The document provides an overview of social media channels and their importance in marketing strategies, presented by Michael Kohlfürst at the Inlingua World Congress 2011. It discusses the most popular platforms for B2B communication and outlines their functionalities, advantages, and implementation into corporate communications. Additionally, it highlights best practices for social media marketing, including engaging with customers, managing online reputation, and encouraging user-generated content.

1. Find your Social Media Strategy! Get an overview about Social Media Channels and how to use them.Presenter: Michael Kohlfürst - PromoMasters®and KOHLFÜRST®Social MediainlinguaWorld Congress2011 |Vienna|Austria|Europe

2. Which Social Media Channels do you know?Social Media Marketing

3. A study by the PR agency Burson-Marsteller, according to network usage, the 100 largest companies in the world use social media in this order: twitter, facebook, YouTube, corporate blogsSocial Media Services

4. Arguments for Social MediaMost of the services are free of charge or causing small recurring costs in an extended versionYou can work from everywhere if internet access is availableServices can be used on any device such as a PC workstation, notebook, tablet PC, or smartphoneFor basic versions no programming skills are necessaryYou are already using social media services!Social Media Marketing

5. Implementation into your Marketing Mix» Own distribution channel» Direct-Communication with customers» User reviewsandfeedbackon products and companiesImplementation into your Corporate Communications»Replacement for Intranet»Supports nowadaysalso HR - Human Resource Management» Networking, Contact Management and IntellectualCapital DevelopmentSocial Media Marketing

6. Top 10 in Social Media Communikation in B2B1. linkedIn2. XING3. facebook4. twitter5. YouTube6. Wikipedia7. slideshare8. Scribd9. Visible.me (former Naymz)10. metacafe (List bySF Interactive Performance)Social Media Marketing

7. http://de.wikipedia.org/wiki/Inlinguainlingua in german

8. http://en.wikipedia.org/wiki/Inlinguainlingua on Wikipedia in englishlanguage

9. WikipediaThat’s why Wikipedia is successful in Search Engines Wikipedia is not commercialSearch engine friendly URLs do contain important keywordsNumber of pages and content growsPages are updated continuouslyEach page has a keyword matching titleThe relevant keywords are repeated in the contentKeywords are linked to related content-relevant Wikipedia pagesExternal sites are linked by keywords to subpages of WikipediaLinks to external pages are search engine locked rel = nofollow

10. 1 presentation for hundreds of thousands of readersslideshare.net/kohlfuerst

11. 1 PresentationforHundredsofThousandsof Readers Create an account and set up vanity URL (Example)Youareabletouploadall possible presentation documents/formatsShow presentations embed (code) in your website (Example)Each presentation has a permanent URLDownload of certain presentations may be limitedPresentations can be advertised more proficiently and resourcefullyStatistics on individual presentations document higher interest slideshare

12. XINGYour Personal Page (xing.com/profile/Michael_Kohlfuerst2)

13. XINGThe CommunicationWith XING

14. XINGYourcompanypageWith XING

15. XINGThe Business NetworkStandard version is complimentary - Advanced comfort version small charge per month Vanity URL is created automaticallyThe company profile is available as a free version or paid (expensive)Everybody is connected with anybody (give a try!)Use tools like Outlook Plugin or XING mobile AppsSubmitseminars, workshops, discussionsandevents (ticket service)Use XING job search and job offers

16. LinkedInYour personal page(at.linkedin.com/in/kohlfuerst)LinkedIn

17. LinkedInThe CommunicationCommunication on LinkedIn

18. LinkedInNow, let'sgo InternationalPossibilities and conditions are very similar to XINGToday Linkedlnismoreefficientthan XING tostay in touchwithyour international business contactsLinkedlnisremarkablystronger in otherlanguagesthanGerman

19. Because customers want to see moviesYouTube

20. Because customers want to see moviesYour YouTube channel can be personalized (Example) Vanity URL is immediately available Videos can be provided in various formats HD | 2 GB | 15 minutes Videos can be uploaded directly from your smartphone or camera Feature your own- or YouTube-videos from other users Embed (code) videos in your website (Example) Users may rate and comment your videos YouTube

21. Your digital Photo AlbumPicasa andflickr

22. Your digital Photo AlbumYour Google login may also be your Picasa login Upload photos via web interface or softwareCategorize by folders and add informationFace recognition attempts to assign peoplePresent pictures/slideshows with embed (code) on the website (Example)Each picture or photo album has a permanent URLDownload of pictures can be restrictedRent additional space if 1 GB of memory is not sufficientPicasa und flickr

23. Blogs and Newsfeeds BlogsEstimated there are an +300 million blogs (Google Blog)Blogs originally consisted of clippings, notes and links from the Web. Lately this task switched over to twitter and facebookBlogs areactual, shortandchronologicalsortedBlog on your own website with free software like Wordpress.org with themes and plug-ins, ordirectfromsuppliers such as Wordpress.comBlogs serve small businesses/projects as homepage replacementGoogle blog search helps researching - but is incomplete

