Digital Marketing & Strategy: Social Media


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. Platforms, channels and their suitability
. The impact of online consumer habits
. Multiple digital identities
. The role of brands
. Contents and forms of interaction
. Social Content (Widgets, forums, blogs)
. Social Networking (vertical and horizontal networks)
. Guidelines, do's e dont's.
. Activation strategies
. ORM Tools Analysis

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Digital Marketing & Strategy: Social Media

  1. 1. First Things first Pedro Garcia – 2013
  2. 2. It’s ON! Pedro Garcia – 2013
  3. 3. Why must my brand/company take that risk?  Why not?  Take a step back and remeber the first slide. Pedro Garcia – 2013
  4. 4. STUFF  95% of the SM users on Facebook  Wake UP – get the phone – Facebook/Twitter…I’m part of those 15%  Share photos…it’s works!  A long way to go. Only 62% of brands use SM  There’s a social conception that brands should be on SMNet Pedro Garcia – 2013
  5. 5. It’s SOCIAL...Human! DUH Pedro Garcia – 2013
  6. 6. Ok! But on the WEB  Blogs, Videblogs, Photoblogs  Forums and Restricted access networks (Skype; Hangount)  Social and friendship sites (Couchsurfing)  Share some files (Piratebay; Slideshare)  Get some Crowd(something) (Wikis…) …and we could do this all day Pedro Garcia – 2013
  7. 7. Don’t even thing if…  Social? I’m not social person  Do you have a smile?  Open minded?  This is not “Feira do Relógio”  Don’t enter if “I have a bigger one”  Facebook is not Digital Marketing or a Strategy Pedro Garcia – 2013
  8. 8. Excuse me… do you have plans?  Planning in Social Media Pedro Garcia – 2013
  9. 9. If you don’t do it…why should you? Pedro Garcia – 2013
  10. 10. If you don’t do it…why should you?  It’s the key:  When adding a friend  Inhale…exhale. Then do the stuff you have to  I’m here, now I’m there…and later  Don’t judge. Be the “Dude” Pedro Garcia – 2013
  11. 11. If you don’t do it in the Pub… why do it on Facebook?  Arrivals  Take time and see the dynamics behind the group (monitorization)  THINK! And prepare the “game”  Talk to…connect and show what you want “them” to retain Pedro Garcia – 2013
  12. 12. Ali Baba and the Forty Thieves Pedro Garcia – 2013  Social Networks…How many?
  13. 13. Social Networks  Connect  Exclusive; Social and Live  Users  They are? What they talk about? Where? Why?  MARKETING  A&Q; Informations; Promote Pedro Garcia – 2013
  14. 14. Look around  How do I fit in?  And my competitors? Keywords TagCrowd( Adwords Keyword Tool (http :// u=1000000000&ideaRequestType=KEYWORD_IDEAS) Pedro Garcia – 2013
  15. 15. Diagnosis Pedro Garcia – 2013
  16. 16. I have a plan! Planning..AHOY!  Create a social branded environment  Behare of frequency and levereage your presence  Talk with them (Editorial but not restricted to the Excel)  Be a PLUS ++++ Pedro Garcia – 2013
  17. 17. I have a plan! Make it real…how? Share and do it with joy Build up Acknowledge and reward Metrics Goals? Don’t have any…go back! It’s all about CONTROL. But how? Pedro Garcia – 2013
  18. 18. Extreme Makeover: Social Media Edition  Set Up the channels  Branding and integration Do you remember the feeling of seeing something new? Ok, so be clear when creating a new channel and explain it to the audience. Pedro Garcia – 2013
  19. 19. Social Media Metrics What to meseaure? Interactions – brand; connections Shares – engagement; interactions and participation People – members; followers; visiter, users You can meseaure everything you want to…but don’t change you metrics just because you ain’t getting good results. Pedro Garcia – 2013
  20. 20. Types of Social Media Metrics Visibility_Quantify This metric can be used in a traditional sense Quality Most of times I use this to show the potential behind the idea, brand or product This can be use also to show the respect and reputation in the SM environment Pedro Garcia – 2013
  21. 21. Types of Social Media Metrics Engagement / Quality Normally used to quantify the participation in actions that usually you can’t compare in the traditional sense. Pedro Garcia – 2013
  22. 22. Visibility Pageviews//Views nº of times something was viewed Unique visitors The same goods, different visitors Cloud group How many forums and list on the Web Time Share (engagement) Time on page and time on site…doing what Pedro Garcia – 2013
  23. 23. Visitors: Measure Geographic Where are they from Language This is very important for campaigns (browser configuration) Referrals Links and the importance of segmentation Influence Google Webmaster Tools - Pedro Garcia – 2013
  24. 24. Influence Members Number of participants (friends, followers, associates) of a community or channel Connections Number of participants Use members when referring to the size of the community and connections between members to measure the potential virality of the content. Pedro Garcia – 2013
  25. 25. ENGAGEMENT Comments and Trackbacks On the brand environment (Comments); 3ªParty channel (Trackback) Uploads and Colaboration Crowd(something) Active Members How many participate in this community Do we have stars? (Hubs) You can use a different range of ways to meseaure and verify the quality of the engagement Pedro Garcia – 2013
  26. 26. ENGAGEMENT Time Frame Mentions If you establish a time frame (frequency) you can be aware of some important changes in the community Editorial Frequency Analyze the effort of the participants in your community. You can adjust the strategy in use. Pedro Garcia – 2013
  27. 27. The new “AHHHHHH” Metrics Likes and Retweets I hope I don’t have to explain this Pedro Garcia – 2013
  28. 28. Questions? Pedro Garcia – 2013