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Erfahrungsbericht Social Media Monitoring

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, 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, Ebooks, 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, 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, Ebooks, 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Erfahrungsbericht Social Media Monitoring

  1. 1. Erfahrungsbericht Social Media MonitoringAnwenderforum | Stuttgarter E-Business-Tage8. November 2011Armin Ledergerber Building Competence. Crossing Borders.Wissenschaftlicher MitarbeiterZentrum für Marketing Management
  2. 2. Die ZHAW School of Management and Law als Departement derZürcher Hochschule für Angewandte Wissenschaften Architektur, Gestaltung und Bauingenieurwesen Angewandte Gesundheit Psychologie Angewandte Life Sciences und Linguistik Facility Management Soziale Arbeit School of Engineering School of Management and Law Facts & Figures 350 Mitarbeitende 3’200 Studierende in der grundständigen Lehre 1’500 Studierende in der WeiterbildungStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 2
  3. 3. Übersicht1. Ausgangslage: Monitoring in Social Media-Strategie einbinden2. Ziele: Positionierung und Wahrnehmung erfassen3. Organisation: Dezentrale Strukturen implementieren4. Herangehensweise: Projektphasen festlegen5. Learning: Relevanz für Social Media Monitoring schaffen 3
  4. 4. AusgangslageOnline und Social Media als relevante(ste) Informations- undKommunikationskanäle unserer ZielgruppeBild links: http://www.ethority.de/weblog/social-media-prisma/Bild rechts: http://mar9arita.files.wordpress.com/2010/11/digital-native-def.jpgStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 4
  5. 5. AusgangslageSocial Media Monitoring als Ausgangspunkt für die Entwicklungvon Social Media-Massnahmen Refine Engage ab Ende 2010 Listen Seit 2007 ab 2007 Learn Kompetenz-Bereich «Social Media» am Zentrum für Marketing Managementi. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 5
  6. 6. AusgangslageSocial Media Monitoring als Ausgangspunkt für die Entwicklungvon Social Media-Massnahmen Refine Engage ab Ende 2010 Listen Seit 2007 ab 2007 Learn Ab 2010 Kompetenz-Bereich «Social Sensibilisierung Departements- Media» am Zentrum für Leitung für Social Media in Marketing Management Marketing und Kommunikationi. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 6
  7. 7. AusgangslageSocial Media Monitoring als Ausgangspunkt für die Entwicklungvon Social Media-Massnahmen Refine Engage ab Ende 2010 Listen Seit 2007 ab 2007 Learn Ab 2010 Kompetenz-Bereich «Social Ende 2010 Sensibilisierung Departements- Media» am Zentrum für Handlungsbedarf erkannt Leitung für Social Media in Marketing Media-Initiativen lanciert Social Management Marketing und Kommunikationi. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 7
  8. 8. AusgangslageSocial Media Monitoring als Ausgangspunkt für die Entwicklungvon Social Media-Massnahmen Refine Engage ab Ende 2010 Listen Kick-off Social Media Monitoring Seit 2007 die Departements-Leitung durch ab 2007 Learn Ab 2010 Kompetenz-Bereich «Social Ende 2010 Sensibilisierung Departements- Media» am Zentrum für das Zentrum Umsetzung durch Handlungsbedarf erkannt Leitung für SocialManagement für Marketing Media in Marketing Media-Initiativen lanciert Social Management Marketing und Kommunikationi. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 8
  9. 9. ZieleErmittlung der Aussenwirkung der ZHAW School of Managementand Law als primäres Ziel des Social Media Monitorings Themen- Tracking Produkt- Wettbewerbs- Interne Stakeholder Positionierung beobachtung Stabsbereich «Kommunikation & Aussenwirkung Marketing» Reputation Institute, Zentren Kampagnen-Tracking und Fachstellen zuhöreni. A. an Netbreeze (o.J.). Monitoring Anwendungs-Gebiete.Firmenpräsentationi. A. an Hettler, U. (2010). Social Media Marketing. München: OldenbourgStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 9
