Market your startup!

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How to use digital marketing opportunities to market your startup! …

How to use digital marketing opportunities to market your startup!

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  • Κάποια στιγμή πριν 6 χρόνια περίπου αποφάσισα κι εγώ να δημιουργήσω το δικό μου startup… καλοκαίρι τώρα θυμάμαι Ιούλιος άνοιξα το mobiland.gr…
  • Ας σταματήσω όμως να σας spammάρω με το ποιος είμαι και τι κάνω και να περάσουμε να δούμε το κυρίως θέμα της παρουσίασης
  • Ποιό είναι όμως το πρόβλημα όταν έχουμε μια δικιά μας startup.. Έστω λοιπον ότι έχουμε ένα καινούριο προιόν η μια καινούρια υπηρεσία
  • Και φυσκα αυτό που θέλουμε είναι το προιόν μας να γίνει viral, δηλαδή να διαδοθεί μέσω του word of mouth σε όσο περισσότερο κόσμο γίνεται...
  • Αλλά τα παραδοσιακά media και το παραδοσιακό marketing δεν δουλεύουν πλεον για δυο κυρίως λόγους...
  • Πρώτα απ όλα, οι καταναλωτές έχουν πλεον περισσότερες επιλογές αλλά λιγότερο χρόνο, οπότε ένα μεγάλο ποσοστό χρηστών δεν βλέπει κάν τηλεόραση ή δε διαβάζει περιοδικά και εφημερίδες...
  • Αλλά το βασικότερο πρόβλημα είναι οτι τα περισσότερα startups δεν έχουν χρήματα για να επενδύσουν στα παραδοσιακά media.
  • Οπότε χρειαζόμαστε έναν διαφορετικό τρόπο για να προωθήσουμε το startup μας, να δημιουργήσουμε ουσιαστικά ένα marketing elevator και να απογειώσουμε μέσω του marketing το startup μας.
  • Το marketing elevator στην περίπτωση μας είναι τα social media.. Κυρίως λόγο απόδοσης αλλά και λόγο κόστους...
  • Top 10 trendsπου ισχύουν στην Ελλάδα και θα μας βοηθήσουν να στήσουμε καμπάνιες έχοντας ως insight τα συγκεκριμένtrends και προσπαθώντας να λύσουμε προβλήματα των fans είναι τα παραπάνω
  • Παντού υπάρχουν promotion..Οι καταναλωτές όμως έχουν αρχίσει να σκέφτονται ποιος πραγματικά νοιάζεται γι αυτούς περισσότερο ως άτομα και λιγότερο επειδή απλά θελιε να τους πουλήσει ένα προιόν.
  • Πριν τις 20/
  • Μετά τις 20
  • Promoted Post
  • Διαγωνισμοί με δώρα KB και κάποια συλλεκτικά branded δώρα3 – 10 χιλιάδες fans

