Social Media Case (ZHAW)
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MARKETING CASE STUDYSocial Media Campaign for Cisco Systems in Switzerland13.03.13
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ZHAW School of Management and Law
w.1Int2_GM FS13: Integration 2 - General Management
2 Case: Institute for Marketing Management (IMM)
Task 5: Localization
GMTZ09E: Ellen Girod
WELCOMEWho we are.
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Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland / B2B ’8
Recommendations: Swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
AGENDAWhat will happen in the next 30min?
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Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland / B2B ’8
Recommendations: Swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
AGENDAWhat will happen in the next 30min?
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DiscussionRecommendationsAnalysisIntroduction
5
INTRODUCTION.
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DiscussionRecommendationsAnalysisIntroduction
6
THE THEORY.
THE CASE: Launch of the successor model of ASR 1000 Series Edge Router in Switzerland
THE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
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DiscussionRecommendationsAnalysisIntroduction
7
THE THEORY.
THE CASE: Launch of the successor model of ASR 1000 Series Edge Router in Switzerland
THE OBJECTIVES:Maintain former goals of case study and its mantra (3xV)
Analyze the media behavior of the relevant target groups in the Swiss market
Adopt the communication mix for a successful campaign in Switzerland
THE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
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DiscussionRecommendationsAnalysisIntroduction
8
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
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DiscussionRecommendationsAnalysisIntroduction
9
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
1 group task: Analysis of media behavior in Switzerland
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DiscussionRecommendationsAnalysisIntroduction
10
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
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DiscussionRecommendationsAnalysisIntroduction
11
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
An
alys
is
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DiscussionRecommendationsAnalysisIntroduction
12
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
2 group task: Communication focus and digital tactics for Swiss B2B market
An
alys
is
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DiscussionRecommendationsAnalysisIntroduction
13
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
2 group task: Communication focus and digital tactics for Swiss B2B market
3 group task: Social media communication mix and plan for the launch in Switzerland
An
alys
is
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DiscussionRecommendationsAnalysisIntroduction
14
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
2 group task: Communication focus and digital tactics for Swiss B2B market
3 group task: Social media communication mix and plan for the launch in Switzerland
An
alys
isR
eco
mm
end
atio
n
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DiscussionRecommendationsAnalysisIntroduction
15
THE THEORY.
THE METHODOLOGYProcedure model of marketing planning.
Given by the caseSmall group task: Smooth adjustments for Switzerland
1 group task: Analysis of media behavior in Switzerland
2 group task: Communication focus and digital tactics for Swiss B2B market
3 group task: Social media communication mix and plan for the launch in Switzerland
An
alys
isR
eco
mm
end
atio
n
Other group
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DiscussionRecommendationsIntroduction Analysis
ANALYSIS.
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DiscussionRecommendationsIntroduction Analysis
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
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DiscussionRecommendationsIntroduction Analysis
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
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DiscussionRecommendationsIntroduction
w
Analysis
ANALYSISUsed resources.
And of course: www.bfs.admin.ch (Bundesamt für Statistik)
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DiscussionRecommendationsIntroduction
w
Analysis
MEDIA BEHAVIOR.
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DiscussionRecommendationsIntroduction Analysis
MEDIA BEHAVOIR IN SWITZERLANDInternet is Switzerland’s most relevant media.
• Internet plays the main role
throughout all generations
• 90% of our target group state
internet as most important
(B2B opinion leaders are Digital
Immigrants 30-54yrs)
Source: Y&R Group Switzerland, Media use index 2012
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DiscussionRecommendationsIntroduction Analysis
MEDIA BEHAVOIR IN SWITZERLANDMobile internet is becoming a mass media.
• Internet rises
• Other media stagnates
• 54% surf internet on their smartphone
(2012), (47% growth since 2010)
Source: Y&R Group Switzerland, Media use index 2012
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DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLANDAlmost 80% of the population is online.
79.3% surf the web more
then once a week
Source: www.bfs.admin.ch / Net-Metrix Base.
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DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLAND5’300’000 internet users in Switzerland.
There are 5’300’000 internet
users in Switzerland
Source: www.bfs.admin.ch / Net-Metrix Base.
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DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLANDBut: compared to the U.S. Switzerland is lagging behind.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
• Approximately 1 ¾ hours
per day in the internet
• Heavy users U.S. 29%
• Heavy users CH 18%
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DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT.
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DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLANDExtremely fast.
The development of internet is
highly dynamic
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
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DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLANDPrint is dead.
Digital beats print
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
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DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLANDLong live social media.
10’000’000 hours are spent in
social media per month in
Switzerland
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
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DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF CISCOS
TARGET GROUP.
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DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUPBDM & TDM are Digital Immigrants (30-54yrs) and they go mobile.
The usage of mobile internet
of Digital Immigrants rises
Source: Y&R Group Switzerland, Media use index 2012
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DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUPMore men than women are online.
