Win At Content (Content Strategy)

D I S T R I B U T E D
L I V E P U B L I C
C O N V E R S AT I O N A L

MORE MOBILE
MORE CONTENT
S M A R T P H O N E S
8 1 B
D E S K T O P
4 1 6 B
D E S K T O P
4 7 7 B
S M A R T P H O N E S
3 8 1 B
TA B L E T S
1 0 B
2 0 1 0 2 0 1 3
493%
M O B I L E
G R O W T H
14%
D E S K T O P
G R O W T H
I N T E R N E T U S A G E B Y M I N U T E S

BILLION
TWEETS
EVERY 2 DAYS
1
BILLION
GLOBAL INTERNET
USERS
2.4
HAVING THE RIGHT CONTENT
DISTRIBUTED AT SCALE IS MORE
IMPORTANT THAN EVER
SOURCE: TWITTER INTERNAL JANUARY 2014

BUT, THERE ARE CHALLENGES
MARKETERS HAVE
A CHALLENGE CREATING
INTERESTING CONTENT
54%
MARKETERS HAVE
A CHALLENGE CREATING
CONTENT CONSISTENTLY
50%
SOURCE: 2015 B2B CONTENT MARKETING TRENDS / MARKETINGPROFS

2
1
3
WHAT MAKES A GOOD TWEET
CONTENT STRATEGY ON TWITTER
DON’T POST AND PRAY
TAKEAWAYS4

IN 140 CHARACTERS1
@cokesg
Coke SG
VANILLA COKE is back in SG for a limited
time! Find them at select 7-11 stores! Grab
your dash of vanilla now and share pics!
OPTIMAL TWEET LENGTH
Keep your Tweet copy to 100 characters or less as
an optimal Tweet length
CALL TO ACTION
Include 1 strong call to action & tell the user what
value add is there if they engage with your Tweet

A PICTURE2
@SamsungSG
Samsung Singapore
You can't cut photobombers out of the
photo. But you can use #SelectiveFocus.
#GALAXYS5
Have a clear image with a strong point of focus
Make the picture related to the Tweet copy
Optimal photo size is in a 2:1 aspect ratio
DON’T DISTRACT
NOT ALL PICTURES ARE CREATED EQUAL
SIZE IS IMPORTANT

A VIDEO3
Advertisers can now upload & distribute video on
Twitter
While we allow video uploads of up to 10minutes in
length, try and keep your video lengths to 3
minutes and less
Upload .mov and .mp4 ﬁles
@Budweiser
Budweiser
Each September, Budweiser celebrates
responsible drinking. Be there for the ones
you love. #FriendsAreWaiting
NATIVE VIDEO
VIDEO LENGTH
VIDEO FORMAT

A4
Vine is a mobile app from Twitter, which lets you create and share six-second
looping videos.
LOOPING
Use the fact that your video will play seamlessly over
and over to your advantage.
PERFECT THE POSITION
Use the “ghost” tool in Vine to keep your previous frame
faintly visible, allowing careful positioning & alignment
TRAIN YOUR TAP
Instead of tapping directly, try using a light swiping
motion on the screen as this can register as a short tap
without wobbling the phone.

USING RICH MEDIA
THROUGHOUT THE
FUNNEL

USING RICH MEDIA
THROUGHOUT THE
FUNNEL
AWARENESS
P H O T O
@DigitalFashWeek
DFW PR GIRL
BREAKING: Supermodel @NaomiCampbell
To Make Southeast Asia Runway Debut At
#DigitalFashionWeek Singapore 2013!

USING RICH MEDIA
THROUGHOUT THE
FUNNEL
AWARENESS
V I N E

USING RICH MEDIA
THROUGHOUT THE
FUNNEL
P R O M O T E D V I D E O
@Coles
Coles Supermarkets
#HestonforColes Tip: Serve Heston Hidden
Caramel Sauce & Figgy Pudding with fresh
whipped cream - Mmm!
INTEREST

USING RICH MEDIA
THROUGHOUT THE
FUNNEL
CAMPAIGN
W E B S I T E C A R D
@SingaporeAir
Singapore Airlines
Book early and ﬂy to Europe on Singapore
Airlines now!
Airlines now!
Book Now

