Social Media Marketing Plan: iNFODATA

NORTHERN COUNCIL FOR FURTHER EDUCATION PROFESSIONAL DIPLOMA in SOCIAL MEDIA

Στρατηγική Social Media Mάρκετινγκ iNFODATA

Υ Ο Αθή α,

Α Γ Ο άιος 2013

Ακαη αική χρο ιά 2012 – 2013

π α

π

α

ω

ω

Export

γ

α

πα

π

α

α

Marketing

Solutions α

π

α

α α

α

α

α

π

α

π .

ππ

,

γ

γ π

ω

iNFOADATA Ν

π α

α

(www.infodata.gr).

α

π α π

α

α

α

α α

α

α

α

απ α

ω α

α

α

α, α

α

α α

.

Social media marketing plan |

2

Ω

1.

α ................................................................................. 3

1. α

2.

.................................................................................. 4

α

3.

................................................................................. .5

4.

....................................................................... 6 πα

5. α

6.

9.

α

Μ

13.

α

απ π α

α

............................................... .11 ......................................................... .15

α

11.

12.

......................................................... 9 α Social media.................................................... .10

π

10.

........................... 7

–

α

7.

8.

α α

πα

....................................................... .16

α..................................................................... .17

α ............................................................................ .18 α

α.......................................................................... .21

Social media marketing plan |

3

2.

Η α

π

α

α ,α

. α

α

ππ

,

α,

α

α

α

α

α

α

π

α

α α

,

α

π

α

α,

π

,

α

Γ

α

α α

π

α π

α

α .

Θα

α α

Μ π

π αα

α α

α α

α

π

α

α

α π

α α απ

α α

.

Social media marketing plan |

4

, π

π α

.

ΓΩΓΗ

3.

α

α

Η iNFODATA π

α

α

π

α ,

α , π

α

π

α Μ

20

π

πα α α

α

π

ππ

α

,

π

α α ,

π

α α

Έ

α

π

α

πα α

π

α

. Η ,

π α

α

α

π α

π

π

π α

α αα

α

α

α

α

α

, π

π

π

α ,

π

α

π

α

α

α α

α.

α

α π α α

,

32.000.000

π

α

ππ α

π

α

π

α

α portal

.

portal GREEKCOMPANIESONLINE

π

π

απ

απ

α

,

EUROPAGES, α

α απ

π

π

π

α

α

Η

π

2

π

,

π

α α

α

π π

α α α

INTERNET.

απ

πα

π

α

.

α

π Γ

π

π

π

α

α

α απ

IζFηDATA,

α

α

α

απ

π

α α α

α

Οπ α

α

α Π

Μ π

π α π

π

α.

α π π α

α

α α

α.

Social media marketing plan |

5

Η

4.

α πα π α α π α α α ,

Tα social media α α , α α α α α α, α απ α . α π

π

π π

α

α

α απ

. Ω π

π α

α . α α α π α

α α .

α,

Ω

α

α

α

,

α α α,

α α πα

π α απ α α

α

,

α

α

-

π α

,

α brand

α

α α online π

α -π α

α

- α π π α

α

.

: 

Ηα

πα α α

α .

π

α





α α

π

π

   

α α π

πα απ απ

α

35% α

α

25%

α¨

α

α α ,

.

50%

α α

π α α authority

α

9 α α

α ,

,

.

1/3,

α

π

. α π α

.

α

brand name

α π α α πα social customer care integration.

α

π

Social media marketing plan |

–

α

6

ΓΗ

5. Η Η

α α

ω

,

π απ α α α α π π π π α α, π

α αα

α

α

π

π π

Ω

Ω

α

α

α α

Ω

π

α

α α α. π

α

α

α α

π α !

π

Οαπ α

α π

α

α

α α αα πα α α Π , π α , . α α π α α π

α

α α

α

α α

α π

α α

α

α α α α

α Facebook, α α α .

.Η

α

α α (1994) α α

π

π π α

π

.

