Social Media Marketing - The Basics - How to use it - Practical Experience A lecture for the European School of Business, Reutlingen. December 2009

1. Social Media
MARKETING
with Social Media
ESB Lecture Dr. Ute Hillmer
MFG Innovationsagentur Baden-Württemberg
Dec 2009

2. Social Media
MFG Baden-Württemberg
Basics
MFG Baden- • Gesellschafter der MFG:
Württemberg mbH Land Baden-Württemberg (51 %)
Innovationsagentur des
SWR Media Services GmbH (49 %)
Landes für IT und • Auftraggeber: Land BW, Ministerien,
Medien die EU, Universitäten,
Forschungseinrichtungen,
Stiftung Baden- Unternehmen
Württemberg
• > 50 Mitarbeiter
• Jährlich über 100 Maßnahmen für
Innovationsförderung und
Technologietransfer, Cluster- und
Netzwerkmanagement sowie
Standortentwicklung und -marketing
Stand: Dezember 2008
• > 14 Jahre Erfahrung in Beratung,
Veranstaltungen, Training,
Technologietransfer, Netzwerke

3. Social Media
Content of the Lecture
Basics
1. The Basics of Social Media Marketing
2. How to use Social Media Marketing
Step 1 – 3
3. Social Media Marketing in Practice
4. The Case

4. Social Media
How do you inform Basics
yourself these days??
How do you buy
these days??
•“… SOCIAL MEDIA TECHNOLOGIES changed the
way individuals and companies form their opinion
and buying decision, often even how they buy…”

5. Social Media
Rollplay Basics
• You buy a PC in 1985
• You buy a PC in 2009
• You buy a PC in 2030

6. Social Media
I‘ll have What She is Having
Basics

7. Social Media
eMarke n
g Basics
Social
Marke ng
Open Innova o
n
Online
Social Commerce
Conversational Marketing
Social MediaViral Marke n
g
ns Web 2.0
Rela o hi p M r ke ng
a
eCommerce Crown Sourcing
Enterprise 2.0 P-to-P Marke n
g
to Prezi

8. Social Media
Basics
Why is Marketing
changing?
Why is “Social Media
Marketing” different?

9. Social Media
Some Statistiks
Basics
• 98 % of home Internet users use the Internet for product
research (Allensbach)
• 44 % of home Internet users account for comments
from other users (Allensbach)
• 19 % of home Internet users check discussion forums
(Allensbach)
source: Allensbach
h p: //www. acta-
online.de/praesenta o
nen/ acta_2008/ acta_
2008_Interne n 390DF 7. p
d%2 df

10. Social Media
Some Statistiks 2
Basics
What does this mean for B-to-B marketing?
The way people use the Internet in private, they use it in the
office.
• 89 % of B-to-B decision makers use the Internet for their
research
• 96 % of B-to-B decision makers (IT) use Google for their search
queries
• 40 % of B-to-B decision makers regularly use online
communities
source: creative 360 http://www.creative360.de/info-lounge/b2b-online-
marketing.html

11. Social Media
The Old Way:
Basics
eMarketing and eCommerce Tools
– eMail
– Portals
– Corporate Websites
– …

12. Social Media
Social Media Marketing has an ever
Basics
growing Toolbox
– Search Engines
– Forums – Podcasts
– Blogs – YouTube
– Interest Groups – Price Search Engines
– Portals – Ra n S tes
g i
– Social Networks – Picture Galleries
• (Facebook, Xing, LinkedIn, …) – …

13. Social Media
Social Media Marketing
Basics
• Trad. Media vs. Social Media
Shouting vs. Sharing
→ addi o M r ke ng Ch
nal a annel ( s)

14. Social Media
Social Media Marketing
Basics
Consequences for the Brand
A brand is no longer only what we – the
marketeers tell the consumer/user/buyer
it is.
The band is what the
consumer/user/buyer tell each other it is!
„the intelligence of the masses“

15. Social Media
Social Media Marketing is…
Basics
… to start a marketing campaign
(or multiple campaigns) that is
distributed through social
networks.
What sounds so easy is not simple at all. In
order to be successful, one has to understand
ist mechanisms!

16. Social Media
Social Media Marketing is…
Basics
•

17. Social Media
Social Media Marketing is…
Basics
•

18. Social Media
How Social Marketing Works 1
Basics
The Basics
#1 Place and distribute backlinks
#2 Built and maintain networks
#3 Built credibility and trust

19. Social Media
Backlinks and Textanchors
Basics

20. Social Media
Built and Maintain Networks
Basics

21. Social Media
How Social Marketing Works 2
• In Order to understand how Social Media MarketingBasics
works, one has to understand how the basics work.
Think about a sports club!

