Social Media Cases - FHNW MAS Online Marketing Management
description
Transcript of Social Media Cases - FHNW MAS Online Marketing Management
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 11 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
MAS Online Marketing Management
Social Media Marketing – Cases
Chris BeyelerOnline Marketing Manager und Social Media Experte, MySign AG
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 22 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Agenda
Vorstellung 4 Cases Diskussion und Fragen
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 33 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Chris Beyeler
Online Marketing Manager und Social Media Experte bei MySign.
8 Jahre Erfahrung im Community Management
Leitender Dozent Cert. Online Marketing Expert bsw/SIB
Google me ;-)
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 44 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 55 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Die MySign
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 66 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Handlungsfelder MySign
Design
TechnologieMarketing /
Kommunikation
Content
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 77 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Handlungsfelder MySign
Design
TechnologieMarketing /
Kommunikation
Content
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 88 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Kunden
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 99 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Alpiq – «Power to the Fans»
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1010 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Massnahmen
a
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1111 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Die Teaserphase
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1212 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
www.fanpower.ch
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1313 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Glückwunschapplikation
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1414 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Lancierungskampagne
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1515 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Bis zur Montierung der Blache
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1616 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Montierung der Blache: 08.02.10
Die Kennzahlen • Genaue Masse (L x B): 6321 x 4263 cm• Gesamtgewicht: 1175 kg• Material (Bezeichnung): Mesh HW• Farbauftrag: ca. 90 Liter• Produktionszeit: 9 Tage• Anzahl Glückwünsche
auf Blache: 4‘500• Meter Stahlseil
für Montage: 344 Laufmeter
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1717 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Da war doch noch was!
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1818 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Müll?
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 1919 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Taschenproduktion aus den Glückwünschen
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2020 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Resultate
Riesiges Medienecho Guiness Buch Weltrekord Eintrag 4500 Wintersportfans & Glückwünsche 150‘000 Videoviews Wiederverwertung der Blache Alpiq wird mit Spitzenleistung in Verbindung
gebracht
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2121 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
...
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2222 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Skiathleten sind Multiplikatoren
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2323 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2424 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Erneute Helmaktion
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2525 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Dominique Gisin verletzte sich leider
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2626 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Linsenmax Social Commerce
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2727 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Social Commerce 1.0
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2828 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Social Commerce 1.0
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 2929 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Social Commerce 1.5
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3030 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Kunden werben Kunden
May
-09
Aug-0
9
Nov-0
9
Feb-1
0
May
-10
Aug-1
0
Nov-1
0
Feb-1
1
May
-11
Aug-1
1
Nov-1
1
Feb-1
2
May
-12
Aug-1
2
Nov-1
2
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3131 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Facebook-Login
31
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3232 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Facebook-Seite
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3333 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Umsatz über Facebook-Seite direkt
Jul-1
0
Sep-1
0
Nov-1
0
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-1
1
Nov-1
1
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep-1
2
Nov-1
2
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3434 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Facebook-Shop
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3535 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Umsatz Facebook Shop
Aug-1
0
Oct-
10
Dec-1
0
Feb-1
1
Apr-1
1
Jun-
11
Aug-1
1
Oct-
11
Dec-1
1
Feb-1
2
Apr-1
2
Jun-
12
Aug-1
2
Oct-
12
Dec-1
2
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3636 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Facebook Werbung
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3737 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Vergleich Facebook Ads
Facebook Ads generellFacebook Ads nur für Fans
CTR
0.02 % 0.02 %
CPC
Fr.
0.
98F
r.
0.95
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3838 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Vergleich Facebook Ads
CR
0.38 %
4.85 %
Umsatz pro Klick
CH
F
0.46
CH
F
6.47
Facebook Ads generellFacebook Ads nur für Fans
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 3939 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Umsatz über Facebook all over
Jul-1
0
Sep-1
0
Nov-1
0
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-1
1
Nov-1
1
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep-1
2
Nov-1
2
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4040 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Gezwitscher über und mit Linsenmax
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4141 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Resultate
Erhöhung der Nutzung des «Kunden werben Kunden»-Programms
Neukundengewinnung über Facebook mit Umsatzsteigerung
Facebook Shop ist ein Flop! Facebook Werbung für Fans funktioniert sehr gut. Twitter hat nur mässigen Erfolg.
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4242 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Social Media Integration bei BERNMOBIL
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4343 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4444 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Was ist eine Strategie
44http://www.flickr.com/photos/alanenglish/417078591/sizes/o/in/photostream/
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4545 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Glaubwürdigkeit und Kontrolle der Kommunikation
Kontrolle
Gla
ubw
ürd
igke
it
[Forrester 2009, adaptiert von MySign]
Eigene Kanäle
Bezahlte Medien
Drittplatt-formen
Unabhängige Kommu-
nikation
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4646 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Eigene Stelle schaffen?
