Υποστηρικτικό υλικό από workshop που παρέδωσα στα πλαίσια της 4ης Expotrof σε επαγγελματίες των αγορών των Τροφίμων, της Εστίασης και της Φιλοξενίας.

1. Athens, Greece | Sofia, Bulgaria
We Do Marketing,We Build Communities
Social Media Marketing for Small Business
Γιάννης Π. Τριανταφύλλου
Ιδρυτής & Διευθυντής @ TO ATOMO (Athens, Greece | Sofia, Bulgaria)
ytriantafyllou@toatomo.info

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Γιάννης Π. Τριανταφύλλου
Έµπειρος διευθυντής µάρκετινγκ και επιχειρηµατίας, µε 20+ χρόνια στην
ανώτατη διοίκηση εταιρειών τεχνολογίας και βιοµηχανικών οµίλων στην
Ευρώπη και ιστορικό (αναδι)οργάνωσης 100 και πλέον εργοστασίων και
επιχειρήσεων σε διάφορες χώρες, µε επενδύσεις συνολικού ύψους πάνω
από 50 εκατ. ευρώ σε κεφάλαιο και τεχνολογία.
Παθιασµένος storyteller µε µακρά παρουσία ως οµιλητής, εκπαιδευτής
και επιµελητής σε διεθνείς εκδηλώσεις, επικεντρώνει στις οµιλίες
του στον τρόπο µε τον οποίο η τεχνολογία µετασχηµατίζει τις
συµπεριφορές και σχέσεις των ανθρώπων.
Έχει όραµα να διευκολύνει ανθρώπους και εταιρείες να συνδέονται
online και αναπτύσσει και διευθύνει στρατηγικές, τακτικές και online
κοινότητες για να το κάνει να συµβεί.
Ιδρυτής & Διευθυντής στο ΑΤΟΜΟ (2008-Αθήνα & 2015-Σόφια) -διεθνείς
σύµβουλοι στρατηγικού µάρκετινγκ και ανάπτυξης.
Εταίρος (2015- ...) στη Fresset (Αθήνα) -εταιρεία ψηφιακού µάρκετινγκ που
κατέχει µερικές από τις µεγαλύτερες online κοινότητες στην Ελλάδα.
Ιδρυτικό µέλος και διευθυντής στη YADA Intl (2016-Σόφια) -εταιρεία
συµβούλων διοίκησης επιχειρήσεων φιλοξενίας στη ΝΑ Μεσόγειο.

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«Στο web, κανείς δεν νοιάζεται για σας!»
Seth Godin

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Με λίγα λόγια, κανείς δεν πρόκειται να κάνει κλικ
στο link που ανεβάσατε, να κατεβάσει το app
σας, να χαρίσει ένα like στη σελίδα σας,
να αγοράσει αυτό που του πουλάτε, απλά και
µόνο γιατί είστε «τόσο µα τόσο συναρπαστικός»!
Παραδεχτείτε το!

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Το κάνουν γιατί υπάρχει κάτι σε αυτό γι' αυτούς!
Και όχι, δεν είστε πια εσείς αυτός που θα
αποφασίσει τι είναι αυτό το κάτι...
(...πράγµα που είναι τελικά αρκετά
απελευθερωτικό, µιας και µας αφήνει χώρο να
σκεφτούµε αυτό που έχει σηµασία για τους
άλλους και όχι το ποια συναισθηµατική φούσκα
χαϊδεύει καλύτερα το εγώ µας...)

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Μερικά ακόµα πράγµατα που έµαθα
δουλεύοντας µε µικροµεσαίες επιχειρήσεις...
Δεν µπορούν να αντέξουν οικονοµικά να
σπαταλήσουν χρόνο (ή άλλους πόρους)
σε δραστηριότητες που δεν δηµιουργούν
άµεση εµπορική αξία.
Ο χρόνος πάντα πιέζει, οι οµάδες πάντα είναι
µικρές, τα περιθώρια πάντα είναι περιορισµένα...

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Τι χρειάζεται για να πετύχεις;

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Οι αγορές ζητούν παντού τα ίδια:
µέθοδο, διαφοροποίηση, συνέπεια, συνέχεια,
συνέργειες, σταθερή παραγωγή, ποιότητα.
Εµείς τι κάνουµε;

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Όλοι ψάχνουµε µια έξυπνη ιδέα για να το
ανακοινώσουµε την παρουσία µας.
Ε λοιπόν, δεν χρειάζεται, κανείς δεν
ενδιαφέρεται για µία ακόµα εταιρεία, όλοι
ψάχνουν να λύσουν τα προβλήµατα που έχουν...

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Αντί λοιπόν να τους πεις για την εταιρεία σου
πες τους για τα προβλήµατα που λύνει, τις
καινοτόµες λύσεις που έχει ανακαλύψει, τα
ονόµατα (µεγάλα ή µικρά) που συνδέονται µαζί
της, τα σπουδαία γεγονότα που θα προκαλέσει.
Αν δεν τα έχεις αυτά, τότε φρόντισε να τα
αποκτήσεις πριν κάνεις ανακοινώσεις.
Αν τουλάχιστον θέλεις να κάνεις εντύπωση...

