Eleonora Escalante, MBA-M...1. Temperature: A coffee must be in the right temperature. Not cold which will give us , not too warm that will burn our mouth. 2. Fragrance-Aroma is exuberantly

Eleonora Escalante, MBA-M.EngStrategic Corporate Advisory Services

Creating Corporate Integral Value (CIV)

Social Media: Content Drives Community Groups

Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services

© 2017 Eleonora Escalante-all rights reserved 19-Jan-2018


© 2017 Eleonora Escalante-all rights reserved

Leg 4. From Melbourne to Hong Kong.

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Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

4. Information

Propagation.

Personality

Classification

4. Content drives

community groups.

Micro segmentation

.5. The Future: Predicting a

well fine tuned segmentation

using social media.

Summary and Conclusions

219-Jan-2018

https://support.office.com/es-ES/article/b89770f1-deb1-4a19-94ef-342aa15a4689




0

Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

.

319-Jan-2018

4. Information

Propagation.

Personality

Classification

We are here!

4. Content drives

community groups.

Micro segmentation





419-Jan-2018

Content drives community Groups.

Today,

We are here!

5. Content drives

community groups.

Micro segmentation

• Social Media Content

helps us to open and

share our life.

• Each of us decides

what, when, how and

why to share.

• Reasons for sharing are

diverse.

To be

part of

a group

To

appeal

others

To

commu

nicate

To

generate

Buzz

To get in

touch in

real time

To be

read

To

share

Why do we pour our content freely and naturally in social media?

To be

heard





519-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation


• The content can be a

writing, a picture, a quote,

a video, a presentation, a

study, an idea designed

and created by us.

• Or the content can be a

writing, a picture, a quote,

a video, a presentation

from others.

• The more we share our

content, the more it comes

content to us.





619-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation

Content drives community Groups.Each of us who utilizes a social media platform, is pouring content into a

community of friends or contacts or the general public (global audience).

Share

Argue

Compliment Complain

Discover

Give our

opinionUpdate

Teach or

Master

Advise Promote

Listen

Read

others





719-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation


• What amazes me of Social Media

Platforms is their power of

collaboration.

• Once you belong to a Social Media

Group, the possibility to be organized

around a common interest or common

focus bring us to a concept of

Community.

• Community: Self Organized Network

of People with Common Agenda, cause,

or interest, who collaborate by sharing

ideas, information and other resources.

• There are several types of social media

communities.

Content

can

Give ideas to

companiesDrive product

design

Shift

preferences

of clients

Refine our

products and

services

Provide

technical

support

Generate new

Sales

Initiate new

movements

Expand our

horizons

about

frameworks

Communicate

with

transparency

Recommend

Share

Some ideas reflected in this graph come from this Source: Connie Giordano: Content and

Community: Pitfalls and Practices in Managing Communities of Users


https://www.slideshare.net/JackMolisani/connie-giordano-content-and-community-pitfalls-and-practices-in-managing-communities-of-users




819-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation

Content drives community Groups.Each of us who utilizes a social media platform, is pouring personal content or sharing a third party

content into a community of friends or contacts or the general public (global audience).

Good Content is like Good Coffee. We know when we are drinking good coffee. Don´t we? Because

independently of the method to prepare it there are certain key features which help us to know if it is good

coffee or not. Let´s see:

Pour

Over/Drip:

Chemex or

Coffee Cone

Plunger/Press:

French press

or Aeropress

Percolate:

Moka Pot

Vacuum:

Siphon

Artisanal:

Boiling and

strainer





919-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation

Content drives community Groups.• We decide to bring our ideas to create a content. We search for inspiration inside our head (ideas) or observing outside.

When we decide to make a cup of coffee. The reason why we want to drink coffee is not because we want to get the

majority of likes or reach the 50,000 subscribers… It is because we wish to experience coffee in our palate.

• Before preparing coffee we check the package to see if the coffee is:

• Of good quality?

• Authentic?

• Of a Specific Origin?

• Organic?

• Other reasons

• Then, we grab the roasted coffee beans. We grind it (at home). Once the coffee is ground, we are ready to prepare it.

• The same applies to our content. We always have to check all the bits and pieces of our creative ideas. If those ideas are

from us we are creators of content, or if those ideas belong to others (always recognize it! Don´t forget!) we are Sharers

of content.

• Next, we prepare the coffee: there are several ways to prepare coffee. There are several social media tools for that. We

can choose Facebook, or YouTube, or LinkedIn, Twitter, Instagram, corporate social media for business or more tailor-

made specialized ones. None is better than the other one. Each social platform has its own.

“There are several methods to prepare coffee as

much as several social media platforms we can

choose to pour our content”





1019-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation

Content drives community Groups.Once we pour our content in a social media platform, what matter the most is the quality of it. And the we

will know the quality of the content is there because:

1. Temperature: A coffee must be in the right temperature. Not cold which will give us , not too warm that

will burn our mouth.

2. Fragrance-Aroma is exuberantly delicious. The smell of fresh good coffee can be recognized.

3. Body: When coffee is in our palate, we must feel the viscosity and weight, and should roll on your

tongue like velvet.

4. Taste: The origin of coffee and roasting affects the taste of it. But a good one shouldn’t be too sour, too

bitter or too dry you feel like you just drank some sawdust.

5. After taste: The after taste can be mild and subtle, and that is exactly the amount you would like to

keep you wanting more.

6. Latte Art: If you like lattes, as a “cherry” on top of the cream: it is pretty to see a beautiful artistic figure

made specially for you.





1119-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation


Once we pour our content in a social media platform, what matter the most is the quality of it.

If the content is not valuable, little matters your social media platform or the format design.

• Try to be consistent in your content promises. My blog is about to share some knowledge

thoughts and the basic concepts of Strategy. I don´t mean to be a professor, because I am not one.

But I share what I believe matters the most. If you really want to learn about strategy, better you get

enrolled in a Master Degree or do a P.H.D, or buy books and read about the themes profoundly.

• Try to set your boundaries: it is good to remind that your content has boundaries. I can´t write

about the things I don´t master. Since I started this blog around 6 months ago, of course I am new

into all this. I am on my way of learning more and improving every day.

• Try to be on time: I have to deliver according to my timeline which is the same timeline of the

Volvo Ocean Race 2017-2018. And I have to fulfill the schedules of my promises with you.

• Try to share respecting others content, always giving the credits when you utilize other content.

Or if you don´t know who is the owner of the content, at least write a disclaimer note.

• Try to be unique in your own way.

• Try to be “YOU”. Nothing will beat you if you are authentic.

• Once you find that your content is aligned with YOU, it is easier to continue writing, or

making videos, etc…





1219-Jan-2018

Today,

We are here!

5. Content drives

community groups.

Micro segmentation


• According to Kaplan and Heinlein:

The main objective of content

communities is the sharing of

media content between users.

Content communities exist for a

wide range of different media

types, including texts, photos,

videos, PowerPoint presentations,

etc.

http://michaelhaenlein.com/Publications/Kaplan,%20Andreas%20-

%20Users%20of%20the%20world,%20unite.pdf





Social Media Segmentation.

1319-Jan-2018

Picture source: http://forfreeblog.blogspot.com

Today,

We are here!

5. Content drives

community groups.

Micro segmentation


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Eleonora Escalante, MBA-M...1. Temperature: A coffee must be in the right temperature. Not cold which will give us , not too warm that will burn our mouth. 2. Fragrance-Aroma is exuberantly