HOW TO BU ILD                  A BRAND             SOCIAL PRESENCE              ON SOCIAL MEDIALinda SerraAlma Graduate Sc...
AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversat...
SELF PRESENTATION                            ABOUT ME                           Linda Serra                           Digi...
SELF PRESENTATION   WE WORK FOR                                  AND MORE…
SELF PRESENTATION   ABOUT MY JOB       A Digital Strategist Is     Responsible To Convert he     R sp sibl T C v t T h    ...
AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversat...
From The 1.0 To The 3.0Once upon a t            time….                          During the “one to many” AGE the          ...
From The 1.0 To The 3.02.0 user is t            the King….                          Some year later the environment       ...
From The 1.0 To The 3.03.0 semantic, mobile web...         t                              We are going to the 3.0 web.    ...
AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversat...
FROM COMMUNICATION TO CONVERSATION     1999                              T HE CLUET RAIN MANIF ESTO Internet Is Unlike T h...
FROM COMMUNICATION TO CONVERSATION  1999       W HAT DOES             T HE CLUET RAIN MANIF ESTO Internet Is Unlike T he O...
FROM COMMUNICATION TO CONVERSATION          T h Big Ch            he Bi Change         T hat Internet 2.0             Has ...
FROM COMMUNICATION TO CONVERSATION      In th      I the WEB 1 O era             EB 1.O          the brand      creates st...
FROM COMMUNICATION TO CONVERSATION      with web 2.0        ith    b 20 the users are able to Create , Modify, Spread,    ...
FROM COMMUNICATION TO CONVERSATION          http://www.youtube.com/watch?v=ciSrNc1v17M
FROM COMMUNICATION TO CONVERSATION     Tiim BBerners LLee"A Communication Medium, A                   Medium      It Is No...
AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversat...
THE PROSUMERS ERA                Markets Are Conversation                Conversation Happens From                Human ...
THE PROSUMERS ERA        Consumers Are No More                Passive      T hey Produce Information               and T i...
THE PROSUMERS ERA         F RO CONSUMERS TO PROS           ROM ONS  ERS    PROSUMERS!!                                 ERS!!
THE PROSUMERS ERAProsumer:a pro-active con-sumer; culturally and sociallyaware, building a composite identityawa       b i...
THE PROSUMERS ERAT HE WORD OF MOUT H MARKET ING          https://www.youtube.com/watch?v=Fz22PfPxoXI
AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraThe Socia...
THE SOCIAL MEDIA REVOLITION     If markets are conversations     And…conversations     And conversations happen on        ...
THE SOCIAL MEDIA REVOLITION         So How Many Social         Media Do You Know?   Have You Got Some Social Media        ...
THE SOCIAL MEDIA REVOLITION      Do you Know What Happens          Every 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 Media                 Are          Your Brand Voice              ...
HOW TO BUILD A SOCIAL BRAND PRESENCEA social media specialist is:                         Always connected               ...
HOW TO BUILD A SOCIAL BRAND PRESENCE         So If You Were A      Brand Digital Manager                 Or       A Digita...
FROM COMMUNICATION TO CONVERSATION Which’S T HE BEST APPROACH F OR A SMART, MULT I-CHANNEL          ST RAT EGY?
HOW TO BUILD A SOCIAL BRAND PRESENCE          1st of all you need to             know your goalsincrease brand awareness ...
HOW TO BUILD A SOCIAL BRAND PRESENCE         2nd you need to        know your targetWho they are?What they like?Where t...
HOW TO BUILD A SOCIAL BRAND PRESENCE          3rd you need to              Know YouWho are youWhat sWhat’s the percepti...
HOW TO BUILD A SOCIAL BRAND PRESENCE             W HICH SOCIAL           CHANNEL ENABLES          YOU TO REACH YOUR       ...
HOW TO BUILD A SOCIAL BRAND PRESENCE A Company Blog Is A Content Creation Channel Ch     l You Can Create Contents About Y...
