Getting only 1 like, 2 likes on your fan page when you post? Are you frustrated that people are not buying on social media? In this sharing that I presented at the Marcus Evans Retail Excellence Conference in Singapore 2014, you will be able to learn: 1) 3 Tactics To Spike The Volume Of Engagement 2) Receive a Breakthrough Number of Shares In Your Content... Even on a Slow News Day. 3) Gain an Influx of Targeted, Engaged, Ready Fans that Buy Not Once, Not Twice, and Not Even Three Times --- But Whenever You Want Them To.

1. Creating
Contagious content
on social media
Clement Wong, managing director

2. Hello,
I’m Clement Wong

3. I WORK IN

4. Hello, I’m Clement
Wong

5. Retail Brands use us for
measurable engagement solutions on social media

6. BY THE END OF THIS
PRESENTATION, YOU WILL
LEARN...

7. 3 tactics to
spike
the volume of
engagement
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

8. Receive a breakthrough number
of shares in your content
...even on a slow news day

9. Gain an influx of
targeted, engaged, Ready
fans that buy not once, not twice, not thrice,
but whenever - under your command

10. THE WAY WE CREATE CONTENT
IS UNDER ASSULT...

11. THESE 3 HAZARDS IN OUR
LANDSCAPE IS DESTROYING HOW
BRANDS TRADITIONALLY CREATE
CONTENT...

12. The
landscape
1

13. ANGSTY
ANGRY
VERY
SOPHISTICATED
CONSUMERS

14. CONSUMERS KEEP BRANDS
TRUTHFUL TO THEIR REALITY

15. LIKE THIS...

17. THIS WENT VIRAL... HOWEVER...

20. OR NOT VIRAL, AS SEEN WITH
THIS POST...

21. RANDOM BRANDED CONTENT

22. LOW ENGAGEMENT FROM CONSUMERS

23. 1 LIKE ON A CORPORATE PAGE
PERHAPS?

24. MORE RANDOM CONTENT

25. NEWSJACKING
FAIL?

26. NEW JACKING ERROR – FIRST EVER
RIOT IN 30 YEARS IN SG AND THIS?

27. SOCIAL
MEDIA
CRISIS
COST
RISING

28. 2011 Symantec N=1225
SOCIAL MEDIA INCIDENTS COST
$4,000,000.00 OVER 12 MONTHS.
REDUCED
STOCK PRICE
LITIGATION
DIRECT
COSTS
DAMAGED
BRAND

29. IT’S FRUSTRATING...

31. HOW DO WE SOLVE THESE
CONTENT CHALLENGES?

32. WE GO BACK TO OLDEN DAYS...

33. BEFORE SOCIAL MEDIA,
BEFORE EMAIL,
BEFORE INTERNET...

34. WE GO BACK TO...

35. OUR HEADS.

36. The
biologyof contagious content
2

37. 3 type of neurons will
change the way brands
create content

38. The
reticular
activation
system

39. The RAS activates when
we notice more red cars
after buying A RED CAR.

40. The
“mirror”
neurons
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

41. THESE NEURONS...

42. All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.
Makes empathy possible AND...

43. All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.
Places us in the shoes of others

44. LAST AND MOST
IMPORTANTLY...

45. 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
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

46. THESE INFORMATION DJ
NEURON IN US ALWAYS
ASK...

47. “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
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

48. SO AS A BRAND.
WHAT CAN WE DO?

49. HOW DO WE...

50. create content that help people be the
life of the party?

51. And this is what
our methodology
does...

52. The
methodology
3

55. This tactical
framework
will give you

56. Bathroom
designed
by
Peter
Hayward
from
the
Noun
Project
More fans

57. Love
designed
by
Stephanie
Wauters
from
the
Noun
Project
More engagement

58. Shopping
Cart
designed
by
Alexander
Wiefel
from
the
Noun
Project
More sales

59. Introducing…

60. Trending triggers
Advise
amplify
Anger
Fear
anxiety
Inspire
Heartfelt
amuse
contagious content framework

61. Let’s focus on one
aspect

63. It’s all about adding
value

64. THERE’S 3 TYPES OF
SOCIAL ASSETS.

65. Trending triggers
Advise
amplify

66. Tactic 1
trending triggers
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

67. Remember this part
of the brain?

68. The
reticular
activation
system

69. The PART WHERE we
notice more red cars
after buying A RED CAR.

70. If its top of mind because
of our head...

71. THEN IT WILL BE
TIP OF TONGUE

72. Example…
during Chinese new
year

73. Most brands
do this...

75. SO BORING.

76. SO MEH..

77. SO UNSHARE-ABLE.

78. The information dj in us knows our network doesn’t
value such content during chinese new year

79. How do we create
content?

80. That the information dj in all of us will share?

81. FOR A POST TO GO VIRAL
DURING CHINESE NEW YEAR

82. the brand’s post must be
valuable & useful during
cHINESE NEW YEAR...

83. So we did a post...

84. That help people

85. During
chinese new year

86. This post went
viral in 2 hours

87. Trending triggers examples

88. Whilst other brands
didn’t

89. Because it made the
information dj in the
person who celebrates
chinese new year go...

90. “ooo. This is
interesting…My
network would it
like too.”

