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Online Marketing - STEP IT UP

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Online Marketing - STEP IT UP

  1. 1. IT UP bySotirisBaratsas
  2. 2. People aren’t on the Social Web Idon’tknowifyouhavenoticed,but… bySotirisBaratsas
  3. 3. They Create the Social Web bySotirisBaratsas
  4. 4. They Live in the Social Web bySotirisBaratsas
  5. 5. The Social Web is part of our life! bySotirisBaratsas
  6. 6. Thepeopleyouaresearchingfor…HeretheyAre!
  7. 7. Doyouwanttobeapartofit? bySotirisBaratsas
  8. 8. Step 1 Secureyourself Add a phone number to your account (Settings > Account Settings > Mobile)
  9. 9. Step 1 Secureyourself Activate these options!
  10. 10. 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.
  11. 11. bySotirisBaratsas Tools to improve your Online presence 6+1
  12. 12. bySotirisBaratsas 1 Know when is the right time to to post
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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?
  17. 17. 2 Know what to post
  18. 18. 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
  19. 19. 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.
  20. 20. 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!
  21. 21. 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.
  22. 22. 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
  23. 23. 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
  24. 24. 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.
  25. 25. 3Areal-caseexample If this is the first time someone notices the brand, how can they NOT think it facilitates trips abroad?
  26. 26. Consistent
  27. 27. 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
  28. 28. bySotirisBaratsas 4 Play with the colors There’s a whole science behind colors in Marketing Learn to take advantage of it for amazing results!
  29. 29. 4 Play with the colors bySotirisBaratsas
  30. 30. bySotirisBaratsas 4 Play with the colors Ifyouaren’tsureaboutwhatcolortochoose,tryA/Btesting. Choose2differentsmallsegmentsofyouraudienceandsend themthe2alternatives.Thenmonitortheanalyticstofind outwhichversionworksbetterandyouhaveyouranswer.
  31. 31. 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
  32. 32. bySotirisBaratsas 5 Evaluate Strategy without evaluation is just a road to failure!
  33. 33. bySotirisBaratsas 5 Evaluate Facebook Insights
  34. 34. 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.
  35. 35. 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
  36. 36. 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!
  37. 37. bySotirisBaratsas +1 Content is the king Thereisatontobesaidaboutcontentmarketing! Myadviceforyourcontentis: Content is everything you create: posts, images, blog posts, texts, videos, etc. *
  38. 38. Keep It Short Simple Sweet Sexy Useful Relevant +1
  39. 39. 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
  40. 40. 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
  41. 41. bySotirisBaratsas
  42. 42. 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/
  43. 43. Thankyou :) bySotirisBaratsas