Social media marketing lecture 2010 en

Social Media

S i l M di Social Media orthe Basics of Person to Person (P2P) Person-to-Person (P2P) Marketing

D Ut Hill MFG B d Wü tt b bH

Reutlingen June 8th 2010

Dr. Ute Hillmer, MFG Baden‐Württemberg mbH Innovationsagentur für IT und Medien

Reutlingen, June 8th, 2010

Dr. Ute Hillmer, Seite 1

Social Media

How ToMFG Baden-Württemberg mbHMFG Baden Württemberg mbH Innovationsagentur des Landes Baden-Württemberg

(Deutschland) Gesellschafter: Land Baden-Württemberg und

Südwestrundfunk Standortförderung Standortförderung Schwerpunkte Informationstechnologie, Software,

Telekommunikation und Creative Industries


Social Media

Mission der MFG• Standortvorteile, Wettbewerbsfähigkeit und Wachstum bei

Anbieter-Unternehmen im Bereich Informations- und K ik ti i t h ft K ti b h bKommunikationswirtschaft, Kreativbranchen verbessern.

• Günstige Rahmenbedingungen für Innovation und Kreativität in B d Wü tt b h ffBaden-Württemberg schaffen.

• Produktivität im deutschen Südwesten sichern.• Unterstützung globaler Zusammenarbeit entlang der gesamten

Innovationskette.


Social Media

Basics

Dr. Ute Hillmer Unitleiterin Kreativwirtschaft und Projektentwicklung MFG Unitleiterin Kreativwirtschaft und Projektentwicklung, MFG Better Reality Marketing, Inhaberin CoCreate Software Hewlett Packard UDF Unternehmensberatung Sun Microsystems


Social Media

Content of the P2P Marketing Lecture

1 Who is who1. Who is who2. The Basics of Social Media Marketing

• Why marketing is changing• Social marketing vs. traditional marketing• How social marketing works Backlinksg

3. How to use Social Media MarketingNetworks Credibility

gStep 1: Set your goals + built a strategyStep 2: Intrigue your audience

Step 4: Getting the people back to youStep 6: Monitor your results

4. Social Media Marketing in PracticeStep 3: Getting the news/content out + built credibility

5. The Case

Social Media

How did you buy yesterday?How do you buy today?How do you buy today?How will you buy tomorrow?y y

“ SOCIAL MEDIA TECHNOLOGIES changes the way … SOCIAL MEDIA TECHNOLOGIES changes the way individuals and companies form their opinion and buying


decision, often even how they buy…”

Social Media

I‘ll Have What She is HavingBasics

Social Media

BasicsSocial Online

eMarketing

Social CommerceMarketing OnlineOpen Innovation

Conversational Marketing

S i l M diSocial Commerce

l k

p

Social MediaWeb 2 0Relationship Marketing

Viral MarketingWeb 2.0Relationship Marketing

eCommerce Crowd Sourcing

P‐to‐P MarketingEnterprise 2.0

to Prezi

Social Media

Basics

Why is Marketing Why is Marketing changing? changing?

Why is “Social Media Why is Social Media Marketing” different? Marketing different?

Social Media

Some StatistiksBasics

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

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

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

source: Allensbach http://www acta‐http://www.actaonline.de/praesentationen/acta_2008/acta_2008_Internetind%2390DF7.pdf

Social Media

Some Statistiks 2Basics

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 • 89 % of B-to-B decision makers use the Internet for their research96 % f B t B d i i k (IT) G l f th i h • 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

Basics

Don‘t underestimatethe Social Web!the Social Web!


Social Media

However …


Social Media

And …And …


Social Media

Basics

Don‘t overestimatethe Social Web!the Social Web!