HOW TO BUILD A SOCIAL BRAND PRESENCE                      "Has become synonymous not                      only with Social...
HOW TO BUILD A SOCIAL BRAND PRESENCE                       Facebook                       Fac b k is the h                ...
HOW TO BUILD A SOCIAL BRAND PRESENCE                               Make it Social!                          Twitter is the...
HOW TO BUILD A SOCIAL BRAND PRESENCE                               Make it Social!                        Dan Abrams      ...
HOW TO BUILD A SOCIAL BRAND PRESENCE                    Is best platform to forward your                    brand into a b...
HOW TO BUILD A SOCIAL BRAND PRESENCE                    Is the second search engine. Is the                    third most ...
HOW TO BUILD A SOCIAL BRAND PRESENCE                  Google+, the Big G social network.                  One key element ...
HOW TO BUILD A SOCIAL BRAND PRESENCE                     A social network based on                     image sharing class...
HOW TO BUILD A SOCIAL BRAND PRESENCE                      Brands can create:                      Pins and boards to crea...
HOW TO BUILD A SOCIAL BRAND PRESENCE                     Instagram is an online                     pho o sh              ...
HOW TO BUILD A SOCIAL BRAND PRESENCE Now It’s T ime to Set-up your Brand Personality Tone of V i  T     f Voice Editori...
HOW TO BUILD A SOCIAL BRAND PRESENCE PERSONALIT Y Is the way your brand acts and behaves. Is your brand a man or a women, ...
HOW TO BUILD A SOCIAL BRAND PRESENCE Tone of Voice Is the way your brand have to talk on social media. Brands are differen...
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 marketing Conversat...
HOW TO BUILD A SOCIAL BRAND PRESENCE T IPS & T RIKS Be a talkable brand Don’t’ do broadcasting, just tell your story Do...
HOW TO BUILD A SOCIAL BRAND PRESENCE EDITORIAL PLAN An editorial plan is a strategic calendar made of the contents you wan...
IT’S TIME TO WORK TOGHETER
SOMETHING TO READ  BLOGS  http://mashable.com/category/social‐media/  www.socialmediaexaminer.com  http://socialmediatoday...
Linda Serralinda.serra@gmail.comhttp://clapps.me/lalindah // l          /l li d@lindaserra
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How to build a brand social presence on social media

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I made this presentation for the classroom of the Master in Master Marketing, Communication and New Media at Alma Graduate School. The main aim is to briefly introduce to the students how the communication has changed during the last years and how to use social Media to communicate a brand.

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Transcript of "How to build a brand social presence on social media"

  1. 1. HOW TO BU ILD A BRAND SOCIAL PRESENCE ON SOCIAL MEDIALinda SerraAlma Graduate School Master Marketing, Communication and New MediaBOLOGNA 02.14.2013
  2. 2. AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social Media
  3. 3. SELF PRESENTATION ABOUT ME Linda Serra Digital Strategist @ O-one http://it.linkedin.com/in/serralinda www.industree.it www.o‐one.net
  4. 4. SELF PRESENTATION WE WORK FOR AND MORE…
  5. 5. SELF PRESENTATION ABOUT MY JOB A Digital Strategist Is Responsible To Convert he R sp sibl T C v t T h Client Brief Into A Creative, Effective, t t Responsive, Responsive Measurable And Winning COMMUNICAT ION PLAN
  6. 6. AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social Media
  7. 7. From The 1.0 To The 3.0Once upon a t time…. During the “one to many” AGE the one many communication was vertical T he user was subject to a one directioned Top-Down message. T here was no space for p interaction between user and brand. T he communication was massive h t
  8. 8. From The 1.0 To The 3.02.0 user is t the King…. Some year later the environment has changed. h h d T he communication became Bottom-Up. B tt U T he user is the King and the T he brand is one of us It’s the conversation era. T he message is directioned One to One..
  9. 9. From The 1.0 To The 3.03.0 semantic, mobile web... t We are going to the 3.0 web. g g T he information is always on. h t l T he user is always connected and geolocalized. Brands are able to send the right message, at the right time, to the ight t th right person…. s Conversation is circular T he message is directioned One to each..
