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...
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Creating
Contagious content on social media
Clement Wong, managing director
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Hello,
Im Clement Wong
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I WORK IN
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Hello, Im Clement
Wong
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Retail Brands use us for
measurable engagement solutions on social media
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BY THE END OF THIS
PRESENTATION, YOU WILL
LEARN...
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3 tactics to
spike the volume of
engagement
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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Receive a breakthrough number
of shares in your content
...even on a slow news day
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Gain an influx of
targeted, engaged, Ready
fans that buy not once, not twice, not thrice,
but whenever - under your command
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THE WAY WE CREATE CONTENT
IS UNDER ASSULT...
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THESE 3 HAZARDS IN OUR
LANDSCAPE IS DESTROYING HOW
BRANDS TRADITIONALLY CREATE
CONTENT...
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The
landscape
1
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ANGSTY
ANGRY
VERY
SOPHISTICATED
CONSUMERS
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CONSUMERS KEEP BRANDS
TRUTHFUL TO THEIR REALITY
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LIKE THIS...
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THIS WENT VIRAL... HOWEVER...
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OR NOT VIRAL, AS SEEN WITH
THIS POST...
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RANDOM BRANDED CONTENT
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LOW ENGAGEMENT FROM CONSUMERS
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1 LIKE ON A CORPORATE PAGE
PERHAPS?
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MORE RANDOM CONTENT
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NEWSJACKING
FAIL?
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NEW JACKING ERROR FIRST EVER
RIOT IN 30 YEARS IN SG AND THIS?
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SOCIAL
MEDIA
CRISIS
COST
RISING
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2011 Symantec N=1225
SOCIAL MEDIA INCIDENTS COST
$4,000,000.00 OVER 12 MONTHS.
REDUCED
STOCK PRICE
LITIGATION
DIRECT
COSTS
DAMAGED
BRAND
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ITS FRUSTRATING...
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HOW DO WE SOLVE THESE
CONTENT CHALLENGES?
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WE GO BACK TO OLDEN DAYS...
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BEFORE SOCIAL MEDIA,
BEFORE EMAIL,
BEFORE INTERNET...
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WE GO BACK TO...
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OUR HEADS.
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The
biology of contagious content
2
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3 type of neurons will
change the way brands
create content
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The
reticular
activation
system
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The RAS activates when
we notice more red cars
after buying A RED CAR.
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The
mirror neurons
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THESE NEURONS...
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Makes empathy possible AND...
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Places us in the shoes of others
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LAST AND MOST
IMPORTANTLY...
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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
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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THESE INFORMATION DJ
NEURON IN US ALWAYS
ASK...
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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
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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SO AS A BRAND.
WHAT CAN WE DO?
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HOW DO WE...
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create content that help people be the
life of the party?
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And this is what
our methodology
does...
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The
methodology
3
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This tactical
framework
will give you
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Bathroom designed by Peter Hayward from the Noun Project
More fans
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Love designed by Stephanie Wauters from the Noun Project
More engagement
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Shopping Cart designed by Alexander Wiefel from the Noun Project
More sales
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Introducing
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Trending triggers
Advise
amplify
Anger
Fear
anxiety
Inspire
Heartfelt
amuse
contagious content framework
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Lets focus on one
aspect
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Its all about adding
value
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THERES 3 TYPES OF
SOCIAL ASSETS.
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Trending triggers
Advise
amplify
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Tactic 1
trending triggers
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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Remember this part
of the brain?
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The
reticular
activation
system
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The PART WHERE we
notice more red cars
after buying A RED CAR.
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If its top of mind because
of our head...
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THEN IT WILL BE
TIP OF TONGUE
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Example during Chinese new
year
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Most brands
do this...
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SO BORING.
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SO MEH..
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SO UNSHARE-ABLE.
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The information dj in us knows our network doesnt
value such content during chinese new year
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How do we create
content?
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That the information dj in all of us will share?
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FOR A POST TO GO VIRAL
DURING CHINESE NEW YEAR
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the brands post must be
valuable & useful during
cHINESE NEW YEAR...
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So we did a post...
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That help people
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During
chinese new year
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This post went
viral in 2 hours
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Trending triggers examples
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Whilst other brands
didnt
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Because it made the
information dj in the
person who celebrates
chinese new year go...
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ooo. This is
interestingMy network would it
like too.
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Other great examples
(during the haze period)
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Trending triggers examples
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OREOS ALWAYS FUNNY.
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Trending triggers examples
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THIS POST WAS SHARED
800 TIMES AS THEY GaVE
FREE CABLE TV access
during haze.
