The document discusses the basics of social media marketing, including how to use tools like blogs, social networks, and online communities to build credibility, distribute content, and attract potential customers through person-to-person engagement and sharing of valuable information. It provides tips for setting goals and strategies, positioning products, communicating one's message, and monitoring the results of social media campaigns. The overall focus is on understanding how social media works as a marketing channel and leveraging its capabilities effectively.
Social media is about engagement and interaction between people using online platforms. It encompasses various technologies and applications like Facebook, Twitter, and blogs. While social media started as a way for people to connect, it has now evolved into a powerful marketing tool for businesses to engage with customers, build their brand, and spread content virally. The key is to listen to your audience, engage with them authentically, and create shareable content that appeals to a wide network.
Social Media Marketing for Real Estate ProfessionalsNicholas Scalice
In this presentation, Nicholas will cover the basics of social media marketing strategy and tactics, in terms that real estate professionals can relate to. He will explain the single most important feature every real estate website should have (even though less than 10% of agent websites actually have it).
Nicholas will also cover how each of the “Big Four” social media platforms can be used specifically in the real estate industry, and lastly, he will reveal six marketing tools that he personally recommends to every real estate professional.
An introduction to social media marketing for businessAnn Stanley
• Getting started with social media and resources required. We also look at defining objectives.
• Planning and setup of accounts, profiles and tools
• The importance of a content marketing strategy; what will you talk about?
• Platforms and techniques
• Making the job easier with tools and automation
• Measuring and monitoring site traffic, campaign performance, reputation management etc.
• Create an integrated strategy which combines social media and other digital marketing activities
Presented by Candace Godwin, Godwin Marketing Communications, at the 2012 Coeur d'Alene Association of Realtors Tech Camp. Basics of developing a social media strategy and using Pinterest and Twitter for Real Estate.
Social Media to Enable Sales for Natwest Summer Time TalkJane Frankland
Social Media Marketing is an enabler for sales but only if it's used strategically - as part of a sales and marketing campaign. Without a sales plan and a sales strategy it's a time suck - a total waste of time. Participating in a social media marketing campaign can deliver a return on your investment. This presentation looks at this. It also hints at how social networks can also be used to improve business processes and internal team training. With 7 platforms to cover along with key wins for each of them it's sure to entertain.
Social Media for Real Estate Agents discusses the impact of social media for buying and selling real estate. In this presentation about real estate, agents and real estate professionals can learn to own their share of any real estate market.
Free Social Media Marketing Dictionary - http://www.socialmediasecond.com/
Seminar - Successful Social Media Campaign in 15 Minutes Per Day http://skl.sh/1aEu610
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
This document provides an overview of developing a social media strategy. It discusses key concepts such as defining social media, its history, and why businesses use it. The document then outlines a six-level approach to creating a social media strategy: 1) Setting goals, 2) Understanding your audience, 3) Defining your brand, 4) Planning content, 5) Creating content, and 6) Analyzing and measuring. Each level includes questions to consider. Finally, the document provides examples of successful social media strategies from companies like Air Asia, Taco Bell, Coca-Cola, and Nike.
This document provides an overview of social media and why businesses should utilize it. It defines what social media is, lists common social media platforms, and discusses the benefits for businesses, including increasing relevant website traffic, engaging customers, and turning fans into sales. It recommends listening to customers, participating in conversations, giving them content to share, and using tools like blogs, YouTube, and Twitter to market a business and products. The document stresses integrating social media into the overall marketing strategy and being responsive, relevant, and transparent when engaging on platforms.
Social Media Content Strategy: Content is KingMorgan Brown
Creating an effective social media program requires a content creation and marketing strategy. In this presentation I cover the basics of creating a content strategy for Facebook, YouTube, Twitter and Flickr. In particular, Facebook presents an interesting content strategy challenge with the need for marketers and brands to optimize content for Facebook's EdgeRank.
This document provides an overview of social media and recommendations for real estate agents on using social media. It discusses the most popular social media sites like Facebook, Twitter, LinkedIn, YouTube, Instagram and blogs. The document also shares statistics on social media usage and recommends real estate agents use social media for visibility, free advertising and easy client communication. Real estate agents are encouraged to utilize these social media tips and tools to effectively promote their business and connect with current and potential clients online.
