Social Media Workshop as delivered to Sarantis Marketing Department on 8 May 2013.

1. Digital
Marke,ng
Workshop
socialab
8
May
2013

2. What
the
workshop
includes
1. Quick
Intro
about
us
2. Digital
Media
Intro
3. Market
Trends
4. Facebook
Marke,ng
5. Social
Media
beyond
Facebook
Q&A
a&er
each
session...

3. Socialab
Introduc,on

4. socialab
§ Socialab
offers
a
wide
range
of
online
marke,ng
services,
specializing
in
social
media
and
Word
of
Mouth
Marke,ng.
§ How
did
it
start?
When
we
realized
that
we,
as
users,
were
being
influenced
about
our
real-­‐life
purchases
from
what
we
read
from
friends.

5. Clients

6. Creden,als:
The
blog
We
run
the
Social
Media
Marke/ng
blog
by
The
Suit,
with
more
than
8,500
marketers
visi,ng
monthly.
hRp://www.suit.gr/

7. Creden,als:
The
group
We
own
the
biggest
Greek
group
on
social
media
on
LinkedIn,
with
more
than
2,500
professionals:
Social
Media
GR
hRp://www.linkedin.com/groups?gid=3024911

8. Creden,als:
Congresses
Academic:
§ Panteios
(Media)
–
Mar
2013
§ ALBA
(Digital
Marke,ng)
–
Feb
2013:
Digital
is
the
new
normal
§ AUEB/ELTRUN
(ongoing):
Social
Media
as
an
Opportunity
Conver?ng
fans
&
followers
§ Deree
(Marke,ng
Society)
–
May
2012:
How
Social
Media
promote
Brand
Awareness
§ SAE
(Music
Business):
Social
Media
in
the
Music
Industry
§ AKTO
(Dec
2012):
Why
Content
is
the
most
important
aspect
of
social
media
engagement
Professional:
§ Social
Media
Conference
2013:
Your
big
idea
§ EEDE
–
Dec
2012:
Engagement
principles
&
challenges
of
2013
§ All
Things
Facebook
–
Dec
2012:
Reaching
your
targets
in
2013
§ Social
Media
Conference
2012:
Communi?es
beyond
Facebook
§ Entrepreneurship
Panorama
2012:
Social
Media
in
the
Small
Business
§ All
Things
Facebook
–
Dec
2011:
ROI
in
Social
Media

9. Creden,als:
Media
We
have
been
featured
in
the
media:
§ Kathimerini
(16
Nov
2010):
Social
Media
in
Elec,ons
§ Athina
984
(Nov
2010):
Elec,on
Results
and
Social
Media
§ Alpha
TV
(twice
in
2011):
Social
Media
from
the
users’
POV.
§ Vima
FM
99,5
(Jan
2012):
Social
Media
Marke,ng
Seminars
§ Sport
FM
(20
Jan
2012):
Pricing
of
Social
Media
Services
§ Marke,ng
Week
(15
Oct
2012):
Cover
and
Company
Presenta,on

10. What
is
George’s
background?
§ First
computer
at
the
age
of
8.
§ Online
since
1993.
§ First
online
community
in
1994.
§ Studied
Marke,ng
and
eCommerce
in
the
UK.
§ Started
wri,ng
about
online
marke,ng
in
1997,
while
a
first-­‐year.
WriRen
in
more
than
25
magazines,
websites
etc.
§ First
job
in
a
dot-­‐com.
Jobs
in
digital
ever
since:
web,
search,
mobile,
social.
§ Started
personal
blog
George
Is
Your
Man
in
2004
(started
because
his
printer
broke
down
and
needed
to
vent).
§ Loves
to
write,
blog,
comment.

11. What
has
Tasos
worked
on?
• Born
in
Rhodes
• First
computer
at
the
age
of
5
• University
of
Piraeus
• Blogger
since
2004
• Online
Marke,ng
since
2004
as
well
• Started
working
as
Web
Architect
at
Xplain.
Handled
Pepsico
&
Pepsico
Romania.
• Worked
at
OgilvyOne
for
a
year
as
Account
Director
for
Nestle
accounts.
• Projects
have
been
men,oned
in
the
media
and
won
dis,nc,ons.
• Loves
to
take
immortalize
through
photos.

