wise 2015_16_corpcom_4 internet, social media_stud (2)

Corporate Communications

Business Information Systems4th semester

Prof. Dr. Wilke Hammerschmidt

4 Internet, social media

https://www.hs-neu-ulm.de/home/

https://www.hs-neu-ulm.de/home/

Agenda

Intro Communications Marketing Communications versus Corporate Communications

Marketing Communications Positioning Branding Corporate Identity Channels: Internet, social media, trade shows, events

Corporate Communications Theory, methods Tools in PR Issue management

Summer Semester 2016 Corporate Communications | Prof. Dr. Wilke Hammerschmidt 2


Internet / Onlinemarketing

Agenda Online Marketing

Basics

Online Advertising

Performance Measurement

Key Performance Indicators


Definition: Onlinemarketing

Onlinemarketing

All measures that help to lead internet users to a specific website or

presence on the internet.

(Based on: Lammenett (2014), p. 26)


The Internet in Comparison to „Traditional“ Media

Global reach

Permanent availability (24/7)

Interactivity and multimediality character

Selective use by users

Targeting: focus on the relevant target groups


World Internet Usage


Source: http://www.internetworldstats.com/stats.htm (2.10.2015)

http://www.internetworldstats.com/stats.htm

Online and Social Technologies are of Importance in all Parts ofthe Value Chain


„Online“ is increasinglyimportant in the wholevalue chain

Within the companyemployees benefitfrom better ways ofnetworking

For companies online technologies lead tonew opprtunities in interacting with theirstakeholders

Quelle: McKinsey Global Institute, The social economy. Unlocking value and productivitythrough social technologies, S. 8 (2012)


Basics

Online Advertising




Online Ad Spendings


Source: IAB Europe Adex Benchmark 2014: www.iabeurope.eu/download_file/2051/224397 (1.10.2015)

Online Advertising Spend in Europe Increased 4-fold Since 2006


Online advertising spend in Europe in billion Euro. Source: IAB Europe Adex Benchmark 2014: www.iabeurope.eu/download_file/2051/224397 (1.10.2015)

Mobile as a Driver for Display in Many Countries


Mobile display as a share of total display in %. Source: IAB Europe Adex Benchmark 2014: www.iabeurope.eu/download_file/2051/224397 (1.10.2015)

E-Mail-Marketing


E-Mail („Electronic Mail“) is a method of exchanging information from one author to

another or several others. The messages may contain text, images, graphs, sound

etc.

E-Mail-Marketing is part of direct marketing. If an e-mail is sent out to a group of

recipients it is called an e-mail-blast.

An e-mail-newsletter is sent out regularly. Its objective is to strengthen the relationship

between recipient and company.

Affiliate Marketing

Affiliate-Marketing: A partner (affiliate) tries to bring visitors or customers to a company‘s (merchant‘s) website.

Usual compensation methods:

Pay per Sale

Pay per Lead

Pay per Click


http://www.calvennstarre.com/home/affiliate_marketing/ (15.4.2015)

Online Ads – Historical Overview

1994 – First banner ads

1994 - Pay-per-click keyword advertising debuts at GoTo.com (later Overture, and now a part of Yahoo). It is widely mocked.

1998 - HotWired is the first site to sell banner ads in large quantities to corporate advertisers. The first buyers? AT&T and Zima. Clickthrough rates, the gauge of success, are an astonishing 30%.

2000 - Google rolls out AdWords, a pay-per-click service. AdWords made performance-based ads mainstream and now accounts for more than 95% of Google's revenue.

2001 - Pop-up (and pop-under) ads fill users' screens. They peak in 2003, at 8.7% of all online ads. Although initially effective, earning 13 times more clicks than banners, pop-up blockers end the annoyance almost as quickly as it began


http://www.fastcompany.com/1353534/click-here-short-inglorious-history-online-advertising (15.4.2015)

Online Ads in Detail

Online-ads can be displayed based on different parameters: Behavioral Targeting Contextual Targeting Semantic Targeting Predictive Targeting Regional Targeting Re-Targeting Technological TargetingSource: Pepels, Werner: Marketing-Kommunikation. Einführung in die Kommunikationspolitik, 3. Auflage Berlin 2015, S. 205.

