3. Ας
συστηθούμε
§ H
Socialab
ξεκίνησε
ως
business
unit
της
Amaze
ΑΕ,
εταιρεία
στο
χώρο
του
mobile
markeMng
με
πελάτες
την
Cosmote,
Vodafone
και
Wind.
§ Σήμερα
είναι
ξεχωριστή
εταιρεία
στην
Ελλάδα
και
στη
Μ.
Βρετανία
και
είναι
μέλος
του
Word
of
Mouth
MarkeMng
AssociaMon.
§ Τα
μέλη
της
ομάδας
ανήκουν
στην
πρώτη
γενιά
bloggers
του
2004-‐2005.
Είχαν
επίσης
το
πρώτο
ελληνικό
online
περιοδικό
το
1994,
ουσιαστικά
ιδρύοντας
το
πρώτο
community!
§ Η
Socialab
επιμελείται
το
γνωστότερο
ελληνικό
blog
για
social
media,
www.suit.gr,
με
30
συνεργάτες
από
το
χώρο
του
digital
markeMng
και
8.500
αναγνώστες
μηνιαίως.
§ Επίσης
διαχειρίζεται
το
μεγαλύτερο
group
στο
LinkedIn,
Social
Media
GR,
με
2.500
επαγγελματίες
του
χώρου
τους
οποίους
ενημερώνει
και
εκπαιδεύει.
5. Σύντομες
επιτυχίες
της
socialab
§ Το
πιο
πετυχημένο
ελληνικό
branded
viral
video
με
πάνω
από
2.000.000
views.
§ ROI
της
τάξης
του
9x
σε
προωθητική
ενέργεια
για
τα
καταστήματα
L’
ArMgiano
με
αύξηση
της
συχνότητας
αγορών.
§ Δημιουργία
διαδραστικής
εφαρμογής
στο
Facebook
για
το
Mtv
μέσα
σε
3
ημέρες
για
engagement
160.000
χρηστών.
§ Άμεση
αντίδραση
σε
περιπτώσεις
moderaMon
σε
σελίδες,
ακόμα
και
55”.
9. Για
να
μιλήσουμε
σε
νούμερα...
Σε
έρευνα
της
Mr
Youth,
μια
από
τις
γρηγορότερα
αναπτυσσόμενες
διαφημιστικές
εταιρείες
New
Media
βρέθηκε
πως....
10. των
χρηστών
εμπιστεύονται
περισσότερο
τα
brands
που
έχουν
παρουσία
στα
Social
Media.
θα
ξόδευαν
περισσότερο
σε
brands
που
εμπιστεύονται,
όταν
μόνο
το
29%
των
non-‐users
θα
έκαναν
το
ίδιο.
11.
των
χρηστών
Social
Media
έκαναν
κάποια
αγορά
με
βάση
interacMon
που
είχαν
στα
Social
Media.
12.
των
χρηστών
που
ανάρτησαν
μια
ερώτηση
και
έλαβαν
απάντηση,
έκαναν
μια
αγορά
βάσει
αυτού
το
interacMon.
43. Fan
Acquisi1on
Method:
6
ad
campaigns
6
contests
Total
cost
per
new
&
qualified
fan:
less
than
€1
44. “How
o”en
do
you
order
from
L’
ArMgiano?”
Total
fan
value:
€56,810
per
month
Total
fans:
6,300
Facebook
ROI:
Every
€1
spent
(one-‐off)
we
brought
one
fan
who
controls
more
than
€9
of
spending
every
month
45. Next
step:
AdverMse
to
the
exis1ng
fans.
Get
them
to
order
by
phone
or
online.
Ειδική μνεία στο ότι ήταν πρωτοπόροι και τελικά όλοι λένε τα reviews δεν επηρεάζουν τις πωλήσεις.Ισχύει;
Twitter for Customer ServiceDeviant Art for ArtistsEtsy for handmade thingsMONITORINGPINTERESTFACEBOOK
F-commerce
F-commerce
Supply bigger than demand
Today, I’m going to talk to you about my two most favorite subjects:One, obviously, is pizza.The other is making friends on the Internet.
However, since you probably do not want to hear me blabbing about my favorite subjects alone, I am going to talk to you about something you might be interested to hear: “Do social media hve ROI?”And to make it more specificdoes your marketing euro pay for itself or is it wasted?Let me start by saying that I’m an all-Internet guy myself, having been online since 1993. And I don’t know why these questions are asked so often in online marketing but not in traditional media communication which costs way more.However, let’s get back to our pizza.
L’ Artigiano had about 30 shops when we started.None of them has in-dining facilities, they only have take-away.They see their product offering as being above average in terms of ingredients.Their competition are pretty strong brands:Pizza Hut and Domino’s Pizza are international brandsLocal player Pizza Fan has a huge market share by being the value-for-money option
When we started their Facebook page, we decided not to go large.We identified occasions in which most people are likely to order a pizza at home.Then we used Facebook’s advanced targeting tool how many people it has that have listed these interests:Video gamesSportsMoviesTable gamesTo make the audience worthwhile we used expanded keywords. So for video games we used Playstation, Xbox, Nintendo Wii, Super Mario, Pro Evolution Soccer, Grand Theft Auto, etc. For movies we used a list of top movies and so on.Facebook identified a little more than 1 million users (there are overlaps between the groups shown) so we targeted them instead of going for 3.5 million users.
We decided to organize contests for these users.Most of the time, the prize was pizza: Easy for the client to offer, wanted by many. At some point, Coca-Cola was also involved in providing free drinks as L’ Artigiano’s supplier.The page started going wonderfully, it soon became the top page in its market sector.
So, since we talked about ROI we need to see how much this cost the client.This is a very low price to pay if you consider it includes the cost of getting the fan, having him bring friends to vote his answers in the quiz of the month and getting answers about how he is worth to you.What we would see as a possible next step?Creating ad campaigns that target existing users of the page (Facebook allows you to do that) in order to get them to order either online or by phone. That wasy engagement is not about likes and comments but about increasing consumption.
To prove ROI, we needed something more.So, with each contest we asked the newcomers how often they order from L’ Artigiano. They could answer anything from “every day” to “once a year” or even “never” (and why).By having the frequency of their orders, and knowing the average value of each order, we could establish how much each fan is worth to us.In the end, we came up with a figure that amazed us.More than €50,000 worth of orders were coming from users within their Facebook page every month.And since each ad campaign targeted different occasions of use, we also have the information about which of these four target groups makes more orders per capita. But I am not going to share this information with you today, I’m afraid.
So, since we talked about ROI we need to see how much this cost the client.This is a very low price to pay if you consider it includes the cost of getting the fan, having him bring friends to vote his answers in the quiz of the month and getting answers about how he is worth to you.What we would see as a possible next step?Creating ad campaigns that target existing users of the page (Facebook allows you to do that) in order to get them to order either online or by phone. That wasy engagement is not about likes and comments but about increasing consumption.