@write2kavita

Hi… it’s great to be back with another interactive monthly

webinar & welcome to an action-packed learning session!

If this is your first time, let’s get to know each other little bit. I

am based in Singapore and head Digital Marketing at Web

Spiders. More info @ www.webspiders.com

I love digital media, sharing insights based on user behavior &

our interaction with technology! Today’s session is all about

Social Media for Government Enterprises. Let’s get started!

BTW, you can find me on social media (of course!) @

LinkedIn: www.linkedin.com/in/kavitaj

Twitter: @write2kavita

Facebook: www.facebook.com/kavitaj

E-mail: kavita@webspiders.com

Director

@write2kavita

@write2kavita

@write2kavita Social Media for Good Governance

Survey of citizens who prefer interacting with governments via social media

Source: Statista

@write2kavita

Platforms USP Opportunities & Benefits

Most popular network Advanced targeting, niche community, branded visuals, native videos.

Micro blogging site Twitter chats, real-time updates, hashtag marketing, trending topics.

Video sharing site Video marketing, user generated clips, video blogging, tutorials.

Professional network Professional blogs & updates, interest groups, influencer marketing.

App for pictures, videos Millennial marketing, hashtag marketing, micro video marketing.

Curation & discovery site Targeted boards, place pins, article pins, infographics, branded photos.

1. Popular Social Media Platforms

@write2kavita Social Media Engagement - Singapore Polytechnic

Copyright: Singapore Polytechnic

@write2kavita 2. Objectives & KPIs

Raise Awareness Reach, Impressions, Views, Fans, Followers, CTR

Build Engagement

Solve Queries, Get Feedback

Collaborate & Promote

Manage Reputation

Likes, Shares, Comments, Retweets, Repins, Favourites

Messages, Testimonials, Reviews, Ratings, Surveys

Niche Communities, Forums, Twitter Chats, Targeted Campaigns

Social Listening - Mentions, Referrals etc.

@write2kavita 3. Bio Persona Development

Bio: Marketing Manager & Aspiring Entrepreneur

Working mother with 2 young kids, lives in Singapore

Interests: Loves gardening & travelling, interested in social causes

Personality: Outgoing, Enthusiastic, Warm & Idealistic

Online hangouts: Facebook, Twitter, LinkedIn, YouTube

Best way to connect: Facebook niche communities, industry specific

LinkedIn blogs, mobile videos via YouTube, real-time tweets

Stella Wong Female, 44 years

@write2kavita 4. Effective Audience Targeting

● Demographic targeting

● Regional or location based targeting

● Lookalike audience

● Interest based segmentation

● Socio-economic classification

● Segmentation on the basis of industry, profession

● Keyword targeting

● Device targeting

● Advanced behavioural targeting

@write2kavita

Objective Tone & Persona Language Post Types

Spread Awareness

●Warm & Inviting ● Informative ● Honest & Helpful

Simple & Easy to understand

● Real-Time Updates ● Thought Provoking Posts,

Polls, Surveys

Establish Authority

● Professional & Sincere ● Authoritative yet Friendly

Industry Savvy

● Tips & Expert Advice ● Professional Blogs ● Video Tutorials

Build Engagement

● Direct & Outgoing ● Playful & Inspiring ● Personal

Conversational & Fun

● Shareable Content - photos, infographics

● Throwback Updates ● Interactive Updates

5. Social Media Voice & Messaging

@write2kavita Voice & Messaging - Unify To UDify

Copyright:

Unify To UDify

Targeted Post

Informative Post

Warm & Helpful Tone

Relevant Messaging

@write2kavita 6. Rules of Community Engagement

● Ask questions, show curiosity to spark conversations

● Respond to queries, share information & join in discussions

● Invite public opinion on topics of interest

● Be human and be accessible at all times!

● Try not to be too preachy or boring but be consistent

● Don’t get caught up in red tapism - be fast, accurate & relevant!

● Wow them with content they’ll love!

● Give them reason to come back - think incentives & takeaways!

