Post on 08-Aug-2020
DEVELOP
Trigger social sharing through
creating content
What you need to do
• TOFU/BOFU Content: Newsjacking,
Six STEPPS of virality
• 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
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News Jack for Content Moments
#CrispyRendang becomes a thing!
https://theconversation.com/masterchef-row-puts-chicken-rendang-and-nasi-lemak-at-the-top-of-the-menu-94917
#CrispyRendang becomes a thing!
Changi Airport Newsjacks
Source: http://digitalrezonance.com/building-brand-stories/
#1 Social Currency
Anything we share that makes others like us!1. Identify what’s remarkable about your brand2. Use game mechanics3. Make people feel like insiders
#1 Social Currency
#2 Triggers
Triggers are reminders that spark off related thoughts and ideas.
1. Cultural Norms
2. Seasons
3. Phrases/ Key Words
4. Daily Activities
5. Events
#2 Triggers
June?
Hari Raya?
“Have a Break”?
#3 Emotions
Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/
#3 Emotions
#4 Practical Value
Valuable information and tools are always treasured and shared
1. Listicles and tips
2. Templates
3. Tools
4. Guides
5. FAQs
#5 Public Visibility
People will follow what they see others do publicly (eg. take off shoes when entering Japanese restaurant).
http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/
Look Around You…
What do you see?
#6 Stories
• We all love stories!
• Package your brand into a compelling narrative
• Consider your plot:– Characters (hero, mentor,
enemy)
– Conflict/ Challenge
– Resolution
Have you met aunties like these during CNY?
Source: http://digitalrezonance.com/building-brand-stories/
Exercise
Work in your groups to come out with 2 ideas for your content:
• Each idea to cover at least 2 viral ideas
• Show the class your idea and explain why
10 mins
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
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U)
TOP
OF
FUN
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(T
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Best Practices
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/
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 Strategies in 2018• Use Live Videos more• Engage on Facebook Groups• Newsjack current news to trigger
conversations• Offer real value by giving
them something helpful• Engage with stories that resonate• Don’t deceive with clickbait or
engagement baiting• Get your customers, friends, and
employees to engage with your posts in the first hour!
• Don’t boost your posts immediately –grab some likes and comments first
Best
Practices
Why Instagram Business Account
• Access to Instagram analytics (ie Instagram Insights)
• Customers can contact you via email or to call you
• Can boost your posts directly from Instagram
• Plus you can schedule them from your desktop!
Set Up Instagram Business Account
Source: https://blogs.constantcontact.com/instagram-business-account/
Visit Singapore nails it
…as do SCDF…
Publish + Engage Regularly
❑ Daily posts initially → once
every 2 or 3 days later
❑ Avoid bunching. Save some
posts for a later time!
❑ Engage with like-minded
others via hashtags
For new influencers…
5 Likes + 1 Comment each
Use hashtags to grow influence❑ 30 Hashtags max (5-10 better)
❑ Be consistent
❑ Use same hashtags as
community
❑ Popular + long-tail
❑ Popular: #foodporn
❑ Long-tail: #chocolate or
#singaporedesserts
❑ Find out which ones here →
https://www.hashtagsforlikes.
co/
http://postcron.com/en/blog/guide-to-using-hashtags/
#1 Promote Location
#2 Drive Traffic to Instagram Post
#3 Go Behind The Scenes
#4 Promote Blog or YouTube Video
#5 Give a Shoutout to Fans, Friends and Brands
#6 Do a Product Demo
#7 Run a Contest
#8 Do Live Event Coverage
#9 Answer Fan Questions
#10 Share Snackable Tips
10 Winning Ways To Use Instagram Stories
HOT: Ninja tips on Instagram
✓Only 10% of following might see your post at first
✓Get your responses within first hour!
✓Long comments with at least more than 4 words to count as engaging.
✓Actively engage as a real person
✓Micro-blog with your captions
✓Find 5 unique hashtags each time you post
✓Don’t repost or change anything
https://sproutsocial.com/insights/instagram-algorithm/amp/
Crello
https://crello.com/
https://spark.adobe.com/sp
Adobe Spark
Visual Content Tools(Demo)
https://www.canva.com/
Canva
Exercise
Create one Facebook/Instagram post:• Select gorgeous photos• Use Canva or Crello to do overlay
text• Write appropriate caption and
hashtags10 mins
Best
Practices
Write a Compelling Summary
Choose a Strong Cover Image
Find the Keywords People Use to Search For You
• Check to see which keywords people use• Tweak your descriptions if need be
Identify your value proposition upfront
Create bullet points to make it easy to read
Weave in social proof
More social proof with client list.
Include your BEST testimonials
Include samples of your work
Build a Solid Personal LinkedIn Profile
Search For People To Connect
LinkedIn Search
Share the Right Content
Use LinkedIn #Hashtags
Craft Post around Hashtags
Engage with those of similar hashtags
5 Most Popular Content
Future Focused Research
Leadership/ Management
Insights
Personal Development
Tips
Trends in Business
Inspiring and Motivational
Stories
Publish Staff Stories
• Boosts employee morale
• Positions Changi Airport as positive employer
• Get your staff involved!
