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Social Media Workshop for Sarantis


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Social Media Workshop as delivered to Sarantis Marketing Department on 8 May 2013.

Published in: Business, Technology

Social Media Workshop for Sarantis

  1. 1. Digital  Marke,ng  Workshop    socialab  8  May  2013  
  2. 2. What  the  workshop  includes  1.  Quick  Intro  about  us      2.  Digital  Media  Intro        3.  Market  Trends        4.  Facebook  Marke,ng      5.  Social  Media  beyond  Facebook          Q&A  a&er  each  session...    
  3. 3. Socialab  Introduc,on  
  4. 4. 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.  
  5. 5. Clients  
  6. 6. 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://    
  7. 7. 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://    
  8. 8. 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  
  9. 9. 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    
  10. 10. 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.  
  11. 11. 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.  
  12. 12. Your  turn...    
  14. 14. DIGITALMEDIAPaid  Social  Ads,  Display  Adver,sing,  SEM/PPC,  Sponsored  Posts  Owned  Website,  Mobile,  Microsites,  Social  Media  Accounts  &  Communi,es  Earned  WoM,  Lis,ngs,  Ra,ngs,  Men,ons,  Recommenda,ons  &  Comments  €   ♥  ©
  15. 15. SOCIALMEDIAROIINNUMBERSA  research  by  Mr  Youth,  a  NY-­‐based  new  media  agency  found  that...  
  16. 16.  of  SM  users  trust  brands  that  have  a  presence  on  them  more  than  those  brands  that  don’t    of  SM  users  would  spend  more  on  brands  that  they  trust  
  17. 17.  of  SM  users  purchased  something  based  on  SM  interac,on  
  18. 18.  of  users  who  asked  a  ques,on  and  received  an  answer  on  a  page  made  a  purchase  based  on  that  interac,on  
  19. 19. 2013  Greek  Trends  
  20. 20. Top  Ten  Greek  Trends    1.  Made  in  Greece  2.  Car  Divorce  3.  Downstarts  4.  Life  Lists  5.  DIY  experts  6.  Home,  sweet  home  7.  Back  to  roots  8.  Back  to  humanity  9.  Promo  mania  10.  Preven,on  =  Savings  
  21. 21. Made  in  Greece    
  22. 22. Car  Divorce  
  23. 23. Downstarts  
  24. 24. Life  Lists  
  25. 25. DIY  Experts  
  26. 26. Home,  sweet  home  
  27. 27. Back  to  roots  
  28. 28. Back  to  humanity  
  29. 29. Promo  Mania  
  30. 30. Preven,on  =  Savings  
  31. 31. 1  in  5  users  checks  facebook  before  doing  anything  else  in  the  morning  did  you  know?  
  32. 32. 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.  
  33. 33. Facebook  Audience  Total  number  of  people  in  Greece:  4+  million  people  Demographic  data:  Male:      55%  Female:    45%    
  34. 34. Facebook  Stats  
  35. 35. Facebook  Stats    
  36. 36. More  numbers...      of  Internet  users  have  a  Facebook  account  
  37. 37.  of  Internet  users  enter  on  Facebook  everyday  
  38. 38.  of  Facebook  users  have  more  than  100  friends  
  39. 39.  of  Facebook  users  have  “liked”  a  brand  page  
  40. 40.  of  Facebook  users  have  shared  a  brand  name  on  Facebook  
  41. 41.  of  Facebook  users  have  shared  on  their  wall  a  video  or  photo  of  their  favorite  brand  
  42. 42.  of  Facebook  users  prefer  to  receive  coupons,  deals  and  contests  from  brands    
  43. 43.  of  Facebook  users  prefer  to  watch  news  from  brands  on  their  newsfeed  
  44. 44. Content  Strategy  
  45. 45. Types  of  Content  
  46. 46. 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  
  47. 47. Content  Strategy  Magne&cContentProductContentServiceContentSocialContentA4en&onBondingConvic&onEngagementMass9Conversa&on Enduring9Conversa&onRelevant9Conversa&on Regular9Conversa&on
  48. 48. Magne,c  Content  GOAL:&Mass&conversa0on
  49. 49. Service  Content  GOAL:&Enduring&conversa4on
  50. 50. Product  Content  GOAL:&Relevant&conversa2on
  51. 51. Social  Content  GOAL:&Regular&conversa3on
  52. 52. Ways  to  increase  engagement  
  53. 53. 3  Unconven,onal  Ways  to  Boost    Engagement  1.  Crowd  source    2.  Introduce/Highlight  Your  Employees  on  Facebook  3.  Reveal  New  Products  and  Features  
  54. 54. Crowd  source    
  55. 55. Highlight  Your  Employees  on  Facebook  
