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Influencer Marketing Theorie & Praxis im Dialog Sarah Stiefel - SBB AG Aldo Gnocchi - Gnocchi GmbH Schweizerischer Marketi...
Sarah Stiefel Leiterin Digitale Kommunikation @cieletta
Aldo Gnocchi Content Marketing Stratege @AldoGnocchi
4 How We Met !
8 Sekunden Aufmerksamkeit Quelle: Microsoft (2015), Attention spans, Consumer Insights, Microsoft Canada
Quelle: 3M Corporation & Zabisco (2012) | Bild: cc Flickr: Enric Fradera Bilder werden 60‘000 x schneller verarbeitet als ...
10’000 Werbebotschaften
AdBlock-Alypse
Wer ist aktiv auf Snapchat?
Snapchat.
Quelle: Statista (2016) http://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/ ...
Visual Storytelling @ SBB CFF FFS
Youtube.com/sbbcffffs. SBB Mobile Tickets Kampagnen-Video
Instagram.com/sbbcffffs.
Quelle: adweek (2015), http://aldo.io/1GRs955 „Instead of looking at companies, as they did in the past, they now look at ...
YouTube Empfehlungen zum Nachmachen
Bei Influencer Marketing stehen Win-Win- Partnerschaften im Vordergrund
Definieren Welche Ziele sollen bei welchen Zielgruppen erreicht werden?
Influencers Relations @ SBB CFF FFS
Ziele. Dialog mit den digital Communities der Schweiz. Ziel: Leistungsverbesserung und Kundenzufriendenheit, Produkteverma...
Entdecken Menschen finden, welche die richtigen Inhalte entwickeln und teilen à Zielgruppen beeinflussen
Personas Themen & Zielgruppen. Gadget Geek & Familienvater FinTech, Travel & BernEco Sensitive & Sustainablity Socialite &...
Engagement Beziehungsaufbau und Massnahmenentwicklung
Engagement. Beziehungsaufbau Ú Langfristige Netzwerkpflege. Ú Persönlicher Kontakt, kein Outsourcing an Agentur. Ú 80% der...
Resultate messen Kontinuierlicher Lernprozess
Messen & Lernen. KPIs Ú Quali Redaktionsplan, Tonalität. Ú Quanti Beiträge, Reichweite, Conversion. Social Engagement Trac...
Merci Danke Grazie
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Visual Storytelling und Influencer Marketing in Theorie und Praxis: Ein Referat von Aldo Gnocchi (Gnocchi GmbH) und Sarah Stiefel (SBB AG) am Schweizerischen Marketing-Tag 2016

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Aldo Gnocchi, Experte für Content Marketing und Social Media und Geschäftsführer der Gnocchi GmbH / Digital Marketing und Sarah Stiefel, Leiterin Digitale Kommunikation bei der SBB AG, haben am Schweizerischen Marketing-Tag 2016 im KKL Luzern ein Referat zum Thema Influencer Marketing im Kontext von Visual Storytelling abgehalten.

In einem Dialog berichten die beiden Schweizer Digital Marketing- und Kommunikationsprofis von der Relevanz von Visual Storytelling und Influencer Marketing für Unternehmen und erzählen von der digitalen Geschichte, wie sie sich via Twitter im Social Web kennengelernt und bereits nach einem einmaligen Treffen dazu entschlossen haben, gemeinsam vor einem Publikum von rund 1'000 Personen zu referieren.

Mehr Informationen und Impressionen zum Referat erfahren Sie im Gnocchi / Digital Marketing Blog unter:
http://aldognocchi.ch/visual-storytelling-und-influencer-marketing

Published in: Marketing
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Visual Storytelling und Influencer Marketing in Theorie und Praxis: Ein Referat von Aldo Gnocchi (Gnocchi GmbH) und Sarah Stiefel (SBB AG) am Schweizerischen Marketing-Tag 2016

  1. 1. Influencer Marketing Theorie & Praxis im Dialog Sarah Stiefel - SBB AG Aldo Gnocchi - Gnocchi GmbH Schweizerischer Marketing-Tag 2016
  2. 2. Sarah Stiefel Leiterin Digitale Kommunikation @cieletta
  3. 3. Aldo Gnocchi Content Marketing Stratege @AldoGnocchi
  4. 4. 4 How We Met !
  5. 5. 8 Sekunden Aufmerksamkeit Quelle: Microsoft (2015), Attention spans, Consumer Insights, Microsoft Canada
  6. 6. Quelle: 3M Corporation & Zabisco (2012) | Bild: cc Flickr: Enric Fradera Bilder werden 60‘000 x schneller verarbeitet als Text
  7. 7. 10’000 Werbebotschaften
  8. 8. AdBlock-Alypse
  9. 9. Wer ist aktiv auf Snapchat?
  10. 10. Snapchat.
  11. 11. Quelle: Statista (2016) http://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/ Visuelle Social Networks bei Teenager sehr beliebt
  12. 12. Visual Storytelling @ SBB CFF FFS
  13. 13. Youtube.com/sbbcffffs. SBB Mobile Tickets Kampagnen-Video
  14. 14. Instagram.com/sbbcffffs.
  15. 15. Quelle: adweek (2015), http://aldo.io/1GRs955 „Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings on... Misha Talavera (2015), Co-Founder NeoReach
  16. 16. YouTube Empfehlungen zum Nachmachen
  17. 17. Bei Influencer Marketing stehen Win-Win- Partnerschaften im Vordergrund
  18. 18. Definieren Welche Ziele sollen bei welchen Zielgruppen erreicht werden?
  19. 19. Influencers Relations @ SBB CFF FFS
  20. 20. Ziele. Dialog mit den digital Communities der Schweiz. Ziel: Leistungsverbesserung und Kundenzufriendenheit, Produktevermarktung. Ú Digital aktive Personen mit relevanten Netzwerken. Ú Konstruktiver öffentlicher Dialog mit der SBB. Ú Transparente unabhängige digitale Berichterstattung. Ú SBB Themen und Zielgruppen in Form von Personas repräsentieren. Ú Erfahrungen auf User-Journey dokumentieren. Ú Kolumnist/in im SBB Blog.
  21. 21. Entdecken Menschen finden, welche die richtigen Inhalte entwickeln und teilen à Zielgruppen beeinflussen
  22. 22. Personas Themen & Zielgruppen. Gadget Geek & Familienvater FinTech, Travel & BernEco Sensitive & Sustainablity Socialite & Luxe SBB Power Fan Tech Entrepreneur Trendsetter Digital Nomad & Coworking Generation Z Fresh Lifestyle Fashion, Train- Traveler & Ticino Food & Culture Nomade Expat, Travel & Swissness
  23. 23. Engagement Beziehungsaufbau und Massnahmenentwicklung
  24. 24. Engagement. Beziehungsaufbau Ú Langfristige Netzwerkpflege. Ú Persönlicher Kontakt, kein Outsourcing an Agentur. Ú 80% der SBB Influencers sind jahrelange Bekannte. Ú Beziehung steht, anything goes!
  25. 25. Resultate messen Kontinuierlicher Lernprozess
  26. 26. Messen & Lernen. KPIs Ú Quali Redaktionsplan, Tonalität. Ú Quanti Beiträge, Reichweite, Conversion. Social Engagement Tracking Ú Allgemeine Stimmungslage. Ú Social Kundendialog.
  27. 27. Merci Danke Grazie

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