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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
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