The presentation we gave to ALBA MSc Marketing students on 8 Feb 2014 in Athens, Greece.

1. SOCIAL MEDIA MARKETING
ALBA – 8 FEB 2014 – MSc MARKETING

2. E WE
HAV
ET?
M

3. George
Anagnostopoulos
§ Digital
Content
Creator
since
1994
in
the
first
Greek
web-­‐zine.
§ Digital
Marketer
since
1999,
in
a
dot-­‐com
in
the
UK.
§ Search
MarkeEng
since
2002
§ Blogger
since
2004
§ Mobile
MarkeEng
since
2006
§ Social
Media
MarkeEng
since
2009
§ Judge
at
Ermis
Awards
-­‐
Digital
§ Has
worked
with
50+
brands
in
the
last
13
years.

4. THIS IS MY PASSION:
SUIT.GR

5. Clients

6. what
we’ve
done
digital
strategy
social
media
apps
&
ads
online
video
SEM:
SEO/PPC
digital
PR
brand
monitoring
audience
engagement
brand
ambassadors
affiliate
markeEng

7. OC IAL
S
MEDIA

8. Digital
Media
€
© ♥
Paid
Social
Ads,
Display
AdverEsing,
SEM/
PPC,
Sponsored
Posts
Owned
Website,
Mobile,
Microsites,
Social
Media
Accounts
&
CommuniEes
Earned
WoM,
LisEngs,
RaEngs,
MenEons,
RecommendaEons
&
Comments

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

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

12.
of
SM
users
made
a
purchase
based
on
an
interacEon
they
had
on
SM

13.
of
users
who
posted
a
quesEon
on
FB
brand
pages
and
received
an
answers,
made
a
purchase
based
on
that
interacEon

14. slow
r
evoluEon

15. S
E S OF
T YP
EDIA
C IAL M
O

16. Internal
External
EXTERNAL
INTERNAL

18. S
RNAL
INTE
EDIA
C IAL M
O

24. S
RNAL
EXTE
EDIA
C IAL M
O

26. RING
ONIT O
M
T OOL S

29. BOOK
FACE

30. Facebook
Stats

31. Facebook
Stats

32. 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
similariEes
with
a
radio
staEon
when
you
take
into
consideraEon
the
EdgeRank
algorithm.

34. 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
10
247
2.466
2
54
107
34
195
6.643
Video
Product
Grand
Total

37. R
I
O

38. ROI
BOOK
FACE
STUDY
CASE

39. (

42. 30

43. Occasions
of
consumpEon
350.000
users
470.000
users
590.000
users
33.000
users

44. 6,300
new
fans

45. Fan
Acquisi?on
Method:
6
ad
campaigns
6
contests
Total
cost
per
new
&
qualified
fan:
less
than
€1

46. “How
omen
do
you
order
from
L’
ArEgiano?”
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

47. Next
step:
AdverEse
to
the
exis?ng
fans.
Get
them
to
order
by
phone
or
online.

48. )

49. A ROI
MEDI
C IAL
SO
UDIES
SE ST
CA

52. hap://socialmediatoday.com/pamdyer/1777136/10-­‐examples-­‐social-­‐media-­‐roi-­‐infographic

53. ITTER
TW

55. TUBE
YOU

57. GRAM
INSTA

59. EREST
PINT

64. SI O N
ONVER AL
C
E GO
IS TH

66. Usually
a
good
strategy...

67. UDIES
SE ST
CA
ENT)
LY REC
MOS T
(

68. Social
Media
support
for
STR8
Muzic
Fest,
a
concert
of
more
than
5,000
people
and
7
music
groups.
Organizing
groups
to
post
content,
live
Facebook
posts
from
the
concert,
streaming
tweets,
photo
tags
and
photobooth
(7-­‐person
team).

69. Management
of
a
Facebook
Event
with
more
than
3,000
aaendees
to
guide
the
audience
of
Public
Stores
to
their
shops
at
midnight
for
the
launch
of
a
new
game.
(3-­‐person
team)

70. We
helped
relaunch
STR8
in
June
2013
by
gamifying
the
online
brand
experience.
The
campaign
reached
4x
its
original
organic
audience
with
8x
the
engagement.
This
earned
us
the
Gold
Award
at
the
Social
Media
Awards
2013.
This
also
resulted
in
an
increase
of
8%
market
share
for
the
product
against
its
compeEtors.

71. The
app
was
included
in
the
top
Greek
Apps
on
Facebook
Studio
and
soon
climbed
in
the
Top
5!
It
also
fixed
the
pages
Engagement
Rate
amer
a
year
of
reckless
posEng
schedule
from
the
previous
agency

72. Millennium
Bank
asked
us
to
promote
their
Web
Banking
service.
The
first
video
earned
us
our
first
spot
in
the
world-­‐acclaimed
Ads
Of
The
World.

73. Soon
amer
rebranding
Calgonit
dish-­‐washer
tablets
to
Finish,
Reckia
Benckiser
wanted
a
viral.
Thanks
to
our
neat
Video
SEO
strategy,
this
video
received
more
than
3,000,000
verified
views
on
YouTube.

74. Lipton,
as
the
leading
brand
in
its
category,
it
has
a
Facebook
page
with
2+
million
fans,
that
for
2
years
Socialab
has
been
managing,
co-­‐
ordinaEng
with
no
less
than
25
local
teams
on
a
global
scale.

75. Sales
ROI:
Guised
as
an
on-­‐going
contest,
we
conducted
research
for
L’
ArEgiano,
that
showed
that
€60,000
worth
of
sales
were
generated
from
their
facebook
fans
monthly.

76. Knorr
wanted
to
make
its
annual
Food
IQ
quiz
a
liale
more
interacEve,
so
we
super-­‐charged
it
with
gamificaEon
elements.
Result:
For
every
one
fan
who
discovered
the
game
through
paid
media,
another
3
discovered
it
through
their
friends
with
no
cost
for
the
brand.

77. Helped
the
US
Embassy
and
the
Stavros
Niarchos
FoundaEon
launch
a
Young
Entrepreneurs
conference
in
just
3
weeks
from
concepEon.
Not
only
did
we
fill
the
330-­‐seat
auditorium,
but
we
brought
more
than
700
registraEons
in
2
weeks
via
social
media
ads.
The
organizers
had
to
book
an
extra
room
in
the
congress
site
to
fit
all
the
people
in!

78. Find
me
online!
www.suit.gr
facebook.com/George123
Your
turn!
Which
brands
caught
your
aaenEon
on
social
media?
This
presentaEon
is
online:
www.slideshare.net/socialab