Social Media

The Old Way:Basics

The Old Way:eMarketing and eCommerce Tools

– eMaileMail– Portals– Corporate WebsitesCorporate Websites– …

Social Media

Social Media Marketing has an ever Basics

Social Media Marketing has an ever growing Toolbox

– Search EnginesSearch Engines– Forums– Blogs

– Podcasts– YouTubeBlogs

– Interest Groups– Portals

– Price Search Engines– Rating SitesPortals

– Social Networks • (Facebook, Xing, LinkedIn, …)

– Picture Galleries– …(Facebook, Xing, LinkedIn, …)

Social Media


Social Media

Social Media MarketingBasics

Social Media Marketing

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

→ additional Marketing Chanel(s)

Social Media

Social Media MarketingBasics

Social Media MarketingConsequences for the Brand

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

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

„the intelligence of the masses“

Social Media

Social Media Marketing is…Basics

t t t k ti i … to start a marketing campaign (or multiple campaigns) that is ( p p g )distributed through social networksnetworks.

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

Social Media

Social Media Marketing is…Basics

•

Social Media

How Social Marketing Works 1Basics

The Basics

#1 Place and distribute backlinks

#2 Built and maintain networks #2 Built and maintain networks

#3 Built credibility and trust

Social Media

Backlinks and TextanchorsBasics

Social Media

Built and Maintain NetworksBasics

Social Media

How Social Marketing Works 2Basics• In order to understand how Social Media Marketing

works one has to understand how the basics workworks, one has to understand how the basics work.

Think about a sports club!

Social Media

How Social Marketing Works 3Basics• Voluntary active or passive membership

• Special areas of interests• Special areas of interests• One communicates where one has something to say (or

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

th t l ti d i ithat 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

How Social Marketing Works 4Basics

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

Social Media

Traditional MarketingBasics

Social Media

New MarketingBasics

Social Media

Understand your GoalsHow ToWhat do you intent to achieve with the

Social Marketing campaign?Social Marketing campaign?• Win additional customers • Increase communication

ith t• Gain a new customer base• Increase sales

with customers• Increase website traffic

• Increase awareness• Enter new markets

• Increase image• Change image• Enter new markets Change image• Increase online reputation

As with traditional marketing: t lf li ti l !set yourself realistic goals!

Social Media

Set a StrategyHow To

Ask yourselfAsk yourself• What product(s) are

suitable for social • Which social networks will

be suitable?suitable for social networks?How do I position these

be suitable?• What reactions should I be

prepared to get?• How do I position these products?Does my CI and brand fit

prepared to get?• How will I react to negative

feedback from blogs etc ?• Does my CI and brand fit the online community?

• How do I communicate

feedback from blogs, etc.?• Do I communicate

centralised or distributed?• How do I communicate online (tone and stile)?

centralised or distributed?

Have a look how your competitors do it!

Social Media

Set your Goal and ExperimentHow 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 depthhave not much depth

• Not each channel suits each products Be selective • Not each channel suits each products. Be selective but be willing to experiment.


Social Media

What Products are Suitable for Social How ToNetworks

• …

Social Media

What Products are Suitable How ToWhat is Going on in Your Market Niche?

Wh d t t di t it i f ti f ?• Where does your target audience get its information 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?• Why? Why not?• A first step in Germany http://socialmediaplanner.de

E if h l it bl th • Even if some channels seem unsuitable reserve the name http://namechk.com

Make first mistakes in a private setting!!

Social Media

How do I position my product(s)?How To

• …

Social Media

How do I position my product(s)? How ToWhat is Going on in Your Market Niche?

• What do your competitors communicate?• Are they successful with what they do?y y• Why? Why not?• What are the communications that already exist?• 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

Does my CI and Brand fit the online How Tocommunity?

• …

Social Media

Does my CI and Brand fit the online How Tocommunity?

• There is no need to change the corporate CI• The Web 2 0 community is more easily reached without The Web 2.0 community is more easily reached without

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

Social Media

How do I Communicate Online How To(Tone and Stile)?

• …

Social Media

How do I Communicate Online How To(Tone and Stile)?

