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Spring/Summer 2013 Topics covered: Campaign periods

The EdgeRank Algorithm Generating engagement Example Facebook posts Leveraging Pinterest Using Instagram

Connecting Instagram to Facebook


Campaign periods PERIOD

ONLINE OBJECTIVE

TEASER

Build hype / expectation

Use FB status updates to build expectation – tap into people’s desire to be prepared for the coming season. Also, the desire to be seen as fashion forward and ‘in the know’.

COMMENCEMENT

Introduce campaign

Announce online activity – Pinterest Boards(Look Book, Product Guide, Recipes etc).

Introduce key fashion trends.

Introduce Spring recipes and food offering

ONGOING

ONLINE TACTIC

Maintain campaign voice

Continue to push key trends.

Support offline activity - push in-centre

Upload new content and promote with posts.

Ask questions / provide answers.

Rotate Facebook Cover images.

Utilise user generated content – recipe submissions, activity tips etc.


The EdgeRank Algorithm

Just because someone ‘Likes’ your page, doesn’t mean your posts will automatically show up on their newsfeed. EdgeRank is the algorithm Facebook uses to determine what shows up in people’s newsfeeds. It is comprised of 3 elements, Affinity, Edge Weight and Recency. EdgeRank is quantified as ‘Reach’ in your Facebook Insights.

Affinity is a score based on how ‘friendly’ you are with someone. The more someone looks at, and interacts with your page, the more likely they are to see your posts. Affinity is one-way only, so looking at their profiles will not influence whether or not you appear in their feed. Every piece of content & interaction on Facebook is known as an ‘edge’. Edge Weight is a formula that determines how important certain ‘edges’ are. There is no definitive formula, but it is widely acknowledged that Photos, Videos and Links carry the highest ‘edge weight’ Recency means that something newer is more likely to appear than something older.


Generating engagement •

Successful engagement on Facebook relies on building a dialogue with your fans. It’s a conversational platform and should be used as such.

The key to success is getting people to talk on your page, about the things they want to talk about. Your job is to start the conversation.

Your messages should have clear calls-to-action, and ask users to engage by asking questions and requesting feedback. People love giving their opinions – use this to your advantage.

Be consistent. This applies to your online persona, as well as the frequency of your posts. Decide on your persona. If you think of social media as a party, and business pages as people, who would your centre be? The funny, outspoken person? The trusted confidant? The gossip? The trend-setter? Make sure your posts are in keeping with the persona you are trying to create for your brand. Ensure your posts are regular. Don’t make several posts in a row, then taper off quickly. Space out your communication.


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Build ‘affinity’ in the lead-up to campaigns. I.e. Create posts that will encourage people to interact with your page, because this will increase your chances of appearing in their news feeds. Start debates or create posts that will encourage people to comment. Anyone who contributes will have increased their affinity to you. The same goes for posting photos that will generate a lot of Likes or Shares.


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Use Facebook as a customer service channel. Every time you respond to a fan, you are increasing your affinity with that person. Not only that, but by keeping your Facebook fans happy, you are creating online brand advocates

Since photos, videos and links have a higher edge-weight than other types of posts, you could create a scheduled series of posts in the lead-up to a campaign. Still, a clever status can be just as effective, so switch it up and see what works for you.

Post photos, post product and think of the Spring/Summer season – bright, vibrant and filled with excitement. There are plenty of seasonal activities to talk about picnics, races, bikini bodies and the beach, gardens, Christmas parties, summer holidays, etc.

Real-time engagement is key to keeping the conversation flowing, and affects the ‘recency’ of your posts by keeping them relevant. What is happening in-centre? In the community? In Australia? In the world? If there’s activity that warrants commentary, do so. If people engage about it that’s great. If they don’t, try something else. Don’t be afraid to try, but don’t become spam.

The same content should be used across social channels to extend its lifecycle (and promote efficiency), but should also be customised to the channel. That way, if a fan follows you on multiple channels, they're not just getting the same thing.


