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Win At Content (Content Strategy)

The document discusses the shift towards mobile content consumption, highlighting a significant increase in mobile usage compared to desktop. It provides insights on effective content strategies for Twitter, emphasizing the importance of engaging tweets, optimal character counts, and rich media usage to drive interaction. Additionally, it outlines key questions for content planning and the benefits of maintaining a consistent online presence.

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WIN AT CONTENT @ladyxtel
D I S T R I B U T E D L I V E P U B L I C C O N V E R S AT I O N A L
MORE MOBILE MORE CONTENT S M A R T P H O N E S 8 1 B D E S K T O P 4 1 6 B D E S K T O P 4 7 7 B S M A R T P H O N E S 3 8 1 B TA B L E T S 1 0 B 2 0 1 0 2 0 1 3 493% M O B I L E G R O W T H 14% D E S K T O P G R O W T H I N T E R N E T U S A G E B Y M I N U T E S
BILLION TWEETS EVERY 2 DAYS 1 BILLION GLOBAL INTERNET USERS 2.4 HAVING THE RIGHT CONTENT DISTRIBUTED AT SCALE IS MORE IMPORTANT THAN EVER SOURCE: TWITTER INTERNAL JANUARY 2014
BUT, THERE ARE CHALLENGES MARKETERS HAVE A CHALLENGE CREATING INTERESTING CONTENT 54% MARKETERS HAVE A CHALLENGE CREATING CONTENT CONSISTENTLY 50% SOURCE: 2015 B2B CONTENT MARKETING TRENDS / MARKETINGPROFS
2 1 3 WHAT MAKES A GOOD TWEET CONTENT STRATEGY ON TWITTER DON’T POST AND PRAY TAKEAWAYS4
WHAT MAKES A GOOD TWEET1
IN 140 CHARACTERS1 @cokesg Coke SG VANILLA COKE is back in SG for a limited time! Find them at select 7-11 stores! Grab your dash of vanilla now and share pics! OPTIMAL TWEET LENGTH Keep your Tweet copy to 100 characters or less as an optimal Tweet length CALL TO ACTION Include 1 strong call to action & tell the user what value add is there if they engage with your Tweet
A PICTURE2 @SamsungSG Samsung Singapore You can't cut photobombers out of the photo. But you can use #SelectiveFocus. #GALAXYS5 Have a clear image with a strong point of focus Make the picture related to the Tweet copy Optimal photo size is in a 2:1 aspect ratio DON’T DISTRACT NOT ALL PICTURES ARE CREATED EQUAL SIZE IS IMPORTANT
A VIDEO3 Advertisers can now upload & distribute video on Twitter While we allow video uploads of up to 10minutes in length, try and keep your video lengths to 3 minutes and less Upload .mov and .mp4 files @Budweiser Budweiser Each September, Budweiser celebrates responsible drinking. Be there for the ones you love. #FriendsAreWaiting NATIVE VIDEO VIDEO LENGTH VIDEO FORMAT
A4 Vine is a mobile app from Twitter, which lets you create and share six-second looping videos. LOOPING Use the fact that your video will play seamlessly over and over to your advantage. PERFECT THE POSITION Use the “ghost” tool in Vine to keep your previous frame faintly visible, allowing careful positioning & alignment TRAIN YOUR TAP Instead of tapping directly, try using a light swiping motion on the screen as this can register as a short tap without wobbling the phone.
USING RICH MEDIA THROUGHOUT THE FUNNEL
USING RICH MEDIA THROUGHOUT THE FUNNEL AWARENESS P H O T O @DigitalFashWeek DFW PR GIRL BREAKING: Supermodel @NaomiCampbell To Make Southeast Asia Runway Debut At #DigitalFashionWeek Singapore 2013!
USING RICH MEDIA THROUGHOUT THE FUNNEL AWARENESS V I N E
USING RICH MEDIA THROUGHOUT THE FUNNEL P R O M O T E D V I D E O @Coles Coles Supermarkets #HestonforColes Tip: Serve Heston Hidden Caramel Sauce & Figgy Pudding with fresh whipped cream - Mmm! INTEREST
USING RICH MEDIA THROUGHOUT THE FUNNEL CAMPAIGN W E B S I T E C A R D @SingaporeAir Singapore Airlines Book early and fly to Europe on Singapore Airlines now! Book early and fly to Europe on Singapore Airlines now! Book Now
USING RICH MEDIA THROUGHOUT THE FUNNEL DESIRE L E A D G E N C A R D
ACTION M O B I L E A P P P R O M O T I O N @LazadaID Lazada.co.id It’s 12/12! The biggest sale of the year is today! The time to buy anything for a fraction of the price is now! 8 38Reply More Lazada - Shopping & Deals Lazada - Shopping & Deals! Install 4.0/5.0 stars - 7 ratings Promoted by Lazada Singapore USING RICH MEDIA THROUGHOUT THE FUNNEL
CONTENT STRATEGY ON TWITTER2
1 2 3 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N YO U R C O N T E N T P L A N N I N G F R A M E W O R K 1 0 R U L E S F O R G R E AT C O N T E N T
@CustomerService @CEO @CMO @PRComms @InvestorRelations @Brand @International C O R P O R AT E B U S I N E S S P E O P L E W H AT I S YO U R I D E N T I T Y O N T W I T T E R ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
Name of Brand @Brand Your bio here in 160 characters TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS HEADER IMAGE 1 2 3 Express your brand & your values Tell your followers what to expect from following your brand Explain your product or service Location Link to a Website 3 ways to write it! W H AT A P P E A R S O N YO U R P R O F I L E ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
W H AT M A K E S A G O O D B I O ? General Electric @generalelectric Visa @Visa Hong Kong @discoverhk GE works on things that matter. Solutions for energy, health and home, transportation and finance. Building, powering, moving and curing the world. GE works. #everywhere isn’t just a place. It can be the journey. It could be the destination. But it’s always a new state of mind. Express your brand and values What to expect from following your brandExplain your product or service Hong Kong Tourism Board's official Twitter profile. Come here for updates on Asia's World City. Share your photos with us #DiscoverHongKong 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
Name of Brand @Brand Your bio here in 160 characters TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS HEADER IMAGE 1 2 3 Display your brand personality Inspire your followers Showcase your product or service Location Link to a Website W H AT A P P E A R S O N YO U R P R O F I L E ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
