Guest Lectured at New York University Presenting best practices in Social Media Strategy and Content Marketing, copyrighting and blogging

1. +
Creating Incredible Social
Media
Experiences that matter=
Building your Brand in Social Media
Mildred Brignoni

2. + Why you? Why Write? Where?
What are your core disciplines?
Define your reason to write and share
Then Establish a voice per platform
-Not all platforms are alike nor created
equal
Twitter Facebook
Instagram Tumblr
CONSUMER INSIGHTS (THE
LISTENERS)
MARKETING (THE INFLUENCERS)
CUSTOMER SERVICES (THE APPEASERS):
PUBLIC RELATIONS (THE SHARERS)
Others: Pinterest has over 70
million users globally.
The site also drives more referral
traffic than Twitter, LinkedIn and Reddit
combined. That’s a lot of traffic.

3. +
Marketing or Editorial
- Content Marketing vs. Editorial – Reach vs…discussion
Good example of editorial: targeting and teaching:
http://www.fastcompany.com/3021407/fast-feed/want-your-instagram-
photos-to-get-attention-use-the-color-blue?partner=rss
editorial: http://www.theverge.com/2013/11/6/5072730/amazon-preview-
gets-viewer-feedback-on-upcoming-movies-tv-series

4. +
What makes Social Media Great?
It helps Social Responsibility, Advocacy and Relationship
-Common Interests
EX: Goal to leave less environmental footprint = goal to raise digital views ..
- But how it can be disruptive ? Are you faced with bigger issues that you
need social media?
-Avoid making critical errors- follow conversations, and use languages
they do to connect: Note: NESCAFE- Used English saying in a Spanish
page, but when brand message was approved in English: “Mojo Monday” it
doesn’t translate to Spanish language. Thus this cost them a few thousand
views …improper use of either message or language leads to bigger
connectivity…NEED to be positively talked about…SPIN want to talk about
relevant content.
ANSWER:
Its both marketing and editorial in one sentence.
Google+ makes it possible to be found and post all in one platform

5. +
Establish Type of Blog
Trending topics in your area of interest or expertise
knowing what makes a good title
Know your audience:
-using good KEYWORDS that capture the audience you intend to target –
Example such as:
“ become an instagram badass”-use key blue
-WHY?
Social Media is broken into two parts: -Earned media and Paid
1-Earned media: is editorial
2-Paid- marketing
USE IN TANDUM: while the other is editorial turn into marketing for
commerce convergence, leverage costs
Convert: Divide Social Media Investment: net spend + net profit/ total views:

6. +
Gain Relevance =
Grow & Engage then Amplify
Ask yourself: WHO IS THE PERSON or GROUP that wants to
hear from you most and why?
Are you posting too much, or not enough?
When do you post?and how much is too much? Are people liking it
because they also post in same area or was it just a “One Hit
Wonder” like any virality..your audience needs you not just
because you wrote a clever post but because it is about some
need they want to hear from you..
EDGERANK- TYPE X RELEVANCE X (TIME )
AMPLIFY - GAME the Hashtags
: Does your organization need a specific Hashtag?
What are they?

7. +
Make Friends
Identify who your Market is? Building Partners and Brand Advocates
-shared by to determine partners? What partners in your Market
Who's following? are they the audience you want, if not then start refusing followers
and take control of your real-estate online because its engagements and followers
have determined different needs…
Increase audience?
Increase awareness?
tight lipped?
Whats your ultimate Social ROI? and if you id, then, it is determined ask what
your goals are?
Timelines and calendars help you? When to change?
How are you measuring your engagement?
What is your projection for ads?
Who is biggest competitor?
YOU don't need a personal email if you are transparent

8. +Call to Actions on your social space
Organic followers
I have a lot more than followers in Twitter vs others, why?
Make them work for you by telling them a story in one and offering
answers to questions on the other, or get them to put their creative
differences with you on one of them – answer on the other …
Their profiles are different, what do I say? Ex: lots more accounts on FB
are skinny younger care about looking good - vs twitter, - they are older
care more about hygiene and information…
Gaming them: gamed from one to the other to add and allows audience
to learn what they are getting from one to the other…
Always Respond

9. +
Authenticity
1. Write what you know
2. Have a POV and Defend it!
3. People either come to you for advice, to share ideas, or to get information(
resources)
4. Topics can vary and if you haven’t figured out what to say stick to an opinion on
something
5. Don't always have to agree with yourself
6. Authenticity- be yourself ( don't use loose language too often)
But its public so remember this lives forever - Maria Forlio

