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How To Manage Your 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

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individual
Business
Company
www.dinisguarda.com

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David Armano Image

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INTERNAL BRAND VS EXTERNAL BRAND + TRUST
MESSAGE / GUIDELINES / INFLUENCERS / PRODUCTS
www.dinisguarda.com

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www.dinisguarda.com

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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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www.dinisguarda.com

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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
www.dinisguarda.com

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Social Media Holistic Overview
www.dinisguarda.com

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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
www.dinisguarda.com

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Source http://mommymeanbusiness.com/product-review-2/traffic-dashboard/

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SOCIAL MEDIA’S CONTENT DISTRIBUTION
www.dinisguarda.com

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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

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Source image: David Armano
www.dinisguarda.com

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www.dinisguarda.com

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Adaptation from Graphic source
Edelman Digital / David Armano
www.dinisguarda.com

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LISTENING TO CONVERSATIONS IS KEY
www.dinisguarda.com

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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

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“It‟s been proven that old and new can still coexist, and can add
value to each other.” Julius Wiedemann
www.dinisguarda.com

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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

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CONSUMERS, PROSUMERS AND NICHE 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

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COMPANIES HAVE TO EMBRACE, 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
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- B2B social media strategy, focus in creating strong links between
partners and related businesses, example IBM
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- 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

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Thank you
Dinis Guarda,
Global Head 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!