Usual compensation methods Cost per mille (CPM) Cost-per-Click Fixed rate


Formats of Display Ads

Banners can be clustered as follows:

1. Integrated banners

2. Elaborated integrated Banners

3. New-Windows-Ads

4. Layer Ads

5. Special formats

(Source: Pepels, Werner: Marketing-Kommunikation. Einführung in die Kommunikationspolitik. 3. Auflage, Berlin 2015, p. 202-207.)


Examples for Integrated Banners


Full Banner (468 x 60 Pixel)

(Wide) Sky-

scraper(120/160

x 600 Pixel)

Super Banner (728 x 90 Pixel)

Rectangle(180 x 150

Pixel) Medium Rectangle(300 x 250 Pixel)

Interactive Banner


Source: http://www.werbeformen.de/ovk/ovk-de/werbeformen/display-ad/in-stream-video-ad/linear-video-ad/interactive-video-ad.html (11.3.2015)

http://www.werbeformen.de/ovk/ovk-de/werbeformen/display-ad/in-stream-video-ad/linear-video-ad/interactive-video-ad.html

Layer Ad


Source: http://www.werbeformen.de/ovk/ovk-de/werbeformen/display-ad/in-page-ad/standardwerbeformen/flash-layer.html (11.3.2015)

http://www.werbeformen.de/ovk/ovk-de/werbeformen/display-ad/in-page-ad/standardwerbeformen/flash-layer.html

Content Ads


Text-Link-Ads


More information andexamples here: http://www.iab.net/

Mobile Marketing

Mobile devices and their use for marketing purposes get more and more important. The main reasonsare: Higher performance of the devices Higher performance of the mobile networks (e.g. LTE) Increasing number of applications (apps)

Advantages are: Localization („SoLoMo“: Social, local, mobile) Personalization Permanent availability Interactivity

See also: Forward Ad Group (Hg.): Mobile Effects 2015. Always on – Wie das Mobile Web den Alltag verändert. Download at: www.burda-forward.de/uploads/tx_mjstudien/ForwardAdGroup_Studie_MobileEffects_2015.pdf?PHPSESSID=60c427053273ddbbd79c7cb6a6ef11f0


http://www.burda-forward.de/uploads/tx_mjstudien/ForwardAdGroup_Studie_MobileEffects_2015.pdf?PHPSESSID=60c427053273ddbbd79c7cb6a6ef11f0

Formats of Mobile Marketing

The most important formats of mobile marketing are:

Sponsored Content

Contextual ads

Interstitials (banners)

Coupons


Exercise:

Imagine you were the head of marketing at Whats-App. The CEO asks you to

generate ideas on how Whats-App can be used for marketing purposes by

companies.

Search Engine Marketing


Search Engine Marketing (SEM)

Search Engine Advertising (SEA) Including a website in a search

engine‘s results on a pay per click-basis

Search Engine Optimization(SEO)

Optimization of a website‘s visibilityin a search engine‘s unpaid results

Search Engine Marketing on Google


Search engine advertising involves a search engine charging fees for the inclusion of a

website in the search engine result page (SERP).

1

2

1: Paid searchresults in theheader

2: Organic searchresults („unpaid“)

Current Study Shows: Probability of Clicking on Google‘s Search Results Decreases per Position


Source: http://onlinemarketing.de/news/sistrix-124-millionen-klicks-positionen-google (27.10.2015)

Development of Search Engine Advertising


Source: IAB Europe Adex Benchmark 2014: www.iabeurope.eu/download_file/2051/224397 (1.10.2015)

SEA: The Google Keyword Planner


Search Engine Advertising is based on an auction-model, depending on bids and

competition for each keyword.

Pay method: Cost-per-Click (CPC)

Google Keyword-Planner

Search Engine Optimiziation (SEO)

Search engine optimization includes all measures that help to improve a website‘svisibility in a search engine‘s unpaid (organic) results. These measures can beimplemented on the own website („on-page“) and on other websites („off-page“).

A variety of parameters influences the prominence of a website within the search results. The most important are:


Unique ContentKeywords

URL

Navigation

Title

Description

…Backlinks

User Centered Design: Personas and Use Cases


Personas

Profiles of the typical visitors of a website May include: Age, gender, education, job, family status, hobbies etc.

