Market your startup!
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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

Market your startup! Market your startup! Presentation Transcript

  • Startup Social MediaMarketingFrom ground floor to the sky!socialab
  • Tasos VeliadisBusiness Unit Director @ socialab@tasosveliadisFacebook.com/tasovelHI!!
  • 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. View slide
  • Πελάτες View slide
  • My first Startup
  • NO MORE SPAM!STOP!
  • We have a new Product/Service
  • You want it to go Viral
  • But traditional marketing doesn’t work!
  • It doesn’t work because consumers havemore choices and less time
  • It doesn’t work because Startups don’thave the money!
  • So you need a marketing elevator to getyour start up off the ground!
  • ELEVATOR = SOCIAL MEDIA MARKETING
  • DIGITALMEDIAQUICKINTRO
  • DIGITALMEDIAPaidSocial Ads, DisplayAdvertising,SEM/PPC,Sponsored PostsOwnedWebsite, Mobile,Microsites, SocialMedia Accounts &CommunitiesEarnedWoM, Listings,Ratings, Mentions,Recommendations& Comments€ ♥©
  • SOCIALMEDIAROIINNUMBERSA research by Mr Youth, a NY-based new mediaagency found that...
  • 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
  • of SM users purchased something based on SM interaction
  • of users who asked a question and received an answer on a pagemade a purchase based on that interaction
  • 2013 Greek Trends
  • 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
  • Made in Greece
  • Car Divorce
  • Downstarts
  • Life Lists
  • DIY Experts
  • Home, sweet home
  • Back to roots
  • Promo Mania
  • Prevention = Savings
  • Video
  • Video
  • 1 in 5users checks facebook before doinganything else in the morningdid you know?
  • 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.
  • Facebook AudienceTotal number of people in Greece:4+ million peopleDemographic data:Male: 55%Female: 45%
  • Facebook Stats
  • FacebookStats
  • More numbers...of Internet users have a Facebook account (US)
  • of Internet users enter on Facebook everyday
  • of Facebook users have more than 100 friends
  • of Facebook users have “liked” a brand page
  • of Facebook users have shared a brand name on Facebook
  • of Facebook users have shared on their wall a video or photo of theirfavorite brand
  • of Facebook users prefer to receive coupons, deals and contests frombrands
  • of Facebook users prefer to watch news from brands on theirnewsfeed
  • Content Strategy
  • Types of Content
  • 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
  • Content StrategyMagne cContentProductContentServiceContentSocialContentAenonBondingConviconEngagementMass Conversa on Enduring Conversa onRelevant Conversa on Regular Conversa on
  • Magnetic Content
  • Service Content
  • Product Content
  • Social Content
  • Ways to increase engagement withoutBudget
  • 3 Unconventional Ways to Boost Engagement1. Crowd source2. Introduce/Highlight YourEmployees on Facebook3. Reveal New Features and video
  • Crowd source
  • Highlight Your Employees on Facebook
  • Reveal New Products and Features
  • Facebook Apps
  • Facebook Apps to Improve FanEngagement1.Define Your Custom AppStrategy2.Create Custom Apps basedon a creative idea3.Promote and Drive Trafficto Your Custom App
  • Prigat Smile
  • Fashion Like
  • Facebook Advertising
  • Ad formats:
  • Ad formats:
  • Ad formats:
  • Ad formats: Sponsored Story
  • EdgeRank
  • What is EdgeRank?
  • MagicofNumbers
  • Why is EdgeRank the mostimportant factor on Facebook?
  • Post daily?Post weekly?Post hourly?
  • Post in themorning or atnights?
  • Post pictures,video, text orlinks?
  • Post with orwithout mylogo in pics?
  • Self-promoteor not?
  • What kind offeedback docompetitorsget?
  • Are fans nowunreachabledue to badcontent?
  • WARNINGWrong answers getyou zero value.
  • Example
  • typical user250 friends50 pages1 post from each
  • typical userlogs on fb 5x a day20 posts each time
  • typical useronly sees100 of 300 posts
  • Online Currency:user attention
  • If you were Coca-Cola and posted this...
  • Pepsi is just 0.0001% of your competition
  • Redbull is not your competition
  • Your fan’s friend’s dog is your competition
  • REMEMBERYou are competing for the sameuser attention
  • Newsfeed
  • Personal EstimateAll posts: 100In Most Recent: 25In Top Stories: 10Engaged: 1
  • globally1b users6-7m pagesare users on fb for the pages?
  • EdgeRankαυτός ο άγνωστοςOtherStartupBrandFriend
  • EdgeRankchangesevery6 months...
  • ... and it notgettingbetter forthe pages!
  • Last change:20 Sep 2012
  • EdgeRank before 20 Sep 2012a x w x t
  • why?
  • user experience from pagesso far is bad
  • average lifetime:2-3 hrs
  • EdgeRank after 20 Sep 2012a x w x t x g x n
  • Group Reaction
  • Negative Feedback
  • Negative Feedback
  • 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
  • promoted post
  • contentcontestv
  • Paid content20maximumin newsfeed/oo
  • Conversion
  • EdgeRankwill changeagain!
  • Emails:30open rate/oo
  • SOCIALMEDIABEYONDFACEBOOK
  • YOUTUBE
  • Twitter
  • INSTAGRAM
  • PINTEREST
  • FOURSQUARE
  • FOURSQUARE
  • LINKEDIN
  • MONITORING