Learn how to set up and manage your social media pages : understand the different social networks, what are the best practices on Facebook, Twitter and LinkedIn, how to set up your account, what is the cybersquatting, how to plan your posts and tweets, where to find the content you share, how to create an editorial calendar, how to use Hootsuite to manage several social networks in the same time, how to moderate and monitor your pages, understand the importance of advertising and how to target your audiences and how to create efficient contests, with a lot of case studies and tools !

1. Launching and managing
your social media pages
French Chamber of Commerce Singapore
October 2015
15/10/2015 1

2. Introduction
Usage & stats
15/10/2015 2

3. Introduction
Let’s see the parody!
• Moderation charter to be put on Facebook & social media platforms
15/10/2015 3

4. Introduction
Let’s see the parody!
TRUE !
• it’s a new force in a new economy
• A teenager can do it
• Faking on social media is easy
FALSE…
• You don’t need to provide a value
• Social media cost nothing
• Faking on social media is useless

5. Introduction
Social media in anutshell

6. Introduction
Social media statistics& usage
Leads & customers can be anywhere
Automation can help « be everywhere »15/10/2015 6

7. Introduction
Social media asa source of traffic
A good social media strategy gives you 10-30% of your traffic
Try compare the price of this traffic vs. other sources15/10/2015 7

8. Introduction
Social media in Singapore
Singapore is one of the most active country on Facebook
However, media spend on Facebook in Asia is still very low15/10/2015 8
Average time spent per month
• 20h active, 50h logged in
• 38min per session
Average interaction per user per month
• 20 updates
• 39 likes, 30 shares
Average number of friends on FB
• 372 friends
• 80 Pages, events, groups

9. Introduction
Best practices on Facebook
Take-aways :
Mostly short & creative videos, including recipes tutorials
News and trends related content15/10/2015 9

10. Introduction
Best practices on Facebook
Take-aways :
1 scientific news shared from their website, almost every hour, and introduced with a short
teasing.15/10/2015 10

11. Introduction
Best practices on Facebook
Take-aways :
Videos to bring fans « on board »
Engaging fans with pictures and quizzes (Guess Where?)15/10/2015 11

12. Introduction
Best practices on Facebook
Take-aways :
Human resource page with job offers, events for employees…
15/10/2015 12

13. Introduction
Best practices on Facebook
Take-aways :
Photos, promos, daily life of the restaurant
1 comment of the day from post-it left by the customers on their wall15/10/2015 13

14. Introduction
Best practices on Facebook
Take-aways :
Beautiful photos, behind the scene videos, employees featured, job offers, quizz15/10/2015 14

15. Introduction
Best practices on Twitter
Take-aways :
Retweet of politicians and newspaper tweets15/10/2015 15

16. Introduction
Best practices on Twitter
Take-aways :
Sponsored posts are increasing the reach and can include a CTA button15/10/2015 16

17. Introduction
Best practices on Twitter
Take-aways :
Twitter is also used for customer relationship management (CRM)
Call center 2.0.15/10/2015 17

18. Introduction
Best practices on Twitter
Take-aways :
Tweets are usually lost in the mass
Twitter Ads are seen throughout the day to your target audience
You can connect your Twitter & Facebook account15/10/2015 18

19. Introduction
Best practices on LinkedIn
Take-aways :
Job offers, company news and partnerships15/10/2015 19

20. Introduction
Best practices on LinkedIn
Take-aways :
Job offers, company news and partnerships15/10/2015 20

21. Introduction
Best practices :conclusion
15/10/2015 21
1. Be visual
Behind the scene shots, featuring
employees, infographics…
2. Advertising is a must
Only 6% of your fans will see your posts on
Facebook without advertising.
3. Be short
Introduce your content in one sentence if
possible!
4. Show your personality
Your audience wants to see that there is
actually a person behind the logo.
5. But don’t only talk about yourself!
Be an expert and help others find useful
information.

