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How to manage your social media business profile
The document provides a comprehensive guide on managing business social media profiles, emphasizing the importance of trust and engagement in the digital age. It outlines strategies for profile creation, audience targeting, and the integration of social media with business practices to optimize communications and brand presence. A holistic approach is crucial, combining traditional and new marketing methods to ensure long-term success and continuous improvement in interactions with stakeholders.
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How to manage your social media business profile
- 1. How To ManageYour Business Social Media Profile How to create and manage a profile and business and get traffic in a 2.0 / social network web Dinis Guarda, Global Head of SEO and Social Media Strategy Saxo Bank, Writer, author and entrepreneur @dinisguarda www.dinisguarda.com April 8, 2011
- 2. individual Business Company www.dinisguarda.com
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- 6. INTERNAL BRAND VSEXTERNAL BRAND + TRUST MESSAGE / GUIDELINES / INFLUENCERS / PRODUCTS www.dinisguarda.com
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- 17. “If there „sone 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 www.dinisguarda.com
- 18. Social Media HolisticOverview www.dinisguarda.com
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- 21. Web 2.0 andsocial 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 www.dinisguarda.com
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- 25. SOCIAL MEDIA’S CONTENTDISTRIBUTION www.dinisguarda.com
- 26. KNOW YOUR BRAND & EMPLOYEES, PRODUCTS, BUSINESS E-STRATEGY: AUDIENCE AND determine and focus a COMPETITORS: strong and medium assessment of long term strategy and organisational readiness - growth/directional E-BUSINESS ORGANISATIONAL IT infrastructure, learning, options are paramount for success. STRATEGY READINESS information assets, roles, skills & competencies. DELIVERY AND LEARNING PLAN AND SET CLEAR APPLICATION SOLUTION PLAN GOALS + STEPS: BRAND/DESIGN ARCHITECTURE: the right analysis, impact, brand building / PR / change/risk management communication built to plan is key for business, meet strategy + company culture, learning organisational features: environments, IT everything needs to work infrastructure: in other with clear information words, a comprehensive assets & particular plan for business' success people/business needs. www.dinisguarda.com
- 30. Source image: DavidArmano www.dinisguarda.com
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- 32. Adaptation from Graphicsource Edelman Digital / David Armano www.dinisguarda.com
- 33. LISTENING TO CONVERSATIONSIS KEY www.dinisguarda.com
- 34. Set Up, Preparation Task Description Questions for the organization to Answer Homework / Resources Be informed on the impacts of web What audience we are targeting?How have customers Education / Management & Employees / development, social technology to business, changed their behaviors? How has business changed Conferences, Books, Analyst Firms, Thought policies / legal issues / compliance / customers, employees, and compan, market due to this power shift? How to engage in the best Leaders, Webinars, training, training! Security and amrketing intelligence way? How do my customers and employees use social Mapping business, organisation, Social graphics Homework / Research / proper Brand To document the changes in the business given technology? How will they do that in the future? What studies, Research firms, Marketing Research strategy and protection / back up specific market, its processes and tools tools are most used? What are my competitors doing? departments / SWOT analysis / What are the business goals? How will we measure A combination of aligning to executive Define specific goals of what is to be Communication, PR & Business Strategy success? How does this support the company and leadership, teams, agency partners, and manage accomplished customers mission? a proper customised corporate social strategy How much budget is necessary? What skills are Defines specific resources /teams needed in needed? How much time is needed? Deadlines? IT, Agency partners, project managers, community Planning, Planning & planning what timeline tech, internal vs external. Which vendors? Tools, managers Platforms. Coordination between traditional existing processes Marketeers, PR, Communications, Community Implementation and make sure there is Initiating the plan and making sure the and new ones. How will the new strategy be managers, developers, agency partners, execution, and test, test organisations is ready by steps and processes integrated into existing efforts? Balance old and new. technology vendors. 40% How will the business keep this long term effort going Marketing and commercial teams, Community Management/campaigns / lead generation Ongoing support of efforts, checking and forward? What resources and staff are needed for manager, customer service, agency partners, IT / engagement learning continously continual program growth? Continue with the departments, technology vendors 35% traditional tasks don’t kill all existence good practices. 29% Analytics and measurement groups, brand How effective was our effort? Return on Trends. Competitor landscape. Best practices, policies. Measurement / analytics: ROI versus ROA monitoring vendors, agency partners, and Investment and Return on Attention Performance. SWOT analysis 32% business intelligence providers 32% Improving the effort after understanding how it has been deployed. Measure set goals & go All teams have to work in a holitsic way Set up a concious think tank. Ask questions and step by step. Try always new things and expanding the strategy with the web social team answer. How can the company improve this effort Short, Medium, long term strategy mantain a list of the effective area sthat work. and the rest of the organisation and its going forward? How can it be integrated, mixed, Never forget the traditional mediums such as activities: digital marketing, events, and real optimised within the other existing processes, tools? email marketin and integrate it as much as world experiences. possible www.dinisguarda.com
- 35. “It‟s been proventhat old and new can still coexist, and can add value to each other.” Julius Wiedemann www.dinisguarda.com
- 36. MEASURE ROI HERE $$$$$ $$$$$ BRAND FINANCIAL INVESTMENT ACTION REACTION PR IMPACT NON-FINANCIAL IMPACT PEOPLE - INTERNAL COMMUNICATION – PRODUCTS LEGAL - GUIDELINES WHAT GOALS CONTENT Short, medium, long term ENGAGEMENT MEASURE CUSTOMERS REACTIONS MEASURE ROA RETURN ON ATTENTION INTERNAL <-> EMPLOYEES <-> EXTERNAL www.dinisguarda.com
- 37. CONSUMERS, PROSUMERS ANDNICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS 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! I t 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 www.dinisguarda.com
- 38. COMPANIES HAVE TOEMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY And have a strong identity and profile! -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
- 39. Thank you Dinis Guarda, GlobalHead of SEO and Social Media Strategy, @dinisguarda www.dinisguarda.com Some of the images in the presentation were used with the referred related sources. Thanks to the authors!