Social Media (Re)Connection

Content is (still)

Why is that. Some inspiring examples. Some steps.

Oreo

24-July Interactions: * 1,005 likes * 65 shares * 8 comments

16-July Interactions: * 68,985 likes * 12,106 shares * 1,247 comments

Topic Trending Sweet Spot

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.

Low / Negative Interaction = Lowered Edge Quality

= Less page visibility, reach, eyeballs etc.

The Relevance?

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

So, what happens when bad edge gives you bad numbers?

You assemble in the

War Room…

Lines are drawn!

Eureka, I have an idea!

… Call the AGENCIES!

ATL BRAND ACTIVATION MEDIA DIGITAL

… Call the AGENCIES!

Plan is set.

Life returns to normal.

What happened there? (It’s just one of many examples…)

Panic. Reactive Campaign. Lost time. Unforeseen expenses.

Low edge

Reactive campaign

Reactive campaign

Increased edge

Increased edge

Lowering edge

Consistent Better Content = Better Edge

No Rocket Science.

Content applies to all platforms. Its just more obvious in the social media realm.

Making Content that is King.

OCBC Bank

20-March Interactions: * 790 likes * 57 shares * 14 comments

Started 9-months ago, now the most engaged Financial services page in Singapore.

17-June Interactions: * 460 likes * 12 shares * 10 comments

23-July Interactions:

* 786 likes * 14 shares

* 15 comments

Topic Bank on Branded Content

Wendy’s

3-July Interactions: * 2,043 likes * 192 shares

* 46 comments

111MM impressions served on Facebook

2.8 million video plays on Facebook 55K new Facebook fans

Sales were up 5%!

26-June Interactions: * 39,916 likes * 572 shares * 1,059 comments

Topic Instant Emotion

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

5-June Interactions:

* 873 likes * 22 shares

* 25 comments

14-March Interactions: * 1,165 likes * 204 shares * 84 comments

Topic Local

Blue Fun Heroes

11-July Interactions: * 3,967 likes * 107 shares * 48 comments

Revlon

2nd top most engaged page in India.

14-March Interactions: * 10,352 likes * 482 shares * 493 comments

10-14 Dec Interactions: * Over 5,800 likes * 86% increase engagement rate

Topic The Women’s Way

A Shift in Thinking is the Next Step.

Stop interrupting interests.

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.

Content is (still) Fairil Yeo l Business Director fairil.yeo@vmlqais.com Fairil Yeo - LinkedIn

Thank you