Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More...

Creating

Contagious content on social media

Clement Wong, managing director

Hello,

Im Clement Wong

I WORK IN

Hello, Im Clement

Wong

Retail Brands use us for

measurable engagement solutions on social media

BY THE END OF THIS

PRESENTATION, YOU WILL

LEARN...

3 tactics to

spike the volume of

engagement

All Rights Reserved. Copyright Social Metric Pte. Ltd.

Receive a breakthrough number

of shares in your content

...even on a slow news day

Gain an influx of

targeted, engaged, Ready

fans that buy not once, not twice, not thrice,

but whenever - under your command

THE WAY WE CREATE CONTENT

IS UNDER ASSULT...

THESE 3 HAZARDS IN OUR

LANDSCAPE IS DESTROYING HOW

BRANDS TRADITIONALLY CREATE

CONTENT...

The

landscape

1

ANGSTY

ANGRY

VERY

SOPHISTICATED

CONSUMERS

CONSUMERS KEEP BRANDS

TRUTHFUL TO THEIR REALITY

LIKE THIS...

THIS WENT VIRAL... HOWEVER...

OR NOT VIRAL, AS SEEN WITH

THIS POST...

RANDOM BRANDED CONTENT

LOW ENGAGEMENT FROM CONSUMERS

1 LIKE ON A CORPORATE PAGE

PERHAPS?

MORE RANDOM CONTENT

NEWSJACKING

FAIL?

NEW JACKING ERROR FIRST EVER

RIOT IN 30 YEARS IN SG AND THIS?

SOCIAL

MEDIA

CRISIS

COST

RISING

2011 Symantec N=1225

SOCIAL MEDIA INCIDENTS COST

$4,000,000.00 OVER 12 MONTHS.

REDUCED

STOCK PRICE

LITIGATION

DIRECT

COSTS

DAMAGED

BRAND

ITS FRUSTRATING...

HOW DO WE SOLVE THESE

CONTENT CHALLENGES?

WE GO BACK TO OLDEN DAYS...

BEFORE SOCIAL MEDIA,

BEFORE EMAIL,

BEFORE INTERNET...

WE GO BACK TO...

OUR HEADS.

The

biology of contagious content

2

3 type of neurons will

change the way brands

create content

The

reticular

activation

system

The RAS activates when

we notice more red cars

after buying A RED CAR.

The

mirror neurons


THESE NEURONS...


Makes empathy possible AND...


Places us in the shoes of others

LAST AND MOST

IMPORTANTLY...

The

information dj neurons

h:p://newsroom.ucla.edu/portal/ucla/how-the-brain-creates-buzz-247204.aspx h:p://pss.sagepub.com/content/early/2013/05/23/0956797612474670.abstract h:p://www.psychologicalscience.org/index.php/news/releases/how-the-brain-creates-the-buzz-that-helps-ideas-spread.html


THESE INFORMATION DJ

NEURON IN US ALWAYS

ASK...

What do people/my

network value?

would they like/value this

piece of information?

h:p://newsroom.ucla.edu/portal/ucla/how-the-brain-creates-buzz-247204.aspx h:p://pss.sagepub.com/content/early/2013/05/23/0956797612474670.abstract h:p://www.psychologicalscience.org/index.php/news/releases/how-the-brain-creates-the-buzz-that-helps-ideas-spread.html


SO AS A BRAND.

WHAT CAN WE DO?

HOW DO WE...

create content that help people be the

life of the party?

And this is what

our methodology

does...

The

methodology

3

This tactical

framework

will give you

Bathroom designed by Peter Hayward from the Noun Project

More fans

Love designed by Stephanie Wauters from the Noun Project

More engagement

Shopping Cart designed by Alexander Wiefel from the Noun Project

More sales

Introducing

Trending triggers

Advise

amplify

Anger

Fear

anxiety

Inspire

Heartfelt

amuse

contagious content framework

Lets focus on one

aspect

Its all about adding

value

THERES 3 TYPES OF

SOCIAL ASSETS.

Trending triggers

Advise

amplify

Tactic 1

trending triggers


Remember this part

of the brain?

The

reticular

activation

system

The PART WHERE we

notice more red cars

after buying A RED CAR.

If its top of mind because

of our head...

THEN IT WILL BE

TIP OF TONGUE

Example during Chinese new

year

Most brands

do this...

SO BORING.

SO MEH..

SO UNSHARE-ABLE.

The information dj in us knows our network doesnt

value such content during chinese new year

How do we create

content?

That the information dj in all of us will share?

FOR A POST TO GO VIRAL

DURING CHINESE NEW YEAR

the brands post must be

valuable & useful during

cHINESE NEW YEAR...

So we did a post...

That help people

During

chinese new year

This post went

viral in 2 hours

Trending triggers examples

Whilst other brands

didnt

Because it made the

information dj in the

person who celebrates

chinese new year go...

ooo. This is

interestingMy network would it

like too.