The document discusses the rise of social media marketing in the fashion industry. It defines social media and outlines popular platforms like Facebook, Twitter, Pinterest, and Instagram. It explores how fashion brands use each platform to promote products, build their brand, and engage with customers. The document also notes trends in social media spending and discusses how brands have successfully increased sales and traffic through social media engagement. Finally, it speculates on new developments like social customer service and fashion commerce on social platforms.
This presentation was specifically created for participants in the Nashville Business Incubation Center's Social Media 101 class. The purpose of the class is to expose small business owners to social media so that they may use it to leverage their businesses.
Social media marketing introduction slidesLivia Oldland
Presentation slides from the social media marketing introduction workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015.
More information here: http://destinationdigital.info/advice/
6 Questions to Lead You to a Social Media StrategyMark Schaefer
It can be intimidating and overwhelming to try to develop a social media strategy, but if you follow through on these six questions, your strategy will reveal itself.
Social Media for Business 2015 overview of Facebook, Twitter, Pinterest, LinkedIn, YouTube, Instagram, Google Plus. Includes information on metrics, tracking and scheduling; content creation and curation ideas; how mobile usage and trends impact social media and business.
This document discusses using various social media platforms for marketing purposes. It outlines strategies for using Twitter, Facebook, LinkedIn, and other sites like Faves and Delicious to increase traffic, build relationships with customers, promote brands and products, and generate sales. The key advice includes posting regular updates, engaging with followers, sharing links and content, monitoring insights and analytics, creating advertisements and groups, and customizing outreach efforts for each channel.
Week 2 - Social Media Training PresentationJeanne Winfree
This document outlines best practices for using social media for business purposes. It discusses the differences between personal and business social media use, having clear goals and objectives for business accounts, and ways to stay engaged with customers through listening and responding. It provides guidance on creating professional posts, using hashtags appropriately, vetting content before sharing or retweeting, and managing risks. The presentation wraps up by having attendees download the company social media policy, use resources like an editorial calendar to create new content, and gives next steps for listening, commenting and engagement on social platforms.
This document provides an overview of how real estate agents can use online tools like social media to expand their sphere of influence. It discusses setting up profiles on key platforms like Facebook, Twitter, LinkedIn, YouTube and blogging to share content, network and brand oneself as an industry expert. Specific guidance is given around goals, research, content creation and cross-promotion across channels.
Its not just enough to create a Facebook page or Twitter profile and just expect your community will build of its own accord.
Like SEO, providing content is as much about placement and medium as it is about value.
This presentation offers a 6-point need-to-know criteria to creating a results-based Social Media strategy with your audience and brand values at the core.
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
Be a Digital Trailblazer When Building Your Brand Carrie Kerpen
The document discusses the importance of personal branding, especially online, and becoming a "digital trailblazer." It provides 5 reasons for developing a strong personal brand, including that jobs may not be permanent and others are searching for you online. It encourages the reader to think about what makes them unique and compelling and how to tell their story succinctly across social media platforms. Examples are given of digital trailblazers leveraging different networks and some resources are listed to help readers craft their personal brand online.
How to Create the Perfect Social-Media PostGuy Kawasaki
These are the slides that Guy Kawasaki and Peg Fitzpatrick used for a webinar hosted by Mari Smith. The purpose of the webinar was to help people create "the perfect posts" for social media. The presentation uses a classic top-ten format.
“If you were to give a one-sentence tip to a small business owner just started out with social media, what would you say?”
That’s the question we’ve been asking a lot over the last few weeks.
We’ve asked: business owners, marketers, social media experts, bloggers, entrepreneurs, best-selling authors, and a ton of other people who have achieved success on social media.
Most stuck to one sentence. Some cheated a little.
But all provided helpful tips that any business can use when getting started.
Now, it’s your turn! “If you were to give a one-sentence tip to a small business owner just started out with social media, what would you say?” Let us know on our blog: http://ow.ly/A1gr1
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
Social Media Marketing PowerPoint PresentationAndrew Schwartz
100+ PowerPoint presentation content slides. Marketing is a key component to the success and revenue flow of any business. Social media websites and resources have yielded outrageous success in the past decade, opening enormous markets of potential customers to businesses around the world.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
Creating a Viral Content success story has no recipe. It has a lot of variables, not all of which can be controlled by a Brand. However, this deck offers you the ideal How-To approach in creating tasteful, inspired Content that will help your message stand out from the information noise on Social Web and make people eager to share it around.
