Diese Präsentation umfasst die Einführung in das Social Media Marketing auf Englisch. Sie beinhaltet sowohl die neuen Möglichkeiten als auch die sich dadurch ergebenen neuen Herausforderungen.
2. Agenda
New rules in marketing
Social Media Marketing (SMM)
– Traditional vs. social media
– Targets & non-targets
– Social media overview
Process of Social Media Marketing
Case Studies:
– Blendtec | Audi
3. New rules in marketing
New challenges New opportunities
• Pure medial messages by companies
are no longer simply accepted by users
& customers
Consumers
• talk on their own and set agenda what
to talk about in public (influence on
brand image / loss of control)
• UGC: Generate content and reviews /
ratings online
Communication
• Past: one to many communication
• Today: many to many communication
• Small media budgets can be enough to
create viral buzz
• Market research can be done easily
and cost-efficient using e.g. Social
Media & web monitoring
• Social Media reach is enormous
direct dialogue with customers
Users / customers talk
• about brands in public
• preferably about negative experience
• chance of becoming brand
ambassadors!
4. Social Media Marketing
Traditional media Social media
(e.g. TV, radio, newspaper)
• mono-direct, static distribution
media
• Big organizations/companies
• Expensive content and advertising
• Divergence loss
• No feedback
• Multi-direct, dynamic media
• “Everyone’s media” due to
easiness of use
• Cheaper advertising lower
budgets
5. Targets of SMM
– Dialogue marketing:
• ongoing long-term dialogue / interaction with stakeholders
(potential and current customers) (Holland 2014, p.6)
– Direct marketing:
• response
– Social media marketing
• gain attention or website traffic through social media sites
(Trattner, Kappe 2013)
• start and build a relationship with users
• increase (brand) awareness via the web
• Enhance brand communication (Schivinski, Dabrowski 2013, p.2)
• motivate user to share content (Grabs, Bannour, Vogl 2014, p.338-341)
9. Process of Social Media Marketing
1
• Defining target group(s), SMART goals (on- and off-site KPIs)
and strategy
2
• Production of communication item incl. added value
(branded entertainment)
3
• (Content) seeding and
spreading in communities
4
• Follow-ups:
User generated advertising & content (UGC)
5
• Monitoring & controling
RESPONSE
10. 1. Target group & strategy
• Get to know your target group first (listening)
(age, interests, online behavior, pref. websites)
• Define SMART goals
• Define appropriate (active | passive) strategy
(Zarella 2010, p.199-218,235; Grabs, Bannour, Vogl 2014, p. 74-81)
Active
• Continuity vs. campaigns
• Integrated Social Media activities
approach
• Use call to actions
Passive
• Speed of response
• Reactions to negative follow-ups
• prerequ. for UGC & UGA
11. 2. Communication item requirements
Content (videos, images, text) should be
– Funny & entertaining
– Interesting
– Make people think (real vs. fake videos)
– Connectivity: Possibility of connected actions
• consumable, but even more important:
(re-)writable, answerable
• prereq. for user generated content & advertising
(Grabs, Bannour, Vogl 2014, p. 348-361)
12. 3. (Content) seeding & spreading
• company itself
• (Paid) testimonials or opinion leaders
e.g. Samsung selfie by Ellen DeGeneres @ 2014’s oscars
ceremony
• Random people
Apple keeps losing their prototypes
agency in Berlin lost USB-sticks at trendy nightclubs
(Grabs, Bannour, Vogl 2014, p. 344-347)
13. 4./5. UGC monitoring & response
Listen, respond & join conversation (Hünnekens 2010, p.71-80)
Monitoring
– Listen, listen, listen, …
– Use various systems: Social media, web & community monitoring
– Own brand and competitors’ brand
Response
– React fast and smart or entertaining (according to strategy)
relevant for community
– Seize the opportunity and try to use attention
(e.g. Tiger Woods Jesus shot)
– At least: Do something!
(Grabs, Bannour, Vogl 2014, p.130-154; Zarella 2010, p.199-200)
15. Case study #1: Audi
Videos, that parody „Fifty Shades of Grey“
https://www.youtube.com/watch?feature=player_embedded&v=
utP3ROiT_DM
published on Feb 5th, already over 200.000 views!
Two more spin-offs:
• https://www.youtube.com/watch?v=jQrm-Amv2Vc
• https://www.youtube.com/watch?feature=player_embedded&v=G-
Eu2WSjCUQ
16. Case study #2: Blendtec
company
• sells powerful professional and home blenders (> $400.-
); relatively unknown in the US
• small media budget
Blendtec is notable for its „Will it Blend“ viral marketing
campaign on YouTube blending convenience goods
(e.g. iPhone, remote controls, etc.)
2 years ago: 294,098,738 views on Youtube
Integrated approach (website, newsletter, Facebook, etc.)
Dickson has revealed that the campaign has been a great
success for Blendtec:
„the campaign took off almost instantly. We have
definitely felt an impact in sales. Will it blend has had
an amazing impact to our commercial and our retail
products.“
17. Literature
Grab, Anne / Bannour, Karim-Patrick / Vogl, Elisabeth (2014): Follow me!
Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co. Bonn
Holland, Heinrich (2014): Digitales Dialogmarketing: Grundlagen,
Strategien, Instrumente. Wiesbaden
Hünnekens, Wolfgang (2010): Die Ich-Sender. Göttingen
Schivinski, Bruno / Dąbrowski, Dariusz (2013): The effect of social-media
communication consumer perceptions of brands, GUT Faculty of
Management and Economics Working Paper Series A No.12/2013 (12)
Trattner, C., Kappe, F. (2013): Social Stream Marketing on Facebook: A Case
Study. International Journal of Social and Humanistic Computing (IJSHC) 2
(1/2)
Zarella, Dan (2010): Das Social Media Marketing Buch. Frankfurt
19. Questions for discussion
• What are positive and negative side effects of the shown YouTube
campaigns (consider the new challenges & opportunities)
• Do you know more examples for YouTube campaigns based on the
following targets:
• gain attention or website traffic through social media sites (Trattner,
Kappe 2013)
• start and build a relationship with users
• increase (brand) awareness & communication via the web (Schivinski,
Dabrowski 2013, p.2)
• motivate user to share content (Grabs, Bannour, Vogl 2014, p.338-341)
