Here we are to make a brief summary of 2 days immersed in
the sparkling atmosphere of Social Media Strategies, an unmissable event for
any professional who wants to compare, learn and share his experiences with the
leading experts in the sector.
Social Media Strategies is the event for Social Media and
Web Marketing professionals.
This year, 7th edition, everyone has surpassed themselves:
in the various rooms there was not only talk about the management of platforms
and social networks such as Facebook, Instagram, LinkedIn and Youtube, but we
went further, with marketing strategies , with the goal of increasing the
skills of the entire Social Media Marketing sector!
A very rich edition, with interventions capable of
satisfying a very numerous, varied, heterogeneous audience by profession and
experience ... more than 1600 people.
A truly transversal experience, also very useful for those
who are #Asocial like me: from the promotion of e-commerce, to numerous
interventions dedicated to personal branding, from social advertising to the
success stories of large companies such as Enel, Mini and BMW.
4 thematic rooms (advertising, analysis, creativity and
brand strategy), plenary always at the top and workshops
More than 60 speeches, all with captivating and interesting
titles, among which it was not easy to choose!
What did I bring home
from this Social Media Strategies?
A lot of valuable information, in addition to hugs with
colleagues, professionals, friends and fellow adventurers, a precious bottle so
as not to dehydrate in the office, photos and notes! And therefore, here is a
roundup of two intense days, a summary in a few pearls extracted from the
various interventions and workshops followed between Wednesday 6 and Thursday 7
November 2019.
I stay on social media ... I unsubscribe from
social media
Between Giorgio and Cosmano the opening was, as always, a
show, and I confirm myself #Asocial, but I must admit that I live with social
media constantly ... so I stay on social media, but I remain with greater
awareness .
With social networks we have taken away the TIME! And we
talk about the time that passes between when we read and when we respond, that
time that is often missing, which leads us to hot comments, sometimes
irrational, sometimes impulsive. How many respond the next day to a comment? We
need more ANSWERS and fewer REACTIONS .
We often complain about social networks, about the internet:
because online we see hatred, intolerance, malice ... But platforms are not the
internet. INTERNET, IT'S US !
Design Thinking
In Digital marketing we tend to propose our "own
solution", but with DESIGN THINKING we become more effective, we become
faster and we create sharing and collaboration with customers.
And with this simple scheme of actions, here's how to take
advantage of DESIGN THINKING in DIGITAL MARKETING:
☑️ Facilitate the solution
☑️ Schematic
☑️ Create and define the strategy
☑️ Measure performance and KPI
☑️ Contextualize everything in the
type of business
Let's always ask ourselves a lot of questions, and give ourselves
a lot of answers! What we do and propose must make sense, must be fitting, must
be motivated . As William Sbarzaglia teaches us "If we have to present a
fantastic idea, we must do it with an approach that values it, specifying how
we want to carry it out and what results it will bring".
Creativity and Social Ads
"Creativity is the ability to connect elements that
already exist in a new and useful way" (Henri Poincaré)
It is a key point: let's analyze ideas, ideas, elements and
connect them to create designs and ads that rock !
But remember that it works like Batman & Robin: COPY
strong, IMAGE easy ... or COPY easy, IMAGE strong, because Batman & Batman
don't fit together, but neither do Robin & Robin!
Davide Bertozzi teaches us that "If you manage to take
the piss on your own, you will find some crazy cool ideas !!!"
Promote YouTube videos through Google Ads
GOOGLE ADS offers video targeting opportunities that are
unique - they don't exist in any other social environment. Yet many, simply aiming
for views, do not know the options to reach the right audience.
Already from a first survey in the room it emerges that
although YOUTUBE is very useful, very used, a channel still in vogue after
years and years, because it boasts a solid and ever-growing community, many
still do not take advantage of GOOGLE ADS campaigns!
Sure, it's complex. But thanks to Gabriele Benedetti I was
able to see it schematized as I had never seen before ... there is always a
need to study, there is always a need to improve, because the opportunities are
enormous.
Facebook Groups: we value vertical communities
It is with great pleasure that I moderated Alessandro
Grazioli's intervention, very in-depth, on a niche that is often not valued and
exploited in the right way: GROUPS, COMMUNITIES.
The evolution of the communities has been great. Already
with blogs some time ago, and now even more so with social networks , we have
reached an EGORIFERED INTERNET : how many times have we asked ourselves why to
join, when it is important to tell about ourselves? We are at the point where
the EGO in the foreground !
What are Facebook groups? Here is a brief anatomy presented
in the room:
☑️ They can be linked to a page
☑️ They can be linked together
☑️ They have high organic reach
(for now)
☑️ They are from Facebook
We always remember that Facebook groups must be considered
and treated as such, they are not part of a funnel. They must have content as a
value, they must guarantee loyalty and nurturing. Communities hate spam and
users are not prospects!
Let's talk about
Personal Branding
And we talk about it
with a great expert:
The PERSONAL BRANDING of DIGITAL COMMUNICATORS: we have
finally discovered the formula of the " business celebrity building
", to become a well-known face in your field!
One of the key points to always remember is that we have memory
drawers and that each memory drawer for single topic is occupied by 2 names ,
rarely more: if people think or remember the topic that for us is the core
business , our name must be one of these two!
