Social Media


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Presentation of Isabella Hidalgo on Rotary eClub Berlin Global on Tue 12 April 2011 at Radissson Blu Hotel, Berlin, Germany.

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  • Social Media can take many different forms, including text, images, audio and video. These sites typically use technologies such as blogs, message, boards, podcasts, wikis to allow users to interact People want companies to open so people can really see them Conversations will start without you initiating them Once companies realize that they will be much better off The rules of social media: participation, connections, conversation, community == listen to the market place
  • Social media describes the online tecnologies and practices that people use to share opitnions, insights, experiencies, prespectives and media itself.
  • But the Obama team realised that online social networking made such physical fundraisers redundant; and it also realised that a much better point of entry wasn’t $2,300 but less than one-tenth of that: $200. It transformed its website into a social networking zone, and its appeal to the young made this strategy viral. Last month’s $31m haul – almost all of it accrued online – is all the more impressive when you discover that 94% of it came in sums of $200 or less. A million little donors became the model. One of the men Obama hired to set up this new effort certainly knew what he was doing: Chris Hughes is a co-founder of Facebook. When you hear Hillary Clinton call Obama an elitist, the flood of small donations is worth remembering. Obama’s campaign has in fact been the least elitist and most democratic fundraising operation in the history of American politics. He has more than 1.5m individual donors, who come with their own e-mail address books and social networks. And since most have not donated anything like the maximum amount, he doesn’t just have a list of names to thank; he has a huge list of names to ask for more. This is a money machine unlike any other.
  • Telekom verramscht iPhone 4 bei FacebookWer auf der “Telekom hilft”-Fanpage am 6. April ab 10.00 Uhr auf die Service-Seite "Telekom-hilft" klickt, hat die Möglichkeit, sich eines von insgesamt 4.000 generalüberholten iPhone-4-Modellen zu sichern. Das Angebot gilt bei Abschluss eines Neuvertrags in den Tarifen Complete Mobil M, L und XL und richtet sich ausschließlich an Fans der Seite.

Der Konzern schreibt auf der Fanpage selbst: “Wir konnten uns für unsere Facebook-Fans 4.000 generalüberholte iPhone 4 in geprüfter Wie-Neu-Qualität sichern – 2.000 in der 16-GB-Variante und nochmals 2.000 in der 32-GB-Variante.”

Die Ware kommt nach eigenen Angaben gereinigt, mit kompletter Ausstattung und einer 12-Monats-Garantie durch die Telekom.Bei den iPhone-4-Modellen handelt es sich laut Telekom um Geräte, die von Kunden innerhalb der Rückgabefrist zurückgebracht wurden. Wer Glück hat, erwischt ein komplett unbenutztes Gerät.
  • Take the example of Burberry, a high-end fashion chain that initially seems impervious to social media’s “of the people” approach to building fan bases and ultimately, business. The company’s “Art of the Trench” campaign , however, capitalized on the recent trend in blogs that feature street-style photography. While many designers and retailers had already taken their businesses to Twitter, Burberry was the first major fashion company to create a social media empire of its own. Burberry’s facebook page received 7.5 million views and with over 1 million fans, the company’s same store sales increased by ten percent after the campaign. For a company that has been selling the same thing and marketing the same “look” for years, this was surely a coup. They had no new product to sell and were advertising the same trench coat that made them famous decades ago. Through the use of a social networking fashion blog via facebook, Burberry drew in a new demographic and a new generations of shoppers, simply by making use of what made facebook cool: They allowed their fans to “like” items, leave comments, and “share” photos, ultimately making their consumers feel powerful and drawing them in. ROI in this case is undeniable, as shown by the company’s growth over the last year.
  • An excellent charity application which creates a link between your social network and your account! Social Vibe utilizes corporate sponsors, who donate money to your chosen charity recipient based upon the number of points that you generate daily on their site. Of course, you utilize their advertisements on your profile which announces that they are sponsoring your charity, so they are achieving some marketing goals from your participation. While the numbers are not clear to me yet as to how much is being donated, I definitely put this application high on the list based upon the credibility of the site and sponsors. I will also update donation information as it becomes available to me.
  • iRipple - Ripple is a way of donating to a charity without spending any of your own money as well.(based upon their website Using PPC campaigns, it allows users to click on an advertisement, and then donates the proceeds from the advertisement to one of four charities. PPC campaigns have, on average, an extremely small payout. Most PPC campaigns average less than $.25, even as small as $.01 as a payout.(Two of the four charities are not found at However, the application, and the parent website, have a lot of positive feedback from their users!
  • Social Media

