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Digital Marketing - A quick workshop
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Digital Marketing - A quick workshop

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Introduction to Social Media. What they are, their types, why they matter and what's the best way to convert consumers to customers.

Introduction to Social Media. What they are, their types, why they matter and what's the best way to convert consumers to customers.

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  • Community building
  • Ειδική μνεία στο ότι ήταν πρωτοπόροι και τελικά όλοι λένε τα reviews δεν επηρεάζουν τις πωλήσεις.Ισχύει;
  • Twitter for Customer ServiceDeviant Art for ArtistsEtsy for handmade thingsMONITORINGPINTERESTFACEBOOK
  • F-commerce
  • F-commerce
  • Supply bigger than demand
  • Today, I’m going to talk to you about my two most favorite subjects:One, obviously, is pizza.The other is making friends on the Internet.
  • However, since you probably do not want to hear me blabbing about my favorite subjects alone, I am going to talk to you about something you might be interested to hear: “Do social media hve ROI?”And to make it more specificdoes your marketing euro pay for itself or is it wasted?Let me start by saying that I’m an all-Internet guy myself, having been online since 1993. And I don’t know why these questions are asked so often in online marketing but not in traditional media communication which costs way more.However, let’s get back to our pizza.
  • L’ Artigiano had about 30 shops when we started.None of them has in-dining facilities, they only have take-away.They see their product offering as being above average in terms of ingredients.Their competition are pretty strong brands:Pizza Hut and Domino’s Pizza are international brandsLocal player Pizza Fan has a huge market share by being the value-for-money option
  • When we started their Facebook page, we decided not to go large.We identified occasions in which most people are likely to order a pizza at home.Then we used Facebook’s advanced targeting tool how many people it has that have listed these interests:Video gamesSportsMoviesTable gamesTo make the audience worthwhile we used expanded keywords. So for video games we used Playstation, Xbox, Nintendo Wii, Super Mario, Pro Evolution Soccer, Grand Theft Auto, etc. For movies we used a list of top movies and so on.Facebook identified a little more than 1 million users (there are overlaps between the groups shown) so we targeted them instead of going for 3.5 million users.
  • We decided to organize contests for these users.Most of the time, the prize was pizza: Easy for the client to offer, wanted by many. At some point, Coca-Cola was also involved in providing free drinks as L’ Artigiano’s supplier.The page started going wonderfully, it soon became the top page in its market sector.
  • So, since we talked about ROI we need to see how much this cost the client.This is a very low price to pay if you consider it includes the cost of getting the fan, having him bring friends to vote his answers in the quiz of the month and getting answers about how he is worth to you.What we would see as a possible next step?Creating ad campaigns that target existing users of the page (Facebook allows you to do that) in order to get them to order either online or by phone. That wasy engagement is not about likes and comments but about increasing consumption.
  • To prove ROI, we needed something more.So, with each contest we asked the newcomers how often they order from L’ Artigiano. They could answer anything from “every day” to “once a year” or even “never” (and why).By having the frequency of their orders, and knowing the average value of each order, we could establish how much each fan is worth to us.In the end, we came up with a figure that amazed us.More than €50,000 worth of orders were coming from users within their Facebook page every month.And since each ad campaign targeted different occasions of use, we also have the information about which of these four target groups makes more orders per capita. But I am not going to share this information with you today, I’m afraid.
  • So, since we talked about ROI we need to see how much this cost the client.This is a very low price to pay if you consider it includes the cost of getting the fan, having him bring friends to vote his answers in the quiz of the month and getting answers about how he is worth to you.What we would see as a possible next step?Creating ad campaigns that target existing users of the page (Facebook allows you to do that) in order to get them to order either online or by phone. That wasy engagement is not about likes and comments but about increasing consumption.

