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Social Media Marketing: A hands-on approach
 

Social Media Marketing: A hands-on approach

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A presentation for MSc Marketing @ ALBA - 19 Feb 2013.

A presentation for MSc Marketing @ ALBA - 19 Feb 2013.

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  • 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.

Social Media Marketing: A hands-on approach Social Media Marketing: A hands-on approach Presentation Transcript

  • Social  Media  Marke-ng:    A  hands-­‐on  approach  George  Anagnostopoulos,  socialab  19  Feb  2013  @  ALBA  MSc  Marke-ng  
  • Have  we  met?
  • Let’s  get  to  know  each  other§  I’m  George.  §  I  was  a  geek  from  a  very  young  age.  That  used  to  be  rare  then.  §  Socialab  started  as  a  business  unit  of  Amaze,  a  mobile  marke-ng  company   that  has  Cosmote,  Vodafone  and  Wind  for  clients.  §  Today,  it’s  a  separate  company  based  in  Greece  and  in  the  UK,  one  of  the   few  members  of  the  Word  of  Mouth  Marke-ng  Associa-on.  §  The  team  members  belong  to  the  first  genera-on  of  bloggers  of  2004-­‐2005.   We  also  had  the  first  Greek  online  “zine”  in  1994,  basically  founding  one  of   the  first  Internet  communi-es.  §  Socialab  has  the  biggest  Greek  blog  on  social  media  marke-ng,  www.suit.gr,   with  approx.  30  contributors  (including  our  own  compe-tors)  and  8,500   visitors  monthly.    §  We  also  founded  the  biggest  relevant  group  on  LinkedIn,  Social  Media  GR,   which  now  has  more  than  2,500  professionals  who  are  looking  to  touch   base  with  the  social  media  community.  
  • Clients  
  • Highlights  of  our  work§  One  of  our  applica-ons  for  the  STR8  brand  got   into  the  Top  5  of  Greek  apps  on  Facebook  Studio.  §  We  marketed  the  most  successful  viral  video   with  2.700.000  views  on  YouTube.  §  Proved  ROI  of  more  than  €60.000  every  month   for  L’  Ar-giano’s  presence  on  Facebook.  §  Management  of  Lipton’s  global  page  with  1.8m   fans,  managing  content  from  25  countries.  §  An  anima-on  we  created  for  Millennium  bank’s   Direct  banking  department,  was  selected  by   pres-gious  Ads  Of  The  World.  §  Lots  more  in  our  company  profile:  “Who  We  Are”  
  • Social  Media  
  • Digital  Media   €   © ♥   Paid   Owned   Earned   Social  Ads,  Display   Website,  Mobile,   WoM,  Lis-ngs,   Adver-sing,  SEM/ Microsites,  Social   Ra-ngs,  Men-ons,   PPC,  Sponsored   Media  Accounts  &   Recommenda-ons   Posts   Communi-es   &  Comments  
  • Let’s  talk  numbers  Mr  Youth,  a  NYC-­‐based  new  media  agency,  conducted  a  survey  in  the  pre-­‐Xmas  period  2011.  
  • of  SM  users  trust  more  the  brands  that    are  ac-ve  on  SM  than  those  who  don’t.     of  SM  users  say  the  would     spend  more  in  a  brand  they  trust    
  •   of  SM  users  made  a  purchase    based  on  an  interac-on  they  had  on  SM  
  •  of  users  who  posted  a  ques-on  on  FB  brand  pages  and  received  an   answers,  made  a  purchase  based  on  that  interac-on  
  • slow  r  evolu-on  
  • Social  Media  types  
  • Internal    External  
  • Internal  
  • External  
  • Monitoring  
  • Facebook  
  • Facebook  Stats  
  • Facebook  Stats  
  • 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   similari-es  with  a  radio  sta-on  when   you  take  into  considera-on  the   EdgeRank  algorithm.  
  • 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   Video   10   247   2.466   Product   2   54   107   Grand  Total   34   195   6.643  
  • R   I   O  
  • Facebook  Case  Study  
  • (  
  • 30  
  • Occasions  of  consump-on    350.000  users    470.000  users    590.000  users    33.000  users  
  • 6,300  new  fans  
  • Fan  AcquisiMon  Method:  6  ad  campaigns  6  contests    Total  cost  per  new  &  qualified  fan:    less  than  €1    
  • “How  open  do  you  order  from  L’  Ar-giano?”  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  
  • Next  step:                Adver-se  to  the  exisMng  fans.  Get  them  to  order  by  phone  or  online.  
  • )  
  • Twijer  
  • YouTube  
  • Instagram  
  • Pinterest  
  • Conversion  
  • Personal  preference  
  • Some  case  studies...  
