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