The document discusses the basics of social media marketing, including how to use tools like blogs, social networks, and online communities to build credibility, distribute content, and attract potential customers through person-to-person engagement and sharing of valuable information. It provides tips for setting goals and strategies, positioning products, communicating one's message, and monitoring the results of social media campaigns. The overall focus is on understanding how social media works as a marketing channel and leveraging its capabilities effectively.

1. Social Media
Social Media
S i l M di
or
the Basics of
Person-to-Person (P2P)
Person to Person
Marketing
Dr. Ute Hillmer, MFG Baden‐Württemberg mbH
D Ut Hill MFG B d Wü tt b bH
Innovationsagentur für IT und Medien
Reutlingen,
Reutlingen April 16th 2010
16th,
Dr. Ute Hillmer, Seite 1

2. Social Media
How To
MFG Baden-Württemberg mbH
Baden Württemberg
 Innovationsagentur des Landes Baden-Württemberg
(Deutschland)
 Gesellschafter: Land Baden-Württemberg und
Südwestrundfunk
 Standortförderung
 Schwerpunkte Informationstechnologie, Software,
Telekommunikation und Creative Industries
Dr. Ute Hillmer, Seite 4

3. Social Media
Mission der MFG
• Standortvorteile, Wettbewerbsfähigkeit und Wachstum bei
Anbieter-Unternehmen im Bereich Informations- und
Kommunikationswirtschaft, K ti b
K ik ti i t h ft Kreativbranchen verbessern.
h b
• Günstige Rahmenbedingungen für Innovation und Kreativität in
Baden-Württemberg h ff
B d Wü tt b schaffen.
• Produktivität im deutschen Südwesten sichern.
• Unterstützung globaler Zusammenarbeit entlang der gesamten
Innovationskette.
Dr. Ute Hillmer, Seite 5

4. Social Media
Basics
Dr. Ute Hillmer
 Unitleiterin Kreativwirtschaft und Projektentwicklung, MFG
Projektentwicklung
 Better Reality Marketing, Inhaberin
 CoCreate Software
 Hewlett Packard
 UDF Unternehmensberatung
 Sun Microsystems
Dr. Ute Hillmer, Seite 6

5. Social Media
Content of the P2P Marketing Lecture
1 Who is who
1.
2. The Basics of Social Media Marketing
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works Backlinks
g
Networks
Credibility
3. How to use Social Media Marketing
g
Step 1: Set your goals + built a strategy Step 4: Getting the people back to you
Step 2: Intrigue your audience Step 6: Monitor your results
Step 3: Getting the news/content out + built credibility
4. Social Media Marketing in Practice
5. The Case

6. Social Media
How did you buy yesterday?
How do you buy today?
How will y buy tomorrow?
you y
“… SOCIAL MEDIA TECHNOLOGIES changes the way
individuals and companies form their opinion and buying
decision, often even how they buy…”
Dr. Ute Hillmer, Seite 9

7. Social Media
I‘ll Have What She is Having
Basics

8. Social Media
eMarketing Basics
Social
Marketing
Open Innovation
p
Online
Social Commerce
Social Commerce
Conversational Marketing
Social Media
S i l M di Virall Marketing
k
Web 2 02.0
Relationship Marketing
Relationship Marketing
eCommerce Crowd Sourcing
Enterprise 2.0
P‐to‐P Marketing
to Prezi

9. Social Media
Basics
Why is Marketing
changing?
Why is “Social Media
Social
Marketing
Marketing” different?

10. Social Media
Some Statistiks
Basics
• 98 % of home Internet users use the Internet for product
(
research (Allensbach) )
• 44 % of home Internet users account for comments
from other users (Allensbach)
• 19 % of home Internet users check discussion forums
(Allensbach)
source: Allensbach
http://www.acta
http://www acta‐
online.de/praesentationen/acta_2008/acta_
2008_Internetind%2390DF7.pdf

11. Social Media
Some Statistiks 2
Basics
What does this mean for B-to-B marketing?
The way people use the Internet in private, they use it in the
office.
• 89 % of B to B decision makers use the Internet for their
B-to-B
research
• 96 % of B t B d i i makers (IT) use G l f th i search
f B-to-B decision k Google for their h
queries
• 40 % of B-to-B decision makers regularly use online
communities
source: creative 360 http://www.creative360.de/info-lounge/b2b-online-
marketing.html

