Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.

Creating
Contagious content
on social media
Clement Wong, managing director

Retail Brands use us for
measurable engagement solutions on social media

BY THE END OF THIS
PRESENTATION, YOU WILL
LEARN...

3 tactics to
spike
the volume of
engagement
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Rights
Reserved.
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Social
Metric
Pte.
Ltd.

Receive a breakthrough number
of shares in your content
...even on a slow news day

Gain an influx of
targeted, engaged, Ready
fans that buy not once, not twice, not thrice,
but whenever - under your command

THE WAY WE CREATE CONTENT
IS UNDER ASSULT...

THESE 3 HAZARDS IN OUR
LANDSCAPE IS DESTROYING HOW
BRANDS TRADITIONALLY CREATE
CONTENT...

ANGSTY
ANGRY
VERY
SOPHISTICATED
CONSUMERS

CONSUMERS KEEP BRANDS
TRUTHFUL TO THEIR REALITY

OR NOT VIRAL, AS SEEN WITH
THIS POST...

1 LIKE ON A CORPORATE PAGE
PERHAPS?

NEW JACKING ERROR – FIRST EVER
RIOT IN 30 YEARS IN SG AND THIS?

SOCIAL
MEDIA
CRISIS
COST
RISING

2011 Symantec N=1225

SOCIAL MEDIA INCIDENTS COST
$4,000,000.00 OVER 12 MONTHS.
REDUCED
STOCK PRICE
LITIGATION
DIRECT
COSTS
DAMAGED
BRAND

HOW DO WE SOLVE THESE
CONTENT CHALLENGES?

BEFORE SOCIAL MEDIA,
BEFORE EMAIL,
BEFORE INTERNET...

The
biologyof contagious content
2

3 type of neurons will
change the way brands
create content

The
reticular
activation
system

The RAS activates when
we notice more red cars
after buying A RED CAR.

The
“mirror”
neurons
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Social
Metric
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Ltd.

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Metric
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Makes empathy possible AND...

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Places us in the shoes of others

The
“information dj”
neurons
h:p://newsroom.ucla.edu/portal/ucla/how-‐the-‐brain-‐creates-‐buzz-‐247204.aspx

h:p://pss.sagepub.com/content/early/2013/05/23/0956797612474670.abstract

h:p://www.psychologicalscience.org/index.php/news/releases/how-‐the-‐brain-‐creates-‐the-‐buzz-‐that-‐helps-‐
ideas-‐spread.html

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Social
Metric
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Ltd.

THESE INFORMATION DJ
NEURON IN US ALWAYS
ASK...

“What do people/my
network value?”
“would they like/value this
piece of information?”
h:p://newsroom.ucla.edu/portal/ucla/how-‐the-‐brain-‐creates-‐buzz-‐247204.aspx

h:p://pss.sagepub.com/content/early/2013/05/23/0956797612474670.abstract

h:p://www.psychologicalscience.org/index.php/news/releases/how-‐the-‐brain-‐creates-‐the-‐buzz-‐that-‐helps-‐
ideas-‐spread.html
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Rights
Reserved.
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Social
Metric
Pte.
Ltd.

SO AS A BRAND.
WHAT CAN WE DO?

create content that help people be the
life of the party?

And this is what
our methodology
does...

This tactical
framework
will give you

Bathroom
designed
by
Peter
Hayward
from
the
Noun
Project

More fans

Love
designed
by
Stephanie
Wauters
from
the
Noun
Project

More engagement

Shopping
Cart
designed
by
Alexander
Wiefel
from
the
Noun
Project

More sales

Trending triggers
Advise
amplify
Anger
Fear
anxiety
Inspire
Heartfelt
amuse
contagious content framework

THERE’S 3 TYPES OF
SOCIAL ASSETS.

Trending triggers
Advise
amplify

Tactic 1
trending triggers
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Social
Metric
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Ltd.

Remember this part
of the brain?

The PART WHERE we
notice more red cars
after buying A RED CAR.

If its top of mind because
of our head...

Example…
during Chinese new
year

The information dj in us knows our network doesn’t
value such content during chinese new year

That the information dj in all of us will share?

