prda presentation to accor apac

PRDA

Your Total Social Media Solution Provider

www.PRDA.Asia

Asia825,100,000

21% penetration

Europe475,100,000

58% penetrationNorth America266,000,000

77% penetration

December 2010, Internet World Stats NA + Europe < Asia

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Why Social Media

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Why social media

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PRDA - Trends

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PRDA - Trends

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PRDA - Trends

Evolution

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Mobile

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PRDA - Trends

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Mobile the new PC

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Mobile - China dominates

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China

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China

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China - Travel and Blogging

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Evolution

2008

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PRDA - Trends

2009

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PRDA - Trends

2010

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2011integration, staffing, advertising and measurement are all key areas of focus for social media strategists in 2011.

Call centres

BenefitsCostTurn key Quality controlCommon business rulesCentralised skill setsnon-core capability

Liability

Customer resistanceOrganisation restructuringPoor linkage to organisationTalk

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Social Media Service Centre - 5 step process

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1. Listen

2. Content creation

3. Publish4. Engage

5. Analytics

Step 1 - listen

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Listening (monitoring) is the most important component of social media strategy. It is the front line for brand protection and effectively influencing online conversations.

Listen to:WhoWhereHowCustomer infoCompetitor infoSentimentCrisis alerts

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Step 2 - content creation

Be part of the conversation. Influence and add value. Be relevant to your fans. With effective listening comes the knowledge to craft relevant content.

Content:RelevantExcitingInfluentialSEOColloquial/ localShareablePositive

Step 3 - publish

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Content published to branded sites. Using 9 channels and proper placement brand content has maximum impact. With effective listening comes the knowledge to place and participate effectively in conversations.

Publish:BrandedMulti-channelTargetedMultilingualCountry specific

Step 4 - engage

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Engagement is unique to social media. Amplify positive messages. Interact with fans. Manage conversations and protect the brand. With effective listening comes the knowledge to enhance fan's brand experience and influence sentiment.

Engage:Deep consumer infoAmplify positiveMinimise negativeQ/AInfluenceCommunity management

Step 5 - analytics and measurement

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Business needs results. Analytics along with KPI's can demonstrate ROI or equivalent media value. Social media should be an investment that pays dividends

Analytics:ROIBrand positioningConversionShare of voice PR

Review

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Social media is big. The skills necessary to manage are not yet fully determined or readily available. Underestimating is probably the biggest challenge business will face going forward.

Consumber behaviour continues to shiftChina becomes increasingly distantEnd to End 24/7 solutions are necessary

MonitoringContent creationPublishing Engagement Analytics and measurement

Thank you