Marketing Playbook for Sitrep

1. Marketing Playbook
THE X/OVER AGENCY | NORWEST
601/2-8 Brookhollow Ave,
Baulkham Hills NSW 2153

2. Glossary
● What’s in a name?!
● Market Opportunity
● Brand Positioning:
○ Distinctive Vs Differentiation
● Principles of Persuasion
○ Social Proof
○ Unity
● Persona
○ Primary
○ Secondary
○ First User Fred
○ Audience Segmentation
● Marketing Channels
○ Bullseye Framework
○ Strategy & Tactics
○ 19 Channels
○ Smash it on Socials 🙌 🔥 💪 🦄
● Guidance on Social Media Engagement
○ Hashtags
○ Facebook
○ LinkedIn
○ Twitter
○ Instagram

3. “Situation Report”

4. What’s in a name?
Sitrep - content with impact
Sitrep is a term used by service people; military, armed
forces etc. It has now been adopted by the global
community of Gamers as they have immersive
experiences in ‘First Person Shooter’ games.
It’s a smart approach to a name that represents a
community that cares deeply about trusted news and
information sources in communities, whether they are
local to each person or around the world.
It promotes trust, user generated content and
impartiality without losing relevance to every situation.
We recommend that the name should be explained as
part of the content plan on Social Media. It is a great
way to talk about the mission, unite the target
audience with familiar language but also explain to
early adopters what the meaning of the name is.
This methodology behind this approach is explained
further in the document, referring to the Principles of
Persuasion.

5. Market Opportunity

6. Market Forces
Focus Group shows that the timing is good for
Sitrep!
Sitrep is a venture that is bourne from pain and
frustrations of the control media has on reporting.
Whilst many will understand this view, your primary
goal in launching your Brand and mission to the
market before your product will launch, is to find early
advocates, first users and adopters of your mission.
They will like, follow, share and comment on your
digital presence on Social Media. They will also submit
their details to be informed about the product upon
launch. In our opinion, this is your target market.
Market Forces are major positions held by institutional
bodies, culture behaviour and opinions, economic
positions and the like. The following information is a
qualitative report that supports your position in
Australia.
The Australian Communications and Media
Authority executed research on the impartiality and
commercial influence of news and included 136
Australian adults who had read, watched or listened to
news within 12 August and 17 September 2019,
comprising:
● 15 group discussions across four states
● 10 regional/rural telephone interviews
● 12 face-to-face interviews, where participants
had kept media diaries prior to the interview

7. Market Forces
The importance of appropriate consumer safeguards is supported by the research.
● The basis of consumer expectation is that news provides an honest portrayal of facts.
● There is an increasing onus on individuals to adapt their behaviour to identify and seek out reliable news
content.
● Many consumers do not have the skills and behaviours to do this effectively and some new avoidance occurs.
● Disruptions in the media industry are presenting opportunities for greater consumer control and variety in
news consumption.
● Benefits may not be fully realised due to consumer habits, automation, and whether news is considered
critically.
● There is a call for consumer safeguards to enable clear identification of content that is not impartial or has
commercial influences.

8. Main Concerns that were featured
● Biased/unbalanced news content and hidden agendas with
● blurring of fact versus opinion or ‘ads’—lack of trust.
● Loss of substantive news content.
● Poor accuracy.
● Sensational rather than factual reporting.
● The impact of online media on journalism.
For more insights on this project, see the link
Research link: Qualitative Research - ACMA January 2020
Market Forces

9. Brand Positioning
X
Distinctive VS Differentiation

10. Brand Positioning
f
Explainer
.
A company’s Brand Voice refers to the personality, humour and language infused into any
outbound communications with consumers. It involves every touch point, both digital and
physical, including website copy, social media status’, marketing collateral and content
designs. It plays an imperative part in forming a consumer association with your Brand and
Product, allowing cut through in an existing, saturated market. If you think of the world’s
biggest and most successful Brands, in almost all instances, a consumer would be able to
identify a particular product or service even via unbranded collateral or assets. Often times
this is aided by Brand Colours and Guidelines, to form an easily identified Brand identity.
We recommend that targeting early adopters in a set location will increase the presence and
likelihood of word of mouth about this new product. Onboarding the first 100 to 1000 users is
difficult for every new technology product, but there are always ‘first users’ and advocates of
new products out there. Find them. Make them feel like they are rewarded for their
contribution and trust in your Brand - a reward could be giving them an easier way to share it
with their friends because that’s what early adopters want - credibility with the social standing.
This is the power of Social Proof.