12. Social Media
Basics
Don‘t underestimate
the Social Web!
Dr. Ute Hillmer, Seite 17

13. Social Media
However …
Dr. Ute Hillmer, Seite 18

14. Social Media
And …
Dr. Ute Hillmer, Seite 19

15. Social Media
Basics
Don‘t overestimate
the Social Web!
Dr. Ute Hillmer, Seite 20

16. Social Media
The Old Way:
Basics
eMarketing and eCommerce Tools
– eMail
– Portals
– Corporate Websites
– …

17. Social Media
Social Media Marketing has an ever
Basics
growing Toolbox
– Search Engines
– Forums – Podcasts
– Blogs – YouTube
– Interest Groups – Price Search Engines
– Portals – Rating Sites
– Social Networks – Picture Galleries
• (Facebook, Xing, LinkedIn, …) – …

18. Social Media
Dr. Ute Hillmer, Seite 23

19. Social Media
Social Media Marketing
Basics
• Trad. Media vs. Social Media
Shouting vs. Sharing
→ additional Marketing Chanel(s)

20. Social Media
Social Media Marketing
Basics
Consequences for the Brand
g y
A brand is no longer only what
we – the marketeers tell the
consumer/user/buyer it is
is.
The band is what the
consumer/user/buyer tell each
other it is!
„the intelligence of the masses“

21. Social Media
Social Media Marketing is…
Basics
… t start a marketing campaign
to t t k ti i
( multiple campaigns) that is
(or p p g )
distributed through social
networks.
networks
What sounds so easy is not simple at all. In
order to be successful, one has to understand
,
ist mechanisms!

22. Social Media
Social Media Marketing is…
Basics
•

23. Social Media
Social Media Marketing is…
Basics
•

24. Social Media
How Social Marketing Works 1
Basics
The Basics
#1 Place and distribute backlinks
#2 Built and maintain networks
#3 Built credibility and trust

25. Social Media
Backlinks and Textanchors
Basics

26. Social Media
Built and Maintain Networks
Basics

27. Social Media
How Social Marketing Works 2
• In order to understand how Social Media Marketing Basics
works,
works one has to understand how the basics work
work.
Think about a sports club!

28. Social Media
How Social Marketing Works 3
• Voluntary active or passive membership Basics
• Special areas of interests
• One communicates where one has something to say (or
not),
not) has an opinion answers questions asks questions …
opinion, questions, questions,
• If one is open, friendly and nice, friendships will develop
that l
th t value ones expertise and opinion
ti d i i
• Once one has built a reputation, it will be accepted, even
appreciated if one recommends and hints one ones
products and services, online shop, other products…

29. Social Media
How Social Marketing Works 4
Basics
Friends are easily found
found,
one links up, meets, networks, …
and own expertise distributes …

30. Social Media
Traditional Marketing
Basics

31. Social Media
New Marketing
Basics

32. Social Media
Understand your Goals
What do you intent to achieve with the How To
Social Marketing campaign?
• Win additional customers • Increase communication
• Gain a new customer base with customers
ith t
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!
t lf li ti l !

33. Social Media
Set a Strategy
How To
Ask yourself
• What product(s) are • Which social networks will
suitable for social be suitable?
networks? • What reactions should I be
• How do I position these prepared to get?
products? • How will I react to negative
• Does my CI and brand fit feedback from blogs etc ?
blogs, etc.?
the online community? • Do I communicate
• How do I communicate centralised or distributed?
online (tone and stile)?
Have a look how your competitors do it!

34. Social Media
Set your Goal and Experiment
How To
• Goals ought to be realistic and long term. Goals
can not be reached overnight.
• Watch out for the right analytics - clicks and fans
have not much depth
• Not each channel suits each products Be selective
products.
but be willing to experiment.
Dr. Ute Hillmer, Seite 39

35. Social Media
What Products are Suitable for Social
Networks How To
• …

36. Social Media
What Products are Suitable
What is Going on in Your Market Niche? How To
• Wh does your target audience get its information f ?
Where d t t di t it i f ti from?
• Who are their „trusted advisors“ and where do they
communicate?
• How do your competitors communicate?
y p
• Are they successful with what they do?
• Why? Why not?
• A first step in Germany http://socialmediaplanner.de
• E
Even if some channels seem unsuitable reserve th name
h l it bl the
http://namechk.com
Make first mistakes in a private setting!!

37. Social Media
How do I position my product(s)?
How To
• …

38. Social Media
How do I position my product(s)?
What is Going on in Your Market Niche? How To
• What do your competitors communicate?
• y y
Are they successful with what they do?
• Why? Why not?
• What are the communications that already exist?
• Can I join the communication and contribute?
• If you add value over a period of time, to the community,
your purchase advise will be listened to!!
Don‘t try to cheat – the crowd will find out!

