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Social Media Marketing Basics


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Social Media Marketing
- The Basics
- How to use it
- Practical Experience
A lecture for the European School of Business, Reutlingen. December 2009

Published in: Business, Technology

Social Media Marketing Basics

  1. 1. Social Media MARKETING with Social Media ESB Lecture Dr. Ute Hillmer MFG Innovationsagentur Baden-Württemberg Dec 2009
  2. 2. Social Media MFG Baden-Württemberg Basics MFG Baden- • Gesellschafter der MFG: Württemberg mbH Land Baden-Württemberg (51 %) Innovationsagentur des SWR Media Services GmbH (49 %) Landes für IT und • Auftraggeber: Land BW, Ministerien, Medien die EU, Universitäten, Forschungseinrichtungen, Stiftung Baden- Unternehmen Württemberg • > 50 Mitarbeiter • Jährlich über 100 Maßnahmen für Innovationsförderung und Technologietransfer, Cluster- und Netzwerkmanagement sowie Standortentwicklung und -marketing Stand: Dezember 2008 • > 14 Jahre Erfahrung in Beratung, Veranstaltungen, Training, Technologietransfer, Netzwerke
  3. 3. Social Media Content of the Lecture Basics 1. The Basics of Social Media Marketing 2. How to use Social Media Marketing Step 1 – 3 3. Social Media Marketing in Practice 4. The Case
  4. 4. Social Media How do you inform Basics yourself these days?? How do you buy these days?? •“… SOCIAL MEDIA TECHNOLOGIES changed the way individuals and companies form their opinion and buying decision, often even how they buy…”
  5. 5. Social Media Rollplay Basics • You buy a PC in 1985 • You buy a PC in 2009 • You buy a PC in 2030
  6. 6. Social Media I‘ll have What She is Having Basics
  7. 7. Social Media eMarke n g Basics Social Marke ng Open Innova o n Online Social Commerce Conversational Marketing Social MediaViral Marke n g ns Web 2.0 Rela o hi p M r ke ng a eCommerce Crown Sourcing Enterprise 2.0 P-to-P Marke n g to Prezi
  8. 8. Social Media Basics Why is Marketing changing? Why is “Social Media Marketing” different?
  9. 9. Social Media Some Statistiks Basics • 98 % of home Internet users use the Internet for product research (Allensbach) • 44 % of home Internet users account for comments from other users (Allensbach) • 19 % of home Internet users check discussion forums (Allensbach) source: Allensbach h p: //www. acta- o nen/ acta_2008/ acta_ 2008_Interne n 390DF 7. p d%2 df
  10. 10. Social Media Some Statistiks 2 Basics What does this mean for B-to-B marketing? The way people use the Internet in private, they use it in the office. • 89 % of B-to-B decision makers use the Internet for their research • 96 % of B-to-B decision makers (IT) use Google for their search queries • 40 % of B-to-B decision makers regularly use online communities source: creative 360 marketing.html
  11. 11. Social Media The Old Way: Basics eMarketing and eCommerce Tools – eMail – Portals – Corporate Websites – …
  12. 12. Social Media Social Media Marketing has an ever Basics growing Toolbox – Search Engines – Forums – Podcasts – Blogs – YouTube – Interest Groups – Price Search Engines – Portals – Ra n S tes g i – Social Networks – Picture Galleries • (Facebook, Xing, LinkedIn, …) – …
  13. 13. Social Media Social Media Marketing Basics • Trad. Media vs. Social Media Shouting vs. Sharing → addi o M r ke ng Ch nal a annel ( s)
  14. 14. Social Media Social Media Marketing Basics Consequences for the Brand A brand is no longer only what we – the marketeers tell the consumer/user/buyer it is. The band is what the consumer/user/buyer tell each other it is! „the intelligence of the masses“
  15. 15. Social Media Social Media Marketing is… Basics … to start a marketing campaign (or multiple campaigns) that is distributed through social networks. What sounds so easy is not simple at all. In order to be successful, one has to understand ist mechanisms!
  16. 16. Social Media Social Media Marketing is… Basics •
  17. 17. Social Media Social Media Marketing is… Basics •
  18. 18. Social Media How Social Marketing Works 1 Basics The Basics #1 Place and distribute backlinks #2 Built and maintain networks #3 Built credibility and trust
  19. 19. Social Media Backlinks and Textanchors Basics
  20. 20. Social Media Built and Maintain Networks Basics
  21. 21. Social Media How Social Marketing Works 2 • In Order to understand how Social Media MarketingBasics works, one has to understand how the basics work. Think about a sports club!
