social media: from concept to execution

You can’t have it all

Source: caseyconnect.com/blog/wp-content/uploads/2014/08/Fast-Cheap-Good-01.png

The business of business is business

Source: gfm.ch/files/marketing_wissen/forschung/2013/bernet-zhaw-studie-social-media-schweiz-2013.pdf

There are people behind the keyboards

Source: c2.staticflickr.com/6/5291/5402380528_c7b1937219_z.jpg

Back to the future with Gottlied Duttweiler

Source: migrosmagazin.ch/_storage/asset/4521077/storage/mymi:image-article_2/file/16694396/08065661.jpg

Social = dialogue (with permission)

Source: business2community.com/inbound-marketing/exactly-inbound-marketing-0905246

Social = dialogue (around content)

Source: nummersicher.ch/fr/#!

Social = fast

Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html

Social = fast

Source: somexcloud.com/news/reaktionszeiten-auf-twitter-swisscom-sunrise-und-orange-im-vergleich

Social = personal

Source: twitter.com/abb_ceo

Social = personal

Source: infogr.am/was-bewirkt-das-twitter-kurzel-von-ulrich-spiesshofer?src=web

Social media isn’t free

Source: gfm.ch/files/marketing_wissen/forschung/2013/bernet-zhaw-studie-social-media-schweiz-2013.pdf

Social media isn’t free

Source: marketingthink.com/wp-content/uploads/2014/08/Facebook_Chart.jpg

Earned, Owned and Paid Media

● Earned Media = Mentions on Twitter, shares on Facebook or a conversation between friends over a beer

● Owned Media = Print magazines, newsletters, blog or Facebook pages

● Paid Media = Traditional advertising, but also Google AdWords or Facebook Ads

Earned, Owned and Paid Media

Source: hugeinc.com/ideas/report/brands-as-publishers

All eyes on the smart phone

Source: flickr.com/photos/benroffelsen/9210843735

All eyes on the smart phone

Source: Credit Suisse Jugendbarometer 2013

Welcome to your (active) community

Source: staging.22squared.com/tags/fans

Welcome to your (friendly) community

Source: LinkedIn

Welcome to your (hostile) community

Source: youtube.com/watch?v=5YGc4zOqozo

Your blog is your newspaper (and your home)

Google Hangout On Air is your TV

Source: youtube.com/watch?v=6g-dvJprTSs

Involve influencers and your community

Source: instagram.com/flyswiss

Involve influencers and your community

Source: einflussreich.ch

Data from klout.com which measures

influence

Involve influencers and your community

Source: einflussreich.ch

Museum invited influencers for a special

tour through the exhibition

Involve influencers and your community

Source: einflussreich.ch

Involve influencers and your community

Source: einflussreich.ch

Collect and analyze data: Tools

Collect and analyze data: KPIs

● Website (blog): Visits, Sources, Duration

● Facebook: Likes, shares, comments, clicks

● Twitter: Mentions, retweets, favorites, clicks

● YouTube: Views, Retention rate (duration)

● Instagram: Likes, comments

Don’t forget offline: Events

Source: pokert.kuble.com

Don’t forget offline: QR codes

Ready, steady... go!

Activity Time Money

Blog (setup) 16 hours

Content: Blog post 6 hours / blog post

Content: Google Hangout On Air

10 hours / Google Hangout On Air

Influencers 8 hours per week

Analytics 2 hours / week CHF 50 / month

Event 50 hours CHF 500

QR code 2 hours

16 hours / month (in 6 months)

CHF 92 / month (in 6 months)