Personas help to define a website‘s tonality and design

Use Cases

Typical use and/or processes on the website (why is the visitor on our website?)

Use cases help to define a website‘s structure (navigation)

Google is not the only Search Engine Worldwide


Source: http://www.luna-park.de/blog/9907-suchmaschinen-marktanteile-weltweit-2014/ (11.3.2015)

Trust in Online Ad-Formats in Comparison


Percent of global responsdents who completely or somewhat trust advertising formatNielsen (Hg.): Global Trust in Advertising. Winning Strategies foran Evolving Media Landscape. 2015, S. 6. Abrufbar unter: http://www.nielsen.com/de/de/insights/reports/2015/Trust-in-Advertising.html

http://www.nielsen.com/de/de/insights/reports/2015/Trust-in-Advertising.html


Basics

Online Advertising




Tools Help to Measure the Success of Online Activities


Source: http://justaddwater.dk/2007/05/09/google-analytics-redesign-flaw-slipped-through/(11.5.2015)


Basics

Online Advertising




Some Parameters


Page impressions(PI) Number of requests to load a single web page of an internet site.

Visit A visit, also called a session, is the sequence of requests made by a single user during a visit to a particular site

Cost per mille(CPM) Cost for reaching 1.000 impressions

Conversion Rate (CR) Quotient of conversions to visitors (conversions : visitors x 100 = CR in %)

Click through-rate (CTR)

Click-through rates measure the number of times an ad is clicked as a percentage of views of the web page on which the ad appears

Cost per click(CPC) Account method where the advertiser has to pay for every click on the ad

Spiegel Online: Performance Data


Source: http://www.spiegel-qc.de/medien/online/spiegel-online/performance-data (2.10.2015)


Social Media


Basics

Social Media and Companies

Strategic Planning

Social Media Marketing



Background Information

“Social media are computer-mediated tools that allow people to create, share or exchange information, ideas, and pictures/videos in virtual communities and networks. Social media is defined as a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” (Source: Wikipedia)

Social Media-Communication is defined by: From mass- to individual communication From Push to Pull From one-way-communication to dialog From private to public communication From centralized to decentralized communication (user generated content)


Platforms on the Social Web


WordpressTumblrTwitter (Microblog)…

BlogsFacebookGoogle+…

Social Networks

YouTubeVimeoMyVideo…

Video Services

KununuGlassdoorHolidaycheck…

Ratings Platforms

XingLinkedIn…

„Business“ Networks FlickrPinterestInstragram…

Images

DSLR-Forum

…

Forums


Source: Ethority.de

The Social Media Revolution


https://www.youtube.com/watch?v=DYedZth9ArM

https://www.youtube.com/watch?v=DYedZth9ArM


Basics


Strategic Planning



Opportunities and Threats


Brands and Social Media


Appropriate for Social Media Communication

Rather appropriate for Social Media

Communication

Less appropriate for Social Media

Communication

Appropriate for Social Media Communication

Cognitive Involvementlow high

Emot

iona

l Inv

olve

men

tlo

whi

gh

Esch u.a.: Vom Konsumenten zum Markenbotschafter, 2012, p. 152


Basics


Strategic Planning







Communication goals

derived from the

corporate strategy.

What do we want to

achieve in social

media?

Objectives Target groups

What are the

contents that support

our objectives?

In which channels

are the defined target

groups online?

ChannelsContent

Derivation from

corporate strategy

But: Which target groups

can be approached

online?

Which contents help us

to achieve our ambitions

and are appropriate for

the defined target

groups?

Where and when are the

target groups online?

Who are the users

we want to adress in

social media?

1st Scenario – B2CSmart phone distributor with 25 stores in Bavaria. 120 employees, constant turnover in the last 2 years


Objectives Target groups ChannelsContent

2nd Scenario – B2B Manufacturer of axles for heavy trucks. Production sites in Neu-Ulm, Mexico City andJohannesburg. 1,200 employees, turnover continuously growing


Objectives Target groups ChannelsContent

The Social Media Process


Status quoTarget groups

Analyze

ObjectivesContentChannels

Define

Define guidelinesTrain employeesParticipate and shape

the discussion

Interact

MonitoringPerformance

measurementEvtl. adapt objectives

and measures

Analyze

Social Media Guidelines: Rules for all Employees


ObjectiveTrain employees on how to use social media in a successful and safe way for their daily work.