22. Introduction
How often to post ?
It depends on the social network and on your content!
No post is better than a bad post.
The more you post, the more you have a chance to be seen.
(Source: Constant Contact)

23. Account creation & setup
Which type of account to choose ?
15/10/2015 23

24. Accountcreation& setup
A Facebook profile vs a page
15/10/2015 24
Individual people
Followers & Friends
New feature: you can have people following you
without being friend.
Good for public figures with no commercial use.
Business, public figures, causes…
Your followers = Fans
You can create multiple pages using your
personal profile
No need for a fake profile: pages admins are not
seen and can easily be transfered.
Statistics / insights
Custom Apps
Boost posts & campaigns

25. Cybersquatting
Make sure your name is availableand book it
15/10/2015 25
Create accounts with your name on all social networks
It’s easy and you can redirect people on your updated accounts
And you avoid cybersquatting in case you want to use it later!

26. Account creation & setup
15/10/2015 26
Let’s work on it!
Objective: Create your Facebook,
Twitter and LinkedIn pages
Time: 15 Min

27. Distribution
From theblogto social media
15/10/2015 27

28. 28
Distribution
The 70-20-10 rule
70% is remixed
• Web reviews, link sharing/commenting
• Time needed: 10-30min
20% is original
• Infographics, blog posts, opinion, itw
• Time needed: 2-4h
10% is commercial
• Flash sales, Referral, Seasonal, etc
• Time needed: 1-2h with emphasis on Design (+ Ads)

29. Distribution
Format of a tweet & Facebook post
140 characters max all included!
In practice: 25c for a link, 23c for a picture, 10-15c for letting other users add a comment
 Keep the main message to 75-80c
 « 5 easy #nutrition tips for #healthy living – Fill up on #vegetables ! » = 69c
15/10/2015 29
Attractive
visual

30. Distribution
Quick reminder on content: sources
1
2
3
Talk about your brand! Your upcoming products,
events, latest news on recruitment
Let people do your content. Do web reviews,
curate links, interview others
Identify a key topic, develop one long
piece/white paper, break it down into
smaller pieces like a series

31. 31
Distribution
Flickr Commons & Google “free for reuse”

32. 32
Distribution
Flickr Commons & Google “free for reuse”

33. Do use free tools to know what’s up in your industry:
• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific
keywords
• Twitter Search: a lot of people talk about your topics, it’s easy to get news
33
Distribution
Where to get ideas?

34. Distribution
Cutting down posts into social media bites
Chasing the smallest possible unit of information
Writing posts so that they can give 5-10 social media bites15/10/2015 34
5 easy #nutrition tips for #healthy living
– Fill up on #vegetables + pic + link to blog
5 easy #nutrition tips for #healthy living
– Take it easy on the #fruit + pic + link to blog
5 easy #nutrition tips for #healthy living
– be wary of nutrition and #protein bars + pic +
link to blog
5 easy #nutritaion tips for #healthy living
– Up the #protein + pic + link to blog
5 easy #nutrition tips for #healthy living
– Drink more #water + pic + link to blog

35. Distribution
Adding a picture to the social media bite
To make it easier, think how you can upload pictures to your blog post with a format fit for
social media (square for FB or 2:1 for TW)
15/10/2015 35
Twitter:
Profile pic: 400 x 400
px Cover photo: 1500 x
500 px
Stream images: 440 x 220
px, Vertically centered with
a radius of 2:1 No larger
than 3MB
(max 1024 x 512, 2:1)
Facebook:
Profile pic: 180 x 180 px
Cover photo: 851 x 315 px
App photo: 111 x 74
Timeline: 1200 x 1200 px
Pinterest:
Profile: 165 x 165 px
(max 600 x 600 px)
Posts: 735 x any size px

36. Distribution
Mentioning other users in posts
Mentioning brands or people will notify them of your message
On Facebook and Twitter, it’s good to mention brands or people!15/10/2015 36
Using Facebook “as a Page”, look for Brands/Groups, Like them.
Now, when you publish a message, you can mention the brand
by adding @Brand (it will link your post to the page of the Brand)
With FollowerWonk, “Search Twitter Bios” and find users in your
Topic. You can easily mention their accounts in a tweet by adding
“@” before their name. Hi @NutritionStar, hope you’re fine!