11. Distinctiveness vs Differentiation
Be Distinctive, Not Different
Brand distinctiveness is standing out with impact
(using brand assets such as brand name, logos,
colours, messaging, etc.) so that buyers can easily
identify, recall, and buy the brand.
On the other hand, brand differentiation is setting
yourself apart from the competition by highlighting key
aspects, features, and benefits of your brand and how
it adds value to your customers.

12. Distinctiveness
According to the Australian Marketing Journal,
the following distinctive elements help make a brand
stand out:
● Brand identity
● Taglines
● Symbols/characters
● Celebrities/influencers
● Advertising styles and frequency
These distinctive elements communicate the brand easily
and help consumers to identify the brand.
The report also states that this is essential “to create,
refresh, or reinforce consumer memory structures in
order to build consumer-based brand equity (Aaker,
1996; Keller, 2003), or to facilitate actual purchase by
making the brand easier to locate.
The stronger/fresher these distinctive qualities, and the more
links in memory, the easier it is for the consumer to identify the
brand.
Here are other key statistics that support this:
● 59% of consumers prefer to purchase new products
from “familiar” brands (Nielsen)
● 86% of consumers prefer an authentic and honest
brand personality on social networks (Sprout Social via
HubSpot)
● Consistent brand presentation across all platforms
increases revenue by up to 23% (Forbes)
● 73% of consumers love a brand because of great
customer service (Harris Interactive via Curatti)

13. Distinctiveness
In a study by Jenni Romaniuk at the Ehrenberg-Bass Institute,
distinctive brand assets achieved an average +34% higher
advertising recognition.
Using distinctive assets makes it easy for customers to identify
and recall the brand, which improves buying behaviour. It also
makes it easy for customers and your target audience to
associate your core messages to your brand.
Brand distinctiveness, then, helps reduce the time for your
audience to research the right product and minimises the
number of choices for them because they can recall and know
exactly who to look for to satisfy their specific need.
For example, Channel 10 News customers (viewers) do not
patronise the brand because they love the colour Blue, but
seeing this colour makes it easy for them to identify the trust
and opinion, or value associated with the brand.
Data from Brand Assets as a Source of Strength, Jenni
Romaniuk, 2014

14. Be Distinctive
Key Outcome
As there are a number of competitors (who are well established or are influencers on social channels) in the market so it is
important to focus on what is unique about your product.
Whilst the Sitrep brand identity is very strong, the following elements to your brand will help you to carve out a distinctive
position in the market and not get drowned out by the noise of competition:
● The ‘tone’ of your messaging,
● Frequency (how often you respond to people on social media, how often you deliver content, how often your target
audience will see your brand in various traditional and digital marketing channels),
● When going to market with ad spend, test your creative/copy assets on Social Media channels to and avoid using
stock imagery or ‘average guy’ language,
● Avoid competing on ‘functionality’ benefits of the app to your users,
● Be true to your mission of upholding honest and relevant content.

15. Principles of Persuasion

16. Consensus - Social Proof
Robert Cialdini’s Principles of Persuasion are methods of
behavioural psychology. By adopting 1 or a number of
the 6 Principles in our Brand Position and marketing, we
can hack into our consumers way of thinking and
interacting with our product.
For example; signage that says “8 out of 10 hotel guests
choose to reuse their towels” is far more effective at
influencing and persuading than signs that simply say
“reusing your towel helps to save the environment”.
Making sure that all of the copywriting is focused on
Social Proof will influence your first users to feel they are
connected to a community through your Brand.
Here are other key statistics that support this:
● 40% of consumers find new brands to follow online
based on recommendations from friends and family.
● 91% of shoppers read online reviews before making a
purchase.
● 82% of Americans ask for referrals and
recommendations from family and friends before
making any kind of purchase. Although this is an
American stat, the behaviour of users of Social
Technology like Sitrep are similar across the world.
(Sprout Social)

17. Consensus - Social Proof
The nature of Sitrep being an enabling type of
technology for social interaction means that we need to
use Social Proof methods to win new consumers’ trust.
Types of Social Proof Marketing Strategies include:
● Brand association with other brand logos
● Awards and recognition
● User-generated content - this is the big one!
● Influencer marketing
● Customer base insights
● Testimonials and reviews
● Case Studies