  10. 10. AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social Media
  11. 11. FROM COMMUNICATION TO CONVERSATION 1999 T HE CLUET RAIN MANIF ESTO Internet Is Unlike T he Ordinary Media Used In Mass Marketing As It Enables People To g pHave "Human To Human" Conversations,t Which H Whi h Have T he Potential T T h P t ti l To Transform sf Traditional Business Practices Radically. http://en.wikipedia.org/wiki/The_Cluetrain_Manifesto
  12. 12. FROM COMMUNICATION TO CONVERSATION 1999 W HAT DOES T HE CLUET RAIN MANIF ESTO Internet Is Unlike T he Ordinary Media Used IT In Mass Marketing As It Enables People To gHave "Human To Human" Conversations, p t MEANS? Which H Whi h Have T he Potential To Transform h P t ti l T T sf Traditional Business Practices Radically.
  13. 13. FROM COMMUNICATION TO CONVERSATION T h Big Ch he Bi Change T hat Internet 2.0 Has Brought Is about T he Contents Creation Who’s the Contents Creator? t t t
  14. 14. FROM COMMUNICATION TO CONVERSATION In th I the WEB 1 O era EB 1.O the brand creates stat c and static non-interactive contents c t ts
  15. 15. FROM COMMUNICATION TO CONVERSATION with web 2.0 ith b 20 the users are able to Create , Modify, Spread, and Share contents c t ts
  16. 16. FROM COMMUNICATION TO CONVERSATION http://www.youtube.com/watch?v=ciSrNc1v17M
  17. 17. FROM COMMUNICATION TO CONVERSATION Tiim BBerners LLee"A Communication Medium, A Medium It Is No Longer g A Network Of Pages, Pages But A Network Of People, It Is Humanity. "http://en.wikipedia.org/wiki/Tim_Berners_Lee
  18. 18. AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraConversation MarketHow To Build A Brand Presence On Social Media
  19. 19. THE PROSUMERS ERA Markets Are Conversation Conversation Happens From Human To Human” Consumers D ’t T C Don’t Trust t Advertising Any More CONSUMERS J UST T RUST OT HER CONSUMERS!
  20. 20. THE PROSUMERS ERA Consumers Are No More Passive T hey Produce Information and T ips ips. T hey Talk Online And T hey y y Make Opinions. k i i CONSUMERs ARE OP INION MAKERS!
  21. 21. THE PROSUMERS ERA F RO CONSUMERS TO PROS ROM ONS ERS PROSUMERS!! ERS!!
  22. 22. THE PROSUMERS ERAProsumer:a pro-active con-sumer; culturally and sociallyaware, building a composite identityawa b ildi c sit id titof consumer brands and taking an active rolein choosing a product or service.service(the motive internet glossary)http://www.motive.co.nz/glossary/prosumer.php
  23. 23. THE PROSUMERS ERAT HE WORD OF MOUT H MARKET ING https://www.youtube.com/watch?v=Fz22PfPxoXI
  24. 24. AGENDASELF PRESENTATIONFrom Th 1.0 To The 3.0F The 1 0 T Th 3 0From Communication To ConversationThe Prosumer EraThe Social Media RevolutionHow To Build A Brand Presence On Social Media
  25. 25. THE SOCIAL MEDIA REVOLITION If markets are conversations And…conversations And conversations happen on social media… we must communicate t i t on social media oc l ed to reach our audience!
  26. 26. THE SOCIAL MEDIA REVOLITION So How Many Social Media Do You Know? Have You Got Some Social Media Profile?
  27. 27. THE SOCIAL MEDIA REVOLITION Do you Know What Happens Every Day Around Your Social sphere?
