Chuck Gao's PR Blog

"Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin

Tag: digital pr

I’ve Got A Great Campaign, Then What To Do?

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Every successful campaign have a great idea, but not all the good campaign can succeed without finding target audiences rightly. Customers are becoming more sophisticated in the digital age than they used to be. They can easily get access to any information they want from the internet rather than just receive ads passively. To put this in perspective, 90 percent of consumers trust a recommendation from people they know, 70 percent trust consumer opinions posted online, and 70 percent trust branded Web sites, according to Nielsen’s April 2009 Global Online Consumer Survey.

Even you have billions traffic, you still have your first batches of audience though. You should be grateful to them as they make you visible and they had generated word of mouth. That’s is to say, once you got your first batches audience and your campaign is sticky enough, they would stay on you, and bring friends visit you, then their friends’ friends would come as well. At last, user would increase exponentially at a dramatic rate.  

So how to find your target audiences?

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Here are Five Tips to Reach Your First Batches of Audience More Effectively

1.Right Channel

To understand where your audiences spend their time, and which channel are they using most.

2.Right Content

Make sure your content is portable and shareable. To resonate with your audience as deep as you can, then they would come back and visit you again, and share it.

3.Right Value

To think what value you can add to your audience.

4.Right Positioning

To identify and target audience subsegments separately to ensure your message is presented precisely to meet their needs.

5.Right Forum.

Don’t forget forums, they are still effective, there are many potential audience in forums like Reddit, you need to be active and contributing to the community, and promote yourself, unconsciously.

Further Reading:

5 Social Media Tips for Finding and Engaging Your Target Audience: New Research

 How to Reach Your Target Audience

Identifying & Reaching Your Target Audience

How to Reach Your Audience in a Digital Age

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5 Key Social Media Metrics That Matter

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As content and data gets bigger, most of companies have finally realised that at least some of them is important to their business. While when a marketers or a PR practitioner doing social media monitoring, they tend to overemphasising simple counts and totals. So what metrics are really matters and what metrics do u really need? here are 5 essential social media metrics that you can always start with.

Engagement

Engagement is about how fans or target audiences participate and respond to your social media activities. Engagement is a conversation and involvement between target audiences and a brand. The level of engagement can be seen as an indicator of the success of the social media activity. What should be noticed is engagement is not only just numbers of followers or fans. In most of cases, Engagement should be measured by the number of Facebook likes, comments and shares; retweets and comments; Youtube views and comments; Pinterest repost; Instagram likes and comments and Tumblr notes.

Segmentation

Segmentation refers to identifying the target audiences into different subgroups by their needs, interests or behaviour, in order to reach them in the best way. A brand should not apply a “one-size-fits-all” strategy when curating social media platforms. A good segmentation ensures brand optimize its communication effect. The target audiences can be segmented by demographic data such as age, gender, geographic data, psychographic data, and also their behaviour.

Content

Content refers to any posts, pictures, videos or infographics that the brand creates or curates on different online platforms. A good content should fit audience’s needs and interests. In this report, the content can be referred to Facebook posts; tweets and retweets on Twitter; Video on Youtube and imagines on Instagram.

Message Resonation

Message resonation is about whether a message created a buzz that audiences would want to share it, and how many repeating messages, quotes from tweets, mentions are generated from the message. The level of resonation is an effective way to measure “reach”.

Tone and Sentiment

 Tone and sentiment refers to the voices and attitudes from audiences, which can be measured as positive, negative or neutral. It can be tracked by analysing online comments, tweet mentions. Tools such as Twitter Sentiment, Social Mention and People Browser can be used to measure the sentiment around the brand. By analysing tone and sentiment, we could know the level of satisfaction towards the brand and also the potential problems and issues.

Social-Media-Metrics

After all, A basic point we should make sure is — all social media metrics should be from the angle of your overall business strategy. Measure these analytics on the basis of how you’re doing in pursuit of those goals, and how would you utilise the metric results  to improve your social media strategy, and to better positioning your company in the marketplace.

