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Vortrag Social Media beim aperó

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Mit diesem Vortrag startete die Agentur achtung! die Veranstaltungsreihe aperó in München. Regelmäßig treffen sich hier Kommunikationsexperten, um bei Drinks und Snacks am Vorabend neue Tends der Branche zu diskutieren. Impulsvortrag bei der Veranstaltung am 09.07.2009 war das Thema "Social Media - Chancen und Fallstricke" von Björn walter und Bastian Scherbeck.

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Vortrag Social Media beim aperó

  1. 1. Social Media richtig nutzen: Chancen und Fallstricke für Marken und Unternehmen
  2. 2. 2 Lynn
  3. 3. 3 Wohnt in einer Großstadt Tägliche Mediennutzung Kurz vor dem Abitur Lynn Berufswunsch: (fast 18 Jahre alt) Psychologin 30 Min. 2 jüngere Geschwister 60 Min. 120 Min. Jobs & Taschengeld > 100€ /Monat Internet TV Radio Zeitschriften Tageszeitungen Singen Sport Lesen Musik (The Streets, „Cool!“ Zur Zeit keinen The Shins, Jamie T) Superdry festen Freund drykorn Apple adidas
  4. 4. 4 Onlinenutzung von Lynn „Ich beginne immer mit Google“ 50–100 versch. Domains pro Monat Hausaufgaben-Recherche, Stars, Seit 1 Jahr Profil Mode „Da sind die meisten“ 296 Freunde, davon 50 nur online 10 sind „richtig gute Freunde“ Kommentare, Verabredungen, Zum Chatten Fotos „Das haben die meisten“ Vor 3 Jahren Profil angelegt „Nutze ich sehr „Nutze ich kaum noch.“ selten“
  5. 5. 5 „Meinen Skullcandy Kopfhörer hat mir Leonie empfohlen und über MSN den Link geschickt“
  6. 6. 6 Warum macht Lynn das? Das Social Media Profil von Lynn Es macht ihr Leben einfacher! Kreieren: eigene Blogs, Videos, Podcasts, Artikel Informationen - Freunde geben ihr Linktipps für Schule, Shopping oder Unterhaltung Sammeln: Kommentieren: Social Bookmarking, bewerten, Identität RSS-Feeds, taggen kommentieren - Sie schafft und schärft ein Online-Profil von sich selbst – als Ergänzung ihrer Identität Beziehungen - Lynn bleibt mit vielen Menschen in engem Kontakt und weiß, was sie Zuschauen: Mitmachen: machen, denken, fühlen lesen, hören, sehen eigene Profile in sozialen Netzwerken
  7. 7. 7 Max, 32-jähriger Münchner Das Social Media Profil von Max (nach Forrester Research) Kreieren: (laut VerbraucherAnalyse 2008) eigene Blogs, Videos, Podcasts, Artikel ◼ Keine Kinder ◼ 2-Personen-Haushalt Sammeln: Social Bookmarking, Kommentieren: bewerten, RSS-Feeds, taggen kommentieren ◼ Haushalts-Netto- Einkommen 4.000 € ◼ Internetnutzung pro Woche 5 Stunden Zuschauen: Mitmachen: lesen, eigene Profile hören, in sozialen sehen Netzwerken
  8. 8. 8 Ein anderes Profil ... Kirsten Brodde, Journalistin, kirstenbrodde.de Kreieren: eigene Blogs, Videos, Podcasts, Artikel Sammeln: Kommentieren: Social Bookmarking, bewerten, RSS-Feeds, taggen kommentieren Zuschauen: Mitmachen: lesen, hören, sehen eigene Profile in sozialen Netzwerken
  9. 9. 9
  10. 10. 10 Kommentare auf ihrem Blog, Twitter, weitere Blog-Einträge ...
  11. 11. 11 Sogar Spiegel-Online berichtet über die Zensur Statt sich für bessere Arbeits- und Handelsbedingungen einzusetzen, verlegt sich Tchibo darauf, Kritik erst gar nicht zuzulassen.
  12. 12. 12 ... und natürlich findet jeder das Thema auch bei Google Suche nach: tchibo UND t-shirt tchibo t-shirt
  13. 13. 13 Was bedeutet das für die Kommunikation? Klassik Klassik Direkt Online Direkt Online Social Media Ambient Event Ambient Event PR PR
  14. 14. 14
  15. 15. 15 Budget: 1,2 Mio. US $ weltweite, langfristige Aufmerksamkeit in der relevanten Zielgruppe
  16. 16. 16 Die Reaktion der Agenturen
  17. 17. 17
  18. 18. 18 Das Social Media Profil der Zielgruppe Kreieren: eigene Blogs, Videos, Podcasts, Artikel Sammeln: Kommentieren: Social Bookmarking, bewerten, RSS-Feeds, taggen kommentieren Zuschauen: Mitmachen: lesen, hören, sehen eigene Profile in sozialen Netzwerken
  19. 19. 19 Der Plan
  20. 20. 20 Der Weg – online E-Mail YouTube Twitter Jobportale Facebook
  21. 21. 21 Der Weg – klassisch
  22. 22. Der Weg ist das Ziel
  23. 23. Der Weg ist das Ziel
  24. 24. Ergebnisse: 7 Mio. Besucher in 2 Monaten Ergebnisse 35.000 Bewerber ◼ Mehr als 100.000.000 US$ Mediawert 25 Tage Videomaterial ◼ 6.849.504 Visitor auf islandreefjob.com in 56 Tagen 450.000 abgebene Stimmen ◼ 34.684 Bewerber um den Job 100.000.000 US$ Mediawert ◼ Mehr als 450.000 abgebene Stimmen
  25. 25. 25 Und die Show geht weiter ...
  26. 26. 26 Dürfen wir vorstellen ...
  27. 27. 27 Dürfen wir vorstellen ...
  28. 28. 28 A deal a day keeps the competition away
  29. 29. 29 auch auf Facebook ...
  30. 30. 30 Blog-Kooperationen & Twitter-Gewinnspiele
  31. 31. 31 Beeindruckend – und was nun? ✔ ?✘
  32. 32. 32 Vielen Dank Wir freuen uns auf viele Diskussionen!

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