Yannis P. Triantafyllou is an experienced marketer, entrepreneur, and founder of To ATOMO marketing agencies in Athens, Greece and Sofia, Bulgaria. The document discusses how digital marketing and online communities are becoming increasingly important. It emphasizes building communities, listening to customers, and focusing on customer experience through social media and mobile technologies. Marketing now requires community management skills and facilitating human-to-human connections through stories and shared values.

1. Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
eBusiness, a social experience!
Yannis P. Triantafyllou
Founder & CEO @ TO ATOMO (Athens, Greece | Sofia, Bulgaria)
Partner @ Fresset, (Athens, Greece)
ytriantafyllou@toatomo.info

2. 2
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Who is
Yannis P.
Triantafyllou
A seasoned marketer, director & entrepreneur, with studies
in mathematics and languages, and 20+ years at top
management positions with technology & industrial groups
in Europe.
Since 2000, specializes in digital marketing and online
communities management business. Specialist speaker
and curator at conferences and training programs
in various countries.
Founder in 2008 of To ATOMO (Athens, GR) and in 2015
of To ATOMO Bulgaria (Sofia, BG). Our vision “facilitate people
and organizations to connect online, in communities”.
Partner since 2016 at Fresset PC (Athens, GR), a Greek web
marketing firm that owns some of the largest online
communities in Greece (pets, millennials, education etc.).

3. 3
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
What we do
@ ToATOMO
We build and support communities with digital
means.
We believe in and work with technologies
that allow people to live anywhere and work
everywhere.
We offer transparent services based on data!
We believe that you teach first and sell next!
We listen! Everyone has an equal opportunity to be
heard.
We love to innovate and provide solutions!
We only speak with our work and our results.

4. 4
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Marketing
today...
As customers, we organize our behaviors, our
needs, our "wants" and “cans”, in communities
through which we shape our “message”.
To react to and express these messages, brands
must have a digital DNA, the culture of a listener
and the ability to make a dialogue by choice and
not by obligation.
Marketing today means Social, Local, Mobile!
Community Manager is the new Marketing Manager!

5. 5
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
“Did you know that 90% of European marketers
say their organisations will need to undergo
dramatic changes in the next 3-5 years in order
to keep up with increased technical
and consumer demands?..”
(The Economist, May 2015)

6. 6
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Worldwide,
markets are
changing…
…so do the priorities of the brands…
Reach More # Empower to Deepen Engagement
Cooperation # Agility # Customer-centric &
personalized! # Shared Value Drives Success
More Social Skills # Useful data # 7/24 Support
Happier, more loyal customers
…the big discussion out there is...
Campaigns vs. Communities
Hard Selling vs. Customer Loyalty
Decision change vs. Mind change
(community management & marketing trends – Europe - 2015 and beyond)

7. 7
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Let’s face
the reality!
Businesses are humans, markets are conversations.
Doing business means building relationships.
A relationship is the image, the promise.
It means listening, creating value, inspiring trust,
cooperating, socialising, communicating.
Today, a business is a community,
a network of relationships
between people,
stretching over time,
around common
interests..

8. 8
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
The
challenge
is to build
experiences
Brands are struggling to grab our attention for a
moment! Usually, they do everything "right." They
build relationships and activities, have great ideas and
smart content, but…
But the message does not get through!
Apparently it is not as human, personal, targeted as
needed…
The challenge today is not just to “build” social
content; it is to design a 360º experience around it.
To start the discussion, not to end it!
The New Brand: Experiences are more important
than Products. Companies now have to consider
how products and services enhance specific
lifestyles and workflows.

9. 9
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
A
successful
brand
community
9
source: www.feverbee.com

10. Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
10
Dell’s
example…

11. 11
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
The role of
a business
community
To enable customers and other interested people
to get involved in an active conversation about
products and services of a company and connect
between themselves and with company team with
or without the intervention of the company.
Key Benefits:
Two-way communication helps understanding of
customer needs.
Fewer barriers in communication turn enthusiastic
and loyal customers to Active Supporters (low cost
for new lead generation).
Trust: Customer considers company as advisor first
and then supplier.

12. Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
12
An online
community
is active
“7/24”…

13. Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
13
…and makes
customer
journey a
dynamic
experience!