  56. 56. Reveal  New  Products  and  Features  
  57. 57. Modera,on  &  crisis  management  
  58. 58. 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.  
  59. 59. 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  
  60. 60. 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  
  61. 61. 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.  
  62. 62. 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?  
  63. 63. 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.  
  64. 64. 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.    
  65. 65. Crisis  Management  
  66. 66. 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.    
  67. 67. 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.  
  68. 68. 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.    
  69. 69. 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...  
  70. 70. 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).  
  71. 71. 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.    
  72. 72. 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.  
  73. 73. Facebook  Apps    
  74. 74. 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  
  75. 75. 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!  
  76. 76. 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    
  77. 77. 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.  
  78. 78. Prigat  Smile  
  79. 79. Fashion  Like    
  80. 80. Facebook  Adver,sing  
  81. 81. Ad  formats:    
  82. 82. Ad  formats:    
  83. 83. Ad  formats:    
  84. 84. Ad  formats:  Sponsored  Story  
  85. 85. Ad  formats:    
  86. 86. EdgeRank  
  87. 87. “Why  are  you  important?”    
  88. 88. What  is  EdgeRank?  
  89. 89. Magic  of  Numbers  
  90. 90. Why  is  EdgeRank  the  most  important  factor  on  Facebook?  
  91. 91. Post  daily?  Post  weekly?  Post  hourly?  
  92. 92. Post  in  the  morning  or  at  nights?  
  93. 93. Post  pictures,  video,  text  or  links?  
  94. 94. Post  with  or  without  my  logo  in  pics?  
  95. 95. Self-­‐promote  or  not?  
  96. 96. What  kind  of  feedback  do  compe,tors  get?  
  97. 97. Are  fans  now  unreachable  due  to  bad  content?  
  98. 98. WARNING    Wrong  answers  get  you  zero  value.  
  99. 99. Example  
  100. 100.  typical  user  250  friends  50  pages  1  post  from  each  
  101. 101.  typical  user  logs  on  {  5x  a  day  20  posts  each  ,me  
  102. 102.  typical  user  only  sees  100  of  300  posts  
  103. 103. Online Currency:user attention
  104. 104. If  you  were  Coca-­‐Cola  and  posted  this...  
  105. 105. Pepsi  is  just  0.0001%  of  your  compe,,on  
  106. 106. Redbull  is  not  your  compe,,on  
  107. 107. Your  fan’s  friend’s  dog  is  your  compe,,on  
  108. 108. REMEMBER      ou  are  compe,ng  for  the  sameuser  aRen,on  
  109. 109. Newsfeed  
  110. 110. Newsfeed    (most  recent  /  nearly  unfiltered)  
  111. 111. Personal  Es,mate  All  posts:  100  In  Most  Recent:  25  In  Top  Stories:  10  Engaged:  1  
  112. 112. globally  1b  users  6-­‐7m  pages      are  users  on  {  for  the  pages?  
  113. 113. EdgeRank    αυτός  ο  άγνωστος  CocaColaLiptonDixan
  114. 114. EdgeRank  changes  every    6  months...  
  115. 115. ...  and  it  not  ge‡ng  beRer  for  the  pages!  
  116. 116. Last  change:    20  Sep  2012  
  117. 117. EdgeRank  before  20  Sep  2012  a          x            w            x            t  
  118. 118. why?  
  119. 119. user  experience  from  pages    so  far  is  bad  
  120. 120. average  life,me:  2-­‐3  hrs  
  121. 121. EdgeRank  awer  20  Sep  2012  a            x              w              x              t        x        g    x    n  
  122. 122. Group  Reac,on  
  123. 123. Nega,ve  Feedback  
  124. 124. Nega,ve  Feedback  
  125. 125. Number ofPostsAverageTotalEngagementContest 7 153 1.072Fun/Product 5 202 1.010Mood 9 214 1.925Poll 1 63 63Video 10 247 2.466Product 2 54 107Grand Total 34 195 6.643
  126. 126. promoted  post  
  127. 127. contentcontestv
  128. 128. Paid content20maximumin newsfeed/oo
  129. 129. Conversion  
  130. 130. EdgeRankwill changeagain!
  131. 131. Emails:30open rate/oo
  133. 133. YOUTUBE
  134. 134. TwiRer  
  135. 135. INSTAGRAM
  136. 136. PINTEREST
  137. 137. FOURSQUARE
  138. 138. FOURSQUARE
  139. 139. LINKEDIN
  141. 141. MONITORING