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Content does not have to be wholly and solely related to the centre. “Made for Social” content, or content for content’s sake is a great way of engaging without seeming like a push channel. You are competing against your fan’s friends to get seen. Anything that is entertaining, inspirational or informative, as long as it’s consistent with your Facebook persona, can be shared. Treat Facebook statuses like Tweets - 140 characters or less. If it’s short and sweet, the more likely your fans are to read what you have to say, and engage with it.


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Not sure what to talk about? Check the headlines, or use this chart of recognized dates to start topical conversations: http://www.altiusdirectory.com/Society/worlddays-list.php

You don’t have to do all of the hard work. Take advantage of user generated content. Ask your fans who has the best photo of an in-centre activity, for their favourite recipes, quotes, or memes. Just make sure you have time to moderate your responses. This is important.

Following Twitter and Pinterest, Facebook now has hashtag functionality. Hashtags allow us to search for the most talked about topics online (AKA what is ‘trending’), and enables people to search for the things that matter to them most. By using hashtags, you are helping people find your brand, just by searching for the things that interest them. They are also a great way to track user generated content. See this fantastic example by Oreo 


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Example posts Spring is the bridge between winter and summer and provides opportunity to create engaging content for your Facebook community. Some content thought starters to focus on are:

GENERIC

FASHION

FOOD & DRINKS

Fresh start, renewal, reinvention, regrowth

Seasonal trends – Monochrome, Mixed Prints, Florals & Stripes

‘In season’ ingredients – vegetables, seafood etc.

Spring cleaning

Outdoors

Settings – picnics, BBQs, alfresco, at the beach etc.

Gardening

Events - Spring Carnival, Melbourne Cup, Fashions on the field, Christmas Parties, Festivals

Clean eating for spring

Makeover

Outdoor fashion

Hot day desserts

Health kick – get in shape for summer

Men’s fashion

Seasonal hair & beauty tips

Fresh spring cocktails

Recipe of the day

INSPIRE Magazine fashion

Over the next few pages are some example posts, categorised by campaign period.


Continued… Teaser •

• •

“Havaianas season = pedicure time! Which shade will you be painting your spring-time toes?” (Caption for an image of a rack of nail polish). “Roll down those windows and turn up the music! What’s your ultimate road-trip song? “It’s International Youth Day (August 12th) – will you be doing anything in honour of your little people?” “Waiting for the warm weather has got us thinking about ways to warm up. What makes you feel warm & fuzzy?” “Agree or disagree: You’re ready for bikini season…” “What’s your favourite part of spring? The flowers in bloom and the seasonal fruit, or adding to your summer wardrobe?


Continued… Commencement Introduce season and online assets: • “The wait is over, spring is finally here! We’ve got you covered for all the season’s latest looks, and we’re loving every one of them! <Link to pinterest page> • “Pssst…This amazing <product> is on sale at <store> until <date>…how quick can you get there!?” <image> • The long and the short of it: which is your summer go-to dress? The Mini or the Maxi? • “Hit ‘Like’ if you’re about to start a summer health kick! (For some healthy recipe ideas, check out our summer foods Pinterest board)” <link>


Continued… Introduce key trends: • Is there anything that says ‘spring’ more than florals? If you’re not sure how to wear them, we’ve got some Pinspiration for you right here  <link to look book board> • Did you hear? Stripes are in this season! Get nautical in this killer piece by <brand>, or see our Stripes lookbook for more ideas  <link> Ongoing •

Thank your fans for being your friend with witty photo posts when you reach milestone numbers: https://www.facebook.com/photo.ph p?fbid=10150213452796634&set=a.436 843886633.231050.23550666633&type= 1&theater “Fan find: <re-post/re-pin/reward users for sharing photos of things related to your centre>


Continued… Announce/promote in-centre activity: • • •

“Our spring makeover team is running workshops … <insert details>” “Light, fresh and fast is the perfect spring recipe. Come and see our cooking demonstrations … <insert details>” Post some photos or Instagram snaps of your retailers who are getting into the spirit of spring. It could be an in-store experience, an event they’re running or simply a great window display.

