How to build a social persona?

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Have you got your brand foundations sorted out yet? Without it, your social media strategy can only go so far. Follow the 3 steps: Own your territory, walk the talk and be human to build you own social persona.

How to build a social persona?

  1. 1. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. Presentation on a step-by-step guide to behave socially for employer brands. By Joanna Yuen Hong Kong – Nov 21, 2013 HOW TO BUILD A SOCIAL PERSONA
  2. 2. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. “We have to post something on Facebook. Where’s the TVC?” Why isn’t anyone “liking” the poster on Facebook that we put into the magazine? Why isn’t the TVC viral? Source: http://clientsfromhell.net
  3. 3. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
  4. 4. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. ONE-WAY TWO-WAY The Big Difference
  5. 5. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. “The thing that we are trying to do at Facebook, is just to help people connect and communicate more efficiently.” - Mark Zuckerberg, Founder of Facebook © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
  6. 6. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. If you learn anything from this presentation, make it this: §  People are the core " of social media §  You talk to people, " not at people
  7. 7. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. 3 Steps to having a Social Persona #1 OWN YOUR TERRITORY #2 WALK THE TALK #3 BE HUMAN
  8. 8. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. If you have opinion, you become worthy of attention. #1 OWN YOUR TERRITORY
  9. 9. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #1 OWN YOUR TERRITORY Big Ideas that work: §  UNIVERSAL §  SUSTAINABLE §  BENEFITS THE WORLD
  10. 10. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #1 OWN YOUR TERRITORY Brands that made it To embrace a stranger as one’s own, its in our nature.
  11. 11. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. Dove = beauty Nike = sportsmanship Brands that made it #1 OWN YOUR TERRITORY Dove = beauty Nike = sportsmanship Evian = youth
  12. 12. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. 3 Steps to having a Social Persona #1 OWN YOUR TERRITORY #2 WALK THE TALK #3 BE HUMAN
  13. 13. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. “If you want to avoid criticism, Say Nothing, Do Nothing, Be Nothing.” #2 WALK THE TALK
  14. 14. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. TONE IMAGERY STYLE OF INTERACTION DON’T’S & DO’S #2 WALK THE TALK
  15. 15. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK Brands that got it right (Tone) “Just giving my BFF an assist for his million-point dunk.” - Skittles “Canonballing into Skittles: Awesome or the awesomest?”
  16. 16. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK Brands that got it right (Style of Interaction)
  17. 17. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK Brands that got it right (Imagery)
  18. 18. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK Don’ts & Do
  19. 19. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK If you were bodyform, what would you do? A.  Apologize B.  Ignore C.  Delete Comment D.  Panic and seek a consultant Don’ts & Do
  20. 20. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK What you don’t do define your brand more than what you do. Brands that got it right (Don’ts & Do)
  21. 21. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #2 WALK THE TALK Consistency is the key.
  22. 22. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. 3 Steps to having a Social Persona #1 OWN YOUR TERRITORY #2 WALK THE TALK #3 BE HUMAN
  23. 23. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #3 BE HUMAN @OldSpice “Is your deodorant made with really old spices?” Brands that got it right
  24. 24. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #3 BE HUMAN Brands that got it right
  25. 25. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #3 BE HUMAN Brands that got it right
  26. 26. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #3 BE HUMAN Spontaneity is the key.
  27. 27. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. #3 BE HUMAN Ask yourself: “If your brand was a person, who would your brand be hanging out with?”
  28. 28. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. In Summary: #1 OWN YOUR TERRITORY #2 WALK THE TALK #3 BE HUMAN
  29. 29. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. What did you learn? §  People are at the core of " Social Media §  You talk to people, not at " people.
  30. 30. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. Questions? Contact: joanna.yuen@maximum.com
  31. 31. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. Thank you

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