Rand Fishkin discusses why content marketing often fails and provides 5 key reasons: 1) Unrealistic expectations of how content marketing works, 2) Creating content without a community to amplify it, 3) Focusing on content creation but not amplification, 4) Ignoring search engine optimization, and 5) Giving up too soon and not allowing time for content to gain traction. He emphasizes that content marketing is a long-term process of building relationships and that most successful content took years of iteration before gaining significant reach.
Social media marketing is growing rapidly and is key to future marketing success. It involves understanding social networks, applying tactics like content marketing, and creating a social media plan. Content is the most important factor, and should be shared across social networks and search engines. The process involves assessing target demographics and objectives, and using strategies like building networks and online conversations to achieve goals like visibility, traffic and profits.
The document discusses social media for small businesses. It begins with definitions of social media and outlines its benefits including building relationships and trust with customers which can lead to referrals, sales and warm leads. The document then discusses strategy, monitoring conversations, identifying the right tools like Facebook and case studies. It covers risks if not managed properly and the importance of having a strategy and crisis plan. Overall, the document provides an overview of how small businesses can leverage social media opportunities.
Mike Schaffer is the Director of Social Media at iostudio, an advertising agency with offices in Washington DC and Nashville. He has a background in sports, restaurant, and entertainment PR. He is a prolific blogger and is ranked highly among PR professionals on Twitter. iostudio offers a full range of in-house services including branding, design, advertising, web development, social media management, video/photography, and public relations. The document then provides perspectives from various social media professionals on what social media is and isn't, a brief history of Facebook, why social media metrics are important, an overview of Facebook Insights, and contact information for Mike Schaffer.
The document discusses the potential of social media for B2B marketers. It defines social media as "media with a social component where anyone can add to it." It outlines different types of social media including publishing, sharing, and networking platforms. The document notes that social media allows everyone to connect globally and that it is an important tool for research, customer service, and brand awareness for businesses. It recommends marketers experiment with social media but also consider defining their brand, identifying relevant platforms, and designating spokespeople.
Social media can increase business success in several ways:
- Support customers and get customer feedback to improve products
- Generate leads and increase sales through platforms like Facebook and Twitter
- Build your brand's personality and improve customer retention
- Create opportunities for increased revenue through ecommerce
The key is to provide added value to customers by addressing their problems and deriving meaning from data, rather than just collecting the most data.
Social media offers the greatest opportunity for marketers in our generation. However, it also requires the greatest paradigm shift. The Social Media 201 presentation goes beyond setting up accounts on social networks and it lays a framework for first, becoming a company worth talking about and second, developing a successful social media effort.
This document provides an overview of social media marketing from a training session. It discusses the key areas of building social media success: using the right social media platforms for your business, tips for using social media as part of everyday business, and the four S's of social media success - strategy, social, SEO, and search. It also covers topics like different types of social media, how businesses can use social media, measuring social media performance, and using tools like Hootsuite to target audiences and schedule posts.
The document discusses social media trends and best practices. It defines social media as online conversations and outlines popular social media platforms. Statistics show the massive scale of social media usage. The benefits of social media for businesses include increasing visibility, engagement, and finding new customers. The document recommends developing a social media strategy that identifies goals, target audiences, and which platforms to use based on audience preferences. It also emphasizes listening to online conversations, appointing social media owners, training employees, and measuring results. Examples are given of companies that are effectively leveraging social media.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
Social medias and business : How to make your social media strategy happen ?Jean-Francois Messier
This document discusses how social media can increase business success. It recommends listening to customers, delivering valuable content, engaging audiences, being creative, adapting to different data, and allocating appropriate resources to social media. Specific tips include engaging audiences on social platforms relevant to them, sharing valuable content that motivates people to engage, encouraging participation through questions and contests, being transparent and honest, and updating regularly. It stresses the importance of putting the right people in charge of social media and caring enough to dedicate hours to making strategies happen.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
B2B public relations 101 presentation, delivered to the Tooling & Manufacturing Association in Chicago. Describes what public relations is, why it matters, how to develop a public relations strategy, how to measure PR success. Stresses the importance of developing an integrated communication program in which public relations supports marketing and vice verssa
This document discusses how enterprises can better listen to social conversations. It notes that while social media conversations are exploding, most enterprises are unprepared to engage in them. It then provides an overview of how to listen on social media platforms for brand mentions, competitors, industries and communities. It discusses how various departments within an enterprise like marketing, PR, sales and customer service can utilize social listening data. It emphasizes avoiding silos and having a centralized community team to analyze social data across departments.