Geschäftsleistung
Produktion Finanzen Vertrieb Promotion Social Media
GL-Assistent/in
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4747 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Nein, in alle Abteilungen integrieren!
Geschäftsleistung
Produktion Finanzen Vertrieb Promotion Social Media
GL-Assistent/in
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4848 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Befähigung
Regelmässige Kontrolle
Regelmässige Meetings
Prozesse definieren
Abteilungsübergreifende Teams bilden
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 4949 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Prozess: Daten sammeln
Monitoring Hub
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5050 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Prozess: Daten verarbeiten
Kommunikation
Monitoring Hub
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5151 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Prozess: Abschluss
Feedback geben Weiterleiten
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5252 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
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© MySign AG 53
Social Media
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5454 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Richtlinien und Leitfaden
54
Projektleitung
Social Media Team
Mitarbeitende
Le
itfad
en
Ric
htl
inie
n
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5555 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5656 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Der optimale Facebook Post
Status Update
Bild
Gefällt mir | Kommentieren | Teilen
Kommentare anzeigen
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• Gute Bildqualität verwenden
• Auffallende Bilder verwenden
• Mobile Optimierte Bilder/Videos verwenden
(gut erkennbar, kurz, leicht)
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5757 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Die Contentstrategie enthält
Ansprache (Du / Ihr / Sie)
Tonalität
Zuständigkeit
Leit-Themen
Plattformbezogene Eigenheiten
Contentplan
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5858 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Hilfreiche KPIs auf Facebook
• Personen, die darüber sprechen Rate:
• Durchschnitt 1-2%
• Gut ab 3-5%
• Sehr gut ab 5%.
• Impressionen/Reichweite
• 16% im Verhältnis zu den eigenen Fans ist laut Facebook der Durchschnitt.
• Gut ist ab 20%.
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 5959 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Resultate
Hohe Interaktion Gute Reichweite Positives Feedback
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6060 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
BERNMOBIL fährt am Zibelemärit ab Montagmorgen knapp eine Stunde früher als sonst. Viel Spass! http://www.bernmobil.ch/Seiten/Unternehmen/Medienmitteilungen/?oid=1359&lang=de&seite=1&detailmitteilung=980&jahr=2012
Judihui! Wir haben schon 500 Fans.
Ab 5. Dezember verkehrt wieder das legendäre Märlitram durch die Stadt Bern. Tickets können am Kundenschalter des Anzeiger Region Bern am Bubenbergplatz 8 in Bern bezogen werden.
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6161 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Fragen?
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6262 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Integrierte Kommunikation der MySign
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6363 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Location Based
ServicesRating
Events /
Networking
Newsletter /
Danke Karten
Geschenke
Fachartikel
KolumnenReferate
MicromediaSocial Networks
Bild & Video
Dokumente
Blog / Website
Sponsoring
Wie und wo kommuniziert MySign?
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6464 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Glaubwürdigkeit und Kontrolle der Kommunikation
Kontrolle
Gla
ubw
ürdi
gkei
t
[Forrester 2009, adaptiert auf MySign]
Eigene Kanäle
Bezahlte Medien
Drittplatt-formen
Unabhängige Kommunikati
on
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6565 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Mitarbeiter
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© MySign AG 66
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© MySign AG 67
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6868 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Resultat
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 6969 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Feedback auf Facebook
«MySign - einfach wahnsinnig gut - in Stil
und Tonalität. Tue Gutes und sprich darüber.
1:1 umgesetzt.»
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 7070 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Feedback auf Facebook
«Ich finde eure Agentur wirklich ganz große Klasse. Eure
MySign Seite gefällt mir so gut wegen der menschlichen
"Nähe", dem Teamspirit, der Lebendigkeit und der großen
Professionalität, mit der ihr Social Media betreibt. Und das
kommt alles nur über die Facebook-Seite rüber, man
bekommt das Gefühl man ist in der Agentur. Die Infos zu
Social Media Themen sind immer super top aktuell. Macht
weiter so, damit werdet ihr sicher ganz viel Erfolg haben.»
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Feedback auf Twitter
71
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Unterstützung von Twitterern
72
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 7373 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
Fragen und Diskussion
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CAS ECOM | Kick Off | Martina Dalla Vecchia © 2009 Hochschule für Wirtschaft | 7474 | MAS Online Marketing Management – Social Media Marketing - Cases 2013 | Chris Beyeler
74
Social Media beschreibt die
technische Entwicklung des
Internets, welche versucht
die reale Kommunikation
zu digitalisieren.
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© MySign AG
Herzlichen Dank für Ihre Aufmerksamkeit.
Chris Beyeler
MySign AG
Neuhardstrasse 38
4600 Olten
Wer wir sind:www.mysign.ch Was wir denken:www.webdenker.ch
Was uns bewegt:www.facebook.com/mysignwww.twitter.com/mysign Wie wir uns bewegen:www.youtube.com/mysignvideos