Lecture digital & social media marketing University Tübingen

Digital & Social Media Marketing
Universität Tübingen
Studium Professionale Sommersemester 2020
Oliver Nickels
nickels@blueherring.de

© blue herring GmbH
Oliver Nickels
Oliver Nickels
Graduate computer scientist, consultant & marketing manager
Many years of experience in national and international brand and solution marketing
Business development & strategic brand development for start-ups, SMEs and corporations
IT analyst and evaluation of providers in the ﬁeld of IT, digital marketing and digital transformation
Co-Founder and Chief Cigar Engineer of German Engineered Cigars
2 Information

Vorlesung Digital & Social Media Marketing
1. Grundlagen Marketing
Basics
Was ist eine Marke?
Begriffe im Marketing
Value Proposition
2. Social Media Grundlagen
Plattformen
Social Media Basics
Advertising vs. Engagement
Kampagnenplanung
3
3. Sprache und Tonalität
Definition und Relevanz
Zielgruppenspezifische
Kommunikation
4. Konflikte
Verhalten in der Diskussion
Umgang mit Fake News
5.Technologie
Einfluss von Technologie
Voice
6. Messenger
Übersicht
Voice Identity
ChatBots
7. Marketingkampagnen
Übersicht & Organisation
Rechtliche Fragestellungen
8.Werkzeuge
Social Media Management
Monitoring
Datenorganisation

Lecture Digital & Social Media Marketing
Goals
Understand the use of digital media and new technological developments in
corporate communications.
Develop an idea of their impact on marketing. Understand the impact of individual
communication channels and evaluate it for marketing purposes.
Learn the basics of campaign planning with integrated social media.
Understand the relevance of reputation and brand management in social media and
get to know corresponding tools for implementation.
4

Timetable
Friday
3:00 p.m.–6:00 p.m. ST
3:00 - 4:00
4:15 - 5:00
5:15 - 6:00
5
Sunday
10:00 a.m.–4:00 p.m. ST
10:00 - 10:45
11:00 - 11:45
12:00 - 12:45
13:30 - 14:15
14:30 - 15:15
Saturday
10:00 a.m.–5:00 p.m. ST
10:00 - 10:45
11:00 - 11:45
12:00 - 12:45
13:30 - 14:15
14:30 - 15:15
15:30 - 16:15

Marketing basics
6

1. Marketing Basics
12

Definition of Marketing
Marketing is the study and management of exchange relationships. It is the business process of identifying,
anticipating and satisfying customers' needs and wants. Because marketing is used to attract customers, it
is one of the primary components of business management and commerce. Marketers can direct product to
other businesses (B2B marketing) or directly to consumers (B2C marketing).
Regardless of who is being marketed to, several factors, including the perspective the marketers will use.
These market orientations determine how marketers will approach the planning stage of marketing.This
leads into the marketing mix, which outlines the speciﬁcs of the product and how it will be sold.This can in
turn be aﬀected by the environment surrounding the product, the results of marketing research and market
research, and the characteristics of the product's target market.
Source:Wikipedia 2020
13

Marketing mix - 4Ps
14
PRIMARY
MARKETING
TOOLS
Product/Offering
product, service,
brand, benefit
Pricing
value, discount,
rebate, terms
Place/Channel
locations,
inventory,
coverage
Promotion
advertising,
selling, sales
promotion

Paid, owned and earned
15

Integrated Marketing Communications IMC
16
IMC
TOOLS
Advertising
Sales
Promotion
Public
Relations
Direct
Marketing
Personal
Selling

Marketing budget example
17

Think
How marketers think?
How can I engage consumers with my brand?
How do I connect the personality of my brand with my target audience?
How can I co-create with my target and develop a conversation?
How consumers think?
Is there parking?
Will this fucking thing work?
How badly are they going to screw me on the price?
Will there be anyone there who knows what the fuck he’s talking about?
Consumers want clarity and simplicity.
18

What is a brand?
“A brand is a name, term, design, symbol, or any other feature that identiﬁes one seller’s good or service as
distinct from those of other sellers”
Source: American Marketing Association
19

