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DEVELOP
Trigger social sharing through
creating content
What you need to do
• Learn what makes things go viral
STEPPS
• Apply best practices for social
content: Blogs, Facebook, LinkedIn,
and Instagram
TOOLS: Canva, Piktochart
Digital Funnel
Landing Page
Optimization
Social Media
Optimization
Conversion
MID
DLE
OF
FUN
NEL
(M
OF
U)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
Website
Optimization
Customer
Experience
TOP
OF
FUN
NEL
(T
OF
U)
Marketing
Content
MarketingContent Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
Online
Advertising
Social Media
Marketing
#1 Social Currency
Anything we share that makes others like us!1. Identify what’s remarkable about your brand2. Use game mechanics3. Make people feel like insiders
#1 Social Currency
#2 Triggers
Triggers are reminders that spark off related thoughts and ideas.
1. Cultural Norms
2. Seasons
3. Phrases/ Key Words
4. Daily Activities
5. Events
#3 Emotions
Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/
#3 Emotions
http://www.straitstimes.com/lifestyle/food/joseph-schoolings-favourite-chye-tow-kway-stall-sells-out-early
THE SCHOOLING EFFECT
#4 Practical Value
Valuable information and tools are always treasured and shared
1. Listicles and tips
2. Templates
3. Tools
4. Guides
5. FAQs
Dollar Shave Club Blog
#5 Public Visibility
People will follow what they see others do publicly (eg take off shoes when entering Japanese restaurant).
http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/
Look Around You…
What do you see?
#5 Public Visibility
#6 Stories
• We all love stories!
• Package your brand into a compelling narrative
Great stories trigger sharing!
https://www.facebook.com/humansofnewyork/?fref=ts
• Focus on your subjects not you
• Identify conflicts• Use real stories if
available
Source: http://digitalrezonance.com/building-brand-stories/
Exercise
Work in your groups to come out with 2 ideas for your content:
• Each idea to cover at least 2 STEPPS
• Show the class your idea and explain why
10 mins
Debrief
5 mins
• What have you learned about the STEPPS of virality?
• What does this show you?
• How can you apply this in your organisation?
How to Blog Like an Influencer
Remember this?
Source: http://marketeer.kapost.com/content-campaigns/
Infographic & Blog Post
Facebook Post 1
Facebook Post 2
What is the Recipe for a Great Blog Post?
Source: https://www.skillshare.com/classes/How-to-Create-a-Recipe-Blog-Post-Using-a-Free-Recipe-Card-Plugin-within-WordPress%09/470306029
#1 Write Buzz-feed + Keyword-laden Headline
Existing Headline:
“Great Hairstyling Advice and Tips”
Emotion-Laden Version:
“Hairstyling Tips To Make You Look Like a
K-Pop Star”
#2 Turn on Emotions
Instead of this:“How to Run Your Retail Shop from your iPad”
Try this!“How To Be Win in Retail With Only Your iPad.”
#3 List Posts Work!
Existing Headline:
Tools and Websites to Find the Best Topics
for Your Blog
Listicle Version:
11.5 Easy Tools for Finding The Best Topics
for Your Blog
#4 Use the [BRACKET]
Source: http://www.stephaniefiermanmarketingdaily.com/category/cmo
Existing Headline:
11.5 Easy Tools for Finding the Best Blog
Topics
Bracketed Version:
[FREE TOOLS] 11.5 Tools for Finding The
Best Topics for Your Blog
#5 Focus on Your Lead In
#6 Use Figures of Authority
Existing Headline:
How to Win in a Contract Dispute with Your
Contractor
Personalised Version:
Winning Contract Disputes – Senior Law
Firm Partner Shares Insights
#7 Choose a Strong Image
https://www.orbitmedia.com/blog/blog-image-best-practices/
#8 Try These TopicsTopic 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)
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-hazardous-waste-violations-0
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-hazardous-waste-violations-0
• “How NOT to” post
• Listicle
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-hazardous-waste-violations-0
Good use of facts/ statistics
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-
hazardous-waste-violations-0
Content speaks directly to target audience’s needs
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-
hazardous-waste-violations-0
Image Can Be Improved
http://www.triumvirate.com/blog/bid/112469/quick-tips-to-avoid-6-of-the-most-common-
hazardous-waste-violations-0
More Dramatic Image
• 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-
• Intriguing & hyper-local headline
• Alluring photos
• Nice lead-in
• Add emotions
http://thesmartlocal.com/read/telunas-island
• Great use of a topic which customers are keen in
• The fish-eye photo is a godsend
• Check out the social proof!
http://www.eventmanagerblog.com/drive-more-attendees-to-exhibition-booths/
Exercise
Create and Publish a Blog Post! • Strong emotional headline• Use bullet points• Break it into 3 sub-topics/ heads• Insert a powerful image• Include a Call To Action (CTA)
20 mins
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)
Mastering
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
Keep It Short (mostly)
http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-3-the-effect-of-post-length/
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
Be Natural and Witty
Keep your posts natural sounding and human….Even if you’re a B2B industrial brand!
Ask Questions Linked To Your Brand
ExerciseCreate two Facebook Posts using Canva or
Powerpoint. Use your photos!
15 mins
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, once every 2 days, weekly etc
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/
Use influencer analytics and
metrics
Four basic indicators:
Number of followers (+ growth)
Number of comments/likes (also known as
engagement)
Most popular posts (by engagement)
Average engagement per post
Use
influencer
analytics
and metrics
Exercise
Create one Instagram post:• Select gorgeous photos• Use Canva to do overlay text• Write appropriate caption and
hashtags
10 mins
Debrief
5 mins
• What have you learned about blogs, Facebook, LinkedIn and Instagram?
• How can you integrate them all together?
• How can you apply this in your organisation?
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
Check Out Insights
https://www.portent.com/blog/social-media/optimize-new-linkedin-company-page.htm
Publish Organisation Updates
• Boosts employee morale
• Positions Changi Airport as positive employer
• Get your staff involved!
Focus on achievements
Clear CTA for readers
Personal Storytelling makes it more compelling
Share Articles by Thought Leaders
And Trending News Articles
Don’t Advertise B2C Stuff Here!
What do these comments tell you about Cartier?
ExerciseList down 5 LinkedIn pieces of content that
you can create or curate:
• Thought Leaders in your space• Trending news articles/newsjacking• Business advice or tips
10 mins
REST WELL AND SEE YOU TOMORROW!