12. Your
turn...

13. DIGITALMEDIA
QUICKINTRO

15. DIGITALMEDIA
Paid
Social
Ads,
Display
Adver,sing,
SEM/
PPC,
Sponsored
Posts
Owned
Website,
Mobile,
Microsites,
Social
Media
Accounts
&
Communi,es
Earned
WoM,
Lis,ngs,
Ra,ngs,
Men,ons,
Recommenda,ons
&
Comments
€
♥
©

16. SOCIALMEDIAROI
INNUMBERSA
research
by
Mr
Youth,
a
NY-­‐based
new
media
agency
found
that...

17. of
SM
users
trust
brands
that
have
a
presence
on
them
more
than
those
brands
that
don’t
of
SM
users
would
spend
more
on
brands
that
they
trust

18.
of
SM
users
purchased
something
based
on
SM
interac,on

19.
of
users
who
asked
a
ques,on
and
received
an
answer
on
a
page
made
a
purchase
based
on
that
interac,on

20. 2013
Greek
Trends

21. Top
Ten
Greek
Trends
1. Made
in
Greece
2. Car
Divorce
3. Downstarts
4. Life
Lists
5. DIY
experts
6. Home,
sweet
home
7. Back
to
roots
8. Back
to
humanity
9. Promo
mania
10. Preven,on
=
Savings

22. Made
in
Greece

23. Car
Divorce

24. Downstarts

25. Life
Lists

26. DIY
Experts

27. Home,
sweet
home

28. Back
to
roots

29. Back
to
humanity

30. Promo
Mania

31. Preven,on
=
Savings

33. 1
in
5
users
checks
facebook
before
doing
anything
else
in
the
morning
did
you
know?

34. Facebook
Analysis
At
this
,me
in
Greece,
Facebook
is
the
social
network
that
can
bring
the
best
results
on
brand’s
campaigns
if
it
used
with
a
crea,ve
way
and
proper
strategy.
It
contains
a
large
mass
of
users,
has
an
easy
use
for
everyone,
has
a
growing
audience
with
its
real
elements
mainly,
allows
the
use
of
applica,on
and
has
a
promo,onal
tool
with
good
targe,ng
features.

35. Facebook
Audience
Total
number
of
people
in
Greece:
4+
million
people
Demographic
data:
Male:
55%
Female:
45%

36. Facebook
Stats

37. Facebook
Stats

38. More
numbers...
of
Internet
users
have
a
Facebook
account

39.
of
Internet
users
enter
on
Facebook
everyday

40.
of
Facebook
users
have
more
than
100
friends

41.
of
Facebook
users
have
“liked”
a
brand
page

42.
of
Facebook
users
have
shared
a
brand
name
on
Facebook

43.
of
Facebook
users
have
shared
on
their
wall
a
video
or
photo
of
their
favorite
brand

44.
of
Facebook
users
prefer
to
receive
coupons,
deals
and
contests
from
brands

45.
of
Facebook
users
prefer
to
watch
news
from
brands
on
their
newsfeed

46. Content
Strategy

47. Types
of
Content

48. Content
Tips
§ Brevity
§ Frequency
§ Posts
with
videos
and
photos
§ Fun
tone,
crea,vely
and
character
§ Post’s
,me
§ Relevance
content
§ Seasonality
content
§ Giws
§ Ask
for
interac,on
§ Have
Call
To
Ac,on

49. Content
Strategy
Magne&c
Content
Product
Content
Service
Content
Social
Content
A4en&on
Bonding
Convic&on
Engagem
ent
Mass9Conversa&on Enduring9Conversa&on
Relevant9Conversa&on Regular9Conversa&on

50. Magne,c
Content
GOAL:&Mass&conversa0on

51. Service
Content
GOAL:&Enduring&conversa4on

52. Product
Content
GOAL:&Relevant&conversa2on

53. Social
Content
GOAL:&Regular&conversa3on

54. Ways
to
increase
engagement

55. 3
Unconven,onal
Ways
to
Boost
Engagement
1. Crowd
source
2. Introduce/Highlight
Your
Employees
on
Facebook
3. Reveal
New
Products
and
Features

56. Crowd
source

57. Highlight
Your
Employees
on
Facebook

58. Reveal
New
Products
and
Features

59. Modera,on
&
crisis
management

60. Modera,on
Apart
from
content’s
crea,ng,
managing
and
scheduling
in
the
social
media,
a
large
piece
regards
to
the
management
of
user-­‐
generated
content.
This
process
is
known
as
modera,on
and
includes
everything,
from
the
recogni,on
that
a
user
will
receive
with
a
“like”
to
his
comment,
up
to
launch
of
the
crisis
management
process.

61. Monitoring
frequency
Monitoring
process
includes
a
custom
approach
for
monitoring
which
based
on
client’s
needs:
• during
the
day,me,
evening
or/and
at
night
• weekends
• holidays
• leave
days
of
the
employee
or
partner
who
is
usually
watching

62. Even
beRer
modera,on
Beyond
the
manual
control,
there
are
two
more
solu,ons
for
an
effec,ve
modera,on:
§ List
of
banned
words,
which
if
contained
on
user’s
comments
or
posts,
page’s
admin
should
intervene
to
approve
the
comment
§ Reference
to
tab
/
site
/
mail
for
complaints
management
through
a
resolu,on
process

63. What’s
the
purpose
The
service
mainly
serves
to:
§ feel
the
users
that
someone
is
watching
the
page
in
the
same
way
that
would
expect
to
be
served
by
telephone
or
in
a
store.
§ Treated
promptly
any
issues
that
are
known,
based
on
Consumer
Q&A
which
will
be
agreed
and
they
will
be
informed.
§ hIde
messages,
comments
or
user’s
posts
which
relate
to
complaints
un,l
a
formal
reac,on
from
the
brand.
Thus,
is
evident
to
users
that
the
customer
doesn’t
leave
any
digital
touch
point
on
his
luck.

