Marketing im Web (Social Media)

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Marketing im Web (Social Media)

  1. 1. Infrastruktur Untersee Kabeln
  2. 2. 2006
  3. 3. Das Web (SM)Identität.Netzwerk.Effizienz Thomas N. Burg http://socialware.at burgWeine | Interior Design | Online Strategie http://burg. http://oertel.cc http:/socialware.at cx
  4. 4. Social Media in Plain English 2008
  5. 5. Social Media Revolution
  6. 6. Wo stehen wir?
  7. 7. Video
  8. 8. LinkedIN
  9. 9. Facebook ist dort #2
  10. 10. Women
  11. 11. Frauen in SN
  12. 12. Rückgang E-Mail / IM
  13. 13. Werbung auf SN
  14. 14. Engagment / Wachstum
  15. 15. höchstes Wachstum 55+ und männlich
  16. 16. Online Marketingist mehr als Social Media Marketing
  17. 17. schemaopen graph Semantic Markupmicroformats
  18. 18. Connected Customer
  19. 19. Social Networks
  20. 20. Tim OReilly
  21. 21. Social Media●Lose gekoppelte ● Blogs ● YouTube ● Foren ● IM●Dicht geknüpfte! ● Facebook ● MySpace ● StudiVZ ● Google +
  22. 22. Jan Schmidt- Identitätsmanagement- Beziehungsmanagement- Informationsmanagement Hans-Bredow-Institut, Uni Hamburg
  23. 23. Reife (18 Jahre)● Werkzeug => Apparat● Nicht nur besser,sondern neue Konzepte
  24. 24. 3te Generation● Was tun Netzwerke? ● Distribution (massenmedial) ● Transaktionen - P2P - (Tel, Fax, Email, Bestellungen) ● Gruppenbildung (Twitter, FB, …)
  25. 25. Wertschöpfung UGC
  26. 26. Erfolgreiche Social Media Persönlicher WertWert für die anderen. Wert für den Anbieter
  27. 27. Kollektiver Wert(Wissen, Neugier, Spiel, Bricolage) Events Video Links Foto Soziale Objekte Text Profile Music Orte Produkte & Brands ?
  28. 28. Organisationaler WertÖkosysteme für Services um die weitere DatenDatennutzung Daten Geschäftsmodelle um die Daten
  29. 29. Augmented Social Intelligence I Individual Personal Tools that mediate the access betweenGroup Data comp. D. Engelbart & Lee Bryant
  30. 30. Augmented Social Intelligence II Conversation Knowledge Trust Social CapitalVisibility Facilitation
  31. 31. NEXTspace
  32. 32. Long Tail Qelle: http://www.gamert.nlAmazon: We sold more books today that didnt sell at allyesterday than we sold today of all the books that did sellyesterday
  33. 33. MarketingThe drive to build a market and obtain revenue from the consumer demographic of the long tailhas led businesses to implement a series of long-tail marketing techniques, most of them based onextensive use of internet technologies. Among the most representative are:● New media marketing: The building and managing of social networks and online or virtual communities to extend the reach of marketing to the low-frequency, low-intensity consumer in a cost effective way, often through blogs, RSS feedsand podcasts.[citation needed]● Buzz marketing: The strategic use of word of mouth and transmission of commercial information from person to person in an online or real-world environment.● Viral marketing: The intentional spreading of marketing messages using preexisting social networks, with an emphasis on the casual, non-intentional and low cost, commonly through YouTube videos, viral emails and standalonemicrosites.● Pay per click and search engine optimization: The marketing of websites on search engines such as Google, Yahoo and Bing by focusing on long-tail keywords which have less competition.● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the long tail of ad impressions available across niche publishers in the display advertising realm. Publishers utilize these ad exchange environments, such as Right Media or AdECN, to efficiently sell display inventory that might otherwise go unsold through direct sales force operations. As a result, by January 2011 between 20-25% of all US ad spending was derived from long tail advertisers.[29]
