My presentation for a free one-hour workshop held during the 3rd Social Media World Conference (26 July 2014, Athens, Greece). This presentation is part of the complete 3-hour workshop under same title, with target audience entrepreneurs and SMB owners who want to run their basic social media marketing by themselves.

1. You, Social Media and your business
Yannis P. Triantafyllou,
marketing director, TO ATOMO
ytriantafyllou@toatomo.info

2. Page § 2
I am Yannis P. Triantafyllou, but who am I ?
A seasoned marketing director, he held management roles for
20+ years with technology groups (IT, graphic arts, digital
printing) in Greece and Europe. He has been introduced to
marketing through mathematics (his studies) and written
communication (his hobby, then his job).
Since his university years he worked as journalist and editor
for trade journals and publications and as of 1994 he
specialises in writing, editing and engineering of marketing
text (and content in general) for business use. It’s since 1998
that he also started public speaking and business presenting as
well as moderating thematic discussions during conferences,
exhibitions and corporate events. At 2000 he expanded in
digital marketing and it is since 2006 that he is involved with
social media, blogging and community management.
At 2008 he launched his own marketing office, ΤΟ ΑΤΟªΟ
(www.toatomo.info), offering inbound marketing, content
engineering Î·È business development services to greek and
international firms.

3. We Do Marketing
inbound marketing,
content engineering,
business development

4. Page § 4
…round the world,
across all industries

5. Page § 5
We follow the customer experience journey…
…and ease it with marketing content and actions

6. Page § 6Page § 6§ 6§
We build Online Business Communities

7. Page § 7
Community = Value

8. Doing Business means having a
Business Plan and SMART goals y-2-y
…specific, measurable, attainable, realistic, timely…

9. Marketing is on Making Relationships
NOT on performing SALES!

10. Social Media are part of Marketing,
better say a Marketing TOOL
…increase awareness, attract more visitors online/
offline, listen to customers voice, manage our
reputation, build trust, influence sales…

11. keep any customer information
at your web site, CRM, hard disk…
not on a Social Media page!
…you wouldn’t store your laptop at my office…

12. All effort has been made to ensure
that what we’ll say today can be
performed by average professionals,
and not just marketing gurus
…anyway, kids don’t try this at home..

13. The 15-Minute Social Media Audit
Everyone Can Do
STEP - 1

14. Page § 14
Social media audits matter for everyone [1]
² Locate and document all your social media profiles, official and unofficial
² You can consider some of the following questions to determine the necessity of certain profiles.
² “Why are we using this social account?”, “Why do we want to use it?”, “What are our goals for
this social media platform?”, “Are our target markets using it?”
² Check for completion of all details and consistency in imagery and message
² Start by checking to see that all your social profiles have been completely filled out.
² Then check to see that your branding is consistent across your social accounts.
² Take decisions: is it best to have a different feel on different social network?
² Follow up on your goals and compare performance today to 1 and 2 years ago
² There are some common metrics you can measure:
² Your followers and fans.
² Your posting frequency. Any correlation to how often you post and how your audience grows?
² Engagement. How many conversations you have on a weekly basis? How many direct
messages, retweets, likes, +1s, and reshares?.

15. Page § 15
Social media audits matter for everyone [2]
² Examine those who do it well (niche influencers and brands)
² Locate their social accounts. Generally, you will want to know the following:
² Branding: How does their overall look promote the brand? Can visitors get an accurate sense of
their personality or culture? How have they chosen to use images in header and avatar?
² Popularity: How many followers/likes does the page have?
² Frequency: How often do they post? What do they do on weekends?
² Engagement: Number of people talking about the brand compared to number of fans?
² Types of posts: What topics do they frequently discuss? What types of posts do they use:
photos, questions, videos, chats, text? What is engagement like for each of these post types?
² Make an action plan for improvements and goals [knowing is half the battle]
² Here’s a handful of measurable goals you can set:
² Follower/Fan Growth, Increased engagement, Content by type performance, etc

