MARKETING

PLAYBOOK
SOCIAL MEDIA
 FACEBOOK

Design Considerations
Please refer to the Visual Guidelines for each brand.

Cover Photo
The cover photo is very important for first time page visitors and always needs to be created
by the graphic designers. It is a primary asset for communicating key messages for the
brand, and is not appropriate for rapid updates on website content. It is also important that
elements are not to be obscured by avatars, buttons, text, etc.
Dimensions 851 x 315 pixels
Size Between 500KB and 2.5MB
Format PNG
Update Once a month or during campaigns and events

Design considerations
● Use colours that complement the profile avatar
● Must also look good on mobile devices
● Do not include the logo

Theme options

Generic
Core Value Proposition
eg focus on “Trust” for
Buyers or “Recycling” and
“Earn extra cash” for
Sellers.

Campaign

Holidays/National
Events
Profile avatar
Dimensions 180 x 180 pixels
Size Between 500 KB and 2.5 MB
Format PNG
Update Never without approval
Design considerations All elements should be readable on news feed desktop and
mobile
Avoid overly small/illegible text
No brand tagline

General

Themed

Ensure it is taken down on time!

Posting
Primary Considerations
● Use Sprout
● Vary between format (carousel, link, video, gif) depending on post theme

● Do not use click-baiting copy (e.g. click here, like, share)

● Image should be correct size (always large photos for links)

In post links
● Edit default link title and link description to fit the template

Weekly topics:
The content creation is guided by weekly topics, which are helping to streamline our voice
and marketing effort across all channels. Weekly topics for each vertical are suggested and
found ​here​​. All brands should aim for at least 70% of their content to be relevant for the
weekly topic.

Bi-weekly content tables:

● Find the bi-weekly content tables ​here​.​
● Vertical leads coordinate the collection of content, privileging golden posts, even for
listings and cat posts (keeping same caption/link description for instance)

UTM Tags
The ultimate list of UTM tags can be found ​here.​​ ​Please do not feature any utm tags that are
not listed in this document.
 ● Every UTM tag must be unique hence each should have the month and date of
posting. ​For dates 1-9 use 01, 02, 03 e.t.c.
● Always use the SEO friendly version of the URL & remove any non-relevant
parameters ​(e.g. ?aid1=0000, ?ftst=1&sf=dpo&so=d)
● Do not accidently type a space after any utm or the tag will be generated incorrectly
● TM tags should ​ALWAYS start with "?"​​, never “#. URLs can only include one query
(“?”).
If there is already a query in the URL you want to UTM tag (look for a “?” sign)
replace the “?” at the beginning of the UTM tag with “&”. If you do not do this, you will
send the customers to an error 500 page and the traffic will not be tracked

Category Posts: utm_source=facebook

utm_medium=social
utm_campaign=cat-​categoryname-YYYY-MM-DD

Listings Posts utm_source=facebook

utm_medium=social
utm_campaign=lis-​listingname-YYYY-MM-DD

Brand Posts utm_source=facebook

utm_medium=social
utm_campaign=brd-​subtheme-YYYY-MM-DD

Business/Employ utm_source=facebook
er Posts utm_medium=social
utm_campaign=(​biz/emp)-​businessname-YYYY-MM-DD

Article Posts utm_source=facebook

(Blog posts only) utm_medium=social
utm_campaign=​art-​articlename​-YYYY-MM-DD

Replying to utm_source=messenger
Messages utm_medium=social
utm_campaign=private-reply

Replying to utm_source=facebook
Comments utm_medium=social
utm_campaign=public-reply

Refer to ​this section​ for more information on UTM tagging.

Themes

Brand
Aim: Sessions / Brand Trust
Format: Link / Image / Video
Post to include: 1 CVP/introductory sentence
1 emotive CTA sentence
Linking: Link to website
KPI: Depends on the subtheme, see in table below

Subthemes
Template: ​One sentence
reason why user benefits from
that brand offering + image/link

DO
-Edit the link title and link
description to be
engaging full sentences
(if relevant)
- Rotate posts to cover
alerts, whatsapp,
newsletter, autoposting
pages, verified seller
and other features
- Use an image made by
design (can reuse
templates)
- If it is a linked post,
customise the title and
description text
DO NOT
- Make the copy ‘salesy’
Educational - Talk about ourselves
 One short engaging sentence +
photo(s)

Community
 Encouraging people to sell
their items, seller
testimonials, linking to a
category or “post” a listing
landing page.

Sell
Letting customers know if
Customer phones are down, internet
Service issues, website issues, etc
Use whenever profile picture
Profile Picture is updated
Use whenever cover photo is
Cover Photo updated

--Engagement Posts
Aim: Engagement (Likes, Comments, Shares)
Format: Image / Video
Character limit: Short as possible
Post to include: 1 Emotive CTA sentence
Image​ ​PNG 540 x 335 or video
Linking: No link
KPI Reach/impressions, Engagement, Shares, Engagement rate

Subthemes
 Weekly topic: celebrity cars Subtheme: viral video

Weekly topic: African fashion Subtheme: Quizz

One or two short sentences

very relevant to that weeks
topic. Can be any
engagement subtheme.

IMAGE

DO
- Make them golden
posts
- Have it just text and
image, no links
- When appropriate so
that it enhances the
message, use an
emoticon

DO NOT
- Use hashtags on
Facebook (until we
test this in a separate
Weeks topics
brief)
 Template: ​Two to five
catchy words + right template
image, quote within

DO
- Always use the
theme template,
changing the
background image to
match the quote
- Make them golden
posts
- Quote related to the
business model

DO NOT
- Use hashtags on
Facebook
- Say or allude to ‘oh
no Monday’, ‘thank
god Friday’, ‘Yay
weekend’
- Say generic things
such as ‘good
morning people’,
‘have a great day’’
Quotes
- Say ‘Lol’ in post text

Engaging question to
audience

DO
-Ensure all quizzes
are business model
related
- Feel free to have
them as text only
posts
DO NOT
- Use hashtags on
Quizz
Facebook
 Vote by reaction as much as
Poll
possible
1 or 2 short engaging
sentences giving context to
the image or asking a
question

IMAGE

DO
- Enhance the photo
with photoshop /
filters
- Use the standard
size for Facebook
photos
- No hashtags, but tie
it up to the throwback
Thursday theme
(mention the words
“TBT” or “Throw back
Thursday”,
“throwback to that
time…”)

