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14.06.11 Seite  Social Media Strategie von Björn Eichstädt,  Storymaker GmbH 14. Juni 2011 KONG  photocase
14.06.11 Seite  Über Storymaker
14.06.11 Seite  Social Media und Storymaker <ul><li>Social Web Historie: </li></ul><ul><li>Start des Agenturblogs storyblo...
14.06.11 Seite  Social Media Strategie KONG  photocase
Kommunikation wird komplex... 14.06.11 PR Journalisten Forum Zeitungen und Zeitschriften Blogger Firma XY ? Social Network...
Die Zeit läuft uns davon... „ wir  MÜSSEN  etwas mit Social Media machen!!“ misterQM photocase
14.06.11 Seite  Was will ich mit Online-Kommunikation erreichen? Wozu das Ganze? ABER HALT! In welchen Netzwerken und Plat...
POST  („Groundswell“ von Bernoff & Li) <ul><li>People! </li></ul>14.06.11 Seite  Objectives! Strategy!  Technology! Aremac...
Was bedeutet das? <ul><li>P eople: </li></ul><ul><li>O bjectives: </li></ul><ul><li>S trategy: </li></ul><ul><li>T echnolo...
14.06.11 Seite  Story: Identität. Strategie: Image.
14.06.11 Seite  Story: Claims interpretieren!  „ Relevance makes the difference “ „ Use your inner eye“ „ Bringing it all ...
14.06.11 Seite  Storylistening: Zuhören!  Franziska Fiolka photocase <ul><li>Monitoren: Twitter Search, Google Alerts etc....
14.06.11 Seite  Story und Publikum kombinieren..  „ Relevance makes the difference“ „ Come back to get ahead“ „ Bringing i...
„ Compared to what?“  (Les McCann) 14.06.11 Seite  <ul><li>Spezifische Ziele setzen: Erhöhung der Web-Zugriffe, Anzahl der...
14.06.11 Seite  P&P: Personen und Prozesse
14.06.11 Seite  E-Mail Website Foren Portale Blogs Der Appetit ist groß, doch wo anfangen?
Kommunikationsarchitektur 14.06.11 Seite  Communication Corporate Hosting Email Twitter Facebook XING / LinkedIn PR -conte...
14.06.11 Seite  Und praktisch? –  Interagieren und viralisieren  Neuartiger Vokabel- Trainer für Smartphones: Ausprobieren...
14.06.11 Seite  Mechanismen und Reichweiten verstehen = „Mir gefällt PONS “ Seit heute gibt es einen neuartigen  Vokabel-T...
Fragen? www.storymaker.de photocase / cybernautin Die Kunst aus Unternehmen Erfolgsstories zu machen
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Social Media Strategie - Vortrag für die Deutsche Presseakademie, Björn Eichstädt, Storymaker

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Vortrag über Social Media Strategie, gehalten im Rahmen eines Webinars der Deutschen Presseakademie am 16. Juni 2011.

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Social Media Strategie - Vortrag für die Deutsche Presseakademie, Björn Eichstädt, Storymaker

