In-Store Sales vs. Online Store: Separation

In general, do the marketing strategies for products sold in stores differ from those for products sold online? Yes! Definitely. Our “Geißlein” concept is designed to be so broad that you can adapt it to your brand—whether for direct sales, in-store retail, or even for your digital products.

It’s very difficult to get viewers of an online video to visit downtown or a supermarket. The barriers are simply too high. For one thing, people’s own information streams are very crowded, which means that even if we capture their attention for a brief moment, that attention is gone the very next moment. That’s why, as a social media agency, we try to engage the viewer right from the first view—for example, by having them sign up for a newsletter or click directly on a link that takes them straight to the online store to order the product themselves. The more directly your sales process is organized, the higher the conversion rate will be at the end of the day. For companies, a 2.5% jump in conversion makes a big difference. If we’ve been selling 1,000 products per month so far, we can increase sales to 1,025. A 2.5% increase can often be achieved through small changes to the ads or the posting strategy. Now let’s move on to categorizing products and product groups.

• Short attention span among buyers
• A social media agency wants to engage buyers from the very first interaction, for example by having them sign up for a newsletter.

Why is it worth clustering your own products?

Whether on YouTube, Facebook, or Instagram, you only have one post or 3 to 4 Stories available each day, so it’s naturally difficult to cover a product range of over 1,000 items. However, since social media is used not only as a sales channel but also as a marketing channel, we should focus on the products that have been well-received by our customers so far and that are performing well. This way, we not only ensure that engagement remains relatively high thanks to content that’s already popular—never change a winning team!

Task: Consolidate into “Running products” / Prepare for uniqueness

Identifying Product Groups: A-B-C Analysis

Before we dive into individual products, let’s take a look at our product groups. Are there perhaps already striking differences within the larger categories? If so, you can already narrow things down here—for example, if you’re a major online bicycle retailer, bicycles might be your best-selling items. So it also makes sense to talk less about mechanical parts on Instagram or to promote a screwdriver. Of course, this is possible in individual posts if necessary, but you should then focus on bicycles. That way, our followers know right away what we’re all about. If the products we frequently market stray too far from our actual focus, many people won’t understand our concept at first glance. But since social media relies on rapid information exchange—and the parameters for engagement are different there—we’re happy to spend 20 seconds on a movie theater commercial, but for an Instagram feed, we might only have one second. This is our scope for action: the more precisely we know which product group represents our company and our brand, the easier it is to convey that information to the customer. The simpler the information is conveyed, the greater the success.

A-B-C Analysis to Identify A-Products (Integration)

Depending on the size of the company, product groups can also be defined using an ABC analysis. As a general rule, you should aim for your A products to account for no more than 5% of the product range. B products—which also sell well but aren’t quite as perfect—should account for 20% of the volume. We then categorize the remaining 75% of our product range as C. Looking back at our online business, we could say that our products are bicycles in a higher price segment. Our customers value quality and therefore tend to buy higher-end bicycles. Customers who prefer inexpensive bicycles will shop at the discount store around the corner anyway. We classify products like helmets under Category B; they’re important, sell well, and generate a relatively good margin. Category C includes products such as bicycle inner tubes—since the profit margin is relatively low—as well as screws, nuts, and screwdriver sets.

• Focus on the Product
• The rapid exchange of information on social media means that the criteria for a screening are different
• Categorization of the Product Family

Products: Focus on our top products for promotions on Facebook, Instagram, and other platforms.

Now that we’ve distinguished our product groups for sale on social media and divided them into categories, we can focus on individual products. Whereas we previously had a relatively large group of products, we’re now looking at individual items. This can be important not only for ads but also for overall organic traffic. If we have potential on Instagram among people aged 18 to 32—primarily, meaning 60%, female—we should market our products accordingly. Women’s bicycles should take center stage, while men’s bicycles should take a back seat. At the same time, we can use this for promotions and, for example, specifically target women with an offer for couples: Buy 2 bicycles and save 20%!

We’re now choosing the products that we want our fans and followers to officially see. Since our timeline—unlike a Story—is constantly visible to everyone, we naturally need to focus on a few products that, as described earlier, best represent our company.

Tip! If you want to create a guideline for social media marketing campaigns or posts within your own company, you should include all products in it. These examples can later be easily expanded with key points, such as product variations or new products coming soon for this specific category. In the event of illness or vacation, every employee will have all the important information readily available and can follow it accordingly.

Offline Bestsellers: Attracting Customers to the Store—But When?