This document provides an overview of social media marketing. It begins by defining social media marketing and explaining its importance. It then discusses the 7 common myths about social media marketing, providing evidence against each. The document presents a brief history of social media and how social media marketing differs from traditional marketing. It identifies the characteristics of a successful social media marketer and describes careers in the field. It concludes with a case study of a successful Starbucks social media marketing campaign.
This document provides an overview of social media marketing. It begins by defining social media marketing and explaining its importance. It then discusses the 7 common myths about social media marketing, providing evidence against each. The document presents a brief history of social media and how social media marketing differs from traditional marketing. It identifies the characteristics of a successful social media marketer and describes careers in the field. It concludes with a case study of a successful Starbucks social media marketing campaign.
Similar to Social media marketing lecture 2010 (20)
Balance the management of the present + create the future - Ambidexterity Dr. Ute Hillmer (PhD)
Why is it so hard to balance the management of the present
and simultaneously create the future?
It‘s all about our Corporate Comfort Zone! Find out more about Ambidexterity
Warum ist es so schwer, die Gegenwart zu managen und die Zukunft gleichzeitig zu gestalten?
Es geht um unsere Unternehmens-Komfortzohne.
Ambitextrie ist der Fachbegriff und die Präsentation zeigt die Argumente auf, warum es uns so schwer fällt
Technische Innovationen die sich verkaufen - oder "Wie geht Innovationsmarket...Dr. Ute Hillmer (PhD)
Wie bringt man den Maschinenbau dazu, sich nicht zu zerspanen, sondern 3D zu drucken?
Wie verkauft man Dienstleistung zur Miete und in der Wolke, wenn es noch keiner tut?
Die Präsentation ist in 3 Teile aufgeteilt:
- Vorgedanke: die Evolution und die Revolution
1. Unterschiedliche Käuferprofile – der Technologielebenszyklus
2. Die Kommunikationskanäle: Gruppenmenschen, Rollenmenschen und mehr
3. Der Inhalt: Den Kunden ins Zentrum setzen
An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends
This Lecture is about:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
What do you want to learn?
Who do you want to learn from?
How will you get to them?
How can you ensure to be effective?
How do you make sense of what you learn
It's Content:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
This document provides an overview of a presentation on digital marketing. It begins with framing digital marketing and discussing how the customer dialogue is changing. It then covers the benefits of digital marketing for both buyers and sellers, such as convenience, access to information, and measurability for marketing effectiveness. The document categorizes different forms of digital marketing and provides examples like websites, search engine marketing, social media, email marketing and more. It also discusses trends in digital marketing and provides steps for getting started with a digital marketing strategy.
Here are a few key market segment strategies that may be relevant for a master's thesis project:
1. Concentrated marketing - Targeting a large segment of a smaller, more defined market that is well understood. This allows focusing resources effectively.
2. Differentiated marketing - Targeting multiple segments separately by designing distinct offers tailored to each segment's unique needs and preferences.
3. Micromarketing/Local marketing - Tailoring products, promotions, and communications very specifically to local customer segments, neighborhoods, cities, etc.
4. Individual marketing/One-to-one marketing - Highly customized, personalized offerings targeted directly to individual customers based on their unique profiles and preferences.
Some potential relevant market segments
Here are some key benefits of digital marketing:
- Increased reach and exposure. Digital marketing allows you to reach a wider audience through various online channels like websites, social media, search engines, etc.
- Measurable results. Most digital marketing campaigns are highly trackable, making it easy to measure ROI and see which tactics are most effective. You can track metrics like clicks, leads, sales.
- Lower costs. While developing quality digital content and campaigns requires upfront costs, the overall cost of customer acquisition through digital channels tends to be lower than traditional marketing methods.
- Higher engagement and interactivity. Digital marketing fosters two-way communication and engagement through comments, shares, likes etc. Customers can interact
Vortragsfolien für die Hochschule der Medien Startup ADVANCE e-school (nach H. Scherer 12 Phasen des Verkaufsgesprächs)
Die Vorbereitung
Die Eigenmotivation
Die Begrüßung
Der Gesprächseinstieg
Die Bedarfsanalyse
Die Präsentation
Die Einwandbehandlung
Die Preisverhandlung
Kaufbereitschaft herbeiführen
Der Abschluss
Die Verabschiedung
Die Nachbereitung
Digital Marketing Lecture, covering:
The Customer Dialog
Who is Social / Digital Marketing for?
