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MARKETING PLAYBOOK SOCIAL MEDIA

MARKETING

PLAYBOOK

SOCIAL MEDIA

FACEBOOK

FACEBOOK Design Considerations Please refer to the Visual Guidelines for each brand. Cover Photo The cover

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

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

Generic

Core Value Proposition

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

Campaign

Campaign

Holidays/National

Events

Profile avatar Dimensions Size Format Update Design considerations mobile 180 x 180 pixels Between 500

Profile avatar

Dimensions Size Format Update Design considerations mobile

180 x 180 pixels Between 500 KB and 2.5 MB PNG Never without approval All elements should be readable on news feed desktop and

Avoid overly small/illegible text No brand tagline

General

General

Themed

 

Ensure it is taken down on time!

Ensure it is taken down on time!

Posting

Primary Considerations

● Use Sprout

● Vary between format (carousel, link, video, gif) depending on post theme

format (carousel, link, video, gif) depending on post theme ● Do not use click-baiting copy (e.g.

● 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 er Posts

utm_source=facebook utm_medium=social utm_campaign=(biz/emp)-businessname-YYYY-MM-DD

Article Posts (Blog posts only)

utm_source=facebook

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 sectionfor more information on UTM tagging.

Themes

Brand

Aim:

Sessions / Brand Trust

Format:

Link / Image / Video

Post to include:

1 CVP/introductory sentence

Linking:

1 emotive CTA sentence 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 -
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

One short engaging sentence + photo(s)

Community

One short engaging sentence + photo(s) Community

Sell

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

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

Customer

Letting customers know if phones are down, internet issues, website issues, etc

 

Service

Profile Picture

Use whenever profile picture is updated

 

Cover Photo

Use whenever cover photo is updated

 

--Engagement Posts

Aim:

Engagement (Likes, Comments, Shares)

Format:

Image / Video

Character limit:

Short as possible

Post to include:

1 Emotive CTA sentence

Linking:

ImagePNG 540 x 335 or video No link

KPI

Reach/impressions, Engagement, Shares, Engagement rate

Subthemes

   

Weekly topic: celebrity cars Subtheme: viral video

  Weekly topic: celebrity cars Subtheme: viral video Weekly topic: African fashion Subtheme: Quizz One or

Weekly topic: African fashion Subtheme: Quizz

One or two short sentences very relevant to that weeks topic. Can be any engagement subtheme.

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

Weeks topics

-

Use hashtags on Facebook (until we test this in a separate brief)

 

Template: Two to five

 

catchy words + right template image, quote within

DO

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’

Quotes

- Say generic things such as ‘good morning people’, ‘have a great day’’

- Say ‘Lol’ in post text

 

Engaging question to audience

  Engaging question to audience

DO

 

-

Ensure all quizzes are business model related

Feel free to have them as text only posts DO NOT

-

Quizz

 

-

Use hashtags on Facebook

Poll

Vote by reaction as much as possible

Poll Vote by reaction as much as possible
 

1 or 2 short engaging sentences giving context to the image or asking a question

  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

TBT

-

Use hashtags on Facebook (until it is tested in a channel brief)

- Line break between sentences Short, catchy engaging caption on place related to business model
-
Line break between
sentences
Short, catchy engaging
caption on place related to
business model + image(s)
Inspirational
Jobs: office, horizontals:
place
market, etc
Inspirational person Text in 3rd person about a famous local person, related to business model
Inspirational
person
Text in 3rd person about a
famous local person, related
to business model + images
First person story text + image (gallery post preferred) DO - Use humans in the
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
Storytelling
- Put any line breaks
or paragraphs in the
text

Day

Highlighting a special day of the year Or Wishing happy birthday to public figures. Business people that fit with the brand.

a special day of the year Or Wishing happy birthday to public figures. Business people that
 

Do it yourself style posts/ life tips and lifestyle

  Do it yourself style posts/ life tips and lifestyle

/LifeProTips/for

Tips

inspiration

Trending

 
Trending  

Topic

Name of Topic

 

Template: 3 to 6 catchy words + image/video

  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 / video

 

-

Link to the original video in the post text

Listings

Follow monetization guidelines and processes.

