SOCIAL MEDIA MARKETING
ALBA – 8 FEB 2014 – MSc MARKETING
E WE
HAV

ET?
M
George	
  Anagnostopoulos	
  
§  Digital	
  Content	
  Creator	
  since	
  1994	
  in	
  the	
  first	
  Greek	
  web-­‐zi...
THIS IS MY PASSION:
SUIT.GR
Clients	
  
what	
  we’ve	
  done	
  
digital	
  strategy	
  
	
  
social	
  media	
  
	
  
apps	
  &	
  ads	
  
	
  
online	
  video	...
OC IAL
S
MEDIA
Digital	
  Media	
  

€	
   © ♥	
  

Paid	
  

Social	
  Ads,	
  Display	
  
AdverEsing,	
  SEM/
PPC,	
  Sponsored	
  
Pos...
Let’s	
  talk	
  numbers	
  
Mr	
  Youth,	
  a	
  NYC-­‐based	
  new	
  media	
  agency,	
  
conducted	
  a	
  survey	
  i...
of	
  SM	
  users	
  trust	
  more	
  the	
  brands	
  that	
  
	
  are	
  acEve	
  on	
  SM	
  than	
  those	
  who	
  do...
 
of	
  SM	
  users	
  made	
  a	
  purchase	
  	
  
based	
  on	
  an	
  interacEon	
  they	
  had	
  on	
  SM	
  
 
of	
  users	
  who	
  posted	
  a	
  quesEon	
  on	
  FB	
  brand	
  pages	
  and	
  received	
  an	
  
answers,	
  made...
slow	
  

r	
  evoluEon	
  
S

E S OF
T YP
EDIA
C IAL M
O
Internal	
  
	
  
External	
  

EXTERNAL

INTERNAL
S

RNAL
INTE
EDIA
C IAL M
O
S

RNAL
EXTE
EDIA
C IAL M
O
RING
ONIT O
M
T OOL S
BOOK
FACE
Facebook	
  Stats	
  
Facebook	
  Stats	
  
EdgeRank	
  
§  Content	
  is	
  King.	
  	
  
It’s	
  been	
  that	
  way	
  since	
  1995.	
  
§  But,	
  anyone	
  wi...
Monthly	
  Engagement	
  Analysis	
  per	
  type	
  
Number	
  of	
  
Total	
  
Posts	
  
Average	
   Engagement	
  
Conte...
R	
   I	
  
O	
  
ROI
BOOK
FACE
STUDY
CASE
(	
  
30	
  
Occasions	
  of	
  consumpEon	
  

	
  350.000	
  users	
  

	
  470.000	
  users	
  

	
  590.000	
  users	
  

	
  33.00...
6,300	
  new	
  fans	
  
Fan	
  Acquisi?on	
  Method:	
  
6	
  ad	
  campaigns	
  
6	
  contests	
  
	
  

Total	
  cost	
  per	
  new	
  &	
  qual...
“How	
  omen	
  do	
  you	
  order	
  from	
  L’	
  ArEgiano?”	
  
Total	
  fan	
  value:	
  €56,810	
  per	
  month	
  
T...
Next	
  step:	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
AdverEse	
  to	
  the	
  exis?ng	
  fans.	
  
Get	
  them	
  to	
  or...
)	
  
A ROI
MEDI
C IAL
SO
UDIES
SE ST
CA
hap://socialmediatoday.com/pamdyer/1777136/10-­‐examples-­‐social-­‐media-­‐roi-­‐infographic	
  
ITTER
TW
TUBE
YOU
GRAM
INSTA
EREST
PINT
SI O N
ONVER AL
C
E GO
IS TH
Usually	
  a	
  good	
  strategy...	
  
UDIES
SE ST
CA
ENT)
LY REC
MOS T
(
Social	
  Media	
  support	
  for	
  STR8	
  Muzic	
  Fest,	
  a	
  concert	
  of	
  more	
  than	
  5,000	
  people	
  an...
Management	
  of	
  a	
  Facebook	
  Event	
  with	
  more	
  than	
  3,000	
  aaendees	
  to	
  
guide	
  the	
  audience...
We	
  helped	
  relaunch	
  STR8	
  in	
  June	
  2013	
  by	
  gamifying	
  the	
  online	
  brand	
  experience.	
  	
  ...
The	
  app	
  was	
  included	
  in	
  the	
  top	
  Greek	
  Apps	
  on	
  Facebook	
  Studio	
  	
  
and	
  soon	
  clim...
Millennium	
  Bank	
  asked	
  us	
  to	
  promote	
  their	
  Web	
  Banking	
  service.	
  
