1. Lars VoedischPrincipal Consultantlars@preciouscomms.com

2. All glamorous? Entertain clientswith booze? 3. Video: Street Interview 4. Building or maintaining an organizations relations with its various publics(groups of people who are important to it) 5. Two- way communication. More cost effective as compared to other forms ofcommunication. Perception of an impartial opinion and reviewed in the media. Essential tool in business growth. Reputation and credibility as important as product andsupport. Messaging helps to position the company/brand/products,conveying its key attributes and value proposition.Important!Your message to your target audience 6. 1. The idea behind the story conveyed in a few words.2. Communicating your story.3. Graft powerful words together that pique emotion, stimulate a need, elicit a vision, and produce engagement.4. Deliver the right content at the right time.5. Share your content on multiple social networks.6. Be honest with your supporters. 7. Curiosity Motivation Against the odds Content that reveals Content that reminds us David vs Goliath.secrets.that dreams can come E.g.: Product leaks.true. Small is beautiful, Affirmation Sensationalismbig is advantage Content that confirms Content with Content that reminds us our assumption. unexpected twist.what we do matters. Feel good story New discovery Transformation Content that tells a Content that challenges Content that inspires usgreat story.our discovery.to action. 8. Case Study: Ford MotorLet fans tell your story Found that fans wanted to share their own stories of ways they wouldconnect with the brand. Focused on customer stories.Rethink how you share news Launched the model in several U.S. cities and online with the help of itsfans.Share content everywhere you can Produced tie-in content on other platforms to help the series reach awider audience.Be willing to experiment and learn from mistakes Importance of keeping campaigns simple and giving fans a venue forbeing part of something larger than themselves. 9. Connects people, and gets people engagedand interested. Brings real personality to what it is you do. Brings your business alive. What is essential to know?WhatHowHow can one benefit from your story (or product)Why Why shouldpeople care?Adapted from: The Golden Circle by Simon Sinek 10. Who What How Customers Age Choice of words Potential Gender Use of jargons andcustomers Occupation ortechnical terms Suppliersqualification Tone Advertisers Geography Focus Media Socio-economic The design and feel Financial bodies groupof the Regulatory and Family structure communicationgovernment bodies Lifestyle The medium used Industry groupsand other networks 11. Learning about your audience by looking at their social media life How Do They Describe Themselves? Bios on their social networks. Deeper look into the things that they value most highly about themselves. When Are They Most Socially Active? Best time to post. Whom Do They Listen To? For example, rapper 50 Cent, tweeted about a company hed invested in. His series of tweets bumped up the value of the company he promoted by 240%. What Content Do They Want? Learn about their interests, dig deeper into the kind of content they want by the networks they favour. 12. YourselfWhat are you an expert in? What do youwant to be known for?Your companyAs an individual, you cant scale, but yourcompany can.Your conceptIf you want to grow your business, aswell as yourself as an expert in yourindustry, then you need to build yourconcept.Your communityYour community is a group of people thatsupport you and your company.Source: http://blog.rockthepost.com/?p=3524 13. Key ingredient for business success still a product orservice that uniquely fulfils the needs of the end user. May result in negative comments from employeesabout the company or potential legal consequences ifemployees use these sites to view objectionable, illicitor offensive material. With great power come great responsibilities. If it isnot utilized properly it may cause severe loss to yourbusiness. Social media is a very sensitive tool. Pick up a wrong social media marketing strategy youcan end up damaging your brand image and reputationin the market. 14. Small mistakes are magnified in front of thousands of people. Worst case: People might not even care! Can be also recklessly used for hampering the reputation of theorganization as well. Building communities takes a lot of time and efforts in a situationwheres a growing social media (or more: Facebook) fatique kickingin In the end: Where is your target audience? 15. Practically useful, surprising, and Content that inspires high-energyinterestingemotions far more likely to be shared.More likely to be shared 16. Content with an Fame of the authoremotional toneSlightly more important than content Humour 62% of ads being aired by Fortune 500 companies, 60% ofviral ads were being generated by the smaller companies. Humour was employed at near unanimous levels for allviral advertisements. Consequently, this study identifiedhumour as the universal appeal for making content viral. 17. Content with an Fame of the authoremotional toneSlightly more important than contentHumour or Ridicule! 62% of ads being aired by Fortune 500 companies, 60% ofviral ads were being generated by the smaller companies. Humour was employed at near unanimous levels for allviral advertisements. Consequently, this study identifiedhumour as the universal appeal for making content viral. 18. Content with an Fame of the authoremotional toneSlightly more important than content or62% of ads being aired by Fortune 500 companies, 60% ofHumourviral ads were being generated by the smaller companies.Humour was employed at near unanimous levels for allviral advertisements. Consequently, this study identified Ridicule!humour as the universal appeal for making content viral. 