Marketing Today
The Dell Story
The Digital Marketing Basics
The Digital Toolbox
Bringing Marketing into the Digital Era
New media and new purchase behaviour have changed marketing fundamentally. This lecture presentation shows the principles of Dialog Marketing and introduces the basics of Digital and Social Marketing
Content:
The Customer Dialog
Who is Social / Digital Marketing for?
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2
How has marketing changed over the past 10 years?
New media and new purchase behaviour have changed marketing fundamentally.
What's new and why?
This slideset is an introductory lecture into these changes.
It aims at helping students and marketeers to understand the logic behind the changes, so they can make sense of them as they continue to occure in the future.
The slides focus on:
Marketing Today: the new Buying Decision Process
How to Segment a Market
Buyer/User-Typologies
Niche Markets
Positioning
Content Marketing
Why is Product Marketing Changing?
Customer Touch Points
Dr. Ute Hillmer gave a presentation on understanding, engaging, and embracing customers in the digital age. She discussed how marketing has changed from a product-focused approach to a customer-focused one. Customers now have conversations online, so companies must be present where customers are interacting on social media and other digital channels. Dr. Hillmer provided an overview of the key digital touchpoints companies can use to better connect with customers, including websites, blogs, social networks, and more. She also emphasized the importance of listening to customers and focusing marketing efforts on meeting customer needs in this new digital landscape.
Markteinführungsstrategien für neue Innovationen und wie der Innovationslebenszyklus mit seinen typischen Käufersegmenten helfen kann, die Markteinführung erfolgreich zu gestalten.
Eine kleine Einführung in NLP!
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„It‘s not about who is right and who‘s wrong. It‘s not about what‘s true either. A good map is a map that get‘s you to see things from different perspectives and helps you feel as resourceful as possible about a situation.“
Understanding why market research is changing
Understanding customer discovery
The 5 big Q‘s of market research:
-What do you want to learn?
- Who d o you want to learn from?
- How will you get to them?
- How can you ensure to be effective?
- How do you make sense of what you learn?
Wie verkauft man Software zur Miete und Datenspeicher in der Wolke, wenn es noch keiner tut? Wie bringt man den Maschinenbau dazu, (sich) nicht nur zu zerspanen sondern auch 3D zu drucken? Wie ist der Lebenszyklus der technologischen Innovationen am Markt, und welche Käufertypen schlagen wann zu?
Understand, engage, and embrace your customers by understanding the changes that have shaped Marketing Communication of the past 5-8 years in B2B. Learn about the basics of Social Marketing, Dialog Marketing, Digital Marketing, however you want to name it.
Social Marketing Lecture: Some basics you must understand
Social media marketing lecture 2010
1. Social Media
Social Media
S i l M di
or
the Basics of
Person-to-Person (P2P)
Person to Person
Marketing
Dr. Ute Hillmer, MFG Baden‐Württemberg mbH
D Ut Hill MFG B d Wü tt b bH
Innovationsagentur für IT und Medien
Reutlingen,
Reutlingen April 16th 2010
16th,
Dr. Ute Hillmer, Seite 1
2. Social Media
How To
MFG Baden-Württemberg mbH
Baden Württemberg
Innovationsagentur des Landes Baden-Württemberg
(Deutschland)
Gesellschafter: Land Baden-Württemberg und
Südwestrundfunk
Standortförderung
Schwerpunkte Informationstechnologie, Software,
Telekommunikation und Creative Industries
Dr. Ute Hillmer, Seite 4
3. Social Media
Mission der MFG
• Standortvorteile, Wettbewerbsfähigkeit und Wachstum bei
Anbieter-Unternehmen im Bereich Informations- und
Kommunikationswirtschaft, K ti b
K ik ti i t h ft Kreativbranchen verbessern.
h b
• Günstige Rahmenbedingungen für Innovation und Kreativität in
Baden-Württemberg h ff
B d Wü tt b schaffen.
• Produktivität im deutschen Südwesten sichern.
