panel: the old marketing rules are broken - 50th icca world congress
DESCRIPTION
Together with Katrin Schmitt (Webguerillas) and Urs Haeusler (Amiando), we spent an hour outlining how marketing has been changed by Social Media.TRANSCRIPT
ME205The old marketing rules
are brokenUrs Haeusler, Kate Schmitt, Lykle de Vries
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Kate - @nothing_to_addUrs - @ursgossip
Lykle - @lykle
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First, we have some questions for you
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post your questions on our Twitter-wall:
#icca2011sm
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Marketing vs.
Social MediaLykle de Vries - 50th ICCA World Conference
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a plea
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http://www.flickr.com/photos/memestate/54408373/in/photostream/
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http://www.flickr.com/photos/jeffcapeshop/2186416612/
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http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
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the world has changed
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information is free
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http://www.flickr.com/photos/inju/112082907/
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TV
http://www.flickr.com/photos/roadsidepictures/276395210/
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Radio
http://www.flickr.com/photos/imh/3297961043/
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http://www.storytellersmediagroup.com/
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Closed
Selective
Controlling
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gate keepers
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(are you a gate keeper?)
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do you think you are?
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you might be disappointed...
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gate keepers
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weblog/twitter/facebook:
my own information channel
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weblog/twitter/facebook:
my own information channel
on internet
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http://www.flickr.com/photos/scott_rtw/1350993666/
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http://www.flickr.com/photos/scott_rtw/1350993666/
Closed
Selective
Controlling
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http://www.flickr.com/photos/scott_rtw/1350993666/
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http://www.flickr.com/photos/scott_rtw/1350993666/
Open
Random
Supportive
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http://www.flickr.com/photos/rosefirerising/3841043935/
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28
Positive experiences are bigger conversation starters than negative
experiences. People like positive stuff.
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“Marketing is the price you pay for being unremarkable”
(Robert Stephens, founder of the Geek Squad)
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
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“Marketing is the price you pay for being unremarkable”
(Robert Stephens, founder of the Geek Squad)
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
bad product
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“Marketing is the price you pay for being unremarkable”
(Robert Stephens, founder of the Geek Squad)
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
bad product
bad service
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so be remarkable
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start the conversation
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start the conversation
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experts
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audience
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first:
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about
whodo you
want totalk to
?whatand where
do you find them
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next:
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.........dinsdag 25 oktober 11
contact conversation content
.........dinsdag 25 oktober 11
contact conversation content
.........dinsdag 25 oktober 11
contact conversation content
...
.........
...
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contact conversation content
...
...
.........
...
...
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http://www.flickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/
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http://www.flickr.com/photos/highersights/6231641551/
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Lykle de Vries
foto: Ester Kroezenga
[email protected] 76 69 64
Twitter: @lykle
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Lykle de Vries
foto: Ester Kroezenga
[email protected] 76 69 64
Twitter: @lykle
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©
SOCIAL MEDIA FOR THE MEETING INDUSTRY?• YES!
•Social Recruiting - Saves Money and Time.•Social Market Research - Validating and Extending your
Reports.•Social Innovation - Crowdsourcing as your Ear on the Market.•Social Promotion - Viral Ticketing and Media to gain
Participants.•Social Sharing - Spreading Know-how and Knowledge among
the carefully targeted groups.
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©
YOUR APPROACH
•Define your target: What do you actually want to achieve?
•Monitor beforehand: What is spoken where on the web about you? >Sentimend plus qualtiative analysis.
•Find your Story, linking into your actual main campaign
•Set up your Strategy, including Content-/ Issueplanning, choose the platforms that suit your story.
•Be brave roll it out, starting small.
•Don‘t forget media support and Monitoring measures.
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©
THAT MEANS:
• Deliver topics, people would like to talk about and share with their network.
• Provide offers, of which Users want to know more.
• Open up and provide behind the scenes information.
• Offer projects, in which people would like to participate.
