The document discusses communicating smarter through social media. It emphasizes the importance of being relevant to topics that customers care about, creating high-quality and visually appealing content, and using marketing automation tools and influencer outreach to efficiently spread messages. It provides examples of how companies can use social media data and content planning to dominate topics and conversations that will attract customers and drive business results.

1. Communicate smarter - stay relevant
Mike Schwede, 3. Februar 2016 #digiZH

2. Communicating smart?
1. Relevant
2. Awesome
3. Efficient

3. «Markets are conversations.»
Cluetrain Manifesto, 1999
→No conversations? No markets!
Mike Schwede
Mike Schwede, Creative Commons 3.0 BY SA

5. Awesome Product, great Service.
Look how we do it!
My problems, my dreams,
my needs, my… whatever
Mike Schwede, Creative Commons 3.0 BY SA

6. Visions & Needs
Knowledge & Help
Products &
Services
Solutions & Features
Mike Schwede, Creative Commons 3.0 BY SA
Content Funnel

7. 5 morning routines
for a great monday
3 KPI for better cash
management
Bexio! Bexio vs xyz
Online Invoices, Bank
Sync,...
4’000 Google
Searches / Mt
250 Social
Mentions / Mt

8. Topic Share of Voice
Your
Topic
Your Voice
Competitor
Your Goal

9. 9
Facebook Topic Data

10. Visual Insights?
10

11. Communicating smart?
1. Relevant
2. Awesome
3. Efficient

12. 12

14. 14

16. Communicating smart?
1. Relevant
2. Awesome
3. Efficient

17. 17

18. 18

19. Nestlé, ww, Facebook
1500 pieces of content
$127,500 / Day
for Social Media Management
Source: Percolate

20. 20
Social Media Management

21. Marketing Automation

22. Relevant
Conquer topics, plan based on data
Awesome
Be bold, beautiful
Efficient
Outreach influencers and use smart tools
Mike Schwede, Creative Commons 3.0 BY SA

23. @mikeschwede
mike@schwede.ch