  10. 10. OrganisationHeterogenen Anforderungen an das Monitoring mit einerdezentralen Organisation begegnen Themen- Tracking Produkt- Wettbewerbs- Positionierung beobachtung Aussenwirkung Reputation Kampagnen-Tracking zuhöreni. A. an Netbreeze (o.J.). Monitoring Anwendungs-Gebiete.Firmenpräsentationi. A. an Hettler, U. (2010). Social Media Marketing. München: OldenbourgStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 10
  11. 11. OrganisationHeterogenen Anforderungen an das Monitoring mit einerdezentralen Organisation begegnen Themen- Tracking Produkt- Wettbewerbs- Positionierung beobachtung Aussenwirkung Reputation Kampagnen-Tracking 1 Super-User und mehrere End-User zuhöreni. A. an Netbreeze (o.J.). Monitoring Anwendungs-Gebiete.Firmenpräsentationi. A. an Hettler, U. (2010). Social Media Marketing. München: OldenbourgStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 11
  12. 12. OrganisationDezentrale Organisation mit einem End-User jeOrganisationseinheit umgesetzt Dashboard Consultant 1 Super-User und End-User je Super-User mehrere End-User OrganisationseinheitStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 12
  13. 13. HerangehensweiseDezentrale Implementierung erfordert minutiös geplantes Rollout Testbetrieb / Normal- Konzeption Setup Schulung betrieb• Umfang und • Definition Download- • Schulung der End- • Laufende Auswertung Ausgestaltung des und Analysekriterien User je Organisati- der Resultate Monitoring-Projekts • Konfiguration der onseinheit • Regelmässiges festlegen Monitoring-Lösung • Zweites Qualitäts- Qualitätsmanagement• Involvierte Parteien • Erstes Qualitäts- management der sensibilisieren management der Resultate• Fragestellungen / Resultate Themen identifi- zieren►Initial-Meetings mit ►Monitoring-Lösung ►Bedienung der ►Reporting in den einzelnen involvierten Parteien für Testbetrieb bereit Monitoring-Lösung Organisationseinheiten►Erstellung sichergestellt Betriebskonzept►Erstellung Themenbaum Dez. 10 – Feb. 11 Februar 11 – März 11 März 11 ab April 11Stuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 13
  14. 14. LearningHoher Koordinations- und Ressourcenbedarf bei dezentralerImplementierung und breitem ThemenspektrumSensibilisierung für SocialMedia erreichen Top Management-Relevanz für Social Media SupportMonitoring schaffenGrosses Themenspektrum Strukturen schaffenHeterogene Ansprüche Dezentral organisierenMehrere End-UserRelevanz der QualitätsmanagementAnalyseergebnisse Schulung der End-UserEinsatz der Lösungsicherstellen Zusammenarbeit mit VendorStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 14
  15. 15. AusblickSocial Media Monitoring hilft bei der Umsetzung vonSocial Media-Aktivitäten laufend Refine ab Frühjahr 2011 Engage ab Ende 2010 Listen Förderung und Teilnahme an der Interaktion in der Zielgruppe ab 2007 Learni. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 15
  16. 16. AusblickSocial Media Monitoring hilft bei der Umsetzung vonSocial Media-Aktivitäten laufend Refine ab Frühjahr 2011 Engage ab Ende 2010 Listen Förderung und Teilnahme an der Social Media Guidelines und Interaktion in der Zielgruppe ab 2007 Learn interne Sensibilisierung für breit abgestütztes Social Media- Engagement innerhalb der Hochschulei. A. u. a. an Advanced Human Technologies (2011). Social Media Strategy Framework. Online (15.09.2011):http://ahtgroup.com/services/social-media-strategiesStuttgarter E-Business-Tage | 08.11.2011 | Armin Ledergerber 16
  17. 17. Besten Dank für Ihre Aufmerksamkeit! @armled | @zmm_zhaw xing.to/armled slideshare.net/armled facebook.com/sml.zhaw blog.zhaw.ch/marketingmanagement 17

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