Strategies for managing brands in the social platforms.

1. B R A N D I D E N T I T Y & S O C I A L M E D I A
S T R A T E G I E S F O R M A N A G I N G B R A N D S I N T H E S O C I A L P L A T F O R M S

2. Freelance marketing & digital strategy consultant. I run digital communication projects and
strategies; I manage teams, contents and investments in online communication. I collaborate with
private companies, SMEs, e-commerce and startups.
The main companies I work / worked with: Gruppo Togni, Adv Media Lab, Arredoclassic, Kreba
Store, Promopharma, Visure Italia, Warehouse Coworking Factory, Università di Ferrara, JCube
Incubator, Dago Elettronica, Tripsy and others.
I held lessons and workshop at: H-FARM, Bologna Business School, ISTAO Business School,
Università di Bologna, Università Politecnica delle Marche, Università di Urbino.
Before:
4 years Experience in marketing & e-commerce in PMI’s.
Academic research activities in the field of experience economy.
Abroad studying experiences (Copenhagen Business School).
Master Degree in Marketing & Communication (Urbino University).
Marketing & Digital Strategy Consultant
www.simonemoriconi.com
simonemoric@gmail.com

3. Scenario

7. Source: vincos.it

8. Source: vincos.it
Facebook
12h20m

9. What’s changing

11. Source: thinkwithgoogle,com
Micro-moments: a new paradigm

12. Most downloaded app in 2015
1. WhatsApp Messenger
2. Facebook Messenger
3. Facebook
4. Instagram
5. Clean Master
6. 360 Mobile Security
7. Skype
8. YouTube
9. UC Browser
10. Snapchat
Source: App Annie

13. Most downloaded app in 2015
1. WhatsApp Messenger
2. Facebook Messenger
3. Facebook
4. Instagram
5. Clean Master
6. 360 Mobile Security
7. Skype
8. YouTube
9. UC Browser
10. Snapchat
Source: App Annie
Facebook

14. Most downloaded app in 2015
1. WhatsApp Messenger
2. Facebook Messenger
3. Facebook
4. Instagram
5. Clean Master
6. 360 Mobile Security
7. Skype
8. YouTube
9. UC Browser
10. Snapchat
Source: App Annie
Social media &
messaging

15. Generations

16. New targets: Generation Z
• Born after 1995-2000
• Mobile-first generation
• 40% of total consumers in the world by 2020
• 33% watch online tutorials
• 20% read books on tablet
• 25% abandoned Facebook in 2014 for other more
inclusive social media (Snapchat, Whisper, Instagram)

17. New targets: Generation Z
• Creating instead of curating
• Images instead of text
“All-native”
Keyboardless
Selective

18. Generation Z: 8 seconds / 5 screens
Source: Marketo

19. New targets: Generation Z
• Doing instead of watching
• Influencers instead of celebrities
How-to
UGC
Entertainers

20. Notes
• Know your target
• Understand and analyze their habits
• Learn to use new tools and platforms
• Stay open

21. Evolution

22. Twitter decline
The number of tweets per day created by Twitter’s users has fallen
by more than half since a peak in August 2014.

23. Instagram
Instagram has over 300 million members who share more than 70
million photos and videos each day.

24. Instagram: brand engagement
User engagement of branded
content on Instagram is much
higher than other social media.

25. Earned or paid media?

26. Link: http://www.inc.com/jeff-bercovici/facebook-sharing-crisis.html
Original broadcast sharing (posts consisting of users' own words and images)
fell 21 % from 2014 to 2015, contributing to a 5.5 % decrease in total sharing.

27. Sharing content publicly: motivations
1. Strengthen bonds with others (I’m not telling
you like it, I’m telling you that I like you too)
2. Define collective identity (es. Star Wars fans)
3. Reinforce personal identity and status (finding
it first, being the person that share funny
videos…)

28. “Traditional” social networks are still the place
of conversations?
Private life (authentic conversations) pass always more through
messaging apps, where users can select addresses and layers of
privacy.

29. From fan pages to groups [and more…]
Need of sharing useful information, reinforce [small and large]
communities, organizing contents and topics…
• Facebook Groups
• Whatsapp
• Telegram
• Slack

30. From fan pages to groups [and more…]
• Facebook Groups
• Whatsapp
• Telegram
• Slack
Social Chat apps
Escape from invasive communication, undesirable users,
undesirable content…

31. Notes
• Brand awareness is about visual more than ever
• User engagement has a lot to do with money
invested on media channels
• Facebook is still the place where everybody is and
spend most of the time but…
• Conversations are moving to social chat apps

32. Content

33. Video: broadcasting and sharing
• Facebook Video 360°
• Facebook Live
• Periscope
• Merkaat

34. Facebook > Platform for video
Everyday Facebook counts
8 billion video views
(2015). More than 70%
of video views are mobile.

