online brand activation for sme strategy
Post on 17-Jul-2015
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Is Your Brand being Social
Enough?
for SME’s Strategy Online Brand Activation
Provided by: Tika Sylvia Utami
Account Manager | Branding Consultant | Marke:ng Communica:on | Communica:on Specialist | Feature
Reporter | Philosophy Universitas Indonesia | Wri:ng, Edi:ng, Journalism | Media Rela:on | Blogger | Contributor Writer |
Digital Media and Public Rela:on Enthusiast |
INDONESIA IN SOCIAL MEDIA
Indonesia Internet Users ! With 251,160,124 Indonesia’s total
popula:on, 29% of them are internet users.
! Interes:ngly, there are about 112% are ac:ve mobile subscrip:ons.
(data provided by Wearesocial.sg))
SOCIAL USERS
Social Users ! There are 2 Hours 54 Minutes for
average :me social media users spend on their social media each day, while 74% of mobile users using social media apps on their phone.
! 32% of mobile users using loca:on based services..
(data provided by Wearesocial.sg))
SOCIAL APPS
Social Apps ! Since several social media plaXorm has
website version, 74% percentage of mobile users using social media apps on their phone.
! Social media apps with mobile version
ease people to access every:me, everyplace, everywhere.
INDONESIA IN SOCIAL MEDIA
Social Users There are several indicators to measure the effec:veness of social media, consist of: ! Fans/Followers ! Engagement ! Awareness ! Amplify marke:ng goals ! Sales conversions ! Reach of Brand Content
(data provided by Wearesocial.sg))
WHY INSTAGRAM?
Why Instagram?
! Every social media plaXorm has an uniqueness. With over 150 million ac:ve users, instagram’s engaged user base is 2x facebook’s.
! Instagram engagement is 15x facebook, with 35% of users visit Instagram more than once per day.
! 92% of pres:ge brands have an instagram account. On average pres:ge brands post 6 images per week.
(data provided by L2Thinktank)
Over 150 million users
Handy Mobile User
Visual Approach
Ac:vely Engaged
Community
9 out of 10 instagram
video shares occur on Facebook
35% of users, visit instagram more than once per day
Data provided by: L2 Think Tank
People appreciate it when we like their photos, then they may go through our account and like as well as if they like us enough.
Social Listening
Reply Comments
Monitor our brand with social listening by conduct two way communica:on with followers.
Note some important comment on our post as an input with comprehensive analyze in monthly report
Comment Other Photos Comment on other photos follower, and use short hashtag in that comment.
Reply Comment 2 :mes/day
Follow 5 new people/
2 days
Like 15-‐25 follower’s image/day
Use appropriate hashtag in descrip:on & comment
Comment on 5
followers post/day
Reply Comments Interact people with reply comment on our picture post periodically. Answer the ques:on and give feedback for comments.
The Power of Content
Image about how to cook? How to serve?
An ar:s:c image of raw meat
Lead with content that inspires, encourages and serves others. Great picture with premium looks but s:ll informa:ve. So it can grab entertainment, viral and educate in a fun way. Remember to integrate our brand logo within the photos. These are several sample image recommenda:on:
DO’s Publish 1-‐2 photos/day. If we post too many, we
annoy people and we may get unfollowed.
Post during peak :mes, we could increase the opprtunity to engage and interact with our
customers.
Keep it 80% non business and 20% product/services
Do Monthly Contest/Quiz
Endorse poten:al influencer
Send an email to our customer database
Include it in email signature, business card
DONT’s
Incomplete Bio Profile
Low Photo Resolu:on
Irrelevant Photos
No Social Media Stragic Plan
Boost engagement by create online ac:va:on as Instagram launching
with Giveaway concept
INSTAGRAM LAUNCHING
GIVE AWAY!
! Follow on IG ! Repost/Regram This Photo
and Tag ! Use Hashtag ! Win special package at your
home!
Alract people to repost or regram the photos and wait for the viral.
Promote this giveaway via instagram, website,
and also sounding to near customer.
Run this giveaway and also increase website traffic.
IDENTIFY HASHTAG
Iden:fy relevant hashtag and selec:ve keyword to let people
knows our brand
When we search wagyu steak on instagram tools, there are several tag that mostly use by people to search. (picture 1)
On picture 2, we could see the most
popular tags in instagram related on food. We can also use these to get our photos and brand discovered, get more likes and
followers.
Picture 1 Picture 2
THE TRENDS
From Google Trends, we can see what kind of content that people are
looking for.
The keyword of ‘wagyu beef’ and ‘wagyu beef steak’ are the most keyword that people use to search.
Meanwhile regional interest about the keyword of wagyu steak are Indonesia
(first), following with Australia and United States.
Short meaningful videos could be another post in instagram account as part of our content strategy, consistent with our iden:ty and posi:oning. Consider which unique moments in our brand are best shared, here are the Ideas for instagram video: ! How to cook? ! Preview a products and demos ! Behind the schene content ! Show how this SME fits in to people’s everyday
lives by customer and staff chit chat. ! Company story
INSTAGRAM VIDEO
Keep cap:on with short and fresh. As addi:onal, we could ask ques:ons in the cap:ons of our images, to engage with followers.
Instagram has the ability to capture and share short videos on the plaXorm.
Doing photo run contest as one of online brand ac:va:on. ! Running photo contest to drive visual
content and follower engagement
! Contest should offer prizes that help promote the brand, while also being something people will want.
! U:lizing a separate and specific hashtag for the contest can increase the track.
PHOTO RUN CONTEST
SHOW US YOUR….
Photo Run Contest !!!
Post your momen when ea:ng, cooking and enjoying
your steak
Tag on IG with hashtag
INFLUENCER ENGAGEMENT
Identify the Potential Influencer ! Engaging our instagram with poten:al peoples,
community, influencer and endorser is essen:al to the success in this plaXorm, because our brand is part of the community.
! Iden:fy some poten:al influen:al account, this
would be an addi:onal recommenda:on in order to op:mize our instagram account.
! By interac:ng with right influencers, we could increase the chance of our brand will be discovered by people who following them.
Influencer Iden<fica<on
Engagement
Amplifica<on
INFLUENTIAL ACCOUNTS
Poten:al influen:al account does not always from public figure, but also consist of: ! Our brand’s partners ! Spokespeople, ! Happy customer ! Food Blogger, Cake Ar:st, ! Poten:al target market (working mom, home party lovers
and expatriat) ! Influen:al members of the community whose content may
relate with our brand
Potential Influencer
@ditut (56k followers) @eat2eat_id (1419 followers) @eatvise (485 followers)
@jkXoodbang (2273 followers) @stanislaushans (31k followers) @edberthendy (1305 followers) @thefatcorner (2151 followers)
The Accounts:
Instagram is a tough platform to manage,
BUT, this does not mean that Instagram should not be
utilized by brands!
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