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How to run effective Social Media Campaigns [AIESEC Training]

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How to run effective Social Media Campaigns [AIESEC Training]

  1. 1. Campaigns
  2. 2. Why
  3. 3. bySotirisBaratsas What is your ZMOT? This was the Traditional 3-step mental model of Marketing! FMOT was coined by P&G in 2005 The customer gets a stimulus about a product (TV, advertisement, article, image, word of mouth, etc.) Then he goes to the store and ask the salesperson. He watches a demonstration and he experiences the First Moment of Truth with the product. Then he purchases the product, he goes home and starts using it. This way he experiences what the product is like and the second moment of truth.
  4. 4. Now the number of sources used by any shopper for an average shopping occasion has almost doubled from 5.2 to 10.4 sources used. Source: Google, 2012 bySotirisBaratsas What is your ZMOT? This model has changed! And that’s because consumerbehavior has changed!
  5. 5. bySotirisBaratsas What is your ZMOT? This is the New Mental Model of Marketing! ZMOT was coined by Google in 2012 So, before the consumer goes to the shop to ask for a product, he/she googles about it, searches on Facebook, looks for videos on YouTube, reads the reviews, etc. This is the ZERO MOMENT OF TRUTH with a product, person, service, shop, company, organization, etc.
  6. 6. It means that the first impression a potential customer has about you is not created in your office! It’s created in your Facebook page. Or your site. Or your twitter profile. bySotirisBaratsas 3Whatdoesthismeanforme? So, how do they look Do they pass the right message
  7. 7. bySotirisBaratsas Areal-caseexample 21,70% 60,20% 34,00% 34,50% 22% 26,90% For what do you know AIESEC about? AIESEC develops young people’s leadership through diverse and impactful international exchanges. However, more people know the organization for Trips Abroad rather than Leadership Development. Why is that? Source: AIESEC in Greece Brand Audit 2012-2013
  8. 8. Areal-caseexample The program’s target audience is young people. So, the main channel used for promotion is facebook and that’s usually where a visitor experiences the Zero Moment of Truth with the brand. These are some posts from the FB pages.
  9. 9. Areal-caseexample If this is the first time someone notices the brand, how can they NOT think it facilitates trips abroad?
  10. 10. Consistent
  11. 11. ListenBefore you talk  What is the Perception about our programs?  What about our competitors?  What is the differentiator? 1
  12. 12. HAVE A GOAL You need to know where you want to go! What are you trying to reach? That’s the only way to achieve it! 2
  13. 13. Define The Target  Who is our audience?  Define personas  Acquire the needs (Do I cover some needs?) 3
  14. 14. DefineThe CHANNELs  What is the most effective way to reach the people we want?  Where can I find them? 4
  15. 15. Keith Weed, CMO, Unilever
  16. 16. FIND The RIGHT MESSAGE  How are we going to attract the people we want?  What is the most effective way to reach them? 5
  17. 17. Create ATTRACTIVE CONTENT 6
  18. 18. bySotirisBaratsas +1 Content is the king Content is everything you create: posts, images, blog posts, texts, videos, etc. * 6 Create ATTRACTIVE CONTENT
  19. 19. 6
  20. 20. How to create effective campaigns
  21. 21. What kind of people do you want to attract? Define their persona as much as possible!
  22. 22. What will attract the target audience you’ve chosen? What kind of message do you want to pass? Why do you need more than one post to do it? Is it too direct or a bit more mild?
  23. 23. Define all the messages that will be in the campaign. Make sure that every message amplifies the collective message you want to pass with your campaign!
  24. 24. Choose how you will present your messages. It can be with an image, video, article, newsletter, etc. Visual Content works a lot!
  25. 25. Make every post follow a certain pattern! Make sure to emphasize on the main message! Create the template so that it easy for someone to edit it and make posts for this campaign. Make sure the final design represents your brand. Take into account if you are gonna use “boosted advertisement” on facebook for your campaign.
  26. 26. Make the posts on a regular basis. Don’t keep the campaign for more than 2-3 weeks. During the campaign evaluate the performance and decide if you need to make changes, or create new campaigns to support your goal setting.
  27. 27. When you decide the essence of the campaign give them the opportunity to create the messages.
  28. 28. When you decide the essence of the campaign give them the opportunity to create the messages. You can create the template, but it’s cooler if the members create the posts.
  29. 29. When you decide the essence of the campaign give them the opportunity to create the messages. You can create the template, but it’s cooler if the members create the posts. Have a tracking tool where they can see the schedule for each campaign and make them responsible for the delivery.
  30. 30. When you decide the essence of the campaign give them the opportunity to create the messages. You can create the template, but it’s cooler if the members create the posts. Have a tracking tool where they can see the schedule for each campaign and make them responsible for the delivery. Have them evaluate the performance of the posts (apps on podio) and decide if they need to do something different or more intense.
  31. 31. What to expect
  32. 32. Any
  33. 33. Who am I I’m a Marketing junkie. Α constant generator of concepts & ideas. A Leadership enthusiast. A seeker of creativity. A FastCompany addict. A Powerpoint architect. A tech-freak. You know where to find me! Chief Marketing Officer @AIESECinATHENS Creative Marketing Manager @AIESECinGREECE Student @Athens University of Economics & Business Sotiris Baratsas sotirisbaratsas Sotiris Baratsas Slideshare.net/sotbar7
  34. 34. .thankU

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