HEADER IMAGE @SubwaySingapore @Optus W H AT M A K E S A G O O D H E A D E R I M A G E ? Display your brand personality Showcase your product or service Inspire your followers @Nike 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
# HUMAN CONNECTION SELF-EXPRESSIONCONTENT DISCOVERYH O W U S E R S U S E I T H O W B R A N D S U S E I T SEASONALBRAND “I can find & catalogue conversations” “I can join in a conversation” “I can share cool stuff that reflects me” #Samsung #GalaxyNote4 #DreamExchange W H AT A R E H A S H TA G S U S E D F O R ? CAMPAIGNPRODUCT #ChineseNewYear 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
W H O I S M Y A U D I E N C E ? 1 2 3 Someone who can buy your product or service Someone who can influence the person who buys your product or service Your brand advocate who will constantly spread great word-of-mouth for you 1 2 3 Character Description: Give each segment a character description of who they are. Go into details such as age, gender, hobbies. Motivations: Identify their motivations & what can potentially add value to their life Content Alignment: Start aligning these motivations to the interests they have, and what content buckets your brand can prepare W H O C A N T H E Y B E ? L E T ’ S P E R S O N I F Y T H E M 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
W H AT A R E M Y C O N T E N T P I L L A R S ? 1 6 - 2 8 Y E A R O L D S T E C H - S AV V Y M A L E A N D F E M A L E L I F E S T Y L E T E C H N O L O G Y P H O T O G R A P H Y F I R S T B R A N D C H O I C E I N S M A RT P H O N E S A M O N G S T Y O U T H S 4 0 % 2 0 % 4 0 % B R A N D O B J E C T I V E A U D I E N C E C O N T E N T P I L L A R S C O N T E N T M I X D E S I R E T O B E D E L I G H T E D B E T H E F I R S T T O T E L L & S H A R E E X P E R I E N C E S G A I N I N G M O R E K N O W L E D G E & K N O W- H O W U S E R M O T I VAT I O N S 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
W H Y I S P L A N N I N G I M P O R TA N T ? 2 1 3 4 5 REMOVE UNCERTAINTY ABOUT TWEETS EDUCATE AUDIENCE ABOUT PATTERNS PLAN EARLY AND MAKE EACH TWEET COUNT FOCUS ON BUILDING ENGAGEMENT BUILD RELEVANCY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
A LWAY S O N P L A N N E D U N P L A N N E D E V E N T L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
A LWAY S O N P L A N N E D U N P L A N N E D E V E N T Instead of waiting for mentions, look for conversations with regular cadence L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
ALWAYS-ON DRIVES MENTIONS 2.4x MORE RETWEETS 2.1x MORE MENTIONS 2.6x GREATER SOV SOURCE: WHY YOUR TWITTER MARKETING NEEDS TO BE ALWAYS-ON” STUDY, BRILLIANT NOISE - 2014 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Source | Oct 2014. Mentions of: “Run”, “Running” “Run” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@adidasMY adidas Malaysia Give your run a shot of energy today with Energy #Boost. Happy running! EVERYDAY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
VOLUME OF CONVERSATION “Hungry” WED SATFRITUE THU SUNMON Source | Twitter Internal. Oct 2014. Mentions of: “Hungry” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@SamsungAU Samsung Australia The #Note4 adjusts the picture to your surroundings. Pretty clever, right? #MoreThanBig EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Source | Twitter Internal. Oct 2014. Mentions of: “Phone”, “Mobile Phone” “Phone” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
A LWAY S O N P L A N N E D U N P L A N N E D E V E N T What are the key brand and campaign moments you have coming up? L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
CAMPAIGN - CREATIVE COLLABORATION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
CAMPAIGN - CREATIVE COLLABORATION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@Toyota_Aus Toyota Australia Is this your favourite #mylegendarymoment? http://ow.ly/yLPRo CAMPAIGN - HASHTAGS AS A CALL TO ACTION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@NandosSG Nando’s Singapore Love her but does she know? #JustSayLah at http://bit.ly/JSLsg  with #VDay expression. Don’t chicken out on love! CAMPAIGN - HASHTAGS AS A CONVERSATION STARTER 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@IntelIndia Intel India A day without your PC would be hard, eh? Tell us how you would manage without it by using #WithoutMyPC & win #Ultrabook and much more! @IntelIndia Intel India As we launch the #4thGenCore processors, take a minute to go down memory lane and tell us about your first PC. #MyFirstPC CAMPAIGN - HASHTAGS AS A MODE OF CONTENT DISCOVERY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@AudiMiddleEast Audi Middle East CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@kraftmacncheese KRAFT Mac & Cheese Read between the lines and it’s just a cry for Mac & Cheese for #FathersDay. #cheesydadjokes CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
A LWAY S O N P L A N N E D U N P L A N N E D E V E N T L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N Look for cultural, sporting, entertainment and calendar moments that give you the opportunity for relevance at scale 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@ClearKSA CLEAR KSA LIVE - CATALOGUE PASSIONS AROUND A SEASONAL MOMENT 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@PepsiIndia Pepsi India We wish this film brightens up your Diwali and reminds you that the best Diwali is a #GharWaliDiwali. :-) LIVE - CELEBRATE LOCAL SEASONAL MOMENTS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@Optus Optus Show your support for our world. Remind everyone you know to turn off their lights tomorrow for #EarthHour. LIVE - RALLY AROUND A CAUSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@GeneralElectric General Electric .@JeffImmelt on the #IndustrialInternet. http://invent.ge/mindsmachines  LIVE - HASHTAGS TO ACTIVATE CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