@write2kavita Community Building & Engagement

Copyright:

Singapore.sg

Copyright: PAssion Chingay Club

Celebratory Post

Real-Time Event Updates

@write2kavita 7. Social Media Content Strategy

● Frequency & variety of posts

● Ideal length of posts

● Best day & time to post

● Platform centric content creation

● Mix of original & curated content

● Hashtag marketing & Cross promotion

● Post targeting & real-time updates

● Content performance analysis

@write2kavita

Infographics

Newsletter

Content Assets - Nanyang Technical University

Copyright: NTU

@write2kavita 8. A Typical Editorial Calendar

Calendar Post Type Goal Channels

Monday Branded Photo Post Awareness/Reach Facebook, Twitter, Instagram

Tuesday Event Promotion Boost Participation Twitter, Facebook, Instagram

Wednesday News/Announcement Education/Information Twitter, Facebook, Instagram

Thursday Website/Blog Promotion

Drive Traffic Facebook, Twitter, LinkedIn

Friday Contests/Polls Engagement Facebook, Twitter, Pinterest

Saturday Interactive Video Interaction/ Distribution YouTube, Facebook, Instagram

Sunday Guides/How-to’s/Blogs Knowledge Sharing Slideshare, LinkedIn, Facebook

@write2kavita

Campaign

Type &

Target

Audience

Campaign

Objective

Platforms

&

Incentives

Editorial

Calendar &

Creatives

Campaign

Promotion

Campaign

Monitoring

Campaign

Results

Post

Campaign

Activities

9. A Social Media Campaign Timeline

@write2kavita

Copyright: PAssion Chingay Club

Social Media Campaign - PAssion Chingay Club

@write2kavita

● Customized editorial calendar

● Team progress tracking

● Collaborative editing, content workflow

● Crowdsourcing, content marketing map

● Campaign planning, execution

● Audience engagement

● Campaign impact analysis

● Collaboration feature for ideas, content

● Targeted advertising

● Auto-schedule, social profile mgmt.

● Real-time social success tracking

● Multiple platform campaign mgmt.

● Campaign performance analysis

Free Mid-Range Mid-Range Enterprise

● Cross channel campaign mgmt.

● Interactive & customized experiences

● Social curation feature ● Multiple device,

language support

10.Campaign Monitoring Tools & Analytics

@write2kavita Social Media Crisis Management

● React quickly, empower your teams and accept responsibility.

● Know how and when to take the issue offline.

● Apologise if necessary and do not ignore or be defensive!

● Provide constructive responses to questions, requests or complaints.

● Refrain from closing your social media accounts or engaging in a debate!

● Tune in to social listening 24/7.

● Avoid sending out conflicting statements or inappropriate responses

● Be genuine, sincere and show your concern, commitment!

● Take it as a learning experience and prepare a post crisis document for future use.

@write2kavita

• Verify the official accounts. Make sure all the contact details and descriptions fields are properly filled out.

• Define roles and responsibilities clearly. Encourage regular internal communication to maintain

accuracy and transparency. • Provide regular trainings, embrace new technologies and platforms. However, avoid the pitfalls of

over-marketing! • Have a data backed strategy along with effective workflows and calendars in place. • Be consistent when it comes to messaging and creatives. But do customize the content & speak

the language of the specific platform. • Integrate social media initiatives with offline communication. That includes events & campaigns!

• Link back to website, blog and relevant portals.

Develop a Customized G2C Playbook

@write2kavita

• Prepare a FAQ document with common Q/A, guidelines and best practices. • Always use social listening tools, be prompt when it comes to addressing complaints or

dispelling rumours. • Use acronyms cautiously and remember to provide appropriate captions and CTAs in posts. • Take ownership of hashtags and research popular ones to be found readily by fans. • Open dialogues and conversations instead of opting for a broadcast approach. • Connect and engage influencers regularly and promote advocacy. Join relevant groups as well! • Leverage trends & incentivise whenever possible. Create powerful social media movements! • Run social media audits at regular interval and adjust the strategy accordingly.

Develop a Customized G2C Playbook

@write2kavita

@write2kavita

Web Spiders provides 360 ° Digital

Marketing Services:

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Speak to us at 8499 7403 to

discuss more!

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