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Warum ist Social Media Marketing anders?

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Am Kmubiz-Event "Social Media für KMU" vom 27.09.2012 hat Aniello Bove, COO & Partner INM AG, anhand von Fallbeispielen aus unterschiedlichen Geschäftsfeldern aufzeigt, welche Social Media Lösungen, Kampagnen und Ideen Erfolg und Misserfolg brachten.

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Warum ist Social Media Marketing anders?

  1. 1. „China hat Twitter blockiert. Nun wissen 1.3 BillionenLeute nicht, was ich zu Frühstück esse.“Aniello Boveaniello.bove@inm.ch Aniello Bove 1
  2. 2. Warum ist Social MediaMarketing anders? Aniello Bove 2
  3. 3. Aniello Bove 3
  4. 4. Vom Monologzum Dialog Aniello Bove 4
  5. 5. Aniello Bove 5
  6. 6. Consumer auchTestimonials Aniello Bove 6
  7. 7. Aniello Bove 7
  8. 8. Bindung anstelleStreuung Aniello Bove 8
  9. 9. Aniello Bove 9
  10. 10. Conversion alsmessbares Ziel Aniello Bove 10
  11. 11. Aniello Bove 11
  12. 12. Reichweite undPotential Aniello Bove 12
  13. 13. Aniello Bove 13
  14. 14. Statistiken Zielpublikum Aniello Bove 14
  15. 15. Aniello Bove 15
  16. 16. Controlling Viralität Aniello Bove 16
  17. 17. Aniello Bove 17
  18. 18. Seeding Traffic Aniello Bove 18
  19. 19. 2‘000 Likers FB40‘000 Reichweite 8000Klickrate von 0,2% 8‘420 Leads x100/d - Besucher CR BLOG21‘000 Jun-Dez 420Klickrate von 2% 5% CR bedeutet z.B. 271 Abschlüsse. Aniello Bove 19
  20. 20. Leads & Abschlüsse(Sales) Aniello Bove 20
  21. 21. Bindung/Vertrauen. Langfristig. Kurzfristig. Podcasts/ Youtube. SEO. Blog. Marketing Attention Facebook Likers. SEM. Twitter Followers. Newsletter. Interruption Marketing Facebook Ads. Display Ads. Abschluss/ Wirkung. Aniello Bove 21
  22. 22. Bindung/Vertrauen. Langfristig. Kurzfristig.Instrumente und Podcasts/ Youtube. Blog. SEO. Marketing Attentionderen Wirkung Facebook Likers. Twitter Followers. SEM. Newsletter. Interruption Marketing Facebook Ads. Display Ads. Abschluss/ Wirkung. Aniello Bove 22
  23. 23. Aniello Bove 23
  24. 24. Facebook Seite.Für‘s ganze Web sichtbar.Eigene URL.Gestaltbar.Statistik. Aniello Bove 24
  25. 25. Aniello Bove 25
  26. 26. Platz 2 nach Google!Für Suchanfragen (> 3 Mia/d),weil Menschen beurteilen.Twitter hilft bei SEO!Google+ übrigens auch! Aniello Bove 26
  27. 27. Aniello Bove 27
  28. 28. Gründung 2005>48h/min.> als ABC/CBS/NBC seit 1948. Aniello Bove 28
  29. 29. Aniello Bove 29
  30. 30. 30‘000 Leser pro Monat.1‘000 RSS Abonnenten/ Verbündete.5‘000 Facebook Fans (INM >1’000).Durchschn. Besuchszeit: 1min32s Aniello Bove 30
  31. 31. Call To Action Aniello Bove 31
  32. 32. Funktioniert der CTA?Qualität anstelleQuantität Aniello Bove 32
  33. 33. Tipps & Tricksbeim BloggenAniello Bove 33
  34. 34. Wie komme ich zuvielen Benutzern?Quelle #1: Google & Co. Aniello Bove 34
  35. 35. Aniello Bove 35
  36. 36. Schritt 1 zu vielenBesuchern.Thema festlegen. Aniello Bove 36
