Communication Management for Startups

COMMUNICATION FOR STARTUPS
by Agnese Vellar - Social Media Consultant I3P
Picture: Flickr/ jdhancock

Business model canvas
Communication is not art or pure creativity.
When you plan the communication you should have your
business goals in mind.
Let’s start with a business model.

Business model
How an organization creates, delivers, and captures value.
A Business Model Canvas describe the building block of an innovative
project starting from the Value Proposition or CVP (customer value
proposition): the benefits each market segment get when buying a
particular product or service.
Market segment 1  need  benefit
Market segment 2  need  benefit
Needs:
- economics (the product is cheaper then competitor)
- social: the product is a status symbol…
Osterwalder 2010:
businessmodelgeneration.com/canvas/bmc

You can *not* sell to everyone!
• list your customer segments;
• quantitative analysis: measure how big they are;
• qualitative analysis: choose your early adopters and analyze them:
• direct observation: to describe their habits;
• informal interviews: to understand their needs, their information channels;
• survey: to generalize the observation.
• describe personas.
Chose 1 or 2 customer segments to start from, based on how big is the market
and how easy is to reach:
STUDY THE CONTEXT
CUSTOMER SEGMENTS

3 pillars of communication
1. CUSTOMER SEGMENTS:
1. how big are they? 
market research
2. who they are? 
define personas
2. COMPETITORS:
1. identify brand
advantages from
competitor
2. identify best practice
3. MARKETING GOAL (KPI):
1. awarness,
2. engagement,
3. conversion.
PLAN THE COMMUNICATION
1. TONE OF VOICE
2. BRAND IDENTITY
◦ Logo
◦ Name
◦ Claim
3. CHANNELS
4. EDITORIAL PLAN
STUDY THE CONTEXT MONITOR/MEASURE
1. QUANTITATIVE
1. KPI
2. QUALITATIVE
1. people feedbacks
2. people
conversations
Template: http://bit.ly/communication_plan

From mass market (and niche)
Consumer behaviour
Segment market from a sociodemographic perspective

… to communities
Bernard Cova (2003, 2007)
A social space with an identity and a common ethos.
Understand cultures to create authentic messages

• Markets consist of human beings, not demographic sectors.
• Hyperlinks subvert hierarchy.
• There are no secrets. The networked market knows more than companies do
about their own products. And whether the news is good or bad, they tell
everyone.
• Companies need to realize their markets are often laughing. At them.
Cluetrain Manifesto (1999)

Channels Metodologie Goal Market research
Conventional
PAID MEDIA
mass media
Low credibility
Invasive
Quantitative 1. Brand awarness
2. Selling
Focus group
Audience measurement
(eg: Nielsen ratings )
Web marketing
PAID MEDIA
new media
customization Web analytics
Non conventional
EARNED MEDIA
social spaces
Low control
Difficult to
measure
Qualitative 1. Brand reputation
2. Engagement
3. Co-creation
Social Media Monitoring
Coolhunting - Ethnography
The marketing evolution

GOAL WHAT HOW KPI Pro/cons
SEND TARGETED
MESSAGES
Display ADV Banner
Retargeting
GoogleDisplay Network
- PV (page view)
- CTR (click through)
LEAD, BRANDING
(-) paid
SM Ads FB, Twitter, LinkedIn
YouTube Ad (expansive)
E-mail
marketing
Direct Email Marketing  ADV
Newsletter  info
FIDALIZE, LEAD, CRM
(+) high ROI
(-) spam
BEING FOUND Search Engine
Marketing
(SEM) o
keywork ADV
Google AdWords
Adsense
PPC = Pay Per Click NUOVI CONTATTI
(+) tracking
(+) short term results
(+) brand awarness
(-) visibilità pagata
Search Engine
Optimization
(SEO)
Web site
Blogging
NUOVI CONTATTI
(+) earned
(-) 3/6 months
PARTICIPATION Social Media +
Non
Conventional
Fuel word of mouth
- guerrilla (es: flash mob)
- street(es: street art)
- viral (es: video virale)
ROI?! NUOVI CONTATTI, BRANDING,
FIDELIZZAZIONE, CRM
(+) low cost
(-) long term result
Web marketing & non conventional

WEB ANALYTICS
Google Trend
• Is my industry trending up or down?
• Where is my target market located?

