![Marketing
The drive to build a market and obtain revenue from the consumer demographic of the long tail
has led businesses to implement a series of long-tail marketing techniques, most of them based on
extensive use of internet technologies. Among the most representative are:
● New media marketing: The building and managing of social networks and online or virtual
communities to extend the reach of marketing to the low-frequency, low-intensity consumer in
a cost effective way, often through blogs, RSS feedsand podcasts.[citation needed]
● Buzz marketing: The strategic use of word of mouth and transmission of commercial
information from person to person in an online or real-world environment.
● Viral marketing: The intentional spreading of marketing messages using preexisting social
networks, with an emphasis on the casual, non-intentional and low cost, commonly through
YouTube videos, viral emails and standalonemicrosites.
● Pay per click and search engine optimization: The marketing of websites on search engines
such as Google, Yahoo and Bing by focusing on long-tail keywords which have less
competition.
● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail
of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the
long tail of ad impressions available across niche publishers in the display advertising realm.
Publishers utilize these ad exchange environments, such as Right Media or AdECN, to
efficiently sell display inventory that might otherwise go unsold through direct sales force
operations. As a result, by January 2011 between 20-25% of all US ad spending was derived
from long tail advertisers.[29]](https://image.slidesharecdn.com/marketingimwebsocialmedia-120130032031-phpapp01/75/Marketing-im-Web-Social-Media-44-2048.jpg)
![Will it Blend? 2006-
The campaign took off almost instantly. We have definitely felt an impact in sales. Will it
Blend has had an amazing impact to our commercial and our retail products.[13]
Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "Tom
Dickson is my Homeboy"](https://image.slidesharecdn.com/marketingimwebsocialmedia-120130032031-phpapp01/75/Marketing-im-Web-Social-Media-47-2048.jpg)
Uploaded byThomas N. Burg
Marketing im Web (Social Media)
This document summarizes key aspects of social media and online marketing. It discusses how providing shareable social objects can help brands build momentum and become a reference point. Examples of social objects include photos, videos, profiles and documents shared on platforms like Flickr and Wikipedia. The document also emphasizes the importance of listening to conversations on social media through monitoring tools and engaging by contributing valuable content.
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Marketing im Web (Social Media)
- 1.
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- 3. Das Web (SM) Identität.Netzwerk.Effizienz Thomas N. Burg http://socialware.at burgWeine | Interior Design | Online Strategie http://burg. http://oertel.cc http:/socialware.at cx
- 4. Social Media inPlain English 2008
- 5.
- 6. Wo stehen wir?
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- 17. höchstes Wachstum 55+und männlich
- 20. Online Marketing ist mehrals Social Media Marketing
- 24. schema open graph Semantic Markup microformats
- 29.
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- 32. Social Media ●Lose gekoppelte ● Blogs ● YouTube ● Foren ● IM ●Dicht geknüpfte! ● Facebook ● MySpace ● StudiVZ ● Google +
- 33. Jan Schmidt - Identitätsmanagement -Beziehungsmanagement - Informationsmanagement Hans-Bredow-Institut, Uni Hamburg
- 34. Reife (18 Jahre) ●Werkzeug => Apparat ● Nicht nur besser, sondern neue Konzepte
- 35. 3te Generation ● Wastun Netzwerke? ● Distribution (massenmedial) ● Transaktionen - P2P - (Tel, Fax, Email, Bestellungen) ● Gruppenbildung (Twitter, FB, …)
- 36. Wertschöpfung UGC
- 37. Erfolgreiche Social Media Persönlicher Wert Wert für die anderen. Wert für den Anbieter
- 38. Kollektiver Wert (Wissen, Neugier,Spiel, Bricolage) Events Video Links Foto Soziale Objekte Text Profile Music Orte Produkte & Brands ?
- 39. Organisationaler Wert Ökosysteme für Services um die weitere Daten Datennutzung Daten Geschäftsmodelle um die Daten
- 40. Augmented Social IntelligenceI Individual Personal Tools that mediate the access between Group Data comp. D. Engelbart & Lee Bryant
- 41. Augmented Social IntelligenceII Conversation Knowledge Trust Social Capital Visibility Facilitation
- 42.
