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IT UP
bySotirisBaratsas
People aren’t on the Social Web
Idon’tknowifyouhavenoticed,but…
bySotirisBaratsas
They Create the Social Web
bySotirisBaratsas
They Live in the Social Web
bySotirisBaratsas
The Social Web is part
of our life!
bySotirisBaratsas
Thepeopleyouaresearchingfor…HeretheyAre!
Doyouwanttobeapartofit?
bySotirisBaratsas
Step 1 Secureyourself
Add a phone number to your account (Settings > Account Settings > Mobile)
Step 1 Secureyourself
Activate these options!
Step 1 Secureyourself
With these settings:
- Every time you login from an unknown computer you will need to
verify your identity through a code sent in your mobile phone.
- You will make sure, no one logins to your account by hijacking
your cookies.
- You will be notified when an unidentified computer tries to access
your account.
bySotirisBaratsas
Tools
to improve your
Online presence
6+1
bySotirisBaratsas
1 Know when is the right time to to post
bySotirisBaratsas
1
Twitter: People have a chance to share their own
thoughts or retweet in the afternoon.
Facebook: The work day is slowing down and people
have more time to do a Facebook check.
Tumblr: Reading micro-blogs on Tumblr takes more
time and thought than other platforms, so non-work
hours are often ideal.
Pinterest: Weekends are best, as the craft and
collection emphasis of Pinterest lends itself to
weekend projects.
Know when to post
Check these out! They are a treasure!
bySotirisBaratsas
o http://www.entrepreneur.com/article/232645
o http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
o http://socialmediatoday.com/pamdyer/2240271/when-post-facebook-twitter-google-linkedin-and-
pinterest
o http://visual.ly/best-times-post-social-media
o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media
bySotirisBaratsas
2
Attention span
time dropped
from 12 minutes
to 5 seconds
in the last 7 years
Source: Media Bistro March 2012
That means it’s hard to catch someone’s attention
Know what to post
bySotirisBaratsas
2 Know what to post
Would your network
thank you for it?
Ask yourself the following questions:
Does it make you
say “Holy Smokes”?
Would you stop and check it
if you were scrolling down
your news feed?
Before posting
Would you email it
to a friend?
2 Know what to post
Check these out! They are a treasure!
bySotirisBaratsas
o http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-
your-blog
o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media
o http://www.fastcompany.com/3025886/work-smart/6-social-media-tips-that-will-improve-your-
marketing
bySotirisBaratsas
3 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.
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!
bySotirisBaratsas
3 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.
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
bySotirisBaratsas
3Areal-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
3Areal-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.
3Areal-caseexample
If this is the first time
someone notices the brand,
how can they NOT think
it facilitates trips abroad?
Consistent
Check these out! They are a treasure!
bySotirisBaratsas
o http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-truth
o http://adwords.blogspot.gr/2011/07/zero-moment-of-truth-new-marketing.html
o http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
bySotirisBaratsas
4 Play with the colors
There’s a whole science behind colors in Marketing
Learn to take advantage of it for amazing results!
4 Play with the colors
bySotirisBaratsas
bySotirisBaratsas
4 Play with the colors
Ifyouaren’tsureaboutwhatcolortochoose,tryA/Btesting.
Choose2differentsmallsegmentsofyouraudienceandsend
themthe2alternatives.Thenmonitortheanalyticstofind
outwhichversionworksbetterandyouhaveyouranswer.
Check these out! They are a treasure!
bySotirisBaratsas
o http://www.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in-
marketing
o http://www.fastcompany.com/3028378/leadership-now/what-your-logos-color-says-about-your-
company-infographic
bySotirisBaratsas
5 Evaluate
Strategy without evaluation
is just a road to failure!
bySotirisBaratsas
5 Evaluate
Facebook
Insights
bySotirisBaratsas
5 Evaluate
Pagealyzer.com
Creates an infographic of your Facebook
page.
You can see the most successful posts,
your interactions per type of post,
interactions per day, and many more
stats.
bySotirisBaratsas
6 Put the internet to work for you
Connect your many
different channels
You are using facebook, twitter,
Instagram, pinterest, dropbox, and so
many more social media.
At some point it’s getting difficult to
update them all on a regular basis.
Why not put the internet to work for you
bySotirisBaratsas
6 Put the internet to work for you
If this then that
IFTTT.com
Allows you to create connections
between your social media accounts!
For example, you can select to
automatically publish in your twitter,
tumblr, reddit account everything you
post on Facebook!
bySotirisBaratsas
+1 Content is the king
Thereisatontobesaidaboutcontentmarketing!