α

π

α

π

,

α απ

π

α

α απ

π α

α

π

Σ90 π α π α α α α πα α α α ΟThe WEδδΠ (1985), ΟTheglobe.comΠ (1994), GeoCities ΟTripod.comΠ (1995). αα π π π α α α α α , α π π π α α α . α απ α π

1997 πα α

α α

2001, α

α π α α . α α Οblackplanet.com

α

Π

α α π α α α

απ π α

α

α

α

π

α α α α , πα α α α απα α ΟAsianAvenue.comΠ, ΠεiGente.comΠ.

Social media marketing plan |

7

Η

α

α α α

Ryze.com π α α π α π απ α, απ α π π α YASζS: ΓYet Another Social ζetworking ServiceΔ.

π α α , π 2003, α απ α

α α π αα α and Xing α π α απ α α π α: Dogster ( ), Care2 ( α α ), MyChurch ( ) απ α π π α . α α πα α α π α

α

α

α α α

2001 α π

π α α

α

α LinkedIn, Visible Path, α , π α α α ), Couchsurfing ( α α

π

π απ α π α α α α , α π MySpace, HiFive, α α π α α α α α α α. α α α π α απ α α α α α απ α π πα α π α α (Flickr.com), video (YouTube.com) (Last.FM), α α π instant messaging, , , α α α α απ α α SζS.

Social media marketing plan |

8

Η

6. π α απ

α

απ

α απ

α

,

α α α

,

Ο

α

2 πα α α

Π α α α α . α πα απ α π α απ

α α

α α

α

α α π

α ,

απ πα

π α

α

,

π

α α α / π α π α α π α α πα α α α α α α π Alexa.com, Google Analytics, Europages Findit statistical data, α Analytics tools π α α. α

π

Ν

: • • • • • • • • • •

α

πα

π

(81%) (43%) π (29%)

α α α α α / α (62%) Ά α απ (84%) Μ α (40%) α CEη (44%) α (92%) Φ :Ά ( 71.6%) Γ α (28.4%) Μ : α ( 66%) α π α ππ (75%) α (70%) α α (69%) (iNFODATA – EUROPAGES, Presentation Handbook 2013) α

π

α

π 20-30

α

α

π α α α α α α , α α (greekcompaniesonline) απ α database α π α π α π α α α α α ( π α). α , π α α π π π π α α α α α π α α α α πα α α α. α α π α π α α α α π π α , α α π π α α α α ππ π .

Social media marketing plan |

9

ΗΓ

7.

Έ

απ

α

α

α

Η

SOCIAL MEDIA

α α

π

π

α

α

απ

α

α

,

π

π α

π

.

Γα

α

,

α Οα α α

α

.

α α

α

π α π

α

α

α

α

α

,

π

α α

πα

π

,

(

α

.

α πα α

α

α

απ

α

π

π

α

α α

α

Engagement:

,

απ

Π π α

α

α

π

π

IεC

α

,

π

α

,

α α).

α

Promoting:

ππ

α

,

α α

α criticαl mass

point απ likes/shares/mentions/followers/posts/interactions/engagement, α

α

α

πα

(pull

α

π

α

α

α α

α

π

α

α

α

α

π

α

,

α

Ο

π α α

-

α .

Social content: α α

α

α π

α α

π

Ο α α α

α

π

π

Nielsen

π

α α α

α

α

,

strategy)

π α

α

α

google alerts, palo.gr, google search(top 20 results),

flickr, youtube/vimeo, .α.

Network Building: α

π

α

(ERP/CRM/Email databases/personnel πα

α α

α. α

private contacts)

α

α

email/newsletter campaigns

α

.

Social media marketing plan |

10

ΓΗ

8.

