What is an email / sales funnel?

With our agency you have the right sparring partner for your ideas. Success at work, happiness in life, dating, relationship, nutrition or even solar systems, house construction and real estate investment – the variety of topics is large.

First of all, the great advantage of an email funnel: automated emails

Especially for coachings, trainings, advanced trainings, which take place digitally, but also for live events, email funnels can be used excellently to turn prospects into buyers. Not only buyers, through further strategies like cross-selling and up-selling, similar products can be sold (cross) and higher priced products (up).

The second major advantage of an email funnel is that once a user has registered with their contact details(opt-in), you can send them information again and again. Automated, segmented and personalized, of course.

Email Funnel Guide: Here’s what you learn

This guide will help you:

• Understanding email marketing
• Understand the email funnel structure
• Examples of automated emails
• Sales of digital products and events

In few sales areas, we can virtually promise success, but in email marketing, especially for coaches, we have first-class references. Not only once, our clients and ourselves were surprised by the results of individual email marketing campaigns. Let’s start with the basics:

Funnel = “optimized sales funnel

An email funnel is an optimized “sales funnel” into which leads (i.e. qualified traffic via social ads or Google Ads, for example) are initiated. Leads can be collected via various sources:

• Internal, for example own website
• External, leads from third parties (such as affiliate partners)

Funnel means that users are first collected with little information, e.g. only their email address, so that the barrier to entry is as low as possible. Through segmentation and personalization, they get to know each individual user (data based) better and better and can accordingly design the offers more and more precisely. You will get to know exactly how this works in a moment!

Infographic: How the funnel works

The “sales funnel”:

• Funnel = funnel
• Traffic = Incoming visitors
• Leads = Successful entries (Opt-In)
• Touchpoints = Individual emails
• Sales = closing or product sale

Advantage Funnel: Direct, automated and personalized

Many people think that email marketing no longer brings the success it once did. But email marketing today is just as effective, even more effective, than ever before, thanks to data tracking.

Click tracking, opening rate: who does what?

Tracking and user data – Especially through technical enhancements, new functions and data analysis (who is doing what), a lot of details can be evaluated nowadays, of which one had no knowledge before. A simple example: Is a link, in a sent e-mail a) clicked or b) not? Every click is registered and the data stored.

The more data they collect about the individual user, the better!

Depending on the action, the email funnel can adapt.

• Email opened with topic X?
• Link to topic X clicked?
• …

10,000 + leads and all automated

No matter if you have 10 leads in your “newsletter list”, 100 leads, 1.000 or even 10.000 leads, the work will not be more, because you work with automated emails. Through the analytics, e.g. click tracking, as just learned, different target groups can be segmented and the address, or even the coaching products offered, increasingly personalized.

Immediately on smartphone and notebook

Emails reach your users directly on their smartphone, tablet or notebook.

This makes email marketing so immediate, who blocks push notifications from their email program on their cell phone? This in turn ensures that the return on investment (ROI) is above average compared to other online marketing measures. This is also shown by our various cases and references in email marketing, for coaches and digital products.

Tip! You don’t want to wait long, but gain more customers directly? Get in touch with our contact persons:

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Advantages at a glance: 5 convincing facts

Let’s recap your email marketing advantages:

1. Automated: Email marketing
2. Relevant: Segmentation
3. Personal: Personalization
4. Direct: Newsletters are direct
5. Particularly high ROI

And this is how it works:

Create email funnel: Basics

You’ve now learned a lot about how to use email funnels and email marketing as a coach for your digital products and events.

Whether high pricing or low budget for the masses. In the following, we would like to show you schematically how such an email funnel works, with its automated emails and processes.

How does a funnel work? The email “machine

As soon as users have registered in your email funnel(opt-in), the “machine” starts. For example, by immediately sending the person a welcome email, perhaps even with a link to a small survey! In the survey, the first segmentation takes place, for example based on areas of interest, so that our user really only gets the messages he or she is interested in!

Right from the beginning, this starts the process of automated emails.

From opt-in to personalization:

1. Double Opt-In -> Data Protection Compliant
2. Survey -> Segmentation
3. Start -> Automated emails
4. Personalization -> Tracking and analysis

Infographic: Email Funnel + AIDA Model

How do you get leads to become customers?

A method goes according to the AIDA model that goes from 1) attention to 2) interest. After that, 3) interest is aroused / desire is awakened and the lead executes 4) the conclusion and / or purchase.

The next step is to move on to up-sells and cross-sells (more on this later).

AIDA model in the email funnel:

Segmentation: After the opt-in

Opt-in means “to enter”. Already in this first step the segmentation of the user can take place.

For example, through the aforementioned links placed within an email and tracked through tracking methods. Another example was the survey tool just mentioned, with which you can get segmentation information directly after registration, such as interests or goals.

Query even more data? That makes sense for your coaching prospects (leads)! Because this way they only get information on the topics that really interest them.

• Segmentation through link tracking
• Segmentation through email open tracking
• Segmentation through survey tool
• …

The goal:

• Does user X like topic Y – yes / no?
• If so, more input on topic Y
• If not, no input on topic Y

Automated emails: pre-planned content and timeframes

After that, you start sending your automated emails. With the first welcome email, but also with all the other prepared emails that are sent again and again in the same rhythm to new leads in the funnel.

The paths of the individual users, the so-called “customer journey,” is planned in advance.

This methodology of automated emails is also great for scaling your coaching products. After you create your email funnel, as described, it doesn’t matter to you if 1 lead has signed up, 100 or 10,000 leads. the path is always the same and leads from your first welcome email to the coaching product (see: infographic sales funnel).

Tips! Later, 3 more example and strategies for automated emails.

Personalization: Segmentation through touchpoints

How an email funnel is personalized little by little, step by step, you have already learned in the course of the article, in segmentation.

This personalization is extremely important, because with each new piece of information, you can go new ways with the individual user. Therefore, such a newsletter funnel does not “only” consist of 20 always the same emails, but of an extensive planning, which takes into account all ways and possibilities. So user X doesn’t like product A, but is perhaps interested in product B. Every single email provides another, so-called “touchpoint”, where you can collect data on the lead.

Practical example: Real estate coaching.

A customer in the field of real estate marketing, has different groups of interested parties. There are so-called 1) “owner-occupiers”, i.e. those who are looking for their dream house, there are 2) “capital investors” who would like to rent out a property but have little equity capital, yet others 3) have inherited and have quickly come into the possession of a lot of money and so on. Depending on this, the approach differs! So if our client knows analysis and reporting, in which status or living environment a person is, emails can be adapted more and more precisely.

The more precisely the approach, the content and also the products offered match a person and their wishes, the higher the chance of closing a sale.

Personalized emails:

Sales: Sell more with cross-sell and up-sell

You also collect information through deals, such as sales.

Users were willing to spend money on a specific coaching topic. No matter whether it was an entry-level product, for example in the form of a PDF or a webinar. A coaching for advanced users, for example in a longer online coaching or even the high-price ticket at live events. The question: What else could interest your buyer? The segmentation and personalization process continues.

Because after the sale, the cross-sell and up-sell begins.

• Sales information flows into personalization
• Cross-sell (similar) begins
• Up-sell (high price) begins

Cross-sell – Cross-selling is the selling of related or complementary products or services based on the products the customer has already purchased (or in which he or she is interested).

Up-sell – Up-selling is the additional offering of higher value products or higher value services.

Extra tip: Sales abort in the shopping cart, what to do?

Reactivation is the magic word when it comes to sales dropouts.

Customers often decide to buy a product, but then abandon it shortly before payment. If they can store, analyze and evaluate such information, it’s worth its weight in gold! After all, a user was already close to buying a product.

We focus on such sales cancellations in particular, since we also serve customers as an e-commerce agency. Let’s say the shopping cart abandonment rate is 12% and can be reduced by 7% by reactivating customers because the email address has already been deposited. This would have a significant effect on direct sales and also on further cross-selling and up-selling products.

Conclusion: Email Funnel for Coaching

We hope that we could bring you closer to the strategies of our agency!

Thus, we attract new customers by actively placingads (Social Ads, Google Ads, Native Ads but also organic SEO), thereby winning Leeds for your funnel and converting them into customers through automated and increasingly personalized emails. Through additional up-sells and cross-sells, the sales, in addition to the actual coaching product, are further increased.

That’s why so many of the great coaches rely on email funnels for lead generation, customer generation, and additional product sales.

Last but not least, we’d like to share three ways you can target key, overarching customer groups through automated emails.

Prospects, new customers and inactive customers

You have already learned a lot about email funnel marketing. Here we would like to show you once again three automated paths, from leads to new customers who have purchased the first product and just met inactive customers who have not yet purchased a second product or have abandoned in the shopping cart. Hot Leads!

1. Interested parties (new leads)
2. New customers (just purchased)
3. Inactive customers (win back)

Automated emails for customer groups, 3 strategies presented:

• 3 Email Funnel Strategies

Cases and references: Agency Services

Do you like the potential of email marketing for coaching, e-learning and coaching events? Then we look forward to receiving your e-mail or your call.

Tip. We design your coaching product

You want a product that really sells?

Whether it’s personality, healing, design thinking, leadership 2.0 for executives or any other area, we work with our clients to develop coaching products that sell! Especially when it comes to the product line, meaning not only the actual core product, but also the entire up-sells around a product, planning is extremely important. Often a coaching product is thought of, but not the entire world around it, especially with higher priced products that can be sold afterwards.

With our agency you have the right sparring partner for your ideas.

Contact and contact person

Here you can find our contact persons and email marketing experts.

• Contact

A look inside our monitoring center:

Managers: imparting experience

On site, our consultant will talk to you about the core objectives, specific to your products / brand. Fashion and fashion, travel and tourism, trend technologies such as e-automobility or even pets, insurance or banking, to understanding and if necessary, to the social media concept. What is a social media consultant? What does a social media agency cost? With consultant / consultant to the social media strategy.

Direct performance instead of testing? Hire our social media agency for your brand

One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

• Marketing consulting
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We are looking forward to your inquiry.

Stephan M. Czaja, Owner

Core analysis: brand / product / target group

Core Analysis – channel, target group and competitor analysis with subsequent consultation and goal setting. Broadly speaking, it’s about making a basic analysis (as-is/target). Where are your social media activities in their current state and what should an optimal target state for your brand and products look like? We bring these findings simply and clearly for you, for managers and employees, into a customized roadmap for implementation.

