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A quest for a different approach

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My keynote presentation at Social Media Conference 2013 that took place in Athens. Enjoy

My keynote presentation at Social Media Conference 2013 that took place in Athens. Enjoy

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  • Very good presentation George! I am impressed!!!
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  • 1. a quest for a different approach Giorgos Vareloglou - Mindworks 09.04.2013
  • 2. We areThe fastest growing digital agency in Greece.
  • 3. let’s focus inGREECE
  • 4. let’s focus in& FACEBOOK
  • 5. THIS IS REALLYNOT GOING WELL.
  • 6. SHOW ME THE BIG PICTURE
  • 7. 4.054.420*Facebook profiles in Greece * Socialbakers (this morning)
  • 8. no more than 3M* people on Facebook in Greece * Me
  • 9. If Greece was a huge Facebook Page with4.054.420 likes
  • 10. If Greece was a huge Facebook Page with4.054.420 likes it would have an average post engagement rate of 0.569%
  • 11. If Greece was a huge Facebook Page with4.054.420 likes it would have an average post engagement rate of meaning that out of 4M people only 0.569% 22.769 would give a damn. Source:  socialbakers
  • 12. top 100 gr pagesSUM 22M LIKES Every person in Greece likes at least 7 pages on average. Source:  socialbakers
  • 13. 22Mlikes 22.769 people give a damn
  • 14. 22Mlikes WTF? 22.769 people give a damn
  • 15. very shorti ll tell you a story i assume many of us know well.
  • 16. Assume that you sell bananas.
  • 17. Because we all know that we re talking about bananas, we found other more sexy things to incentivize likes.
  • 18. But when contests come to an end, we arebananas again, with some more thousands of people who came in touch with us because of an iPhone.
  • 19. END OF STORY
  • 20. Let’s see how famous this story became through out the years Contests in Greek Facebooksource:  diagonismos.gr
  • 21. Let’s see how famous this story became through out the years Contests in Greek Facebook 9000 6750 4500 2250 0 2010 2011source:  diagonismos.gr 2012
  • 22. Let’s see how famous this story became through out the years Contests in Greek Facebook 9000 6750 4500 2250 0 2010 2011source:  diagonismos.gr 2012
  • 23. Let’s see how famous this story became through out the years Contests in Greek Facebook 9000 6750 4500 2250 0 2010 2011source:  diagonismos.gr 2012
  • 24. Let’s see how famous this story became through out the years Contests in Greek Facebook 9000 6750 4500 2250 0 2010 2011source:  diagonismos.gr 2012
  • 25. 24 new launchesevery single day of 2012.
  • 26. in other words: Next time you think that it would be a very good ideato launch a contest, think that the day you launch there will be 200 - 300 other contests the exact same time.
  • 27. LET’S MAKE AMOVEMENTto put an end to this!
  • 28. AND DO WHAT?
  • 29. AND DO WHAT?
  • 30. AND DO WHAT?Start by accepting the fact that you are bananas. And not a work of art.
  • 31. Reach of Facebook Pages has dramatically decreased From 30% avg reach to 6%#FACT source:  socialbakers
  • 32. “Facebook is free for users. It’s free now. It will always be free” Mark Zuckerberg - ABC News, July 21, 2010
  • 33. not free Brands“Facebook is free for users. It’s free now. It will always be free” Mark Zuckerberg - ABC News, July 21, 2010
  • 34. Page Post AdsThe most cost effective way to boost your content.
  • 35. And if your Page’s content does not suck you don’t need Apps to get new fans.from 0.80 to 0.20 Cost per like Cost per like with social ads with page post ads Source:  mindworks  innova6on  lab
  • 36. LET’S RETHINK APPS
  • 37. LET’S RETHINK APPSWhat do a user really needs to do to engagewith a brand through a facebook application?
  • 38. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post
  • 39. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content
  • 40. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app
  • 41. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app> Allow permissions
  • 42. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app> Allow permissions > Engagement!
  • 43. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app> Allow permissions > Engagement! > contact details
  • 44. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app> Allow permissions > Engagement! > contact details> Autopost / Buzz!!!
  • 45. LET’S RETHINK APPS What do a user really needs to do to engage with a brand through a facebook application?Click on Ad/post > Like to see content > Log in to app> Allow permissions > Engagement! > contact details> Autopost / Buzz!!! 7 STEPS!
  • 46. SERIOUSLY?
  • 47. SERIOUSLY?Did you know that during this loooong journeyyou might have a drop out rate that varies from 50% to 85%. Source:  mindworks  innova6on  lab
  • 48. MY IDEA $$APPS CONTENT & page post ads
  • 49. Click on Ad/post > Like to see content > Log in to app> Allow permissions > Engagement!> contact details > Autopost / Buzz!!! See post > Experience > Interact
  • 50. To Sum up:less clutterless drop outmore reachmore interactions
  • 51. an exampleCase study
  • 52. The case was to effectively promote the content* of RESTART book, a sub project of the brand’s new brand communication, with extremely low budget.Case study *part of the content was a popular game of creating stories with your friends.
  • 53. On 29/01 we set out a small contest.* We know that these contest types are a grey area for facebook content guidelines, and we don’t generally suggest it. however, we took the risk, as the final outcome was worth it.
  • 54. The contest resulted to a 100% organic reach of 47.000 users, 2.500 engaged users, and a crazy story consisted of 839 comments.Case study
  • 55. the idea Based on the story the users created, we decided to create the first (ever) animated story on a facebook album.Case study
  • 56. By spending 300 Euros to a page post ad, we managed to reach 400K users in 48h.Case study
  • 57. Some days later we converted the animated story to a proper cartoon, with sound design and video editing. By investing the same amount in ads again, we reached another 400K usersCase study
  • 58. results Total Reach: 1.200.000 users Total Engagement: 20.000 users New fans: 6.500 users.Case study * The campaign still goes on with a new story episode already public.
  • 59. THANK YOU!