    1. 1. Social Media Marketing eRotary Isabella Schneider-Hidalgo
    2. 2. What is social media? <ul><li>Social media started a long time ago, when markets were conversation places </li></ul>05.04.2011 Social Media Marketing „ Social media is people having conversations online“ Social Media is a conversation supported by online tools Before Now
    3. 3. Social Media tools 05.04.2011 Social Media Marketing <ul><li>Blogs </li></ul><ul><li>Online chats </li></ul><ul><li>Social Networks </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Video sharing </li></ul><ul><li>Podcasts </li></ul><ul><li>RSS </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual wolds </li></ul>
    4. 4. Why should we care? <ul><li>Wikipedia has around 18 million articles </li></ul><ul><li>120 mln videos on youtube, 200,000 videos uploaded each day </li></ul><ul><li>More than 200 mln blogs </li></ul><ul><li>73% of active online users read or have a blog </li></ul><ul><li>More than half of active internet users have joined a social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% have watched video clips </li></ul>05.04.2011 Social Media Marketing Social Networks are one of the most popular and fastest growing sites on the net „ It‘s a fundamental shift in the way we communicate“
    5. 5. Changing media landscape 05.04.2011 Social Media Marketing ONE-TO-MANY Mass media ONE-TO-FEW Segmented media ONE-TO-ONE Personal media MANY-TO-MANY Social media Mainstream media Niche media My media We, the media Consumer control & engagement
    6. 6. Example: Social media campaigns in politics 05.04.2011 Social Media Marketing Use different mediums to touch your customers <ul><li>Obamas social media campaign </li></ul><ul><li>Obama hired Chris Hughes, the co-founder of Facebook to set up his social media presence during the election campaign </li></ul><ul><li>- 18 mln fans so far </li></ul>
    7. 7. Example: Social media as a sales measure 05.04.2011 Social Media Marketing <ul><li>Telekom wants to win new customers and fans for it facebook page </li></ul>Telecom Germany is selling iPhone 4 for half of price to the first 4.000 facebook fans, which are interested in closing a contract with Telecom.
    8. 8. Why should we care? <ul><li>The new communication model is a dialogue </li></ul><ul><li>Transparent inclusive authentic vibrant consumer-driven </li></ul><ul><li>And it is not controlled, organized, exclusive, product-driven, „on message“ </li></ul><ul><li>„ content is the new democracy and we the people, are ensuring that our voices are heard“ </li></ul>05.04.2011 Social Media Marketing 78% of people trust the recommendation of other consumers
    9. 9. Example: Social media with luxury goods 05.04.2011 Social Media Marketing <ul><li>Let them talk about you – Create empathy, understanding and openness </li></ul><ul><li>Use different mediums to touch your customer </li></ul><ul><li>Burberrys successful social media campaign </li></ul><ul><li>„ The Art of the trench“ </li></ul><ul><li>7.5 mln views into the fanpage </li></ul><ul><li>store sales increased by 10% after the campaign </li></ul>
    10. 10. Why should we care? <ul><li>34% post opinions about products and brands on their blog </li></ul><ul><li>36% think more positively about companies that have blogs </li></ul><ul><li>32% trust bloggers‘ opinions on products & services </li></ul>05.04.2011 Social Media Marketing People are talking about your brand. Right now.
    11. 11. Hear the needs and ideas of your customers 05.04.2011 Social Media Marketing Create empathy, understanding and openness
    12. 12. Engaging customers with social media campaigns 05.04.2011 Social Media Marketing Win prizes with Dunkin Donuts Dunkin Donut campaign „Keep it coolatta“ in different mediums.
    13. 13. Why should we care? <ul><li>Tomorrow‘s consumers are today‘s digital natives </li></ul><ul><li>Millennials spend more than 16 hours / week online </li></ul><ul><li>96% of them have joined a social network </li></ul><ul><li>They have an average of 53 online friends </li></ul><ul><li>And they do not care about ads. They care what their friends think </li></ul>05.04.2011 Social Media Marketing Social media „is only going to become more pervasive and as such, become a critical factor in the success or failure of any business“ Source: Brian Solis, Social Media Manifesto
    14. 14. Social media campagins in charity 05.04.2011 Social Media Marketing <ul><li>Socialvibe: Bring corporate sponsors and user together </li></ul>A link between your social network and your account Social Vibe utilizes corporate sponsors, who donate money to your chosen charity recipient based upon the number of points that you generate daily on their site.
    15. 15. Social media campagins in charity 05.04.2011 Social Media Marketing <ul><li> </li></ul>Ripple is a way of donating money, without using own money. It allows users to click on an advertisement, and then donates the proceeds from the advertisement to one of four charities
    16. 16. Our social network 05.04.2011 Social Media Marketing