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Social Media Marketing

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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), 2007 Academy 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 1 2 3 4


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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 by Elex 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!


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