The document summarizes the key points from several presentations at a conference on social media. It discusses how companies can use storytelling and authentic messaging in their social media campaigns. It also addresses how monitoring social media can help companies with customer feedback, trend analysis, and issue management. Additional topics covered include Google+, social mobile local strategies, and how to create successful social media videos.

1. Summary by
Stephan Geuking & Eiko Isler
by Stephan Geuking & Eiko Isler - 2011 1

2. Communication 2.0: From the first click to an
action – mobilization and obligation via digital
media (Julius van de Laar www.juliusvandelaar.com)
 Former election campaign worker of Obama
 Gave some examples, how they used Social-
Media
 Storytelling is very important for your campaign
 The Story you will tell has to be authentic,
emotional, with values and aspirations
 Think about the story and the message at first
by Stephan Geuking & Eiko Isler - 2011 2

3. The Social-Media-Revolution – How companies
react and change their processes (Andreas H. Bock –
Telekom, Philipp Rosenthal – Tieto):
 Speech was about Enterprise 2.0
 Implementing takes time
 The added value has to be shown for
everyone
 „Copy“ the right things
 Vision keepers are important
 Train all interested people step by step
 Be transparent while doing it
 Enterprise 2.0 could be the future working
model in companies
by Stephan Geuking & Eiko Isler - 2011 3

4. Social Media Monitoring (Vicky Brook – Highland Business
Research, Bernhard Steimel – MIND Business Consultant):
 A speech about possibilities of monitoring and what could be
important
 Monitoring could have many reasons and topics
(Trendscouting, Customer Feedback and some other things)
 It depends on the goals of the company
 Some free tools have a delay range from 24 to 72 hours
 The delay could be a huge problem, if you want (or have) to do
real time analysis
 The most tools are good, but many of them have some
problems in case of sentiment
 First of all: Find the goals (e.g. Consumer Feedback, Issue
Management, Trend Scouting)
 Possible KPI’ s: Audience Engagement, Active Advocate,
Satisfaction Score, Topic Trends
 Ask some basic questions for your monitoring: Who? When?
Where? How? Why?
by Stephan Geuking & Eiko Isler - 2011 4

5. Keynote G+ (Dr. Stefan Tweraser – Country Director Google
Germany):
 Speech was about the development process, the
past, the present and what could happen in the
future
 One goal of Google is, to combine all systems of
Google (Email, Streetview, Youtube, etc.)
 G+ has actually more than 50 million users
worldwide and is the fastest growing social platform
 They don’ t want to be a social-network, but being
more social and using that tools to combine all
systems
 They will implement streaming stuff
 They have a huge pipeline of things, which are
actually under development
by Stephan Geuking & Eiko Isler - 2011 5

6. Content is king (Robert Seeger – Agentur für
Kommunikationskunst):
 The speeker explained, how important good
content is
 Three keyfacts are the most important things:
Authentic, creative and exclusive
 Search for real keyplayer and ask them, to
help and to support you
 Likes are profiling, sharing is a statement, to
comment is a message and that should be the
goal
 Reward those people, who share your content
 Storytelling: Easy, unexpected, specific,
reliable, emotional, true
by Stephan Geuking & Eiko Isler - 2011 6

7. Keynote-Session and Roundtable discussion:
 Microsoft, Facebook, Telefonica, Google and
Akom360 talked about the influence of social-media
 Every company should learn to listen to the
customers
 One important thing was to clarify that fans and
followers were not good KPI’ s
 The activity, shares and discussions are more
important
 Companies who focus only on Fans and Followers
will fail in the future
 Another trend will be the merge of social-mobile-local
(e. g. Nike is doing it)
by Stephan Geuking & Eiko Isler - 2011 7

8. Social Media Monitoring Advanced (Prof. Dr. Peter
Gentsch – B.I.G.):
 The main focus of this session was to show and
explain, why social media should be a task and a
goal for the complete company
 A good monitoring could give all needed answers, e.
g. customer-relationship-management, issue-
management, trend scouting, brand communication,
human resources management, competitor
analysis(share of voice), engagement and many
things more
 Some possible KPI’ s: Influence, reach, network,
satisfaction, consumption, contribution, sharings
 KPI’ s could very complex, in case of a companywide
strategy and every division has it’ s own KPI’ s
by Stephan Geuking & Eiko Isler - 2011 8

9. Social Media and ROI (Vicky Brock – Highland Business
Research and Mirko Lange – talkabout communitcations):
 Conversion rate isn’ t a hard and true fact of social
media
 It is not always synchronous with the original social
media
 Social is creating conversion opportunities
 Actual value comes when your actions impact
revenue, costs or satisfaction
 Don’ t think about how much money you got with
Social-Media
 Think about, how much money you saved with
Social-Media (e. g. Less support via Call Center,
because of a public FAQ via Social-Media)
by Stephan Geuking & Eiko Isler - 2011 9

10. Special: Google+ (Björn Tantau . Tameto Onlinemarketing eK):
 G+ is one of the fastest growing platforms
 For many people, it is a competitor of Facebook
 G+ Sites affect and increase the scoring of search results
on Google
 G+ Company sites are not “micro websites”
 These are communities and you need a community
manager
 Set it up, push it with exclusive content and use circles
from the beginning
 With circles you could manage better than before different
types of customers for your business and special offerings
 Do special offerings for your g+ follower
 Don’ t forget the imprint
by Stephan Geuking & Eiko Isler - 2011 10

11. Social Media Outside the Box
 Marketing: How will i get 800.000 Fans
with 150€ -> targeted FB Advertising
 Kitesurfing FB Community: Successful
via Community Management
 86% of all TV viewers are surfing in the
meanwhile
by Stephan Geuking & Eiko Isler - 2011 11

12. Social Mobile Local (Stefan Mohr – CEO of Jung von
Matt/next):
 Some companies already started with
social, local, mobile
 Minigetawaystockholm.com, Nike True City,
Nike Airwalk (virtual shops all over the city),
Coca Cola Summerlove
 It seems, that local is the next step of the
web 2.0 evolution
 High interaction rates (junaio.com and
layar.com), more sales, more reach and
more customer insights
by Stephan Geuking & Eiko Isler - 2011 12

13. Youtube, Vimeo & Daily Motion – the secret of
successful videos
 Storytelling: Easy, unexpected, specific,
reliable, emotional, true
 Unconventional
 Surprise effects
 Entertainment
 With humor
 Share it on many platforms
by Stephan Geuking & Eiko Isler - 2011 13

14. Conclusion
 A good event to get some new ideas
 Marketing oriented
 Only Fans and Follower are an unimportant KPI
 Think about the story and the message at first
 UGC and sharing should be more important
 Watch out for Keyplayer and Community Manager to
engage your pages
 Think about the goals for the company
 The Award is kinda useless, because it was focused
on marketing campaigns
 Basically a good event, which could be visited
by Stephan Geuking & Eiko Isler - 2011 14