The cross between behavioural psychology & #technographics by Lucio Ribeiro

Lucio Ribeiro about the cross between behavioural psychology and technographics as the Managing Director and co-founder of The Online Circle. With more than 15 years marketing experience, Lucio has worked for the world’s most prestigious advertising agencies including: Ammiratis Puris Lintas, McCann-Erickson, Lowe, MRM and Ogilvy Brazil. His clientele have included prominent organisations such as General Motors, Unilever, Nestle and Purina. Marketing Today electing him one of the top 10 most trusted SEO professionals in the world, while Marketing Magazine and BandT Magazine both ranked him among the top 30 most influential in Internet Marketing. Online users also voted Lucio amongst the top 100 most influential online marketers in the world. In 2010, he was the first Australian to be invited by New York Festival’s Hive Awards to judge the Online Marketing and Advertising industry awards.

3 Questions to this key player in the Social Media market

1. Could you tell us more about Social Media marketing and how you see the sector progressing?
I often get asked, “What are the rules for Social Media?”

My answer, “There is no definite governance. The rules are being created now, by leaders, by the fearless, by the innovative.”
Social Media it’s not a discipline by itself, however as any strategy it deserves and needs its own planning.
The key, when it comes to social media, is to understand how consumers use technology and adapt it to their social lives.

It’s a cross between behavioural psychology and techno graphics, and is definitely rooted in the principles of user experience and ethnographic research.

An effective Social Media Marketing considers metrics from four different perspectives:
Financial: Has your revenue or profit increased or costs decreased?
Brand: Have your consumer’s attitudes about your brand and/or affinity improved?
Risk Management: Are you better prepared to note and respond to attacks or problems that affect reputation?
Digital: Have you enhanced your owned and earned digital assets?

2.       Where does the Online Circle fit into this?
The net wasn’t invented by business people and doesn’t exist to help companies make money.
It is entirely possible it could be used that way but it doesn’t owe Brands anything.
The question to ask is, “how are people (the people I need to reach, interact with and tell stories to) going to use this new power and how can I help them achieve their goals?

That’s where The Online Circle fits, we are a Social Media agency focused in strategy and LTV.
How do we develop strategy?
•     We use data.
•      We analyse and interpret our audience.
•     We know and consider all available options.
•     We incorporate with Business strategy
Social Media Needs Farming not Hunting. On our view, Social Media is part of the overall Business Communication plan.
Integration and not isolation.

3.       Could you give us your best advice about Social Media marketing?
Don’t play with it. It’s not a teenager toy. Avoid the most common mistakes:

•    Inexperienced representatives
•    Fragmentation
•    Cloning strategies for different platforms
•    Stale or simplistic content
•    Mistaking personal Social Media use with business expertise
•    Little or no Brand Monitoring
•    Little or no Competitor Monitoring

Interested to hear more of Lucio Ribeiro?

Register today for the Internet Show Melbourne 2011 and hear more about:

· How to execute microblogging and other social media efforts to boost your brand perception
· How to make your message stand out above the rest
· How to create interactive content to truly capture your audience
· How to execute viral campaigns