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"Like if yes and comment if no! Oder: Woran Sie erkennen, ob Sie wirklich eine Social Media Content Strategie haben.

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Nach einigen Jahren des Experimentierens mit Inhalten im Social Web ist es an der Zeit, nicht mehr nur möglichst viele Likes & Fans und Retweets & Follower zu generieren, sondern die Richtigen. Content sollte Unternehmenszielen korrelieren, in einer authentischen Tonalität und Bildsprache - und vor allem sollten Inhalte für User und Unternehmen einen Mehrwert bieten. Um punktgenau hochwertige Inhalte produzieren zu können, braucht es dann neben Strategie auch noch Workflows, Skills und vor allem Ressourcen. Diese Faktoren sollte eine gute Content Strategie enthalten - und mehr. Eine Anleitung zur Social Media Content Strategie bietet dieser Vortrag

Publicada em: Mídias sociais
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"Like if yes and comment if no! Oder: Woran Sie erkennen, ob Sie wirklich eine Social Media Content Strategie haben.

  1. 1. Like, if yes and comment if no! Oder: Woran Sie erkennen, ob Sie wirklich eine Social Media Content Strategie haben. Judith Denkmayr
  2. 2. Eine kurze Bestandsaufnahme...
  3. 3. Social Media 2013: Die User in Österreich Facebook: +3 Millionen Twitter: knapp 100.000 Youtube: 3,21 Millionen / Monat LinkedIn: +400.000 User Xing: 600.000 User Webnutzungsdauer: 103 Minuten/Tag Smart Phones verlängern die Web/Social Medien Nutzungsdauer zusätzlich...
  4. 4. Social Media 2013: Die Unternehmen 2/3 der Ö-Top 500 Unternehmen im Social Web: 55% posten (innerhalb eines Monats) kein Video auf ihrem YouTube-Kanal. ● 35 Prozent posten keinen Beitrag innerhalb eines Monats auf Facebook ● 31 Prozent berichten nichts Neues auf ihrem Twitter-Account. ● http://kommunikationsmanagement.at/wp-content/uploads/2013/06/Ru %C3%9Fmann-+-Winkler_Social-Media-%C3%96-Top-500_06-2013.pdf
  5. 5. Social Media 2013: Die Unternehmen Unter den österreichischen Unternehmen im Social Web: ● 36% erwarten „positive Ergebnisse“ ● 33% haben Ziele für Social Media-Nutzung definiert ● 32% Guidelines für Mitarbeitern Unternehmer betonen die Wichtigkeit von KPIs und Zielen.... Wie sehen diese aus...? Quellen: WKÖ 3/2013: http://www.telefit.at/web20/wko-socialmedia-guidelines.pdf WKÖ 2/2011: http://www.telefit.at/socialmedia/Kurzversion_Ergebnisbericht_WKO_E-Day_Social_Media_J%C3%A4nner_2011_V2.pdf
  6. 6. +8.000.000.000
  7. 7. STRATEGISCH: An der Schwelle von der Experimentierphase in die Professionalisierungsphase. INHALTLICH?
  8. 8. Die iPad Strategie Ende Oktober erscheint ein neues Ipad. Halten Sie die Augen nach Gewinnspielen offen...
  9. 9. Engagement KPIs: Do something! Please?
  10. 10. Like vs. Share?
  11. 11. Retweet for no reason!
  12. 12. Der Facebook Edge Rank Booster
  13. 13. Inhalt? Wozu?
  14. 14. Der Klassiker: Talking Heads & Handshakes
  15. 15. Social Media als PR-Kanal?
  16. 16. Gemeinplätze: Katzen, Kaffee, Montage...
  17. 17. Content für Social Media – soll das schon alles gewesen sein?
  18. 18. 6 Grundregeln für Content 1. Nicht werblich 2. Relevant für Leser 3. Füllt eine Lücke 4. Gut produziert 5. Relevant für das Unternehmen 6. ausgewogene Expertise (Testemonials, Studien...) http://blog.marketo.com/blog/2010/08/6-rules-forcontent-marketing.html
  19. 19. 1. Welches strategische Ziel verfolgt das Unternehmen mit seiner Social Media Aktivität ?
  20. 20. Quelle: Auf der Suche nach dem Return on Social Media, Studie der Universität St. Gallen, Institut für Marketing, S. 20
  21. 21. 2. Mehrwert für den User definieren!
  22. 22. Customer Journey Welche Phasen möchte ich via Social Media abdecken? Welche Infos möchte der User in dieser Phase?