10. +
Can’t Be All things to All people
Social Responsibility may not fit your audiences
interest
- The Voice of the Brand needs unless you fit it
in
the two differ – Your blog is no place for a
rant…unless you are taking a position to help
someone

11. +
Engagement Best Practices Posts & Blogs
Brand voice -KEEP Consistent – Maria Fiorola is your pal:
http://www.marieforleo.com/2013/10/present-plan-future/
https://twitter.com/marieforleo
vs Oprah is your mom
http://www.oprah.com/spirit/Deepak-Chopra-How-to-Feel-More-
Fulfilled?utm_source=daily_email&utm_medium=email&utm_campaign=day3
seems less of your friend but she is assertive and has lots of friends as
partners. She sounds more like a mom…wants the best for you…
They Both Draw the - Ability to connect and focus on the emotional level
YOU MUST engage: you always have to participate and write from the
heart..
-Upfront
-Avoid the rumors but be Supportive …
- Ask questions…
- TALK BACK

12. +
Mistakes to Avoid
 Example of writing something that alienates or explodes into a
fight or problem:
 Your brand = Content
 Social media for products: don’t always have to stay on brand
message because you can use of related stories you don’t
own…its an alternative interest
 A Sales Pitch “ Yawning”… more later!
 Example such as Coffee Brand: Home Our Coffees Plan
Farming = farming production, instruction consumer needs,
ambition

13. +
THEMES – THIRSTY
Draw an Audience and Engage = VIRALITY
SUCCESS
Notes after Film/ THIRSTY:
Audiences: interests
Beauty
Wigs
Children
Gay Rights
Stores in Footwear
Vintage
Lifestyle Gay and Lesbian
Human Rights

14. +
Not all Platforms Are Created Equal
Best Practices suggestions/
recommendations:
Tumblr & Blogger : Hashtags
on all images
Endorse Others
Make SEO website and
Call to Action from your posts
Leads to? From blog traffic
Brand the PAGE -
TWITTER DIFFERENT FROM
FB
ALL: Posting depends on your
audiences
TW: Short captions vs FB:
longer breathy stories
Instagram: Use hashtags that matter to you, you don't
always have to have a successful campaign because
if someone highjacking can lead to longer driving
conversations…they'll get the hint and stop
Highjacking hashtags: Sometimes it supports a claim
that you are cool…(not a bad thing entirely!
Pinterest: Use current backlinks :
http://www.socialmediaexaminer.com/get-your-pins-
noticed-on-pinterest/
Views
Instagram
PINTEREST
Blogger
Tumblr

15. +Stay Focused/ Nimble and then Pivot
Starting:
Grow the business from grass roots = Build Brand from Within
Creative Structure = know your Analytics: Build up with goals from 30% increase
means you need to post more or post smarter? Answer post smarter because that
drives more relevant traffic from edge rank…
Edgerank: Based on combo of type of content to relevant audience and consistence
with frequency = best time to post: no control except that FB makes changes to its
algorithm and you can post often to see if it is working, afterward you need to tweak
the audience and if you still have trouble meeting your threshold, you need to get rid
of followers comments and start posting in a new strategy
BE an early adopter - and share it because it makes you a thought leader: Some of
the strongest posts come from posts that generated views in the past that can
support your posts with back link to your own posts…don't always have to remind
people…
Make notes to self: focus on good content: Ex: Maria Forilio blog for audiences
shares from blog, focus on Ex: FB short clips for shares- THIRSTY page, focus on
Tumblr highest Shares- Frenchvogette, Instagram - highest Shares Madam Ostrich, -
Madam Ostrich writes about what she knows.- Example write my blog for Fashion –
Twitter followers love it…Business News

16. +Bullet List of to dos
Social Media Notes
 find your audience-but don’t bore them with a sales pitch. Adjust TITLE URL EX: Nobody
cares for Serial number/?p=353 *note: you can’t find them with title tag
 use keywords and SEO: Metadata and meta-descriptions matter…to search engines
 backlink appropriate sites -
 share w/keywords
 share audiences
 Call to action requires: MARKETING: calendars, themes interactivity with other platforms
 write a purpose
 make activity posts relatable to TIME DATE TARGET
 Raise Views
 it helps raise views if you use any third party analytic tool outside of fb or platform because they
will likely still want to sell you something...
 study insights-reporting
 Calenders and time of actions
 Use appropriate images and memes-Use images and videos that are your own assets
 use blog post as a forum or to drive sales, have a POV as a leader or direct editorial
commentary ( can't be all things to all people)
 Use hashtags for blog posts from your twitter and fb etc…
 use your own back linking tags EX:
http://digishon.tumblr.com/post/61770899649/folks-made-brooklyn-a-series-sculpture-vs
 http://blog.mildredbrignoni.com/2013/09/12/fashion-week-new-york.aspx

