a quest for a different approachGiorgos Vareloglou - Mindworks

09.04.2013

We areThe fastest growing digital agency in Greece.

let’s focus in

GREECE

let’s focus in

& FACEBOOK

THIS IS REALLY NOT GOING WELL.NOT

SHOW ME THE BIG PICTURE

4.054.420*Facebook profiles in Greece

* Socialbakers !this morning"

no more than 3M*people on Facebook in Greece

* Me

4.054.420 likesIf Greece was a huge Facebook Page with

4.054.420 likesIf Greece was a huge Facebook Page with

it would have an average post engagement rate of

0.569%

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

top 100 gr pagesSUM 22M LIKES

Every person in Greece likes at least 7 pages on average.

Source:  socialbakers

22Mlikes

22.769people give a damn

WTF?22Mlikes

22.769people give a damn

i ll tell you a storyi assume many of us know well.

very short

Assume that you sell bananas.

Because we all know that we re talking about bananas, we found other more

sexy things to incentivize likes.

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.

END OF STORY

Let’s see how famous this story became through out the years

Contests in Greek Facebook

source:  diagonismos.gr

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

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

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

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

24 new launchesevery single day of 2012.

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.

LET’S MAKE A MOVEMENTto put an end

to this!

AND DO WHAT?

AND DO WHAT?

AND DO WHAT?

Start by accepting the fact that you are bananas.And not a work of art.

Reach of Facebook Pages has dramatically decreased

#FACT

From 30% avg reach to 6%

source:  socialbakers

“Facebook is free for users. It’s free now. It will always be free”

Mark Zuckerberg - ABC News, July 21, 2010

“Facebook is free for users. It’s free now. It will always be free”

Mark Zuckerberg - ABC News, July 21, 2010

Brandsnot free

Page Post Ads

The most cost effective way to boost your content.

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

LET’S RETHINK APPS

LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?

LET’S RETHINK APPSWhat do a user really needs to do to engage with a brand through a facebook application?

Click on Ad/post

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>

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> >

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>

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!

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>

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!!!

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!

SERIOUSLY?

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

MY IDEA

APPS CONTENT

$$

& page post ads

Click on Ad/post Like to see content Log in to app> >Allow permissions> > Engagement!

contact details> > Autopost / Buzz!!!

See post > Experience > Interact

less clutterless drop outmore reachmore interactions

To Sum up:

an example

Case study

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.

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.

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

Based on the story the users created, we decided to create the first !ever" animated story on a facebook album.

the idea

Case study

By spending 300 Euros to a page post ad, we managed to reach 400K users in 48h.

Case study

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

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

THANK YOU!