16. Creating a Successful Strategic Plan
STEP - 2

17. Page § 17
“
A strategic plan sets the course for business
² Consider Jack Welch's six rules for strategic planning:
² Control your destiny, or someone else will.
² Face reality as it is, not as you wish it were.
² Be candid with everyone.
² Don't manage, lead.
² Change before you have to.
² If you don't have a competitive advantage, don't compete.
Jack Welch (born
1935) was chairman
and CEO of General
Electric between
1981 and 2001.
During his tenure at
GE, the company's
value rose 4000%.
(Wikipedia)

18. Page § 18
Use social media as a distribution channel
Page § 18§ 18§

19. Page § 19
Global Trend: shift to personalised marketing
Marketing 2012++!

20. Choosing your Marketing Weaponry
STEP - 3

21. Page § 21
It’s your decision, not mine… How far can you go?

22. Page § 22
Whatever you do, do it like a pro!

23. Page § 23
Whatever you do, do it like a pro!
Page § 23§ 23§

24. Page § 24
Whatever you do, do it like a pro!

25. The art of the Perfect Post
STEP - 4

26. Page § 26
Segment the services, to create content that works
² Facebook: Use this platform to interact with people you know or know you
² Twitter: Use this network to broadcast perceptions, new ideas and reactions
² Google+: The perfect place to explore your passions and connect with people
you may not know who share the same interests
² Pinterest: It’s all about pinning things that reflect your interests and are
expressive of you
² LinkedIn: This platform is best suited for marketing yourself and your abilities
² YouTube: present video content you make, giving explanations, sharing
expertise or just entertaining. (Remember: Google search loves YT videos!!)
² Foursquare: if you’re a store, restaurant, bar or travel/tourism business, share
details about you and monitor customer feedback, reviews and concerns.
² Instagram: Share visual content, including short videos (< 15 sec) into your
customers’ zone-out time.

27. Page § 27
Plan your content ahead to match your audience…

28. Page § 28
Things to have in mind when posting…

29. Page § 29
Things to have in mind when posting…
Page § 29§ 29§

30. Page § 30
Things to have in mind when posting…
120chr max sentence
Short links - not often

31. Page § 31
Things to have in mind when posting…
…and don’t forget to
dimension it correctly!

32. Page § 32
Things to have in mind when posting…

33. Page § 33
Things to have in mind when posting…

34. The art of Conversation
STEP - 5

35. Page § 35
“the Virtual Handshake”
² Online relations follow real life! Privacy concern also!
² Always welcome! Always thank! They are people not profiles!
² Ask permissions to use other people data! This includes tagging to promos!
² Individually decide if it is appropriate to initiate a connection!
² Personalise your contact! Address on a personal message/tone!
² Do not chase! Do not spam! Do not abuse other people’s area!
² it’s OK to decline or ignore! You choose, not them!
² Listen, collaborate, participate, respond!
² Stay positive or stay silent!
² Don’t be afraid to re-use your content once you re-write it!
² Restrain yourself: 85% good content, 15% self promotion!

36. Page § 36
Community Management & Engagement Rules

37. Page § 37
Policies must be kept simple to be understood by all

39. Advertise & Promote to Drive Action
STEP - 6

40. Page § 40
Advertise to get page likes or just be seen…

41. Page § 41
You need a paid advertising plan and a budget…
Page § 41§ 41§

42. Page § 42
Social advertising directly targets users not sites..

43. Page § 43
More and more social platforms open to ads…

44. Page § 44
Bulid your look for multiplatform & multimonitor…

45. Page § 45
Promote your products to engage fans…
² Attrack more page fans…
² Reward them with special promotions…
² Invite them to engage online…
² Invite them in-store…
² Show them love, make them buy…

46. Measure & Feedback
STEP - 7

47. Page § 47
Marketing can and should be measured…

48. /toatomoconsulting
/in/yannistriantafyllou
@toatomo
/ytriantafyllou
Digital Marketing
Content Engineering
Business Development
www.toatomo.info
ytriantafyllou@toatomo.info