USING RICH MEDIA
THROUGHOUT THE
FUNNEL
DESIRE
L E A D G E N C A R D

ACTION
M O B I L E A P P P R O M O T I O N
@LazadaID
Lazada.co.id
It’s 12/12! The biggest sale of the year
is today! The time to buy anything for a
fraction of the price is now!
8 38Reply More
Lazada - Shopping & Deals
Lazada - Shopping & Deals!
Install
4.0/5.0 stars - 7 ratings
Promoted by Lazada Singapore
USING RICH MEDIA
THROUGHOUT THE
FUNNEL

1 2 3
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K
1 0 R U L E S
F O R G R E AT
C O N T E N T

@CustomerService
@CEO
@CMO
@PRComms
@InvestorRelations
@Brand
@International
C O R P O R AT E
B U S I N E S S
P E O P L E
W H AT I S YO U R I D E N T I T Y O N T W I T T E R ?
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

Name of Brand
@Brand
Your bio here in 160
characters
TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS
HEADER IMAGE
1
2
3
Express your brand & your values
Tell your followers what to expect from
following your brand
Explain your product or service
Location
Link to a Website
3 ways to write it!
W H AT A P P E A R S O N YO U R P R O F I L E ?
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

W H AT M A K E S A G O O D B I O ?
General Electric
@generalelectric
Visa
@Visa
Hong Kong
@discoverhk
GE works on things that matter.
Solutions for energy, health and
home, transportation and finance.
Building, powering, moving and
curing the world. GE works.
#everywhere isn’t just a place. It
can be the journey. It could be the
destination. But it’s always a new
state of mind.
Express your brand and values What to expect from following your brandExplain your product or service
Hong Kong Tourism Board's
official Twitter profile. Come here
for updates on Asia's World City.
Share your photos with us
#DiscoverHongKong
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

Name of Brand
@Brand
Your bio here in 160
characters
TWEETS FOLLOWING FOLLOWERS FAVORITES LISTS
HEADER IMAGE
1
2
3
Display your brand personality
Inspire your followers
Showcase your product or service
Location
Link to a Website
W H AT A P P E A R S O N YO U R P R O F I L E ?
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

HEADER IMAGE
@SubwaySingapore
@Optus
W H AT M A K E S A G O O D H E A D E R I M A G E ?
Display your brand personality
Showcase your product or service
Inspire your followers
@Nike
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

#
HUMAN CONNECTION SELF-EXPRESSIONCONTENT DISCOVERYH O W U S E R S U S E I T
H O W B R A N D S U S E I T SEASONALBRAND
“I can find & catalogue conversations” “I can join in a conversation” “I can share cool stuff that reflects me”
#Samsung #GalaxyNote4 #DreamExchange
W H AT A R E H A S H TA G S U S E D F O R ?
CAMPAIGNPRODUCT
#ChineseNewYear
1
K E Y
Q U E S T I O N S
T O A S K
B E F O R E YO U
P L A N

W H O I S M Y A U D I E N C E ?
1
2
3
Someone who can buy your
product or service
Someone who can inﬂuence the
person who buys your product
or service
Your brand advocate who will
constantly spread
great word-of-mouth for you
1
2
3
Character Description: Give each segment a character
description of who they are. Go into details such as age,
gender, hobbies.
Motivations: Identify their motivations & what can
potentially add value to their life
Content Alignment: Start aligning these motivations to
the interests they have, and what content buckets your
brand can prepare
W H O C A N T H E Y B E ? L E T ’ S P E R S O N I F Y T H E M
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

W H AT A R E M Y C O N T E N T P I L L A R S ?
1 6 - 2 8 Y E A R O L D S
T E C H - S AV V Y
M A L E A N D F E M A L E
L I F E S T Y L E T E C H N O L O G Y P H O T O G R A P H Y
F I R S T
B R A N D C H O I C E I N
S M A RT P H O N E S A M O N G S T
Y O U T H S
4 0 % 2 0 % 4 0 %
B R A N D
O B J E C T I V E
A U D I E N C E
C O N T E N T P I L L A R S
C O N T E N T M I X
D E S I R E T O B E D E L I G H T E D
B E T H E F I R S T T O T E L L & S H A R E E X P E R I E N C E S
G A I N I N G M O R E K N O W L E D G E & K N O W- H O W
U S E R M O T I VAT I O N S
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

