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SOCIAL MEDIA BASICS
The State of the Nation
Sept 2015
DIG DEEPER, IMAGINE MORE.
LEADERSHIP TEAM
CLIENTS
GERMANY
COHN & WOLFE
HEALTHCARE, CONSUMER
MARKETING, CORPORATE
COMMUNICATIONS, TECHNOLOGY
COHN & WOLFE
GLOBAL
•  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
WHAT I WILL TALK ABOUT
SOCIAL MEDIA IS NOT DIALOGUE BUT SOCIAL SIGNALS
SOCIAL MEDIA IS NOT A MEGAPHONE BUT A BABYMONITOR
SOCIAL MEDIA MARKETING IS DEAD – ANDYOU KILLED IT
THE THREE WEBS
#1 SEARCH WEB
#2 SOCIAL WEB
#3 EPHEMERAL WEB
#3 EPHEMERAL WEB
Non searchable, non persistent web
Instant expression
Entertainment
The State of the Nation - Social Media Basics Sept 2015
The State of the Nation - Social Media Basics Sept 2015
FOLLOW ME
SO LET’S TALK ABOUT SOCIAL
Social Media is media,
created by the both publishers and users,
and delivered through social signals.
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
Live
Moment
News
Event proof
Viral action
Affirmation
Synchronizing
of opinionsLife hacks
Help and
knowledge
Fun
The State of the Nation - Social Media Basics Sept 2015
The State of the Nation - Social Media Basics Sept 2015
BUT THERE IS A SECRET
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)
IT’S SIMPLY A LIE WE TOLDYOU
(I’m sorry for that)
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/
Live
Moment
News
Event proof
Viral action
Affirmation
Synchronizing
of opinionsLife hacks
Help and
knowledge
Fun
Live
Moment
News
Event proof
Viral action
Affirmation
Synchronizing
of opinionsLife hacks
Help and
knowledge
Fun
brand
injection
and
advertising
memes
technology
mechanics
The State of the Nation - Social Media Basics Sept 2015
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
INSPIRATION (THIS SPRING/SUMMER ONLY)
The State of the Nation - Social Media Basics Sept 2015
Just reach out @luebue
Wolfgang Lünenbürger-Reidenbach
Managing Director Germany
wolfgang.luenenbuerger@cohnwolfe.com
+49 40 808016 110

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The State of the Nation - Social Media Basics Sept 2015

  • 1. SOCIAL MEDIA BASICS The State of the Nation Sept 2015
  • 2. DIG DEEPER, IMAGINE MORE. LEADERSHIP TEAM CLIENTS GERMANY COHN & WOLFE
  • 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. WHAT I WILL TALK ABOUT
  • 6. SOCIAL MEDIA IS NOT DIALOGUE BUT SOCIAL SIGNALS
  • 7. SOCIAL MEDIA IS NOT A MEGAPHONE BUT A BABYMONITOR
  • 8. SOCIAL MEDIA MARKETING IS DEAD – ANDYOU KILLED IT
  • 13. #3 EPHEMERAL WEB Non searchable, non persistent web Instant expression Entertainment
  • 17. SO LET’S TALK ABOUT SOCIAL
  • 18. Social Media is media, created by the both publishers and users, and delivered through social signals.
  • 19. 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
  • 23. BUT THERE IS A SECRET
  • 24. 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)
  • 25. IT’S SIMPLY A LIE WE TOLDYOU (I’m sorry for that)
  • 26. 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/
  • 28. Live Moment News Event proof Viral action Affirmation Synchronizing of opinionsLife hacks Help and knowledge Fun brand injection and advertising memes technology mechanics
  • 30. 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
  • 33. Just reach out @luebue Wolfgang Lünenbürger-Reidenbach Managing Director Germany wolfgang.luenenbuerger@cohnwolfe.com +49 40 808016 110