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Social Media
Marketing
Benjamin Kehrer
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
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!
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
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)
Ads are not Social Media Marketing
Social Media (Marketing) overview
• Wordpress, BloggerBlogs
• TwitterMicroblogs
• Facebook, XING, LinkedIn, PinterestSocal Networks
• Youtube, FlickrMedia Sharing Sites
• Delicious, (Mr. Wong)Social Bookmarking
• Digg, RedditVoting-Sites
• Dooyoo, Caio, Qype, HolidayCheckRating-Sites
Forums
(Zarella 2010, p.7)
Process of SMM
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
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
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)
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)
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)
Case studies
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
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.“
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
Thank you for
YOUR attention
Benjamin Kehrer
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)

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Social Media Marketing (Gastvortrag FH Kufstein)

  • 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)
  • 6. Ads are not Social Media Marketing
  • 7. Social Media (Marketing) overview • Wordpress, BloggerBlogs • TwitterMicroblogs • Facebook, XING, LinkedIn, PinterestSocal Networks • Youtube, FlickrMedia Sharing Sites • Delicious, (Mr. Wong)Social Bookmarking • Digg, RedditVoting-Sites • Dooyoo, Caio, Qype, HolidayCheckRating-Sites Forums (Zarella 2010, p.7)
  • 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
  • 18. Thank you for YOUR attention Benjamin Kehrer
  • 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)