37. Account creation & setup
15/10/2015 37
Let’s work on it!
Objective: Find 10 news interesting for
your audience
Time: 15 Min

38. Distribution
Editorial Calendar

39. Account creation & setup
15/10/2015 39
Let’s work on it!
Objective: Complete your editorial
calendar with your first posts
Time: 15 Min

40. Distribution
Scheduling the social media bites
Let’s login to Hootsuite!
Schedule tweets, FB posts, LK updates
You can publish one bite several times (up to two times on FB, up to 3-4 times on TW)
15/10/2015 40

41. Distribution
Scheduling the social media bites
15/10/2015 41

42. Distribution
Add a stream
15/10/2015 42

43. Distribution
Schedule your messages in Publisher
15/10/2015 43

44. Account creation & setup
15/10/2015 44
Let’s work on it!
Objective:
1. Create your account on
Hootsuite
2. Add 2-3 streams
3. Scheduling your posts
Time: 15 Min

45. Distribution
Use Hootsuite to reply people
15/10/2015 45

46. Distribution
Use Hootsuite to follow other accounts and retweet in one click
15/10/2015 46

47. Moderation & Monitoring
Your terms & conditions
15/10/2015 47

48. Moderation& Monitoring
Social media monitoring
Social media listening for telecom companies in Singapore in March 2015.
Peak of conversation after the Gushcloud smear campaign revelations and
simultaneously the new illimited data plan promised by MyRepublic.
15/10/2015 48

49. Moderation& Monitoring
The social media charter
• A social media charter has no legal value
• It’s still important to have one as it shows
you know the rules of being on social
media, and put a frame on whatever
people can do on the page
• You can easily grab an existing charter
online (cf. Alstom pictured)
• Can be published as a Post (post can
linked to), or in the “Long Description”
box of the About section of the Page
• It can also be published on the website
and linked to on Facebook and other
social media
15/10/2015 49

50. 50
Moderation& Monitoring
FAQ and response management

51. Moderation& Monitoring
E-mailnotifications whenever something happen
• Never leave a social media message unanswered
• Use e-mail notifications to be sure15/10/2015 51

52. 52
Moderation& Monitoring
Set up Alerts

53. Account creation & setup
15/10/2015 53
Let’s work on it!
Objective: Answer the 3 most frequent
questions you have
Time: 15 Min

54. Promotion & Contests
Recruiting& engagingyour fans
15/10/2015 54

55. Promotion& Contests
Contests before : Apps
Created because contests on newsfeed was forbidden by Facebook a few years ago
Now it’s outdated because not mobile friendly
More time consuming, requires design
But good way to get emails / contact details because they have to complete a form
Photo contests, quizz, polls, instant wins…15/10/2015 55

56. Promotion& Contests
Contests today: Comments contests
Participate to contests by commenting !
It’s simple, easy to design and mobile friendly
You get the contact details to send the gift by answering the comments
15/10/2015 56

57. Promotion& Contests
Creating a first pool of fans
• Reminder: nothing will happen on Facebook without ads
• Step #1: create a first small, very targeted audience with ads
• Ads can be created from scratch or just let Facebook transform your Page or your posts
into ads (easier to begin with)
• Beyond 5k fans, more options appear (including Post split: display posts only to a sub-
segment of your audience)15/10/2015 57

58. Promotion& Contests
Creating a first pool of fans
Three ways to run a Facebook campaign to recruit fans:
• The easy way, from the Page directly. Less targeting options (Region, Age, 4-10 Interests),
no design options
• The middle way, from facebook.com/ads/manage. More targeting options, more design
options
• The hard way, through the Power Editor. All targeting & design options + easier
optimisations15/10/2015 58

59. Promotion& Contests
Promoting your posts and drive traffic back
• Now that you have a pool of fans, be sure whatever you post is seen by them
• Boost Post whenever you want (recommended: 1 day, $5 to $15)
• See results in Google Analytics and on the Post itself15/10/2015 59

60. Promotion& Contests
Promoting your posts and drive traffic back
With just 10$, you can already reach 700 to 2000 people !
15/10/2015 60

61. Account creation & setup
15/10/2015 61
Let’s work on it!
Objective: Boost one of your post :
- select the right audience
- select the budget & timing
Time: 15 Min

62. 15/10/2015 62

63. THANK YOU!
Agence Tesla, a social media agency in Singapore and Shanghai
Martin.pasquier@agencetesla.com
Follow us on Twitter @agencetesla or www.agencetesla.asia
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