FOR A POST TO GO VIRAL
DURING CHINESE NEW YEAR

the brand’s post must be
valuable & useful during
cHINESE NEW YEAR...

This post went
viral in 2 hours

Because it made the
information dj in the
person who celebrates
chinese new year go...

“ooo. This is
interesting…My
network would it
like too.”

Other great examples
(during the haze period)

THIS POST WAS SHARED
800 TIMES AS THEY GaVE
FREE CABLE TV access
during haze.

THE INFORMATION DJ IN US
WILL GO, “HEY, MY
NETWORK WILL LIKE THIS
PIECE OF INFORMATION.”

Everyone loves discount.
And this was in line with
haze as people wanted
to escape the haze.

The one THAT didn’t
go viral...

Trending triggers examples -negative

And this one went
viral for all the
wrong reasons...

Why? Cause it feels
opportunistic.

It went viral as the
information dj in us will
add our critique...

And we believe that our
critique will resonate and be
valued by our network.
Therefore – negative virality

Tactic 2
advise
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What if we ride
trending triggers and
share advise?

3m AND US DID IT during
the haze period

While other brands
news jack, we gave
advice...

We shared information
that was extremely
valuable to the
community

And the community
responded...

That was just one
post, how about the
whole campaign?

these were the
Quarter on quarter
results of this brand
awareness campaign...

results

Engagement
20%
Organic reach
218.5%
Viral reach
318.5%

But... What if it’s a
slow news
day/month/year?

THAT POST RECEIVED 1,000
SHARES even though it had
8,000 PAGE LIKES at that
time.

WHY? THAT POST
RESONATED DEEPLY WITH
THE MARKET’S
INFORMATION DJ

ANGSTY
ANGRY
SOPHISTICATED
CONSUMERS

SOPHISTICATED
CONSUMERS HATE ADVICE
THAT IS NOT
ACTIONABLE...

ALWAYS GIVE SNAPPLE
BOTTLE CAP, IMMEDIATE,
ACTIONABLE ADVICE.

LIKE WHAT HE LIKES.
DISLIKES WHAT HE DISLIKES.
AND HAVE POSSIBLY SAME
IDIOSYNCRACRIES

HOW CAN THE BRAND GIVE
CONTENT THAT THE
INFORMATION DJ WILL
SHARE?

Brands can do this by
Alleviating the status
of the dj and his
community

ON A YEAR TO YEAR BASIS..
THeSe WERE THE RESULTS
GENERATED…

results

Engagement
300%
Cost per lead
50%

OTHER EXAMPLES YOU
MIGHT have seen...

HOW ELSE DO WE AMPLIFY
STATUS?

WE TELL THE STORY OF
THESE PEOPLE.

CAUSE OF THESE NEURONS
we spoke about
previously...

After engaging the
audience on a day to day
basis...

How do we convert
these fans into
customers?

Before we launch a
purposeful posting
campaign. I assume...

Some more examples of Irresistible
Offer
Free gifts with purchase
Low price trial
Offer installment
No upfront payment
First product / service free (best if it’s continuity)
Social Proof
Throw in guarantee
Scarcity + Urgency

This is the 4 step
process for purposeful
posting.

STEP
2

Why
is
the
FEATURE
so
important
to
your
target
audience?

STEP 2:
YOUR UNIQUE VALUE PROPOSITION

STEP 3: TEASE
AND TEST FOR COMPLIANCE

STEP
5

STEP 4: PRESENT OFFER

3m wanted to create a
journey for people to
discover what makes an
original 3m mask.

The brand wanted people
to avoid the fake masks
and wanted to build
more consumer loyalty

CASE
STUDY
–
PURPOSEFUL

POSTING

The end result?
Consumers got a deeper
insight on the brand and
what it stands for.

Let’s do a
sales campaign for the
next example...

CTC wanted to drive
sales before the annual
travel show.

We started to sell the
big idea...

Then we communicate the
unique value proposition
against their competitors
(online travel agencies)

We tested for compliance
and get people to “raise
their hands”

This generated
approximately S$200,000
in 2 months.

Implement and email me at
community@socialmetric.com on
your results and challenges
More than happy to assist.

Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.

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