DM_CA1_TeamRaion_Playbook

Lions Befrienders Social Media Playbook https://www.lionsbefrienders.org.sg/ https://www.facebook.com/lionsbefrienders/ https://www.instagram.com/lionsbefrienders/ https://www.linkedin.com/company/lions-befrienders-singapore

SOCIAL MEDIA PLAYBOOK TABLE OF CONTENTS Digital Marketing Strategy Approach Digital Marketing Objectives Social Media Audit Digital Media Ecosystem Brand Personality Brand Idea Style Guide Recommended Content Pillars Content Calendar Community Management Guidelines Recommendations on Engaging with Community Keywords for Monitoring SEO and Content Marketing Digital Paid Media Recommendations Social Media Crisis Management Mockups References

1 Digital Marketing Strategy Approach Digital Marketing Objectives 1. Position LB as the leading advocate in the eldercare sector 2. Position LB as the partner of choice to serve seniors in need 3. Increase engagement, views, and likes on all social media platforms 4. Increase reach to engage a wider pool of audiences Social Media Audit A Social Media Audit should be conducted at least once every 12 to 18 month. This is important as the social media landscape is constantly changing, and it should be a priority to always have an eye on how our efforts are making an impact. It is also important to ensure that content posted on each social media platform is alligned with its mission statement.

2 Digital Marketing Strategy Approach Social Media Mission Statement Facebook To bring more awareness to Lions Befrienders by showcasing involvement in helping the elderly community in Singapore . Instagram To bring more awareness to Lions Befrienders by showcasing involvement in helping the elderly community in Singapore. As well as be a point of communication for ongoing issues or events. Digital Media Ecosystem Paid - Notably, there aren’t any significant form of paid media at the moment. Paid-Owned - On-Page and Off-Page Search Engine Optimisation Owned - Lions Befrienders’ Official Website - Facebook - Lions International Website - Instagram - LinkedIn - Giving.sg Donation Page - JobsDB job listing page - National Council of Social Services (NCSS) job listing page - Giving Asia Donation Page - B2B Collaboration between LB and Scoot Owned-Earned - Article on Tan Tock Seng Hospital.

3 Brand Personality Brand Idea - To provide friendship and care for seniors to age in place with community participation. - To enable the elders to enjoy a meaningful and enriching lives. Brand Personality - Friendly, sincere and understanding - Welcoming - Approachable while being professional - Passionate and enthusiastic in their line of work of providing help to the elderly community. Style Guide Brand Personality - Tone : Personal/Friendly/Humble/ Compassionate/ Polished - Persona : Warm/Sincere/Passionate/ Welcoming - Language : Articulate, Emphatic, Slightly Formal, Simple - Purpose : Engage, Inform, Educate, Persuade. Values and beliefs: - Family - Compassion - Generosity - Gratitude - Humanity - Respect - Relationships - Connections - Willingness

4 Brand Personality Style Guide Topics of Interest: - Volunteering - Helping elderly - Providing care for others - Do anything in their power to help Taboo/Sensitive topics: - Money related issues - Racism - Gender discrimination Recommended Content Pillar (Real-Time) What is Real-Time Content? - Real-time content is defined by a time-frame. - It requires connection to brand’s voice and genuineness in context. - It depends on a) What is trending at the moment b) What people are talking about c) Relevancy to the audience

5 Brand Personality Recommended Content Pillar (Real-Time) Example (From Lions Befrienders Instagram) Infographics - These two posts talks addresses issues surrounding the pandemic and Vaccination at the moment. - Relevant to viewers - People are always talking about the two issues. - Informative post - Posts are have different styles - No unity - Not emotion evoking

6 Brand Personality Recommended Content Pillar (Real-Time) Suggestion for future contents Infographics - Infographics are good examples for real-time content as they provide information TA would be looking for at that point of time - Having the infographics be share the same style, with clear covers and titles allows for TA to find the information easily on LB’s Feed.

