socialab § Socialab oﬀers a wide range of online marke,ng services, specializing in social media and Word of Mouth Marke,ng. § How did it start? When we realized that we, as users, were being inﬂuenced about our real-‐life purchases from what we read from friends.
Creden,als: The blog We run the Social Media Marke/ng blog by The Suit, with more than 8,500 marketers visi,ng monthly. hRp://www.suit.gr/
Creden,als: The group We own the biggest Greek group on social media on LinkedIn, with more than 2,500 professionals: Social Media GR hRp://www.linkedin.com/groups?gid=3024911
Creden,als: Congresses Academic: § Panteios (Media) – Mar 2013 § ALBA (Digital Marke,ng) – Feb 2013: Digital is the new normal § AUEB/ELTRUN (ongoing): Social Media as an Opportunity Conver?ng fans & followers § Deree (Marke,ng Society) – May 2012: How Social Media promote Brand Awareness § SAE (Music Business): Social Media in the Music Industry § AKTO (Dec 2012): Why Content is the most important aspect of social media engagement Professional: § Social Media Conference 2013: Your big idea § EEDE – Dec 2012: Engagement principles & challenges of 2013 § All Things Facebook – Dec 2012: Reaching your targets in 2013 § Social Media Conference 2012: Communi?es beyond Facebook § Entrepreneurship Panorama 2012: Social Media in the Small Business § All Things Facebook – Dec 2011: ROI in Social Media
Creden,als: Media We have been featured in the media: § Kathimerini (16 Nov 2010): Social Media in Elec,ons § Athina 984 (Nov 2010): Elec,on Results and Social Media § Alpha TV (twice in 2011): Social Media from the users’ POV. § Vima FM 99,5 (Jan 2012): Social Media Marke,ng Seminars § Sport FM (20 Jan 2012): Pricing of Social Media Services § Marke,ng Week (15 Oct 2012): Cover and Company Presenta,on
What is George’s background? § First computer at the age of 8. § Online since 1993. § First online community in 1994. § Studied Marke,ng and eCommerce in the UK. § Started wri,ng about online marke,ng in 1997, while a ﬁrst-‐year. WriRen in more than 25 magazines, websites etc. § First job in a dot-‐com. Jobs in digital ever since: web, search, mobile, social. § Started personal blog George Is Your Man in 2004 (started because his printer broke down and needed to vent). § Loves to write, blog, comment.
What has Tasos worked on? • Born in Rhodes • First computer at the age of 5 • University of Piraeus • Blogger since 2004 • Online Marke,ng since 2004 as well • Started working as Web Architect at Xplain. Handled Pepsico & Pepsico Romania. • Worked at OgilvyOne for a year as Account Director for Nestle accounts. • Projects have been men,oned in the media and won dis,nc,ons. • Loves to take immortalize through photos.
1 in 5 users checks facebook before doing anything else in the morning did you know?
Facebook Analysis At this ,me in Greece, Facebook is the social network that can bring the best results on brand’s campaigns if it used with a crea,ve way and proper strategy. It contains a large mass of users, has an easy use for everyone, has a growing audience with its real elements mainly, allows the use of applica,on and has a promo,onal tool with good targe,ng features.
Facebook Audience Total number of people in Greece: 4+ million people Demographic data: Male: 55% Female: 45%
Content Tips § Brevity § Frequency § Posts with videos and photos § Fun tone, crea,vely and character § Post’s ,me § Relevance content § Seasonality content § Giws § Ask for interac,on § Have Call To Ac,on
Modera,on Apart from content’s crea,ng, managing and scheduling in the social media, a large piece regards to the management of user-‐generated content. This process is known as modera,on and includes everything, from the recogni,on that a user will receive with a “like” to his comment, up to launch of the crisis management process.
