blog 080 pr digital bangkok thailand

Addressing the challenges of live video in your marketing plan

You are the focal point and the one making the address

Live video streaming is very similar to making a public address – there is no room for error. It’s a tough gig, but if you are a thought leader and have valuable insights to share, then this is the best way to do it currently. If you’re going to be asked questions live, then prep the Q&A in anticipation.


There is no outsource option

It’s all on you. If you plan to distribute your valuable knowledge and experience, you will be the guy up there. The only way to get a personal following is to be the one that people follow.


It’s not easy to grow an audience

As with anything to do with marketing and reach, the hardest part is connecting to a valuable number of audience members (and subsequently followers). Do some ground work first on the types of segmentation you wish to target, try to understand how to reach them through your keyword planning and content distribution model, and plan your topics and content around that targeted PR plan.


Time zones are a global issue with delivery planning

If you’re trying to reach a global audience, trying to pin down a live stream time is challenging and there is no right answer to guide you. As with FB posts, timing in the day is important, but when you’re looking at international, think first on a regional basis, plan the content consumption time for your market and target that one region first and foremost. You can always make the file available to others at a later date or time.


Live video is born and dies quickly

Due to the nature of the medium, we are not talking evergreen content. However, as with the above point, you can make your download available – with the added advantage that you can make it available only to people who follow you.


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Tricks to creating a buzz with competitions


Online contests would seem like a great way to attract followers and brand loyalists, but it’s quite hard to make them a success. Here are some tips:


Be clear on your goals

Developing and isolating a clear communication is at the foundation of everything to do with PR. Contest are no different. Your key message is not that people can win something by doing something; it needs to in some way support your brand or product communication objectives, and hopefully also contribute to engagement marketing too.


The prizes need to rock

USB sticks and mouse pads are ok for trade fairs, but they don’t exactly get people fired up. You need this appetite to attract at least one entrant – and hopefully more. Look at prize selection through the lens of what your customers in your market really want, and let that drive the inspiration to deliver for them. Cash gifts are an age-old solution to this, but don’t dismiss something that can communicate your brand in a way that is perhaps more effective or relevant (hence the whole purpose of the communication idea).


Make the rules easy to understand

If entrants need to go through multiple stages of judging, make purchases in front of their social followings by hocking your many hashtags, or provide personal information, then you are creating barriers to entry. Not good. Tools for actually deploying the contest include WooboxRafflecopterWishpond or ShortStack 


Be strategic in following up

The whole purpose of a contest is to generate leads, so make sure your process flow is on point and CRM, CRM, CRM…. Make sure your marketers have absolutely everything they need to exploit the endeavor, or you’re wasting your time.


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This is the extent of data which Facebook & Google holds on you

Google knows where you go

Google records your location (assuming your tracking is on, and it most often is to provide location based functionality) at all times. There is a timeline of everywhere you have been, which in turn provides google with qualitative data it then sells to advertisers.

Here is the link to see your own data:…


Google knows everything you’ve ever searched – and deleted

As the old saying goes, you can’t hide your search history from God. Google stores search history across all your devices. Even if you delete your search history and phone history on one device, it may still have data saved from other devices.

Click on this link to see your own data:


Google has an advertisement profile of you

Google creates an advertisement profile based on your information, including your gender, age, hobbies, career, interests, relationship status, possible weight (need to lose 10lb in one day?) and income.

Click on this link to see your own data:


Google knows all the apps you use

Google records information for each app and their ancillaries for which you use. They know how often you visit or make use of them, where, and crucially, who else you use them to interact with. This gives them by proxy the data on your friends and your colleagues, their movements, activities and so forth. Welcome to a more twisted version of 1984…

Click here to see……


The Google data vault is the most comprehensive on earth

Data on the typical Google user reaches up to 5.5GB normally. This is the equivalent of 3m Word documents.

This includes your bookmarks, emails, contacts, your Google Drive files, all of the above information, your YouTube videos, the photos you’ve taken on your phone, the businesses you’ve bought from, the products you’ve bought through Google …

Pause for thought. Now consider this potential for power, control, manipulation and abuse.


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Should I delete my Facebook account?

Cambridge Analytica scandal just an indicator of what big tech does in harvesting your personal info

Facebook is trusted with the ownership and management of data provided by 2 billion people. In April, the Observer revealed how Cambridge Analytica, a company funded by conservative billionaire Robert Mercer, acquired and exploited the data associated with 50m Facebook profiles. It appears that while Facebook had been aware of what the Observer described as “unprecedented data harvesting” for two years, it did not notify the affected users.


Instead of accepting responsibility, its top executives argued (on Twitter) that the network had done nothing wrong: “This was unequivocally not a data breach,” Facebook vice-president Andrew Bosworth tweeted on Saturday. “People chose to share their data with third party apps and if those apps did not follow the data agreements with us then it is a violation. No systems were infiltrated, no passwords or information were stolen or hacked.”


In a sense, Facebook’s defense to the Cambridge Analytica story was more damning than the story itself.


The Facebook business model is to collect, share and exploit as much user data as possible, and it does this without express consent from users. Yes, every user agrees to a service user agreement, but Facebook has no safeguards in place to stop these being abused or extrapolated by third parties and then abused.

Facebook shares dropped 7%, taking $36bn off of the company’s valuation.


Did you delete your account in protest?

It’s not easy to remove yourself from Facebook. Firstly, there is the large archive of valuable material you have stored on there (and there only); all those old photos of friends and parties from years gone by, with no other digital copy.


Then there is the fact that there are so many hoops Facebook makes you leap through in order to extricate yourself from Facebook.


However, it is not a futile exercise.

Facebook likes to deliver a very different narrative to marketers than they do the wider public. The Observer: “They downplay their significance when challenged by the media about, for example, their influence on the 2016 US election. They downplay their power to deal with online harassment or the spread of fake news. However, if you’ve got an advertising budget and want to know how Facebook can persuade your target consumer to buy your product, it’s a different story. Suddenly, Facebook is an all-knowing entity with unrivaled information; it can get almost anyone to do almost anything. While Facebook presents itself to the public as a social network, when addressing the advertising industry, it is very clear about the fact that it’s a surveillance system”.


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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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