How to Win
with Social Media
data driven use cases
for PR, Marketing & Sales5 Image (cc) by mkh marketing
Bastian Karweg
@bkarweg
@echobot Hall 6 – C043
@echobot
300+ clients
Hall 6 – C043
 introduction
 why Social Media is hard
 why we need a new approach
 5 winning strategies /use cases
 a revelation
ag...
(cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story
1999
(cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story
(cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story
 instantly connected
 instant communication
 instant global competition
The internet has changed people
(cc) by anurag ...
Digital natives
(cc) http://www.flickr.com/photos/umpcportal/4581962986
Digital natives test
(c) http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/
Business Social Media
 How to get fans for my brand?
 How to actively engage them?
 How to launch a viral campaign?
 How to manage different...
Image (cc) towneplaceturningpoint.com
PAID OWNED
EARNED
campaigns
limited time
made by
professionals
create content
become an expert
promote your stuff
created ...
Much like in music
indie hits
viral success
big money
high quality
Image (cc) by keoni101 on flickr
(cc) by anurag agnihotri on flickr
why Social Media can be hard?
You are a small or medium sized company
with limited resources
Your product or service isn‘t...
• „Oh“ this YouTube thing really works – let‘s shoot a
quick video
• „Oh“ there is a complaint – let‘s answer it
• „Oh“ we...
Sales-Leads
client creates a video
© http://www.flickr.com/photos/rosauraochoa/3256859352
• Good content is hard to come by
• Promoting your stuff is even harder
• Not everybody has the persistence
• There are no...
Image (cc) by paul-simpson.org
Google today:
Image (cc) by Michael Malz
How to be successful?
 s.th. that also works for small
and medium sized companies
 s.th. that...
A radically new approach:
Image (cc) by Ryan McFarland
„agile social media“
Big Data
seize hidden
opportunities
ignore obvious
challenges
Image by namonitore.ru
Help your business by helping others
Image (cc) by DVIDSHUB on flickr
Specific actions to get measurable results
Image (cc) by Jan Kalab on flickr
Go out and get them!
Sales-Leads
© http://www.flickr.com/photos/rosauraochoa/3256859352
1Opportunity mining
All are hints that
a new gym or
day-care is about
to be build!
potential contract
value between
10K€ and 100K€
per relevan...
95% of them relevant, yet
40% completely unknown
Opportunities for new
business doubled!
They sell furniture and
toys to k...
Ask yourself: who exactly are your customers?
Which events cause them to need the product or
service you are offering?
How...
> 1.500 new buildings or rennovations announced
> 8.000 websites launched or relaunch
> 4.500 changes in leadership positi...
• many have interns or secretaries google for information
• If you stumble upon something worthwile you forward it via
ema...
2Social Sales
Not only to use social media tools to find
„trigger events“, but also to talk back to
them via the social ch...
2 Example by .com
Lead found!
Scoring
Engage
Success?
2 challenging
Only really works in twitter (public communication)
Uneasy on the prospect -> be nice, good opener
Several h...
(cc) http://www.flickr.com/photos/86399392@N00/109404349
3proactive marketing
3 Challenging request
Problem: Novel product, sensitive area,
„nobody is looking for this, yet“.
with permission by united...
3 Agile approach
Goals: Lead people to the united signals website
Approach: Find and participate in conversations of targe...
Not really.
You do need some kind of “content creation”.
-> But no need of maintaining a Blog or CMS.
No need to spread th...
© http://www.flickr.com/photos/johanl/4818276266
4 the conventional way
Send out press releases
Build a list of interesting journalists
Buy a mailing list from a list brok...
Goal: Grab the right journalists who actually care about
these specific topics. (through web and social)
Don‘t stop just t...
4 agile public relations
Results: We uncovered 123 highly relevant contacts
Only 16% have previously known to the client.
...
5Social CRM
Image (cc) by glad on flickr
5 360° information
Connect company news and social streams
Connect data about contacts from social networks
Analyze and ag...
Reduced
preparation
time
5 Integrated success
10+ <6 min.
Decreased cold
call rejection
rate
More
happy
sales reps
65% 52%...
Recap
• It can work for anybody
especially small and medium sized companies
• It can produce instant success
• it has almo...
BIG SOCIAL DATA =
BIG OPPORTUNITY !
(cc) http://www.flickr.com/photos/fedewild/1062622680
One more thing...
Image (cc) by rosmary @flickr
SALES
BOOST
MARKETING
BOOST
PR
BOOST
uncover untapped opportunities!
Get your first 20 social
media leads for free! www.ec...
www.echobot.de
karweg@echobot.de
@echobot
hall 6 – C043
Thanks for your attention!
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How to Win with Social Media: 5 data driven use cases for PR, Marketing & Sales

