ISS Social Media Seminar :: Slides on Facebook: It's Not Enough To Be Liked, Lee Kai Xin, Wild...

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