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Mingo Social Media Marketing Workshop

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Alles über Facebook, Social Networking, Blogs, Twitter, Microblogging, Tracking und Monitoring von Social Media für den Einstieg und für UnternehmerInnen.
Meral Akin-Hecke, Digitalks

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Mingo Social Media Marketing Workshop

  1. 1. Social MediaMarketing Meral Akin-Hecke Digitalks 20. September 2011
  2. 2. ut meAbo Meral Ak in-Hecke rin Digitalks Gründe raterin Online Media Be erin Trainerin - Blogg enderin Social Media Anw Digital Resident http://www.digitalks.at http://twitter.com/digitalks
  3. 3. Agenda9:00 – 9:30 Social Media Marketing Einführung9:30 – 11:00 Facebook und Social NetworkingPause11:15 – 12:30 BlogsMittagessen13:30 – 14:30 Twitter und MicrobloggingPause14:45 - 15:30 Social Media messen: Tracking &Monitoring
  4. 4. Was gehört alles zu Social Media
  5. 5. Warum soll ich auf Social Media?RechercheVernetzungOnline IdentitätWissensmanagementReputation ManagementIdeensuche & SammelnFeedback geben, Kommentare hinterlassen
  6. 6. Die 3 Säulen des Social Media Marketing Legen Sie Philosophie und eine Botschaft fest Erstellen Sie relevante Inhalte für Ihre Zielgruppe Leisten Sie Ihren Beitrag zur Online CommunityBranding / Marken- bzw. Unternehmenspersönlichkeitspielen eine immer größer werdende Rolle.http://www.derfalschehase.at/blog/grundlagen-social-media-marketing/
  7. 7. Social Media Marketing• Permission • Involvieren marketing • Zuhören• Kundenfokus nicht • Reagieren & Unternehmensfokus Vertrauen• Machen ist genauso • Investieren wichtig wie das • Messen Zuhören• Skalierbar
  8. 8. Kommunikation in Social Media
  9. 9. Kapitel 2: Facebook und Social Networking9
  10. 10. Finde Brand Ambassadors10
  11. 11. Aufruf zu einer Aktion11
  12. 12. Informieren & Beschäftigen12
  13. 13. Gute Ideen sind gefragt13
  14. 14. Wissen zum Thema Facebook• Aufbau einer Fanseite / Einstellungen / Tabs• Edgerank• Möglichkeiten / Poll / Gewinnspiel etc.• Apps / Facebook API / Spiele• Insights / Ads• Profil in eine Fanpage umwandeln• Facebook Connect / Facebook Like / FB share• applosive.de Katalog mit fast allen Apps
  15. 15. Social Networking Check-Liste• Finde heraus welche Social-Networking- Plattform deine Zeilgruppe beherbergt• Starte einen Account und finde Fans• Verbinde mit deinem Blog / deiner Website und poste regelmäßig• Starte eine Aktion oder entwickle, wenn notwendig eine eigene App• Erhöhe deine Markenbekanntschaft und den Traffic auf deine Website
  16. 16. Praxisbeispielehttps://www.facebook.com/bio.janatuerlichhttps://www.facebook.com/MuseumsQuartierWienhttps://www.facebook.com/wienerlinienhttps://www.facebook.com/diefruehstueckerinnenhttps://www.facebook.com/manomamahttps://www.facebook.com/reisingersZum Thema Facebookhttps://www.facebook.com/webfeuerhttps://www.facebook.com/marketingde
  17. 17. Consumer Pulse Studie von Chadwick Martin Bailey 2011• 52 Prozent aller Befragten verbrachten pro Woche mehr als eine Stunde bei Facebook• Im Vergleich zu anderen Sozialen Netzwerken interagieren die Nutzer mit Marken bei Facebook wesentlich häufiger, als bei anderen Networks. Facbook kommt auf einen Wert von 34 Prozent und Twitter dagegen nur auf 4 Prozent• 78 Prozent aller Nutzer, die Freunde von einer Marke bei Facebook werden, befreunden sich insgesamt mit weniger als zehn Brands. Das heißt: das Engagement scheint real zu sein• 58 Prozent befreunden sich mit einer Marke, weil sie Kunde von ihr sind• 77 Prozent aller Fans einer Marke lesen auch deren Postings• 76 aller Marken-Fans haben noch nie eine Marke entfreundet• 56 Prozent aller Marken-Fans empfehlen eher eine Marke an ihren realen Freundeskreis weiter, nachdem sie bei Facebook auch ein virtueller Freund der Marke geworden sind• 45 Prozent der Facebook-Zeit verbringen die Nutzer im Newsfeed• 69 Prozent wollen von bestimmten Marken mehr hören bzw. lesen als von anderen
  18. 18. 3. Kapitel Blogs: Expertise zeigen und Anhänger gewinnen
