Vivaldi supports MICHELIN GUIDE THAILAND as it adds Phuket and Phang Nga

Vivaldi Integrated Public Relations was chosen to support the extension of The MICHELIN Guide’s reach to Phuket and Phang-nga with a new 2019 edition: The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019, to be released at the end of 2018. It features Thailand’s vibrant food cities with a wealth of accommodation options in one single guidebook. Vivaldi has previously consulted with Michelin Guide to look at ways it may assist with the launch of its inaugural 2018 Thailand Edition. For the forthcoming year, the agency has been responsible for producing messaging design, communications consulting, the preparation of press releases and the management of media events leading up to the new revision. Vivaldi has also supported the launch of Michelin’s Dining Series. Michelin launched the inaugural edition of its much-anticipated curated gastronomic event ‘MICHELIN GUIDE DINING SERIES’, a series of highly exclusive dinners under MICHELIN Guide Bangkok’s “Food Experiences Program”. The first edition, held in March of this year, received superb feedback from VIP guests and demanding Bangkok foodies and was very much oversubscribed, with places being very limited. The launch dinner sets up the remaining three dinners to be much sought-after exclusive culinary events. Michelin’s reach will now successfully grow to encompass more food cities as the guide expands and builds upon its position of authority in the sector with the strong public relations support of Vivaldi.

 

According to Michael Ellis, International Director in charge of the MICHELIN Guides: “This year, apart from our established presence in Bangkok, The MICHELIN Guide has explored new territories in the South of Thailand in search of the finest restaurants and hotels. Thrilled by the culinary and hospitality scene of Phuket, which offers unique and fascinating characteristics as it consists of a blend of various different cultural influences, MICHELIN inspectors are excited to discover and reveal the best dining and lodging experiences”.

 

The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 will be available in a bilingual edition (Thai and English), in both print and digital versions. To learn more about The MICHELIN Guide, please visit guide.michelin.com/th/bangkok; or follow updates regarding The MICHELIN Guide Bangkok, Phuket, and Phang-nga 2019 on Facebook: facebook.com/MichelinGuideThailand; or enter the hashtag: #MichelinGuideThailand or #MichelinGuideBangkok to find relevant information.

 

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Three ways a vibrant brand personality can accelerate your PR drive

1. Show the brand to have a human side

People are under too much pressure from brand messaging, which comes at them on every platform and from every direction. A typical person receives 10,000 brand messages every single day. As global data grows, so does the noise to which people are exposed.

Make sure you speak to people in a human way. Create messages that are vibrant and resonate, like a human interest style of approach. Show your brand to have a human side, and post personally from your staff. Respond to comments, and engage and converse.

2. Take the guerilla gig ‘band’ approach

Guerilla marketing is exciting when used in PR as it’s not expected from these sorts of stakeholders. It helps to establish your brand personality, and shows that you are coming to the market with a different approach. Think about creativity and out-the-box thinking, and keep budgets small. For PR, this can mean focusing on “buzz campaigns.” These are high impact, created in a quick way, make a lasting impression and focus on rapid, different results rather than metrics and big, showy campaigns.

A great thing about this is you don’t need a traditional or expensive magazine type of approach. Create pop-ups, and make them colorful and really unplanned. You engage with people in a human way in environments they are already passing through, not bombarding them with more social media noise.

3. Go down the ‘challenging convention’ route

A lot of your competitors use PR firms, and even with relatively big budgets behind them, they still find it hard to get noticed. People are fatigued from noise. Your first step here is in applying some analytics, and from the PR side, the most obvious option is media monitoring. This is time consuming and expensive to do yourself, so you can quite cheaply outsource this part to a PR firm.

The other side is in messaging creation, brand management and communication planning, and even PR firms find this hard (due to either a huge torrent of client side work or just a lack of capability in house.

Think big and look at firms like Amazon. Not in how they have unassailable marketing budgets, but in how they are not afraid to push the boat out on challenging convention.

 

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Facebook kills off 583M phony accounts

Facebook Inc. recently announced it has taken down over 583 million fake profiles in the first three months of 2018, and claimed that most were removed in just a few minutes after they were created and made public.

Facebook also said it culled 837 million pieces of spam and responded to 2.5 million examples of what it defined as ‘hate speech’, it said in its first-time report on how it will go about enforcing community standards.

Facebook has been under strong public and media pressure (and cross-border governmental pressure) following the Cambridge Analytica scandal in April. The company has been forced to defend itself from criticisms over its community management standards and data protection and data security issues which have caused mass drop-outs in active user numbers.

Facebook’s total community is 2.2 billion monthly users, although it’s unclear how many of these profiles are real or actually being used. Governments around the world have been questioning the Menlo Park California-based company’s policies.

Facebook’s report, which is apparently going to be distributed twice a year now, highlights the importance of AI in administering its systems. The report says: The conclusion from the first metrics is that some problems are better suited to computerized solutions than others. Almost 100 percent of the spam and 96 percent of the adult nudity was flagged for takedown, with the help of technology, before any Facebook users complained about it. But only 38 percent of hate speech was noticed by the AI. Hate speech is harder to deal with because computers often can’t understand the meaning of a sentence — such as the difference between someone using a racial slur to attack somebody, and someone telling a story about that slur”.

“It’s a work in progress always,” Guy Rosen, Facebook’s vice president of product management, said in a briefing. “These are the same metrics we’re using internally to guide the metrics of the teams. We’re sharing them here because we think we need to be accountable.”

 

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Identifying the ideal influencer for your brand

Everyone seems to be a social influencer these days, including bloggers with popular pages, micro-celebs doing brand pushing stuff, and even YouTube stars who have risen to fame by making videos about daily lift, their hobbies or their fields of interest and learning. And of course, businesses everywhere are looking at the best ways to engage.

So how best to leverage this reach without wasting cash on a lot of likes but very little ROI? How to connect to the best influencer for your particular offering?

 

The state of play right now

According to a study published by Collective Bias, “Around 70 percent of the Millennial generation have their buying decisions influenced by their peers, and that represents a huge proportion of people relying on others to recommend new products to them, often now through the interconnected social space online”.

The same study found that, “Facebook stands to be slightly ahead of YouTube in the battle for the most influential social platform, with 19 percent and 18 percent of consumer purchasing being influenced by posts on the platforms by influencers”.

It’s also worth noting that influencers don’t strictly have to be humans – wonderfully (or ridiculously, depending on your take of social and its good and bad), animals can be influencers too.

 

Useful Influencer A: The Authority

Let’s begin by starting with an oft overlooked group in terms of their potential importance versus their perceived importance. Persons in a position of authority (social media wise, we mean) in your area of expertise/business are naturally the ideal people to outreach to for influencer marketing. They are able to command audience attention and they will also have a following. It’s also worth noting that these types of committed, industry leading people likely to be highly and regularly active on their channels. A link from an authoritative source back to a brand can be incredibly important for ranking factors, especially with an .edu or a .gov source.

 

Useful Influencer B: The Advocate

Advocates are already influencers for other brands, so when reaching out, it’s important to recognize and potentially discuss any conflict of interest. There may also be non-disclosure documents involved which can protect both of you. These types of influencers are popular because they are always on the lookout for a brand they could represent, and hopefully will already have a feel and understanding on how to post to get the optimum results client side.

 

Useful Influencer C: The Celebrity

These are the most influential people with masses of followers and typically will have nothing to do with your actual brand (or products, often). It’s a simple pay-for-use-of-your-status deal, with all of the good and bad this implies.

 

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