A brand represents values
21

A brand tells a Story
25

A brand is more than just a product
28

A brand is unique
32

Papaya, honey and dark cocoa powder were immediately noted. Along with pressed wild
flowers, lamp oil, buttery crumpets and toasted cereals. A little water brought out muscovado
sugar, flying saucers, jelly beans, apple compote, rhubarb crumble and malt loaf.The palate
was initially full of wood char and pencil shavings with a rum-accented spiciness. It continued
with flambeed fruit cake, orange cocktail bitters, mint jelly and star anise.Water brought out
an effervescent, runny honey quality. Some high quality Somerset dry cider and further notes
of dried barley, bacon jam, stem ginger, mineral oil and strawberry chocolate liqueurs. Matured
for nine years in a bourbon hogshead before being transferred to a fine grained French oak
hoggie.
34

A brand always addresses a specific
target group
36

How do I become a target group?
Why am I interested in certain brands or products?
What is my "personal brand"?
Which brands fit in why?
How do I choose them, who influences me?
How does my "professional personal brand" differ from my "private personal brand"?
How do I position my "personal brand"?
with those who know me?
with those who don't know me?
Personal branding, self-positioning and all individual branding by whatever name, was first introduced in the 1981 book: "Positioning: The Battle for your
Mind", by Al Ries and Jack Trout. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can benefit by using positioning strategy to
advance your own career.
Quelle: Wikipedia - Personal Branding
38

Target group definition - Archetypes
Demographic
Age
Gender
Marital status
Place of residence
Household size
Socio-economic
Educational
background
Profession
Income
39
Psychographic
Motivation
Opinions
Wishes
Values
Lifestyle
Buying behaviour
Price sensitivity
Satisfaction
Purchase range
Media use

Some marketing terms
Outbound Marketing:The company tries to find interested parties
Inbound marketing:The company tries to make the prospect find it
Content Marketing: Distributing knowledge to get attention
Social (Media) Marketing: Active interaction with customers and prospects (online and offline)
Search Marketing: Increase the chances of being seen when a prospect searches online
Email Marketing: Direct email communication via specified distribution lists
Direct Marketing: Addressing the individual customer directly to achieve a targeted action
Affiliate Marketing: Encourage and reward third parties (including customers) to do marketing in their environment
Influencer Marketing: Using the communication channels of well-known personalities with a high level of trust in the
target group
Programmatic Advertising: fully automated and individualized buying and selling of online advertising space in real
time.
Promotions: give targeted rewards to sales or customers for defined activities
Public relations: Provide information to (mostly independent) third parties for the purpose of reporting
40

Reality Check
41

Reality Check
42

Reality Check
43

What is the job of the product?
46

2. Social Media Fundamentals
47

48 Motivation
Revolution doesn‘t happen when society
adopts new technology, it happens when
society adopts new behaviors.
Clay Shirky - Here comes everybody

What is „Social“?
Users create content
Users distribute content
Users rate content
Users develop content further
Developing content in a team
Interactive communication
Dialogue all with all
Voluntary participation
Costs = time expenditure + information (partly €)
Content and discussions not controllable
Group formation
Self-monitoring
49
Co-Creation
of Value

MicroMoment
Throughout the day, consumers frequently turn to
their connected devices for a variety of needs.
I want to know: Specific information on an infinite variety
of topics and products.
I want to go:Where to head, and when, for an activity or
to find a particular product.
I want to buy: Purchases, opinions, facts, deals, and
comparative information on products and services, even
while standing in a store.
I want to do: How-to information on any variety of tasks
or activities, from a home repair to a new yoga pose.
https://hbr.org/resources/pdfs/comm/google/19434_HBR_Report_Google_Sept2015.pdf
50

Reality Check
53

Social Media
54

Selection and evaluation of Platforms
Relevance in the target group
Who am I trying to reach?
What topics do I want to discuss?
How do I want and how should I present these topics?
What feedback do I want to reach?
Expenses & income
Establishment and maintenance of the presence
Format of the required contents
Content creation and distribution
Processing and answering the reactions
staﬀ training
Time for daily eﬀorts
55

56
Persönlicher Dialog
Hintergrundinformationen
und Diskussionen
News Ticker
Professionelle Netzwerke
Videos Bilder
Präsentationen Foren: Tiefgehende (auch
fachliche) Diskussionen
Direkte Ansprache &
Neuigkeiten
Nicht resistente
Diskussion

