People are spending now much more time using mobile devices to access the internet and social media. This drove to a major change in behaviors and decision-making process, where content creation and distribution among social networks are the fundamentals of a successful business strategy.

1. C O N T E X T & C O N T E N T:
S O C I A L M E D I A S T R AT E G I E S
2 0 1 5
2 1 OT TO B R E 2 0 1 5

2. Now:
I am freelance consultant in marketing and digital strategy for business and
startups. Much of my practice revolves around developing stories, brands and
experiences for multiple platforms - and coaching teams to do this.
I’m a coworker and board member of Warehouse Coworking Factory.
I collaborate as strategic & digital analyst for Adv Media Lab (digital agency).
Before:
4 years Experience in marketing & e-commerce in PMI’s.
Academic research activities in the field of experience economy.
Abroad studying experiences (Copenhagen Business School).
Master Degree in Marketing & Communication (Urbino University).
Marketing & Digital Strategy
for business development

3. Scenario
2015

6. Italy
mobile & social

8. Micro-moments: changing the paradigm
Source: thinkwithgoogle,com

9. Zero moment of truth:
a new purchase decision process
Source: thinkwithgoogle,com

10. “The platforms might change. The means for communicating might
change. But the fundamentals will look the same: you must meet
your consumers where they are and engage them in a way that is
meaningful for them. It’s just that simple!”
—Wendy Clark, President, Sparkling Brands & Strategic Marketing for Coca-Cola North America

11. The competitive advantage now is to be gained during
online micro-moments.
1. Uncover and understand the moments that matter
2. Be present in the moments that matter
3. Have something interesting, relevant and/or
engaging to say
4. Measure the impact

12. Social Media
CONTENT
MARKETING
is about

13. The content marketing tree

14. Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.
This information can be presented in a variety of
formats, including news, photo, video, white papers, e-
books, infographics, case studies, “how-to” guides,
etc.
Content marketing is focused not always selling, but
also on simply communicating with customers and
prospects.
How to define content marketing?

15. Source: pardot.com
Potential customers require multiple touches to be moved from a
state of low purchase intent to a purchasing decision.
Each stage in the purchase decision has an optimal communication
channel: content marketing aims to find the right content for every
context, to convert opportunities into closed deals.

16. PESO model
Source: Spin Sucks 2015

17. Social network: from earned to paid media

18. PESO model
Source: Spin Sucks 2015

19. Which corporate goals
for social media?

20. C O N V E R S I O N
F U N N E LB R A N D AWA R E N E S S
E N G A G E M E N T
L E A D
C O N V E R S I O N

21. Brand Awareness

22. Engagement in social media is the most important value that
can be created through social networks.
It is the sum of interactions (like, follows, shares, retweet,
comments…) of the community with a brand, business or store.
Each social media defines engagement a little bit differently
based on the features and functionality of their platform.
User engagement

23. User engagement: two examples

25. Lead generation
Source: Adweek

26. Conversion and sales

27. Lead generation

28. C O N V E R S I O N
F U N N E LB R A N D AWA R E N E S S
E N G A G E M E N T
L E A D
C O N V E R S I O N
M A R K E T A N A LY S I S
C U S T O M E R C A R E
H R
+
S T R AT E G I C
G O A L S

29. Defining a strategy

30. Choice of media
After having settled the goals for social networks, a company has
to choose which social media are better to manage and invest in.
Here’s where a strategy is needed: a planning of all activities a
company must develop in the social media platforms.

32. What is a (social media) strategy?
Integrated strategy
The planning of social activities involves a coordinated strategy among
different social networks, in order to align the content of a specific media
to the others.
Integrated means also to having a coherence among online & offline
marketing activities (advertising, events , unconventional marketing…)
Budgeting and ROI
Strategy is fundamental also to define where to invest resources and
which are the expected returns. Being present in all channels can be
improductive.

33. Social media strategy flux
G OA L S TO O L S R E S O U R C E S B U D G E T
M O N I TO R I N G

34. FACEBOOK

35. INSTAGRAM

36. TWITTER

37. YOUTUBE

38. LINKEDIN

39. Resources for a social media winning strategy
Social Media Manager
SMM is the operation manager on social media. He knows perfectly
platforms, languages, tricks and advertising tools of each social network.
SMM is a "communication man” with relational and digital skills, that can
take decisions and act on behalf of the brand / company.
Social Media Team
A social media team is the group of professionals that take up with all
activities for managing the social media profiles, from the content
creation to the review process and the gathering of data and analytics.

40. I N S O U R C I N G
S O C I A L M E D I A M A N A G E R
C O P Y & C O N T E N T C R E AT O R
W E B D E S I G N & G R A P H I C S
S E O S P E C I A L I S T
Social media team

41. I N + O U T S O U R C I N G
S O C I A L M E D I A M A N A G E R
O T H E R E M P L O Y E E S / M K T G
W E B A G E N C Y
B L O G G E R T E A M
Social media team

42. Content creation
Content strategy
The content strategy involves the planning, development, and management
of content for digital publication, as related to a business’ greater goals.
It defines the key messages, the editorial line, the tone of voice and the
graphic / visual identity of alle the publications.
Editorial calendar
The editorial calendar is the most important tool to control publication of
content across different media. It keeps track of all content and can be
shared with the whole team to organize posts and advertising.

43. The main part of content can not only be created specifically for social
media, but should be part of major content platforms (owned) such as
corporate website, blog, app, etc.

44. Budgeting
Budget invested on social media should not only consider
advertising costs, but also the “working” hours of the team and
the costs for content creation (graphics, infographics, video, etc.)
H U M A N
R E S O U R C E S
A D V E RT I S I N G C O N T E N T

45. The aim of the content strategy in social media is to drive
users to the funnel that ends with lead generation or
conversions / purchases.
Remember your goals!

46. Monitoring: platform insights

47. Monitoring: platform insights

48. Monitoring: website analytics

49. Thank you
:-)

50. www.simonemoriconi.com