DO NOT
- Use hashtags on
Facebook (until it is
tested in a channel
TBT
brief)
 - Line break between
sentences

Short, catchy engaging

caption on place related to
business model + image(s)
Inspirational
Jobs: office, horizontals:
place
market, etc
Inspirational Text in 3rd person about a
famous local person, related
person
to business model + images
 First person story text +
image (gallery post preferred)

DO
- Use humans in the
images whenever
possible
- Enhance the photo
with photoshop /
filters
- Use the standard
size for Facebook
photos

DO NOT
- Use hashtags on
Facebook (until it is
tested in a channel
brief)
- Have spelling
mistakes
- Tell the story in the
third person
- Put any line breaks
or paragraphs in the
Storytelling
text
 Highlighting a special day
of the year
Or Wishing happy birthday
to public figures. Business
people that fit with the
Day
brand.

Do it yourself style posts/

life tips and lifestyle

https://www.reddit.com/r
/LifeProTips/​​ ​for
Tips
inspiration
Trending
Topic Name of Topic

Template: ​3 to 6 catchy
words + image/video

DO
-Post the video native
on Facebook (aka
not simply link
YouTube) whenever
possible
- Use a “NowThis
style” catches
DO NOT
Viral photo / - Link to the original
video video in the post text

Listings
Follow monetization guidelines and processes.

Aim​​: Leads
Format: Link
Linking: Link to individual listing
 Example Template

Cars Speak to the ideal buyer 1 key reason

to buy this car in one short sentence.
No link in caption.

(PHOTO OF CAR - authentic but high

quality}

YYYY Model for Sale at XXX0,000

Feature 1, feature 2 and emotionally

connected feature 3. Contact the
seller.

Property Speak to the ideal buyer 1 key reason

to buy or rent the property in one short
sentence

{PHOTO OF PROPERTY FROM SITE

no watermark}

X Bedroom Category in Suburb for

Mandate

Feature 1, feature 2 and emotionally

connected feature 3. Contact the
agent.

Jobs Speak to the jobseeker 1 key reason

why this role is interesting (e.g. spend
all day driving around on a forklift. Or
Since you would be on Facebook
anyway, make a job out of it)

{Photo representing the job)

Job Role at Company in City

Company name, 3-5 words about the

company, is hiring a job role.
Apply today.
Horizontals Emotional/witty caption (no link in
caption)

{IMAGE}

Item Name for Sale

Feature 1, feature 2 and emotionally

connected feature 3 can be yours for
$0,000. Contact the seller.

DO
- An engaging caption clearly targeting one or several of our core persona
- Edit the link title and link description to be engaging full sentences as per the template
- Image minimum size 600 x 315 pixels which is high-quality, authentic (aka no white
background, no glossy official hero shots) and visually appealing. If possible use a photo
from the listing itself (it must not have the brand logo ghosted over it) else find an authentic
looking photo from the internet.

DO NOT
- Leave short link in the post caption text (until this can be tested in a channel brief)
- Use hashtags on Facebook (until we test this in a separate brief)
- Allow the image to be on the right
- Allow the description text to be truncated
- Put full stop or exclamation mark in the post caption text, question marks are acceptable
where appropriate

Category
Aim: Leads
Format: Link / Image
Linking: Link to Category Pages

Example Template
Cars Speak to the ideal buyer 1 catchy
sentence about the category

IMAGE

Name of Vehicle Type for Sale

Some emotionally connecting benefit

of buying that vehicle type. Contact
trusted dealership & private sellers.

Property Speak to the ideal buyer 1 key reason

to buy or rent the property in one short
sentence

{Beautiful picture from site without

watermark or from the internet
representing location and category)

Category​ for ​mandate i​ n​ location

Feature 1, feature 2 and emotionally

connected feature 3. Compare
category​ prices online.

Jobs One catchy sentence about the

category, not descriptive, emotional

{Photo representing the job)

Job category in location

Find the latest collection of ___ jobs in

____. Apply today.
 Horizontals Emotional/witty caption (no link in
caption)

{IMAGE}

Category Name for Sale

Feature 1, feature 2 and emotionally

connected feature 3 can be yours for
$0,000. Compare prices online.

DO
- Edit the link title and link description to be engaging full sentences as per the template
- Use a high quality, but local image of the category you are showing

DO NOT
- Leave short link in the post text (until this can be tested in a channel brief)
- Make the copy ‘salesy’
- Speak about ‘us’, make it all about the user
- Mention “Cheki” in the image

Business (Horizontal) / Employers (Job Vertical) / Dealers

(Cars)

Follow monetization guidelines and mkt/ops process.

Aim: Monetization / Sessions

Format: Link / Image
Linking: Link to Business

Subthemes
Name of
Business

Article
Aim: Sessions / Brand Building
Format: Link and Image
Linking Our blog or External posts

Only post External Articles (those that have not been written by our team) occasionally as
they are not positive for our brand persona.

Subthemes
 2-6 words which either
engage humorously or sum
up key point of article

DEFAULT IMAGE OF
ARTICLE

{CUSTOMISED TITLE OF
ARTICLE}
One or two sentence blurb,
being sure correct
punctuation. Read more on
{NEWS SITE}.

DO
- Edit the link title and
link description to be
engaging full
sentences
- Ensure article related
to the week’s topic
- Ensure the article is
interested for buyer or
in rare cases private
seller persona
- Ensure you are
linking to a high
quality article

DO NOT
- Allow the image to be
on the right
- Leave short link in the
External post text
2-6 words which either
engage humorously or sum
up key point of article

DEFAULT IMAGE OF
ARTICLE

{CUSTOMISED TITLE OF
ARTICLE}
One or two sentence blurb,
being sure correct
punctuation. Read more on
our blog.

DO
- Edit the link title and
link description to be
engaging full
“Blog sentences
Category - Ensure article related
Name” eg to the week’s topic
Multimédia - Ensure the article is
 interested for buyer or
in rare cases private
seller persona
- Ensure you are
linking to a high
quality article

DO NOT
- Allow the image to be
on the right
Leave short link in the post
text

Competitions

Competition posts are those that involve a prize with monetary value. These posts are
planned carefully beforehand and recorded in the appendix of the brief for the campaign they
aim to support. The aim depends on the campaign and what you want to achieve with this
competition: do you want to create a buzz around a product? Do you want to bring traffic to
your website? ​Always run your planned competitions by your direct report first.

