Post on 16-Apr-2017
05/03/2023 1
Launching and managing your social media pages
French Chamber of Commerce Singapore
October 2015
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IntroductionUsage & stats
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IntroductionLet’s see the parody!
• Moderation charter to be put on Facebook & social media platforms
IntroductionLet’s see the parody!
TRUE !
• it’s a new force in a new economy
• A teenager can do it
• Faking on social media is easy
FALSE…
• You don’t need to provide a value
• Social media cost nothing
• Faking on social media is useless
IntroductionSocial media in a nutshell
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IntroductionSocial media statistics & usage
Leads & customers can be anywhereAutomation can help « be everywhere »
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IntroductionSocial media as a source of traffic
A good social media strategy gives you 10-30% of your trafficTry compare the price of this traffic vs. other sources
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IntroductionSocial media in Singapore
Singapore is one of the most active country on FacebookHowever, media spend on Facebook in Asia is still very low
Average time spent per month• 20h active, 50h logged in• 38min per session
Average interaction per user per month• 20 updates• 39 likes, 30 shares
Average number of friends on FB• 372 friends• 80 Pages, events, groups
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IntroductionBest practices on Facebook
Take-aways : Mostly short & creative videos, including recipes tutorials
News and trends related content
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IntroductionBest practices on Facebook
Take-aways : 1 scientific news shared from their website, almost every hour, and introduced with a short
teasing.
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IntroductionBest practices on Facebook
Take-aways : Videos to bring fans « on board »
Engaging fans with pictures and quizzes (Guess Where?)
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IntroductionBest practices on Facebook
Take-aways : Human resource page with job offers, events for employees…
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IntroductionBest practices on Facebook
Take-aways : Photos, promos, daily life of the restaurant
1 comment of the day from post-it left by the customers on their wall
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IntroductionBest practices on Facebook
Take-aways : Beautiful photos, behind the scene videos, employees featured, job offers, quizz
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IntroductionBest practices on Twitter
Take-aways : Retweet of politicians and newspaper tweets
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IntroductionBest practices on Twitter
Take-aways : Sponsored posts are increasing the reach and can include a CTA button
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IntroductionBest practices on Twitter
Take-aways : Twitter is also used for customer relationship management (CRM)
Call center 2.0.
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IntroductionBest practices on Twitter
Take-aways : Tweets are usually lost in the mass
Twitter Ads are seen throughout the day to your target audienceYou can connect your Twitter & Facebook account
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IntroductionBest practices on LinkedIn
Take-aways : Job offers, company news and partnerships
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IntroductionBest practices on LinkedIn
Take-aways : Job offers, company news and partnerships
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IntroductionBest practices : conclusion
1. Be visual Behind the scene shots, featuring
employees, infographics…
2. Advertising is a must Only 6% of your fans will see your posts on
Facebook without advertising.
3. Be short Introduce your content in one sentence if
possible!
4. Show your personalityYour audience wants to see that there is
actually a person behind the logo.
5. But don’t only talk about yourself! Be an expert and help others find useful
information.
IntroductionHow often to post ?
It depends on the social network and on your content! No post is better than a bad post.
The more you post, the more you have a chance to be seen.
(Source: Constant Contact)
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Account creation & setupWhich type of account to
choose ?
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Account creation & setupA Facebook profile vs a page
Individual peopleFollowers & Friends
New feature: you can have people following you without being friend.
Good for public figures with no commercial use.
Business, public figures, causes…Your followers = Fans
You can create multiple pages using your personal profileNo need for a fake profile: pages admins are not seen and can easily be transfered.Statistics / insights Custom AppsBoost posts & campaigns
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CybersquattingMake sure your name is available and book it
Create accounts with your name on all social networksIt’s easy and you can redirect people on your updated accountsAnd you avoid cybersquatting in case you want to use it later!
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Account creation & setupLet’s work on it!
Objective: Create your Facebook, Twitter and LinkedIn pages
Time: 15 Min
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DistributionFrom the blog to social media
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DistributionThe 70-20-10 rule
70% is remixed•Web reviews, link sharing/commenting•Time needed: 10-30min
20% is original•Infographics, blog posts, opinion, itw•Time needed: 2-4h
10% is commercial•Flash sales, Referral, Seasonal, etc•Time needed: 1-2h with emphasis on Design (+ Ads)
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DistributionFormat of a tweet & Facebook post
140 characters max all included! In practice: 25c for a link, 23c for a picture, 10-15c for letting other users add a comment
Keep the main message to 75-80c « 5 easy #nutrition tips for #healthy living – Fill up on #vegetables ! » = 69c
Attractive visual
DistributionQuick reminder on content: sources
1
2
3
Talk about your brand! Your upcoming products, events, latest news on recruitment
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
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DistributionFlickr Commons & Google “free for reuse”
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DistributionFlickr Commons & Google “free for reuse”
33
Do use free tools to know what’s up in your industry:• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific
keywords• Twitter Search: a lot of people talk about your topics, it’s easy to get news
DistributionWhere to get ideas?
