win at content (content strategy)

WIN AT CONTENT

@ladyxtel

D I S T R I B U T E D

L I V E P U B L I C

C O N V E R S AT I O N A L

MORE MOBILE MORE CONTENT

S M A R T P H O N E S 8 1 B

D E S K T O P 4 1 6 B

D E S K T O P 4 7 7 B

S M A R T P H O N E S 3 8 1 B

TA B L E T S 1 0 B

2 0 1 0 2 0 1 3

493% M O B I L E

G R O W T H

14% D E S K T O P G R O W T H

I N T E R N E T U S A G E B Y M I N U T E S

BILLION TWEETS

EVERY 2 DAYS

1BILLION

GLOBAL INTERNET USERS

2.4

HAVING THE RIGHT CONTENT DISTRIBUTED AT SCALE IS MORE

IMPORTANT THAN EVER

SOURCE: TWITTER INTERNAL JANUARY 2014

BUT, THERE ARE CHALLENGES

MARKETERS HAVE A CHALLENGE CREATING INTERESTING CONTENT

54%MARKETERS HAVE

A CHALLENGE CREATING CONTENT CONSISTENTLY

50%

SOURCE: 2015 B2B CONTENT MARKETING TRENDS / MARKETINGPROFS

21

3

WHAT MAKES A GOOD TWEET

CONTENT STRATEGY ON TWITTER

DONT POST AND PRAY

TAKEAWAYS4

WHAT MAKES A GOOD TWEET1

IN 140 CHARACTERS1

@cokesgCoke SG

VANILLA COKE is back in SG for a limited time! Find them at select 7-11 stores! Grab your dash of vanilla now and share pics!

OPTIMAL TWEET LENGTH Keep your Tweet copy to 100 characters or less as an optimal Tweet length

CALL TO ACTION Include 1 strong call to action & tell the user what value add is there if they engage with your Tweet

A PICTURE2

@SamsungSGSamsung Singapore

You can't cut photobombers out of the photo. But you can use #SelectiveFocus. #GALAXYS5

Have a clear image with a strong point of focus

Make the picture related to the Tweet copy

Optimal photo size is in a 2:1 aspect ratio

DONT DISTRACT

NOT ALL PICTURES ARE CREATED EQUAL

SIZE IS IMPORTANT

A VIDEO3

Advertisers can now upload & distribute video on Twitter

While we allow video uploads of up to 10minutes in length, try and keep your video lengths to 3 minutes and less

Upload .mov and .mp4 files

@BudweiserBudweiser

Each September, Budweiser celebrates responsible drinking. Be there for the ones you love. #FriendsAreWaiting

NATIVE VIDEO

VIDEO LENGTH

VIDEO FORMAT

A4Vine is a mobile app from Twitter, which lets you create and share six-second looping videos.

LOOPING Use the fact that your video will play seamlessly over and over to your advantage.

PERFECT THE POSITION Use the ghost tool in Vine to keep your previous frame faintly visible, allowing careful positioning & alignment

TRAIN YOUR TAP Instead of tapping directly, try using a light swiping motion on the screen as this can register as a short tap without wobbling the phone.

USING RICH MEDIA THROUGHOUT THE FUNNEL


AWARENESS

P H O T O

@DigitalFashWeekDFW PR GIRL

BREAKING: Supermodel @NaomiCampbell To Make Southeast Asia Runway Debut At #DigitalFashionWeek Singapore 2013!


AWARENESS

V I N E


P R O M O T E D V I D E O

@ColesColes Supermarkets

#HestonforColes Tip: Serve Heston Hidden Caramel Sauce & Figgy Pudding with fresh whipped cream - Mmm!

INTEREST


CAMPAIGN

W E B S I T E C A R D

@SingaporeAirSingapore Airlines

Book early and fly to Europe on Singapore Airlines now!

Book early and fly to Europe on Singapore Airlines now! Book Now


DESIRE

L E A D G E N C A R D

ACTION

M O B I L E A P P P R O M O T I O N

@LazadaIDLazada.co.id

Its 12/12! The biggest sale of the year is today! The time to buy anything for a fraction of the price is now!

