online marketing step it up
TRANSCRIPT
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-
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
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
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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