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Let me infotain you! Expertenmarketing in einer digitalisierten Welt

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Let me infotain you! Expertenmarketing in einer digitalisierten Welt

  1. 1. Let me infotain you! Espressinar am 17. September 2013 die espressostrategie®   Martschenko Markenberatung c/o Combinat 56 Adams-Lehmann-Straße 56 D 80797 München M 0172-8540183 E info@zehnbar.de W www.zehnbar.de T http://twitter.com/zehnbar X https://www.xing.to/zehnbar
  2. 2. Was weißt Du? Was weißt Du?
  3. 3. Expertenmarketing ist Beziehungsmarketing „Gute Gespräche für gute Beziehungen und gute Geschäfte“ © Martschenko Markenberatung 2013 Gute Gespräche Gute Geschäfte Gute Beziehungen Märkte sind Gespräche Märkte sind Gespräche Menschen und Ideen vernetzen Menschen und Ideen vernetzen Storytelling statt Akquise Storytelling statt Akquise
  4. 4. Visual Storytelling Facebook Pinterest Instagram Flickr Business Netzwerke Xing (DACH) LinkedIn (International) Die Erzählstrategien im Social Web Wissensbasiert bis unterhaltsam Infotainment Blog Twitter Slideshare Delicious Google+ Marketainment Stories Facebook Twitter Youtube © Martschenko Markenberatung 2013
  5. 5. Warum Infotainment im Social Web? 5 Komplexe Sachverhalte vermitteln Transparenz steigern Expertise belegen Dem Unternehmen ein persönliches Auftreten geben Aufmerksamkeit und Erinnerung fördern In Suchmaschinen besser gefunden werden © Martschenko Markenberatung 2013 Eine Community auf- und ausbauen Wissen interaktiv und unterhaltend inszenieren Wissen ist Vertrauensgut
  6. 6. Die drei Rollen des Experten in der digitalisierten Welt 1. Eigenes Wissen organisieren 2. Menschen und Ideen vernetzen 3. Internet aufräumen (völlig unterschätzt!) 6© Martschenko Markenberatung 2013 „A content curator cherry picks the best content that is important and relevant to share with their community.“ Beth Kanter
  7. 7. http://danielrehn.wordpress.com/
  8. 8. http://www.sebastian-dickhaut.de/
  9. 9. Wer für drei Themen Experte ist, ist kein Experte mehr. Wofür bist Du Experte? 10© Martschenko Markenberatung 2013
  10. 10. Die gute Nachricht: Die Menschen wissen von Dir, was Du sendest. Was sendest Du? 11© Martschenko Markenberatung 2013
  11. 11. Wen interessiert‘s? 12© Martschenko Markenberatung 2013
  12. 12. Sind das die, die es interessieren sollte? 13© Martschenko Markenberatung 2013
  13. 13. Twitter, das „Radio“ Twitter, das „Radio“
  14. 14. 15 Effizienz Listen mit Stichwörtern machen das Leben leichter © Martschenko Markenberatung 2013
  15. 15. http://www.mediabistro.com/alltwitter/perfect-social-media-post_b49128
  16. 16. Google+, der „Expertentalk “ Google+, der „Expertentalk “
  17. 17. Google+ Was es kann (was Facebook nicht kann) © zehnbar 2013 • SEO • Hangouts • Hochwertigere fachliche Unterhaltungen • Visuelles Storytelling ebenfalls möglich • Circles (gegenseitiges oder einseitiges Verknüpfen)
  18. 18. http://www.mediabistro.com/alltwitter/perfect-social-media-post_b49128
  19. 19. delicious, die „Bibliothek “ delicious, die „Bibliothek “
  20. 20. slideshare, „visual Storytelling“ slideshare, „visual Storytelling“
  21. 21. Slideshare Was es kann © zehnbar 2013 • Das YouTube für Slides: Hochladen und Teilen von Präsentationen, Vorträgen und Dokumenten • Slides und Dokumente können auf einer eigenen Bühne präsentiert werden und per Embed in Websites, Blogs sowie Social Networks eingebunden werden • Präsentationen können kommentiert, favorisiert, geteilt und auch zum Download bereitgestellt werden • Infotexte und Schlagwörter erlauben eine hohe Optimierung von Inhalten für Suchmaschinen
  22. 22. Meine Ziele fürs Expertenmarketing Ziele formulieren Meine Vision ist (da stehe ich in 5 Jahren): Meine Mission ist (das tue ich dafür): Meine Ziele sind: 1. 2. 3. 23© Martschenko Markenberatung 2013 VisionVision Ziel 1Ziel 1 Ziel 2Ziel 2 Ziel 3Ziel 3 MissionMission
  23. 23. No tools for fools 24© Martschenko Markenberatung 2013 Eigenes Wissen organisieren Menschen und Ideen vernetzen Das Internet aufräumen Evernote Prezi Powerpoint Dropbox Flipboard Scoopit Feedly Google+ delicious Slideshare Twitter
  24. 24. Erst lesen, dann schreiben Andere Blogs im Reader abonnieren © Martschenko Markenberatung 2013 http://www.feedly.com
  25. 25. http://www.scoop.it/
  26. 26. 7 Tipps fürs Expertenmarketing im digitalen Zeitalter © Martschenko Markenberatung 2013 1. Schärfe Dein Profil 2. Organisiere Dich 3. Teile Dein Wissen 4. Biete einen Mehrwert, Nutzen, Informatives und Unterhaltsames 5. Vernetze Dich 6. Formuliere Fragen 7. Provoziere!
  27. 27. Was setzt Du in den nächsten 72 Stunden um? 29© Martschenko Markenberatung 2013
  28. 28. 30© Martschenko Markenberatung 2013 Weitere Tipps und Infos https://delicious.com/zehnbar/

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