Which social media platform you should be considering for your brand? The social media platforms offer different approach for your brand. This deck may help you understand which social media platform can add value along with when and why to use them.

1. Social Media
Which platform to use

2. MYTH BUSTING
PEOPLE WANT TO ENGAGE WITH BRANDS
• Less than 10% of people want to participate or co-create with a brand online*
• 30% of people are only interested in the lowest level of engagement*
• 50% are open to passive consumption of branded content*
PEOPLE WANT TO HEAR FROM BRANDS DAILY
•It’s increasingly difficult incite interest and cut through the onslaught of daily content people receive.
•Brands who over-share can turn people off and be seen as ‘spammy’ and annoying.
•40% of people ignore advertising from a brand they’ve had a poor participation experience with. 35% stop buying the brand.*
SOCIAL MEDIA IS FREE
•With ever-changing algorithms and channel growth, social media has become “pay to play”. Organic Facebook reach is approaching
zero (currently at ~3%). (HubSpot)
•Brands can drive reach and targeting by allocating media spend across channels for “always on” and campaign specific content.
•Content creation, community management, social ads, listening and measurement all factor into the total costs to deliver social
relevance.
YOU CAN’T MEASURE ROI FROM SOCIAL MEDIA
•Social media’s impact on business results are extremely measurable.
•Set objectives and set KPIs from the outset across each channel and understand how different pieces of content will contribute.
GOOD IDEAS WILL ALWAYS TAKE OFF
•Timing, context and cultural relevance impact the success of content and social ideas.
•There is no silver bullet or magical recipe for social success and what worked last time, may not work next time.
•HOWEVER brands who look beyond themselves to their audience and cultural trends will have a better chance of creating something
meaningful.
•Interesting content is one of the top three reasons people follow brands on social media. (NewsCred)
] Applies to interested buyers. These are
even lower for people out of market.

3. ENGAGING IDEAS
CREATE FOR PEOPLE, NOT FOR BRANDS
•Successful content springs from a compelling idea that connects with people’s passions, needs, or
dreams.
•Brands will attract people by focusing on content that is important to their life and culturally
relevant, and less on what’s important to the brand.
LOW BARRIER TO ENTRY
• People respond to minimal effort and highly interesting ideas
• The best ideas are passive and consumption-led
• 68% of people are likely to engage…. but only if it doesn't ask anything of them*
EQUAL VALUE EXCHANGE.
People resent brands that waste their time or ask them to do their jobs for them. Content should
aim to:
•Reward or Add-Value: Elements that enrich peoples days or lives.
•Entertain: Make people laugh, smile or feel
•Interest: Provoke, spark, intrigue. Make people think.
ORIGINALITY
•Ideas that are unique, risky and unproven will standout and deliver more ‘thumb stop’ moments
•30% of marketers plan to increase their original assets in 2015 (Social Examiner - Social Marketing Report,
2014)
MAKE A CONNECTION
•Participation is the result of a connection, not the driver.
•65% of Australians hold back on brand participation because they don’t want to be served more
ads or tracked online.*

4. BEST PRACTICES
UNDERSTAND HOW CHANNELS ARE BEING USED
QUALITY OVER QUANTITY
• Brands need a steady stream of content to avoid big spikes of activity
and dormancy, however, quality and relevance should always be
evaluated.
• Create content with a purpose, not content for the sake of content.
MEASURE. ADJUST. REPEAT.
• Set channel and content KPIs at the outset.
• Measure and adjust strategy regularly.
CHANNEL HOW AUSSIES ARE USING IT
Facebook
To connect with friends and family. Find and share
the daily news and entertaining content.
WhatsApp
To connect and communicate. To use as support
channel.
Instagram
To escape from an otherwise cluttered online space
to a world of beautiful images
YouTube
To be entertained or educated for a few minutes or
hours. Getting drawn into the YouTube tunnel of
“mover videos like this”
BRAND CHANNEL
BE AUTHENTIC
• Stay true to your brand purpose, values and
personality.
BE RELEVANT AND INSIGHTFUL
• Put people, their needs and their behaviour at the
centre of ideas and channel planning.
• Understand what’s going on in culture that could
impact or strengthen your idea.