Men use the internet more
then women
-> IT- opinion leaders are
mostly men
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
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DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUPPractical apps beat entertaining ones.
The target group (DI) uses
more practical apps than the
entertaining ones
Source: Y&R Group Switzerland, Media use index 2012
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DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUPHigh educated groups don’t prefer online games.
Online games are mostly
appreciated by the groups of the
lowest education level
- >Ergo: our target group (high
educated) is not into online games
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
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DiscussionRecommendationsIntroduction Analysis
BUSINESSCOMMUNITIES.
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DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIABig enterprises are leading the social web.
66% of Swiss companies and
NPO are on social media
- > as general benchmark
94% of Swiss big enterprises are online
- > big enterprises as the target group
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
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DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIAFacebook in pole position.
• 68.5% of Swiss companies
are active on Facebook
• Followed by YouTube, Xing
and Twitter
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
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DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIAFacebook in pole position.
• 84% of Swiss companies and
NPO are on Facebook
• Followed by YouTube, Twitter and
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
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DiscussionRecommendationsIntroduction Analysis
B2B CONTEXT.
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DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIAMore than half from B2B context.
• 27% are B2C and B2B
• 34% are only B2B
• total of 61%
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
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DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIAOnly 19.3% of B2B state social media as currently relevant.
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
only 19.3% of B2B state som
marketing as important
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DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIABut 40% of B2B state social media as relevant development for 2013.
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
while 40% of those B2B state som marketing as
important development in the year 2013
- > kind of a dissonance?
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DiscussionRecommendationsIntroduction Analysis
B2B GOES ONLINEAn interesting perspective from Germany.
Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009
B2B decision maker spend almost
2 hours working time per day in the web
- > These are the results of 2009 (!)
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DiscussionRecommendationsIntroduction Analysis
#1 The use of (mobile) internet in CH increases dynamically.
#2 80% of the Swiss population is online.
#3 Print is dead. Long live social media.
#4 94% of big Swiss companies are on social media.
#5 Facebook is in pole position.
#6 B2B decision maker spend 2h per day online.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
Source: www.bfs.admin.ch / Net-Metrix Base.
Source: Y&R Group Switzerland, Media use index 2012
SU
MM
ARY.
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DiscussionRecommendationsIntroduction Analysis
#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)
#2 Visually: Rich media video and interactive multimedia games to engage prospects
#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)
#4 Green: No print or live roadshowsMA
NTR
A.
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DiscussionRecommendationsIntroduction Analysis
#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)
#2 Visually: Rich media video and interactive multimedia games to engage prospects
#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)
#4 Green: No print or live roadshowsMA
NTR
A.
![Page 49: Social Media Case (ZHAW)](https://reader033.fdocuments.us/reader033/viewer/2022060109/555796fed8b42ad4278b5396/html5/thumbnails/49.jpg)
DiscussionRecommendationsIntroduction Analysis
#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)
#2 Visually: Rich media video and interactive multimedia games to engage prospects
#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)
#4 Green: No print or live roadshowsMA
NTR
A.
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DiscussionRecommendationsIntroduction Analysis
#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)
#2 Visually: Rich media video and interactive multimedia games to engage prospects
#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)
#4 Green: No print or live roadshowsMA
NTR
A.
Emphasis on royalty-free access of existent content instead
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DiscussionRecommendationsIntroduction Analysis
#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)
#2 Visually: Rich media video and interactive multimedia games to engage prospects
#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)
#4 Green: No print or live roadshowsMA
NTR
A.
Emphasis on royalty-free access of existent content instead
![Page 52: Social Media Case (ZHAW)](https://reader033.fdocuments.us/reader033/viewer/2022060109/555796fed8b42ad4278b5396/html5/thumbnails/52.jpg)
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DiscussionRecommendationsIntroduction Analysis
#1 Awareness: Increase awareness among BDMs (business decision makers) and TDMs (technology decision makers) working for service providers & large enterprises
#2 Social: Create a cool & fun atmosphere and show the human/social side
#3 Sustainable: Deliver an online launch that’s sustainable
#4 SOV: Increase the online share of voice
GO
ALS
.
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DiscussionRecommendationsIntroduction Analysis
#1 Awareness: Increase awareness among BDMs (business decision makers) and TDMs (technology decision makers) working for service providers & large enterprises
#2 Social: Create a cool & fun atmosphere and show the human/social side
#3 Sustainable: Deliver an online launch that’s sustainable
#4 SOV: Increase the online share of voice
GO
ALS
.
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DiscussionRecommendationsIntroduction Analysis
#1 Awareness: Increase awareness among BDMs (business decision makers) and TDMs (technology decision makers) working for service providers & large enterprises
#2 Social: Create a cool & fun atmosphere and show the human/social side
#3 Sustainable: Deliver an online launch that’s sustainable
#4 SOV: Increase the online share of voice
#5 Mobile: Emphasis (technological & content side) on mobile devices
#6 Pre-buzz: Generate involvement by creating a pre-launch buzzG
OA
LS.