To collect entries, you​ ​can ask people to:

● Like or comment on a post on your Page​ (eg "Like this post to enter")
● Publish to your Page ​(eg post a photo to your Facebook page)
● Send your Page a message (not recommended as this will not show up as
engagement)

Do
Competition Name of Competition

Pin competitions on Facebook and Twitter to the top for longevity and to get more
views.

Announce the competition a few days beforehand to create excitement around it.

Be clear about the rules of the competition and always include the following:

- Facebook is not affiliated with this competition.

- Process of competition (when are winners announced, when and how will they get
their prize, etc)

Favor choosing the winner at random to encourage people to participate.

Trending Topics

Don’t jump on every bandwagon just because it’s trending. It

appears desperate and too obvious. But sometimes it’s good to
be relevant and relate our brand to the latest internet craze. Be
smart with Trending Topics.

Here is a great example from Oreo, who ​during the third quarter of
Super Bowl XLVII when a power cut at the Superdome ​caused
some of the lights to go out​​ ​for 34 minutes, the sandwich
cookie’s social media team jumped on the cultural moment,
tweeting an ad that read ​“​Power Out? No problem​​” ​with a
starkly-lit image of a solitary Oreo and the caption, “You can still
dunk in the dark.” The message caught on almost immediately, getting nearly 15,000
retweets and more than 20,000 likes on Facebook.

Facebook Live Videos

Facebook Live is a feature that gives us the opportunity to share stories and experiences to our fans
as they are happening within Facebook. If you are familiar with Snapchat, you definitely won’t have a
hard time with Facebook Live. You can do some more research about it ​here​.

You don’t need to download any external app to use Facebook Live, as an administrator of a page
you can take videos, add appropriate captions and publish them.

​ A Step by step guide to a Facebook Live Video

● Open pages manager and select the desired brand page

● Click “Post” option on the timeline
● Select “Go Live” option

● Edit the Video description and add any necessary details

● There will be a 3 second countdown after which your video shall go live and you can
start recording and commentating.

​ Facebook Live Video Ideas

● Product reviews
 ● A journey through interesting brand changes
● Live feed of campaign activities
● Category themed videos
● Videos based on holidays or events in your calendar that people would be interested
in e.g Christmas campaigns

See example

Jobs category themed video

Recommendations when making a video

● Prepare a brief in advance with the idea, methodology to be used in executing the idea and a
script to act as a guide when commentating
● Invest in a microphone for better sound
● Invest in a recording device with high video quality for great videos
● Check lighting and noise within the location you record in to ensure clear and audible videos
are produced
● Post live videos during special events or interesting events, that your fans would find
engaging
● Ensure your videos are at least 6 minutes long to have time for people to stream live as you
record
● If it’s a campaign get a few people to talk about their experience at the event

Facebook Pre-recorded “live” videos

It’s possible to post pre-recorded videos “live” on Facebook. This can be useful to ensure the video’s
quality is good (since it can be filmed with professional material), to retain control over it, and for other
logistical reasons. However, the videos should not be overly edited to keep a “live” feeling.

Training video on posting pre-recorded “live” videos.

General Guidelines
No religious posts.
● Spiritual and inspirational themes posts are fine, but do not specifically
reference one religion. We want to remain unbiased as a brand.

No click baiting.
● Definition: ​“Click-baiting” is when a publisher posts a link with a headline that
encourages people to click to see more, without telling them much information
about what they will see.
● Why not?​​ ​Facebook is actively decreasing the distribution reach of pages
which clickbait, which has direct impact on your post reach (aka edgerank)

No It’s Monday/ It’s Saturday / It’s Sunday posts

Posts should all be relevant to the business model and brand in some way. Looking at each
post we should be able to tell whether it has originated either from a horizontal or a jobs
vertical or cars vertical as the content is related and relevant.

No ‘Boost Post’ button hits

● Why not?​​ All Facebook posts are UTM tagged with medium=social. But
promoted posts cost money so are technically medium=cpc. When the
promote post button is clicked, it skews our channel data and we can not
correctly ascribe key metrics to their correct source.
 IN NO CIRCUMSTANCES:
Posts referring to sex or drugs or inciting an controversy in any way, including sexist posts.
These are totally inappropriate to relate any of our brands and are incredibly damaging to the
view of the brand.

Posts we ​NEVER​​ want to see again:

GOLDEN POSTING
Posting leads (Community Managers with fewer brands to work on) should create the
posting schedule in the ​ROAM - Social Master ​every Thursday. This should be based on the
tests planned in the ​ROAM - Social Calendar​. The posting calendar should then be followed
for each business model, with posts produced in Sprout.
Golden posts are scheduled in the calendar with the name of the marketer and depicted with
a golden colour as generic posts to be shared across business models. These posts should
be designed and produced in advance and generic enough to be posted across multiple
countries. They should then be scheduled to be available in the asset library of Sprout.

UTM TAGGING
What are UTM tags?
A UTM code is a simple code that you can attach to a custom URL in order to track a source,
medium, and campaign name. They connect our online marketing channels to Google
Analytics to tell you where searchers came from as well as what campaign directed them to
you. We edit them for Social Media, Facebook Ads, Email Marketing.
 ● Easier analysis of
the performance of
each of our paid and
non paid traffic
channels.

● They provide
consistency in cross
country tracking and
reporting.

● Ensure we avoid (not

set) data in analytics

The ultimate list of UTM tags can be found ​here.​​ ​Please do not feature any utm tags that are
not listed in this document.