  28. 28. THE SOCIAL MEDIA REVOLUTION https://www.youtube.com/watch?v=QUCfFcchw1w
  29. 29. THE SOCIAL MEDIA REVOLITION
  30. 30. HOW TO BUILD A SOCIAL BRAND PRESENCE Social Media Are Your Brand Voice d T hey Are growing every day T he Are different Every day…
  31. 31. HOW TO BUILD A SOCIAL BRAND PRESENCEA social media specialist is: Always connected Always up to date Always studing… studing
  32. 32. HOW TO BUILD A SOCIAL BRAND PRESENCE So If You Were A Brand Digital Manager Or A Digital Strategist Strategist, From Where You Should Start To Build B ild Your Brand Identity? y
  33. 33. FROM COMMUNICATION TO CONVERSATION Which’S T HE BEST APPROACH F OR A SMART, MULT I-CHANNEL ST RAT EGY?
  34. 34. HOW TO BUILD A SOCIAL BRAND PRESENCE 1st of all you need to know your goalsincrease brand awareness (?)increase brand identity (?)increase your s l s (?) i s sales
  35. 35. HOW TO BUILD A SOCIAL BRAND PRESENCE 2nd you need to know your targetWho they are?What they like?Where they live?What they’ re talking about? Wh t th ’ t lki b t?What about their interests?
  36. 36. HOW TO BUILD A SOCIAL BRAND PRESENCE 3rd you need to Know YouWho are youWhat sWhat’s the perception of yourtarget about you what d you represent f h t do s t for yourcustomers
  37. 37. HOW TO BUILD A SOCIAL BRAND PRESENCE W HICH SOCIAL CHANNEL ENABLES YOU TO REACH YOUR GOALS? OALS?
  38. 38. HOW TO BUILD A SOCIAL BRAND PRESENCE A Company Blog Is A Content Creation Channel Ch l You Can Create Contents About Your Concepts and products C ts d d ts It Can be Very Useful To Drive Traffic To Your Website A d T Make Users T Y b it And To k Deeply Know Your Brand And Your py Products. P d t
  39. 39. HOW TO BUILD A SOCIAL BRAND PRESENCE "Has become synonymous not only with Social Networks,but with the Web Access in general. T he time that people spend on facebook is greater than the time they spend on any other platform, and often coincides with the daily time spent dail online “ (Nielsen Social Media Report 2011) p
  40. 40. HOW TO BUILD A SOCIAL BRAND PRESENCE Facebook Fac b k is the h th huge relationship development channel, is a must for a consumer b brand d It’s the place where you can eng ge directly w h yo engage d ec ly with your fans ns and you can create a excellent customer service You can increase your fanbase enlarging your community as my friend Valeria Maltoni says “facebook is the new facebook “make the logo bigger!”
  41. 41. HOW TO BUILD A SOCIAL BRAND PRESENCE Make it Social! Twitter is the highway to spread news about new p organizations, i iti ti i ti initiatives and d celebrities. In addition it is the main tool for curators and users who tweet some news, to measure the level of interest of a New Story (NY Times)
  42. 42. HOW TO BUILD A SOCIAL BRAND PRESENCE Make it Social! Dan Abrams (legal analyst at abc news good “twitter is a morning america) megaphone,” megaph ne ” you blast what you u u find interesting to the public. “is the best way to share links, photo and t provide short h t d to id h t information to engage people. My T ip: if you want followers you have to follow, if you want the people talk to you, you have to talk with others @ first http://pinterest.com/pin/57209857738579713/
  43. 43. HOW TO BUILD A SOCIAL BRAND PRESENCE Is best platform to forward your brand into a b2b conversation conversation. You can have a brand page, you can use groups, questions and you also can search and share news. It’s the fastest way to show your brand a d b a d and products t prospects, d cts to s cts to find partners and to sell p professional services. http://jeffhurtblog.com/2012/04/27/how‐linkedin‐actually‐works‐infographic