Social Media as news source
57
http://www.digitalnewsreport.org

Social Media at Dax30 companies
59

Instagram Influencers
60

Example WeChat
61

Apps
Mobile audience reach of leading
smartphone apps in the United States
as of June 2017
Source: Statista 2017
62

Digital Marketing
63

Engagement vs. Advertising
Engagement
Social media information channels and blogs designed to stimulate and conduct a dialogue
Active answers to questions, addition of experts and employees of the specialist department
Answering all questions, dealing with critical voices
Regular, active monitoring of social media channels
Advertising
Targeted, paid advertising tailored to defined customer groups
Serves the purpose of guiding the customer to websites or social media channels
Can be directly measured in effectiveness and ROI
Ensures a clear and defined presence with the customer
Commitment and advertising should be combined and run together to support each other!
64

Integration in Marketing campaigns
Digital and social media are integrated into marketing campaigns under four aspects
Advertising - Highlighting the unique and differentiating aspects of the brand or product
Inform - to communicate facts and figures about the brand and product and thus convince
Engage - Engaging prospects and customers in a dialogue with the brand and thus achieving a high distribution rate of the
message
Analyze - collecting, collecting and evaluating information that would otherwise be very difficult or very expensive
65

Marketing plan
66

Integration of social media in traditional
marketing campaigns 1/3
Listening and differentiated analysis of the own image in social media
In the first step, use of simple listing mechanisms, e.g. by agency or by Google Analytics
Analysis of existing discussions about the company and its products - who, on which platforms, trends, overall picture
Analysis of competitive activities and discussions about competitors, including market trends
In the further course of the project, expansion of the listing activities with regard to detailed image analyses with
recommendations for action and a stronger focus on competition
Target setting & risk assessment
Definition of the strategic goals of a social media presence with measurable KPIs
Evaluation of the risks of individual platforms - which discussion topics are to be expected, worst case scenarios
Definition of exclusion criteria for individual platforms
Clarification of legal questions, e.g. rights of use, liability rights for contributions of individual employees, but also image
rights (Facebook,YouTube and others have partly very stubborn image rights - details on the topic: http://
www.videomaker.com/article/14680/)
67

Technical & systems integration
What tools are needed to ensure presence on social media and automate individual dialog elements
Technical integration of the tools into the existing system environment
Creation of the necessary security mechanisms and regulations for the controlled use of social media in the company
Communication Skills
Creation of a set of rules for communication in social media - for all employees (here that of IBM: http://www.ibm.com/
blogs/zz/en/guidelines.html)
Early involvement of the departments involved in the dialogue
Deﬁnition of the distribution of tasks in the customer dialogue between marketing, sales, press oﬃce, management, etc. as
well as agencies
Training of the employees to be involved in the dialogue
68

Test runs in campaign use
Evaluation and selection of social media platforms with regard to feasibility and long-term strategic goal achievement
Seamless integration of social media elements into the campaign plan.The aim is always to strengthen the respective
campaign.The characteristics of the social media elements are only aligned with this.They do not stand alone, but all
elements are interlinked
In the course of the campaign, test different forms of dialogue, e.g. information vs. emotion, change in linguistic nuances to
reach other target groups, etc.
Analysis & strategic application
Success analysis of the campaigns based on the previously defined KPIs
Evaluation and comparison with the findings from the listing
Expansion of the successful presence to a long-term and strategic customer dialogue
Orientation of future individual campaigns along this dialogue strategy (in the trial run it was the other way round, the
dialogue adapted to the campaign)
69

Social = fokussieren
70
Not many presences entertain, but few, but these well!
Social media is not an end in itself, but a tool to better achieve your
own goals. So integrate intelligently!
As an organization, set the framework for action for your
employees!
Set measurable goals. And put them in the centre of attention!

A (detailed) social media editorial plan
71
Date of publication
Delivery dates, by when pictures, texts etc. must be available
Subject
Brief description
Author and responsible person
Channel:Where do you want the article to appear?
Processing status
Seeding: On which platforms should the contribution possibly be pointed out or who do you want to motivate to seeding?