18. The Unity Principle
The more we perceive someone to be one of “us,” the
more likely we are to be persuaded by them. Many
brands go to great lengths to make customers feel like
part of a special group, team or family. Shared ethnicity,
location, hobbies, gender, education, sports team, and
more can be used to assist in persuasion.
Examples of unity are common in online marketing.
Frequently companies might refer to their email list
subscribers or social media followers by a special name,
as a team or even as a family. Marketing teams will
intentionally use jargon that only their close followers will
understand in order to make them feel like part of a
special group that’s in the know.
They’ll also attempt to convey a certain exclusivity to their
members or customers, to make them feel like they are part of
a unique group. Companies that ask for advice from their fans
will also make them feel as though they are part of the brand
and have a higher chance of converting customers.
In practice, the actions of your brand experiences and
copywriting will unite your audience. It is a complementary way
of approaching social proof as well.
Our recommendation is that all copywriting and brand
experiences should consist in elements of unity and
social proof. This does not include exclusive deals,
limited time only offers etc.

19. Persona

20. Persona
Explainer
A consumer persona is crucial in identifying your core target audience demographics;
they are semi-fictional and formed using existing Brand Positioning and Product
Purpose. Through the development of these personas, we are able to identify potential
buying habits, most used Marketing Channels, barriers to purchase and other elements
that may hinder a consumer from entering our Marketing Funnel. This information will
allow us to create an effective marketing strategy and content outline, ensuring our
messaging is relevant and delivered through channels most likely to reach our target
audience. It will also highlight risks and potential gaps in our product.
As Sitrep is positioned to target content creators, this is crucial as the success of the
app will be based on the quality and relevance of the content provided by the users.

21. Extroversion
Introversion
Me We
Magician
Hero
Explorer
Sage
Innocent
Creator
Outlaw
The Everyman
The Rebel
Lover
Caregiver
Ruler
Brand Voice & Positioning; Brand Archetype (Primary/Sub)

22. Primary Brand Archetype

23. Secondary Brand Archetype

24. The Hero
Strategy
The Hero’s main motivation is to prove their worth
through courage and determination. They work hard in
order to have the skills they deem requirements and
take pride that their work rate sets them apart from the
rest.
They need to meet challenges head-on and carry
defeats or failures until they are corrected. The Hero
wants to save the day to prove their worth to
themselves but also so the world knows of their ability.
To appeal to a hero you should inspire them and make
them feel empowered to succeed and achieve. They
see themselves as upstanding citizens and the bully’s
nemesis and they stand up for what’s right.
Hero’s want to rise to their ambitions and brands that
can acknowledge those ambitions and encourage the
challenge will connect with them. A Hero wants to be
inspired by the possibility to achieve and gratification
that comes with it.
Tactics

25. Persona / “First User Fred”
Sexual Orientation: Male - Traditional
Demographic: 18 - 35, He is based in ‘Sydney Metro’, Has girlfriend, Hard working family, Has a Job, Middle-class
Archetypes: Hero - Driven by truth, care, growth and protection
Personality Traits: Outgoing, Conversational, Flirty, Vibrant, Is often the loudest in the room, Unafraid of conflict (even if uninformed)
Ethical Motivations: Family centered. Care deeply for moral and ethical rights of his family, friends and country-people (Arabic background)
that have been posed unjustly or incorrectly in the media. Social justice for local community and news. Can have a joke.
Buyer Habits: Utilises all common Subscription based services i.e Netflix, Stan, Disney+, Spotify, VSCO - pays monthly only. Happy to
pay for a product that delivers value or aligns with ethical motivations.. But is often looking for a bargain or incentive.
However, very interested in new technology that gives him access to information, community, business outcomes so
always looking as a “First User Fred”.
News Sources: Instagram Blogs, Instagram Celebrities, Tik Tok Streams, References from close friends, Media Outlets via eDM, FB
Groups like Sydney Crime News, local news channels, Algazzera, Auburn 2144, SCN, Lebo Memes… “News” 😂
Frustrations with Competitor
Products:
Frustrated with bias and controlled news, with lack of community news input (from any community), with the current
channels of news and needing to
Brand Influencers: Kylie Jenner, Kendall Jenner, James Charles, Chrissy Teigen, Kim Kardashian, Alexis Ren

