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Social Media MARKETING with Social Media ESB Lecture Dr. Ute Hillmer MFG Innovationsagentur Baden-Württemberg Dec 2009

Social Media Marketing Basics

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Social Media Marketing - The Basics - How to use it - Practical Experience A lecture for the European School of Business, Reutlingen. December 2009

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Page 1: Social Media Marketing Basics

Social Media

MARKETINGwith Social Media

ESB Lecture Dr. Ute HillmerMFG Innovationsagentur Baden-Württemberg

Dec 2009

Page 2: Social Media Marketing Basics

Social Media

Basics

MFG Baden-Württemberg• Gesellschafter der MFG:

Land Baden-Württemberg (51 %) SWR Media Services GmbH (49 %)

• Auftraggeber: Land BW, Ministerien, die EU, Universitäten, Forschungseinrichtungen, Unternehmen

• > 50 Mitarbeiter• Jährlich über 100 Maßnahmen für

Innovationsförderung und Technologietransfer, Cluster- und Netzwerkmanagement sowie Standortentwicklung und -marketing

• > 14 Jahre Erfahrung in Beratung, Veranstaltungen, Training, Technologietransfer, Netzwerke

Sta

nd:

Dez

embe

r 20

08

MFG Baden-Württemberg mbH

Innovationsagentur des Landes für IT und Medien

Stiftung Baden-Württemberg

Page 3: Social Media Marketing Basics

Social Media

BasicsContent of the Lecture

1. The Basics of Social Media Marketing

2. How to use Social Media Marketing

Step 1 – 3

3. Social Media Marketing in Practice

4. The Case

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Social Media

BasicsHow do you inform yourself these days??How do you buy these days??

•“… SOCIAL MEDIA TECHNOLOGIES changed the way individuals and companies form their opinion and buying decision, often even how they buy…”

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Social Media

BasicsRollplay

• You buy a PC in 1985

• You buy a PC in 2009

• You buy a PC in 2030

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Social Media

Basics

I‘ll have What She is Having

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Basics

Conversational Marketing

Social Media

Social Commerce

Social Marke ng

Web 2.0Rela onshi p Ma rke ng

P-to-P Marke ng eCommerce

Online

to Prezi

eMarke ng

Viral Marke ng

Open Innova on

Crown SourcingEnterprise 2.0

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Social Media

Basics

Why is Marketing changing?

Why is “Social Media Marketing” different?

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Basics

Some Statistiks

• 98 % of home Internet users use the Internet for product research (Allensbach)

• 44 % of home Internet users account for comments from other users (Allensbach)

• 19 % of home Internet users check discussion forums (Allensbach)

source: Allensbach h p: //www. acta- online.de/praesenta onen/acta_2008/acta_ 2008_Interne nd%2 390DF 7. pdf

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Basics

Some Statistiks 2What does this mean for B-to-B marketing?The way people use the Internet in private, they use it in the

office.

• 89 % of B-to-B decision makers use the Internet for their research

• 96 % of B-to-B decision makers (IT) use Google for their search queries

• 40 % of B-to-B decision makers regularly use online communities

source: creative 360 http://www.creative360.de/info-lounge/b2b-online-marketing.html

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Social Media

BasicsThe Old Way:eMarketing and eCommerce Tools

– eMail– Portals– Corporate Websites– …

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Social Media

BasicsSocial Media Marketing has an ever growing Toolbox

– Search Engines– Forums– Blogs– Interest Groups– Portals– Social Networks

• (Facebook, Xing, LinkedIn, …)

– Podcasts

– YouTube

– Price Search Engines

– Ra ng Si tes

– Picture Galleries

– …

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Social Media

BasicsSocial Media Marketing

• Trad. Media vs. Social Media Shouting vs. Sharing

→ addi onal Ma rke ng Channel ( s)

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Social Media

BasicsSocial Media MarketingConsequences for the Brand

A brand is no longer only what we – the marketeers tell the consumer/user/buyer it is.

The band is what the consumer/user/buyer tell each other it is!

„the intelligence of the masses“

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Basics

Social Media Marketing is…

… to start a marketing campaign (or multiple campaigns) that is distributed through social networks.

What sounds so easy is not simple at all. In order to be successful, one has to understand ist mechanisms!

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Social Media

Basics

Social Media Marketing is…

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Social Media

Basics

Social Media Marketing is…

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Social Media

Basics

How Social Marketing Works 1

The Basics

#1 Place and distribute backlinks

#2 Built and maintain networks

#3 Built credibility and trust

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Social Media

Basics

Backlinks and Textanchors

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Basics

Built and Maintain Networks

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How Social Marketing Works 2• In Order to understand how Social Media Marketing

works, one has to understand how the basics work.

