Post on 29-May-2018
transcript
DEVELOP
Trigger social sharing through
creating content
What you need to do
• TOFU Content: Facebook,
Instagram, LinkedIn
• MOFU Content: Blogging
TOOLS: Canva, LSIGraph.com, others
Digital Funnel (Objectives + Content)
Website
Optimization
Social Media
Fan Content
Sales Offer
Lead Magnet +
Landing Page
Customer FAQs,
Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media
Posts
Online Ads
Social Media + SEO
MID
DLE
OF
FUN
NEL
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
TOP
OF
FUN
NEL
(T
OF
U)
Mastering
Facebook is the KING of Web Traffic
http://mediashift.org/2016/12/facebook-referral-traffic-story-2016/
Personal, Group or Page
https://www.perfectbalancemarketing.com/advanced-facebook-training/
Source of image: https://www.facebook.com/AirbnbSingapore/
Good idea to
tag fans
Visually eye-
catching image
Good use of
hashtag
Look at its
social proof!
Source of image: https://www.facebook.com/pg/singaporeair/posts/?ref=page_internal/
Short and
succinct
Relevant text
overlays to
enhance images
Good use of just
one hashtag!
Clear value
proposition
Engagement by Content Type
https://www.definition6.com/archive/tldr-sept-1-2017
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
Cheesecake Rules!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
DIY Works Well Too!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
Facebook Video Tips
• Keep it short: Average length of 115 secs and median of just 65 seconds.
• Keep the intro text crisp: Median of 61 characters.
• Hacks, Tips and How-tos
• Create shareable content!
http://buzzsumo.com/blog/facebook-video-engagement-learned-analyzing-100-million-videos/
Facebook Major News
Feed Changes
Facebook News Feed Changes in 2018
• Prioritise posts from friends and family• Gamification less effective, ie posts
with “Like this,” “Tag your friends,” “Comment on this,” or “Share this.”
• Click bait continues to be frowned upon
• Sensational content favoured by viral media websites decreases in visibility.
• Videos (including “viral ones”) may have a lower effectiveness and reach.
• Organic referral traffic to websites may drop.
• Facebook Ads that do not perform well are going to be even more expensive to publish.
Facebook Strategies in 2018
• Use Live Videos more• Post current and topical issues that
will get people to talk among themselves
• Trigger conversations amongst your target audience
• Offer real value by giving them something helpful
• Tell engaging stories that resonate with your audiences
• Start an employee advocacy programme on social media
CONVERSATION
Brands Killing It on Facebook
https://www.facebook.com/warbyparker/
Brands Killing It on Facebook
https://www.facebook.com/WholeFoods/
Mastering
Most Engaging Platform
Profile Name (30 chars)Describe who you are in a clear and compelling way.
Instagram NickYour main identity. Your nick or handle, i.e. @instagram
Bio (max 150 characters)Highlight achievements, include Call To Action.
Unique URLOnly clickable link. Drive traffic to specific page
Latest PostsThe latest posts on your Instagram profile
PhotoUsually your logo, profile pic or something describing you.
Image caption: Trigger conversation with your post. Tag community members.
Image: Capture attention and relate to your brand/ product
Whole Foods Market nails it…
…as do Adobe (B2B)…
Follow Photography
Tips
Place Subject in Centre
Fill the Entire Frame
Make use of Symmetry
Rule of Thirds (with exceptions)
Use Diagonals
Use Empty Space
Good Lighting
Good Angles
Instagram Stories 101
Be consistent
Have an interesting story
Highlights reel =/= Spill your guts
Use variety of filters, fonts, and hashtags
http://blog.folksy.com/2016/08/09/instagram-stories
Publish Regularly
Make it a routine
Daily posts initially once every 2 or 3 days later
Avoid bunching. Save some posts for a later time!
Engage to grow your influence
Reach out to like-minded Instagram Influencers. Use
right search terms or hashtags to locate them
General Rule:
5 Likes 1 Comment
Avoid:
Generic comments
- “Cool pic!”
- ”Great photo!”
Use hashtags to grow influence
30 Hashtags max (10 – 12
better)
Be consistent
Use same hashtags as
community
Popular + long-tail
• Popular: #foodporn
• Long-tail: #chocolate
or #singaporedesserts
http://postcron.com/en/blog/guide-to-using-hashtags/
Exercise
Create one Facebook/Instagram post:• Select gorgeous photos• Use Canva to do overlay text• Write appropriate caption and
hashtags
10 mins
Mastering
Write a Compelling Summary
Add Products and Services
Clearly
defined
products
Great image of
happy people.