7 Brand Personality Recommended Content Pillar (Real-Time) Suggestion for future contents A trending topic recently : The Tokyo 2020 Olympics Possible Content: - Throwback to the time where the elderly were at their prime - Create content showing the elderly either a)Talking about their past experience with sports b) Showing the eldery take part in the sporting activities c) Can be in the form of video or pictures Rationale: - Gives the emotional factor that LB is currently lacking (Nostalgia). - Allows TA to connect with the Elderly and LB as a company. - Inspirational element reflects LB’s Brand image too.

8 Brand Personality Recommended Content Pillar (Always-On) What is Always-On Content? - Content that is always running in the background. - This is how people get exposed to the brand and generate some brand awareness. - Engagement optimised content. - Intention is to gather comments, likes, shares and reach. - Should be engaging and interactive, a point of communication between the brand and target audience.

9 Brand Personality Recommended Content Pillar (Always-On) Example (From Lions Befrienders Instagram) Motivational Quotes - Very prominent on LB’s Instagram and Facebook Pages. - Features motivational quotes. - Target audience can relate and learn something. - Does not have unity between the posts. - Does not provide any point of interaction with target audience.

10 Brand Personality Recommended Content Pillar (Always-On) Suggestion for future contents Motivational Quotes Caption : Caption : Run at your pace, not the pace of everyone else. Our thoughts are one of the most powerful things Everyone has different goals and ways to in the world. Take some time to let your mind heal. achieve it. What is your goal for today and how What do you do to take your mind off things ? Share do you plan to achieve them ? Let us know this post to someone who needs to take a break ! in the comments below! - When producing Always-on content, it is important to ensure uniformity. - This is so that when target audience come across this post on their timeline, they will immediately think of LB. (Top of mind recall and brand identity) - The captions are engaging, either posing a question or call to action for the target audience to answer.

11 Brand Personality Recommended Content Pillar (Campaign) What is Campaign Content? - Campaign content is directly related to a campaign. - These can be social media campaigns, physical campaigns etc. Example (From Lions Befrienders Instagram) - This post and its caption provide information about the upcoming charity golf campaign event (Swing Off Loneliness). - The ONLY post on their Instagram talking about the event - Lion Befrienders should post more regularly on their social media pages about their ongoing campaigns to raise awareness - These regular posts could be about the progress of the campaign (Eg. update every few months on the total amount donated)

12 Brand Personality Recommended Content Pillar (Campaign) Suggestion for future contents Campaign Idea 1: Our Past Our Story Key Message: To remind TA (Gen x) especially that their elderly parents were once youngsters like them with their own unique stories and memories - Posts asking TA to share their elderly parents’ stories when they were still (young) adults - Ask them to tag Lion Befrienders and the hashtag: #OurPastOurStory Campaign Idea 2: Current/Past volunteers of Lions Befrienders sharing their anecdotes/experiences Examples of content: - Day in the life of a volunteer - Follow a volunteer around so that TA can understand what they do in deeper understanding - The volunteer can also talk about how they made their decision on partnering up with LB and volunteering there. - Anecdotes from volunteering at LB

13 Brand Personality Recommended Content Pillar (Campaign) Suggestion for future contents Instagram Takeover! (Using Instagram Story) - Lions Befrienders should start making use of Instagram story features. - Allows for more interaction and engagement with target audience - Feature a volunteer. - Allow TA to ask them questions OR - Ask TA to suggest activities they should take part in. - Featured person will answer/document according to what the TA have asked of them.

14 Brand Personality Recommended Content Pillar (User-Generated) What is Campaign Content? - Earned media - Any content created by the public, stakeholders, customers, influencers etc. - They help to generate buzz and spread awareness about Lions Befrienders and their new products/promotions through word of mouth Eg. tagged posts, posts under hashtags started by Lion Befrienders, tweets. Example (From Lions Befrienders Instagram)

15 Brand Personality Recommended Content Pillar (User-Generated) Suggestions on how to get more User Generated Content - Have content that is aimed at garnering earned response: - Put in/create more hashtags - Encourage feedback and discussion (consider using incentives like vouchers when necessary)

16 Brand Personality Content Calendar A content calendar is important so that the posts are consistent and there is a schedule to follow. You may create a content calender according to what type of content you will be generating as shown. Suggestion: For every post, share it on instagram story, for more followers to see

