Roberta Gogos, Product Design and Marketing at Gnostix has presented at the 1st Social Media World conference (2012) hosted at Caravel hotel Athens. In her presentation she is making the connection between social media, analytics, corporate culture and strategy - and demonstrating the impact of living in a “conversational world” for businesses.

1. Results Driven Social Media Marketing
Social Media is Changing
Business

2. Welcome to the revolution!
Over Facebook
50% tops
Google
Traffic
of the world’s population is under
for weekly traffic
30 in the US
years old
Time
Social Media has overtaken
pornography as the #1 activity
on the web 96%
of Millennials have joined a social network

3. Welcome to the revolution!
Years to reach 50 million users
RADIO
38 years

4. Welcome to the revolution!
Years to reach 50 million users
TV
13 years

5. Welcome to the revolution!
Years to reach 50 million users
INTERNET
4 years

6. Welcome to the revolution!
Years to reach 50 million users
Google+
88 days

7. Welcome to the revolution!

8. Brands that shy away from new media

9. How do I get there?
The three strategy essentials:
Knowledge
Who are you? Understand your company’s
essence/ DNA
Vision
What do you want to be?
Insight
Who are you speaking to? What’s your audience
(or market)

10. The corporate culture shift
Remember: the business of business is social!
Humanize the company
Information sharing & engaging (not
broadcasting) to create dialogue/ conversations
From hierarchical to horizontal relationships
(social media democratizes)

11. Practically speaking…
Once you know what you want to do, how & why
Set goals/objectives, strategy, tools & tactics
Measure, analyze & report on social media efforts
Discover insights from information
Engage & create conversation
&
Businesses need the best tools to reach these targets!

12. Revisit tradition for innovation
Merely collecting digital data without cause is a recipe for disaster.
Organizations that develop
social media measurement strategies
which align
key success metrics with business objectives
will evolve more quickly.
This requires a pragmatic strategy
& measurement plan.

13. Social Media Monitoring & Analysis

14. Social Marketing Analytics
…is the discipline that helps companies
measure, assess & explain
the performance of social media
initiatives in the context of specific
business objectives.

15. Social Media ROI pyramid

16. Social Media Measurement
Success metrics - also known as Key Performance
Indicators (KPIs)
developed with specific
business objectives in mind
are far more likely to be useful & used.

17. Social Media Measurement
Success metrics - also known as Key Performance
Indicators (KPIs)
developed with specific
business objectives in mind
are far more likely to be useful & used.

18. Social Media Measurement
This ideology has helped dozens of organizations take a
Methodical
Pragmatic
Success metrics - also known as Key Performance
Indicators (KPIs) and
Common Sense specific
developed with
approach to
business objectives in mind
measuring social marketing
are far more likely to be useful & used.
initiatives

19. Objectives & KPIs
No single set of objectives can
accommodate all business models
or corporate initiatives.
4 objectives have been identified
that serve as a foundation for effectively
measuring social marketing using an
objective-based methodology.
The success of these objectives is
measurable using KPIs that
demonstrate progress toward the goal.

20. Why it matters for your business
Understand market, trends, players, influencers,
competitors
Build brand awareness, reputation & loyalty
Encourage customer advocacy
Leverage knowledge base of content assets ->
promote messaging/ enable sales
Link to marketing metrics -> optimize
Improve search engine rankings & online traffic
Commit to the respective market (clients, partners,
suppliers, analysts) relationships

21. What’s the ROI of Social Media?

22. What’s the ROI of Social Media?

23. How Lacta became the “sweetest” page on Facebook
After a listening campaign,
Lacta created a Facebook application based on their insights

24. How Lacta became the “sweetest” page on Facebook
Users could add aaname to campaign,
After listening the chocolate bar
Lacta created a Facebook application based on their insights
and send it to their loved ones

25. How Lacta became the “sweetest” page on Facebook
As a result there was a a listening campaign,
After wave of new and active users and
Lacta createdof “buzz” - people exchanged on their insights
quite a bit a Facebook application based Lacta gifts
and had conversations on Lacta’s Facebook page