  19. 19. Die Säulen für erfolgreiches Bloggen • Was macht Sie einzigartig? • Fokus auf einen Schwerpunkt • Die behandelten Themen und Interessen eng schnüren • Je fokussierter, desto weniger Wettbewerb • “Long tail” Suche http://socialmediasnacker.com/2011/09/the-alanis-morissette-guide-to-successful-blogging19
  20. 20. Personal Blog20
  21. 21. Professional Blog21
  22. 22. Corporate Blog22
  23. 23. Wie funktionieren Blogs? • Rückwärts-chronologisch • Einfach zu aktualisieren • Persönlich • Ein Journal der Aktivitäten • Raum für Gedanken & Ideen • Kommentare • Archiv23
  24. 24. Wie verwenden Unternehmen Blogs • Neue Produkte ankündigen • PR • Expertenwissen • Informationsrichtigstellung • Häufig gestellte Fragen beantworten • Transparenz • Beziehungen aufbauen24
  25. 25. Blogs sind wertvoller Content• Traffic auf die eigene Website erhöhen• Content für weitere Social Media Aktivitäten generieren
  26. 26. Das magische RSS • Ein Blog im Gegensatz zu einer Website kann sich selbst ankündigen • RSS zu Email-Inbox • Feed Readers • Google reader26
  27. 27. Wissen zum Thema Blogs• Blogaufbau• Blogsoftware Wordpress / blogger.com / Tumblr / Posterous / soup.io• Plugins• Vernetzung mit weiteren Social Media Kanälen / Widgets / Sharing• Kommentarfunktion• Autopost / Feed• Pretty Links /Short Urls (Link- Verkürzer)
  28. 28. Praxisbeispielehttp://gutjahr.biz/bloghttp://www.socialmediaclub.athttp://blog.janatuerlich.athttp://blog.tchibo.comSocial Media Blogshttp://pr-blogger.dehttp://www.thomashutter.comhttp://liechtenecker.at
  29. 29. Blogging-Checkliste• Starte ein Blog• Nehme vor regelmäßig zu bloggen• Lese jeden Tag 10 Minuten andere Blogs• Kommentiere andere Blogs• Setze dir als Ziel mindestens 1 Jahr
  30. 30. 4. Kapitel Twitter und Microblogging
  31. 31. Twitter• Kurze Statusnachrichten (140 Zeichen)• Weiterleiten von Links, vom eigenen Content, von Kommentaren & Kritiken• Unmittelbare und schnelle Response-Zeiten• Neue Zielgruppen erreichen• Mit Kommunikations- und Medienmenschen in Kontakt treten und in Kontakt bleiben
  32. 32. Personal Corporate Accounts
  33. 33. Corporate Accounts
  34. 34. Customer Service on Twitter
  35. 35. Wissen zum Thema Twitter• Funktionsweise: Reply, Retweet, Hashtag ...• Twitter Clients (Tweetdeck, Echofon ...)• Twittersuche / Twazzup (Suchen, Listen)• Keepstream• WP-plugin blackbird pie• Twitter Apps (Twitpic, Instagram, Bit.ly, Qik)• Tweet Button• Twitter Analytics (zukünftiges Analysetool)• Storify.com / Summify.com / Paper.li
  36. 36. Microblogging Checkliste• Starte einen Twitter Account• Finde Accounts, denen du folgen möchtest• Folge den Accounts, die dir folgen• Nutze Twitterfeed, Ping.fm oder Facebook um Nachrichten auf Twitter zu posten• Lese mindestens 10 Minuten in deiner Timeline oder folge für dich relevanten Hashtags „#“• Kommentiere, retweete oder beantworte Fragen auf Twitter mindestens 10 Minuten
  37. 37. 2-facheNutzung vonSocial Media
  38. 38. Passive Teilnahme: Beobachten, Lesen,Kommentieren, Share & Like
  39. 39. Passive Teilnahme
  40. 40. Aktive Teilnahme:eigenen Content produzieren & verteilen
  41. 41. Tracking & Monitoring• Google analytics / Google Alerts• Facebook Insights (Fanpage basierend)• Twitter Analytics (zukünftig)• Tweetstats.som (Twitter)• klout.com (Twitter)• backtype / backtweets.com (Social Media)• socialmediaradar.at (Social Media in AT)• socialmediaranking.at (Social Media in AT)• Twitterwall für Veranstaltungen
  42. 42. Erfolgreich auf Social Media Beobachte, was deine Zielgruppe auf Social Media unternimmt Finde oder entwickle ein „Social Object“, das von Bedeutung ist und auf Interesse stößt Segmentiere deine Zielgruppe - auf Social Media ist die Segmentierung bis auf die Person möglich Gib deiner Zielgruppe die Möglichkeit mit dir auf der Plattform deren Wahl zu kommunizieren
  43. 43. Erfolgreich auf Social Media /Forts. Optimiere dein Content für das Weiterleiten z.B. via Facebook, Newsfeed Wenn notwendig, schalte Werbung auf Social Media ein Überprüfe, ob dir die benötigten Ressourcen für Social Media Aktivitäten zur Verfügung stehen Messe den Effekt deiner Social Media Aktivitäten und optimiere deine Schritte
  44. 44. Meral Akin-Hecke Online Media Consultant @kigo @digitalks www.digitalks.at info@digitalks.atFragen ? 44

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