8 38Reply More

Lazada - Shopping & Deals

Lazada - Shopping & Deals!Install4.0/5.0 stars - 7 ratings

Promoted by Lazada Singapore


CONTENT STRATEGY ON TWITTER2

1 2 3

K E Y Q U E S T I O N S

T O A S K B E F O R E YO U

P L A N

YO U R C O N T E N T

P L A N N I N G F R A M E W O R K

1 0 R U L E S F O R G R E AT

C O N T E N T

@CustomerService

@CEO

@CMO

@PRComms

@InvestorRelations

@Brand

@International

C O R P O R AT E

B U S I N E S S

P E O P L E

W H AT I S YO U R I D E N T I T Y O N T W I T T E R ?1



P L A N

Name of Brand @Brand

Your bio here in 160 characters

TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS

HEADER IMAGE

1

2

3

Express your brand & your values

Tell your followers what to expect from following your brand

Explain your product or serviceLocation Link to a Website

3 ways to write it!

W H AT A P P E A R S O N YO U R P R O F I L E ?1



P L A N

W H AT M A K E S A G O O D B I O ?

General Electric @generalelectric

Visa @Visa

Hong Kong @discoverhk

GE works on things that matter. Solutions for energy, health and home, transportation and finance. Building, powering, moving and curing the world. GE works.

#everywhere isnt just a place. It can be the journey. It could be the destination. But its always a new state of mind.

Express your brand and values What to expect from following your brandExplain your product or service

Hong Kong Tourism Board's ocial Twitter profile. Come here for updates on Asia's World City. Share your photos with us #DiscoverHongKong

1



P L A N

Name of Brand @Brand

Your bio here in 160 characters

TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS

HEADER IMAGE

1

2

3

Display your brand personality

Inspire your followers

Showcase your product or serviceLocation Link to a Website

W H AT A P P E A R S O N YO U R P R O F I L E ?1



P L A N

HEADER IMAGE

@SubwaySingapore

@Optus

W H AT M A K E S A G O O D H E A D E R I M A G E ?

Display your brand personality

Showcase your product or service

Inspire your followers

@Nike

1



P L A N

#HUMAN CONNECTION SELF-EXPRESSIONCONTENT DISCOVERYH O W U S E R S U S E I T

H O W B R A N D S U S E I T SEASONALBRAND

I can find & catalogue conversations I can join in a conversation I can share cool stu that reflects me

#Samsung #GalaxyNote4 #DreamExchange

W H AT A R E H A S H TA G S U S E D F O R ?

CAMPAIGNPRODUCT

#ChineseNewYear

1



P L A N

W H O I S M Y A U D I E N C E ?

1

2

3

Someone who can buy your product or service

Someone who can influence the person who buys your product or service

Your brand advocate who will constantly spread great word-of-mouth for you

1

2

3

Character Description: Give each segment a character description of who they are. Go into details such as age, gender, hobbies.

Motivations: Identify their motivations & what can potentially add value to their life

Content Alignment: Start aligning these motivations to the interests they have, and what content buckets your brand can prepare

W H O C A N T H E Y B E ? L E T S P E R S O N I F Y T H E M

2



W H AT A R E M Y C O N T E N T P I L L A R S ?

1 6 - 2 8 Y E A R O L D S T E C H - S AV V Y

M A L E A N D F E M A L E

L I F E S T Y L E T E C H N O L O G Y P H O T O G R A P H Y

F I R S T

B R A N D C H O I C E I N S M A RT P H O N E S A M O N G S T

Y O U T H S

4 0 % 2 0 % 4 0 %

B R A N D O B J E C T I V E

A U D I E N C E

C O N T E N T P I L L A R S

C O N T E N T M I X

D E S I R E T O B E D E L I G H T E D B E T H E F I R S T T O T E L L & S H A R E E X P E R I E N C E S

G A I N I N G M O R E K N O W L E D G E & K N O W- H O WU S E R M O T I VAT I O N S

2



W H Y I S P L A N N I N G I M P O R TA N T ?

