Social Media - Welche Erwartungen Social Media Marketing erfüllen kann und welche nicht? Vortrag Innovationship Konferenz von Europatent.

1. Page © 2011 Ahead of Time GmbHAhead of Time
Monty C. M. Metzger, CEO
Innovationship, Lake Starnberg
11.04.2013
Social
Media
www.AheadOfTime.de
Welche Erwartungen
Social Media Marketing
erfüllen & nicht erfüllen kann?

2. Page © 2008 Ahead of Time GmbHAhead of Time
Entrepreneur at heart

3. Page © 2010 monty.deMonty C.M. Metzger
Grew up with Tech
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4. Page © 2010 monty.deMonty C.M. Metzger
Trend Scout & Futurist
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5. Page © 2011 monty.deMonty C. M. Mtzger
Social Media Strategy
European Patent Office

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What do you
think is this?

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Social Media
Mission Control

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Social Media
Landscape.

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Number of women between 18 and 34 years,
checking their facebook status before
going in the bathroom in the morning.
One Third

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500 Billion.
Minutens spend on facebook per day
Up from last year 150 billion minutes per day.

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The development within the media
landscape leads to an elementary change.
The traditional methods lose impact.
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Only 18%
of traditional
TV-Advertising
generate positive
Return of Investment
(ROI).
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Everyone is being confronted with over
3000 advertising messages
daily.
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Only14%of consumers
trust advertising.
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But 78%of consumers
trust recommendations
by other consumers.
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People
change,
connect,
& network!

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Homo Connectus

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Changing Paradigm
„News reaches me“
I find & search News. News finds me.

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Long Tail

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Social Media Marketing
The short head of media
Depth
Reach and €
Televison
Print
Radio

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Social Media Marketing
The long tail of media
Depth
Reach and €
Televison
Print
Radio
Blogs
VideoonDemand
Search
Podcasts
Communities
Virt.Worlds
WebRadio
Wikis
Twitter
Etc.

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Social Media
Hype or Reality?
Zeit
Aufmerksamkeit
Technologischer Auslöser
Tal der Enttäuschung
Pfad der Erleuchtung
Plateau der Produktivität
Gipfel der überzogenen Erwartungen

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Social
Media
Do‘s & Don‘ts

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Substitute for marketing strategy.
Does not replace PR.
A Twitter campaign or a Facebook page that announces
your weekly specials is not a marketing or PR strategy.
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Succeed without top management buy-in.
Willingness to listen to customers.
Make changes based on feedback.
Trust employees to talk to customers.
The culture of openness.
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Social media is not a one-shot deal.
So don‘t view it as a short-term project.
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Measure Results:
Engagement, Sentiment, Reach, Traffic.
But don‘t expect meaningful, measurable results
quickly.
Don‘t guarantee sales or influence.
But set clear goals.
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Be done without a realistic budget.
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Don‘t do everything in-house.
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Be done by "kids" who "understand social innately"
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References
‣ Deals
‣ Projects
News & Insights
‣ blog
‣ special event areas
‣ seasonal specials
‣ curated infos
Main Website
‣ Information
‣ Company Details
Global Locations
‣ Offices
‣ Contacts
Your Company
Social Media Strategy

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Social Media Strategy
Twitter
‣ real-time
communication
‣ PR & IR relations
‣ PR teasing
Pinterest /
Flickr
‣ real-time
communication
‣ customer
support
‣ pr-teasing
Facebook / G-
Plus
‣ Fan building
‣ User loyalty
‣ Viral effects
YouTube
‣ Fan building
‣ Brand Building
‣ Image
Campaigns
‣ Viral spreading
Your Company

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Success in Social Media
‣ Social Media Strategy
‣ Experienced Team
‣ Realistic Budgets
‣ Top Management Support
‣ Measure Results
Ahead Of Timewww.AHEADOFTIME.de

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We always overestimate the change
that will occur in the next 8 months
and underestimate the change that
will occur in the next 8 years.

40. Page © 2011 Monty Metzgermonty.de
Ahead of Time
Innovation. Investments. Inspiration.
Monty C. M. Metzger
CEO & Founder
web www.aheadoftime.de
email monty@aheadoftime.de
twitter @montymetzger
blog http://blog.monty.de