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learn everything you need
to know about social media
in 2 hours
sg.linkedin.com/in/rachelsiah
rachel@brckts.com
@brcktssg
2
a digital storytelling collective
brands I have worked with
National Day Parade 2015
5
6
7
what really is
social media?
8
it’s not about
Facebook or twitter or instagram
9
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 ...
11
the mindset for social brand
BE HUMAN!
be delightful!
12
13
MY POV ON THE ROLE OF SOCIAL
A complementary piece of
your BRAND BUILDING efforts
A force multiplier to
conventional MA...
14
before you start, you need to know……
• What you want to achieve?
• who is the designated doer?
• how are you measuring ...
15
and……
• remember you have no clue what you’re doing as anything can happen
• there is no universal social media strateg...
16
master the art of social media engagement1
set up your content engine2
be smart about content amplification3
be insanel...
17
master the art of
social media engagement
1
Understand behaviours • viral marketing • community management
18
master the art of social media engagement |1 Understand behaviours
19
master the art of social media engagement |1 Understand behaviours
1%
20
master the art of social media engagement |1 Understand behaviours
1%
21
master the art of social media engagement |1 Understand behaviours
9%
22
master the art of social media engagement |1 Understand behaviours
90%
23
master the art of social media engagement |1 Understand behaviours
1% 9% 90%
TIME ACCESS ENTERTAINMENT
24
master the art of social media engagement |1 Understand behaviours
1. Keep in touch
2. Stay informed
3. Validate self e...
25
master the art of social media engagement |1 viral marketing
Creativity
conformity
challenge
charisma
cheating
the secr...
26
master the art of social media engagement |1
Creativity
viral marketing
27
master the art of social media engagement |1
Creativity
viral marketing
28
master the art of social media engagement |1
Creativity
1. They created a video for the 90s
2. They created story behin...
29
master the art of social media engagement |1
Conformity
viral marketing
30
master the art of social media engagement |1
Challenge
viral marketing
31
master the art of social media engagement |1
Charisma
viral marketing
32
master the art of social media engagement |1
Cheating
viral marketing
33
master the art of social media engagement |1
conformity + challenge + charisma
???
viral marketing
34
master the art of social media engagement |1
35
master the art of social media engagement |1 community management
Posting to a public audience, it is important to be p...
36
master the art of social media engagement |1 community management
37
Key takeaways:
• understand what behavioural type you are talking to
• understand what triggers their different behavio...
38
set up your
content engine
2
content research and curation • content creation • Content Planning
39
set up your content Engine |2
content research and curation
Know what the community is saying & what interests them to ...
40
set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
conte...
41
set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
conte...
42
set up your content Engine |1
content research and curation
Know what the community is saying & what interests them to ...
43
set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
conte...
44
set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
conte...
45
Key takeaways:
• don’t assume what they like and share
• stay alert; be proactive
• be the subject matter
46
set up your content Engine |1 content planning
consider the various needs when creating content
2
47
set up your content Engine |1 content planning
have a clear mind on your brand personality
2
48
set up your content Engine |1
understand the different platforms for content differentiation
content planning2
49
set up your content Engine |1
if you
fail to
plan,
you plan
to fail!
content planning2
50
set up your content Engine |1
be clear what’s your communication task at each phase
content planning2
51
Key takeaway:
marathon vs sprint
52
set up your content Engine |1 content creation
build for feed:
• Create authentic posts that
resonate with your audienc...
53
54
set up your content Engine |1 content creation
When creating new content, there are
four key principles to consider:
St...
55
set up your content Engine |1 content creation
Stories and facts
2
To make your brand memorable,
start with a story—the...
56
set up your content Engine |1 content creation
atomized content
2
It’s impossible to create engaging and meaningful con...
57
set up your content Engine |1 content creation
be a thumb stopper
2
Did you know that Facebook has 1.32 billion users?
...