Roadmap: Strategic / operational guide

Guide – Social media goals and production strategy development, personal and on-site. The roadmap includes concrete action steps, depending on the scope of the consultation, clearly or already elaborated in detail, with strategy, community, ads, etc. On the basis of these checklists, you can expand your performance in social networks. Always with a view to the level of knowledge of employees and / or managers. Simply put: Are we still talking about the “social media marketing mix” (individual social networks) or are we already talking about “dark posts” for social media ads (advertisements) in the consultation?

Strategy: Plan and achieve objectives

Objective – social media concept, production and editorial plan from a single source. From this social media roadmap, you can derive concrete concepts, methods and a social media strategy for your brand or your individual product or product range.

A strategy then includes the following aspects, for example:

• Set goals
• Select platform
• Define target group
• Metrics for verification (KPI)
• Formulate guidelines

Guidelines for employees and agencies

Formulating guidelines means generally applicable rules for all employees and also external agencies (advertising, PR, other consultants, etc.). Guidelines give your social media marketing the right framing for content and community.

Strategy is not only about creatives (creative content), above all it is about planning and implementation. That’s why all goals are always structured according to the well-known Smart Principle. You may already know this from marketing.

Smart means:

• S = Specific
• M = Measurable
• A = Attainable (realizable)
• R = Relevant
• T = Time based (terminated)

Community: management and brand fans

Community – Community management ensures organic reach and creates brand fans. Reading tip: Community Management.

Interaction: content and reactions

Interaction – Within your own community, it’s all about one thing, regular interaction to drive engagement. Simply put, this means regular postings (publications) and subsequent reactions from your community and third parties. Always be mindful of personality and authenticity, because as a brand, it’s not about advertising! Also, reactions from your community should not go unanswered, so value feedback and interact with it, it shows appreciation towards your active community.

Partnerships: Authentic, Reaching New Circles

Partnerships – In order to promote one’s own reach, and thus one’s own attention and interaction at the same time, it is profitable to think about partnerships. For example, through nearby people, such as employees (positive mentions from company parties to recruiting), but also external, for example influencers or cross-industry, e.g. travel companies and insurance companies.

Tools: Software for monitoring

Tools – The use of social media software allows you to measure and review the previously established metrics. In the process, you should not only receive positive feedback, but also negative reactions. Accordingly, preventive, crisis management is also developed – as needed (negative comments to shitstorm).

Content: added value and attention

Content – If you’ve already read our guides on content marketing, you know how important one thing is to us: Giving users added value! As with appreciating responses, all content in content marketing should always be planned to give your community the most value possible. This will make your content relevant and interesting!

Regularity: Constant social media activities

Regular activities – In the last aspect, we will still emphasize that all these findings give up in a regular, consistent work. Because only through, regular, consistent interaction, increases your reach.

Best Practice – For beginners and newcomers who are doing social media marketing for the first time, it is also worth taking a look at best practice projects, content that is already successful. E.g. the most successful YouTube videos or TikTok videos.

Social Media Community Strategy: Checklist

Social media community strategy at a glance:

1. Post regularly
2. Promote commitment
3. Personality and authenticity
4. Give appreciation
5. Partnerships
6. Social Media Tool
7. Crisis management
8. Give added value
9. Regular activities

Social Media Ads: Building Reach

Advertising – campaign switching, paid reach for content, dark posts and evaluation. Read Tip: Facebook Ads.

Advantages of Social Ads

Organic reach is good, paid reach is better! Why? Social networks derive their revenue and profits mainly from selling advertising content. Accordingly, reach doesn’t come “for free.” But don’t worry, social media ads can be used extremely effectively to increase your reach! Especially through targeting and re-targeting.

Create attention: Aida model

But before you can go into the depths of the matter, it’s about one thing above all: generating attention. Did you know that every single user swipes and scrolls several hundred meters through his smartphone every day? Accordingly, you only have a fraction of a second to generate attention from the user. Explained simply and quickly, we use the Aida model for knowledge transfer and implementation in your social media roadmap.

The most important thing is attention. How? An understandable scheme:

• A = Attention
• I = Interest
• D = Desire (need)
• A = Action

Still quickly, explained in advance what targeting and re-targeting mean.

Targeting: placing advertisements, precisely targeted

Targeting – A simple definition would be, targeting people based on data. Targeting is the excellent social media marketing tool.

Surely you’ve heard that social networks are big “data octopuses”. That’s exactly how it is. Social networks know about users’ interests, know your contacts, places of residence and whereabouts, made and also just started search queries (wishes / interests). Facebook alone has an average of over 2,400 parameters per user. You can use this to your advantage!

Example – For example, imagine that you want to reach women between 30 and 34 who travel frequently (change location), are currently interested in travel destinations, and are single. Their ad would be extremely targeted and accurate! This single campaign would then have, for example, media content (texts, photos, videos) that would convey the ideal idea of this target group when it comes to recreation. Very different from men, at the same age. Just as a simple example. Or couples, or families with child, with baby….

Example parameters for advertisement:

• Product: Weekend vacation in Barcelona
• Target group for playout of the advertisement
• Exclusively women
• Age: 30 – 34 years
• Residence: Hamburg, Berlin, Cologne, Düsseldorf, Munich
• Relationship status: Single
• Interest: Travel content (for example, Tui, Ltur or Urlaubspiraten).
• …

You see, an incredibly powerful social media tool to build reach, for your brand or product.

Here is still the quick transition to re-targeting, am simply explained.

Re-targeting: Minimize abandonment rate, increase sales

Re-targeting – Re-targeting deals with the people who have already visited your social media channel, website or online store.

Example – A very simple example would be, a certain user was interested in a trip to Mallorca. However, the purchase was not completed, but was canceled in the shopping cart. Through the targeted tracking (via pixel), this user and his desire can be precisely identified and informed by renewed address (ad), again. This significantly increases the conversion rate (sale), since all persons are adressed again who previously made a sales cancellation. For example, simply due to time constraints.

Instead of switching to a competitor, these users are made aware of your offer again. Whether on Instagram, TikTok, YouTube or also through Google Ads and Native Apps, for example on Google (search results) or also on major magazines and online portals.

Reporting: content, community and campaigns

Evaluation – content, community and campaign analysis with subsequent monitoring and report. Reading tip: Monitoring. Don’t miss any successes or failures! By defining metrics, or key performance indicators, as early as the initial social media strategy, you can measure success. From very simple parameters, such as the number of your fans and followers, to more complex reporting and monitoring, for example for e-commerce.

Again a very big advantage, you can relate individual campaigns, directly to individual sales!

Let’s stay in the travel example, here too you can very well understand the relationship between a single campaign and a single sale. Accordingly, key figures can be calculated, which in turn contribute to optimization. This all happens in regular meetings, with your social media agency or with your internal expert.

Meetings: How does a good agency work? Like this!

Customer communication – Regular appointments with our social media experts for strategy optimization. A small insight Best Practice.

Influencer: referral marketing

Multiplier – Brand advocates and referral marketing are a key tool in social marketing. Reading tip: Influencer Marketing.

Increasing awareness is not only possible through good content, for example content marketing, or through advertisements, i.e. paid reach, but also through brand advocates, influencers. Influencers stand especially for their personality and authenticity. Accordingly, they enjoy the trust of their community and you can use this profitably for your brand or your products.

Events: POS, trade fair & other offline actions

Events – With expertise from food to fashion, we organize influencer events with top media output. Reading tip: Influencer Event. Depending on the size of your company or business, it’s worth thinking not only about online marketing, but also about linking online activities and offline activities. At the POS (point-of-sale), at trade fairs or even through individual campaigns, such as at festivals. Here, too, you can rely on the advice and experience of experts.

Employees: Speakings and workshops

Speaker: Learning from experts

Speakers – Our experts impart their knowledge in a focused manner to your employees or guests. Read Tip! Social Media Speaker.

Workshop: Imparting knowledge in a targeted manner

Advanced training – We bring your employees up to date and accompany you as mentors in social media marketing. Reading tip: Social media workshop. Targeted measures for your employees and individual department? Our workshops are perfect for this, here the content is prepared and conveyed in a targeted manner.

Hire social media agency

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and Global, if you wish.

Love: Everything for the user!

Love – We work on brand fans, not followers. We create presence with attention to detail. Reading tip: Social media agency.

Do you have any questions? We are looking forward to your inquiry.

Contact

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Directly on site, at your premises:

With examples, figures and best practice.

Intensive work = knowledge building.

Feedback on creative pitches from participants.

Jobs: Performance Marketing Pros wanted!

Are you looking for new challenges and creative campaigns and performance campaigns for our clients? We are always on the lookout for new talent to help drive our team and our clients forward – Sky is the limit!

You already have experience? Then send us your application:

• Jobs

Back to Training & Workshops

Ads, Product Placement, Channel Management and Influencer Marketing

Workers in social media marketing are in such high demand because there are hardly any people with experience! Facebook and YouTube are the oldest social networks, barely 15 years old. So the development of social networks is as young as hardly any other sector. However, the construction took a long time and so the social networks have also only in recent years produced their real relevance. But we are by no means at the end of our rope when it comes to methods and strategies in social media marketing. Especially new forms like the influencer marketing reach agencies, customers and advertising campaigns. There is the same problem as in social media management, there are hardly any people with sufficient expertise from the professional world, so that campaigns are planned that promise success. The crux of the matter lies here: Who will surely bring me sales?

Return of invest: Successful Social Media Campaigns Switch

Whoever can calculate the turnover and knows that the ROI (Return of invest [ ROI = Profit/ Investment ]) will be positive is worth gold. If a campaign achieves a profit of 30,000 € from an investment of 10,000 €, then the consideration of investing 30,000 € in another social media campaign in order to achieve a profit of 90,000 € is not far off.

Social Media Analysis in different networks

Social media analysis tools can be used to plan successes and trade fairs. In particular Facebook has a sophisticated advertising system for companies and enterprises. From:

• Retargeting (pixel registers visitors and thus allows targeted advertising to these users) of the target groups or visitors in their own online shop or on blogs and websites up to the
• Creation of look-a-like audience (equivalent to 1% of Facebook users who are most similar to your target group) and
• Demographic filters that allow you to send out exact information according to age, place of residence, interests, etc. but also according to
• Selection of different advertising spaces on Facebook (news stream, messages, sidebar, etc.) and
• A/B tests of individual campaigns to find the most efficient ones

Social media managers need a lot of know-how and ambition to learn

Placing hard skills such as advertising campaigns on Facebook, Instagram and Youtube is an advantage, sure, but social media marketing is about more than just “advertising”. Social networks are a meeting place for the exchange of information with friends and like-minded people. Pure marketing messages disappear in the amount of messages, information, event tips, photos, videos and other advertising. Unique contents are, as in search engine optimization, the A&O in content creation but also in channel management, graphic design and communication with fans and followers. All this you have to know and learn, no talent has ever fallen from the sky, only practice makes and better than others!

