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Social media: marketing is in dialogue


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My keynote presentation during "Social Media Days in Athens" community event (October 22nd, 2014), organised with the support EUROPE DIRECT CITY OF ATHENS

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Social media: marketing is in dialogue

  1. 1. social media: marketing is in dialogue Yannis P. Triantafyllou, Marketing Director, TO ATOMO 1
  2. 2. Let’s ask ourselves… First Question: is marketing becoming more, or less, important within organisations? Second Question: has digital completely changed what marketing is or has marketing remained the same? 2
  3. 3. Look around you to reply… Value of marketing is in the ascendancy. Digital marketing does not exist in isolation, it is part of the bigger whole that is marketing. And social (media) is a new aspect to that whole. Today, more than ever before, businesses not only can listen to customers, but can invite them to help shape the company. Marketing is (again?) in dialogue. 3
  4. 4. Social is Strategy Great businesses look beyond the horizon. Great marketers have the vision to define the horizon. Organisations need to properly consider digital and change culture and processes to become more social. It is a mindset rather than just an executional approach. If you are not ‘social’ then you are not of tomorrow’s world. 4
  5. 5. Social is Commercial Modern marketing has to be commercial. This means knowing P&L backwards, knowing where money is being made and why, knowing to measure and optimise key commercial metrics, taking responsibility for revenue targets. Transaction is the ultimate click in customer journey. ‘Social’ means an optimised customer journey, end-to-end, to make it more human and customer-centric. 5
  6. 6. Social is Experience Improving customer experience must be the focus of modern marketing, this is key to customer satisfaction and loyalty. Experiences are events, products, services, hardware, software, customer service. Indeed, every interaction with a customer is a social experience that we must make as relevant, pleasurable, easy and useful as possible for them. 6
  7. 7. Social is Mobile Mobile revolution is only just beginning, yet we must see beyond just ‘mobile’, think about the whole customer experience and the multiple screens that mediate it. Marketing must be connected, joined up and integrated. This goes across digital and classic skills and must exist in all customer facing functions. It is about working across entire business and collaborating. 7
  8. 8. A Social Brand is a Strong Brand Digital has forced transparency upon brands and businesses. Brands no longer control the message, consumers do. Businesses must communicate authentically, this requires a clear sense of self to which they can be true. In the digital age what modern marketers need most is a strong brand, a social brand. 8
  9. 9. Social is Data Data turned into insight and action give source to customer, competitive and marketing advantage. It’s upon data that successful research, segmentation, marketing automation, targeting and personalisation are built. Data allows us to predict future behaviors, fundamental to create strong customer lifetime value models and optimise marketing effectiveness. 9
  10. 10. Social is Personal Personalisation offers the greatest opportunity to transform what customers get to outstanding brand experiences. Social channels in particular allow us to use everything we know about a customer to optimise interactions: location, device, screen size, usage characteristics, the weather… We respect the privacy of our customers, we recognise we must deliver value to them in exchange for personal data. 10
  11. 11. Social is Technology Technology is an enabler rather than a solution in itself. Modern marketers must be comfortable and adept at procuring and using technology to their best advantage. Modern marketers will have increasing ownership of technology at the same time as technologists become more marketing-aligned. 11
  12. 12. Social is Creative We need creativity just as much as we need technology. We need storytelling just as much as we need data. And emotions have power, whether we like it or not. If our marketing is to be modern we need the passion, creativity and craftsmanship of the right brain just as much as the analysis and logic of the left brain. 12
  13. 13. Social is Content Content marketing and the focus on owned and earned media are a fundamental shift in marketing. Because of social. Content is more than just words, pictures or video. Content reinforces a brand’s credibility and authenticity in what it stands for, believes in and cares about. For modern marketers, content is a vital expression of the brand. 13
  14. 14. Social is Culture Social media is about changing our business culture, the ways we work and engage with colleagues and customers. It is about creating businesses that have social in their DNA. It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world. Modern marketers know that ‘social’ is not a choice. 14
  15. 15. Social is our Character What does it mean to be a modern, social marketer? How do we behave and what defines us as professionals? Accountable for the value our marketing delivers. Ethical. Customer focused. Agile enough to embrace change. Collaborative. Innovative & Brave. Passionate. This is our ‘we’, our ‘you’, our ‘me’. Our ‘Social’. 15
  16. 16. Our Social skill-set Listen Curate Content Engage in Conversations Have a Social etiquette Able to facilitate and mediate Willing to Collaborate 16
  17. 17. 17 A few words about me… ² A marketing director, w. 20+years in marketing & B2B sales (industrial and services). ² Worked on management roles with noteworthy technology groups in Greece and Europe ² Introduced to marketing through mathematics (my studies) and written communication, I specialize today in writing, editing and engineering marketing content & engaging people to communities ² An experienced public speaker, active as instructor, presenter and moderator on conferences, exhibitions, corporate events and training sessions ² Practicing digital marketing since 2000 and involved with social media, blogging and online communities since 2006 ² At 2008 launched my marketing office, ΤΟ ΑΤΟΜΟ (, offering to greek and international firms specialized marketing services, ² organizing & managing Business Communities, ² developing Digital Marketing Projects ² engineering Marketing Content
  18. 18. We Do Marketing, We Build Communities! /toatomoconsulting /in/yannistriantafyllou 19 @toatomo /ytriantafyllou