58
set up your content Engine |1 content creation
content franchise
1. thematically linked
2.ownable
3.repeatable
2
59
set up your content Engine |1 content creation
content franchise
1. thematically linked
2.ownable
3.repeatable
2
60
set up your content Engine |1 content creation
design and visual stimulation
tip: 80/20 rule
2
61
set up your content Engine |1 content creation
design and visual stimulation
single focal point.
don’t try to say
too m...
62
set up your content Engine |1
“ROAM”
content creation2
Readers: Who is the audience?
Before writing anything, visualize...
63
Build creative with the
end result in mind.
Key takeaway:
64
be smart about
content amplification
3
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 co...
66
Extend reach via content distribution, seeding and amplification to drive scale and impact
be smart about content ampli...
67
be smart about content amplification13
68
be smart about content amplification13
69
be smart about content amplification13
70
be smart about content amplification13
71
be smart about content amplification13
72
be smart about content amplification13
73
be smart about content amplification13
74
be insanely obsessed
with results
4
roi • best time to publish
75
“social media is like teen sex.
everyone wants to do it.
nobody knows how.
when it’s finally done there is
surprise it’...
76
77
be insanely obsessed with results4
there seem to be a lot of qualitative benefits:
• awareness
• Loyalty
• trust
• pass...
78
be insanely obsessed with results4
know which needles
you want to move and
how to keep track
• Be strict an choose
metr...
79
be insanely obsessed with results4
define your success metrics
80
be insanely obsessed with results4
compare with benchmarks
81
be insanely obsessed with results |14 best time to publish
peak: wed 3pm
prime: weekdays 1-4pm
dead zone: 1-8am
peak: w...
82
let’s put what
you’ve just
learnt into
practice! :)
thank you
questions?
sg.linkedin.com/in/rachelsiah
rachel@brckts.com
@brcktssg
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Learn Everything You Need to Know About Social Media in 2 Hours

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Learn how to...
1) Master the art of social media engagement
2) Set up your content engine
3) Get your content seen
4) Be insanely obsessed with results

Published in: Marketing
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Learn Everything You Need to Know About Social Media in 2 Hours

  1. 1. learn everything you need to know about social media in 2 hours sg.linkedin.com/in/rachelsiah rachel@brckts.com @brcktssg
  2. 2. 2
  3. 3. a digital storytelling collective
  4. 4. brands I have worked with National Day Parade 2015
  5. 5. 5
  6. 6. 6
  7. 7. 7 what really is social media?
  8. 8. 8 it’s not about Facebook or twitter or instagram
  9. 9. 9 it’s about being where people are
  10. 10. “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
  11. 11. 11 the mindset for social brand BE HUMAN! be delightful!
  12. 12. 12
  13. 13. 13 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
  14. 14. 14 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?
  15. 15. 15 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
  16. 16. 16 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……
  17. 17. 17 master the art of social media engagement 1 Understand behaviours • viral marketing • community management
  18. 18. 18 master the art of social media engagement |1 Understand behaviours
  19. 19. 19 master the art of social media engagement |1 Understand behaviours 1%
  20. 20. 20 master the art of social media engagement |1 Understand behaviours 1%
  21. 21. 21 master the art of social media engagement |1 Understand behaviours 9%
  22. 22. 22 master the art of social media engagement |1 Understand behaviours 90%
  23. 23. 23 master the art of social media engagement |1 Understand behaviours 1% 9% 90% TIME ACCESS ENTERTAINMENT
  24. 24. 24 master the art of social media engagement |1 Understand behaviours 1. Keep in touch 2. Stay informed 3. Validate self existence 4. Fear of missing out
  25. 25. 25 master the art of social media engagement |1 viral marketing Creativity conformity challenge charisma cheating the secret sauce to get people talking
  26. 26. 26 master the art of social media engagement |1 Creativity viral marketing
  27. 27. 27 master the art of social media engagement |1 Creativity viral marketing
  28. 28. 28 master the art of social media engagement |1 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
  29. 29. 29 master the art of social media engagement |1 Conformity viral marketing
  30. 30. 30 master the art of social media engagement |1 Challenge viral marketing
  31. 31. 31 master the art of social media engagement |1 Charisma viral marketing
  32. 32. 32 master the art of social media engagement |1 Cheating viral marketing
  33. 33. 33 master the art of social media engagement |1 conformity + challenge + charisma ??? viral marketing
  34. 34. 34 master the art of social media engagement |1
  35. 35. 35 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.