WEB ANALYTICS
SEMRush
• What hot topics are related in my industry?
• What are people searching for?

WEB ANALYTICS
Similarweb
Which are my competitor strategies
and results?

Social Media Analytics
Socialbakers
• Identify best/worst practice
• communication strategies

STUDY THE CONTEXT
Explore topic users

STUDY THE CONTEXT
Explore influencer
https://app.buzzsumo.com/amplification/twitter-influencers

How can I understang customers?
Observing people in the natural environment rather than in a formal
research setting.
It helps designers create more compelling solutions.
“If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a
sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him
interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s
behavior in their own environments so you can get a holistic understanding of their world—one that
you can intuit on a deeply personal level.”
Li Anne Yu, Cultural Anthropologist. Source: www.aiga.org/ethnography-primer‘’
STUDY THE CONTEXT
Ethnography

 Discover new meanings
 Understand the norms
 Understanding cultural difference and communicate globally
 Identify barriers
 Communicate effectively:
• Where the customers are gathering (on and offline)
• Most sharable content
• Question asked
• interest in the conversation
STUDY THE CONTEXT
Ethnography
What etnography is about?

AGE:
GENDER:
DEGREE:
JOB:
BUYING POWER: Low, Medium, …
TECH-SAVVY: Low, Medium, …
LEISURE: travel, music, shopping, …
NEEDS:
PASSIONS:
FEARS:
INFORMATION:
Newspaper, Blog, friends, …
HOW WILL USE THE PRODUCT:
HOW YOU HELP HIM:
HOW YOU FIDELIZE HIM:
HOW YOU REASSURE HIM:
HOW YOU REACH HIM:
TONE OF VOICE:
STUDY THE CONTEXT
Define personas
http://www.digett.com/2010/08/31/better-market-targeting-through-buyer-personas

#2 PLAN THE COMMUNICATION I:
create the brand

A company create a brand identity to bring its value to
the market and to appeal to its customers.
Brand identity
HOW TO
Branding Definition Tips
Brand name words used to identify a
company, product or a service.
Not formatting required
acronymcreator.net
Unique in the same category.
Contain relevant kewords for SEO
Owning a name:
• Trademark
• Buy the domain (verify availability in GoDaddy): don’t use
special Special characters
• Register account in Social Media
Logo visual element that helps
customers discover, share and
remember a brand.
Visible and recognisable in the social media profile
Payoff synthesize the brand’ mission Less than 8 words
Tone of voice Writing style that communicate
brand identity
Change in different channel
Other scents, tastes, sound, …

How advertisers call them: endline, strapline, tagline,
baseline, signature, payoff, rip-offs, slogan.
BRAND IDENTITY
Payoff
Whare are they:

• Logo: the visual element that helps customers discover, share
and remember a company's brand. It's in the form of an icon
(mark or symbol), logotype, or combination of the two.
• Color palette:
• www.colorhexa.com
• www.materialpalette.com
• www.colorsontheweb.com: check the color contrast
• Typography:
• www.fontsquirrel.com
• Supporting graphics.
BRAND IDENTITY
Identity system

Adapt it for the web and
social media.
BRAND IDENTITY
Visual identity
It should be
• visible;
• easy to appropriate.

BRAND IDENTITY
Create a logo with Tailorbrand

BRAND IDENTITY
Brand guidelines

The writing style that we use to communicate the
brand identity.
A company have different ToV for different brand.
Each brand has its own personality and shoul be
consistent with it.
Tone of voice allow to:
• differentiate from competitors;
• showing personality;
• helping gain and retain costumers.
Tone of voice
www.smashingmagazine.com/2012/08/finding-tone-voice/

The brand value shoul translate into: register,
vocabulary and grammar.
Ask yourselves:
• Should we use jargon?
• Can we use humor?
• How informal can we be?
• What punctuation should we use?
• What do our competitors sound like?
Tone of voice
www.smashingmagazine.com/2012/08/finding-tone-voice/

Tone of voice

Decide where your tone of voice sits between
these extremes:
Tone of voice
www.abccopywriting.com/2010/08/31/tone-of-voice-brand
FORMAL CHATTING
DETACHED WARM
PROFESSIONAL WACKY
SERIOUS HUMOROUS
LAID BACK LIVELY