How to UTM tag posts

Go to the ​Google URL builder

1. Website URL: ​the destination url for your campaign

2. Campaign Source: (utm_source) eg ​newsletter, transactional, facebook, twitter,
youtube
3. Campaign Medium: (utm_medium) ​email, social or cpc
4. Campaign Name: (utm_campaign) eg ​cat-categoryname-2016-04-12, cat-fashion
5. Campaign Content: (utm_content) only for Facebook ads
gender-age-placement-connection
6. Campaign Term: (utm_term) only for Facebook dmo ad campaigns
ad-creative-keyword
Things to watch
● You have entered the date to company specifications
● The entire tag is written in lowercase
● Everything is spelt correctly

RUNNING A TEST
Process

1. Fill in test ideas in Social Calendar

2. Discuss test idea with Raphaelle in call
3. Write Channel Brief
4. Ask Raphaelle to approve
5. Make edits if required and mark as approved
6. Create a detailed Trello card using ​this card​ as a template, and adding all necessary
steps
7. Add to the posting calendar or ask your lead to do so
8. Run test
 9. Write up the data
10. Write an action item and detailed review in the Social Calendar
11. Share learnings with the team on Slack

Results table and Learnings & Action Items

It is imperative to have these sections filled in shortly after the test is over. The main
takeaways of the test should also be noted in the social calendar for future reference, and
shared on Slack with the team.

Results table should always follow the full funnel, and take into account the KPIs that the test
is trying to impact. See ​this training video​ and the metrics cheat sheet below for more
details.

Pay close attention to the way your results may vary between different channels.

Metrics Cheat Sheet

Definition Where do I find this
metric?

Full Funnel Going through each step of the process as they

present themselves chronologically. In your case,
that means creating results table that start with the
moment the user sees a post (Impressions) and
ends with the desired KPI
(engagement/sessions/leads), specifying and
quantifying each step in the middle.

Impressions The number of times your content is displayed (can Sprout Reports
be shown to the same person several times) Facebook Insights (Reports)

Reach The number of people who see your content. Sprout Reports (shows only
impressions for Twitter)
Facebook Insights (Reports)

Engagements The number of interactions people have with your Sprout Reports
content (i.e.: likes, comments, shares, retweets, Facebook Insights (Reports)
etc.)

Engagement The ratio of engagement on reach (or impressions if Formula: Engagement ÷

Rate (%) reach is not accessible) Reach (or ÷ impressions)

Link Clicks Number of times a link shared in a post was clicked Sprout Reports
on. Not to be confused with “total clicks” that can Facebook Insights (Reports)
 also include clicks on pictures, “other clicks” (clicks
on “see more”), etc.

CTR Ratio of link clicks on reach (or impressions if reach Formula:

(Click-Through is not accessible) Link Clicks ÷ Reach (or ÷
Rate) impressions)

Sessions A session is defined as a group of interactions one Google Analytics >

user takes within a given time frame on your Acquisition > All Traffic >
website. Google Analytics defaults that time frame Source/Medium
to 30 minutes. Whatever a user does on your
website (e.g. browses pages, creates an account,...) Add secondary dimension
before they leave equals ​one ​session. “campaign” and filter by
“medium/social” and/or
“campaign”

Retained The user remained on the page for enough time and Formula: Sessions -
Sessions did not “bounce” (Sessions x Bounce Rate)

Legacy Sessions coming from a link posted before the date Need to be manually
Sessions range of the search on Google Analytics. Ex: You identified and extracted from
are looking up sessions from January 10th, 2017 to Google Analytics report.
January 17th, 2017, and you see a session from a
link posted on December 12th, 2016, that was
clicked on on January 15th, 2017

Bounce Rate Percentage of people that immediately exited the Google Analytics >
page that the link they clicked on had directed them Acquisition > All Traffic >
to. Source/Medium

Add secondary dimension

“campaign” and filter by
“medium/social” and/or
“campaign”

Events Set of actions that users take that indicates Custom report for leads in
conversion (or possible conversion). Google Analytics Dashboard
With Campaign
There are several types of events category. See ​this Without Campaign
document​ for more information.

A few examples of ​event categories​​ and ​event

actions

Leads​​:​ ​click show number listing, click to sms

business
Subscription​​: ​submit subscription form
Listings​​: l​ isting record created
Users registration​​: ​user record created
Users profile​​: ​upload cv, upload picture
 HOW TO USE SPROUT

SCHEDULING POSTS

ALL posts are scheduled by a least a day ahead.

Monday:
Wednesday
Posts

Tuesday:
Thursday
Posts

Wednesday:
Friday Posts

Thursday:
Saturday
Posts Sunday
Posts

Friday:
Monday Posts
Tuesday Posts

Best practices for Sprout tags

GOAL: Make the most of the tag report in Sprout, by ensuring all posts are correctly tagged.

● Only create tags as per the ​Social Master Theme tab​.

 ● Always name them as in the above document. Write the full name of the campaign in
lowercase when creating a tag (the name you would use for the
cmp-​name-of-campaign​ bit in the UTM tag, except without the hyphens).
● Campaign tags should be archived as the campaign ends (you will still be able to see
them in tag report but not to tag your posts with them, unless you unarchive them).
● Never delete a tag,​​ as it will delete all these tags on posts where they were
previously used, and therefore prevent us from pulling the data in the Tag Report.
Always archive instead​​.
● Tags can be unarchived if relevant (a recurring campaign for instance).
● There should be only one tag per post, except when a post is part of a campaign (ex:
a listing part of the Valentine’s day campaign: tags “listing” + “campaign valentines”).

Targeting

Useful reports

CUSTOMER SERVICE REPLIES

UTM Tagging
Facebook Public utm_source=facebook
Replies: utm_medium=social
utm_campaign=public-reply

Facebook Private utm_source=messenger

Message Replies utm_medium=social
utm_campaign=private-reply

Facebook Ad utm_source=facebook
Comments utm_medium=social
Replies:
utm_campaign=public-reply

WhatsApp utm_source=whatsapp
Replies: utm_medium=social
utm_campaign=private-reply

Emails / Zendesk utm_source=crm

/ Zopim utm_medium=social
 utm_campaign=private-reply

DM and comments ​MUST​​ be responded to within 24 hours.

Community management is a very important factor in creating, growing and maintaining a
positive online community. We must continue to foster and grow our relationships with our
current and potential audiences as it reinforces our brand appeal and creates a unique user
experience that helps set us apart from our competitors.