2

1

3

4

5

REMOVE UNCERTAINTY ABOUT TWEETS

EDUCATE AUDIENCE ABOUT PATTERNS

PLAN EARLY AND MAKE EACH TWEET COUNT

FOCUS ON BUILDING ENGAGEMENT

BUILD RELEVANCY

2



A LWAY S O N

P L A N N E D

U N P L A N N E D

E V E N T

L I V EU N P R E D I C TA B L E

E V E R Y DAY C A M PA I G N

2



A LWAY S O N

P L A N N E D

U N P L A N N E D

E V E N T

Instead of waiting for mentions, look for conversations with regular cadence



2



ALWAYS-ON DRIVES MENTIONS

2.4x

MORE RETWEETS

2.1x

MORE MENTIONS

2.6x

GREATER SOV

SOURCE: WHY YOUR TWITTER MARKETING NEEDS TO BE ALWAYS-ON STUDY, BRILLIANT NOISE - 2014

2



VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

Source | Oct 2014. Mentions of: Run, Running

Run2



@adidasMYadidas Malaysia

Give your run a shot of energy today with Energy #Boost. Happy running!

EVERYDAY 2




Hungry


Source | Twitter Internal. Oct 2014. Mentions of: Hungry

2



EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING CONVERSATIONS

2



@SamsungAUSamsung Australia

The #Note4 adjusts the picture to your surroundings. Pretty clever, right? #MoreThanBig

EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING CONVERSATIONS

2





Source | Twitter Internal. Oct 2014. Mentions of: Phone, Mobile Phone

Phone2



A LWAY S O N

P L A N N E D

U N P L A N N E D

E V E N T

What are the key brand and campaign moments you have coming up?



2



CAMPAIGN - CREATIVE COLLABORATION 2



@Toyota_Aus

Toyota Australia

Is this your favourite #mylegendarymoment? http://ow.ly/yLPRo

CAMPAIGN - HASHTAGS AS A CALL TO ACTION 2



@NandosSGNandos Singapore

Love her but does she know? #JustSayLah at http://bit.ly/JSLsg with #VDay expression. Dont chicken out on love!

CAMPAIGN - HASHTAGS AS A CONVERSATION STARTER 2



@IntelIndiaIntel India

A day without your PC would be hard, eh? Tell us how you would manage without it by using #WithoutMyPC & win #Ultrabook and much more!

@IntelIndiaIntel India

As we launch the #4thGenCore processors, take a minute to go down memory lane and tell us about your first PC. #MyFirstPC

CAMPAIGN - HASHTAGS AS A MODE OF CONTENT DISCOVERY 2



@AudiMiddleEastAudi Middle East

CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA 2



@kraftmacncheeseKRAFT Mac & Cheese

Read between the lines and its just a cry for Mac & Cheese for #FathersDay. #cheesydadjokes

CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA 2



A LWAY S O N

P L A N N E D

U N P L A N N E D

E V E N T



Look for cultural, sporting, entertainment and calendar moments that give you the

opportunity for relevance at scale

2



@ClearKSACLEAR KSA

LIVE - CATALOGUE PASSIONS AROUND A SEASONAL MOMENT 2



@PepsiIndia

Pepsi India

We wish this film brightens up your Diwali and reminds you that the best Diwali is a #GharWaliDiwali. :-)

LIVE - CELEBRATE LOCAL SEASONAL MOMENTS 2



@Optus

Optus

Show your support for our world. Remind everyone you know to turn o their lights tomorrow for #EarthHour.

LIVE - RALLY AROUND A CAUSE 2



@GeneralElectricGeneral Electric

.@JeImmelt on the #IndustrialInternet. http://invent.ge/mindsmachines

LIVE - HASHTAGS TO ACTIVATE CONVERSATIONS 2



P L A N N E D

E V E N TA LWAY S O N

U N P L A N N E D



Dont stress about this, nail the others and this will be easier to react to

2



@mizoneidMizone Indonesia

Nah, para artist kita lagi bikin #FresArt ! Mau tahu hasilnya?