5. CONTENT IN-FLIGHT
AUDIENCE
BRAND
CULTURE
Channel Optimisations
- Length, copy, #, frequency, timing, CTAs, etc.
TARGET
PAID
STRATEGY
SEEDING
FURTHER
OPTIMISE

6. EHRENBERG BASS PRINCIPLE
When we look at the data, what works in branding is surprisingly simple - Making the brand easy to buy,
by maximizing it’s physical availability and creating an attractive and memorable set of distinctive brand
assets; sensory and semantic cues such as colours, logo, packaging, overall design, tagline and celebrity
endorsments that make the brand easy to like, memorize and recall.
SEVEN RULES FOR BRAND GROWTH – scientifically driven
1. Continuously reach
2. Ensure brand is easy to buy
3. Get noticed
4. Refresh and build memory
5. Create and use distinctive brand assets
6. Be consistent
7. Stay competitive

7. EHRENBERG BASS PRINCIPLE
When we look at the data, what works in branding is surprisingly simple - Making the brand easy to buy,
by maximizing it’s physical availability and creating an attractive and memorable set of distinctive brand
assets; sensory and semantic cues such as colours, logo, packaging, overall design, tagline and celebrity
endorsments that make the brand easy to like, memorize and recall.
SEVEN RULES FOR BRAND GROWTH – scientifically driven
1. Continuously reach
2. Ensure brand is easy to buy
3. Get noticed
4. Refresh and build memory
5. Create and use distinctive brand assets
6. Be consistent
7. Stay competitive

8. APPLYING EB PRINCIPLES TO CHANNELS

9. IMPLICATIONS FOR SOCIAL PLANNING
FROM TO
OBJECTIVES ENGAGEMENT FOCUSED REACH AND ACQUISITION
FREQUENCY MONTHLY CONTENT CALENDAR CAMPAIGN LED
ACTIVITIES NICHE TARGETTING MASS AWARENESS
MEDIA SPORADIC CONSISTENT
CONTENT TO FILL A CALENDAR ORIGINAL, QUALITY, SELECTIVE, PURPOSEFUL
BRAND CENTRIC AUDIENCE CENTRIC

10. HOW HONGKONGers ARE USING SOCIAL CHANNELS
50% of us connect
with friends and
family.
Find and share
news and
entertaining
content.
97% of millennials
are active on
Facebook.
Most frequently
used social channel
in Hong Kong
Educates or
entertains for a few
minutes…or hours.
More than 90% of
HKers are active
users.
Predominantly used
for watching and
sharing videos
versus social
conversation.
47% use WhatsApp
to connect with
friends and family
Most preferred 1 to
1 communication
channel
Public relations are
very active on
WhatsApp.
40% higher
response and
satisfaction rate
from customer
Used to escape into
a world of inspiring
images.
54% of millennials
are active on
Instagram.
Steady channel
growth in the last
12 months.
Among the fastest
growing social
channel with
youths in HK.
23% connect
through Wechat
Multi-purpose
application
offering,
communication,
services,
entertainment
97% usage in China
Tier 1 cities
Growing fast in HK
due to popularity in
China

11. ROLE OF SOCIAL CHANNELS FOR US
MASS REACH & AWARENESS
EDUCATION / ENTERTAINMENT
COMUNICATION
INSPIRATION
SALES / ENTERTAINMENT

12. ROLE FOR SOCIAL CHANNELS
SUPPORT BRAND AND
PRODUCT CAMPAIGNS
(AMPLIFICATION AND
REACH)
DRIVE CONSIDERATION
FOR THE BRAND AND
REAPPRAISAL OF THE
CATEGORY
(REGULAR
COMMUNICATION
AND TARGETING ACROSS
BRANDS)
SUPPORT BRAND NEWS
FOR THOSE w/o SOCIAL
CHANNELS
(INCREASING UNIQUE
REACH &
AMPLIFICATION)
1 2 3

13. CHANNEL RECOMMENDATIONS
ROLE
Set up and use as
primary
social driver for mass
reach. As available
Set up branded
channels, organize and
use to host and drive
discoverability of videos.
~ 3 months
Set up as a
communication
channel for PR and
Careline. ~ 3 months
Set up and use to drive
more creative
connections with our
millennial audience.
~3-6/month
Setup as branded
channel for E-
Commerce and explore
entertainment
possibilities. ~3-
6/month
FORMAT Stills and video Video (any length) Audio and text Stills and video (15s) Branded Wechat page
MEDIA
Work with media to
deliver highest reach
and regular delivery of
content within the
budget of each
campaign.
Work with media to
ensure
search/discoverability is
high, and hero content
receives paid support.
NA
Work with media to
identify opportunities for
FB and Ig ads that can
work together within
budgets.
Work with media to
ensure search,
discoverability is high.
LINKING
Link back to our
website(s) where
applicable.
Create consistent linking
and tagging for all
videos in accordance
with best
practice.
Link back to
Careline/Help section
of the website, etc.
Create link in bio that
drives to social landing
page which will house
links to specific content
pieces, etc.
Link to all other E-
Commerce outlets as
well as back to related
brand product sites

14. THANK YOU
shehris@yahoo.com
Linkedin: au.linkedin.com/in/nadeemamin
Twitter: @eQu8ion