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DistributionCutting down posts into social media bites
Chasing the smallest possible unit of informationWriting posts so that they can give 5-10 social media bites
5 easy #nutrition tips for #healthy living – Fill up on #vegetables + pic + link to blog
5 easy #nutrition tips for #healthy living – Take it easy on the #fruit + pic + link to blog
5 easy #nutrition tips for #healthy living – be wary of nutrition and #protein bars + pic + link to blog
5 easy #nutritaion tips for #healthy living – Up the #protein + pic + link to blog
5 easy #nutrition tips for #healthy living – Drink more #water + pic + link to blog
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DistributionAdding a picture to the social media bite
To make it easier, think how you can upload pictures to your blog post with a format fit for social media (square for FB or 2:1 for TW)
Twitter:Profile pic: 400 x 400 pxCover photo: 1500 x 500
pxStream images: 440 x
220 px, Vertically centered with a radius of 2:1 No larger than 3MB(max 1024 x 512, 2:1)
Facebook:Profile pic: 180 x 180 pxCover photo: 851 x 315
pxApp photo: 111 x 74
Timeline: 1200 x 1200 px
Pinterest:Profile: 165 x 165 px (max 600 x 600 px)
Posts: 735 x any size px
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DistributionMentioning other users in posts
Mentioning brands or people will notify them of your messageOn Facebook and Twitter, it’s good to mention brands or people!
Using Facebook “as a Page”, look for Brands/Groups, Like them. Now, when you publish a message, you can mention the brand by adding @Brand (it will link your post to the page of the Brand)
With FollowerWonk, “Search Twitter Bios” and find users in yourTopic. You can easily mention their accounts in a tweet by adding“@” before their name. Hi @NutritionStar, hope you’re fine!
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Account creation & setupLet’s work on it!
Objective: Find 10 news interesting for your audience
Time: 15 Min
DistributionEditorial Calendar
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Account creation & setupLet’s work on it!
Objective: Complete your editorial calendar with your first posts
Time: 15 Min
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DistributionScheduling the social media bites
Let’s login to Hootsuite!Schedule tweets, FB posts, LK updates
You can publish one bite several times (up to two times on FB, up to 3-4 times on TW)
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DistributionScheduling the social media bites
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DistributionAdd a stream
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DistributionSchedule your messages in Publisher
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Account creation & setupLet’s work on it!
Objective: 1. Create your account on Hootsuite 2. Add 2-3 streams3. Scheduling your posts
Time: 15 Min
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DistributionUse Hootsuite to reply people
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DistributionUse Hootsuite to follow other accounts and retweet in one click
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Moderation & MonitoringYour terms & conditions
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Moderation & MonitoringSocial media monitoring
Social media listening for telecom companies in Singapore in March 2015.
Peak of conversation after the Gushcloud smear campaign revelations and simultaneously the new illimited data plan promised by MyRepublic.
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Moderation & MonitoringThe social media charter
• A social media charter has no legal value• It’s still important to have one as it shows
you know the rules of being on social media, and put a frame on whatever people can do on the page
• You can easily grab an existing charter online (cf. Alstom pictured)
• Can be published as a Post (post can linked to), or in the “Long Description” box of the About section of the Page
• It can also be published on the website and linked to on Facebook and other social media
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Moderation & MonitoringFAQ and response management
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Moderation & MonitoringE-mail notifications whenever something happen
• Never leave a social media message unanswered• Use e-mail notifications to be sure
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Moderation & MonitoringSet up Alerts
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Account creation & setupLet’s work on it!
Objective: Answer the 3 most frequent questions you have
Time: 15 Min
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Promotion & ContestsRecruiting & engaging your
fans
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Promotion & ContestsContests before : Apps
Created because contests on newsfeed was forbidden by Facebook a few years agoNow it’s outdated because not mobile friendly
More time consuming, requires designBut good way to get emails / contact details because they have to complete a form
Photo contests, quizz, polls, instant wins…
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Promotion & ContestsContests today: Comments contests
Participate to contests by commenting ! It’s simple, easy to design and mobile friendly
You get the contact details to send the gift by answering the comments
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Promotion & ContestsCreating a first pool of fans
• Reminder: nothing will happen on Facebook without ads• Step #1: create a first small, very targeted audience with ads
• Ads can be created from scratch or just let Facebook transform your Page or your posts into ads (easier to begin with)
• Beyond 5k fans, more options appear (including Post split: display posts only to a sub-segment of your audience)
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Promotion & ContestsCreating a first pool of fans
Three ways to run a Facebook campaign to recruit fans:
• The easy way, from the Page directly. Less targeting options (Region, Age, 4-10 Interests), no design options
• The middle way, from facebook.com/ads/manage. More targeting options, more design options
• The hard way, through the Power Editor. All targeting & design options + easier optimisations
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Promotion & ContestsPromoting your posts and drive traffic back
• Now that you have a pool of fans, be sure whatever you post is seen by them• Boost Post whenever you want (recommended: 1 day, $5 to $15)
• See results in Google Analytics and on the Post itself
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Promotion & ContestsPromoting your posts and drive traffic back
With just 10$, you can already reach 700 to 2000 people !
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Account creation & setupLet’s work on it!
Objective: Boost one of your post : - select the right audience- select the budget & timing
Time: 15 Min
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THANK YOU!
Agence Tesla, a social media agency in Singapore and ShanghaiMartin.pasquier@agencetesla.com
Follow us on Twitter @agencetesla or www.agencetesla.asia
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