Post on 15-Jan-2015
description
How to create and manage a profile and business and get traffic in a 2.0 / social network webDinis Guarda,
Global Head of SEO and Social Media Strategy Saxo Bank, Writer, author and entrepreneur
@dinisguarda
April 8, 2011
How To Manage Your Business Social Media Profile
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David Armano Image
INTERNAL BRAND VS EXTERNAL BRAND + TRUST
MESSAGE / GUIDELINES / INFLUENCERS / PRODUCTS
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Source: Datamonitor, Many Eyes
Source: http://www.educause.edu/EDUCAUSE+Review/EDUCAUSEReviewMagazineVolume43/Web20StorytellingEmergenceofaN/163262
Source: David Armano
Source: David Armano
Source: Datamonitor, Many Eyes
“If there „s one truism that you can bank on it‟s this: the most important currency of the 21st century is trust. However trust requires openness. The more you share and the more you listen, the more you will be trusted. However becoming an open business is truly challenging. (…)”Steve Rubel, SVP/Director of Insights for Edelman Digital
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Source: http://www.influentialblogger.net/2010/12/7-ways-to-fascinate-persuade-captivate.html
Web 2.0 and social media must be at the centre of global businesses!
ACTION: Businesses, Companies, Banks, finance and investing industry must find their place in the „new community/communities/networks‟
They need to create their profile and character
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Source http://mommymeanbusiness.com/product-review-2/traffic-dashboard/
E-BUSINESS
STRATEGY
ORGANISATIONAL
READINESS
DELIVERY AND
APPLICATIONLEARNING
SOLUTION PLAN
BRAND & BUSINESS E-STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success.
KNOW YOUR EMPLOYEES, PRODUCTS,
AUDIENCE AND COMPETITORS:
assessment of organisational readiness -IT infrastructure, learning, information assets, roles,
skills & competencies.
BRAND/DESIGN ARCHITECTURE: brand building / PR / communication built to meet strategy + organisational features: everything needs to work with clear information assets & particular people/business needs.
PLAN AND SET CLEAR GOALS + STEPS:
the right analysis, impact, change/risk management
plan is key for business, company culture, learning
environments, IT infrastructure: in other
words, a comprehensive plan for business' success
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Adaptation from Graphic source Edelman Digital / David Armano
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32%
32%
29%
35%
40%
Set Up, Preparation Task DescriptionQuestions for the organization to Answer Homework / Resources
Education / Management & Employees / policies / legal issues / compliance / Security
Be informed on the impacts of web development, social technology to business, customers, employees, and compan, market and amrketing intelligence
What audience we are targeting?How have customers changed their behaviors? How has business changed due to this power shift? How to engage in the best way?
Conferences, Books, Analyst Firms, Thought Leaders, Webinars, training, training!
Homework / Research / proper Brand strategy and protection / back up
To document the changes in the business given specific market, its processes and tools
How do my customers and employees use social technology? How will they do that in the future? What tools are most used? What are my competitors doing?
Mapping business, organisation, Social graphics studies, Research firms, Marketing Research departments / SWOT analysis /
Communication, PR & Business StrategyDefine specific goals of what is to be accomplished
What are the business goals? How will we measure success? How does this support the company and customers mission?
A combination of aligning to executive leadership, teams, agency partners, and manage a proper customised corporate social strategy
Planning, Planning & planningDefines specific resources /teams needed in what timeline
How much budget is necessary? What skills are needed? How much time is needed? Deadlines? IT, tech, internal vs external. Which vendors? Tools, Platforms.
Agency partners, project managers, community managers
Implementation and make sure there is execution, and test, test
Initiating the plan and making sure the organisations is ready by steps and processes
Coordination between traditional existing processes and new ones. How will the new strategy be integrated into existing efforts? Balance old and new.
Marketeers, PR, Communications, Community managers, developers, agency partners, technology vendors.
Management/campaigns / lead generation / engagement
Ongoing support of efforts, checking and learning continously
How will the business keep this long term effort going forward? What resources and staff are needed for continual program growth? Continue with the traditional tasks don’t kill all existence good practices.
Marketing and commercial teams, Community manager, customer service, agency partners, IT departments, technology vendors
Measurement / analytics: ROI versus ROAHow effective was our effort? Return on Investment and Return on Attention
Trends. Competitor landscape. Best practices, policies. Performance. SWOT analysis
Analytics and measurement groups, brand monitoring vendors, agency partners, and business intelligence providers
Short, Medium, long term strategy
Improving the effort after understanding how it has been deployed. Measure set goals & go step by step. Try always new things and mantain a list of the effective area sthat work. Never forget the traditional mediums such as email marketin and integrate it as much as possible
Set up a concious think tank. Ask questions and answer. How can the company improve this effort going forward? How can it be integrated, mixed, optimised within the other existing processes, tools?
All teams have to work in a holitsic way expanding the strategy with the web social team and the rest of the organisation and its activities: digital marketing, events, and real world experiences.
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“It‟s been proven that old and new can still coexist, and can add value to each other.” Julius Wiedemann
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MEASURE ROI HERE
$$$$$
INVESTMENT ACTIONBRAND
REACTIONPR
NON-FINANCIAL IMPACT
$$$$$
FINANCIAL IMPACT
WHAT GOALSShort, medium,
long term
MEASURE ROA RETURN ON ATTENTION
ENGAGEMENT
PRODUCTSCONTENT
INTERNAL <-> EMPLOYEES <-> EXTERNAL
PEOPLE - INTERNAL COMMUNICATION –LEGAL - GUIDELINES
MEASURE CUSTOMERSREACTIONS
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Any business is a media business, it has to have a clear voice, spokespersons, message and channels to distribute it.
It is core mapping a company audience, engage with it &… influencing it!It is necessary a digital and Social Media competitor landscape (research ongoing in main channels: Twitter, Facebook, LinkedIn…)Creating, Curating and distributing content is key to be visible.
Strategies, platforms, have to walk side by side with brand storytelling & needs for business
Focus in managing internal and third party message and creating a relation with key influencers and bloggers
Customising branding and buzz monitoring engines needs to be done on a regular basis
CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS
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-Private business: social media marketing and branding strategy focus on customers and its total engagement-- B2B social media strategy, focus in creating strong links between partners and related businesses, example IBM-- Putting social media methodology in place deals with a clear message and assumption of the importance of branding-- Continuous optimisation: SEO (Search engine Optimisation) and Social Media Optimisation – Total Web Optimisation. In general a continuos optimsation of business and processes-- Communications, branding, PR and Marketing + customer service –Holistic approach
COMPANIES HAVE TO EMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY
And have a strong identity and profile!
Thank youDinis Guarda, Global Head of SEO and Social Media Strategy, @dinisguardawww.dinisguarda.com
Some of the images in the presentation were used with the referred related sources. Thanks to the authors!