The role of social media for brands and marketers is indisputable. Today, we have a whole generation who are growing up never knowing life before social media or smartphones. According to We Are Social’s latest report, there are over 4 billion internet users and 3 billion active monthly social media users globally. How can brand owners and marketers leverage on the platforms available to reach out to both journalists and consumers in a timely and strategic manner?

1. Stay Up-to-Date with the Latest News in Real-Time

Social media platforms like Twitter, SnapChat and Instagram stories have allowed followers to stay in touch with the latest news in real-time. Singapore’s Channel NewsAsia encourages reporters to break the news on Twitter while the newsroom strategise on how to tell the story on the broadcast and online channels. What this means for communicators is the ability to track the latest ongoings, and identify opportunities to pitch their clients as experts to respond and provide commentaries on what is breaking.

Additionally, journalists have also been known to utilise Twitter to seek potential interviewees for the stories they are working on.

2. Getting the Content Right for the Channel

With the increased pressure to publish, it is vital to go back to the basics of not posting just for the sake of posting. Get the content right for each channel and react accordingly to user engagement and behaviour.  Postings on platforms such as LinkedIn and Facebook can be more informative by text, while Instagram posts should allow viewers to consume and understand the post in split second. On the technical end, avoid the awkward crops by making sure the media shared fits the requirements of each social media platforms instead of sharing the same images or videos across the board.

Read about the rise of vertical videos.

3. Measure the Effectiveness of Your Communication

Social media platforms have afforded brands and communicators with statistics that was not as readily available with traditional media tools. Follower demographic, views, user engagements and sentiments are all in just a few clicks, enabling page owners to measure the effectiveness of their content, especially in terms of engagement and shareability.
 

The world of marketing and communications moves quick. While some things change, others are here to stay. Here are some of the PR key trends and practices that we are anticipating for 2018.

1. Influencer Marketing is Here to Stay

Some of our favourite people to work with...

We have watched the rise of bloggers, and then influencers for the past decade. You already know this -  influencer marketing is here to stay. As media platforms demand transparency on paid collaborations and consumers become increasingly educated in sponsored content, brands would have to evolve in their partnerships with influencers.

An influencer who shares about a different facial cleanser every other day is unlikely to have truly experienced the product, and while their flatlays with a large variety of beauty brands may be eye-catching, they lack credibility among beauty junkies on the lookout for real recommendations. It is up to brands to cultivate genuine and long-term relationships with the influencers as real users, to become genuine ambassadors for the brand, instead of fighting for the even the less than one second scroll of an Instagram post.

Brands would have to be more prudent in their partner selection. While the large following of top influencers may look good to management, working with micro-influencers who have regular conversations with their followers may generate more authentic engagement, credibility, and conversions for the business.

2. Purpose-driven Campaign

Naomi Jacob and Mayur Singh, co-founders of Coopita, a curated platform to protect and preserve the traditional crafts of Asia

Millenials have long been an enigma for marketers but one thing we have learnt in recent years is that millennials are willing spenders on businesses and products with a purpose. With the rise of sustainable living, zero-waste groups, and social enterprises globally, this news is hardly surprising. As more brands catch onto the values of the millennial spenders, we can expect to see more marketing collaborations promoting social causes. However, we would like to highlight the importance of being in it for the long haul, instead of becoming a one-off publicity stunt that leaves the social causes quickly forgotten after.

3.  Bringing in the Story in Visual Content

In the past 20 years, we have watched technology take leaps and bounds into spaces we could never imagine. Special effects and filters are great, but as time goes by, it feels like we are missing stories that truly engage. For this reason, most working adults now would happily reminisce about the MediaCorp TV productions from the 80s and 90s (they were the best!!), and share viral Thai commercials (those tear jerkers!!!!). However, those 15s ad pop-ups on Facebook videos where we watch our life pass us by so that we can get to content that we are interested in, please go away.

Last year, BoBo Fish Ball launched a cinematic mini drama series, “BoBo’s 3 Wishes” which combined relatable content with beautiful imagery, and a charming tackiness that seems to have been forgotten in modern ages. The importance of storytelling is also the reason behind the success of social media platforms like Humans of New York, Millennials of Singapore, as well as Channel NewsAsia’s CNA Insider series which have generate large number of conversations on its social media platform.

New year, new perspective. 

2017 has been an incredible year for the agency. We cannot be more thankful for the wonderful clients who have shared this journey with us.

To welcome in the new year of 2018, we are announcing two new affiliations, in addition to our photography and videography partner, Justin Fernando, to strengthen our service offerings. 

1. Ariff Communications 

A Malaysia-based PR consultancy helmed by PR veteran Aisya Hanem, Bask Communication's partnership with Ariff Communications will enable clients to embark on cross-country public relations work to streamline strategies and efforts. 

The consultancy has worked with brands including Aesop, Xiao Mi and Red Bull Malaysia.

2. Lins Advertising

Our partnership with Lins Advertising, one of the oldest and largest advertising agency in Singapore will provide our clients with a stronger and more holistic marketing communications offerings. Lins Advertising offers media buying / planning, graphic design, digital marketing as well as above and below the line advertising. 

For more information or even just a coffee chat, do get in touch with us at hello@baskcomm.com!

There hasn't been much of a chatter over here, but that's only because the past quarter has been so kind to us.

We can't believe we're saying it - Bask Communications survived the one year mark!

We'll always be thankful to Kara Bensley from The WYLD Shop for taking the plunge in becoming Bask Communication's Client #1, and for her endless positivity, encouragement and support.

In the past year, we've worked on 14 projects from 13 clients across fashion, beauty, food, social and lifestyle businesses. We stayed true to supporting small business owners such as Biconi and The WYLD Shop, as well as the community through work with Love Action Project. The social enterprise has brought us from Chinese New Year celebration with migrant workers living in Singapore, to a fun-filled day of experiencing new sports with athletes from Special Olympics Singapore during the Ultimate Grit Challenge by Dun & Bradstreet Singapore. 

Ultimate Grit Challenge with Love Action Project, Dun & Bradstreet Singapore and Special Olympics Singapore

Alexis Bauduin, Top Dog at YOLO Group

2017 also marked the very first time we worked on a PR project for the halal F&B industry. Bask Communications was engaged by YOLO Group to get the news out there to the Muslim community when YOLO Food got its halal certification. Halal heathy food, yay! Through our digital PR strategy and programme with key influencers and media in the Malay community, we helped triple YOLO's following on Instagram, and generated many more business profiles for founder Alexis Bauduin on his business journey. 

Our biggest win of the year? Partnering up with Red Bull Singapore for the Red Bull Racing Team when they were in town for Singapore Grand Prix 2017. In addition to media relations, we worked closely together with the team to produce Dan and Max: How NOT to Open a Durian, garnering over 18 million views globally, and thousands of conversations for the brand and drivers.

To all the clients who have journeyed with us, thank you. To all the individuals who gave us a lift in times of need, thank you. To all the media friends for your encouragement and support, thank you. 

We can't wait for what Terrific Two will bring.

PR Agency for Red Bull Singapore

Featured on Marketing Interactive, 31 August 2017

“As a newcomer in the market, Bask Communications is humbled to have the opportunity to work with Red Bull Singapore. Together with the team, we hope to help break more boundaries and offer strong, strategic support for the Red Bull Racing team in the lead up to Singapore Grand Prix,” Ng Lay Peng, founder of Bask Communications, said.