SOCIAL MEDIA APPROACH
LIFESTYLE ASIA
Highlights The Current Landscape LSA Discussion Outline What We Do Channel Focus-Instagram Moving Forward
CHALLENGES AND OPPORTUNITIES
The Current Social Media Landscape
14K FOLLOWERS
11.3 K FOLLOWERS 1591 POSTS
78 FOLLOWERS 475 TWEETS
Social Media Platforms
DISCUSSION OUTLINE
SOCIAL MEDIAÂ PRESENTING A TAKE ON LIFESTYLE ASIA' S CURRENT SOCIAL MEDIA CHANNELS
●Various Minds,Various Interests: With social media game going extremely strong on Instagram and Facebook with
varied minds feeding on the information, the fodder i.e the content needs to suit the varied interest of the audience which I feel is lacking on the two platforms especially Instagram which was quite skewed towards few topics.
●Visual Is in: We like to read but we like to watch more! Lifestyle Asia is missing out on the important segment of
presenting quick story feeds via visual content which is engaging, relevant and have a higher visibility then words.The page lacks any such interesting videos, banner posts, GIFS or IGTV videos which are quite trending these days but haven’t been put across on the social media platforms to gather the attention of the audience.
●Less Information, More Fun: There’s news, then there are facts and then there are good stories. To stand out in this
world of information, Lifestyle Asia really need to step up the game in terms of pushing out content which has more to do about the story telling way of presenting information rather than stating mainstream form of content which one can forget with a new passing thought.
●Extra Touch of Personalisation: The audience loves stuff which is personalised even when it comes to
information.They want to know to the exact answer of their question.As seekers of personalised stories, content and news, I personally feel that Lifestyle Asia misses out on delivering tailor-made content to the audience.
●What’s your tone?: Your tone depicts your mood. Similarly, when it comes to information and content, a particular
tone depicts the ideal of that piece. After reading few articles and copies on Lifestyle Asia’s page, I felt that there is no singular tone that runs across one genre. Be it lifestyle or fashion, a harmony in the form of relevancy was extremely missing in each set of genre.
●Content isn’t the king, it’s the queen that never fails to win: As a part of the general audience, I wasn’t really
intrigued with what I read and saw on social media platforms, I felt there is an extreme scope of improvement in terms of delivering quality content since some stories were not presented well for an audience that wants to read easily understandable content.
●Imbalance across social media platforms: If one topic trends it should trend across channel otherwise you miss the whole plot. The way one platform is extremely flooded with content and stories and other platform is painting a complete different picture makes the audience dizzy. A trending topic which is captured well as per the principle of that social media platform is ultimately viewed by the audience checking out the respective platform at a particular point of time.
●Thought Provoking: The content satiates my hunger for information related to fashion and lifestyle but doesn’t hit
me hard. The content of Lifestyle Asia couldn’t really allow me to brainstorm or to spare few extra minutes to run my thoughts on a particular topic. I extremely feel this is one such important area where Lifestyle Asia can work upon to highlight the content that just clicks.
●Talk to us: Audience that is kept engaged sticks for long! From taking regular feedback, to running interesting contests, the whole ideal of talking to the audience was missing on the social media platforms of Lifestyle Asia. Regular interaction with the audience is must to make them keeping visiting the page.
● Consistency is the key: The lack of regular content on various social media platforms was quite disappointing. As someone who is a social media junkie, being the first to post about the latest buzz is the need of the hour.
CHANNEL FOCUS INSTAGRAM EFFECTIVE WAYS OF IMPROVING THE PRESENCE OF LIFESTYLE ASIA SPECIFICALLY ON INSTAGRAM
1.DILIGENT RESEARCH
2.CONTENT CREATION
3.BRAND PROMOTION
EXTENSIVE PLANNING ON THE KIND OF CONTENT
EFFECTIVE EXECUTION VIA CONTENT GENERATION
ESTABLISHING THE RIGHT BRAND VALUE AND VOICE
Firstly, a categorisation is needed in terms of regular posts, trending posts and filler posts.Regular and filler posts should be better than trending posts and should be so interactive and engaging as they will portray the USP of Lifestyle Asia. It must be decided what genre of topics will be better utilised for each of these kinds of posts. A blueprint of how the Instagram page should look like must be there so that mindlessly nothing should be posted just for the sake of it. Bring a certain symphony to the page so that overall look and feel is engaging and fresh. Here's a standard blueprint:
Also, the suitable medium of story depiction as per the category is needed so that the audience is made curious enough to read or view the complete story. A lifestyle article is best covered via a picture but a piece on fashion can be depicted better via a quick video. Cover different topics with due consideration. Covering posts related to lifestyle but missing out on fashion weeks creates a sort of imbalance on the Instagram page. At least a rough calculation for posting about each kind of theme should be done on weekly or monthly basis so that no topic is left uncovered. Another significant point is to utilise images and videos in a much effective manner. A simple post without any text on image fails to make an impression to audience for if they don’t like what they see then they will never like or comment on it. Offer expertise in real time by generating niche content which will be more than just static articles. This way LSA India will become a part of the readers’ daily routine and they will not miss a chance to check the social media platforms. LSA India can utilise the niche influencer status of the platform to comment, like and repost the content of people which will give LSA the required reader endorsement whereby the end user will be reposting it on his/ her own social media.
