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Von der Strategie zur Umsetzung @ AllFacebook Marketing Conference / Berlin 2012

4.155 Aufrufe

Veröffentlicht am

Vortrag auf der AllFacebook Marketing Conference von Julia Hasberg
(Projektleiterin Online Marketing - OBI GmbH & Co. Deutschland KG) und Stephanie Baltes
(Senior Social Media Managerin - denkwerk GmbH).

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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • How Do Social Media Jobs Pay $35 Per Hour?  https://tinyurl.com/rbrfd6j
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Von der Strategie zur Umsetzung @ AllFacebook Marketing Conference / Berlin 2012

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  3. 3. Research: Zielgruppe und Dialog
  4. 4. Research: Status Quo (User) Generated(Stand Frühjahr 2011) 5
  5. 5. Research: Status Quo Wettbewerb(Stand Frühjahr 2011) 6
  6. 6. Buzz: untersuchte Baumärkte im Vergleich; Angaben in Prozent (Stand 01/2011) 7Image (Index): Normierte Differenz von positiven und negativen Meinungen (n=17.062); © ethority.de
  7. 7. 8
  8. 8. 10
  9. 9. 12
  10. 10. 13
  11. 11. 14
  12. 12. „Wir sind für Euch da – Einfach OBI!“ Roadmap von Theorie zu Praxis: Set-up Facebook OBI in Social Media entsprechend der Markenpositionierung 15OBI Marketing Deutschland
  13. 13. Positionierung und Strategie: OBI macht es auch auf Facebook einfach Markenpositionierung Content-Mix  Inspiration DIY: Wohnen, • Bauen, Renovieren 1. Einfach stöbern – Inspirative Fundstücke von OBI.de und externen Blogs machen Lust auf neue Projekte! 2. Einfach stolz sein –  Service: Erfahrung & • Beratung Umfragen/Diskussionen motivieren eigene Vorhaben und Know-How zu demonstrieren! 1 3. Einfach sparen – Die besten Angebote aus  • Preis-Leistung Beilage und Online Shop wecken den Schnäppchenhunger! 16OBI Marketing Deutschland
  14. 14. Elementare Schritte im Facebook Set-up 1. Basic Set-up (Listening)  Definition OBI Social Media Team  Entwicklung von Abläufen / Dokumenten  Administration OBI Facebook Seite  Etablierung Social Media Reporting 2. Talking  Beantwortung von Kunden-Fragen  News: Campaigns, Angebote...  Fundstücke: DIY Ideen, Anleitung... 3. Activating  Quick Polls & Umfragen  Gewinnspiele  Coupons, Rabatte … 17OBI Marketing Deutschland
  15. 15. Social Media Guidelines & interne Patenstruktur Set-up von Kommunikationsregeln und FAQ Social Media Manager, Patenstruktur Vertrieb / Beschwerde- management, Category Management, Marketing, E- Commerce, PR, HR, Private Brands, Legal, Logistik, Finanzen Outcomes Alert-System, Social Media Guidelines (Mitarbeiter Empfehlung), FAQ (Paten), Redaktionelle Empfehlung (Redaktion), Netiquette (Fans) 18OBI Marketing Deutschland
  16. 16. Ablauf: Kommunikation mit dem User SoMe-Manager kann a) die Frage entweder direkt SoMe-Manager ist beantworten zentraler Ansprech- b) oder kontaktiert den partner für die zuständigen zentralen „Paten“ Anliegen der Nutzer des Fachbereiches. Der Pate aus den Fach- bereichen reporten an den SoMe-Manager SoMe-Manager. kommuniziert die AntwortOBI Marketing Deutschland
  17. 17. Erfolgsfaktoren: Erfolgreiches Set-up von Facebook 1 Dialog 2 Authentizität 3 Transparenz 2 4 Geschwindigkeit 20OBI Marketing Deutschland
  18. 18. Fanentwicklung untermalt die erfolgreich aufgesetzte und umgesetzte Strategie 130.000 110.000 90.000 OBI 70.000 Hornbach toom 50.000 30.000 10.000 11/2011 12/2011 01/2012 02/2012 03/2012 04/2012 05/2012 06/2012 07/2012 08/2012 09/2012 10/2012 11/2012 125.000 16 Mio. 38 Mio. 16.000 Fans Friends of Fans Impressions Comments 21OBI Marketing Deutschland
  19. 19. Einfach stöbern! OBI Facebook interaktiv 22OBI Marketing Deutschland
  20. 20. Einfach stolz sein! Positive PR & Kundenservice 23OBI Marketing Deutschland
  21. 21. Einfach sparen! Promotions zur User Aktivierung 24OBI Marketing Deutschland
  22. 22. Danke.
  23. 23. Kontakt 26

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