a quest for a different approach
DESCRIPTION
My keynote presentation at Social Media Conference 2013 that took place in Athens. EnjoyTRANSCRIPT
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a quest for a different approachGiorgos Vareloglou - Mindworks
09.04.2013
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We areThe fastest growing digital agency in Greece.
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let’s focus in
GREECE
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let’s focus in
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THIS IS REALLY NOT GOING WELL.NOT
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SHOW ME THE BIG PICTURE
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4.054.420*Facebook profiles in Greece
* Socialbakers !this morning"
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no more than 3M*people on Facebook in Greece
* Me
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4.054.420 likesIf Greece was a huge Facebook Page with
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4.054.420 likesIf Greece was a huge Facebook Page with
it would have an average post engagement rate of
0.569%
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4.054.420 likesIf Greece was a huge Facebook Page with
it would have an average post engagement rate of
0.569%meaning that out of 4M people only
22.769would give a damn.
Source: socialbakers
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top 100 gr pagesSUM 22M LIKES
Every person in Greece likes at least 7 pages on average.
Source: socialbakers
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22Mlikes
22.769people give a damn
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WTF?22Mlikes
22.769people give a damn
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i ll tell you a storyi assume many of us know well.
very short
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Assume that you sell bananas.
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Because we all know that we re talking about bananas, we found other more
sexy things to incentivize likes.
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But when contests come to an end, we are bananas again, with some more thousands of people who came in touch with us because
of an iPhone.
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END OF STORY
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Let’s see how famous this story became through out the years
Contests in Greek Facebook
source: diagonismos.gr
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Let’s see how famous this story became through out the years
0
2250
4500
6750
9000
20102011
2012
Contests in Greek Facebook
source: diagonismos.gr
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Let’s see how famous this story became through out the years
0
2250
4500
6750
9000
20102011
2012
Contests in Greek Facebook
source: diagonismos.gr
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Let’s see how famous this story became through out the years
0
2250
4500
6750
9000
20102011
2012
Contests in Greek Facebook
source: diagonismos.gr
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Let’s see how famous this story became through out the years
0
2250
4500
6750
9000
20102011
2012
Contests in Greek Facebook
source: diagonismos.gr
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24 new launchesevery single day of 2012.
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200 - 300Next time you think that it would be a very good idea
to launch a contest, think that the day you launch there will be
in other words:
other contests the exact same time.
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LET’S MAKE A MOVEMENTto put an end
to this!
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AND DO WHAT?
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AND DO WHAT?
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AND DO WHAT?
Start by accepting the fact that you are bananas.And not a work of art.
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Reach of Facebook Pages has dramatically decreased
#FACT
From 30% avg reach to 6%
source: socialbakers
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“Facebook is free for users. It’s free now. It will always be free”
Mark Zuckerberg - ABC News, July 21, 2010
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“Facebook is free for users. It’s free now. It will always be free”
Mark Zuckerberg - ABC News, July 21, 2010
Brandsnot free
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Page Post Ads
The most cost effective way to boost your content.
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And if your Page’s content does not suckyou don’t need Apps to get new fans.
from 0.80 to 0.20Cost per like
with social adsCost per like
with page post ads
Source: mindworks innova6on lab
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LET’S RETHINK APPS
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content>
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >Allow permissions>
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement!
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement! contact details>
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement! contact details>
> Autopost / Buzz!!!
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LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?
Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement! contact details>
> Autopost / Buzz!!!
7 STEPS!
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SERIOUSLY?
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SERIOUSLY?Did you know that during this loooong journey you might have a drop out rate that varies from
50% to 85%.
Source: mindworks innova6on lab
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MY IDEA
APPS CONTENT
$$
& page post ads
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Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement!
contact details> > Autopost / Buzz!!!
See post > Experience > Interact
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less clutterless drop outmore reachmore interactions
To Sum up:
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an example
Case study
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Case study
The case was to effectively promote the content* of RESTART book, a sub project of the brand’s new brand
communication, with extremely low budget.
*part of the content was a popular game of creating stories with your friends.
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On 29/01 we set out a small contest.
* We know that these contest types are a grey area for facebook content guidelines, and we don’t generally suggest it. however, we took the risk, as the final outcome was worth it.
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The contest resulted to a 100% organic reach of 47.000 users, 2.500 engaged users, and a crazy
story consisted of 839 comments.
Case study
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Based on the story the users created, we decided to create the first !ever" animated story on a facebook album.
the idea
Case study
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By spending 300 Euros to a page post ad, we managed to reach 400K users in 48h.
Case study
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Some days later we converted the animated story to a proper cartoon, with sound design and video editing.
By investing the same amount in ads again, we reached another 400K usersCase study
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Total Reach: 1.200.000 usersTotal Engagement: 20.000 users
New fans: 6.500 users.
results
* The campaign still goes on with a new story episode already public. Case study
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THANK YOU!