Businesses that operate not only online but also in brick-and-mortar stores should compile a list of their best-selling items in-store as well as a separate list of their best-selling items online. For many companies, sales figures differ between the two channels. A very simple example is TV sets. They’re large, bulky, and many people want to compare high-end TV models before making a purchase. For this reason, many still head to traditional electronics stores before buying. There, they can view different TV manufacturers in person and compare the sets—screen resolution, color spectrum, and so on. High-end TVs, in particular, remain a product primarily sold in brick-and-mortar stores. At the same time, electronics manufacturers themselves may offer you a smart home system. This system controls, for example, the lights, the light intensity, and even the colors. Many people buy this product online because they can research it there, and direct comparisons with other manufacturers eliminate the need to visit a store in person. Thus, the same company has a different focus in brick-and-mortar retail; this means that marketing campaigns targeting these brick-and-mortar stores must feature corresponding products. The same applies to the digital sale of products.

New Products: Announcement, Presentation, and Addition to the Portfolio

New products vary greatly. While automotive companies market new products on a large scale and announce them months in advance, new offerings—for example, in online retail or from Amazon sellers—are relatively short-lived and don’t have a large marketing budget. Whether long-term or short-term, new products should always have their own dedicated slot in social media planning. After all, what are social media all about? Distraction, entertainment, news, trends! With a little planning, we can deliver all of that. A new product can be promoted in advance—for example, quite simply via an Instagram Story. Here, we can already hint that a fantastic new product from our company is coming soon! You’ll find out more in 3 days. With simple posts like this—as well as more complex ones, such as Stories (here’s a comparison to the automotive industry)—it’s possible to make new product launches an integral part of your social media strategy. By posting news frequently, we can also clearly set ourselves apart from other companies. In particular, few companies consistently provide news and information. Producing this content is relatively time-consuming, and creating it—for example, in Photoshop—requires a great deal of technical knowledge and expertise. This applies not only to the simple creation of graphics but also when things get more complex, such as with animated images or videos.

• A separate line item for new features in social media planning
• Promote new products, for example, via Instagram Stories
• Frequent posting of news—standing out from other companies

Conclusion: Product Review for Social Media Planning

When planning your social media strategies, you should start by considering which products are of interest to you!

• Which products work well?
• Which products attract attention?
• Which products have high profit margins?
• Which products can be shipped worldwide?
• Which products have shipping charges?

After internally evaluating all these questions and breaking them down—for example, using an ABC analysis—you’ll be able to identify your best products. The better you focus your product portfolio and find a common thread, the easier it will be for your fans and followers to understand your content and messages.

Did you know that every time we log in to Facebook, we have an average of 1,500 posts? It’s no different on Instagram—if you don’t log in every 30 minutes, you’re likely logging in just once or twice a day. And that’s the norm! So Facebook, Instagram, and YouTube carefully sort out which content is currently relevant to us and which isn’t. If, right from the start of your social media strategy, you make sure to use only products that are guaranteed to resonate with your fans, you can already make a big contribution to engagement and relevance.

• Social media filters out relevant content

Corporate Philosophy and Values in Social Media Strategy

The next article on our social media blog will focus on companies and their philosophies. What do I need to consider for my social media strategy and planning in terms of values, history, and competition within my company’s industry?

Example salary

1. Social Media Manager

Social Media Manager

Are you looking for a good job? Send us your application (m/f/x) as Social Media Manager.

• Start: 38,300 Euro / year
• Average: 45,100 euros / year
• Peak: 55,100 euros / year

Source: Stepstone.

Performance Marketing Manager

More power! Send us your application as Performance Marketing Manager.

• Start: 41,675 Euro / year
• Average: 46,790 euros / year
• Peak: 52,540 euros / year

Source: Gehalt.de

Advertising copy: Clear message, creatively packaged

The goal of every social media manager is to promote content. Through this outreach, you can get people interested in a brand or product and ultimately convert them into loyal customers. This is how you build brand image and also authority for your customers. This is often easier said than done.

Keep your target group in mind for all considerations, planning and later methods, strategies and activities. For them, you do what you do as a social media manager!

1. Your content should tell a global story (PR)
2. Your daily content as well, storytelling is so important
3. Content should answer questions or simply be engaging
4. Always keep your messages simple
5. Authentic content (attention: brand image)
6. Promote communication / interaction

Time management: campaign planning and deadlines

If you want to work as a social media manager, then schedules play a big role for you. For one thing, you’re often part of a larger campaign. Accordingly, you’ll be working together with, or under, the larger agency or marketing department. Therefore, it is important to pay attention to schedules and deadlines.