• Be a platform on which users can communicate with you and among each other.
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Contests/ Initiatives
Your Storys...
Consumers‘ or Clients
World
You
Company/ Brand
Products
UGC,???
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©
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©
Cross media anniversary campaign „150 years of Mammut“ - Print/ Online/ App / Tradeshow, B-2-B.
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©
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©
I AM A SM MANAGER,I AM A(N)...
Curious Researcher
Eloquent Moderator
Edgy communicator
Secret MessengerVery understanding Editor
Nerdy Nerd
Crisis-tackler
Detail-Loving Strategist
Shitstorm-WhispererOnline-Addict
Trend-Sniffer
Internal Pacemaker
Transmedia Thinker
Believer in Gamification
Creative Conceptor
Online 18/7.
I am used to Sado Maso Jokes
Outside of the Box Thinker
Bridge-Builder
Restructurer
Timings-Lover
Exhbitionistic Adaptor
Stakeholder UnderstanderCSR Observer
Overtime-Worker
Fairytale Inventor
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©
>ADD WISE SENTENCE HERE ABOUT THE BREAD AND BUTTER OF SM.
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©
Actions
CENTRALSOCIAL MEDIA HUB
Constant Moderation
OTHER OPTIONALSOCIAL MEDIA CHANNEL
FacebookPlaces Blogs
OFFLINE CONTENTeg. Offline-Events
OPTIONAL: LINK YOUR SM-ACTIVITIES TO OFFLINE. OPTIMIZING INTERFACES
Links to importan Websites such as Homepage.
Forums and special Communities
SM-STRATEGY DEVELOPMENT
e.g.
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©
EXAMPLE: CONTENTPLANNING
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©
EXAMPLE: ISSUE MANAGEMENT
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©
ISSUE MANAGMENT (2)ACCOMPANIED BY...•List of Contacts/ People in charge;
• especially defining the contact chain on weekends - the Social Web never closes, it truly is an eternal dialogue.
•Definition of how issues on different platforms are treated;
•Evolving issues protocol for monitoring and evaluation.
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©
MONITORING BEFOREAND AFTER...•Via SM2 for example.
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AnalysisStrategy
Structures and + Processes
QualificationInhouse Trainings
Social Media Guidelines
Corporate Blogging/ Twitter
Involvement of Influentials
Media Programming Integrated Media Campaigns
Moderation Issue Management Reporting/ Monitoring
Video/ Podcast STORY TELLING B2B Social Media Marketing
SOCIAL MEDIA MARKETING FOR GOMEZ INCLUDES...
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©
LINKS BETWEEN SM ANDTHE MEETINGS INDUSTRY
AnalysisStrategy
Structures and + Processes
QualificationInhouse Trainings
Social Media Guidelines
Corporate Blogging/ Twitter
Involvement of Influentials
Media Programming Integrated Media Campaigns
Moderation Issue Management Reporting/Monitoring
Video/ Podcast STORY TELLINGB2B Social Media
Marketing
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©
• Specialist for Below the Line Marketing• Founded: 2000 AD• Headoffice: Munich, 60 employees
Branch: since 10/2011 in Zuerich, 18 employees• Stakeholder of APPadvisors and UnserAller (mobile
apps and crowdsourcing)• Owned and Managed by David Eicher and: Gomez.
FACTS + FIGURES.WEBGUERILLAS
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©
VIRAL CAMPAIGNS AND SEEDING
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Guerilla Marketing (offline) incl. online extension and accompanying PR
AMBIENT/ AMBUSH MARKETING:
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(Sensation-)Event-Marketingincl. online extension
(SENSATION-)EVENT-MARKETING
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Lycos: Dog-Chancellor (Hundeskanzler):
Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention.
GUERILLA MARKETING
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©
Lycos: Dog-Chancellor (Hundeskanzler):
Guerilla Event. In the proximity of the candidates Schröder and Stoiber, paper dogs with provocative statements where placed - and gained much attention.