P L A N N E D E V E N TA LWAY S O N U N P L A N N E D L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N Don’t stress about this, nail the others and this will be easier to react to 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
@mizoneid Mizone Indonesia Nah, para artist kita lagi bikin #FresArt ! Mau tahu hasilnya? UNPREDICTABLE - LIVE RESPONSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
UNPREDICTABLE - LIVE RESPONSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
W H AT I S M Y C O N T E N T C A L E N D A R ? DEC KEY MOMENTS (CIRCLE THOSE RELEVANT TO YOUR BRAND & CAMPAIGN) CONTENT IDEAS WHAT CONTENT MIGHT WORK IN THOSE MOMENTS, AND YOUR AUDIENCE? YOU SHOULD BE ABLE TO SUMMARISE IT IN A HASHTAG & 140 CHARACTERS #SCHOOLSOUT #________________ #________________ #________________ #________________ NOV Nike We Run Jay Chou CIO Leaders Summit 2014 School Holidays Asia Pacific Food Expo 2014 SITEX Asia ——— SEASONAL ——— SPORTING ——— CULTURAL ——— BUSINESS For more information, use our “Own The Moment” planners online Singapore Marathon Anime Festival SES Singapore Christmas StanChart Marathon Zouk Out Moment: Around the school holidays (a seasonal moment) Audience: Parents Potential Content: Kids activities, kid-friendly restaurants, family activities, Short getaways 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
W H AT I S M Y C O N T E N T C A L E N D A R ? S U N M O N T U E S W E D T H U R S F R I S AT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1. Sprinkle different types of moments (plan for the moment framework) into the calendar • Everyday Moments (Your Content Pillars) • Campaign Moments (Product Launches, Brand Campaigns) • Live Moments (Seasonal events in your market - sports, business, culture) 2. Identify a comfortable frequency (Once a day is enough to get off to a good start) 3. Leave room for some spontaneity 4. Use our Tweet Scheduling tool Everyday Moments Campaign Moments Offers Live Moments 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
LET YOUR BRAND PERSONALITY SHINE INSIGHTS INSPIRE IDEAS LISTEN TO UNDERSTAND MAKE YOUR USER THE HERO KEEP TWEETS CLEAN 1 0 R U L E S F O R G R E AT C O N T E N T 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS DON’T LET YOUR FOLLOWERS READ & RUN ESTABLISH YOUR OWN NICHE REPEAT / REPURPOSE QUALITY CONTENT DON’T POST & PRAY 3 2 1 4 5 6 7 8 9 10
LET YOUR BRAND PERSONALITY SHINE1 If your brand is a person, who will he/she be? A trusted friend, an entertaining friend who is the life of the party, or an informative friend who is knowledgeable and demonstrates thought leadership? We normally encourage you to choose two out of three traits 3 1 0 R U L E S F O R G R E AT C O N T E N T
@SLSWA Surf Life Saving WA This is the White Shark that has been cruising the coast. Last seen between Scarborough and Trigg at 12:47. LET YOUR BRAND PERSONALITY SHINE INFORMATIVE 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
@GeneralElectric Greenpeace VICTORY! LEGO has ended their partnership with Shell. Everything is awesome! #SaveTheArctic LET YOUR BRAND PERSONALITY SHINE TRUSTED 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
@mizoneid Mizone Indonesia This #FresArt is specially made by @oktafianangga for you! @mistertruong @ladyxtel @KeithTimimi LET YOUR BRAND PERSONALITY SHINE ENTERTAINING 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
Tweets that come from compelling insights result in ideas that add real value. INSIGHTS INSPIRE IDEAS2 3 1 0 R U L E S F O R G R E AT C O N T E N T
@Optus Optus Turn your phone into a DIY projector. #YES, it actually works! #Optus INSIGHTS INSPIRE IDEAS2 3 1 0 R U L E S F O R G R E AT C O N T E N T
Listen to understand. Knowing what your audience is hoping to gain from the Tweets you write will shape the way you develop your Tweets. LISTEN TO UNDERSTAND3 3 1 0 R U L E S F O R G R E AT C O N T E N T
@Uber_SING Uber Singapore You know what it's been like out there folks. Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour @malaby Sharon Malaby Well played responsiveness w/ humor @Uber_SING "Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour" LISTEN TO UNDERSTAND3 3 1 0 R U L E S F O R G R E AT C O N T E N T
Your content should not focus about how awesome your brand is. The best content will be relatable. Focus on how your products or services touch people’s lives. It shifts the focus from being about you to being about your customer. MAKE YOUR USER THE HERO4 3 1 0 R U L E S F O R G R E AT C O N T E N T
@SamsungSG Samsung Singapore At Samsung, we are proud of all our #DreamExchange winners & helping them turn their dreams into reality. MAKE YOUR USER THE HERO4 3 1 0 R U L E S F O R G R E AT C O N T E N T
Keep Tweets clean to not distract from the main message Don’t have multiple #s and @s in your Tweets. Keep it simple. Use rich media if you want to provide more context in your Tweet 5 3 1 0 R U L E S F O R G R E AT C O N T E N T KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN MESSAGE
@SingTel SingTel Ferdinand and Aguero enjoying our local hawker fare at Maxwell market! #SGGameOn 5 3 1 0 R U L E S F O R G R E AT C O N T E N T KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN MESSAGE
Recognise your champions for content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Celebrities command a high degree of public fascination & influence in the mainstream media. 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - CELEBRITIES
@NaomiCampbell Naomi Campbell @DigitalFashWeek doing Opening for Zenchi Spring Summer 2014 about to walk #TeamNaomi say.ly/Ajq771Y 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - CELEBRITIES
Recognise your champions for content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Influencers are highly respected & knowledgeable about specific topics (e.g. technology, marketing, parenting, food). They usually concentrate on one topic of expertise & have a prominent following on Twitter 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - INFLUENCERS