The tone of voice depends on the audience:
Tone of voice
www.abccopywriting.com/2010/08/31/tone-of-voice-brand
Purchasingpower Toneofvoice Useof
high sensual mix science and seduction
medium-high bombastic adverbs
medium crisp humour
low colloquial jargon
… and channels…

Brand guidelines
1. Company
◦ Who are we
◦ Vision/ Mission
2. Logo
◦ Logo negativo
◦ Web logo
◦ Social logo
◦ How to use
◦ How not to use
3. Colors
◦ Palette primaria
◦ Palette secondaria
4. Font
◦ Naming
◦ Payoff
◦ Text
6. Copywriting
◦ Tone of voce (ToV)
◦ Word to use / not to use
◦ Editorial ruoles
◦ Examples of ToV

# 3 PLAN THE COMMUNICATION II:
Online channels

Purchase funnel - Customer journey
Awarness
Traffic
Lead
Deal
Engagement

Interruption  Inbound
http://www.digett.com/blog/03/11/2014/sorry-interrupt-lets-talk-strategy

COMMUNICATION CHANNELS
Web site
Inbound marketing
http://www.redattiva.it/risorse/cose-l-inbound-marketing/
ATTRACT CONVERT ACT SATISFY
INTERNET USERS VIEWER
(VIEW)
CONTACT
(LEAD)
CONSUMER
(DEAL)
INFLUENCER
Keyword SEO
Where an audience want to
find you.
Call to
Action
Feed Social
Media
Social Media/Blog
When you want to find an audience
Landing
Page
Email
Marketing
Events

Web site
1. Value Proposition
2. Call to Action:
1. stickness: feed, newsletter, social …
2. conversion to users or customers
3. Testimonials
Reassure surfers and searchers that they’ve found
what they’re looking for and inform them.

Web site
1. Valute Proposition
2. Call to Action:
1. stickness: feed, newsletter, social …
2. conversion to users or customers
3. Testimonials
Tone of voice: concise, direct, informational

Web site
Start with a landing page

Analytics
1. Register your website on Google Analytics
2. Tracking code in each page
3. Filter (bot, spam, company staff, …)
4. Goal: tracking conversions (max 20)
• Time
• URL (destination)
• Events (video view, download, link, …)
• Pages/visit
5. Monitor
• Daily pageview
• Bouce Rate
• Aquisition
• E-commerce reporting
6. Google Search Console (Google Webmaster Tool): keyword
• Search traffic
• Google index  keywords

MONITORING
Google Analytics
Where does the website traffic come from?
Howtoimproveit Weakness
Organic search • Content marketing
• Onpage SEO
• Responsive Design
You depend on Google algoritm
Direct
• Write the url
• Url saved
• DEM
• Brand awarness
• Fidelization
• DEM
Social • Social Media Marketing
Referral
• other website links
• DEM webmail
• Link building
• Banner adv Expensive

WHAT:
 Press release (with quotation)
 Style Guide
 Pictures
 Contact: press / PR
 Video
 Press review
 MEDIA KIT: target / reach
WHERE:
A. WEB: website (eg: http://getdrop.co/press)
B. MAIL with zip or cloud folder
Press kit

• Create a news
• Link to media agenda
• Beware the day
• 1 page
• Identify uncovered niche
• Redemption: 15%  recall
• The effectivness of mass media
depend on the channel
treatabit.com/article/ottenere-visibilita-sulla-stampa
Press release

Blog
Leverage your industry knowledge: authoritative,
knowledgeable, human.
Write:
• guides,
• subject overviews,
• in-depth focus pieces
• comment on industry
developments.

