SOCIAL MEDIA CLINIC. Giorgos Vareloglou Radovljica 17/11/2011

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1 SOCIAL MEDIA CLINIC Giorgos Vareloglou Radovljica 17/11/2011

2 HELLO, I M GIORGOS. I M A MARKETER. I MINDWORKS. I LOVE PILLOW FIGHTS! :)

3 4 things someone can do online: SEARCH MARKETING AFFILIATE MARKETING DISPLAY ADVERTISING SOCIAL MEDIA MARKETING

4 4 things someone can do online: SEARCH MARKETING AFFILIATE MARKETING DISPLAY ADVERTISING SOCIAL MEDIA MARKETING

5 THIS PRESENTATION IS ALL ABOUT HOW TO GET THE MOST OUT OF SOCIAL MEDIA FOCUSING ON SPECIFIC TACTICS A DMO CAN IMPLEMENT IN ORDER TO FULFILL IT S COMMUNICATION OBJECTIVES.

6 THINGS CAME OUT OF MY AGENCY S KNOW HOW, MANAGING MORE THAN 400Κ FANS DAILY, HAVING LAUNCHED MORE THAN 60 CAMPAIGNS FOR MORE THAN 25 BRANDS, AND OBVIOUSLY MY PASSION FOR DIGITAL.

7 SOCIAL MEDIA MARKETING IS NOT ROCKET SCIENCE. And if anyone tells you so, he just wants your money.

8 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES!

9 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities.

10 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities. 2. PLAN Develop a concrete strategy with sharp targeting including all steps of implementation and Campaigning.

11 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities. 2. PLAN Develop a concrete strategy with sharp targeting including all steps of implementation and Campaigning. 3. SET UP Create and Develop a consistent and state of the art presence In the Channels you choose to broadcast.

12 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities. 2. PLAN Develop a concrete strategy with sharp targeting including all steps of implementation and Campaigning. 3. SET UP Create and Develop a consistent and state of the art presence In the Channels you choose to broadcast. 4. BUILD Building your Online Presence, in Social Media mostly refers to creating and broadcasting Content, while trying to facilitate conversations.

13 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities. 2. PLAN Develop a concrete strategy with sharp targeting including all steps of implementation and Campaigning. 3. SET UP Create and Develop a consistent and state of the art presence In the Channels you choose to broadcast. 4. BUILD Building your Online Presence, in Social Media mostly refers to creating and broadcasting Content, while trying to facilitate conversations. 5. PROMOTE Create Unforgettable experiences for your Users. For each Campaign you roll out simply wonder one thing: WILL THE INTERNET CARE?

14 HOW DOES THIS WORK? DO WE NEED A PLAN FOR IT? YES! 1. LISTEN Monitor & study to drive insights,understand the user & finally, activate the communities. 2. PLAN Develop a concrete strategy with sharp targeting including all steps of implementation and Campaigning. 3. SET UP Create and Develop a consistent and state of the art presence In the Channels you choose to broadcast. 4. BUILD Building your Online Presence, in Social Media mostly refers to creating and broadcasting Content, while trying to facilitate conversations. 5. PROMOTE Create Unforgettable experiences for your Users. For each Campaign you roll out simply wonder one thing: WILL THE INTERNET CARE? 6. TRACKING Track Everything important. Set KPIs. Evaluate them. Refine your Strategy.

15 Use monitoring and tracking Platforms to better understand your audience and the content consumed about your Organization and the issues you re focusing on. > Monitor your LTO s name on search.twitter.com > Monitor your city s Hashtags > Follow trending topics on twitter > Setup Google Alerts > Use Google Insights for Search

16 EXAMPLE:

17 WHAT TO REMEMBER: 1. Most of the times the answers you get from digging the digital world match with the traditional research insights. 2. Getting the big picture is the most important thing. The listening process will help you identify trends, where based on Them you ll later build your strategy.

18 PLAN Supposing that you have a marketing strategy, start by exploring what that means for your digital presence in terms of Target audiences, the channels that you choose to be there or not, your communication planning, and last but not least what is really important to monitor (KPIs).

19 Pick a Target Group Demographics, Location, Age, Psychographics, opinion leaders etc. *Did you know that females are the most active Facebook Users?

20 THE MIX Facebook Search Engines STB YOU Twitter Blogs/ Online PR Youtube Niche Travel Social Networks 4sq

21 WHAT TO REMEMBER: 1. Do not address everyone. This is desperate. Pick an audience. 2. Create an outline of a longterm strategy but focus more on short term planning (Max 4 months). Things Change. 3. Do not be everywhere, if cant do so. Taking account your organisation s capacity is what will eventually grand you steady and consistent growth.