Γ

Ω

Ω

Facebook α

α

,α

α

π

π

π α

α

α π

30. ,

π

α

α

α π

α

α

α

α

α

α

α α

iNFODATA

α

niche α

Facebook

α α

α π

απ

(α

π

α

α

α α

α

α

α

α

α

α α Greek Traditional Food α

α

α α

π

πα α

α

π

logo α

α

α

α

απ

,α

α

α

α

πα

keyword

π

α

α

(

π

α

α

α

url α

α π α

α

π

hits

απ α απ α

π.

α

, π

α α

π

α

π

ππ

α

α α

α

FacebookGraph,

π

α

α greekcompaniesonline.com (

π

.

α α

α

π

α

π

keyword,

α

α

α

π

: α

brand

α

π

π ).

α

.

α

α α

Adwords),

α

-

α

α α

π

.

π

Products

π

α

α

α α

α

α

– α

α

-

α. Facebook

απ 845m

απ π

π

/Google α α α α ( , π.

α.

Social media marketing plan |

11

,

α

α

α group

α α Greek Companies

( α

Online α α

α π

Έ

α

π

π

), α π

α α

π

α

, π

π

α α

α

πα

α

α

α

α

. Μ

α

Ο

α

π

Π

α

α

α

α

α απ

π

α

α

α π

α

π

α

απ

140

α α

.

Twitter α

α

, web-based α

tweet

α

α α

α π

α

α

π

π

α

π

π

(

tagging).

α π

.

α

α

π

α

π α

α α

ππ

α

α

α π α

α π

π α

π

α

greekcompaniesonline

πα α

π

α

α ,

α

α

α α α

α α

π

α

α α

α

α

α α π α hashtags

πα α

α

π

α π α

α

α α

α

google. α

α απ –

α α

α

α

α Greeklocalfood,

απ

πα

π π

)

α απ

α

α α SEO,

α

πα

α

π

α π

α π

π

α

απ α α α

(

π

.

α

α α

α π

α π

α

π

α

,

α α

,

π update

α

α α

α

πα α

.

Social media marketing plan |

12

YouTube Μα

α α

π

π

α α

α

α

α

α

α, π α. Μ

π

α

πα

α α

α

π

α

α

α α

. π

α

α

π

π

α

α

α

α

α α

π α

α

α

π α

π α

α viral campaigns

,

,

α α π

α

α

π

α

α

portal α .

πα

α

α α

α

α

α

π

α

α

α

α

πα

α

πα

,

π α

α

,

π

π

Μ

. π

α

π

α

α

α

α

α

α

α

,

α

α

α events

α

π α

α

.

Blogs α web-logs α α π

α

α

α

απ

α α π

α

α πα α

π

α

α Έ

.

α

α

π

α

, α

α α

α

π

α

α

α

blogspt.gr

α

α α greekcompaniesblog.

α απ

α

α α α

,

α

α

α α

,

α

. Θα α

π

α

.

wordpress.com.

α α

α α

- π

Θα

α

α

-απ

α α

α

α

.

α

α

α

α

π

α blogs.

α

α 2 α α

α

α α

α

α α α

α

,

π α α π

π α, α

.

Social media marketing plan |

13

π

α

α

π

α

α

Palo.gr, π α

α

π

module,

subdomain α

α α

joomla,

α

α

α

α

α (blog.greekcompaniesonline.com).

α α α

α π

α απ

α αα α

α

πα

,

, α

α

α

α

α

α .

Linkedin α

LinkedIn

α

.

2002, α 2003.

α

α π ,

π

α

π

5 Μα

α

π

α πα

α

α α α

π

α α, α

, α

α

α

α

α

. α απα α

α

α α

απ

α

α α α α α

α

α α

network.

2

α

iζFηDATA

α

Social media

α π

α sales leads conversion ,

α

α

α

α

πα α

,

– greekcompaniesonline – The Greek B2B

α

α

α

,

2

portal of Business and Travel. π

α

α

π

α

α

α

πα

αα

απ

α

α α απ α

α

α α

π

π

α

α α α

α message campaigns.

Google+ Google

α

α

α π

π

απ

α

π

Google Inc.

