The document provides an overview of how to create an effective social media persona. It discusses identifying target audiences, or "fans", through creating detailed persona profiles. It also covers where these audiences can be found online and maintaining a consistent online presence across multiple social media channels with targeted messaging. The presentation concludes with case studies of successful social media personas.

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. What we will be Talking about…
What is Social Media
Simplified 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
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3. What is Social Media
Social Media refers to the collection of technologies
that capture communication, contents, and so on
across individuals, their friends and social networks.
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4. 7 Truths about Social Media
1. 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.
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5. 7 Truths about Social Media
7. 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.
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6. Relationship Building
You and Me
are in the
same industry
I see You
in Me

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 Influencers
Snoochcers Buyers
In another words, just imagine yourself behaving
differently with different groups of friends that have
different interests.

8. From Conceptualization to Implementation
SIMPLIFIED DESIGN PROCESS
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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
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10. Identify Your Fans
WHO
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11. Identify Your Fans “Personas”
Great communication begins with knowing exactly to whom
you are speaking at all times.
You cannot put all your Fans into one mould. This leads to
ineffective communications.
When you segment your Fans, you create highly focused
messages that are relevant to the well-defined groups
meeting their needs.
In Social Media, it is not about you, your company, your
products and services but rather about the fans and their
needs being met by your products and services.
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12. Identify Your Fans “Personas”
Personality types help us to know who the user is, their
experiences, how to reach him/her, and how s/he influences
others.
The diversity of social media applications available attracts
different kinds of users, engaging them in different kinds of
activities and practices.
The medium provides opportunities to engage users directly
and through the activities in which they are engaged.
Personality types subdivide audiences into groups according
to what they do and why they do it — not what they mean,
how much they earn, or how they consume.
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13. Your Fans are People
Social media users have personalities that come out in how they
relate 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.
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14. Fans Persona Profile Development
Personas & • Identify the Persona Roles they play
Influencers • List all the relevant personas by role
Needs & Situational • List them from the personas’ perspectives
• Includes concerns, symptoms, problems,
Triggers triggers
• Create Messaging Objectives suited to
Your 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. Go To Where They Are
WHERE
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16. Where are They
Once you defined your fans personas and the various roles,
their needs and the types of messages you want to
communicate, 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 source
of knowledge in an area of importance or expertise.
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17. Where are They Online
Examples of
Social
Facebook
Network sites
Forum Twitter
Fans
Blog
Flickr
sphere
YouTube
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18. People to People Interaction
Someone is listening
The News get Spread
The World knows
& you know
The Power of Viral
Marketing

19. How to be Everything to Everyone
HOW
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20. The Approach is to be…
Front Back
Same But
Same Different
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21. What you want is….
The ‘Same Same’ to draw them in…
You Fan One
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22. What you want is…
The ‘But Different’ to keep them in
and to bring others…
One
Multiple
You Fan Two Facets of
You
Three
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23. Your Social Persona
Choose a Character that Represents You, what You
Do and Your Beliefs
Character must Communicate Your Beliefs, Values
and Needs. It can be done the use of:
An Avarta
An avatar is the graphical representation of the user or the
user's alter ego or character (Wikipedia).
Product
Service
Company
Topic, Interests, Common Cause
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24. Dress Up
Who you are will be reflected in how you ‘dress
up’ yourself.
A Pro Creative Fashionable Hippy
Designs, Logo, Colour, Wordings
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25. Consistent Message that Sells
WHAT
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26. Communication Messages
Don’t Sell Your Product or Company in social media
Sell Your Beliefs, Values and Needs
Message and activities must create an experience for
the Fans. They must be able to feel, touch, taste or
experience you online to connect with you.
Go for the Touch Points/Triggers resulting in Actions
Use Campaigns, Contests, Competitions by including:
Images/Photos
Videos
Messages
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27. Using the Right Channels
PUTTING THEM TOGETHER
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28. Your Company Social Persona
An 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
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29. Facebook that Reflects Your Persona
SUCCESS STORIES
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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. People’s Association – PAssion Chingay Club
 Product Page
 Profile Image
 Info
 Extended Info
 Navigation Tabs
 Photo Banner
 Photo Album
 Video

32. Dog Trainster
 Company Page
 Profile Image
 Publisher – Wall
o Contents that
are educational
and emotional
o Videos

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. About The Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has been
offering 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 been
involved in major international projects amounting more than US$30
million. As the pioneer Strategists in Asia in her field, one of her
achievements is the design and engineering the first touch screen ATM
machine in Asia and implementing it throughout Asia and Europe with one
of the international bank. She has also strategized and designed the world’s
credit card merchant tracking system that resulted in merchant credit card
fraud management.
Rebekah has conducted seminars, workshops and trainings to audience all
over the world which includes corporations, business owners,
governments, and financial institutions. For the past 8 years, she has her
passion in building schools in developing countries for the poor making
education available to the needy and orphans. She is also involved in
selective charity programs round the globe.
Looking to do much more, she has engineered her own holding company
with a special focus on being a social entrepreneur in all the niche business
start--ups under the holding group to make a difference in the lives of
others.
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35. About Adonai Training
Adonai is a leading training and online media consultancy company in Asia. Led by amateur
professionals, our corporate and public training arm you with the latest knowledge, tools
and skills to make you a success. Our training includes online marketing media, social
media, branding, management, training, professional certification, entrepreneur start-up
programs, and etc.
Our foremost consulting authority on business strategy, social media, digital media, online
space, creative marketing and branding helps Brands & Organizations create customized
and unique social media and business solutions. Our clients range from major brands,
government agencies, business owners, small-to-medium size companies to financial
institutions. 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…
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36. Connect with Us….
Adonai Training
[E]: contactus@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/adonaitraining.sg
[TW]: www.twitter.com/adonaitraining
Rebekah Seragih
[E]: rebekah@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/RebekahSeragih
[TW]: www.twitter.com/RebekahSeragih
(LI): http://sg.linkedin.com/in/rebekahseragih
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