22. Social Media
How Social Marketing Works 3
• Voluntary active or passive membership Basics
• Special areas of interests
• One communicates where one has something to say (or
not), has an opinion, answers questions, asks questions, …
• If one is open, friendly and nice, friendships will develop
that value ones expertise and opinion
• Once one has built a reputation, it will be accepted, even
appreciated if one recommends and hints one ones
products and services, online shop, other products…

23. Social Media
How Social Marketing Works 4
Basics
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …

24. Social Media
Traditional Marketing
Basics

25. Social Media
New Marketing
Basics

26. Social Media
Understand your Goals
What do you intent to achieve with the Social Marketing Campaigne?
• Win additional customers • Increase communication with
• Gain a new customer base customers
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!

27. Social Media
Set a Strategy
Ask yourself
• What product(s) are suitable for • Which social networks will be
social networks? suitable?
• How do I position these • What reactions should I be
products? prepared to get?
• Does my CI and brand fit the • How will I react to negative
online community? feedback from blogs, etc.?
• How do I communicate online • Do I communicate centralised
(tone and stil)? or distributed?
Have a look how your competitors do it!

28. Social Media
What Products are Suitable for Social
Networks Basics
• …

29. Social Media
What Products are Suitable
→ What is Going on in Your Market Niche?Basics
• Where does your target audience get its information
from?
• Who are their „trusted advisors“ and where do they
communicate?
• How do your competitors communicate?
• Are they successful with what they do?
• Why? Why not?

30. Social Media
How do I position my product(s)?
Basics
• …

31. Social Media
How do I position my product(s)?
→ What is Going on in Your Market Niche?Basics
• What do your competitors communicate?
• Are they successful with what they do?
• Why? Why not?
• What are the communications that already exist?
• Can I join the communication and contribute?
• If you add value over a period of time, to the
community, your purchase advise will be listened
to!!
Don‘t try to cheat – the crowd will find out!

32. Social Media
Does my CI and Brand fit the online
community? Basics
• …

33. Social Media
Does my CI and Brand fit the online
community? Basics
• There is no need to change the corporate CI
• The Web 2.0 community is more easily reached without
a corporate layout, but rather on a People-to-People
basis.

34. Social Media
How do I Communicate Online (Tone and
Stile)? Basics
• …

35. Social Media
How do I Communicate Online
(Tone and Stile)? Basics
→ What is the Tone and Stile of your Community?
• What is the predominant tone and stile within the
community?
• Does this tone and stile fit the corporate image?
• If not, is there a middle way possible?

36. Social Media
Which Social Networks will Be Suitable?
Basics
• …

37. Social Media
Which Social Networks will Be Suitable?
Basics
• A social network of students might not be the right place
to promote ERP systems …
• A general business network might be to high and wide
for specialised engineering tools…
Think about the “long tail”

38. Social Media
What Reactions should I be
prepared to get? Basics
• Feedback, positive and negative, should not be seen as
a nuisance but as a helpful hand! It helps you improve
our product(s) or process(es)
• Listening to your customers and showing them that you
are listening builds credibility and trust
• Make a problem a joint adventure and you will gain very
loyal customers
Constructive negative feedback can help you
leapfrog your competitors! → Monitor Social
Media!

39. Social Media
How to Use Social Media in Marketing
Toolbox How To

40. Social Media
How to Use Social Media in Marketing
The Toolbox How To
• Corporate Blogs
• Expert Blogs
• Microblogging
• Social networks (Corporate, business, personal)
• Image hosting platforms
• Video sharing platforms
• Recommendation platforms
• Social bookmarking platforms
• Podcasting platforms
• Forums
• Interest Groups

41. Social Media
How to Use Social Media in Marketing
Step 1 + 2 How To
• Goals have to be set and clearly defined
• To get prospects to your website, you have to intrigue
them by
– Content rich and interesting articles about a relevant topic
– Freebies like e-books,
vouchers, discounts
– Free add-ons or tools
– Sweepstakes and drawings

42. Social Media
How to Use Social Media in Marketing
Free Whitepaper How To

43. Social Media
How to Use Social Media in Marketing
Free Webinar How To

44. Social Media
How to Use Social Media in Marketing
Google Ads How To

45. Social Media
The Corporate Blog as a Starting Point
How To

46. Social Media
The Corporate Blog as a Starting Point
How To
• You can show that you know a lot about a topic
• You are easily found by search engines
• A good article easily generates 10-50 backlinks in a few
days
• It is free for the customer and free media for you as a
vendor
• Search engines follow backlinks

47. Social Media
The Corporate Blog as a Starting Point
How To
• You are not credible in a “controlled” bog
• You don’t control what is said in an open employee blog
Corporate
blogging
debate

