Content is King

•

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The document discusses the importance of consistent, engaging content on social media platforms. It notes that the Facebook algorithm, known as Edgerank, determines what users see based on interactions with posts. Posts with low or negative interactions will have lower visibility. Several examples are given of brands that improved interactions and engagement by shifting to more entertaining, branded content that users want to engage with, rather than pure ads or entertainment. The key takeaway is that an "always on" approach with engaging content is better than reactive campaigns after engagement drops off.

Technology Business

Content is (still)
Why is that.
Some inspiring examples.
Some steps.

Oreo
24-July
Interactions:
* 1,005 likes
* 65 shares
* 8 comments

16-July
Interactions:
* 68,985 likes
* 12,106 shares
* 1,247 comments
Topic
Trending
Sweet
Spot

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.

Low /
Negative
Interaction = Lowered Edge Quality
= Less page visibility, reach, eyeballs etc.

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

So, what happens when bad
edge gives you bad numbers?

… Call the
AGENCIES!
ATLBRANDACTIVATION MEDIA DIGITAL

What happened there?
(It’s just one of many examples…)
Panic.
Reactive Campaign. Lost time. Unforeseen expenses.

Low
edge
Reactive
campaign
Reactive
campaign
Increased
edge
Increased
edge
Lowering
edge

No Rocket Science.
Content applies to all
platforms. Its just more
obvious in the social media
realm.

OCBC Bank
20-March
Interactions:
* 790 likes
* 57 shares
* 14 comments
Started 9-months
ago, now the
most engaged
Financial services
page in
Singapore.

17-June
Interactions:
* 460 likes
* 12 shares
* 10 comments

23-July
Interactions:
* 786 likes
* 14 shares
* 15 comments
Topic
Bank on
Branded
Content

Wendy’s
3-July
Interactions:
* 2,043 likes
* 192 shares
* 46 comments

111MM impressions served on
Facebook
2.8 million video plays on Facebook
55K new Facebook fans
Sales were up 5%!

26-June
Interactions:
* 39,916 likes
* 572 shares
* 1,059 comments
Topic
Instant
Emotion

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

5-June
Interactions:
* 873 likes
* 22 shares
* 25 comments

14-March
Interactions:
* 1,165 likes
* 204 shares
* 84 comments
Topic
Local
Blue Fun
Heroes

11-July
Interactions:
* 3,967 likes
* 107 shares
* 48 comments
Revlon
2nd top most engaged
page in India.

14-March
Interactions:
* 10,352 likes
* 482 shares
* 493 comments

10-14 Dec
Interactions:
* Over 5,800 likes
* 86% increase engagement rate
Topic
The Women’s Way

Content is (still)
Fairil Yeo l Business Director
fairil.yeo@vmlqais.com
Fairil Yeo - LinkedIn

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Content is King

1. Social Media (Re)Connection

2. Content is (still) Why is that. Some inspiring examples. Some steps.

3. Oreo 24-July Interactions: * 1,005 likes * 65 shares * 8 comments

4. 16-July Interactions: * 68,985 likes * 12,106 shares * 1,247 comments Topic Trending Sweet Spot

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. Low / Negative Interaction = Lowered Edge Quality = Less page visibility, reach, eyeballs etc.

7. The Relevance?

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. So, what happens when bad edge gives you bad numbers?

10. You assemble in the War Room…

11. Lines are drawn!

12. Eureka, I have an idea!

13. … Call the AGENCIES! ATLBRANDACTIVATION MEDIA DIGITAL

14. … Call the AGENCIES! Plan is set.

15. Life returns to normal.

16. What happened there? (It’s just one of many examples…) Panic. Reactive Campaign. Lost time. Unforeseen expenses.

17. Low edge Reactive campaign Reactive campaign Increased edge Increased edge Lowering edge

18. Consistent Better Content = Better Edge

19. No Rocket Science. Content applies to all platforms. Its just more obvious in the social media realm.

20. Making Content that is King.

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. 17-June Interactions: * 460 likes * 12 shares * 10 comments

23. 23-July Interactions: * 786 likes * 14 shares * 15 comments Topic Bank on Branded Content

24. Wendy’s 3-July Interactions: * 2,043 likes * 192 shares * 46 comments

25. 111MM impressions served on Facebook 2.8 million video plays on Facebook 55K new Facebook fans Sales were up 5%!

26. 26-June Interactions: * 39,916 likes * 572 shares * 1,059 comments Topic Instant Emotion

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. 5-June Interactions: * 873 likes * 22 shares * 25 comments

29. 14-March Interactions: * 1,165 likes * 204 shares * 84 comments Topic Local Blue Fun Heroes

30. 11-July Interactions: * 3,967 likes * 107 shares * 48 comments Revlon 2nd top most engaged page in India.

31. 14-March Interactions: * 10,352 likes * 482 shares * 493 comments

32. 10-14 Dec Interactions: * Over 5,800 likes * 86% increase engagement rate Topic The Women’s Way

33. A Shift in Thinking is the Next Step.

34. Stop interrupting interests.

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. Content is (still) Fairil Yeo l Business Director fairil.yeo@vmlqais.com Fairil Yeo - LinkedIn

37. Thank you

Content is King

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