Shows diversity
too!
Notice the use of
hard numbers yet
human language.
Choose a Strong Cover Image
Publish People Stories
• Boosts employee morale
• Positions Changi Airport as positive employer
• Get your staff involved!
Share Articles by Thought Leaders
And Trending News Articles
Write a Blog Article! (more later)
Pure Text Posts Work
Better!
Don’t Advertise B2C Stuff Here!
What do these comments tell you about Cartier?
Which Should You Use?
How to Blog Like an Influencer
Digital Funnel (Objectives + Content)
Website
Optimization
Social Media
Fan Content
Sales Offer
Lead Magnet +
Landing Page
Customer FAQs,
Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media
Posts
Online Ads
Social Media + SEO
MID
DLE
OF
FUN
NEL
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OF
U)
TOP
OF
FUN
NEL
(T
OF
U)
Social Media Channels
SOCIAL MEDIA CONTENT
Website Content (blogs, e-books, infographics) created based on Top Keywords to improve keyword rankings
Web Content
Target Customers on Social Media with Shareable
Content
ORGANIC SEARCH
Search Engine Optimised Content
Marrying Social + Search
Improves relevant
keywords ranking
Use Social Channels to
Trigger Virality
Think of Your TopicTopic Example
Quiz Test Your Online Writing IQ
Sceptic You Don’t Control the Impact of Your Online Words AnymoreExplainer The Online Writing Debate in Plain EnglishCase Study How Mary Lim got a new job through blogging in three months
Contrarian Why Online Writing Skills Are Over HypedHow-to 21 Ways to Become an Online Writing SuperstarHow NOT to The Greatest Mistakes Made by Copywriters in SingaporeFirst Person What I Did to Overcome My Fear of Social MediaComparison Social Media Marketing vs SEO: Which Is Better?Q&A Seven Most Common Questions on Social Media MarketingData Digital Content is Taking the World by Storm says StudyMan on the Street Three Digital Marketing Experts Offer Tips on Viral ContentOutrageous Why Failing to Write Well Can Make You Lose MoneyBuzzFeed Style Outrageous
You Won’t Believe What This Man Did To Become The “Shakespeare” of Social Media
Insider Secrets The One Thing You Need To Know About Social Media (Never Before Revealed)
Get Long Tail Keywords
Get Long Tail Keywords
Use Blog Title Generator
https://www.hubspot.com/blog-topic-generator http://seopressor.com/blog-title-generator/
Captivating Image + Teaser Lead-in
Focus on Your Customer
Include Links Internal Links
External Links
Include Call To Action
Paid Event sign-up
E-newsletter
Research from
BuzzSumo for Facebook Headlines
http://buzzsumo.com/blog/most-shared-headlines-study/
Top Phrases Starting
Headlines on Facebook
http://buzzsumo.com/blog/most-shared-headlines-study/
Most Engaging
Numbers in Headlines on
http://buzzsumo.com/blog/most-shared-headlines-study/
BuzzSumo’sMost Shared Headlines on
http://buzzsumo.com/blog/most-shared-headlines-study/
• Use “Will make you…”
• Emotional Headlines (tears of joy, make you cry, is too cute…)
• Curiosity and Voyeurism (what happened next, talking about it, are freaking out)
• Listicles Work
Choose Strong Headlines
B2C
• Emotional Appeal
• Curiosity• Listicles• Gossip
and News
B2B
• How Tos• Practical
Use• Business
Insights• Trends• Listicles
• Clear headlines with value proposition
• Alluring photo
• Nice lead-in
• Add emotions
https://thetravelintern.com/7d-korea-itinerary-with-the-korail-pass/
• Example of a “Q&A” type blog post
• Nice use of embedded video
http://www.riverpoolsandspas.com/fiberglass-vs-concrete-vs-vinyl-liner-inground-pools-
HeadlineHero Image
Lead-in Sentence + Intro para
Sub-Head 1
Paragraph 1 (feel free to add more images/ videos)
Sub-Head 2
Paragraph 2 (feel free to add more images/ videos)
Sub-Head 3
Paragraph 3 (feel free to add more images/ videos)
Conclusion + Call To Action (CTA)
Exercise
Create and Plan a Blog Post! • Strong emotional headline• Use bullet points• 3 sub-topics/ heads• Insert a powerful image• Include a Call To Action (CTA)
20 mins
REST WELL AND SEE YOU TOMORROW!