Learn how to... 1) Master the art of social media engagement 2) Set up your content engine 3) Get your content seen 4) Be insanely obsessed with results

1. learn everything you need
to know about social media
in 2 hours
sg.linkedin.com/in/rachelsiah
rachel@brckts.com
@brcktssg

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3. a digital storytelling collective

4. brands I have worked with
National Day Parade 2015

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what really is
social media?

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it’s not about
Facebook or twitter or instagram

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it’s about
being
where
people
are

10. “COMMUNITY”
Not a website. Not another promotional channel.
But an evolving and enduring home base for like-minded people to come together.
Where people are used to having conversations year-round, and not for 3 months or a day.
the mindset for social brand

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the mindset for social brand
BE HUMAN!
be delightful!

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MY POV ON THE ROLE OF SOCIAL
A complementary piece of
your BRAND BUILDING efforts
A force multiplier to
conventional MARKETING
initiatives
Another avenue to
demonstrate your natural
commitment to SERVICE

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before you start, you need to know……
• What you want to achieve?
• who is the designated doer?
• how are you measuring performance?
• who are you speaking to? think of your audience first and always.
• where are your fans?
• what do we want to tell them?
• what will inspire them to action?

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and……
• remember you have no clue what you’re doing as anything can happen
• there is no universal social media strategy
• change it till you find the best ways to meet your goals
• have the ability to adapt fast
• social media can’t fix a bad product/service/management

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master the art of social media engagement1
set up your content engine2
be smart about content amplification3
be insanely obsessed with results4
get ready to……

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master the art of
social media engagement
1
Understand behaviours • viral marketing • community management

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master the art of social media engagement |1 Understand behaviours

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master the art of social media engagement |1 Understand behaviours
1%

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master the art of social media engagement |1 Understand behaviours
1%

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master the art of social media engagement |1 Understand behaviours
9%

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master the art of social media engagement |1 Understand behaviours
90%

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master the art of social media engagement |1 Understand behaviours
1% 9% 90%
TIME ACCESS ENTERTAINMENT

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master the art of social media engagement |1 Understand behaviours
1. Keep in touch
2. Stay informed
3. Validate self existence
4. Fear of missing out

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master the art of social media engagement |1 viral marketing
Creativity
conformity
challenge
charisma
cheating
the secret sauce to
get people talking

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master the art of social media engagement |1
Creativity
viral marketing

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master the art of social media engagement |1
Creativity
viral marketing

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master the art of social media engagement |1
Creativity
1. They created a video for the 90s
2. They created story behind the story
that would appeal to the 1s and 9s
3. Launched with cheating and PR
efforts
viral marketing

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master the art of social media engagement |1
Conformity
viral marketing

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master the art of social media engagement |1
Challenge
viral marketing

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master the art of social media engagement |1
Charisma
viral marketing

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master the art of social media engagement |1
Cheating
viral marketing

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master the art of social media engagement |1
conformity + challenge + charisma
???
viral marketing

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master the art of social media engagement |1

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master the art of social media engagement |1 community management
Posting to a public audience, it is important to be prepared for any possible crisis
situations that may occur. There are different ways to respond to varying feedback
or remarks that may be posted, and some of them include:
Type of comment Our stance What to do next
Positive Feedback Be appreciative Post a ‘thank you’ that accepts the positive feedback with gratefulness and
humility.
Negative Feedback Listen and be gracious Apologize and find out if anything can be done to rectify the issue. Provide an
email address or customer support address for consumers to send their grievances
to.
Questions Review and answer Search for accurate answers before answering the question. When posting an
answer, keep answers humble and direct them to a link where consumers can get
more information.
Defamatory Remarks Review and hide Review the remark and see if other consumers comment favourably on our behalf.
Otherwise, hide the post.
Racist Remarks Take a stand for racial
equality
Review the remark and see if other consumers comment favourably on our behalf.
Otherwise, post a response to take a stand for racial equality.
Strong Language Review and hide Review the remark and see if other consumers comment favourably on our behalf.
Otherwise, hide the offending post.

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master the art of social media engagement |1 community management

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Key takeaways:
• understand what behavioural type you are talking to
• understand what triggers their different behaviours
• focus on tactics and optimisation rather than a grand idea
• build a community response matrix

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set up your
content engine
2
content research and curation • content creation • Content Planning

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set up your content Engine |2
content research and curation
Know what the community is saying & what interests them to drive compelling content

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set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
content research and curation2

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set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
content research and curation2

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set up your content Engine |1
content research and curation
Know what the community is saying & what interests them to drive compelling content
2

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set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
content research and curation2

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set up your content Engine |1
Know what the community is saying & what interests them to drive compelling content
content research and curation2

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Key takeaways:
• don’t assume what they like and share
• stay alert; be proactive
• be the subject matter

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set up your content Engine |1 content planning
consider the various needs when creating content
2

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set up your content Engine |1 content planning
have a clear mind on your brand personality
2

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set up your content Engine |1
understand the different platforms for content differentiation
content planning2

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set up your content Engine |1
if you
fail to
plan,
you plan
to fail!
content planning2

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set up your content Engine |1
be clear what’s your communication task at each phase
content planning2

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Key takeaway:
marathon vs sprint

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set up your content Engine |1 content creation
build for feed:
• Create authentic posts that
resonate with your audience,
which is how you will ensure
your ideas reach the people
that matter, at scale.
• Have real, authentic
conversations with the people
who are inclined to love you.
They’re just waiting to have a
conversation.
2

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set up your content Engine |1 content creation
When creating new content, there are
four key principles to consider:
Stories and facts
Atomized content
be a thumb stopper
Content franchises
Combining these principles can help you
deliver your story to the right people, at
the right time.
2

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set up your content Engine |1 content creation
Stories and facts
2
To make your brand memorable,
start with a story—the right story
—to share with your audience.
Remember, you have a unique
opportunity to share in their
personal moments. Make the
most of it by telling stories that
resonate with who they are.