W H Y I S P L A N N I N G I M P O R TA N T ?
2
1
3
4
5
REMOVE UNCERTAINTY ABOUT TWEETS
EDUCATE AUDIENCE ABOUT PATTERNS
PLAN EARLY AND MAKE EACH TWEET COUNT
FOCUS ON BUILDING ENGAGEMENT
BUILD RELEVANCY
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

A LWAY S O N
P L A N N E D
U N P L A N N E D
E V E N T
L I V EU N P R E D I C TA B L E
E V E R Y DAY C A M PA I G N
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

A LWAY S O N
P L A N N E D
U N P L A N N E D
E V E N T
Instead of waiting for mentions, look for
conversations with regular cadence
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

ALWAYS-ON DRIVES MENTIONS
2.4x
MORE
RETWEETS
2.1x
MORE
MENTIONS
2.6x
GREATER
SOV
SOURCE: WHY YOUR TWITTER MARKETING NEEDS TO BE ALWAYS-ON” STUDY, BRILLIANT NOISE - 2014
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Source | Oct 2014. Mentions of: “Run”, “Running”
“Run”
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@adidasMY
adidas Malaysia
Give your run a shot of energy today with
Energy #Boost.
Happy running!
EVERYDAY
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

“Hungry”
Source | Twitter Internal. Oct 2014. Mentions of: “Hungry”
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING
CONVERSATIONS
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@SamsungAU
Samsung Australia
The #Note4 adjusts the picture to your
surroundings. Pretty clever, right?
#MoreThanBig
EVERYDAY - FROM WAITING FOR MENTIONS TO SEEKING
CONVERSATIONS
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

Source | Twitter Internal. Oct 2014. Mentions of: “Phone”, “Mobile Phone”
“Phone”
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

A LWAY S O N
P L A N N E D
U N P L A N N E D
E V E N T
What are the key brand and campaign
moments you have coming up?
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

CAMPAIGN - CREATIVE COLLABORATION
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@Toyota_Aus
Toyota Australia
Is this your favourite #mylegendarymoment?
http://ow.ly/yLPRo
CAMPAIGN - HASHTAGS AS A CALL TO ACTION
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@NandosSG
Nando’s Singapore
Love her but does she know? #JustSayLah
at http://bit.ly/JSLsg with #VDay
expression. Don’t chicken out on love!
CAMPAIGN - HASHTAGS AS A CONVERSATION STARTER
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@IntelIndia
Intel India
A day without your PC would be hard, eh?
Tell us how you would manage without it
by using #WithoutMyPC & win #Ultrabook
and much more!
@IntelIndia
Intel India
As we launch the #4thGenCore processors,
take a minute to go down memory lane
and tell us about your ﬁrst PC. #MyFirstPC
CAMPAIGN - HASHTAGS AS A MODE OF CONTENT DISCOVERY
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@AudiMiddleEast
Audi Middle East
CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@kraftmacncheese
KRAFT Mac & Cheese
Read between the lines and it’s just a cry for
Mac & Cheese for #FathersDay.
#cheesydadjokes
CAMPAIGN - A CLEARLY DEFINED SOCIAL PERSONA
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

A LWAY S O N
P L A N N E D
U N P L A N N E D
E V E N T
Look for cultural, sporting, entertainment
and calendar moments that give you the
opportunity for relevance at scale
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@ClearKSA
CLEAR KSA
LIVE - CATALOGUE PASSIONS AROUND A SEASONAL MOMENT
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@PepsiIndia
Pepsi India
We wish this ﬁlm brightens up your Diwali and
reminds you that the best Diwali is a
#GharWaliDiwali. :-)
LIVE - CELEBRATE LOCAL SEASONAL MOMENTS
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@Optus
Optus
Show your support for our world. Remind
everyone you know to turn oﬀ their lights
tomorrow for #EarthHour.
LIVE - RALLY AROUND A CAUSE
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@GeneralElectric
General Electric
.@JeﬀImmelt on the #IndustrialInternet.
http://invent.ge/mindsmachines
LIVE - HASHTAGS TO ACTIVATE CONVERSATIONS
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

P L A N N E D
E V E N TA LWAY S O N
U N P L A N N E D
Don’t stress about this, nail the others and
this will be easier to react to
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

@mizoneid
Mizone Indonesia
Nah, para artist kita lagi bikin #FresArt !
Mau tahu hasilnya?
UNPREDICTABLE - LIVE RESPONSE
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

UNPREDICTABLE - LIVE RESPONSE
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

