Social Media Marketing Tips for SMEs
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Social Media Marketing Tips for SMEs
- 1. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities Social Media Marketing for Small Business Γιάννης Π. Τριανταφύλλου Ιδρυτής & Διευθυντής @ TO ATOMO (Athens, Greece | Sofia, Bulgaria) ytriantafyllou@toatomo.info
- 2. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 2 Γιάννης Π. Τριανταφύλλου Έµπειρος διευθυντής µάρκετινγκ και επιχειρηµατίας, µε 20+ χρόνια στην ανώτατη διοίκηση εταιρειών τεχνολογίας και βιοµηχανικών οµίλων στην Ευρώπη και ιστορικό (αναδι)οργάνωσης 100 και πλέον εργοστασίων και επιχειρήσεων σε διάφορες χώρες, µε επενδύσεις συνολικού ύψους πάνω από 50 εκατ. ευρώ σε κεφάλαιο και τεχνολογία. Παθιασµένος storyteller µε µακρά παρουσία ως οµιλητής, εκπαιδευτής και επιµελητής σε διεθνείς εκδηλώσεις, επικεντρώνει στις οµιλίες του στον τρόπο µε τον οποίο η τεχνολογία µετασχηµατίζει τις συµπεριφορές και σχέσεις των ανθρώπων. Έχει όραµα να διευκολύνει ανθρώπους και εταιρείες να συνδέονται online και αναπτύσσει και διευθύνει στρατηγικές, τακτικές και online κοινότητες για να το κάνει να συµβεί. Ιδρυτής & Διευθυντής στο ΑΤΟΜΟ (2008-Αθήνα & 2015-Σόφια) -διεθνείς σύµβουλοι στρατηγικού µάρκετινγκ και ανάπτυξης. Εταίρος (2015- ...) στη Fresset (Αθήνα) -εταιρεία ψηφιακού µάρκετινγκ που κατέχει µερικές από τις µεγαλύτερες online κοινότητες στην Ελλάδα. Ιδρυτικό µέλος και διευθυντής στη YADA Intl (2016-Σόφια) -εταιρεία συµβούλων διοίκησης επιχειρήσεων φιλοξενίας στη ΝΑ Μεσόγειο.
- 3. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 3 «Στο web, κανείς δεν νοιάζεται για σας!» Seth Godin
- 4. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 4 Με λίγα λόγια, κανείς δεν πρόκειται να κάνει κλικ στο link που ανεβάσατε, να κατεβάσει το app σας, να χαρίσει ένα like στη σελίδα σας, να αγοράσει αυτό που του πουλάτε, απλά και µόνο γιατί είστε «τόσο µα τόσο συναρπαστικός»! Παραδεχτείτε το!
- 5. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 5 Το κάνουν γιατί υπάρχει κάτι σε αυτό γι' αυτούς! Και όχι, δεν είστε πια εσείς αυτός που θα αποφασίσει τι είναι αυτό το κάτι... (...πράγµα που είναι τελικά αρκετά απελευθερωτικό, µιας και µας αφήνει χώρο να σκεφτούµε αυτό που έχει σηµασία για τους άλλους και όχι το ποια συναισθηµατική φούσκα χαϊδεύει καλύτερα το εγώ µας...)
- 6. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 6 Μερικά ακόµα πράγµατα που έµαθα δουλεύοντας µε µικροµεσαίες επιχειρήσεις... Δεν µπορούν να αντέξουν οικονοµικά να σπαταλήσουν χρόνο (ή άλλους πόρους) σε δραστηριότητες που δεν δηµιουργούν άµεση εµπορική αξία. Ο χρόνος πάντα πιέζει, οι οµάδες πάντα είναι µικρές, τα περιθώρια πάντα είναι περιορισµένα...
- 7. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 7 Τι χρειάζεται για να πετύχεις;
- 8. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 8 Οι αγορές ζητούν παντού τα ίδια: µέθοδο, διαφοροποίηση, συνέπεια, συνέχεια, συνέργειες, σταθερή παραγωγή, ποιότητα. Εµείς τι κάνουµε;
- 9. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 9 Όλοι ψάχνουµε µια έξυπνη ιδέα για να το ανακοινώσουµε την παρουσία µας. Ε λοιπόν, δεν χρειάζεται, κανείς δεν ενδιαφέρεται για µία ακόµα εταιρεία, όλοι ψάχνουν να λύσουν τα προβλήµατα που έχουν...
- 10. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 10 Αντί λοιπόν να τους πεις για την εταιρεία σου πες τους για τα προβλήµατα που λύνει, τις καινοτόµες λύσεις που έχει ανακαλύψει, τα ονόµατα (µεγάλα ή µικρά) που συνδέονται µαζί της, τα σπουδαία γεγονότα που θα προκαλέσει. Αν δεν τα έχεις αυτά, τότε φρόντισε να τα αποκτήσεις πριν κάνεις ανακοινώσεις. Αν τουλάχιστον θέλεις να κάνεις εντύπωση...
- 11. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 11 Μέχρι σήµερα ξέραµε πως marketing «σηµαίνει» Product, Price, Promotion, Place. Στην ψηφιακή εποχή, marketing πλέον «σηµαίνει» Purpose, Passion, Pain, Power. Και δεν είναι σκέψη, είναι πραγµατικότητα...