Further reading:

It’s Time To Start Tracking The Right Facebook Metrics

Marketers Pick: The Best Metrics for Social Media Monitoring

5 Social Media Metrics You Should Be Monitoring

5 essential social media metrics to track and how to improve them

A Simple And Effective Way To Engage Audiences

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I’m recently spending my limited spare time on study street photography. Last Chrismatmas , I took a short-term photography course at Central Saint Martin and then fallen in love with film camera, and I’m following a street photography blog as our tutor recommended.

Yesterday, I had look at a blog article writing about author’s philosophy on social media (link). There was a perspective he mentioned aroused my interest. He suggested to photographers that when they use social media, they should promote others instead of themselves.

Here are two quotes: “Going back to the analogy of social media being a party– nobody likes the guy at the party who brags about himself all day long (him graduating Harvard, buying a new BMW, earning over 100k a year, etc). People are turned off by braggers and people who are entirely self-promotional.” “I would say that the growth of my blog has mostly to do with the fact that I promoted other street photographers (not myself). The interviews I do with other photographers and collaborations I have done has brought more to my blog than simply my own thoughts and work. Also when you promote the work (and thoughts) of others– they feel stronger gratitude to you and are genuinely grateful. Everyone likes the guy who helps his/her friends– be that person.” This perspective is just as same as I had given in my social media metrics report by chance. The one I suggested was promote audiences updates. For the freelancer photographer, when they using social media, I think that works in the same way as a brand. What is to say, the process they use social media is, actually, building a brand for themselves. As Eric said in his blog, people are bored and tired to follow an account who are entirely self-promotional. I totally agree this point, on the contrary, when a professional promotes their customer’s updates, three great things happen: customer becomes excited and happy because their post received a social media boost. This is because they may gain some new followers by being posted on other account, especially the account that have hundred times followers as themselves. Customer becomes curious and begins to pay more attention on your updates. Audiences would found this is a interactive blog and they would want to be a part of it and put themselves under the lime light. Customer will return the favour in the future. There is one thing Eric didn’t mention, once we promote customer’s updates, apart of benefit from the goodwill created by other audiences, your content will be seen by audience’s followers, therefore, it will generate word of mouth and further benefit your account. No matter you are a professional or just a personal user, once you want to be engaging, you should know social media is not about self-promotion.

Reference:

On Social Media and Street Photograph

http://erickimphotography.com/blog/2013/10/28/on-social-media-and-street-photography/

Case Study–What Flappy Bird Tell Us

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While angry bird has been much-loved figure, a bird that makes every one pissed off created a buzz recently. By now, the notorious game has become one of the viral success stories just like its predecessors such as temple run, fruit ninja and dump ways to die, to name but a few. Although its already been removed by creator Dong Nguyen, the legend is still continuing by its parodies and Ebay (see below).

iron-pants

one of the copycats

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installed flappy bird game added value of devices

So who is flappy bird?

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The three stages of the addictive “Flappy Bird” smartphone game: hope, adrenaline and grief.

Created in the span of two to three days by Vietnamese developer Dong Nguyen, Flappy Bird is a side-scrolling mobile game featuring 2D retro style graphics. The objective is to direct a flying bird, which moves continuously to the right, between each oncoming set of pipes without colliding with them, which otherwise ends the game. The bird briefly flaps upward each time the player taps the screen, and the player is scored on the number of pipe sets the bird successfully passes through. Flappy Bird was originally released on May 24, 2013 with support for the iPhone 5.  In January 2014, it topped the Free Apps chart in the US and Chinese App Stores, and later on that month topped the same section of the UK App Store where it was touted as “the new Angry Birds.” It ended January as the most downloaded App on the App Store. Nguyen was raking in $50,000 (£30,000) a day from the pop-up ads that appeared during gameplay.

Why is it so addicted?

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the growth of ranking

By now, most of critics still think flappy bird’s success was by incidental. Of course I can’t tell whether that’s true or not, but at least I can analyse why it makes people addicted. Here are 3 reasons I came up with:

  1. Conflict between simple & difficult. It easy to play, and it looks easy to get plenty of points like temple run or fruit ninja, but actually its insanely difficult, most of people spend a lot of times just in order to get out of 0. It is frustrating, but most of play don’t believe they are too dump to play this seemingly-simple game, so they try it again and again,
  2. Stockholm syndrome. People kept playing it, and they grew increasingly pissed off that I couldn’t score even 5 points, it is never ever seen from other games, so they hooked.
  3. You’re never going to beat it. People have naturally come to expect a learning curve that eases them into video games. Flappy Bird, which looks like an easy casual game, instead of having a learning curve, just drops you head first into a learning wall. For normal games, you can improve your skill by practice, but this theory is doesn’t work here.
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a chart demonstrate “how to play” flappy bird

How did it go viral?

