Results Driven Social Media MarketingSocial Media is Changing Business
Welcome to the revolution!Over                                                                Facebook50%                 ...
Welcome to the revolution!Years to reach 50 million users              RADIO                        38 years
Welcome to the revolution!Years to reach 50 million users                          TV                           13 years
Welcome to the revolution!Years to reach 50 million users                   INTERNET                                  4 ye...
Welcome to the revolution!Years to reach 50 million users                    Google+                             88 days
Welcome to the revolution!
Brands that shy away from new media
How do I get there?        The three strategy essentials:KnowledgeWho are you? Understand your company’sessence/ DNAVision...
The corporate culture shiftRemember: the business of business is social!Humanize the companyInformation sharing & engaging...
Practically speaking…  Once you know what you want to do, how & why Set goals/objectives, strategy, tools & tactics Measur...
Revisit tradition for innovation   Merely collecting digital data without cause is a recipe for disaster.               Or...
Social Media Monitoring & Analysis
Social Marketing Analytics…is the discipline that helps companies                     measure, assess & explainthe perform...
Social Media ROI pyramid
Social Media MeasurementSuccess metrics - also known as Key PerformanceIndicators (KPIs)                developed with spe...
Social Media MeasurementSuccess metrics - also known as Key PerformanceIndicators (KPIs)                developed with spe...
Social Media Measurement         This ideology has helped dozens of organizations take a                      Methodical  ...
Objectives & KPIs  No single set of objectives can  accommodate all business models  or corporate initiatives.       4 obj...
Why it matters for your businessUnderstand market, trends, players, influencers,competitorsBuild brand awareness, reputati...
What’s the ROI of Social Media?
What’s the ROI of Social Media?
How Lacta became the “sweetest” page on Facebook                     After a listening campaign,      Lacta created a Face...
How Lacta became the “sweetest” page on Facebook       Users could add aaname to campaign,                     After liste...
How Lacta became the “sweetest” page on Facebook    As a result there was a a listening campaign,                      Aft...
How Lacta became the “sweetest” page on Facebook    As a result theremonth Lactalistening campaign, users and             ...
How Lacta became the “sweetest” page on Facebook   …As a resultin could addwave ofmorecampaign, more fans than     resulti...
How Lacta became the “sweetest” page on Facebook   …As a resultin could addwave ofmorecampaign, more fans than     resulti...
How The Conclusion: Social Media is not a campaign!    Lacta became the “sweetest” page on Facebook   …As a resultin could...
How The Conclusion: Social Media is not a campaign!    Lacta became the “sweetest” page on Facebook   …As a resultin could...
Gnostix
Learn more: www.gnostix.grEmail us at info@gnostix.grFollow us @gnostix on TwitterMeet us on LinkedIn at linkedin.com/comp...
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Social Media is Changing Business

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Roberta Gogos, Product Design and Marketing at Gnostix has presented at the 1st Social Media World conference (2012) hosted at Caravel hotel Athens. In her presentation she is making the connection between social media, analytics, corporate culture and strategy - and demonstrating the impact of living in a “conversational world” for businesses.

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Social Media is Changing Business