- 12. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 12 Customer Experience
- 13. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 13 Customer experience is the product of interaction between brands and customers, measured at all points of contact as experience against expectations of customer, over the duration of their relationship. (Wikipedia) Customer experience is about adding value for customers buying products and services, through participation and connection, by managing all aspects of the encounter. (Kotler, 2013)
- 14. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 1414
- 15. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 15 «A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider of our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so.» (Mahatma Gandhi, 1890)
- 16. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 16 Businesses are Humans. Markets are Conversations. Doing Business is Building Relationships. But, people today are talking more, because they want to, they’re interested and it’s fun!
- 17. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 17 This is the new Customer Experience! 17
- 18. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities Brand Audit There’s more to your brand than your logo
- 19. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 19 Who are we? [Mission Statement] What are the 3 greatest strengths and 3 weaknesses of your brand? Opportunities for Growth: Where you would like to be 3 to 6 to 12 months from now? What keywords would people search to find our organization, products, or services? Think target market segments. Who are you 3 best most recent customers? “What makes people buy from us? What keeps them coming back?”
- 20. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 20 “What makes us different?” Why are you worthy of attention over your competition? “How we express differentiation?” (in words, images, or actions)? What are ways other than price will you be able to compete? (sustainable advantage) Value we provide? (expertise, resources, guidance, different tools etc) How are you a leader in your industry? Expressing passion for your business will put trust in your clients that you are or working to become an industry leader.
- 21. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 21 Online Strategy Planning
- 22. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 2222
- 23. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 23 Defining Buyer Personas
- 24. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 2424
- 25. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 25 Social Media Planning
- 26. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 2626
- 27. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 2727
- 28. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 28 Content Strategy
- 29. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 29
- 30. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 30 Τhe story is NOT about you or your brand. It is about your customer. Your brand is the mentor in the story. Your customer is the true hero of the journey. The more you and your brand understand and empathize with your customers’ stories, and how you can mentor them in their quest for a better life, the more abundant growth you will experience in all aspects of your business, and in your life.
- 31. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 31 As you explore the 10-step Story Cycle below, picture how the process is already playing out in your business, in the lives of your employees, with your customers, and in your own personal journey.
- 32. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 32
- 33. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 33 What qualities should your content have? Conceptually Strong: Think of the content you’re looking at in terms of headlines. Is there a great concept to the idea, something that would draw you in and make you want to keep reading? Great concepts should appeal to strong emotions like fear, curiosity or awe. Look for ideas that you can use to leverage an emotional reaction from your audience. Be expressive using conversational language. If the underlying concept is going to require a lot of jargon or formality to discuss, it’s likely to make for dry content. Be personally relatable to your audience. Put yourself in their shoes and ask: “why should I care?” Are you proposing a new view on an existing problem? Can this insight help your readers? Most content should be focused on one topic or idea. Don’t overload your audience with too many different points. Helpful and Actionable: The best content empowers the reader to do something. Badly structured content will leave your readers with a feeling of “Now what?”. Include real life examples in your content. This helps to make your content more actionable and adds credibility to your position.
- 34. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 34 Other things to have in mind when posting…
- 35. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 35
- 36. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 36 Always try to pass the re-share test!
- 37. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 37 Be Bold!
- 38. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 38 Be Brief!
- 39. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 39 Add a little drama!
- 40. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 40 …and don’t forget to dimension it correctly!
- 41. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 41
- 42. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 42 Credit your sources!
- 43. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 43 Use Hashtags! (to be found)
- 44. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 44 Schedule, Spread, Crosspost!
- 45. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 45 Engagement & Crisis Management
- 46. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 4646
- 47. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 47 The “G” Word (Games!) 47
- 48. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 48 Community Management & Engagement Rules 48
- 49. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 49
- 50. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 50 Advertising
- 51. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 51 Digital Marketing Trifecta [earned, owned & paid media]
- 52. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 52
- 53. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 53
- 54. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 54 A “Real-life” Example
- 55. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 55 Social Media Metrics & KPIs
- 56. “ “ Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 56 "However beautiful the strategy, you should occasionally look at the results". Sir Winston Churchill
- 57. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 57 Facebook Edgerank: they don’t see it all!
- 58. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities Advanced Facebook Insights Learn how to effectively measure and monitor your Facebook marketing
- 59. Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities 59 Metrics and KPIs are related… 59
- 60. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 60 Follow the customer experience journey Step 1 : Customer discovers the brand/product. We first measure exposure and awareness (views, recalls), then associations (likes, follows, bookmarks, subscriptions). 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). Step 3 : Customer must make a decision to proceed with us or not. Basic measurements here are leads generated and/or sales converted. 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). Note : No Passe-Partouts! KPIs are always Company Specific!
- 61. Athens, Greece | Sofia, Bulgaria We Do Marketing,We Build Communities 61 Budgeting
- 62. ytriantafyllou@toatomo.info Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities www.toatomo.com /toatomoconsulting /in/yannistriantafyllouwww.fresset.gr