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

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

How to attract the right PR talents

Today’s PR world is marked by disruption. The art of branding and storytelling for marketing purposes is in flux. The multifaceted skills needed to succeed in digital advertising these days – attention to the smallest details, and a strong sense of flexibility, for example – are just the starting points. Plummeting attention spans make it all the harder to succeed in this world of influential publicists. In looking for the right team to best address these needs, there are several factors that will help persuade prospective employees that your firm is the right place to work.

 

Company culture

 

PR firms that want to attract the best talents need to put their best foot forward. Chances are there are more perks for new hires than is spelled out. Agencies should prioritise putting together lists highlighting their key selling points. Beyond the usual perks regarding salary and benefits that are addressed during interviews, public relations agencies should make a point of emphasising the unique ways in which their employees form teams and work together, from collaborating on pitches and brainstorming sessions to fine-tuning key messages and final details on creating the products and events that will keep clients coming back for more of the same.

 

Take a look around

 

The best PR companies won’t need to struggle in playing up their assets. The fact that they offer a great place to work will be obvious from the details shared about the company culture, and future trends. One simple but important detail not to be overlooked or underestimated is offering prospective employees a tour of the workplace, which goes far in reinforcing all the right messages shared during the interview. A physical environment that is conducive to productivity in comfortable conditions can be meaningfully glimpsed in a walkthrough that backs up points made by the boss or HR team far beyond their words alone.

 

Dazzle with social media

 

An impressive company culture should be clearly evidenced online. A good PR firm’s values, success stories and latest projects should be reflected in their Internet presence, including the company website and social media platforms. This is how the top companies attract and retain clients, and should be obvious to any potential employee.

 

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

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

In pursuit of wellness

A new report on leisure spending indicates that wellness tourism is growing more quickly than most other sectors in the hospitality industry. For PR professionals, the potential for cashing in is significant, particularly in the Asia-Pacific.

 

More income, more trips

 

A focus on wellness now accounts for about 6.5 percent of all holidays. This represents a growth rate of 15 percent since 2015, or a raw total of about 830 million trips worldwide. Significant growth in particular is being experienced in Asia. As money becomes more available and the region’s share of the global pie grows, lifestyle upgrades are becoming more affordable and the quest for downtime grows. This is led by the great economic expansion in China over the last 20 years. Yoga, Ayurveda, medical tourism, tai chi, temple-stays, swimming pools, cultural tours and massages are all part of the trend, in addition to entire venues exclusively dedicated to making one feel more balanced and in better physical and mental health.

 

Chinese-led growth

 

Tourists from China are expected to add up to almost a third of the global travel market within 10 years. Chinese are already the planet’s largest group of spenders, infusing some $258 billion each year to the global economy. On the receiving end, China is also anticipated to the top destination country for travelers within a few years. China’s dominant “9-9-6” work culture, in which employees are expected to work from 9am – 9pm, six days straight, fuels the need for vacations that are relaxing and then return you to work in tip-top condition.

 

Girl power, magnified

 

Women are leading the demands for more relaxation. This includes time away from the annoyances and pressures of men on female-only vacations, which have grown in popularity by 200% in recent years. Women are wealthier, less likely to marry and have kids, and thus more likely to pamper themselves than ever before, as socio-economic shifts lead to more lifestyle-friendly travels. This ties into traditional market forces (think 500 thread-count Egyptian cotton sheets) appealing to women in spa settings and amplified retail therapy, with wellness products and services in increasing demand.

 

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

Reinforcing the PR side of PR

Everyone appreciates praise. Yet the art of flattery and persuasion, even in the age of influencers, often seems to have taken a hit. There’s a distinctively impersonal, IT/AI feel to social media, due to its basis on connectivity which takes place without face-to-face interactions. Publicists proud of their lists of and links to influential people would do well to take a pause and ask themselves what their philosophy on relating to people is based on.

 

Online, but not all the time

 

Genuinely glowing reviews often bring in more revenue than well-placed advertisements. Persuading customers and potential buyers to leave behind a few heartfelt words helps generate future sales and better ROI. Money can’t buy this. Prospective buyers are more influenced by peer reviews and storytelling than ever before. So by all means, get your stories out there, spread and shared not just via algorithms and “Likes” but at water coolers and dinner tables.

 

Relating to the public

 

When negative reviews come or damage control is needed these soft or people skills are all the more essential. Getting people to write or otherwise share nice words about you is more of something friends do for each other, not clients of colleagues, no matter how financially valuable the relationship. Goodwill is largely based on other values, even when the bottom line factors in.

 

Online more of the time

 

That being said, do be practical and digital, of course. Maintaining a strong online presence is something PR firms should do and should ask their clients to do as well. It’s an ideal way of spreading good vibes and messages these days, of course.

 

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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