So gewinnen Sie mit Social Media Daten: 5 Praxisbeispiele aus PR, Vertrieb und Marketing Durch Social Media verschmelzen in vielen Unternehmen die Aufgaben unterschiedlicher Abteilungen. Neue Kunden sollen gewonnen, eine gute Reputation aufgebaut und die Community mit eingebunden werden. Mit den Echobot Tools haben wir im letzten Jahr über 300 Kunden geholfen diese Ziele zu erreichen und dabei auch viele neue, bessere Wege entdeckt. In diesem Vortrag erfahren Sie die 5 besten Praxisbeispiele, unsere Erkenntnisse und lernen, wie Sie die Erfolge auf Ihr Unternehmen übertragen können. http://www.echobot.de

1. How to Win
with Social Media
data driven use cases
for PR, Marketing & Sales5 Image (cc) by mkh marketing

2. Bastian Karweg
@bkarweg

3. @echobot Hall 6 – C043

4. @echobot
300+ clients
Hall 6 – C043

5.  introduction
 why Social Media is hard
 why we need a new approach
 5 winning strategies /use cases
 a revelation
agenda
Image (cc) by Jason A. Howie

6. (cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story
1999

7. (cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story

8. (cc) http://www.flickr.com/photos/thomashawk/2390141641
a personal story

9.  instantly connected
 instant communication
 instant global competition
The internet has changed people
(cc) by anurag agnihotri on flickr

10. Digital natives
(cc) http://www.flickr.com/photos/umpcportal/4581962986

11. Digital natives test

12. (c) http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/
Business Social Media

13.  How to get fans for my brand?
 How to actively engage them?
 How to launch a viral campaign?
 How to manage different channels?
 How to cope with mobile?
 How to maximize social-Ad-ROI?
 How to measure social reach?
Common questions
Image (cc) by mkh marketing

14. Image (cc) towneplaceturningpoint.com

15. PAID OWNED
EARNED
campaigns
limited time
made by
professionals
create content
become an expert
promote your stuff
created and/or
shared by people
„free“ distribution
stay real and
authentic
shares,
likes,
upvotes
engage the
community
How it is supposed to work
automationseo

16. Much like in music
indie hits
viral success
big money
high quality
Image (cc) by keoni101 on flickr

17. (cc) by anurag agnihotri on flickr

18. why Social Media can be hard?
You are a small or medium sized company
with limited resources
Your product or service isn‘t particularly sexy
You are in the B2B space
You don‘t know how to engage your clients in
participating (e.g. to build a community)

19. • „Oh“ this YouTube thing really works – let‘s shoot a
quick video
• „Oh“ there is a complaint – let‘s answer it
• „Oh“ we gathered some fans lets send them some info
• „Oh“ Facebook is offering to targeted ads – let‘s build a
social media campaign
Result = reactive approach!

20. Sales-Leads
client creates a video
© http://www.flickr.com/photos/rosauraochoa/3256859352

21. • Good content is hard to come by
• Promoting your stuff is even harder
• Not everybody has the persistence
• There are no guarantees that it will
work
But what about
„Inbound Marketing“ .!?
(cc) by aBen Chau on flickr

22. Image (cc) by paul-simpson.org
Google today:

23. Image (cc) by Michael Malz
How to be successful?
 s.th. that also works for small
and medium sized companies
 s.th. that also works for B2B
 more control over what happens
 fair effort -> high outcome
 s.th. that maybe really works!
wishlist

24. A radically new approach:
Image (cc) by Ryan McFarland
„agile social media“

25. Big Data
seize hidden
opportunities
ignore obvious
challenges
Image by namonitore.ru

26. Help your business by helping others
Image (cc) by DVIDSHUB on flickr

27. Specific actions to get measurable results
Image (cc) by Jan Kalab on flickr

28. Go out and get them!

29. Sales-Leads
© http://www.flickr.com/photos/rosauraochoa/3256859352
1Opportunity mining

30. All are hints that
a new gym or
day-care is about
to be build!
potential contract
value between
10K€ and 100K€
per relevant
tweet !
mining twitter1

31. 95% of them relevant, yet
40% completely unknown
Opportunities for new
business doubled!
They sell furniture and
toys to kindergarden and
childs day cares.
Over several weeks we
delivered new sales leads.
digging deeper1

32. Ask yourself: who exactly are your customers?
Which events cause them to need the product or
service you are offering?
How can I detect that such an event is happening?
Approach promptly and use the given context.
how to mine opportunities?1
Think outside the box!

