For briefing your marketing and communications teams about how to plan editorial content for their announcements or events. Includes info on selecting suitable platforms and the types of content to publish before/ during/ after an event.

1. Planning your content

2. http://www.straitstimes.com/tech/smartphones/mille
nnials-in-singapore-spend-almost-34-hours-a-day-on-
their-mobile-phones-study
(Study by global research consultancy TNS)
WHY DIGITAL/ SOCIAL MEDIA IS IMPORTANT

3. Are the majority of your target audience active on social media?
And which platforms?
MOREEFFORT
Scaling up your
offline efforts

4. FACEBOOK: Summaries/highlights from an
event or announcement, Branding
“THE END-DAY NEWS ROUND-UP”
For: General audience
TWITTER: Live updates during events, Crisis
“THE LIVE TELECAST”
For: Tech community, International
audience, Foreign media
INSTAGRAM: Visual content & short
videos, esp. for lifestyle subjects
“THE PHOTO STORY”
For: General audience
NATURE OF PLATFORMS

5. PLANNING
Event activities
Key announcements & messages
Assign roles
Related content, programme
pages
Images, event photos
Partners’ social media pages
Hashtags
Equipment, WIFI connection

6. PRE-EVENT
(For major announcements/
events)
Event highlights, behind-the-
scenes
DURING
Live broadcast, Monitoring (what
others say), Posting & curating,
Captioning photos, Supervise writers
& edit
AFTER
Summary of highlights, Curate
media articles, More photos, Video
highlights, Thank stakeholders
POSTING ACTIVITIES

7. ACTIVITY TIME ITEM REP REMARKS
Live stream 1020 – 1035am Opening speech by GOH Each programme item to have its own separate stream. Total of 3 live
streams.
1035 – 1050am Welcome Address by CEO
1050 – 11am Official launch
Photo album Noon Photos of exhibits with captions for key photos. Photos from event photographer – coordinate with Lydia – download
between the morning and afternoon programmes.
To batch upload Fri afternoon and/or Sat morning into FB album, which is
already created.
Optional: Individual post with a few photos to promote the weekend
exhibition to the public
2 X Announcement
summary posts
Noon, evening 1. Morning announcements; 2. Photos of exhibits
+ call for public to visit
Post with photos Early afternoon CEO’s interview with media Also consider posting in company Intranet
Post with photos Fri night or Sat
morning
Summary of key points raised Also consider posting in company Intranet
Video upload When vid is
available
Branding video To share across all channels
Launch event action plan – Sample
List key messages for reference