My workshop presentation at Universidad del Desarrollo in Chile on brand building using social media.

1. Building The Social
Brand:
Using Social Media for Business &
Personal Brand Building in LATAM
Leonard Murphy
Editor & Senior Partner
GreenBook / Gen2 Advisors

2. What is Social Media?

3. The Web of Global Interconnectedness

5. A Taxonomy of Social Platforms

6. Why Does It Matter?

7. The Holy Trinity

8. What about Latin America?

9. Is Latin America Really Into Social Media?

10. Are Brands In Latin America Using It?

11. Which Brands Are Leveraging It Best?

12. Why Do Consumers Care?

13. Examples: Frito-Lay Uses Facebook for Co-Creation

14. Examples: Evian Creates a Viral Meme

15. Examples: Old Spice Engages A New Generation

16. Examples: Heineken Uses Research Games

17. Transform Your Brand
MARKETING IS NO LONGER ABOUT CONVINCING

18. OK, So Where Do I Start?

19. It’s All About Sharing

20. Good Old Creativity & Smarts Is Required

21. The Drivers of the Social Brand

22. The Blog: The Hub Of Social Influence
Graphic by David Armano, EVP, Global Innovation & Integration at Edelman Digital.

23. Your blog

24. Facebook

25. LinkedIn

26. Twitter

27. Google+

28. Quora

29. Pinterest

30. KLOUT

31. A Long Term Investment

32. Utilities & Add-ons

33. Hootsuite

34. Building YOUR Social Brand

35. Social Media Is About Building Bridges
“Networking is not about hunting. It is about
farming. It’s about cultivating relationships. Don’t
engage in ‘premature solicitation’. You’ll be a
better networker if you remember that.”
Dr. Ivan Misner, NY bestselling author & founder of BNI

36. Your Branding Strategy
 Who do you want to reach?
 Why?
 What do you want them to do?
 How can you help them?
 How will you know when you’ve
succeeded?
 What are your current marketing
goals?

37. Where Are Your Key Influencers?
 LinkedIn
 Facebook
 Twitter
 Flickr
 Pinterest
 Amazon reviews
 Google+
 Forums

38. Building A Profile
 Use consistent, friendly, professional profile
photo
 Your face
 No kids or pets
 Create consistent one-line bio
 Create consistent one-paragraph bio
 Use www.knowem.com to save name
across SNS
 Capture your name, brand, or as close as
you can get to it.

39. Building Presence
 Blogs/podcasts  Twitter
 Post thoughtfully on a regular  Re-Tweet relevant, useful content
basis on relevant topics
 Reply promptly
 Comment on relevant blogs
 Twitter events with hashtag
 submit podcast comments
 Participate in Follow Friday
 Facebook
 LinkedIn
 Like
 Comment on LinkedIn group
 Comment posts/discussions
 Join Facebook events  Link your blog, twitter, travel
schedule to your profile
 Share Facebook events
 Like, comment, & forward posts
 Invite more people to Facebook
events

40. Social Media Branding Rules

41. The Dynamics Of Influence

42. The Formula For Success
[[C (content) x S (sharing) = R (reach)]
x [T (trust)]= I (influence)]]
+[CF (customer focus)]]
= SBE (social brand equity)

43. Thank You!
Leonard Murphy
www.greenbookblog.org
www.gen2advisors.com
Twitter: Lennyism
Skype: lennymurphyrhr