  1. 1. Results Driven Social Media MarketingSocial Media is Changing Business
  2. 2. Welcome to the revolution!Over Facebook50% tops Google Trafficof the world’s population is under for weekly traffic 30 in the US years old Time Social Media has overtaken pornography as the #1 activity on the web 96% of Millennials have joined a social network
  3. 3. Welcome to the revolution!Years to reach 50 million users RADIO 38 years
  4. 4. Welcome to the revolution!Years to reach 50 million users TV 13 years
  5. 5. Welcome to the revolution!Years to reach 50 million users INTERNET 4 years
  6. 6. Welcome to the revolution!Years to reach 50 million users Google+ 88 days
  7. 7. Welcome to the revolution!
  8. 8. Brands that shy away from new media
  9. 9. How do I get there? The three strategy essentials:KnowledgeWho are you? Understand your company’sessence/ DNAVisionWhat do you want to be?InsightWho are you speaking to? What’s your audience(or market)
  10. 10. The corporate culture shiftRemember: the business of business is social!Humanize the companyInformation sharing & engaging (notbroadcasting) to create dialogue/ conversationsFrom hierarchical to horizontal relationships(social media democratizes)
  11. 11. Practically speaking… Once you know what you want to do, how & why Set goals/objectives, strategy, tools & tactics Measure, analyze & report on social media efforts Discover insights from information Engage & create conversation &Businesses need the best tools to reach these targets!
  12. 12. Revisit tradition for innovation Merely collecting digital data without cause is a recipe for disaster. Organizations that develop social media measurement strategies which alignkey success metrics with business objectives will evolve more quickly. This requires a pragmatic strategy & measurement plan.
  13. 13. Social Media Monitoring & Analysis
  14. 14. Social Marketing Analytics…is the discipline that helps companies measure, assess & explainthe performance of social mediainitiatives in the context of specific business objectives.
  15. 15. Social Media ROI pyramid
  16. 16. Social Media MeasurementSuccess metrics - also known as Key PerformanceIndicators (KPIs) developed with specificbusiness objectives in mind are far more likely to be useful & used.
  17. 17. Social Media MeasurementSuccess metrics - also known as Key PerformanceIndicators (KPIs) developed with specificbusiness objectives in mind are far more likely to be useful & used.
  18. 18. Social Media Measurement This ideology has helped dozens of organizations take a Methodical PragmaticSuccess metrics - also known as Key PerformanceIndicators (KPIs) and Common Sense specific developed with approach tobusiness objectives in mind measuring social marketing are far more likely to be useful & used. initiatives
  19. 19. Objectives & KPIs No single set of objectives can accommodate all business models or corporate initiatives. 4 objectives have been identified that serve as a foundation for effectively measuring social marketing using an objective-based methodology.The success of these objectives ismeasurable using KPIs thatdemonstrate progress toward the goal.
  20. 20. Why it matters for your businessUnderstand market, trends, players, influencers,competitorsBuild brand awareness, reputation & loyaltyEncourage customer advocacyLeverage knowledge base of content assets ->promote messaging/ enable salesLink to marketing metrics -> optimizeImprove search engine rankings & online trafficCommit to the respective market (clients, partners,suppliers, analysts) relationships
  21. 21. What’s the ROI of Social Media?
  22. 22. What’s the ROI of Social Media?
  23. 23. How Lacta became the “sweetest” page on Facebook After a listening campaign, Lacta created a Facebook application based on their insights
  24. 24. How Lacta became the “sweetest” page on Facebook Users could add aaname to campaign, After listening the chocolate bar Lacta created a Facebook application based on their insights and send it to their loved ones
  25. 25. How Lacta became the “sweetest” page on Facebook As a result there was a a listening campaign, After wave of new and active users and Lacta createdof “buzz” - people exchanged on their insights quite a bit a Facebook application based Lacta gifts and had conversations on Lacta’s Facebook page
  26. 26. How Lacta became the “sweetest” page on Facebook As a result theremonth Lactalistening campaign, users and Within 1 was a wave ofmore than 135,000 users Afteraanamenew and active had Users could add300,000 Lacta chocolate bars… bar to the chocolate Lacta created “buzz” - people exchanged Lacta giftsinsights quite a bit of a Facebook application based on their exchanging and send it to their loved ones but they didn’t stop there – they kept “listening” and feeding those needs.. and had conversations on Lacta’s Facebook page And found new ways to help people express their love…
  27. 27. How Lacta became the “sweetest” page on Facebook …As a resultin could addwave ofmorecampaign, more fans than resulting theremonth Lactalistening the having users and Within 1 was a had newthan 135,000 users and active Users Lacta’sAfteraaname to chocolate bars… bar Facebook fan page chocolate quite any otherFacebook applicationin Greece.their insights Lacta created “buzz” - people exchanged Lacta gifts a bit of a FacebookLactapage based on exchanging 300,000 fan and send it to their loved ones butBut and had conversations on“listening” and feeding thosesales! theymore thanthere –as engagement increased so did needs.. didn’t stop that, they kept Lacta’s Facebook page And found new ways to help people express their love…
  28. 28. How Lacta became the “sweetest” page on Facebook …As a resultin could addwave ofmorecampaign, more fans than resulting theremonth Lactalistening the having users and Within 1 was a had newthan 135,000 users and active Users Lacta’sAfteraaname to chocolate bars… bar Facebook fan page chocolate quite any otherFacebook applicationin Greece.their insights Lacta created “buzz” - people exchanged Lacta gifts a bit of a FacebookLactapage based on exchanging 300,000 fan didn’t stop that, theysales numbers…. as for theiritkepttheir loved ones page and send to butBut and had conversations on“listening” and feeding thosesales! theymore thanthere –as engagement increased so did needs.. Lacta’s Facebook And found new ways to help people express their love… -7,8% declining market +0,6% volume share increase for Lacta +8% Lacta sales increase
  29. 29. How The Conclusion: Social Media is not a campaign! Lacta became the “sweetest” page on Facebook …As a resultin could addwave ofmorecampaign, more fans than resulting theremonth Lactalistening the having users and Within 1 was a had newthan 135,000 users and active Users Lacta’sAfteraaname to chocolate bars… bar Facebook fan page chocolate quite any otherFacebook applicationin Greece.their insights Lacta created “buzz” - people exchanged Lacta gifts a bit of a FacebookLactapage based on exchanging 300,000 fan didn’t stop that, theysales numbers…. as for theiritkepttheir loved ones page and send to butBut and had conversations on“listening” and feeding thosesales! theymore thanthere –as engagement increased so did needs.. Lacta’s Facebook And found new ways to help people express their love… -7,8% declining market +0,6% volume share increase for Lacta +8% Lacta sales increase But the continuous presence of a friend among friends.
  30. 30. How The Conclusion: Social Media is not a campaign! Lacta became the “sweetest” page on Facebook …As a resultin could addwave ofmorecampaign, more fans than resulting theremonth Lactalistening the having users and Within 1 was a had newthan 135,000 users and active Users Lacta’sAfteraaname to chocolate bars… bar Facebook fan page chocolate Successfulas300,000theirnumbers…. sales! exchangingbrands quite any otherFacebook applicationin Greece.their insights Lacta created “buzz” - people exchanged Lacta gifts a bit of a FacebookLactapage based on fan theymore thanthere – theysales as for theirengagement increased so did and send it kept to loved ones butBut and had conversations on“listening” and feeding those needs.. didn’t stop that, Lacta’s Facebook page And found new ways to help people express their love… see themselves as networks -7,8% declining market +0,6% volume share increase for Lacta which can connect like-minded people +8% Lacta sales increase around shared interests and causes. But the continuous presence of a friend among friends.
  31. 31. Gnostix
  32. 32. Learn more: www.gnostix.grEmail us at info@gnostix.grFollow us @gnostix on TwitterMeet us on LinkedIn at linkedin.com/company/gnostixVisit our blog at gnostix.gr/blogLike us on Facebook at facebook.com/Gnostix

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