14. 14
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Dynamic
Customer
Journey
changes
the Brand
The customer journey decentralizes, becoming a
series of non-linear mobile-centric micro-moments,
mimicking everyday consumer activity and
communication.
How companies become discoverable and lead
customers through their journey requires a new
marketing infrastructure. Legacy strategies are
good only for yesterday’s customers.
To reach mobile customers in each moment of
truth requires new methodologies for search,
advertising, content engagement, sales and
support.

15. 15
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
eBusiness
vs.
Social
Business
eBusiness is doing business online w. digital tools.
Social Business goes beyond this, placing customer
at the centre and strengthening creation of
relationships and experiences through social cultures,
social technologies and strategic business apps.
Social Business means that entire company, from
management to the last employee, are actively
involved in brand building through external and
internal engagement.
The Power of Social Media: who cares wins!
So start thinking of your companies not as B2B or
B2C but as H2H (Human-2-Human).
Don’t forget that decisions are based on facts but
made on sentiments and the stories that amaze us
are the ones that stimulate us to action…

16. 16
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Market is
already
social
Total monthly active Facebook users: 1,440,000,000
Total mobile Facebook users: 874,000,000
Every 20min : 1m shared links, 2m friend requests,
3m sent messages
Half Life of A Facebook Post: 90 Minutes
Retail is Social: 78% is influenced on purchasing from
corporate social media
Food is Social: 49% is informed on nutrition facts
through social media
Travel is Social: 85% of leisure travelers use their
smartphone abroad
Technology is Social: 90% of technology companies
build customer relationships online

17. 17
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Market is
already
social
64% of tourists use social media on board, 22% of
them record their experiences in real time.
30% of tourists find a hotel through a mobile app.
13% of restaurant customers use mobile apps (8% in
general public), among them 80% of frequent
customers. Ages 18 to 24 are 81% more likely to
make a mobile-based order or reservation.
70% trust what they read online, 52% of Facebook
users upload vacation photos, 55% of Likes relate
to destinations.
48% of social media users change their vacation or
dining plans influenced by comments, suggestions
etc., 33% change hotel and 5% change airline.

18. 18
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Gaining
trust and
business
Customers are more aware and informed,
and want to do business with companies
that match their beliefs and values.
This means, businesses must run counter to their
normal practices, change, and communicate this
vision and change in everything.
By better understanding human nature,
businesses will not only create a happier
and more productive culture, they will also
benefit from empowered employees,
leading to an internal renaissance that will
stimulate further creativity and innovation.

19. 19
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
A Social
(e)Business
Mindset
To live inside your customer's mind.
To take decisions. Lots of decisions.
To enjoy having control.
To prefer serving than being served.
To avoid wasting time.
To keep up to your promises, especially in
customer service.
To always see the big picture.
To be a good communicator.
To think fast and smart.
To always question your own assumptions.

20. 20
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Seven
steps
for
change
Change-to-Digital : a Top Management choice
and motivation.
Marketing is no longer a Department; the new
marketing is customer experience.
Employees as Collaborators : “social media is a way
to get real humans involved”
Strategy for branded online communities.
Data Driven Marketing Mindset.
Authentic storytelling helps build strong brands!
Consumers control the message!..
The new “P”s of marketing are
Purpose, Passion, Pain, Power!

21. 21
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Mobile-first
Mobile-only
Behavior
Entire Web, from sites to apps. turns to a mobile-
first/mobile-only world (screen, location, context
and intention-aware), to become more dynamic,
personal and useful.
Sharing Economy yields to On-Demand Economy
We live the end of the traditional information-
broadcast, page/form-based, keyword world, in
favour of real-time personalized engagement.
Community of Things: IoT finally plugs into the
Human OS and things around us (Smart Clothing,
3D Printing) get connected and more intelligent .
Power/Connectivity as Commodities disrupt
Maslow’s pyramid.

22. 22
Athens, Greece Sofia, Bulgaria
We Do Marketing, We Build Communities
Social
Business:
a plan for
the future
The strategy: Flexible Business Communities
(on/offline).
The tactic: Marketing Human-2-Human; we create
business by telling stories (pleasant / educational).
Social Business Mindset: how our customers want to
live their lives; and how our business will connect
emotionally with them.
Global vs Local: working together in the markets
“Sales Driven” Marketing Pillars:
1. Technology
2. Content Creation
3. Content Distribution
4. People (Sales & Marketing)
5. Data (the new gold!)

23. ytriantafyllou@toatomo.info
We Do Marketing, We Build Communities
Athens, Greece Sofia, Bulgaria
www.toatomo.info /toatomoconsulting /in/yannistriantafyllou