This is for all artists and entrepreneurs with limited resources like time and money, to understand what to do for their product/artwork, where to get their fans and which social media platform to use for their marketing. This presentation is best accompanied with my audio at http://youtu.be/ofeRTSXyUNI The deleted slides are from WEARESOCIALSG (searchable on slideshare) Special thanks to my patrons at https://www.patreon.com/evacomics

1. Social Media Marketing
EVACOMICS
© 2015 Evangeline Neo, Evaworks Pte Ltd http://www.eva.sg

2. Evangeline Neo (Eva)
Introduction
Bachelor of Fine Arts
(BFA), 2007
Academy of Art University,
San Francisco, CA, USA
Masters in Business
Administration (MBA), 2013
Waseda University, Tokyo, Japan
Drawing webcomics for 8
years. Self-published first
comic book in 2014:
Worked full-time at
NYP for 5 years.
Singaporean who speaks
English, Chinese and
Japanese (N1).

3. 73,000 Facebook likes with NO ADS and
NO SUPPORT from major companies.
100% organic
Introduction
EVACOMICS

4. Strategy

5. Fanbase
Build & engage fans,
constantly. Review
performance.
Strategy
Target
Target your customers &
know which social media
channels they are using.
Create
Execute the plan & create
content for Target
audience.
Niche
Analyze yourself to find
your niche area.
NTCF Framework
© 2015 Evangeline Neo, Evaworks Pte Ltd
1 2
34

6. Step 1: Niche
• Must develop niche area to stand out from
competition (DIFFERENTIATION)
• To find niche area:
– Have special skill/knowledge?
– Topic that you are passionate about
– Identify what you tend to do or where you hang out (both
offline and online)
– What you want to do
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework

7. SWOT Analysis
Strategy > NTCF Framework > Step 1: Niche
STRENGTH WEAKNESSES
OPPORTUNITIES THREATS
Many times
Strength is also
Weakness.

8. SWOT Analysis (Evacomics)
STRENGTH
• Social Media Marketing skill
• Experience living in Singapore, US and Japan
• English, Chinese and Japanese language
capability
• Cute & attractive comics
WEAKNESSES
• Lack of funding
• Lack of fame
• Lack of editing & publishing support
OPPORTUNITIES
• Target Japanese market: Comics that teach
English.
• Target foreigners who are interested in
Japanese culture
• Target Japanese who are interested about how
foreigners view Japan.
• Target foreigners who are interested in
Singapore.
• Social media advertising for Japan-related
products & services
THREATS
• Competition from other artists
about experience living in Japan and
other FB pages about Japan
• Sensitivity to religious, racial or
other controversial topics
• Plagiarism
Strategy > NTCF Framework > Step 1: Niche

9. Step 2: Target
• Define who your target readers/customers
are (can be geographic, age, interest, income, lifestyle, etc.)
• Understand what they might be interested
in and where they hang out (offline &
online)
• Find out which social media channels they
use.
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework

10. Which Social Media Platforms?
• Select based on your target audience.
• Selection criteria:
– Number of active users (is platform popular?)
– User interface to match your content
– Geographical reach
– Type of users who are using the particular platform (can
be demographics by age/gender or behavior)
Strategy > NTCF Framework > Step 2: Target
© 2015 Evangeline Neo, Evaworks Pte Ltd

11. Facebook, Twitter,
Google+, Instagram…
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.

12. Twitter, Facebook,
MIXI…
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.

13. © 2015 Evangeline Neo, Evaworks Pte Ltd
Audiences Behavior Style Growth Potential
Twitter Mass public
Mainly for news consumption or
obtain live updates from
celebrities.
Short text, one image Likely to slow.
Google Plus
Mass public (early
adoptors & creatives),
majority Male.
Tech savvy & creative because of
YouTube, Blogger, etc. user
generated content.
Works like Facebook but
without the bugging ads
Likely to be around for a long time to
fight with Facebook. Active users
increase with smoother integration
with YouTube and Blogger.
Instagram
Mass public, majority
young & Female
Enjoys posting OOTD, daily life &
travels.
Square photos & short video
clips
Likely to increase.
Pinterest
Mass public, majority
from US & Female.
Enjoy interesting images & certain
amount of vanity.
A virtual board with pinned
images.
Likely to increase with links to online
shops where people can purchase the
item on the photo. However growth
limited to US.
Tumblr Young Americans teens
The cool place to be where
parents aren’t checking.
Reciprocal, prefer direct, straight
to the point message & mainly
images.
A blog with simple interface,
lots of images and minimum
text.
Likely to decrease. Teens may move
on to other places after they grow up.
Acquisition by Yahoo & increasing ad
placements might steer existing users
away.
Smackjeeves
Majority Americans and
Europeans who love to
read comics.
Are loyal to the comics that they
subscribed to.
Custom comic pages where
readers can subscribe. Click
next to navigate the pages.
Likely to remain as is.
The Duck Same as Smackjeeves. Same as Smackjeeves. Same as Smackjeeves. Likely to remain as is.
Tapastic
Americans who love to
read comics.
Are loyal to the comics that they
subscribed to. They are also open
to cuter style of Asian comics with
varied themes.
Scrolling style of reading
comics.
Likely to grow because it allows fans
to do regular contributions to their
favorite artists, encouraging popular
artists to establish presence there.
Side by Side Comparison
Strategy > NTCF Framework > Step 2: Target > Which social media platforms?