17 Community Management Guidelines Engaging with the different Communities Responding to Feedback

18 Community Management Guidelines Engaging with the different Communities Responding to Positive Feedback Responding to Negative Feedback

19 Community Management Guidelines SEO & Keywords Keywords*: eg. IG/FB hashtags, captions, website contents etc. - Lion Befrienders - Senior Care - Elderly Care - Senior Care Centre - Active Ageing Centre - Home Personal Care - Volunteer - Vulnerable Seniors - Welfare - Support Including keywords like these help the public, Gen X looking for elderly care centers for their parents and potential volunteers find Lions Befrienders easier. *”Singapore” can be added to narrow down search results Content Marketing Focus on Lions Befriendsers’ values and mission: - Making content showing their sincere, friendly brand personality - Resonate, get TA’s empathy. - Soft-sell, appeal more to emotion rather than just logic. - When talking about the senior citizens they help, draw parallels or similarities between them and an ordinary family. (in terms of the struggles they face and the concerns they have). Make use of empathy - Make the target audience feel as though they are part of a larger, open-minded family with the same goal to help others in need.

20 Community Management Guidelines Digital Paid Media Recommendations Facebook Advertisement - For the campaign featuring a day in the life of a volunteer, LB can tap into facebook advertising. - This can be done for any future campaigns - Facebook is the platform that has a higher reach. - Gen X also uses Facebook as their main social media platform.

21 Social Media Crisis Management Positions Social Media Manager: fact check the information and liaise with the entire company for approval before posting on social media. Community manager: in charge of taking care/responding to any scandals. Things to avoid Taboo Topics: - Money laundering - Death - Staff mistreating clients - Unreliable information - Politics Creating issues involving companies that lion befrienders is collaborating with: make sure that the companies have similar brand ideas/personalities cut contact with companies that are “shady”. Offensive and aggressive tone in text, no use of inappropriate language (swear words), no gaslighting/manipulation of the ‘victim”, make sure to validate the person’s feelings and propose a good solution to maintain trust. Things Lions Befrienders should do TAKE ACCOUNTABILITY: if lions befrienders are in the wrong, own up and apologise and most importantly, reassure the people that they will learn from the mistake and grow to be better. If any volunteer/elderly/staff had a bad experience online, community manager should immediately respond with an apology and then continue to contact the person offline to handle the issue and resolve it. (example response template can be found under community management guidelines, pg 18)

22 Mockups Caption : Caption : Run at your pace, not the pace of everyone else. Our thoughts are one of the most powerful things Everyone has different goals and ways to in the world. Take some time to let your mind heal. achieve it. What is your goal for today and how What do you do to take your mind off things ? Share do you plan to achieve them ? Let us know this post to someone who needs to take a break ! in the comments below!

23 Mockups

24 References 4 Examples of Real Time Content to Model Your RTM Strategy After | Likeable. (2015). Likeable. https://likeable.com/blog/2015/4-examples-of-real-time-content-to-model-your-rtm-strategy-after/ Barnhart, B. (2015). What is “Always-On” Marketing (and what are the benefits?). Hellosocial.com.au. http://blog.hellosocial.com.au/blog/what-is-always-on-marketing-benefits Fiorella, S. (2014, March 7). Real-Time Marketing Vs Real-Time Content - Do You Know the Difference? Sensei Marketing. https://senseimarketing.com/real-time-marketing-vs-real-time-content-do-you-know-the-difference/#:~:text=Real%2Dtime% 20content%20is%20defined,voice%2C%20and%20genuineness%20in%20context. Gen X: social media account ownership and use worldwide 2017 | Statista. (2017). Statista; Statista. https://www.statista.com/statistics/307009/social-media-account-ownership-and-use-worldwide-generation-x/ What is ‘Always on’ social media and should you be doing it? — SocialSugar. (2020, June 8). SocialSugar. SocialSugar. https://www.socialsugar.co.nz/blog/2020/6/8/what-is-always-on-social-media-and-should-you-be-doing-it

Lions Befrienders HQ : 130 Bukit Merah View, #01-258. Singapore (150130) Contact us : 1800 375 8600 Office hours : Monday - Friday : 9am to 6pm Saturday / Sunday : Closed