  37. 37. Schritt 2 zu vielenBesuchern.Keywords definieren. Aniello Bove 37
  38. 38. Schritt 3 zu vielenBesuchern.Content  KEY!Titel  TITLE & Google LinkTags  Keyword als TAG (Img, Link)Keywords  DichteKommentare  Letztes Wort / Danke Aniello Bove 38
  39. 39. Schritt 4 zu vielenBesuchern.Themen Setting. Aniello Bove 39
  40. 40. Schritt 5 zu vielenBesuchern.Controlling & Analyse. Aniello Bove 40
  41. 41. Learningsanhand 2Use Cases: Aniello Bove 41
  42. 42. Adobe „dance with me“.Creative Suite CS4.80% Rabatt.Studenten.Schweiz & Österreich. Aniello Bove 42
  43. 43. Aniello Bove 43
  44. 44. Einfach.Viral.Social & Real.Preis.Vorlauf. Aniello Bove 44
  45. 45. 2-3k Votes273 Dancer270 Clips30k Besucher auf „dwm“260k Page Views21k Votes>10k Youtube ViewsAdobe Seeds of Innovation AwardPresse in CH & AUT Aniello Bove 45
  46. 46. CommunityBuilding mit Vorlauf!E-Mail / FB / Twitter.Weiterempfehlungbei Voting.Nachbearbeitung Video. Aniello Bove 46
  47. 47. Schild.Kleider und Lifestyle.Schweiz.Besser als PKZ & Co. Aniello Bove 47
  48. 48. Aniello Bove 48
  49. 49. Aniello Bove 49
  50. 50. Aniello Bove 50
  51. 51. Aniello Bove 51
  52. 52. Themensetting.3 Autoren.Tage fix mit Thema.CommunityManagement bei INM.Blog Café. Aniello Bove 52
  53. 53. Aniello Bove 53
  54. 54. Klassisches Vorgehen. 1. Strategie / Absicht? 2. Ziele / Zielgruppen? 3. Idee! 4. Konzept (Budget, Personal, Know-How etc.) 5. Portale / Tools 6. Themen / Content 7. KPI‘s bestimmen 8. Umsetzung 9. Controlling/Monitoring 54 Aniello Bove 54
  55. 55. Kennen Sie Ihre Absichten?  Bekanntheitsgrad / Image?  Kunden-Support?  Sales / Sales Promotion?  HR 2.0, Personal-Selektion?  Know-How- & Informations-Transfer, Kompetenz?  interne Kommunikation?  Public Relations?  Networking?  Kundenbindung?  Produkt-Entwicklung? 55 Aniello Bove 55
  56. 56. Social Media Channels. Sales/ Info Leads Traffic Dialog Branding/ SEO Image …und weitere? Aniello Bove 56
  57. 57. Guidelines! Aggressiv/ Beitrag anonym Monitoring Antworten auf oder Facebook löschen Ja Nein Falsch Fakten Weiter- Beitrag Inhalt positiv? ist… richtig- verbreiten stellen Ungelöstes Keine Problem Problem Reaktion lösen Aniello Bove 57
  58. 58. Welchen Weg wählen Sie? 1. Top down (gem. klassischem Vorgehen) + Sofort durchgängig, weniger Anpassungen nötig, Strategiekompatibel, von der Führung mitgetragen - Dauert länger, viele Entscheidungshürden, wird oft als erstes zurückgestellt, i.d.R falsche Entscheidungsträger. 2. Bottom up (eher die Praxis) + schnellere Ergebnisse möglich, von Beginn weg die richtigen Leute involviert, höhere Dynamik - Stand-alone Gefahr, zu wenig verankert in der Führung, evtl. zu wenig auf Unternehmensziele fokussiert. 58 Aniello Bove 58
  59. 59. „Fürchte mich ein bisschen vor dem Tag wo jemandan der Tür klingelt und sagt: Wir haben 37 Freundegemeinsam, kann ich reinkommen?“Aniello Boveaniello.bove@inm.ch Aniello Bove 59

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