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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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Social Media
MARKETINGwith Social Media
ESB Lecture Dr. Ute HillmerMFG Innovationsagentur Baden-Württemberg
Dec 2009
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
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
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…”
Social Media
BasicsRollplay
• You buy a PC in 1985
• You buy a PC in 2009
• You buy a PC in 2030
Social Media
Basics
I‘ll have What She is Having
Social Media
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
Social Media
Basics
Why is Marketing changing?
Why is “Social Media Marketing” different?
Social Media
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
Social Media
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
Social Media
BasicsThe Old Way:eMarketing and eCommerce Tools
– eMail– Portals– Corporate Websites– …
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
– …
Social Media
BasicsSocial Media Marketing
• Trad. Media vs. Social Media Shouting vs. Sharing
→ addi onal Ma rke ng Channel ( s)
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“
Social Media
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!
Social Media
Basics
Social Media Marketing is…
•
Social Media
Basics
Social Media Marketing is…
•
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
Social Media
Basics
Backlinks and Textanchors
Social Media
Basics
Built and Maintain Networks
Social Media
Basics
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!
Social Media
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…
Social Media
Basics
How Social Marketing Works 4
Friends are easily found, one links up, meets, networks, …and own expertise distributes …
Social Media
Basics
Traditional Marketing
Social Media
Basics
New Marketing
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!
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!
Social Media
Basics
What Products are Suitable for Social Networks• …
Social Media
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?
Social Media
Basics
How do I position my product(s)?
• …
Social Media
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!
Social Media
Basics
Does my CI and Brand fit the online community?• …
Social Media
Basics
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.
Social Media
Basics
How do I Communicate Online (Tone and Stile)?• …
Social Media
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?
Social Media
Basics
Which Social Networks will Be Suitable?
• …
Social Media
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”
Social Media
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!
Social Media
How To
How to Use Social Media in MarketingToolbox
Social Media
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
Social Media
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
Social Media
How To
How to Use Social Media in MarketingFree Whitepaper
Social Media
How To
How to Use Social Media in MarketingFree Webinar
Social Media
How To
How to Use Social Media in MarketingGoogle Ads
Social Media
How To
The Corporate Blog as a Starting Point
Social Media
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
Social Media
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
Social Media
Basics
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
Social Media
Basics
The Corporate BlogEmployees as Experts
Social Media
How To
Step 3Distributing News 1
Social Media
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:
Social Media
How To
Step 3Distributing News 3
Social Media
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
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
Social Media
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.
Social Media
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
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
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
Social MediaSocial Media
Practice
Social NetworksExample
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
Social Media
Practice
Content Sharing Platforms
• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations
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
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
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
Social Media
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)
Social Media
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
Social Media
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!
Social Media
A Good Example
Social Media
A Good Example
Social Media
The CaseGet the word out about your new Smartphone targe ng a ni che audi ence of your choice
Social Media
Vielen Dank!
Kontaktperson:Dr. Ute [email protected]: +49 711 90715 300Weitere Informationen unter:www.mfg-innovation.dewww.doit-online.deTwitter: mfg_innovation