Εκπαιδευτικό πρόγραμμα

Ψηφιακό μάρκετινγκ & κοινωνικά δίκτυα

Social Media________________________________

Κατερίνα Γιαννούλη-Αντώνης Βεντούρης

Mindworks

THE LANDSCAPE

THE LANDSCAPE

Self presentation/

self disclosure

Social Presence/media richness

Collaborative

projects

Social

Networking

Sites

Virtual

Social

Worlds

Virtual

Game

Worlds

Content

Communities

Blogs

Source: Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

WHY SOCIAL

#2 MEET YOUR BUSSINESS OBJECTIVES

Awareness Traffic Engagement

Advocacy Loyalty Alternative

Customer Service

Channels

Continuity

FACEBOOK IN A NUTSHELL

WHAT WHO

• Private way to connect with

friends/family

• Sharing personal info & interests

• Vast reach

• Worldwide adoption

• 71% Access via mobile

HOW

• Extend TV Reach & improve efficiency

• Support smaller campaigns and/or brands

• Extend campaign length and continuity

• Lower costs/resources of customer care

• Drive traffic with lower costs

• Passive consumption

1. Fan base

2. Reach

3. Engagements

4. Interactions

PAGE LEVEL INSIGHTS

• Fan base size:

– Daily Likes

– Daily Unlikes

– Total Fan Base (daily growth, total fans)

• This is the main success metric – it defines

how well you operate in the world of

Facebook.

FAN BASE METRICS

TWITTER IN A NUTSHELL

WHAT WHO

• 140 Chars or less

• Public publishing/following

• Breaking news and TV shows

• Not as large as facebook

• Influencers with large audience

(many followers) can maximize

reach

HOW

• 2nd screen opportunity

• Earned reach and impressions

• Trending topic boosts a message

• Drive Traffic with Twitter cards

• Alternative Customer Care channel

TWITTER ANALYTICS

Engagements - they include:

• Mentions

• Retweets

• Favorites

• Replies

YOUTUBE IN A NUTSHELL

WHAT WHO

• Most popular video site

• Second largest search engine

• Embeddable in websites

• 2ND place in the world of video

consumption/user/day

• 80-90% of online users use

Youtube

HOW

• Engaging video content can be viral

• Low costs/video view

• Not custom content (traditional) performs badly

• Most premium placement (Masthead)

• A high traffic library for your video content

YOUTUBE INSIGHTS

• Engagement reports

(subs/interactions/embeds etc.) +

annotations

• Audience demographics + locations

• Sources & playback locations

• Users’ engagement and retention

FOURSQUARE IN A NUTSHELL

WHAT WHO

HOW

• SO-LO-MO (Social, Local, Mobile)

• Segmented to 2 apps recently

Swarm

• Mostly men around 70%

• 44% is 18-29

• 43% is 30-43

• Mostly influentials within their

environment

• As a business to earn visibility through check ins on

other social platforms

• To share tips on specific locations

• To run location based ads.

LINKEDIN IN A NUTSHELL

WHAT WHO

HOW

• ~900.000 users = 7,9%

penetration

• 40% check it daily

• Business oriented social network

service

• Great for B2B

• Recruitment tool

• Exporting business

INSTAGRAM IN A NUTSHELL

WHAT WHO

• Only mobile, photo & video

sharing app

HOW

• Great integration with Facebook

• Quality not Quantity (Instagram accounts for only 7% of

daily photo uploads among the top 4 photo sharing platforms)

• Early reports show more engagement than Vine

• Great not only to push but also to pull content

(UGC).

• 17% of all online adults (mainly

urban)

• 68% female

• 37% 18-29 years old.

GOOGLE+ IN A NUTSHELL

WHAT WHO

• Google’s SNS

• Personalizes the entire Google

experience

• Fastest growing social network

of all time

• Everyone with a gmail has it-few

use it

HOW

• Integrate with SEO

• Integrate with Google Adwords

• Connect with tech savvy audiences

WHY First you need to have a mission on social based on business objectives

and target audience. Without a purpose you will just upload content with

no goal. A clear mission should contain the goal, the audience, the tone.

The more specific the objective, the easier to form your mission.

Eg.

Awareness Massive reach

Loyalty Recruit, Build connections

Engagement Entertain,

Educate, Unite, Enable etc

Alternative Customer Care

Channel

Serve, Solve, Answer etc

HOW Now that you have a mission you need to plan how to reach it. A good plan

should be based on 3 pillars.

PLATFORMS PROCEDURES &

TIMINGS

INVESTMENT

(Media &

Resources)

PROCEDURES & TIMINGS Set clear community management procedures and resources as social is

real time, time consuming and requires dedication. Furthermore being out

there means that you are ready to answer to both positive and negative

comments as well as deal with crisis. Without procedures you will be lost

in communication and the social media space does not forgive.

Eg. Crisis Management Procedure

Plan for Business objectives

Listen to your audience

Know the competition

Choose platforms

Decide tonality

Form a content strategy

Set roles and procedures

Create a media plan

KPIs & Reporting

Test & Refine

CHECKLIST

Εκπαιδευτικό πρόγραμμα

Ψηφιακό μάρκετινγκ & κοινωνικά δίκτυα

www.kek.aueb.grFollow DigiMa on

Facebook | Instagram | Slideshare