Transcript

  • 1. Startup Social MediaMarketingFrom ground floor to the sky!socialab
  • 2. Tasos VeliadisBusiness Unit Director @ socialab@tasosveliadisFacebook.com/tasovelHI!!
  • 3. socialab Socialab offers a wide range of online marketingservices, specializing in social media and Word of MouthMarketing. We have a presence both in Greece and in Great Britain. Part of our team was proudly among the first generationof bloggers of 2004 and the first Greek producers of onlinecontent since 1994. We maintain the first and most popular Greek blog aboutthe professional use of social media and the biggest groupon LinkedIn.
  • 4. Πελάτες
  • 5. My first Startup
  • 6. NO MORE SPAM!STOP!
  • 7. We have a new Product/Service
  • 8. You want it to go Viral
  • 9. But traditional marketing doesn’t work!
  • 10. It doesn’t work because consumers havemore choices and less time
  • 11. It doesn’t work because Startups don’thave the money!
  • 12. So you need a marketing elevator to getyour start up off the ground!
  • 13. ELEVATOR = SOCIAL MEDIA MARKETING
  • 14. DIGITALMEDIAQUICKINTRO
  • 15. DIGITALMEDIAPaidSocial Ads, DisplayAdvertising,SEM/PPC,Sponsored PostsOwnedWebsite, Mobile,Microsites, SocialMedia Accounts &CommunitiesEarnedWoM, Listings,Ratings, Mentions,Recommendations& Comments€ ♥©
  • 16. SOCIALMEDIAROIINNUMBERSA research by Mr Youth, a NY-based new mediaagency found that...
  • 17. of SM users trust brands that have a presence on them more thanthose brands that don’tof SM users would spend more on brands that they trust
  • 18. of SM users purchased something based on SM interaction
  • 19. of users who asked a question and received an answer on a pagemade a purchase based on that interaction
  • 20. 2013 Greek Trends
  • 21. Top Ten Greek Trends1. Made in Greece2. Car Divorce3. Downstarts4. Life Lists5. DIY experts6. Home, sweet home7. Back to roots8. Back to humanity9. Promo mania10. Prevention = Savings
  • 22. Made in Greece
  • 23. Car Divorce
  • 24. Downstarts
  • 25. Life Lists
  • 26. DIY Experts
  • 27. Home, sweet home
  • 28. Back to roots
  • 29. Promo Mania
  • 30. Prevention = Savings
  • 31. Video
  • 32. Video
  • 33. 1 in 5users checks facebook before doinganything else in the morningdid you know?
  • 34. Facebook AnalysisAt this time in Greece, Facebook is the socialnetwork that can bring the best results onbrand’s campaigns if it used with a creative wayand proper strategy.It contains a large mass of users, has an easy usefor everyone, has a growing audience with itsreal elements mainly, allows the use ofapplication and has a promotional tool withgood targeting features.
  • 35. Facebook AudienceTotal number of people in Greece:4+ million peopleDemographic data:Male: 55%Female: 45%
  • 36. Facebook Stats
  • 37. FacebookStats
  • 38. More numbers...of Internet users have a Facebook account (US)
  • 39. of Internet users enter on Facebook everyday
  • 40. of Facebook users have more than 100 friends
  • 41. of Facebook users have “liked” a brand page
  • 42. of Facebook users have shared a brand name on Facebook
  • 43. of Facebook users have shared on their wall a video or photo of theirfavorite brand
  • 44. of Facebook users prefer to receive coupons, deals and contests frombrands
  • 45. of Facebook users prefer to watch news from brands on theirnewsfeed
  • 46. Content Strategy
  • 47. Types of Content
  • 48. Content Tips Brevity Frequency Posts with videos and photos Fun tone, creatively and character Post’s time Relevance content Seasonality content Gifts Ask for interaction Have Call To Action
  • 49. Content StrategyMagne cContentProductContentServiceContentSocialContentAenonBondingConviconEngagementMass Conversa on Enduring Conversa onRelevant Conversa on Regular Conversa on
  • 50. Magnetic Content
  • 51. Service Content
  • 52. Product Content
  • 53. Social Content
  • 54. Ways to increase engagement withoutBudget
  • 55. 3 Unconventional Ways to Boost Engagement1. Crowd source2. Introduce/Highlight YourEmployees on Facebook3. Reveal New Features and video
  • 56. Crowd source
  • 57. Highlight Your Employees on Facebook
  • 58. Reveal New Products and Features
  • 59. Facebook Apps
  • 60. Facebook Apps to Improve FanEngagement1.Define Your Custom AppStrategy2.Create Custom Apps basedon a creative idea3.Promote and Drive Trafficto Your Custom App
  • 61. Prigat Smile
  • 62. Fashion Like
  • 63. Facebook Advertising
  • 64. Ad formats:
  • 65. Ad formats:
  • 66. Ad formats:
  • 67. Ad formats: Sponsored Story
  • 68. EdgeRank
  • 69. What is EdgeRank?
  • 70. MagicofNumbers
  • 71. Why is EdgeRank the mostimportant factor on Facebook?
  • 72. Post daily?Post weekly?Post hourly?
  • 73. Post in themorning or atnights?
  • 74. Post pictures,video, text orlinks?
  • 75. Post with orwithout mylogo in pics?
  • 76. Self-promoteor not?
  • 77. What kind offeedback docompetitorsget?
  • 78. Are fans nowunreachabledue to badcontent?
  • 79. WARNINGWrong answers getyou zero value.
  • 80. Example
  • 81. typical user250 friends50 pages1 post from each
  • 82. typical userlogs on fb 5x a day20 posts each time
  • 83. typical useronly sees100 of 300 posts
  • 84. Online Currency:user attention
  • 85. If you were Coca-Cola and posted this...
  • 86. Pepsi is just 0.0001% of your competition
  • 87. Redbull is not your competition
  • 88. Your fan’s friend’s dog is your competition
  • 89. REMEMBERYou are competing for the sameuser attention
  • 90. Newsfeed
  • 91. Personal EstimateAll posts: 100In Most Recent: 25In Top Stories: 10Engaged: 1
  • 92. globally1b users6-7m pagesare users on fb for the pages?
  • 93. EdgeRankαυτός ο άγνωστοςOtherStartupBrandFriend
  • 94. EdgeRankchangesevery6 months...
  • 95. ... and it notgettingbetter forthe pages!
  • 96. Last change:20 Sep 2012
  • 97. EdgeRank before 20 Sep 2012a x w x t
  • 98. why?
  • 99. user experience from pagesso far is bad
  • 100. average lifetime:2-3 hrs
  • 101. EdgeRank after 20 Sep 2012a x w x t x g x n
  • 102. Group Reaction
  • 103. Negative Feedback
  • 104. Negative Feedback
  • 105. Numberof PostsAverageTotalEngagementContest 7 153 1.072Fun/Product 5 202 1.010Mood 9 214 1.925Poll 1 63 63Video 10 247 2.466Product 2 54 107Grand Total 34 195 6.643
  • 106. promoted post
  • 107. contentcontestv
  • 108. Paid content20maximumin newsfeed/oo
  • 109. Conversion
  • 110. EdgeRankwill changeagain!
  • 111. Emails:30open rate/oo
  • 112. SOCIALMEDIABEYONDFACEBOOK
  • 113. YOUTUBE
  • 114. Twitter
  • 115. INSTAGRAM
  • 116. PINTEREST
  • 117. FOURSQUARE
  • 118. FOURSQUARE
  • 119. LINKEDIN
  • 120. MONITORING