33. > 1.500 new buildings or rennovations announced
> 8.000 websites launched or relaunch
> 4.500 changes in leadership positions
> 800 startups make their first public appearance
> 1.500 people need help with webdesign
> 600 companies started looking for developers
Let‘s talk some numbers1
Echobot technology extracts „trigger events“ from millions
of sources everyday. (Stats for Germany during the last 30
days):

34. • many have interns or secretaries google for information
• If you stumble upon something worthwile you forward it via
email to the responsible person
• Many of you might also have a google alert on some hot
topics
 But almost nobody does it companywide, systematically,
regularly and with a highly consistent output
 Another hint: Google Alerts do not include social posts
You probably already doing it1

35. 2Social Sales
Not only to use social media tools to find
„trigger events“, but also to talk back to
them via the social channel.
Image (cc) by mkh marketing

36. 2 Example by .com
Lead found!
Scoring
Engage
Success?

37. 2 challenging
Only really works in twitter (public communication)
Uneasy on the prospect -> be nice, good opener
Several have tried, no success story to tell yet.
Difficult to do given German data privacy act!

38. (cc) http://www.flickr.com/photos/86399392@N00/109404349
3proactive marketing

39. 3 Challenging request
Problem: Novel product, sensitive area,
„nobody is looking for this, yet“.
with permission by united-signals.com

40. 3 Agile approach
Goals: Lead people to the united signals website
Approach: Find and participate in conversations of target
customers about similar topics.
Be humble and helpful -> First give, then get.
Drop the name – let them find out about us.
Result: It works! Trust translates into clicks!
We uncover ~10 relevant conversations /day

41. Not really.
You do need some kind of “content creation”.
-> But no need of maintaining a Blog or CMS.
No need to spread the word
-> just tap into existing clickstreams
By constantly working the relevant forums and blogs
-> you gain more trust and it works even better
Not even the need to put a backlick
-> just gently pointing them in the right direction
3 Isn’t this inbound marketing or SEO?

42. © http://www.flickr.com/photos/johanl/4818276266

43. 4 the conventional way
Send out press releases
Build a list of interesting journalists
Buy a mailing list from a list broker
Use distribution services and newswires
Anybody is doing this and the journalist might
not actually be interested in your topic at all.

44. Goal: Grab the right journalists who actually care about
these specific topics. (through web and social)
Don‘t stop just there, but expand to influencers, interest
groups, international science facilities and researchers.
4 agile public relations

45. 4 agile public relations
Results: We uncovered 123 highly relevant contacts
Only 16% have previously known to the client.
PR letter opening rates nearly tripled and new
international relationships could be established.

46. 5Social CRM
Image (cc) by glad on flickr

47. 5 360° information
Connect company news and social streams
Connect data about contacts from social networks
Analyze and aggregate the data into a dashboard
Deliver just the info you need to engage or close
the deal at the right time.
Know more about who he is and what he is currently
involved in.

48. Reduced
preparation
time
5 Integrated success
10+ <6 min.
Decreased cold
call rejection
rate
More
happy
sales reps
65% 52% mood
Image (cc) by Ben Kraan on flickr

49. Recap
• It can work for anybody
especially small and medium sized companies
• It can produce instant success
• it has almost no requirements –> you can start today
• It‘s cheap to do and cheap to try
• It‘s personal – about helping them
• You learn a lot about your business by constantly
looking at data and contacting people directly
Image (cc) by tombako the Jaguar on flickr

50. BIG SOCIAL DATA =
BIG OPPORTUNITY !
(cc) http://www.flickr.com/photos/fedewild/1062622680

51. One more thing...
Image (cc) by rosmary @flickr

52. SALES
BOOST
MARKETING
BOOST
PR
BOOST
uncover untapped opportunities!
Get your first 20 social
media leads for free! www.echoboost.de
Image (c) by Sergey Nivens on fotolia

53. www.echobot.de
karweg@echobot.de
@echobot
hall 6 – C043
Thanks for your attention!