3. Language
72

Language and tonality
A consistent language and tonality is important for a brand, but diﬃcult to achieve.
One approach: compare how it should be with how it should not be
Fun but not silly
Smart but not stodgy
Informal but not sloppy
Expert but not bossy
Weird but not inappropriate
Style Guide example: Mailchimp http://styleguide.mailchimp.com/voice-and-tone/
Generic things must also be deﬁned:
Salutation (situational)
Language in an international environment
Topics that need to be described very clearly
73

4. Solving conflicts
74

The Shitstorm becomes more subtle
The classic Shitstorm only occurs very rarely
Instead, other forms of conﬂict come to the fore
Local events that are strongly discussed locally (especially in the press -
news speed increases)
Solidarity with allegedly unfairly treated citizens
Direct attacks on individual employees
In the public service: unobjective mixing of factual work and political
framework
Excessive projection of general problems to the local level - also for
political reasons
77

Fake News
The term is not clearly defined
EU High Level Working Group on Fake News:
We define it as false, inaccurate, or misleading information designed, presented and promoted to intentionally cause
public harm or for profit.
UNESCO Handbook of Journalism Training on Disinformation
Orchestrated campaigns are spreading untruths - disinformation, mal-information and misinformation - that are often
unwittingly shared on social media:
Disinformation is false and deliberately created to harm a person, social group, organisation or country
Misinformation is false but not created with the intention of causing harm
Mal-information is based on reality, used to inflict harm on a person, social group, organisation or country.
Especially in the context of heavily discussed topics or before elections, it is necessary to pay more attention
to the topic.
Dies kann bis zu einer Anleitung zu Gegenmaßnahmen führen:
https://gcs.civilservice.gov.uk/guidance/resist-counter-disinformation-toolkit/
79

Behaviour with Fake News
Keep your strategy
80
Enlighten, but not
reinforce
Never mislead

RESIST-Modell
UK Government
Communication Services
https://
gcs.civilservice.gov.uk/
wp-content/uploads/
2019/03/
RESIST_Toolkit.pdf
81

Deepfake
False, but deceptively real-looking images or videos that are automatically generated with the help of
neural networks.
Media content generated in this way is referred to by the suitcase word Deepfake, which is made up of the
keyword Deep Learning and the English word Fake.
82

Solving conflicts 1/2
Preparations
Openness, respect and fairness in all communication, but especially in social media
Build Intelligent Listening to capture trends and discussions
provide quick and relevant answers to inquiries and comments
Building a strong and loyal circle of supporters in the long term
Analyze and evaluate comments, recognize trends, respond to them and take countermeasures
guide the discussion and provide guidelines (e.g. fairness in dealing with others)
Analysis
What triggered the conﬂict? Is there a concrete fault on the part of the organisation?
If so, can the error be corrected in a way that is eﬀective for the public?
Does it concern only a few or potentially many?
83

Solving conflicts 2/2
De-escalation
Stay calm and do not act rashly, react quickly = 24/7
Observing your own rules - respect & fairness
Protect employees who are attacked
Professionalize communication and reaction, limit responsibilities
Trying to objectify the discussion
Address the points raised/criticised as far as possible and useful
If there are clear own errors: apologize, correct the error, and communicate the whole process
If it concerns individual cases: detach and go into direct communication - publicly only if the customer
wishes so.
Always communicate solved problems promptly
Invite suggestions for improvement
If objectiﬁcation is diﬃcult or even impossible: enforce your own rules and remain objective
84

5. Influence of digital technologies
85

Perspectives of a Customer Journey
Customer Journey Analyses take one of four perspectives
The Status Quo
The future status quo
A day in the life of a customer
The Service Blueprint
The analysis considers diﬀerent aspects of customer communication
Touchpoints and information sources
Thoughts, wishes and expectations of the customer in the respective stage
Feelings, emotions and reactions
Key functions that keep the customer with the product or make him jump
Changes in communication behaviour through new information sources and media
The customer journey analysis considers all digital and analogue channels in interaction
The basis is the respective target group and the value proposition of the oﬀer
88

Integration of Shopping into Social Media
90

Integration of Shopping into Social Media
91

Marketing Automation
Software platforms for eﬃcient
planning, implementation and
success measurement of
marketing campaigns
Central databases
Coordination and controlling
Communication Tools
Optimization of workﬂows
CRM Synchronization
Performance Analysis
Modern marketing is hardly
possible without marketing
automation
92

