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+ 
Ziele für Social Media 
Kampagnen: Was planen 
und wie messen? 
Ulrich Schlenker, September 2014
+ 
Über mich
+ 
Über mich
+ 
Welche Social Media Kanäle bespielt 
Eure Organisation? 
Quelle: http://ethority.de/social-media-prisma/
+ 
Warum? 
• Eigene Inhalte verbreiten/Informieren 
• Mobilisieren, zu Veranstaltungen zu kommen 
• Mobilisieren, Online-A...
+ 
SMARTe Ziele 
S pezifisch 
M essbar 
A kzeptiert 
R ealistisch 
T erminiert 
Foto: Stevendepolo/ Flickr
+ 
Kampagne von Oxfam gegen 
Nahrungsmittelspekulation 2013 
Foto: Oxfam Deutschland / Mike Auerbach
+ 
Allgemeine Kampagnenziele 
 Spekulation mit Grund-nahrungsmitteln 
wie Mais 
und Weizen trägt zu 
extremen Preissprüng...
+ 
Strategie 
Reichweite! Community in Aktion! 
 Möglichst viele Menschen/ die 
„breite Öffentlichkeit“ werden 
über Inha...
+ 
Social Media Ziele 
Öffentlichkeit (quantitativ) Unterstützer (qualitativ) 
 Facebook: Mit (mind. 10) 
kampagnenspezif...
+ 
X Facebook User erreichen
+ 
Facebook Statistiken
+ 
X Facebook User interagieren
+ 
Interaktionen Übersicht 
Post Message Type Posted comment like share 
Aufruf Thunderclap-Aktion Link 29.04.2013 5 34 14...
+ 
Was funktioniert? 
Post Message Type Posted 
Inter-aktionen/ 
Reichweite 
Neg. 
Feedback/ 
Reichweite 
Aufruf Thundercl...
+ 
X Tweets bei Twitter
+ 
X Twitter Interaktionen
+ 
https://analytics.twitter.com
+ 
Foto-Petition – Virale Verbreitung
+ 
Fazit 
Ziel Erreicht? 
Öffentlichkeit, 
quantitativ 
X Facebook-User erreicht  
Öffentlichkeit, 
quantitativ 
X Tweets...
+ 
Diskussion 
 Problem: Es werden nicht Unique Users gezählt (Liked ein Fan 
alle Posts, zählt er mehrfach mit) 
 Verlä...
+ 
GooglePlus 
(Tooltip: www.allmyplus.com)
+ 
www.youtube.com/analytics 
Geschaute 
Länge
+ 
Nützliche (kostenlose) Tools 
 http://muckrack.com/whoshared/ (Who shared my link?) 
 http://de.slideshare.net/Debask...
+ 
Vielen Dank! 
Ulrich Schlenker 
http://twitter.com/uschlenker 
uli@kampagne20.de
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Ziele von Social Media Kampagnen: Was planen und wie messen?

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Social Media Kampagnenziele definieren und den Erfolg messen.

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Ziele von Social Media Kampagnen: Was planen und wie messen?

