The quickest way to turn people away from your branding efforts on social media is to come across as overtly pitching your product or service. If consumers sense you are interacting with them only to sell them a product, your social media branding efforts will be deemed irrelevant–or worse, you may create an irreparable damage your brand’s reputation. Find out how to craft content for social media sites that attract and engages consumers around the brand.

1. Website Content
PRESENTED BY MANOU MOLOSA, Digital Advertising & Social Media Specialist

2. Introduction & Background;
1. Building a strategic plan for content marketing over social media sites;
2. How integrate marketing, Ad, & public relations in social media campaign;
3. How to tell effective stories & create content for social media that drives
engagement;
4. How to integrate marketing, Ad, & Public relations in social media
campaign nurturing, & incorporating user-generated content;
5. Measuring engagement, Sharing and Embedded video.
6. Pick n Pay the Most South African Brand Engaging
Conclusion

3. 1. Building a strategic plan for content marketing over
social media sites;
 Content categories, types and Content
• Understanding content categories WHAT
• Understanding types of content
 Content strategy
• What is a content strategy and why it is important
• Developing a content strategy
HOW
 Content plan
• Creating a content calendar HOW
• The three C’s - Create, Curate & Communicate
• The magic content ratio 10:4:1
 Crossing platform WHERE
• Content across various platforms – understanding what goes where
• Editing content to suit platforms

4. 1.1. Content categories & Types
 Content categories
• Original content
• Sales content
• Interaction
 Content types
• Pillar content
• Community building
WHAT
• Campaign content
 Content formats
• Content includes: articles, videos, images, surveys…

5. 1.2. Content strategy
HOW

6. 1.2. Content strategy
6

7. Growth

8. Content strategy 2 Pillars
8

9. 9
Content strategy
Understand your audience (Focus your content on THEM)
Set your objectives
Listen to what people are saying about your brand
Choose the channel that fit your strategy
Adapt your content for different social media
Develop a voice by sharing content on Blog

10. 1.3. Content plan
1. Plan out your content ideas and topics
HOW
• Brainstorm a complete list of topics
• Develop your content streams
• Develop your campaigns
• Asses the different types of content and what can be produced
2. Develop your calendar
• Your calendar should address: frequency, platform & content across your
streams
3. Remember 10:4:1
• Content includes: articles, videos, images, surveys…

11. Sample of on-going content planning
• Your calendar should address: frequency, platform & content across your
streams; remember content includes: articles, videos, images, & surveys
11

12. 1.4. Crossing platform
WHERE
12

13. 2. How to integrate marketing, advertising, public
relations in social media campaign
No matter how good your campaign /page/content;
if you don’t drive your community to it – they will not find it
• Use your other marketing endeavours to drive your community to
your social platforms
• Creating campaigns
 Integrating campaigns across marketing channels
• Transforming the organisation into a content machine
 Dedicated social media and content human resources
 Every department in your organisation develops some form of content
 Communicate between multiple departments

14. 3. How to tell effective stories & create content for
social media that drives engagement;
CUSTOMER

15. 3.1. Telling short story
15

16. 3.2. Encouraging conversation
16

17. 3.3. Be responsive
17

18. 4. Nurturing & Incorporating user-generated content
Building Commenting
relationships
Using
influencers
Rewarding
your fans Dealing with
Critics

19. 4. 1. Building relationships
• Monitor your platform regularly,
• Say thank you,
• Govern & Guide conversations.

20. 4. 2. Commenting
• Do your part, join the conversation; Offer your opinions
20

21. 4. 3. Rewarding your fans
• Rewarding your community for being involved. (This you should not be expected)
21

22. 4. 4. Using influencers
• Leverage social influencers' conversations
22

23. 4. 5. Dealing with Critics
• Defend your brand politely and with respect
Rule #1 Respond no Matter what; start with “We are sorry” & end with “Thank you”
Rule # 2 Contact the customer privately
Rule # 3 Let your community respond

24. 5. Measuring Engagement
1. Understanding Insight
• Keys signs of engagement (replies, mentions, comments, shares, & Likes)
2. Creating engagement graphs
• Where is engagement is happening (regions, & places)
• How and Why is engagement happening- look at this over time
• Find your most engaging content
• Put it in perspective
24

25. Total Likes= 9,333 0,6%
5. 1. Understanding Insight Friends of Fans= 4,011,847 0,6%
People Talking About this=107 11,46%
Weekly Total Reach=4545 43,73%
25

26. Reach= 1,030
5. 2. Creating engagement graphs Engaged Users= 52
Talking About this=15
Virality=1.46%
26

27. Gender=52% (Female)
5. 2. Creating engagement graphs Countries= 4,238 United States
Cities= 208 New York
Language=5,291 English (US)
27

28. 5. 3. Sharing video on Social media channel
Click the Share button
Then click Facebook or
Twitter button. Then you will
see like this shot
Now write something !
Otherwise it will be seen only in
your profile not in your home.
Then click Share Link button.
28

29. Now, the video should be seen in both your Home & Profile as like the shot below

30. 5. 3. Sharing embedded video
Right-click on the video.
Then click on Copy embed html
Then paste the embed html
where you want to show/share
that video in HTML tab of your
post editor.

31. 6. Real case on the retail industry
Pick n Pay the most South African Brand Engaging

32. 6. Pick n Pay the most South African Brand Engaging
9 Pillars
Sensing
Knowledge
Understanding
Integrity
Connection
Commitment
Conviction
Participation
Advocacy

33. 6.1.1. Sensing

34. 6.1.2. Knowledge

35. 6.1.3. Understanding

36. 6.1.4. Integrity

37. 6.1.5. Connection
37

38. 6.1.6. Commitment

39. 6.1.7. Conviction
39

40. 6.1.8. Participation

41. 6.1.9. Advocacy
41

42. 6.2. Pick n Pay’s Success Formula
42

43. 6.2. Pick n Pay Facebook Success Formula
43

44. 6.3. Pick n Pay Twitter Success Formula
44

45. • Your content is there to add value to your customers - focusing on your
customers is priority number one
• Invest in your online presence
• Create digital touch points by newsletter registrations & share buttons,
• Content strategy and planning is too complex to be somebody’s
sometimes job. It needs to be everybody’s job.
• Adapt to change – social media is the fastest changing marketing channel
be sure to stay up to date
• The conversation around your brand is happening with or without you:
ensure you are driving the conversation

46. THANK YOU FOR
YOUR ATTENTION
Contact Manou Molosa today to learn more
and schedule a consultation!
CELL: +27 79 549 81 67
EMAIL: manoumols2@yahoo.fr
Solutions for Every Challenge
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