UNPREDICTABLE - LIVE RESPONSE 2



UNPREDICTABLE - LIVE RESPONSE 2



W H AT I S M Y C O N T E N T C A L E N D A R ?DEC

KEY MOMENTS (CIRCLE THOSE RELEVANT TO YOUR BRAND & CAMPAIGN)

CONTENT IDEAS WHAT CONTENT MIGHT WORK IN THOSE MOMENTS, AND YOUR AUDIENCE?

YOU SHOULD BE ABLE TO SUMMARISE IT IN A HASHTAG & 140 CHARACTERS

#SCHOOLSOUT #________________ #________________ #________________ #________________

NOV

Nike We Run

Jay Chou

CIO Leaders Summit 2014

School Holidays

Asia Pacific Food Expo 2014

SITEX Asia

SEASONAL SPORTING CULTURAL BUSINESS For more information, use our Own The Moment planners online

Singapore Marathon

Anime Festival

SES Singapore

Christmas

StanChart Marathon

Zouk Out

Moment: Around the school holidays (a seasonal moment)

Audience: Parents

Potential Content: Kids activities, kid-friendly restaurants, family activities, Short getaways

2



W H AT I S M Y C O N T E N T C A L E N D A R ?

S U N M O N T U E S W E D T H U R S F R I S AT1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30

1. Sprinkle dierent types of moments (plan for the moment framework) into the calendar Everyday Moments (Your Content Pillars) Campaign Moments (Product Launches, Brand Campaigns) Live Moments (Seasonal events in your market - sports, business, culture)

2. Identify a comfortable frequency (Once a day is enough to get o to a good start) 3. Leave room for some spontaneity 4. Use our Tweet Scheduling tool

Everyday MomentsCampaign MomentsOersLive Moments

2



LET YOUR BRAND PERSONALITY SHINE

INSIGHTS INSPIRE IDEAS

LISTEN TO UNDERSTAND

MAKE YOUR USER THE HERO

KEEP TWEETS CLEAN

1 0 R U L E S F O R G R E AT C O N T E N T3


C O N T E N T

RECOGNISE YOUR CHAMPIONS

DONT LET YOUR FOLLOWERS READ & RUN

ESTABLISH YOUR OWN NICHE

REPEAT / REPURPOSE QUALITY CONTENT

DONT POST & PRAY

3

2

1

4

5

6

7

8

9

10

LET YOUR BRAND PERSONALITY SHINE1

If your brand is a person, who will he/she be? A trusted friend, an entertaining friend who is the life of the party, or an informative friend who is knowledgeable and demonstrates thought leadership? We normally encourage you to choose two out of three traits

3


C O N T E N T

@SLSWASurf Life Saving WA

This is the White Shark that has been cruising the coast. Last seen between Scarborough and Trigg at 12:47.

LET YOUR BRAND PERSONALITY SHINE INFORMATIVE

13


C O N T E N T

@GeneralElectricGreenpeace

VICTORY! LEGO has ended their partnership with Shell. Everything is awesome! #SaveTheArctic

LET YOUR BRAND PERSONALITY SHINE TRUSTED

13


C O N T E N T

@mizoneidMizone Indonesia

This #FresArt is specially made by @oktafianangga for you! @mistertruong @ladyxtel @KeithTimimi

LET YOUR BRAND PERSONALITY SHINE ENTERTAINING

13


C O N T E N T

Tweets that come from compelling insights result in ideas that add real value.

INSIGHTS INSPIRE IDEAS23


C O N T E N T

@OptusOptus

Turn your phone into a DIY projector. #YES, it actually works! #Optus

INSIGHTS INSPIRE IDEAS23


C O N T E N T

Listen to understand. Knowing what your audience is hoping to gain from the Tweets you write will shape the way you develop your Tweets.