Digital Marketing - A quick workshop Presentation Transcript

  • 1. Γιώργος  Αναγνωστόπουλος   socialab  
  • 2. Συστηθήκαμε;
  • 3. Ας  συστηθούμε§  H  Socialab  ξεκίνησε  ως  business  unit  της  Amaze  ΑΕ,  εταιρεία  στο  χώρο  του   mobile  markeMng  με  πελάτες  την  Cosmote,  Vodafone  και  Wind.  §  Σήμερα  είναι  ξεχωριστή  εταιρεία  στην  Ελλάδα  και  στη  Μ.  Βρετανία  και   είναι  μέλος  του  Word  of  Mouth  MarkeMng  AssociaMon.  §  Τα  μέλη  της  ομάδας  ανήκουν  στην  πρώτη  γενιά  bloggers  του  2004-­‐2005.   Είχαν  επίσης  το  πρώτο  ελληνικό  online  περιοδικό  το  1994,  ουσιαστικά   ιδρύοντας  το  πρώτο  community!  §  Η  Socialab  επιμελείται  το  γνωστότερο  ελληνικό  blog  για  social  media,   www.suit.gr,  με  30  συνεργάτες  από  το  χώρο  του  digital  markeMng  και  8.500   αναγνώστες  μηνιαίως.    §  Επίσης  διαχειρίζεται  το  μεγαλύτερο  group  στο  LinkedIn,  Social  Media  GR,   με  2.500  επαγγελματίες  του  χώρου  τους  οποίους  ενημερώνει  και   εκπαιδεύει.  
  • 4. Πελάτες
  • 5. Σύντομες  επιτυχίες  της  socialab§  Το  πιο  πετυχημένο  ελληνικό  branded   viral  video  με  πάνω  από  2.000.000  views.    §  ROI  της  τάξης  του  9x  σε  προωθητική   ενέργεια  για  τα  καταστήματα     L’  ArMgiano  με  αύξηση  της     συχνότητας  αγορών.    §  Δημιουργία  διαδραστικής  εφαρμογής  στο   Facebook  για  το  Mtv  μέσα  σε  3  ημέρες  για   engagement  160.000  χρηστών.    §  Άμεση  αντίδραση  σε  περιπτώσεις   moderaMon  σε  σελίδες,  ακόμα  και  55”.  
  • 6. Social  Media  
  • 7. Ψηφιακά  μέσα   €   © ♥   Paid   Owned   Earned   Social  Ads,  Display   Website,  Mobile,   WoM,  LisMngs,   AdverMsing,  SEM/ Microsites,  Social   RaMngs,  MenMons,   PPC,  Sponsored   Media  Accounts  &   RecommendaMons   Posts   CommuniMes   &  Comments  
  • 8. Για  να  μιλήσουμε  σε  νούμερα...  Σε  έρευνα  της  Mr  Youth,  μια  από  τις  γρηγορότερα  αναπτυσσόμενες  διαφημιστικές  εταιρείες  New  Media  βρέθηκε  πως....  
  • 9. των  χρηστών  εμπιστεύονται  περισσότερο     τα  brands  που  έχουν  παρουσία  στα  Social  Media.    θα  ξόδευαν  περισσότερο  σε  brands  που  εμπιστεύονται,     όταν  μόνο  το  29%  των  non-­‐users  θα  έκαναν  το  ίδιο.  
  • 10.  των  χρηστών  Social  Media  έκαναν  κάποια  αγορά    με  βάση  interacMon  που  είχαν  στα  Social  Media.  
  • 11.  των  χρηστών  που  ανάρτησαν  μια  ερώτηση  και  έλαβαν  απάντηση,   έκαναν  μια  αγορά  βάσει  αυτού  το  interacMon.  
  • 12. slow  r  evoluMon  
  • 13. Social  Media  types  
  • 14. Εσωτερικά    Εξωτερικά  
  • 15. Εσωτερικά  
  • 16. Εξωτερικά  
  • 17. Monitoring  
  • 18. Facebook  
  • 19. Facebook  Stats  
  • 20. Facebook  Stats  
  • 21. R   I   O  
  • 22. Facebook  Case  Study  
  • 23. (  
  • 24. 30  
  • 25. Occasions  of  consumpMon    350.000  users    470.000  users    590.000  users    33.000  users  
  • 26. 6,300  new  fans  
  • 27. Fan  Acquisi1on  Method:  6  ad  campaigns  6  contests    Total  cost  per  new  &  qualified  fan:    less  than  €1    
  • 28. “How  o”en  do  you  order  from  L’  ArMgiano?”  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  
  • 29. Next  step:                AdverMse  to  the  exis1ng  fans.  Get  them  to  order  by  phone  or  online.  
  • 30. )  
  • 31. TwiŒer  
  • 32. YouTube  
  • 33. Instagram  
  • 34. Pinterest  
  • 35. Conversion  
  • 36. Προσωπική  προτίμηση  
  • 37. George  Anagnostopoulos   www.suit.gr   @suitGR