64. Indicate
reac,on
,mes
Some,mes,
some
comments
are
antagonis,c
by
themselves.
Why
leave
unanswered
posts
on
the
wall
and
create
bad
impression
when
they
can
be
managed
according
to
modera,on
guidelines?

65. Indicate
reac,on
,mes
Some,mes,
users
simply
need
to
observe
the
level
of
conversa,on
in
polite
levels.
This
specific
caught
it
within
seconds.

66. Indicate
reac,on
,mes
Other
,mes,
there
are
users
who
post
something
to
cause
reac,ons.
The
following,
posted
several
,mes
on
page
and
the
team
handled
it
within
two
minutes.

67. Crisis
Management

68. Crisis
or
just
complaints?
Some,mes,
there
may
be
users
who
wants
to
make
complaints
n
page.
Reasons
for
complaints
may
relate
to
products,
working
hours,
serve,
product’s
and
chain’s
origin
etc.
The
majority
of
complaints
remain
just
that:
complaints.
Sheldom,
a
complaint
becomes
escalate
in
crisis
and
requires
something
more
than
management
which
has
been
provided
as
a
process.

69. Reac,ve
Complaint
Management
Depending
on
each
user’s
post
or
comment
or
message,
there
is
a
separate
proposed
mode
management.
For
example,
one
reason
that
we
recommend
to
our
clients
to
have
their
wall
open
is
to
allow
users
to
send
complaints
there
instead
to
post
on
comments.
In
this
way,
less
user
see
the
complaint
,
because
our
post
doesn’t
help
complaint’s
diffusion.

70. Reac,ve
Complaint
Management
Some
posts
/
comments
from
users
are
made
to
elicit
reac,on
from
other
users,
while
others
are
made
because
they
are
asking
for
solu,on
to
some
problems.
The
following
slide
shows
the
process
for
the
majority
of
nega,ve
comments
,
whereas
there
is
a
separate
process
to
manage
flame
wars
or
trolls.

71. Reac,ve
Complaint
Management
Process
1. Direct
ac,va,on
based
on
guidelines
2. Par,cipa,on
in
dialogue
3. Acquisi,on
conversa,on’s
control
4. Human
face
/
Assump,on
errors
(if
any)
5. Community’s
par,cipa,on
6. Correc,ve
ac,ons
7. Life
goes
on...

72. Proac,ve
Complaint
Management
But
before
we
need
to
manage
complaints,
we
recommend
the
following:
1. Establish
House
Rules
page
with
relevant
tab
(House
Rules)
2. Employee
training
on
how
to
manage
(not
just
marke,ng
dept.)
3. Circula,on
of
social
media
policy
within
the
company.
4. Crea,ng
and
frequently
updated
Consumer
Q
&
A
for
more
poten,al
issues
that
may
arise.
5. Disclosure
of
contact
points
between
agency
and
client,
and
as
well
as,
terms
of
communica,on;
(wriRen,
telephone,
depending
on
the
,me
&
day).

73. House
Rules
Logging
page’s
rules
on
which
users
will
have
some
rights
and
obliga,ons.
It
will
be
page’s
“Cons,tu,on”
which
will
give
certain
powers
to
administrators
in
order
to
establish
a
transparent
censorship.

74. Experience:
Food
&
medicines
1. ARack
on
company’s
Greekness:
company’s
products,
raw
material
products.
2. Preven,ve
recall
batch
for
review.
3. Announcement
from
the
Food
Administra,on
for
the
product
category.
4. Circula,on
of
e-­‐mail
which
included
(wrongly)
and
client’s
brand
as
containing
chemicals.
5. Intense
commentary
for
qualifying
products
as
frozen
desserts
instead
of
ice
cream
(August
14th).
6. Online
prescrip,on
for
pharmacovigilance.

75. Facebook
Apps

76. Facebook
Apps
to
Improve
Fan
Engagement
1. Define
Your
Custom
App
Strategy
2. Create
Custom
Apps
based
on
a
crea,ve
idea
3. Promote
and
Drive
Traffic
to
Your
Custom
App

77. STR8
Choice
Young
boys
between
13-­‐16
were
asked
to
vote
for
their
ideal
girl,
footballer,
car
and
STR8
product.
This
was
an
interac,ve
poll
that
published
its
results
daily
and
kept
score
of
who
was
ahead.
Results?
More
than
5,000
users
interacted
the
first
week.
The
app
was
included
in
the
top
Greek
Apps
on
Facebook
Studio
and
soon
climbed
in
the
Top
5!

