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

(MO

FU

)

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/

Personal, Group or Page

https://www.perfectbalancemarketing.com/advanced-facebook-training/

Source of image: https://www.facebook.com/AirbnbSingapore/

Good idea to

tag fans

Visually eye-

catching image

Good use of

hashtag

Look at its

social proof!

Source of image: https://www.facebook.com/pg/singaporeair/posts/?ref=page_internal/

Short and

succinct

Relevant text

overlays to

enhance images

Good use of just

one hashtag!

Clear value

proposition

Engagement by Content Type

https://www.definition6.com/archive/tldr-sept-1-2017

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/

Facebook Video Tips

• Keep it short: Average length of 115 secs and median of just 65 seconds.

• Keep the intro text crisp: Median of 61 characters.

• Hacks, Tips and How-tos

• Create shareable content!

http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/

Facebook Major News

Feed Changes

Facebook News Feed Changes in 2018

• Prioritise posts from friends and family• Gamification less effective, ie posts

with “Like this,” “Tag your friends,” “Comment on this,” or “Share this.”

• Sensational content favoured by viral media websites decreases in visibility.

• Videos (including “viral ones”) may have a lower effectiveness and reach.

• Organic referral traffic to websites may drop.

• Facebook Ads that do not perform well are going to be even more expensive to publish.

Facebook Strategies in 2018

• Use Live Videos more• Engage on Facebook Groups• Trigger conversations amongst

your target audience • Offer real value by giving

them something helpful• Tell engaging stories that resonate

with your audiences• Start an employee

advocacy programme on social media

Demo on Canva

https://www.canva.com/

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. @instagram

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 and use right hashtags

Image: Capture attention and relate to your brand/ product

Whole Foods Market nails it…

…as do Adobe (B2B)…

Follow Photography

Tips

Place Subject in Centre

Fill the Entire Frame

Make use of Symmetry

Rule of Thirds (with exceptions)

Use Diagonals

Use Empty Space

Good Lighting

Good Angles

Instagram Stories 101

Be consistent

Have an interesting story

Highlights reel =/= Spill your guts

Use variety of filters, fonts, and hashtags

http://blog.folksy.com/2016/08/09/instagram-stories

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

(MO

FU

)

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

http://lsigraph.com/

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/

Captivating Image + Teaser Lead-in

Focus on Your Customer

Include Links Internal Links

External Links

Include Call To Action

Paid Event sign-up

E-newsletter

Research from

BuzzSumo for Facebook Headlines

http://buzzsumo.com/blog/most-shared-headlines-study/

Top Phrases Starting

Headlines on Facebook

http://buzzsumo.com/blog/most-shared-headlines-study/

Most Engaging

Numbers in Headlines on

Facebook

http://buzzsumo.com/blog/most-shared-headlines-study/

BuzzSumo’sMost Shared Headlines on

Facebook

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

B2C

• Emotional Appeal

• Curiosity• Listicles• Gossip

and News

B2B

• How Tos• Practical

Use• Business

Insights• Trends• Listicles

• Clear headlines with value proposition

• Alluring photo

• Nice lead-in

• Add emotions

https://thetravelintern.com/7d-korea-itinerary-with-the-korail-pass/

• 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!