Reconnections contentis king_25072013
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Social Media (Re)Connection
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Content is (still)
Why is that. Some inspiring examples. Some steps.
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Oreo
24-July Interactions: * 1,005 likes * 65 shares * 8 comments
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16-July Interactions: * 68,985 likes * 12,106 shares * 1,247 comments
Topic Trending Sweet Spot
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Interaction Why is that important?
Edgerank is an algorithm used by Facebook to determine where and what posts appear on each individual user’s news feed in order to give users relevant & wanted content.
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Low / Negative Interaction = Lowered Edge Quality
= Less page visibility, reach, eyeballs etc.
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The Relevance?
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In 2011, Singaporeans spent 38 minutes 46 seconds* on Facebook/session. Today, we still do spend a lot of time on it. (But, you already know that.)
Source: Experian
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So, what happens when bad edge gives you bad numbers?
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You assemble in the
War Room…
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Lines are drawn!
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Eureka, I have an idea!
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… Call the AGENCIES!
ATL BRAND ACTIVATION MEDIA DIGITAL
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… Call the AGENCIES!
Plan is set.
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Life returns to normal.
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What happened there? (It’s just one of many examples…)
Panic. Reactive Campaign. Lost time. Unforeseen expenses.
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Low edge
Reactive campaign
Reactive campaign
Increased edge
Increased edge
Lowering edge
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Consistent Better Content = Better Edge
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No Rocket Science.
Content applies to all platforms. Its just more obvious in the social media realm.
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Making Content that is King.
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OCBC Bank
20-March Interactions: * 790 likes * 57 shares * 14 comments
Started 9-months ago, now the most engaged Financial services page in Singapore.
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17-June Interactions: * 460 likes * 12 shares * 10 comments
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23-July Interactions:
* 786 likes * 14 shares
* 15 comments
Topic Bank on Branded Content
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Wendy’s
3-July Interactions: * 2,043 likes * 192 shares
* 46 comments
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111MM impressions served on Facebook
2.8 million video plays on Facebook 55K new Facebook fans
Sales were up 5%!
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26-June Interactions: * 39,916 likes * 572 shares * 1,059 comments
Topic Instant Emotion
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Mizone
54th largest page in Indo, 2nd fastest growing and most engaged RTD page. (More than Cola)
5-July Interactions: * 749 likes * 38 shares * 19 comments
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5-June Interactions:
* 873 likes * 22 shares
* 25 comments
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14-March Interactions: * 1,165 likes * 204 shares * 84 comments
Topic Local
Blue Fun Heroes
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11-July Interactions: * 3,967 likes * 107 shares * 48 comments
Revlon
2nd top most engaged page in India.
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14-March Interactions: * 10,352 likes * 482 shares * 493 comments
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10-14 Dec Interactions: * Over 5,800 likes * 86% increase engagement rate
Topic The Women’s Way
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A Shift in Thinking is the Next Step.
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Stop interrupting interests.
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BRAND Pure brand info is boring
and doesn’t engage.
ENTERTAINMENT Pure entertainment
communicates nothing about the brand.
Sweet Spot
8 ‘Always On’
Because being reactive does not give your brand long term gains.
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Content is (still) Fairil Yeo l Business Director [email protected] Fairil Yeo - LinkedIn
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Thank you