develop - equinet academy · develop. trigger social sharing through ... outrageous why failing to...
TRANSCRIPT
DEVELOP
Trigger social sharing through
creating content
What you need to do
• TOFU Content: Facebook,
Instagram, LinkedIn
• MOFU Content: Blogging
TOOLS: Canva, LSIGraph.com, others
Digital Funnel (Objectives + Content)
Website
Optimization
Social Media
Fan Content
Sales Offer
Lead Magnet +
Landing Page
Customer FAQs,
Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media
Posts
Online Ads
Social Media + SEO
MID
DLE
OF
FUN
NEL
(M
OF
U)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
TOP
OF
FUN
NEL
(T
OF
U)
Mastering
Facebook is the KING of Web Traffic
http://mediashift.org/2016/12/facebook-referral-traffic-story-2016/
Can a microprocessor company use Facebook?
https://www.facebook.com/Intel/?fref=ts
Let us find out “Inside” their Facebook page!
Source of image: https://www.facebook.com/AirbnbSingapore/
Question to
provoke
interest
Visually eye-
catching image
Nice snippet from
the blog post,
with the right
teaser copy.
Timely and
topical
subject
Question to
provoke
interest
Great use of
cartoon in a
local context
Check out its
social proof!Source: https://www.facebook.com/oreo/?fref=ts
Campaign/
brand identity
Post with Images
https://www.orbitmedia.com/blog/blog-image-best-practices/
Post Native Videos
http://www.adweek.com/socialtimes/locowise-facebook-native-videos-youtube-instagram/624105
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
Cheesecake Rules!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
DIY Works Well Too!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
A minute or two is best…
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
15 mins or longer for FB Live
Facebook Video Tips
• Keep it short: Average length of 115 secs and median of just 65 seconds.
• Keep the intro crisp: Median of 61 characters.
• Try going Live: 15 to 20 minute focused sessions.
• Hacks, Tips and How-tos
• Create shareable content: Use the STEPPS principles of virality!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
Mastering
Most Engaging Platform
Profile Name (30 chars)Describe who you are in a clear and compelling way.
Instagram NickYour main identity. Your nick or handle, i.e. @changiairport
Bio (max 150 characters)Highlight achievements, include Call To Action.
Unique URLOnly clickable link. Drive traffic to specific page
Latest PostsThe latest posts on your Instagram profile
PhotoUsually your logo, profile pic or something describing you.
Image caption: Describe image
Image: Main job is to capture the attention of your follower.
Overlay text: Make it stand out.
Whole Foods Market nails it…
…as do Adobe (B2B)…
Publish Regularly
Make it a routine
Daily posts initially once every 2 or 3 days later
Avoid bunching. Save some posts for a later time!
Engage to grow your influence
Reach out to like-minded Instagram Influencers. Use
right search terms or hashtags to locate them
General Rule:
5 Likes 1 Comment
Avoid:
Generic comments
- “Cool pic!”
- ”Great photo!”
Use hashtags to grow influence
30 Hashtags max (10 – 12
better)
Be consistent
Use same hashtags as
community
Popular + long-tail
• Popular: #foodporn
• Long-tail: #chocolate
or #singaporedesserts
http://postcron.com/en/blog/guide-to-using-hashtags/
Exercise
Create one Facebook/Instagram post:• Select gorgeous photos• Use Canva to do overlay text• Write appropriate caption and
hashtags
10 mins
Mastering
Write a Compelling Summary
Add Products and Services
Clearly
defined
products
Great image of
happy people.
Shows diversity
too!
Notice the use of
hard numbers yet
human language.
Choose a Strong Cover Image
Publish Organisation Updates
• Boosts employee morale
• Positions Changi Airport as positive employer
• Get your staff involved!
Share Articles by Thought Leaders
And Trending News Articles
Write a Blog Article! (more later)
Pure Text Posts Work
Better!
Don’t Advertise B2C Stuff Here!
What do these comments tell you about Cartier?