  1. 1. + Ziele für Social Media Kampagnen: Was planen und wie messen? Ulrich Schlenker, September 2014
  2. 2. + Über mich
  3. 3. + Über mich
  4. 4. + Welche Social Media Kanäle bespielt Eure Organisation? Quelle: http://ethority.de/social-media-prisma/
  5. 5. + Warum? • Eigene Inhalte verbreiten/Informieren • Mobilisieren, zu Veranstaltungen zu kommen • Mobilisieren, Online-Aktion (z.B. Petition) mitzumachen • Mobilisieren, Inhalte weiterzuverbreiten (Viraler Effekt) • Dialog mit Unterstützer/innen • Spenden sammeln • Politischen Druck ausüben (direkter Kontakt zu Entscheidungsträgern) • Journalisten informieren • Freiwillige finden • Gespräche über eigene Org/ eigene Themen verfolgen
  6. 6. + SMARTe Ziele S pezifisch M essbar A kzeptiert R ealistisch T erminiert Foto: Stevendepolo/ Flickr
  7. 7. + Kampagne von Oxfam gegen Nahrungsmittelspekulation 2013 Foto: Oxfam Deutschland / Mike Auerbach
  8. 8. + Allgemeine Kampagnenziele  Spekulation mit Grund-nahrungsmitteln wie Mais und Weizen trägt zu extremen Preissprüngen bei & verschärft so Hunger und Armut, deshalb:  Allianz, Deutsche Bank und Co. müssen aus der Spekulation mit Nahr-ungsmitteln aussteigen!  Die Bundesregierung muss Geschäfte mit Nahrungsmitteln, die Hunger verursachen, unterbinden! Foto: Oxfam Deutschland / Mike Auerbach
  9. 9. + Strategie Reichweite! Community in Aktion!  Möglichst viele Menschen/ die „breite Öffentlichkeit“ werden über Inhalte informiert.  Quantität  Unterstützer werden zu Engagement mobilisiert und zeigen ihre Unterstützung.  Qualität
  10. 10. + Social Media Ziele Öffentlichkeit (quantitativ) Unterstützer (qualitativ)  Facebook: Mit (mind. 10) kampagnenspezifischen Posts erreichen wir X Facebook-User.  Twitter: Es wird mindestens X mal mit unserem Hashtag „#Spekulation“, über „Nahrungsmittelspekulation“ oder „Spekulation mit Nahrungsmitteln“ getwittert  Facebook: Mit (mind. 10) kampagnenspezifischen Posts interagieren mindestens X Facebook-User.  Twitter: Unsere mind. 35 Tweets zu kampagnen-relevanten Themen werden insgesamt X mal retweetet oder als „Favorit“ versehen  Foto-Petitionstool: Mind. X TN teilen ihren Beitrag auf Facebook, Twitter, GooglePlus, ...
  11. 11. + X Facebook User erreichen
  12. 12. + Facebook Statistiken
  13. 13. + X Facebook User interagieren
  14. 14. + Interaktionen Übersicht Post Message Type Posted comment like share Aufruf Thunderclap-Aktion Link 29.04.2013 5 34 14 2. Aufruf Thunderclap-Aktion Link 06.05.2013 3 43 18 Fotogalerie Allianz-Aktion Phot o 07.05.2013 5 Bild Die Toten Hosen Tour Material Phot o 13.05.2013 9 493 141 Oxfam MA vor Allianz-HV Phot o 14.05.2013 2 114 26 ARD/Plusminus Video Link 23.05.2013 7 60 36 DZ Bank steigt aus Link 27.05.2013 32 682 86 Frederick Lau unterschreibt Phot o 10.06.2013 3 85 15 Bild Die Toten Hosen / Schranke Phot o 19.06.2013 20 356 116 Aufruf Schranken-Tool "Andrea" Link 24.06.2013 51 20 Aufruf Schranken-Tool "Erik" Link 15.07.2013 2 48 8
  15. 15. + Was funktioniert? Post Message Type Posted Inter-aktionen/ Reichweite Neg. Feedback/ Reichweite Aufruf Thunderclap-Aktion Link 29.04.2013 1,3% 0,12% 2. Aufruf Thunderclap-Aktion Link 06.05.2013 1,2% 0,14% Fotogalerie Allianz-Aktion Photo 07.05.2013 0,1% 0,11% Bild DTH Tour Material Photo 13.05.2013 3,5% 0,10% Oxfam MA vor Allianz-HV Photo 14.05.2013 2,3% 0,14% ARD/Plusminus Video Link 23.05.2013 1,4% 0,09% DZ Bank steigt aus Link 27.05.2013 5,6% 0,15% Frederick Lau unterschreibt Photo 10.06.2013 1,7% 0,12% Bild DTH hinter Schranke Photo 19.06.2013 2,7% 0,09% Aufruf Schranken-Tool "Andrea" Link 24.06.2013 1,4% 0,07% Aufruf Schranken-Tool "Erik" Link 15.07.2013 1,4% 0,15% 11 Posts Promi Bilder / Good News
  16. 16. + X Tweets bei Twitter
  17. 17. + X Twitter Interaktionen
  18. 18. + https://analytics.twitter.com
  19. 19. + Foto-Petition – Virale Verbreitung
  20. 20. + Fazit Ziel Erreicht? Öffentlichkeit, quantitativ X Facebook-User erreicht  Öffentlichkeit, quantitativ X Tweets mit Hashtag #Spekulation, „Nahrungsmittelspekulation“ od. „Spekulation mit Nahrungsmitteln“  Unterstützer, qualitativ X Facebook-User interagieren mit kampagnenspezifischen FB-Posts  Unterstützer, qualitativ 35 Tweets zu werden X mal retweetet oder als „Favorit“ versehen  Schranken-Tool Mindestens 1.000 teilen ihren Beitrag 
  21. 21. + Diskussion  Problem: Es werden nicht Unique Users gezählt (Liked ein Fan alle Posts, zählt er mehrfach mit)  Verlässlichkeit der Daten von FB, Twitter und Co.?  Herausforderung: Baseline festlegen auf Grundlage von Erfahrungswerten
  22. 22. + GooglePlus (Tooltip: www.allmyplus.com)
  23. 23. + www.youtube.com/analytics Geschaute Länge
  24. 24. + Nützliche (kostenlose) Tools  http://muckrack.com/whoshared/ (Who shared my link?)  http://de.slideshare.net/Debask/social-media-analytics-demystified (Vortragsslides)  http://t3n.de/news/social-media-5-tolle-535478/ (5 Tools für Hashtag Monitoring)  https://analytics.twitter.com/ (offizielle Twitter Statistiken)  http://topsy.com/ (Twitter; Hashtag Analyse)  http://followerwonk.com/compare (Followerschaft vergleichen)  www.allmyplus.com (GooglePlus Analyse)
  25. 25. + Vielen Dank! Ulrich Schlenker http://twitter.com/uschlenker uli@kampagne20.de

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