Social Media Economy Days 2011


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Social Media Economy Days 2011

  1. 1. Summary by Stephan Geuking & Eiko Islerby Stephan Geuking & Eiko Isler - 2011 1
  2. 2. Communication 2.0: From the first click to an action – mobilization and obligation via digital media (Julius van de Laar Former election campaign worker of Obama Gave some examples, how they used Social- Media Storytelling is very important for your campaign The Story you will tell has to be authentic, emotional, with values and aspirations Think about the story and the message at first by Stephan Geuking & Eiko Isler - 2011 2
  3. 3. The Social-Media-Revolution – How companiesreact and change their processes (Andreas H. Bock – Telekom, Philipp Rosenthal – Tieto): Speech was about Enterprise 2.0 Implementing takes time The added value has to be shown for everyone „Copy“ the right things Vision keepers are important Train all interested people step by step Be transparent while doing it Enterprise 2.0 could be the future working model in companies by Stephan Geuking & Eiko Isler - 2011 3
  4. 4. Social Media Monitoring (Vicky Brook – Highland Business Research, Bernhard Steimel – MIND Business Consultant): A speech about possibilities of monitoring and what could be important Monitoring could have many reasons and topics (Trendscouting, Customer Feedback and some other things) It depends on the goals of the company Some free tools have a delay range from 24 to 72 hours The delay could be a huge problem, if you want (or have) to do real time analysis The most tools are good, but many of them have some problems in case of sentiment First of all: Find the goals (e.g. Consumer Feedback, Issue Management, Trend Scouting) Possible KPI’ s: Audience Engagement, Active Advocate, Satisfaction Score, Topic Trends Ask some basic questions for your monitoring: Who? When? Where? How? Why? by Stephan Geuking & Eiko Isler - 2011 4
  5. 5. Keynote G+ (Dr. Stefan Tweraser – Country Director Google Germany): Speech was about the development process, the past, the present and what could happen in the future One goal of Google is, to combine all systems of Google (Email, Streetview, Youtube, etc.) G+ has actually more than 50 million users worldwide and is the fastest growing social platform They don’ t want to be a social-network, but being more social and using that tools to combine all systems They will implement streaming stuff They have a huge pipeline of things, which are actually under development by Stephan Geuking & Eiko Isler - 2011 5
  6. 6. Content is king (Robert Seeger – Agentur für Kommunikationskunst): The speeker explained, how important good content is Three keyfacts are the most important things: Authentic, creative and exclusive Search for real keyplayer and ask them, to help and to support you Likes are profiling, sharing is a statement, to comment is a message and that should be the goal Reward those people, who share your content Storytelling: Easy, unexpected, specific, reliable, emotional, true by Stephan Geuking & Eiko Isler - 2011 6
  7. 7. Keynote-Session and Roundtable discussion: Microsoft, Facebook, Telefonica, Google and Akom360 talked about the influence of social-media Every company should learn to listen to the customers One important thing was to clarify that fans and followers were not good KPI’ s The activity, shares and discussions are more important Companies who focus only on Fans and Followers will fail in the future Another trend will be the merge of social-mobile-local (e. g. Nike is doing it) by Stephan Geuking & Eiko Isler - 2011 7
  8. 8. Social Media Monitoring Advanced (Prof. Dr. Peter Gentsch – B.I.G.): The main focus of this session was to show and explain, why social media should be a task and a goal for the complete company A good monitoring could give all needed answers, e. g. customer-relationship-management, issue- management, trend scouting, brand communication, human resources management, competitor analysis(share of voice), engagement and many things more Some possible KPI’ s: Influence, reach, network, satisfaction, consumption, contribution, sharings KPI’ s could very complex, in case of a companywide strategy and every division has it’ s own KPI’ s by Stephan Geuking & Eiko Isler - 2011 8
  9. 9. Social Media and ROI (Vicky Brock – Highland Business Research and Mirko Lange – talkabout communitcations): Conversion rate isn’ t a hard and true fact of social media It is not always synchronous with the original social media Social is creating conversion opportunities Actual value comes when your actions impact revenue, costs or satisfaction Don’ t think about how much money you got with Social-Media Think about, how much money you saved with Social-Media (e. g. Less support via Call Center, because of a public FAQ via Social-Media) by Stephan Geuking & Eiko Isler - 2011 9
  10. 10. Special: Google+ (Björn Tantau . Tameto Onlinemarketing eK): G+ is one of the fastest growing platforms For many people, it is a competitor of Facebook G+ Sites affect and increase the scoring of search results on Google G+ Company sites are not “micro websites” These are communities and you need a community manager Set it up, push it with exclusive content and use circles from the beginning With circles you could manage better than before different types of customers for your business and special offerings Do special offerings for your g+ follower Don’ t forget the imprint by Stephan Geuking & Eiko Isler - 2011 10
  11. 11. Social Media Outside the Box Marketing: How will i get 800.000 Fans with 150€ -> targeted FB Advertising Kitesurfing FB Community: Successful via Community Management 86% of all TV viewers are surfing in the meanwhile by Stephan Geuking & Eiko Isler - 2011 11
  12. 12. Social Mobile Local (Stefan Mohr – CEO of Jung von Matt/next): Some companies already started with social, local, mobile, Nike True City, Nike Airwalk (virtual shops all over the city), Coca Cola Summerlove It seems, that local is the next step of the web 2.0 evolution High interaction rates ( and, more sales, more reach and more customer insights by Stephan Geuking & Eiko Isler - 2011 12
  13. 13. Youtube, Vimeo & Daily Motion – the secret of successful videos Storytelling: Easy, unexpected, specific, reliable, emotional, true Unconventional Surprise effects Entertainment With humor Share it on many platforms by Stephan Geuking & Eiko Isler - 2011 13
  14. 14. Conclusion A good event to get some new ideas Marketing oriented Only Fans and Follower are an unimportant KPI Think about the story and the message at first UGC and sharing should be more important Watch out for Keyplayer and Community Manager to engage your pages Think about the goals for the company The Award is kinda useless, because it was focused on marketing campaigns Basically a good event, which could be visited by Stephan Geuking & Eiko Isler - 2011 14