Big Data and Analytics
“Big data is a collection of data from traditional and digital sources inside and outside your company that
represents a source for ongoing discovery and analysis.“
The amount of available data is growing exponentially
The data is up to 80% unstructured or diﬃcult to analyze (images, videos, voice)
Volume - amount of data
Velocity - Speed of change
Variety - forms of data and data sources
Veracity - Reliability of data
Relevance for marketing
Analysis of data in order to target marketing messages
Predictive Analytics - Prediction of customer behaviour
93

Datenschutz und Datensicherheit
Customer data is extremely sought-after and therefore has to be treated very
sensitively
Protection against data theft and data modiﬁcation from outside
Protection against misuse by business partners and suppliers
Guidelines for data security in the company
http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-
hacks/
Marketing automation tools allow access to a variety of business channels
Protection against unauthorized use through clear rules and good passwords
Special protective measures in case of allocation of tasks outside the company
94

Cloud Computing
Cloud computing enables users to remotely access and use computer
hardware and software over the Internet.
Applications and data are no longer stored and executed on their own computers,
but accessed and operated via Internet browsers.
Relevance for marketing: A variety of marketing automation tools are
primarily oﬀered as cloud services
Arrangement of the use with the company IT is absolutely necessary
Where is the data located (physically) and how secure is it?
How can customer data be merged between several systems from diﬀerent
providers?
What happens with the collected data when the platform is changed?
95

Location based services
96

Augmented Reality
97

Augmented Reality
98

Internet of Things
Vision of an infrastructure of
everyday objects networked
through information and
communication technologies.
Sensors collect data from the
networked everyday objects and
transmit them to embedded
computers.These data are prepared
and transmitted to a central
processing unit.
99

Anwendungsbeispiele Internet of Things
Logistik
Sensors in containers transmit the location and condition of the container.The customer can retrieve this data for his freight
via a portal
Handel
Using so-called beacons, the exact location of the customer in the store is determined via Bluetooth.Via an app, the
customer can be pointed out to oﬀers that are in his or her vicinity and that are of particular interest to him or her - which
the retailer can determine, for example, via the data of previous purchases or other sources
Industrie
Sensoren überwachen wichtige Funktionen von Maschinen und ermitteln den idealen Zeitpunkt für Wartung und Reparatur.
Öﬀentlicher Raum
Sensoren in den Straßenlaternen sowie an anderen Messstellen ermitteln präzise Daten über Wetter,Verkehrsaufkommen
etc. Diese können kumuliert weitergegeben werden:
der Industrie, um Just-in-Time Lieferketten abzusichern
dem Wetterdienst, um Prognosen zu optimieren
Polizei, Rettungsdiensten und Straßenmeistereien, um bei widrigen Witterungsverhältnissen schneller reagieren zu
können
100

Artificial Intelligence AI
101

Technical foudation
104
Robotics Process
Automation
Cognitive
Analytics
Machine
learning
Channel
APIs
Natural
Language
Processing
Natural
Language
Generation
Language
Translation
Empathy
Analysis
Artiﬁcial
Intelligence
Mobile Interfaces Unstructured Data Multiple Data Sources
Monitoring &
Image
recognition
Multiple Target Groups Legacy Apps

Gartner Hype Cycle
106

Hype Cycle Marketing & Advertising
107

6. Messengers and Chatbots
109

Kommunikation verändert sich
110

Not all
Messengers are
relevant
everywhere
112

2nd Most Popular
Messaging App in
Every Country
113

Direkte Ansprache des Kunden - One-to-One
One-to-one marketing now includes the following disciplines:
Direct dialogue via social media channels
Personalised e-mail marketing
Remarketing in the social media and display sector
Live chat functions, where the user is addressed while using the website
content marketing
messenger marketing
A direct approach brings...
improved customer loyalty, high customer satisfaction and long-term customer retention,
a strong reduction of wastage and extended range through personal recommendations,
targeted and high quality traﬃc on the website,
an increase in turnover, as direct sales are made to the relevant target group,
an enhancement of the brand image in the innovation environment.
114

Messenger Marketing
Much higher response
Faster response - but you should also respond within 5 minutes.That is why chatbots are often used to
organize communication.
115

