Social Media Marketing

>86.000 people like the complaint

>7.000 users share the comment

Reaction: McDonald's withdraws the price increase

Risk: Customers have more influence on your business
Social Media Marketing
Online-platforms
Interactive web by engaging users to participate in

User-generated Content

interactions to cross one or more platforms through social sharing, email and feeds.

Best practice
Burger King: Whopper Sacrifice (2009)
Index
A huge amount of platforms provides
Variety
a wide range
attractive potential customers
For Business
Introduction
Definition of SMM
Online-platforms
Social Media for Business
Best practice
Risks
Conclusion

Your perfect Marketing strategy
Definition of SMM
strategic and operational use of social media for marketing purposes
a huge selection of platforms brings

variety
long range
attractive potential customers



social media marketing in steps
Risks
Thank you
and feel free to ask questions.
Delete ten friends on Facebook for a free Whopper Burger

More than 230.000 friends have been deleted

Target: Brand Awareness
Customer orientation
Marketing-Mix
Strategy
Targets
Products
Price
Place
Promotion
Tchibo Ideas (2008)
publish your own ideas

users evaluate them

many ideas were realized by Tchibo

Target: Crowdsourcing
Nestle: KitKat
Nestle banned the video

Reaction: „Shitstorm“ and even
more bad press

Remember: Don't try to censor
criticism on Social Media
McDonald's: Cheeseburger price increase by 39% (2012)
benefit from good reputations of customers
97% marketers are already using social media for business.
Nowadays SMM is essential!
Karolina Lisowska
Peter Obert
Jan Simon
Conclusion
...your customers maybe already talk about you on social media!
analyze your situation
market
customers
competitors
fix
targets
relationship marketing
customer acqusition
brand awareness
strategize
Which platform to use to reach your targets?
49%
16%
14%
12%
4%
youtube
5%
others
blogging
take action
Recall the 4 P's
work together with customers for creating or improving
products
offer individual/ special
prices
for important customers for example if they recommend your product...
use the social media
place
to distribute your products and services...
communicate directly with your customers!
(direct marketing/
promotion
)
Engage staff for manage your social media activities, ensure good reachability and fast reactions.
Use monitoring tools to measure results.
Create special channels for dissatisfied customers.
Use social media to support your customers.
crowdsourcing
reputation management
79% marketers have already integrated social media into their traditional marketing activities
by
Sources
Social Media Marketing Industry Report 2013, by Michael A . Stelzner, May 2013
Follow me! Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co., by A. Grabs, K-P. Bannour, 2011
Whopper Sacrifice: www.barcelonaschiringuito.com/whopper-sacrifice
Tchibo Ideas: www.tchibo-ideas.de
socialmediaschmiede.frischr.com/2009/11/tchibo-ideas-so-funktioniert-crowdsourcing
KitKat Video: www.youtube.com/watch?v=1BCA8dQfGi0
McDonald's Shitstorm comment: www.dotfly.de/aktuelles/images/previewimages/shitstorm_mcdonalds_deutschland.jpg