35. Video content on Facebook
• Autoplay
• Higher audience reach [but engagement?]
• Interest-based
• “Discover more” (drive to website)
• Video channels

36. Who are we really interested in?

37. Brand vs. entertainers

38. Gif mania

39. Average life of a piece of content
• Instagram: 21h 36m.
• Facebook: 14h 42m.
• Twitter: 4h 4m.
Costs for producing a piece of content?
• Video
• Gif
• Graphic post
• Image
* a content is considered “dead” when it has reached 90% if
interactions. Source: OverGraph

40. * a content is considered “dead” when it has reached 90% if
interactions. Source: OverGraph
Average life of a piece of content *
• Instagram: 21h 36m.
• Facebook: 14h 42m.
• Twitter: 4h 4m.
Costs for producing a piece of content?
• Video
• Gif
• Graphic post
• Image

41. * a content is considered “dead” when it has reached 90% if
interactions. Source: OverGraph
Average life of a piece of content *
• Instagram: 21h 36m.
• Facebook: 14h 42m.
• Twitter: 4h 4m.
Costs for producing a piece of content?
• Video
• Gif
• Graphic post
• Image

42. Quality stuff is 90% of good branding

43. Notes
• Content in social media is iper-fragmentated
• Posts and updates have short life / exposure
compared to other media
• “Shareable” content requires higher investment
• People are no more interested in what brands have to
say…
• …unless you become really interesting [for your target]!

44. Inspire

45. Engage

46. Give useful information

47. Intrigue

48. Notes
1. Fix a budget for your social media activities
(content production and advertising)
2. Avoid homemade stuff (apart if you want to
give a sense of real time)
3. Consider your brand as “inviolable”
4. Keep an eye on hot topics, but don’t chase
the “in” thing: everybody’s doing it!

49. Branding in social media

50. Starting points
1. Be loyal to your “core” elements (mission, values,
differentiation, USP…)
2. Identify what you want to communicate (key messages)
3. Monitor how you are perceived by users (positive,
negative, neutral)
4. Define a visual line (social brand identity)
5. Set the “tone of voice” (legitimating, ironic, easy /
friendly…)
6. Work on macro-themes (from values to contents)
7. Set up tools & practices for managing and share content
across organization (editorial calendar, meetings…)

51. Ceres
Brand identity
Tone of voice
Irony & sarcasm
Real-time mktg
Brand values / message
alignment

52. Barilla
1
2

53. Troubled users’ sentiment
Communication campaigns not [always] aligned
Riding the “wave of the moment”
3
Risky!

54. Ca’ del Bosco
Visual strategy
Clear Identity
Format coherence
Topics & categories
Message / target fit

55. Eataly
Monthly topics
Drive-to-store
Suggestions
Objective: conversions
e-store / offline

56. Herschel
Evocative images
Product in aspirational environments
High user engagement
Instagram for branding

57. Erin Condren
Mission expressed through images
Boards with inspirations
Community engagement
Niche / channel fit

58. Notes
• Marketing works when people can attribute it back to
something memorable: avoid memes or funny photos
that say nothing about the brand
• Don’t be afraid of featuring products [30-40% of total
content is ok]
• Think about making 1 or 2 hi-quality posts a week and
drive up their reach [social ads]
• Listening and responding to comments can help shape
strategies and building positive perceptions

59. Remember
1. Set goals for social media overall activity and
expected returns (ROI)
2. Choose which social media are better to manage and
invest in
3. Align content and messages of all social media
(integrated strategy)
4. Keep coherence among online & offline marketing
activities (advertising, events, unconventional…)

60. Virality

61. • Story Matter Most
• First Five Seconds
• Emotional Roller Coaster
• Surprise, don’t shock!
• Title and description
• Call-to-action
Spreadability of a piece of content
Viral elements: content

62. • Engagement Plan
• Influencer & Tastemakers
• First 48 hours
• Video seeding
• Think Mobile
Target 1 to reach 100!
Viral elements: distribution

63. • Paid Media
• Advertising Plan
• Social ads
Know your digital audience!
Viral elements: promotion

64. Mercedes: build you own GLA on Instagram
+100.000 likes
+ 20.000 new followers
Younger target
Viral campaign to specific
digital target group

65. WWF: the last selfie on Snapchat
Consciuosness topic
Hashtag #LastSelfie
Bounced to other social
Use peculiarity of the
specific media

66. PESO model

67. Social Advertising

68. Facebook ads

69. Facebook Audience Insights

70. Facebook ads

71. Facebook ads

72. Facebook ads

73. Notes
• Create the audience before the campaign
• Have a clear objective in mind
• Consider Lookalike audiences
• Work always on building a targeted
community
• Test different audiences and message
combinations (text / images / call-to-action)

74. Instagram ads

75. Every platform has its ad service

76. Every platform has its ad service

77. Every platform has its ad service

78. Notes
• Invest in other ad services only if you have a
strategy for that platforms [your audience is
really there?]
• Monitor CPC and conversion rates
• Make multiple test [adapt messages to channels]
• Don’t focus only on single-platform results
• Track with Google Analytics!

79. Social media crisis

80. Source: Adv Media Lab
A social media crisis has an immediate and strong impact on
brand reputation. Damaging control is the key.

81. Negative chatter…

82. Small crisis [opportunity?]
Monitor the sentiment
Generate a flame
A bit of irony

83. Social media crisis [damaging]

84. Corporate crisis [almost irreparable]

85. Crisis FAQ

86. Eni vs. Report: live reaction on Twitter

87. Remember
1. Be ready to possible crisis [where they could come
from?]
2. Acknowledge (“yes, we recognize our mistake…“)
3. Be sorry [sincerely]
4. Give immediate response
5. Reassure users
6. Prepare an action plan for managing future
conversations [re-establish trust]

88. Final notes
• Don’t think about a Facebook/Instagram/Youtube/
Snapchat strategy if you don’t have an overall digital
strategy
• Then, decline your strategy to specific media /
channels [Which social is better for what? How can I
reach my goals? How should I communicate?]
• Follow your objectives before setting any editorial
calendar and advertising / media plan
Never betray your brand!

89. Thank you
:-)

90. www.simonemoriconi.com