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Social Media Marketing - soziale Netzwerke erfolgreich zur Kommunikation nutzen (Jan Manz wbpr)

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Vortragsfolien zum Webinar bei Acquisa vom 06.08.2010. Antworten zu Fragen wie:

- Was bringt Social Media Marketing?
- Wo und wie wirken Social Media?
- Wie beginne ich eine Strategie für Social Media?
- Welche Möglichkeiten zum Monitoring gibt es?
- Und: Was können Sie bei der PR-Agentur wbpr zum Thema Online-Kommunikation erfahren!

Published in: Business
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Social Media Marketing - soziale Netzwerke erfolgreich zur Kommunikation nutzen (Jan Manz wbpr)

  1. 1. Social Media Marketing – soziale Netze erfolgreich nutzenwebinar @Haufe – Jan Manz, wbpr, 06.08.2010<br />1<br />
  2. 2. Agenda<br />Ein paar Worte zum Referenten<br />Social Media Marketing – ein Definitionsversuch<br />Wirkfelder<br />Über Strategie-Ansätze und die Frage nach „Blaupausen“<br />Märkte sind Gespräche – aber auch für BtoB?<br />Schöne Theorie? Proofof Praxis!<br />Der Web-Check<br />Diskussion<br />2<br />
  3. 3. Über den Referenten<br />3<br />
  4. 4. Zum Referenten<br />Jan Manz<br />Prokurist bei http://www.wbpr.de<br />Verheirateter Familienvater<br />Als Kommunikator: Flexibler „Weltenwandler“<br />Kontakt: jan.manz@wbpr.de<br />
  5. 5. wbpr – Unsere Zahlen und Fakten<br />inhabergeführt<br />60 Mitarbeiter<br />4,4 Mio. Euro Umsatz (2008)<br />München<br />Berlin<br />Potsdam<br />Budapest<br />Mitglied von gpra und IPREX<br />30 Jahre Erfahrung<br />30 Jahre erfolgreiche Kommunikation und neue Ideen<br />30 Jahre gewachsenes Kontaktnetzwerk<br />
  6. 6. Integrierte Leistungsfelder wbpr<br />Strategie / Krise<br />Campaigning<br />Online / <br />Social Media<br />Marke<br />Public Affairs<br />Corporate / Medienarbeit<br />
  7. 7. Social Media: Ein Definitionsversuch<br />7<br />
  8. 8. 8<br />Keine tiefen Kenntnisse in IT/ Grafik erforderlich<br />Online Plattformen zum öffentlichen Austausch/ Dialog<br />Social Media…<br />Geringe Eintrittsbarrieren <br />Stichwort: Google bzw.„Findbarkeit & Nachhaltigkeit“<br />Alles in Echtzeit<br />SEO<br />
  9. 9. Für so ziemlich alles…<br />… gibt es Social Media Anwendungen<br />
  10. 10. Zwischenfazit: Was ist neu?<br />10<br />Menschen nutzen Social Media, um Meinungen in Bewegung zu bringen. <br />Menschenteilen Informationen. Emotionen. Öffentlich!<br />Aus „Konsumenten“ werden so PROsumenten.<br />Kommunikation wird dialogisch– und ist in Zeiten von iPhone & Co mobil. <br />Informationsverhalten ändert sich<br />
  11. 11. Wo und wie wirken Social Media?<br />Social Media = Querschnitt-Funktion<br />Ist es PR? Marketing?<br />Was ist mit Sales?<br />Und HR?<br />Immer: Kommunikation und Dialog<br />
  12. 12. Vor dem (Social Media) Marketing“ kommt…<br />Welche Ziele?<br />Abgleich: Kultur & Kommunikation<br />Was „weiß“ mein Unternehmen?<br />Was „soll“ mein Unternehmen?<br />Und: Wo findet mein Unternehmen (bereits) statt?<br />… die Strategie<br />
  13. 13. (Nutzen-)Leiter im Social Media Marketing<br />13<br />Inhalte werden verbreitet!(Engagement Peer-to-Peer)<br />Präsenz & Dialog in Social Media!<br />Zuhören! Verstehen!<br />
