How to build a social persona?

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

“We have to post something on Facebook. Where’s the TVC?”

Good and bad...

Why isn’t anyone “liking” the poster on Facebook that we put into the magazine?

Good and bad...

Why isn’t the TVC viral?

Good and bad...

Source: http://clientsfromhell.net

ONE-WAY TWO-WAY

The Big Difference

Good and bad...

“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

Good and bad...

If you learn anything from this presentation, make it this: §  People are the core "

of social media §  You talk to people, "

not at people

Good and bad...

3 Steps to having a Social Persona

#1 OWN YOUR TERRITORY #2 WALK THE TALK

#3 BE HUMAN

If you have opinion, you become worthy of attention.

Good and bad...

#1 OWN YOUR TERRITORY

Big Ideas that work: §  UNIVERSAL §  SUSTAINABLE §  BENEFITS THE WORLD

Good and bad...

Brands that made it To embrace a stranger as one’s own, its in our nature.

Good and bad...

Dove = beauty Nike = sportsmanship

Brands that made it

Good and bad...

Dove = beauty

Good and bad...

Nike = sportsmanship

Good and bad...

Evian = youth

Good and bad...

#3 BE HUMAN

“If you want to avoid criticism, Say Nothing, Do Nothing, Be Nothing.”

Good and bad...

#2 WALK THE TALK

TONE IMAGERY STYLE OF INTERACTION

DON’T’S & DO’S

#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?”

#2 WALK THE TALK

Brands that got it right (Style of Interaction)

#2 WALK THE TALK

Brands that got it right (Imagery)

#2 WALK THE TALK

Don’ts & Do

#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

#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)

#2 WALK THE TALK

Consistency is the key.

#3 BE HUMAN

@OldSpice “Is your deodorant made with really old spices?”

Brands that got it right

#3 BE HUMAN

Spontaneity is the key.

#3 BE HUMAN

Ask yourself: “If your brand was a person, who would your brand be hanging out with?”

In Summary:

#3 BE HUMAN

What did you learn? §  People are at the core of "

Social Media §  You talk to people, not at "

people.

Questions? Contact:

joanna.yuen@maximum.com

Thank you

How to build a social persona?

Recruiting & HR

Transcript of How to build a social persona?

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