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So gewinnen Sie mit Social Media Daten: 5 Praxisbeispiele aus PR, Vertrieb und Marketing

Durch Social Media verschmelzen in vielen Unternehmen die Aufgaben unterschiedlicher Abteilungen. Neue Kunden sollen gewonnen, eine gute Reputation aufgebaut und die Community mit eingebunden werden. Mit den Echobot Tools haben wir im letzten Jahr über 300 Kunden geholfen diese Ziele zu erreichen und dabei auch viele neue, bessere Wege entdeckt. In diesem Vortrag erfahren Sie die 5 besten Praxisbeispiele, unsere Erkenntnisse und lernen, wie Sie die Erfolge auf Ihr Unternehmen übertragen können.

http://www.echobot.de

Published in: Technology, Business

How to Win with Social Media: 5 data driven use cases for PR, Marketing & Sales

  1. 1. How to Win with Social Media data driven use cases for PR, Marketing & Sales5 Image (cc) by mkh marketing
  2. 2. Bastian Karweg @bkarweg
  3. 3. @echobot Hall 6 – C043
  4. 4. @echobot 300+ clients Hall 6 – C043
  5. 5.  introduction  why Social Media is hard  why we need a new approach  5 winning strategies /use cases  a revelation agenda Image (cc) by Jason A. Howie
  6. 6. (cc) http://www.flickr.com/photos/thomashawk/2390141641 a personal story 1999
  7. 7. (cc) http://www.flickr.com/photos/thomashawk/2390141641 a personal story
  8. 8. (cc) http://www.flickr.com/photos/thomashawk/2390141641 a personal story
  9. 9.  instantly connected  instant communication  instant global competition The internet has changed people (cc) by anurag agnihotri on flickr
  10. 10. Digital natives (cc) http://www.flickr.com/photos/umpcportal/4581962986
  11. 11. Digital natives test
  12. 12. (c) http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/ Business Social Media
  13. 13.  How to get fans for my brand?  How to actively engage them?  How to launch a viral campaign?  How to manage different channels?  How to cope with mobile?  How to maximize social-Ad-ROI?  How to measure social reach? Common questions Image (cc) by mkh marketing
  14. 14. Image (cc) towneplaceturningpoint.com
  15. 15. PAID OWNED EARNED campaigns limited time made by professionals create content become an expert promote your stuff created and/or shared by people „free“ distribution stay real and authentic shares, likes, upvotes engage the community How it is supposed to work automationseo
  16. 16. Much like in music indie hits viral success big money high quality Image (cc) by keoni101 on flickr
  17. 17. (cc) by anurag agnihotri on flickr
  18. 18. why Social Media can be hard? You are a small or medium sized company with limited resources Your product or service isn‘t particularly sexy You are in the B2B space You don‘t know how to engage your clients in participating (e.g. to build a community)
  19. 19. • „Oh“ this YouTube thing really works – let‘s shoot a quick video • „Oh“ there is a complaint – let‘s answer it • „Oh“ we gathered some fans lets send them some info • „Oh“ Facebook is offering to targeted ads – let‘s build a social media campaign Result = reactive approach!
  20. 20. Sales-Leads client creates a video © http://www.flickr.com/photos/rosauraochoa/3256859352
  21. 21. • Good content is hard to come by • Promoting your stuff is even harder • Not everybody has the persistence • There are no guarantees that it will work But what about „Inbound Marketing“ .!? (cc) by aBen Chau on flickr
  22. 22. Image (cc) by paul-simpson.org Google today:
  23. 23. Image (cc) by Michael Malz How to be successful?  s.th. that also works for small and medium sized companies  s.th. that also works for B2B  more control over what happens  fair effort -> high outcome  s.th. that maybe really works! wishlist
  24. 24. A radically new approach: Image (cc) by Ryan McFarland „agile social media“
  25. 25. Big Data seize hidden opportunities ignore obvious challenges Image by namonitore.ru
  26. 26. Help your business by helping others Image (cc) by DVIDSHUB on flickr
  27. 27. Specific actions to get measurable results Image (cc) by Jan Kalab on flickr
  28. 28. Go out and get them!
  29. 29. Sales-Leads © http://www.flickr.com/photos/rosauraochoa/3256859352 1Opportunity mining
  30. 30. All are hints that a new gym or day-care is about to be build! potential contract value between 10K€ and 100K€ per relevant tweet ! mining twitter1
  31. 31. 95% of them relevant, yet 40% completely unknown Opportunities for new business doubled! They sell furniture and toys to kindergarden and childs day cares. Over several weeks we delivered new sales leads. digging deeper1