Blog
1) Use a Content Management System (WordPress,
tumblr, Medium…)
2) Identity: define the core business
◦ About
◦ Header and graphics
◦ Blogroll (max 30)
3) Post regulary
4) Subscription: feed syndication and email
5) Participate in the blog community  drive traffic

Quick: 20% not read
Writing:
◦ Short sentences
◦ Underline with bold Text design (space, symbol, …)
◦ Sans serif font
◦ Link, Image (cc), Video
Title:
◦ Colons
◦ Quotation mark
SEO
Blog

MONITORING
CMS: WordPress
http://www.slideshare.net/toolboxcoworking/word-press-101-freelance-day-24-ottobre-2015
1) WordPress.com suggested for blog
◦ use third level domain
◦ no access to the code
2) WordPress.org suggeste for website, ecommerce
◦ buy a domain and hosting service
◦ install WordPress
◦ choose many different layout
◦ need to update it

SEM
Search Engine Marketing:
- Paid Search: Ads (eg: AdWords) CTR 2%
- Organic Search: SEO (Search Engine Optimization) CTR
more than 30%
Ranking Factor:
• SEO off-site: website, link interni, link social (G+, Tumbrl,
Wordpress) …
• SEO on-site: backlink, authority, …
• SEO on-page: SEO Copywriting, URL, …
CTR = View/ Clic

1. Keyword  6 – 8 kw per page
1. Google Trend
2. SEMRush
3. ubersuggest.io (queries long tail)  target the niche
4. Google Keyword Planner  30 – 100 kw
2. Title with Keyword
1. Keywoord prominenge: at the beginning
2. Keyword proximity: near each other
3. URL (use minus between words)
4. Description: 155 character (usefull for the reader not for SEO)
5. H1, H2, … (6-10 words)
6. Content: kw 3 times, 1 in <strong>
7. IMG: ALT (1 kw). Don’t use underscore. Resize before uploading.
8. <A> anchor text </A>
9. URL: use keyword (2)
SEO ON-PAGE: copy
http://www.slideshare.net/verdianaamorosi/come-scrivere-un-contenuto-seo-e-userfriendly-dalla-a-alla-z

1. Short urls
2. 2 keywords per url
3. readable: higher clic-through-rate
4. https
5. .com is the most trusted option
6. no more that 2 directories
7. no stop words (conjunctions, prepositions, articles …)
8. If change url: Redirect 301 /old-url
http://sitename.com/new-url
SEO ON-PAGE: URL
http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg

A. TOP LEVEL DOMAIN sitename.com, sitename.it
◦ clear geotargeting but expensive
B. SUBDOMAIN: http://us.sitename.com, http://
it.sitename.com
◦ simple to set up but URL doesn’t signal geotargeting to users
C. SUBDIRECTORIES: http://sitename.com/it
◦ less manteinance but harder to separate sites
SEO ON-PAGE: language
http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg

Local SEO 
Google Places page optimization (category and website )
Reviews in Yelp and Trip Advisor
SMO (Social Media Optmization): Real time results from Twitter and G+
DAO (Digital asset optimization): sharing digital content to boost traffic
SEO and more

ASO (App store optimization)
Raking factors:
 title: insert keyword
 Keywords
 Category (chose the one with less competitor)
 Description
 Download (and in the last 48 hours)
 Review (add a CTA in the app to ask the review)  answers
 Backlinks (google play)
 Use
 New trend (es: iwatch)
Icon: convertion  respect store guideline

Mobile Burst Campaign

1. Create account (eg: MailChimp)
2. Create a list
3. Import contact of create a form
4. Creare a template for the newsletter
5. Create the newsletter
 CTA: button
 Link disiscrizione
 A/B Test
6. Check the report
 Opening
 Click
 Unsubscription
EMAIL MARKETING

KPI DRIVER Tips
Open rate
sender name Avoid «no-reply»
subject Test symbol simboli ☀ ☺ ♥ ✉
pre-header Add a CTA
hour test
Click-through-rate layout CTA button
Contact growth Subject, content, layout
Unsubscription Content, frequency
Spam complain rate frequency
EMAIL MARKETING: KPI

EMAIL MARKETING
PROFILING
Why?
1. Optimize results
2. Automatic email (eg: birthday)
How?
1. Direct profiling: explicitly asking the user to fill a form with information.
2. Indirect profiling: creating a link category for each link within the email and
using click category information to indicate interest.
PAY ATTENTION TO: privacy!
• Opt-out: option to request to be taken out of the list.
• Single opt-in
• Double opt-in (DOI): confirmation email  closed-loop opt-in