• Unterstützung globaler Zusammenarbeit entlang der gesamten
Innovationskette.
Dr. Ute Hillmer, Seite 5
4. Social Media
Basics
Dr. Ute Hillmer
Unitleiterin Kreativwirtschaft und Projektentwicklung, MFG
Projektentwicklung
Better Reality Marketing, Inhaberin
CoCreate Software
Hewlett Packard
UDF Unternehmensberatung
Sun Microsystems
Dr. Ute Hillmer, Seite 6
5. Social Media
Content of the P2P Marketing Lecture
1 Who is who
1.
2. The Basics of Social Media Marketing
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works Backlinks
g
Networks
Credibility
3. How to use Social Media Marketing
g
Step 1: Set your goals + built a strategy Step 4: Getting the people back to you
Step 2: Intrigue your audience Step 6: Monitor your results
Step 3: Getting the news/content out + built credibility
4. Social Media Marketing in Practice
5. The Case
6. Social Media
How did you buy yesterday?
How do you buy today?
How will y buy tomorrow?
you y
“… SOCIAL MEDIA TECHNOLOGIES changes the way
individuals and companies form their opinion and buying
decision, often even how they buy…”
Dr. Ute Hillmer, Seite 9
8. Social Media
eMarketing Basics
Social
Marketing
Open Innovation
p
Online
Social Commerce
Social Commerce
Conversational Marketing
Social Media
S i l M di Virall Marketing
k
Web 2 02.0
Relationship Marketing
Relationship Marketing
eCommerce Crowd Sourcing
Enterprise 2.0
P‐to‐P Marketing
to Prezi
9. Social Media
Basics
Why is Marketing
changing?
Why is “Social Media
Social
Marketing
Marketing” different?
10. Social Media
Some Statistiks
Basics
• 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
http://www.acta
http://www acta‐
online.de/praesentationen/acta_2008/acta_
2008_Internetind%2390DF7.pdf
11. Social Media
Some Statistiks 2
Basics
What 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
B-to-B
research
• 96 % of B t B d i i makers (IT) use G l f th i search
f B-to-B decision k Google for their h
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
12. Social Media
Basics
Don‘t underestimate
the Social Web!
Dr. Ute Hillmer, Seite 17
19. Social Media
Social Media Marketing
Basics
• Trad. Media vs. Social Media
Shouting vs. Sharing
→ additional Marketing Chanel(s)
20. Social Media
Social Media Marketing
Basics
Consequences for the Brand
g y
A brand is no longer only what
we – the marketeers tell the
consumer/user/buyer it is
is.
The band is what the
consumer/user/buyer tell each
other it is!
„the intelligence of the masses“
21. Social Media
Social Media Marketing is…
Basics
… t start a marketing campaign
to t t k ti i
( multiple campaigns) that is
(or p p g )
distributed through social
networks.
networks
What sounds so easy is not simple at all. In
order to be successful, one has to understand
,
ist mechanisms!
24. Social Media
How Social Marketing Works 1
Basics
The Basics
#1 Place and distribute backlinks
#2 Built and maintain networks
#3 Built credibility and trust
27. Social Media
How Social Marketing Works 2
• In order to understand how Social Media Marketing Basics
works,
works one has to understand how the basics work
work.
Think about a sports club!
28. Social Media
How Social Marketing Works 3
• Voluntary active or passive membership Basics
• Special areas of interests
• One communicates where one has something to say (or
not),
not) has an opinion answers questions asks questions …
opinion, questions, questions,
• If one is open, friendly and nice, friendships will develop
that l
th t value ones expertise and opinion
ti d i i
• 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…
29. Social Media
How Social Marketing Works 4
Basics
Friends are easily found
found,
one links up, meets, networks, …
and own expertise distributes …
32. Social Media
Understand your Goals
What do you intent to achieve with the How To
Social Marketing campaign?
• Win additional customers • Increase communication
• Gain a new customer base with customers
ith t
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!
t lf li ti l !
33. Social Media
Set a Strategy
How To
Ask yourself
• What product(s) are • Which social networks will
suitable for social be suitable?
networks? • What reactions should I be
• How do I position these prepared to get?
products? • How will I react to negative
• Does my CI and brand fit feedback from blogs etc ?
blogs, etc.?
the online community? • Do I communicate
• How do I communicate centralised or distributed?
online (tone and stile)?
Have a look how your competitors do it!
