Social Media Marketing Tips for SMEs

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Social Media Marketing for Small Business

Γιάννης Π. Τριανταφύλλου

Ιδρυτής & Διευθυντής @ TO ATOMO (Athens, Greece | Sofia, Bulgaria)

ytriantafyllou@toatomo.info

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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.

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«Στο web, κανείς δεν νοιάζεται για σας!»

Seth Godin

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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!

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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...)

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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...

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Τι χρειάζεται για να πετύχεις;

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Οι αγορές ζητούν παντού τα ίδια: µέθοδο, διαφοροποίηση, συνέπεια, συνέχεια, συνέργειες, σταθερή παραγωγή, ποιότητα.

Εµείς τι κάνουµε;

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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...

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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...

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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...

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Customer Experience

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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)

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«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)

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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!

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This is the new Customer Experience!

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Brand Audit

There’s more to your brand than your logo

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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?”

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“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.

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Online Strategy Planning

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Defining Buyer Personas

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Social Media Planning

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Content Strategy

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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.

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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.

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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.

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Other things to have in mind when posting…

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Always try to pass the re-share test!

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Be Bold!

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Be Brief!

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Add a little drama!

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…and don’t forget to dimension it correctly!

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Credit your sources!

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Use Hashtags! (to be found)

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Schedule, Spread, Crosspost!

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Engagement & Crisis Management

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The “G” Word (Games!)

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Community Management & Engagement Rules

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Advertising

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Digital Marketing Trifecta [earned, owned & paid media]

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A “Real-life” Example

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Social Media Metrics & KPIs

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"However beautiful the strategy, you should occasionally look at the results".

Sir Winston Churchill

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Facebook Edgerank: they don’t see it all!

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Advanced Facebook Insights

Learn how to effectively measure and monitor your Facebook marketing

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Metrics and KPIs are related…

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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!

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Budgeting

ytriantafyllou@toatomo.info

Athens, Greece | Sofia, Bulgaria We Do Marketing, We Build Communities

www.toatomo.com /toatomoconsulting /in/yannistriantafyllouwww.fresset.gr