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The State of the Nation - Social Media Basics Sept 2015

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A new talk about Social Media in communications

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The State of the Nation - Social Media Basics Sept 2015

  1. 1. SOCIAL MEDIA BASICS The State of the Nation Sept 2015
  2. 2. DIG DEEPER, IMAGINE MORE. LEADERSHIP TEAM CLIENTS GERMANY COHN & WOLFE
  3. 3. HEALTHCARE, CONSUMER MARKETING, CORPORATE COMMUNICATIONS, TECHNOLOGY COHN & WOLFE GLOBAL
  4. 4. •  Strategy for digital and social media since 2004 •  One of Germany‘s top 5 PR strategists •  Clients e.g. Daimler, Nestlé, Novartis, Deutsche Bahn, Lufthansa, Mars, Unilever, Microsoft, Puma, eBay •  Author and international speaker about the future of communications •  Senior advisor to many executives on digital transformation •  Crises manager •  Father, rider, blogger •  Social brand: @luebue WOLFGANG LÜNENBÜRGER-REIDENBACH MANAGING DIRECTOR GERMANY
  5. 5. WHAT I WILL TALK ABOUT
  6. 6. SOCIAL MEDIA IS NOT DIALOGUE BUT SOCIAL SIGNALS
  7. 7. SOCIAL MEDIA IS NOT A MEGAPHONE BUT A BABYMONITOR
  8. 8. SOCIAL MEDIA MARKETING IS DEAD – ANDYOU KILLED IT
  9. 9. THE THREE WEBS
  10. 10. #1 SEARCH WEB
  11. 11. #2 SOCIAL WEB
  12. 12. #3 EPHEMERAL WEB
  13. 13. #3 EPHEMERAL WEB Non searchable, non persistent web Instant expression Entertainment
  14. 14. FOLLOW ME
  15. 15. SO LET’S TALK ABOUT SOCIAL
  16. 16. Social Media is media, created by the both publishers and users, and delivered through social signals.
  17. 17. Social Media is media, created by the both publishers and users, and delivered through social signals. Content like links, text, video, pics etc contacts, friendship, connection (relatives, work, school, area) All platforms have the functionality to publish instantly Built by professionals and amateurs together
  18. 18. Live Moment News Event proof Viral action Affirmation Synchronizing of opinionsLife hacks Help and knowledge Fun
  19. 19. BUT THERE IS A SECRET
  20. 20. NOONE IS TALKING ABOUT BRANDS unless you are Apple or Harley Davidson or a movie. (or a telco carrier, but in this case you don’t want them to talk about you)
  21. 21. IT’S SIMPLY A LIE WE TOLDYOU (I’m sorry for that)
  22. 22. Entire corporate social media strategies are crafted on baseless assumptions that presume brands can reach prospects and customers in social networks, consumers want and trust brand content, all engagement matters, likes are marketing KPIs and fans and followers are advocates. Facebook is now central to social media, and by throttling organic reach, Facebook has destroyed brand conversation. But the problem lies equally with the brands themselves. They’re just boring. Nobody wants to talk about your brand. Nobody wants to interact with your marketing. Any gains you see are illusory. Social media is not a marketing channel. Give up. Josh Bernoff MIT, Forrester, co-author of “Groundswell” Aug 24, 2015 http://withoutbullshit.com/blog/augie-ray-can-we-admit-now-that-social-media-marketing-is-dead/
  23. 23. Live Moment News Event proof Viral action Affirmation Synchronizing of opinionsLife hacks Help and knowledge Fun
  24. 24. Live Moment News Event proof Viral action Affirmation Synchronizing of opinionsLife hacks Help and knowledge Fun brand injection and advertising memes technology mechanics
  25. 25. SOCIAL SIGNALS BABYMONITOR MARKETING •  Traffic •  Virality •  Events and live injection •  Interests •  Lookalike audiences •  Geotargeting •  Monitoring •  Listening •  Customer service and response •  Turning complaints •  Helpdesk •  Already connceted •  Audience fit •  365 day channels •  Additional touch points for campaigns •  Complementary messages •  Segmentation along age
  26. 26. INSPIRATION (THIS SPRING/SUMMER ONLY)
  27. 27. Just reach out @luebue Wolfgang Lünenbürger-Reidenbach Managing Director Germany wolfgang.luenenbuerger@cohnwolfe.com +49 40 808016 110

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