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#5
MO
BIL
E.
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#6
PR
E-B
UZ
Z.
#ASR1000
#cisco
“finally in CH!”
“can’t wait for the launch..”
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DiscussionAnalysisIntroduction Recommendations
RECOMMENDATIONS.
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DiscussionAnalysisIntroduction Recommendations
MAIN FOCUS WITHIN THE MARKETING MIXXxx
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: Swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
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DiscussionAnalysisIntroduction Recommendations
MAIN FOCUS WITHIN THE MARKETING MIXFocus on localization of digital communication.
Marketing trends toward digital communication:Engagement marketing: from interruption to integration with customers context
Inbound marketing: get into dialogue with your customerContent marketing: emphasis on your content (is king)
Digital tactitcs & tools (Placement):Agile Commerce: multi channel approach
Positioning & content strategy (Promotion):Integrated communication: same key-visual, one claim, one hashtag
Consumer behavior: Communication in the age of information overloadUse of infographics (viral potential)
Use of testimonials / storytellingUser generated content (UGC) & content curation
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AG
ILE
CO
MM
ER
CE.
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INTEG
RATED
CO
MM
UN
ICATIO
N.
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TO
NE O
F V
OIC
E.
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INFO
GR
APH
ICS
.
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TES
TIM
ON
IALS
.
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TES
TIM
ON
IALS
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UG
C.
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXThe musts.
Musts Outlay / Reason why Objective
Landing page / Microsite
Main content / fun & social / pre-buzz generation
Active operation: Generation of main content
Blog / Content curation
Might be part of landing page Active operation: Generation of content & Dialogue
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LAN
DIN
G P
AG
E.
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BLO
G.
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BLO
G.
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CO
NTEN
T
CU
RATIO
N.
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXThe musts.
Musts Outlay / Reason why Objective
Landing page / Microsite
Main content / fun & social / pre-buzz generation
Active operation: Generation of main content
Blog / Content curation
Might be part of landing page Active operation: Generation of content & Dialogue
Facebook Still a must in Switzerland Active operation: Dialogue
Twitter Important for PR, as most journalists are there Active operation: Dialogue
XING More popular in Switzerland than LinkedIn Active operation: Dialogue
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FAC
EB
OO
K.
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TW
ITTER
.
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XIN
G.
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXThe musts.
Musts Outlay / Reason why Objective
Landing page / Microsite
Main content / fun & social / pre-buzz generation
Active operation: Generation of main content
Blog / Content curation
Might be part of landing page Active operation: Generation of content & Dialogue
YouTube Content Database: videos Passive operation: Distribution of content
Flickr Content Database: visuals, photos & infographics
Passive operation: Distribution of content
Slideshare Content Database: PPT presentations, whitpapers & infographics
Passive operation: Distribution of content
Facebook Still a must in Switzerland Active operation: Dialogue
Twitter Important for PR, as most journalists are there Active operation: Dialogue
XING More popular in Switzerland than LinkedIn Active operation: Dialogue
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXThe nice to haves.
Nice to have Outlay / Reason why Objective
LinkedIn Depends on budget Active operation: Distribution of content
Webinar Depends on budget Active operation: Dialogue &Distribution of content
Web Tools / Apps Depends on budget Active operation: Dialogue
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXThe don’ts.
Go without Outlay / Reason why
Google+ Doesn’t work in Switzerland; invest in Google adWords instead (SEO)
Online Game Not our targed group (low educated, young)
Pinterest Not our target group (young, creative, female)
Second Life No comment ;- )
Online Event «Fish where the fish are in Switzerland» what works in U.S. doesn’t have to work in Switezerland
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DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIXSummary of goals and actions.
#1 Awareness
#2 Social aspect
#3 Sustainable connection
#4 Share of voice
#5 Mobile
#6 Pre-buzz
VirtualVisualViral
MANTRA LOCALISATION ISTRUMENTS
Social Networks
(2way communictaion) Content Plattform
(1way communication)
Microblogging /
Content curationLanding page /
Blog
GOALS
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RecommendationsAnalysisIntroduction Discussion
DISCUSSION.
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RecommendationsAnalysisIntroduction Discussion
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: Swiss adaptation of campaign ’5with focus on communication mix
Discussion: engagement marketing ’10
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ENGAGEMENT MARKETING?
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Show video via YouTube: http://www.youtube.com/watch?v=LDY4IDzaxqU
..sorry had some troubles with Adobe.
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Got the idea of engagement marketing?
Away from passive consumption of messages toward a beneficial
relationship with the brand.
Personal experience with engagement marketing?
Professionall experience with engagement marketing?
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THANKS. QUESTIONS? The case of Cisco Systems and Social Media13.03.13