@FinalCutKing Zach King You know those realistic looking Aquarium screensavers??! #BendTheRules @HP 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - INFLUENCERS
Recognise your champions for content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Advocates are your brand fanatics who live and breathe your brand, and readily share their experiences. They might not have a prominent Twitter following but recognizing these champions on Twitter will make them your brand advocate for life 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
@frankbyocbc Frank by OCBC Look who's out and about at lunchtime? Come spot us and we'll make your day with a Gongcha and rose! @boonishere KaiBoon @frankbyocbc @OCBCBank thanks for the #gongcha treat @frankbyocbc Frank by OCBC @boonishere you're very welcome! Enjoy your #gongcha! :) 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
Provide directional language and be clear if you want your followers to take a specific action when they see your Tweet. For instance, you can ask your followers to ReTweet your Tweet in creative ways 7 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T LET YOUR FOLLOWERS READ AND RUN
@cokesg Coke SG COKE SurPRIZE! RT and mention us with which numbered can you want. A winner will win the prize within for each can. 7 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T LET YOUR FOLLOWERS READ AND RUN
Stand for something or fall for anything. Be known for something specific - whether it is a domain of knowledge or a clear brand proposition. 8 3 1 0 R U L E S F O R G R E AT C O N T E N T ESTABLISH YOUR OWN NICHE
@Visa Visa The Visa card you love plus the phone you can't live without. Apple Pay launches 10/20. http://vi.sa/1sNVowe  8 3 1 0 R U L E S F O R G R E AT C O N T E N T ESTABLISH YOUR OWN NICHE
Your brand is sitting on a trove of valuable content - white papers, press releases, & statistics. Don’t be shy to repurpose some of this content creatively if it can be aligned to your brand’s content pillars. 9 3 1 0 R U L E S F O R G R E AT C O N T E N T REPEAT/REPURPOSE QUALITY CONTENT
@exxonmobil ExxonMobil Help us inspire the next generation of #engineers! http://bit.ly/1mDhlgU  #BeAnEngineer 9 3 1 0 R U L E S F O R G R E AT C O N T E N T REPEAT/REPURPOSE QUALITY CONTENT
Any content worth investing into is worth being viewed as an asset to your business. It doesn’t matter how good your content is if no one sees it. It’s about who you say it to, where & when. With our Promoted Products, we can distribute your content to the right people at the right time. 10 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T POST AND PRAY
@SingaporeAir Singapore Airlines Book early and fly to Europe on Singapore Airlines now! Book early and fly to Europe on Singapore Airlines now! Book Now 10 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T POST AND PRAY
DON’T POST & PRAY3
TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Tweets Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Coke SG © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers
Tweets Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers Promoted Trend
Tweets Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Promoted Account
Tweets Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek Promoted Tweet
Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5 • 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek Tweets © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Promoted Follow Hootsuite Hootsuite @hootsuite • 21m Creating a social media strategy for your business? Here’s a free white paper to help get you started: http://ow.ly/C7GFj Promoted Account in Timeline
2.9x MORE RETWEETS 3.5x MORE MENTIONS 3.9x GREATER SOV SOURCE: “DO BRANDS BENEFIT FROM AN ‘ALWAYS ON’ APPROACH TO TWITTER”, BRILLIANT NOISE, 2014 C O N S I S T E N T PA I D D E L I V E R S M O R E
20% HIGHER THAN ORGANIC P R O M O T E D T W E E T S S C O R E I N D R I V I N G B R A N D C O N S I D E R AT I O N
TAKEAWAYS4
I N T R O : T W I T T E R B I O - express your brand & values OR tell your followers what to expect from following your brand, OR explain your product or service A U D I E N C E : A U D I E N C E - Define and characterize them C O N T E N T P I L L A R S - 3 content themes C O N T E N T : O R G A N I C T W E E T S / DAY - 1 to 3 times a day P R O M O T E D T W E E T S / C A M PA I G N - 5, to maximise recall & resonance T W E E T L E N G T H - 100-110 characters per Tweet R I C H M E D I A - Photos, Vines, Videos in Tweets H A S H TA G S - at least 3 per month C O N S I S T E N C Y - content calendar is planned a month in advance D I S T R I B U T I O N : P R O M O T E D P R O D U C T S - leverage keyword or interest targeting W H AT I S M Y C H E C K L I S T ?
SHARED MOMENTS ARE THE EMOTIONAL GLUE OF SOCIETY
WIN AT CONTENT @ladyxtel

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Win At Content (Content Strategy)

  • 1.
  • 2.
    D I ST R I B U T E D L I V E P U B L I C C O N V E R S AT I O N A L
  • 3.
    MORE MOBILE MORE CONTENT SM A R T P H O N E S 8 1 B D E S K T O P 4 1 6 B D E S K T O P 4 7 7 B S M A R T P H O N E S 3 8 1 B TA B L E T S 1 0 B 2 0 1 0 2 0 1 3 493% M O B I L E G R O W T H 14% D E S K T O P G R O W T H I N T E R N E T U S A G E B Y M I N U T E S
  • 4.
    BILLION TWEETS EVERY 2 DAYS 1 BILLION GLOBALINTERNET USERS 2.4 HAVING THE RIGHT CONTENT DISTRIBUTED AT SCALE IS MORE IMPORTANT THAN EVER SOURCE: TWITTER INTERNAL JANUARY 2014
  • 5.
    BUT, THERE ARECHALLENGES MARKETERS HAVE A CHALLENGE CREATING INTERESTING CONTENT 54% MARKETERS HAVE A CHALLENGE CREATING CONTENT CONSISTENTLY 50% SOURCE: 2015 B2B CONTENT MARKETING TRENDS / MARKETINGPROFS
  • 6.
    2 1 3 WHAT MAKES AGOOD TWEET CONTENT STRATEGY ON TWITTER DON’T POST AND PRAY TAKEAWAYS4
  • 7.
  • 8.