  22. 22. Social Media How Social Marketing Works 3 • Voluntary active or passive membership Basics • Special areas of interests • One communicates where one has something to say (or not), has an opinion, answers questions, asks questions, … • If one is open, friendly and nice, friendships will develop that value ones expertise and opinion • Once one has built a reputation, it will be accepted, even appreciated if one recommends and hints one ones products and services, online shop, other products…
  23. 23. Social Media How Social Marketing Works 4 Basics Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  24. 24. Social Media Traditional Marketing Basics
  25. 25. Social Media New Marketing Basics
  26. 26. Social Media Understand your Goals What do you intent to achieve with the Social Marketing Campaigne? • Win additional customers • Increase communication with • Gain a new customer base customers • Increase sales • Increase website traffic • Increase awareness • Increase image • Enter new markets • Change image • Increase online reputation As with traditional marketing: set yourself realistic goals!
  27. 27. Social Media Set a Strategy Ask yourself • What product(s) are suitable for • Which social networks will be social networks? suitable? • How do I position these • What reactions should I be products? prepared to get? • Does my CI and brand fit the • How will I react to negative online community? feedback from blogs, etc.? • How do I communicate online • Do I communicate centralised (tone and stil)? or distributed? Have a look how your competitors do it!
  28. 28. Social Media What Products are Suitable for Social Networks Basics • …
  29. 29. Social Media What Products are Suitable → What is Going on in Your Market Niche?Basics • Where does your target audience get its information from? • Who are their „trusted advisors“ and where do they communicate? • How do your competitors communicate? • Are they successful with what they do? • Why? Why not?
  30. 30. Social Media How do I position my product(s)? Basics • …
  31. 31. Social Media How do I position my product(s)? → What is Going on in Your Market Niche?Basics • What do your competitors communicate? • Are they successful with what they do? • Why? Why not? • What are the communications that already exist? • Can I join the communication and contribute? • If you add value over a period of time, to the community, your purchase advise will be listened to!! Don‘t try to cheat – the crowd will find out!
  32. 32. Social Media Does my CI and Brand fit the online community? Basics • …
  33. 33. Social Media Does my CI and Brand fit the online community? Basics • There is no need to change the corporate CI • The Web 2.0 community is more easily reached without a corporate layout, but rather on a People-to-People basis.
  34. 34. Social Media How do I Communicate Online (Tone and Stile)? Basics • …
  35. 35. Social Media How do I Communicate Online (Tone and Stile)? Basics → What is the Tone and Stile of your Community? • What is the predominant tone and stile within the community? • Does this tone and stile fit the corporate image? • If not, is there a middle way possible?
  36. 36. Social Media Which Social Networks will Be Suitable? Basics • …
  37. 37. Social Media Which Social Networks will Be Suitable? Basics • A social network of students might not be the right place to promote ERP systems … • A general business network might be to high and wide for specialised engineering tools… Think about the “long tail”
  38. 38. Social Media What Reactions should I be prepared to get? Basics • Feedback, positive and negative, should not be seen as a nuisance but as a helpful hand! It helps you improve our product(s) or process(es) • Listening to your customers and showing them that you are listening builds credibility and trust • Make a problem a joint adventure and you will gain very loyal customers Constructive negative feedback can help you leapfrog your competitors! → Monitor Social Media!