34. Social Media
Set your Goal and Experiment
How To
• Goals ought to be realistic and long term. Goals
can not be reached overnight.
• Watch out for the right analytics - clicks and fans
have not much depth
• Not each channel suits each products Be selective
products.
but be willing to experiment.
Dr. Ute Hillmer, Seite 39
36. Social Media
What Products are Suitable
What is Going on in Your Market Niche? How To
• Wh does your target audience get its information f ?
Where d t t di t it i f ti from?
• Who are their „trusted advisors“ and where do they
communicate?
• How do your competitors communicate?
y p
• Are they successful with what they do?
• Why? Why not?
• A first step in Germany http://socialmediaplanner.de
• E
Even if some channels seem unsuitable reserve th name
h l it bl the
http://namechk.com
Make first mistakes in a private setting!!
38. Social Media
How do I position my product(s)?
What is Going on in Your Market Niche? How To
• What do your competitors communicate?
• y y
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!
40. Social Media
Does my CI and Brand fit the online
community? How To
• There is no need to change the corporate CI
• The Web 2.0 community is more easily reached without
20
a corporate layout, but rather on a People-to-People
basis.
basis
42. Social Media
How do I Communicate Online
(Tone and Stile)? How To
→ What is the Tone and Stile of your
y
Community?
• What is the predominant tone and stile within the
community? it ?
• Does this tone and stile fit the corporate image?
p g
• If not, is there a middle way possible?
44. Social Media
What Social Networks will be Suitable?
How To
• A social network of students might not be the right place
p y
to promote ERP systems …
• A general business network might be to high and wide
for specialized engineering tools
tools…
Think about the “long tail”
45. Social Media
How to Use Social Media in Marketing
The Toolbox How To
• Corporate Blogs
• Expert Blogs
• Microblogging
• Social networks (Corporate, business, personal)
• Image hosting p
g g platforms
• Video sharing platforms
• Recommendation platforms
• Social bookmarking platforms
• Podcasting platforms
• Forums
For ms
• Interest Groups
46. Social Media
How to Use Social Media in Marketing
How To
• Step 1: Goals have to be set and clearly defined
• Step 2: 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
47. Social Media
How to Use Social Media in Marketing
Example: Free Whitepaper How To
48. Social Media
How to Use Social Media in Marketing
Example: Free Webinar How To
49. Social Media
How to Use Social Media in Marketing
How To
• Getting the news / the content out
p
– Your corporate web site
– Banner Ads
– … but there is more
52. Social Media
The Corporate Blog as a Starting Point
How To
• You can show that you know a lot about a topic
• Y are easily f d by search engines
You il found b h i
• A good article easily generates 10-50 backlinks in a few
10 50
days
• It iis free f the customer and f media f you as a
f for th t d free di for
vendor
• Search engines follow backlinks
53. Social Media
The Corporate Blog as a Starting Point
How To
• Y are not credible iin a “ t ll d” b
You t dibl “controlled” bog
p p y g
• You don’t control what is said in an open employee blog
Corporate
C t
blogging
debate
54. Social Media
The Corporate Blog
Make some rules. Basics
E ll l h h b d
Empower all employees… they are the brand.
• Behave professionally and ethically.
Behave professionally and ethically
• Take personal responsibility.
• Include a disclaimer: your opinions are yours,
not IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s
experts and expertise to the world.
experts—and expertise—to the world ”
Adam Christensen
Manager, Social Media Communications
http://www.ibm.com/blogs/zz/en/guidelines.html
57. Social Media
Step 3
Distributing News 2 How To
• Once the blog is online, the world must learn about it
• There are many different categories in many different
social networks:
59. Social Media
Platforms with Backlinks
The Math How To
• 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
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
60. Social Media
News Platforms
Practice
• The more you • If you are not yet known,
,
communicate, the more no one might find y
g your
you reach your target information
audience • You need to use the right
• You can reach and involve key words
your “friends” quickly and
friends
easily
61. Social Media
Social Networks
How To
Social networks are network communities on the internet.
Users can add friends or followers and send them
g y p
messages or notify them about updates concerning g
themselves.
62. Social Media
Social Networks 2
How To
• Individuals, professionals and companies look for suitable
networks and clusters.
