The social media leader you're looking for

Pino Bonetti

He/him. Traveler. Hiker. Bear cub. Amateur photographer. Sometimes I feel like the world isn't ready for me

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How I can help you

'Für dagegen' means 'for against' in German. I chose this name because it represents, in my opinion, the oxymoronic nature of social media. With fürdagegen I want to explore how to achieve tangible business results for my clients while they're authentic and trustworthy on digital media.


My diverse marketing and communications experience has allowed me to develop a comprehensive package of professional digital services for my clients. I’m passionate about my work and enjoy collaborating with clients to understand their needs. Developing digital strategies and solutions that ensure results-driven success is what I do best. Discover more about the services I provide right here on my portfolio and get in touch with any questions.

  • Holistic digital strategy
    • A comprehensive digital ecosystem of owned, earned and paid media

    • Right digital activities to achieve your business objectives (digital playbook)

    • Relevant goal setting to measure digital success and business impact and to improve the strategy

    • Digital and social governance model, social media guidelines for employees and employee advocacy program

  • Strategic brand building
    • Market and social listening

    • Creation of personas and user journeys

    • Identification of what people are interested in

    • Content marketing and SEO: creation of engaging stories aligned with your business objectives and optimized for search engines

    • Plan, creation and content publishing for the corporate blog, Twitter, LinkedIn, Facebook, Instagram, YouTube, Medium and more

    • Strong community and advocacy program building to elevate the authenticity of the brand’s voice

  • Hands-on support
    • Creation of briefs for other agencies and freelancers

    • Orchestration with cross-functional teams in various time zones and locations

    • Creation of announcements, key messages, Q&A to support the PR Team

    • Organization of events, sponsorships and partnerships

    • Knowledge of Wordpress, Hubspot, Meltwater, SproutSocial, Outbrain, LinkedIn Elevate, Workfront, Basecamp, Jira, Confluence, to name a few


  • Social media strategy for HERE Technologies

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    A social media strategy is always a project in evolution. A continuous adaptation to the always-changing nature of social networks and optimisation of achievable business results. The social media strategy I developed for HERE has been in the making since the brand was introduced in November 2012. Its current incarnation is based on 3 fundaments: 1. a clear objective 2. an evolution of the classic hub-and-spoke model most B2B brands use 3. an audience-centric experience that makes social media as part of a larger digital strategy

  • Corporate blog for HERE Techchnologies

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    The blog I created for HERE has been at the centre of a social hub-and-spoke model. It’s the embodiment of the social strategy at HERE: to provide a wide-ranging, in-depth conversation platform – and not just for those who are interested in the brand. By making use of ‘content as a currency’, the blog is the main awareness driver for the brand.


    HERE 360
  • From hub-and-spoke model to native content

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    Brands often use a hub-and-spoke model on social media. With such a model it’s easy to track the ROI of social media activities (spokes), because they drive traffic to a central blog or website (hub). Unfortunately, most social networks penalise organic content that takes users away from their platforms. The audience is also reluctant to leave social networks to continue the conversation elsewhere. This is why Instagram is so successful: it’s the network where such behaviour is most restricted. For HERE, I developed a social strategy that goes beyond the traditional hub-and-spoke model. The content created for the hub lives now side-by-side with content optimised to drive engagement on Facebook, Twitter, Instagram and LinkedIn.

  • Dynamic content engine

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    One of the challenges of most marketing and communications activities is that they live in different universes: traditionally they’re called owned, earned, shared and paid media. For HERE, I developed the concept of a ‘dynamic content engine’ where every single piece of digital content about the brand or the industry is centrally stored and categorised. The company’s digital properties are powered by this engine and optimised to show relevant content to the relevant audience with a series of user-centric landing pages.

  • Social media governance for HERE Technologies

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    Social media is often used for marketing and communication objectives. It can be also used to achieve more business objectives: direct sales, acquisition of developers, customer care, talent acquisition, etc. The social media governance model I created for HERE is a collection of recommendations, guidelines, processes and educational resources to guide teams to successfully translate social media activities into business results. It is based on 3 pillars: 1. the governance of the social media customer journey 2. the governance of digital ‘connectors’ that transfer users from the social media journey to the business journey 3. amplification of the social media activities by empowering more teams to be active on social

  • Crisis communication

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    I have been leading or actively participating to crisis communication projects for Nokia and HERE: the end of Nokia’s Ovi in 2011, the transfer of Nokia’s Devices&Services business to Microsoft in 2013, and the termination of HERE apps for Windows Phone in 2016 to name a few.

    https://360.here.com/2016/03/15/important-information-about-here-apps-on-windows-phone/

  • Content as currency

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    Brands use ‘content as a currency’ when they share something useful, valuable like white papers, market studies, infographics, etc. something unique that only those brands can provide; but this isn't purely altruistic, they expect attention in return. To provide HERE with a continuous source of ‘content as currency’ and to show that HERE is connected to the zeitgeist of the location industry I created a concept to offering a journalistic report of tier 1-2 events for internal and external consumption.

  • Agenda surfing

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    When Apple Maps was released for the first time in September 2012, I led a project not only to capitalise on the negative reviews about a competitor of Nokia, but also to educate and the consumer audience about the challenges and complexities of the mapping business. The blog post I wrote for the Nokia Conversations blog was one of the most read and most influential in the media (e.g. https://www.ft.com/content/779b5d40-0340-11e2-bad2-00144feabdc0)

    http://web.archive.org/web/20120921203050/http://conversations.nokia.com/2012/09/20/benchmarking-mobile-maps/

  • Social media and PR

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    In 2011 Nokia was mostly known among traditional media as a phone manufacturer. Despite the recent 8-million-dollar acquisition of mapping giant NAVTEQ, Nokia wasn’t a name for location-based services. This is why I used social media as a strategic tool to position Nokia as an authority in this industry.

  • Board chair at Socialmedia.org

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    SocialMedia.org is the community for social media leaders at the world's greatest brands. As a Board Chair, I'm responsible for leading my company's membership in the community.

    https://socialmedia.org/

  • Influencer marketing

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    Advocates are defenders of the brand – An advocate is someone who proactively shares their opinions, passions and defends, promotes and participates in the expertise through their (large) personal public conversation for a particular brand, and professional networks. product, service or cause. An advocacy program allows a brand to reach its customers where they are, by speaking their language and from someone they trust. I kickstarted the advocacy program for HERE with two objectives: 1. Share in-depth (and often early) information about HERE that increases the flow of independent user-generated content 2. Establish a new channel for high-quality business improvement feedback from engaged, knowledgeable people outside of the company.

    https://360.here.com/2015/11/11/insidehere-looking-at-how-and-why-here-is-mapping-the-world/

  • April Fools' Day – HERE Papyrus

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    Content is as relevant as it is timely. Although this tradition is currently being reconsidered, for years, the tech industry loved publishing pranks and hoaxes on April Fools’ Day. In 2014, my idea to pretend that HERE would re-introduce paper maps, created an interesting media coverage including a mention on Engadget https://www.engadget.com/2014/04/01/april-fools-2014-roundup/

    https://360.here.com/2014/04/01/introducing-papyrus-fail-safe-navigation/