Its all aboutcontent:relevant,inspiring,integrated.                                                    BERNET_PRSwiss Inte...
Status Quo         Risk - Opportunity         Strategy         Content         Implementation                             ...
7PersonalProfile?CompanyPage?        8    Social    Media                 © blogwerk.com & bernet.ch | Page 3             9
Everybody                               Morewrites,                                 Content:films,                        ...
Where do Business Ideas come from?State of Small Business Report, USA 2010http://networksolutions.com/smallbusiness/small-...
Status QuoRisk - OpportunityStrategyContentImplementation                                                                 ...
Status QuoRisk - OpportunityStrategyContentImplementation                                    BERNET_PRSwiss Internet Marke...
If you do a good job on it, your content is:It‘s what makes people want towork with you.                                  ...
Negative example: no sharing on articles, no links,                      endless texts = no interaction                   ...
3 things you need for powerfulcontent implementation2. A planWhere do you want to go?Which road are you taking?Have an edi...
Examples: How to get your content spread                                                31Examples: What a powerful tool c...
But what about all those fancy campaignseverybody‘s talking about?Content is the cake,the substance.Campaign activities ar...
Let your company’s King come to   life.                                                                       37          ...
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It's all about the content (blogwerk.com & bernet.ch)

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Presentation deliveded for Swiss Internet Marketing Day 2011 in Fribourg, conference organised by School of Business Administration Fribourg. The aim of the conference is to offer the participants with specific examples which highlight the impact of Internet marketing and its potential for different aspects of our marketing approaches.

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It's all about the content (blogwerk.com & bernet.ch)

  1. 1. Its all aboutcontent:relevant,inspiring,integrated. BERNET_PRSwiss Internet Marketing Day 2011 1 2BERNET_PRwww.bernetblog.chwww.bernet.ch/wissen www.socialmediagipfel.ch www.blogwerk.com © blogwerk.com & bernet.ch | Page 1Swiss Internet Marketing Day 2011 www.neuerdings.com 3
  2. 2. Status Quo Risk - Opportunity Strategy Content Implementation BERNET_PR Swiss Internet Marketing Day 2011 4 Facebook Active Users worldwide active last 30 days, mio 574 350 Chart bernetblog.ch 100 50 12 2006 2007 2008 2009 2010 http://bernetblog.ch/category/social_media/nutzerzahlen-social_media/ BERNET_PR 5 Facebook Active Users Switzerland 2010 2008 2009 2.5 Mio0000000000 +39 % ca. 33 % Penetration00000 09: 1.8 Mio +90% Active last 30 days00000 Source: bernetblog.ch/ serranetga.com00000 08: 1 Mio +350% © blogwerk.com & bernet.ch | Page 2 http://bernetblog.ch/tag/schweizer-facebook-zahlen/ BERNET_PR 6
  3. 3. 7PersonalProfile?CompanyPage? 8 Social Media © blogwerk.com & bernet.ch | Page 3 9
  4. 4. Everybody Morewrites, Content:films, Shorter,judges. faster, animated. Social MediaMoreDialogue:Share,connect. 10Status QuoRisk - OpportunityStrategyContentImplementation BERNET_PRSwiss Internet Marketing Day 2011 11Opportunity:Customer focusVisibilityReach Social Media © blogwerk.com & bernet.ch | Page 4 12
  5. 5. Where do Business Ideas come from?State of Small Business Report, USA 2010http://networksolutions.com/smallbusiness/small-business-success-index-highlights/ BERNET_PR 13The biggest threat for Corp Comm Managers Lose control of Communications Necessity to react very swiftly Lose control of reputationSocial Media Governance, Germany 2010http://www.ffpr.de/de/news/studien/social_media_governance_2010.html BERNET_PR 14Opportunity: Risk:Customer focus CostVisibility Lack of focusReach Lose control Social Media © blogwerk.com & bernet.ch | Page 5 15
  6. 6. Status QuoRisk - OpportunityStrategyContentImplementation BERNET_PRSwiss Internet Marketing Day 2011 16 Online Personal Print is the new Lead Channel 17 Dialogue Facebook News Transaction Intranet Online- News- letter Website Website + ss Magazine Twitter Basics Basics «Blog» Website Flickr YouTube Audio, Video SlideShare Bookmarks iTunes Blogs Forums Wikis © blogwerk.com & bernet.ch | Page 6© Marcel Bernet 18
  7. 7. Status QuoRisk - OpportunityStrategyContentImplementation BERNET_PRSwiss Internet Marketing Day 2011 19Its all aboutcontent:relevant,inspiring,integrated. BERNET_PRSwiss Internet Marketing Day 2011 20 Technology is the servant. Content is King. © blogwerk.com & bernet.ch | Page 7 21
  8. 8. If you do a good job on it, your content is:It‘s what makes people want towork with you. 22Positive example: personal, authentic, trustworthy 23Positive example: useful, important, instructional © blogwerk.com & bernet.ch | Page 8 24
  9. 9. Negative example: no sharing on articles, no links, endless texts = no interaction 253 things you need for powerfulcontent implementation1. A blogThis is your content‘shome. It‘s owned andcontrolled by you.A blog as your central news platform isa nice and cozy home for your content. 26Blog examples © blogwerk.com & bernet.ch | Page 9 27
  10. 10. 3 things you need for powerfulcontent implementation2. A planWhere do you want to go?Which road are you taking?Have an editorial concept:- Who do you write for?- What are relevant topics for your readers?- How do you ensure writing & publishing?-... 28Example: What your plans tell youYour editorial concept states your target groups, your main topics, yourposting frequency, responabilities, ...Your editorial plan then leads the daily business:Planned articles, promotion in social media, follow-up, ... 293 things you need for powerfulcontent implementation3. A toolYour central hubholds your content.Now you need a tool to- spread the word- to manage dialogue efficiently © blogwerk.com & bernet.ch | Page 10 30
  11. 11. Examples: How to get your content spread 31Examples: What a powerful tool can do for you 32 + + (+ ) = the secret ingredient! © blogwerk.com & bernet.ch | Page 11 33
  12. 12. But what about all those fancy campaignseverybody‘s talking about?Content is the cake,the substance.Campaign activities areelements of garnish, likesugar icing.Although decoration isimportant, it is hardlyserving without the cake. 34Examples 35Examples © blogwerk.com & bernet.ch | Page 12 36
  13. 13. Let your company’s King come to life. 37 38BERNET_PR © Bernet_PR AG für Kommunikation Olgastrasse 8, 8001 Zürichwww.bernetblog.ch +41 44 266 90 80www.bernet.ch/wissen marcel.bernet@bernet.ch www.socialmediagipfel.ch©BlogwerkStauffacherstrasse 28, 8026 Zürich+41 44 533 30 00 www.blogwerk.com © blogwerk.com & bernet.ch | Page 13andreas.vongunten@blogwerk.com www.neuerdings.com 39

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