eastwest 2010 ppt_new_media
DESCRIPTION
New media presentation following EASTWEST's discussion on mapping the social media universe in China. www.eastwestpr.comTRANSCRIPT
Singapore | Beijingwww.eastwestpr.co
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Where do we begin?
• New media platforms are quickly becoming an influential way people communicate.
• Platforms are vast and confusing, but with the right map, these platforms have the potential to become an integral part of your communications campaign.
• The crucial factor is to be compelling. But how can you be compelling?
Singapore | Beijingwww.eastwestpr.co
m
It all begins with creating content…
• Content is critical to any new media strategy.
• Content can take the form of blog posts, videos, or presentations.
• With the right content and effective promotion, it will reach the target audience and the most influential users who will carry on the message.
Singapore | Beijingwww.eastwestpr.co
m
The platforms we use…
• New media networks are vast. Hundreds of different platforms cater to different interests and audiences.
• For each English language new media platform, there is almost always a Chinese equivalent.
• With a platform map, content can be disseminated across relevant platforms.
Singapore | Beijingwww.eastwestpr.co
m
Indentifying the influencers…
• Not all new media users are equal. The influencers will be the ones who will carry on the message across their networks.
• For each campaign, it is critical to find the influencers who will most likely carry on your message.
• By analyzing social networks, you will be to identify the influencers who will matter most.
Singapore | Beijingwww.eastwestpr.co
m
With social media, everyone is a publisher…
• Influencers will broadcast your message across their networks.
• As opposed to followers, influencers have large followings, also composed of influencers who carry on the message.
• The “multiplier effect” ensures that messages are carried across social media platforms through its most influential users.
Singapore | Beijingwww.eastwestpr.co
m
How we track the conversations…
• Just like web searches, social media activity can be measured.
• Metrics include such areas as the tone of social media activity, the top users posting and the top platforms being used.
• This information is measured in real-time and can instantly gauge the progress of a social media campaign.