  32. 32. Ask yourself: who exactly are your customers? Which events cause them to need the product or service you are offering? How can I detect that such an event is happening? Approach promptly and use the given context. how to mine opportunities?1 Think outside the box!
  33. 33. > 1.500 new buildings or rennovations announced > 8.000 websites launched or relaunch > 4.500 changes in leadership positions > 800 startups make their first public appearance > 1.500 people need help with webdesign > 600 companies started looking for developers Let‘s talk some numbers1 Echobot technology extracts „trigger events“ from millions of sources everyday. (Stats for Germany during the last 30 days):
  34. 34. • many have interns or secretaries google for information • If you stumble upon something worthwile you forward it via email to the responsible person • Many of you might also have a google alert on some hot topics  But almost nobody does it companywide, systematically, regularly and with a highly consistent output  Another hint: Google Alerts do not include social posts You probably already doing it1
  35. 35. 2Social Sales Not only to use social media tools to find „trigger events“, but also to talk back to them via the social channel. Image (cc) by mkh marketing
  36. 36. 2 Example by .com Lead found! Scoring Engage Success?
  37. 37. 2 challenging Only really works in twitter (public communication) Uneasy on the prospect -> be nice, good opener Several have tried, no success story to tell yet. Difficult to do given German data privacy act!
  38. 38. (cc) http://www.flickr.com/photos/86399392@N00/109404349 3proactive marketing
  39. 39. 3 Challenging request Problem: Novel product, sensitive area, „nobody is looking for this, yet“. with permission by united-signals.com
  40. 40. 3 Agile approach Goals: Lead people to the united signals website Approach: Find and participate in conversations of target customers about similar topics. Be humble and helpful -> First give, then get. Drop the name – let them find out about us. Result: It works! Trust translates into clicks! We uncover ~10 relevant conversations /day
  41. 41. Not really. You do need some kind of “content creation”. -> But no need of maintaining a Blog or CMS. No need to spread the word -> just tap into existing clickstreams By constantly working the relevant forums and blogs -> you gain more trust and it works even better Not even the need to put a backlick -> just gently pointing them in the right direction 3 Isn’t this inbound marketing or SEO?
  42. 42. © http://www.flickr.com/photos/johanl/4818276266
  43. 43. 4 the conventional way Send out press releases Build a list of interesting journalists Buy a mailing list from a list broker Use distribution services and newswires Anybody is doing this and the journalist might not actually be interested in your topic at all.
  44. 44. Goal: Grab the right journalists who actually care about these specific topics. (through web and social) Don‘t stop just there, but expand to influencers, interest groups, international science facilities and researchers. 4 agile public relations
  45. 45. 4 agile public relations Results: We uncovered 123 highly relevant contacts Only 16% have previously known to the client. PR letter opening rates nearly tripled and new international relationships could be established.
  46. 46. 5Social CRM Image (cc) by glad on flickr
  47. 47. 5 360° information Connect company news and social streams Connect data about contacts from social networks Analyze and aggregate the data into a dashboard Deliver just the info you need to engage or close the deal at the right time. Know more about who he is and what he is currently involved in.
  48. 48. Reduced preparation time 5 Integrated success 10+ <6 min. Decreased cold call rejection rate More happy sales reps 65% 52% mood Image (cc) by Ben Kraan on flickr
  49. 49. Recap • It can work for anybody especially small and medium sized companies • It can produce instant success • it has almost no requirements –> you can start today • It‘s cheap to do and cheap to try • It‘s personal – about helping them • You learn a lot about your business by constantly looking at data and contacting people directly Image (cc) by tombako the Jaguar on flickr
  50. 50. BIG SOCIAL DATA = BIG OPPORTUNITY ! (cc) http://www.flickr.com/photos/fedewild/1062622680
  51. 51. One more thing... Image (cc) by rosmary @flickr
  52. 52. SALES BOOST MARKETING BOOST PR BOOST uncover untapped opportunities! Get your first 20 social media leads for free! www.echoboost.de Image (c) by Sergey Nivens on fotolia
  53. 53. www.echobot.de karweg@echobot.de @echobot hall 6 – C043 Thanks for your attention!

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