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Zum Social Media Erfolg mit AMPEL

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Unter dem Titel "Social Media Analytics, Monitoring und andere Tools richtig einsetzen" habe ich am 20.01.2016 beim 7. Twittwoch Dortmund vorgestellt, wie man zum Social Media Erfolg mit dem sog. "AMPEL-Modell" kommen kann.

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Zum Social Media Erfolg mit AMPEL

  1. 1. Zum Social Media Erfolg mit AMPEL Social Media Analytics, Monitoring & andere Tools richtig einsetzen Stefan Evertz / Cortex digital Cortex digital 1
  2. 2. Ich bin... Stefan Evertz Berater für digitale Kommunikation, Köln Themen • Digitale Strategie • BarCamps (u.a. MonitoringCamp) • Social Media Monitoring – Unabhängige Toolauswahl – Tool-Setup und Optimierung – Analysen, Auswertungen & Reporting Cortex digital 2
  3. 3. Was ist was? Cortex digital 3 Web Analytics Social Media Analytics Social Media Monitoring Engagement Publishing
  4. 4. Social Media Analytics • Analyse eigener / fremder Kanäle • Strukturierte Daten (z.B. Facebook) • Benchmarking möglich • Theoretisch auch manuell machbar Cortex digital 4
  5. 5. Social Media Monitoring • „Alle“ Kanäle (neben Facebook / Twitter auch Blogs, Foren, Bewertungsportale) • Basis: Query / „Suchabfrage“ • Unstrukturierte Daten • Sehr große Datenmengen (kein Open Source) • Benchmarking schwieriger Cortex digital 5
  6. 6. Publishing • Redaktionsplanung • Zeitgesteuerte Veröffentlichung • Wachsende Zahl von Kanälen / Plattformen (u.a. Blogs, YouTube, Instagram) • Herausforderung: Team • Wichtig: Feedback / Optimierung Cortex digital 6
  7. 7. Engagement • Kundenservice / Customer Care • Fortsetzung von Publishing-Aktivitäten • Bündelung Anfragen in Ticket-System • Bearbeitung im Team • Oft besonders wichtig: Echtzeit • Skalierbarkeit Cortex digital 7
  8. 8. Ziele & Strategie • Ziele • Strategie • Kanäle / Plattformen • Metriken / KPI • „Facebook ist keine Strategie“ • „Es ist kein Ziel, 10.000 Fans haben zu wollen“ Cortex digital 8
  9. 9. Ziele (Beispiele) • Kundenservice / Customer Care • Kundenakquise /Sales • Kundenbindung • Marktbeobachtung • Produktentwicklung / Feedback • Reichweite steigern (Newsletter, Download) • Krisenkommunikation Cortex digital 9
  10. 10. Szenarien • Nullmessung / Buzz • Identifikation – Influencer – Hot Spots – Netzwerke – Topics – Krisen – Sentiment / Tonalität • Engagement • Optimierung Cortex digital 10
  11. 11. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Das AMPEL-Modell Cortex digital 11 M onitoring P ublishing E ngagement L earning A nalytics (Social Media / Web)
  12. 12. Analytics Beispiel: Fanpage Karma (Free Variante verfügbar) • MonitoringMatcher-Listen Anbieter Social Media Analytics, Anbieter Web Analytics Cortex digital 12
  13. 13. Social Media Monitoring Beispiel: Brandwatch • Tipp: Talkwalker Social Media Search • MonitoringMatcher-Liste Anbieter Social Media Monitoring Cortex digital 13
  14. 14. Publishing • Beispiel: • swat.io • Günstige Alternative: some.io • MonitoringMatcher-Liste Anbieter Social Media Publishing Cortex digital 14
  15. 15. Engagement • Beispiel: • swat.io • Alternative: Hootsuite, Tweetdeck • MonitoringMatcher-Liste Anbieter Social Media Engagement Cortex digital 15
  16. 16. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Das AMPEL-Modell Cortex digital 16 M onitoring P ublishing E ngagement L earning A nalytics (Social Media / Web)
  17. 17. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Das AMPEL-Modell Cortex digital 17 M onitoring P ublishing E ngagement L earning A nalytics (Social Media / Web)
  18. 18. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Influencer Relations Cortex digital 18 M onitoring P ublishing E ngagement L earning A nalytics Nullmessung / Welche Akteure sind besonders aktiv bzw. relevant – auf eigenen Kanälen / Reichweiten Welche Akteure sind besonders aktiv bzw. wer ist besonders relevant - insgesamt im Social Web Planung, Veröffentlichung und Verbreitung neuer Inhalte Bearbeitung eingehender Rückmeldungen und Kommentare Optimierung der Inhalte & Bewertung der Influencer-Aktivitäten
  19. 19. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Krisenkommunikation Cortex digital 19 M onitoring P ublishing E ngagement L earning A nalytics Nullmessung / Basis-Metriken (Alerts; Anzahl Interaktionen, Zugriffe Website) Nullmessung / Share of Voice (Alerts; Anzahl Erwähnungen, Zugriffe Wikipedia) Kommunikationsstrategie & redaktionelle Planung (Blog, Sprachregelungen / Sprechzettel) Zeitnahe Reaktion auf den verschiedenen Kanälen und Verbreitung der Inhalte Nachträgliche Verbreitungsanalyse und Optimierung der Kommunikationsstrategie
  20. 20. A nalytics (Social Media / Web) M onitoring P ublishing E ngagement L earning Content Marketing Cortex digital 20 M onitoring P ublishing E ngagement L earning A nalytics Nullmessung / Welche Inhalte gehen bei der Zielgruppe besonders gut (SMA / WA) Identifikation neue Themen (und Kanäle) Planung & Veröffentlichung neuer Inhalte Beantwortung eingehender Anfragen und Kommentare Optimierung der Inhalte und Weiterentwicklung der Strategie
  21. 21. Kostenlose Tools / Eigene Daten • Google Analytics / Piwik • FollowerWonk • Facebook Analytics • Twitter Analytics • Talkwalker Social Media Search • Weitere Tool-Tipps (Präsentation) Cortex digital 21
  22. 22. Kostenlose Tools 2 • Besser kostenlos / „billig“ als gar nicht • Kostenlose Tools können Toolauswahl vorbereiten helfen • Kostenlose Tools tauschen Zeit gegen Geld • Sobald Team vorhanden, muss Anforderungsprofil geprüft / erneuert werden. Cortex digital 22
  23. 23. Tipps Toolauswahl • Anforderungen sammeln / gewichten • Anforderungsprofil: Kriterienkatalog / Lastenheft • Markt sichten • Shortlist für Tooltest(s) zusammenstellen • Zeit für Tests (quantitativ / qualitativ) nehmen • Spätere Nutzer mittesten lassen Cortex digital 23
  24. 24. Fazit • Ziele  Strategie  Plattformen  Metriken / konkrete Aufgaben • Kein Tool deckt alle Aufgaben ab. • Das richtige Werkzeug für die einzelne Aufgabe identifizieren. • Planung & Umsetzung Social Media: AMPEL hilft Cortex digital 24
  25. 25. MonitoringMatcher Fokus: Digitales Monitoring • Social Media Monitoring • Social Media & Web Analytics • Publishing & Engagement • Anbieter • Lesetipps & Termine www.MonitoringMatcher.de Cortex digital 25
  26. 26. Danke! Fragen? Stefan Evertz (@hirnrinde) Cortex digital, Köln Tel: 0221 – 169 24 181 Mail: stefan.evertz@cortexdigital.de Web: cortexdigital.de Cortex digital 26

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