how to build a brand social presence on social media

HOW TO BUILDHOW TO BUILD A BRANDA BRAND

SOCIAL PRESENCESOCIAL PRESENCEON SOCIAL MEDIA

Linda SerraAlma Graduate SchoolMaster Marketing, Communication and New MediaBOLOGNA 02.14.2013

AGENDA

SELF PRESENTATIONF Th 1 0 T Th 3 0From The 1.0 To The 3.0From Communication To ConversationFrom Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social MediaHow To Build A Brand Presence On Social Media

SELF PRESENTATION ABOUT ME

Linda SerraDigital Strategist @ O-one

www.industree.itwww.o‐one.net

http://it.linkedin.com/in/serralinda

SELF PRESENTATION WE WORK FOR

AND MORE…

SELF PRESENTATION ABOUT MY JOB

A Digital Strategist Is R sp sibl T C v t ThResponsible To Convert The

Client Brief Into A t tCreative, Effective,

Responsive MeasurableResponsive, Measurable And Winning

COMMUNICAT ION PLANCOMMUNICAT ION PLAN

AGENDA

SELF PRESENTATIONF Th 1 0 T Th 3 0From The 1.0 To The 3.0From Communication To ConversationFrom Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social MediaHow To Build A Brand Presence On Social Media

From The 1.0 To The 3.0tOnce upon a time….

During the “one to many” AGE theDuring the one to many AGE thecommunication was vertical

The user was subject to a oneThe user was subject to a one directioned Top-Down message.

There was no space for pinteraction between user and brand.

h tThe communication was massive

From The 1.0 To The 3.0t2.0 user is the King….

Some year later the environment h h dhas changed.

The communication became B tt UBottom-Up.

The user is the King and theThe brand is one of usThe brand is one of usIt’s the conversation era.

The message is directioned OneThe message is directioned One to One..

From The 1.0 To The 3.0t3.0 semantic, mobile web...

We are going to the 3.0 web. h t l

g gThe information is always on.The user is always connected

and geolocalized.

Brands are able to send the right message, at the right time, t th ight sto the right person….

Conversation is circularThe message is directioned OneThe message is directioned One to each..

AGENDA

SELF PRESENTATIONF Th 1 0 T Th 3 0From The 1.0 To The 3.0From Communication To ConversationFrom Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social MediaHow To Build A Brand Presence On Social Media

FROM COMMUNICATION TO CONVERSATION

19991999 THE CLUETRAIN MANIFESTOInternet Is Unlike The Ordinary Media UsedInternet Is Unlike The Ordinary Media Used

In Mass Marketing As It Enables People To t

g pHave "Human To Human" Conversations,

Whi h H Th P t ti l T T sfWhich Have The Potential To Transform Traditional Business Practices Radically.

http://en.wikipedia.org/wiki/The_Cluetrain_Manifesto

1999FROM COMMUNICATION TO CONVERSATION

1999 THE CLUETRAIN MANIFESTOInternet Is Unlike The Ordinary Media UsedWHAT DOESInternet Is Unlike The Ordinary Media Used

In Mass Marketing As It Enables People To t

WHAT DOESITg p

Have "Human To Human" Conversations,

Whi h H Th P t ti l T T sf

IT MEANS?Which Have The Potential To Transform

Traditional Business Practices Radically.MEANS?

Th Bi ChFROM COMMUNICATION TO CONVERSATION

The Big Change That Internet 2.0

Has Brought Is about The Contents CreationIs about The Contents Creation

Who’s thet t tContents Creator?

