BaaS presentation @ AllthingsFacbook15 congress , January 22, 2015. http://allthingsfacebook.gr/ by Panayiotis Kazanis

1. Social Media communications
#BrandGuardians

3. The "Friso Mexico" Case Study
Creating the No1 Child Nutrition Facebook page Worldwide

4. Friso Mexico: Success Story on “Facebook for Business”
Case
Study

5. Friso Mexico Case Study
Engagement

6. Design your Journey Fly to your destination, not to outer space!
Strategy
Blueprint

7. 5 strategic pillars in
1 global Campaign
Friso: “The Journey of Growing up together” 5 strategic pillars, 1 global campaign
The Friso
Concept

8. Functional & Emotional pillars Required to map your content
A dominant emotional
Emotional
Pillars

9. Functional & Emotional pillars Required to map your content
Emotional
Pillars
Two related emotional

10. Functional & Emotional pillars Required to map your content
Functional
Pillars
Two Functional messages

11. Branding & UGC

12. Branded Content A unique signature
Branding
“Social Media is just
a subset of ‘Branding’.
You can’t communicate
outside the Branding
guidelines or even
ignoring them”
Consistency wins
in the long term.

13. Co-Create Content The ingredient of success
User
Generated
Content
“Create relationships
letting Fans Co-Create
with the Brand”

14. Branded content
becomes viral more
easily
Branded, relevant & emotional Content becomes viral A unique signature
Viral
Factors

15. Activations

16. Activations: create the connection point You don’t really need an iPhone…
Activations
Place your Fans on Top! Let them create for you

17. Advertising
Spread the word at the speed of light!

18. Social Advertising Spreading the message
Advertise
Costs significantly less
than traditional
advertising channels

19. “The unbearable truth of buying without Ads optimization: Wasting lots of money”
CPE
0,00x – 0,02
CPL
0.03
CTR
4%-7%
Friso Mexico Facebook Ads Performance 2014
1M engagements with 0.01 CPE cost 10K Euro
1M Engagements with 0.05 CPE cost 50K Euro

20. Programmatic Buying gives you… wings
Optimize
• In Friso Mexico we achieved up to 20% more
value with programmatic buying
• BaaS offers Ads optimization to all clients
+
BaaS is a Kuhcoon Partner in SE Europe

21. Intelligence
Social Listening

22. Social Listening with Engagor One of the Top 5 listening tools worldwide
Listen • Learn the What, the When,
the Where and the Why
• Scales for SMEs too
+

23. Listen by Pillar
Beyond Listening… In Friso Mexico we measure what really matters
Listen to your
Competitors
Listen by Theme
Social
Listening

24. Social Listening is the first step to Social CRM Transform Fans to Leads
Social
CRM
“A Facebook (or Twitter) ID is a new Company Asset.
A persistent, high-fidelity ID for a consumer”

25. Mobile & Facebook
Perfect match

26. Friso Moments Mobile App A three purpose mobile App
#Momentos
Friso
 AR game for Kids
 Share your #moments
 70 videos with advices by:
• Nutritionist
• Pedagogue
• Psychologist

27. Relationship Factors
ROR
“Social communication should seek the ROR
(Return on Relationship) instead of ROI”
Consistency
Authority , Relevance, Trust

28. ROR requires Brands to transform their DNA
Social
Business

29. Panayiotis Kazanis
f: /BaaS.gr t: /BaaS_gr
To be continued…