"Showing appreciation, fostering relationships &

developing a positive online community "
Things to keep in mind
1. Do not provide the phone number of the seller/employer/etc directly, as this means
that the user is not interacting with the site. Always direct them to the site, in the most
helpful way possible.
2. Be friendly and helpful.
3. Encourage positive feedback, manage negative comments and ignore extremely
abusive comments (hide & block anything inappropriate, offensive or irrelevant).
4. React as fast as possible, and strive to respond to DM and comments within 24
hours.
5. Set “away messages” in Facebook for evenings, weekends, leaves and holidays.
6. Do not open messages and not reply. The user can see that you have seen seen the
message and chose to ignore it.
7. Always reply with a link relevant to the user (using the correct​ UTM tags​​)
8. If possible point them towards the newsletter sign up
9. Keep it simple. Responses should be as concise as possible.
10. If there is any exchange of personal information then move the conversation to a
private message or email.

Organise your responses

● Create a number of templates for the most popular comments so you can copy and
paste and change the user’s name.
● Continue to develop these throughout your community management. If you find a
structure that works apply it for other types of messages.
● Set aside time each day for interacting and connecting with the community. People
shouldn’t be waiting for extended periods of time without receiving a reply.

Enquiries
We want to open and close the conversation in a efficient, friendly and personal way. Always
reply with a full sentences. Ensure to answer their question and include a UTM tagged link.
Comments

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 Reply
Hello Anthony,
Thank you for getting in touch with us!
Please use the link below, to get all the contact details of our
sales and marketing representatives. They will provide you with
all the details you need. ​http://bit.ly/1RkYndD
Regards,
Team PigiaMe

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Negative Comments (Damage Control)

We have to deal with these types of comment in an efficient and friendly manner. Try to
make sure that you help resolve these comments to the best of your ability. You can always
satisfy everyone but try to get the user to leave the conversation feeling better than they did
entering it. ​If it’s extremely negative make sure to move this conversation to private chat
straight away. This can be on FB messenger or email, just make sure that it is not public
Comment

Reply

Comment

Reply

Public Messages and Appreciation

 Comment

Reply

Respond to them and thank them for the compliment. If it’s constructive feedback, let’s thank
them for the suggestion. Be polite and make that they feel appreciated. Let’s try our best to
reach out to as many people as possible. It will help boost our future engagement on the
page.

Making Comments on Facebook Ads

Access these comments via the Facebook Ads account in the Facebook Business Manager
account. Please ask MI if you do not have access.

“Hey ​TAG USER’S NAME,

Kindly note that we do not have a physical shop. Qefira is a classifieds site where people
advertise their items and you can contact the seller directly. Start browsing electronics here:
http://bit.ly/1P3udUC​”

“Hey ​TAG USER’S NAME​​ see the various bikes available and their prices here
http://bit.ly/1M3UnXw”

Examples
 SOCIAL MEDIA: TWITTER

UTM Tags
The ultimate list of UTM tags can be found ​here.​ ​Please do not feature any utm tags that are
not listed in this document.

● Every UTM tag must be unique hence each should have the month and date of
posting. ​For dates 1-9 use 01, 02, 03 e.t.c.
● Always use the SEO friendly version of the URL & remove any non-relevant
parameters ​(e.g. ?aid1=0000, ?ftst=1&sf=dpo&so=d)
● Do not accidently type a space after any utm or the tag will be generated incorrectly

Category Posts: utm_source=twitter

utm_medium=social
 utm_campaign=cat-​categoryname-YYYY-MM-DD

Listings Posts utm_source=twitter

utm_medium=social
utm_campaign=lis-​listingname-YYYY-MM-DD

Brand Posts utm_source=twitter

utm_medium=social
utm_campaign=brd-​subtheme-YYYY-MM-DD

Business utm_source=twitter
/Employer Posts utm_medium=social
utm_campaign=​biz/emp-subtheme-​businessname-YYYY-MM-DD

Article Posts utm_source=twitter

(Blog posts only) utm_medium=social
utm_campaign=​art-​articlename-​ YYYY-MM-DD

Reply Posts utm_source=twitter

utm_medium=social
utm_campaign=public-reply
private-reply
share

Refer to ​this section​ for more information on UTM tagging.

What Makes Twitter Different

Twitter should be used for:

● Networking
● Branding
● Reputation Management
● Driving engagement for promotional activities
● Sharing content

Most of these activities are focussed on interactions. It’s not necessarily just about
broadcasting your content like Instagram. Twitter thrives off communication and
understanding how Twitter works and where it fits in the social media landscape will shape
the way you use it.

Posting
Plan your Twitter calendar in advance in the Social Media Planning tab. The posts that you
select should cover a range of Themes and Subthemes that you can see are are the best
performing in in Twitter Analytics.

Favourites
● Do not retweet positive comments about our own brands.
● Use favorites to end conversations when you’ve got nothing left to say but don’t want
to leave a conversation unanswered.
● Use favorites when you want to say thanks to someone for tweeting your content.
● Use favorites as a read-later device to track the content you want to save for later.

Tone
Being more conversational means higher engagement, resulting in additional activity for your
Twitter account. Tweet out questions and speak directly to your audience. If you are posting
blog articles, rather than “Blog Post Title, [link]”, try “What do you all think of this new post?
Blog Post Title, [link]”. The tone for Twitter is a little more relaxed than other channels such
as email, meaning you can use other formats such as Gifs to reply to users and use them in
your interactions.

Media Outreach
Think of Twitter equally as a PR tool for Media Outreach as some bloggers prefer to be
contacted via twitter than email.

“Interactive” Tweets

At least 30-40% of your Tweets replies to other people to encourage the conversion around
your brand with Social Influencers.

Examples:

Reach out to influencers

When sharing your blog posts that are relevant to certain influencers, share the link
mentioning their username. If they retweet, this not only means you caught the noise of the
influencer but also means your tweet (and you) are exposed to their massive following. Many
of their followers will follow you. More on influencers here.

Advanced Search
To find people and content to connect with use the advanced search tool within Twitter:
Hashtags:
Normally, people might tweet about marketing and add #marketing at the end of their tweet
in the hope someone will reply. This usually only works if you have a big following or are an
industry leader. Now, instead of including #marketing on one of your tweets, use the hashtag
to search for other people using #marketing, and then create content in response to that.
Twitter users, like the ones above, are already engaging in the hashtag, so really, you don’t
have to. If marketing is what you are targeting, you have to find these people and interact
with them. The tweets above present opportunity to create content. People are looking for
answers and you are there to provide them.
Look at trending hashtags in your location/industry and use them to build up on the
conversation already happening.