FROM COMMUNICATION TO CONVERSATION

I th EB 1 OIn the WEB 1.O erathe brandthe brand

creates static andcreates stat c andnon-interactive

c t tscontents

FROM COMMUNICATION TO CONVERSATION

ith b 2 0with web 2.0 the users are able tothe users are able to Create , Modify, Spread,Create , Modify, Spread,

and Share

c t tscontents

FROM COMMUNICATION TO CONVERSATION

http://www.youtube.com/watch?v=ciSrNc1v17M

FROM COMMUNICATION TO CONVERSATION

Ti B LTim Berners Lee"A Communication MediumA Communication Medium,

It Is No Longer gA Network Of

Pages But A Network OfPages, But A Network Of People, It Is Humanity. "People, It Is Humanity.

http://en.wikipedia.org/wiki/Tim_Berners_Lee

AGENDA

SELF PRESENTATIONF Th 1 0 T Th 3 0From The 1.0 To The 3.0From Communication To ConversationFrom Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social MediaHow To Build A Brand Presence On Social Media

THE PROSUMERS ERA

Markets Are ConversationMarkets Are Conversation Conversation Happens From Human To Human”

C D ’t T tConsumers Don’t Trust Advertising Any More

CONSUMERS JUST TRUST OTHER CONSUMERS!

THE PROSUMERS ERA

Consumers Are No More PassivePassive

They Produce Information and Tipsand Tips.

They Talk Online And They k i i

y yMake Opinions.

CONSUMERs ARE OPINIONCONSUMERs ARE OPINION MAKERS!

RO ONS ERS TO PROS ERS!!

THE PROSUMERS ERAFROM CONSUMERS TO PROSUMERS!!

THE PROSUMERS ERAProsumer: a pro-active con-sumer; culturally and sociallyawa b ildi a c sit id titaware, building a composite identity of consumer brands and taking an active role in choosing a product or servicein choosing a product or service.(the motive internet glossary)

http://www.motive.co.nz/glossary/prosumer.php

THE WORD OF MOUTH MARKETINGTHE PROSUMERS ERATHE WORD OF MOUTH MARKETING

https://www.youtube.com/watch?v=Fz22PfPxoXI

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SELF PRESENTATIONF Th 1 0 T Th 3 0From The 1.0 To The 3.0From Communication To ConversationFrom Communication To ConversationThe Prosumer EraThe Social Media RevolutionHow To Build A Brand Presence On Social MediaHow To Build A Brand Presence On Social Media

THE SOCIAL MEDIA REVOLITION

If markets are conversationsAnd conversations happen onAnd…conversations happen on

social media…t i twe must communicate

on social media on oc l edto reach our audience!

THE SOCIAL MEDIA REVOLITION

So How Many Social Media Do You Know?Media Do You Know?

Have You Got Some Social Media Profile?Profile?

THE SOCIAL MEDIA REVOLITION

Do you Know What Happens Every Day AroundEvery Day Around

Your Social sphere?

THE SOCIAL MEDIA REVOLUTION

https://www.youtube.com/watch?v=QUCfFcchw1w

THE SOCIAL MEDIA REVOLITION

HOW TO BUILD A SOCIAL BRAND PRESENCE

Social MediaSocial MediaAre

dYour Brand VoiceThey Are growing every dayThey Are growing every dayThe Are different Every day…

HOW TO BUILD A SOCIAL BRAND PRESENCE

A social media specialist is:

Always connected

Always up to dateAlways up to date

Always studingAlways studing…

HOW TO BUILD A SOCIAL BRAND PRESENCE

So If You Were A Brand Digital ManagerBrand Digital Manager

Or A Digital StrategistA Digital Strategist,

From Where You Should Start To B ildBuild

Your Brand Identity?y

FROM COMMUNICATION TO CONVERSATION

Which’S THE BEST APPROACH FOR A SMART, MULT I-CHANNEL

STRATEGY?STRATEGY?

HOW TO BUILD A SOCIAL BRAND PRESENCE

1st of all you need toknow your goalsknow your goals

increase brand awareness (?)increase brand awareness (?)increase brand identity (?)

i s s l s (?)increase your sales (?)

HOW TO BUILD A SOCIAL BRAND PRESENCE

2nd you need toknow your targetknow your target

Who they are?What they like?What they like?Where they live?

Wh t th ’ t lki b t?What they’ re talking about?What about their interests?