That’s why many companies send their employees on further training, courses, further education and retraining so that they can learn from experienced social media managers from all over Germany. Especially when people speak from experience, it is easy to understand how matter works. So many principles and methods are changing in marketing that modern management needs expertise (and experts) in a timely manner.

Why we did our online course for Social Media Managers?

Due to the many requests for Social Media Manager training we thought at the beginning of 2018 that it would be perfect to place a smart online course. At cheap prices, without travel expenses, without having to book a hotel and also the time of communication with various agencies companies is shared. Without cheap sales slogans like “How to make money on Youtube” or “Get rich on the Internet”. We bring real agency skills for beginners and advanced but also intensive courses for professionals who want to educate themselves, such as “Influencer Marketing”.

In our Social Media Manager Online course we want to teach young people how to quickly and easily climb the career ladder through our own experiences. Since there is little competition there, an online course is the easiest way to gain yourself experience. It is about the different networks, Facebook, YouTube, Pinterest, Instagram and of course Twitter.

Community for mutual help and exchange of experience in marketing

In our community I show all beginners the basics of Social Media Management. From individual profile pictures and cover pictures, which must be particularly appealing because they are seen most frequently, to texts in postings. Because there are also different variants here.

• Where do I put my link?
• How do I put it on Facebook, Instagram and YouTube?
• What does it cost to be placed on a blogger?
• Do I bring emoticons with one or not?
• Do I address the users directly?
• I say “you” or I say “you”?

Social media managers ask themselves these and many other questions at the beginning of their careers.

Further management between emotions, target groups and creative content

Later in management, the main focus is on people’s emotions and social mechanics.

• Why is a certain image taken?
• Why is a certain image shared more often?
• Why is this video clicked so often?
• Who should be seen in the video?
• How should our product be placed?
• What does it look like again on the individual social networks between Facebook, YouTube, Pinterest, Twitter and Instagram?

The topics of a real social media manager are very extensive. This broad spectrum of knowledge has made social media managers so valuable to companies, especially when it comes to marketing products and services. Is that it already? No. Social media managers also deal with public relations and brand perception.

Social media managers are not only concerned with cross-media online marketing methods and the dissemination of information for consumers, but also with public relations. Social networks are there to create emotions and so they can also create brand images or change and influence them. Today, social media managers are the best choice for a positive brand image as well as for awareness. Everyone is online!

Most people don’t search the phone book but Google. The phone is always with you. Who is present with its contents in a networks, provides not only for current operational readiness level but also lasting operational readiness level, e.g. by the increase of fans and Followern on the own enterprise channel. Anyone who has learned all these skills will be happy to show this in a certificate for social media managers. Qualifications and certificates are regarded as the basis and guarantee for the knowledge imparted.

Caution! Free certificates are worth nothing in agencies and universities

Online courses that offer a free certificate should not be considered, because the creation of the respective course content is a very complex topic! Particularly the quality of the training is in the foreground. In marketing, large sums are raised to market products, so that the money is justified and the success is later also in relation to the effort, a social media manager must have planned everything carefully before the start of the campaign. Planning is the be-all and end-all in many areas, including social media management.

E-Learning for Social Media Managers and Agencies

E-Learning has become extremely important for many companies in the field of employee training and education. The engagement of coaches and trainers is relatively expensive, especially when it comes to social media experts. On online platforms, on the other hand, you can learn very easily, at any time and from anywhere. Our courses focus on very specific topics. So if you want to advertise your own company Facebook, you will find the right answers here, from the right approach to target groups, to demographic selection and the switching of various split tests to filter the best campaigns.

Likewise, Inlfuencer Marketing is currently one of the biggest topics. The strategies and methods are only known to a few, since it is an extremely new matter in which the first first movers of the advertising agency world are currently still moving. Getting know-how and expertise here is worth its weight in gold. Because the thousands of contact prices in Influencer marketing are far below the usual, which result from advertising campaigns. Especially the placement of services and products, e.g. in magazines, is relatively expensive. Because prints and layouts have to be made beforehand, the delivery has to be coordinated, the magazines have to be delivered, the kiosk or the supermarket has to put them away, register them in the warehouse, sell them and invoice them. This large value chain makes advertising, in the classic sense through magazines and print, so cost-intensive.

Advertising on social networks, on the other hand, is fast, internationally available and online in seconds. Also the A/B test of different campaign models is done just as fast. Who could afford to print a print ad in 5 different magazines, each with five different motifs, and then learn which graphics led to a sale and which did not. No way! Social media managers can do that. That’s why social media managers are worth so much to companies.

Social Media Manager can do that: 100% traceability

Further training in this area promotes one’s own professional career and career opportunities in the company. For companies themselves, it enables higher sales figures and the direct traceability of sales transactions to individual campaigns. This improves the measurement of success and, of course, the optimization of future campaigns by the company.

For all the control of the different tests and campaigns or social networks no own social media agency is needed, it suffices a well trained employee in social marketing who takes the fate of the company into his own hands. We show your employees how it works! The Social Media Manager Online course is also perfect for the self-employed, the perfect complement for social media marketing! With webinars and interesting articles.

Online courses for colleges and universities?

The courses also pay off in the preparation for study courses. But if you want to work actively in marketing, you don’t necessarily have to study. Instead of attending expensive universities, which make profit from a long study, it is worthwhile to learn modern strategies and methods on an online platform with webinars and articles. In the online course you are directly at the latest know-how of an agency in relation to a technical college or university. Universities are often years behind, especially in the media sector. Lecturers have no expertise from the real agency world, but often only an internship and many years of study. Studying helps one but not to survive in the economy. The economy is a “shark tank” with strong players, here one survives not by mere knowledge but by psychological Know How, the feeling for trends and for unconventional ways in addition, the feeling for classical methods and strategies, in the mix with the needs of a modern and constantly changing target group definition, as well as the likewise constantly changing media. The flow of information today is so fast that I can change strategies within weeks. We’ll show you how!

Social Media Manager

Influencer Marketing

Instagram Marketing

Facebook Marketing – reach target groups, build fans and retargeting for ads

We currently have two price recommendations for Facebook Marketing. Independent, online shop or even classic company: Facebook in particular can generate extreme success through targeted advertisements. For Firseure, which place extremely exact local advertisement or Onlineshops, which address exactly the persons, which visited the Shop already (Retargeting). How this works and how you can advertise your Facebook at just 1 cent per click (see Google 2-15 euros depending on industry), learn here:

Facebook Marketing: How to create a Facebook Fanpage

Construct your own fanpage and set it optimally?

Every single company, every self-employed person or every person in public life needs its own fan page on Facebook. There are some things to keep in mind when creating social media channels. It is not only the information or the indication of which industry the own company is from. There are many small steps with which you can optimize your own fan page for your visitors. The longer visitors are on a fan site, the more interesting content they will find here, the longer they will stay on the site. The longer they stay on a fan page and the more they interact with it, the more “important” their own fan page is for Facebook. Ergo, the more reach your company has, the more successful your appearance on Facebook will be.

Users and fans: How to find your target group on Facebook

How do I reach the person I actually want to reach with my advertisements?

In the section “How to find your target group on Facebook” you will learn how to effectively and very structuredly manage advertisements and their target groups on Facebook. You’ll be surprised how accurate targeting on Facebook is! Some details you may already know, as well as the filter option by age of the person or by place of residence. Whether Berlin, Hamburg, Munich or smaller cities in Germany or worldwide. Social Media Marketing Ads bring measurable success.

Of course, the whole thing is much more precise! If you take some time and are interested in the topic, you can quickly learn to send specific products to specific people in order to increase your conversion (CTA) with Facebook Marketing Tools.

Facebook Retargeting for exact advertising to target groups

Retargeting for marketing products? Actually, it’s quite simple. If we were in the city centre, we would address people who visited us in the shop again later, for example by means of an advertising poster. If the visitor has not decided to buy before, he may do so when he sees the product for the second or third time. The highlight: hardly any wastage as with classic banner advertising. In the specific case of social networks, this means that we continue to play advertising on Facebook to visitors to our social media page. Retargeting doesn’t only work on the Facebook fan page, you can also re-play the product on Facebook later to visitors who have viewed a product in the online shop, for example. If you haven’t decided to buy the first time, now is the time!

Social Media Marketing Statistics to measure retargeting success

With Facebook Retargeting you can reach as a very efficient person on Facebook, even more specifically, the person who is already interested in your brand or product. First-class social media marketing statistics can also be created afterwards, for example for the CTA.

• Bigger campaign? Our Influencer Agency
• See our Top Influencers

Lecture: Influencer Marketing & Blogger Relations 2019

In the lecture Influencer Marketing on more than 90 individual slides, the magic but also the mechanism behind the marketing strategy will be discussed. Social networks and the World Wide Web have changed our entire world forever. From stock markets that trade in real time today to real-time communication around the world. The friend calls his girlfriend from Australia, they have a first-class conversation, although she is in the USA. Accordingly, information spreads rapidly. Influencers therefore create large viral effects, viral effects that advertising agencies but also social media agencies want to use profitably for their customers. This is also a great business for the influencers, because they can concentrate fully on their biggest hobby and make it their profession.

Of course, my lecture also deals with the topic of earning money as an influencer. On which network do you earn the most money? How much does a marketing manager have to put aside for a good influencer campaign? Do you prefer to book the one big macro influencer or do you prefer to concentrate on micro influencers? Many questions that social media managers have to deal with, especially when they are studying. Therefore I am always happy to give the young students some input from the entrepreneurial world. Let’s take a look at a small selection of the slides presented in the lecture.

Example slides from the lecture – selection

If you are looking for an influencer marketing speaker, then I would like to give you a few insights into a selection of my slides.

Location: International School of Management (University)

The International School of Management has its headquarters in Cologne at Mediapark. Indirect with lake and close to the city. The perfect place for creativity but also for the classic buy human knowledge. More information about the International School of Management can be found here:

• International School of Management

Influencer Marketing Online Course – now on Youtube (German)

My free online workshop is now available on Youtube. Whole 6 parts about Influencer Marketing. This is part one:

Speaker for Influencer & Social Media Marketing

If you are looking for a speaker for your next university event or your next employee training or further education, please feel free to contact us at any time. We look forward to your call or e-mail! If required, please also send us information about the event as well as the times and general conditions or general information directly.