Myadviceforyourcontentis:
Content is everything you create: posts, images, blog posts, texts, videos, etc.
*
Keep It
Short Simple Sweet
Sexy Useful Relevant
+1
Check these out! They are a treasure!
bySotirisBaratsas
o http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
o http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-
dominate-2014/
o http://contentmarketinginstitute.com/what-is-content-marketing/
o http://contentmarketinginstitute.com/developing-a-strategy/
o http://www.youtube.com/watch?v=Cke-1e8Q920
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.
An information alchemist. A tech-freak.
You know where to find me!
Marketing Manager @AIESEC Athens
Student @Athens University of Economics & Business
Sotiris Baratsas
sotirisbaratsas
Sotiris Baratsas
Slideshare.net/sotbar7
bySotirisBaratsas
Sources used
bySotirisBaratsas
o FastCompany.com
o Entrepreneur.com
o Buffer Application
o ThinkWithGoogle.com – Zero Moment of Truth
o XPLAIN “From Social Media to Social Business”
o SocialMediaToday.com
o Visual.ly
o +my personal experience :)
o http://www.entrepreneur.com/article/232645
o http://blog.bufferapp.com/best-time-to-tweet-post-to-
facebook-send-emails-publish-blogposts
o http://socialmediatoday.com/pamdyer/2240271/when-post-
facebook-twitter-google-linkedin-and-pinterest
o http://visual.ly/best-times-post-social-media
o http://www.fastcompany.com/3025886/work-smart/6-social-
media-tips-that-will-improve-your-marketing
o http://www.fastcompany.com/3026897/work-smart/what-
when-and-how-to-share-on-social-media
o http://www.thinkwithgoogle.com/collections/zero-moment-
truth.html
o http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-
truth
o http://www.fastcompany.com/3009317/why-is-facebook-
blue-the-science-behind-colors-in-marketing
o http://www.fastcompany.com/3028378/leadership-now/what-
your-logos-color-says-about-your-company-infographic
o http://www.quicksprout.com/the-advanced-guide-to-
content-marketing/
o http://www.forbes.com/sites/jaysondemers/2013/10/08/the-
top-7-content-marketing-trends-that-will-dominate-2014/
Thankyou :)
bySotirisBaratsas

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Online Marketing - STEP IT UP

  • 2. People aren’t on the Social Web Idon’tknowifyouhavenoticed,but… bySotirisBaratsas
  • 3. They Create the Social Web bySotirisBaratsas
  • 4. They Live in the Social Web bySotirisBaratsas
  • 5. The Social Web is part of our life! bySotirisBaratsas
  • 6.
  • 9. Step 1 Secureyourself Add a phone number to your account (Settings > Account Settings > Mobile)
  • 11. Step 1 Secureyourself With these settings: - Every time you login from an unknown computer you will need to verify your identity through a code sent in your mobile phone. - You will make sure, no one logins to your account by hijacking your cookies. - You will be notified when an unidentified computer tries to access your account.
  • 13. bySotirisBaratsas 1 Know when is the right time to to post
  • 14. bySotirisBaratsas 1 Twitter: People have a chance to share their own thoughts or retweet in the afternoon. Facebook: The work day is slowing down and people have more time to do a Facebook check. Tumblr: Reading micro-blogs on Tumblr takes more time and thought than other platforms, so non-work hours are often ideal. Pinterest: Weekends are best, as the craft and collection emphasis of Pinterest lends itself to weekend projects. Know when to post
  • 15. Check these out! They are a treasure! bySotirisBaratsas o http://www.entrepreneur.com/article/232645 o http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts o http://socialmediatoday.com/pamdyer/2240271/when-post-facebook-twitter-google-linkedin-and- pinterest o http://visual.ly/best-times-post-social-media o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media
  • 16. bySotirisBaratsas 2 Attention span time dropped from 12 minutes to 5 seconds in the last 7 years Source: Media Bistro March 2012 That means it’s hard to catch someone’s attention Know what to post
  • 17. bySotirisBaratsas 2 Know what to post Would your network thank you for it? Ask yourself the following questions: Does it make you say “Holy Smokes”? Would you stop and check it if you were scrolling down your news feed? Before posting Would you email it to a friend?
  • 18. 2 Know what to post
  • 19. Check these out! They are a treasure! bySotirisBaratsas o http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and- your-blog o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media o http://www.fastcompany.com/3025886/work-smart/6-social-media-tips-that-will-improve-your- marketing
  • 20. bySotirisBaratsas 3 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.