22 Ready? Go!

23 SET UP

24 Profile Pic Profile Banner Custom Tabs Info

25 Likes Info

26 WELCOME TAB Some Principles: 1. STRONG CALL TO ACTION 2. WHAT DO I GET BY PRESSING THE LIKE BUTTON? 3. IMPORTANT CONTENT FOR YOUR ORGANIZATION 4. CROSS PROMOTION OF YOUR OTHER PROPERTIES

27

28

29

30 Profile Pic Background and Cross Selling Description

31 WHAT TO REMEMBER: 1. Be sure that your presence reflects your organisation s values 2. Do it like a PRO. If you cant, then outsource it to a pro. If you Can t then don t do it. :) 3. Consistency across every channel, is very important. It will Help you maximize the impact of everything you do, through the time.

32 BUILD

33 CONTENT PLANNING Short Term Planning of the content that will come out of your Organization

34 Things you have to decide in the planning process: LANGUAGE SLOVENIAN / ENGLISH / MULTILINGUAL

35 35

36 EDGERANK EDGERANK IS FOR FACEBOOK WHAT PAGERANK IS FOR GOOGLE.

37 LESS THAN 20% OF YOUR FANS VISIT YOUR PAGE MORE THAN ONCE!

38 DID YOU KNOW THAT LESS THAN 30% OF YOUR FANS ACTUALLY GET YOUR POSTS ON THEIR NEWSFEEDS? *CHECK YOUR INSIGHTS :)

39 THE OVERALL RESPONSE RATE OF A PAGE SERIOUSLY AFFECTS IT S TOTAL REACH.

40 Things you have to decide in the planning process: FREQUENCY

41 (SADLY) POSTS DURING THE WEEKENDS HAVE MORE INTERACTION THAN THE AVERAGE.

42 3PM BASED ON OUR METRICS IS THE BEST TIME TO POST ON WEEKDAYS.

43 Things you have to decide in the planning process: TYPES OF CONTENT

44 VS & WEEKEND POSTS DO RAISE MORE SHAREABILITY THAN OTHER TYPES OF CONTENT. *USING A VS CONCEPT WE ACQUIRED MORE THAN FANS IN 96 HOURS!

45 INTERNAL LINKS SEEM TO GAIN MORE REACH THAN EXTERNAL LINKS. *MEANING THAT: WHEN HAVING A PRESS RELEASE TO ANNOUNCE PREFER A FACEBOOK NOTE RATHER THAN A LINK TO YOUR WEBSITE IN ORDER TO REACH MORE PEOPLE.

46 MULTIMEDIA CONTENT SEEMS TO GAIN MORE REACH THAN SIMPLE TEXT!

47 1-0 FACEBOOK VIDEOS VS YOUTUBE VIDEOS.

48 SOCIAL MEDIA CONTENT PLANNING WORKFLOW News Local Community Approval Process Internally (Organization) Getting information Filtering Content Planning Content Creation Inspiration ongoing fine-tuning Monitoring & Tracking Organisation s Strategic USPs

49 CONTENT CREATION The process of actually creating content for each channel.

50 SOCIAL MEDIA CONTENT CREATION WORKFLOW Content Planning Process Define a subject to write about Research for Content Material * Creating the Final Post Content Approval Publish Monitor for Interactions Have Response Guidelines Reply /Comment where necessary Youtube Owned Database Google Images Flickr Your Website Royalty free photo libraries * See how the update looks by creating a test account, only accessible to you for previewing content. The Web

51 LET S PRACTICE

52 WHAT TO REMEMBER: 1. Strict Short Term Planning. Don t let randomness take your performance down. 2. Long term Flexibility. Things change rapidly. Adapt to change. 3. Remember: LANGUAGE, FREQUENCY, TYPES OF CONTENT. 4. Your Content Planning should always take into account each platform s special characteristics.

53 PROMOTE

54 WORD OF MOUTH Campaigns

55 W.I.T.C.

56 W.I.T.C. WILL THE INTERNET CARE?

57 FACEBOOK ADS

58 CROSS PROMOTION Simple things we can do to cross promote your Social Media Presence in other Channels such as your website, your signature, or even your outdoor advertising and your organization s leaflets can ensure a steady organic growth rate.

59 WHAT TO REMEMBER: 1. Do less, with More Budget. 2. Targeted Media Spend. 3. Focus on the Long Tails. Focusing on Small Details will drive you to success.

60 MONITOR & TRACKING

61 WHAT TO REMEMBER: 1. No monitoring = No Feedback No Feedback = No Change The lack of monitoring drives to lack of evolution. 2. Do not waste your time tracking everything. Monitor only what is really important, and stick to specific KPIs that may give you back actionable data.

62 THANK YOU Reach twitter / vareloglou mail / slideshare /giorgos.vareloglou

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