05 04 2014 Creative Social Media Content Tactics Hows whens and whats Social Media needs to be relevant and unexpected What makes Facebook compelling Facebook recently bought virtual reality Provocative Imagery Meaningful posts minimal but impactful copy etc What do we want consumers to do Interact also share Interactions vs Conversations Interactions are simple Conversations are more complex How do people interact on Twitter It s all about dialogue 78 of user engagement comes from retweets It s not a Status Twitter Engagement favorties hashtags Quick tip use a period before the reply What are the three ways people interact on Facebook Likes comments and shares Social Media is all about the shares o Involves an oral exchange of sentiments observations opinions or ideas o Retweets mentions replies Hat tips gives credit for offline info Most brands are posting during the middle of the week however the most interaction occurs on the weekends Facebook is usually most active between 8 PM 7 AM Twitter is the opposite most people interact during the day Facebook is a scheduled post Twitter is a live conversation You should tweet between 1 4 times per day Tweet Spot You should post between 2 3 times per day across all channels for branding to be successful without being annoying do not exceed 7 times per week Facebook Photos are most effective form of media videos and links are also popular Poor example of brand representation Visa Signature there are no links nothing humorous no pictures makes it hard to interact with the brand use of stock photos also does not help with brand representation Twitter Photos are twice as high of a chance of interactions versus texts Facebook should be a combination of short and long links short links are NOT informative Tweets that contain links receive 86 higher retweet rates Hint make sure to add a space before links Facebook What should you post Questions You get feedback and information from consumers make sure the question is posted at the end of the post or tweet Caption This Fill in the Blank both allow people to interact by asking to complete or answer something They are commands Ask someone to retweet spell it out Case Bank of America Let s make it better failed because it is uninformative Emoticons which is are most popular D P D etc hashtags cannot overload a tweet or post with hashtags only 24 of brands have a hashtag should not have more than 1 or 2 hashtags at the most How long should a posts be Tweets with less than 100 characters receive 17 higher engagement than longer tweets keep posts and tweets less than 80 characters Social Media Styles Humor jokes can be annoying Narrative Toms and Ben and Jerry s o Expedia used Narrative by asking if you could go anywhere where would you go They paid for the man s flight to China and he had to drop everything and go find your o Why does this work for Expedia It s real authentic etc What is authentic in social media TAO Transparent Authentic Open Interactivity is something we are wired to do When you look at these things this is what you want out of social media Non interactive When a message is not related to previous messages Reactive when a message is related to only ONE previous message Interactive when a message is related to a number of previous messages and to the relationship between these messages Brand Interaction example McDonald s video where it asks customers to catch a photo of an item and receive that item for free at a nearby store It works people like to receive things with low involvement Gets people into the store it s effective Brands are often all or nothing very thin layer that you are trying to balance o Location based narrowcast conversational intergrated relevant and Layer 1 Initial engagement unexpected Layer 2 Immersive Branding o Deeply interactive on demand controllable personalized o Content has to be conversational to hook people in Social Media Objectives Awareness Brand Awareness measures level of familiarity respondents have with the brand Message Association measures the extent to which respondents can match the message in the creative to the brand Persuasion Brand Favorability measures the extent to which respondents have a positive or favorable opinion of the brand Purchase Intent measures the likelihood of respondents to purchase the brand in the future Other Objectives Strategic o Awareness o Maintain loyalty o Create user advocacy or advocates o Gather non scientific informal research o Develop new insights on target market o Create buzz on branded experience o Build incremental reach o Increase marketing roi o Increase consumer conversations about the brand o Increase followers likes o Support a new product launch o Encourage the share Tactical What is the objective of media to communicate The pupose of the Noah Movie App is awareness and intent to see The app is annoying because whenever you expand the app it automatically starts to play the trailer this can turn potential viewers off Royal Dutch Airlines allows their customers to choose their seats on the plane based upon social media this can have positive outlooks for networking however this can also have negative effects such as lack of control have to opt in awkwardness etc Search mindset I m in control and usually on a self directed mission Extreme lean forward mode Social Mindset I m in control but I don t mind browsing CASUAL lean forward mode Brands are always trying to FIND something new to CREATE within social media and networking must know your COMMUNITY How do you find your community online and in social media Listening Creative Interplay Social Media Voice is important you have to interact with a real person Push Branding Broadcast Pull Branding narrowcast Personalized content The Tao of social media the way transparent authentic and open Orbitz vs Priceline Orbitz dresses down with an American flag speedo vs Priceline always using suits A brand needs to reward loyalty by talking back with their customers and keeping customers in the loop Types of Posts Direct Benefit Reverse Benefit Factual News Command Word play Provocative Question offers a reason to click or read implies you would be worse off for not reading clicking provides interesting facts about the product announces news or promises information difficult to get people to care orders the reader to do something asks nicely play on words tweak the readers curiosity encourages readers to find answers by reading the body copy Brand