social media economy days 2011

Summary by

Stephan Geuking & Eiko Isler

1 by Stephan Geuking & Eiko Isler - 2011

Communication 2.0: From the first click to an

action – mobilization and obligation via digital

media (Julius van de Laar www.juliusvandelaar.com)

Former election campaign worker of Obama

Gave some examples, how they used Social-

Media

Storytelling is very important for your campaign

The Story you will tell has to be authentic,

emotional, with values and aspirations

Think about the story and the message at first


The Social-Media-Revolution – How companies

react and change their processes (Andreas H. Bock –

Telekom, Philipp Rosenthal – Tieto):

Speech was about Enterprise 2.0

Implementing takes time

The added value has to be shown for everyone

„Copy“ the right things

Vision keepers are important

Train all interested people step by step

Be transparent while doing it

Enterprise 2.0 could be the future working model in companies


Social Media Monitoring (Vicky Brook – Highland Business

Research, Bernhard Steimel – MIND Business Consultant):

A speech about possibilities of monitoring and what could be important

Monitoring could have many reasons and topics (Trendscouting, Customer Feedback and some other things)

It depends on the goals of the company

Some free tools have a delay range from 24 to 72 hours

The delay could be a huge problem, if you want (or have) to do real time analysis

The most tools are good, but many of them have some problems in case of sentiment

First of all: Find the goals (e.g. Consumer Feedback, Issue Management, Trend Scouting)

Possible KPI’ s: Audience Engagement, Active Advocate, Satisfaction Score, Topic Trends

Ask some basic questions for your monitoring: Who? When? Where? How? Why?


Keynote G+ (Dr. Stefan Tweraser – Country Director Google

Germany):

Speech was about the development process, the past, the present and what could happen in the future

One goal of Google is, to combine all systems of Google (Email, Streetview, Youtube, etc.)

G+ has actually more than 50 million users worldwide and is the fastest growing social platform

They don’ t want to be a social-network, but being more social and using that tools to combine all systems

They will implement streaming stuff

They have a huge pipeline of things, which are actually under development


Content is king (Robert Seeger – Agentur für

Kommunikationskunst):

The speeker explained, how important good content is

Three keyfacts are the most important things: Authentic, creative and exclusive

Search for real keyplayer and ask them, to help and to support you

Likes are profiling, sharing is a statement, to comment is a message and that should be the goal

Reward those people, who share your content

Storytelling: Easy, unexpected, specific, reliable, emotional, true


Keynote-Session and Roundtable discussion:

Microsoft, Facebook, Telefonica, Google and Akom360 talked about the influence of social-media

Every company should learn to listen to the customers

One important thing was to clarify that fans and followers were not good KPI’ s

The activity, shares and discussions are more important

Companies who focus only on Fans and Followers will fail in the future

Another trend will be the merge of social-mobile-local (e. g. Nike is doing it)


Social Media Monitoring Advanced (Prof. Dr. Peter

Gentsch – B.I.G.):

The main focus of this session was to show and explain, why social media should be a task and a goal for the complete company

A good monitoring could give all needed answers, e. g. customer-relationship-management, issue-management, trend scouting, brand communication, human resources management, competitor analysis(share of voice), engagement and many things more

Some possible KPI’ s: Influence, reach, network, satisfaction, consumption, contribution, sharings

KPI’ s could very complex, in case of a companywide strategy and every division has it’ s own KPI’ s


Social Media and ROI (Vicky Brock – Highland Business

Research and Mirko Lange – talkabout communitcations):

Conversion rate isn’ t a hard and true fact of social media

It is not always synchronous with the original social media

Social is creating conversion opportunities

Actual value comes when your actions impact revenue, costs or satisfaction

Don’ t think about how much money you got with Social-Media

Think about, how much money you saved with Social-Media (e. g. Less support via Call Center, because of a public FAQ via Social-Media)


Special: Google+ (Björn Tantau . Tameto Onlinemarketing eK):

G+ is one of the fastest growing platforms

For many people, it is a competitor of Facebook

G+ Sites affect and increase the scoring of search results on Google

G+ Company sites are not “micro websites”

These are communities and you need a community manager

Set it up, push it with exclusive content and use circles from the beginning

With circles you could manage better than before different types of customers for your business and special offerings

Do special offerings for your g+ follower

Don’ t forget the imprint


Social Media Outside the Box

Marketing: How will i get 800.000 Fans

with 150€ -> targeted FB Advertising

Kitesurfing FB Community: Successful

via Community Management

86% of all TV viewers are surfing in the

meanwhile


Social Mobile Local (Stefan Mohr – CEO of Jung von

Matt/next):

Some companies already started with social, local, mobile

Minigetawaystockholm.com, Nike True City, Nike Airwalk (virtual shops all over the city), Coca Cola Summerlove

It seems, that local is the next step of the web 2.0 evolution

High interaction rates (junaio.com and layar.com), more sales, more reach and more customer insights


Youtube, Vimeo & Daily Motion – the secret of

successful videos

Storytelling: Easy, unexpected, specific,

reliable, emotional, true

Unconventional

Surprise effects

Entertainment

With humor

Share it on many platforms


Conclusion

A good event to get some new ideas

Marketing oriented

Only Fans and Follower are an unimportant KPI

Think about the story and the message at first

UGC and sharing should be more important

Watch out for Keyplayer and Community Manager to engage your pages

Think about the goals for the company

The Award is kinda useless, because it was focused on marketing campaigns

Basically a good event, which could be visited

by Stephan Geuking & Eiko Isler - 2011 14

social media economy days 2011

Business

stephan geuking

good event

eiko isler

trend scouting

special offerings

social media

management

monitoring