Which Should You Use?
How to Blog Like an Influencer
Digital Funnel (Objectives + Content)
Website
Optimization
Social Media
Fan Content
Sales Offer
Lead Magnet +
Landing Page
Customer FAQs,
Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media
Posts
Online Ads
Social Media + SEO
MID
DLE
OF
FUN
NEL
(M
OF
U)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
TOP
OF
FUN
NEL
(T
OF
U)
Social Media Channels
SOCIAL MEDIA CONTENT
Website Content (blogs, e-books, infographics) created based on Top Keywords to improve keyword rankings
Web Content
Target Customers on Social Media with Shareable
Content
ORGANIC SEARCH
Search Engine Optimised Content
Marrying Social + Search
Improves relevant
keywords ranking
Use Social Channels to
Trigger Virality
Think of Your TopicTopic Example
Quiz Test Your Online Writing IQ
Sceptic You Don’t Control the Impact of Your Online Words AnymoreExplainer The Online Writing Debate in Plain EnglishCase Study How Mary Lim got a new job through blogging in three months
Contrarian Why Online Writing Skills Are Over HypedHow-to 21 Ways to Become an Online Writing SuperstarHow NOT to The Greatest Mistakes Made by Copywriters in SingaporeFirst Person What I Did to Overcome My Fear of Social MediaComparison Social Media Marketing vs SEO: Which Is Better?Q&A Seven Most Common Questions on Social Media MarketingData Digital Content is Taking the World by Storm says StudyMan on the Street Three Digital Marketing Experts Offer Tips on Viral ContentOutrageous Why Failing to Write Well Can Make You Lose MoneyBuzzFeed Style Outrageous
You Won’t Believe What This Man Did To Become The “Shakespeare” of Social Media
Insider Secrets The One Thing You Need To Know About Social Media (Never Before Revealed)
Get Long Tail Keywords
Get Long Tail Keywords
Use Blog Title Generator
https://www.hubspot.com/blog-topic-generator http://seopressor.com/blog-title-generator/
Choose Strong Image
https://www.orbitmedia.com/blog/blog-image-best-practices/
Don’t Neglect Your Lead In
Include Call To Action
Paid Event sign-up
E-newsletter
Research from
BuzzSumo for Facebook Headlines
http://buzzsumo.com/blog/most-shared-headlines-study/
BuzzSumo’sMost Shared Headlines on
http://buzzsumo.com/blog/most-shared-headlines-study/
• Use “Will make you…”
• Emotional Headlines (tears of joy, make you cry, is too cute…)
• Curiosity and Voyeurism (what happened next, talking about it, are freaking out)
• Listicles Work
Choose Strong Headlines
Top Phrases Starting
Headlines on Facebook
http://buzzsumo.com/blog/most-shared-headlines-study/
Most Engaging
Numbers in Headlines on
http://buzzsumo.com/blog/most-shared-headlines-study/
B2C
• Emotional Appeal
• Curiosity• Listicles• Gossip
and News
B2B
• How Tos• Practical
Use• Business
Insights• Trends• Listicles
• Intriguing & hyper-local headline
• Alluring photos
• Nice lead-in
• Add emotions
http://thesmartlocal.com/read/telunas-island
• Example of a “Q&A” type blog post
• Nice use of embedded video
http://www.riverpoolsandspas.com/fiberglass-vs-concrete-vs-vinyl-liner-inground-pools-
HeadlineHero Image
Lead-in Sentence + Intro para
Sub-Head 1
Paragraph 1 (feel free to add more images/ videos)
Sub-Head 2
Paragraph 2 (feel free to add more images/ videos)
Sub-Head 3
Paragraph 3 (feel free to add more images/ videos)
Conclusion + Call To Action (CTA)
Exercise
Create and Plan a Blog Post! • Strong emotional headline• Use bullet points• 3 sub-topics/ heads• Insert a powerful image• Include a Call To Action (CTA)
20 mins
REST WELL AND SEE YOU TOMORROW!