BRANDED CONTENT& How To Nail Facebook Marketing

(This talk given on 27th November at PR Asia 2014 at Four Seasons Singapore)

1. The Problem

- Why do I have so little Facebook page likes?

- How do I get more visibility on Facebook?

- How come I have to spent so much $$$ to promote

posts with little results?

ISN’T FACEBOOK JUST FRUSTRATING?

If you’re thinking...

You’re doing it wrong.

And someone else is

gaining from your lost

market share.

You need to ADAPT. 100% organic reach

This is an ADVERTISEMENT.

The First Page Of The Internet

Portals > Search > Facebook/Mobile

(1990s) (2000s) (2010s)

Fact: Consumer Consumption Patterns Change. Online Marketing IS Facebook marketing.

> >

2. How? Content is King.

Content ties

everything in the

digital marketing

together.

BUT, a King cannot

rule alone.

Source: Jason Acidre

How? Sharable Content makes the Kingdom(On Facebook at least, branded sharable content thrives)

http://www.wired.com/2014/08/i-liked-everything-i-saw-on-facebook-for-two-days-heres-what-it-did-to-me/

Paid

Advertising

Branded

ContentShort-term Long-term

Expensive Cost Effective

Low reader value High reader value

Intrusive Pleasant

Invisible Visible

Low chance of virality High chance of virality

Little impact on brand value Increases brand value

3. Solution: Use Bloggers / Publishers

Content

Creators*

*The driving force of

branded content

How To Identify Bloggers/Publishers- Use www.similarweb.com to evaluate traffic.

- This strategy REQUIRE

a high Faceboook following

Top Blogs like

ieatishootipost

have over 150k

traffic monthly

Top publishers like

Timeout have over

250k traffic monthly

4. Engage And Watch Your FB Reach Explode

Advertisement

For Mobile App

1,307 organic

shares

286,464 organic

reach

Advertisement for

Changi Airport Group

3,267 organic shares

PARKROYAL Advertisement

993 shares

103,648 people reached

353 comments

Far East Hospitality

Advertisement

6337 shares

The figures in the previous slides are, MEASURABLE, DRIVE REAL RESULTS and

REVENUE and are LONG-TERM AND PERMANENT SOLUTIONS.

When executed well, Branded content trumps over Paid Advertising in every aspect.

Here’s another look!

Paid

Advertising

Branded

ContentShort-term Long-term

Expensive Cost Effective

Low reader value High reader value

Intrusive Pleasant

Invisible Visible

Low chance of virality High chance of virality

Little impact on brand value Increases brand value

Thank YouFor Listening!

This slide was prepared for PR ASIA 2014 by

Bryan Choo, Managing Editor of TheSmartLocal.com.

Find out more about the branded campaigns TheSmartLocal runs

bryan.choo@thesmartlocal.com

http://www.thesmartlocal.com/advertise