How to use digital marketing opportunities to market your startup!

1. Startup Social Media
Marketing
From ground floor to the sky!
socialab

2. Tasos Veliadis
Business Unit Director @ socialab
@tasosveliadis
Facebook.com/tasovel
HI!!

3. socialab
 Socialab offers a wide range of online marketing
services, specializing in social media and Word of Mouth
Marketing.
 We have a presence both in Greece and in Great Britain.
 Part of our team was proudly among the first generation
of bloggers of 2004 and the first Greek producers of online
content since 1994.
 We maintain the first and most popular Greek blog about
the professional use of social media and the biggest group
on LinkedIn.

4. Πελάτες

5. My first Startup

6. NO MORE SPAM!
STOP!

7. We have a new Product/Service

8. You want it to go Viral

9. But traditional marketing doesn’t work!

10. It doesn’t work because consumers have
more choices and less time

11. It doesn’t work because Startups don’t
have the money!

12. So you need a marketing elevator to get
your start up off the ground!

13. ELEVATOR = SOCIAL MEDIA MARKETING

14. DIGITALMEDIA
QUICKINTRO

16. DIGITALMEDIA
Paid
Social Ads, Display
Advertising,
SEM/PPC,
Sponsored Posts
Owned
Website, Mobile,
Microsites, Social
Media Accounts &
Communities
Earned
WoM, Listings,
Ratings, Mentions,
Recommendations
& Comments
€ ♥©

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

18. 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

19. of SM users purchased something based on SM interaction

20. of users who asked a question and received an answer on a page
made a purchase based on that interaction

21. 2013 Greek Trends

22. 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. Prevention = Savings

23. Made in Greece

24. Car Divorce

25. Downstarts

26. Life Lists

27. DIY Experts

28. Home, sweet home

29. Back to roots

31. Promo Mania

32. Prevention = Savings

33. Video

34. Video

36. 1 in 5
users checks facebook before doing
anything else in the morning
did you know?

37. Facebook Analysis
At this time in Greece, Facebook is the social
network that can bring the best results on
brand’s campaigns if it used with a creative 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
application and has a promotional tool with
good targeting features.

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

39. Facebook Stats

40. FacebookStats

41. More numbers...
of Internet users have a Facebook account (US)

42. of Internet users enter on Facebook everyday

43. of Facebook users have more than 100 friends

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

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

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

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

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

49. Content Strategy

50. Types of Content

51. Content Tips
 Brevity
 Frequency
 Posts with videos and photos
 Fun tone, creatively and character
 Post’s time
 Relevance content
 Seasonality content
 Gifts
 Ask for interaction
 Have Call To Action

52. Content Strategy
Magne c
Content
Product
Content
Service
Content
Social
Content
A
en
on
Bonding
Convic
on
Engagem
ent
Mass Conversa on Enduring Conversa on
Relevant Conversa on Regular Conversa on

53. Magnetic Content

54. Service Content

55. Product Content

56. Social Content

57. Ways to increase engagement without
Budget

58. 3 Unconventional Ways to Boost Engagement
1. Crowd source
2. Introduce/Highlight Your
Employees on Facebook
3. Reveal New Features and video

59. Crowd source

60. Highlight Your Employees on Facebook

61. Reveal New Products and Features

62. Facebook Apps

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

64. Prigat Smile

65. Fashion Like

66. Facebook Advertising

70. Ad formats:

71. Ad formats:

72. Ad formats:

73. Ad formats: Sponsored Story

74. EdgeRank

76. What is EdgeRank?

77. MagicofNumbers

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

79. Post daily?
Post weekly?
Post hourly?

80. Post in the
morning or at
nights?

81. Post pictures,
video, text or
links?

82. Post with or
without my
logo in pics?

83. Self-promote
or not?

84. What kind of
feedback do
competitors
get?

85. Are fans now
unreachable
due to bad
content?

86. WARNING
Wrong answers get
you zero value.

87. Example

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

89. typical user
logs on fb 5x a day
20 posts each time

90. typical user
only sees
100 of 300 posts

91. Online Currency:
user attention

92. If you were Coca-Cola and posted this...

93. Pepsi is just 0.0001% of your competition

94. Redbull is not your competition

95. Your fan’s friend’s dog is your competition

96. REMEMBER
You are competing for the same
user attention

97. Newsfeed

98. Personal Estimate
All posts: 100
In Most Recent: 25
In Top Stories: 10
Engaged: 1

99. globally
1b users
6-7m pages
are users on fb for the pages?

100. EdgeRank
αυτός ο άγνωστος
Other
Startup
Brand
Friend

101. EdgeRank
changes
every
6 months...

102. ... and it not
getting
better for
the pages!

103. Last change:
20 Sep 2012

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

106. why?

107. user experience from pages
so far is bad

112. average lifetime:
2-3 hrs

114. EdgeRank after 20 Sep 2012
a x w x t x g x n

115. Group Reaction

116. Negative Feedback

117. Negative Feedback

118. 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

122. promoted post

123. content
contest
v

124. Paid content
20
maximum
in newsfeed
/
o
o

125. Conversion

126. EdgeRank
will change
again!

127. Emails:
30
open rate
/
o
o

128. SOCIALMEDIA
BEYONDFACEBOOK

130. YOUTUBE

132. Twitter

134. INSTAGRAM

136. PINTEREST

139. FOURSQUARE

140. FOURSQUARE

141. LINKEDIN

143. MONITORING