learn everything you need to know about social media in 2 hours

learn everything you need

to know about social media

in 2 hours

sg.linkedin.com/in/rachelsiah

[email protected]

@brcktssg

http://sg.linkedin.com/in/rachelsiah

mailto:[email protected]

a digital storytelling collective

brands I have worked with

National Day Parade 2015

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what really is social media?

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it’s not about

Facebook or twitter or instagram

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it’s about

being where people are

“COMMUNITY”

Not a website. Not another promotional channel. But an evolving and enduring home base for like-minded people to come together. Where people are used to having conversations year-round, and not for 3 months or a day.

the mindset for social brand

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the mindset for social brand

BE HUMAN! be delightful!

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MY POV ON THE ROLE OF SOCIAL

A complementary piece of your BRAND BUILDING efforts

A force multiplier to conventional MARKETING

initiatives

Another avenue to demonstrate your natural commitment to SERVICE

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before you start, you need to know……• What you want to achieve? • who is the designated doer? • how are you measuring performance? • who are you speaking to? think of your audience first and always. • where are your fans? • what do we want to tell them? • what will inspire them to action?

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and……• remember you have no clue what you’re doing as anything can happen • there is no universal social media strategy • change it till you find the best ways to meet your goals • have the ability to adapt fast • social media can’t fix a bad product/service/management

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master the art of social media engagement1

set up your content engine2

be smart about content amplification3

be insanely obsessed with results4

get ready to……

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master the art of social media engagement

1

Understand behaviours • viral marketing • community management

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master the art of social media engagement | 1 Understand behaviours

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1%

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1%

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9%

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90%

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1% 9% 90%

TIME ACCESS ENTERTAINMENT

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1. Keep in touch 2. Stay informed 3. Validate self existence 4. Fear of missing out

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master the art of social media engagement | 1 viral marketing

Creativity conformity challenge charisma cheating

the secret sauce to get people talking

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master the art of social media engagement | 1

Creativity

viral marketing

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Creativity

viral marketing

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Creativity 1. They created a video for the 90s 2. They created story behind the story

that would appeal to the 1s and 9s 3. Launched with cheating and PR

efforts

viral marketing

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Conformity

viral marketing

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Challenge

viral marketing

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Charisma

viral marketing

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Cheating

viral marketing

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conformity + challenge + charisma

???

viral marketing

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master the art of social media engagement | 1 community management

Posting to a public audience, it is important to be prepared for any possible crisis situations that may occur. There are different ways to respond to varying feedback or remarks that may be posted, and some of them include:

Type of comment Our stance What to do next

Positive Feedback Be appreciative Post a ‘thank you’ that accepts the positive feedback with gratefulness and humility.

Negative Feedback Listen and be gracious Apologize and find out if anything can be done to rectify the issue. Provide an email address or customer support address for consumers to send their grievances to.

Questions Review and answer Search for accurate answers before answering the question. When posting an answer, keep answers humble and direct them to a link where consumers can get more information.

Defamatory Remarks Review and hide Review the remark and see if other consumers comment favourably on our behalf. Otherwise, hide the post.

Racist Remarks Take a stand for racial equality

Review the remark and see if other consumers comment favourably on our behalf. Otherwise, post a response to take a stand for racial equality.

Strong Language Review and hide Review the remark and see if other consumers comment favourably on our behalf. Otherwise, hide the offending post.

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master the art of social media engagement | 1 community management

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Key takeaways:

• understand what behavioural type you are talking to • understand what triggers their different behaviours • focus on tactics and optimisation rather than a grand idea • build a community response matrix

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set up your content engine

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content research and curation • content creation • Content Planning

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set up your content Engine |2 content research and curation

Know what the community is saying & what interests them to drive compelling content

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set up your content Engine |1


content research and curation2

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set up your content Engine |1 content research and curation


2

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Key takeaways:

• don’t assume what they like and share • stay alert; be proactive • be the subject matter

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set up your content Engine |1 content planning

consider the various needs when creating content

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set up your content Engine |1 content planning

have a clear mind on your brand personality

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understand the different platforms for content differentiation

content planning2

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if you fail to plan, you plan to fail!

content planning2

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be clear what’s your communication task at each phase

content planning2

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Key takeaway:

marathon vs sprint

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set up your content Engine |1 content creation

build for feed:

• Create authentic posts that resonate with your audience, which is how you will ensure your ideas reach the people that matter, at scale.

• Have real, authentic conversations with the people who are inclined to love you. They’re just waiting to have a conversation.

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When creating new content, there are four key principles to consider:

Stories and facts Atomized content be a thumb stopper Content franchises

Combining these principles can help you deliver your story to the right people, at the right time.

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Stories and facts

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To make your brand memorable,

start with a story—the right story

—to share with your audience.

