Building your reputation as a business on social media

FCCS / EntrepreneursApril 2015

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Agence Tesla: From Conversation to Conversion

-  Trained in Journalism, Politics & Business Intelligence

-  Team of 5 in Singapore, 5 in Paris

-  Startups, SMEs, Fortune 500 clients

The online world: Three overlapping spaces

Digital

Social Mobile

Social Media: The Streets of the Online World

47% % of Millenials who say

Brand Reputation matters as much as Job Offer

(Spherion Staffing)

A World Gone Social: Key Trends

1 Brands are Media -  You don’t talk = you don’t exist

-  You talk about you = you’re boring!

2 Conversations are Everywhere -  Time spent on website: 2-5min/visit

-  Time spent on social media: 2h30/day

Renewing and old trade

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Digital Marketing: Renewing your Strategies

Market Research > Social Media Listening Breakdown per

source type

Sentiment Analysis

Keywords associated

Categories (Companies, Products…)

Browse history

Advertising > Targeting

Flyers > e-Vouchers

PR > Bloggers

•  Monthly traffic: 1.2M (self-declared), as of 2012

•  Facebook: 210K, 15% engagement rate

•  Twitter: 177K

•  Monthly traffic: 2.2M (web+mobile) as of July, 2012

•  Facebook: 220K fans, 23% engagement rate

•  Twitter: 273K

Key Advantages: Real-time, Traceable, Cheaper

Our Funnel: From Content to Conversion

Two key questions:"B2B, Mobile

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I’m in B2B: Need I lose all hope?

Interactivity

Lifestyle

HR

I’m in B2B: Need I lose all hope? Community

Curation Experts

Mobile: App or not App?

Mobile = Social = Content!

Entrepreneurs "& Online Reputation

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The Entrepreneur’s Dilemma: No Budget!

ME

YOU

Step #1: Websites on a Budget

Domain +

Hosting

Interface de

Gestion (CMS)

$0-$500/y

$100-$200/y

Step #2: Design on a Budget

Copy writing,

SEO

Logo, Visual

Charter

$350-$1500

$100-$2500+

Step #3: Social Media & Community Management

Create Content

Schedule Posts

$10/mth

$50-$1000+/

mth

Step #4: Monitor Everything!

SEO, Rankings

E-Reputation

Free

$100+/mth

Step #5: Amplify & Reach Out

SEO, Rankings

E-Reputation

Free

$100+/mth

$$$! (Ads, e-PR, Events)

Step #5: Amplify & Reach Out

FB REACH

Time Management: Outsource or Get Trained

1 Outsource everything -  Expensive: $5-15k website, $10-30k app, $2-5k social media & content

management…

-  Professional quality & focus on YOUR business

2 Get Trained -  Ideal configuration: Marketing Assistant (Junior / Intern)

-  Get part of the skills + Transferability

Why Content Rules

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Content Best Practices: Trip In Asia

Content Best Practices: Trip In Asia

Content Best Practices: Trip In Asia

Content Best Practices: Trip In Asia

Content Best Practices: What are your Values?

1 Find your Brand Pillars -  Unique Value Proposition

-  Values: independence, autonomy, creativity, innovation

2 Embody your brand through content -  Multimedia: blog, pictures, video,

infographics

-  Consistency: don’t change it every other month

Content Best Practices: Editorial Planning

-  What are your campaign goals?

-  What kinds of content can help you achieve it?

-  When/how often will content be published

Content Best Practices: Content “Template"

70%

20%

10%

70-20-10 Rule Remixed: from Web Reviews, links etc Time Needed: 10-30 min

Original: Infographics, blog posts, opinion Time Needed: 2-4h

Commercial: Infographics, blog posts, opinion Time Needed: 2-4h

Content Best Practices: How To Come Up With Ideas

1

2

3

Some Pointers To Get You Started Talk about your industry! Main trends, perspectives, key people, and why YOU are different

Let people do your content. Do web reviews, curate links, interview others

Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series

Content Best Practices: Planning (Content)

Content Best Practices: Bringing Content Together

Blog

FB

Twitter

- Core Content, Calls To Action, SEO Friendly

- Pictures, Links To Website, Boost Posts

- Post as many times as you want, Ads

LinkedIn - Post as many times as you want, Ads

Digi

tal P

latfo

rms

Content Best Practices: Optimise with SEO

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2

3

Create “Cornerstone” Content

Develop foundational articles rich in content and links, one article one keyword

Highlight Key Words In Articles, Tags and Image Tags/Details

Reinforce links and keywords

Content Best Practices: Optimise with SEO

SPECIALIST DENTAL GROUP

Social Media Best Practices: How It Works - FB

Promote Posts, Engaging With Audience

Share promotions and invite customers to participate in contests

Social Media Best Practices: How It Works - Twitter Twitter Cards & Targeting

Social Media Best Practices: How It Works - LinkedIn Account and Company Info

-  Make your brand vision clear with your banner and info

-  Connect with

employees, partners and other brands

Social Media Best Practices: How It Works - LinkedIn Sponsored Updates

Thanks!

Agence Tesla, a social media agency in Singapore and Paris Martin.pasquier@agencetesla.com

Follow us on Twitter @agencetesla or www.agencetesla.asia

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