Deciding on how to make social media work for your organization? Saxo Bank’s Dinis Guarda shares how to build a social media machine

Does having a social media strategy make sense for your business? That’s the question Dinis Guarda, Global Head of SEO and Social Media Strategy, Saxo Bank, recommends you ask before getting into any type of social media. “Social media strategy is worthless unless it’s accompanied by a committed company culture,” says Dinis.

Saxo Bank is committed. And the company has figured out how to engage with their customers and employees – becoming a leader in social media use. “The financial services industry, in general, has been slow to acknowledge the implications of social media,” Dinis states. “Web 2.0 and social media encourage interaction and collaboration, and for many consumers it’s an expected part of the marketing mix. The challenge,” continues Dinis, “is to adapt corporate cultures, communication and marketing strategies to meet the needs of the users who are completely engaged online and in social media, rather than provide the service offerings designed for their parents and grandparents.”

Saxo Bank is using a wide variety of social media platforms including their very popular site tradingfloor.com. Dinis says, “Our social and online media strategy considers business objectives, organizational readiness, consumer online habits, IT infrastructure and messaging.” And, social media is an integrated part of Saxo Bank’s entire service offering. “Social media must interplay with all other channels in order to add value.”

Dinis has some specific advice for those just getting into social media:

• Map your target audience and see what they are saying and tweeting about.
• Use social media platforms that are specific to your industry.
• Visualize your process over the short, medium and long term.
• Get your legal department involved in your company’s social media strategy.
• Develop an internal social media policy to guide your company efforts.
• Be intelligent about how you behave online as actions are saved for eternity.
• Remember that consumers stay where they find trust. You can build trust through social media.
• Use technologies that engage and adapt to a changing environment.
• Incorporate video. This is underused and is a great way to communicate your messages.

 

Summing up, Dinis says, “Social media has real advantages for your business. Use it and you can create an amazing viral impact, generate huge opportunities and achieve your internal and external goals.”

Co-hosted by Eye for Image and Horten Law Firm, Think International III brought together 50 international marketing and communications managers in Copenhagen in December 2010 to learn more about how to make social media work for their companies. Social media experts presented their experiences and tips in four areas:

1. A multi-cultural perspective on social media
2. Building a social media machine in 20 countries
3. Legal perspectives on international social media
4. Managing a social media power brand in a global context

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