Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your...
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Y o u , S o c i a l M e d i a a n d y o u r b u s i n e s s Yannis P. Triantafyllou, marketing director, TO ATOMO [email protected]
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My presentation for a free one-hour workshop held during the 3rd Social Media World Conference (26 July 2014, Athens, Greece). This presentation is part of the complete 3-hour workshop under same title, with target audience entrepreneurs and SMB owners who want to run their basic social media marketing by themselves.
Transcript of Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your...
You, Social Media and your business
Yannis P. Triantafyllou, marketing director, TO ATOMO
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I am Yannis P. Triantafyllou, but who am I ?
A seasoned marketing director, he held management roles for 20+ years with technology groups (IT, graphic arts, digital printing) in Greece and Europe. He has been introduced to marketing through mathematics (his studies) and written communication (his hobby, then his job).
Since his university years he worked as journalist and editor for trade journals and publications and as of 1994 he specialises in writing, editing and engineering of marketing text (and content in general) for business use. It’s since 1998 that he also started public speaking and business presenting as well as moderating thematic discussions during conferences, exhibitions and corporate events. At 2000 he expanded in digital marketing and it is since 2006 that he is involved with social media, blogging and community management.
At 2008 he launched his own marketing office, ΤΟ ΑΤΟªΟ (www.toatomo.info), offering inbound marketing, content engineering Î·È business development services to greek and international firms.
We Do Marketing inbound marketing, content engineering, business development
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…round the world,
across all industries
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We follow the customer experience journey…
…and ease it with marketing content and actions
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We build Online Business Communities
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Community = Value
Doing Business means having a Business Plan and SMART goals y-2-y
…specific, measurable, attainable, realistic, timely…
Marketing is on Making Relationships NOT on performing SALES!
Social Media are part of Marketing, better say a Marketing TOOL
…increase awareness, attract more visitors online/offline, listen to customers voice, manage our
reputation, build trust, influence sales…
keep any customer information at your web site, CRM, hard disk…
not on a Social Media page!
…you wouldn’t store your laptop at my office…
All effort has been made to ensure that what we’ll say today can be
performed by average professionals, and not just marketing gurus
…anyway, kids don’t try this at home..
The 15-Minute Social Media Audit Everyone Can Do
STEP - 1
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Social media audits matter for everyone [1]
² Locate and document all your social media profiles, official and unofficial ² You can consider some of the following questions to determine the necessity of certain profiles.
² “Why are we using this social account?”, “Why do we want to use it?”, “What are our goals for this social media platform?”, “Are our target markets using it?”
² Check for completion of all details and consistency in imagery and message
² Start by checking to see that all your social profiles have been completely filled out.
² Then check to see that your branding is consistent across your social accounts.
² Take decisions: is it best to have a different feel on different social network?
² Follow up on your goals and compare performance today to 1 and 2 years ago
² There are some common metrics you can measure:
² Your followers and fans.
² Your posting frequency. Any correlation to how often you post and how your audience grows?
² Engagement. How many conversations you have on a weekly basis? How many direct messages, retweets, likes, +1s, and reshares?.
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Social media audits matter for everyone [2]
² Examine those who do it well (niche influencers and brands) ² Locate their social accounts. Generally, you will want to know the following:
² Branding: How does their overall look promote the brand? Can visitors get an accurate sense of their personality or culture? How have they chosen to use images in header and avatar?
² Popularity: How many followers/likes does the page have?
² Frequency: How often do they post? What do they do on weekends?
² Engagement: Number of people talking about the brand compared to number of fans?
² Types of posts: What topics do they frequently discuss? What types of posts do they use: photos, questions, videos, chats, text? What is engagement like for each of these post types?
² Make an action plan for improvements and goals [knowing is half the battle] ² Here’s a handful of measurable goals you can set:
² Follower/Fan Growth, Increased engagement, Content by type performance, etc
Creating a Successful Strategic Plan STEP - 2
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“
A strategic plan sets the course for business
² Consider Jack Welch's six rules for strategic planning: ² Control your destiny, or someone else will.
² Face reality as it is, not as you wish it were.
² Be candid with everyone.
² Don't manage, lead.
² Change before you have to.
² If you don't have a competitive advantage, don't compete.
Jack Welch (born 1935) was chairman and CEO of General Electric between 1981 and 2001. During his tenure at GE, the company's value rose 4000%. (Wikipedia)
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Use social media as a distribution channel
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Global Trend: shift to personalised marketing
Marketing 2012++!
Choosing your Marketing Weaponry STEP - 3
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It’s your decision, not mine… How far can you go?
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Whatever you do, do it like a pro!
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Whatever you do, do it like a pro!
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Whatever you do, do it like a pro!
The art of the Perfect Post STEP - 4
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Segment the services, to create content that works
² Facebook: Use this platform to interact with people you know or know you
² Twitter: Use this network to broadcast perceptions, new ideas and reactions
² Google+: The perfect place to explore your passions and connect with people you may not know who share the same interests
² Pinterest: It’s all about pinning things that reflect your interests and are expressive of you
² LinkedIn: This platform is best suited for marketing yourself and your abilities
² YouTube: present video content you make, giving explanations, sharing expertise or just entertaining. (Remember: Google search loves YT videos!!)
² Foursquare: if you’re a store, restaurant, bar or travel/tourism business, share details about you and monitor customer feedback, reviews and concerns.
² Instagram: Share visual content, including short videos (< 15 sec) into your customers’ zone-out time.
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Plan your content ahead to match your audience…
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Things to have in mind when posting…
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Things to have in mind when posting…
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Things to have in mind when posting…
120chr max sentence
Short links - not often
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Things to have in mind when posting…
…and don’t forget to dimension it correctly!
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Things to have in mind when posting…
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Things to have in mind when posting…
The art of Conversation STEP - 5
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“the Virtual Handshake”
² Online relations follow real life! Privacy concern also!
² Always welcome! Always thank! They are people not profiles!
² Ask permissions to use other people data! This includes tagging to promos!
² Individually decide if it is appropriate to initiate a connection!
² Personalise your contact! Address on a personal message/tone!
² Do not chase! Do not spam! Do not abuse other people’s area!
² it’s OK to decline or ignore! You choose, not them!
² Listen, collaborate, participate, respond!
² Stay positive or stay silent!
² Don’t be afraid to re-use your content once you re-write it!
² Restrain yourself: 85% good content, 15% self promotion!
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Community Management & Engagement Rules
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Policies must be kept simple to be understood by all
Advertise & Promote to Drive Action STEP - 6
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Advertise to get page likes or just be seen…
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You need a paid advertising plan and a budget…
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Social advertising directly targets users not sites..
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More and more social platforms open to ads…
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Bulid your look for multiplatform & multimonitor…
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Promote your products to engage fans…
² Attrack more page fans…
² Reward them with special promotions…
² Invite them to engage online…
² Invite them in-store…
² Show them love, make them buy…
Measure & Feedback STEP - 7
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Marketing can and should be measured…
/toatomoconsulting
/in/yannistriantafyllou
@toatomo
/ytriantafyllou
Digital Marketing Content Engineering
Business Development
www.toatomo.info
