Social Media & ROI
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Social Media & ROI

on

  • 630 views

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

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

Statistics

Views

Total Views
630
Views on SlideShare
629
Embed Views
1

Actions

Likes
9
Downloads
256
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

Social Media & ROI Presentation Transcript

  • 1. SOCIAL MEDIA MARKETING ALBA – 8 FEB 2014 – MSc MARKETING
  • 2. E WE HAV ET? M
  • 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. THIS IS MY PASSION: SUIT.GR
  • 5. Clients  
  • 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. OC IAL S MEDIA
  • 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. Let’s  talk  numbers   Mr  Youth,  a  NYC-­‐based  new  media  agency,   conducted  a  survey  in  the  pre-­‐Xmas  period  2011.  
  • 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.   of  SM  users  made  a  purchase     based  on  an  interacEon  they  had  on  SM  
  • 12.   of  users  who  posted  a  quesEon  on  FB  brand  pages  and  received  an   answers,  made  a  purchase  based  on  that  interacEon  
  • 13. slow   r  evoluEon  
  • 14. S E S OF T YP EDIA C IAL M O
  • 15. Internal     External   EXTERNAL INTERNAL
  • 16. S RNAL INTE EDIA C IAL M O
  • 17. S RNAL EXTE EDIA C IAL M O
  • 18. RING ONIT O M T OOL S
  • 19. BOOK FACE
  • 20. Facebook  Stats  
  • 21. Facebook  Stats  
  • 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. 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. R   I   O  
  • 25. ROI BOOK FACE STUDY CASE
  • 26. (  
  • 27. 30  
  • 28. Occasions  of  consumpEon    350.000  users    470.000  users    590.000  users    33.000  users  
  • 29. 6,300  new  fans  
  • 30. Fan  Acquisi?on  Method:   6  ad  campaigns   6  contests     Total  cost  per  new  &  qualified  fan:     less  than  €1    
  • 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. Next  step:                 AdverEse  to  the  exis?ng  fans.   Get  them  to  order  by  phone  or  online.  
  • 33. )  
  • 34. A ROI MEDI C IAL SO UDIES SE ST CA
  • 35. hap://socialmediatoday.com/pamdyer/1777136/10-­‐examples-­‐social-­‐media-­‐roi-­‐infographic  
  • 36. ITTER TW
  • 37. TUBE YOU
  • 38. GRAM INSTA
  • 39. EREST PINT
  • 40. SI O N ONVER AL C E GO IS TH
  • 41. Usually  a  good  strategy...  
  • 42. UDIES SE ST CA ENT) LY REC MOS T (
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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