it's all about the content (blogwerk.com & bernet.ch)
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Presentation deliveded for Swiss Internet Marketing Day 2011 in Fribourg, conference organised by School of Business Administration Fribourg. The aim of the conference is to offer the participants with specific examples which highlight the impact of Internet marketing and its potential for different aspects of our marketing approaches.TRANSCRIPT
It's all about content:relevant, inspiring, integrated.
BERNET_PR
Swiss Internet Marketing Day 2011
BERNET_PR
www.bernetblog.ch
www.bernet.ch/wissen
www.blogwerk.comwww.neuerdings.com
www.socialmediagipfel.ch
Swiss Internet Marketing Day 2011
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Status QuoRisk - OpportunityStrategyContentImplementation
BERNET_PR
Swiss Internet Marketing Day 2011
BERNET_PR
Facebook Active Users worldwide
active last 30 days, mio
2006 2007 2008 2009 2010
574
350
100
50
12
Chart bernetblog.ch
http://bernetblog.ch/category/social_media/nutzerzahlen-social_media/
BERNET_PR
Facebook Active Users Switzerland 20102.5 Mio
500'000
1'000'000
1'500'000
2'000'000
2'500'000 20092008
Active last 30 days
Source: bernetblog.ch/serranetga.com
09:1.8 Mio
+90%
08:1 Mio
+350%
+39 %
ca. 33 % Penetration
http://bernetblog.ch/tag/schweizer-facebook-zahlen/
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Personal Profile?
Company Page?
SocialMedia
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SocialMedia
Everybodywrites,films,judges.
More Content: Shorter, faster,animated.
More Dialogue:Share, connect.
Status QuoRisk - OpportunityStrategyContentImplementation
BERNET_PR
Swiss Internet Marketing Day 2011
SocialMedia
Opportunity:Customer focusVisibilityReach
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BERNET_PR
Where do Business Ideas come from?
http://networksolutions.com/smallbusiness/small-business-success-index-highlights/State of Small Business Report, USA 2010
BERNET_PR
The biggest threat for Corp Comm Managers
Social Media Governance, Germany 2010http://www.ffpr.de/de/news/studien/social_media_governance_2010.html
Lose control of Communications
Necessity to react very swiftly
Lose control of reputation
SocialMedia
Risk:Cost
Lack of focusLose control
Opportunity:Customer focusVisibilityReach
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Status QuoRisk - OpportunityStrategyContentImplementation
BERNET_PR
Swiss Internet Marketing Day 2011
Personal PrintOnline
is the new Lead Channel
FlickrYouTube
SlideShareBookmarks
iTunes
WebsiteBasics
Dialogue
WebsiteBasics
News
Audio, Video
© Marcel Bernet
ss
Transaction
Intranet +
Website
News-letter
Online-Magazine
«Blog»
BlogsForumsWikis
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Status QuoRisk - OpportunityStrategyContentImplementation
BERNET_PR
Swiss Internet Marketing Day 2011
It's all about content:relevant, inspiring, integrated.
BERNET_PR
Swiss Internet Marketing Day 2011
Technology is the servant. Content is King.
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If you do a good job on it, your content is:
It‘s what makes people want to work with you.
Positive example: personal, authentic, trustworthy
Positive example: useful, important, instructional
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Negative example: no sharing on articles, no links, endless texts = no interaction
3 things you need for powerful content implementation
1. A blog This is your content‘s
home. It‘s owned and
controlled by you.
A blog as your central news platform is
a nice and cozy home for your content.
Blog examples
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3 things you need for powerful content implementation
2. A plan Where do you want to go?
Which road are you taking?
Have an editorial concept:
- Who do you write for?
- What are relevant topics for your readers?
- How do you ensure writing & publishing?
- . . .
Example: What your plans tell you
Your editorial concept states your target groups, your main topics, your posting frequency, responabilities, ...
Your editorial plan then leads the daily business: Planned articles, promotion in social media, follow-up, ...
3 things you need for powerful content implementation
3. A tool Your central hub
holds your content.
Now you need a tool to
- spread the word
- to manage dialogue efficiently
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Examples: How to get your content spread
Examples: What a powerful tool can do for you
+ +
=(+ )the secret ingredient!
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But what about all those fancy campaigns everybody‘s talking about?
Content is the cake,the substance.
Campaign activities areelements of garnish, likesugar icing.
Although decoration isimportant, it is hardly serving without the cake.
Examples
Examples
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Let your company’s King come to life.
BERNET_PR
www.bernetblog.ch
www.bernet.ch/wissen
www.blogwerk.comwww.neuerdings.com
www.socialmediagipfel.ch
©Bernet_PR AG für KommunikationOlgastrasse 8, 8001 Zürich+41 44 266 90 80
©BlogwerkStauffacherstrasse 28, 8026 Zürich+41 44 533 30 00
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