24. Blogs und Newsfeeds Search Engines do love BlogsBlogs use search engine friendly techniquesBlogs notify (ping) search engines of new contentBlogs are also published as a newsfeed which can be subscribed (pull)¶Newsfeeds are published in RSS / Atom which is an XML-based format for sharing information in a machine-readable form (PM Newsfeed)Most e-mail software is ready for subsrcibing to newsfeedsNewsfeed content can be displayed on other sites (Feedcat.net). This enhancesthepopularityoftheauthoraswellasthe link popularityoftheblog

25. twitterThe SMS ofthe Internetfacebook + twitter

26. twitter140 characters for information junkies

27. twitterSmall isInformationalSocial networking and microblogging service utilising instant messaging, SMS or a web interfaceTop 100 companies worldwide use Twitter more than FacebookTwitter messages are limited to 140 charactersFamous since Hudson landing "There's a plane into the Hudson. I'm on the ferry going ... "Postings (twittering)@ # Hashtag person (subject) - retweet- @ RT kohlfuerstUse short URLs using TinyURL, and other Goo.gl to reduce message lengthLocation is provided

28. facebookThe Personal Page - facebook.com/kohlfuerst

29. facebookThe Communication

30. facebookThe Company Profile - facebook.com/promomasters

31. facebook500.000.000 Users areWrong? (Statistics)facebookisa freeserviceexchanginginformationlike contacts, messages, photos, videos, gadgets, andgames2010 facebook has been used by 61% (+13%) of the top 100 companys (Source: Burson-Marsteller)facebook mobile with +250 million active usersAttention with private content - nothing is really deleted/cancelled outPrivate vs. BusinessUsed by young people as an e-mail replacementUS Companies are opening their facebook wall to user comments

32. facebookManaging Sites andUseAdministration can be assigned to multiple peopleIf a personal or company/fansite is created you need 25 friends for the page to get the Vanity-URL (facebook.com/username)Install the LIKE & SEND button and install Opengraphprotocol.org meta tags in website to appear in the facebook real-time searchUse 180x180 pixel profile images Links in the information fields refer to your website Special pages are created by using FBML 1. http://www.facebook.com/apps/application.php?id=4949752878 2. Edit Page -> Apps -> FBML

33. facebookfacebook ServicesPersonal Profile Company Pages (Personal profilesareadministrators) (Closed) Groups facebook Messages (Mail) kohlfuerst@facebook.comEvents Apps like FBML, Questions, YouTube, slidesharefacebookAdvertsfacebookLocalfacebook Deals (Shopping)Insights (Statistics)

34. Rating PlatformsRate Me!Ratings are done by Check-In as well as comments, pictures or stars At present mainly hotels or restaurants are rated Employees already do rate employers and companies Be prepared for the future: everyone & everything will be rated Track your ratings by using monitoring systems like Google Alert or SocialMention.com AlertApply your listing by claiming it - you will receive continuous statistics and rating informationsThe most used rating platforms do depend on the country you are in

35. Rating PlatformsWhat to do with Bad Reviews?Stay calm and take a deep breath :-) When has the review been done?Check theratingforbeing valid during an employermeetingUsereactionsandcommentsforfurtherdevelopmentTalk to the dissatisfied customers, "Hi, I'm the manager of ...."Stick tofactsand honest comments

36. Rating PlatformsWhat to do with Bad Reviews?Provideconcrete solutionsTake a complaint seriously, as it may be a chanceTransform negative criticsinto positive enthusiastsCommon votercommentschangeonlyfor a short time theoutcome AVOID lawyers whenever possible

37. You'vegotit in your Hand(y)foursquare - Gowalla - facebook Orte - Google PlacesSmartphone App identifiesyouractuallocation, showsplaceswhereyoucancheck-inAfter thecheck-inyoumayrate evaluate via stars/enclosepicturesUsers see where their friends have checked-inThe checked-in locationreceivespoints. Locations crown a user who has checked-in most frequently Create your own location and claim itThe owner isabletoeditthelocationandobservestatistics Location Based Services

38. Argument forUsersBetter orientation in the reality (Facebook Places video) - in unfamiliar places (an unbekannten Orten)- in my home town (new trends)Feedback from friends and strangers support your decisionCultivateandnurse off-line contactsSmartphone navigation supports the orientationSpecial offers and rewards when users do a check-inLocation Based Services

39. foursquare (Video)

40. Gowalla

41. facebook Orte / Places (Video)

42. Bewertungsplattformen Google Places (Video)

43. Fromthe Shopping Windowintothe Internet Quick Response-CodeQR-Code (Generator)

44. Best CaseSocial Media MixTry: Google Favorite Places window decal

45. The 7 Point-StartGet your Vanity URLs in social media networksAdd social media buttons and Apps to your homepageEncuraceandinspirevisitorstouse Social MediaMotivateclientsto a positive feed-backfoyourbusinessProvide for a lively and good reputation in social networks, search engines and ratings platformsBe open mindedtoinnovationsandnewideasOne-time errors are investmentsThe Best Social Media Video Ever - Now Refreshed!If you only follow the footsteps of others, you cannot pass by!

46. Coffee Break!Have fun and success with online marketing! ... I am available for questions and answers during coffee break .Pleasesuggestand rate thispresentation on yourfavouriterating platform.Michael Kohlfürst Internet Marketing Coaching & Consultingwww.kohlfuerst.at – info@kohlfuerst.at