Why is PERSONAL BRANDING important?
☑️ Because there is more and more
market competition: we must stand out and emerge
☑️ Because we must become a
reliable source: putting our face on it increases credibility and authority
(the large amount of fake news have shielded us and held us back in believing
what is published , we need reliable reference points)
☑️ Because this is how we can get
out of the price war: those who seek us have such a strong interest as to
overshadow the price ☑️
Because we enter celebrity status!
To do this we must climb the PYRAMID OF SOCIAL RECOGNITION:
we must specialize by going from 1️⃣ generic
professional and 2️⃣ specialist, to become 3️⃣ authority and then 4️⃣ celebrity
... until we become a 5️⃣ point of reference (with great
competence and great visibility).
We can use 5 methods to distinguish ourselves: we can
specialize in a sub-topic (we verticalize, being generalists doesn't help); we
can focus on a market segment; we can extrapolate our method, create our
system, reveal our formula (and give it names, let's become its creators!); we
can choose and conquer a relevant attribute (reliable, fast, available ... what
are the main things that are evaluated in our work?); we can create a unique
experience.
But above all "You have to have the courage to be
self-referential !!!"
The world of
Franchising
A new world for me, discovered and deepened in some key
aspects with Silvia Signoretti, moderating a truly dynamic intervention full of
useful ideas, not only for franchising.
One out of many: Ray Kroc! Here is one of the most popular
franchises in the world: a very strong brand (and a book that deserves to be
read)!
"He rummages through the competition's trash, scolds
his San Diego Padres on loudspeakers, and wows or annoys anyone he meets. But
even his enemies agree that there are three things Ray Kroc does damn well:
sell burgers, make money, and tell stories "
When it comes to business, we need to remember the basics.
Brand and scalability: you need awareness, you need a SWAT analysis (strengths,
weaknesses, opportunities, threats).
And extrapolating the concept from franchising and business,
let us remember that having a PARTNER or an EMPLOYEE does not change: the
employee is not necessarily faithful; the entrepreneur does not necessarily
understand that he is not an employee.
Podcast ... thrill
with sounds
I could not fail to follow at least one speech dedicated to
Podcasts!
Rossella Pivanti tells us "The word PODCAST is often
abused. The word STORYTELLING has already been raped enough. But there is a
gray area that deserves to be explored: the magical encounter between
storytelling and sound design. No longer just the telling of a story, but the
creation of SUGGESTIVE SOUND PATHS capable of shortening the distance between
the brand and the customer , of communicating much more than words and of
bringing back to primordial emotions . "
The podcast hides some rip-offs, it's not for everyone,
let's not tell stories here too!
If we don't know how to provoke an emotion, it doesn't work!
The listener looks for us, the listener is at the center ! He wants to listen
to us for 8 to 20 minutes, it's a pact, he dedicates his time to us (and his
time is precious) ... we can't disappoint him.
But if we are to arouse emotions, we must keep in mind that
the story of a journey is a vulnerability. In the stories we don't want super
men, but super men.
Every story is never made up only of successes: there are
inconveniences, accidents along the way, fa llimenti ... let's tell them!
Creativity is a
muscle
With Alessando Mininno at the microphone, it seems almost
easy ... Lu says that "we say that" we say we wait for inspiration ,
as if ideas were a gift or a blessing that comes from above. This is not the
case: creativity is a process and, like all business processes, it must be predictable
and replicable . "
We need many ideas in a short time, not just a single idea
... and then the turning point is not the idea itself, but how we make them
happen!
And how are ideas born? how are innovations born?
1️⃣ PROBLEM SOLUTION: often arise
because we have to solve problems (in this way we invented the wheel, the
hinge, the disposable antistatic cloth, etc.);
2️⃣ EVOLUTIONARY IDEA: sometimes we
take something that exists and improve it, they are ideas that derive from
other ideas (such as the cell phone, which is not a new thing, there was also
something before that we used to call ... but it is evolved, improved);
3️⃣ SYMBIOTIC IDEA: in some cases
we take two totally different areas and merge them (the post-it was born like
this: Spencer Silver was looking for a powerful adhesive, he created it and
ended up there, and his colleague Arthur Fry was looking for bookmarks ... the
sticker to the bookmark, a product sold all over the world was born);
4️⃣ SERENDIPITY and ARTISTIC
TALENT: they are non-reproducible creatives, which sometimes have powerful
results, but not being replicable they become useless in the business
environment (such as penicillin, or as Picasso's works can be).
What if we run into a block? Let's unlock it!
INHIBITION ... we end up caged in bonds that do not exist:
we share the same culture and we are inside a tube that does not let us see
further, we must think differently, we must get out of the cage!
ENVIROMENT ... why do the best ideas come to the toilet?
because we need the right environment and the right time, let's clear our ideas
by leaving the office: it's a question of kinesthetics!
PERSISTENCE ... because we have to hammer: if the idea does
not arrive it will arrive, and many are needed, because the first one is not
necessarily beautiful!
INVERSION ... if we do not come up with ideas for a good
product, let's think about those for a next product, and then overturn them!
But above all we remember a very important lesson:
Under pressure you work better: you need time constraints !
Let's not forget the story that you work well only with calm
and tranquility ...
Posted By Abdul Rimaaz
