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Social Media Platform Knowledge
The document discusses strategies for capturing consumer attention on social media, emphasizing the importance of short, engaging, and relevant content that doesn't feel like traditional advertising. It provides insights into various platforms like Facebook and Twitter, highlighting the need for brands to create conversational and visually appealing storytelling while leveraging user-generated content. Key trends include the rise of dynamic ad formats, personalized messaging through chatbots, and the value of community-driven engagement to enhance brand presence.
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Social Media Platform Knowledge
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- 2. Disruption is whatcreates intrigue - intrigue leads to exploration - exploration leads to brand interactions. SOCIALMEDIAINFRASTRUCTURE Getting social is personal, it is not media.
- 3. COMPARINGAPPLESTOORANGES Our goal: Createthumb The human attention span is 8 seconds.
- 4. DIRUPTINGWITHFORMAT 3D FORMATVERTICAL VIDEO PRESS TO PLAY ADS GRIDS Consumers do not want to be served ads. How do we solve this problem?Formats help capture attention. Ads are recalled through completion of content
- 5. VERTICAL FORMAT VIDEO BRAND:JEEP PLATFORM: FB & YT PURPOSE: HIGH IMPACT LINK FOR DETAILED READ: https://goo.gl/7q7mez
- 6. 3D AND PRESSTO PLAY BRAND: DAIRY MILK SILK PLATFORM: FB PURPOSE: THUMB STOPPING MOMENTS
- 7. EFFICIENCYACROSSADTYPES ASPIRATION ENGAGEMENT PERFORMANCE CAROUSAL CANVAS DYNAMICADS MESSENGER F.T.U INFLUENCERS CONTEST CAROUSAL CANVAS STORIES
- 9. Have interests? Catch up on everything happening aroundyou. 2015 BUILD A COMMUNITY 2016 DRIVE ENGAGEMENTS 2017 REACH VIA MEDIA 2018 CONTENT WILL DRIVE CONNECTIONS
- 10. attention quickly C AP T U R E P L A Y morefor sound off D E S I G N F R A M E your visual story “Brands should create content like a publisher to succeed” - Facebook.
- 11. But can Facebookreally deliver performance? Hard working ad format that delivers through displayed intent. Add product catalogues Setup remarking criteria Review. Realign. Restart.
- 12. Key Takeouts: - Keepit short. Easy to absorb content with clear communication about the proposition - Keep it contextual. Be relevant to the moment, intent and interest based on audience targeting and behaviour. - Keep it real. Don’t try to make an ad; people don’t want to be seeing ads on a social network. Tell them why this ill benefit them. Tell a story.- Keep it coming. Low attention span leads to short span of memory. Keep the content coming in timed intervals and keep it fresh.
- 13. opinions, jump into trends orjust make a statement. A great place 2015 ANSWER ALL BRAND QUERIES 2016 CATCH ALL THE LATEST TRENDS FIRST 2017 BE UP TO DATE WITH CURRENT AFFAIRS 2018 MOVING CLOSER TO A VIDEO FIRST PLATFORM
- 14. Behavi our on Twitter Me &My environment:- People don’t publish pictures of themselves on Twitter but only about their surroundings. Narcissim at its best:- They use the medium for self promotion Topical conversations:- Trends are an outcome of everyone saying the same things. Rant out:- Socially accepted platform where brand bashing is accepted and users empathise each other. Social Closure:- Look at Twitter to find solutions to individualistic problems
- 15. E N GA G E with a topical POV D I R E C T immediate solutions S H O W C A S E product benefit in conversation The platform where our voice can be “seen" by users on a day-to-day basis.
- 16. A conversation isimmediate and continuos. Then why should you wait for responses online?Think of Twitter as the largest data pool you have. Twitter API allows you to utilise this data pool in interesting ways for brands.
- 17. Sentiment analysis integrated toproduct pricing.As the anger went up on Twitter in Austrailia, the price of Snickers at all 7-11’s went down. http://www.adweek.com/creativity/snickers-hungerithm-sets-candys-store-price-based-internets-mood-171674/
- 18. Responses made fun onTwitter.Creating video response from the TVC to users who engage with the brand and driving conversations on Twitter. https://twitter.com/johnlewisretail/status/930731406485065728 http://www.adweek.com/brand-marketing/john-lewis-unveils-moz-the-monster-in-its-charming-christmas-ad-about-friendship/
- 19. Targeted ads to consumersbased on their names to create a delight moment.Custom video replies to each individual fan of IPL by their favourite cricket players on Twitter. https://blog.twitter.com/official/en_in/a/2016/how-personalised-live-engagement-with-cricket-fans-on-twitter-in.html
- 20. #SpeakBeautiful - Using historic conversationsto create a impactful conversation. http://www.adweek.com/digital/dove-and-twitter-built-tool-measure-how-positive-or-negative-your-tweets-are-170165/ https://www.dove.com/us/en/stories/campaigns/speakbeautiful.html
- 21. #TravelingTrophy - Allowed usersto tweet and decide where the UEFA trophy should arrive to.
- 22. Key Takeouts: - Createconversations. People don’t expect brands to converse. Lets get chatty with our consumers through bots, tweets and responses.- Create new experiences. Using Twitter as an infrastructure instead of a media platform will allow us to use data and content more contextually.- Provide solutions. Address any issues immediately. Usage of automated bots to respond to tweets, DM’s and even Retweets go a long way.- Keep up with the trends. Have a point of view and continually engage with the active follower base.