LISTEN TO UNDERSTAND33


C O N T E N T

@Uber_SINGUber Singapore

You know what it's been like out there folks. Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour

@malabySharon Malaby

Well played responsiveness w/ humor @Uber_SING "Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour"

LISTEN TO UNDERSTAND33


C O N T E N T

Your content should not focus about how awesome your brand is. The best content will be relatable. Focus on how your products or services touch peoples lives. It shifts the focus from being about you to being about your customer.

MAKE YOUR USER THE HERO43


C O N T E N T

@SamsungSGSamsung Singapore

At Samsung, we are proud of all our #DreamExchange winners & helping them turn their dreams into reality.

MAKE YOUR USER THE HERO43


C O N T E N T

Keep Tweets clean to not distract from the main message

Dont have multiple #s and @s in your Tweets. Keep it simple. Use rich media if you want to provide more context in your Tweet

53


C O N T E N T

KEEP TWEETS CLEAN. DONT DISTRACT FROM THE MAIN MESSAGE

@SingTelSingTel

Ferdinand and Aguero enjoying our local hawker fare at Maxwell market! #SGGameOn

53


C O N T E N T

KEEP TWEETS CLEAN. DONT DISTRACT FROM THE MAIN MESSAGE

Recognise your champions for content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates

Celebrities command a high degree of public fascination & influence in the mainstream media.

63


C O N T E N T

RECOGNISE YOUR CHAMPIONS - CELEBRITIES

@NaomiCampbellNaomi Campbell

@DigitalFashWeek doing Opening for Zenchi Spring Summer 2014 about to walk #TeamNaomi say.ly/Ajq771Y

63


C O N T E N T

RECOGNISE YOUR CHAMPIONS - CELEBRITIES


Influencers are highly respected & knowledgeable about specific topics (e.g. technology, marketing, parenting, food). They usually concentrate on one topic of expertise & have a prominent following on Twitter

63


C O N T E N T

RECOGNISE YOUR CHAMPIONS - INFLUENCERS

@FinalCutKingZach King

You know those realistic looking Aquarium screensavers??! #BendTheRules @HP

63


C O N T E N T

RECOGNISE YOUR CHAMPIONS - INFLUENCERS


Advocates are your brand fanatics who live and breathe your brand, and readily share their experiences. They might not have a prominent Twitter following but recognizing these champions on Twitter will make them your brand advocate for life

63


C O N T E N T

RECOGNISE YOUR CHAMPIONS - ADVOCATES

@frankbyocbcFrank by OCBC

Look who's out and about at lunchtime? Come spot us and we'll make your day with a Gongcha and rose!

@boonishereKaiBoon

@frankbyocbc @OCBCBank thanks for the #gongcha treat

@frankbyocbcFrank by OCBC

@boonishere you're very welcome! Enjoy your #gongcha! :)

63


C O N T E N T


63


C O N T E N T


Provide directional language and be clear if you want your followers to take a specific action when they see your Tweet.

For instance, you can ask your followers to ReTweet your Tweet in creative ways

73


C O N T E N T

DONT LET YOUR FOLLOWERS READ AND RUN

@cokesgCoke SG

COKE SurPRIZE! RT and mention us with which numbered can you want. A winner will win the prize within for each can.

73


C O N T E N T

DONT LET YOUR FOLLOWERS READ AND RUN

Stand for something or fall for anything.

Be known for something specific - whether it is a domain of knowledge or a clear brand proposition.

83


C O N T E N T


@VisaVisa

The Visa card you love plus the phone you can't live without. Apple Pay launches 10/20. http://vi.sa/1sNVowe

83


C O N T E N T


Your brand is sitting on a trove of valuable content - white papers, press releases, & statistics.

Dont be shy to repurpose some of this content creatively if it can be aligned to your brands content pillars.

93


C O N T E N T

REPEAT/REPURPOSE QUALITY CONTENT

@exxonmobilExxonMobil

Help us inspire the next generation of #engineers! http://bit.ly/1mDhlgU #BeAnEngineer

93


C O N T E N T

REPEAT/REPURPOSE QUALITY CONTENT

Any content worth investing into is worth being viewed as an asset to your business.

It doesnt matter how good your content is if no one sees it. Its about who you say it to, where & when.