• Speaker – Booking & Enquiries

Work Shop in Berlin with 150 people, how does it work?

Most companies plan such trainings only for their own employees, these workshops are often staffed with three, four or five people, who can be introduced to the advantages of social media marketing over several hours, but also the methods and the strategy how to achieve these successes. Transferring this concept to a division of 150 people is a challenge. Today we want to give a small insight into the organization of such larger workshops in social media marketing.

Our location is not far from Alexanderplatz, in the direction of Prenzlauer Berg you come directly to the hotel and conference venue Leonardo Royal. Here, in ballroom 3, the participants gathered already in the morning, on time at 8 o’clock it started. Our concept was not to respond to all 150 people but to divide the participants into two larger groups. Group 1 deals in the morning with the topics of social media marketing in the form of a lecture but also in a two-hour group work as well as a pitch, very real at the agency Welt. Let’s take a look at the details of the workshop.

Group training, pitch and presentations in the workshop

As already described, we divided the large number of 150 participants into two groups of 75 participants each. Each group will receive an intensive workshop lasting three and a half hours. This begins with a one-hour presentation on the topic of success in social media marketing, growth figures, but also user numbers and current statistics. These give young social media managers a good insight into the current risks and opportunities that arise with the topic of online marketing and social media. Because of course you have to be honest and not only consider the best success scenario but also the sausage case. All this is part of the work of a good social media manager. In addition to these strategic insights, there are also insights into the Employment Agency. We show how successful content planning is done so that social media channels can be played daily with new content. These are not published live but planned in advance by social media software. In the next step we will deal with one of the new aspects of online marketing, Influencer Marketing.

Influencer Marketing and Strategies for Successful Social Media Management

In addition to the classic and regular, daily postings, the main focus of marketing is always to stay on the ball. The world of social networks is developing extremely fast, quite different from classical marketing, as well as print posters or TV advertising. Social networks emerge, but they also disappear, while on Facebook you could still shine with organic reach a year ago, nowadays reach is only possible through paid advertising. All these shifts must of course be taken into account by the Social Media Manager when it comes to new concepts and strategies. Bloggers in particular must also come into focus, because they are the new reach carriers of the social media. Today, young people aged 16 or 18 reach 100,000 people, in some cases even millions. This reach, compared to established media such as print magazines, which only reach 100,000 people with the highest effort and editorial work as well as journalists. Bloggers achieve the same result with a workload of 0.01%. Of course, bloggers are also becoming more and more aware of their value and influence, which is why social media managers need to prove their skills in negotiations, planning and strategy for such influencer campaigns on YouTube, Instagram or Facebook. In our workshop we deal with all these aspects and show with best practice examples how marketing methods can work and lead to success, for products as well as brands.

Group work, planning of social media campaign

During the group work phase, the participants work in smaller teams on the concrete development of a social media concept for a client that also exists in reality. We often give our participants current projects so that they have a real Best Practice Example for the exercise and not just a fictitious case. In one hour the participants have time to set up their basic planning. A detailed case study, which we will present to you in a short 15-minute presentation shortly before the group work, will help you. On the basis of this case study you can orientate yourself very well and set up your own planning. All in all, the short presentation of the different groups consists of a 3 to 4 page slide. These first address the customer and the USP (unique selling proposition) the product, i.e. the special characteristics that make the product unique and distinguish it from the competition. In the second slide we already deal with the daily content, the daily work of a social media manager. Slide 3 then deals with the conception of a video for YouTube in cooperation with an influencer. Here the storyboard is worked out, i.e. the history of the video but also the influencer selection is compiled on the basis of quality evaluation and calculation.

Presentation phase for the groups, presentation of the strategy

In the presentation phase we give the participants a special kick. Like in the real world, customers often don’t have much time. Therefore, the film should be short and the pitch, i.e. the presentation of the concept, should take place within three minutes. So the different teams compete against each other. The trick is that each brand is presented by two teams. This is a competitive situation, but you can also see in direct comparison what the other group has thought. The other participants can also follow live how the individual concepts were set up and think for themselves.

Evaluation of the presentation and the social media concept by experts

Our speaker as social media expert gives a short evaluation of the overall performance after each individual presentation. Here individual critical points are discussed and taken apart in the entire group, so each individual group can improve and also their presentation. The expert’s assessment also helps to consolidate the participants’ own knowledge. Due to the fast pitch situation, in which each group has only three minutes time, the head is very challenged! You can see different models and different ideas within a very short time. Due to the constant repetition and the focused work, the contents of our advanced training remain with the participants and they can apply their knowledge already on the next day practically in the enterprise.

The practical work in particular plays a very special role in our workshops and further training courses. If you want to learn to be a social media manager, you have to have a high degree of creativity that cannot be learned through theoretical knowledge. Practical work and comparisons as well as the reputation of competitors but also other industries, bloggers or magazines helps your own creativity. Therefore we try to promote thought processes and give impulses through concentrated work, from the beginning and success of social media marketing to practical work in the groups.

The big final presentation, future in social media marketing

To mark the end of the big job, there will be a big final presentation in which we will once again discuss the future of social media marketing. In particular the high growth figures, which do not only result in Germany, every year half a million new users, who register in social media, also world-wide the new registrations are so outstanding that for years not only in the registration numbers registers itself but also in the conversions by Social Media marketing are reached. All these links show that the investment in the further education and training of employees in social media marketing pays off. Berlin companies in particular take care that new concepts are quickly adopted for their own brand or startup due to the large internationality of the city. It doesn’t matter whether you are a start-up or a medium-sized company, the orientation towards new marketing methods is always part of the company philosophy here in Berlin. But other cities are also following suit and focusing more and more on social media marketing, not only in the area of private customers, B2C, but also in the key account business, B2B.

Summary: Social media workshop day

Here once again summarized our procedure:

1. Group training, pitch and presentations in the workshop
2. Influencer marketing and strategies for successful social media management
3. Group work, planning of social media campaign
4. Presentation phase for the groups, presentation of the strategy
5. The big final presentation, future in social media marketing

Social Media Agency Berlin

Are you looking for an agency for your Berlin company? Our social media experts will show you the way to your first social media concept or new concepts for existing social media channels. Success in social networks can be planned, motivated and committed employees, creativity and a sense for customers and communication are important. Because social media marketing is extremely close to the customer, unlike traditional marketing. Customers can also give direct feedback, because they are just as close to them! From the famous shitstorm to the 1 star rating, your employees must be able to deal with every situation. We talk together about the biggest challenges for your Social Media Manager, strategies and possibilities but also contents and know-how, from years of experience. We are looking forward to your call.

Interested in an Instagram Workshop with Social Media One? Our Instagram expert comes into your company so that your employees get know-how directly on site. With a training for your employees, you can keep know-how in your own company and always respond flexibly to events. In stories, postings or even live stories. Click here for more information on our Instagram Workshop.

Instagram channel build: agency strategy

The Company

Definition, Audience and Destination Definition for Instagram

At the start of the training, we talk about knowledge, experience and your previous brand strategy.

• Company
• Network analysis
• Target
• Target definition
• Matrix – Company / Network / Target group
• Social media manager (capacities)
• Definition for SM

Instagram

Network, App and Statistics for Business

In the second part we take a basic look at Instagram. Depending on previous knowledge of the social media manager, this point in the training is more or less intensive.

• Network
• Target
• User Interface
• Statistics
• Story
• Post

Market and Competition

Competition Analysis and Best Practice

What are other industries doing and what are your direct competitors doing? After the check you know the success factors.

• Commerce / E-Commerce
• Campaigns best practice marketing
• Campaigns best practice in your industry
• Competitive analysis

Audience

Combine Audience and Enterprise Analysis

Who buys our products? Who cares about our services? We take a close look at your target audience and potential new target audience.

• Target group analysis
• Matrix – Who are we / who are you?
• Conclusion
• Content Objective

Content

Content Marketing for Instagram: That’s how it works

Content marketing is not a hype! In search engines good content is the A & O but also in social media marketing.

• Content that works
• Value
• Matrix content
• Analyze media content / partners
• Analyze Media Content Internally
• Matrix Media
• Make Media
• Content Planning
• Forecasting

Content Production

What Media Content can we provide for Instagram?

• Technical possibilities
• Financial Opportunities
• Human resources
• Team Integration

Then it’s about value added for users:

• Include users
• Value
• SEO as a subject scout
• Contests
• …

Then we’ll see how existing media can be linked to our Instagram Instagram network:

• Crossmedia and campaign
• POS / Social link
• Own Ideas
• Link Online Shop / Social
• Linking Influencer / Social

Software

Social Media Manager Tools

Btw. For a complete list of tools, see: Social Media Software Recommendation.

• Software overview and tool options
• Content Advance Planning
• Crossmedia content planning
• Automatic Likes
• Social Bot

Advertising

Ads are on Instagram

How do you actually advertise products and services on Instagram?

• The Basics
• Account
• User Interface Power Editor
• Campaign creation
• Campaign Settings
• Split Testing
• Evaluation

Measuring success:

Ads and Tracking for Online Shop

Especially the success measurement is very important for companies and shops. But what options do we have to track the completion and sales on Instagram?

• Pixel creation
• Pixel Integration
• Campaign Vote
• Costs
• Estimate

The detailed planning and strategy for the Instagram Afubau comes right after the workshop!

Instagram Workshop

Depending on the knowledge of the social media managers, a workshop goes up to 8 units. Absolutes Basics is the 1 unit, the brainstorming. Creative input, experience and best practice for your successful start on Instagram. In particular, we are concerned with the definition of all relevant parts of the market (competition, target audience, products, etc.) in connection with media (photos, videos, etc. / foreign material, in-house production, etc.) to a story. Who are we!

Instagram Basic Training for Employees and Social Media Managers

Workshop topic: Creative Session + System for Instagram

Workshop / Brainstorming: 2 x 2h

Number of persons: 3-20 persons

Result:

• Strategy Development
• Know How

Instagram Advanced Workshop for Employees and Social Media Manager

Workshop topic: Creative Session + System for Instagram + Insights

Workshop / Brainstorming: 1 x 2h

Number of persons: max. 3 persons

Result:

• Strategy Development
• Content Model
• Know How
• Advertising or Blogger / Influencer Relations

Contact & Social Media Expert

Interested in a further education of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Building Instagram Channel: The Strategy for Social Media Managers

In the following we want to briefly give a deeper insight into the training. Every workshop is individual – just like your company, your products and your employees. Our social media expert focuses on the most important work steps and makes your employees fit for social media making!

