This document summarizes Giorgos Vareloglou's presentation on new approaches for digital marketing in Greece. It discusses how contests are overused on Greek Facebook pages, with thousands running each day. It also notes that Facebook reach for pages has declined dramatically. The presentation advocates focusing on quality page content over apps and contests, and using page post ads which have lower costs per engagement than other methods. It provides an example case study where creating and promoting an animated story on Facebook led to over 1.2 million total reaches and 20,000 engagements with a budget of only 300 euros for ads.

1. a quest for a different approach
Giorgos Vareloglou - Mindworks
09.04.2013

2. We are
The fastest growing digital agency in Greece.

3. let’s focus in
GREECE

4. let’s focus in
& FACEBOOK

5. THIS IS REALLY
NOT 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 with
4.054.420 likes

10. If Greece was a huge Facebook Page with
4.054.420 likes
it would have an average
post engagement rate of
0.569%

11. If Greece was a huge Facebook Page with
4.054.420 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 pages
SUM 22M LIKES
Every person in Greece likes
at least 7 pages on average.
Source:
socialbakers

13. 22M
likes
22.769
people give a damn

14. 22M
likes WTF? 22.769
people give a damn

15. very short
i 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.

19. But when contests come to an end, we are
bananas again, with some more thousands of
people who came in touch with us because
of an iPhone.

20. END OF STORY

21. Let’s see how famous this story became through out the years
Contests in Greek Facebook
source:
diagonismos.gr

22. Let’s see how famous this story became through out the years
Contests in Greek Facebook
9000
6750
4500
2250
0
2010
2011
source:
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
2011
source:
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
2011
source:
diagonismos.gr 2012

25. Let’s see how famous this story became through out the years
Contests in Greek Facebook
9000
6750
4500
2250
0
2010
2011
source:
diagonismos.gr 2012

26. 24 new launches
every single day of 2012.

27. in other words:
Next time you think that it would be a very good idea
to launch a contest, think that the day you launch there will be
200 - 300
other contests the exact same time.

28. LET’S MAKE A
MOVEMENT
to put an end
to this!

29. AND DO WHAT?

30. AND DO WHAT?

31. AND DO WHAT?
Start by accepting the fact that you are bananas.
And not a work of art.

32. Reach of Facebook Pages has dramatically decreased
From 30% avg reach to 6%
#FACT source:
socialbakers

33. “Facebook is free for users. It’s free now.
It will always be free”
Mark Zuckerberg - ABC News, July 21, 2010

34. not free Brands
“Facebook is free for users. It’s free now.
It will always be free”
Mark Zuckerberg - ABC News, July 21, 2010

35. Page Post Ads
The most cost effective way to boost your content.

36. 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

37. LET’S RETHINK APPS

38. LET’S RETHINK APPS
What do a user really needs to do to engage
with a brand through a facebook application?

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

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

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

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

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!

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

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!!!

46. 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!

47. SERIOUSLY?

48. SERIOUSLY?
Did you know that during this loooong journey
you might have a drop out rate that varies from
50% to 85%.
Source:
mindworks
innova6on
lab

49. MY IDEA
$$
APPS CONTENT
& page post ads

50. Click on Ad/post > Like to see content > Log in to app
> Allow permissions > Engagement!
> contact details > Autopost / Buzz!!!
See post > Experience > Interact

51. To Sum up:
less clutter
less drop out
more reach
more interactions

52. an example
Case study

53. 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.

54. 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.

55. 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

56. the idea
Based on the story the users created, we decided
to create the first (ever) animated story on a facebook album.
Case study

66. By spending 300 Euros to a page post ad, we
managed to reach 400K users in 48h.
Case study

67. 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 users
Case study

69. 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.

70. THANK YOU!