GUERILLA MARKETING
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©
Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage.– Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd.
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©
Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which where communicated free of charge. – Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked them on stage.– Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a jeans into the crowd.
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©
GomeZ on vacation.Rare, but happenZ...
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©
PLEASE... GET IN TOUCH!
WEBGUERILLAS AGStauffacherstr. 318004 Zürich
T 0041-442-961-221F 0041-442-961-223
www.webguerillas.ch
Twitter: .com/nothing_to_add
Facebook: .com/dajume
LinkedIn: ch.linkedin.com/in/kateschmitt
YouTube: .com/user/ohnezuckerzusatz
G+: Kate S.
Brainwash: brainwash.webguerillas.de/autoren/katrin-schmitt/
Quora: .com/Kate-Smith-1
Email: [email protected]
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Event Management 2.0 – How Social Media Marketing Enhances Ticketing
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Facts…
Quelle: Facebookmarketing.de & http://www.checkfacebook.com/
• Worldwide more than 800.000.000 user • Fastest growing group = over 50 year old
(USA over 25% of FB user are older than 45 years) • USA over 70% of whole population / Germany 40%) • Users are in average connected with 130 friends
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the Sky is the limit ;-)
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200+ million users
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Connect the world’s professionals to make them more productive and successful
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• More than 11.1 million members (mainly DACH) (June 2011) use XING to boost their business, job and career.
• XING is a platform where professionals from all kinds of different industries can meet up
• More than 170,000 events promoted on XING every year
• Members can meet and exchange views in around 50,000 specialist groups
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The Starting Point for Social Media and Events
1. Use Social Media (Facebook, Twitter, XING, etc.) – your customers (the attendees) are already there!
2. Gives you a direct contact with customers (viral marketing, 2-way-channel, feedback,…)
1. Gives you chance to build up a relationship with
your most important "asset" – your attendees
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Social Media Report: Results
1. Facebook, Twitter & XING are key for reach, virality & dialogue
2. 80% of organisers want to increase future activity
3. Goals: event promotion, gaining information & attendees 4. Problems: lack of time, complex ROI calculation… …BUT: 60% don't use monitoring tools
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Set vs. realised goals
Slight deviation between set- (blue) and realised goals (green). Main goal: increasing event awareness. Outcome: social media goals realisable for organisers.
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Network-related tips: How to use Social Media
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Create Facebook Fanpage for event Circulate relevant content early
Event-related information, interviews, photos, videos Likes & Comments promote your event virally on Facebook
amiando's social ticketing app: ticketing with Facebook
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Create Twitter Account for event Information pre- and post event Event Hashtag -> "bundles" event-related communication Twitter monitoring: immediate reaction possible, valuable feedback
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Create event and ticket-sale on XING XING-groups and existing contacts for reach and effective event
marketing Recommend event: Attendees recommended event according to profile
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Create YouTube channel for event Pre-event videos: Interviews with speakers Post-event videos: key points, presentations, interviews Multiple-platform videos: Facebook, Twitter
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Create event on Foursquare Check-ins:
Participants circulated in own network Networking effect (meeting online)
Check-ins incentivise with rewards: badges, giveaways etc.…
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Conclusion…
Puts you closer to your audience (target group)
Close relationship and direct dialogue with target group
An addition to traditional ticketing channels
Ticket sales with minimal marketing costs
Information about existing-/potential customers
Long-term relationship with attendees/ target group
Remember to exploit these possibilities!!!
Social Media:
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http://www.amiando.com/socialmediareport_en
Kompletter Report kostenlos herunterladen
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Contact
Urs Haeusler Head of Sales
amiando GmbH
Sandstraße 33, 80335 Munich, Germany Phone: +49 (89) 5527358-33, Fax: +49 (89) 5527358-10
www.amiando.com
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panel
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final question
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Thank you!
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Kate - @nothing_to_addUrs - @ursgossip
Lykle - @lykle
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