Definition, Audience and Destination Definition for Instagram

Our starting point: Who are you? Already the big sticking point. People love the brand or use the brand. Cf. from the food industry:

• Rewe with 128,000 but only 0.4% interaction<
  see. https://www.instagram.com/rewe/?hl=en

• Oat with 19,300 at 6.7% interaction<
  see. https://www.instagram.com/hafervoll/?hl=en

Are you already in the public eye or is it a start up? The reactions of the users are different. Why is that? We take a look at psychological aspects of the target group.

Network Analysis

• Online Shop
• Social Network Presence
• B2B Marketing
• B2C Marketing
• POS Marketing

Define target group

• Your customers
• New customers in SM

Goal Definition and Benefits

Keyfacts – what do we want to achieve?

• Brand presence
• Brand fans
• New customers

Matrix – Company / Network / Target Group

• Summary of all findings

Social Media Manager in the Enterprise

• Previous knowledge in SM
• Experience in Software
• Image editing in software

Marketing Message Definition (Core Message)

• There are many products that …<
  but we are the only ones …
• There are studies that … / we want to convince, so we bring witnesses – why does XY work?<
  integration of Advocates / Bloggers / Customers

Instagram: The Network

Network Properties

• What makes Instagram / Synergies with your own values
• Joie de vivre, self-affirmation, inspiration, etc.

Audience on Instagram

• Who can we achieve with ours?

App Interface

• What do I need to know from the FF?

Statistics and Evaluation

• How do I read statistics

Story

• What is a story?

Post

• What makes a post?

Market and Competition

Commerce / E-Commerce

• Products that work

Campaigns Best Practice Marketing

• Topics that work

Campaigns Best Practice Food

• Content that works

Competitive Analysis

• Brands that work

Target audience

Audience Analysis

• Demographics

Matrix – Who are we / who are you?

• Combination of your company and Instagram

Conclusion

• Combination of all knowledge

Content Objective

• Which goals do we derive?<
  Which values ​​do we derive?
• What content is required / can we deliver?
• How often do we send messages?
• How do we organize SM everyday life?
• How do we organize media production / third-party content?
• How extensive is space / time and area for production?

Content and Content

Content that works

• Insights from competition and competition

Value

• More than ‘just’ standard
• What are the problems of our followers?
• What needs do you have?
• Which topics can we serve apart from ours?

Matrix Contents

• What can we deliver?
• Analyze media content PR / Partner
• Analyze media content internally

Matrix media self – production

• Link to House / PR / Partner

Create media with Camera and Photoshop

• Photos and collages / equal to “Content Production”

Content Planning for Instagram

• Excel spreadsheet
• Cross media
• Advance planning of postings

Content Production

Depending on the need for self-production of video and photo material

• Photography
• Planning
• Equipment
• Background
• Decoration
• Accessories

If you do not want to produce your own postings, we can help you as an agency with our photo and video production.

Team Integration of Employees

• Fair
• Sale
• Stories

Include User

Generate added value for fans

• Polls
• Training
• POS
• Trade show / Preview and review
• Quicktipps for everyday life
• Tips from the expert
• Customer tips

SEO as Themes and Trend Scout

• Trends
• Current topics
• Evergreens

Competitions +

• User in stories

Crossmedia and Campaign

POS / Social link

• Best practice
• Own ideas
• Packages

Linking online shop / Social

• Best practice
• Own ideas
• Packages

Linking influencer / Social

• Best practice
• Own ideas
• Packages

Software tools for Social Media Manager

Advance planning of postings

• Using Hootsuite

Automatic Likes for non-organic push

• Minimum likes for releases and pubications

Social Bots simply explained

• Setting
• Targeting
• Comment spinning

Advertising

This is about the targeted switching of advertising to returning visitors and new visitors or fans.

Advertising on Instagram

Advertising Account Basics

• Facebook Advertising Account

Advertising account Sign up for Facebook

• Must be logged in first + Advertising account activation

User Interface Power Editor

• Facebook’s Power Editor Basics

Campaign Creation in the Power Editor

• Planning the campaign
• Create the campaign

Campaign Settings for Split Testing

• Playout
• Look-a-like
• Target
• Interest<
  Posts

Split Testing or A / B Tests

• A / B create tests

Evaluation of Clicks and Impressions

• Monitoring
• Conversion Tracking

Contact & Social Media Expert

Interested in a further education workshop of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Click here for the detailed information on our Instagram Workshop.

Let’s take a look at our Youtube Agency. Whether fashion, sports, nutrition, accessories, hotels, agencies or online shops. Service providers and producers are getting more and more involved with Youtube. The waste coverage is low, the target group can directly access further information (shop, newsletter, etc.). But how do you start with Youtube? How often do you post? How to produce content for Youtube? How do you contact bloggers and agencies? We take a look at Youtube from A-Z: How to build a Youtube Channel!

Interested in a Youtube Workshop with Social Media One? Our Youtube expert will come to your company, so that your employees will get know-how directly on-site. With further training for your employees, you can keep know-how in your own company and always react flexibly to events. In stories, postings or even live stories. Click here for more information on our Youtube Workshop.

Youtube channel build: agency strategy

The Company

Definition, Audience and Destination Definition for Youtube

At the start of the training, we talk about knowledge, experience and your previous brand strategy.

• Company
• Network analysis
• Target
• Target definition
• Matrix – Company / Network / Target group
• Social media manager (capacities)
• Definition for SM

Youtube

Network, App and Statistics for Business

In the second part we take a basic look at Youtube. Depending on previous knowledge of the social media manager, this point in the training is more or less intensive.

• Network
• Target
• User Interface
• Statistics
• Videos
• Post

Market and Competition

Competition Analysis and Best Practice

What are other industries doing and what are your direct competitors doing? After the check you know the success factors.

• Commerce / E-Commerce
• Campaigns best practice marketing
• Campaigns best practice in your industry
• Competitive analysis

Audience

Combine Audience and Enterprise Analysis

Who buys our products? Who cares about our services? We take a close look at your target audience and potential new target audience.

• Target group analysis
• Matrix – Who are we / who are you?
• Conclusion
• Content Objective

Content

Content Marketing for Youtube: That’s how it works

Content marketing is not a hype! In search engines good content is the A & O but also in social media marketing.

• Content that works
• Value
• Matrix content
• Analyze media content / partners
• Analyze Media Content Internally
• Matrix Media
• Make Media
• Content Planning
• Forecasting

Content Production

What Media Content can we provide for Youtube?

• Technical possibilities
• Financial Opportunities
• Human resources
• Team Integration

Then it’s about value added for users:

• Include users
• Value
• SEO as a subject scout
• Contests
• …

Then we’ll see how existing media can be linked to our Youtube Youtube network:

• Crossmedia and campaign
• POS / Social link
• Own Ideas
• Link Online Shop / Social
• Linking Influencer / Social

Software

Social Media Manager Tools

Btw. For a complete list of tools, see: Social Media Software Recommendation.

• Software overview and tool options
• Content Advance Planning
• Crossmedia content planning
• Automatic Likes
• Social Bot

Advertising

Ads are on Youtube

How do you actually advertise products and services on Youtube?

• The Basics
• Account
• User Interface Power Editor
• Campaign creation
• Campaign Settings
• Split Testing
• Evaluation

Measuring success

Ads and Tracking for Online Shop

Especially the success measurement is very important for companies and shops. But what options do we have to track the completion and sales on Youtube?

• Pixel creation
• Pixel Integration
• Campaign Vote
• Costs
• Estimate

The detailed planning and strategy for the Youtube Afubau comes right after the workshop!

Youtube Workshop

Depending on the knowledge of the social media managers, a workshop goes up to 8 units. Absolutes Basics is the 1 unit, the brainstorming. Creative input, experience and best practice for your successful start on Youtube. In particular, we are concerned with the definition of all relevant parts of the market (competition, target audience, products, etc.) in connection with media (photos, videos, etc. / foreign material, in-house production, etc.) to a story. Who are we!

Youtube Basic Training for Employees and Social Media Managers

Workshop topic: Creative Session + System for Youtube

Workshop / Brainstorming: 2 x 2h

Number of persons: 3-20 persons

Result:

• Strategy Development
• Know How

Youtube Advanced Workshop for Employees and Social Media Manager

Workshop topic: Creative Session + System for Youtube + Insights

Workshop / Brainstorming: 1 x 2h

Number of persons: max. 3 persons

Result:

• Strategy Development
• Content Model
• Know How
• Advertising or Blogger / Influencer Relations

Contact & Social Media Expert

Interested in a further education of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Building Youtube Channel: The Strategy for Social Media Managers

In the following we want to briefly give a deeper insight into the training. Every workshop is individual – just like your company, your products and your employees. Our social media expert focuses on the most important work steps and makes your employees fit for social media making!

Definition, Audience and Destination Definition for Youtube

Our starting point: Who are you? Already the big sticking point. People love the brand or use the brand. Cf. from the food industry:

• Rewe with 128,000 but only 0.4% interaction<
  see. https://www.instagram.com/rewe/?hl=en

• Oat with 19,300 at 6.7% interaction<
  see. https://www.instagram.com/hafervoll/?hl=en

Are you already in the public eye or is it a start up? The reactions of the users are different. Why is that? We take a look at psychological aspects of the target group.

Network Analysis

• Online Shop
• Social Network Presence
• B2B Marketing
• B2C Marketing
• POS Marketing

Define target group

• Your customers
• New customers in SM

Goal Definition and Benefits

Keyfacts – what do we want to achieve?

• Brand presence
• Brand fans
• New customers

Matrix – Company / Network / Target Group

• Summary of all findings

Social Media Manager in the Enterprise

• Previous knowledge in SM
• Experience in Software
• Image editing in software

Marketing Message Definition (Core Message)

• There are many products that …<
  but we are the only ones …
• There are studies that … / we want to convince, so we bring witnesses – why does XY work?<
  integration of Advocates / Bloggers / Customers

Youtube: The Network

Network Properties

• What makes Youtube / Synergies with your own values ​
• Joie de vivre, self-affirmation, inspiration, etc.

Audience on Youtube

• Who can we achieve with ours?

App and Desktop Interface

• What do I need to know?

Statistics and Evaluation

• How do I read statistics

Post

• What makes a post?

