A story of quality over quantity
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Tasos Sartzis is the founder and managing director of Digitall. The document discusses Digitall's social media strategy for Enterprise Greece, which aims to increase brand awareness, loyalty, and engagement through social platforms like Facebook, Instagram, LinkedIn, and YouTube. It provides statistics on followers and engagement for Enterprise Greece's social accounts and discusses the development of targeted content and advertising strategies to further promote key sectors and initiatives to Greek and international audiences.
A story of quality over quantity
- 1. Tasos Sartzis Digital addict. Creatively driven Founder & Managing Director of Digitall
- 2. Social Media redefined the connection between brands and people. Social media are as important as any other communication and marketing asset. Brands cannot afford to have no presence on social as that’s where people talk and interact with brands A coherent communication cross-country and cross-platform, regardless of the localization. We must pay the same attention to the whole marketing mix & each social channel must be functional to a specific objective. Social media.
- 3. AT THE BEGINNING Brands saw social media as a platform where they could communicate with their customers in an inexpensive way. They focused on producing and sharing content able to communicate their brand’s messages to "mainstream“ audiences, with a completely organic reach. NOWADAYS Organic reach is always less pursued, while more brands & agencies support their communication with paid media, in order for their content to be seen in a sphere of thousands and thousands of contents. Paid media also allows brands to target a very specific audience. Target content according to age, interests, location, etc. by reaching people who are also outside of their community. Continius evolution.
- 4. ALGORITHMS Differently from the past (when posts were mostly displayed according to chronological order), nowadays social networks prioritize which content a user sees in his feed first by the likelihood that he would actually wants to see it. Nowadays social media are providing people with the best experience in order to keep them on the platform for longer and keep them coming back. INSTANT OR NOTHING social media channels offer more services to users (such as instant messaging, photos & videos sharing, filters, live video creation, e-commerce, etc.). The social channel offer keeps widening and it sometimes overlaps. Even a channel originally created for photo sharing, may now turn towards a more generalist approach. Trends.
- 5. PAY FOR PLAY promote content in order to reach and engage the target audiences. This means that it’s important to find the right people to target content on. PRIVATE SOCIAL The instant messaging platforms are evolving and users are increasingly using them. (WhatsApp, Facebook Messenger, WeChat and Viber) have grown more than the top social networking apps (Facebook, Instagram,Twitter, Snapchat) The instant messaging platforms are not just a place where you can chat with people, but platforms that are able to offer people different kinds of interactions and experiences, featuring videos, photos, stickers and gaming. Nowadays you have to find solutions within the one-to-one messaging world (e.g. the use of Chatbot to interact with single users and provide them with specific info and services). Trends.
- 6. What do social media allow us to do? INCREASE AWARENESS AND LOYALTY INCREASE WEB TRAFFIC AND SEARCH RANKING SHARE CONTENT FAST AND EASILY MEASURE USERS’ SOCIAL INTERACTIONS/REACTIONS MONITOR COMPETITORS’ ACTIVITIES AND ACTIONS BUILD RELATIONSHIPS WITH PEOPLE
- 7. FACEBOOK THE "HEADQUARTER" Our Facebook page is the central hub of all Enterprise Greece social media activities. It’s a place where people can learn about the organization, activities, sectors. This is the main channel where the community can communicate & engage with us. INSTAGRAM THE “ENTERPRISE GREECE MAGAZINE" The channel devoted to visual inspiration. It will treat the product always with a lateral approach, focusing on storytelling. LINKED IN THE “PROF NETWORKING“ Το be updated on agency’s news, to share webinar events etc YOUTUBE THE "VIDEO HUB" The channel in charge of collecting and organizing video content, to give people the chance to watch events, interviews, commercials, etc.
- 8. Overall actions: We built Social Media character & Identity. Core message & visual identity – for Facebook. We developed Content Strategy In order to increase the reach of the fans and the engagement with the content. We designed different Posts templates We ran video posts & 3d posts technique We created targeted advertising campaigns on Social media facebook.approach.
- 9. Content strategy & mix. Proper page setup What categories will the content Mix include ( 30% social + 70% services) What type of posting (status, link posts, photo post, video, live video etc) Which days & how often? How do we organize ‘engaging posts’? FAQ template / response time facebook.approach.
