How to create a social persona that engages


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Learn how to create a Guerilla Social Persona that engages the fans. This slide tells you what it takes to create a compelling social media persona to bring out a clear message about your brand, services and products.

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How to create a social persona that engages

  1. 1. Copyright © 2011 Adonai Training LLP. All rights reserved.How to Create a Guerilla Social Persona that Engages Presented by: Rebekah Seragih Adonai Training LLP
  2. 2. What we will be Talking about…What is Social MediaSimplified Design Process of identifying,designing and implementing your social persona Who are your fans? Where are they found? How to reach out to them? What are the campaigns & messages to create?Case Studies Copyright © 2011 Adonai Training LLP. All rights reserved. 2
  3. 3. What is Social MediaSocial Media refers to the collection of technologiesthat capture communication, contents, and so onacross individuals, their friends and social networks. Copyright © 2011 Adonai Training LLP. All rights reserved. 3
  4. 4. 7 Truths about Social Media1. SM is the preferred way for people in younger demographics to communicate with each other.2. SM is based on the concept of friends, but that term today is very loosely applied. Similarly, profiles are loosely defined and can be used in a variety of ways by people, companies, brands, and so on.3. The more active a consumer is on the Internet, the more likely they participate in multiple social networks. Oftentimes, these people are influencers within a circle of friends and have a tremendous impact on the opinions of others.4. Once information is shared on a social network, it is out there and can’t easily be contained.5. Integration - SM is best applied in addition to existing internet marketing programs, offline marketing and alongside other Web assets. When building a strategy, you must think comprehensively.6. The rules are still being made. SM “etiquette” is still relatively immature. Tread carefully. Copyright © 2011 Adonai Training LLP. All rights reserved. 4
  5. 5. 7 Truths about Social Media7. Everyone on social networks is motivated by some combinations of human needs:  Love – e.g. keep up with loved ones overseas  Self-expression/emotion – e.g. sharing life’s details with friends  Sharing opinions/influencing friends  Showing off – e.g. sharing life’s success and/or achievements  Fun/escapism/humor – e.g. to get a good laugh  Memories and nostalgia – e.g. catching up with old friends  Making money – e.g. to support professional pursuits All these needs are played out in communication, interaction, and relationships Their experiences and beliefs will influence your Social Persona, its design, communication messages, interaction approach and social media activities. Copyright © 2011 Adonai Training LLP. All rights reserved. 5
  6. 6. Relationship Building You and Me are in the same industry I see You in Me
  7. 7. One Voice, Multiple Personas What does this mean for me as a Business? Your Fans hear only One Voice expressed in Multiple Personas that reach out to different Types of Fans with different Needs Users InfluencersSnoochcers Buyers In another words, just imagine yourself behaving differently with different groups of friends that have different interests.
  8. 8. From Conceptualization to ImplementationSIMPLIFIED DESIGN PROCESS Copyright © 2011 Adonai Training LLP. All rights reserved. 8
  9. 9. Simplified Design Process• Who are they Where • What are the Types of What• Their Personas & Persona Backgrounds • Where do they Gather • Matching the Fans • What are the • What are the Channels Personas to My Online Campaigns to design• Their Needs Persona • What are the Contents• The Triggers • What are marketing messages Who How Copyright © 2011 Adonai Training LLP. All rights reserved. 9
  10. 10. Identify Your FansWHO Copyright © 2011 Adonai Training LLP. All rights reserved. 10
  11. 11. Identify Your Fans “Personas”Great communication begins with knowing exactly to whomyou are speaking at all times.You cannot put all your Fans into one mould. This leads toineffective communications.When you segment your Fans, you create highly focusedmessages that are relevant to the well-defined groupsmeeting their needs.In Social Media, it is not about you, your company, yourproducts and services but rather about the fans and theirneeds being met by your products and services. Copyright © 2011 Adonai Training LLP. All rights reserved. 11