Possible contents (selection) Show personal responsibility of employees Legal basics Use of social media during working time „Code of conduct“ for social media Dealing with mistakes and possible issues

ChallengeCan private and business use of social media strictly be separated from each other?

Questions to be addressed Are the social media guidelines binding? Communication of the social media guidelines towards the employees

Specific Rules for Social Media Managers and Community Managers


ObjectiveDefine the framework in which social media managers and community managers interact with theusers / target groups. This shall ensure a recognizable presence in social media across variouschannels and countries.

Possible contents (selection) Social media-strategy Social media-architecture Rules for community management Issues management, crisis management Design rules for social media-channels FAQs

Questions to be addressed Centralization vs. decentralization: How many standards are necessary? Communication of the rules towards social media managers and community managers

Community Management: Definition, Objectives, Tasks


Community management is the process of moderatinguser groups in social media

Possible objectives Win new users and customers Bind existing users and customers

Tasks Set up one or various communities Moderation, interaction, support Permanent exchange with relevant departments within the company in order to

ensure a good internal network

The Community Management Process: The Strategic Framework Sets the Ground for an Effective Community Management


Goal Definition of a strategic framework

Topics to be addressed Objectives Target groups Unique selling point(s) Contents Guidelines Key performance indicators Organizational questions

Design and Planning Phase1

Coordinated Use of the Marketing-Mix Helps to Create Awareness and Attract Members


Goal

Technical setup and initial promotion of the community

Tools for promotion

Use of the existing marketing materials to create awareness and attract members

Launch Phase2

A Reliable Moderation Forms the Basis for Activating Community Members


Goal

Moderation of the community and activation of the community members

Basis

Moderation based on “net etiquette”

Activation determined by 90:9:1-principle

Possible approach: gamification

Maintenance and Growth Phase3

S Status

Gamification according tothe S-A-P-S- Model

A Access

P Power

S Stuff

Control Mechanisms Help to Adjust the Activities and to ReactAccordingly


Goal

Performance measurement based on the defined objectives

Readjustment, if necessary

Tools

Measurement through key performance indicators (KPIs)

Readjustment either of measures or goals

Optimization Phase4

A Bundle of Measures Allows to Earn Money with the Community


Goal

Create a source of revenue

Monetization either

based on the community as a whole

or

for specific activities within the community

Optional: Sourcing Phase5

Community Management Consists of Five Consecutive Phases –Whereas the Sourcing Phase is Optional


Design andPlanning

SourcingLaunch Maintenance and Growth

Optimization

Community ManagementCommunity Management

The Design and Planning Phase Influences all Following Phases


Design andPlanning

SourcingLaunch Maintenance and Growth

Optimization


Objectives

Target groups

USP

Net-etiquette

KPIs

x x x x

x x

x x

x

x

The Optimization Phase has a Corrective Function for Every Other Phase


SourcingDesign andPlanning

Launch Maintenance and Growth

Optimization


Objectives

Target groups

USP

Net-etiquette

KPIs

x x x x

x x

x x

x

x

Determing Factors for Community Management


24/7Interaction in communities takesplace on 24h per day, 7 days per week

Community managers must be able tomoderate also on weekends and in some cases also over night

SpeedUsers expect fast and appropriatereactions

Internal processes must be defined in order to guarantee fast reactions

Variouslanguages

Even if the main language of a community is defined, otherlanguages may come up

Is there any translation serviceavailable?

Authenticcommunication

Communities consist of humans thatwant to interact with other humans

No automated answers and/or contents


Basics


Strategic Planning





Owned Media – Paid Media – Earned Media


OwnedMedia

PaidMedia

EarnedMedia

Owned Media: Any communication property that you can control and that is unique toyour brand

Earned Media: The result of media relation‘s efforts: contents that are spread by users orthe media without being paid for it

Paid Media: Paid advertising, e.g. to optimize the digital visibility

Owned Media – Paid Media – Earned Media


Source: http://blog.hootsuite.com/converged-media-brito-part-1/ (21.4.2015)