Other great examples

(during the haze period)

OREOS ALWAYS FUNNY.

THIS POST WAS SHARED

800 TIMES AS THEY GaVE

FREE CABLE TV access

during haze.

THE INFORMATION DJ IN US

WILL GO, HEY, MY

NETWORK WILL LIKE THIS

PIECE OF INFORMATION.

SCOOT WAS BEING SCOOT.

Everyone loves discount.

And this was in line with

haze as people wanted

to escape the haze.

The one THAT didnt

go viral...

Trending triggers examples -negative

I STILL DONT GET IT...

And this one went

viral for all the

wrong reasons...

Trending triggers examples -negative

Why? Cause it feels

opportunistic.

It went viral as the

information dj in us will

add our critique...

And we believe that our

critique will resonate and be

valued by our network.

Therefore negative virality

Tactic 2

advise


What if we ride

trending triggers and

share advise?

Double dose of power?

3m AND US DID IT during

the haze period

Advise examples

While other brands

news jack, we gave

advice...

We shared information

that was extremely

valuable to the

community

And the community

responded...

That was just one

post, how about the

whole campaign?

these were the

Quarter on quarter

results of this brand

awareness campaign...

results

Engagement

20%

Organic reach

218.5%

Viral reach

318.5%

But... What if its a

slow news

day/month/year?

You can still advise.

Like this...

Advise examples

THAT POST RECEIVED 1,000

SHARES even though it had

8,000 PAGE LIKES at that

time.

WHY? THAT POST

RESONATED DEEPLY WITH

THE MARKETS

INFORMATION DJ

And people shared it.

NOT ALL ADVICE ARE

EQUAL...

REMEMBER THEM?

ANGSTY

ANGRY

SOPHISTICATED

CONSUMERS

SOPHISTICATED

CONSUMERS HATE ADVICE

THAT IS NOT

ACTIONABLE...

Advise examples - negative

No engagement...

LESSON?

ALWAYS GIVE SNAPPLE

BOTTLE CAP, IMMEDIATE,

ACTIONABLE ADVICE.

Tactic 3

amplify


REMEMBER the

information dj?

HE HAS A community.

Friends,

followes,

fans...

They...

LIKE WHAT HE LIKES.

DISLIKES WHAT HE DISLIKES.

AND HAVE POSSIBLY SAME

IDIOSYNCRACRIES

HOW CAN THE BRAND GIVE

CONTENT THAT THE

INFORMATION DJ WILL

SHARE?

Brands can do this by

Alleviating the status

of the dj and his

community

DOES THIS WORK?

ON A YEAR TO YEAR BASIS..

THeSe WERE THE RESULTS

GENERATED

results

Engagement

300%

Cost per lead

50%

OTHER EXAMPLES YOU

MIGHT have seen...

HOW ELSE DO WE AMPLIFY

STATUS?

WE TELL THE STORY OF

THESE PEOPLE.

WHY DOES THIS WORK?

CAUSE OF THESE NEURONS

we spoke about

previously...

The

mirror neurons


Some examples...

After engaging the

audience on a day to day

basis...

How do we convert

these fans into

customers?

We do...

Purposeful

posting

4

Purposeful

posting

Its always

a journey

Everyone follows a

story...

Before we launch a

purposeful posting

campaign. I assume...

foundations

All intact.

funnels

All ready.

All set.

Some more examples of Irresistible

Offer

Free gifts with purchase

Low price trial

Offer installment

No upfront payment

First product / service free (best if its continuity)

Social Proof

Throw in guarantee

Scarcity + Urgency

This is the 4 step

process for purposeful

posting.

z STEP 1: BIG IDEA

STEP 2

Why is the FEATURE so important to your target audience?

STEP 2:

YOUR UNIQUE VALUE PROPOSITION

STEP 3: TEASE

AND TEST FOR COMPLIANCE

STEP 5

STEP 4: PRESENT OFFER

Heres the examples...

3m wanted to create a

journey for people to

discover what makes an

original 3m mask.

The brand wanted people

to avoid the fake masks

and wanted to build

more consumer loyalty

CASE STUDY PURPOSEFUL POSTING

The end result?

Consumers got a deeper

insight on the brand and

what it stands for.

Lets do a

sales campaign for the

next example...

CTC wanted to drive

sales before the annual

travel show.

We started to sell the

big idea...

Then we communicate the

unique value proposition

against their competitors

(online travel agencies)

We tested for compliance

and get people to raise

their hands

Then we push for the sale!

Results?

This generated

approximately S$200,000

in 2 months.

And thats the our

sharing.

To recap...

Challenge

Implement and email me at

[email protected] on

your results and challenges

More than happy to assist.

Thank you

Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More...

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Transcript of Creating Contagious Content On Social Media: What Retail Brands Must Do To Get More Fans, More...