26. Audience Segmentation
INTEGRATORS
● Primary: Avid News “Integrators” aged
25-44.
● They have a specific need for the app as
they consume news daily via a variety of
different media such as social, news
websites and blogs
● They find these platforms easy to use,
generally reliable and accessible,
however they are not fans of the paid
content and international news.
Current News Consumption Channels
➔ Apple News/Google News.
➔ 7,9,10,SBS,news.com.au, Sky
News.
➔ The Australian, The
Guardian, SMH.
Podcasts
➔ Spotify.
➔ Itunes.
CONTENT CREATORS
● Secondary: “Content Creators”
People aged 18-24 who are NFT
fans, Arabic news followers, avid
content creators on socials and
follow/share relevant news
streams and funny content that
relate to news and communities
● Responsible for the contribution
of information specifically to
digital media.
● Known as minor celebrities/nano
influencers, they use their
credibility as social proofing and
to foster an authentic community.
Current News Consumption Channels
➔ Redditt.
➔ LinkedIn.
➔ Twitter.
➔ Facebook/Instagram -
Groups.
➔ Might engage in some
news websites.
TRADITIONALISTS
● Other: 45-54 yr old “Traditionalist”
males/females who find traditional
news consumption channels to be
bias, misleading etc.
● The oldest demographic amongst the
three.
● Generally, have a higher disposable
income than the other two groups.
● They are not afraid to voice their
opinions.
Current News Consumption Channels
➔ National TV News
Networks.
➔ Radio.
➔ Online news websites
➔ Some might engage with
Facebook/Instagram.
EXISTING CUSTOMERS
Retargeting can be a powerful method of
engaging with existing customers that love
the brand, the content and are happy to see
ads at various times. Although this is not valid
until the product is launched, it is worth
mentioning that users should be retargeted
and can opt out if desired.
Prospecting Retargeting

27. Marketing Channels

28. Bullseye Strategy
Strategy
Gabriel Weinberg and Justin Mares are the authors of one of
the most influential Marketing Books for Startups ever to be
published. The bullseye strategy enables Startups to
understand the landscape of go-to-market tactics, launch and
evaluate their traction.
The bullseye strategy insists on focusing on one winning
channel to win. You can also focus on three or four other
successful channels, depending on your budget, your ability
to test and measure success.. And ultimately focus on them.
As Sitrep is about to engage a pre-launch phase with a
limited budget, it is recommended the ‘bullseye’ consists of
Social Media Channel whilst exploring unconventional PR
and Influencer Marketing.

29. Bullseye Tactics
The Outer ring – Brainstorm ALL channels
Discuss new ideas, the pro and cons. This is really a
stage of to ask broad questions about reaching your
audience and whether each channel can empower
that. Goals or measure of success should be
determined too.
“Everyone starts off with biases. The outer ring is
meant to help you systematically counteract your
traction channel biases. It is important that you not
dismiss any traction channel in this step. You should
be able to think of at least one idea for every channel.
In practice, a lot of founders mess up this step by not
brainstorming long and deep enough to get useful
ideas for each channel.” Gabriel Weinberg
Rank and evaluate all channels based on budget,
effectiveness, market forces and timeline of
commitment.
Sitrep should focus on 3-4 in the pre-launch stage.
This is where you create and test.
Social media channels for example, test the
messaging/comment responses, the click rate, shares,
organic and paid ads specific analytics. How much it
cost to acquire a follower or user? Are the followers the
right type of followers? Has the needle moved in the
right direction?
The Middle ring – test, iterate, select

30. Bullseye Tactics
The Inner Ring 🎯 Focus is the key to virality.
The method advice is to choose only one. However, In
a pre-launch stage, you are still testing 3-4 channels
and you might also go back to the brainstorming of the
outer ring too at some point.
For example, let’s take Social Media (Tik Tok) as the
best channel chosen – for Tik Tok you need to create
unique content, which is part of another channel
(Content Marketing).
“The goal of this focusing step is quite simple: to wring
every bit of traction out of your core channel. To do so,
you will be continually experimenting to find out exactly
how to optimize growth in this traction channel.”
Gabriel Weinberg