W H AT I S M Y C O N T E N T C A L E N D A R ?
DEC
KEY MOMENTS
(CIRCLE THOSE
RELEVANT TO
YOUR BRAND &
CAMPAIGN)
CONTENT IDEAS
WHAT CONTENT
MIGHT WORK IN
THOSE MOMENTS,
AND YOUR
AUDIENCE?
YOU SHOULD BE
ABLE TO
SUMMARISE IT IN
A HASHTAG &
140 CHARACTERS
#SCHOOLSOUT #________________ #________________ #________________ #________________
NOV
Nike We Run
Jay Chou
CIO Leaders Summit 2014
School Holidays
Asia Paciﬁc Food Expo 2014
SITEX Asia
——— SEASONAL ——— SPORTING ——— CULTURAL ——— BUSINESS For more information, use our “Own The Moment” planners online
Singapore Marathon
Anime Festival
SES Singapore
Christmas
StanChart Marathon
Zouk Out
Moment:
Around the school holidays
(a seasonal moment)
Audience:
Parents
Potential Content:
Kids activities, kid-friendly
restaurants, family activities,
Short getaways
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

W H AT I S M Y C O N T E N T C A L E N D A R ?
S U N M O N T U E S W E D T H U R S F R I S AT
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30
1. Sprinkle different types of moments (plan for the moment framework) into the calendar
• Everyday Moments (Your Content Pillars)
• Campaign Moments (Product Launches, Brand Campaigns)
• Live Moments (Seasonal events in your market - sports, business, culture)
2. Identify a comfortable frequency (Once a day is enough to get off to a good start)
3. Leave room for some spontaneity
4. Use our Tweet Scheduling tool
Everyday Moments
Campaign Moments
Offers
Live Moments
2
YO U R
C O N T E N T
P L A N N I N G
F R A M E W O R K

LET YOUR BRAND PERSONALITY SHINE
INSIGHTS INSPIRE IDEAS
LISTEN TO UNDERSTAND
MAKE YOUR USER THE HERO
KEEP TWEETS CLEAN
1 0 R U L E S F O R G R E AT C O N T E N T
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS
DON’T LET YOUR FOLLOWERS READ & RUN
ESTABLISH YOUR OWN NICHE
REPEAT / REPURPOSE QUALITY CONTENT
DON’T POST & PRAY
3
2
1
4
5
6
7
8
9
10

LET YOUR BRAND PERSONALITY SHINE1
If your brand is a person, who will he/she be? A trusted
friend, an entertaining friend who is the life of the party, or an
informative friend who is knowledgeable and demonstrates
thought leadership? We normally encourage you to choose
two out of three traits
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@SLSWA
Surf Life Saving WA
This is the White Shark that has been
cruising the coast. Last seen between
Scarborough and Trigg at 12:47.
INFORMATIVE
1
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@GeneralElectric
Greenpeace
VICTORY! LEGO has ended their
partnership with Shell. Everything is
awesome! #SaveTheArctic
TRUSTED
1
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@mizoneid
Mizone Indonesia
This #FresArt is specially made by
@oktaﬁanangga for you! @mistertruong
@ladyxtel @KeithTimimi
ENTERTAINING
1
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Tweets that come from compelling insights result in ideas
that add real value.
INSIGHTS INSPIRE IDEAS2
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@Optus
Optus
Turn your phone into a DIY projector. #YES,
it actually works! #Optus
INSIGHTS INSPIRE IDEAS2
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Listen to understand. Knowing what your audience is hoping
to gain from the Tweets you write will shape the way you
develop your Tweets.
LISTEN TO UNDERSTAND3
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@Uber_SING
Uber Singapore
You know what it's been like out there folks.
Hang tight, your driver is doing his best to
get to you as quickly as possible!
#singapour
@malaby
Sharon Malaby
Well played responsiveness w/ humor
@Uber_SING "Hang tight, your driver is
doing his best to get to you as quickly as
possible! #singapour"
LISTEN TO UNDERSTAND3
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Your content should not focus about how awesome your
brand is. The best content will be relatable. Focus on how
your products or services touch people’s lives. It shifts the
focus from being about you to being about your customer.
MAKE YOUR USER THE HERO4
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@SamsungSG
Samsung Singapore
At Samsung, we are proud of all our
#DreamExchange winners & helping them
turn their dreams into reality.
MAKE YOUR USER THE HERO4
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Keep Tweets clean to not distract from the main message
Don’t have multiple #s and @s in your Tweets. Keep it simple.
Use rich media if you want to provide more context in your
Tweet
5
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN
MESSAGE