    IN 140 CHARACTERS1 @cokesg CokeSG VANILLA COKE is back in SG for a limited time! Find them at select 7-11 stores! Grab your dash of vanilla now and share pics! OPTIMAL TWEET LENGTH Keep your Tweet copy to 100 characters or less as an optimal Tweet length CALL TO ACTION Include 1 strong call to action & tell the user what value add is there if they engage with your Tweet
  • 9.
    A PICTURE2 @SamsungSG Samsung Singapore Youcan't cut photobombers out of the photo. But you can use #SelectiveFocus. #GALAXYS5 Have a clear image with a strong point of focus Make the picture related to the Tweet copy Optimal photo size is in a 2:1 aspect ratio DON’T DISTRACT NOT ALL PICTURES ARE CREATED EQUAL SIZE IS IMPORTANT
  • 10.
    A VIDEO3 Advertisers cannow upload & distribute video on Twitter While we allow video uploads of up to 10minutes in length, try and keep your video lengths to 3 minutes and less Upload .mov and .mp4 files @Budweiser Budweiser Each September, Budweiser celebrates responsible drinking. Be there for the ones you love. #FriendsAreWaiting NATIVE VIDEO VIDEO LENGTH VIDEO FORMAT
  • 11.
    A4 Vine is amobile app from Twitter, which lets you create and share six-second looping videos. LOOPING Use the fact that your video will play seamlessly over and over to your advantage. PERFECT THE POSITION Use the “ghost” tool in Vine to keep your previous frame faintly visible, allowing careful positioning & alignment TRAIN YOUR TAP Instead of tapping directly, try using a light swiping motion on the screen as this can register as a short tap without wobbling the phone.
  • 12.
  • 13.
    USING RICH MEDIA THROUGHOUTTHE FUNNEL AWARENESS P H O T O @DigitalFashWeek DFW PR GIRL BREAKING: Supermodel @NaomiCampbell To Make Southeast Asia Runway Debut At #DigitalFashionWeek Singapore 2013!
  • 14.
    USING RICH MEDIA THROUGHOUTTHE FUNNEL AWARENESS V I N E
  • 15.
    USING RICH MEDIA THROUGHOUTTHE FUNNEL P R O M O T E D V I D E O @Coles Coles Supermarkets #HestonforColes Tip: Serve Heston Hidden Caramel Sauce & Figgy Pudding with fresh whipped cream - Mmm! INTEREST
  • 16.
    USING RICH MEDIA THROUGHOUTTHE FUNNEL CAMPAIGN W E B S I T E C A R D @SingaporeAir Singapore Airlines Book early and fly to Europe on Singapore Airlines now! Book early and fly to Europe on Singapore Airlines now! Book Now
  • 17.
    USING RICH MEDIA THROUGHOUTTHE FUNNEL DESIRE L E A D G E N C A R D
  • 18.
    ACTION M O BI L E A P P P R O M O T I O N @LazadaID Lazada.co.id It’s 12/12! The biggest sale of the year is today! The time to buy anything for a fraction of the price is now! 8 38Reply More Lazada - Shopping & Deals Lazada - Shopping & Deals! Install 4.0/5.0 stars - 7 ratings Promoted by Lazada Singapore USING RICH MEDIA THROUGHOUT THE FUNNEL
  • 19.
  • 20.
    1 2 3 KE Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N YO U R C O N T E N T P L A N N I N G F R A M E W O R K 1 0 R U L E S F O R G R E AT C O N T E N T
  • 21.
    @CustomerService @CEO @CMO @PRComms @InvestorRelations @Brand @International C O RP O R AT E B U S I N E S S P E O P L E W H AT I S YO U R I D E N T I T Y O N T W I T T E R ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 22.
    Name of Brand @Brand Yourbio here in 160 characters TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS HEADER IMAGE 1 2 3 Express your brand & your values Tell your followers what to expect from following your brand Explain your product or service Location Link to a Website 3 ways to write it! W H AT A P P E A R S O N YO U R P R O F I L E ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 23.
    W H ATM A K E S A G O O D B I O ? General Electric @generalelectric Visa @Visa Hong Kong @discoverhk GE works on things that matter. Solutions for energy, health and home, transportation and finance. Building, powering, moving and curing the world. GE works. #everywhere isn’t just a place. It can be the journey. It could be the destination. But it’s always a new state of mind. Express your brand and values What to expect from following your brandExplain your product or service Hong Kong Tourism Board's official Twitter profile. Come here for updates on Asia's World City. Share your photos with us #DiscoverHongKong 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 24.
    Name of Brand @Brand Yourbio here in 160 characters TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS HEADER IMAGE 1 2 3 Display your brand personality Inspire your followers Showcase your product or service Location Link to a Website W H AT A P P E A R S O N YO U R P R O F I L E ? 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 25.
    HEADER IMAGE @SubwaySingapore @Optus W HAT M A K E S A G O O D H E A D E R I M A G E ? Display your brand personality Showcase your product or service Inspire your followers @Nike 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 26.
    # HUMAN CONNECTION SELF-EXPRESSIONCONTENTDISCOVERYH O W U S E R S U S E I T H O W B R A N D S U S E I T SEASONALBRAND “I can find & catalogue conversations” “I can join in a conversation” “I can share cool stuff that reflects me” #Samsung #GalaxyNote4 #DreamExchange W H AT A R E H A S H TA G S U S E D F O R ? CAMPAIGNPRODUCT #ChineseNewYear 1 K E Y Q U E S T I O N S T O A S K B E F O R E YO U P L A N
  • 27.
    W H OI S M Y A U D I E N C E ? 1 2 3 Someone who can buy your product or service Someone who can influence the person who buys your product or service Your brand advocate who will constantly spread great word-of-mouth for you 1 2 3 Character Description: Give each segment a character description of who they are. Go into details such as age, gender, hobbies. Motivations: Identify their motivations & what can potentially add value to their life Content Alignment: Start aligning these motivations to the interests they have, and what content buckets your brand can prepare W H O C A N T H E Y B E ? L E T ’ S P E R S O N I F Y T H E M 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 28.