HOW TO BUILD A SOCIAL BRAND PRESENCE

3rd you need toKnow YouKnow You

Who are youWhat’s the perception of yourWhat s the perception of your target about you

h t d s t f what do you represent for your customers

HOW TO BUILD A SOCIAL BRAND PRESENCE

WHICH SOCIALWHICH SOCIAL CHANNEL ENABLESCHANNEL ENABLES YOU TO REACH YOUR

OALS?GOALS?

HOW TO BUILD A SOCIAL BRAND PRESENCE

A Company Blog Is A Content Creation Ch lChannelYou Can Create Contents About Your C ts d d tsConcepts and productsIt Can be Very Useful To Drive Traffic T Y b it A d T kTo Your Website And To Make Users Deeply Know Your Brand And Your P d t

p yProducts.

HOW TO BUILD A SOCIAL BRAND PRESENCE "Has become synonymous not only with Social Networks,but with the Web Access in

"Has become synonymous not only with Social Networks,but with the Web Access inwith the Web Access in general. The time that people spend on facebook is greater than the

with the Web Access in general. The time that people spend on facebook is greater than thefacebook is greater than the time they spend on any other platform, and often coincides with the dail time spent

facebook is greater than the time they spend on any other platform, and often coincides with the dail time spentwith the daily time spent online “(Nielsen Social Media Report 2011)

with the daily time spent online “(Nielsen Social Media Report 2011) pp

Fac b k is th hFac b k is th h

HOW TO BUILD A SOCIAL BRAND PRESENCE Facebook is the huge relationship development channel, is a must for a

b d

Facebook is the huge relationship development channel, is a must for a

b dconsumer brand It’s the place where you can engage directly with your fans

consumer brand It’s the place where you can engage directly with your fans eng ge d ec ly w h yo nsand you can create a excellent customer serviceYou can increase your fanbase

eng ge d ec ly w h yo nsand you can create a excellent customer serviceYou can increase your fanbaseYou can increase your fanbase enlarging your community as my friend Valeria Maltoni says “facebook is the new

You can increase your fanbase enlarging your community as my friend Valeria Maltoni says “facebook is the newsays facebook is the new “make the logo bigger!”says facebook is the new “make the logo bigger!”

Make it Social!HOW TO BUILD A SOCIAL BRAND PRESENCE

Twitter is the highwayto spread news about new

i ti i iti ti d

Twitter is the highwayto spread news about new

i ti i iti ti dp

organizations, initiatives and celebrities.In addition it is the main tool

porganizations, initiatives and celebrities.In addition it is the main tool for curators and users who tweet some news, to measure the level of interest of a

for curators and users who tweet some news, to measure the level of interest of athe level of interest of a New Story(NYTimes)

the level of interest of a New Story(NYTimes)

Make it Social!HOW TO BUILD A SOCIAL BRAND PRESENCE

Dan Abrams (legal analyst at abc news good morning america) “twitter is a megaph ne ” u blast what umegaphone,” you blast what you find interesting to the public.“is the best way to share links, h t d t id h tphoto and to provide short

information to engage people.

My Tip: if you want followers you have to follow, if you want the people talk to you, you have to talkpeople talk to you, you have to talk with others @ firsthttp://pinterest.com/pin/57209857738579713/

HOW TO BUILD A SOCIAL BRAND PRESENCE

Is best platform to forward your brand into a b2b conversationbrand into a b2b conversation.You can have a brand page, you can use groups, questions and you also can search and shareyou also can search and share news.It’s the fastest way to show your b a d a d d cts t s ctsbrand and products to prospects, to find partners and to sell professional services.p

http://jeffhurtblog.com/2012/04/27/how‐linkedin‐actually‐works‐infographic

HOW TO BUILD A SOCIAL BRAND PRESENCE

Is the second search engine. Is thethird most visited website I th h id h i l tfIs the huge video sharing platform. You can have a brand channel, a custom channel. You can plan adv pcampaingns and you can localize your contents.Youtube video must be:Youtube video must be:Short (max 90”)EffectiveSmartSmarthttp://pinterest.com/pin/57209857738581736

HOW TO BUILD A SOCIAL BRAND PRESENCE

Google+, the Big G social network.One key element of Google+ is a f t t d h i ithi

gfocus on targeted sharing within subsets of your social group, which are what Google calls Circles.gUsing G+You can access to many tools as:Google groupsGoogle groupsGoogle HangoutsGoogle DriveGoogle AnalyticsGoogle Analyticshttp://pinterest.com/pin/57209857738581858/

HOW TO BUILD A SOCIAL BRAND PRESENCE

A social network based on image sharing classifiable ge h ng l bleinterest and board issues.Pinterest is the women social platform is a must forplatform is a must for fashion, design, home decoration, home furnishing and food consumers brandsand food consumers brands.

