A basic introductory workshop on the principles of social marketing and how small and medium size businesses can profit of them. First presentation during "Company 3.0" session at 16th InfoCom World Conference (21.10.2014, Athens, Greece). Complete series comprises of more specialised workshops on marketing, social media and online communities, launched from October 2014 onwards. More info at www.toatomo.info and www.facebook.com/toatomoconsulting

1. Social marketing in Business™
workshop series
Yannis P. Triantafyllou, Marketing Director, TO ATOMO
ytriantafyllou@toatomo.info

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A few words about me…
² A marketing director, w. 20+years in marketing &
B2B sales (industrial and services).
² Worked on management roles with noteworthy
technology groups in Greece and Europe
² Introduced to marketing through mathematics (my
studies) and written communication, I specialize
today in writing, editing and engineering marketing
content & engaging people to communities
² An experienced public speaker, active as instructor,
presenter and moderator on conferences,
exhibitions, corporate events and training sessions
² Practicing digital marketing since 2000 and
involved with social media, blogging and online
communities since 2006
² At 2008 launched my marketing office, ΤΟ
ΑΤΟΜΟ (www.toatomo.info), offering to greek and
international firms specialized marketing services,
² organizing & managing Business Communities,
² developing Digital Marketing Projects
² engineering Marketing Content

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…ro und t he world,
across all indu s tr ie s
www.grahamdbrown.com

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We Do Marketing, We Build Communities!

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Communities = Value

6. Why does my business need
social marketing?

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Let’s see the facebook example…
² Over 1.32 billion monthly active FB users worldwide (+14%), 829 million log on daily.
² 4.5 billion likes generated daily as of May 2013, (+67% from August 2012)
² 1.07 billion mobile active users, an increase of 31% year-over-year.
² Europe: over 223 million people on FB.
² Age 25 to 34 is 29.7% of users.
Overall, fb is 53% female and 47% male.
² Every 60 sec on FB: 510 comments,
293,000 statuses and 136,000 photos.
(Source: The Social Skinny)
² 16 Million local business pages created
(May 2013), +100% since June 2012.
² If anything this proves that your business
should definitely have a presence on Facebook. However, the questions of how much
time you devote to it and how you use it effectively are very different matters.
² Data as of June 2014

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Global Trend: shift to personalised marketing
Marketing 2012++!

9. Now you need a strategy!
A strategy is not a to-do-list! A strategy answers the “why?”,
a business plan is a blueprint for “how?”

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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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A strategic plan includes an operation plan

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Focus on how to be social, not how to do social!
Marketing is on building relationships first, then sales will come…

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Use social media as a distribution channel

14. Social Media Dilemma
Personal VS Business Brand

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Start Personal, Go Business…
² As a small business owner, the personal brand is very useful cause you can attract
more clients by your own charming. But you have to build a business brand on the way
to expand your business.
² However, the personal brand is very important and useful, especially at the beginning
of your business. What's more, the personal brand can build your personal value.
Running a business may take risks, but your personal value won't.
² Linkedin - concentrate on a personal profile page. Add articles and projects to job
experiences, create articles. People may not follow your business page, but would be
interested in connecting and interacting with you.
² Facebook – first set your personal profile, to familiarise. A Facebook Business Page
can help with fan participation and engagement, especially if you’re a B2C.
² Twitter - think of using a business "twitter handle" using your portrait instead of your
business brand. You will have better engagement as people can see who you are.

16. Choose the Right Tools!
The ones fit for your business,
and as many as you need and can manage

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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!

22. “Every business needs a website.”
Are you so sure of that?

23. Succesful is
an audience-based business
So, when does your business need that website?
And what kind of a website can be your first online step?

24. The 15-Minute Social Media Audit
Everyone Can Do
…and has to do!

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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

27. The art of the Perfect Post
Content Time… 

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Plan your content ahead to match your audience…

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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 reflecting your interests and 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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Professional planning saves time and resources…

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Things to have in mind when posting…
² Pass the re-share test!
² Always offer value!
² Information, Analysis, Assistance, Entertainment
² Be bold !

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Things to have in mind when posting…
² Be Brief!
² Brand it and add little drama! …and don’t forget to dimension it correctly!

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Things to have in mind when posting…
² Credit your sources!
² Use Hashtags! (to be found)

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Things to have in mind when posting…
² Schedule, Spread, Crosspost!

35. The art of Conversation
aka. engagement

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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: 80% good content, 20% self promotion!

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Community Management & Engagement Rules

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Policies must be kept simple to be understood by all

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How much you can do in 20 Minutes a Day?
² Spend at least 3 minutes reviewing what’s working. Your fans and followers will
tell you what content they liked by the likes, comments, +1s, favorites or retweets of the
content you share.
² Spend at least 5 minutes scheduling content. Publish others’ content more than
your own and you’ll be seen as an influencer, thought leader and generally knowledgeable
about topics in your industry. And, when you share your content, keep it fresh!
² Spend at least 7 minutes responding to others. People expect a response when
interacting and stay engaged when you reply or favorite mentions and comments,
following back genuine new followers, and thanking those who share your content. The
more timely your response the happier your audience will be, especially if someone is
having a problem or is complaining. Social media moves fast!
² Spend at least 5 minutes listening. Listening is one of the toughest things to do on
social media, but also one of the most necessary. Learning to effectively listen can help
you find new customers, create content you know your audience will love (because
they’re telling you) and generally be more effective.

40. Advertise & Promote to Drive Action

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Don’t forget: THEY don’t see it all!

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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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Social advertising directly targets users not sites..

46. measure, measure, measure…
Sound decisions consider always data

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Marketing actions can and should be measured…

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Follow the customer experience journey
² Step 1 : Customer discovers the brand/product. We first measure exposure and
awareness (views, recalls), then associations (likes, follows, bookmarks, subscriptions).
² Step 2 : Customer checks if our product matches his needs and wishes
(differentiated value proposition). We measure: authority και credibility (leadership),
click-throughs (visits, page views, time spent on site), engagement (shares, retweets,
comments, inbound links).
² Step 3 : Customer must make a decision to proceed with us or not. Basic
measurements here are leads generated and/or sales converted.
² Step 4 : Customer has purchased and uses the product. So we can measure his
satisfaction in the form of evangelism (word of mouth marketing), acquisition (new
customers) and loyalty (repeat sales).
²N ote : No Passe-Partouts! KPIs are always Company Specific!

49. Conclusion
What was it all about?

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«Doing Business» = «Creating Relationships»
² Our economy is not about companies and organizations, it is about people…!
² People doing business are people creating relationships!
² A personal relationship is an “image” and a “promise”, so is our business one!
² When in a relationship, we have to listen, create value, offer trust, participate!
² Being social (and not doing social!) in such way helps us:
² Build and manage our brand and fame
² Increase awareness & brand recognition, online and offline
² Engage with our customers and listen their “wants” and “likes” as well as their “don’ts”
² Increase sales opportunities
² At the end, that’s what it’s all about!

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Food for thought…

52. We Do Marketing, We Build Communities!
You’re invited to join our workshop community in fb and keep up the discussion
https://www.facebook.com/groups/smib.workshop.toatomo/
www.toatomo.info ytriantafyllou@toatomo.info
/toatomoconsulting /in/yannistriantafyllou @toatomo /ytriantafyllou