  14. 14. Wirkfelder und exemplarische Ziele SMM<br />Arbeitgebermarke stärken<br />Transparenz herstellen/ demonstrieren<br />Image/ Modernität/ Offenheit „leben“<br />Internationale Zusammenarbeit <br />Monitoring/ Krisen-Prävention<br />Verbesserung Workflow<br />Agenda Setting: Themen für Medienarbeit<br />Wissenstransfer intern<br />Externe Kommunikation<br />Interne Komm. & Employer Branding<br />Reputationsaufbau/<br />Erhöhung Kundenbindung<br />Steigerung Traffic<br />Dialog mit Kunden- auch in Brand Outposts<br />CRM / Feedback<br />CRM <br />Verbesserung Suchmaschinenfindbarkeit<br />Marketing & Sales<br />Innovations-Management<br />Kontakt-Management<br />
  15. 15. Nun aber bitte wirklich: Die Blaupause für SMM<br />15<br />
  16. 16. Nun aber bitte wirklich …<br />Quelle: Flickr<br />… die Blaupause. <br />Sorry. Die gibt es nicht. Aber einige Grundregeln.<br />
  17. 17. Regel 1: Geben & Nehmen.<br />17<br />Quelle: Flickr by Flavio<br />„Danke“ & „Bitte“„cpoyright“: leanderwattig.de<br />
  18. 18. Regel 2: Communities existieren bereits.<br />18<br />Man kann keine Communities „aufbauen“. Jedoch Communities begeistern.<br />
  19. 19. Regel 3: Ein Mosaikstück in der Kommunikation.<br />19<br />Ein Teil der Kommunikation. Nicht mehr. Aber auch nicht weniger.<br />
  20. 20. Regel 4: Das Social Web ist existent. <br />20<br />Facebook: 10 Mio User<br />VZ-Netzwerke:ca. 17 Mio User<br />Twitter: 2, 9 Mio<br />XING: 2,8 Mio User<br />Besucherzahlen in Deutschland pro Monat.<br />(uniquevisitors, Quelle Google Adplanner, Juni 2010)<br />
  21. 21. Regel 5: Die Bedeutung wächst. Sehr schnell.<br />21<br />4 Jahre<br />38 Jahre<br />13 Jahre<br />Dauer, um 50 Mio zu erreichen.<br />Über 100 Mio User – <br />in den ersten 9 Monaten.<br />
  22. 22. Die gemeinsame Formel:Märkte sind Gespräche<br />22<br />
  23. 23. Märkte sind Gespräche? Vorurteile und Antworten.<br />„Social Media sind EINFACH weitere Marketing-Kanäle.“<br />„Social Media Marketing ist, in Twitter reinzugehen.“<br />„Social Media Marketing kostet nichts.“<br />„Social Media Marketing bringt mir skalierbar neue Kunden.“<br />Nun ja. Dann wird es schwierig.<br />Ach ja, noch ein Vorurteil: Social Media ist nicht für BtoB<br />
  24. 24. Beispiel 1: BtoB – IT-Beratungshaus Cirquent<br />Themen.<br />Insights.<br />Kompetenz.<br />Und: Enge Verzahnung mit weiterer Kommunikation.<br />
  25. 25. Bsp. 2: Kultur & Social Media<br />25<br />Historische Person<br />Service & Mehrwert<br />
  26. 26. Auch bei Kultur gilt: Verzahnung!<br />26<br />Gezielte Verzahnung mit Medienarbeit.<br />
  27. 27. Bsp. 3: Finanzen – die FIDOR Bank<br />27<br />Kommunikation in Community + Brand Outposts<br />CRM 2.0: Integration in Wertschöpfungskette<br />Social Media Marketing: Innovationen satt<br />
  28. 28. Bsp. 3: Finanzen – die FIDOR Bank (II)<br />28<br />Social Media Marketing Kampagne<br />Haben Sie nie davon gehört?<br />Die erfolgreichen Kampagnen finden in Peer-Groups statt. <br />Dort aber sehr stark.<br />
  29. 29. Und wie geht es los<br />29<br />
  30. 30. Ein sinnvoller Einstieg.<br />30<br />Monitoring<br />Strategie/ Ziele<br />Kommunizieren.<br />Verzahnen & Tracken<br />
  31. 31. „Zuhören“: wbpr Online Image Mapper<br />
  32. 32. „Zuhören“: wbpr Online Image Mapper<br />
  33. 33. „Zuhören als kleine Lösung“: Das Dashboard<br />Bildet auf einer Oberfläche Gespräche ab<br />Monitoring aller definierten Social Media<br />Aber: Keine grafische/ historische Reports<br />Alles im Blick<br />
  34. 34. In eigener Sache – wenn Sie mehr wissen wollen!<br />Wbpr: Full Service PR-Agentur<br />Werbepause… <br />www.wbpr.de/online-audit/<br />Jan.Manz@wbpr.de / 089 – 99 59 06 13<br />
  35. 35. Wir freuen uns auf Gespräche<br />35<br />

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