31. 19 Channels
1. Viral Marketing
What if a user brings on board the next one? Well, this is what Viral Marketing is about: finding a way to bring conversions by luring your existing users to share your awesomeness with
their family, friends, and colleagues – in most occasions by rewarding them to do so.
2. Public Relations
Traditional media invaded the Internet, following the hype of the last decade. Being included in big publications still works – bringing great results. People enjoy the freedom that Reddit
and Product Hunt offer but still, they’re bound on the trend-setting media publications. Just make sure you always make it to the news!
3. Unconventional PR
Do stunts and treat your customers outrageously well, and word will spread. This is not something for the weak-hearted – a lot of people may hate you but in the meantime, you can
create enough buzz for your thing to take off. Ryan Holiday can assure you of that.
4. Search Engine Marketing
You can reach hundreds of millions of people by advertising on search engines. Everyone’s familiar with Google AdWords nowadays, and a lot of people claim they know how to do it.
Beware, as you can spend a lot of money on low-quality customers. Do your homework!
5. Social & Display Ads
Let’s face it. We, the people, love social media. We also love communities and websites closely related to our taste. Our inhabitation on such platforms revolutionized advertising in
general, creating new fields for marketers and companies to earn big time. You have just to find where your clients hang out.
6. Offline Ads
Before going nuts on how old-fashioned TV or billboards is, you should calculate the time you spend surfing on your mobile while being on your couch with the TV playing or in the
Underground surrounded by big @ass billboards. Chances are you’ve searched something you heard or saw while in the aforementioned situations.
7. Search Engine Optimization (SEO)
SEO is the process of getting traffic from “free”, “organic”, “editorial” or “natural” search results on search engines. In other words, it’s the method to make it on the top of search engines
for the keywords you are trying to rank. It’s not a sprint; it’s a marathon!

32. 19 Channels
8. Content Marketing
Content marketing is a marketing approach focused on creating and distributing helpful, applicable, and consistent content to attract and retain your target users and, ultimately, to drive
conversions for your product, service, or business in general. Articles, guides, infographics, and webinars have something in common; they generate a revenue stream!
9. Email Marketing
Doing Email Marketing is to use a series of automated, personalized emails for the sake of increasing sales. Many players out there do fantastic things, crafting irresistible-to-click
subject lines, as part of their main sales strategy aiming to boost conversions.
10. Engineering as Marketing
Allocating your engineering resources on building free tools that make your prospects’ life easier is a proven and a rather successful method of acquiring customers. Hubspot, for
instance, based its whole early traction on tools like Website and Twitter Grader and continues until today with the Free CRM.
11. Targeting Blogs
A lot of people get frustrated when mining for their first users. The truth is that you can get the first wave of them just by targeting blogs they already read. Contacting those blogs for
guest posts, coverage or just to place your company’s badge might get you where you ought to be.
12. Business Development
“You scratch my back and I’ll scratch yours” is a phrase that recaps in the most accurate way. By building partnerships you can reach hundreds, thousands, or millions of customers, in
ways that benefit both parties. You can go for a Standard Partnership, Joint Venture, or Licensing. And Oh, Google used it as an initial traction channel.
13. Sales
Generate leads, evaluate them and convert them into paying customers. That’s sales, and sales are pretty useful when your product is expensive and requires interpersonal interaction
before purchase To scale things up you need a sales model that will not only apply to your prospects’ problems but also enhance your product development.
14. Affiliate Programs
How about getting others to sell your products by letting them keep a percentage of the earnings for doing so? Affiliate programs are used by tons of companies for over 15 years
becoming one of the Internet’s traditions. More or less it’s like Business Development, but on this occasion, the partnership is between a company and an individual.