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Μέχρι σήµερα ξέραµε πως marketing «σηµαίνει»
Product, Price, Promotion, Place.
Στην ψηφιακή εποχή, marketing πλέον
«σηµαίνει»
Purpose, Passion, Pain, Power.
Και δεν είναι σκέψη, είναι πραγµατικότητα...

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Customer Experience

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Customer experience is the product of
interaction between brands and customers,
measured at all points of contact as experience
against expectations of customer, over the
duration of their relationship.
(Wikipedia)
Customer experience is about adding value for
customers buying products and services, through
participation and connection, by managing all
aspects of the encounter.
(Kotler, 2013)

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«A customer is the most important visitor
on our premises. He is not dependent on us.
We are dependent on him. He is not an
interruption of our work. He is the purpose of it.
He is not an outsider of our business.
He is part of it. We are not doing him a favor by
serving him. He is doing us a favor
by giving us the opportunity to do so.»
(Mahatma Gandhi, 1890)

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Businesses are Humans. Markets are
Conversations.
Doing Business is Building Relationships.
But, people today are talking more,
because they want to,
they’re interested and it’s fun!

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This is the new Customer Experience!
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Brand Audit
There’s more to your brand than your logo

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Who are we? [Mission Statement]
What are the 3 greatest strengths and 3 weaknesses
of your brand?
Opportunities for Growth: Where you would like to
be 3 to 6 to 12 months from now?
What keywords would people search to find our
organization, products, or services?
Think target market segments.
Who are you 3 best most recent customers?
“What makes people buy from us?
What keeps them coming back?”

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“What makes us different?” Why are you worthy
of attention over your competition?
“How we express differentiation?”
(in words, images, or actions)?
What are ways other than price will you be able
to compete? (sustainable advantage)
Value we provide?
(expertise, resources, guidance, different tools etc)
How are you a leader in your industry?
Expressing passion for your business will put trust
in your clients that you are or working to become
an industry leader.

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Online Strategy Planning

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Defining Buyer Personas

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Social Media Planning

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Content Strategy

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Τhe story is NOT about you or your brand. It is
about your customer. Your brand is the mentor
in the story. Your customer is the true hero of
the journey. The more you and your brand
understand and empathize with your customers’
stories, and how you can mentor them in their
quest for a better life, the more abundant growth
you will experience in all aspects of your business,
and in your life.

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As you explore the 10-step Story Cycle below,
picture how the process is already playing out in
your business, in the lives of your employees,
with your customers, and in your own personal
journey.

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What qualities
should your
content have?
Conceptually Strong: Think of the content you’re looking at in
terms of headlines. Is there a great concept to the idea, something
that would draw you in and make you want to keep reading?
Great concepts should appeal to strong emotions like fear,
curiosity or awe. Look for ideas that you can use to leverage an
emotional reaction from your audience.
Be expressive using conversational language. If the underlying
concept is going to require a lot of jargon or formality to discuss,
it’s likely to make for dry content.
Be personally relatable to your audience. Put yourself in their
shoes and ask: “why should I care?”
Are you proposing a new view on an existing problem? Can this
insight help your readers?
Most content should be focused on one topic or idea. Don’t
overload your audience with too many different points.
Helpful and Actionable: The best content empowers the reader
to do something. Badly structured content will leave your readers
with a feeling of “Now what?”. Include real life examples in your
content. This helps to make your content more actionable and
adds credibility to your position.

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Other things to have in mind
when posting…

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Always try to pass the re-share test!

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Be Bold!

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Be Brief!

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Add a little drama!

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…and don’t forget to dimension it correctly!

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Credit your sources!

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Use Hashtags! (to be found)

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Schedule, Spread, Crosspost!

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Engagement & Crisis Management

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The “G” Word (Games!)
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Community Management & Engagement Rules
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Advertising

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Digital Marketing Trifecta
[earned, owned & paid media]

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A “Real-life” Example

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Social Media Metrics & KPIs

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"However beautiful the strategy, you should
occasionally look at the results".
Sir Winston Churchill

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Facebook Edgerank: they don’t see it all!

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Advanced Facebook Insights
Learn how to effectively measure and monitor your
Facebook marketing

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Metrics and KPIs are related…
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Follow the
customer
experience
journey
Step 1 : Customer discovers the brand/product.
We first measure exposure and awareness (views,
recalls), then associations (likes, follows, bookmarks,
subscriptions).
Step 2 : Customer checks if our product matches his
needs and wishes (differentiated value proposition). We
measure: authority και credibility (leadership),
click-throughs (visits, page views, time spent on site),
engagement (shares, retweets, comments, inbound links).
Step 3 : Customer must make a decision to proceed
with us or not. Basic measurements here are leads
generated and/or sales converted.
Step 4 : Customer has purchased and uses the product.
So we can measure his satisfaction in the form of
evangelism (word of mouth marketing), acquisition (new
customers) and loyalty (repeat sales).
Note : No Passe-Partouts! KPIs are always Company
Specific!

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Budgeting

62. ytriantafyllou@toatomo.info
Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
www.toatomo.com /toatomoconsulting /in/yannistriantafyllouwww.fresset.gr