Ask questions that will lead to the creation of more content on your social media channels: • •

“We’re grilling you for your brag-worthy BBQ recipes – Post a photo or comment below with hashtag #<centrename> #ultimateBBQ “Calling all photographers – Does anyone have a great photo of <in-centre activity>? Post them using the hashtag <#centrename> <#activity> <#theme>

Post links to sites of interest that support the spring campaign: • Hey there fashionista! Wondering how to wear this season’s looks? Look no further! http://pinterest.com/macquariecentre/


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“What does spring mean to you? Check out this fabulous collection of ‘spring’ inspired images.” http://pinterest.com/search/?q=spring <link to local weather report> “Saturday is looking fine! Will you be wearing a bikini or a fascinator?

Create posts that will start conversations: • • • • • •

Fill in the blank “Before this summer is over I will have ___________” “Where are the best places for picnic races?” “Is there something you’re hoping to find during your spring clean this year? “Dead or alive: Who would you invite on a picnic? For the record, we’d pick Ryan Gosling” “Help a sister out: What are your best tips to get in shape for the summer season?” “Beach or Pool?...”


Example activations Facebook Poll Create a question such as: “Which Summer Look says “You”?” • Classic Monochrome • Statement Mixed Prints • Feminine Florals • Bold Stripes How to create a Poll: 1. Select the “Event, Milestone +” option from your timeline. 2. Select “Question” 3. Type in the question you would like to ask. 4. Click “Add Poll Options”. 5. Type in your options (A maximum of 10 options). 6. Uncheck the option for “Allow Anyone to add options” if you do not want Fans to add their own! 7. Post your question. 8. After you have posted your poll, and received answers, post a message thanking your fans for participating. Nb. Take care with step 5 to ensure users can’t add their own answers – this is important.


Leveraging Pinterest •

Showcase your products by creating a product guide (or guides). You can create a single product guide, or various boards with different themes. Sort by colour, mood or category – be creative and have fun!

Strengthen the idea that your brand reflects a lifestyle. The centre is not just a place to come and spend money. You can begin creating ‘inspiring experiences’ online, before your customers even enter your centre. The possibilities are almost endless –. whether it’s a board of beautiful spring foods, holiday destinations, fashion trends or home décor, if you can buy it in the centre, you can create a board that relates to it.

Run competitions. Ask people to ‘create a Pinterest board’ that best represents their perfect spring picnic (or similar – perfect spring outfit, perfect races outfit, ultimate spring getaway, favourite spring activities etc.) Here is a great example: http://www.countryliving.com/sweeps/dream-bedroom-pinterestcontest#ixzz2DjIqmQoP

Build brand advocacy by asking users to pin an image of themselves in your centre or using a product, then re-pin their images to highlight them as super users.

Interlink your channels – “Insta-piration”. As another visually driven site, it will look great if you create a Pinterest board with your Instagram snaps.


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Use Pinterest like a focus group. Unlike Facebook, almost everything you do on Pinterest is available to everyone. By looking at your followers and seeing what they post and who they engage with, you will be able to understand who they are and what they are most interested in, much more so than by surveying them.

Keep your look book boards up-to-date and help people feel like they are ‘in-theknow’ by educating them about the latest fashion trends.

Make sure your board covers are eye catching. This is the first thing people see and what will make them decide whether to click through to your board or not.

Here is some ‘Pinspiration’ to get you started: •

http://pinterest.com/megmeyers31/monochrome/

http://pinterest.com/megmeyers31/florals/

http://pinterest.com/megmeyers31/stripes/

http://pinterest.com/megmeyers31/mixed-prints/

http://pinterest.com/megmeyers31/summer-food/

http://pinterest.com/megmeyers31/spring-cocktails/


Instagram Connecting Instagram to Facebook 1.

