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Kommunikationscontrolling - Marketing in Social Media analysieren

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Vortrag zum Thema Analyse und Optimierung von Marketing-Aktivitäten im (Social) Web, den ich am 27. April im Rahmen des e-marketingday rheinland in der Flora in Köln gehalten habe. Die konkreten Aktivitäten sollten immer auf einer detaillierten Analyse und Planung basieren, auch im laufenden Betrieb und zusätzlich mit Blick auf die Wettbewerber.

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Kommunikationscontrolling - Marketing in Social Media analysieren

  1. 1. Kommunikationscontrolling Marketing in Social Media analysieren und optimieren Stefan Evertz, Cortex digital (Frankfurt am Main) Twitter: @hirnrinde e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 1
  2. 2. Ich bin… Stefan Evertz Berater für digitale Kommunikation, Cortex digital (Frankfurt) • Digitale Strategie • Social Media Monitoring • Unabhängige Toolauswahl • Tool-Setup und Optimierung • Analysen, Auswertungen & Reporting • BarCamp • Organisation • Moderation e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 2
  3. 3. Social Media & Marketing e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 3 Engagement Publishing Social Media Monitoring Web Analytics Social Media Analytics
  4. 4. KPI? • Controlling = Festlegung Budgets & Prüfung der Einhaltung • Kommunikationscontrolling = Festlegung Ziele & Prüfung • Metriken: Anzahl Follower / Fans, Interaktionen • Metrik + Ziel = KPI • Ziel: Aufbau Reichweite = Wachstum Fans; Markenbindung erhöhen = Steigerung Interaktionsrate • KPI = Key Performance Indicator oder auf deutsch: „Leistungskennzahl“ e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 4
  5. 5. KPI x 67: BVDW Erfolgsmessungsmatrix • Leitfaden „Erfolgsmessung in Social Media“ • Erstellt durch Fokusgruppe Social Media des Bundesverband Digitale Wirtschaft (BVDW) • Leitfaden mit 47 Seiten, Matrix in A1 • Mehr Infos (inkl. PDF): http://bit.ly/2oZyrut e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 5
  6. 6. Tipp 1: Erst analysieren, dann planen • Wo redet wer wie über was? • Hot spots, Akteure / Influencer, Ton, Themen • Tools: Monitoring, Social Media / Web Analytics • Wie sieht die Zielgruppe aus und wo ist sie? • Komplexe Prozesse planen / optimieren • Redaktionsplanung: Auch über Tools? e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 6
  7. 7. Tipp 2: Was macht meine Community? • Community: Fans, Follower, Website-Benutzer • Beliebtheit Medientypen / Inhalte • Best Time To Post • Insights • Facebook, Twitter, Instagram, YouTube • Web Analytics • Zwei Relevanz-Perspektiven • Für Unternehmen (PR, Marketing, Sales) • Für Community (Unterhaltung, Marke) • Tools: Social Media Analytics e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 7
  8. 8. Tipp 3: Die Mitbewerber messen • Benchmarking für ganze Branche • Community: Fans, Follower • Beliebtheit Medientypen / Inhalte • Best Time To Post • Insights Analytics • Facebook, Twitter, Instagram, YouTube • Social Buzz • Tools: Social Media Analytics e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 8
  9. 9. Tipp 4: Kein Gespräch ohne Zuhören • Engagement • Reaktionszeiten • Sentiment / Verhältnis Reactions • Keine Anfrage übersehen • Messungen Basis für Personalplanung • Tools: Engagement e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 9
  10. 10. • Wohin soll der Kunde? • Wie kommt er dahin? • Kampagnen-Tracking („website.de?utm_campaign=selling“) • Nicht vergessen: • E-Mail-Marketing • SEO Tipp 5: Social Selling: Brotkrumen beobachten e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 10
  11. 11. Fazit • Erst analysieren, dann planen • Was macht meine Community? • Die Mitbewerber messen • Kein Gespräch ohne Zuhören • Social Selling: Brotkrumen beobachten • Bonus-Tipp: Der „Teufelskreis“ Immer kontinuierlich analysieren und optimieren! • Menschen analysieren, Tools können helfen e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 11
  12. 12. Danke! Fragen? Stefan Evertz Berater für digitale Kommunikation, Cortex digital (Frankfurt) • Mail: stefan.evertz@cortexdigital.de • Twitter: @hirnrinde • Web: cortexdigital.de / monitoringmatcher.de • Digitale Strategie • Social Media Monitoring (Toolauswahl, Setup, Reporting) • BarCamp (Organisation / Moderation) e-marketingday rheinland | 26.04.17 Kommunikationscontrolling (Stefan Evertz) 12

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