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Social Media, Website, User Content und Influencer - wie spielt das zusammen?

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An der ersten Schweizer Influencer Marketing Konferenz #WebstageMasters durfte ich einen Vortrag halten, wie man das Influencer Thema in das Gesamt-Online-Marketing einbettet. Ein paar Worte als Ergänzung zu den Slides gibt's hier:
http://mike.schwede.ch/home/int/live/social-media-website-user-content-und-influencer

Veröffentlicht in: Marketing
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Social Media, Website, User Content und Influencer - wie spielt das zusammen?

  1. 1. Mike Schwede, mike.schwede.ch, +41 (78) 600 88 82 WebStage Masters Social Media, Website, User Content und Influencer
  2. 2. Fakten
  3. 3. GOAL?
  4. 4. 4
  5. 5. TRUST
  6. 6. 1. Owned Media immer noch Glaubwürdiger als Social Media Earned Media Owned Media Rented Media Paid Media Forrester Kontrolle Glaubwürdigkeit
  7. 7. 2. Werbung + organischer Content steigert Effektivität Nielsen BrandLift
  8. 8. 3. User-generated Content treibt Conversions 1. Click Rates are 4x - 10x higher. A 50% drop in cost of acquisition. (source:yotpo) 2. Web Conversion Rates are 29% higher with using UGC than campaigns or websites without it. (source: adweek) 3. Websites Traffic saw a 20% and up to a 90% increase in returning visitors with featured UGC. (source: wyng) 4. 70% of people trust more images from ‘people like them’ over brand created images. (source: reevoo)
  9. 9. 4. Suchmaschinen und Online-Medien wichtiger denn je Edelt Trust 2017
  10. 10. 5. 72% der Journalisten nutzen Social Media täglich 10
  11. 11. 6. Leute wie du und ich. Gleich wichtig wie Experten.
  12. 12. 6. Social Plattformen auf denen man Influencern folgt Open Influence / Marketing Land, US
  13. 13. Auf welchen Social Plattformen haben User/Influencer Posts deinen letzten Kauf direkt beeinflusst? Open Influence / Marketing Land, US
  14. 14. 1. Earned, Owned, Social, Paid geschickt kombinieren. 2. Auffindbar sein und indexierbare Website, Blogs, Online-Medien. 3. User generated Content nutzen 4. Influencer differenziert betrachten. Branding vs. Action
  15. 15. Theorie
  16. 16. Awareness Action Celebrity Influencer Minfluencer Friends & Family CC BY 4.0, 2017 Mike Schwede Influencer je nach Ziel nutzen, kombinieren, anstacheln Engagement
  17. 17. Den Plattform Funnel gezielt nutzen Social Media, Owned Media (Blog, Hub, Newsletter) Owned Media oder Online-Händler Social Media, Earned Media, Paid Media Engage Convert Reach CC BY 4.0, 2017 cooala Ltd
  18. 18. Content Funnel bewusst spielen Bedürfnisse, Interesse wecken, User Situationen, Erlebnisse, Know-how Angebot, Produkte, Leistungen, Brands, Events, Call to Action Werte, Emotionen, Träume, Visionen Needs Solutions Emotions CC BY 4.0, 2017 cooala Ltd
  19. 19. Owned Media Paid Media Rented Media Earned Media 1. Celebs 2. Influencer 3. User Content 1. Content verteilen und Traffic generieren 2. Eigenen Social Content auf der Website nutzen 3. Earned Content überall nutzen 4. Content indexierbar machen
  20. 20. Praxis
  21. 21. Kein Content, kein Traffic, keine Community? 22 2. Teilweise sind das Influencer 1. In Foren Experten identifiziert 3. Als Gastautoren für Owned Blog rekrutiert Shares und Traffic durch Influencer
  22. 22. Influencer + 3 Brands (rented/owned) + Paid. 1 Kampagne. cooala UGC Campaign Hub
  23. 23. Genug User Generated Content → Auf die Website 24 Genügend Content von Kunden, Influencern, Fotografen, andere Organisationen wie Hotels, Skischulen etc. Retention bis zu 3.7 Besuche pro Monat 1-2 min länger auf der Website Social Referral Traffic +3000%. cooala Enterprise Hub
  24. 24. Zu viel Content 25 Fashion-Influencer & User. Die besten Inhalte auf der eigenen Wall rauspicken (Markenschutz / Luxusbrand). ★ E-Commerce-Sales +50% ★ 7.5mio views (im Jahr) ★ Signifikant höhere Conversion Rate
  25. 25. 179’000 userfotos, Promimodel bewirbt sich “I have been wearing Calvin Klein underwear for years in hopes of getting to model for the brand one day.” “Last spring, I posted a picture on Instagram in my underwear, using the #MyCalvins tag. Thankfully the brand saw it and liked the reaction it was getting, and a relationship started from there.”
  26. 26. velozh.ch: Fremd/Eigen Social Content sammeln, Instameets cooala UGC Campaign Hub
  27. 27. 1. Influencer als Starter nutzen, um UGC zu fördern. 2. Fremd-Content überall wo möglich nutzen und indexierbar machen. 3. Mit eigenen Content anreichern (Mit Plan: Content Funnel) 4. Influencer Relations nicht Marketing(!). Früh involvieren und Know-how nutzen. RECAP
  28. 28. 29 Diese Slides & Ressources Content Strategy, User Generated Content, Snack Content, Influencer Relations mike.schwede.ch Blog cooala.com Blog Contact linkedin.com/in/mikeschwede/ twitter.com/mikeschwede messenger.com/t/mike.schwede whatsapp +41 (78) 600 88 82 mike@schwede.chFront Picture by Karlo Pušić. Icons by Gan Khoon Lay, by Hum, US, by Elena Rimeikaite and by Luis Prado.

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