Market and Competition

Commerce / E-Commerce

• Products that work

Campaigns Best Practice Marketing

• Topics that work

Campaigns Best Practice Food

• Content that works

Competitive Analysis

• Brands that work

Target audience

Audience Analysis

• Demographics

Matrix – Who are we / who are you?

• Combination of your company and Youtube

Conclusion

• Combination of all knowledge

Content Objective

• Which goals do we derive?<
  Which values ​​do we derive?
• What content is required / can we deliver?
• How often do we send messages?
• How do we organize SM everyday life?
• How do we organize media production / third-party content?
• How extensive is space / time and area for production?

Content and Content

Content that works

• Insights from competition and competition

Value

• More than ‘just’ standard
• What are the problems of our followers?
• What needs do you have?
• Which topics can we serve apart from ours?

Matrix Contents

• What can we deliver?
• Analyze media content PR / Partner
• Analyze media content internally

Matrix media self – production

• Link to House / PR / Partner

Create media with Camera and Photoshop

• Photos and collages / equal to “Content Production”

Content Planning for Youtube

• Excel spreadsheet
• Cross media
• Advance planning of postings

Content Production

Depending on the need for self-production of video and photo material

• Photography
• Planning
• Equipment
• Background
• Decoration
• Accessories

If you do not want to produce your own postings, we can help you as an agency with our photo and video production.

Team Integration of Employees

• Fair
• Sale
• Stories

Include User

Generate added value for fans

• Polls
• Training
• POS
• Trade show / Preview and review
• Quicktipps for everyday life
• Tips from the expert
• Customer tips

SEO as Themes and Trend Scout

• Trends
• Current topics
• Evergreens

Competitions +

• User in stories

Crossmedia and Campaign

POS / Social link

• Best practice
• Own ideas
• Packages

Linking online shop / Social

• Best practice
• Own ideas
• Packages

Linking influencer / Social

• Best practice
• Own ideas
• Packages

Software tools for Social Media Manager

Advance planning of postings

• Using Hootsuite

Contact & Social Media Expert

Interested in a further education workshop of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Click here for the detailed information on our Youtube Workshop.

• Facebook Marketing Online Course
• Facebook Ads for only 1 cent per click
• Influencer Marketing Online Course
• Social Media Manager Online Course

Influencer Marketing Online Course: Overview of Topics

1. Definition, Development, Youtube, Facebook & Instagram
2. Blogger Relations? Advantages and disadvantages of the method
3. Social media software tools for post scheduling and followers
4. KPIs (key performance indicators), goals and planning of the social media campaign
5. Quality and quantity of bloggers and interaction
6. Briefing, forecasts, contact establishment and monitoring
7. Certificate Test Influencer Marketing Instagram

Below the videos you can find the whole guide again as an article with more tips and info. Social Analytics cooperates with well-known universities, our guide is also an excellent template for students and universities. Excerpts must be marked © Stephan M. Czaja, 2018

Online Course #1: Influencer Marketing Basics

First, an overview of the various topics and focuses of the two-hour tutorial.

Introduction to Influencer Marketing: Definition, Development and Risk Assessment

1. Definition
2. Development of social networks / social value
3. Social Network Ranking, Values of the Networks
4. Classification and categories
5. Advantages Influencer Marketing
6. Risks

Software Support Basics: Smart Tools for Agencies

1. Hootsuite / Screencast
2. Social Analytics / Screencast
3. Instazood / Screencast

Create an Influencer Concept: Here’s how

1. Definition of objectives
2. Possible applications / SA Hashtag Analyser
3. Qualitative and quantitative attributes of the influencer
4. Influencer Search / SA Research / SA Manager
5. Briefing for the Influencer
6. Contact
7. Contract
8. Settlement
9. Offers for agencies / SA campaign planners
10. Monitoring / SA Monitoring
11. Conclusion

Definition of Influencer Marketing: Influence

First, the free video tutorial is about defining influencer marketing. A definition of influencer marketing is in very short form, the influence of people through multipliers. Influencers can be many people, not just bloggers who are currently on everyone’s lips. Influencers are also journalists, politicians, athletes, musicians, actors and many other people. But what is important is that they influence other people through their targeted publication. Those aged 14 to 19 have a particular affinity for influencers. Last year, over 50% bought a product based on a blogger’s recommendation. This shows the extreme impact with young target groups. However, 33% of the 20 to 29 year olds have also decided to buy a product, only because of the recommendation of a blogger. Likewise, it is still 25% among 30 to 39 year olds. However, influencer marketing is not only very efficient with private individuals, 95% of editors also start their search on the Internet and in social media. If you have a presence on social networks such as YouTube, Facebook and Instagram, you will not only be noticed by private individuals, but also by the media. This further increases the reach. Read more about our Instagram agency.

Influencer marketing

• Influence
• Especially teenagers
• Recommendation, evaluation Opinion
• High credibility

Influence

• 92% trust recommendations from people
  (even if they don’t know them)
  also PR:
• 95% of editors use search engines for research

Development of social networks / social value

Understanding the evolution of social networks in principle is an important tool to be successful influencer marketing of the modern media mix. In the video tutorial I talk about the first pioneers: forums, eBay and MySpace. All the way to modern media and the social influence that emanates from social networks and the extremely fast dissemination of information.

• Forums and pioneers like Ebay
• First communities (Myspace) and data transfers (Napster)
• The Web 2.0: Constant networking
  Social networks have revolutionized the entire world
• Bloggers and opinion leaders
• Social commerce: recommendation buying

Social networks in comparison: Big 3

The big three social networks (almost) all have one billion users. Facebook and YouTube have long had more than one billion active users, Instagram will make it this year. On Facebook, 19 million people are active visitors every day, from Germany alone. This means that one third of Germans are on Facebook every day. YouTube is the number one source of information for entertainment but also for helpful and educational videos. Instagram is establishing itself as the biggest social network in the world. We take a look at the big three, their user numbers and the opportunities that open up for influencer marketing but also general online marketing for companies and agencies.

Facebook: Over 1.5 billion users

• 31 million users
  19 million active now day
• Overlay of news, groups, pages
• Viral groups as an alternative
• Advertising as a must
  Even advertising played out slowly, overlay

Youtube: Number one for videos and entertainment

• 4 – 8 million frequently / regularly depending on survey
• Long-term placement / call-offs
• High involvement
• SEO aspect

Instagram: Trendsetter of the networks

• 15 million users active every month
• People under 15 years old over 30 min daily
• Daily entertainment
• Cheap compare Youtube / FB Ads

Classification and categorization of bloggers

Micro, nano and the “normal” influencers: Can you really classify them? We take a critical look at the classification and categorization of influencers. Using a simple example, I show how differently you can classify reach. I also take a clear classification and talk about what real (!) reach influencers have on the social network Instagram. So that companies that start with influencer marketing have an honest and comprehensive overview.

• Relevance
• 5-10k are micro
• 10-100k
• 100k+ can become idols
• 1M+ Stars

Most popular are:

• Top Germany (Soccer, Youtuber, Lisa and Lena)
• Normal influencers (fashion, lifestyle, sports)

Categories that make up 99% of the content on Instagram

• Fashion, Biggest Topic
• Music
• Food
• Travel
• Fitness
• Beauty
• Accessories
• Pet

Advantages Influencer Marketing

The advantages of influencer marketing are obvious and have already been clearly highlighted in the last sections. Influencer marketing not only has a significantly lower CPM, i.e. thousand-contact price, which is used as a general comparison factor for campaigns in the media industry. Influencer marketing enables honest referral marketing on a whole new level. The first big companies and international firms are testing the first campaigns, influencer marketing is still new for many! Yet there is already a lot of expertise and also many best practice examples that show how successful influencer marketing can be as a method and strategy for marketing.

Advantages of the method of marketing through bloggers

• Desired target group
  No Adblock
  No control
  Exact target group (data influencer)
• Influencer marketing is credible<
  Bridging the distance to the consumer
• High ranges<
  Pamela Reif 3.3m
  Vogue 200K, 10%
  Paola Maria 5.4 m
• Promising success
  In 2017, 50% of 14-19 year olds bought a product through an influencer recommendation

Purchase decision by age group

• 50% – 14-19 years
• 33% – 20-29 years
• 24% – 30-39 years
• 10% – 40-49 years
• 7% – 50-59 years or 3% 60 years +

Risks of the strategy

• Offensive advertising does not work
  Solution: Product placement or storytelling
• Dizziness with range
  Solution: Engagement / interaction as hard currency

Software support: Automatic is much better

Software support and social media tools are essential for online marketers. They help manage day-to-day tasks, especially the ones that take up a lot of time and can be organized through smart planning ahead. Whether it’s the topic of content, influencer search, or even the bots so many have mentioned. On the topic of Instgram bots, we have another fascinating article here: Fake! Instagram Bots: How It Works. We take a look at three important social media tools that help agencies and companies expand their own reach. In particular, we’re talking about organic growth, because organic growth is valuable. Those who generate true brand fans will also benefit in the future. Let’s now take a look at the individual tools.

Hootsuite / Content planning for all networks

Hootsuite helps in scheduling content in advance whether it’s photos or videos, with this software you can easily put content on different days in the future. In the video tutorial I show how to publish posts automatically. This saves you an extreme amount of time and you can do all your social media planning for a week, for 14 days for a month or even for a quarter in a single day or even in a few minutes.

Of course, in the video tutorial, you’ll also see how to set up Hootsuite and how to set up different streams to monitor your social media channels from Facebook to Instagram, YouTube and Twitter.

• Pre-scheduling content for different networks
• Streams facilitate access to posts, scheduled posts, fans, interactions, etc.
• Create social networks in seconds

Social Analytics / Influencer Marketing Manager

Social Analytics is the first software tour to combine all the requirements that a social media manager has for influencer management. From the search, so that you discover the perfect influencer for customers or for your own brand, to management in different groups and constantly updated data. Additionally, the campaign planner helps to create different offers and also AB tests. With the monitoring, you can create clear evaluations at the end and also check the success of the campaigns.

• Influencer Research (search by country, city, etc.) and the Influencer Report (profile and analysis)
• Influencer List for management, grouping and always up-to-date data
• Campaign manager for fast processing of requests and offers (with forecasts)
• Posting monitoring for success analysis and evaluation of campaigns and influencers
• Hashtag Analyser examines millions of posts and shows you the most successful influencers and posts for a hashtag
• Toplist Creator for Trend Content and Search Engine Optimization as an extra for our customers!