• Within the network, they look for suitable groups and joint
network
them
63. Social Media
Social Networks
Practice
• Direct customer • Privacy problems
communication • Dubious environment
• Many forms of interaction • Time-consuming
becomes possible
p
• Full display of pictures and
movies
• Many active users
(facebook: over 350
million)
64. Social Media
Business Oriented Social Networks
Practice
• Serious environment • Only partially ready for
• Suitable for personall
S it bl f business presentations
business profile pages • Not all audiences are in
• Business oriented groups these networks
th t k
gy
• Backlinks increasingly
possible
66. Social Media
Search Engine Optimisation
Practice
How To
• Meta tags and meta descriptions are important to gain
p p
relevant and valuable backlinks when people search
with an search engine
• Social network services read meta descriptions
67. Social Media
Content Sharing Platforms
Practice
• Online Communities for archiving and sharing content
such as:
– Photographs and images
– Videos
– Audios
– Presentations
68. Social Media
Content Sharing Platforms
Practice
• Easy way to display, • Copyright problems
archive and share p
• Free data upload or
• No need to own information spread is
infrastructure and storage
g limited
• Possible real time • No quality control of
reporting of events content and material
• Poducts / content is
ranked by audience
69. Social Media
Recommendation Platforms
Practice
Here users share experiences, perceptions and recommendations about
products, services and organizations . Sometimes detailed discussions
evolve..
can evolve
• Products are ranked by
y • Bad products are exposed
p p
audience
• Credibility
• Good products are usually
ranked positively
Alert your company name and product name use
70. Social Media
Social Bookmarking Service
Practice
• Social bookmarking is a method to share, organize,
, g
search, and manage bookmarks of web resources.
Unlike file sharing, the resources themselves are not
shared.
shared Sharing occurs on a bookmarking level.
level
del.icio.us
d li i
71. Social Media
Microblogging
Practice
gg g gg g
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
them.
messages can be submitted by a variety of means like
text messaging instant messaging E mail digital audio
messaging, messaging, E-mail,
or the web. (Wikipedia)
72. Social Media
Microblogging
Practice
• fast • only short messages
• cheap (Twitter 140 characters)
• real-time communication • difficult to measure
• real-time market research • short lifetime of tweets
f f
• ad e s g allowed
advertising a o ed • A lot of meaningless
(Twitter) information in twittersphere
• direct customer
communication
73. Social Media
Getting the Content back to you
How To
• G tti th content b k to you will get th
Getting the t t back t ill t the
people back to you
Social Media Newsroom
• Re-collects your channels (Twitter, Facebook,
YouTube, Flickr etc.) and displays them on your
corporate website
• Traditional Press relations are found in the online
news room. Press releases and a dialog box can be
room
found there.
http://newsroom.sympra.de/
Dr. Ute Hillmer, Seite 79
74. Social Media
Basics
Monitor Social
Media, monitor
what people
talk about you!
y
Dr. Ute Hillmer, Seite 80
75. Social Media
Monitoring Social Media
How To
N t h
Netnography
g
Free Web monitoring tools
addictomatic.com (good to start with)
socialmention.com (very detailed)
hootsuite.com (facebook and twitter monitoring)
boardtracker.com (specialised for forums)
socialwebsiteanalyzer.com (monitors top 20 social websites)
Special tools for more advanced and specialized monitoring can
be bought
You can monitor before even making your first active online social
media steps.
p
78. Social Media
What Reactions should I be
prepared to get? Basics
y
Do not try to kill
twittering birds!
Consider th
C id the
codex!
Dr. Ute Hillmer, Seite 84
79. Social Media
What Reactions should I be prepared to
get? How To
• Feedback, positive and negative, should not be seen as
a nuisance but as a helpful hand! It helps y improve
p p you p
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!
80. Social Media
Basics
Regeln Sie die Online-
Gespräche ihrer
p
Mitarbeiter!
Dr. Ute Hillmer, Seite 86
84. Social Media
The Case
Get h
G the word out about your new S
d b Smartphone.
h Practice
Targeting a niche audience of your choice.
g g y
Define the Define the
instruments you use. content that
rocks.
rocks
Define the
features of your
phone yourself.
85. Social Media
Thank you!
Getting in touch:
Dr. Ute Hillmer
Dr
hillmer@mfg.de
T: +49 711 90715 300
Weitere Informationen unter:
www.mfg-innovation.de
www.doit-online.de
Twitter: f i
T itt mfg_innovation
ti