@SingTel
SingTel
Ferdinand and Aguero enjoying our local
hawker fare at Maxwell market!
#SGGameOn
5
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
KEEP TWEETS CLEAN. DON’T DISTRACT FROM THE MAIN
MESSAGE

Recognise your champions for content to travel. There are 3
types of champions you can consider; celebrities, inﬂuencers
& brand advocates
Celebrities command a high degree of public fascination &
inﬂuence in the mainstream media.
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS - CELEBRITIES

@NaomiCampbell
Naomi Campbell
@DigitalFashWeek doing Opening for
Zenchi Spring Summer 2014 about to walk
#TeamNaomi say.ly/Ajq771Y
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS - CELEBRITIES

Recognise your champions for content to travel. There are 3 types of
champions you can consider; celebrities, influencers & brand advocates
Influencers are highly respected & knowledgeable about specific topics
(e.g. technology, marketing, parenting, food). They usually concentrate
on one topic of expertise & have a prominent following on Twitter
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS - INFLUENCERS

@FinalCutKing
Zach King
You know those realistic looking Aquarium
screensavers??! #BendTheRules @HP
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS - INFLUENCERS

Recognise your champions for content to travel. There are 3 types of
champions you can consider; celebrities, inﬂuencers & brand advocates
Advocates are your brand fanatics who live and breathe your brand, and
readily share their experiences. They might not have a prominent Twitter
following but recognizing these champions on Twitter will make them
your brand advocate for life
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
RECOGNISE YOUR CHAMPIONS - ADVOCATES

@frankbyocbc
Frank by OCBC
Look who's out and about at lunchtime?
Come spot us and we'll make your day with
a Gongcha and rose!
@boonishere
KaiBoon
@frankbyocbc @OCBCBank thanks for the
#gongcha treat
@frankbyocbc
Frank by OCBC
@boonishere you're very welcome! Enjoy
your #gongcha! :)
6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

6
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Provide directional language and be clear if you want your followers to
take a speciﬁc action when they see your Tweet.
For instance, you can ask your followers to ReTweet your Tweet in
creative ways
7
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
DON’T LET YOUR FOLLOWERS READ AND RUN

@cokesg
Coke SG
COKE SurPRIZE! RT and mention us with
which numbered can you want. A winner
will win the prize within for each can.
7
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
DON’T LET YOUR FOLLOWERS READ AND RUN

Stand for something or fall for anything.
Be known for something speciﬁc - whether it is a domain of knowledge
or a clear brand proposition.
8
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@Visa
Visa
The Visa card you love plus the phone you
can't live without. Apple Pay launches
10/20. http://vi.sa/1sNVowe
8
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

Your brand is sitting on a trove of valuable content - white papers, press
releases, & statistics.
Don’t be shy to repurpose some of this content creatively if it can be
aligned to your brand’s content pillars.
9
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
REPEAT/REPURPOSE QUALITY CONTENT

@exxonmobil
ExxonMobil
Help us inspire the next generation of
#engineers! http://bit.ly/1mDhlgU
#BeAnEngineer
9
3
1 0 R U L E S
F O R G R E AT
C O N T E N T
REPEAT/REPURPOSE QUALITY CONTENT

Any content worth investing into is worth being viewed as an asset to
your business.
It doesn’t matter how good your content is if no one sees it. It’s about
who you say it to, where & when.
With our Promoted Products, we can distribute your content to the right
people at the right time.
10
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

@SingaporeAir
Singapore Airlines
Airlines now!
Airlines now!
Book Now
10
3
1 0 R U L E S
F O R G R E AT
C O N T E N T