Think about a sports club!

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Basics

How Social Marketing Works 3• Voluntary active or passive membership• Special areas of interests• One communicates where one has something to say (or

not), has an opinion, answers questions, asks questions, …• If one is open, friendly and nice, friendships will develop

that value ones expertise and opinion• Once one has built a reputation, it will be accepted, even

appreciated if one recommends and hints one ones products and services, online shop, other products…

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Social Media

Basics

How Social Marketing Works 4

Friends are easily found, one links up, meets, networks, …and own expertise distributes …

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Social Media

Basics

Traditional Marketing

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Social Media

Basics

New Marketing

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Social Media

Understand your Goals

What do you intent to achieve with the Social Marketing Campaigne?

• Win additional customers• Gain a new customer base• Increase sales• Increase awareness• Enter new markets

• Increase communication with customers

• Increase website traffic• Increase image• Change image• Increase online reputation

As with traditional marketing: set yourself realistic goals!

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Social Media

Set a Strategy

Ask yourself

• What product(s) are suitable for social networks?

• How do I position these products?

• Does my CI and brand fit the online community?

• How do I communicate online (tone and stil)?

• Which social networks will be suitable?

• What reactions should I be prepared to get?

• How will I react to negative feedback from blogs, etc.?

• Do I communicate centralised or distributed?

Have a look how your competitors do it!

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Basics

What Products are Suitable for Social Networks• …

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Basics

What Products are Suitable → What is Going on in Your Market Niche?• Where does your target audience get its information

from?• Who are their „trusted advisors“ and where do they

communicate?

• How do your competitors communicate?• Are they successful with what they do?• Why? Why not?

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Basics

How do I position my product(s)?

• …

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Basics

How do I position my product(s)? → What is Going on in Your Market Niche?• What do your competitors communicate?• Are they successful with what they do?• Why? Why not?• What are the communications that already exist?• Can I join the communication and contribute?• If you add value over a period of time, to the

community, your purchase advise will be listened to!!

Don‘t try to cheat – the crowd will find out!

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Basics

Does my CI and Brand fit the online community?• …

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Does my CI and Brand fit the online community?• There is no need to change the corporate CI• The Web 2.0 community is more easily reached without

a corporate layout, but rather on a People-to-People basis.

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Basics

How do I Communicate Online (Tone and Stile)?• …

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Basics

How do I Communicate Online (Tone and Stile)?→ What is the Tone and Stile of your Community?

• What is the predominant tone and stile within thecommunity?

• Does this tone and stile fit the corporate image?• If not, is there a middle way possible?

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Basics

Which Social Networks will Be Suitable?

• …

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Basics

Which Social Networks will Be Suitable?

• A social network of students might not be the right place to promote ERP systems …

• A general business network might be to high and wide for specialised engineering tools…

Think about the “long tail”

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Basics

What Reactions should I be prepared to get?• Feedback, positive and negative, should not be seen as

a nuisance but as a helpful hand! It helps you improve our product(s) or process(es)

• Listening to your customers and showing them that you are listening builds credibility and trust

• Make a problem a joint adventure and you will gain very loyal customers

Constructive negative feedback can help you leapfrog your competitors!→ Monitor Social

Media!

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How To

How to Use Social Media in MarketingToolbox

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How To

How to Use Social Media in MarketingThe Toolbox• Corporate Blogs• Expert Blogs• Microblogging• Social networks (Corporate, business, personal)• Image hosting platforms• Video sharing platforms• Recommendation platforms• Social bookmarking platforms• Podcasting platforms• Forums• Interest Groups

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How To

How to Use Social Media in MarketingStep 1 + 2• Goals have to be set and clearly defined• To get prospects to your website, you have to intrigue

them by– Content rich and interesting articles about a relevant topic– Freebies like e-books,

vouchers, discounts– Free add-ons or tools– Sweepstakes and drawings

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How To

How to Use Social Media in MarketingFree Whitepaper

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How To

How to Use Social Media in MarketingFree Webinar

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How To

How to Use Social Media in MarketingGoogle Ads

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How To

The Corporate Blog as a Starting Point

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How To

The Corporate Blog as a Starting Point

• You can show that you know a lot about a topic• You are easily found by search engines• A good article easily generates 10-50 backlinks in a few

days• It is free for the customer and free media for you as a

vendor • Search engines follow backlinks

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How To

The Corporate Blog as a Starting Point

• You are not credible in a “controlled” bog• You don’t control what is said in an open employee blog

Corporate bloggingdebate

Corporate bloggingdebate

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The Corporate BlogMake some rules.

h p: //www. ibm. com/ bl ogs/zz/en/ gui del ines.ht ml

Empower all employees… they are the brand.

