christian o´mare new media strategist, speaker & author ... mark/omare.pdfchristian o´mare new...
TRANSCRIPT
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Christian O´MareNew Media Strategist, Speaker & Author
[email protected] l Omarenetwork.comNew York: 1 212.457.9903 l Bogota: 57 1 427.3422 l Lima: 51 98 774-4075
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"Technology Changes, Humans Don't"
SOCIAL MEDIA STRATEGY
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Intelligence
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[email protected] CHRISTIAN O´MARE
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[email protected] CHRISTIAN O´MARE
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Branding
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[email protected] CHRISTIAN O´MARE
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Old School New School
OSlogansStaticSaying
Look & FeelTouch Points
Audience
ABOUT Transactions
TalksDynamic
DoingExperience
EngagementCommunity
ABOUTRelationships
[email protected] CHRISTIAN O´MARE
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TONE +
ProfessionalCreative
TechnicalCorporateFriendly
EntertainingSexy
InterestingSophisticated
Exciting
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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Presence
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CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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Strategy Planning
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S M A R T
SPECIFICAction: Objectives should specify what they want to achieve:
Sample: A consulting firm might want to have a 1200 leads data in 12 months.
MEASURABLEAction: You should be able to measure whether you are meeting the objectives or not.
Sample: A 1200 leads data over 12 months means that each month targets can be measured. Than means 100 per month.
ACHIEVABLEAction: Are the objectives you set, achievable and attainable?
Sample: Are the Specific objective achievable? We have resources, personnel, know how to achieve?
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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S M A R T
REALISTICAction: Can you realistically achieve the objectives with the resources you have?
Sample: Is the 1200 leads data objective over a 12 month period double checked or does the company need longer, because of local culture?
TIMEAction: When do you want to achieve the set objectives?
Sample: In our example we set 12 months to achieve the 1200 leads data market share target.
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NOW, ASK YOURSELF! ?
What Exactly Do You Want To Accomplish With New Media?
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LAUNCH ?
What small piece can you implement first as a pilot?
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Editorial
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CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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BUYER PERSONA
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
Personal Profile
Buyer Persona NameBuyer Persona AgeFamily Information
Hobbies
Pro Profile
IndustryJob Title
Role
Media Profile
What Do They ReadHow Do They Research
Social Media UsageWhat Keywords They Use
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PRODUCTION
Article PostingCreate:Curate:
Migrate:
Interviews3rd Party Experts:InHouse Experts:
Customers;
VideoHow To:
Viral Animation:Video Documentary:
Demo:
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PRODUCTION
InfographicFlow ChartTypography
Whitepaper(Data, Illustrated, Short Format)
ReportSolutionStrategic
TechniqueProductGuide
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PRODUCTION
Ebook(Just Textual, Large Format)
Presentation
WebinarMicro Site
PodcastSurveyContest
Don´t Forget: Attomisation.
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MASTER
CurateRelevant
EducationalEntertainedConsistent
Niche Is BetterExclusive & Unique
Easy To DigestPersonal voiceMotivational
"Valuable“Urgent Sense
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PUBLISH
1 DAILYTwitter updates that offer value.
Facebook "LinkedIn"
7 WEEKLYA new blog post
A Photo MessageA short video
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PUBLISH
30 MONTHLYWrite a new blog post based on extensive research.
Create and send an eNewsletter.Produce a video of one of your executives spechees.
Create a PowerPoint presentation and share it.
4 QUARTELYPublish a research-based White Paper
Create an animated infographicProduce a special issue of your eNewsletter
Produce A Webinar
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DELIVER
Your Own Channels:Your blog
Your e-newsletterYour websiteEmail footer
Social Media:Twitter
LinkedIn (Including Relevant Groups)FacebookGoogle+
FlickrPinterest
Social Bookmarking
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DELIVER
Online PR:(Influencers, Bloggers & Partners):
Give them an exclusiveGive them sneal peak access
Let them know it’s liveThank them when they share (duh)
Paid Media:Search AdsSocial Ads
Display AdsDirect MailPrint Media
National TV Campaign (Kidding!)
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Engagement
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BEHAVIOR
Give Before To TryWhat makes you Exist in Social Media is the art of giving, before to expect receiving.
Is very simple if you want the attention of others, give attention to them first.
Be ValuableThe only thing that gets you Real connections online is to add value to the communitites.
Like giving solutions content, free expertise or responding to answers.
BehaviorYou’re not the ad on the wall, you’re the guy holding the drink
telling stories that your audience finds fascinating.
Show Us / Don't TellEn los medios convencionales podias solo decir y decir lo que querias, en social media no.
No nos digas que eres un gran comediante, dinos un gran chiste.
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PRACTICE SAMPLE
• Upload a presentation to SlideSharehighlighting your industry, services, and
importance of your area of expertise.
• Interview the person(s) leading researchprojects on video to post to YouTube for
additional insights.
• Share your research with well-knownbloggers and invite them to share insights
with their readers.
• Break up interesting findings into a multipartseries of blog posts to grow readership
over time.
• Invite customers to write guest blog poststo discuss interesting product experiences
and/or success.
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WOM
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"When dealing with people, remember you are not dealing with creatures of logic,but creatures of emotion.“
Dale Carnegie
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FEEL
EntertainOpportunity
ChallengeBreakingIncentive
ControversialTalent
Unexpected
&
Shareable …
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STORYTELLING
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MOVEMENT
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CTA
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CONVERSION
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Be A Strong Brand !
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1. STRATEGY
. Clear business vision. Defined competitive advantage
. Clearly defined brand . Clearly defined customer. Clearly defined competition
. Defined marketing objectives . Defined marketing plan
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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2. STRUCTURE
. Collaborative org. structure . Good internal communication . Clear management guidance . Good cultural alignment
. Management provides modeling
. Accountable marketing program
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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3. EXECUTION
. Brand identify well executed . Consistent marketing messages
. Communication with all audiences . Aligned roles and responsibilities
. Brand identity enforced . Good training and orientation
. Good customer experience
CHRISTIAN @OMARE.ME CHRISTIAN O´MARE
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Christian O´MareNew Media Strategist, Speaker & Author
[email protected] l Omarenetwork.comNew York: 1 212.457.9903 l Bogota: 57 1 427.3422 l Lima: 51 98 774-4075