α ,

α

2013. Έ α 25

α 34. Θα

, α α

α

α

α α

α

α

α

2011

α (35%)

α

πα

απ α α

site

Twitter

π

π ,

π

Google+

(71,24%), α

α

α α

α

α

α π

α α

hashtags & google Local.

Social media marketing plan |

14

Η Η

9.

Η

Ω

α

π π

α

α π

α

α

π

α α

α α α

α

α

π π

π

π

α

α

α

α

α

.

α

α

α

α.

α π

α απ

α

α

α α

α α:

πα

α , π

α

α

Google Analytics.

α

α

Facebook

α

α α α πα α

Alexa.com: α

α πα α

Technorati π

α

π

α

α

α απ

. Η

α

α

α α

π

,

πα

α

α

π

α

α

α

α

α

π

π

π

α

α . Μ

Insights:

likes,shares,

mentions,

page

views,

engagement, .α.

Socialmention.com α α

α

/

Μ

klout.com:

π

α α

Google Analytics: π

α.

α

α

α . percentage π

meters

π

α

α π Η

Hootsuite:

π α

α π

α

α α

π

α

α , α

α

π

α α

α

α

α

α α.

αα

α

α ,α π

π

α

α

α

α α

α

α α

α

π α

. Μ

π

π

π

α

α

π ,

, heat maps, click

πα α

α

π

α

π

.

π

π

α α

α

πα απ

π

α

α

posts,replies,comments

Ό

α

α

α .

Social media marketing plan |

15

Ω

10. γα

ω πα

Η

γ

π

π

α

α

π

αγ

α π

απ

α

α

α

π

Η

, π

π

. Γ α πα

π π

π

α

π α

α

α α

, 3-6 α

π

π

α

α

–

π

α

π

α

α,

α

α

π

α

α

π

π

π

α ,

α

α

π

management, α

α

behavioural

α α

π

analysis,

,

α

α

α α α

α .

α α α

π α

ππ

, α

π

π

π

α α α

πα

π

πα π

,

.

α

2

,

α

α ,

α

πα

α

α α

π απ

α

α

α

community building, risk π ππ

α

α

α

α α

α

α

α

π α πα

,

π

α α

α α

πα α

Community Manager, α π π

α

π

15

π

α

α

10

α

α

α

α

α α

α . Ό

α α

α

π

α

α

α,

),

π

π

α

α

α

α

α

2-3 π

π

π

α

π

α, π

α π

π

π

α

+

α α

α

π

α ,

,

α

(

π

α

α: π

α

manager

α. Η πα απ

π

,

.

α

α

α

α

α

α α α

π

π α

α

α ,

π α

π

α,

α

α

α α

α

π

Γα

α π

πα α

π

α

.

απ

π

α α

α α

(on the job

train).

Social media marketing plan |

16

Γ

11.

Budget π

α

α

α π

α

α α

α

π

α

α

α α

α α

α

α

,

α απ α

α

α α

α

π α

α)

(5 α minimum α

π

π π

π απ ,

α

α ,

π α

,

α

α

α

α. α

π α

α

π

α

α α

.

α , Projects, Trade

α

απ

α α

α -

,

1%

α πα ,

α

π

α

α α

π

.

Showcases,

α . ,

α

π α

π

α α

, π α

α α

/

α

α π

απ

1.500

α

α

α

α

α α

ππ

π

– PR planning.

Timescale α

α

α

α

α

α ,

α

revenues, expenses), α απ

.

π

α

α

α α

α

α

α

α,

α

π

α. Μ



α α

(sales conversions,

α α

π

α α

π

α

α α

π

α α

π

α

α

α

α απ



ππ

α

α

α α

π

α

.

6 month action plan Yearly Cost-base Analysis (CBA)

Social media marketing plan |

17

12.

