online marketing step it up

IT UPby Sotiris Baratsas

People aren’t on the Social Web

I don’t know if you have noticed, but…

by Sotiris Baratsas

They Create the Social Web

by Sotiris Baratsas

They Live in the Social Web

by Sotiris Baratsas

The Social Web is part of our life!

by Sotiris Baratsas

The people you are searching for… Here they Are!

Do you want to be a part of it?

by Sotiris Baratsas

Step 1 Secure yourself

Add a phone number to your account (Settings > Account Settings > Mobile)

Step 1 Secure yourself

Activate these options!

Step 1 Secure yourself

With these settings:

- Every time you login from an unknown computer you will need to

verify your identity through a code sent in your mobile phone.

- You will make sure, no one logins to your account by hijacking

your cookies.

- You will be notified when an unidentified computer tries to access

your account.

by Sotiris Baratsas

Toolsto improve your

Online presence

6+1

by Sotiris Baratsas

1Know when is the right time to to post

by Sotiris Baratsas

1

Twitter: People have a chance to share their own

thoughts or retweet in the afternoon.

Facebook: The work day is slowing down and people

have more time to do a Facebook check.

Tumblr: Reading micro-blogs on Tumblr takes more

time and thought than other platforms, so non-work

hours are often ideal.

Pinterest: Weekends are best, as the craft and

collection emphasis of Pinterest lends itself to

weekend projects.

Know when to post

Check these out! They are a treasure!

by Sotiris Baratsas

o http://www.entrepreneur.com/article/232645

o http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts

o http://socialmediatoday.com/pamdyer/2240271/when-post-facebook-twitter-google-linkedin-and-

pinterest

o http://visual.ly/best-times-post-social-media

o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media

1

by Sotiris Baratsas

2

Attention span

time dropped

from 12 minutes

to 5 seconds

in the last 7 years

Source: Media Bistro March 2012

That means it’s hard to catch someone’s attention

Know what to post

by Sotiris Baratsas

2Know what to post

Would your network

thank you for it?

Ask yourself the following questions:

Does it make you

say “Holy Smokes”?

Would you stop and check it

if you were scrolling down

your news feed?

Before posting

Would you email it

to a friend?

2Know what to post

Check these out! They are a treasure!

by Sotiris Baratsas

o http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-

your-blog

o http://www.fastcompany.com/3026897/work-smart/what-when-and-how-to-share-on-social-media

o http://www.fastcompany.com/3025886/work-smart/6-social-media-tips-that-will-improve-your-

marketing

2

by Sotiris Baratsas

3What is your ZMOT?

This was the Traditional 3-step

mental model of Marketing!

FMOT was coined by P&G in 2005

The customer gets a

stimulus about a product

(TV, advertisement, article,

image, word of mouth, etc.)

Then he goes to the store and ask the

salesperson. He watches a

demonstration and he experiences the

First Moment of Truth with the product.

Then he purchases the product, he

goes home and starts using it. This way

he experiences what the product is like

and the second moment of truth.

Now the number of sources used by

any shopper for an average shopping

occasion has almost doubled

from 5.2 to 10.4 sources used.

Source: Google, 2012 by Sotiris Baratsas3

What is your ZMOT?

This model has changed! And that’s because

consumer behaviorhas changed!

by Sotiris Baratsas

3What is your ZMOT?

This is the New Mental

Model of Marketing!

ZMOT was coined by Google in 2012

So, before the consumer goes to the shop to ask for a

product, he/she googles about it, searches on Facebook,

looks for videos on YouTube, reads the reviews, etc.

This is the ZERO MOMENT OF TRUTH with a product, person,

service, shop, company, organization, etc.

It means that the first impression a

potential customer has about you

is not created in your office!

It’s created in your Facebook

page. Or your site. Or your twitter

profile.

by Sotiris Baratsas

3What does this mean for me?

So, how do they lookDo they pass the right message

by Sotiris Baratsas

3A real-case example

21,70%

60,20%

34,00% 34,50%

22%26,90%

For what do you know AIESEC about?

AIESEC develops young

people’s leadership through

diverse and impactful

international exchanges.

However, more people know

the organization for Trips

Abroad rather than Leadership

Development.

Why is that?

Source: AIESEC in Greece Brand Audit 2012-2013

3A real-case example

The program’s target audience is young

people. So, the main channel used for

promotion is facebook and that’s usually

where a visitor experiences the Zero

Moment of Truth with the brand.

