On October 23rd, 2014, we updated our
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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.
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”
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
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
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.
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?