The document is a lecture on social media presence and communication by Claudia Consiglieri and Emiliano Negri, highlighting the evolution of social media and its significance in brand communication. It discusses various platforms and their unique features, sharing tips on how to build a digital presence effectively. The lecture concludes with an interactive activity encouraging participants to create a 'social media résumé' to stand out in the digital landscape.

1. LIKE this,
regram that,
Retweet this,
snap that.
Lecture about Social Media presence and communication.
by Claudia Consiglieri ft Emiliano Negri
Milan, March 2017

2. Ciao!
I’m Claudia. I’m currently managing digital
communication for the Milan Design Week
Official Guide fuorisalone.it

3. Ciao!
I’m Claudia. I’m currently managing digital
communication for the Milan Design Week
Official Guide fuorisalone.it
I’m Emiliano. I’m a young digital
entrepreneur. I help brands to make money
out from their Social Media.

4. how
to be
relevant.
Social Media today:

5. We are going to talk about:
0. Social Media… what?
1. Quick history of Social Media
2. Right here, right now
3. Many goals, many platforms
4. My house, my rules, my pleasure
5. Tips & Tricks to build your digital presence
6. Your turn: behave and be relevant

6. 0. Social Media… what?
WHAT is a
social
media.

7. Oxford Dictionary says:
social media /ˌsɔʊʃl ˈmiːdiə/
[noun; treated as singular or plural]
Website(s) and application(s) that enable
users to create and share content or to
participate in social networking.
0. Social Media… what?

8. Wikipedia is more accurate:
“Social media are computer-mediated
technologies that allow the creating and
sharing of forms of expression via virtual
communities and networks.
0. Social Media… what?

9. “Social media are computer-mediated
technologies that allow the creating and
sharing of forms of expression via virtual
communities and networks. They use of
web and mobile technologies to turn
communication into interactive dialogue.”
0. Social Media… what?
Wikipedia is more accurate:

10. 0. Social Media… what?
WEB AND
MOBILE
TECH;

11. CREATING
AND
SHARING;
0. Social Media… what?

12. network
of
dialogue;
0. Social Media… what?

13. ugc* is
the
core.*User Generated Content
0. Social Media… what?

14. 0. Social Media… what?

16. 1. Quick history of Social Media
Where
all this
started.

17. 1. Quick history of Social Media
100
mln
users.

20. 1. Quick history of Social Media
2004: TheFacebook is launched
2008: 100mln active users
2011: Facebook cause 35% of US divorce
2014: Facebook has 1.4bln users and
generates 12bln $ in revenue
2016: Donald Trump spends 150mln $ on
Facebook Ads

21. 1. Quick history of Social Media
velocity
is the
word.

22. 1. Quick history of Social Media
2010: Instagram is born
2011: Instagram has 5mln users
2012: FB acquires Instagram for 1bln $
2011: Snapchat is born
2016: Snapchat has 300mln users
2017: Snapchat is value 25bln $

23. 1. Quick history of Social Media
Crucial
events in
social.

24. 1. Quick history of Social Media
-
2005:
1st video on
YouTube.

26. 1. Quick history of Social Media
-
2006:
welcome
newsfeed!

28. 1. Quick history of Social Media
-
2007:
welcome
hashatag!

30. 1. Quick history of Social Media
-
2009:
like button
is real.

31. 1. Quick history of Social Media
-
2013:
1st snapchat
story.

33. 1. Quick history of Social Media
-
2015:
facebook
goes live.

35. 2. Right here, right now
YOU NEED
SOCIAL
MEDIA.

37. 2. Right here, right now
78%
of united
statespopulation has at least one social network profile (statista.com)

38. before,
it was a
one way
2. Right here, right now
communication: brands talked to you through tv, radio and magazine.

41. now you
can get
in touch.
2. Right here, right now

42. interact
with the
brand.
2. Right here, right now

44. even
create a
dialogue.
2. Right here, right now

47. you can
be the
medium.
2. Right here, right now

48. “The medium
is the message”

53. This is an incredible change in terms of brand
communication.
Different, more complicated and creative
marketing strategies, different tones of
voice depending on which platform, different
things to say and more stratified audiences.
3. Right here, right now

54. Where
is my
public?
2. Right here, right now

55. 3. Right here, right now

56. 3. Many goals, many platforms
how many
social
media?

57. 3. Many goals, many platforms
they are
more
than 200!https://en.wikipedia.org/List-of-social-networking-websites

60. Facebook is the most common among all the
social media and the 2nd most popular
website in the world - 1st one is Google.
It has forced users to participate rather than
observe.
3. Many goals, many platforms

62. 3. Many goals, many platforms
Why is
Facebook
popular?

63. 3. Many goals, many platforms
Facebook is an incredible marketing tool.
Brands are on Facebook beacuse their
audiences and publics are on Facebook.
Facebook uses the social graph* to target
people.
*the representation of the interconnection of relationships in social media.

66. Twitter is quick, frequent and has the most
well-informed audience.
It is a great tool for grabbing people’s
attention quickly.
3. Many goals, many platforms

67. 3. Many goals, many platforms
Why is
twitter
unique?

68. 3 things that make Twitter a unique Social
Media platform:
3. Many goals, many platforms
1. Celebrity and politician access
2. News breaking faster than anywhere
3. The retweet, hashtag is mainstream

69. https://en.wikipedia.org/wiki/Use-of-Twitter-by-public-figures

70. 3. Many goals, many platforms
Tradional media are still good and essential.
But Twitter has an edge in spreading
information and news.
it is the perfect place for the phenomenon we
call Citizen Journalism.

73. fun fact:
-
vips can get
paid 10k $
for 1 tweet.

