SearchCongress Barcelona 2012 - Social Media Strategies, Massimo Burgio de SEMPO

social media strategies massimo burgio global search interactivebarcelona 2 marzo 2012 #webcongress barcelona sempo board of directors

quien es massimo burgio? Global Search Interactive -- agencia SEMPO Search Engine Marketing Professional Organization -- industria Burning Man -- network creativo Asturias Paraiso Cultural -- projectos culturales iPad4Africa -- gift economy project ... and much more -- =)

let’s startwith basics

user-powered internetno more passive consumers!each consumer produces opinions, and share them with communities

a new kind of marketingintelligence

listen keywords voting word of mouth engagement buzz blogsreferrals social rating networks competitors online reputation key phrases polls

a new breed oftools marketing

a new style of marketingmindset

change mindset

you can strategize integrate innovatesocial media

must reviewthe process

4PSMM passion patience perseverance proactivity

4PDON’Tpresumepanic pushprocrastinate

perseverance is the key: dancing man http://bit.ly/dancing-man-video

social mediaplanning

social media networks: facebook what?

social media networks: facebook what? • Social networking sites • Online collaborative tools • Photo / video sharing sites • News aggregators • Blogs / bloggers’ communities • Forums / Message boards • Social bookmarking • Podcasting / videocasting

conversations happen everywhere

web users engage everywhere

users are everywhere, users are the web

social media strategies: goals

social media performance by channel source: cmo.com

social media marketing by time + resources

this is how we do it for our clients dialogo assicurazioni - car insurance blog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia pitti immagine - fashion events blog(s), youtube, flickr european school of economics - mba school online magazine, facebook, twitter, youtube, online pr telepass (autostrade) - national motorways facebook, twitter, UGC, youtube, online pr, flash surveys bea italia (oracle) - technology surveymonkey, blog, facebook, linkedin groups academia barilla - food blog, youtube, facebook, twitter, online pr, newsletter

the best solution for your business? find your own social way

it’s all aboutcontent andengagement

cluetrainmanifestobrands are conversations, andrelationships too. it’s about talking topeople with a human tone, being trulyinterested to their topics and helpfulin the conversations. conversationsmust make sense, and be engaging(1999).

more readingunmarketingsocial media is about engagement.it’s about time to stop using socialmedia with immediate ROI in mind,or pressing sales goals.stop marketing. start engaging.(2011)

are you ready for interaction? WEB 1.0 WEB 2.0 source: territorio creativo

what’s your social media messaging? COMMUNICATION SOCIAL CUSTOMER MEDIA PRODUCT CARE MARKETING DEVELOPMENT ADVERTISING source: territorio creativo

are you ready for conversations?

do you have the right tone and approach?

are you talking to the right people?

did you try to ask around? clients + prospects your target market employees + stakeholders your business “family” partners + suppliers your business “ecosystem” competitors don’t ask, just benchmark! =)

always ask your audience: quick case history

do you have the right editorial team?

do you have a social media policy? http://bit.ly/australian-social-media-policy

contentstrategies

the 5Es ofgood content 1 - educational 2 - entertaining 3 - enlightening 4 - engaging 5 - ethic

contentstrategiesknow your voice ( )know your audience everything you say ontime your content the social web should “sound” like your brand.solve problemsbe true

contentstrategiesknow your voice ( )know your audience why do they follow/like you?time your content it’s because your brand offers them something. make sure you deliver.solve problemsbe true

contentstrategiesknow your voice ( )know your audience create an editorial plan and maketime your content sure what you say and when is relevant your target audience’s needs.solve problemsbe true

contentstrategiesknow your voice ( )know your audience help your audience, make sure youtime your content have the right information to share. build trust, strengthens relationships.solve problemsbe true

contentstrategiesknow your voice good content doesn’t make promises ( )know your audience that it can’t keep. it’s human, honest,time your content has personality and point of view. it’s intrinsically social.solve problems that’s why it engages audiences.be true

the dark side of social mediadigital rights vs. distributionfacebook TOScopyright issuescreative commonsprivacy vs. communicationprivacy what?tone of communicationsocial media policyethics vs. spamtransparencyopt-in / no spamlisten, don’t shout

there isn’tsuch thing asTHE content

sometimes the key is not even content http://bit.ly/klm-surprise-socialmedia

grazie! massimo burgio global search interactive sempo board of directors globalsearchinteractive.net massimoburgio.com sempo.org

SearchCongress Barcelona 2012 - Social Media Strategies, Massimo Burgio de SEMPO

by WebCongress on Mar 15, 2012

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SearchCongress Barcelona 2012 - Social Media Strategies, Massimo Burgio de SEMPO Presentation Transcript