39. Social Media
Does my CI and Brand fit the online
community? How To
• …

40. Social Media
Does my CI and Brand fit the online
community? How To
• There is no need to change the corporate CI
• The Web 2.0 community is more easily reached without
20
a corporate layout, but rather on a People-to-People
basis.
basis

41. Social Media
How do I Communicate Online
(Tone and Stile)? How To
• …

42. Social Media
How do I Communicate Online
(Tone and Stile)? How To
→ What is the Tone and Stile of your
y
Community?
• What is the predominant tone and stile within the
community? it ?
• Does this tone and stile fit the corporate image?
p g
• If not, is there a middle way possible?

43. Social Media
Which Social Networks will be Suitable?
How To
• …

44. Social Media
What Social Networks will be Suitable?
How To
• A social network of students might not be the right place
p y
to promote ERP systems …
• A general business network might be to high and wide
for specialized engineering tools
tools…
Think about the “long tail”

45. Social Media
How to Use Social Media in Marketing
The Toolbox How To
• Corporate Blogs
• Expert Blogs
• Microblogging
• Social networks (Corporate, business, personal)
• Image hosting p
g g platforms
• Video sharing platforms
• Recommendation platforms
• Social bookmarking platforms
• Podcasting platforms
• Forums
For ms
• Interest Groups

46. Social Media
How to Use Social Media in Marketing
How To
• Step 1: Goals have to be set and clearly defined
• Step 2: To get prospects to your website, you have to
intrigue them by
– Content rich and interesting articles about a relevant topic
– Freebies like e-books,
vouchers, discounts
– Free add-ons or tools
– Sweepstakes and drawings

47. Social Media
How to Use Social Media in Marketing
Example: Free Whitepaper How To

48. Social Media
How to Use Social Media in Marketing
Example: Free Webinar How To

49. Social Media
How to Use Social Media in Marketing
How To
• Getting the news / the content out
p
– Your corporate web site
– Banner Ads
– … but there is more

50. Social Media
How to Use Social Media in Marketing
How To

51. Social Media
The Corporate Blog as a Starting Point
How To

52. Social Media
The Corporate Blog as a Starting Point
How To
• You can show that you know a lot about a topic
• Y are easily f d by search engines
You il found b h i
• A good article easily generates 10-50 backlinks in a few
10 50
days
• It iis free f the customer and f media f you as a
f for th t d free di for
vendor
• Search engines follow backlinks

53. Social Media
The Corporate Blog as a Starting Point
How To
• Y are not credible iin a “ t ll d” b
You t dibl “controlled” bog
p p y g
• You don’t control what is said in an open employee blog
Corporate
C t
blogging
debate

54. Social Media
The Corporate Blog
Make some rules. Basics
E ll l h h b d
Empower all employees… they are the brand.
• Behave professionally and ethically.
Behave professionally and ethically
• Take personal responsibility.
• Include a disclaimer: your opinions are yours,
not IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s
experts and expertise to the world.
experts—and expertise—to the world ”
Adam Christensen
Manager, Social Media Communications
http://www.ibm.com/blogs/zz/en/guidelines.html

55. Social Media
The Corporate Blog
Employees as Experts Basics

56. Social Media
Step 3
Distributing News 1 How To

57. Social Media
Step 3
Distributing News 2 How To
• Once the blog is online, the world must learn about it
• There are many different categories in many different
social networks:

58. Social Media
Step 3
Distributing News 3 How To

59. Social Media
Platforms with Backlinks
The Math How To
• 25 true backlinks on blogs with an everage of 200
visitors result in 5000 users that see the link.
• With a conversion rate of 0,5% this results in 750 more
visitors on the original blog
blog.
• Given a very low clickprice of 20 ct, this translates into
150€.
• Maintaining a professional blog will require a time
investment of at least 60 minutes/day

60. Social Media
News Platforms
Practice
• The more you • If you are not yet known,
,
communicate, the more no one might find y
g your
you reach your target information
audience • You need to use the right
• You can reach and involve key words
your “friends” quickly and
friends
easily

61. Social Media
Social Networks
How To
Social networks are network communities on the internet.
Users can add friends or followers and send them
g y p
messages or notify them about updates concerning g
themselves.