Weigh in in (relevant) conversations:

If you are following the right people and tracking the right hashtags, you should often come
up tweets and conversations that are relevant to your brand. Become an active part of it to
be exposed to more followers, and create interesting and trending content on our feed.
You can of course mention people, write a tweet using one of the dedicated hashtags (see
above), or just retweet if you don’t have anything to add.

Following others
● Unfollow those who will not add value to your community, won’t post interesting
content that you can share or engage with. Use​ ​Sprout​​ ​to do this, following ​this
video​’s steps.
● Follow others based on your business model niche and those with active twitter
timeline. If your follower count is 5000 you can follow 7000 people at the maximum.
● Use twitter’s advanced search to search for people similar to your niche.
 ● Don’t follow people with “eggs” ( the default twitter avatar as their profile picture).
These are the people with spam accounts or newbies that wouldn’t add any value to
your community.
● If you follow 500 people a day, chances are 140-150 will follow you back as a sign of
courtesy or because they want to network with you (Which is what we want!).
● If you want to get in touch with someone in particular, an influencer for instance,
make sure you follow them on all their channels. There is a chance they will follow
you back (which can be useful if you want to contact them but don’t have an email
address), and it shows that you are truly interested in them.

Posting content

● Quote your blog post: Try using a teaser from your blog post. The quote needs to be
precise and give a good idea of what the blog post is about.
● Include statistics: People love facts and figures. Use stats that support the arguments
you’re making in your content. This adds validity to your ideas.
● Leverage #hashtags: Hashtags are a great way to reach members of your industry
who don’t follow you (yet). Use common industry ones to do that - you can use
RiteTag​ to see how a hashtag is performing. You can also use branded hashtags
and encourage others to use it.
● Use @mentions: If your post mentions any publications, industry influencers, etc.,
make sure to mention them in your promotions. They’ll be flattered and there’s a
good chance they’ll share it too, so you’ll reach their whole audience.

Twitter lists
Twitter has a very handy and unique feature of creating lists. Create and maintain lists of
twitter accounts for industries in your niche and then tweet important happenings as they
happen. Ensure to set your lists to private. Lists should be named:

● Influencers
● Competitors

Here’s how you can build targeted lists of people to engage with:

● Search for keywords in bios: Use ​Sprout’s smart search function ​to search for
users with your content’s target keywords in their bios, or ​Buzzstream Discovery
(which also allows you to filter by number of Twitter followers and location).
● Look at hashtags: ​Use industry relevant hashtags and browse through their streams
to find other people using them. A brainstorming session will lead you to find the best
hashtags for your marketing goals.

Monitor your competitors engagement. Know what people are saying about your
competitors, as well as how they’re responding. Look at the articles they share: If
competitors are creating a lot of content, this will help you see how they’re marketing it and
how it’s received by their audience.

Flaunt your Twitter account

Add your twitter handle to your email signature

Cross posting
Try cross posting your updates, like tweets to Facebook profile, tweets to LinkedIn etc in
order to attract your followers there and notify them that you have a twitter profile too. This
will act like a teaser and you never know who on LinkedIn will notice your tweet and love it
and start following you on twitter.

Polls
These can be a fun way to drive engagement. See these best practice examples:
 SOCIAL MEDIA: LINKEDIN
*Only Jobs platforms require a LinkedIn Page.

LinkedIn allows us to increase our share of voice in the business space and build
communities with businesses and job seekers to promote products as well as increase
sessions.
Category Posts: utm_source=linkedin
utm_medium=social
utm_campaign=cat-​categoryname-YYYY-MM-DD

Listings Posts utm_source=linkedin

utm_medium=social
utm_campaign=lis-​listingname-YYYY-MM-DD

Brand Posts utm_source=linkedin

utm_medium=social
utm_campaign=brd-​subtheme-YYYY-MM-DD

Business/Employ utm_source=linkedin
er Posts utm_medium=social
utm_campaign=(​biz/emp)-​businessname-YYYY-MM-DD
 Article Posts utm_source=linkedin
utm_medium=social
utm_campaign=​art-​articlename-​ YYYY-MM-DD

Replying to utm_source=linkedin
Messages utm_medium=social
utm_campaign=private-reply

Replying to utm_source=linkedin
Comments utm_medium=social
utm_campaign=public-reply

Refer to ​this section​ for more information on UTM tagging.

Profile/bio text
Ensure the text is grammatically correct, and promotes the core value proposition of the
brand and what the page will offer.

Posting
It is essential that content on LinkedIn is kept professional, it is very different to other social
networks and needs to be treated as such. Review ​Linkedin’s best practice guide.

Posts should be​ ​highly relevant articles about job seeking and entrepreneurship. If possible
these articles will be those written for our Media Outreach, or from the blog if the brand has
one. Avoid external articles if possible.

Creating groups

With a LinkedIn group, we have the ability to message our members once a week. These
messages go directly to their email inboxes and are a great way to deliver product offers or
campaigns to them. ​Groups can only be created by individuals, but access can be
transferred and other employees can also be a member of the group. ​Groups position our
brands as industry thought leaders to members. Foster a healthy community within your
LinkedIn group through engaging discussions and add value by offering up compelling
content. ​How to create a group.

Jobs
“Country” Young Professionals​​ eg Tanzanian Young Professionals
https://www.linkedin.com/groups/58475/profile
Content: Job seeking, career advice
Horizontals
“Country” Tanzanian Business Owners​​ eg Tanzanian Business Owner
https://www.linkedin.com/groups/8367533/profile
Content: Entrepreneur advice, business news.

“Country” Young Professionals

Mon Tue Wed Thu Fri Sat Sun

11:00/
12:00 Article

“Country” Business Owners

Mon Tue Wed Thu Fri Sat Sun

11:00/
12:00 Article

SOCIAL MEDIA: GOOGLE+

UTM Tags utm_source=G+
utm_medium=social

Refer to ​this section​ for more information on UTM tagging.

  
 
Post a well performing post once a week on G+ to maintain the profile
 SOCIAL MEDIA: INSTAGRAM

All images should be the correct size

UTM Tags utm_source=instagram
utm_medium=social
utm_campaign=profile

Refer to ​this section​ for more information on UTM tagging.

Captions
Every caption should be at least a couple sentences, if not a couple short paragraphs.

● Always include at least 5-10 relevant hashtags per post.