  12. 12. Identify Your Fans “Personas”Personality types help us to know who the user is, theirexperiences, how to reach him/her, and how s/he influencesothers.The diversity of social media applications available attractsdifferent kinds of users, engaging them in different kinds ofactivities and practices.The medium provides opportunities to engage users directlyand through the activities in which they are engaged.Personality types subdivide audiences into groups accordingto what they do and why they do it — not what they mean,how much they earn, or how they consume. Copyright © 2011 Adonai Training LLP. All rights reserved. 12
  13. 13. Your Fans are PeopleSocial media users have personalities that come out in how theyrelate to and use social media. Users are people. People have: perceptions and inclinations. understanding and interests. habits and expectations. motivations and intentions. anticipation of the behavior and interests of others. self-motivated actions and a private or social interest in their outcomes. communication that varies in its honesty, sincerity, seriousness, presentation, and objective. relationships varying in their meaning, purpose, organization, and nature. a sense of being in time, of being together and with others. Copyright © 2011 Adonai Training LLP. All rights reserved. 13
  14. 14. Fans Persona Profile Development Personas & • Identify the Persona Roles they play Influencers • List all the relevant personas by roleNeeds & Situational • List them from the personas’ perspectives • Includes concerns, symptoms, problems, Triggers triggers • Create Messaging Objectives suited toYour Skills, Services each persona need that you have the & Expertise expertise to address (not those you don’t). • Identify purpose-oriented goals This form the foundation for any marketing efforts for your Persona to reach out to these Personas in different channels.
  15. 15. Go To Where They AreWHERE Copyright © 2011 Adonai Training LLP. All rights reserved. 15
  16. 16. Where are TheyOnce you defined your fans personas and the various roles,their needs and the types of messages you want tocommunicate, the next to do is to find where they are located.The only point of using a communication tool is: • to know who your customers are, • know what they care about, and • provide it to them. Go to where they are located online. Where they are located is where their needs are met.If you do all these right, you will establish yourself as a trusted sourceof knowledge in an area of importance or expertise. Copyright © 2011 Adonai Training LLP. All rights reserved. 16
  17. 17. Where are They Online Examples of Social Facebook Network sitesForum Twitter Fans Blog Flickrsphere YouTube Copyright © 2011 Adonai Training LLP. All rights reserved. 17
  18. 18. People to People InteractionSomeone is listening The News get Spread The World knows & you know The Power of Viral Marketing
  19. 19. How to be Everything to EveryoneHOW Copyright © 2011 Adonai Training LLP. All rights reserved. 19
  20. 20. The Approach is to be…Front BackSame ButSame Different Copyright © 2011 Adonai Training LLP. All rights reserved. 20
  21. 21. What you want is….The ‘Same Same’ to draw them in…You Fan One Copyright © 2011 Adonai Training LLP. All rights reserved. 21
  22. 22. What you want is…The ‘But Different’ to keep them inand to bring others… One Multiple You Fan Two Facets of You Three Copyright © 2011 Adonai Training LLP. All rights reserved. 22
  23. 23. Your Social PersonaChoose a Character that Represents You, what YouDo and Your BeliefsCharacter must Communicate Your Beliefs, Valuesand Needs. It can be done the use of: An Avarta An avatar is the graphical representation of the user or the users alter ego or character (Wikipedia). Product Service Company Topic, Interests, Common Cause Copyright © 2011 Adonai Training LLP. All rights reserved. 23
  24. 24. Dress UpWho you are will be reflected in how you ‘dressup’ yourself. A Pro Creative Fashionable HippyDesigns, Logo, Colour, Wordings Copyright © 2011 Adonai Training LLP. All rights reserved. 24
  25. 25. Consistent Message that SellsWHAT Copyright © 2011 Adonai Training LLP. All rights reserved. 25
  26. 26. Communication MessagesDon’t Sell Your Product or Company in social mediaSell Your Beliefs, Values and NeedsMessage and activities must create an experience forthe Fans. They must be able to feel, touch, taste orexperience you online to connect with you.Go for the Touch Points/Triggers resulting in ActionsUse Campaigns, Contests, Competitions by including: Images/Photos Videos Messages Copyright © 2011 Adonai Training LLP. All rights reserved. 26