  44. 44. HOW TO BUILD A SOCIAL BRAND PRESENCE Is the second search engine. Is the third most visited website Is th h I the huge video sharing platform. id h i l tf You can have a brand channel, a custom channel. You can plan adv p campaingns and you can localize your contents. Youtube video must be: Short (max 90”) Effective Smart http://pinterest.com/pin/57209857738581736
  45. 45. HOW TO BUILD A SOCIAL BRAND PRESENCE Google+, the Big G social network. One key element of Google+ is a g focus on targeted sharing within f t t d h i ithi subsets of your social group, which are what Google calls Circles. g Using G+ You can access to many tools as: Google groups Google Hangouts Google Drive Google Analytics http://pinterest.com/pin/57209857738581858/
  46. 46. HOW TO BUILD A SOCIAL BRAND PRESENCE A social network based on image sharing classifiable ge h ng l ble interest and board issues. Pinterest is the women social platform is a must for fashion, design, home decoration, home furnishing and food consumers brands. brands
  47. 47. HOW TO BUILD A SOCIAL BRAND PRESENCE Brands can create: Pins and boards to create buzz around products Using p the th power of the images. f th i A personal social visually pleasing experience for the target. ta get http://pinterest.com/pin/57209857738568727/
  48. 48. HOW TO BUILD A SOCIAL BRAND PRESENCE Instagram is an online pho o sh photo-sharing and soc l ng nd social networking service that enables its users to take pictures, apply digital filters to it, and share them on a variety of social networking services, such as media sites including Facebook or Twitter (http://en.wikipedia.org/wiki/Instagram) http://pinterest.com/pin/57209857736838748/
  49. 49. HOW TO BUILD A SOCIAL BRAND PRESENCE Now It’s T ime to Set-up your Brand Personality Tone of V i T f Voice Editorial Plan d o l Pl n
  50. 50. HOW TO BUILD A SOCIAL BRAND PRESENCE PERSONALIT Y Is the way your brand acts and behaves. Is your brand a man or a women, is it women sportive or intellectual, is him/her straight or gay, does he/her loves gay music or football?
  51. 51. HOW TO BUILD A SOCIAL BRAND PRESENCE Tone of Voice Is the way your brand have to talk on social media. Brands are different, they have a different personality, so they must speak differently. differently
  52. 52. HOW TO BUILD A SOCIAL BRAND PRESENCE
  53. 53. HOW TO BUILD A SOCIAL BRAND PRESENCE Remember that you are a brand, but you interact into conversation marketing Conversations are liquid there’ s no space for q p vertical communication you must speak as “human to human” . You must be a talkable brand
  54. 54. HOW TO BUILD A SOCIAL BRAND PRESENCE T IPS & T RIKS Be a talkable brand Don’t’ do broadcasting, just tell your story Don t Don’t pontificate…just speak Don’t’t use your press office to speak to your fanbase Be clear, b t B l be trusty b responsive t be i Be ready to negative feedbacks
  55. 55. HOW TO BUILD A SOCIAL BRAND PRESENCE EDITORIAL PLAN An editorial plan is a strategic calendar made of the contents you want to spread through your social media profiles. T he Editorial Plan must be in accordance with the brand mission, its main goals and the t t th strategy you h have planned. l d
  56. 56. IT’S TIME TO WORK TOGHETER
  57. 57. SOMETHING TO READ BLOGS http://mashable.com/category/social‐media/ www.socialmediaexaminer.com http://socialmediatoday.com/ http://www.briansolis.com/ p // / http://danzarrella.com/ http://www.conversationagent.com/ http://tarahunt.com/ http://ann‐tran.com/ p http://www.jeffbullas.com/ SOCIAL MEDIA REPORT 2012 http://blog.nielsen.com/nielsenwire/social/2012/ EBOOKS http://www.chrisbrogan.com/img/fishwherethefishare.pdf http://www.ducttapemarketing.com/socialmediaforbusiness.pdf http://offers.hubspot.com/how‐to‐attract‐customers‐with‐twitter‐and‐vine TO START WITH FACEBOOK https://www.facebook.com/FacebookMarketingItalia
  58. 58. Linda Serralinda.serra@gmail.comhttp://clapps.me/lalindah // l /l li d@lindaserra
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