Whilst TV spots and glossy magazine ads still demand big fees, online sponsored ads do not. Compared to the potential conversion rate and exposure, online paid media can be a worthwhile return on investment.

Great market reach

If you want consumers to notice you then you need to be seen in all the right places. Google, Facebook and Twitter are global brands influencing the daily lives of consumers. The important factor with sponsored online ads is that they are targeted and do not rely on a scatter-gun approach.

Driving traffic to your site

Sponsored ads grab the attention of potential consumers, taking them directly to where you want them to go. With the glut of companies vying for attention online, inherently paying for visitors can really bump up traffic. This helps boost your online profile and search ranking status too.

Measureable results

There needs to be a system of monitoring progress and collecting evidence of real results. Due to the online nature of sponsored ads, analytics are simple to understand, user friendly and accessible.

Budget controls

Whilst a lower budget may be generally appealing, one other plus point is having a tighter, faster rein on spends too. You can set limits and opt out whenever you want.

 

Online Sponsored Ads

Each online platform offers businesses sponsored ad tools to reach consumers. Here are three of the top contenders – Facebook, Twitter and Google.

Facebook

With mobile revenues making up a vast component of Facebook total revenue, the social media giant is launching an ad unit, Canvas, for sponsored ads and posts that appear in the Newsfeed. However, unlike other sponsored posts on Facebook, clicking on the Canvas ad takes visitors to a page hosted by Facebook (usually clicking on a sponsored post takes visitors to an external site).

Sponsored Posts on Facebook in general highlight actions taken by Facebook users. You can think of this as a way of gaining popularity through Likes rather than necessarily driving traffic directly to your site. You are essentially sponsoring organic (non-paid) activities.

Page Post Ads are the most common types of Facebook ads, appearing in Newsfeeds of fans of your page, they can be shared and be part of a creative marketing strategy. Facebook also allows multi product ads which work well for eCommerce businesses. Promoted Posts get a boost amongst fans and their friends with a set rate to reach a certain number of users through activating a ’promote’ button.

Twitter

In 140 characters or less, Twitter is a simple yet sophisticated promotional platform. A Promoted Tweet acts in much the same ways as an everyday tweet, except that you can target who sees it. Whether via gender, location or interests, a Promoted Tweet appears in the timeline of targeted users. Companies pay when users react, such as when they click, follow and retweet, as well as reply and comment.

Twitter has recently been creating customized emojis with Promoted Tweets, as well as other packages – Promoted Trends and Promoted Moments which allows users to see the latest popular tweets without following specific individuals.

Google

Many companies of all shapes and sizes utilize the power of Google AdWords where ads are displayed in sponsored search results. The ads are also placed on relevant websites too. Through these sponsored links your ad can be positioned at the top of the search field, above the organic results. You can target users through bidding on keywords, location and other factors to define your ideal demographic.

There are recent plans to ban sponsored ads in the right hand sidebar of the results page and place more at the top and bottom. The sidebar is expected to feature product listing ads instead. The changes are no doubt connected with enhancing mobile-user experiences (and thusly revenue).

With the fast-pace of change and development in the world of sponsored ads, it is easy for businesses to miss online opportunities. With an integrated marketing campaign that includes paid media, sponsored ads can be monitored and updated more easily.

Instagram

Further industry changes. On Tuesday Instagram confirmed that it’s adding an algorithm that will reorder which images and videos users see in their feeds. The company said these changes are a result from consumer behavior, identifying that there is a “likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post.”

The world’s leading photo-follower app didn’t say when the new algorithm will start but The New York Times reported that the changes will gradually roll out with a small set of tests that affect a “single digit percentage of users.”

Instagram’s numbers continue to grow and it now has over 400 million monthly users. Despite being plagued with some of the same repetition of low-to-no-value content consumers leveraged for use by low-quality pay-per-follow routines (ie- fake likes, fake followers), its own Instagram following is still growing.

The new changes mimic similar changes Facebook made in 2009. According to Instagram, users only see 30% of posts in their feeds. It could be that Instagram sees its platform as a potential gold rush territory which has hitherto been unexplored; the reality is closer to the fact that Twitter’s share price collapse of early March is forcing competitors to not mess around with slow-drip monetizing.

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blog 001 pr bangkok thailand

The new tastemakers working with bloggers.


Chanel did it when it gifted fashion blogger Rumi Neely of Fashion Toast a Chanel backpack, Olivia Palermo has collaborated with everyone from Aspinal of London to becoming Ciaté London’s creative director, teaming up with Aquazzura and Westward Leaning sunglasses and Thai fashion brand Vatanika had the international spotlight on it when LA-based fashion blogger, Aimee Song of Song of Style, wore one of its dresses to the Grammy’s.
Working with bloggers can be a mutually beneficial arrangement and, it’s not just in fashion circles that the potential for a fruitful relationship with bloggers lies.


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