Instazood / This is what one of those “social bots” looks like

The topic of social media bots is very interesting for many and we get many inquiries about this topic. That’s why I wanted to introduce you to one of these social bots for Instagram. With Instazood you can automatically post likes and comments or follow people (not recommended). We briefly show how to use such a bot, how to set it and what are the advantages and disadvantages of social media bots.

• Everyone talks about bots: what are bots?
• How does a social bot work?

Influencer concept: planning a social media campaign

The conception of the influencer concept for our upcoming campaign will now really be the biggest chunk! Here it’s all about the big questions and the very small ones. Starting with the definition of the target group to the customer needs to the various goals and KPIs that we ultimately need to measure the success of our campaign. We need to ask ourselves questions about the quality of the influencer but also about the quantitative benefits. Likewise, we need to think about what services we expect from the influencer and what services the influencer can expect from us. In the video we go through each step slowly and show how to set up your own influencer marketing campaign.

Definition of the goals for the marketing concept

Strategy Overview: Definition, needs, goals and issues

• Definition of the target group / customer needs
• Identification of topics, keywords and channels
• Identification of the influencers
• Targets and KPIs
• Influencer analysis

Campaign process and important questions

• What do you want to achieve with your campaign or influencers?
• What do you want influencers to do for your brand?
• What does the individual influencer get out of it / in return?
• Who should contact influencers, when and how?

Calculating reach: How to calculate impressions

• Calculate impressions<
  Impressions of a posting = number of followers / 1.52
  Impressions of a story = number of followers / 27.46

Comparison of success with ROI (Return of Invest)

• ROI = Revenue generated / Investment for Sponsored Post<
  2.5 = 250 turnover / 100 investment
• Heavy on Instagram, just a link
• Tracking through codes

Possible uses and hashtag analyzer

Whether it’s an advertising agency, online marketing or social media agency. Not everyone can afford the luxury! Many brands take their social media management into their own hands and then have to set up good campaigns with less expertise. This all requires creative ideas, ideas don’t fall from the sky of course. In China, they say copying is the highest form of recognition. If you haven’t created a lot of social media content yet, you should definitely seek inspiration from around the world. There are great campaigns in the US, Canada in France or in Spain. Before you rack your brains for weeks, it helps to take a look at the competition or competitors. You can also take campaigns from other industries and adapt them to your own industry. From the advertising effect to the emotionalization to the creativity, we discuss all this in our video tutorial and show how you can come up with your own creative content for Instagram.

Effect of Influencer Campaigns

• Reach and attention
• Increase in brand awareness
• Emotionalization
• Interaction

Forms of advertising: Planning content with bloggers

• Product presentations
• Product recommendations
• Unboxing
• Hashtag setting
• Products (clothing) “wear
• Direct sales (affiliate marketing)

Competitor analysis and ideas

• Channels on IG
• Or hashtag analyzer

Qualitative and quantitative attributes of the influencer

How would you start your influencer campaign? Do you want to work with a specific influencer or…? not quite, you want reach! So the first thing is to identify the target audience you want. Who do we want to reach? Only then do we think about the means.

After we have already checked off this step in our first idea generation in the campaign planning, it is now a matter of finding the perfect influencer for our advertising measure! We not only look at the qualitative characteristics, i.e. what does the channel look like, how old is the influencer, in which region does he or she live, we also look at the quantitative characteristics of a blogger. Here we are talking in particular about likes, comments, fans and the interaction rate. Especially the interaction rate or engagement rate, plays a crucial role in the evaluation of an influencer. Later we will take a closer look at the interaction rate, but first the qualitative and quantitative characteristics of influencers.

Qualitative characteristics of bloggers

• Characteristics from “Influencer identification”.
• Gender, age, look, interests, amount of influencers, min/max. Followers
• Whose target group is A&O

Quantitative characteristics of bloggers

• Number of followers
• Number of comments
• Number of likes and shares
• Focus: Engagement and interactions<
  Engagement Rate = Number of Followers / ( Likes + Comments * 2 )

Interactinosrate as a quality factor

The interaction rates differ extremely, but depending on the network, you can make a rough estimate of what the interaction rate is on average, depending on the number of fans. For Instagram, the following values have been found to be striking, in the analysis of bloggers. If you study the individual channels and the respective data, you can determine a large field of influencers who are at certain values. We have summarized all the values once, so that even beginners know directly which values are acceptable and which are not. This value is especially important for pricing, i.e. for the final costs of an influencer campaign.

• Up to 50,000 fans from 8-20% (top 25, 30%; average 8-12%)
• 50.000 – 100.000 Fans from 6-14%
• 100,000 – 500,000 fans from 5-11%.
• 500.000 – 1.000.000 Fans from 4-9%
• 1.000.000 – 5.000.000 Fans from 2 -6%
• 5.000.000 – 10.000.000 Fans from 1-4%

Influencer Search with Social Analytics

Until now, companies and agencies spend hours in Excel spreadsheets to search for influencers, to enter new ones or simply to update data. The search wastes a lot of time and with every new search, you have to fall back on old data or start searching again. With Social Analytics this changes, here you can find bloggers with just a few clicks! Categorized by country, city or even topic. With such analytics, the influencer search is very simple!

• Find Influencers with the Research Tool from Social Analytics
• Cities, countries, categories: All in one overview
• Influencer Management and Groups

Influencer briefing: here we go!

Before we contact our blogger, we draft our briefing. In this briefing, i.e. in the request, are all the important details that our blogger needs to know so that he can make his own assessment of whether the campaign is interesting for him or not. In the briefing we record all the important data, not only general, such as contact details, but also the content of the advertising campaign, the respective media usage, the channels and much more information. In the free online video tutorial, we look in detail at each step and explain what should be in a complete influencer briefing before contacting them.

• Contact details<
  Company, contact person, e-mail, phone
• Campaign data<
  Customer, Content
• Tasks of the Influencer (Digital)<
  Postings, Stories, Videos, Presence

/// TIP – bracket

• Tasks of the Influencer (Offline)<
  Preparation, training, store visits
• Frequency<
  One-time, regular, term / cancellation?
• Media usage<
  Countries, language regions, duration
• Contents of the postings<
  Representation of the mark, marking, mention
• Use<
  Influencer, Client, PR / Press, Third Party

Contacting bloggers and influencers

One of the absolute most common questions we’ve gotten is how do I actually contact an influencer? People who have 100,000 or 200,000 fans on a social network alone, many don’t “like” to write to. Why? Of course, you know they get a lot of requests. Every day, 20, 30 emails come with requests. Some are serious, others not so much. Many bloggers open their emails at night, because they do your management themselves.

What’s the big secret to getting a response? In a nutshell, it’s about showing the influencer that you want to work with him or her. Also, he or she needs a detailed briefing so that the influencer sees that this is a professional request. The video shows how this works!

General behaviour for making contact

• Via e-mail, short and sweet
• Do not put pressure on
• Take criticism seriously
• Personal dialogue
• Record content and ideas
• Show interest in contributions
• Like, comment on the blogger’s posts

Offer added value and show interest

• Exclusive offers
• Unpublished information
• For profiling in your own community

Create contract and agreements

• Basis: Briefing of the Influencer

Processing from posting to payment

• Influencer posts photos / videos
• Influencer stores media (posts, stories, etc.)
• Send media data (monitoring)
• Payment

Offers for agencies: Make predictions quickly and easily

How do you quickly and easily create offers in different variations for customers? Especially for agencies, our social analytics campaign planner is extremely interesting. Even without much experience, offers can be professionally calculated with predicted reach or impressions. Likewise, for each individual campaign that is tested, the various likes and comments are predicted. Customers can thus be sent a quick assessment and also quickly build different campaigns to run them against each other in the test. The customer can then decide on one of the packages.

• Campaign planning and prediction of reach, likes, comments
• Pricing of postings and stories

Monitoring to measure the success of influencer campaigns

Every professional campaign needs monitoring. Monitoring is the ultimate measurement of success and the final decision whether a campaign was successful or not. A decision that is made based on the available numbers and data. Statistical surveys are very difficult and require an extremely large amount of time in agencies and companies. We ourselves have met agencies that have staff who are on Instagram for two hours every evening, trawling through various channels of influencers that you work with. Then individual images are viewed, searched by hashtag for tags and everything seen is neatly noted in an Excel spreadsheet. After that, more screenshots are taken, saved. All this data needs to be collected again a week later to give the client meaningful data on the success of the campaign, every week, every month or even every day. So monitoring is extremely important.

With social analytics, monitoring is one of the core pieces of the software! Here you can quickly and easily provide customers with analyses, not just once, but individually, with your own time period, hashtags and tags.

• Influencer grouping for monitoring
• Parameter input (mention, mark in image and hashtags)

Conclusion

Influencer marketing has absolutely proven itself as a method and strategy in online marketing. International companies rely on it and more and more German companies also rely on influencer marketing. Statistics, studies and, of course, best practice examples from the big companies show how successful it is! Social Analytics makes it possible for the first time that every company can do Influencer Marketing for themselves. With their own search, their own management and their own monitoring. Influencer marketing offers extremely many benefits, from credibility to high reach and extremely accurate targeting. For companies and agencies, social media has become one of the great marketing tools and Instagram in particular, shows what opportunities companies have to achieve great economic success, with creative campaigns and well-planned content.

• Desired target group
• Influencer marketing is credible
• High ranges
• Promising success
  In 2017, 50% of 14-19 year olds bought a product through an influencer recommendation
• Social analytics supports the entire process

Get started now! Learn more about Social Analytics here.

Let’Let’s take a look at our Facebook Agency strategy. How do you plan the successful launch of your own Facebook channel? Whether fashion, sports, nutrition, accessories, hotels, agencies or online shops. Service providers and producers are increasingly entering Facebook. Scattering losses are low and the target group can directly access further information (shop, newsletter, etc.). But how do you start with Facebook? How often do you post? How do you produce content for Facebook? How do you get in contact with bloggers and agencies? We take a look at Facebook from A-Z: How to Build a Facebook Channel!

Interested in a Facebook Workshop with Social Media One? Our Facebook expert comes into your company so that your employees get know-how directly on site. With a training for your employees, you can keep know-how in your own company and always respond flexibly to events. In stories, postings or even live stories. Click here for more information on our Facebook Workshop.

Facebook channel build: agency strategy

The Company

Definition, Audience and Destination Definition for Facebook

At the start of the training, we talk about knowledge, experience and your previous brand strategy.