• Behave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours, not IBM’s.

• Don’t pick fight s.

“Use social media as a means to expose IBM’s experts—and exper se—t o the wo r ld. ”

Adam ChristensenManager, Social Media Communica ons

Empower all employees… they are the brand.

• Behave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours, not IBM’s.

• Don’t pick fight s.

“Use social media as a means to expose IBM’s experts—and exper se—t o the wo r ld. ”

Adam ChristensenManager, Social Media Communica ons

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Basics

The Corporate BlogEmployees as Experts

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How To

Step 3Distributing News 1

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How To

Step 3Distributing News 2• Once the blog is online, the world must learn about it• There are many different categories in many different

social networks:

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How To

Step 3Distributing News 3

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How To

Platforms with BacklinksThe Math• 25 true backlinks on blogs with an everage of 200

visitors result in 5000 users that see the link. • With a conversion rate of 0,5% this results in 750 more

visitors on the original blog.• Given a very low clickprice of 20 ct, this translates into

150€.• Maintaining a professional blog will require a time

investment of at least 60 minutes/day

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Social Media

Practice

News Platforms

• The more you communicate, the more you reach your target audience

• You can reach and involve your “friends” quickly and easily

• If you are not yet known, no one might find your information

• You need to use the right key words

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How To

Social Media

Social NetworksSocial networks are network communities on the internet. Users can add friends or followers and send themmessages or notify them about updates concerningthemselves.

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How To

Social Media

Social Networks 2• Individuals, professionals and companies look for suitable

networks and clusters.• Within the network, they look for suitable groups and joint

them

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Social MediaSocial Media

Social Networks

• Direct customercommunication

• Many forms of interactionbecomes possible

• Full display of pictures and movies

• Many active users(facebook: over 350 million)

• Privacy problems• Dubious environment• Time-consuming

Practice

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Social MediaSocial Media

Business Oriented Social Networks

• Serious environment• Suitable for personal

business profile pages• Business oriented groups• Backlinks increasingly

possible

• Only partially ready for business presentations

• Not all audiences are in these networks

Practice

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Social MediaSocial Media

Practice

Social NetworksExample

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Social Media

How To

Social Media

Search Engine Optimisation

• Meta tags and meta descriptions are important to gain relevant and valuable backlinks when people search with an search engine

• Social network services read meta descriptions

Practice

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Social Media

Practice

Content Sharing Platforms

• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations

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Social Media

Practice

Content Sharing Platforms

• Easy way to display, archive and share

• No need to own infrastructure and storage

• Possible real time reporting of events

• Poducts / content is ranked by audience

• Copyright problems• Free data upload or

information spread is limited

• No quality control of content and material

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Social Media

Practice

Recommendation Platforms

• Products are ranked by audience

• Credibility• Good products are usually

ranked positively

• Bad products are exposed

Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..

Alert your company name and product name use

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Social Media

Practice

Social Bookmarking Service

• Social bookmarking is a method to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves are not shared. Sharing occurs on a bookmarking level.

del.icio.us

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Practice

Microblogging

Microblogging is a form of blogging that allows users to send brief text updates (or micromedia such as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E-mail, digital audio or the web. (Wikipedia)

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Practice

Microblogging

• fast• cheap• real-time communication • real-time market research• advertising allowed

(Twitter)• direct customer

communication

• only short messages (Twitter 140 characters)

• difficult to measure• short lifetime of tweets• A lot of meaningless

information in twittersphere

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Basics

Enterprise 2.0

• Enterprise 2.0 • Auszug aus Konferenzdiskussion Deutscher

Multimediakongress Juni 2009• http://www.frogpond.de/index.php/archive/enterprise-20-

involvement-durch-innovations-communities/

• A controverse topic!

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A Good Example

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A Good Example

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The CaseGet the word out about your new Smartphone targe ng a ni che audi ence of your choice

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Vielen Dank!

Kontaktperson:Dr. Ute [email protected]: +49 711 90715 300Weitere Informationen unter:www.mfg-innovation.dewww.doit-online.deTwitter: mfg_innovation