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