can be derived from the experience of past successful projects to watch his own and hold in common, to the success of the Project were made by:
first Knowledge and perseverance
is constantly hear that social networks are just a hype that's worth it to ignore. In support of range analysis of successful advertising campaigns with the classical Fanzahlen the fan will be compared on Facebook. A classic comparison of apples and pears. In his keynote speech on the occasion said the dmexco in Cologne 2010 Mercedes Benz Head of Brand Communications Anders-Sundt Jensen: "Whether I like Facebook or not, it's real, and as a marketing expert I have to confront me with it." Can you 12 million Facebook users (Oct. stand 2010) in Germany alone, yet call it a hype?
projects in social media then have a good basis when management fully behind the project is because it recognized that: do
a share) people and participate
b) social media, an additional communication channel, in the
overall communication the company must be incorporated,
c) Social media is a chance to get to the target group in the dialogue,
d needed) the sense of commitment with a budget and time.
second Targeting
Many companies have no idea what they achieve with social media - and who they want to address with a commitment at all. They lose themselves in the abundance of Social networks, start slow and haphazard individual experiments. to
A use of social media then has the opportunity to be successful if the company is clearly on a defined target audience with clear and focused as possible quantitative objectives. It is therefore not surprising that many companies have chosen as the startup project staff recruit sky. It is important to find qualified employees, reduce recruitment costs and to influence the company's image as an attractive employer. Clear target groups and clear metrics.
third Human resources
As many companies do not realize what it can do social media and social networks hold only for a hype, serving also in terms of manpower on the back burner. It makes me feel a bit reminiscent of the 90s - there was the question: "Internet, oh yes, we need the OK, then we create a home page views as a business card but this can make our trainee who may well?. work with Photoshop. Even today, there is often no different than actually is on social media's all free. Why should we spend there money in the form of personnel costs.
social media to enable a dialogue with a clear target audience and also to achieve the defined objectives. This requires not only good communication and presentation skills even at best a good knowledge of the company and expertise about the target topic. Communication in social media is almost in real time. Long response times - caused by lack of knowledge in social media officer "- are tolerated only in exceptional cases. If you can write your press releases by a trainee?
There is no way around it: Social media requires skilled and long-term use of personnel. They lack the resources for free? Then think again about shifts in the areas of HR, service, product development and marketing to. Social media can take over certain tasks in these areas makes sense.
4th Relevant content and Sustainability
As in the beginning of the Internet companies learn today in the social networks that a streamlined appearance is not even close to all directives of the corporate design is a guarantee for success. What matters is content that are relevant for the target group and authentic, and so interesting. This longer necessarily over. Only then it is possible to target a sustainable win over and retain as advocate. Remember, to win new customers costs 5 times more than retaining existing customers. Successful companies create rolling theme plans to create a bind value, pictures and videos, asking questions and are ready for dialogue. In the Social Advertising networks and ego messages are frowned upon. Talk will be on par with the target group.
5th Encouraging open communication
Again and again the first Question in social media projects: "What is it, what if one writes negative about us?". An understandable question when we consider that corporate communication is far more heavily regulated and controlled, and even its own employees often learned only through the press, what's happening in your own company.
communication in social media is open, transparent and authentic. It needs an open space in the company, to build appropriate skills. Clear roles, policies, and Verhaltenskodizes innerhalb derer sich die Mitarbeiter frei bewegen können ebnen den Weg.
Auch Kommunikationsdebakel wie der viel zitierte Nestléfall haben weder zu Umsatzeinbußen noch zu einer Abwertung des Aktienkurses geführt, wie mir anlässlich des Logica Social Media Tag in Frankfurt im September diesen Jahres durch Nestlé Mitarbeiter bestätigt wurde.
Es ist nicht immer angenehm sich mit negativen Äußerungen auseinanderzusetzen aber sie sind oft auch eine Chance um besser zu werden, sei es beim Service oder bei unseren Produkten. Und genau das zeichnet Social Media aus.
www.social-media-consulting.eu
www.info-design.de