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THE INFORMATION DJ IN US
WILL GO, HEY, MY
NETWORK WILL LIKE THIS
PIECE OF INFORMATION.
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Next,
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SCOOT WAS BEING SCOOT.
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Trending triggers examples
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Everyone loves discount.
And this was in line with
haze as people wanted
to escape the haze.
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Next,
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The one THAT didnt
go viral...
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Trending triggers examples -negative
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I STILL DONT GET IT...
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And this one went
viral for all the
wrong reasons...
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Trending triggers examples -negative
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Why? Cause it feels
opportunistic.
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It went viral as the
information dj in us will
add our critique...
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And we believe that our
critique will resonate and be
valued by our network.
Therefore negative virality
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Tactic 2
advise
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What if we ride
trending triggers and
share advise?
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Double dose of power?
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3m AND US DID IT during
the haze period
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Advise examples
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While other brands
news jack, we gave
advice...
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We shared information
that was extremely
valuable to the
community
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And the community
responded...
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That was just one
post, how about the
whole campaign?
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these were the
Quarter on quarter
results of this brand
awareness campaign...
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results
Engagement
20%
Organic reach
218.5%
Viral reach
318.5%
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But... What if its a
slow news
day/month/year?
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You can still advise.
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Like this...
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Advise examples
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THAT POST RECEIVED 1,000
SHARES even though it had
8,000 PAGE LIKES at that
time.
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WHY? THAT POST
RESONATED DEEPLY WITH
THE MARKETS
INFORMATION DJ
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And people shared it.
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but
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NOT ALL ADVICE ARE
EQUAL...
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REMEMBER THEM?
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ANGSTY
ANGRY
SOPHISTICATED
CONSUMERS
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SOPHISTICATED
CONSUMERS HATE ADVICE
THAT IS NOT
ACTIONABLE...
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Advise examples - negative
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Advise examples - negative
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No engagement...
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LESSON?
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ALWAYS GIVE SNAPPLE
BOTTLE CAP, IMMEDIATE,
ACTIONABLE ADVICE.
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Tactic 3
amplify
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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REMEMBER the
information dj?
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HE HAS A community.
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Friends,
followes,
fans...
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They...
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LIKE WHAT HE LIKES.
DISLIKES WHAT HE DISLIKES.
AND HAVE POSSIBLY SAME
IDIOSYNCRACRIES
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HOW CAN THE BRAND GIVE
CONTENT THAT THE
INFORMATION DJ WILL
SHARE?
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Brands can do this by
Alleviating the status
of the dj and his
community
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DOES THIS WORK?
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ON A YEAR TO YEAR BASIS..
THeSe WERE THE RESULTS
GENERATED
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results
Engagement
300%
Cost per lead
50%
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OTHER EXAMPLES YOU
MIGHT have seen...
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HOW ELSE DO WE AMPLIFY
STATUS?
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WE TELL THE STORY OF
THESE PEOPLE.
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WHY DOES THIS WORK?
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CAUSE OF THESE NEURONS
we spoke about
previously...
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The
mirror neurons
All Rights Reserved. Copyright Social Metric Pte. Ltd.
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Some examples...
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After engaging the
audience on a day to day
basis...
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How do we convert
these fans into
customers?
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We do...
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Purposeful
posting
4
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Purposeful
posting
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Its always
a journey
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Everyone follows a
story...
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Before we launch a
purposeful posting
campaign. I assume...
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foundations
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All intact.
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funnels
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All ready.
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offer
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All set.
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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
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This is the 4 step
process for purposeful
posting.
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z STEP 1: BIG IDEA
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STEP 2
Why is the FEATURE so important to your target audience?
STEP 2:
YOUR UNIQUE VALUE PROPOSITION
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STEP 3: TEASE
AND TEST FOR COMPLIANCE
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STEP 5
STEP 4: PRESENT OFFER
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Heres the examples...
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3m wanted to create a
journey for people to
discover what makes an
original 3m mask.
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The brand wanted people
to avoid the fake masks
and wanted to build
more consumer loyalty
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CASE STUDY PURPOSEFUL POSTING
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CASE STUDY PURPOSEFUL POSTING
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The end result?
Consumers got a deeper
insight on the brand and
what it stands for.
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Lets do a
sales campaign for the
next example...
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CTC wanted to drive
sales before the annual
travel show.
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We started to sell the
big idea...
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Then we communicate the
unique value proposition
against their competitors
(online travel agencies)
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We tested for compliance
and get people to raise
their hands
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Then we push for the sale!
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Results?
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This generated
approximately S$200,000
in 2 months.
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And thats the our
sharing.
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To recap...
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Challenge
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Implement and email me at
your results and challenges
More than happy to assist.
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Thank you