Monitoring frequency Monitoring process includes a custom approach for monitoring which based on client’s needs: • during the day,me, evening or/and at night • weekends • holidays • leave days of the employee or partner who is usually watching
Even beRer modera,on Beyond the manual control, there are two more solu,ons for an eﬀec,ve modera,on: § List of banned words, which if contained on user’s comments or posts, page’s admin should intervene to approve the comment § Reference to tab / site / mail for complaints management through a resolu,on process
What’s the purpose The service mainly serves to: § feel the users that someone is watching the page in the same way that would expect to be served by telephone or in a store. § Treated promptly any issues that are known, based on Consumer Q&A which will be agreed and they will be informed. § hIde messages, comments or user’s posts which relate to complaints un,l a formal reac,on from the brand. Thus, is evident to users that the customer doesn’t leave any digital touch point on his luck.
Indicate reac,on ,mes Some,mes, some comments are antagonis,c by themselves. Why leave unanswered posts on the wall and create bad impression when they can be managed according to modera,on guidelines?
Indicate reac,on ,mes Some,mes, users simply need to observe the level of conversa,on in polite levels. This speciﬁc caught it within seconds.
Indicate reac,on ,mes Other ,mes, there are users who post something to cause reac,ons. The following, posted several ,mes on page and the team handled it within two minutes.
Crisis or just complaints? Some,mes, there may be users who wants to make complaints n page. Reasons for complaints may relate to products, working hours, serve, product’s and chain’s origin etc. The majority of complaints remain just that: complaints. Sheldom, a complaint becomes escalate in crisis and requires something more than management which has been provided as a process.
Reac,ve Complaint Management Depending on each user’s post or comment or message, there is a separate proposed mode management. For example, one reason that we recommend to our clients to have their wall open is to allow users to send complaints there instead to post on comments. In this way, less user see the complaint , because our post doesn’t help complaint’s diﬀusion.
Reac,ve Complaint Management Some posts / comments from users are made to elicit reac,on from other users, while others are made because they are asking for solu,on to some problems. The following slide shows the process for the majority of nega,ve comments , whereas there is a separate process to manage ﬂame wars or trolls.
Reac,ve Complaint Management Process 1. Direct ac,va,on based on guidelines 2. Par,cipa,on in dialogue 3. Acquisi,on conversa,on’s control 4. Human face / Assump,on errors (if any) 5. Community’s par,cipa,on 6. Correc,ve ac,ons 7. Life goes on...
Proac,ve Complaint Management But before we need to manage complaints, we recommend the following: 1. Establish House Rules page with relevant tab (House Rules) 2. Employee training on how to manage (not just marke,ng dept.) 3. Circula,on of social media policy within the company. 4. Crea,ng and frequently updated Consumer Q & A for more poten,al issues that may arise. 5. Disclosure of contact points between agency and client, and as well as, terms of communica,on; (wriRen, telephone, depending on the ,me & day).
House Rules Logging page’s rules on which users will have some rights and obliga,ons. It will be page’s “Cons,tu,on” which will give certain powers to administrators in order to establish a transparent censorship.
Experience: Food & medicines 1. ARack on company’s Greekness: company’s products, raw material products. 2. Preven,ve recall batch for review. 3. Announcement from the Food Administra,on for the product category. 4. Circula,on of e-‐mail which included (wrongly) and client’s brand as containing chemicals. 5. Intense commentary for qualifying products as frozen desserts instead of ice cream (August 14th). 6. Online prescrip,on for pharmacovigilance.
Facebook Apps to Improve Fan Engagement 1. Deﬁne Your Custom App Strategy 2. Create Custom Apps based on a crea,ve idea 3. Promote and Drive Traﬃc to Your Custom App
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!
Naturally beau,ful at every age To promote a speciﬁc facial skincare product line we created Naturally beau,ful at every age. An applica,on where fans will have to ﬁnd the right product ingredients. The results • 4,500 new Fans and • 175% increase on the monthly engagement The app was included in the Greek Apps on Facebook Studio
BU Believe in Music To Promote BU event with Ivi Adamou we created the BelieIVI in Music applica,on. The newest element is that the aplica,on uses: 1. A celebrity 2. Music And this has brought repe,,ve plays from users.