  39. 39. Social Media How to Use Social Media in Marketing Toolbox How To
  40. 40. Social Media How to Use Social Media in Marketing The Toolbox How To • Corporate Blogs • Expert Blogs • Microblogging • Social networks (Corporate, business, personal) • Image hosting platforms • Video sharing platforms • Recommendation platforms • Social bookmarking platforms • Podcasting platforms • Forums • Interest Groups
  41. 41. Social Media How to Use Social Media in Marketing Step 1 + 2 How To • Goals have to be set and clearly defined • To get prospects to your website, you have to intrigue them by – Content rich and interesting articles about a relevant topic – Freebies like e-books, vouchers, discounts – Free add-ons or tools – Sweepstakes and drawings
  42. 42. Social Media How to Use Social Media in Marketing Free Whitepaper How To
  43. 43. Social Media How to Use Social Media in Marketing Free Webinar How To
  44. 44. Social Media How to Use Social Media in Marketing Google Ads How To
  45. 45. Social Media The Corporate Blog as a Starting Point How To
  46. 46. Social Media The Corporate Blog as a Starting Point How To • You can show that you know a lot about a topic • You are easily found by search engines • A good article easily generates 10-50 backlinks in a few days • It is free for the customer and free media for you as a vendor • Search engines follow backlinks
  47. 47. Social Media The Corporate Blog as a Starting Point How To • You are not credible in a “controlled” bog • You don’t control what is said in an open employee blog Corporate blogging debate
  48. 48. Social Media The Corporate Blog Make some rules. Basics Empower all employees… they are the brand. • Behave professionally and ethically. • Take personal responsibility. • Include a disclaimer: your opinions are yours, not IBM’s. • Don’t pick fiht s. g “Use social media as a means to expose IBM’s experts—and exper se— o the w r l d ” t o . Adam Christensen Manager, Social Media Communica ons h p: //www. ib . com bl o m / gs/zz/en/ gui d in h m el es. t l
  49. 49. Social Media The Corporate Blog Employees as Experts Basics
  50. 50. Social Media Step 3 Distributing News 1 How To
  51. 51. Social Media Step 3 Distributing News 2 How To • Once the blog is online, the world must learn about it • There are many different categories in many different social networks:
  52. 52. Social Media Step 3 Distributing News 3 How To
  53. 53. Social Media Platforms with Backlinks The Math How To • 25 true backlinks on blogs with an everage of 200 visitors result in 5000 users that see the link. • With a conversion rate of 0,5% this results in 750 more visitors on the original blog. • Given a very low clickprice of 20 ct, this translates into 150€. • Maintaining a professional blog will require a time investment of at least 60 minutes/day
  54. 54. Social Media News Platforms Practice • The more you • If you are not yet known, communicate, the more no one might find your you reach your target information audience • You need to use the right • You can reach and involve key words your “friends” quickly and easily
  55. 55. Social Media Social Networks How To Social networks are network communities on the internet. Users can add friends or followers and send them messages or notify them about updates concerning themselves.
  56. 56. Social Media Social Networks 2 How To • Individuals, professionals and companies look for suitable networks and clusters. • Within the network, they look for suitable groups and joint them
  57. 57. Social Media Social Networks Practice • Direct customer • Privacy problems communication • Dubious environment • Many forms of interaction • Time-consuming becomes possible • Full display of pictures and movies • Many active users (facebook: over 350 million)
  58. 58. Social Media Business Oriented Social Networks Practice • Serious environment • Only partially ready for • Suitable for personal business presentations business profile pages • Not all audiences are in • Business oriented groups these networks • Backlinks increasingly possible
  59. 59. Social Media Social Networks Example Practice
  60. 60. Social Media Search Engine Optimisation Practice How To • Meta tags and meta descriptions are important to gain relevant and valuable backlinks when people search with an search engine • Social network services read meta descriptions
  61. 61. Social Media Content Sharing Platforms Practice • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  62. 62. Social Media Content Sharing Platforms Practice • Easy way to display, • Copyright problems archive and share • Free data upload or • No need to own information spread is infrastructure and storage limited • Possible real time • No quality control of reporting of events content and material • Poducts / content is ranked by audience
  63. 63. Social Media Recommendation Platforms Practice Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve.. • Products are ranked by • Bad products are exposed audience • Credibility • Good products are usually ranked positively Alert your company name and product name use
  64. 64. Social Media Social Bookmarking Service Practice • Social bookmarking is a method to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves are not shared. Sharing occurs on a bookmarking level.
  65. 65. Social Media Microblogging Practice Microblogging is a form of blogging that allows users to send brief text updates (or micromedia such as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E-mail, digital audio or the web. (Wikipedia)
  66. 66. Social Media Microblogging Practice • fast • only short messages • cheap (Twitter 140 characters) • real-time communication • difficult to measure • real-time market research • short lifetime of tweets • advertising allowed • A lot of meaningless (Twitter) information in twittersphere • direct customer communication
  67. 67. Social Media Enterprise 2.0 Basics • Enterprise 2.0 • Auszug aus Konferenzdiskussion Deutscher Multimediakongress Juni 2009 • involvement-durch-innovations-communities/ • A controverse topic!
  68. 68. Social Media A Good Example
  69. 69. Social Media A Good Example
  70. 70. Social Media The Case Get the word out about your new Smartphone targe n a n che a e e g i udi nc of your choice
  71. 71. Social Media Vielen Dank! Kontaktperson: Dr. Ute Hillmer T: +49 711 90715 300 Weitere Informationen unter: Twitter: mfg_innovation