The	
  first	
  video	
  earn...
Soon	
  amer	
  rebranding	
  	
  
Calgonit	
  dish-­‐washer	
  
tablets	
  to	
  Finish,	
  	
  
Reckia	
  Benckiser	
  	...
Lipton,	
  as	
  the	
  leading	
  brand	
  in	
  its	
  category,	
  it	
  has	
  a	
  Facebook	
  page	
  with	
  
2+	
 ...
Sales	
  ROI:	
  Guised	
  as	
  an	
  on-­‐going	
  contest,	
  we	
  
conducted	
  research	
  for	
  L’	
  ArEgiano,	
 ...
Knorr	
  wanted	
  to	
  make	
  its	
  annual	
  Food	
  IQ	
  quiz	
  a	
  liale	
  more	
  interacEve,	
  so	
  
we	
  ...
Helped	
  the	
  US	
  Embassy	
  and	
  the	
  Stavros	
  Niarchos	
  FoundaEon	
  launch	
  a	
  Young	
  Entrepreneurs	...
Find	
  me	
  online!	
  
	
  
www.suit.gr	
  
facebook.com/George123	
  

Your	
  turn!	
  
	
  
Which	
  brands	
  caugh...
Social Media & ROI
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Social Media & ROI

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The presentation we gave to ALBA MSc Marketing students on 8 Feb 2014 in Athens, Greece.

