Social Media: How to do it right in Denmark and Germany

Copenhagen, 19th May 2010 Social Media: How to do it right in Denmark and Germany Veit Mathauer, Sympra GmbH (GPRA) / PRN Germany 1 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra

My agenda for the next few minutes... if you agree About Sympra What is Social Media? How does it work? Social Media as part of the marketing mix How to implement Social media in your company Your questions 2 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

About Sympra / PRN Germany 3 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Some facts and figures Sympra GmbH (GPRA) / PRN Germany Owner-managed PR agency, founded in 1992 Located in Stuttgart, Berlin, Munich Focus on communications consulting, especially in the areas of technology, innovation and complex services 16 employees (5/2010) Member of GPRA and Public Relations Network (PRN) 4 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Services portfolio of Sympra / PRN Germany Our offer companies and public organisations PR research and evaluation Communications consulting, strategic concepts and planning Media work incl. Social Media Relations Internal communications, change communication and crisis PR Corporate publishing International Public Relations 5 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Topics of Sympra / PRN Germany From B2B to B2C and personal networking IT and telecommunications Services and consulting Science, research and development Architecture, construction, facility management and design Automotive, mobility and logistics Public affairs 6 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media Facebook, Twitter & Co. 7 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Facebook Social Network Nr. 1 500,000,000.000 minutes spent on Facebook daily > 400,000.000 active users, 50% log in daily Average time spent on Facebook daily : 55 minutes Source: www.facebook.com/press/info.php?statistics, May 2010 8 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

YouTube Broadcast Yourself 100,000.000 YouTube-Videos are watched daily Every 6 hours videos with a length of 1 year are uploaded 185,000.000 clicks no problem! (for example) Source: Wikipedia 9 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Twitter What s happening? > 1,000,000.000 tweets per month approx. 40,000.000 tweets per day approx. 75,000.000 users A new account is created every 2-3 seconds (End 2009) 10 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Flickr Share your photos. Watch the World. > 4,000,000.000 photos uploaded on Flickr 4,562 uploads in the last minute (8.5.2010) 2.7 million things geotaged this month (8.5.2010) 11 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

What kind of people are these? Freaks? Geeks? Digital Natives? No, not any more! Approx. 96% of Generation Y (born after 1980) are members of a Social Network Twitter: Most of the users are between 35 and 45 years old Social Networks for Silver Surfer, mothers, business people exist Smartphones and ipad mobilize Social Networking Like it! penetrates Facebook throughout the entire web 12 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Web 2.0 platforms...... for each demand Social Networks Blogs Social Shopping Recommendation Wikis Bookmarks... 13 Social www.ethority.de/weblog/social-media-prisma/ Media and Marketing: How to do right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Characteristics of Social Media Dialogue: create, comment, add, share 14 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Marketing on Social Media platforms Blogs, Xing and LinkedIn, Facebook, Twitter Blogs tell your clients about your company and the issues surrounding your work Xing and LinkedIn profiles and groups reputation management Facebook keep your fan community updated, promote customer loyalty Twitter broadcast and dialogue Social Media marketing mix 15 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media platforms Blogs (Weblog = web + log book) Authors of a blog (marketing, sales, CEO) create and/or aggregate content Authenticity! (often written in first person perspective) Articles are posted in reverse chronological order and tagged Postings can be commented and discussed Easy to handle low technological threshold 16 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media Tool Blogs (Weblog = Tagebuch im Web oder im Unternehmensnetz) Autoren eines Blogs (Marketing, Vertrieb, CEO, Change-Agents) kreieren und/oder aggregieren Inhalte Authentizität! (häufig aus der Ich-Perspektive geschrieben) Beiträge werden chronologisch absteigend angezeigt und mit Tags versehen Beiträge können kommentiert und diskutiert werden einfach zu handhaben geringe technische Hemmschwelle 17 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Characteristics of a blog Some examples The HSV Blog http://hsv-blog.abendblatt.de 11. Know How! Bildungskongress http://www.knowhow-bildungskongress.de Creativity World Forum 2009 http://www.cwf2009.de/index.php?id=3348&l=3 18 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media platforms Xing and LinkedIn Business platforms with personal and corporate profiles Networking with clients, colleagues, suppliers, partners, likeminded people Wants & Haves, Groups, News Self-promotion, reputation management Head-hunters Information well, data base, expert forum 19 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social-Media-Plattformen Xing und LinkedIn Business-Plattformen mit persönlichen und Unternehmensprofilen Network mit Kunden, Kollegen, Lieferanten, Gleichgesinnten Suche Biete, Gruppen, Nachrichten Auch zur Selbstdarstellung Headhunter Informationsquelle, Datenbank, Expertenforum 20 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

23 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media platforms Facebook Networks people, trademarks, companies, like-minded people Trend: private business More and more used for marketing and PR Like it! Interaction with Twitter, blogs etc. Facebook is a must-be 25 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media platforms Twitter twitter.com and applications Who twitters what and why? (Strategic) building of followership Retweets and Replies and Direct Messages Germany: 270,000 accounts, 335% growth is the hype over? 30 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

How does Social Media work? Last week: The Trigema case 1. An interview with Mr Grupp is published on 4.5. at 15:44 h http://www.innovativ-in.de/blog/2010/05/04/auf-den-punkttrigema-chef-wolfgang-grupp-zum-web/ 2. A first comment appears on this page at 15:56 h 3. A first comment on Facebook at 17:17 h http://www.facebook.com/home.php#!/trigema 4. Twitter: https://twitter.com/#search?q=trigema 32 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

How does Social Media work Last week: The Trigema case 5. Mr. Chimp announces an open letter from Mr Grupp https://twitter.com/trigema 6. Mr Grupp publishes an open letter on Facebook: http://www.facebook.com/notes/trigema/offener-brief-an-diesocial-media-gemeinde/118655511497820 7. New Posting: http://www.innovativin.de/blog/2010/05/06/statement-wolfgang-grupp/ 8. Waiting for the next scandal... 33 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media marketing mix Facing a new challenge Marketing has changed: From bowling to flipper 34 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media patforms Twitter twitter.com and applications Who twitters what? (Strategic) building of followership Retweets and Replies Germany: 270.000 accounts, 335 % growth hype gone? 35 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Social Media patforms Twitter twitter.com and applications Who twitters what? (Strategic) building of followership Retweets and Replies Germany: 270.000 accounts, 335 % growth hype gone? 36 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

From bowling to flipper Social Media marketing mix Social Media and its impact cannot be ignored Marketing strategies have to be reinvented Find appropriate platforms is an ongoing task Start now in case you haven t started yet! 37 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany

Your questions 38 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany MMchen / photocase.com

Thank you! veit.mathauer@sympra.de www.sympra.de, www.blog.sympra.de www.twitter.com/veit64, www.twitter.com/sympra http://www.facebook.com/sympra 39 Social Media and Marketing: How to do it right in Denmark and Germany 19th May 2010 sympra / PRN Germany