• Company
• Network analysis
• Target
• Target definition
• Matrix – Company / Network / Target group
• Social media manager (capacities)
• Definition for SM

Facebook

Network, App and Statistics for Business

In the second part we take a basic look at Facebook. Depending on previous knowledge of the social media manager, this point in the training is more or less intensive.

• Network
• Target
• User Interface
• Statistics
• Post
• Videos

Market and Competition

Competition Analysis and Best Practice

What are other industries doing and what are your direct competitors doing? After the check you know the success factors.

• Commerce / E-Commerce
• Campaigns best practice marketing
• Campaigns best practice in your industry
• Competitive analysis

Audience

Combine Audience and Enterprise Analysis

Who buys our products? Who cares about our services? We take a close look at your target audience and potential new target audience.

• Target group analysis
• Matrix – Who are we / who are you?
• Conclusion
• Content Objective

Content

Content Marketing for Facebook: That’s how it works

Content marketing is not a hype! In search engines good content is the A & O but also in social media marketing.

• Content that works
• Value
• Matrix content
• Analyze media content / partners
• Analyze Media Content Internally
• Matrix Media
• Make Media
• Content Planning
• Forecasting

Content Production

What Media Content can we provide for Facebook?

• Technical possibilities
• Financial Opportunities
• Human resources
• Team Integration

Then it’s about value added for users:

• Include users
• Value
• SEO as a subject scout
• Contests
• …

Then we’ll see how existing media can be linked to our Facebook Facebook network:

• Crossmedia and campaign
• POS / Social link
• Own Ideas
• Link Online Shop / Social
• Linking Influencer / Social

Software

Social Media Manager Tools

Btw. For a complete list of tools, see: Social Media Software Recommendation.

• Software overview and tool options
• Content Advance Planning
• Crossmedia content planning
• Automatic Likes
• Social Bot

Advertising

Ads are on Facebook

How do you actually advertise products and services on Facebook?

• The Basics
• Account
• User Interface Power Editor
• Campaign creation
• Campaign Settings
• Split Testing
• Evaluation

Measuring success:

Ads and Tracking for Online Shop

Especially the success measurement is very important for companies and shops. But what options do we have to track the completion and sales on Facebook?

• Pixel creation
• Pixel Integration
• Campaign Vote
• Costs
• Estimate

The detailed planning and strategy for the Facebook Afubau comes right after the workshop!

Facebook Workshop

Depending on the knowledge of the social media managers, a workshop goes up to 8 units. Absolutes Basics is the 1 unit, the brainstorming. Creative input, experience and best practice for your successful start on Facebook. In particular, we are concerned with the definition of all relevant parts of the market (competition, target audience, products, etc.) in connection with media (photos, videos, etc. / foreign material, in-house production, etc.) to a story. Who are we!

Facebook Basic Training for Employees and Social Media Managers

Workshop topic: Creative Session + System for Facebook

Workshop / Brainstorming: 2 x 2h

Number of persons: 3-20 persons

Result:

• Strategy Development
• Know How

Facebook Advanced Workshop for Employees and Social Media Manager

Workshop topic: Creative Session + System for Facebook + Insights

Workshop / Brainstorming: 1 x 2h

Number of persons: max. 3 persons

Result:

• Strategy Development
• Content Model
• Know How
• Advertising or Blogger / Influencer Relations

Contact & Social Media Expert

Interested in a further education of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Building Facebook Channel: The Strategy for Social Media Managers

In the following we want to briefly give a deeper insight into the training. Every workshop is individual – just like your company, your products and your employees. Our social media expert focuses on the most important work steps and makes your employees fit for social media making!

Definition, Audience and Destination Definition for Facebook

Our starting point: Who are you? Already the big sticking point. People love the brand or use the brand. Cf. from the food industry:

• Rewe with 128,000 but only 0.4% interaction<
  see. https://www.instagram.com/rewe/?hl=en

• Oat with 19,300 at 6.7% interaction<
  see. https://www.instagram.com/hafervoll/?hl=en

Are you already in the public eye or is it a start up? The reactions of the users are different. Why is that? We take a look at psychological aspects of the target group.

Network Analysis

• Online Shop
• Social Network Presence
• B2B Marketing
• B2C Marketing
• POS Marketing

Define target group

• Your customers
• New customers in SM

Goal Definition and Benefits

Keyfacts – what do we want to achieve?

• Brand presence
• Brand fans
• New customers

Matrix – Company / Network / Target Group

• Summary of all findings

Social Media Manager in the Enterprise

• Previous knowledge in SM
• Experience in Software
• Image editing in software

Marketing Message Definition (Core Message)

• There are many products that …<
  but we are the only ones …
• There are studies that … / we want to convince, so we bring witnesses – why does XY work?<
  integration of Advocates / Bloggers / Customers

Facebook: The Network

Network Properties

• What makes Facebook / Synergies with your own values
• Joie de vivre, self-affirmation, inspiration, etc.

Audience on Facebook

• Who can we achieve with ours?

App and Desktop Interface

• What do I need to know

Statistics and Evaluation

• How do I read statistics

Post

• What makes a post?

Market and Competition

Commerce / E-Commerce

• Products that work

Campaigns Best Practice Marketing

• Topics that work

Campaigns Best Practice Food

• Content that works

Competitive Analysis

• Brands that work

Target audience

Audience Analysis

• Demographics

Matrix – Who are we / who are you?

• Combination of your company and Facebook

Conclusion

• Combination of all knowledge

Content Objective

• Which goals do we derive?<
  Which values ​​do we derive?
• What content is required / can we deliver?
• How often do we send messages?
• How do we organize SM everyday life?
• How do we organize media production / third-party content?
• How extensive is space / time and area for production?

Content and Content

Content that works

• Insights from competition and competition

Value

• More than ‘just’ standard
• What are the problems of our followers?
• What needs do you have?
• Which topics can we serve apart from ours?

Matrix Contents

• What can we deliver?
• Analyze media content PR / Partner
• Analyze media content internally

Matrix media self – production

• Link to House / PR / Partner

Create media with Camera and Photoshop

• Photos and collages / equal to “Content Production”

Content Planning for Facebook

• Excel spreadsheet
• Cross media
• Advance planning of postings

Content Production

Depending on the need for self-production of video and photo material

• Photography
• Planning
• Equipment
• Background
• Decoration
• Accessories

If you do not want to produce your own postings, we can help you as an agency with our photo and video production.

Team Integration of Employees

• Fair
• Sale
• Stories

Include User

Generate added value for fans

• Polls
• Training
• POS
• Trade show / Preview and review
• Quicktipps for everyday life
• Tips from the expert
• Customer tips

SEO as Themes and Trend Scout

• Trends
• Current topics
• Evergreens

Competitions +

• User in stories

Crossmedia and Campaign

POS / Social link

• Best practice
• Own ideas
• Packages

Linking online shop / Social

• Best practice
• Own ideas
• Packages

Linking influencer / Social

• Best practice
• Own ideas
• Packages

Software tools for Social Media Manager

Advance planning of postings

• Using Hootsuite

Automatic Likes for non-organic push

• Minimum likes for releases and pubications

Social Bots simply explained

• Setting
• Targeting
• Comment spinning

Advertising

This is about the targeted switching of advertising to returning visitors and new visitors or fans.

Advertising on Facebook

Advertising Account Basics

• Facebook Advertising Account

Advertising account Sign up for Facebook

• Must be logged in first + Advertising account activation

User Interface Power Editor

• Facebook’s Power Editor Basics

Campaign Creation in the Power Editor

• Planning the campaign
• Create the campaign

Campaign Settings for Split Testing

• Playout
• Look-a-like
• Target
• Interest<
  Posts

Split Testing or A / B Tests

• A / B create tests

Evaluation of Clicks and Impressions

• Monitoring
• Conversion Tracking

Contact & Social Media Expert

Interested in a further education workshop of Social Media One? We send you our social media expert Stephan M. Czaja directly into the company. Now go to contact!

Click here for the detailed information on our Facebook Workshop.

Influencer Marketing Online Course: Overview of Topics

1. Definition, Development, Youtube, Facebook & Instagram
2. Blogger Relations? Advantages and disadvantages of the method
3. Social media software tools for post scheduling and followers
4. KPIs (key performance indicators), goals and planning of the social media campaign
5. Quality and quantity of bloggers and interaction
6. Briefing, forecasts, contact establishment and monitoring
7. Certificate Test Influencer Marketing Instagram

Influencer Marketing #2: Blogger Relations? Advantages and disadvantages of the method

Duration: 13:51 Minutes

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VIDEO

Classification and categorization of bloggers

Micro, nano and the “normal” influencers: Can you really classify them? We take a critical look at the classification and categorization of influencers. Using a simple example, I show how differently you can classify reach. I also take a clear classification and talk about what real (!) reach influencers have on the social network Instagram. So that companies that start with influencer marketing have an honest and comprehensive overview.

• Relevance
• 5-10k are micro
• 10-100k
• 100k+ can become idols
• 1M+ Stars

Most popular are:

• Top Germany (Soccer, Youtuber, Lisa and Lena)
• Normal influencers (fashion, lifestyle, sports)

Categories that make up 99% of the content on Instagram

• Fashion, Biggest Topic
• Music
• Food
• Travel
• Fitness
• Beauty
• Accessories
• Pet

Advantages Influencer Marketing

The advantages of influencer marketing are obvious and have already been clearly highlighted in the last sections. Influencer marketing not only has a significantly lower CPM, i.e. thousand-contact price, which is used as a general comparison factor for campaigns in the media industry. Influencer marketing enables honest referral marketing on a whole new level. The first big companies and international firms are testing the first campaigns, influencer marketing is still new for many! Yet there is already a lot of expertise and also many best practice examples that show how successful influencer marketing can be as a method and strategy for marketing.

Advantages of the method of marketing through bloggers

• Desired target group< No Adblock No control Exact target group (data influencer)
• Influencer marketing is credible< Bridging the distance to the consumer
• High ranges< Pamela Reif 3.3m Vogue 200K, < 10% Paola Maria 5.4 m
• Promising success< In 2017, 50% of 14-19 year olds bought a product through an influencer recommendation

Purchase decision by age group

• 50% – 14-19 years
• 33% – 20-29 years
• 24% – 30-39 years
• 10% – 40-49 years
• 7% – 50-59 years or 3% 60 years +

Risks of the strategy

• Offensive advertising does not work< Solution: Product placement or storytelling
• Dizziness with range< Solution: Engagement / interaction as hard currency

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