17. +
Lets Practice Blogging
http://blog.mildredbrignoni.com
Blog dedicated to fashion and social media enthusiast or “Latina Influence-r
Integrating Fashion and Content into everyday lives - topics: Social Media, Fashion,
Content and TECH
-embedded media player
-provide categories
-find trending topics
write a given advice or to share: Doesn’t have to stick to 250-300 words….Ex:
http://www.oprah.com/spirit/Deepak-Chopra-How-to-Feel-More-Fulfilled/2
-Timing?- but if you have nothing to say, then its better to write a small description
rather than to leave blank…
-What do you have to say?
- if you can't manage your time to post a regular blog every Sunday/ or whatever, then
you need to post on your feeds to drive interests…
Change your mind? Its ok to pivot
Sell your product, market a service or use as a thread for - A press release. GREAT-
but stick to word count and back linking to promote a product or service offered in
new NEWS- BUT, write about it because it is different from blogging – one can
support the other

18. +
Blogging - Entertainment while Learning
“ITS FRIDAY”
1/Evolution of your BLOG-
2/Know your audiences
be thoughtful about total time your taking from your audience
3/ lead with a question? And be prepared to Stand your ground
(note: agree to disagree continue the conversation without pissing off their
pov)
4/ Be short and sweet
Selling A Product: They SELL ADVERTISING with PARTNERS and AUDIENCES
Examples: Learning, sharing and Press with partners:
WAKEFIELD – short and knowing TECH folks don’t have time.,
Also noted no content marketing in this post, its for entertainment.
Social Good examples of Personal Growth experienced - Maria Folio
Whos it for and what function do you
serve to audience? 6 areas discussed in
AUTHENTICITY
http://getwakefield.com/2013/11/21/brooklyns-togather-gets-its-acts-together/

19. +
TIME - Post Comments
INTEREST
100 viewed

20. +TUMBLR
Positive reinforcement in
TUMBLR- shares

21. +
BLOG POSTS Crowdfunding
LET IT RESONATE WITH OTHERS with UPDATE IMAGES w LINKS TO other
PLATFORMS
KICKSTARTER ProteKt Pull @ Purse Strings

22. +
BOLIVARES.com Social Media weekly and quarterly cycle
8/31/2021
Confidential
Calendars
© mildredbrignoni.com
Calendar Suggestion of Posts
Time Table 7/1/12
Fall2012
Territory USA
When What Why Staff Who-Target where Type
7/1/12 Blog Dev Content Executive Car lovers Car Magazine
14-Jul FB
Invite
friends Team leader Politics El Diario/ Poling
15-Jul Twitter engagement Intern Fashion Fashion blogs
16-Jul Pinterest Executive Fashion
17-Jul Blog Blogger#1 Fashion
Date
Time Table 7/1/12
Fall2012
Territory USA
When What Why Staff Who-Target where Type
7/19/12 Blog Dev Content Blogger#1 Philanthropy News feeds
20-Jul FB
Invite
friends Team leader
Invite
friends Events
21-Jul Twitter engagement intern
22-Jul Pinterest Executive
23-Jul Blog Blogger#1
Make a calendar for posts either the week, month or
marketing strategy

23. +
Measuring Your Success:
Good Comments
reporting analytics THIRSTY

24. +
FB VIRALITY
Page Posts went viral after it was not just LIKED, it was shared and commented

25. +
What Next?
• encourage engagement
• have a purpose
• schedule your comments
• research
• be an expert
• stay focused
Have fun! Not passionate than you don't have to have to
force it…be yourself too
if you just feel insecure than push through and talk about
your opinions in a subject you like

26. +
Contact me:
E: Mildred.Brignoni@gmail.com
and Follow me
Digishon.tumblr.com
Google+-MildredBrignoni
Twitter-MildredBrignoni
FaceBook- Media and Fashion Branding, Mildred
Brignoni – Media Specialist, Digishon
Pinterest- MBrignoni
Learn more: Blog.mildredbrignoni.com