Published in: Education, Business, Technology

Social Media & ROI

  1. 1. SOCIAL MEDIA MARKETING ALBA – 8 FEB 2014 – MSc MARKETING
  2. 2. E WE HAV ET? M
  3. 3. George  Anagnostopoulos   §  Digital  Content  Creator  since  1994  in  the  first  Greek  web-­‐zine.   §  Digital  Marketer  since  1999,  in  a  dot-­‐com  in  the  UK.   §  Search  MarkeEng  since  2002   §  Blogger  since  2004   §  Mobile  MarkeEng  since  2006   §  Social  Media  MarkeEng  since  2009   §  Judge  at  Ermis  Awards  -­‐  Digital   §  Has  worked  with  50+  brands  in  the  last  13  years.  
  4. 4. THIS IS MY PASSION: SUIT.GR
  5. 5. Clients  
  6. 6. what  we’ve  done   digital  strategy     social  media     apps  &  ads     online  video     SEM:  SEO/PPC   digital  PR     brand  monitoring     audience  engagement     brand  ambassadors     affiliate  markeEng  
  7. 7. OC IAL S MEDIA
  8. 8. Digital  Media   €   © ♥   Paid   Social  Ads,  Display   AdverEsing,  SEM/ PPC,  Sponsored   Posts   Owned   Website,  Mobile,   Microsites,  Social   Media  Accounts  &   CommuniEes   Earned   WoM,  LisEngs,   RaEngs,  MenEons,   RecommendaEons   &  Comments  
  9. 9. Let’s  talk  numbers   Mr  Youth,  a  NYC-­‐based  new  media  agency,   conducted  a  survey  in  the  pre-­‐Xmas  period  2011.  
  10. 10. of  SM  users  trust  more  the  brands  that    are  acEve  on  SM  than  those  who  don’t.   of  SM  users  say  the  would     spend  more  in  a  brand  they  trust      
  11. 11.   of  SM  users  made  a  purchase     based  on  an  interacEon  they  had  on  SM  
  12. 12.   of  users  who  posted  a  quesEon  on  FB  brand  pages  and  received  an   answers,  made  a  purchase  based  on  that  interacEon  
  13. 13. slow   r  evoluEon  
  14. 14. S E S OF T YP EDIA C IAL M O
  15. 15. Internal     External   EXTERNAL INTERNAL
  16. 16. S RNAL INTE EDIA C IAL M O
  17. 17. S RNAL EXTE EDIA C IAL M O
  18. 18. RING ONIT O M T OOL S
  19. 19. BOOK FACE
  20. 20. Facebook  Stats  
  21. 21. Facebook  Stats  
  22. 22. EdgeRank   §  Content  is  King.     It’s  been  that  way  since  1995.   §  But,  anyone  with  more  than  200   friends  and  100  pages  will  probably   never  get  to  see  so  much  content.   §  So,  Facebook  had  to  find  a  way  to   make  their  site  engaging.  That’s  what   EdgeRank  does.   §  In  a  way,  a  Facebook  page  has  some   similariEes  with  a  radio  staEon  when   you  take  into  consideraEon  the   EdgeRank  algorithm.  
  23. 23. Monthly  Engagement  Analysis  per  type   Number  of   Total   Posts   Average   Engagement   Contest   7   153   1.072   Fun/Product   5   202   1.010   Mood   9   214   1.925   Poll   1   63   63   10   247   2.466   2   54   107   34   195   6.643   Video   Product   Grand  Total  
  24. 24. R   I   O  
  25. 25. ROI BOOK FACE STUDY CASE
  26. 26. (  
  27. 27. 30  
  28. 28. Occasions  of  consumpEon    350.000  users    470.000  users    590.000  users    33.000  users  
  29. 29. 6,300  new  fans  
  30. 30. Fan  Acquisi?on  Method:   6  ad  campaigns   6  contests     Total  cost  per  new  &  qualified  fan:     less  than  €1    
  31. 31. “How  omen  do  you  order  from  L’  ArEgiano?”   Total  fan  value:  €56,810  per  month   Total  fans:  6,300   Facebook  ROI:   Every  €1  spent  (one-­‐off)     we  brought  one  fan   who  controls  more  than  €9   of  spending    every  month  
  32. 32. Next  step:                 AdverEse  to  the  exis?ng  fans.   Get  them  to  order  by  phone  or  online.  
  33. 33. )  
  34. 34. A ROI MEDI C IAL SO UDIES SE ST CA
  35. 35. hap://socialmediatoday.com/pamdyer/1777136/10-­‐examples-­‐social-­‐media-­‐roi-­‐infographic  
  36. 36. ITTER TW
  37. 37. TUBE YOU
  38. 38. GRAM INSTA
  39. 39. EREST PINT
  40. 40. SI O N ONVER AL C E GO IS TH
  41. 41. Usually  a  good  strategy...  
  42. 42. UDIES SE ST CA ENT) LY REC MOS T (
  43. 43. Social  Media  support  for  STR8  Muzic  Fest,  a  concert  of  more  than  5,000  people  and   7  music  groups.  Organizing  groups  to  post  content,  live  Facebook  posts  from  the   concert,  streaming  tweets,  photo  tags  and  photobooth  (7-­‐person  team).  
  44. 44. Management  of  a  Facebook  Event  with  more  than  3,000  aaendees  to   guide  the  audience  of  Public  Stores  to  their  shops  at  midnight  for  the   launch  of  a  new  game.  (3-­‐person  team)  
  45. 45. We  helped  relaunch  STR8  in  June  2013  by  gamifying  the  online  brand  experience.     The  campaign  reached  4x  its  original  organic  audience  with  8x  the  engagement.   This  earned  us  the  Gold  Award  at  the  Social  Media  Awards  2013.   This  also  resulted  in  an  increase  of  8%  market  share  for  the  product  against  its   compeEtors.  
  46. 46. The  app  was  included  in  the  top  Greek  Apps  on  Facebook  Studio     and  soon  climbed  in  the  Top  5!  It  also  fixed  the  pages  Engagement  Rate   amer  a  year  of  reckless  posEng  schedule  from  the  previous  agency  
  47. 47. Millennium  Bank  asked  us  to  promote  their  Web  Banking  service.   The  first  video  earned  us  our  first  spot  in  the  world-­‐acclaimed  Ads   Of  The  World.  
  48. 48. Soon  amer  rebranding     Calgonit  dish-­‐washer   tablets  to  Finish,     Reckia  Benckiser     wanted  a  viral.     Thanks  to  our   neat  Video  SEO   strategy,  this   video  received   more  than   3,000,000  verified   views  on  YouTube.      
  49. 49. Lipton,  as  the  leading  brand  in  its  category,  it  has  a  Facebook  page  with   2+  million  fans,  that  for  2  years  Socialab  has  been  managing,  co-­‐ ordinaEng  with  no  less  than  25  local  teams  on  a  global  scale.  
  50. 50. Sales  ROI:  Guised  as  an  on-­‐going  contest,  we   conducted  research  for  L’  ArEgiano,  that   showed  that  €60,000  worth  of  sales  were   generated  from  their  facebook  fans  monthly.  
  51. 51. Knorr  wanted  to  make  its  annual  Food  IQ  quiz  a  liale  more  interacEve,  so   we  super-­‐charged  it  with  gamificaEon  elements.  Result:  For  every  one  fan   who  discovered  the  game  through  paid  media,  another  3  discovered  it   through  their  friends  with  no  cost  for  the  brand.  
  52. 52. Helped  the  US  Embassy  and  the  Stavros  Niarchos  FoundaEon  launch  a  Young  Entrepreneurs   conference  in  just  3  weeks  from  concepEon.  Not  only  did  we  fill  the  330-­‐seat  auditorium,  but   we  brought  more  than  700  registraEons  in  2  weeks  via  social  media  ads.  The  organizers  had   to  book  an  extra  room  in  the  congress  site  to  fit  all  the  people  in!  
  53. 53. Find  me  online!     www.suit.gr   facebook.com/George123   Your  turn!     Which  brands  caught  your   aaenEon  on  social  media?   This  presentaEon  is  online:     www.slideshare.net/socialab  
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