social media: from concept to execution
DESCRIPTION
Presentation held on the 1st October 2014 at the School of Management FribourgTRANSCRIPT
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)