78. Naturally
beau,ful
at
every
age
To
promote
a
specific
facial
skincare
product
line
we
created
Naturally
beau,ful
at
every
age.
An
applica,on
where
fans
will
have
to
find
the
right
product
ingredients.
The
results
• 4,500
new
Fans
and
• 175%
increase
on
the
monthly
engagement
The
app
was
included
in
the
Greek
Apps
on
Facebook
Studio

79. BU
Believe
in
Music
To
Promote
BU
event
with
Ivi
Adamou
we
created
the
BelieIVI
in
Music
applica,on.
The
newest
element
is
that
the
aplica,on
uses:
1. A
celebrity
2. Music
And
this
has
brought
repe,,ve
plays
from
users.

80. Prigat
Smile

81. Fashion
Like

82. Facebook
Adver,sing

86. Ad
formats:

87. Ad
formats:

88. Ad
formats:

89. Ad
formats:
Sponsored
Story

90. Ad
formats:

91. EdgeRank

92. “Why
are
you
important?”

94. What
is
EdgeRank?

95. Magic
of
Numbers

96. Why
is
EdgeRank
the
most
important
factor
on
Facebook?

97. Post
daily?
Post
weekly?
Post
hourly?

98. Post
in
the
morning
or
at
nights?

99. Post
pictures,
video,
text
or
links?

100. Post
with
or
without
my
logo
in
pics?

101. Self-­‐promote
or
not?

102. What
kind
of
feedback
do
compe,tors
get?

103. Are
fans
now
unreachable
due
to
bad
content?

104. WARNING
Wrong
answers
get
you
zero
value.

105. Example

106.
typical
user
250
friends
50
pages
1
post
from
each

107.
typical
user
logs
on
{
5x
a
day
20
posts
each
,me

108.
typical
user
only
sees
100
of
300
posts

109. Online Currency:
user attention

110. If
you
were
Coca-­‐Cola
and
posted
this...

111. Pepsi
is
just
0.0001%
of
your
compe,,on

112. Redbull
is
not
your
compe,,on

113. Your
fan’s
friend’s
dog
is
your
compe,,on

114. REMEMBER
ou
are
compe,ng
for
the
same
user
aRen,on

115. Newsfeed

116. Newsfeed
(most
recent
/
nearly
unfiltered)

117. Personal
Es,mate
All
posts:
100
In
Most
Recent:
25
In
Top
Stories:
10
Engaged:
1

118. globally
1b
users
6-­‐7m
pages
are
users
on
{
for
the
pages?

119. EdgeRank
αυτός
ο
άγνωστος
Coca
Cola
Lipton
Dixan

120. EdgeRank
changes
every
6
months...

121. ...
and
it
not
ge‡ng
beRer
for
the
pages!

122. Last
change:
20
Sep
2012

123. EdgeRank
before
20
Sep
2012
a
x
w
x
t

125. why?

126. user
experience
from
pages
so
far
is
bad

131. average
life,me:
2-­‐3
hrs

133. EdgeRank
awer
20
Sep
2012
a
x
w
x
t
x
g
x
n

134. Group
Reac,on

135. Nega,ve
Feedback

136. Nega,ve
Feedback

138. Number of
Posts
Averag
e
Total
Engagement
Contest 7 153 1.072
Fun/Product 5 202 1.010
Mood 9 214 1.925
Poll 1 63 63
Video 10 247 2.466
Product 2 54 107
Grand Total 34 195 6.643

142. promoted
post

143. content
contest
v

144. Paid content
20
maximum
in newsfeed
/
o
o

145. Conversion

146. EdgeRank
will change
again!

148. Emails:
30
open rate
/
o
o

149. SOCIALMEDIA
BEYONDFACEBOOK

151. YOUTUBE

154. TwiRer

156. INSTAGRAM

158. PINTEREST

161. FOURSQUARE

162. FOURSQUARE

163. LINKEDIN

166. ANDMORESOCIALMEDIA
BLOGS
MICROBLOGS
FORUMS
TRIPADVISOR
EMAIL
ESHOP-BASED (INTERNAL)

167. MONITORING

172. YOUCANFOLLOWSOCIALAB:
CORPORATE:
WWW.SOCIALAB.GR
LINKEDIN.COM/COMPANY/SOCIALAB
LINKEDIN.COM/GROUPS?GID=3024911
TWITTER.COM/SOCIALABGR
SLIDESHARE.NET/SOCIALAB
FACEBOOK.COM/SOCIALAB.GR
CONTENT:
WWW.SUIT.GR
YOUTUBE.COM/SUITGR