Presentation about current Social Media topics, problems and marketing ideas. Social Media Customer Support as well as examples of the Social Media best practice portfolio.

1. ENTER 2013 Industry and Innovation Focus Slide Number 123.01.2013
Dynamic Social Media Usage for
Results – Marketing on a day to day
perspective
Juliane Saß
Team Manager Social Media, FTI Touristic Group
Munich, Germany

2. ENTER 2013 Industry and Innovation Focus Slide Number 2
What do Social Media Managers do?

3. ENTER 2013 Industry and Innovation Focus Slide Number 3
How we do it…
• Interaction & Communication
• Help & Support
• Fun & Activities
• Content & Storytelling
• Offers & Business

4. ENTER 2013 Industry and Innovation Focus Slide Number 4
Every Day Difficulties
• Keeping up to date: News, Numbers, Ideas
• Helping the Company to understand the
importance of Social Media
– Internal Team (Marketing, Customer Service,
Product Management, Cooperations, Press &
Communications, Couriers)
• Change
• Results 

5. ENTER 2013 Industry and Innovation Focus Slide Number 5
Every Day Difficulties

6. ENTER 2013 Industry and Innovation Focus Slide Number 6
Travellers and Social Media
 1 Billion Arrivals 2012

7. ENTER 2013 Industry and Innovation Focus Slide Number 7
Why do people check out a
Company‘s page?
Marketing Support

8. ENTER 2013 Industry and Innovation Focus Slide Number 8
Facebook
• Audience (1 Billion Users/ 552 Million daily active)
• Diverse Advertising Options (Ads, Posts, Apps, etc.)
• Content is King
• Think Big and keep it simple  Campaigns &
Real-Time Marketing (Personalized Travel Offers)


9. ENTER 2013 Industry and Innovation Focus Slide Number 9

10. ENTER 2013 Industry and Innovation Focus Slide Number 10
YouTube
• Marketing strives to a new level  Commerce
• Interactive Shopping with Video
• Ads and Video Advertising rise
• Support Videos for a Brand/Product
– Success with 1 Video
Air New Zealand

11. ENTER 2013 Industry and Innovation Focus Slide Number 11
Twitter
• 200 Million active Users
• Building up a Community (Involvement)
• Simple Contests and Sweepstakes for
Interaction (Prize raffle)
• The right Topic at the right Time
– Complementary to TV Shows or Events and News
– Real-Time Storytelling
– Example Lufthansa

12. ENTER 2013 Industry and Innovation Focus Slide Number 12
Google & Google+
• Google.com/Hotels – not just a hotel finder
– Flights, Mail, Calender, News/Alerts, Offers,
Streetview, Google+ for customer reviews
• Best price fights
• Essential for SEO – Brand awareness and
Search Engine Display
• Google+ Authorship
• Social Proof through Google+

13. ENTER 2013 Industry and Innovation Focus Slide Number 13

14. ENTER 2013 Industry and Innovation Focus Slide Number 14
Why do people check out a
Company‘s page?
Marketing Support

15. ENTER 2013 Industry and Innovation Focus Slide Number 15
Customer Support on Social
Networks
Phone  E-Mail  Social Network
Customers look for: Customers expect:
Reviews, Opinions, Answers, Immediate Answers,
Platform to be heared Favouritism
SOCIAL MEDIA CRM
Social CRM

16. ENTER 2013 Industry and Innovation Focus Slide Number 16
How does Social Media influence
people to buy or book?
Part of Customer Journey
Social Proof
Trust
Brand Awareness &
Effects
Transparency & Usability
Social CRM

17. ENTER 2013 Industry and Innovation Focus Slide Number 17
What is changing?
• Customer reviews spread on many different platforms
• Companies need to speed up processes (Real-Time)
• Target Groups (Silver Surfer)
• Simplification of Social Media But not the way to
book online
• New ways to build an audience  Growth Hacker
• Mobile Usage (Blink, JustBook, Hotels Now)
 Social Business