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Social	
  Media	
  
Mag.	
  Barabra	
  Klinser,	
  MBA	
  (Fastbridge)	
  
Dr.	
  Georg	
  Feldmann	
  (Havas	
  Media	
  Austria)	
  
Die	
  Social	
  Media	
  Welt	
  ist	
  vielfälBg	
  



 Massively	
  	
  
 Mul+player	
  	
  
 Online	
  
 Games	
  
3	
  dominierende	
  PlaEormen	
  


                 +	
  	
  Produkte,	
  Tutorials	
  …	
  
                 +	
  	
  Videos	
  à	
  Google	
  
                 -­‐	
  	
  	
  Aufwand!	
  …	
  Qualität!	
  


                 +	
  	
  Aktuell	
  
                 +	
  	
  Such-­‐FunkBon!	
  	
  
                 -­‐	
  	
  	
  Personalintensiv	
  


                 +	
  	
  Flexibel,	
  viral	
  
                 +	
  	
  Kunden-­‐Akquise,	
  Mitarbeiter-­‐Infos	
  
                 -­‐	
  	
  	
  ZeiBntensiv	
  
Fakten	
  und	
  einige	
  Zahlen	
  


                                                          XING
                                                                 schen
                                                         0 0 Men
                                                    360.0
                                                                                        ace
                                                                                   Mysp
                         er                                                                    n
                    Twitt                                                                 nsche
                                                                                    00 Me
                          nsche
                               n                                               870.0
               95.000 Me




                                                                                         g
                                                                                    Netlo
                                                                                           chen
                                                                                    00 Mens
                       ook                                                     740.0
                 Faceb        n
                         nsche
                 M io. Me
            2,84


                                                                         VZ
                                                                    Studi
                                        GMX                                 schen
                                           nsche
                                                n                    00 Men
                                     io. Me                     570.0
                                1,8 M


Quelle: wwww.socialmediaradar.at, own website-data 2012
Facebook	
  ist	
  groß	
  und	
  nicht	
  nur	
  jung	
  




                                    2.550.000	
  Menschen	
  	
  




      •  1.372.700	
  Frauen	
  
      •  1.446.660	
  Männer	
  	
  	
  

Quelle: wwww.socialmediaradar.at
Social	
  =	
  LOKAL!	
  
Social	
  ≠	
  Wissenschaa	
  


•  Wozu	
  &	
  Wofür?	
  	
  
   	
  
•  Für	
  wen?	
  

•  Wer	
  tut	
  /	
  darf	
  was?	
  

•  Wie	
  anlegen?	
  
2	
  Arten	
  von	
  Fanpages	
  



 	
  	
  1)	
  Sender-­‐Marken   	
     	
  2)	
  Freundes-­‐Marken	
  
2	
  Arten	
  von	
  Fanpages	
  


1)  Sender-­‐Marken:	
  
     	
  
     	
      x	
  
             x	
  
     	
  
     	
  
                      x	
  
	
           x	
  
2	
  Arten	
  von	
  Fanpages	
  	
  


2)	
  Freundes-­‐Marken	
  
…	
  Dialog!	
  
	
  
 Freundes-­‐Marken	
  dominieren	
  im	
  Social	
  Web	
  	
  
Was	
  suchen	
  unsere	
  Fans?	
  
Was	
  suchen	
  unsere	
  Fans?	
  	
  


•  PosiBve	
  Erfahrungen,	
  Stories!	
  
Unsere	
  Fans	
  wollen	
  unterhalten	
  werden	
  
Wir	
  wollen	
  das	
  Vertrauen	
  	
  
unserer	
  Fans	
  gewinnen	
  
Unsere	
  Fans	
  wollen	
  Geschichten	
  
Wie	
  bekommen	
  wir	
  akBve	
  Fans?	
  




                                                   Die	
  10%	
  	
  
                                               Top-­‐Entscheider	
  
                                                     finden!	
  
MulBplikatoren	
  sind	
  essenBell	
  	
  
InterakBon	
  ist	
  für	
  jede	
  Fanpage	
  wichBg	
  




                                                     Einbinden,	
  
                                                      fragen	
  …	
  
                                                     antworten	
  




         „Menschen	
  wollen	
  eingebunden	
  
         werden.	
  44%	
  möchten	
  Mit-­‐
         Entwickler	
  von	
  Produkten	
  und	
  
         Werbung	
  sein.“	
  	
  
Wie	
  und	
  wobei	
  hila	
  eine	
  Mediaagentur?	
  
Monitoring	
  &	
  Strategie	
  
Social	
  Monitoring	
  zur	
  Erfolgsmessung	
  




                 Symbolbild	
  
Festlegen	
  der	
  Strategie	
  


•  Ziele/BotschaNen	
  	
  
•  Zielgruppen,	
  Plan,	
  Timing	
  
Rechtliche	
  Aspekte	
  	
  


•  Trainings	
  &	
  Workshops	
  
•  Guidelines	
  
•  Promo+ons	
  
Wir	
  pushen	
  Ihre	
  Fanpage	
  
Welche	
  Ziele	
  können	
  wir	
  erreichen?	
  


1	
  	
  Fans	
  gewinnen	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  à	
  Zielgruppen!	
  




2	
  	
  Image	
  steigern	
  




3	
  	
  Verkauf	
  fördern	
  
Werbe-­‐Arten:	
  
Standard	
  Ads	
  	
  
Werbe-­‐Arten:	
  
Standard	
  Ads	
  	
  
Werbe-­‐Arten:	
  
Standard	
  Ads	
  	
  
Werbe-­‐Arten:	
  
Standard	
  Ads	
  	
  
Werbe-­‐Arten:	
  
Standard	
  Ads	
  	
  
Werbe-­‐Arten:	
  
Like	
  Ads	
  
Werbe-­‐Arten:	
  
Sponsored	
  Story	
  
Werbe-­‐Arten:	
  
Sponsored	
  Story	
  
Die	
  Erstellung	
  einer	
  Fanpage	
  
Die	
  Erstellung	
  einer	
  Fanpage	
  



…ist	
  erst	
  der	
  Beginn	
  Ihrer	
  Geschichte	
  	
  
DIGITALE	
  TOUCHPOINTS	
  ZWISCHEN	
  	
  	
  
MENSCHEN	
  UND	
  UNTERNEHMEN	
  


ALLE PRÄSENTATIONEN
DER EXPERTEN FINDEN
SIE AUF www.IGMA.at.

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