→ What is the Tone and Stile of your → What is the Tone and Stile of your Community?y• What is the predominant tone and stile within the

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

Social Media

Which Social Networks will be Suitable?How To

• …

Social Media

What Social Networks will be Suitable?How To

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

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

Think about the “long tail”

Social Media

How to Use Social Media in MarketingHow ToThe Toolbox

Corporate Blogs• Corporate Blogs• Expert Blogs• MicrobloggingMicroblogging• Social networks (Corporate, business, personal)• Image hosting platformsg g p• Video sharing platforms• Recommendation platforms• Social bookmarking platforms• Podcasting platforms

For ms• Forums• Interest Groups

Social Media

How to Use Social Media in MarketingHow To

• Step 1: Goals have to be set and clearly defined• Step 2: To get prospects to your website, you have to

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

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

Social Media

How to Use Social Media in MarketingHow ToExample: Free Whitepaper

Social Media

How to Use Social Media in MarketingHow ToExample: Free Webinar

Social Media


• Getting the news / the content out– Your corporate web sitep– Banner Ads

but there is more– … but there is more

Social Media


Social Media

The Corporate Blog as a Starting PointHow To

Social Media


• You can show that you know a lot about a topicY il f d b h i• You are easily found by search engines

• A good article easily generates 10-50 backlinks in a few A good article easily generates 10 50 backlinks in a few daysIt i f f th t d f di f • It is free for the customer and free media for you as a vendor

• Search engines follow backlinks

Social Media


Y t dibl i “ t ll d” b• You are not credible in a “controlled” bog• You don’t control what is said in an open employee blogp p y g

C tC tCorporate bloggingdebate

Corporate bloggingdebatedebatedebate

Social Media

The Corporate BlogBasicsMake some rules.

E ll l h h b dE ll l h h b dEmpower all employees… they are the brand.

• Behave professionally and ethically

Empower all employees… they are the brand.

• Behave professionally and ethicallyBehave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours,

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

• Don’t pick fights.not IBM’s.

• Don’t pick fights.

“Use social media as a means to expose IBM’s experts—and expertise—to the world ”“Use social media as a means to expose IBM’s experts—and expertise—to the world ”experts and expertise to the world.

Adam ChristensenManager, Social Media Communications

experts and expertise to the world.Adam Christensen

Manager, Social Media Communications

http://www.ibm.com/blogs/zz/en/guidelines.html

Social Media

The Corporate BlogBasicsEmployees as Experts

Social Media

Step 3How ToDistributing News 1

Social Media


• Once the blog is online, the world must learn about it• There are many different categories in many different There are many different categories in many different

social networks:

Social Media


Social Media

Platforms with BacklinksHow ToThe 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 blogvisitors on the original blog.

• Given a very low clickprice of 20 ct, this translates into 150€.

• Maintaining a professional blog will require a time • Maintaining a professional blog will require a time investment of at least 60 minutes/day

Social Media

News PlatformsPractice

• The more you communicate, the more

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

you reach your target audience

g yinformation

• You need to use the right • You can reach and involve

your “friends” quickly and

You need to use the right key words

your friends quickly and easily

Social MediaSocial Media

Social NetworksHow ToSocial networks are network communities on the internet.

Users can add friends or followers and send themmessages or notify them about updates concerningg y p gthemselves.


Social Networks 2How To

• Individuals, professionals and companies look for suitable networks and clusters.