An editorial schedule for your activities is an excellent way to stay on top of things and get all tasks done on time. To ensure that content appears on time and in sync with other media activities, many managers use social media tools. They help you organize all the content you have planned and created. This way, as a new social media marketing manager, you ensure consistent, quality content. Plus, your community will get used to the times and interact more frequently with the content you post for your clients and customers.

• Timing: Coordination with other campaign participants
• Deadlines: adherence to deadlines and regular content

Passion: Continuous development and training

Social media trends come and go, as do social networks, as seen in the evolution of social networks. What worked excellently for a business one month ago may not work next month.

As an aspiring social manager, you must always be willing to learn. You have to live with a constantly changing world of social media, love it and thus constantly and quasi immediately develop new ideas and concepts.

Capture every moment

Marketing: Content, Multi-Channel and SEO

You’ve read so much about content marketing and SEO (search engine optimization) on our social media blog, why? Because it is so important!

Just as you learn SEO copywriting in e-commerce, you as a social manager are about an equally punctilious way of communicating. Meaning: thinking in keywords. As you already read in the first section on “Copywriting: Clear message, creatively packaged”, the rule is: “Always keep your messages simple”. Just like in all marketing and PR communication, you usually summarize your content to the most important of the most important.

A simple step as an exercise, what are the most important 3 facts?

1. Fact
2. Fact
3. Fact

Before that comes a trigger, for example an activating question, as you also learned in the first paragraph on “advertising copy”.

• Do you know XY yet?
• XY can fact #1
• Fact #2
• Fact #3

Already you’d have an initial, coherent communication that you can then package into a more comprehensive social media ad.

Tip. Everyone knows about social ads, but do you know about native ads? Read more about Native Ads here now.

Social media manager: employed or self-employed?

That’s it? No, of course not!

Now comes the crucial question: Do you try it alone, as a self-employed person or do you go to a social media agency? No one can answer this question for you exactly.

Job: Manager in an agency

The job in an agency is definitely the most creative. As an owner or self-employed social media manager, you will have to deal with human resources, finances and taxes as well as appointments with notaries, banks and many nights of work, even on weekends. If you want to become self-employed, we have some tips for you!

As an employee in an agency, you have the most customer contact. Through the wide and existing network, you have the chance to look after large, well-known customers.

In the job and profession of the social media manager itself, the range of tasks and opportunities varies widely. Just think of the different social networks and their specific characteristics and target groups:

• TikTok
• Instagram
• Facebook
• Youtube

Of course, there’s also: Pinterest, Twitch, Snapchat, LinkedIn, etc.

In addition, there are the various specialist departments, from communication and conception to campaign planning and monitoring.

• Customer communication
• Concept and creative ideas
• Strategy development and methodology
• Campaign planning and implementation
• Monitoring and performance measurement
• Uvm.

Self-employed: Freelance Social Manager

Option B is to become self-employed. Of course, we are not the right contact for that. But if you’re looking for inspiration, we recommend you first listen to the experiences of those who have already successfuly founded businesses.

Book recommendation: For the entrepreneurial spirit

One book recommendation we can give you is “Richer than the Geissens” by Alex Fischer. The name says it all. The good thing about this book recommendation. You can get the audiobook for free on Spotify and iTunes. So you can learn what it means to be, to become, an entrepreneur on the go. You’ll learn more about money, financial flows, taxes. If you want to listen in, here are the links for the podcast on Spotify and iTunes.

Addendum – Since a few inquiries came in via email about whether Alex Fischer is a reputable expert on tax tips, here’s an extra article on Alex Fischer reputable?

With a wink of course, yes!

We just want to make you aware that you should take the topic of being an entrepreneur and taxes seriously.

Always find out about people’s reputations before listening to tips.

Youtube Channel: Finances and Taxes

Being self-employed does not only mean that you can deal with the “pleasant” things. The most important things for you are finances and taxes. The tax office will not be amused if you cause problems through gross negligence. Therefore, you should inform yourself in detail about the topic of taxes and finances before you start your business.

Of course, you can also find good financial tips on Alex Fischer’s YouTube channel. But I can also highly recommend the channel of Finanzfluss. Here you will learn a lot about the basics, also about stocks, ETFs and much more. Depending on the details you are interested in! Of course, you can also find basic tips on the Finanzfluss channel, for example on tax returns, income tax and much more. Here you can find the link to both channels:

• Youtube: Alex Fischer
• Youtube: Financial Flow

Reading tips in the social media blog

In our social media blog you will find over two hundred more articles on the topic of social marketing. A few important aspects, we have here again as a link collection for you.

Good luck with becoming a social media marketing manager!

