This document discusses trends in social media marketing and content marketing. It notes that content marketing has grown significantly in recent years as a marketing tactic. It also discusses how social media, particularly Facebook, can be used as both a distribution channel for content as well as a platform for social media marketing. The document provides tips on creating social media content and developing a brand voice on social media. It also presents case studies on how organizations are using branded content and co-creation with customers on social media.
4. In 2012, content marketing
was the leading tactic for
18.9%of marketers
worldwide.
In 2013, that percentage has
grown to 34.8%.
5. FACEBOOK AS A MEDIUM
Facebook is an unified platform where it represents a combination of TV
(videos), Radio (music from apps like Spotify), Print (News, text & image
posts).
So why should we restrict the content we create on Facebook to just text?
6. WHAT IS A CONTENT MARKETING?
Content as a Driver
Social Media as
another distribution
channel
VS
Content Marketing Social Media Marketing
7. WHAT IS A CONTENT MARKETING?
Demand Generation
& Conversion
Brand Awareness &
Direct Dialogue
VS
Content Marketing Social Media Marketing
8. SOCIAL MEDIA CONTENT MUST BE...
Relevant to fans
Shareable
Likeable
Commentable
Clickable
Memorable
Aligned with company’s marketing goals and activities
…PLANNED!
9. Communication Proposal for
What are some of the trends that we’ve noticed?
A strong point of view
Brands are posting branded content that acknowledges what is buzzing on
the offline and online space, and provides their unique take on these issues.
FACEBOOK TRENDS
10. Communication Proposal for
Provide value-add information to your fans
Brands simplify and repackage information in a way that is easy to understand,
entertaining and encourages social sharing.
FACEBOOK TRENDS
11. Communication Proposal for
Moving from fun to utility
Brands, especially financial organisations are leveraging on Facebook apps to
provide value-add functions to their fans, allowing them to use a social
platform for utilitarian activities.
FACEBOOK TRENDS
12. SELLING ON FACEBOOK
Marketers’ Dilemma:
How to communicate the
technical features of a new
memory card and make it fun
and engaging for its fans?
*Additional info:
This memory card can store up
to 1TB of content
Lifetime warranty
Manufactured in Japan
15. THE CHALLENGE
Many
participants who
contribute to an
organization’s
social media
efforts
Social media
requires quick
responses
Different contexts
requires slightly
different tone &
manner
16. FINDING YOUR VOICE
Character / Persona
Who does your brand sound
like?
Tone
What is the underlying vibe
that emanates from your
communications?
Language
What are the types of
words, phrases and jargon
to be used in social media
communications
Purpose
Why are you here?
Social Media
Brand Voice
23. BRANDED CONTENT
TV-
NTUC Food for Life Channel
Partnership between Fairprice and Brand
New Media.
Features food and cookery content that
is both locally-produced and
internationally-sourced. Targeted at those
who enjoy cooking at home,
www.foodforlifetv.tv can be viewed
anytime, anywhere via any internet-
connected device such as computer,
smart phone, tablet or smart TV.
Endorsed by local food bloggers and
popular personalities.
24. CASE STUDY: CONNEXIONSG
How a government Facebook page is using branded
content to engage a skeptical target audience
25. CASE STUDY: CONNEXIONSG
How do they do it?
1. Function like a publishing unit
2. Have a strong editorial stand
3. Provide value-add content
28. SOME RESOURCES
FLIPBOARD
Content Aggregator that
helps keep me on top of the
latest news
FEEDLY
One-stop-shop to peruse
everything going on in your
industry and handpick which
article to share
29. SOME RESOURCES
TUMBLR
Find compelling quotes
which are already
nicely designed
STUMBLEUPON
Literally stumble upon
great website just by
telling them your
interests
31. CASE STUDY
WHY
To co-create a new card design series
with fans and be seen as a digital savvy
brand that utilizes new platforms to
reach out to its target audience.
HOW
Create a board and pin images that
might be selected to inspire the next
designer series card collection
RESULTS
Total entries: 100
Mentioned on Marketing Interactive
and blogs.
DESIGN-A-FRANK
WITH PINTEREST
34. SIZE IS NOT EVERYTHING
1% Creators
9% Editors
90%
Audience
Creates new content
Modify content or add to
an existing thread
Tend to read or observe
90-9-1
Principle
36. ENGAGEMENT RATE
Engagement Rate is a
measurement of popularity of a
company fan page or an
individual post.
Engaged users are a brand’s
best customers. They are more
likely to purchase, recommend
and prefer brands that they are
socially engaged with.
Source: Why engaged social customers are more valuable to your brand, Forrester Consulting,
September 2013
37. DECREASED ORGANIC REACH
Between Aug - Nov 2013,
a study of 5,000 Facebook fan pages show:
decrease in organic reach
44%
decrease in engaged users
35%
Source: InsideFacebook.com, Dec 2013