• Within the network they look for suitable groups and joint Within the network, they look for suitable groups and joint them


Social NetworksPractice

• Direct customercommunication

• Privacy problems• Dubious environment

• Many forms of interactionbecomes possible

• Time-consumingp

• Full display of pictures and moviesmovies

• Many active users(facebook: over 350 (facebook: over 350 million)


Business Oriented Social NetworksPractice

• Serious environmentS it bl f l

• Only partially ready for business presentations• Suitable for personal

business profile pagesbusiness presentations

• Not all audiences are in th t k• Business oriented groups

• Backlinks increasingly these networks

g ypossible


Social NetworksPracticeExample


Search Engine OptimisationHow ToPractice

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

• Social network services read meta descriptions• Social network services read meta descriptions

Social Media

Content Sharing PlatformsPractice

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

Videos– Videos– Audios– Presentations

Social Media

Content Sharing PlatformsPractice

• Easy way to display, archive and share

• Copyright problems• Free data upload or

• No need to own infrastructure and storage

pinformation spread is limitedg

• Possible real time reporting of events

• No quality control of content and materialreporting of events

• Poducts / content is ranked by audience

content and material

ranked by audience

Social Media

Recommendation PlatformsPractice

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

• Products are ranked by • Bad products are exposedyaudience

• Credibility

p p

Credibility• Good products are usually

ranked positivelyranked positivelyAlert your company name and product name use

Social Media

Social Bookmarking ServicePractice

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

d l i idel.icio.us

Social Media

MicrobloggingPractice

Microblogging is a form of blogging that allows users to gg g gg gsend brief text updates (or micromedia such as photos or audio clips) and publish them These 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 text messaging, instant messaging, E-mail, digital audio or the web. (Wikipedia)

Social Media

MicrobloggingPractice

• fastcheap

• only short messages (Twitter 140 characters)• cheap

• real-time communication (Twitter 140 characters)

• difficult to measuref f• real-time market research

• advertising allowed • short lifetime of tweets• A lot of meaningless ad e s g a o ed

(Twitter)• direct customer

information in twitterspheredirect customer communication

Social Media

Getting the Content back to youHow To

G tti th t t b k t ill t th • Getting the content back to you will get the people back to you

Social Media Newsroom

• Re-collects your channels (Twitter, Facebook, YouTube, Flickr etc.) and displays them on your corporate websitecorporate website

• Traditional Press relations are found in the online news room Press releases and a dialog box can be news room. Press releases and a dialog box can be found there.

Dr. Ute Hillmer, Seite 79http://newsroom.sympra.de/

Social Media

Basics

Monitor Social Media, monitor what people what people talk about you!y


Social Media

Monitoring Social MediaHow To

N t h Netnography

Free Web monitoring toolsgaddictomatic.com (good to start with)socialmention.com (very detailed)hootsuite.com (facebook and twitter monitoring)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

Social Media

Extended Range of MonitoringHow To

Social Media

The CodexHow To

• Be open about your identity

• Be open about feedback

Social Media

What Reactions should I be Basicsprepared to get?

Do not try to kill ytwittering birds!

C id th Consider the codex!codex!


Social Media

What Reactions should I be prepared to How Toget?

• Feedback, positive and negative, should not be seen as a nuisance but as a helpful hand! It helps you improve p p y pour product(s) or process(es)

• Listening to your customers and showing them that you • 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 customersloyal customers

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

Social Media

Basics

Regeln Sie die Online-Regeln Sie die Online-Gespräche ihrer pMitarbeiter!


Social Media

A Good ExamplePractice

Social Media

A Good Example

Social Media

Social Media Engagement Framework

Social Media

The CaseG h d b XY S h PracticeGet the word out about your new XY Smartphone. Targeting a niche audience of your choice.g g y

Define the Define the Define the instruments you use.

Define the content that rocksrocks.

Define the features of your phone yourself.

Social Media

Thank you!Thank you!

Getting in touch:Dr Ute HillmerDr. Ute [email protected]: +49 711 90715 300Weitere Informationen unter:Weitere Informationen unter:www.mfg-innovation.dewww.doit-online.deT itt f i tiTwitter: mfg_innovation

Social Media

Find and download the slides at: Find and download the slides at: http://www.slideshare.net/uhillmer/social-media-marketing-lecture-2010or shorter:or shorter:http://bit.ly/bC5dlXp y

Social media marketing lecture 2010 en

Documents

Transcript of Social media marketing lecture 2010 en