A presentation for MSc Marketing @ ALBA - 19 Feb 2013.

1. Social
Media
Marke-ng:
A
hands-­‐on
approach
George
Anagnostopoulos,
socialab
19
Feb
2013
@
ALBA
MSc
Marke-ng

2. Have
we
met?

3. Let’s
get
to
know
each
other
§ I’m
George.
§ I
was
a
geek
from
a
very
young
age.
That
used
to
be
rare
then.
§ Socialab
started
as
a
business
unit
of
Amaze,
a
mobile
marke-ng
company
that
has
Cosmote,
Vodafone
and
Wind
for
clients.
§ Today,
it’s
a
separate
company
based
in
Greece
and
in
the
UK,
one
of
the
few
members
of
the
Word
of
Mouth
Marke-ng
Associa-on.
§ The
team
members
belong
to
the
first
genera-on
of
bloggers
of
2004-­‐2005.
We
also
had
the
first
Greek
online
“zine”
in
1994,
basically
founding
one
of
the
first
Internet
communi-es.
§ Socialab
has
the
biggest
Greek
blog
on
social
media
marke-ng,
www.suit.gr,
with
approx.
30
contributors
(including
our
own
compe-tors)
and
8,500
visitors
monthly.
§ We
also
founded
the
biggest
relevant
group
on
LinkedIn,
Social
Media
GR,
which
now
has
more
than
2,500
professionals
who
are
looking
to
touch
base
with
the
social
media
community.

4. Clients

5. Highlights
of
our
work
§ One
of
our
applica-ons
for
the
STR8
brand
got
into
the
Top
5
of
Greek
apps
on
Facebook
Studio.
§ We
marketed
the
most
successful
viral
video
with
2.700.000
views
on
YouTube.
§ Proved
ROI
of
more
than
€60.000
every
month
for
L’
Ar-giano’s
presence
on
Facebook.
§ Management
of
Lipton’s
global
page
with
1.8m
fans,
managing
content
from
25
countries.
§ An
anima-on
we
created
for
Millennium
bank’s
Direct
banking
department,
was
selected
by
pres-gious
Ads
Of
The
World.
§ Lots
more
in
our
company
profile:
“Who
We
Are”

6. Social
Media

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

9. Let’s
talk
numbers
Mr
Youth,
a
NYC-­‐based
new
media
agency,
conducted
a
survey
in
the
pre-­‐Xmas
period
2011.

10. of
SM
users
trust
more
the
brands
that
are
ac-ve
on
SM
than
those
who
don’t.
of
SM
users
say
the
would
spend
more
in
a
brand
they
trust

11.
of
SM
users
made
a
purchase
based
on
an
interac-on
they
had
on
SM

12.
of
users
who
posted
a
ques-on
on
FB
brand
pages
and
received
an
answers,
made
a
purchase
based
on
that
interac-on

13. slow
r
evolu-on

14. Social
Media
types

15. Internal
External

16. Internal

22. External

24. Monitoring

27. Facebook

28. Facebook
Stats

29. Facebook
Stats

30. EdgeRank
§ Content
is
King.
It’s
been
that
way
since
1995.
§ But,
anyone
with
more
than
200
friends
and
100
pages
will
probably
never
get
to
see
so
much
content.
§ So,
Facebook
had
to
find
a
way
to
make
their
site
engaging.
That’s
what
EdgeRank
does.
§ In
a
way,
a
Facebook
page
has
some
similari-es
with
a
radio
sta-on
when
you
take
into
considera-on
the
EdgeRank
algorithm.

32. Monthly
Engagement
Analysis
per
type
Number
of
Total
Posts
Average
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

38. R
I
O

39. Facebook
Case
Study

40. (

43. 30

44. Occasions
of
consump-on
350.000
users
470.000
users
590.000
users
33.000
users

45. 6,300
new
fans

46. Fan
AcquisiMon
Method:
6
ad
campaigns
6
contests
Total
cost
per
new
&
qualified
fan:
less
than
€1

47. “How
open
do
you
order
from
L’
Ar-giano?”
Total
fan
value:
€56,810
per
month
Total
fans:
6,300
Facebook
ROI:
Every
€1
spent
(one-­‐off)
we
brought
one
fan
who
controls
more
than
€9
of
spending
every
month

48. Next
step:
Adver-se
to
the
exisMng
fans.
Get
them
to
order
by
phone
or
online.

49. )

50. Twijer

52. YouTube

54. Instagram

56. Pinterest

61. Conversion

63. Personal
preference

64. Some
case
studies...

65. 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!

