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Page 1: How to manage your social media business profile

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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individual

BusinessCompany

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David Armano Image

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INTERNAL BRAND VS EXTERNAL BRAND + TRUST

MESSAGE / GUIDELINES / INFLUENCERS / PRODUCTS

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Source: Datamonitor, Many Eyes

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Source: http://www.educause.edu/EDUCAUSE+Review/EDUCAUSEReviewMagazineVolume43/Web20StorytellingEmergenceofaN/163262

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Source: David Armano

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Source: David Armano

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Source: Datamonitor, Many Eyes

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“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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Social Media Holistic Overview

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Source: http://www.influentialblogger.net/2010/12/7-ways-to-fascinate-persuade-captivate.html

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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/

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SOCIAL MEDIA’S CONTENT DISTRIBUTION

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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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Source image: David Armano

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Adaptation from Graphic source Edelman Digital / David Armano

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LISTENING TO CONVERSATIONS IS KEY

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32%

32%

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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!

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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!