iss social media seminar :: slides on facebook: it's not enough to be liked, lee kai xin, wild...
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Wild about Social Media
IT’S NOT ENOUGH TO BE LIKED
11 April 2014
WHY ARE WE HERE TODAY?
Marketing is no longer about the stuff that you make, but about the stories you tell
-Seth Godin
LAST YEAR:
THIS YEAR:
Optimize Content
Pump out content
In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide. In 2013, that percentage has grown to 34.8%.
FACEBOOK AS A MEDIUM
Facebook is an unified platform where it represents a combination of TV (videos), Radio (music from apps like Spotify), Print (News, text & image posts).
So why should we restrict the content we create on Facebook to just text?
WHAT IS A CONTENT MARKETING?
Content as a DriverSocial Media as
another distribution channel
VS
Content Marketing Social Media Marketing
WHAT IS A CONTENT MARKETING?
Demand Generation & Conversion
Brand Awareness & Direct Dialogue
VS
Content Marketing Social Media Marketing
SOCIAL MEDIA CONTENT MUST BE... Relevant to fans
Shareable
Likeable
Commentable
Clickable
Memorable
Aligned with company’s marketing goals and activities
…PLANNED!
Communication Proposal for
What are some of the trends that we’ve noticed?
A strong point of view
Brands are posting branded content that acknowledges what is buzzing on the offline and online space, and provides their unique take on these
issues.
FACEBOOK TRENDS
Communication Proposal for
Provide value-add information to your fans
Brands simplify and repackage information in a way that is easy to understand, entertaining and encourages social sharing.
FACEBOOK TRENDS
Communication Proposal for
Moving from fun to utility
Brands, especially financial organisations are leveraging on Facebook apps to provide value-add functions to their fans, allowing them to use a social
platform for utilitarian activities.
FACEBOOK TRENDS
SELLING ON FACEBOOK
Marketers’ Dilemma: How to communicate the technical features of a new memory card and make it fun and engaging for its fans?
*Additional info: This memory card can store up to 1TB of contentLifetime warrantyManufactured in Japan
SELLING ON FACEBOOK
Content
?% Product Related ?% Lifestyle
Content
FINDING YOUR VOICE
Brand
Voice
CoreValue
s
THE CHALLENGE
Many participants who contribute to an organization’s social media
efforts
Social media requires quick
responses
Different contexts requires slightly different tone &
manner
FINDING YOUR VOICE
Character / PersonaWho does your brand sound
like?
ToneWhat is the underlying vibe
that emanates from your communications?
LanguageWhat are the types of
words, phrases and jargon to be used in social media
communications
PurposeWhy are you here?
Social Media Brand Voice
EDITORIAL CALENDAR CHECKLIST
Content
Text
SyntaxQuestion
No Question
Extra Features
FB Native
Hashtags
Check-in
Tags
Mood
Links
Playable video
Static thumbnail
Link Shortener
Image Product
LifestyleTime & Day
BRANDED CONTENT
Hybrid Campaign
s
Facebook Posts
Advertising + Entertainment + Brand
TV
BRANDED CONTENT
Facebook Posts – Oreo Daily Twist Campaign
BRANDED CONTENT
Facebook Posts
BRANDED CONTENT
Hybrid Campaigns – Red Bull Stratos,
Heineken Departure Roulette
BRANDED CONTENT
TV- NTUC Food for Life Channel
Partnership between Fairprice and Brand New Media.
Features food and cookery content that is both locally-produced and internationally-sourced. Targeted at those who enjoy cooking at home, www.foodforlifetv.tv can be viewed anytime, anywhere via any internet-connected device such as computer, smart phone, tablet or smart TV.
Endorsed by local food bloggers and popular personalities.
CASE STUDY: CONNEXIONSGHow a government Facebook page is using branded
content to engage a skeptical target audience
CASE STUDY: CONNEXIONSGHow do they do it?
1. Function like a publishing unit
2. Have a strong editorial stand
3. Provide value-add content
SOUNDS LIKE TOO MUCH WORK?
SOME RESOURCES
FLIPBOARDContent Aggregator that
helps keep me on top of the latest news
FEEDLYOne-stop-shop to peruse
everything going on in your industry and handpick which article to share
SOME RESOURCES
TUMBLRFind compelling quotes
which are already nicely designed
STUMBLEUPONLiterally stumble upon great website just by
telling them your interests
CO-CREATION
Brand Customers
CASE STUDY
WHY To co-create a new card design series with fans and be seen as a digital savvy brand that utilizes new platforms to reach out to its target audience.
HOWCreate a board and pin images that might be selected to inspire the next designer series card collection
RESULTS Total entries: 100Mentioned on Marketing Interactive and blogs.
DESIGN-A-FRANK WITH PINTEREST
TRACK
BENCHMARK
HAVE A ROI
WHY IS NOT ENOUGH TO BE LIKED?
SIZE IS NOT EVERYTHING1% Creators
9% Editors
90% Audience
Creates new content
Modify content or add to an existing thread
Tend to read or observe
90-9-1 Principle
ENGAGEMENT RATE
Engagement Rate =Likes + Comments + SharesTotal fans on any given day
ENGAGEMENT RATE
Engagement Rate is a measurement of popularity of
a company fan page or an individual post.
Engaged users are a brand’s best customers. They are more likely to purchase,
recommend and prefer brands that they are socially engaged
with.
Source: Why engaged social customers are more valuable to your brand, Forrester Consulting, September 2013
DECREASED ORGANIC REACHBetween Aug - Nov 2013, a study of 5,000 Facebook fan pages show:
decrease in organic reach44%decrease in engaged users35%
Source: InsideFacebook.com, Dec 2013
PAID ADVERTISING IS CRUCIALReach
Time
Marketplace ads to grow fan base
Page post ads to maintain
engagement
Premium placement ads for key
campaigns
Source: Introducing The Periodic Table of Content Marketing, Econsultancy
It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.
Clarence Darrow
“’’
Connect with me: @kaixinlee | kaixin@wild.sg
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