76. Letting people share their moments through
photos, Instagram has grown faster than
every other social platform.
3. Many goals, many platforms

77. 3. Many goals, many platforms
why are
pics* so
special?*on Instagram.

78. 4 things that make sharing pictures on
Instagram special:
3. Many goals, many platforms
1. Immediacy (almost)
2. Beauty: it’s all about filters
3. Evocation: image is the queen
4. Continuity: a photo diary

82. 3. Many goals, many platforms
right in
the
moment.

83. Snapchat has been the first Social Media to
give users contents that only last a brief
amout of time (24h).
3. Many goals, many platforms
Now this has become an actual trend in the
digital world: it’s what we call “Stories” or
“Being live”

89. 3. Many goals, many platforms
It is a huge platform. Almost infinite.
Every minute more than 100 hours of video
are uploaded on it.
With all the buzz about Facebook, Twitter and
Instagram, YouTube is often kept out from
Social Media strategies.

90. 3. Many goals, many platforms
Why
using
youtube?

91. 3. Many goals, many platforms
3 valuable reasons you should stop seeing
Youtube as a box of music clips and kittens
videos and start including it in your strategy:
1. Deep insights and data provided
2. No videos required, actually
3. The “Don’t tell me, show me” factor
https://smallbiztrends.com/5-reasons-youtube-social-marketing-strategy

93. 3. Many goals, many platforms: TO SUM UP
There’s a right platform for every content,
depending on your audience and the tone of
voice you have chosen.
To set up a good strategy on the right
platforms you have to clarify a couple of
things first.

94. Who are you
talking to
THE RIGHT
PLATFORM
How do you
want to talk

95. About eating a donut…
Facebook: I like / love donuts
Twitter: I’m eating a #donut
Instagram: Here’s a nice photo of my donut
Snapchat: I’m eating a donut right now with a
fancy filter on my face
Youtube: How to eat a donut
3. Many goals, many platforms: TO SUM UP

96. 4. My house, my rules, my pleasure
rules,
dos and
donts.

97. Do you
want to
keep up?
4. My house, my rules, my pleasure

98. 4. My house, my rules, my pleasure
Here’s some general rules to follow:
1. Make your communication faster
2. Live is better
3. Conversation is the queen

99. make
contents
faster.
4. My house, my rules, my pleasure

106. 4. My house, my rules, my pleasure

107. 4. My house, my rules, my pleasure
Wikipedia says*:
“A meme is an idea, behavior, or style that
spreads from person to person within a
culture. (…) A meme acts as a unit for
carrying cultural ideas, symbols, or practices
that can be transmitted from one mind to
another through writing, speech, gestures,
rituals”.
*the first definition was given back in 1976 by Richard Dawkins.

108. 4. My house, my rules, my pleasure
After Internet came, the definition became
more specific. Sprout Social says:
“An internet meme is an image, a video, a
gif, a phrase shared across social media.
They typically have a somewhat hidden
meaning that speaks about a popular culture
reference”.

110. http://digital.gucci.com/tfwgucci/p/1

112. make
#words
faster.
4. My house, my rules, my pleasure

115. 4. My house, my rules, my pleasure
Hashtag is a way to communicate spread
(almost born) with Social Media. It describes
complex ideas or feelings or situations with
just a single word or a short group of them.
It makes words became faster and
meaningful.

116. 4. My house, my rules, my pleasure
Tecnically speaking, on Social Media the pound
sign - or hash - turns any word or group of
words that directly follow it into a searchable
link and we call it hashtag.
This allows you to organize content and track
discussion topics based on those keywords.
It’s all about joining the conversations.

117. 4. My house, my rules, my pleasure
“Twitter Trends are automatically generated
by an algorithm that attempts to identify
topics that are being talked about more right
now than they were previously.”
https://blog.twitter.com
The Trends list is designed to help people
discover the most breaking news from
across the world, in real-time.”

118. LIVE
IS
BETTER.
4. My house, my rules, my pleasure

119. 4. My house, my rules, my pleasure
It’s always been about simultaneity on Social
Media. Then short-last contents came, creating
the trend of Stories.
Now it’s even more than that: it’s the Live
trend. You have to jump on this boat right
now and show your audience that you are so
real to make live contents.

121. dialogue
is the
queen.
4. My house, my rules, my pleasure

122. 4. My house, my rules, my pleasure
Content has always been the King, also with
traditional media. But now there is a Queen: the
conversation.
To create good conversations, make contents
that are relevant to your audience: find what
your audience is interested in but still
respect you identity!

125. 5.Tips & Tricks to build your digital presence
how
to
behave.

126. 5. Tips & Tricks to build your digital presence
Being on Social Media means being at a
random party, talking to a bunch of people:
who do you listen to?
If you want people to consider you and listen
to you, act as the guy you would like to talk
to at that party.

127. quick,
not
hurried.
5. Tips & Tricks to build your digital presence

128. light,
not
careless.
5. Tips & Tricks to build your digital presence

130. precise,
critique-
proof.
5. Tips & Tricks to build your digital presence

133. creative
but still
coerent.
5. Tips & Tricks to build your digital presence

135. catchy
and
real.
5. Tips & Tricks to build your digital presence

139. 6. Your turn: behave and be relevant
Be social
and
creative.

140. 6. Your turn: behave and be relevant
Imagine I’m the HR Manager of an important
Fashion and Luxury Brand. I receive hundreds
of résumés every day. You want to get the job.
Make and present one “Social Media résumé”
per group that will catch my eyes.
LinkedIn isn’t allowed.
Each group has 10 minutes.

153. Thank you.
See you on
tuesday!
Claudia claudia.consiglieri@gmail.com
Emiliano negri.emiliano@gmail.com
Milan, March 2017