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#AFBMC Handout Real Time Marketing

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Handout zum Vortrag von Susanne Ullrich (Brandwatch) auf der Allfacebook Marketing Conference 2015 in München, Thema: Real Time Marketing, Social Selling & Social Media Command Centers.

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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#AFBMC Handout Real Time Marketing

  1. 1. 1 #Brandwatchtips © 2015 Brandwatch.de Real Time Marketing Social Media Command Centers, Ad-hoc Kampagnen & Social Selling Head of Marketing DACH, Brandwatch susanne@brandwatch.de | @ullrichsusanne Susanne Ullrich
  2. 2. 2 #Brandwatchtips © 2015 Brandwatch.de Was machen wir mit dem ganzen “Big Data”? Marketing Manager Big Data Quelle: flickr.com/photos/bueny/2472455690/
  3. 3. 3 #Brandwatchtips © 2015 Brandwatch.de KEEP CALM AND ANALYSE (in real time)
  4. 4. 4 #Brandwatchtips © 2015 Brandwatch.de Aus Big Data wird Smart Data 27 Daten- erfassung à Query Analyse Präsen- tation Bereini- gung Big Data Smart Data
  5. 5. 5 #Brandwatchtips © 2015 Brandwatch.de Aus Big Data wird Smart Data Quelle: Brandwatch
  6. 6. 6 #Brandwatchtips © 2015 Brandwatch.de Aus Big Data wird Smart Data Quelle: Brandwatch
  7. 7. 7 #Brandwatchtips © 2015 Brandwatch.de© 2015 Brandwatch.de Richtiges Zuhören ist wichtig
  8. 8. 8 #Brandwatchtips © 2015 Brandwatch.de 1. Schnelle Reaktionen sind gefragt 0% 5% 10% 15% 20% 25% 30% 35% 40% Within 30 Minutes Within 2 hours Same day Within 4 days No response expected Facebook Twitter Quelle: McKinsey & Company (via socialsolutionscollective.com), Oracle Global Survey
  9. 9. 9 #Brandwatchtips © 2015 Brandwatch.de Big data! 2. Diskussionen finden auf allen Kanälen statt Quelle: Social Media Servicemonitor von Brandwatch & whiteboxx
  10. 10. 10 #Brandwatchtips © 2015 Brandwatch.de Big data! 3. Nutzer beschweren sich gerne... Quelle: Social Media Servicemonitor von Brandwatch & whiteboxx Gesamttonalität der Meinungsäußerungen zum Kundenservice
  11. 11. 11 #Brandwatchtips © 2015 Brandwatch.de … und Marken reagieren J Quelle: pinterest.com/martinjonesaz/funny/
  12. 12. 12 #Brandwatchtips © 2015 Brandwatch.de© 2015 Brandwatch.de Real Time Marketing
  13. 13. 13 #Brandwatchtips © 2015 Brandwatch.de Das Real Time Marketing-Modell •  News •  EventTrigger •  Visual •  Text •  Multimedia Creative Development •  Promoted Posts •  Ads •  Sponsored Content Media Purchase •  Distribution Coordination •  Outreach •  Response Promotion & Engagement •  Analysis •  Intelligence Measurement & Analytics Quelle: David Armano, Edelman Digital, darmano.typepad.com
  14. 14. 14 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ Oreo (der Klassiker) Quelle: 2013, Oreo
  15. 15. 15 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ SIXT Quelle: Facebook
  16. 16. 16 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ Snickers Quelle: Facebook
  17. 17. 17 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ Snickers Quelle: Facebook
  18. 18. 18 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ BBC Schneesturm Quelle: bbc.com/news/world-us-canada-30995619
  19. 19. 19 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ BBC Schneesturm Quelle: bbc.com/news/world-us-canada-30995619
  20. 20. 20 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ #TheDress Quelle: swiked.tumblr.com & pr-blogger.de/2015/02/28/deutsche-werber-verschlafen-newsjacking-chancen-wie-thedress Weiß-gold? Blau-schwarz?
  21. 21. 21 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ #TheDress Quelle: Twitter & Facebook & pr-blogger.de/2015/02/28/deutsche-werber-verschlafen-newsjacking-chancen-wie-thedress
  22. 22. 22 #Brandwatchtips © 2015 Brandwatch.de© 2015 Brandwatch.de Social Selling
  23. 23. 23 #Brandwatchtips © 2015 Brandwatch.de Interessenten finden/ Beispiel Mobilfunk (Mobilfunk* OR Provider OR o2 OR Vodafone OR Telekom OR Base) NEAR/5 (((ich OR wir) NEAR/3 (unzufrieden OR wechseln OR kündigen)) OR (jemand NEAR/3 (Tipp OR Tip OR empfehlen)))
  24. 24. 24 #Brandwatchtips © 2015 Brandwatch.de Interessenten finden/ Beispiel Mobilfunk Quelle: Brandwatch Analytics
  25. 25. 25 #Brandwatchtips © 2015 Brandwatch.de Grundregel/ Beziehungen sind wichtig Bei Social Selling geht es darum, die Verkäufe über den Aufbau von BEZIEHUNGEN im Social Web zu steigern.
  26. 26. 26 #Brandwatchtips © 2015 Brandwatch.de Konversationen besetzen/ Apple Quelle: Twitter & adweek.com/news/technology/apple-buys-twitters-ad-space-launch-its-watch-and-fend-highjacking-rivals-163370
  27. 27. 27 #Brandwatchtips © 2015 Brandwatch.de Social Selling wirkt Quelle: onlinemarketinginstitute.org via InsideView & triblio.com/blog/5-case-studies-social-selling-roi-sweet-spot AT&T
  28. 28. 28 #Brandwatchtips © 2015 Brandwatch.de© 2015 Brandwatch.de Social Media Command Centers
  29. 29. 29 #Brandwatchtips © 2015 Brandwatch.de Command Centers im Social Hub LISTENING & ANALYTICS KUNDEN ENGAGEMENTVISUALISIERUNG SOCIAL HUB FIRMA REAL TIME INFORMATION REAL TIME INFORMATION REAL TIME INFORMATION PUBLIC RELATIONS MARKETING VERTRIEB KUNDEN- SERVICE ANDERE TEAMS
  30. 30. 30 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ Monster Monster Büros in Weston, MA
  31. 31. 31 #Brandwatchtips © 2015 Brandwatch.de Beispiele/ Superbowl Jaguar/Mindshare Command Center während des Superbowl 2014, Quelle: AdWeek
  32. 32. 32 #Brandwatchtips © 2015 Brandwatch.de© 2015 Brandwatch.de Wie lege ich los?
  33. 33. 33 #Brandwatchtips © 2015 Brandwatch.de Der ROI von Real Time Engagement Quelle: GolinHarris via blog.hubspot.com/
  34. 34. 34 #Brandwatchtips © 2015 Brandwatch.de 7 Schritte zum Durchstarten 1.  Zuhören: Was wird über meine Marke / Thema gesprochen? 2.  Manpower: Inhouse / Agentur / Kombination? 3.  Ziele definieren: Was will ich erreichen? 4.  Prozesse definieren 5.  Tonalität festlegen 6.  So viel wie möglich vorbereiten 7.  Ausprobieren J
  35. 35. 35 #Brandwatchtips © 2015 Brandwatch.de Vielen Dank! Gratis testen: brandwatch.de/demo susanne@brandwatch.de facebook.com/BrandwatchDE @BrandwatchDE @ullrichsusanne plus.google.com/+brandwatch1

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