With our Promoted Products, we can distribute your content to the right people at the right time.

103


C O N T E N T

DONT POST AND PRAY

@SingaporeAirSingapore Airlines

Book early and fly to Europe on Singapore Airlines now!

Book early and fly to Europe on Singapore Airlines now! Book Now

103


C O N T E N T

DONT POST AND PRAY

DONT POST & PRAY3

TWEETS FOLLOWING FOLLOWERS

105K 8,769 55.8K

@ladyxtelChristel Quek

Compose New Tweet

Tweets Who to follow Refresh View all

Find people you know Popular accounts

Promoted

Hootsuite @hootsuite

Mark Addicks @MarkAddicks

Seth William Farbman @sethfarbman

Followed by Ken Mandel and to

Follow

Follow

Follow

Reply Retweet Favorite MoreExpand

Vala Afshar @ValaAfshar 21m"Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis

Reply Retweet Favorite More

Benedict Evans @BenedictEvans 1hVodafone reports 34% data penetration in India, 20% smartphone penetration.


TED Talks @TEDTalks 1m"Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx

Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http://slidesha.re/1smHT33 @shivsingh @kevinburkeSF


Antonio J Lucio @ajlucio5 2h

Promoted by Marina Bay Sands


Marina Bay Sands @marinabaysands 1mIm glad to finally have a photo of myself in the famous infinity pool - @GwynethPaltrow #British_Airways #a380

Followed by Sara Varela and Coke SG

2014 Twitter About Help Terms Privacy

Cookies Ads info Brand Blog Status Apps

Jobs Advertise Businesses Media Developers

Singapore Trends Change

#CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan

Promoted by Transformers

#Transformers

Tweets Who to follow Refresh View all


Promoted





Follow

Follow

Follow













Followed by Sara Varela and Christel Quek





105K 8,769 55.8K


Compose New Tweet




#Transformers

Promoted Trend

Tweets




















#Transformers


105K 8,769 55.8K


Compose New Tweet

Who to follow Refresh View all


Promoted





Follow

Follow

Follow

Promoted Account

Tweets















Promoted





Follow

Follow

Follow




#Transformers


105K 8,769 55.8K


Compose New Tweet





Promoted Tweet














Tweets






Promoted





Follow

Follow

Follow




#Transformers


105K 8,769 55.8K


Compose New Tweet

Promoted FollowHootsuite

Hootsuite @hootsuite 21mCreating a social media strategy for your business? Heres a free white paper to help get you started: http://ow.ly/C7GFj

Promoted Account in Timeline

2.9x

MORE RETWEETS

3.5x

MORE MENTIONS

3.9x

GREATER SOV

SOURCE: DO BRANDS BENEFIT FROM AN ALWAYS ON APPROACH TO TWITTER, BRILLIANT NOISE, 2014

C O N S I S T E N T PA I D D E L I V E R S M O R E

20%

HIGHER THAN ORGANIC

P R O M O T E D T W E E T S S C O R E

I N D R I V I N G B R A N D C O N S I D E R AT I O N

TAKEAWAYS4

I N T R O : T W I T T E R B I O - express your brand & values OR tell your followers what to expect from following your brand, OR explain your product or service

A U D I E N C E : A U D I E N C E - Define and characterize them C O N T E N T P I L L A R S - 3 content themes

C O N T E N T : O R G A N I C T W E E T S / DAY - 1 to 3 times a day P R O M O T E D T W E E T S / C A M PA I G N - 5, to maximise recall & resonance T W E E T L E N G T H - 100-110 characters per Tweet R I C H M E D I A - Photos, Vines, Videos in Tweets H A S H TA G S - at least 3 per month C O N S I S T E N C Y - content calendar is planned a month in advance

D I S T R I B U T I O N : P R O M O T E D P R O D U C T S - leverage keyword or interest targeting

W H AT I S M Y C H E C K L I S T ?

SHARED MOMENTS ARE THE EMOTIONAL

GLUE OF SOCIETY

WIN AT CONTENT

@ladyxtel

win at content (content strategy)

Marketing