62. Social Media
Social Networks 2
How To
• Individuals, professionals and companies look for suitable
networks and clusters.
• Within the network, they look for suitable groups and joint
network
them

63. Social Media
Social Networks
Practice
• Direct customer • Privacy problems
communication • Dubious environment
• Many forms of interaction • Time-consuming
becomes possible
p
• Full display of pictures and
movies
• Many active users
(facebook: over 350
million)

64. Social Media
Business Oriented Social Networks
Practice
• Serious environment • Only partially ready for
• Suitable for personall
S it bl f business presentations
business profile pages • Not all audiences are in
• Business oriented groups these networks
th t k
gy
• Backlinks increasingly
possible

65. Social Media
Social Networks
Example Practice

66. Social Media
Search Engine Optimisation
Practice
How To
• Meta tags and meta descriptions are important to gain
p p
relevant and valuable backlinks when people search
with an search engine
• Social network services read meta descriptions

67. Social Media
Content Sharing Platforms
Practice
• Online Communities for archiving and sharing content
such as:
– Photographs and images
– Videos
– Audios
– Presentations

68. Social Media
Content Sharing Platforms
Practice
• Easy way to display, • Copyright problems
archive and share p
• Free data upload or
• No need to own information spread is
infrastructure and storage
g limited
• Possible real time • No quality control of
reporting of events content and material
• Poducts / content is
ranked by audience

69. Social Media
Recommendation Platforms
Practice
Here users share experiences, perceptions and recommendations about
products, services and organizations . Sometimes detailed discussions
evolve..
can evolve
• Products are ranked by
y • Bad products are exposed
p p
audience
• Credibility
• Good products are usually
ranked positively
Alert your company name and product name use

70. Social Media
Social Bookmarking Service
Practice
• Social bookmarking is a method to share, organize,
, g
search, and manage bookmarks of web resources.
Unlike file sharing, the resources themselves are not
shared.
shared Sharing occurs on a bookmarking level.
level
del.icio.us
d li i

71. Social Media
Microblogging
Practice
gg g gg g
Microblogging is a form of blogging that allows users to
send brief text updates (or micromedia such as
photos or audio clips) and publish them These
them.
messages can be submitted by a variety of means like
text messaging instant messaging E mail digital audio
messaging, messaging, E-mail,
or the web. (Wikipedia)

72. Social Media
Microblogging
Practice
• fast • only short messages
• cheap (Twitter 140 characters)
• real-time communication • difficult to measure
• real-time market research • short lifetime of tweets
f f
• ad e s g allowed
advertising a o ed • A lot of meaningless
(Twitter) information in twittersphere
• direct customer
communication

73. Social Media
Getting the Content back to you
How To
• G tti th content b k to you will get th
Getting the t t back t ill t the
people back to you
 Social Media Newsroom
• Re-collects your channels (Twitter, Facebook,
YouTube, Flickr etc.) and displays them on your
corporate website
• Traditional Press relations are found in the online
news room. Press releases and a dialog box can be
room
found there.
http://newsroom.sympra.de/
Dr. Ute Hillmer, Seite 79

74. Social Media
Basics
Monitor Social
Media, monitor
what people
talk about you!
y
Dr. Ute Hillmer, Seite 80

75. Social Media
Monitoring Social Media
How To
 N t h
Netnography
g
 Free Web monitoring tools
addictomatic.com (good to start with)
socialmention.com (very detailed)
hootsuite.com (facebook and twitter monitoring)
boardtracker.com (specialised for forums)
socialwebsiteanalyzer.com (monitors top 20 social websites)
 Special tools for more advanced and specialized monitoring can
be bought
 You can monitor before even making your first active online social
media steps.
p

76. Social Media
Extended Range of Monitoring
How To

77. Social Media
The Codex
How To
• Be open about your identity
• Be open about feedback

78. Social Media
What Reactions should I be
prepared to get? Basics
y
Do not try to kill
twittering birds!
Consider th
C id the
codex!
Dr. Ute Hillmer, Seite 84

79. Social Media
What Reactions should I be prepared to
get? How To
• Feedback, positive and negative, should not be seen as
a nuisance but as a helpful hand! It helps y improve
p p you p
our product(s) or process(es)
• Listening to your customers and showing them that you
are listening builds credibility and trust
• Make a problem a joint adventure and you will gain very
loyal customers
Constructive negative feedback can help you leapfrog
your competitors! → Monitor Social Media!

80. Social Media
Basics
Regeln Sie die Online-
Gespräche ihrer
p
Mitarbeiter!
Dr. Ute Hillmer, Seite 86

81. Social Media
A Good Example
Practice

82. Social Media
A Good Example

83. Social Media
Social Media Engagement Framework

84. Social Media
The Case
Get h
G the word out about your new S
d b Smartphone.
h Practice
Targeting a niche audience of your choice.
g g y
Define the Define the
instruments you use. content that
rocks.
rocks
Define the
features of your
phone yourself.

85. Social Media
Thank you!
Getting in touch:
Dr. Ute Hillmer
Dr
hillmer@mfg.de
T: +49 711 90715 300
Weitere Informationen unter:
www.mfg-innovation.de
www.doit-online.de
Twitter: f i
T itt mfg_innovation
ti