14. Step 3: Create
• Create accounts at respective social media
channels
– Short and easy to remember names
– Same ID if possible (for branding)
• Link them up at your website/blog.
• Consider writing articles or make videos to
establish yourself as the expert in that niche area.
• Post and monitor.
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework

15. Facebook’s “High Quality Content”*
• Is this timely and relevant content?
• Would you share it with friends or recommend it to
others?
• Is the content genuinely interesting to you or is it trying
to game News Feed distribution? (e.g., asking for
people to like the content)
• Would you complain about seeing this content in your
News Feed?
*Source: “News Feed FYI: Showing More High Quality Content,” Varun Kacholia, Facebook for Business, 24 Aug 2013,
https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content, accessed 25 Jul 2014.
Strategy > NTCF Framework > Step 3: Execute

16. What this means?
• Improve content
• Interact more with your fans
• Post stories that encourage
comments/shares
• Diversification to other social media
platforms/advertising (e.g. TV ads, email
newsletters, etc.)
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > NTCF Framework > Step 3: Create

17. Best time to update
Source: “Asia-Pacific Content Consumption Trends,” Outbrain, Jan 2014, http://www.outbrain.com/apac-content-consumption-report, accessed
24 Jul 2014.
Strategy > NTCF Framework > Step 3: Create
CONTENT NOT PERMITTED FOR PUBLIC RELEASE.

18. Best time to update (SE Asia)
However, this
means more
competition too.
You can also try
updating at other
times to test if your
audience is around.
Strategy > NTCF Framework > Step 3: Create

19. Step 4: Fanbase
• Initial fanbase is very important to influence others
and convert “fence-sitters” to fans.
• How to get fans:
– Friends
– From other FB pages, Blogs or Forums where your target
audience might hang out in.
• Make them feel important, they are your Brand
Ambassadors! Thank them after events!
© 2015 Evangeline Neo, Evaworks Pte Ltd
Strategy > ATEF Framework

20. How do you know it’s working?
© 2015 Evangeline Neo, Evaworks Pte Ltd
• When people who are not your friend
starts following you
• Set your own benchmark or against
competitors of similar content/industry
• KPI will change (depending on
platform’s algorithm, type of posts,
etc.)
Strategy > ATEF Framework > Step 4: Fanbase

21. Results
• Increase in commissioned work and sponsorship
• Patreon campaign
• Invitations to talks & demo
• Published in Indonesia by
Elex Media, part of Gramedia,
a major publisher in Indonesia.
© 2015 Evangeline Neo, Evaworks Pte Ltd

22. 8 Personal Tips
1. Experiment with different contents & posting time until you find
more strangers liking your page & posts.
2. Reply your fan comments (preferably in a witty manner).
3. Craft interesting captions & use #tags
4. Update regularly if possible (with good content)
5. Avoid sharing your posts on your personal FB all the time.
6. Imagine you are the viewer, will you be interested?
7. Do not keep on asking what your fans would like to read.
8. Have a website/blog that is mobile-friendly.
© 2015 Evangeline Neo, Evaworks Pte Ltd

23. Disclaimer
• There is no ONE METHOD for
everyone.
• Validate if solutions are suitable for
you and try to see if they work.
© 2015 Evangeline Neo, Evaworks Pte Ltd

24. Recommended Readings
• Social Media Examiner
• Social Media Today
• We Are Social
• “Socialnomics: How Social Media
Transforms the Way We Live and Do
Business” (2012) by Erik Qualman
© 2015 Evangeline Neo, Evaworks Pte Ltd

25. Thank you! 谢谢！
ありがとうございました！
© 2015 Evangeline Neo, Evaworks Pte Ltd
www.patreon.com/evacomics
AND GOOD
LUCK!