Capture videos of real people especially for Instagram to promote the interaction and awareness. LSA could team up with bloggers, stylists, chefs, artists influencers etc whereby they can be featured in the videos. For example: Doing a MAC makeup session with Navreet Josan, National Makeup Artist at MACÂ Learning style tips with Roshni Bhatia, full time mother and blogger Changing gastronomical experiences: An Interview with Anhaita Dhondy, chef at Soda Bottle Opnerwala Posting user-generated content on Instagram which is all about sharing photos and posts that the readers have created is a great way to increase brand awareness. Also, LSA India can opt for affiliate content which can open the horizon for readers or visitors of the page to take-over the LSA India Instagram for a day whereby the audience can talk or share content. Improve SEO listing by using keywords which are best searched during a particular time range. Also, use most popular hashtags which are trending to enhance the chances of getting more likes, followers and views. As a guide for luxury, weddings, beauty, technology and experiences, LSA India can opt for cross branding and promotion via collaborating with designers, brands, organisations etc to host meet ups, events and popups which will give LSA India the effective viewership.
No Way to Go but Digital OTHER WAYS THAT WILL IMPROVE THE ONLINE PRESENCE OF LSA: SEM: Using SEM technqiues like Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising. Digital Advertising: Using text, image, banner, interactive craetives or video ads for display advertising. Email Marketing: Using effective email marketing software to send personalized emails regarding new stories and articles on the website. Analysis: Using web analytics to collect, measure, understand, analyse, plan, report and predict the activities.
MOVING FORWARD WRITING A NEW STORY FOR LIFESTYLE ASIA INDIA WITH NEW CAMPAIGNS
#TravelWithLSA: New posts and videos of featuring destinations, hotels and hidden gems with a LSA insider. #BeautyWithLSA: Latest beauty news with a twist. Interactive GIFs showcasing the new products. Creating mood boards for the same. #ScoutWithLSA: From new store launches to latest car models, LSA covers it all for you. #CollabWithLSA: Collaboration shoots, story editorials with bloggers, fashion stylists, makeup artists, influencers, artists etc. #EatWithLSA: From devouring the hearty meal at the plush restaurant to talking about the gastronomical experience, LSA guide takes you on a food journey across social media channels.
LSA India Stand Out!
#StyleWithLSA: A weekly scoop of IGTV shows for showing trending global styles and ways to replicate the same.
#ShopWithLSA: We bring the first hand experience of redefined luxury of the latest international store here in India with our sneak peak videos. #HereIsLSA: Anything related to luxury, experiences, fashion and travel can’t be missed so LSA covers it all for you. #LSALens: Be it the fashion week or a tech pop-up store, LSA brings all the inside scoops for you. #LSAMeets: Meeting all the notable personalities across fashion, lifestyle, travel and beauty domain to cover their stories on our page in a storytelling way. #LSAThemes: A bi-weekly theme based posts to capture the essence of the theme in an intriguing way and presenting its relation with other domains. #LSACommunity: LSA has a whole new community of people who love everything luxury and experiential which can be used across channels. #LearnWithLSA: Get to know about the technical jargons, insider information and details related to topics of concern across different domains. #ShareWithLSA: A key hashtag by which readers can share their posts with LSA.
GOAL 1 GENERATING GREAT CONTENT AND ESTABLISHING BASE
Moving Forward SETTING PROJECTIONS
GOAL 2 INCREASE VIEWERSHIP, FOLLOWERS, LIKES AND COMMENTS
GOAL 3 RETAINING CURRENT AUDIENCE AND ENGAGING ON REGULAR BASIS
Let's work together!
THANKS FOR READING VANSHIKA BAKSHI