  36. 36. 36 master the art of social media engagement |1 community management
  37. 37. 37 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
  38. 38. 38 set up your content engine 2 content research and curation • content creation • Content Planning
  39. 39. 39 set up your content Engine |2 content research and curation Know what the community is saying & what interests them to drive compelling content
  40. 40. 40 set up your content Engine |1 Know what the community is saying & what interests them to drive compelling content content research and curation2
  41. 41. 41 set up your content Engine |1 Know what the community is saying & what interests them to drive compelling content content research and curation2
  42. 42. 42 set up your content Engine |1 content research and curation Know what the community is saying & what interests them to drive compelling content 2
  43. 43. 43 set up your content Engine |1 Know what the community is saying & what interests them to drive compelling content content research and curation2
  44. 44. 44 set up your content Engine |1 Know what the community is saying & what interests them to drive compelling content content research and curation2
  45. 45. 45 Key takeaways: • don’t assume what they like and share • stay alert; be proactive • be the subject matter
  46. 46. 46 set up your content Engine |1 content planning consider the various needs when creating content 2
  47. 47. 47 set up your content Engine |1 content planning have a clear mind on your brand personality 2
  48. 48. 48 set up your content Engine |1 understand the different platforms for content differentiation content planning2
  49. 49. 49 set up your content Engine |1 if you fail to plan, you plan to fail! content planning2
  50. 50. 50 set up your content Engine |1 be clear what’s your communication task at each phase content planning2
  51. 51. 51 Key takeaway: marathon vs sprint
  52. 52. 52 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. 2
  53. 53. 53
  54. 54. 54 set up your content Engine |1 content creation 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. 2
  55. 55. 55 set up your content Engine |1 content creation Stories and facts 2 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.
  56. 56. 56 set up your content Engine |1 content creation atomized content 2 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.
  57. 57. 57 set up your content Engine |1 content creation be a thumb stopper 2 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.
  58. 58. 58 set up your content Engine |1 content creation content franchise 1. thematically linked 2.ownable 3.repeatable 2
  59. 59. 59 set up your content Engine |1 content creation content franchise 1. thematically linked 2.ownable 3.repeatable 2
  60. 60. 60 set up your content Engine |1 content creation design and visual stimulation tip: 80/20 rule 2
  61. 61. 61 set up your content Engine |1 content creation design and visual stimulation single focal point. don’t try to say too much. 2
  62. 62. 62 set up your content Engine |1 “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?
  63. 63. 63 Build creative with the end result in mind. Key takeaway:
  64. 64. 64 be smart about content amplification 3 ad units • Ad targeting • ad bidding
  65. 65. ‘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. be smart about content amplification3
  66. 66. 66 Extend reach via content distribution, seeding and amplification to drive scale and impact be smart about content amplification13 https://www.facebook.com/ business/ads-guide/
  67. 67. 67 be smart about content amplification13
  68. 68. 68 be smart about content amplification13
  69. 69. 69 be smart about content amplification13
  70. 70. 70 be smart about content amplification13
  71. 71. 71 be smart about content amplification13
  72. 72. 72 be smart about content amplification13
  73. 73. 73 be smart about content amplification13
  74. 74. 74 be insanely obsessed with results 4 roi • best time to publish
  75. 75. 75 “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.”
  76. 76. 76
  77. 77. 77 be insanely obsessed with results4 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
  78. 78. 78 be insanely obsessed with results4 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
  79. 79. 79 be insanely obsessed with results4 define your success metrics
  80. 80. 80 be insanely obsessed with results4 compare with benchmarks
  81. 81. 81 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
  82. 82. 82 let’s put what you’ve just learnt into practice! :)
  83. 83. thank you questions? sg.linkedin.com/in/rachelsiah rachel@brckts.com @brcktssg

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