    W H ATA R E M Y C O N T E N T P I L L A R S ? 1 6 - 2 8 Y E A R O L D S T E C H - S AV V Y M A L E A N D F E M A L E L I F E S T Y L E T E C H N O L O G Y P H O T O G R A P H Y F I R S T B R A N D C H O I C E I N S M A RT P H O N E S A M O N G S T Y O U T H S 4 0 % 2 0 % 4 0 % B R A N D O B J E C T I V E A U D I E N C E C O N T E N T P I L L A R S C O N T E N T M I X D E S I R E T O B E D E L I G H T E D B E T H E F I R S T T O T E L L & S H A R E E X P E R I E N C E S G A I N I N G M O R E K N O W L E D G E & K N O W- H O W U S E R M O T I VAT I O N S 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 29.
    W H YI S P L A N N I N G I M P O R TA N T ? 2 1 3 4 5 REMOVE UNCERTAINTY ABOUT TWEETS EDUCATE AUDIENCE ABOUT PATTERNS PLAN EARLY AND MAKE EACH TWEET COUNT FOCUS ON BUILDING ENGAGEMENT BUILD RELEVANCY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 30.
    A LWAY SO N P L A N N E D U N P L A N N E D E V E N T L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 31.
    A LWAY SO N P L A N N E D U N P L A N N E D E V E N T Instead of waiting for mentions, look for conversations with regular cadence L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 32.
    ALWAYS-ON DRIVES MENTIONS 2.4x MORE RETWEETS 2.1x MORE MENTIONS 2.6x GREATER SOV SOURCE:WHY YOUR TWITTER MARKETING NEEDS TO BE ALWAYS-ON” STUDY, BRILLIANT NOISE - 2014 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 33.
    VOLUME OF CONVERSATION WEDSATFRITUE THU SUNMON Source | Oct 2014. Mentions of: “Run”, “Running” “Run” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 34.
    @adidasMY adidas Malaysia Give yourrun a shot of energy today with Energy #Boost. Happy running! EVERYDAY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 35.
    VOLUME OF CONVERSATION “Hungry” WEDSATFRITUE THU SUNMON Source | Twitter Internal. Oct 2014. Mentions of: “Hungry” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 36.
    EVERYDAY - FROMWAITING FOR MENTIONS TO SEEKING CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 37.
    @SamsungAU Samsung Australia The #Note4adjusts the picture to your surroundings. Pretty clever, right? #MoreThanBig EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 38.
    VOLUME OF CONVERSATION WEDSATFRITUE THU SUNMON Source | Twitter Internal. Oct 2014. Mentions of: “Phone”, “Mobile Phone” “Phone” 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 39.
    A LWAY SO N P L A N N E D U N P L A N N E D E V E N T What are the key brand and campaign moments you have coming up? L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 40.
    CAMPAIGN - CREATIVECOLLABORATION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 41.
    CAMPAIGN - CREATIVECOLLABORATION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 42.
    @Toyota_Aus Toyota Australia Is thisyour favourite #mylegendarymoment? http://ow.ly/yLPRo CAMPAIGN - HASHTAGS AS A CALL TO ACTION 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 43.
    @NandosSG Nando’s Singapore Love herbut does she know? #JustSayLah at http://bit.ly/JSLsg  with #VDay expression. Don’t chicken out on love! CAMPAIGN - HASHTAGS AS A CONVERSATION STARTER 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 44.
    @IntelIndia Intel India A daywithout your PC would be hard, eh? Tell us how you would manage without it by using #WithoutMyPC & win #Ultrabook and much more! @IntelIndia Intel India As we launch the #4thGenCore processors, take a minute to go down memory lane and tell us about your first PC. #MyFirstPC CAMPAIGN - HASHTAGS AS A MODE OF CONTENT DISCOVERY 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 45.
    @AudiMiddleEast Audi Middle East CAMPAIGN- A CLEARLY DEFINED SOCIAL PERSONA 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 46.
    @kraftmacncheese KRAFT Mac &Cheese Read between the lines and it’s just a cry for Mac & Cheese for #FathersDay. #cheesydadjokes CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 47.
    A LWAY SO N P L A N N E D U N P L A N N E D E V E N T L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N Look for cultural, sporting, entertainment and calendar moments that give you the opportunity for relevance at scale 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 48.
    @ClearKSA CLEAR KSA LIVE -CATALOGUE PASSIONS AROUND A SEASONAL MOMENT 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 49.
    @PepsiIndia Pepsi India We wishthis film brightens up your Diwali and reminds you that the best Diwali is a #GharWaliDiwali. :-) LIVE - CELEBRATE LOCAL SEASONAL MOMENTS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 50.
    @Optus Optus Show your supportfor our world. Remind everyone you know to turn off their lights tomorrow for #EarthHour. LIVE - RALLY AROUND A CAUSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 51.
    @GeneralElectric General Electric .@JeffImmelt onthe #IndustrialInternet. http://invent.ge/mindsmachines  LIVE - HASHTAGS TO ACTIVATE CONVERSATIONS 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 52.
    P L AN N E D E V E N TA LWAY S O N U N P L A N N E D L I V EU N P R E D I C TA B L E E V E R Y DAY C A M PA I G N Don’t stress about this, nail the others and this will be easier to react to 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 53.
    @mizoneid Mizone Indonesia Nah, paraartist kita lagi bikin #FresArt ! Mau tahu hasilnya? UNPREDICTABLE - LIVE RESPONSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 54.
    UNPREDICTABLE - LIVERESPONSE 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 55.