ChatBots and Künstliche Intelligenz
Chatbots are conversation-based dialog systems.Technically, they are closer to full-text search, but they can
access ever larger databases.
Additional technologies such as Deep Learning, NLP (Natural Language Processing) and expert systems accelerate the
development of functionalities that make them the Intelligent Personal Assistant IPA (e.g. Siri, Alexa, Cortana).
AI is integrated into chat bots in order to interpret and understand the context in the conversation
A user interacts with a ChatBot mostly via a website, a mobile messenger (Facebook Messenger,
WhatsApp, ...) or a collaboration software (Slack, Circuit, Yammer...)
IPAs are also integrated directly into operating systems or distributed via specialized hardware interfaces.
Content and presentation form are decoupled.The ChatBot works as hybrid or autonomous.
https://botlist.co
https://mycroft.ai
https://www.interbot.cc
116

IBM Lufthansa Advertising
119

120
qz.com

Articicial Intelligence and Rules
122

123
Market view Plattformen
The market is currently in an extremely volatile state, with three groups of platforms emerging. In addition, there are some
providers who oﬀer ChatBot development as services based on these platforms.
Platform comparison chart for 2020: https://www.ometrics.com/blog/chatbot-platform-comparison-reviews/
Big ThreeOpen Source Andere (z.T. spezialisiert)

Voice and Brand - Voice Identity
How does a brand actually speak?
Gender
Age
Vocabulary
Voice proﬁle (speed, credibility, energy, ...)
Tonality (salutation, use of foreign words, typical idioms
Grammar and sentence structure
Borders
124

126
Desktop
(Type)
Macintosh (1984)
Internet
(Click)
Google.com (1998) iPhone (2007)
Mobile
(Touch)
Voice Assistant
(Speak)
Alexa (2014)
1987 1997 2007 2017
Technology leap every 10 years

127
Language assistants offer a central advantage through
fast access to services & content.
What was previously possible by linking or referring to
an app is now only a user statement away.
Easy Access
Language is one of the natural forms of human
interaction and therefore one of the most intuitive ways
of dealing with people.
However, intuition in use is by no means given, but
requires a sophisticated application design. Through
correct design, language assistants become an easy to
use medium for young and old.
Intuitive use
While classic media such as apps and web-
If your website is designed for the use of a target group,
language assistants offer the possibility to personalize
content directly to a target person.
The decisive factor is that in direct interaction
the brand also becomes a persona. The design of this
persona ("How does the brand speak") determines the
authenticity and the embodiment of the brand values.
Individual use
Advantages of voice as an interaction
medium

128
Acess toVoice Services
Markenwelt & Image
Einfacher Zugang zu Markenwelt
und Image durch Voice
Der Zugriff auf die Markenwelt bzw. auf die Services und Inhalte einer Marke ist mit Voice nur noch einen Aufruf entfernt. Aktivierungen können auf den verschiedensten Kanälen auf visueller und
auditiver Ebene erfolgen.
Öffne [BRANDNAME]
Aufruf durch Nutzeraussage
(Utterance)
Aktivierung durch visuelle oder auditive
Trigger (Radio, TV, E-Mail, Web, Mobile,
Social Media, Print)
Visuelle Trigger

129
Calling a voice interaction (example Alexa)
Wake Word
Startet den Prozess zur
Verarbeitung eines Sprachbefehls
Alexa, frage Deutsche Bahn wann der nächste Zug nach München fährt.
Invocation Name
• Erlaubt die eindeutige Zuordnung einer
Nutzeranfrage zu einer einer
spezifischen Applikation
Utterance
Nutzeraussage, welche die Intention
enthält. (Hier: Intent =
Fahrplanauskunft abfragen)
SLOT: {location}
Variable innerhalb einer Intention
(Hier: Slot = Zielort)