2. 3. 4. 5.

6. 7.

8.

This can be done on any iPhone. You just need to have a Facebook account where they are admin of that page, and the Instagram app You can have multiple Instagram accounts on the same phone – you just log in and out as you would on Facebook. Login to your centre Instagram Page. In Instagram, navigate to the sharing section within the settings of the account. (profile tab > edit sharing settings) If you haven't connected your Facebook account with Instagram, it will bring up the login screen. It will ask you to give access to pages you are an admin of. Make sure that your centre is on there. By default, it will say that it will share photos to ‘timeline' - this is your timeline, not your centre’s timeline Select the 'share to' section, it will give you the option to select a page. Select your centre. Your centre Instagram account - when you select Facebook on a post - will now post the photos to your timeline.


Continuedâ&#x20AC;Ś Adding an Instagram tab to your Facebook page 1.

2. 3. 4. 5. 6.

Log into Facebook, with an account that is an admin to the page. Visit this URL: http://apps.facebook.com/instagram_feed/ You will be asked to 'go to app' select the button. It will then ask you to give permission to the app to access your page. It will then ask what page you want to add a feed to. Select your page. Then select the 'add Instagram feed' button. It will then ask you to login to Instagram. Use your centre Instagram creds. Then you'll have a new tab on your account.

In your Facebook tab, you can also create a #hashtag feed, which will display all images people post using your #hashtag. For a fee, you can have moderation privileges over your #hashtag. If you choose to have moderation, only images approved by you will show up from that point on, so it might take a while to build up an image gallery. It is not possible to display images that have been tagged up until that point. You can only have a fully moderated feed, or a fully non-moderated feed You are only able to have one #hashtag feed at a time (for now â&#x20AC;&#x201C; Statigram are working on developing multiple feeds). Once you remove a moderated feed to make room for another one, you will have to start from scratch once you reinstate a moderated feed.


To add a #hashtag feed: 1.

2.

3. 4. 5. 6.

Go to your Instagram tab in Facebook. To the right of “Our Photo Feed”, there is an option to ‘Add a #hashtag feed here”. Click it. Create your feed in the ‘Define content displayed’ text box. It can be anything you like – your brand hashtag (e.g. #macquariecentre), or a tag you’ve created for a campaign (e.g. #gcdino). It will then ask you if you want moderation. Select an option, and ‘Create tab now’. The feed will then appear next to your photo feed. If you want to remove a feed, go to Settings (on the top right hand side of the tab). You can drag the feeds to re-order them in the tab. Click on the pencil to remove a feed and start again. Be aware that if you remove a moderated feed, such as your centre’s #hashtag, you will have to start you gallery from scratch again once you reinstate it. Non-moderated feeds will pull in all images that people have assigned your #hashtag to their photo, regardless of whether or not they are relevant or appropriate.

*NB – If someone tags your centre in a photo which is not to your liking, you cannot block that person or prevent the photo from showing up in a #hashtag feed. You can report the image to Instagram, by clicking on the 3 dots at the bottom right hand side of the photo – ‘Report Inappropriate’.


The ‘Over’ App Use Instagram as a practical tool to get your messages across in an engaging way. Use the app ‘Over’ to add text and artwork over images. https://itunes.apple.com/au/app/over/id535811906?mt=8


Statigram Use Statigram for Instagram Analytics. Statigram is a web based tool that allows you to draw insights from your Instagram page. It is not as robust as Facebook analytics, however allows you to view some basic stats. Sign up for free here, all you have to do is create an account registered to your centre login details: http://statigr.am/

Statigram gives you a dashboard of basic stats, including: • • • •

Number of Likes received to date Number of comments received to date Follower growth Rolling monthly analysis of: – Content – Engagement – Optimisation – Community


Dev springsummer social media toolkit final