    W H ATI S M Y C O N T E N T C A L E N D A R ? DEC KEY MOMENTS (CIRCLE THOSE RELEVANT TO YOUR BRAND & CAMPAIGN) CONTENT IDEAS WHAT CONTENT MIGHT WORK IN THOSE MOMENTS, AND YOUR AUDIENCE? YOU SHOULD BE ABLE TO SUMMARISE IT IN A HASHTAG & 140 CHARACTERS #SCHOOLSOUT #________________ #________________ #________________ #________________ NOV Nike We Run Jay Chou CIO Leaders Summit 2014 School Holidays Asia Pacific Food Expo 2014 SITEX Asia ——— SEASONAL ——— SPORTING ——— CULTURAL ——— BUSINESS For more information, use our “Own The Moment” planners online Singapore Marathon Anime Festival SES Singapore Christmas StanChart Marathon Zouk Out Moment: Around the school holidays (a seasonal moment) Audience: Parents Potential Content: Kids activities, kid-friendly restaurants, family activities, Short getaways 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 56.
    W H ATI S M Y C O N T E N T C A L E N D A R ? S U N M O N T U E S W E D T H U R S F R I S AT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1. Sprinkle different types of moments (plan for the moment framework) into the calendar • Everyday Moments (Your Content Pillars) • Campaign Moments (Product Launches, Brand Campaigns) • Live Moments (Seasonal events in your market - sports, business, culture) 2. Identify a comfortable frequency (Once a day is enough to get off to a good start) 3. Leave room for some spontaneity 4. Use our Tweet Scheduling tool Everyday Moments Campaign Moments Offers Live Moments 2 YO U R C O N T E N T P L A N N I N G F R A M E W O R K
  • 57.
    LET YOUR BRANDPERSONALITY SHINE INSIGHTS INSPIRE IDEAS LISTEN TO UNDERSTAND MAKE YOUR USER THE HERO KEEP TWEETS CLEAN 1 0 R U L E S F O R G R E AT C O N T E N T 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS DON’T LET YOUR FOLLOWERS READ & RUN ESTABLISH YOUR OWN NICHE REPEAT / REPURPOSE QUALITY CONTENT DON’T POST & PRAY 3 2 1 4 5 6 7 8 9 10
  • 58.
    LET YOUR BRANDPERSONALITY SHINE1 If your brand is a person, who will he/she be? A trusted friend, an entertaining friend who is the life of the party, or an informative friend who is knowledgeable and demonstrates thought leadership? We normally encourage you to choose two out of three traits 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 59.
    @SLSWA Surf Life SavingWA This is the White Shark that has been cruising the coast. Last seen between Scarborough and Trigg at 12:47. LET YOUR BRAND PERSONALITY SHINE INFORMATIVE 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 60.
    @GeneralElectric Greenpeace VICTORY! LEGO hasended their partnership with Shell. Everything is awesome! #SaveTheArctic LET YOUR BRAND PERSONALITY SHINE TRUSTED 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 61.
    @mizoneid Mizone Indonesia This #FresArtis specially made by @oktafianangga for you! @mistertruong @ladyxtel @KeithTimimi LET YOUR BRAND PERSONALITY SHINE ENTERTAINING 1 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 62.
    Tweets that comefrom compelling insights result in ideas that add real value. INSIGHTS INSPIRE IDEAS2 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 63.
    @Optus Optus Turn your phoneinto a DIY projector. #YES, it actually works! #Optus INSIGHTS INSPIRE IDEAS2 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 64.
    Listen to understand.Knowing what your audience is hoping to gain from the Tweets you write will shape the way you develop your Tweets. LISTEN TO UNDERSTAND3 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 65.
    @Uber_SING Uber Singapore You knowwhat it's been like out there folks. Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour @malaby Sharon Malaby Well played responsiveness w/ humor @Uber_SING "Hang tight, your driver is doing his best to get to you as quickly as possible! #singapour" LISTEN TO UNDERSTAND3 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 66.
    Your content shouldnot focus about how awesome your brand is. The best content will be relatable. Focus on how your products or services touch people’s lives. It shifts the focus from being about you to being about your customer. MAKE YOUR USER THE HERO4 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 67.
    @SamsungSG Samsung Singapore At Samsung,we are proud of all our #DreamExchange winners & helping them turn their dreams into reality. MAKE YOUR USER THE HERO4 3 1 0 R U L E S F O R G R E AT C O N T E N T
  • 68.
    Keep Tweets cleanto not distract from the main message Don’t have multiple #s and @s in your Tweets. Keep it simple. Use rich media if you want to provide more context in your Tweet 5 3 1 0 R U L E S F O R G R E AT C O N T E N T KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN MESSAGE
  • 69.
    @SingTel SingTel Ferdinand and Agueroenjoying our local hawker fare at Maxwell market! #SGGameOn 5 3 1 0 R U L E S F O R G R E AT C O N T E N T KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN MESSAGE
  • 70.
    Recognise your championsfor content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Celebrities command a high degree of public fascination & influence in the mainstream media. 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - CELEBRITIES
  • 71.
    @NaomiCampbell Naomi Campbell @DigitalFashWeek doingOpening for Zenchi Spring Summer 2014 about to walk #TeamNaomi say.ly/Ajq771Y 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - CELEBRITIES
  • 72.
    Recognise your championsfor content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Influencers are highly respected & knowledgeable about specific topics (e.g. technology, marketing, parenting, food). They usually concentrate on one topic of expertise & have a prominent following on Twitter 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - INFLUENCERS
  • 73.
    @FinalCutKing Zach King You knowthose realistic looking Aquarium screensavers??! #BendTheRules @HP 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - INFLUENCERS
  • 74.
    Recognise your championsfor content to travel. There are 3 types of champions you can consider; celebrities, influencers & brand advocates Advocates are your brand fanatics who live and breathe your brand, and readily share their experiences. They might not have a prominent Twitter following but recognizing these champions on Twitter will make them your brand advocate for life 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
  • 75.
    @frankbyocbc Frank by OCBC Lookwho's out and about at lunchtime? Come spot us and we'll make your day with a Gongcha and rose! @boonishere KaiBoon @frankbyocbc @OCBCBank thanks for the #gongcha treat @frankbyocbc Frank by OCBC @boonishere you're very welcome! Enjoy your #gongcha! :) 6 3 1 0 R U L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
  • 76.