● Don’t include text in the images, any text should be contained in the caption.
● When appropriate, incorporate “Click link in bio to shop” for Listings/ to get this and
other/more “insert category name”

Get Creative
● See Content Creation Chapter to design your own Instagram posts
● Feature Infographics
● Try blocked images​, see below:
Logo
In all posts the Logo should be positioned in the bottom right hand corner (high quality with a
darker shade of grey)
Example of Logo:​​ https://www.instagram.com/p/5UZjlvMJhH/?taken-by=pigiame.co.ke

Listing Post Examples

● Product on white background; always put a shadow mirror of the product

● Always use quotes using two max lines of testimonials
● No people in product
Example:​​ ​https://www.instagram.com/p/5UAG8ZsJpZ/?taken-by=pigiame.co.ke

● Use blue sash Highlight

● Include name of the product
● Price
● Top three points
Example: ​https://www.instagram.com/p/5NOCedsJsh/?taken-by=pigiame.co.ke

Graphics
● If the category is ​Travel ​or ​Home & Living​​ use an Emotive Photo ** As much as
possible try and make them as Country Specific as possible**
● Find photos of specific places on Shutterstock
● Beauty works with products ** put the product and what would work with it in a split
screen
● Always use Black models

Example of fade out background:

https://www.instagram.com/p/4y7-sdsJmG/?taken-by=pigiame.co.ke
 WHATSAPP: CUSTOMER
SERVICE
Answering times

Maintain the answering time as fast as possible, maximum 30 minutes during business
hours.

All inquiries from the evening (after COB) should be managed in the morning.
Inquiries received during the day should be managed as fast as possible

If you use Chrome: ​Desktop notifications for WhatsApp Web

Links

All links sent to users must be

- isolated from the text (back to the line)
- framed with an relevant emoji in relation with the link.

This proves to the user even before he clicks that we understood his query and that he will
find relevant information on the link

Always include a space between the emoji and the link for visibility, and because emojis will
not render properly on Facebook otherwise.
Only include one emoji on each side or the link will render on 2 lines on mobile.

Example:
📺 ​http://bitly/tvlink​ 📺

Find all emojis here → ​http://getemoji.com/

UTM Tags

Whatsapp: ?utm_source=whatsapp&utm_medium=social&utm_campaign=private-reply

URLs can only include one query (“?”)

IF there is already a query in the URL you want to UTM tag (look for a “?” sign) replace the
“?” at the beginning of the UTM tag with “&”
If you do not do this, you will send the customers to an error 500 page and the traffic will not
be tracked
Example:

Already a “?” in the URL:

http://www.pigiame.co.ke/adverts-900​?fts=dresses​&utm_source=messenger&utm_medium=
social&utm_campaign=private-reply

No “?” in the URL:

http://www.pigiame.co.ke/fashion-3343​?utm_source=messenger&utm_medium=social&utm_
campaign=private-reply

Welcoming users

Always start conversations with new user with sentence:

“Hey there, welcome on PigiaMe’s WhatsApp service :)”

If they don’t say anything else, ask “How can I help you”

During the conversation

- Try to answer the user’s demand as specifically and completely as possible (search
for all of his criteria)
- Make sure he has all information even before he steps onto the platform: maybe the
user will be less likely to visit the platform, but he will be more likely to convert if he
does.

Finishing the conversation

Suggest to help further

Examples:
“Don’t hesitate to let us know if we can do anything else. We are happy to help :)”
“We can also help you find your perfect new phone on PigiaMe. Just let us know your budget
and what kind of phone you are looking for ”

! If you have been able to provide valuable information to the user, suggest the user to
subscribe to our notifications (broadcast lists), see below. !
Conversation with Elias Kariuki

If they are not giving enough details

“We can also help you find your perfect new phone on PigiaMe. Just let us know your budget
and what kind of phone you are looking for ”

If the item is not available at the moment

If applicable, suggest other items

“
The user requests a code
Here we can’t track the conversion! Instead, redirect to the page of the article. Only if the
customer can’t access this page send him the number
Instead, try and find it on PigiaMe (search for “gas cooker”) and send the link
 WHATSAPP: NOTIFICATIONS
Each notification must contain 1-3 items and be sent 2-3 times per week

Tagline including the name of the

notification---------->

Picture taken from the website

---------->

USP (if relevant with cheapest price)

---------->

Call to action + link to results from least to

most expensive framed with emojis
---------->

Send everything in one post as getting several notifications could be annoying for our users.

UTM tags for notifications:

WhatsApp

Car Club ?utm_source=whatsapp&utm_medium=social&utm_campaign=broadcast-car

-club

IF someone wishes to register for the notifications

- If he/she specifies which list: ​Add him to the list
- If they don’t then ask them about their interests and add to the most relevant.

Tracking if people have been added correctly

- When people ask to receive the notifications, immediately add them to the tracking
document

- Confirm their subscription with the ​dedicated FAQ reply​. If they do not follow these
instructions, they will not receive the notifications even though we added their
numbers.
 - If users have been added, their conversations in the WhatsApp interface will be
displayed with “Men Only [number]” or “LL [number]” etc instead of their phone
number

Notifications examples:
For Men Only

Ladies Lifestyle
 CREATING CONTENT
All content should be designed by our team in order to fit with the brand image that we are
projecting. To create social posts, there are a number of free tools available.

Creating Images

Polyvore - ​www.polyvore.com
This platform is ideal for creating what are known as “sets”, where you can find images of
items and piece them together with backgrounds and text. The platform is mainly for
Fashion, Beauty, DIY, Furniture, Home & Living.
Canva - https://www.canva.com

This platform is perfect for creating engagement posts and allows you a lot of flexibility to
easily design social posts.
Creating Gifs
See this best practice example:
https://twitter.com/eBay/status/733306040222126080

To create a gif use Canva or Polyvore to design the different images and take screenshots.
Then upload the screenshots to

Gif Creator​​ ​http://gifcreator.me/

Upload the images, set the speed and download the gif.
Then use the platform:

Giphy​​ - ​https://giphy.com
Upload your gifs into the giphy account for ROAM and share relevant gifs for platforms in
different countries. Giphy also provides you with a shareable social media link.

Username: ​ruby.frankland@ringier.ch
Password: ​gip93hy
Creating Infographics - ​https://piktochart.com/
An infographic is ​a visual representation of information or data, e.g. as a chart or diagram.