These are some posts from the FB pages.

3A real-case example

If this is the first timesomeone notices the brand,

how can they NOT thinkit facilitates trips abroad?

Consistent

Check these out! They are a treasure!

by Sotiris Baratsas

o http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-truth

o http://adwords.blogspot.gr/2011/07/zero-moment-of-truth-new-marketing.html

o http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

3

by Sotiris Baratsas

4Play with the colors

There’s a whole science behind colors in MarketingLearn to take advantage of it for amazing results!

4Play with the colors

by Sotiris Baratsas

by Sotiris Baratsas

4Play with the colors

If you aren’t sure about what color to choose, try A/B testing.Choose 2 different small segments of your audience and send them the 2 alternatives. Then monitor the analytics to find

out which version works better and you have your answer.

Check these out! They are a treasure!

by Sotiris Baratsas

o http://www.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in-

marketing

o http://www.fastcompany.com/3028378/leadership-now/what-your-logos-color-says-about-your-

company-infographic

4

by Sotiris Baratsas

5Evaluate

Strategy without evaluation

is just a road to failure!

by Sotiris Baratsas

5Evaluate

Facebook

Insights

by Sotiris Baratsas

5Evaluate

Pagealyzer.com

Creates an infographic of your Facebook

page.

You can see the most successful posts,

your interactions per type of post,

interactions per day, and many more

stats.

by Sotiris Baratsas

6Put the internet to work for you

Connect your many

different channels

You are using facebook, twitter,

Instagram, pinterest, dropbox, and so

many more social media.

At some point it’s getting difficult to

update them all on a regular basis.

Why not put the internet to work for you

by Sotiris Baratsas

6Put the internet to work for you

If this then thatIFTTT.com

Allows you to create connections

between your social media accounts!

For example, you can select to

automatically publish in your twitter,

tumblr, reddit account everything you

post on Facebook!

by Sotiris Baratsas

+1Content is the king

There is a ton to be said about content marketing!My advice for your content is:

Content is everything you create: posts, images, blog posts, texts, videos, etc.*

Keep It

Short Simple Sweet

Sexy Useful Relevant

+1

Check these out! They are a treasure!

by Sotiris Baratsas

o http://www.quicksprout.com/the-advanced-guide-to-content-marketing/

o http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-

dominate-2014/

o http://contentmarketinginstitute.com/what-is-content-marketing/

o http://contentmarketinginstitute.com/developing-a-strategy/

o http://www.youtube.com/watch?v=Cke-1e8Q920

+1

Who am I

I’m a Marketing junkie.Α constant generator of concepts & ideas.

A Leadership enthusiast. A seeker of creativity.A FastCompany addict. A Powerpoint architect.

An information alchemist. A tech-freak.You know where to find me!

Marketing Manager @AIESEC AthensStudent @Athens University of Economics & Business

Sotiris Baratsas

sotirisbaratsas

Sotiris Baratsas

Slideshare.net/sotbar7

by Sotiris Baratsas

Sources used

by Sotiris Baratsas

o FastCompany.com

o Entrepreneur.com

o Buffer Application

o ThinkWithGoogle.com – Zero Moment of Truth

o XPLAIN “From Social Media to Social Business”

o SocialMediaToday.com

o Visual.ly

o +my personal experience :)

o http://www.entrepreneur.com/article/232645o http://blog.bufferapp.com/best-time-to-tweet-post-to-

facebook-send-emails-publish-blogpostso http://socialmediatoday.com/pamdyer/2240271/when-post-

facebook-twitter-google-linkedin-and-pinteresto http://visual.ly/best-times-post-social-mediao http://www.fastcompany.com/3025886/work-smart/6-social-

media-tips-that-will-improve-your-marketingo http://www.fastcompany.com/3026897/work-smart/what-

when-and-how-to-share-on-social-mediao http://www.thinkwithgoogle.com/collections/zero-moment-

truth.htmlo http://www.slideshare.net/douglaskarr/zmot-zero-moment-of-

trutho http://www.fastcompany.com/3009317/why-is-facebook-

blue-the-science-behind-colors-in-marketingo http://www.fastcompany.com/3028378/leadership-now/what-

your-logos-color-says-about-your-company-infographico http://www.quicksprout.com/the-advanced-guide-to-

content-marketing/o http://www.forbes.com/sites/jaysondemers/2013/10/08/the-

top-7-content-marketing-trends-that-will-dominate-2014/

Thank you :)

by Sotiris Baratsas