66. Monitoring:
Novar-s
§ Novar-s
is
a
leading
player
in
the
pharma
industry,
with
hundreds
of
OTC
and
prescrip-on
drugs
in
the
market.
§ What
they
are
interested
in
is
to
follow-­‐up
on
men-ons
of
how
their
products
are
accepted
in
the
market
both
in
terms
of
communica-on
as
well
as
health-­‐wise.
§ Socialab
provides
services
to
ensure
that
all
men-ons
of
their
products
and
the
corporate
brand
from
Greek
users
are
assessed
reach
the
marke-ng
department.
§ Furthermore,
Socialab
is
part
of
the
company’s
pharmacovigillance
program,
repor-ng
results
the
the
Drug
Administra-on’s
(EOF)
standards.

67. Viral
Video
Case
Study:
Finish
§ Reckij
Benckiser
that
produces
Finish,
a
dish
washer
tablet.
§ Instead
of
going
with
a
mainstream
advert,
they
wanted
something
trendier:
a
viral
video.
§ A
short
-me
aperwards,
Finish
is
the
most
viewed
Greek
branded
viral
video
ever,
which
now
has
more
than
2,700,000
views.
§ The
crea-ve
accounted
for
approximately
the
first
5,000
views,
but
then,
our
VSEO
work
paid
off
as
we
made
the
video
become
the
“most
suggested”
on
YouTube’s
recommenda-on
engine
aper
certain
high-­‐traffic
videos.

68. Video
Crea-ve:
Millennium
Bank
§ Millennium
Bank
asked
us
to
promote
their
Web
Banking
service.
§ We
came
up
with
a
concept
of
a
furry,
lovable
squirrel
who
would
be
used
as
the
main
character
in
a
series
of
videos.
§ The
squirrel
would
opt
to
pay
bills
the
old
fashioned
way
and
would
always
waste
-me
and
get
into
trouble,
un-l
someone
showed
him
how
payments
should
be
done
–
electronically!
§ The
first
video
earned
us
our
first
spot
in
the
world-­‐acclaimed
Ads
Of
The
World
website,
a
place
where
only
very
few
Greek
videos
have
been
featured.

69. Buzz
Case
Study:
World
of
Warcrap
§ WoW
is
a
very
popular
online
game
and
Public
wanted
to
generate
more
buzz
and
more
sales
at
midnight
of
December
7th,
2010,
when
the
new
game
add-­‐on
came
out.
§ The
add-­‐on
was
only
interes-ng
for
exis-ng
players,
an
audience
of
about
10,000
people
in
Greece.
But
no-­‐one
knew
who
they
are.
§ What
we
did
was
create
a
contest
in
which
only
exis-ng
players
could
par-cipate
and
we
generated
buzz
by
spending
nothing
on
adver-sing.
§ Instead,
we
asked
game
bloggers
to
do
the
talking
for
us.
§ The
result:
7,000
WoW
players
heard
about
the
event
at
Public.
And
Public
had
3x
more
stories
in
online
media
than
Plaisio,
a
compe-tor
focused
mainly
on
Technology.

70. ePR
Case
Study:
Al-s
§ In
February
2011,
Al-s
wanted
to
differen-ate
itself
from
other
olive
oil
brands,
so
it
set
out
on
a
mission
to
educate
its
audience
about
its
oil’s
quality
characteris-cs.
§ They
wanted
to
communicate
the
same
thing
online,
but
an
adver-sing
campaign
wouldn’t
exactly
have
the
same
feel
as
“earned”media
(buzz).
§ We
worked
with
their
adver-sing
agency
to
iden-fy
50
of
the
country’s
bloggers
in
a
3-­‐hour
seminar
about
olive
oil
and
its
traits.
§ This
resulted
in
28
blog
posts
about
the
experience,
with
a
total
impression
count
of
260,000
people.

71. PR/Buzz
Case
Study:
Ithaky
Travel
§ Ithaky
is
a
small
unmanned
digital
travel
agency
and
its
owners
wanted
to
see
if
their
small
opera-on
could
make
a
big
story
on
the
news
for
free.
§ We
came
up
with
an
idea
that
could
generate
a
lot
of
ajen-on:
We
declared
a
contest
where
if
a
couple
became
pregnant
during
their
vaca-on
they
would
win
4,000
euros.
To
make
things
more
interes-ng,
whoever
referred
them
to
book
on
Ithaky
would
win
1,000
euros.
§ The
contest
became
so
interes-ng
online
that
they
were
featured
on
ANT1
morning
show
and
on
Radio
Arvyla.
Total
es-mated
audience:
3
million
people.

72. Find
me
online!
www.suit.gr
@suitGR
Your
turn!
Which
brands
caught
your
ajen-on
on
social
media?