All community managers should create their own account for Piktochart, as it is limited in
pictures to upload.
 INFLUENCERS
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s
message to the larger market. Rather than marketing directly to a large group of consumers, you
instead inspire / hire / pay influencers to get out the word for you.

How to find influencers

Use Buzzstream
Follow them on Twitter/Instagram

How to contact influencers

It should be noted that the relationship you have with the influencers is key to the success of your
partnership. Never hesitate to reach out, and if you feel like you won’t get anywhere with that person,
or that they need more time to consider, don’t insist, and contact them again when the time is right.
After working with an influencer, make sure to send them a thank you message, and that you have
fulfilled your part of the agreement if there was one (sending them the videos, sharing their page, etc)

Influencers strategies:

Best practices

BRAND LISTENING
Our users and their online communities are changing. No longer passive observers, they're
active participants, educating themselves about products and services before ever engaging
with a brand.​ Our sites should be constantly driving leads and positive branding through
customer and industry feedback to intelligently shape the strategic direction.

Brand Listening aims

● Build a reputation for excellent customer service
● Drive more traffic and conversions
● Create more social interaction
● Develop more links to our website
 ● Derive strategic insights for
- Marketing
- Customer Service
- Personas
- Branding
- Targeting

What is Brand Listening?

1. Finding, reading and recording all brand mentions about and organic links to our
website
2. Recording the tone of these mentions (positive, negative, neutral) and the relevant
details
3. Converting brand mentions to links and building relationships

"We need to participate in the conversions about

us"
Example - Negative Brand Perception
Negative comments give us the opportunity to listen to constructive criticism that may
improve our customer experience. It also gives us a reason to engage in public discussions
about the brand and resolve any issues that may arise.
This example highlights that
there were small bugs in the site
that hackers can take
advantage of. Brand listening
brings these examples to our
attention.

Example - Compliments
Compliments for a brand or product are always great. It is especially useful to collect the
compliments in the brand listening database so that it can be analyzed for any underlying
trends. Compliments could also be harnessed to start a social media campaign, as we
understand what people like about our brand. Comments that compliment our brands in
unusual ways could also inspire ideas for further themes for marketing strategies.

Example - Opportunities
Asses the needs of the users, listen to and act on enquiries. It is also good to continue the
conversation and stimulate more engagement.

Who is doing it right?

There are many companies out there doing brand listening right. Here a couple of good
examples of how to listen to and connect with your target market.

Maker’s Mark (Whiskey)

Background ​- ​Maker's Mark found a way to turn an absolute social media disaster into an
online win.

The whisky maker announced plans to cut the amount of alcohol from 45% to 42%, due to
high demand and low bourbon supply.

Suffice it to say that the internet wasn't pleased - consumers were tweeting and Facebooking
their complaints to anyone who would listen.

There were angry tweets, Facebook petitions to "Boycott to save Maker's Mark" began
popping up, and a normal Valentine's day post on the company's Facebook page was
flooded with negative comments about the change:
Maker’s Mark response ​- ​Through brand listening Maker’s Mark realised ​almost
immediately that it had made a huge mistake. The brand decided to embrace the social
media platforms that were bashing it so hard to deliver the message that it was sorry and
reversing its decision to lower the alcohol content.
Maker's Mark tweeted "You spoke. We listened." with a link to its Facebook apology.

#YouSpokeWeListened then became a popular hashtag.

Customers went from feeling abandoned to listened to and respected in record time, and
Maker's Mark retweeted their messages.
Da Grasso (Pizza)

Background​​ - ​Da Grasso pizza chains tracked all the mentions on Facebook in order to find
people who fancied a pizza or something to eat in general. After obtaining the address
(usually from a friend or basing on a workplace), Da Grasso Patrol team delivered a hot
pizza to the author of the post.
Your Brands SERP Results? What ranks for your brand name?
Your website should be number one, but pay special attention to those results after. How
many do you own? For the ones you don’t own, are they positive or negative? Be in control

of your brand!

Mention
Mention allows us to monitor the ​mentions​​ of our brand across a range of platforms, sites
and online communities including websites, Facebook, Twitter, Instagram, news, blogs,
videos, forums and images.
https://mention.com
Email: ​tools@ringier.ch
Password: men14Pa$3

Your priorities:
1. Classify mentions in Mention.com on a​ ​daily​​ ​basis. (Unread should be low).
2. React for posts that present positive, negative comments or opportunities for the
brand. If urgent then pass on to your PM with MI on cc.

Judging the Tone of a Mention

Negative -
Clearly making a
negative statement about
the brand

“Favourite” these
mentions

Positive -
Making a positive
statement about the
brand

“Favourite” these
mentions

Neutral -
Making a neutral
statement about the
brand eg repost of an
item

“Archive” these
mentions
Irrelevant -
Completely unrelated to
the brand​.

Mark as Spam

Mention Task Summary

Daily
1. Mark mentions as Positive/ Negative or Neutral
2. Reply to the mention or pass on to the relevant person
3. Favourite Positive or Negative mentions, Archive Neutral mentions and Mark as
Spam Irrelevant mentions
 VIDEO SPECIFICATIONS
DO DON’T

Make it business model relevant Don’t mention your country - just your brand

Related to your persona Don’t use cheesy effects

Have a story Don’t make it too long

Play on emotion, but don’t take it overboard Don’t lie to the customer

Do respect the viewer’s time, make shots No terribly negative storyline

quick

Be coherent No end of the world music

Use appropriate music Don’t have a shaky video

Use people in the office and friends Ask permission if you’re gonna shoot
someone external from the company for
several seconds

Tap into users real life problems Don’t make the music too loud

Use a tripod Don’t make your shots too long

Always have readable subtitles according to Don’t use the setting of the office all the
the brand guidelines time

Make it relatable, tie real life issues with the

solutions offered by our company

Be clear

Be considerate of natural lighting

Use flattering angles

Use a microphone

Set up the context of your story

 Do cut the repetitive bits in your video

Only use 1 font, 1 size (according to

guidelines)

Be attentive to people’s body language

Watch for music copyright infringement

Stay coherent with the texts, sentence

structure and music throughout the video

Do use the logo + URL at the end

Good concepts:
- Make it look like real footage
- Make hacks & go-to basics