- 23. An application that people headto aspire themselves and actively seek interesting 2015 TRAVEL DIARY 2016 FASHION DOWNLOAD 2017 FRIENDS AND INTERESTS 2018 OF THE MOMENT
- 24. NCCS 31% 22% 48% Sec A SecB Others 37% Have more than 1 car on an avg. 25% On postpaid vs 5% in India. Rs 17,500 Is the avg price of their phone vs Rs 13,200 of India. The average Instagram user is from a higher income household in India.
- 25. Reasons people follow brands Tofollow aspirational brands/products, especiall high end brands. To shop for products online. To know about deals and offers various brands r To know the latest products and designs in bran
- 26. Content best practices- Stories Avoid branding/content across the highlighted margins to give a clear message Create a compelling story series ALWAYS to ensure that a user is engrossed. Stories is the only feature where users tap more than swipe - hence, the odds of people skipping your story is low.
- 27. Content best practices- Stories Stories is the only feature where users tap more than swipe - hence, the odds of people skipping your story is low.
- 28. Content best practices- Visual First Create content - not ads. Instagram focus should be based on consumer behaviour on the platform and to create premium content that is subtly branded. Panoramic view - via carousals (For Products) Video based content - for higher engagements Aspirational visuals - for higher interest Single tonality - for better recall
- 29. Content best practices- Visual First @RobinSingh Colaba Causeway, Mumbai. Always tag the location of the content for better association and to appear in discover section. Tag the influencer to get better reach within IG home page. Content - especially video to be shot specifically in square format for platform.
- 30. Key Takeouts: - PremiumContent. Invest in creating visually striking content that consumers would be aspired by. - Create compelling stories. Stories are quick to absorb and have better visibility. Create exciting premium stories that give a message. - Be subtle. Let the content do the talking and allow the premium users of the platform to appreciate the offering. - Be in the moment. Have a POV on daily trending topics, news and content to use across Live features and stories.
- 31. WHEREAREPLATFORMSAT -Facebook is stillthe leading platform for marketers (96% of businesses use Facebook) -Facebook organic reach continues to decline (only 21% of respondents haven’t noticed a decline in the past 12 months) -Video is a top priority for 2018 (85% of businesses would like to create more video content) -Facebook is dominating the paid advertising space (94% of marketers have used Facebook Ads) -Stories have become hugely popular (68% of marketers are planning on creating more stories in 2018) -Live video hasn’t yet caught on (only 31% of marketers have broadcast live video)
- 32. KEYTRENDS:MSGNGRULES Users find iteasier and more convenient to interact with a brand on chat rather than across various platforms 56% would rather message than call a business for custome 61% percent likes receiving personalized messages from businesses More than 50% prefers shopping with a business they can message 80% of senior marketing officials are planning to move a large chunk of their business to chat bots by 2020
- 33. KEYTRENDS:ORMISCOOL Responding to allconsumer queries via DM or via social posts has become critical for a complete experience with a brand. 70% • are more likely to use your product or service 75% Are likely to share the good experience on their own social media profile 73% Will share a positive interaction with a friend
- 34. INFLUENCEMATTERS - Manymajor brands such as BMW, Netflix, and Starbucks are reposting user-generated content as part of their content strategy, especially on Instagram - User-generated content featuring a brand drove seven times higher engagement than brand-generated Facebook posts - 45% of the respondents of a 4,500-people survey look at user-generated images for inspiration at least once a day - Respondents of the same survey trust images from other consumers seven times more than ads - 56% of the respondents are more likely to buy a product after seeing a positive customer-generated post of it
- 35. Now that weknow that Social Media Infrastructure goes beyond ads, do we really know what it means to have a digital presence?
- 36. - 10% overallbusiness is driven by personalised mailers sent to CRM database. - Single tone of voice will be witnessed by users from the queue to social media - Investments in social & digital infrastructure to improve overall experience of brand with consumers - Dynamic ad types across social media to deliver contextual content based on users with intent INDIGO AIRLINES’ DIGITAL PRESENCE
- 37. - Storytelling takesfront seat no matter whether it is product or influencer - Content is driving connect not creating informative ads for the brand - Influencers are the voice the product is the story for the brand across platforms - Consistency in content is what makes Nike highly aspirational - especially across Instagram NIKE’S DIGITAL PRESENCE
- 38. - Community drivenengagements which controls negative feedback seeping into social media - Content strategy revolves around usage and not information around the product - Product benefit is communicated by users who are also influencers of the brand - Content is made to consume quickly whereas information rests on owned platforms for further inquiry FITBIT'S DIGITAL PRESENCE
- 39. - Individuality isthe underlying brand pillar under all content is created - Single tonality across touch points - Disruptive content that gets thumbs stopping and heads turning - Focus is on usage low information of the products by itself is given out DIESEL'S DIGITAL PRESENCE
- 40.
Editor's Notes
- #3 Key Talking Points: 22feet manages the entire web presence of Fastrack Imagery created / shown here is not campaign adapts but actually shot for the web The site is built on PHP and has 1800+ SKUs across 5 categories 22feet also managed the entire catalogue / product styling