33. Recommendation
15. Existing Platforms
Social media changed the way we perceive reality, digital advertising, and marketing. It’s only natural for companies to use them as the core of their functionality. Building an audience
from scratch can be a pain in the @ss. Facebook has 1.25bn people ready to love you. That’s exactly what the guys on Zynga said to themselves.
16. Trade Shows
Trade Shows offer the chance for your company to show off its products in person to business insiders and get you close to prospects that could be ridiculously interested in what you
do. It’s a great opportunity to make major announcements, seal partnerships or just build interest around what you do.
17. Offline Events
Sponsoring or running offline events could get you a lot of traction. It’s an opportunity for you to engage with potential customers about their problems. You see, unlike online advertising
which might not work well with some people, giving them a chance to meet you can be way more effective.
18. Speaking Engagements
Educational articles, guides, and webinars provide great value and might bring you back customers. But the thing that people enjoy the most is attending educational events. Getting to
know your prospects in person and proving your value, gets you one step closer to converting them into paying customers.
19. Community Building
Building a community is all about investing in connections among your users, fostering those relationships, and helping them bring more people into your company’s circle Your goal
should be to create an army of evangelists – passionate users that tell other people about how awesome your product is.
Our Recommendation
● 75% of time and Budget Win Facebook, Snapchat, Tik Tok and Instagram with organic content, paid ads and community engagement.
● 20% Build your email list
● 5% Explore alternative PR stunts
Caveat - we also recognise that a pre-launch campaign involves establishing the brand. This can be done with merchandise and collateral. It is hard to measure the impact of these on
your marketing funnel but the power in these brand tactics does build brand equity.. We just think that you need to focus time and funds into the channels that will enable you to share
your mission, capture content creators and test marketing messages. Everything provided in this playbook will give you the direction for content, copywriting, targeting and channel
marketing for your pre-launch tactics.

34. Guidance on Social
Media Engagement

35. #Hashtaging
Determine your Social Channels and incorporate platform best practices into #hashtag strategy
● Hashtags turn topics and phrases
into clickable links taking users to
the Discover page.
● Not as popular as Instagram/Twitter
however still effective here.
● Use as few as possible. 1-2
Hashtags receive more interactions
than using 3 or more.
● Avoid punctuation. No spaces.
● Incorporate into sentences. E.g.
Post it on the #Sitrep FB page or
app
● Hashtags are categorised by
popularity and date used - Hashtags
harder to go viral.
● Search hashtags before implementing. You
need to know what content appears when a
user searches for a particular hashtag.
● Hashtags much more frequently searched
than Facebook.
● Use up to 30 hashtags per post. Studies
suggest that posts using 7-30 hashtags
generate the most engagement.
● You can follow hashtags just like following a
new account - Greater visibility/opportunity
for our content to appear.
● Brevity is essential. To the point hashtags
are key. This Makes content easier to
find/discoverable.
● Familiarise yourself with Page Insights to
determine how many impressions came from
the hashtags used.
● Hashtags started here. Perfect
space for discovery, conversations
and hopping on major trends.
● You can post a link and hashtag in
each tweet - Advantage over
Instagram & smoother transition to
web pages/landing pages.
● Twitter Search makes it easier to
discover branded hashtags.
● Avoid using hashtags in paid ads as
this could drive users away from the
clickable link in the ad.
● Not recommended to use more than
2 hashtags per tweet.
● Use the trends tool on the left hand
side to see which hashtags are
trending in market.

36. Facebook Blueprint
Educate your community - Grow you community here.
● Ensure links to other social media
platforms are easily visible in the Bio
section so we can continue to keep
driving users to other channels.
● Content is posted regularly & a
schedule is managed and maintained
through Sprout. Best practice is 7 posts
a week at a minimum.
● Define content strategy - If we post
random content, we will attract random
users with little interest in the brand.
Build up content on “How to’s” with app
pre-launch.
● Competitive Analysis - See what type of
content similar brands in market are
posting. What are they offering that’s
valuable to their users?
Know. Engage.
● Trendjacking - Understanding the latest
trends in market and “hijack” and adopt
to suit our posts. E.g. Hashtag
challenges/Trends/fads.
● Ensuring we are responding to
comments and questions. It is important
to respond promptly with valuable
feedback.
● Include relevant CTA’s and practice
social media cross promotion where
necessary, driving users to other social
media channels and the website. E.g.
Check our Insta Page for sneak peaks of
our new App - Play on FOMO.
● Engage with other relevant brands and
comment on their content. Tag other
well established brands on our content.
Retain.
● Sharing UGC - Posting
stories/challenges of followers of the
page. Include testimonials etc.
● Post questions, hold contests, create
polls -> Reward the loyal users.
● Post during peak times when our
audience is online to ensure maximum
visibility and relevance.
● Content needs to remain authentic &
true to the core values of Sitrep. If we
drift from this messaging, users could
disengage and feel like they don’t
belong. Sense of community is
jeopardized.