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set up your content Engine |1 content creation
atomized content
2
It’s impossible to create engaging and meaningful content
365 days a year. That’s why telling a story and creating
atomized content are so important. Instead of an assembly
line, cranking out product day after day—or an ad campaign
whizzing by post after post—atomized content is more
memorable, and, thus, more effective.
Atomized content means creating high-quality stories that
resonate, are a part of a whole, but can stand alone. You
don’t need to post multiple times a day, or even every day.
While your brand will determine how often you should be
posting, don’t overload your audience. Focus on quality over
quantity.
Finally, not everyone will see every post every time. Your posts
need to live on their own, but still tie into the entire brand.

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set up your content Engine |1 content creation
be a thumb stopper
2
Did you know that Facebook has 1.32 billion users?
Or that 79% of people have their phone near them for
all but 2 hours of their waking day? Or that people
return to Facebook on average 14x a day?4 When you
consider these 3 facts, you begin to see why it’s so
important to stop the thumb.
To create thumb friendly content you have to be aware
of the fact that our thumbs are our new remote
controls—complete with stop, start and fast forward
buttons. You need to stop thumbs from scrolling. But
how?
First, create stories with pausing power. Get your
audience’s attention. Cadbury Creme Egg does this
brilliantly. The posts are interesting and compelling—
you naturally want to know more.

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set up your content Engine |1 content creation
content franchise
1. thematically linked
2.ownable
3.repeatable
2

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set up your content Engine |1 content creation
content franchise
1. thematically linked
2.ownable
3.repeatable
2

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set up your content Engine |1 content creation
design and visual stimulation
tip: 80/20 rule
2

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set up your content Engine |1 content creation
design and visual stimulation
single focal point.
don’t try to say
too much.
2

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set up your content Engine |1
“ROAM”
content creation2
Readers: Who is the audience?
Before writing anything, visualize your readers. When you write “you,” who are you thinking of? Different audiences require different tone and different content. For example, if
you write upward (to your boss, to a professor), you’ll typically write more briefly, while if you write downward (to your staff, to high school students) you can include more
detail. A blog post for cattle ranchers will read far differently from a blog post for interactive marketers. If you don’t know your readers, how can you write anything?
Objective: What are you trying to do?
Even if you’re sure who you’re writing for, why bother? Your objective is the change you wish to create in the readers. Do you want them to feel favorably about a political party?
To learn the steps to change an oil filter? To fund your project? To feel joy? Each element of your writing should guide the reader toward the objective. Cut anything that
doesn’t get them closer to that objective. If you don’t know your objective, how will you know what to include?
Action: What do you want the readers to do?
Once your reader is done, what will she do next? Objective and action are related, but not identical. The objective describes the change in the reader, while the action is what
the reader actually does: voting for the candidate, changing the oil filter, budgeting for the project, sharing the joyful writing with others. Compared to objectives, actions are
easier to spot and to measure. If you don’t know the action you seek, how will you know if you succeeded?
iMpression: What will they think of you?
Objectives and actions may be fleeting, but impressions last. The impression is the meta-message; it’s what the writing says about you, and it determines the future of your
relationship with the reader. Do you want your readers to think of you as smart? Trustworthy? Witty? If you don’t know the impression you hope to create, how will you know
what style to write in?

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Build creative with the
end result in mind.
Key takeaway:

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be smart about
content amplification
3
ad units • Ad targeting • ad bidding

65. ‘just push publish’
Isn’t a viable strategy.
Unless you are Buzzfeed OR Justin Bieber.
It doesn’t matter how great
your content is if nobody ever
finds out about it.
be smart about content amplification3

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Extend reach via content distribution, seeding and amplification to drive scale and impact
be smart about content amplification13
https://www.facebook.com/
business/ads-guide/

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be smart about content amplification13

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be smart about content amplification13

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be smart about content amplification13

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be smart about content amplification13

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be smart about content amplification13

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be smart about content amplification13

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be smart about content amplification13

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be insanely obsessed
with results
4
roi • best time to publish

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“social media is like teen sex.
everyone wants to do it.
nobody knows how.
when it’s finally done there is
surprise it’s not better.”

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be insanely obsessed with results4
there seem to be a lot of qualitative benefits:
• awareness
• Loyalty
• trust
• passion
• interaction
…but you’ll probably be told that stuff is hard to measure

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be insanely obsessed with results4
know which needles
you want to move and
how to keep track
• Be strict an choose
metrics that translate into
a business context for your
organisation.
• Ignore meaningless vanity
metrics such as # of
followers

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be insanely obsessed with results4
define your success metrics

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be insanely obsessed with results4
compare with benchmarks

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be insanely obsessed with results |14 best time to publish
peak: wed 3pm
prime: weekdays 1-4pm
dead zone: 1-8am
peak: wed 3pm
prime: weekdays 1-3pm
dead zone: fri PM
source: fast company

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let’s put what
you’ve just
learnt into
practice! :)

83. thank you
questions?
sg.linkedin.com/in/rachelsiah
rachel@brckts.com
@brcktssg