    6 3 1 0 RU L E S F O R G R E AT C O N T E N T RECOGNISE YOUR CHAMPIONS - ADVOCATES
  • 77.
    Provide directional languageand be clear if you want your followers to take a specific action when they see your Tweet. For instance, you can ask your followers to ReTweet your Tweet in creative ways 7 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T LET YOUR FOLLOWERS READ AND RUN
  • 78.
    @cokesg Coke SG COKE SurPRIZE!RT and mention us with which numbered can you want. A winner will win the prize within for each can. 7 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T LET YOUR FOLLOWERS READ AND RUN
  • 79.
    Stand for somethingor fall for anything. Be known for something specific - whether it is a domain of knowledge or a clear brand proposition. 8 3 1 0 R U L E S F O R G R E AT C O N T E N T ESTABLISH YOUR OWN NICHE
  • 80.
    @Visa Visa The Visa cardyou love plus the phone you can't live without. Apple Pay launches 10/20. http://vi.sa/1sNVowe  8 3 1 0 R U L E S F O R G R E AT C O N T E N T ESTABLISH YOUR OWN NICHE
  • 81.
    Your brand issitting on a trove of valuable content - white papers, press releases, & statistics. Don’t be shy to repurpose some of this content creatively if it can be aligned to your brand’s content pillars. 9 3 1 0 R U L E S F O R G R E AT C O N T E N T REPEAT/REPURPOSE QUALITY CONTENT
  • 82.
    @exxonmobil ExxonMobil Help us inspirethe next generation of #engineers! http://bit.ly/1mDhlgU  #BeAnEngineer 9 3 1 0 R U L E S F O R G R E AT C O N T E N T REPEAT/REPURPOSE QUALITY CONTENT
  • 83.
    Any content worthinvesting into is worth being viewed as an asset to your business. It doesn’t matter how good your content is if no one sees it. It’s about who you say it to, where & when. With our Promoted Products, we can distribute your content to the right people at the right time. 10 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T POST AND PRAY
  • 84.
    @SingaporeAir Singapore Airlines Book earlyand fly to Europe on Singapore Airlines now! Book early and fly to Europe on Singapore Airlines now! Book Now 10 3 1 0 R U L E S F O R G R E AT C O N T E N T DON’T POST AND PRAY
  • 85.
  • 86.
    TWEETS FOLLOWING FOLLOWERS 105K8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Tweets Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Coke SG © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers
  • 87.
    Tweets Who tofollow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Reply Retweet Favorite MoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers Promoted Trend
  • 88.
    Tweets Reply Retweet FavoriteMoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Promoted Account
  • 89.
    Tweets Reply Retweet FavoriteMoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5• 2h © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek Promoted Tweet
  • 90.
    Reply Retweet FavoriteMoreExpand Vala Afshar @ValaAfshar • 21m "Digital transformation is also about building relationships and alliances inside the company to expedite and scale change." - @briansolis Reply Retweet Favorite More Benedict Evans @BenedictEvans • 1h Vodafone reports 34% data penetration in India, 20% smartphone penetration. Reply Retweet Favorite MoreExpand TED Talks @TEDTalks • 1m "Creativity is as important in education as literacy, and we should treat it with the same status." http://t.ted.com/yumXoUx Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http:// slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF Reply Retweet Favorite MoreExpand Antonio J Lucio @ajlucio5 • 2h Promoted by Marina Bay Sands Reply Retweet Favorite MoreExpand Marina Bay Sands @marinabaysands • 1m “I’m glad to finally have a photo of myself in the famous infinity pool” - @GwynethPaltrow #British_Airways #a380 Followed by Sara Varela and Christel Quek Tweets © 2014 Twitter About Help Terms Privacy Cookies Ads info Brand Blog Status Apps Jobs Advertise Businesses Media Developers Who to follow • Refresh • View all Find people you know • Popular accounts Promoted Hootsuite @hootsuite Mark Addicks @MarkAddicks Seth William Farbman @sethfarbman Followed by Ken Mandel and to… Follow Follow Follow Singapore Trends • Change #CometLanding Starhub New Artist of the Year Singapore #PlanetX Pink LUV Taylor Swift Japan Promoted by Transformers #Transformers TWEETS FOLLOWING FOLLOWERS 105K 8,769 55.8K @ladyxtel Christel Quek Compose New Tweet… Promoted Follow Hootsuite Hootsuite @hootsuite • 21m Creating a social media strategy for your business? Here’s a free white paper to help get you started: http://ow.ly/C7GFj Promoted Account in Timeline
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    2.9x MORE RETWEETS 3.5x MORE MENTIONS 3.9x GREATER SOV SOURCE: “DO BRANDSBENEFIT FROM AN ‘ALWAYS ON’ APPROACH TO TWITTER”, BRILLIANT NOISE, 2014 C O N S I S T E N T PA I D D E L I V E R S M O R E
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    20% HIGHER THAN ORGANIC P RO M O T E D T W E E T S S C O R E I N D R I V I N G B R A N D C O N S I D E R AT I O N
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  • 94.
    I N TR O : T W I T T E R B I O - express your brand & values OR tell your followers what to expect from following your brand, OR explain your product or service A U D I E N C E : A U D I E N C E - Define and characterize them C O N T E N T P I L L A R S - 3 content themes C O N T E N T : O R G A N I C T W E E T S / DAY - 1 to 3 times a day P R O M O T E D T W E E T S / C A M PA I G N - 5, to maximise recall & resonance T W E E T L E N G T H - 100-110 characters per Tweet R I C H M E D I A - Photos, Vines, Videos in Tweets H A S H TA G S - at least 3 per month C O N S I S T E N C Y - content calendar is planned a month in advance D I S T R I B U T I O N : P R O M O T E D P R O D U C T S - leverage keyword or interest targeting W H AT I S M Y C H E C K L I S T ?
  • 95.
    SHARED MOMENTS ARE THEEMOTIONAL GLUE OF SOCIETY
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