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

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ISS Social Media (Re) Connections Seminar, 11 April 2014

Presentation by Lee Kai Xin, Director, Wild Interactive

"Facebook: It's Not Enough To Be Liked"

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

  1. 1. Wild about Social Media IT’S NOT ENOUGH TO BE LIKED 11 April 2014
  2. 2. WHY ARE WE HERE TODAY?
  3. 3. LAST YEAR: THIS YEAR: Optimize Content Pump out content
  4. 4. In 2012, content marketing was the leading tactic for 18.9%of marketers worldwide. In 2013, that percentage has grown to 34.8%.
  5. 5. 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?
  6. 6. WHAT IS A CONTENT MARKETING? Content as a Driver Social Media as another distribution channel VS Content Marketing Social Media Marketing
  7. 7. WHAT IS A CONTENT MARKETING? Demand Generation & Conversion Brand Awareness & Direct Dialogue VS Content Marketing Social Media Marketing
  8. 8. SOCIAL MEDIA CONTENT MUST BE...  Relevant to fans  Shareable  Likeable  Commentable  Clickable  Memorable  Aligned with company’s marketing goals and activities …PLANNED!
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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 content Lifetime warranty Manufactured in Japan
  13. 13. SELLING ON FACEBOOK Content ?% Product Related ?% Lifestyle Content
  14. 14. FINDING YOUR VOICE Brand Voice Core Values
  15. 15. 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
  16. 16. FINDING YOUR VOICE Character / Persona Who does your brand sound like? Tone What is the underlying vibe that emanates from your communications? Language What are the types of words, phrases and jargon to be used in social media communications Purpose Why are you here? Social Media Brand Voice
  17. 17. EDITORIAL CALENDAR CHECKLIST Content Text Syntax Question No Question Extra Features FB Native Hashtags Check-in Tags Mood Links Playable video Static thumbnail Link Shortener Image Product Lifestyle Time & Day
  18. 18. BRANDED CONTENT Hybrid Campaigns Facebook Posts Advertising + Entertainment + Brand TV
  19. 19. BRANDED CONTENT Facebook Posts – Oreo Daily Twist Campaign
  20. 20. BRANDED CONTENT Facebook Posts
  21. 21. BRANDED CONTENT Hybrid Campaigns – Red Bull Stratos, Heineken Departure Roulette
  22. 22. 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.
  23. 23. CASE STUDY: CONNEXIONSG How a government Facebook page is using branded content to engage a skeptical target audience
  24. 24. CASE STUDY: CONNEXIONSG How do they do it? 1. Function like a publishing unit 2. Have a strong editorial stand 3. Provide value-add content
  25. 25. SOUNDS LIKE TOO MUCH WORK?
  26. 26. SOME RESOURCES FLIPBOARD Content Aggregator that helps keep me on top of the latest news FEEDLY One-stop-shop to peruse everything going on in your industry and handpick which article to share
  27. 27. SOME RESOURCES TUMBLR Find compelling quotes which are already nicely designed STUMBLEUPON Literally stumble upon great website just by telling them your interests
  28. 28. CO-CREATION Brand Customers
  29. 29. 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. HOW Create a board and pin images that might be selected to inspire the next designer series card collection RESULTS Total entries: 100 Mentioned on Marketing Interactive and blogs. DESIGN-A-FRANK WITH PINTEREST
  30. 30. WHY IS NOT ENOUGH TO BE LIKED?
  31. 31. SIZE IS NOT EVERYTHING 1% 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
  32. 32. ENGAGEMENT RATE Engagement Rate = Likes + Comments + Shares Total fans on any given day
  33. 33. 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
  34. 34. DECREASED ORGANIC REACH Between Aug - Nov 2013, a study of 5,000 Facebook fan pages show: decrease in organic reach 44% decrease in engaged users 35% Source: InsideFacebook.com, Dec 2013
  35. 35. PAID ADVERTISING IS CRUCIAL Reach Time
  36. 36. Source: Introducing The Periodic Table of Content Marketing, Econsultancy
  37. 37. “ ’’Connect with me: @kaixinlee | kaixin@wild.sg

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