Η

A] SOCIAL MEDIA PRISM, π γ : google images

Social media marketing plan |

18

B ] CONTENT CREATION & MEDIA PROCESS, π γ : google images

Social media marketing plan |

19

C] SOCIAL MEDIA SPHERE - LEVELS

Social media marketing plan |

20

13.

Γ

ÎŚ

Books & Journals 1. Eugene Agichtein , Eric Brill , Susan Dumais , Robert Ragno, Learning user interaction models for predicting web search result preferences, Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval, August 06-11, 2006, Seattle, Washington, USA 2. Kamal Ali , Mark Scarr, Robust methodologies for modeling web click distributions, Proceedings of the 16th international conference on World Wide Web, May 08-12, 2007, Banff, Alberta, Canada 3. Chris Anderson, The Long Tail: Why the Future of Business Is Selling Less of More, Hyperion, 2006 4. Y. Attali and J. Burstein. Automated essay scoring with e-rater v. 2. Journal of Technology, Learning, and Assessment, 4(3), February 2006.

5. Jill Burstein , Karen Kukich , Susanne Wolff , Chi Lu , Martin Chodorow , Lisa Braden-Harder , Mary Dee Harris, Automated scoring using a hybrid feature identification technique, Proceedings of the 17th international conference on Computational linguistics, August 10-14, 1998, Montreal, Quebec, Canada ] 6. Jill Burstein , Magdalena Wolska, Toward evaluation of writing style: finding overly repetitive word use in student essays, Proceedings of the tenth conference on European chapter of the Association for Computational Linguistics, April 12-17, 2003, Budapest, Hungary 7. Christopher S. Campbell , Paul P. Maglio , Alex Cozzi , Byron Dom, Expertise identification using email communications, Proceedings of the twelfth international conference on Information and knowledge management, November 03-08, 2003, New Orleans, LA, USA 8. Martin Chodorow , Claudia Leacock, An unsupervised method for detecting grammatical errors, Proceedings of the first conference on North American chapter of the Association for Computational Linguistics, p.140-147, April 29-May 04, 2000, Seattle, Washington

Social media marketing plan |

21

9. M. Collins and Y. Singer. Unsupervised models for named entity classification. In Natural Language Processing and Very Large Corpora, 1999.

10. Byron Dom , Iris Eiron , Alex Cozzi , Yi Zhang, Graph-based ranking algorithms for e-mail expertise analysis, Proceedings of the 8th ACM SIGMOD workshop on Research issues in data mining and knowledge discovery, June 13-13, 2003, San Diego, California 11. Danyel Fisher , Marc Smith , Howard T. Welser, You Are Who You Talk To: Detecting Roles in Usenet Newsgroups, Proceedings of the 39th Annual Hawaii International Conference on System Sciences, p.59.2, January 04-07, 2006 12. Jerome H. Friedman, Stochastic gradient boosting, Computational Statistics & Data Analysis, v.38 n.4, p.367-378, 28 February 2002 13. R. Guha , Ravi Kumar , Prabhakar Raghavan , Andrew Tomkins, Propagation of trust and distrust, Proceedings of the 13th international conference on World Wide Web, May 17-20, 2004, New York, NY, USA 14. R. Gunning. The technique of clear writing. McGraw-Hill, 1952.

15. F. Heylighen and J.-M. Dewaele. Variation in the contextuality of language: An empirical measure. Context in Context.

Special issue Foundations of Science,7(3):293--340, 2002.

16. Jiwoon Jeon , W. Bruce Croft , Joon Ho Lee , Soyeon Park, A framework to predict the quality of answers with non-textual features, Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval, August 06-11, 2006, Seattle, Washington, USA 17. Thorsten Joachims , Laura Granka , Bing Pan , Helene Hembrooke , Geri Gay, Accurately interpreting clickthrough data as implicit feedback, Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval, August 15-19, 2005, Salvador, Brazil 18. Pawel Jurczyk , Eugene Agichtein, Discovering authorities in question answer communities by using link analysis, Proceedings of the sixteenth ACM conference on Conference on information and knowledge management, November 06-10, 2007, Lisbon, Portugal

Social media marketing plan |

22

19. Pawel Jurczyk , Eugene Agichtein, Hits on question answer portals: exploration of link analysis for author ranking, Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval, July 23-27, 2007, Amsterdam, The Netherlands 20. J. P. Kincaid, R. P. Fishburn, R. L. Rogers, and B. S. Chissom.

