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Campaigns
Why
by Sotiris Baratsas
What 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
What 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
A 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
A 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.
A real-case example
If this is the first timesomeone notices the brand,
how can they NOT thinkit facilitates trips abroad?
Consistent
ListenBefore you talk What is the Perception about our programs? What about our competitors? What is the differentiator?
1
HAVEA GOAL
You need to know where you want to go!What are you trying to reach?
That’s the only way to achieve it!
2
DefineThe Target
Who is our audience? Define personas Acquire the needs (Do I cover some needs?)
3
DefineThe CHANNELs
What is the most effective way to reach the people we want?
Where can I find them?
4
Keith Weed, CMO, Unilever
FINDThe RIGHTMESSAGE
How are we going to attract the people we want?
What is the most effective way to reach them?
5
CreateATTRACTIVECONTENT
6
by Sotiris Baratsas
+1Content is the king
Content is everything you create: posts, images, blog posts, texts, videos, etc.*
6 CreateATTRACTIVECONTENT
6
How to create effective campaigns
What kind of people do you want to attract? Define their persona as much as possible!
What will attract the target audience you’ve chosen?What kind of message do you want to pass? Why do you need more than one post to do it?Is it too direct or a bit more mild?
Define all the messages that will be in the campaign. Make sure that every message amplifies the collective message you want to pass with your campaign!
Choose how you will present your messages.It can be with an image, video, article, newsletter, etc. Visual Content works a lot!
Make every post follow a certain pattern! Make sure to emphasize on the main message!Create the template so that it easy for someone to edit it and make posts for this campaign.Make sure the final design represents your brand.Take into account if you are gonna use “boosted advertisement” on facebookfor your campaign.
Make the posts on a regular basis. Don’t keep the campaign for more than 2-3 weeks.During the campaign evaluate the performance and decide if you need to make changes, or create new campaigns to support your goal setting.
When you decide the essence of the campaign give them the opportunity to create the messages.
When you decide the essence of the campaign give them the opportunity to create the messages.
You can create the template, but it’s cooler if the members create the posts.
When you decide the essence of the campaign give them the opportunity to create the messages.
You can create the template, but it’s cooler if the members create the posts.
Have a tracking tool where they can see the schedule for each campaign and make them responsible for the delivery.
When you decide the essence of the campaign give them the opportunity to create the messages.
You can create the template, but it’s cooler if the members create the posts.
Have a tracking tool where they can see the schedule for each campaign and make them responsible for the delivery.
Have them evaluate the performance of the posts (apps on podio) and decide if they need to do something different or more intense.
What to expect
Any
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.
A tech-freak.You know where to find me!
Chief Marketing Officer @AIESECinATHENSCreative Marketing Manager @AIESECinGREECE
Student @Athens University of Economics & Business
Sotiris Baratsas
sotirisbaratsas
Sotiris Baratsas
Slideshare.net/sotbar7
.thankU
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