Aim:

Leads

Format:

Link

Linking:

Link to individual listing

 

Example

Template

Cars

Cars Speak to the ideal buyer 1 key reason

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

Property Speak to the ideal buyer 1 key reason

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

Jobs Speak to the jobseeker 1 key reason why this role is interesting (e.g. spend all

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

Horizontals Emotional/witty caption (no link in caption)

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

Example

Template

Cars

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

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

Property Speak to the ideal buyer 1 key reason to buy or rent the property in

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)

Categoryfor mandate inlocation

Feature 1, feature 2 and emotionally connected feature 3. Compare categoryprices online.

Jobs

Jobs One catchy sentence about the category, not descriptive, emotional

One catchy sentence about the category, not descriptive, emotional

{Photo representing the job)

Job category in location

Find the latest collection of Apply today.

jobs in

Horizontals

Horizontals Emotional/witty caption (no link in caption)

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
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

- 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

External

- Leave short link in the post text

 

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

  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

“Blog

- Edit the link title and link description to be engaging full sentences

Category

- Ensure article related to the week’s topic

Name” eg

 

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, youcan 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
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 outfor 34 minutes, the sandwich cookie’s social media team jumped on the cultural moment, tweeting an ad that read Power Out? No problemwith a starkly-lit image of a solitary Oreo and the caption, “You can still

Power Out? No problem ​ ​ ” ​ ​ with a starkly-lit image of a solitary

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

option on the timeline ● Select “Go Live” option ● Edit the Video description and add

● Edit the Video description and add any necessary details

● Edit the Video description and add any necessary details ● There will be a 3

● 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

Christmas campaigns See example Jobs category themed video Recommendations when making a video ● Prepare a

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.

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 NEVERwant to see again:

of our brands and are incredibly damaging to the view of the brand. Posts we ​
of our brands and are incredibly damaging to the view of the brand. Posts we ​
of our brands and are incredibly damaging to the view of the brand. Posts we ​

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

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.

be scheduled to be available in the asset library of Sprout. UTM TAGGING What are UTM

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
● 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

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 cardas a template, and adding all necessary steps

7. Add to the posting calendar or ask your lead to do so

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 videoand 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 be shown to the same person several times)

Sprout Reports 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 content (i.e.: likes, comments, shares, retweets, etc.)

Sprout Reports Facebook Insights (Reports)

Engagement

The ratio of engagement on reach (or impressions if reach is not accessible)

Formula: Engagement ÷ Reach (or ÷ impressions)

Rate (%)

Link Clicks

Number of times a link shared in a post was clicked on. Not to be confused with “total clicks” that can

Sprout Reports 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 ÷ impressions)

Rate)

 

Sessions

A session is defined as a group of interactions one

Google Analytics > Acquisition > All Traffic > Source/Medium

user takes within a given time frame on your website. Google Analytics defaults that time frame

to

30 minutes. Whatever a user does on your

 

website (e.g. browses pages, creates an account,

)

Add secondary dimension “campaign” and filter by “medium/social” and/or “campaign”

before they leave equals one session.

 

Retained

The user remained on the page for enough time and did not “bounce”

Formula: Sessions - (Sessions x Bounce Rate)

Sessions

Legacy

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

Need to be manually identified and extracted from Google Analytics report.

Sessions

Bounce Rate

Percentage of people that immediately exited the page that the link they clicked on had directed them to.

Google Analytics > Acquisition > All Traffic > Source/Medium

Add secondary dimension “campaign” and filter by “medium/social” and/or “campaign”

Events

Set of actions that users take that indicates conversion (or possible conversion).

 

Custom report for leads in Google Analytics Dashboard With Campaign Without Campaign

There are several types of events category. See this documentfor more information.

A

few examples of event categoriesand event

 

actions

 

Leads:click show number listing, click to sms business Subscription: submit subscription form Listings: listing 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-campaignbit 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 Replies:

utm_source=facebook

utm_medium=social

 

utm_campaign=public-reply

Facebook Private Message Replies

utm_source=messenger

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 / Zopim

utm_source=crm

utm_medium=social

utm_campaign=private-reply
utm_campaign=private-reply

utm_campaign=private-reply

utm_campaign=private-reply

DM and comments MUSTbe 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 correctUTM 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 Reply Comment Reply
Comments
Reply
Comment
Reply

Advertising Inquiries

Comment
Comment

Reply

Reply Hello Anthony, Thank you for getting in touch with us! Please use the link below,

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

representatives. They will provide you with all the details you need. ​ http://bit.ly/1RkYndD Regards, Team PigiaMe

Older Comments (2 days+)

Comment Replies
Comment
Replies

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
Comment
Reply
Comment
Reply

Public Messages and Appreciation

Comment Reply
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:

“Hey TAG USER’S NAMEsee the various bikes available and their prices here

Examples

SOCIAL MEDIA: TWITTER

SOCIAL MEDIA: TWITTER UTM Tags The ultimate list of UTM tags can be found ​ here.