HOW TO BUILD A SOCIAL BRAND PRESENCE

Brands can create:

Pins and boards to create buzz around products Using th f th i

pthe power of the images.A personal social visually pleasing experience for the ta gettarget.

http://pinterest.com/pin/57209857738568727/

HOW TO BUILD A SOCIAL BRAND PRESENCE

Instagram is an online photo-sharing and social pho o sh ng nd soc lnetworking service that enables its users to take pictures, apply digital filters to it, and sharedigital filters to it, and share them on a variety of social networking services, such as media sites including Facebookmedia sites including Facebook or Twitter (http://en.wikipedia.org/wiki/Instagram)

http://pinterest.com/pin/57209857736838748/

HOW TO BUILD A SOCIAL BRAND PRESENCE

Now It’s Time to Set-up your Brand

PersonalityT f V iTone of VoiceEditorial Pland o l Pl n

HOW TO BUILD A SOCIAL BRAND PRESENCE

PERSONALITYIs the way your brand acts andIs the way your brand acts and behaves.Is your brand a man or a women is itIs your brand a man or a women, is it sportive or intellectual, is him/her straight or gay does he/her lovesstraight or gay, does he/her loves music or football?

HOW TO BUILD A SOCIAL BRAND PRESENCE

Tone of VoiceIs the way your brand have to talk onIs the way your brand have to talk on social media.Brands are different they have aBrands are different, they have a personality, so they must speak differentlydifferently.

HOW TO BUILD A SOCIAL BRAND PRESENCE

HOW TO BUILD A SOCIAL BRAND PRESENCE

Remember that you are a brand, but you interact into conversation marketinginteract into conversation marketing

Conversations are liquid there’ s no space for q pvertical communication you must speak as “human to human” .

You must be a talkable brand

HOW TO BUILD A SOCIAL BRAND PRESENCE

Be a talkable brandT IPS & TRIKSBe a talkable brandDon’t’ do broadcasting, just tell your storyDon’t pontificate…just speakDon t pontificate…just speakDon’t’t use your press office to speak to your fanbase

B l b t t b iBe clear, be trusty be responsiveBe ready to negative feedbacks

HOW TO BUILD A SOCIAL BRAND PRESENCE

An editorial plan is a strategic calendarEDITORIAL PLANAn editorial plan is a strategic calendar made of the contents you want to spread through your social media profiles.through your social media profiles.The Editorial Plan must be in accordance with the brand mission, its main goals and th t t h l dthe strategy you have planned.

IT’S TIME TO WORK TOGHETER

SOMETHING TO READ BLOGShttp://mashable.com/category/social‐media/www.socialmediaexaminer.comhttp://socialmediatoday.com/http://www.briansolis.com/p // /http://danzarrella.com/http://www.conversationagent.com/http://tarahunt.com/http://ann‐tran.com/phttp://www.jeffbullas.com/SOCIAL MEDIA REPORT 2012http://blog.nielsen.com/nielsenwire/social/2012/EBOOKShttp://www.chrisbrogan.com/img/fishwherethefishare.pdfhttp://www.ducttapemarketing.com/socialmediaforbusiness.pdfhttp://offers.hubspot.com/how‐to‐attract‐customers‐with‐twitter‐and‐vineTO START WITH FACEBOOKhttps://www.facebook.com/FacebookMarketingItalia

Linda Serralinda.serra@gmail.comh // l /l li dhttp://clapps.me/lalinda@lindaserra