EMAIL MARKETING

MONITORING
Email Analytics
Mailchimp ContactLab

A/B TESTING
1. At least 5,000 subscribers
2. Choose the variable you want to test:
◦ Subject line
◦ From name
◦ Content
◦ Send time
3. Choose a sample size (eg. 20% of your list)
4. Write different combination (2 -3)
5. Use a tool to send the campaign to the sample and watch the performance.
6. The winning campaign will then be sent to the remaining portion of your list
automatically, or when you manually end the test period.
7. Better open and click rates (3%)
http://kb.mailchimp.com/campaigns/ab/create-an-ab-testing-campaign

1. Social Media Audit  ottimization
2. Editorial plan:
o where
o when
o how much
o tone of voice
3. Create profile
4. Create content:
A. BRAND POST (Content Creation) = Branding
B. EMOTIONAL POST (Content Curation): engagement and spreading
C. PROMOTIONAL POST
5. Monitor results
SOCIAL MEDIA

BUSINESS GOALS SM GOALS JANUARY FENRUARY MARCH…
Vanity metrics Follower
Brand Awarness Reach
Brand perception Social Engagement
Word of Mouth
(WOM) Social Shares
Lead Generation Actions
Deal Conversion
Social media goals

User base: 1.440 Million MAU
Tone of voice: lively and friendly, but measured. Professional and
personal social circles may overlap, so think carefully about what you
post (particularly images).
Industry: media, sport
User practice: maintaining relationships
Channels for brands: fanpages, groups
When: 2 /day, 7/7, 10:08 a.m. -3:04 p.m.
Facebook

Social Media Analytics
Facebook Insight
• Identify best/worst practice
• Study competitor’s results

1. Fan page: customize URL  verify
2. Assign roles: admin, editor, …
3. Schedule + analytics
4. Format
• Album
• Video
• Customer interview
• Answer a question
• Asking questions
• Tip
5. Post:
1. 70 -140 characters more effective
2. Mention other fanpages
FACEBOOK
Fanpage

Altimeter
React to real event on online channel
CONTENT STRATEGY
Real Time Marketing

CONTENT STRATEGY
Real Time Marketing
Planned/Unplanned event

Guido Barilla, AD Barilla: Barilla family is not a gay family.
CRISIS MANAGEMENT
User generated content

• Ask sorry
• Thank who chi segnala errore
• Admit your own fault
• Go on
Source: pennamontata
CRISIS MANAGEMENT
Ask sorry

CONTENT STRATEGY
Retro Marketing

Goal:
• Remind the brand
• Sharability (6-7 visit to convert user into a costumer)
Channels:
• Blog
• Tutorial
• Ebook
• Infografics
• Email marketing  cross e up selling
COMMUNICATION STRATEGIES
Content marketing

CONTENT STRATEGY
Content curation
• Create a list
• Check once a day
• Share content

FACEBOOK
Post visibility
Reach: 6%
Reason: Facebook algorithm Edge Rank  visibility
Interest: like,
comments, share.
More score for new
friends.

FACEBOOK
New’s feed ranking
• Engagement rate = (Likes + Comments)/Total of Fans
NEW:
• Time Spent on Stories without opening it
• Spend Time Reading NO click baiting (T click / T back)
• Diversity of Page Posts
https://newsroom.fb.com

Engage an existing community
• Identify groups / conversation 
Facebook Graph Search (english
only)
• Lurk and *than* communicate
• Use original contents to build
relationships  seeding
• Ask for feedbacks
• Be onest on your own aim
COMMUNICATION STRATEGY
Engagement

Create your own community (eg: forum, pagina Facebook)
1. Give a goal  call to action
2. Define an identity that allow to feel part of it
3. Create “spreadable” media:
• meaningfull for a niche
• stimulate users to create UGC
COMMUNICATION STRATEGY
Community building

Involve fan
Needs to share their passion.
Needs a collective identity to
identify with.
Needs to be appreciated by the
brand.