- 10. The numbers May 19 – May 2020 THE NUMBER OF UNIQUE USERS WHO CAME INTO CONTACT WITH YOUR BRAND THE SUM OF REACTIONS, COMMENTS AND SHARES RECEIVED BY CONTENT TOTAL FACEBOOK PAGE FANS
- 11. The numbers May 19 – May 2020
- 12. May 19 – May 2020Reading between the lines GR 6.500 + 3.500 Other countries The right people to target content on
- 13. May 19 – May 2020 Increase likeability & loveability Increase Word of Mouth increase dialogue & interest Reading between the lines
- 14. Reading between the lines
- 15. Advertising. Not generic ad bombing. Quantity
- 16. Advertising. Define Target audience Group 1 GREECE -Exports According to age, job, interests, location, etc. Group 2 EUROPE - Invest in Greece According to age, job, interests, location, etc. Group 3 OTHER COUNTRIES - Invest in Greece According to age, job, interests, location, etc.
- 18. Most Shared post 1 Most Shared post 2 Most reactions post Content that matters.
- 19. About us. SUPPORT GREEK EXPORTERS About us. At Enterprise Greece, we support Greek exporters to promote their products at existing markets and reach new ones. www.enterprisegreece.gov.gr Our organization's support to Greek exporters is an ongoing process. www.enterprisegreece.gov.gr
- 20. Enterprise Greece promotes Greece as an investment destination, especially in the key sectors in which the country offers a highly compelling advantage.👌#ΕnterpriseGreece Fast-Track & the Golden Visa program www.enterprisegreece.gov.gr About us. WE STAND BY INVESTORS About us.
- 21. 2019 #ΕnterpriseGreece key facts #YearInReview 🙏💪 About us. YEAR IN REVIEW. About us. 2019 #ΕnterpriseGreece key facts #YearInReview 🙏💪
- 22. The BIG 5 SHOW International Exhibition, showcases the largest variety of products and services in the field of construction. Enterprise Greece’s aim was to once again highlight and promote the quality of Greek products. Exhibitions. EVENTS TEMPLATE. About us. The top international trade fair for the wine & alcoholic beverage industry opens today in Shanghai. The 3 day exhibition will be filled with business meetings, conferences, master classes and networking events.
- 23. Greece is participating at Expo Dubai 2020 which will take place from 20 October 2020 until 10 April 2021 and its theme is «Connecting Minds, Creating the future». Seven high profile sectors will be showcased at the national pavilion, one of which is tourism and culture.Exhibitions. Εxpo Dubai 2020 About us. Greece’s participation at Εxpo Dubai 2020 aims at showcasing the country’s Logistics Sector as one of the 7 dynamic pillars of our economy.
- 25. Investing in Greece #EnterpriseGreece #InvestInGreece About. FACTS Greece. Greek wines are being widely recognized in global markets and are considered a high-growth sector for Greece!
- 26. 4 reasons to visit Greece - 4 seasons travel destination.#InvestInGreece #tourism #thisisgreece #tourism #thisisgreece Invest. TOURISM SECTOR Rafting, Climbing, Hiking, Horse Riding, Cycling… never stop exploring Greece #tourism #thisisgreece #InvestInGreece Greece.
- 28. #COVID19
- 30. GREECE. Safe to Invest. post series campaign JUNE
- 31. MADEI IN GREECE. Destined for the world. post series campaign JUNE Greek yogurt is thick and creamy and has taken the world by storm. It is often served as a light desert, topped with spoon sweets or with chopped walnuts and a drizzle of honey. If you don’t believe us, try it. #ForeignTrade #GreekExports
- 33. Instagram. Visually driven Photos & videos sharing platform INSTAGRAM THE "MAGAZINE" The channel devoted to visual inspiration. Treat the Brand Greece with a lateral approach, focusing on storytelling! We developed a unique Instagram Strategy Εye-catching content plan
- 34. Use multiple #Hashtags (different in each Sector) Different & themed Insta Stories Interact with followers Instagram.
- 35. 900 followers 35.000 video views 8,9% Engagement Rate 35-44 Core group + targeted advertising in different target groups ( Greek exports group, invest-Europe group etc ) Instagram.
- 39. Instagram.
- 40. Instagram.
- 42. Humanise through personal tone of voice. Stop Content Bombing. Don’t annoy your audience with too much content. Be Reliable. Get more creative with specific strategies and content — enabling you to engage with more niche consumers Rethink social media strategy. Don’t focus on the frequency of your posts. Focus on sharing useful & engaging content, in order to receive higher post engagement. Keep in mind.
- 43. Target your audience. Consider spending more time defining your target audience and creating posts relevant to them. Spend your time crafting fewer and better posts. Remember: quality over quantity! Keep in mind.
- 44. Tasos Sartzis Digital addict. Creatively driven Founder & Managing Director of Digitall