Content is King

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Presentation by Mr Fairil Yeo from VML Qais at ISS Seminar: Social Media (Re)connections

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Content is King

  1. 1. Social Media (Re)Connection
  2. 2. Content is (still) Why is that. Some inspiring examples. Some steps.
  3. 3. Oreo 24-July Interactions: * 1,005 likes * 65 shares * 8 comments
  4. 4. 16-July Interactions: * 68,985 likes * 12,106 shares * 1,247 comments Topic Trending Sweet Spot
  5. 5. Interaction Why is that important? Edgerank is an algorithm used by Facebook to determine where and what posts appear on each individual user’s news feed in order to give users relevant & wanted content.
  6. 6. Low / Negative Interaction = Lowered Edge Quality = Less page visibility, reach, eyeballs etc.
  7. 7. The Relevance?
  8. 8. In 2011, Singaporeans spent 38 minutes 46 seconds* on Facebook/session. Today, we still do spend a lot of time on it. (But, you already know that.) Source: Experian
  9. 9. So, what happens when bad edge gives you bad numbers?
  10. 10. You assemble in the War Room…
  11. 11. Lines are drawn!
  12. 12. Eureka, I have an idea!
  13. 13. … Call the AGENCIES! ATLBRANDACTIVATION MEDIA DIGITAL
  14. 14. … Call the AGENCIES! Plan is set.
  15. 15. Life returns to normal.
  16. 16. What happened there? (It’s just one of many examples…) Panic. Reactive Campaign. Lost time. Unforeseen expenses.
  17. 17. Low edge Reactive campaign Reactive campaign Increased edge Increased edge Lowering edge
  18. 18. Consistent Better Content = Better Edge
  19. 19. No Rocket Science. Content applies to all platforms. Its just more obvious in the social media realm.
  20. 20. Making Content that is King.
  21. 21. OCBC Bank 20-March Interactions: * 790 likes * 57 shares * 14 comments Started 9-months ago, now the most engaged Financial services page in Singapore.
  22. 22. 17-June Interactions: * 460 likes * 12 shares * 10 comments
  23. 23. 23-July Interactions: * 786 likes * 14 shares * 15 comments Topic Bank on Branded Content
  24. 24. Wendy’s 3-July Interactions: * 2,043 likes * 192 shares * 46 comments
  25. 25. 111MM impressions served on Facebook 2.8 million video plays on Facebook 55K new Facebook fans Sales were up 5%!
  26. 26. 26-June Interactions: * 39,916 likes * 572 shares * 1,059 comments Topic Instant Emotion
  27. 27. Mizone 54th largest page in Indo, 2nd fastest growing and most engaged RTD page. (More than Cola) 5-July Interactions: * 749 likes * 38 shares * 19 comments
  28. 28. 5-June Interactions: * 873 likes * 22 shares * 25 comments
  29. 29. 14-March Interactions: * 1,165 likes * 204 shares * 84 comments Topic Local Blue Fun Heroes
  30. 30. 11-July Interactions: * 3,967 likes * 107 shares * 48 comments Revlon 2nd top most engaged page in India.
  31. 31. 14-March Interactions: * 10,352 likes * 482 shares * 493 comments
  32. 32. 10-14 Dec Interactions: * Over 5,800 likes * 86% increase engagement rate Topic The Women’s Way
  33. 33. A Shift in Thinking is the Next Step.
  34. 34. Stop interrupting interests.
  35. 35. BRAND Pure brand info is boring and doesn’t engage. ENTERTAINMENT Pure entertainment communicates nothing about the brand. Sweet Spot 8 ‘Always On’ Because being reactive does not give your brand long term gains.
  36. 36. Content is (still) Fairil Yeo l Business Director fairil.yeo@vmlqais.com Fairil Yeo - LinkedIn
  37. 37. Thank you

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