Are you an entrepreneur, a startup or a SME looking for some visibility and leads online? Here are the slides of a talk we have delivered at the French Chamber of Commerce and Industry in Singapore, in April 2015, to an audience of Entrepreneurs and small business owners. After a few slides introducing what is the online world and how to make it understanble from a Digital, Social and Mobile perspective, we dive into how Marketing as a trade is being renewed in the digital age. Market Research is being replaced by Social media listenting. Traditional adversiting in the media is being replaced by online ads, more targeted and traceable. PR is being renewed thanks to new influencers (bloggers, twitter account, chatgroups) that can be identified in order to hit only people relevant to your business. You will find also a series of free or almost free to use tools to setup a website, create a visual charter and design, produce content and schedule it on social media. We finish this talk with a focus on Content Marketing, the key of any online strategy, and how your brand, whatever small it is, must act as a media and bring AMAZING content to attract crowds to your website. We are a social media agency based in Singapore and Paris, ping us at hello@agencetesla.com

1. Building your reputation as
a business on social media
FCCS / Entrepreneurs
April 2015
1

2. Agence Tesla:From Conversation to Conversion
- Trained in
Journalism, Politics &
Business Intelligence
- Team of 5 in
Singapore, 5 in Paris
- Startups, SMEs,
Fortune 500 clients

3. The online world: Three overlapping spaces
Digital
Social
Mobile

4. Social Media: The Streets of the Online World

5. 47%
% of Millenials who say
Brand Reputation matters
as much as Job Offer
(Spherion Staffing)
A World Gone Social: Key Trends
1
Brands are Media
- You don’t talk = you don’t exist
- You talk about you = you’re boring!
2
Conversations are Everywhere
- Time spent on website: 2-5min/visit
- Time spent on social media: 2h30/day

6. Renewing and old trade
6

7. Digital Marketing: Renewing your Strategies

8. Market Research > Social Media Listening
Breakdown per
source type
Sentiment
Analysis
Keywords
associated
Categories
(Companies,
Products…)
Browse history

9. Advertising > Targeting

10. Flyers > e-Vouchers

11. PR > Bloggers
• Monthly traffic: 1.2M (self-declared), as of
2012
• Facebook: 210K, 15% engagement rate
• Twitter: 177K
• Monthly traffic: 2.2M (web+mobile) as of
July, 2012
• Facebook: 220K fans, 23% engagement
rate
• Twitter: 273K

12. Key Advantages: Real-time, Traceable, Cheaper

13. Our Funnel: From Content to Conversion

14. Two key questions:"
B2B, Mobile
14

15. I’m in B2B: Need I lose all hope?
Interactivity
Lifestyle
HR

16. I’m in B2B: Need I lose all hope?
Community
Curation
Experts

17. Mobile: App or not App?

18. Mobile = Social = Content!

19. Entrepreneurs "
& Online Reputation
19

20. The Entrepreneur’s Dilemma: No Budget!
ME
YOU

21. Step #1: Websites on a Budget
Domain
+
Hosting
Interface
de
Gestion
(CMS)
$0-
$500/y
$100-
$200/y

22. Step #2: Design on a Budget
Copy
writing,
SEO
Logo,
Visual
Charter
$350-
$1500
$100-
$2500+

23. Step #3: Social Media & Community Management
Create
Content
Schedule
Posts
$10/mth
$50-
$1000+/
mth

24. Step #4: Monitor Everything!
SEO,
Rankings
E-
Reputation
Free
$100+/
mth

25. Step #5: Amplify & Reach Out
SEO,
Rankings
E-
Reputation
Free
$100+/
mth
$$$!
(Ads, e-PR, Events)

26. Step #5: Amplify & Reach Out
FB REACH

27. Time Management: Outsource or Get Trained
1
Outsource everything
- Expensive: $5-15k website, $10-30k app, $2-5k social media & content
management…
- Professional quality & focus on YOUR business
2
Get Trained
- Ideal configuration: Marketing Assistant (Junior / Intern)
- Get part of the skills + Transferability

28. Why Content Rules
28

30. Content Best Practices: Trip In Asia

31. Content Best Practices: Trip In Asia

32. Content Best Practices: Trip In Asia

33. Content Best Practices: Trip In Asia

34. Content Best Practices: What are your Values?
1
Find your Brand Pillars
- Unique Value Proposition
- Values: independence, autonomy,
creativity, innovation
2
Embody your brand through content
- Multimedia: blog, pictures, video,
infographics
- Consistency: don’t change it every other
month

35. Content Best Practices: Editorial Planning
- What are your
campaign goals?
- What kinds of
content can help
you achieve it?
- When/how often
will content be
published

36. Content Best Practices: Content “Template"
70%
20%
10%
70-20-10 Rule
Remixed: from Web Reviews, links etc
Time Needed: 10-30 min
Original: Infographics, blog posts, opinion
Time Needed: 2-4h
Commercial: Infographics, blog posts, opinion
Time Needed: 2-4h

37. Content Best Practices: How To Come Up With Ideas
1
2
3
Some Pointers To Get You Started
Talk about your industry! Main trends, perspectives,
key people, and why YOU are different
Let people do your content. Do web reviews,
curate links, interview others
Identify a key topic, develop one long
piece/white paper, break it down into
smaller pieces like a series

38. Content Best Practices: Planning (Content)

39. Content Best Practices: Bringing Content Together
Blog
FB
Twitter
- Core Content, Calls To Action, SEO Friendly
- Pictures, Links To Website, Boost Posts
- Post as many times as you want, Ads
LinkedIn
- Post as many times as you want, Ads
DigitalPlatforms

40. Content Best Practices: Optimise with SEO
1
2
3
Create “Cornerstone” Content
Develop foundational articles rich in content and
links, one article one keyword
Highlight Key Words In Articles, Tags and
Image Tags/Details
Reinforce links and keywords

41. Content Best Practices: Optimise with SEO
SPECIALIST DENTAL GROUP

42. Social Media Best Practices: How It Works - FB
Promote Posts, Engaging With Audience
Share promotions
and invite
customers to
participate in
contests

43. Social Media Best Practices: How It Works - Twitter
Twitter Cards & Targeting

44. Social Media Best Practices: How It Works - LinkedIn
Account and Company Info
- Make your brand
vision clear with
your banner and
info
- Connect with
employees,
partners and
other brands

45. Social Media Best Practices: How It Works - LinkedIn
Sponsored Updates

46. Thanks!
Agence Tesla, a social media agency in Singapore and Paris
Martin.pasquier@agencetesla.com
Follow us on Twitter @agencetesla or www.agencetesla.asia
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