Derivation of new readability formulas for navy enlisted personnel. Technical Report Research Branch Report 8-75, Millington, Tenn, Naval Air Station, 1975.

21. Jon M. Kleinberg, Authoritative sources in a hyperlinked environment, Journal of the ACM (JACM), v.46 n.5, p.604-632, Sept. 1999 22. G. H. McLaughlin. SMOG grading: A new readability formula.

Journal of Reading, 12(8):639--646, 1969.

23. E. B. Page. Computer grading of student prose, using modern concepts and software. Journal of Experimental Education, 62(2), 1994.

24. L. Page, S. Brin, R. Motwani, and T. Winograd. The PageRank citation ranking: bringing order to the Web. Technical report, Stanford Digital Library Technologies Project, 1998.

25. Bo Pang , Lillian Lee , Shivakumar Vaithyanathan, Thumbs up?: sentiment classification using machine learning techniques, Proceedings of the ACL-02 conference on Empirical methods in natural language processing, p.79-86, July 06, 2002 26. L. Prescott. Yahoo! Answers captures 96% of Q and A market share, 2006.

27. L. M. Rudner and T. Liang. Automated essay scoring using bayes. Journal of Technology, Learning, and Assessment, 1(2), June 2002.

28. C. Sang-Hun. To outdo Google, Naver taps into Korea's collective wisdom. International Herald Tribune, July 4 2007.

29. J. P. Scott. Social Network Analysis: A Handbook. SAGE Publications, January 2000.

30. Qi Su , Dmitry Pavlov , Jyh-Herng Chow , Wendell C. Baker, Internet-scale collection of human-reviewed data, Proceedings of the 16th international conference on World Wide Web, May 08-12, 2007, Banff, Alberta, Canada

Social media marketing plan |

23

31. Jun Zhang , Mark S. Ackerman , Lada Adamic, Expertise networks in online communities: structure and algorithms, Proceedings of the 16th international conference on World Wide Web, May 08-12, 2007, Banff, Alberta, Canada 32. Cai-Nicolas Ziegler , Georg Lausen, Propagation Models for Trust and Distrust in Social Networks, Information Systems Frontiers, v.7 n.4-5, p.337-358, December 2005

Internet

33. http://books.google.gr/books?hl=el&lr=&id=DVicH8gBq6EC& oi=fnd&pg=PR5&dq=social+media&ots=S_3_KbNBob&sig=t0C aMcmMHkGg6M_tq3p0UTCGkew&redir_esc=y#v=onepage&q= social%20media&f=false (Accessed 22/5/2013)

34. http://books.google.gr/books?id=DVicH8gBq6EC&printsec=fr ontcover&hl=el#v=onepage&q&f=false (Accessed 22/5/2013)

35. http://books.google.gr/books?hl=el&lr=&id=ZVGPw5BYq0C&oi=fnd&pg=PA21&dq=social+media&ots=xpQIxy 9Ipg&sig=UTYB4rZUpbL1EJCn7oOoYeH1CVg&redir_esc=y#v= onepage&q=social%20media&f=false (Accessed 18/5/2013)

36. http://link.springer.com/chapter/10.1007/978-3-642-238086_2#page-1 (Accessed 12/5/2013)

37. http://books.google.gr/books?hl=el&lr=&id=chd3yfExXMEC& oi=fnd&pg=PR4&dq=social+media&ots=u5N8u2C3Q0&sig=Sli YlTGz3fHLCDff-kA_toKVqgM&redir_esc=y (Accessed 24/5/2013)

Social media marketing plan |

24