Socialbakers
VIRALITY
8 weeks
+ generate buzz
+ launch or pre-campaign
+ focus the people interest
- Geographic segmentation
- Explain

Reach
• video 8.71%
• Text 5.77%
• link 5.29%
• pictures 3.37%
Fonte: Socialbakers
VIRALITY

http://youtu.be/WIVeemZ0_e4
Viral video

Viral scam

Virality
Why people share:
1. Reputation
2. Access to something exclusive
3. Co-creation
4. Competition and winning
5. Altruism

Virality
Refer-a-Friend: compelling offer for both the “referrers”
and the “referees”.
Social Sweepstakes: contest  spread the word on your
behalf.
Polls and Voting: share their opinions  build relationships
& valuable information about your target audience’s likes
and dislikes.
Flash Deals  time-sensitive deal (Groupon model).
Marketo – Definite Guide To Social media

Advertising / Promoted Post
o Reach 89% of the userbase (traditional adv reach 38%)
o Targeting: at least 5.000 – 10.000 users
• Web site custom audience
• Lookalike: retargeting  target group (minimum 20 emails)
o Objective:
• Promote post
• Click
• Conversion: create pixel on the thank you page
Facebook
Fan page Ads

FACEBOOK
Advertising: formats
WHERE CTR CPC Best for
Newsfeed very high high engagement
Right
column
low low retargeting and custom audience
Mobile high app mobile
Instagram

FACEBOOK
Advertising tools
 Sponsored post: max 7 days
 Ads editor
 Power editor
 Ads scheduling
 Promote post not published
 Facebook exchange – other external tools

FACEBOOK
Advertising tools
Power editor: 3 levels
1. Campaign: define objective
2. Ad set:
 budget
 schedule
 audience
3. Ads: creative
 Image
 Text
 CTA button

User base: 316 Million MAU
Tone of voice: topical, immediate, irreverent. It’s the
place to mix the personal and professional, with a strong
emphasis on the present moment and humour.
Industry: media, politics, tv, sport, travel, auto, mum.
User practice: news sharing, social tv
Twitter

Twitter Basics
twitterflightschool.com
FEATURE DEFINITION TIPS
TWEET
expression of a moment or idea. It
can contain text, photos, and
videos.
• use clear CTA
• highlights the behind-the-scenes access to exclusive content as it unfolds
• asking people to participate by sharing photos
• add pictures and videos: drive a 3x higher engagement rate than Tweets with
copy only.
• use less than 100 characters.
PROFILE
PICTURE
personal picture uploaded on your
profile
ACCOUNT
NAME
@USERNAME
the way your name appears on
Twitter and @username is used to
call out an individual in a Tweet.
HASHTAG
used to mark keywords or topics in a
Tweet. allow people to join a
conversation about a specific topic
on Twitter.
join existing conversations when users generate a hashtag.
generate a hashtag to kick start a conversation and build an audience unique to
their brand.
RETWEET
Share a Tweet with your followers.
You can even add your own
thoughts before you share it.
REPLY
Comment on a Tweet and join the
conversation.
LIKE let the author know you like it.
FOLLOW
their Tweets appear in your
timeline.

Followers are your social capital.
Where to start: from your contact list
Clean up:
• friendorfollow.com
• crowdfireapp.com
Do's: create lists  content curation
Don'ts: use automatic messages
Following

What: a string of characters prefixed with the # symbol that used on a social
media becomes a clickable link.
Why: connect messages on a common subject  connect people with common
interests:
How:
• Events or conferences: #Oscars2016 #MWC2016 listen in on an industry event
without being there
• Disasters or emergencies: #JeSuisCharlie #PrayForHaiti
• Holidays or celebrations: #WorldNutellaDay #OneHaleOfAWedding
• General interest topics: #IloveLondon #ChocolateLovers  joining discussions
• Popular hashtags: #tbt #MotivationMonday
• Branded: #ExpediaChat #furlafeeling  promote a campaign
• Unbranded can be hijacked deliberately or accidentally.
Twitter hashtag
http://blog.hubspot.com/marketing/hashtags-twitter-facebook-instagram

• Short: broad enough to get traffic, yet specific enough to
be targeted. Are you writing about travel in London?
Ditch the #London hashtag and replace it with something
like #Londontravel
• Seamlessly integrated: seamlessly into your sentence
(rather than bunging them in at the end) then you can
keep your copy flowing smoothly.
• Unique
• Limited to one or two per Tweet
• Disambiguous: #Powergenitalia  #Powergen_italia
Twitter hashtag how to