  34. 34. Filter & Attention●Problem: Information - Overload●Fakt: Begrenzte Aufmerksamkeit●Lösung ● Crowdsourcing ● Weblogs etc. ● Soziale Netzwerke
  35. 35. BEZIEH U EMPFE NGgsnetzwe HLUNG rk snetzw e erke Quelle: http://www.movinghere.org. uk/Märkte sind Gespräche
  36. 36. Will it Blend? 2006-The campaign took off almost instantly. We have definitely felt an impact in sales. Will itBlend has had an amazing impact to our commercial and our retail products.[13]Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "TomDickson is my Homeboy"
  37. 37. Generation CContent Connection is King?!
  38. 38. AlterAktivität● Community● Connectedness● Collaboration● Creativity
  39. 39. (Zukünftige) UnterhaltungIt’s going to be fast-paced, bit-sized, and is shiftingfrom broadcast concepts to bi- or even mulitdirectionalusage patterns25% of entertainment (or content) will be created and consumedwithin peer communites. Nokia Report, A Glimpse of the Next Episode, 2008
  40. 40. Collaboration Platform Users EmergenDistributed t Network-centric Creation Cumulative
  41. 41. Zeit
  42. 42. Internet Marketing
  43. 43. Brands und User
  44. 44. National Schoolboards Association
  45. 45. Friendonomics
  46. 46. Marken & Produkte
  47. 47. Klassisches Marketing
  48. 48. B2C2C = Momentum Effect
  49. 49. om ics donF rien
  50. 50. pas s al B2C vs. B2C+C2C imp ong act●Example: Adidas and EA ● $ 1,87-1,19 per purchase intent B2C only ● with momentum effect $ 0,40-0,34 ● 3 times higher value creation ● The latter accounts for 75% of the value creation ● What‘s necessary? ● Give the users something to share; ..... as a symbol & reference point ● Brand = persona (emotional level - brand feeling) ● Be functionally viral ● Conventional communication (Ads, PR)
  51. 51. Ideavirus! Viral Marketing ● The platform itself plus communication initiaves need to enable the users to do the marketing ● Provide a unique benefit ● (the app) itself needs to support influencers ● Build and maintain a network of influencers
  52. 52. Never Ending Frieding Fox Interactive Media, 2007Why On SNs?
  53. 53. not what social media communities can do for your brand —but what your brand can do for social mediacommunities? Advertisers need to start with thisquestion and work backward to marketing goals. Providingvalue to social media communities will be the new costto distribute marketing messages in the socialmedia OS. , Joe http://blogs.mediapost.com/spin/?p=1049 Marchese
  54. 54. Social media marketing is all about learning toshare, contribute and provide value to othersin as many different and complementary ways.The better you become at doing this, the greateropportunities to significantly increase your onlinevisibility, authority and reputation. Massimo Burgio, SEO Expert
  55. 55. Fazit● Bereitstellung von teilbarenObjekten (= Sozialen Objekten,Momentum Effect)● Brand (Organistion) als einReferenzpunkt
  56. 56. Soziale Objekte●Fotos●Videos●Profile●Dokumente●Bücher●Daten ....
  57. 57. Beispiele Wiki Flickr
  58. 58. Kickstarter
  59. 59. Fazit:Change
  60. 60. Was tun?●Business Intelligence 2.0 ● Zuhören (Buzzmonitor) ● Mitmachen (Bereitstellen & Connect)
  61. 61. per Sie
  62. 62. sm Releanz nach Branche
  63. 63. Weiterempfehlung?
  64. 64. Produktinfos
  65. 65. Welcher SM Content?
  66. 66. Fazit was und wie SM
  67. 67. Was tun 2
  68. 68. Monitoring● Twitsprout (premium inkludiert Mitbewerber - beobachtung) ○ Starbucks ○ thobu● Ubervu (Demo) ○ thobu ○ burgWeine ■ Fanpage ■ Stimmung
  69. 69. Vaynerchuck -there is no such thing as Social Media
  70. 70. Vielen Dank! Thomas N. Burgburg@socialware.at

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