This document discusses trends in social media marketing and content marketing. It notes that content marketing has grown significantly in recent years as a marketing tactic. It also discusses how social media, particularly Facebook, can be used as both a distribution channel for content as well as a platform for social media marketing. The document provides tips on creating social media content and developing a brand voice on social media. It also presents case studies on how organizations are using branded content and co-creation with customers on social media.

1. Wild about Social Media
IT’S NOT ENOUGH
TO BE LIKED
11 April 2014

2. WHY ARE WE HERE TODAY?

3. LAST YEAR:
THIS YEAR:
Optimize Content
Pump out content

4. In 2012, content marketing
was the leading tactic for
18.9%of marketers
worldwide.
In 2013, that percentage has
grown to 34.8%.

5. FACEBOOK AS A MEDIUM
Facebook is an unified platform where it represents a combination of TV
(videos), Radio (music from apps like Spotify), Print (News, text & image
posts).
So why should we restrict the content we create on Facebook to just text?

6. WHAT IS A CONTENT MARKETING?
Content as a Driver
Social Media as
another distribution
channel
VS
Content Marketing Social Media Marketing

7. WHAT IS A CONTENT MARKETING?
Demand Generation
& Conversion
Brand Awareness &
Direct Dialogue
VS
Content Marketing Social Media Marketing

8. SOCIAL MEDIA CONTENT MUST BE...
 Relevant to fans
 Shareable
 Likeable
 Commentable
 Clickable
 Memorable
 Aligned with company’s marketing goals and activities
…PLANNED!

9. Communication Proposal for
What are some of the trends that we’ve noticed?
A strong point of view
Brands are posting branded content that acknowledges what is buzzing on
the offline and online space, and provides their unique take on these issues.
FACEBOOK TRENDS

10. Communication Proposal for
Provide value-add information to your fans
Brands simplify and repackage information in a way that is easy to understand,
entertaining and encourages social sharing.
FACEBOOK TRENDS

11. Communication Proposal for
Moving from fun to utility
Brands, especially financial organisations are leveraging on Facebook apps to
provide value-add functions to their fans, allowing them to use a social
platform for utilitarian activities.
FACEBOOK TRENDS

12. SELLING ON FACEBOOK
Marketers’ Dilemma:
How to communicate the
technical features of a new
memory card and make it fun
and engaging for its fans?
*Additional info:
This memory card can store up
to 1TB of content
Lifetime warranty
Manufactured in Japan

13. SELLING ON FACEBOOK
Content
?%
Product
Related ?% Lifestyle
Content

14. FINDING YOUR VOICE
Brand
Voice
Core
Values

15. THE CHALLENGE
Many
participants who
contribute to an
organization’s
social media
efforts
Social media
requires quick
responses
Different contexts
requires slightly
different tone &
manner

16. FINDING YOUR VOICE
Character / Persona
Who does your brand sound
like?
Tone
What is the underlying vibe
that emanates from your
communications?
Language
What are the types of
words, phrases and jargon
to be used in social media
communications
Purpose
Why are you here?
Social Media
Brand Voice

17. EDITORIAL CALENDAR CHECKLIST
Content
Text
Syntax
Question
No Question
Extra Features
FB Native
Hashtags
Check-in
Tags
Mood
Links
Playable video
Static thumbnail
Link Shortener
Image
Product
Lifestyle
Time & Day

18. BRANDED CONTENT
Hybrid
Campaigns
Facebook
Posts
Advertising + Entertainment + Brand
TV

19. BRANDED CONTENT
Facebook Posts –
Oreo Daily Twist Campaign

20. BRANDED CONTENT
Facebook Posts

21. BRANDED CONTENT
Hybrid Campaigns –
Red Bull Stratos,
Heineken Departure Roulette

23. BRANDED CONTENT
TV-
NTUC Food for Life Channel
Partnership between Fairprice and Brand
New Media.
Features food and cookery content that
is both locally-produced and
internationally-sourced. Targeted at those
who enjoy cooking at home,
www.foodforlifetv.tv can be viewed
anytime, anywhere via any internet-
connected device such as computer,
smart phone, tablet or smart TV.
Endorsed by local food bloggers and
popular personalities.

24. CASE STUDY: CONNEXIONSG
How a government Facebook page is using branded
content to engage a skeptical target audience

25. CASE STUDY: CONNEXIONSG
How do they do it?
1. Function like a publishing unit
2. Have a strong editorial stand
3. Provide value-add content

26. SOUNDS LIKE TOO MUCH WORK?

28. SOME RESOURCES
FLIPBOARD
Content Aggregator that
helps keep me on top of the
latest news
FEEDLY
One-stop-shop to peruse
everything going on in your
industry and handpick which
article to share

29. SOME RESOURCES
TUMBLR
Find compelling quotes
which are already
nicely designed
STUMBLEUPON
Literally stumble upon
great website just by
telling them your
interests

30. CO-CREATION
Brand Customers

31. CASE STUDY
WHY
To co-create a new card design series
with fans and be seen as a digital savvy
brand that utilizes new platforms to
reach out to its target audience.
HOW
Create a board and pin images that
might be selected to inspire the next
designer series card collection
RESULTS
Total entries: 100
Mentioned on Marketing Interactive
and blogs.
DESIGN-A-FRANK
WITH PINTEREST

33. WHY IS NOT ENOUGH TO BE LIKED?

34. SIZE IS NOT EVERYTHING
1% Creators
9% Editors
90%
Audience
Creates new content
Modify content or add to
an existing thread
Tend to read or observe
90-9-1
Principle

35. ENGAGEMENT RATE
Engagement Rate =
Likes + Comments + Shares
Total fans on any given day

36. ENGAGEMENT RATE
Engagement Rate is a
measurement of popularity of a
company fan page or an
individual post.
Engaged users are a brand’s
best customers. They are more
likely to purchase, recommend
and prefer brands that they are
socially engaged with.
Source: Why engaged social customers are more valuable to your brand, Forrester Consulting,
September 2013

37. DECREASED ORGANIC REACH
Between Aug - Nov 2013,
a study of 5,000 Facebook fan pages show:
decrease in organic reach
44%
decrease in engaged users
35%
Source: InsideFacebook.com, Dec 2013

38. PAID ADVERTISING IS CRUCIAL
Reach
Time

40. Source: Introducing The Periodic Table of Content Marketing, Econsultancy

41. “
’’Connect with me:
@kaixinlee | kaixin@wild.sg