91. Other great examples
(during the haze period)

92. Trending triggers examples

93. OREO’S ALWAYS FUNNY.

94. Trending triggers examples

95. THIS POST WAS SHARED
800 TIMES AS THEY GaVE
FREE CABLE TV access
during haze.

96. THE INFORMATION DJ IN US
WILL GO, “HEY, MY
NETWORK WILL LIKE THIS
PIECE OF INFORMATION.”

97. Next,

98. SCOOT WAS BEING SCOOT.

99. Trending triggers examples

100. Everyone loves discount.
And this was in line with
haze as people wanted
to escape the haze.

101. Next,

102. The one THAT didn’t
go viral...

103. Trending triggers examples -negative

104. I STILL DON’T GET IT...

105. And this one went
viral for all the
wrong reasons...

106. Trending triggers examples -negative

107. Why? Cause it feels
opportunistic.

108. It went viral as the
information dj in us will
add our critique...

109. And we believe that our
critique will resonate and be
valued by our network.
Therefore – negative virality

110. Tactic 2
advise
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

111. What if we ride
trending triggers and
share advise?

112. Double dose of power?

113. 3m AND US DID IT during
the haze period

114. Advise examples

115. While other brands
news jack, we gave
advice...

116. We shared information
that was extremely
valuable to the
community

117. And the community
responded...

119. That was just one
post, how about the
whole campaign?

120. these were the
Quarter on quarter
results of this brand
awareness campaign...

121. results
Engagement
20%
Organic reach
218.5%
Viral reach
318.5%

122. But... What if it’s a
slow news
day/month/year?

123. You can still advise.

124. Like this...

125. Advise examples

126. THAT POST RECEIVED 1,000
SHARES even though it had
8,000 PAGE LIKES at that
time.

127. WHY? THAT POST
RESONATED DEEPLY WITH
THE MARKET’S
INFORMATION DJ

128. And people shared it.

129. but

130. NOT ALL ADVICE ARE
EQUAL...

131. REMEMBER THEM?

132. ANGSTY
ANGRY
SOPHISTICATED
CONSUMERS

133. SOPHISTICATED
CONSUMERS HATE ADVICE
THAT IS NOT
ACTIONABLE...

134. Advise examples - negative

135. Advise examples - negative

136. No engagement...

137. LESSON?

138. ALWAYS GIVE SNAPPLE
BOTTLE CAP, IMMEDIATE,
ACTIONABLE ADVICE.

139. Tactic 3
amplify
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

140. REMEMBER the
information dj?

142. HE HAS A community.

143. Friends,
followes,
fans...

144. They...

145. LIKE WHAT HE LIKES.
DISLIKES WHAT HE DISLIKES.
AND HAVE POSSIBLY SAME
IDIOSYNCRACRIES

146. HOW CAN THE BRAND GIVE
CONTENT THAT THE
INFORMATION DJ WILL
SHARE?

147. Brands can do this by
Alleviating the status
of the dj and his
community

149. DOES THIS WORK?

150. ON A YEAR TO YEAR BASIS..
THeSe WERE THE RESULTS
GENERATED…

151. results
Engagement
300%
Cost per lead
50%

152. OTHER EXAMPLES YOU
MIGHT have seen...

155. HOW ELSE DO WE AMPLIFY
STATUS?

156. WE TELL THE STORY OF
THESE PEOPLE.

157. WHY DOES THIS WORK?

158. CAUSE OF THESE NEURONS
we spoke about
previously...

159. The
“mirror”
neurons
All
Rights
Reserved.
Copyright
©
Social
Metric
Pte.
Ltd.

160. Some examples...

163. After engaging the
audience on a day to day
basis...

164. How do we convert
these fans into
customers?

167. We do...

168. Purposeful
posting
4

169. Purposeful
posting

170. It’s always
a journey

171. Everyone follows a
story...

172. Before we launch a
purposeful posting
campaign. I assume...

173. foundations

174. All intact.

175. funnels

176. All ready.

177. offer

178. All set.

179. 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

180. This is the 4 step
process for purposeful
posting.

181. z
STEP 1: BIG IDEA

182. STEP
2
Why
is
the
FEATURE
so
important
to
your
target
audience?
STEP 2:
YOUR UNIQUE VALUE PROPOSITION

183. STEP 3: TEASE
AND TEST FOR COMPLIANCE

184. STEP
5
STEP 4: PRESENT OFFER

185. Here’s the examples...

187. 3m wanted to create a
journey for people to
discover what makes an
original 3m mask.

188. The brand wanted people
to avoid the fake masks
and wanted to build
more consumer loyalty

191. CASE
STUDY
–
PURPOSEFUL
POSTING

194. CASE
STUDY
–
PURPOSEFUL
POSTING

195. The end result?
Consumers got a deeper
insight on the brand and
what it stands for.

196. Let’s do a
sales campaign for the
next example...

198. CTC wanted to drive
sales before the annual
travel show.

199. We started to sell the
big idea...

203. Then we communicate the
unique value proposition
against their competitors
(online travel agencies)

207. We tested for compliance
and get people to “raise
their hands”

209. Then we push for the sale!

212. Results?

213. This generated
approximately S$200,000
in 2 months.

214. And that’s the our
sharing.

215. To recap...

217. Challenge

218. Implement and email me at
community@socialmetric.com on
your results and challenges
More than happy to assist.

219. Thank you