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Social Media Marketing
EVACOMICS
© 2015 Evangeline Neo, Evaworks Pte Ltd
http://www.eva.sg
For Artists &
Entrepreneurs
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Evangeline Neo (Eva)
Introduction
Bachelor of Fine Arts (BFA), 2007Academy of Art University, San Francisco, CA, USA
Masters in Business Administration (MBA), 2013 Waseda University, Tokyo, Japan
Drawing webcomics for 8 years. Self-published first comic book in 2014:
Worked full-time at NYP for 5 years.
Singaporean who speaks English, Chinese and Japanese (N1).
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73,000 Facebook likes with NO ADS and NO SUPPORT from major companies.
100% organic
Introduction
EVACOMICS
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Strategy
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Fanbase
Build & engage fans, constantly. Review performance.
Strategy
Target
Target your customers & know which social media channels they are using.
Create
Execute the plan & create content for Target audience.
Niche
Analyze yourself to find your niche area.
NTCF Framework
© 2015 Evangeline Neo, Evaworks Pte Ltd
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Step 1: Niche
Must develop niche area to stand out from competition (DIFFERENTIATION)
To find niche area:
Have special skill/knowledge?
Topic that you are passionate about
Identify what you tend to do or where you hang out (both offline and online)
What you want to do
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework
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SWOT Analysis
Strategy > NTCF Framework > Step 1: Niche
Many times Strength is also Weakness.
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SWOT Analysis (Evacomics)
Strategy > NTCF Framework > Step 1: Niche
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Step 2: Target
Define who your target readers/customers are (can be geographic, age, interest, income, lifestyle, etc.)
Understand what they might be interested in and where they hang out (offline & online)
Find out which social media channels they use.
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework
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Which Social Media Platforms?
Select based on your target audience.
Selection criteria:
Number of active users (is platform popular?)
User interface to match your content
Geographical reach
Type of users who are using the particular platform (can be demographics by age/gender or behavior)
Strategy > NTCF Framework > Step 2: Target
© 2015 Evangeline Neo, Evaworks Pte Ltd
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Facebook, Twitter, Google+, Instagram…
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
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Twitter, Facebook, MIXI…
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
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© 2015 Evangeline Neo, Evaworks Pte Ltd
Side by Side Comparison
Strategy > NTCF Framework > Step 2: Target > Which social media platforms?
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Step 3: Create
Create accounts at respective social media channels
Short and easy to remember names
Same ID if possible (for branding)
Link them up at your website/blog.
Consider writing articles or make videos to establish yourself as the expert in that niche area.
Post and monitor.
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework
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Facebook’s “High Quality Content”*
Is this timely and relevant content?
Would you share it with friends or recommend it to others?
Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)
Would you complain about seeing this content in your News Feed?
*Source: “News Feed FYI: Showing More High Quality Content,” Varun Kacholia, Facebook for Business, 24 Aug 2013, https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content, accessed 25 Jul 2014.
Strategy > NTCF Framework > Step 3: Execute
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What this means?
Improve content
Interact more with your fans
Post stories that encourage comments/shares
Diversification to other social media platforms/advertising (e.g. TV ads, email newsletters, etc.)
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework > Step 3: Create
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Best time to update
Source: “Asia-Pacific Content Consumption Trends,” Outbrain, Jan 2014, http://www.outbrain.com/apac-content-consumption-report, accessed 24 Jul 2014.
Strategy > NTCF Framework > Step 3: Create
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.
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Best time to update (SE Asia)
However, this means more competition too.
You can also try updating at other times to test if your audience is around.
Strategy > NTCF Framework > Step 3: Create
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Step 4: Fanbase
Initial fanbase is very important to influence others and convert “fence-sitters” to fans.
How to get fans:
Friends
From other FB pages, Blogs or Forums where your target audience might hang out in.
Make them feel important, they are your Brand Ambassadors! Thank them after events!
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > ATEF Framework
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How do you know it’s working?
© 2015 Evangeline Neo, Evaworks Pte Ltd
When people who are not your friend starts following you
Set your own benchmark or against competitors of similar content/industry
KPI will change (depending on platform’s algorithm, type of posts, etc.)
Strategy > ATEF Framework > Step 4: Fanbase
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Results
Increase in commissioned work and sponsorship
Patreon campaign
Invitations to talks & demo
Published in Indonesia byElex Media, part of Gramedia, a major publisher in Indonesia.
© 2015 Evangeline Neo, Evaworks Pte Ltd
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8 Personal Tips
Experiment with different contents & posting time until you find more strangers liking your page & posts.
Reply your fan comments (preferably in a witty manner).
Craft interesting captions & use #tags
Update regularly if possible (with good content)
Avoid sharing your posts on your personal FB all the time.
Imagine you are the viewer, will you be interested?
Do not keep on asking what your fans would like to read.
Have a website/blog that is mobile-friendly.
© 2015 Evangeline Neo, Evaworks Pte Ltd
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Disclaimer
There is no ONE METHOD for everyone.
Validate if solutions are suitable for you and try to see if they work.
© 2015 Evangeline Neo, Evaworks Pte Ltd
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Recommended Readings
Social Media Examiner
Social Media Today
We Are Social
“Socialnomics: How Social Media Transforms the Way We Live and Do Business” (2012) by Erik Qualman
© 2015 Evangeline Neo, Evaworks Pte Ltd
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Thank you! ??!
???????????!
© 2015 Evangeline Neo, Evaworks Pte Ltd
www.patreon.com/evacomics
AND GOOD LUCK!