  • STR8  Choice  Young  boys  between  13-­‐16  were  asked  to  vote  for  their  ideal  girl,  footballer,  car  and  STR8  product.    This  was  an  interac-ve  poll  that  published  its  results  daily  and  kept  score  of  who  was  ahead.    Results?  More  than  5,000  users  interacted  the  first  week.    The  app  was  included  in  the  top  Greek  Apps  on  Facebook  Studio    and  soon  climbed  in  the  Top  5!  
  • Monitoring:  Novar-s  §  Novar-s  is  a  leading  player  in  the  pharma   industry,  with  hundreds  of  OTC  and   prescrip-on  drugs  in  the  market.  §  What  they  are  interested  in  is  to  follow-­‐up   on  men-ons  of  how  their  products  are   accepted  in  the  market  both  in  terms  of   communica-on  as  well  as  health-­‐wise.  §  Socialab  provides  services  to  ensure  that  all   men-ons  of  their  products  and  the  corporate   brand  from  Greek  users  are  assessed  reach   the  marke-ng  department.  §  Furthermore,  Socialab  is  part  of  the   company’s  pharmacovigillance  program,   repor-ng  results  the  the  Drug   Administra-on’s  (EOF)  standards.  
  • Viral  Video  Case  Study:  Finish  §  Reckij  Benckiser  that  produces  Finish,   a  dish  washer  tablet.  §  Instead  of  going  with  a  mainstream   advert,  they  wanted  something   trendier:  a  viral  video.  §  A  short  -me  aperwards,  Finish  is  the   most  viewed  Greek  branded  viral   video  ever,    which  now  has  more  than   2,700,000  views.  §  The  crea-ve  accounted  for   approximately  the  first  5,000  views,   but  then,  our  VSEO  work  paid  off  as   we  made  the  video  become  the  “most   suggested”  on  YouTube’s   recommenda-on  engine  aper  certain   high-­‐traffic  videos.  
  • Video  Crea-ve:  Millennium  Bank  §  Millennium  Bank  asked  us  to  promote   their  Web  Banking  service.  §  We  came  up  with  a  concept  of  a  furry,   lovable  squirrel  who  would  be  used  as   the  main  character  in  a  series  of   videos.  §  The  squirrel  would  opt  to  pay  bills  the   old  fashioned  way  and  would  always   waste  -me  and  get  into  trouble,  un-l   someone  showed  him  how  payments   should  be  done  –  electronically!  §  The  first  video  earned  us  our  first  spot   in  the  world-­‐acclaimed  Ads  Of  The   World  website,  a  place  where  only   very  few  Greek  videos  have  been   featured.  
  • Buzz  Case  Study:  World  of  Warcrap  §  WoW  is  a  very  popular  online  game   and  Public  wanted  to  generate  more   buzz  and  more  sales  at  midnight  of   December  7th,  2010,  when  the  new   game  add-­‐on  came  out.  §  The  add-­‐on  was  only  interes-ng  for   exis-ng  players,  an  audience  of  about   10,000  people  in  Greece.  But  no-­‐one   knew  who  they  are.  §  What  we  did  was  create  a  contest  in   which  only  exis-ng  players  could   par-cipate  and  we  generated  buzz  by   spending  nothing  on  adver-sing.  §  Instead,  we  asked  game  bloggers  to  do   the  talking  for  us.  §  The  result:  7,000  WoW  players  heard   about  the  event  at  Public.  And  Public   had  3x  more  stories  in  online  media   than  Plaisio,  a  compe-tor  focused   mainly  on  Technology.  
  • ePR  Case  Study:  Al-s   §  In  February  2011,  Al-s  wanted  to  differen-ate   itself  from  other  olive  oil  brands,  so  it  set  out  on   a  mission  to  educate  its  audience  about  its  oil’s   quality  characteris-cs.   §  They  wanted  to  communicate  the  same  thing   online,  but  an  adver-sing  campaign  wouldn’t   exactly  have  the  same  feel  as  “earned”media   (buzz).   §  We  worked  with  their  adver-sing  agency   to  iden-fy  50  of  the  country’s  bloggers  in  a     3-­‐hour  seminar  about  olive  oil  and  its  traits.   §  This  resulted  in  28  blog  posts  about  the   experience,  with  a  total  impression  count  of   260,000  people.  
  • PR/Buzz  Case  Study:  Ithaky  Travel  §  Ithaky  is  a  small  unmanned  digital   travel  agency  and  its  owners  wanted   to  see  if  their  small  opera-on  could   make  a  big  story  on  the  news  for  free.  §  We  came  up  with  an  idea  that  could   generate  a  lot  of  ajen-on:  We   declared  a  contest  where  if  a  couple   became  pregnant  during  their   vaca-on  they  would  win  4,000  euros.   To  make  things  more  interes-ng,   whoever  referred  them  to  book  on   Ithaky  would  win  1,000  euros.  §  The  contest  became  so  interes-ng   online  that  they  were  featured  on   ANT1  morning  show  and  on  Radio   Arvyla.  Total  es-mated  audience:     3  million  people.  
  • Find  me  online!     www.suit.gr   @suitGR   Your  turn!     Which  brands  caught  your   ajen-on  on  social  media?