Twitter hashtag how to
https://twitter.com/search-advanced

STUDY THE CONTEXT
Identify opinion leader

When: 5–20 /day, 18’ persistency of a tweet
Plan
• third-party links,
• personal links (e.g. to your blog)
• personal observations.
Strategies:
• Real time marketing;
• Online PR;
• Social TV;
• Real time video: Promoted Video, Twitter Amplify, SnappyTV,
mobile video uploads, Vine, and Periscope.
Twitter

Social media management

TWITTER
WOM  Referral Marketing

TWITTER
WOM  Referral Marketing
Crowdspeaking: www.thunderclap.it

Follower campaign: Promoted Accounts appear in the Home timeline or the “Who to follow” widget. - CPFollower
Website clicks or conversions campaign: Promoted Tweet with a Website Card. Website Cards are visible in the
search results and timeline.
Tweet engagements campaign: Promoted Tweets appear in the timeline and search results.
App installs or engagements campaign: App installs or engagements campaigns use Promoted Tweets with a
media-forward App Card. The Promoted Tweet with Mobile App Card appears on a person’s timeline (on mobile
only).
Leads on Twitter campaign: seamlessly exchange their email address with your brand so you can capture more
leads. This campaign type incorporates a Promoted Tweet and Lead Generation Card.
Video views campaign: Once Promoted Videos start playing in the timeline in 100% view, you will get charged on a
cost-per-view (CPV) basis when 3 cumulative seconds of video have been viewed, or if the user clicks to
unmute/expand – whichever comes first. Native video on Twitter drives more overall engagement than third party
videos shared on Twitter.
Build Brand Awareness: Promoted Trends can drive mass awareness and kickstart a conversation and have long
term impact. With a 73% lift in brand mentions, had their greatest impact the day they ran. Promoted Trends appear
at the top of the list of trending topics and in a user’s timeline.
Twitter - Ads

Geo-location a variety of real-time signals based on where someone is located.
Gender : gender is determined by public signals that people share on Twitter. This can include things like the
accounts they follow.
Language
Device
Interest category: person’s interests from categories like sports and beauty to sub-topics like
college baseball or skin care. There are over 350 categories to choose from.
Follower
Keyword
Television
Tailored Audiences  remarketing to groups defined based on things like website visits, email addresses, mobile
phone numbers, mobile advertising IDs and Twitter IDs.
Behaviors and partner audience
Twitter - Targeting

Twitter

Sentiment

TWITTER
Analytics
https://analytics.twitter.com/

Tone of voice: topical, immediate, irreverent. It’s the place to mix the
personal and professional, with a strong emphasis on the present moment
and humour.
Conten
• backstage pictures (eg: Pictures ofthe workspace)
• “Throwback Thursday” #TBT
• Inspirational - quote
• Statistics
Strategies:
Hashtag
Influencer marketing; http://influence.iconosquare.com/
Instagramathon
Instagram

INSTAGRAM
Hashtag
Writing: when you write a new post and start
typing in a hashtag using the # symbol,
Instagram will actually suggest hashtags to
you based on their popularity.
Search: clicking the magnifying glass at the
bottom of the screen, which brings you to the
"Explore" tab. From there, type the hashtag
name into the search box at the top of your
screen, and toggle your results by "Tags":

Tone of voice: urbane, friendly, professional, concise.
Keep your profile updated, connect with members of
relevant groups and consider what your interests say
about you.
Answer questions in your area if you can add value.
LinkedIn

• Professional headshot
• Summery with keywords and add a bit of your own personality
• Vanity url: unique URL  it into email signatures
• Include keywords in job position title
• Link: Websites + Twitter handle
• Under “Specialties”, include a line list all skills one on top of the other
to make your profile easy to read
• Plenty of skills in the “Skills” section
• Reach 500+
Profile

IMAGE
Canva: social media graphic
content (web, freemium)
Notegraphy: graphic notes for
social media (web, app)
Social Image Resizer: resize
image for social media
BeFunky: foto editing
Infogram: to create
infographics
Freepik: vector images (free)
Visual resourches
PICTURES
Pexels: micro-stock pictures
Shutterstock: pictures (pay)
FONT
dafont.com: download font
Whatafont: find font
MULTIMEDIA:
Showbox: web video editing
(freemium)