130
IntegrationenMultimodalMobile & WearablesSmart Speaker
Voice Universe

131
Overview of popular voice assistants
• Smart Speaker with the
largest distribution and
most third-party
applications on the
market
• Access to the widest
range of development
functions on the market
Amazon Alexa
• Optimized for parallel
use via Smartphone and
Smart Speaker (Voice &
Chat)
• Native integration of
knowledge from the
Web
Google Assistant
• Language assistant
from Samsung
• Launch of the Bixby
Marketplace 2019
• Available on compatible
Samsung devices
(Smartphone, Galaxy
Watch, TVs, ...)
Samsung Bixby
• Language Assistant
from Apple
• Practically no
integration possibilities
of modern third-party
voice applications
Apple Siri
• Language assistant of
Deutsche Telekom
• First European language
assistant, adapted to
the needs of the
German market (e.g.
data protection)
• launch in 2019
Magenta
• First language assistant
for the Swiss market
• Multimodal design
through connection
with Swisscom TV Box
• launch in 2019
Hey Swisscom

132
Confidential and Proprietary. For Internal Use Only.
Multi-Assistant Applications Voice SearchMultimodality Automotive
Support & Customer Care Games Smart Home Voice Commerce
Voice Trends

Smart Speakers - Privacy Risk Evaluation
133

Watch Steven:
Customers the day after tomorrow
https://www.youtube.com/watch?v=cS0PE6N30r8
134

7. Marketing campaigns
(learn from others)
135

Campaigns: Best of…
137

Ansprechend für die
Zielgruppe?
156

Ansprechend
für die
Zielgruppe?
157

Ansprechend für die
Zielgruppe?
158

Example for good
communication
Identiﬁable sender
Adapted to the channel
Sensible use of hashtags
Direct mention of third parties involved
short link
A concise picture in the context of the topic
162

Legal issues in social media
Risks in handling
Labour law:The employee as the speaker of the company
Duty of co-determination
Risks for the employee as an employee
Risks for the company
Data privacy
Storage of customer data within Germany/the EU
Ensuring data protection (compliance)
Customer data
Patents and rights
Data protection law admissibility of the collection of data from Facebook & Co.
Copyright, trademark and patent rights
Image rights & postings of third parties on company websites
Rights of use and general terms and conditions of the respective platforms in social media
Right to use third party information for own business purposes
163

Rechtliche Fragen in Social Media
Liabilities
Liability laws for external content
Copying material and approval
Personal rights
Use of images
Protection against discrimination
Protection against personal attacks
164

8. Tools
166

Social Media - Basic Automation tools
Communication Management
Community Management
Social Media Monitoring
Social Media Analytics (sentiment and demographic analysis)
Channel Analytics ( z.B. Facebook and Twitter Analytics)
Social Media Ad Management
Social Media Activation (quiz, survey, contest app etc)
168

Procedure
Deﬁne teams, roles and processes
Who is responsible for which area, approval channels, representation regulations
View content and channels separately
Deﬁne requirements for the tool
Which platforms and communities should be supported today and in the near future?
Integration of CRM, monitoring and other tools or services
Requirements for availability, mobility, prerequisites for IT
Install and set up the tool, maintain the organization
Putting on a team
User training, communicating roles
Set up test runs and support hotline
Management and control
Functional check
Identify and address problems
Extend team, extend tool base
169

Social Media Monitoring Basics
Standard Tools
Google Analytics
Facebook Inbuilt Metrics
Twitter & Instagram HashTags
Free Tools
Buzzsumo,Topsy, Bluenod….
Very limited in functionality
Paid Tools
z.B. Keyhole, Hootsuite,Twitter Counter, Digimind,TweetReach, Sprout Social, Buzzlogix.
170

Social Media Monitoring
Monitoring is the continuous surveillance of social media activities that relate to
brands, products or people
Monitoring can include a regular simple search or the use of speciﬁc tools
Monitoring tools search a number of web pages for search terms and consolidate
or analyze the results
Analysis functions (examples)
Sentiment/tonality (positive/negative/neutral)
Virality (spreading factors)
Relevance
171

Social Media Monitoring Basics
Procedure
Define goals - what insights do I want to gain?
Define procedures - what happens to the results?
What do I do with the collected data?
How and where do I store the collected social media data?
Which activities are influenced by it, who from the team is involved?
How do I act with influencers in social media?
Set up basic tools, collect first insights
Determine where and what I want to observe specifically
Define search words and develop a keyword strategy
Select and set up monitoring tool
Perform monitoring, extend / update keywords, evaluate results and implement action plan
172

Oliver Nickels
nickels@blueherring.de

Lecture digital & social media marketing University Tübingen

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