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 /Employer Posts

utm_source=twitter

utm_medium=social

 

utm_campaign=biz/emp-subtheme-businessname-YYYY-MM-DD

Article Posts (Blog posts only)

utm_source=twitter 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 sectionfor 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:

around your brand with Social Influencers. Examples: Reach out to influencers When sharing your blog posts

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

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. UseSproutto 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 RiteTagto 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:

it and start following you on twitter. Polls These can be a fun way to drive
SOCIAL MEDIA: LINKEDIN *Only Jobs platforms require a LinkedIn Page. LinkedIn allows us to increase

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

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 er Posts

utm_source=linkedin 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 sectionfor 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 behighly 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 Professionalseg Tanzanian Young Professionals

https://www.linkedin.com/groups/58475/profile

Content: Job seeking, career advice

Horizontals “Country” Tanzanian Business Ownerseg 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 sectionfor more information on UTM tagging.

Post a well performing post once a week on G+ to maintain the profile

Post a well performing post once a week on G+ to maintain the profile

SOCIAL MEDIA: INSTAGRAM

SOCIAL MEDIA: INSTAGRAM All images should be the correct size UTM Tags utm_source=instagram utm_medium=social

All images should be the correct size

UTM Tags

utm_source=instagram

utm_medium=social

utm_campaign=profile

Refer to this sectionfor 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

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

● Use blue sash Highlight

● Include name of the product

● Price

● Top three points

Graphics

● If the category is Travel or Home & Livinguse 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:

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

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:

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:

No “?” in the URL:

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

know your budget and what kind of phone you are looking for ” ! If you

! 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

Conversation with Elias Kariuki If they are not giving enough details “We can also help you

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

know your budget and what kind of phone you are looking for ” If the item

If the item is not available at the moment If applicable, suggest other items

kind of phone you are looking for ” If the item is not available at the
The user requests a code Here we can’t track the conversion! Instead, redirect to the

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
Instead, try and find it on PigiaMe (search for “gas cooker”) and send the link

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 ---------->

least to most expensive framed with emojis ----------> Send everything in one post as getting several

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

[number]” or “LL [number]” etc instead of their phone number Notifications examples: For Men Only Ladies

Ladies Lifestyle

[number]” or “LL [number]” etc instead of their phone number Notifications examples: For Men Only Ladies
[number]” or “LL [number]” etc instead of their phone number Notifications examples: For Men Only Ladies
[number]” or “LL [number]” etc instead of their phone number Notifications examples: For Men Only Ladies

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.

them together with backgrounds and text. The platform is mainly for Fashion, Beauty, DIY, Furniture, Home
Canva - https://www.canva.com This platform is perfect for creating engagement posts and allows you a
Canva - https://www.canva.com This platform is perfect for creating engagement posts and allows you a

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

Creating Gifs

See this best practice example:

example: https://twitter.com/eBay/status/733306040222126080 To create a gif use Canva or Polyvore to design the

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

Gif Creatorhttp://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

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

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
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.

inspire ideas for further themes for marketing strategies. Example - Opportunities Asses the needs of the

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.

to continue the conversation and stimulate more engagement. Who is doing it right? There are many

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 ​

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

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
Your Brands SERP Results? What ranks for your brand name? Your website should be number

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

don’t own, are they positive or negative? Be in control of your brand! Mention Mention allows

of your brand!

Mention

Mention allows us to monitor the mentionsof 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 adaily​​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

Negative - Clearly making a negative statement about the brand

“Favourite” these mentions

Positive - Making a positive statement about the

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

Neutral - Making a neutral statement about the brand eg repost of an item “Archive” these
these mentions Neutral - Making a neutral statement about the brand eg repost of an item
Irrelevant - Completely unrelated to the brand​. Mark as Spam
Irrelevant -
Completely unrelated to
the brand​.
Mark as Spam
- Completely unrelated to the brand​. Mark as Spam Mention Task Summary Daily 1. Mark mentions

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

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 quick

No terribly negative storyline

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 the brand guidelines

Don’t use the setting of the office all the 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