26. How Lacta became the “sweetest” page on Facebook
As a result theremonth Lactalistening campaign, users and
Within 1 was a wave ofmore than 135,000 users
Afteraanamenew and active
had
Users could add300,000 Lacta chocolate bars… bar
to the chocolate
Lacta created “buzz” - people exchanged Lacta giftsinsights
quite a bit of a Facebook application based on their
exchanging
and send it to their loved ones
but they didn’t stop there – they kept “listening” and feeding those needs..
and had conversations on Lacta’s Facebook page
And found new ways to help people express their love…

27. How Lacta became the “sweetest” page on Facebook
…As a resultin could addwave ofmorecampaign, more fans than
resulting theremonth Lactalistening the having users and
Within 1 was a had newthan 135,000 users
and active
Users Lacta’sAfteraaname to chocolate bars… bar
Facebook fan page chocolate
quite any otherFacebook applicationin Greece.their insights
Lacta created “buzz” - people exchanged Lacta gifts
a bit of a FacebookLactapage based on
exchanging 300,000 fan
and send it to their loved ones
butBut and had conversations on“listening” and feeding thosesales!
theymore thanthere –as engagement increased so did needs..
didn’t stop that, they kept Lacta’s Facebook page
And found new ways to help people express their love…

28. How Lacta became the “sweetest” page on Facebook
…As a resultin could addwave ofmorecampaign, more fans than
resulting theremonth Lactalistening the having users and
Within 1 was a had newthan 135,000 users
and active
Users Lacta’sAfteraaname to chocolate bars… bar
Facebook fan page chocolate
quite any otherFacebook applicationin Greece.their insights
Lacta created “buzz” - people exchanged Lacta gifts
a bit of a FacebookLactapage based on
exchanging 300,000 fan
didn’t stop that, theysales numbers….
as for theiritkepttheir loved ones page
and send to
butBut and had conversations on“listening” and feeding thosesales!
theymore thanthere –as engagement increased so did needs..
Lacta’s Facebook
And found new ways to help people express their love…
-7,8% declining market
+0,6% volume share increase for Lacta
+8% Lacta sales increase

29. How The Conclusion: Social Media is not a campaign!
Lacta became the “sweetest” page on Facebook
…As a resultin could addwave ofmorecampaign, more fans than
resulting theremonth Lactalistening the having users and
Within 1 was a had newthan 135,000 users
and active
Users Lacta’sAfteraaname to chocolate bars… bar
Facebook fan page chocolate
quite any otherFacebook applicationin Greece.their insights
Lacta created “buzz” - people exchanged Lacta gifts
a bit of a FacebookLactapage based on
exchanging 300,000 fan
didn’t stop that, theysales numbers….
as for theiritkepttheir loved ones page
and send to
butBut and had conversations on“listening” and feeding thosesales!
theymore thanthere –as engagement increased so did needs..
Lacta’s Facebook
And found new ways to help people express their love…
-7,8% declining market
+0,6% volume share increase for Lacta
+8% Lacta sales increase
But the continuous presence of a friend among friends.

30. How The Conclusion: Social Media is not a campaign!
Lacta became the “sweetest” page on Facebook
…As a resultin could addwave ofmorecampaign, more fans than
resulting theremonth Lactalistening the having users and
Within 1 was a had newthan 135,000 users
and active
Users Lacta’sAfteraaname to chocolate bars… bar
Facebook fan page chocolate
Successfulas300,000theirnumbers…. sales!
exchangingbrands
quite any otherFacebook applicationin Greece.their insights
Lacta created “buzz” - people exchanged Lacta gifts
a bit of a FacebookLactapage based on
fan
theymore thanthere – theysales
as for theirengagement increased so did
and send it kept
to loved ones
butBut and had conversations on“listening” and feeding those needs..
didn’t stop that, Lacta’s Facebook page
And found new ways to help people express their love…
see themselves as networks
-7,8% declining market
+0,6% volume share increase for Lacta
which can connect
like-minded people
+8% Lacta sales increase
around shared interests
and causes.
But the continuous presence of a friend among friends.

31. Gnostix

32. Learn more: www.gnostix.gr
Email us at info@gnostix.gr
Follow us @gnostix on Twitter
Meet us on LinkedIn at linkedin.com/company/gnostix
Visit our blog at gnostix.gr/blog
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