  27. 27. Using the Right ChannelsPUTTING THEM TOGETHER Copyright © 2011 Adonai Training LLP. All rights reserved. 27
  28. 28. Your Company Social PersonaAn Example • Facebook Fun, Vocal, Active, Emcee, Keys: Humorous, • Twitter  Image Socializer, Buddy • Personal Blog  Photos  Videos  Links • Business Blog Knowledge  Contents • Slideshare You Provider, content Portal, Subject Expert, • Wikipedia Advisor, Critic, Creator • Article Marketer • LinkedIn Trainer, Creator, • YouTube Subject Expert • Flickr Copyright © 2011 Adonai Training LLP. All rights reserved. 28
  29. 29. Facebook that Reflects Your PersonaSUCCESS STORIES Copyright © 2011 Adonai Training LLP. All rights reserved. 29
  30. 30. Nescafe - Know Your Neighbours Avarta – Interests in coffee/Lifestyle o A Sexy Spokelady - Deepika Profile Image Publisher – Wall o Contents are linked back to Nescafe coffee o Note that it is always Deepika sharing the info about coffee o Photos o Coffee Recipes o Videos
  31. 31. People’s Association – PAssion Chingay Club Product Page Profile Image Info Extended Info Navigation Tabs Photo Banner Photo Album Video
  32. 32. Dog Trainster Company Page Profile Image Publisher – Wall o Contents that are educational and emotional o Videos
  33. 33. Case Study – Adonai Training Page - Training Navigation Tabs Wall Status o Video o Photo o Links Photo Banner FB Question Free ebook Landing Page Online Training Store Payment SlideShare
  34. 34. About The AuthorRebekah SeragihA Business and Marketing Strategist in her own rights, Rebekah has beenoffering consultancy advices on business strategy, marketing, training,operations, crisis management and change management to MNCs,governments and businesses for more than 15 years. She has beeninvolved in major international projects amounting more than US$30million. As the pioneer Strategists in Asia in her field, one of herachievements is the design and engineering the first touch screen ATMmachine in Asia and implementing it throughout Asia and Europe with oneof the international bank. She has also strategized and designed the world’scredit card merchant tracking system that resulted in merchant credit cardfraud management.Rebekah has conducted seminars, workshops and trainings to audience allover the world which includes corporations, business owners,governments, and financial institutions. For the past 8 years, she has herpassion in building schools in developing countries for the poor makingeducation available to the needy and orphans. She is also involved inselective charity programs round the globe.Looking to do much more, she has engineered her own holding companywith a special focus on being a social entrepreneur in all the niche businessstart--ups under the holding group to make a difference in the lives ofothers. Copyright © 2011 Adonai Training LLP. All rights reserved. 34
  35. 35. About Adonai TrainingAdonai is a leading training and online media consultancy company in Asia. Led by amateurprofessionals, our corporate and public training arm you with the latest knowledge, toolsand skills to make you a success. Our training includes online marketing media, socialmedia, branding, management, training, professional certification, entrepreneur start-upprograms, and etc.Our foremost consulting authority on business strategy, social media, digital media, onlinespace, creative marketing and branding helps Brands & Organizations create customizedand unique social media and business solutions. Our clients range from major brands,government agencies, business owners, small-to-medium size companies to financialinstitutions. Our consulting services include: Social Media Strategy & Planning Social Media Marketing & Engagement Social Media Monitoring Contents Generation & Article Writing Online Campaign Creation & Management Online analytics Website and Micro-site development such as corporate blog Mobile & Facebook Application Development Search Engine Optimization (SEO) & SEO Copywriting We believe your success is our success… Copyright © 2011 Adonai Training LLP. All rights reserved. 35
  36. 36. Connect with Us…. Adonai Training [E]: [W]: [FB]: [TW]: Rebekah Seragih [E]: [W]: [FB]: [TW]: (LI): © 2011 Adonai Training LLP. All rights reserved. 36
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