  1. 1. 14.06.11 Seite Social Media Strategie von Björn Eichstädt, Storymaker GmbH 14. Juni 2011 KONG photocase
  2. 2. 14.06.11 Seite Über Storymaker
  3. 3. 14.06.11 Seite Social Media und Storymaker <ul><li>Social Web Historie: </li></ul><ul><li>Start des Agenturblogs storyblogger.de im Jahr 2005 </li></ul><ul><li>Erste Kundenblogprojekte seit 2006 </li></ul><ul><li>Interne Video-Produktion seit 2007 </li></ul><ul><li>Agentur-Twitter-Account @Storymaker seit 2007 </li></ul><ul><li>Erste Social Media Kundenprojekte seit 2008 </li></ul><ul><li>Heute: Nutzung der meisten relevanten Social Media Plattformen </li></ul><ul><li>Social Media im Einsatz in etwa 50 % der Kundenprojekte </li></ul><ul><li>Angebote: </li></ul><ul><li>Social Media Strategien </li></ul><ul><li>Social Media Outsourcing </li></ul><ul><li>Storytelling und Social Media </li></ul><ul><li>Content: Text, Video, Fotos, Folien etc. etc. </li></ul>Benecus photocase
  4. 4. 14.06.11 Seite Social Media Strategie KONG photocase
  5. 5. Kommunikation wird komplex... 14.06.11 PR Journalisten Forum Zeitungen und Zeitschriften Blogger Firma XY ? Social Networks ? Seite Private Websites Verbraucherportale Shopping-Sites
  6. 6. Die Zeit läuft uns davon... „ wir MÜSSEN etwas mit Social Media machen!!“ misterQM photocase
  7. 7. 14.06.11 Seite Was will ich mit Online-Kommunikation erreichen? Wozu das Ganze? ABER HALT! In welchen Netzwerken und Plattformen muss ich präsent sein? Was ist relevant für mein Unternehmen? Welche Informationen sollte ich wo bereitstellen? Welche Inhalte brauche ich? Wie starte ich? Und wer macht das alles? Wie bereite ich meine Informationen auf, damit sie gefunden und weitergereicht werden? Wie erhalte ich Aufmerksamkeit?
  8. 8. POST („Groundswell“ von Bernoff & Li) <ul><li>People! </li></ul>14.06.11 Seite Objectives! Strategy! Technology! Aremac photocase
  9. 9. Was bedeutet das? <ul><li>P eople: </li></ul><ul><li>O bjectives: </li></ul><ul><li>S trategy: </li></ul><ul><li>T echnology: </li></ul>14.06.11 Wer sind meine Zielpersonen? Was sind ihre Bedürfnisse? Finde ich sie auf Social Network Plattformen? Was will ich erreichen? Höhere Verkäufe? Website Besuche? Verbundenheit? Messbarkeit? Was benötige ich, um diese Ziele zu erreichen? Wie muss ich vorgehen? Welche Beziehungsänderung steht an? Ganz am Ende: Welche Plattformen benötige ich? Ist Facebook tatsächlich das Richtige für mich? Und was ist mit einem Blog? Twitter? YouTube-Kanal? Seite Aremac photocase
  10. 10. 14.06.11 Seite Story: Identität. Strategie: Image.
  11. 11. 14.06.11 Seite Story: Claims interpretieren! „ Relevance makes the difference “ „ Use your inner eye“ „ Bringing it all together“ „ Come back to get ahead“ AllzweckJack photocase
  12. 12. 14.06.11 Seite Storylistening: Zuhören! Franziska Fiolka photocase <ul><li>Monitoren: Twitter Search, Google Alerts etc. </li></ul><ul><li>Befindlichkeiten der Zielgruppe ermitteln </li></ul><ul><li>Erfolgreiche Kampagnen und ihre Wirkmechanismen analysieren </li></ul>
  13. 13. 14.06.11 Seite Story und Publikum kombinieren.. „ Relevance makes the difference“ „ Come back to get ahead“ „ Bringing it all together“ Nicht „innovativ“ sagen. „ Innovativ“ sein.
  14. 14. „ Compared to what?“ (Les McCann) 14.06.11 Seite <ul><li>Spezifische Ziele setzen: Erhöhung der Web-Zugriffe, Anzahl der Links, SEO, HR Kontakte, Facebook Fans, Twitter Follower etc. ... </li></ul><ul><li>Dinge die man messen will, messbar machen! </li></ul><ul><li>Realistische Ziele setzen! </li></ul><ul><li>Aufsetzen von Benchmarks! „Verbessern“, „steigern“... im Vergleich zu was? </li></ul><ul><li>Messt am Anfang einer Kampagne – UND am Ende! </li></ul>
  15. 15. 14.06.11 Seite P&P: Personen und Prozesse
  16. 16. 14.06.11 Seite E-Mail Website Foren Portale Blogs Der Appetit ist groß, doch wo anfangen?
  17. 17. Kommunikationsarchitektur 14.06.11 Seite Communication Corporate Hosting Email Twitter Facebook XING / LinkedIn PR -content Website Microsites Blog Newsletter YouTube Flickr Issuu Slideshare
  18. 18. 14.06.11 Seite Und praktisch? – Interagieren und viralisieren Neuartiger Vokabel- Trainer für Smartphones: Ausprobieren unter www.bit.ly/neu23 F F F liest liest liest F liest liest liest F RT @PONS_eu Neuartiger Vokabel- Trainer für Smartphones: www.bit.ly/neu23 App-Tipp fürs #iPhone:Vokabel- Trainer von @PONS_eu: www.bit.ly/neu23 F =Follower von PONS
  19. 19. 14.06.11 Seite Mechanismen und Reichweiten verstehen = „Mir gefällt PONS “ Seit heute gibt es einen neuartigen Vokabel-Trainer für Smartphones: … . Ausprobieren unter www.bit.ly/neu23 Schreibt Kommentar Freund hat kommentiert PONS PONS- Beitrag PONS hat kommentiert Freund hat kommentiert PONS- Beitrag PONS- Beitrag PONS hat kommentiert PONS hat kommentiert Freund hat kommentiert Freund gefällt PONS PONS hat kommentiert
  20. 20. Fragen? www.storymaker.de photocase / cybernautin Die Kunst aus Unternehmen Erfolgsstories zu machen

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