TWEETS FOLLOWING FOLLOWERS
105K 8,769 55.8K
@ladyxtel
Christel Quek
Compose New Tweet…
Tweets Who to follow • Refresh • View all
Find people you know • Popular accounts
Promoted
Hootsuite @hootsuite
Mark Addicks @MarkAddicks
Seth William Farbman @sethfarbman
Followed by Ken Mandel and to…
Follow
Follow
Follow
Reply Retweet Favorite MoreExpand
Vala Afshar @ValaAfshar • 21m
"Digital transformation is also about building relationships and alliances
inside the company to expedite and scale change." - @briansolis
Reply Retweet Favorite More
Benedict Evans @BenedictEvans • 1h
Vodafone reports 34% data penetration in India, 20% smartphone penetration.
TED Talks @TEDTalks • 1m
"Creativity is as important in education as literacy, and we should treat it
with the same status." http://t.ted.com/yumXoUx
Great via @ProfessorGary: The 5 Steps to Creative Problem Solving http://
slidesha.re/1smHT33 ” @shivsingh @kevinburkeSF
Antonio J Lucio @ajlucio5• 2h
Promoted by Marina Bay Sands
Marina Bay Sands @marinabaysands • 1m
“I’m glad to ﬁnally have a photo of myself in the famous inﬁnity pool” -
@GwynethPaltrow #British_Airways #a380
Followed by Sara Varela and Coke SG
© 2014 Twitter About Help Terms Privacy
Cookies Ads info Brand Blog Status Apps
Jobs Advertise Businesses Media Developers
Singapore Trends • Change
#CometLanding
Starhub
New Artist of the Year
Singapore
#PlanetX
Pink LUV
Taylor Swift
Japan
Promoted by Transformers
#Transformers

Tweets Who to follow • Refresh • View all
Promoted
Follow
Follow
Follow
Followed by Sara Varela and Christel Quek
105K 8,769 55.8K
@ladyxtel
Christel Quek
#CometLanding
Starhub
Singapore
#PlanetX
Pink LUV
Taylor Swift
Japan
#Transformers
Promoted
Trend

Tweets
#CometLanding
Starhub
Singapore
#PlanetX
Pink LUV
Taylor Swift
Japan
#Transformers
105K 8,769 55.8K
@ladyxtel
Christel Quek
Who to follow • Refresh • View all
Promoted
Follow
Follow
Follow
Promoted
Account

Tweets
Promoted
Follow
Follow
Follow
#CometLanding
Starhub
Singapore
#PlanetX
Pink LUV
Taylor Swift
Japan
#Transformers
105K 8,769 55.8K
@ladyxtel
Christel Quek
Promoted
Tweet

Antonio J Lucio @ajlucio5 • 2h
Tweets
Promoted
Follow
Follow
Follow
#CometLanding
Starhub
Singapore
#PlanetX
Pink LUV
Taylor Swift
Japan
#Transformers
105K 8,769 55.8K
@ladyxtel
Christel Quek
Promoted Follow
Hootsuite
Hootsuite @hootsuite • 21m
Creating a social media strategy for your business? Here’s a free white paper
to help get you started: http://ow.ly/C7GFj
Promoted
Account in
Timeline

2.9x
MORE
RETWEETS
3.5x
MORE
MENTIONS
3.9x
GREATER
SOV
SOURCE: “DO BRANDS BENEFIT FROM AN ‘ALWAYS ON’ APPROACH TO TWITTER”, BRILLIANT NOISE, 2014
C O N S I S T E N T PA I D D E L I V E R S M O R E

20%
HIGHER THAN
ORGANIC
P R O M O T E D T W E E T S S C O R E
I N D R I V I N G B R A N D C O N S I D E R AT I O N

I N T R O :
T W I T T E R B I O - express your brand & values OR tell your followers what to expect from
following your brand, OR explain your product or service
A U D I E N C E :
A U D I E N C E - Deﬁne and characterize them
C O N T E N T P I L L A R S - 3 content themes
C O N T E N T :
O R G A N I C T W E E T S / DAY - 1 to 3 times a day
P R O M O T E D T W E E T S / C A M PA I G N - 5, to maximise recall & resonance
T W E E T L E N G T H - 100-110 characters per Tweet
R I C H M E D I A - Photos, Vines, Videos in Tweets
H A S H TA G S - at least 3 per month
C O N S I S T E N C Y - content calendar is planned a month in advance
D I S T R I B U T I O N :
P R O M O T E D P R O D U C T S - leverage keyword or interest targeting
W H AT I S M Y C H E C K L I S T ?

SHARED MOMENTS
ARE THE EMOTIONAL
GLUE OF SOCIETY

Win At Content (Content Strategy)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Win At Content (Content Strategy)

Ähnlich wie Win At Content (Content Strategy) (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Win At Content (Content Strategy)