19. Viral video. Viral mistake. Viral opportunity?Whos seeing your content? If your content goes viral, find a way to harness this new audience.Can there be too much of a good thing? Best-case opportunity can become worst-case scenario. Plan ahead and understand how your website can handle more visits.Can your reputation stand the attention? If people have misconstrued or parodied your message, how do yourectify?How will you handle the unexpected? Unpredictable digital marketplace. A leaked video or telephone conversation can blow up into a PR disaster(or opportunity). No one can control viral content. 20. Know your story (elevator pitch) Have a simple PR kit Corporate background, product factsheet, executive biographies Follow your competitors - allows you to see what theyare doing, as they do it, as well as keeps you up-to-dateon their progress, ideas, updates, and more! More than just Facebook likes or media clips - brandmust drive marketing value and not merely be seen. Have a plan and if it is trial & error. Accept defeat atcertain points and move on. 21. Forgetting to ask why people should actually care. Social isnt the place for the hard sell or self-promotion. You dont have to be everywhere. You dont have to keep up with the big brands. Youcant. Accept it! Social Media isnt Free, it takes a loooot of timewhich may need for other things. Not knowing who and where your audience is. Not planning or having clear objectives. What do youwant to achieve? Not using the tools to analyze what you are doing. Keeping momentum beyond the first buzz. 22. Dos DontsBe a relationship builder and Be inappropriate show me that you careBe respectful of others opinions even if you dont Sell straight offagree with themBe on-brand and mindful ofthe online footprint yourePromote yourself creating Be a giver and not only a Use metakerBe honest in all your business Be impersonal or rude dealings 23. Take 5 minutes and define what you want tobe for your key stakeholders For each stakeholder group, think ofmaximum 3 key messages! Practice and refine. Then do it again. If in doubt, you have questions or feel likehaving a coffee or beer call us! 24. PReciousSparks Cooperation ModelA structured programme designed for start-ups to address communication challenges toachieve their communication and business objectives. Depending on the level of maturity andgrowth stage, start-ups can be confronted by one or more of the following problems:1.Media MentionsStakeholder2.Digital Engagement Credibility (assessing the3.Reputation Gapreputation gap) A market misconception or image Stakeholders misalignment exists for the brand Engagement Low engagement levels of the brand with its audience on the digital andOne directional social media platformsmessage delivery(concise, consistent, The brand is not well received by thecredible) media with lower media coverage as opposed to its immediate competitors.32 25. Consultation FrameworkFreemiumInitial Consultation Full Market ResearchFree Tools on the WebsiteInitial Background AnalysisCompetitive AnalysisFree Quick Help Kit on the Brief Message Structure Market & Customer Research WebsiteQuick Strategies & Tactics Industry Trend Analysis Messaging Workshop Project Proposal Retainer ProposalFull Research PresentationStrategy and Tactics for AwarenessSustainable PR Yearly Plan Message House Development Campaign or Product Launch Key Deliverables OutlinedProposed Initial Strategies1. The freemium and consultation provides basic communication tool kit and advice for start-ups as an initial stage of PRecious Sparks2. Our research insights provide a guided approach in advising start up on a systematic strategies and tactics with an initial project collaboration3. The last stage concludes with an annual partnership with a detailed PR Plan for quarterly performance reviews.33 26. Your Reputation is PReciousBrand perceptions are shifting as you read. Customers are demanding amore human approach tocommunication. Where are you? Social media requires your attention 24/7.The media landscape is fastchanging and eroding.We provide :Communications Strategy | Traditional & Social Media RelationsDigital Engagement | Crisis Preparedness & ManagementInternal Communications | Media TrainingAnalysis, Measurement, Research 35 27. About PRecious CommunicationsInternational Communications Expertise with a Passion for Technology PRecious Communications is a young and energetic, yet strategic communicationsand public relations consultancy serving B2C and B2B companies Our focus is on corporate communications, crisis management, public relations andsocial media. It combines a clear business-oriented approach with a focus on measurable resultsthat tie directly into its clients overall communications objectives. The firm is run out of Singapore and serves clients throughout Asia Pacific. PRecious was officially started in early 2012 by Lars Voedisch, an experiencedglobal communications and business professional with 15 years expertise ingrowing, managing and defending leading global brands reputation across industrysectors.Background & Expertise Combined work experience: AIESEC, AT&T, Australian Crime Commission, CATechnologies, Chugai, Citi, Coca Cola, DBS, DHL, Dow Jones, EDS, Fidelity, FireEye,Government of Singapore Investment Corporation (GIC), Honda, HP, Huawei, ING,InMobi, JLL, Lend Lease, Lenovo, LG, Macquarie Bank, MEC, Motorola, Naturalis,OpenNet, Palm, Panasonic, Porsche, Procter & Gamble, Sabic, Standard CharteredBank, Tata Communications, Telstra, TNS, Yahoo!, Yamaha, Venetian Macao,VMware, Zardoze 28. About Us Independent, boutique communications consultancy Based out of Singapore, at home in Asia and Europe Globally connected via affiliation with+65 - 9170 2470 connect@preciouscomms.comlarsvoedFacebook.com/PReciousComms229 Mountbatten RoadTwitter.com/PReciousComms#02-41 Mountbatten SquareSingapore 398007 29. PRecious PartnersSome of the brands PRecious Communications and our consultants have worked with