- 43. Long Tail Qelle: http://www.gamert.nl Amazon: We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday
- 44. Marketing The drive tobuild a market and obtain revenue from the consumer demographic of the long tail has led businesses to implement a series of long-tail marketing techniques, most of them based on extensive use of internet technologies. Among the most representative are: ● New media marketing: The building and managing of social networks and online or virtual communities to extend the reach of marketing to the low-frequency, low-intensity consumer in a cost effective way, often through blogs, RSS feedsand podcasts.[citation needed] ● Buzz marketing: The strategic use of word of mouth and transmission of commercial information from person to person in an online or real-world environment. ● Viral marketing: The intentional spreading of marketing messages using preexisting social networks, with an emphasis on the casual, non-intentional and low cost, commonly through YouTube videos, viral emails and standalonemicrosites. ● Pay per click and search engine optimization: The marketing of websites on search engines such as Google, Yahoo and Bing by focusing on long-tail keywords which have less competition. ● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the long tail of ad impressions available across niche publishers in the display advertising realm. Publishers utilize these ad exchange environments, such as Right Media or AdECN, to efficiently sell display inventory that might otherwise go unsold through direct sales force operations. As a result, by January 2011 between 20-25% of all US ad spending was derived from long tail advertisers.[29]
- 45. Filter & Attention ●Problem:Information - Overload ●Fakt: Begrenzte Aufmerksamkeit ●Lösung ● Crowdsourcing ● Weblogs etc. ● Soziale Netzwerke
- 46. BEZIEH U EMPFE NGgsnetzwe HLUNG rk snetzw e erke Quelle: http://www.movinghere.org. uk/ Märkte sind Gespräche
- 47. Will it Blend?2006- The campaign took off almost instantly. We have definitely felt an impact in sales. Will it Blend has had an amazing impact to our commercial and our retail products.[13] Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "Tom Dickson is my Homeboy"
- 48. Generation C Content Connectionis King?!
- 49. AlterAktivität ● Community ● Connectedness ●Collaboration ● Creativity
- 50. (Zukünftige) Unterhaltung It’s goingto be fast-paced, bit-sized, and is shifting from broadcast concepts to bi- or even mulitdirectional usage patterns 25% of entertainment (or content) will be created and consumed within peer communites. Nokia Report, A Glimpse of the Next Episode, 2008
- 51. Collaboration Platform Users Emergen Distributed t Network-centric Creation Cumulative
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- 59. B2C2C = MomentumEffect
- 60. om ics don F rien
- 61. pas s al B2C vs. B2C+C2C imp ong act ●Example: Adidas and EA ● $ 1,87-1,19 per purchase intent B2C only ● with momentum effect $ 0,40-0,34 ● 3 times higher value creation ● The latter accounts for 75% of the value creation ● What‘s necessary? ● Give the users something to share; ..... as a symbol & reference point ● Brand = persona (emotional level - brand feeling) ● Be functionally viral ● Conventional communication (Ads, PR)
- 62. Ideavirus! Viral Marketing ● The platform itself plus communication initiaves need to enable the users to do the marketing ● Provide a unique benefit ● (the app) itself needs to support influencers ● Build and maintain a network of influencers
- 63. Never Ending Frieding Fox Interactive Media, 2007 Why On SNs?
- 64. not what socialmedia communities can do for your brand — but what your brand can do for social media communities? Advertisers need to start with this question and work backward to marketing goals. Providing value to social media communities will be the new cost to distribute marketing messages in the social media OS. , Joe http://blogs.mediapost.com/spin/?p=1049 Marchese
- 65. Social media marketingis all about learning to share, contribute and provide value to others in as many different and complementary ways. The better you become at doing this, the greater opportunities to significantly increase your online visibility, authority and reputation. Massimo Burgio, SEO Expert
- 66. Fazit ● Bereitstellung vonteilbaren Objekten (= Sozialen Objekten, Momentum Effect) ● Brand (Organistion) als ein Referenzpunkt
- 67.
- 68. Beispiele Wiki Flickr
- 72.
- 73.
- 74. Was tun? ●Business Intelligence2.0 ● Zuhören (Buzzmonitor) ● Mitmachen (Bereitstellen & Connect)
- 75.
- 76. sm Releanz nachBranche
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- 80. Fazit was undwie SM
- 82.
- 83. Monitoring ● Twitsprout (premiuminkludiert Mitbewerber - beobachtung) ○ Starbucks ○ thobu ● Ubervu (Demo) ○ thobu ○ burgWeine ■ Fanpage ■ Stimmung
- 84. Vaynerchuck - there isno such thing as Social Media
- 85.