Remember, you have a unique

opportunity to share in their

personal moments. Make the

most of it by telling stories that

resonate with who they are.

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atomized content

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It’s impossible to create engaging and meaningful content

365 days a year. That’s why telling a story and creating

atomized content are so important. Instead of an assembly

line, cranking out product day after day—or an ad campaign

whizzing by post after post—atomized content is more

memorable, and, thus, more effective.

Atomized content means creating high-quality stories that

resonate, are a part of a whole, but can stand alone. You

don’t need to post multiple times a day, or even every day.

While your brand will determine how often you should be

posting, don’t overload your audience. Focus on quality over

quantity.

Finally, not everyone will see every post every time. Your posts

need to live on their own, but still tie into the entire brand.

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be a thumb stopper

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Did you know that Facebook has 1.32 billion users?

Or that 79% of people have their phone near them for

all but 2 hours of their waking day? Or that people

return to Facebook on average 14x a day?4 When you

consider these 3 facts, you begin to see why it’s so

important to stop the thumb.

To create thumb friendly content you have to be aware

of the fact that our thumbs are our new remote

controls—complete with stop, start and fast forward

buttons. You need to stop thumbs from scrolling. But

how?

First, create stories with pausing power. Get your

audience’s attention. Cadbury Creme Egg does this

brilliantly. The posts are interesting and compelling—

you naturally want to know more.

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content franchise 1. thematically linked 2.ownable 3.repeatable

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content franchise 1. thematically linked 2.ownable 3.repeatable

2

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design and visual stimulation

tip: 80/20 rule

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design and visual stimulation

single focal point. don’t try to say too much.

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“ROAM”

content creation2

Readers: Who is the audience?

Before writing anything, visualize your readers. When you write “you,” who are you thinking of? Different audiences require different tone and different content. For example, if you write upward (to your boss, to a professor), you’ll typically write more briefly, while if you write downward (to your staff, to high school students) you can include more detail. A blog post for cattle ranchers will read far differently from a blog post for interactive marketers. If you don’t know your readers, how can you write anything?

Objective: What are you trying to do?

Even if you’re sure who you’re writing for, why bother? Your objective is the change you wish to create in the readers. Do you want them to feel favorably about a political party? To learn the steps to change an oil filter? To fund your project? To feel joy? Each element of your writing should guide the reader toward the objective. Cut anything that doesn’t get them closer to that objective. If you don’t know your objective, how will you know what to include?

Action: What do you want the readers to do?

Once your reader is done, what will she do next? Objective and action are related, but not identical. The objective describes the change in the reader, while the action is what the reader actually does: voting for the candidate, changing the oil filter, budgeting for the project, sharing the joyful writing with others. Compared to objectives, actions are easier to spot and to measure. If you don’t know the action you seek, how will you know if you succeeded?

iMpression: What will they think of you?

Objectives and actions may be fleeting, but impressions last. The impression is the meta-message; it’s what the writing says about you, and it determines the future of your relationship with the reader. Do you want your readers to think of you as smart? Trustworthy? Witty? If you don’t know the impression you hope to create, how will you know what style to write in?

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Build creative with the

end result in mind.

Key takeaway:

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be smart about content amplification

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ad units • Ad targeting • ad bidding

‘just push publish’ Isn’t a viable strategy. Unless you are Buzzfeed OR Justin Bieber.

It doesn’t matter how great your content is if nobody ever finds out about it.


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Extend reach via content distribution, seeding and amplification to drive scale and impact


https://www.facebook.com/business/ads-guide/

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be insanely obsessed with results

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roi • best time to publish

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“social media is like teen sex. everyone wants to do it. nobody knows how. when it’s finally done there is surprise it’s not better.”

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there seem to be a lot of qualitative benefits: • awareness • Loyalty • trust • passion • interaction

…but you’ll probably be told that stuff is hard to measure

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know which needles you want to move and how to keep track • Be strict an choose metrics that translate into a business context for your organisation.

• Ignore meaningless vanity metrics such as # of followers

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define your success metrics

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compare with benchmarks

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be insanely obsessed with results |14 best time to publish

peak: wed 3pm prime: weekdays 1-4pm dead zone: 1-8am

peak: wed 3pm prime: weekdays 1-3pm dead zone: fri PM

source: fast company

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let’s put what you’ve just learnt into practice! :)

thank you

questions?

sg.linkedin.com/in/rachelsiah

[email protected]

@brcktssg

http://sg.linkedin.com/in/rachelsiah

mailto:[email protected]

learn everything you need to know about social media in 2 hours

Marketing

fast social media

social brand

role of social

creativity viral marketing

conformity viral marketing

challenge viral marketing

charisma viral marketing

pr efforts viral marketing