A good game makes players addicted, but the reason flappy bird standing out of others is, its not only make players crazy, but also created word of mouth. Only a few marketers dare to create a campaign or product, which let people hates a lot, but everyone hate flappy bird.

As I mentioned, people experience frustration from this game, so they just want to know whether their friends is as dump as they are, so they get their friends to download the game to see if they are fail as he got. One of the ways people have been trying to figure out if the game is hard or if it is them is by tweeting about it on twitter and posting videos on Vine. Since social media is a One to Many form of communication, this has lead to millions of people hearing about the game extremely quickly.

So I’d like to say that the success of flappy bird was a good lesson for marketers, it offers a new angle for strategy making—-think opposite.

The game had been removed from online stores last Sunday by its Vietnamese creator. Although he claims this was because the fame of game ruin his life, I think he is a marketing genius. He stopped this game at peak time to make a limited edition, and then he tells us he is still making games. As a matter of fact, Dong Nguyen have been uploaded three new games to App store. Will they succeed? We shall see soon after.

Reference:

http://www.wired.co.uk/news/archive/2014-02/13/flappy-bird

http://www.bbc.co.uk/news/technology-26114364

http://edition.cnn.com/2014/02/05/tech/gaming-gadgets/flappy-bird-game/

Useful links:

http://socialmediatoday.com/nowsourcing/2172266/rise-and-fall-flappy-bird-infographic

http://en.wikipedia.org/wiki/Flappy_Bird

https://twitter.com/dongatory

B2B Social Media Communication, Do Not only Putting Eyes On Facebook

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Because of its popularity and number of users, Facebook is now often regarded as the most social media website. However,  the  number of users of other social media sites are also increasing significantly in 2013, such as Twitter, Instagram, vine, or even Tumblr or Pinterest, to name but a few. The marketers can no longer ignore their impact for b2b communication. There was a proven trend lies in the fact that audiences are more like to see mobilized and visualized contents, so it’s time for marketers to expand their communication strategy into other outlets as I mentioned.

Doubtlessly, B2B companies are not using social media in the same way as consumer markets. Products positioning differ, sales cycles differ and product markets are differ as well. Communicating strategically Social media is always evolving and so are the decision-makers using it. Recent studies published by Eloqua and Forrester Research have offered important statistics showing what B2B decision-makers are and aren’t doing on various social networks.

CIO Social Media Habits

When it comes to more targeted audiences, some new research from Tech Heads debuted showed the social media preferences of CIOs and senior IT leaders when they’re researching a new product:

  • 29 percent use Google+
  • 28 percent use LinkedIn
  • 28 percent of “disruptive CIOs” use LinkedIn Groups
  • 22 percent use Facebook
  • 20 percent use YouTube

Instead of putting attention just on single social media site, Integrate social media websites into an entirety, by utilizing Linkedin, Youtube, Instagram, Twitter or Google plus etc. these channels will definitely magnify the communication effect to a multiple of geometric growth. For example, Linkedin, who currently have approximately 240 million professional, it will likely turn into the leading position in the B2B market in the near future. Or you can even build a social media community like CISCO did, (Case study can be found Here). In addition to that, a good community could attract Outside Writers Contribute Content. According to Jeffrey L. Cohen, “Not only Cisco communications staff and subject matter experts, the Network also features outside journalists who have covered business and technology for the Wall Street Journal, the New York Times, Forbes, Fortune and Business Week. This brings a new level of content to the site. Many B2B blogs feature guest posts, and some even feature outside experts writing on a regular basis, but to add this level of business and technology journalism to an online newsroom is beyond the realm of what anyone else is doing. This is providing value to customers, prospects and others in the Cisco ecosystem by creating top-notch content and spotlighting it along with company news.” (The case study can be found at http://socialmediab2b.com/2011/09/b2b-cisco-social-newsroom/)

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