37. Linkedin Blueprint
Connect with the businesses that need to know about your product
● Ensure links to other social media
platforms are easily visible in the Bio
section so we can continue to keep
driving users to other domains.
● Be aware of industry trends and
how-to’s. E.g there is a decline in the
number of disability care workers in
Australia. How we can post about this
trend and create awareness?
● Know the type of industries our
audiences work across and tailor our
content to help them perform their job
more efficiently.
● Ensure that our profile is as optimised
as possible. Incorporating relevant
keywords in our posts will improve our
chance of ranking higher in Google.
Know. Engage.
● Share data/stories our audience will
love. This could be in the form of
relevant statistics and information from
the latest industry trends.
● Follow similar businesses/companies
and engage with their content. Share
their stories and posts on our timeline.
● Ensuring that we are posting at least
once/twice a day at a minimum.
● Engage in Linkedin Groups. Participate
in industry related groups, sharing your
thoughts and insights.
Retain.
● Ensure that we are cross promoting our
Linkedin content on our other social
channels - Facebook, Instagram.
● Content needs to be fresh and creative
and that we are not rinsing and
repeating.
● Follow other business and companies
that gain a lot of attention and following
in market and share with our followers.
This will engage existing
users/followers and generate
excitement.

38. Twitter Blueprint
Demonstrate Your Value Proposition
● Ensure links to other social media
platforms are easily visible in the Bio
section so we can continue to keep
driving users to other domains.
● Be aware of industry trends and
how-to’s. Jump on trending hashtags
and incorporate into our messaging.
● Know the type of industries our
audiences work across and tailor our
content to help them perform their job
more efficiently.
● Ensure that our profile is as optimised
as possible. Incorporating relevant
keywords in our posts will improve our
chance of ranking higher in Google.
Know. Engage.
● Ask questions to your audience and
create polls. Invite your audiences to
participate and engage with this
content. Asking questions helps to tpa
into the collective curiosity of people.
● Follow similar businesses/companies
and engage with their content. Share
their stories and posts on our timeline.
● Ensuring that we are posting at least
once/twice a day at a minimum.
● Be sure to include visual content
regularly (Videos, Images & GIFs) as this
captures user attention and encourages
engagement.
Retain.
● Ensure that we are cross promoting our
Linkedin content on our other social
channels - Facebook, Instagram.
● Content needs to be fresh and creative
and that we are not rinsing and
repeating.
● Develop a new, themed content
strategy every couple of days/week.
Themes could cover: Highlighting your
customers, sharing facts about the
industry or profiling leaders in our
space.
● Follow other business and companies
that gain a lot of attention and following
in market and share with our followers.
This will engage existing
users/followers and generate
excitement.

39. Instagram Blueprint
Illustrate the stories of your users, their experience and other personality traits of your brand
● Ensure links to other social media
platforms are easily visible in the Bio
section so we can continue to keep
driving users to other domains.
● Content is posted regularly & a
schedule is managed and maintained
through Sprout. Best practice is 7 posts
a week at a minimum.
● Define content strategy - Build up
content surrounding the launch of the
app by posting screenshots and
highlighting app features.
● Competitive Analysis - See what type of
content similar brands in market are
posting. What are they offering that’s
valuable to their users? Can we
incorporate into our messaging?
● Understand the relevance of hashtags
to the business.
Know. Engage.
● Start conversations using IG Stories -
Stickers, Q&A’s.
● Share data/stories our audience will
love. This could be in the form of
relevant statistics etc.
● Find and follow hashtags that are
relevant to the business. Ensure not to
follow hashtags that are too overly
saturated as our content will get lost in
the mix.
● Utilise strategic hashtags. Hashtags can
be location/content/subject specific.
General rule of thumb when using
hashtags is to post no less than 5 and no
more than 30.
● Follow similar businesses/companies
and engage with their content. Share
their stories and posts.
Retain.
● Start conversations using IG Stories -
Stickers, Q&A’s. Repost answers from
users on Stories.
● Share conte/stories our audience will
love. This could be in the form of
relevant statistics, people using the app.
● Go “Live”. This could be a great
opportunity to discuss and share
stories, act as an additional Q&A source
etc.
● Add elements of fun - Adopt elements
of humour, pop culture in our messaging
to generate buzz and excitement. It is
important to remain relevant and
contextual with our audience.
● Post during peak times when our
audience is online to ensure maximum
visibility and relevance.