48. Social Media
The Corporate Blog
Make some rules. Basics
Empower all employees… they are the brand.
• Behave professionally and ethically.
• Take personal responsibility.
• Include a disclaimer: your opinions are yours,
not IBM’s.
• Don’t pick fiht s.
g
“Use social media as a means to expose IBM’s
experts—and exper se— o the w r l d ”
t o .
Adam Christensen
Manager, Social Media Communica ons
h p: //www. ib . com bl o
m / gs/zz/en/ gui d in h m
el es. t l

49. Social Media
The Corporate Blog
Employees as Experts Basics

50. Social Media
Step 3
Distributing News 1 How To

51. Social Media
Step 3
Distributing News 2 How To
• Once the blog is online, the world must learn about it
• There are many different categories in many different
social networks:

52. Social Media
Step 3
Distributing News 3 How To

53. Social Media
Platforms with Backlinks
The Math How To
• 25 true backlinks on blogs with an everage of 200
visitors result in 5000 users that see the link.
• With a conversion rate of 0,5% this results in 750 more
visitors on the original blog.
• Given a very low clickprice of 20 ct, this translates into
150€.
• Maintaining a professional blog will require a time
investment of at least 60 minutes/day

54. Social Media
News Platforms
Practice
• The more you • If you are not yet known,
communicate, the more no one might find your
you reach your target information
audience • You need to use the right
• You can reach and involve key words
your “friends” quickly and
easily

55. Social Media
Social Networks
How To
Social networks are network communities on the internet.
Users can add friends or followers and send them
messages or notify them about updates concerning
themselves.

56. Social Media
Social Networks 2
How To
• Individuals, professionals and companies look for suitable
networks and clusters.
• Within the network, they look for suitable groups and joint
them

57. Social Media
Social Networks
Practice
• Direct customer • Privacy problems
communication • Dubious environment
• Many forms of interaction • Time-consuming
becomes possible
• Full display of pictures and
movies
• Many active users
(facebook: over 350
million)

58. Social Media
Business Oriented Social Networks
Practice
• Serious environment • Only partially ready for
• Suitable for personal business presentations
business profile pages • Not all audiences are in
• Business oriented groups these networks
• Backlinks increasingly
possible

59. Social Media
Social Networks
Example Practice

60. Social Media
Search Engine Optimisation
Practice
How To
• Meta tags and meta descriptions are important to gain
relevant and valuable backlinks when people search
with an search engine
• Social network services read meta descriptions

61. Social Media
Content Sharing Platforms
Practice
• Online Communities for archiving and sharing content
such as:
– Photographs and images
– Videos
– Audios
– Presentations

62. Social Media
Content Sharing Platforms
Practice
• Easy way to display, • Copyright problems
archive and share • Free data upload or
• No need to own information spread is
infrastructure and storage limited
• Possible real time • No quality control of
reporting of events content and material
• Poducts / content is
ranked by audience

63. Social Media
Recommendation Platforms
Practice
Here users share experiences, perceptions and recommendations about
products, services and organizations . Sometimes detailed discussions
can evolve..
• Products are ranked by • Bad products are exposed
audience
• Credibility
• Good products are usually
ranked positively
Alert your company name and product name use

64. Social Media
Social Bookmarking Service
Practice
• Social bookmarking is a method to share, organize,
search, and manage bookmarks of web resources.
Unlike file sharing, the resources themselves are not
shared. Sharing occurs on a bookmarking level.
del.icio.us

65. Social Media
Microblogging
Practice
Microblogging is a form of blogging that allows users to
send brief text updates (or micromedia such as
photos or audio clips) and publish them. These
messages can be submitted by a variety of means like
text messaging, instant messaging, E-mail, digital audio
or the web. (Wikipedia)

66. Social Media
Microblogging
Practice
• fast • only short messages
• cheap (Twitter 140 characters)
• real-time communication • difficult to measure
• real-time market research • short lifetime of tweets
• advertising allowed • A lot of meaningless
(Twitter) information in twittersphere
• direct customer
communication

67. Social Media
Enterprise 2.0
Basics
• Enterprise 2.0
• Auszug aus Konferenzdiskussion Deutscher
Multimediakongress Juni 2009
• http://www.frogpond.de/index.php/archive/enterprise-20-
involvement-durch-innovations-communities/
• A controverse topic!

68. Social Media
A Good Example

69. Social Media
A Good Example

70. Social Media
The Case
Get the word out about your new
Smartphone targe n a n che a e e
g i udi nc
of your choice

71. Social Media
Vielen Dank!
Kontaktperson:
Dr. Ute Hillmer
hillmer@mfg.de
T: +49 711 90715 300
Weitere Informationen unter:
www.mfg-innovation.de
www.doit-online.de
Twitter: mfg_innovation