  • 21. 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!
  • 22. bySotirisBaratsas 3 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.
  • 23. 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
  • 24. bySotirisBaratsas 3Areal-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
  • 25. 3Areal-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.
  • 26. 3Areal-caseexample If this is the first time someone notices the brand, how can they NOT think it facilitates trips abroad?
  • 28. Check these out! They are a treasure! bySotirisBaratsas o http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-truth o http://adwords.blogspot.gr/2011/07/zero-moment-of-truth-new-marketing.html o http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
  • 29. bySotirisBaratsas 4 Play with the colors There’s a whole science behind colors in Marketing Learn to take advantage of it for amazing results!
  • 30. 4 Play with the colors bySotirisBaratsas
  • 31. bySotirisBaratsas 4 Play with the colors Ifyouaren’tsureaboutwhatcolortochoose,tryA/Btesting. Choose2differentsmallsegmentsofyouraudienceandsend themthe2alternatives.Thenmonitortheanalyticstofind outwhichversionworksbetterandyouhaveyouranswer.
  • 32. Check these out! They are a treasure! bySotirisBaratsas o http://www.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in- marketing o http://www.fastcompany.com/3028378/leadership-now/what-your-logos-color-says-about-your- company-infographic
  • 33. bySotirisBaratsas 5 Evaluate Strategy without evaluation is just a road to failure!
  • 35. bySotirisBaratsas 5 Evaluate Pagealyzer.com Creates an infographic of your Facebook page. You can see the most successful posts, your interactions per type of post, interactions per day, and many more stats.
  • 36. bySotirisBaratsas 6 Put the internet to work for you Connect your many different channels You are using facebook, twitter, Instagram, pinterest, dropbox, and so many more social media. At some point it’s getting difficult to update them all on a regular basis. Why not put the internet to work for you
  • 37. bySotirisBaratsas 6 Put the internet to work for you If this then that IFTTT.com Allows you to create connections between your social media accounts! For example, you can select to automatically publish in your twitter, tumblr, reddit account everything you post on Facebook!
  • 38. bySotirisBaratsas +1 Content is the king Thereisatontobesaidaboutcontentmarketing! Myadviceforyourcontentis: Content is everything you create: posts, images, blog posts, texts, videos, etc. *
  • 39. Keep It Short Simple Sweet Sexy Useful Relevant +1
  • 40.
  • 41. Check these out! They are a treasure! bySotirisBaratsas o http://www.quicksprout.com/the-advanced-guide-to-content-marketing/ o http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will- dominate-2014/ o http://contentmarketinginstitute.com/what-is-content-marketing/ o http://contentmarketinginstitute.com/developing-a-strategy/ o http://www.youtube.com/watch?v=Cke-1e8Q920
  • 42. 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. An information alchemist. A tech-freak. You know where to find me! Marketing Manager @AIESEC Athens Student @Athens University of Economics & Business Sotiris Baratsas sotirisbaratsas Sotiris Baratsas Slideshare.net/sotbar7
  • 44. Sources used bySotirisBaratsas o FastCompany.com o Entrepreneur.com o Buffer Application o ThinkWithGoogle.com – Zero Moment of Truth o XPLAIN “From Social Media to Social Business” o SocialMediaToday.com o Visual.ly o +my personal experience :) o http://www.entrepreneur.com/article/232645 o http://blog.bufferapp.com/best-time-to-tweet-post-to- facebook-send-emails-publish-blogposts o http://socialmediatoday.com/pamdyer/2240271/when-post- facebook-twitter-google-linkedin-and-pinterest o http://visual.ly/best-times-post-social-media o http://www.fastcompany.com/3025886/work-smart/6-social- media-tips-that-will-improve-your-marketing o http://www.fastcompany.com/3026897/work-smart/what- when-and-how-to-share-on-social-media o http://www.thinkwithgoogle.com/collections/zero-moment- truth.html o http://www.slideshare.net/douglaskarr/zmot-zero-moment-of- truth o http://www.fastcompany.com/3009317/why-is-facebook- blue-the-science-behind-colors-in-marketing o http://www.fastcompany.com/3028378/leadership-now/what- your-logos-color-says-about-your-company-infographic o http://www.quicksprout.com/the-advanced-guide-to- content-marketing/ o http://www.forbes.com/sites/jaysondemers/2013/10/08/the- top-7-content-marketing-trends-that-will-dominate-2014/