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Creating
Contagious content
on social media
Clement Wong, managing director
Hello,
I’m Clement Wong
I WORK IN
Hello, I’m Clement
Wong
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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  Copyright	
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  Social	
  Metric	
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  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...
The
landscape
1
ANGSTY
ANGRY
VERY
SOPHISTICATED
CONSUMERS
CONSUMERS KEEP BRANDS
TRUTHFUL TO THEIR REALITY
LIKE THIS...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
THIS WENT VIRAL... HOWEVER...
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
OR NOT VIRAL, AS SEEN WITH
THIS POST...
RANDOM BRANDED CONTENT
LOW ENGAGEMENT FROM CONSUMERS
1 LIKE ON A CORPORATE PAGE
PERHAPS?
MORE RANDOM CONTENT
NEWSJACKING
FAIL?
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
IT’S FRUSTRATING...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
HOW DO WE SOLVE THESE
CONTENT CHALLENGES?
WE GO BACK TO OLDEN DAYS...
BEFORE SOCIAL MEDIA,
BEFORE EMAIL,
BEFORE INTERNET...
WE GO BACK TO...
OUR HEADS.
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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THESE NEURONS...
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Makes empathy possible AND...
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Places us in the shoes of others
LAST AND MOST
IMPORTANTLY...
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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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	
  All	
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  Reserved.	
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  Pte.	
  Ltd.	
  
SO AS A BRAND.
WHAT CAN WE DO?
HOW DO WE...
create content that help people be the
life of the party?
And this is what
our methodology
does...
The
methodology
3
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
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	
  
Introducing…
Trending triggers
Advise
amplify
Anger
Fear
anxiety
Inspire
Heartfelt
amuse
contagious content framework	
  
Let’s focus on one
aspect
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
It’s all about adding
value
THERE’S 3 TYPES OF
SOCIAL ASSETS.
Trending triggers
Advise
amplify
Tactic 1
trending triggers
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Remember this part
of the brain?
The
reticular
activation
system
The PART WHERE we
notice more red cars
after buying A RED CAR.
If its top of mind because
of our head...
THEN IT WILL BE
TIP OF TONGUE
Example…
during Chinese new
year
Most brands
do this...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
SO BORING.
SO MEH..
SO UNSHARE-ABLE.
The information dj in us knows our network doesn’t
value such content during chinese new year
How do we create
content?
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...
So we did a post...
That help people
During
chinese new year
This post went
viral in 2 hours
Trending triggers examples	
  
Whilst other brands
didn’t
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)
Trending triggers examples	
  
OREO’S ALWAYS FUNNY.
Trending triggers examples	
  
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.”
Next,
SCOOT WAS BEING SCOOT.
Trending triggers examples	
  
Everyone loves discount.
And this was in line with
haze as people wanted
to escape the haze.
Next,
The one THAT didn’t
go viral...
Trending triggers examples -negative	
  
I STILL DON’T GET IT...
And this one went
viral for all the
wrong reasons...
Trending triggers examples -negative	
  
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?
Double dose of power?
3m AND US DID IT during
the haze period
Advise examples	
  
While other brands
news jack, we gave
advice...
We shared information
that was extremely
valuable to the
community
And the community
responded...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
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?
You can still advise.
Like this...
Advise examples
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
And people shared it.
but
NOT ALL ADVICE ARE
EQUAL...
REMEMBER THEM?
ANGSTY
ANGRY
SOPHISTICATED
CONSUMERS
SOPHISTICATED
CONSUMERS HATE ADVICE
THAT IS NOT
ACTIONABLE...
Advise examples - negative 	
  
Advise examples - negative 	
  
No engagement...
LESSON?
ALWAYS GIVE SNAPPLE
BOTTLE CAP, IMMEDIATE,
ACTIONABLE ADVICE.
Tactic 3
amplify
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REMEMBER the
information dj?
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
HE HAS A community.
Friends,
followes,
fans...
They...
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
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
DOES THIS WORK?
ON A YEAR TO YEAR BASIS..
THeSe WERE THE RESULTS
GENERATED…
results	
  
Engagement
300%
Cost per lead
50%
OTHER EXAMPLES YOU
MIGHT have seen...
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
HOW ELSE DO WE AMPLIFY
STATUS?
WE TELL THE STORY OF
THESE PEOPLE.
WHY DOES THIS WORK?
CAUSE OF THESE NEURONS
we spoke about
previously...
The
“mirror”
neurons
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Some examples...
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
After engaging the
audience on a day to day
basis...
How do we convert
these fans into
customers?
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
We do...
Purposeful
posting
4
Purposeful
posting
It’s always
a journey
Everyone follows a
story...
Before we launch a
purposeful posting
campaign. I assume...
foundations
All intact.
funnels
All ready.
offer
All set.
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.
z	
  
STEP 1: BIG IDEA
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
Here’s the examples...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
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
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
CASE	
  STUDY	
  –	
  PURPOSEFUL	
  
POSTING	
  
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
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...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
CTC wanted to drive
sales before the annual
travel show.
We started to sell the
big idea...
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Then we communicate the
unique value proposition
against their competitors
(online travel agencies)
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
We tested for compliance
and get people to “raise
their hands”
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Then we push for the sale!
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: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Results?
This generated
approximately S$200,000
in 2 months.
And that’s the our
sharing.
To recap...
Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More Engagement, and More Sales.
Challenge
Implement and email me at
community@socialmetric.com on
your results and challenges
More than happy to assist.
Thank you

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