Share Articles by Thought Leaders
Newsjacking of Trending Topics
Pure Text Posts May
Work Better!
Storytelling Example
Capture attention upfront
Narrate your trials and tribulations
Show the turning point
Include a resolution
Ninja Tip for Groups
Send a direct message to fellow Group Members!
Don’t Advertise B2C Stuff Here!
What do these comments tell you about Cartier?
ExerciseList down 5 LinkedIn pieces of content that
you can create or curate:
• Thought Leaders in your space• Trending news articles/newsjacking• Business advice or tips
10 mins
Which Should You Use?
BestPractices
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
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U)
TOP
OF
FUN
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(T
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10-Points Blog Post Template
Adapted from https://www.digitalmarketer.com/blog-post-audit/
#1. Right Search Keywords and Phrase
• On-page search engine optimization (SEO)
• Use Tools like LSIGraph.com & Neil Patel’s Ubersuggest
• Choose relevant keywords
• Phrase in a way which your target audience is likely to use in search engines
Get Long Tail Keywords
Neil Patel’s Ubersuggest
Neil Patel’s UbersuggestBalance between decent search volume and lower competition
Neil Patel’s Ubersuggest
#1. Right Search Keywords and Phrase
Include keywords in:• Headlines (ie Title tag)• Body text • Subheaders (ie H2 to H4)• Image alt attribute (ie
the alt text description when you save your image)
• The URL itself• Meta descriptions
#2. Compelling Headline
The most important copy in your blog article!
✓Be as tight as possible using your search keywords
✓ Include an emotional spin
✓Highlight clear benefits to your readers that are as specific as possible.
Example:How to Get [DESIRED END RESULT] in [DESIRABLE AMOUNT OF TIME]
Use Blog Title Generator
https://www.hubspot.com/blog-topic-generator http://www.aminstitute.com/headline/index.htm
#3. Introductory Paragraph
An opening sentence that is easy to read, build curiosity, and help the reader to “slide down” your page.
Use a punchy, curiosity building sentence
• You’ve finally found it.
• Stop whatever you are doing right now.
• It is time to reveal our long-held secret.
Ask questions • Wish to improve your sleep at night, increase your brain capacity, and be more productive?
Use a quote • You came. You saw. You conquered.
Provide amazing fact or figure
• 50% of people in the world do not have all their teeth
#4. Break Up Paragraphs
Reduce a big chunk of text:✓ Bulleted lists
✓ Numbered lists
✓ Blockquotes
✓ Subheadings
✓ Images
✓ Bolding
✓ Italics
✓ Images
#5. Use Right Images or videos
NINJA TIP: Include an image for every subheading/point in your article. This helps to give it a natural break for your reader’s eyes, and add more colour.
Charts & Graphs Images
Videos
Infographics
#6. Right Tone and Style
✓Your brand identity/ voice
✓The nature of your trade
✓Your audience capacity
#7. Social Proof/ Facts/ Examples
Social proof with
Number of
shares
Facts & figures
to strengthen
claims
Examples to
strengthen the
points raised
#8. Call To Action (CTA)
Add CTAs - 1, 2 or sometimes 3 positions within the post. Can be just a text link or a designed box.
#9. Insert Categories and Tags
• Use proper categories and
tags on your website/blog
• Easy to search on your
website
• Features found in most
Content Management
Systems (CMS) like
Wordpress, Tumblr, Wix
and Square Space
#10. Strong Ending (Close)
✓ Convince reader to share,
comment, or click on CTA
✓ Use humour, wit, insight
or other emotions that
incites action
• Clear headlines with value proposition
• Alluring photo
• Nice lead-in
• Add emotions
https://thetravelintern.com/7d-korea-itinerary-with-the-korail-pass/
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!
1. On your home screen,
tap the Your Story button
at the top left section.
EXTRA: Using Instagram Stories
EXTRA: Using Instagram Stories
2. Take a photo by tapping the
round button at the bottom, or
take a video by holding down
the button for up to 10
seconds.
3. Ways to record your story:
TYPE: allows you to type text with different coloured backgroundsLIVE: allows you to share a live video with your audience, like Facebook LiveNORMAL: the normal recording or photo taking functionBOOMERANG: the highly popular effect like a GIFFOCUS: allows you to focus on a person’s faceDRAMATIC: allows you to add dramatic melody with a central featureSUPERZOOM: Zoom in and out of a central imageREVERSE: Allows you to take video in reverseHANDS-FREE: Take a video without pressing continuouslyFILTERS (the smiling icon): Include all your favourite zany face filters here!
EXTRA: Using Instagram Stories
4. Enhance your photo or video with the following:
• Add a sticker: Tap the square button with smiley face. These include your location, temperature, time, a GIF, @Mentions, #Hashtags, a Poll, and numerous others!
• Add a doodle: Tap the paintbrush and write or draw!
• Add text: Tap the Aa button• Mute/Unmute volume: Tap
the sound icon
EXTRA: Using Instagram Stories
5. Save the photo/video or add to your story or click the button to share your story or with specific users
6. Tap Send at the bottom of the screen.
EXTRA: Using Instagram Stories