A. PRODUCT: whic feature boost conversions?
B. MARKETING: which channel work best for each target
canale (based on volume, cost and convertion)?
C. BUSINESS: 5-10 step di conversione per descrivere il ciclo
di vita dell’utente
MONITORING/MEAURE
Goals

Qualitative: Usability Testing / Session Monitoring: what
users do. Which problems face.
Quantitative: Traffic Analysis / User Engagement
Comparative: A/B, Multivariate Testing: which copy/UI works
better
Competitive: monitoring competitor
Web site testing

Measure:
◦ Target
◦ Channel (social, SEM, organic, PR, …)
◦ Campaign goal (“buy”, “download”)
◦ Landing Page & CTA
◦ Copy & Graphics
Conversion:
◦ best-performing (%) channel /campaign / copy
◦ largest-volume (#) channel /campaign / copy
◦ lowest-cost ($) channel /campaign / copy
MONITORING/MEAURE
Quantitative and comparative

Onsite
metrics
Website
Landing page
Blog
Deal
Closed leads
Time, page view, comment, subscription
Offsite
metrics
Twitter Follower, mentions, retweets
Facebook page Fan, like e comments
Linkedin Follower
YouTube View, comments
MONITORING/MEAURE
Quantitative KPI

- monitoring a word, a keyword or a brand 
identify sintoms;
- listening: identify causes.;
- analytics: measure KPI (mention, tweet, …).
MONITORING/MEAURE
Social media

MONITORING/MEAURE
Customer lifecycle
CATEGORY ACTIVITY MARKETING CHANNELS
Acquisition view Direct, Tv commercial , business development, PR, SEO, SEM, Blog,
Email , …
Activation Enjoy 1° visit Feature
Activation criteria
• 10-30+ sec
• 2-3+ page view
• 3-5 + clicks
• Use key features
Retention Come back • Email (weekly/monthly)
• Alert
• Blog
• Content marketing
Referral Suggest to other • Campagne Adv
• Contest
• Email
• Widget
Revenue Monetization
Source: Dave McClure, Startup Metrics for Pirates

MONITORING/MEAURE
Conversion metrics
Source: Dave McClure, Startup Metrics for Pirates
STEP User activity Conv. %
Value (example, not
real)
Acquisition View From different channels
• SEM, SEO, Affiliates (es: TradeDouble)
• Blog (Recensioni, Post a pagamento)
• DEM (conv. 0,1%),
• Social
100% $.01
Browse the website (2+ page, 10+ sec, 2+ click) 70% $.05
Activation Use (X page, Y sec, Z click) 30% $.25
Lead (Email/Blog/RSS) 5% $1
Profile (fill the form with data) 2% $3
Retention Open, update status Clickthru Rate (CTR) 3% $2
Repeated view (3+ view in 1 month) 2% $5
Referral Suggest 1 view 2% $3
Suggest 1 subscription 1% $10
Revenue minimum revenue 2% $5
break-even revenue 1% $25

MONITORING
KPI
KPI
DAU Daily active user
MAU Montly active user
CPM Cost per mi
CTR Click-through rate
CPC Cost per click
CPL acquisizione dei contatti (prospect) 5-10 euro
CPA/CPE Cost per action /engagement (es: retweet)
CPI/CPD per istallazione o dowload 1.000 euro es: 2000 dowload 0,50
CPLU loyal users (es: 3 sessione al mese per alcuni mesi) 2 euro a utente
LTV long time value
ARPU everage per user

 Social media: monitor the information
flow
 Identify topics
 Identify power users
 Launch and manage the interaction
campaign  live content
 Forecast contest’ winners
MONITORING
Conversation

 Awareness
 Roi
 Relationship with influencers
 Crisis management
 Dialogue  generate innovation
 Advocacy à WOM
 Supporting in the community
MEAURE SOCIAL CAMPAIGN
Goal

-- HOW TO
www.slideshare.com
-- DATA
www.socialbakers.com
www.altimetergroup.com
-- CASE HISTORY
mashable.com
techcrunch.com
RESOURCES
-- YOUTUBE
Dellimellow
-- SOCIAL MEDIA
Davide Licordari
Julius design

Agnese Vellar - @agneseh
Picture: Flickr/ jdhancock

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