  23. 23. Facebook: Mehrwert für die Nutzer 57% Friend Brand ● 33% Sender Brand (2011 noch 12%) Anstieg der Sender Brands als Antwort auf Informations- & Unterhaltungswünsche der Nutzer ● 6% Service Brand (2011 noch 13%) ● Host Brands (Passive Brands) ● User erwarten nicht ausschließlich Dialog, sondern Information und Unterhaltung. → Lightweight Interaction (Likes) nehmen zu. → Midweight Interaction (eigene Kommentare) nehmen ab. Quelle:Kreutzer, Ralf: Digitaler Darwinismus. Seite 184
  24. 24. 3. (Corporate) Content Identity Tonalität Bildsprache
  25. 25. Best Practice – Bildsprache Oreo konsistent, reduziert, markentreu
  26. 26. Facebook Best Practice – Bildsprache Cupcakes Wien Appetitliche Bilder, reputationsbildend: Wir backen selbst
  27. 27. Best Practice - Interaktion Deutsche Bahn wertschätzend, klar, persönlich
  28. 28. Best Practice - Tonalität Skittles schrill, lustig, augenzwinkernd
  29. 29. Best Practice - Tonalität ÖNB informativ, augenzwinkernd, nicht belehrend
  30. 30. Best Practice – Youtube Channel Kraft Food Kochshow, neue Rezepte, Zutaten von Kraft
  31. 31. Worst Practice – Tonalität & Interaktion Westbahn
  32. 32. 4. Content Kreation
  33. 33. Content ist der USP ● Welche Geschichten wollen wir erzählen? (Brand Stories, personalisierte Stories...) ● Welche Themen wollen wir abdecken? ● Welche Formate wollen wir verwenden? ● (Und passt das auch alles zu uns – Authentizität?)
  34. 34. Best Practice – Adidas #TheReturn Das Comeback von Profibasketballer Derrick Rose, nach langer Verletzung Eine Story, alle Kanäle (Facebook, Twitter, Youtube, Instagram)
  35. 35. 5. Workflow & Ressourcen
  36. 36. Redaktionsplanung Welche Personen mit welchen Kenntnissen brauche ich? (zukaufen, einstellen, ausbilden?) Welchen Workflow definieren wir? Templates? Freigabe? Tool Redaktionsplan:
  37. 37. Social Media Teams in den USA...
  38. 38. Todos der Unternehmen für 2014 → Tiefere Integration in die Wertschöpfungskette von Unternehmen. → Beenden von “Insellösungen” → Interner Wandel durch Social Media (Strukturen, Hierachien) → Zuordnung weiterer Ressourcen für Social Media Quelle: Auf der Suche nach dem Return on Social Media, Studie der Universität St. Gallen, Institut für Marketing, S. 20
  39. 39. 6. Test Analyse Steuerung
  40. 40. Evaluation Was funktioniert? (Welche Themen, Formate bringen Likes? Welche bringen Leads?) ● In welcher Phase der Customer Journey ist welches Format am nützlichsten? ● Was ist meine Werbe-, Reichweitenstrategie? Facebook Adverts, linkedIn Adverts, Promoted Tweets... („Native Advertising“ im Social Web Content = Werbemittel) ● ● Anhand welcher KPIs möchte ich messen?
  41. 41. 7. The Story so far...
  42. 42. Mögliche Elemente einer Contentstrategie
  43. 43. Pro Choice Mehrwert Frequenz Format & Plattform
  44. 44. Was haben wir gelernt? Content = Geschichten (in verschiedenen Formaten und Kanälen) → Geschichten, die für KundInnen und Unternehmen eine Mehrwert bieten und daher gerne konsumiert werden ● Contentstrategie/marketing hat viel mit Prozessen und Ressorcen zu tun → Ein Vorteil: Content = Werbemittel, wenig Streuverluste, günstig, flexibel ● Nutzen Sie die Messbarkeit: Testen, analysieren → Strategie anpassen! ● ● Raum für Kreativität schaffen!
  45. 45. Verschwenden Sie nicht Ihre Zeit auch nicht die Zeit & Aufmerksamkeit Ihrer potentiellen Kunden.
  46. 46. CONTENT WERBUNG Werbung wirkt nicht immer (wie beabsichtigt). 20 % der User verwenden mittlerweile Adblocker. Erzählen Sie lieber Geschichten über sich und andere. Reden Sie lieber mit Menschen!
  47. 47. Mag. Judith Denkmayr Digital Affairs GmbH http://digitalaffairs.at http://facebook.com/digitalaffairs http://twitter.com/digitalaffairs http://socialmediaradar.at

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