Trust in Earned and Owned Media in Comparison


Nielsen (Hg.): Global Trust in Advertising. Winning Strategies for an Evolving Media Landscape. 2015, S. 4. Abrufbar unter: http://www.nielsen.com/de/de/insights/reports/2015/Trust-in-Advertising.html

http://www.nielsen.com/de/de/insights/reports/2015/Trust-in-Advertising.html

Paid Media on Facebook


Source: Facebook for business. Ads productguide. March 2014

Facebook offers a variety of ad formats Targeting opportunities based on demographic data and interest Cost per Click or CPM. Realtime analysis

Paid Media on Youtube I


Source: https://support.google.com/youtube/answer/2467968?hl=en (21.4.2015)

Paid Media on Youtube II


Source: https://support.google.com/youtube/answer/2467968?hl=en (21.4.2015)

Paid Media on Twitter


Twitter

Promoted Tweets: Promotion of specific tweets

Promoted Accounts: „Recommendation“ of other accounts to follow

Promoted Trends: Paid trending topics


Basics


Strategic Planning





Social Media Monitoring


DefinitionSocial media monitoring is an active monitoring of social media channels for information about a company or organization, usually tracking of various social media content such as blogs, wikis, news sites, micro-blogs […], social networking sites, video/photo sharing websites, forums, […] as a way to determine the volume and sentiment of online conversation about a brand or topic. (Source: wikipedia.org)

Social Media Monitoring offers chances and helps to identify risks at an early stage

Users talk about brands and companies – no controlpossible Active listening

Unfiltered communicationIdentification of trends and relevant topicsmay lead to an advantage compared tocompetitors

Negative mentions usually spread fast Early reaction possible

Build a good reputation is a long term project –destroying a good reputation goes much faster

Monitoring as an early warning system

Fields of Applications and Limitation


Fields of applications:

Identification of relevant topics and platforms Monitoring of key performance indicators Identification of influencers Learn the „language of consumers“ Feedback on the use of products Source for innovations Evaluation of communication measures

Limitations:

Technological limitation: human communication can only be partly analyzed automatically Ressources (manpower, budget) „Representative minority“? Ethical limitation: Analysis of communication without permission

Performance Measurement: Possible Key Performance Indicators


Social Media Monitoring and Management Tools

Often provided by platforms Business Intelligence, Market researchDatabase

Key figures

„Read the meter“ Monitoring & Analysis Combined methods

Customer Satisfaction

Market shareAgendasetting

Success of a campaign

Level of Awareness

Customer Value

Simplicity/ Speed

Effort/ new insights

Likes

FansFollowers

Views

Klicks

Subscribers

Share of Voice

Interaction

ReachRecommendations

Sentiment

Channel Attraction

Netpromoter Score

Hard Bounces

Impact


Basics


Strategic Planning





Threat: The Social Media Crisis


Adapted from http://www.big-social-media.de/news_publikationen/meldungen/2012_06_04_Monitoring_als_FWS.php, 19.2.2014

Time

Awar

enes

s

Appearance Acceleration DeclinePeakSpread in traditional media

Identification of issue too lateMonitoring

Online Online & Offline

Issues often come up in forums and spread in a viral way both in the online and offline world Globale linkage leads to fast dissemination (memes) Some topics with a real crisis potential

http://www.big-social-media.de/news_publikationen/meldungen/2012_06_04_Monitoring_als_FWS.php

Every critical subject is an issue, only a very fey become a crisis


Crisis

Every issue requires experience to act properly and avoid a crisis. Each crisis demands a prepared crisis management system to calm the situation.

Issue/Topic

Issueclosed

+Act properly

–Act improperly

Input

Opportunity: Videos and Podcasts in Social Media


Videos and podcasts

Provide (background) information Are easier to consume than texts Can be produced in a more emotional way

Requirements

Shorter videos/podcasts usually have a lower abandon rate Videos and podcasts must fulfill the brand‘s promise with regards to quality

Objective

The recipient receives further information he/she cannot find in the text The recipient is addressed more emotionally

Opportunity: Social CRM


Definition:

A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial valuein a trusted and transparent business environment. It is the company’s response to the customer’s ownership of the conversation.

CRM was about managing the customer. Social CRM is about engaging with the customer.

Paul Greenberg

= Social Customer Relationship Management

wise 2015_16_corpcom_4 internet, social media_stud (2)

Documents