Social Media Networks: List

After the social media networks, you will once again find detailed tips on specific topics that will keep you busy in the job of a social media manager, such as social ads, native ads but also SEO and social SEO. But first, an overview:

• Facebook marketing
• Youtube Marketing
• Instagram marketing
• Influencer marketing
• TikTok Marketing
• Video production

Social Ads: Example Facebook

How do ads work? The most important thing is the Facebook Pixel. It collects data about target groups, visitors and fans. From this data, we can place targeted ads on Facebook. The Facebook Pixel helps you to use your social ad budget optimally. Here we have summarized everything you need to know about the Facebook Pixel. Conversion Campaigns’, ‘Custom Audiences’ from your shop, ‘Dynamic Ads’? You can only do all that if you use the Facebook Pixel. You also need the pixel to recognize certain metrics, like ‘Cost Per Lead’ or ‘Cost Per Conversion’.

• Social Ads (Facebook example)

Content production: text, video, photo

Social Media Videos for Youtube, Facebook and Instagram – In the different facets and prepared for the different target groups, videos ensure that products come into the market and find their buyers, whether it is financed by advertising or through virality (word of mouth), arises all by itself. Film is the name of the game today! Especially with the extremely increased bandwidths of mobile technologies, videos can be accessed from anywhere. Even while hiking, in nature, you can stream YouTube videos. This extreme advantage is used by innovative companies and businesses for new buyers and new target groups. Thereby, the variety of videos is very large, from the image film to the lookbook, to the advertisement and the explanatory film. Marketing & advertising can also be brought into the world in many ways. To become a topic of conversation is the big goal of companies. Our agency helps you to become the topic of conversation.

• Content production

E-commerce: It’s all about sales

How does e-commerce work? Today we take a close look at the benefits but also the risks of e-commerce. How do current marketing strategies work in e-commerce? From basic setup to marketing through search engine optimization (SEO) to advertising on Google (AdWords), social media marketing but also social ads on Facebook, Youtube and Instagram but also social SEO. What are the trends in online marketing? We show you the current e-commerce marketing strategies and measures!

• E-commerce

Adwords: Multi-channel promotions

Whoever can do more, earns more money, that’s for sure. Find here the introduction to the topic “advertising on Google” or AdWords start. CPC, CPM, AdWords, impressions, clicks,… lots of technical terms! Today we want to explain Google Ads in a very simple way, based on the most frequently asked questions. How does advertising work on Google? How do I place ads on Google? What do Google AdWords really bring? As an agency for Google in the specific topic of advertising, target groups, targeting and marketing campaigns, we receive many questions every day. We have collected the most important ones and would like to answer them for you here. How advertising on Google works, search engine marketing (SEM), explained step by step.

• Google Adwords

Native Ads: Display Network

Native ads (also called native display ads) refer to all paid advertising formats that are discreetly labeled as ads. So, simply put, native advertising is advertising that doesn’t look like advertising. Native Ads offer small disadvantages, but mostly advantages. Did you know. According to a whitepaper by AppNexus, the CTR of native display ads is 8.8 times higher on average. According to Forbes, Native Ads increase purchase intent by a whopping 18%. We also always measure a higher CTR in our client projects. What does this have to do with? Personalization of content, storytelling and more discreet communication channels: referral marketing. Why Native Advertising? What is native advertising? What is advertising?

• Native ads

SEO: Search engine optimization for Google & Co.

Search engine optimization, how does it actually work? Today we want to take a closer look at the topic of search engine optimization, or SEO. So that you understand how the mechanism (PageRank) and algorithm behind search engines like Google or even Bing, Yandex and Duck Duck Go Go works. Of course with a clear focus on Google, the largest search engine in the world. Billions of search queries are started every day through Google, this is where the search for information begins but also the start, when buying products. Around 3.45 billion search queries are currently made per day. Accordingly, search engine optimization is interesting for the entire area in e-commerce!

• SEO: Search Engine Optimization

Social SEO: Youtube & Co.

After our great editorial on the topic of basic search engine optimization, today we wanted to take a closer look at the topic of “search engine optimization” on social networks like Facebook, YouTube and Instagram! In principle, this is also about “keyword” optimization. However, we often talk about “search engine optimization” on social networks in the context of inquiries from customers when we receive inquiries from customers. By specifically planning and crafting headlines, descriptions, hashtags knowledge to name file names. How to optimize your own social media project?

• Social SEO

• More about: The Social Book by Stephan M. Czaja
• The Social Book → Amazon (Print)<
  Hardcover edition for € 18,82
• The Social Book – Amazon (Kindle)

What is social media? This is social media marketing

What is social media and social media marketing all about? Here are the most important questions and answers.

What is social media marketing?

Social media marketing is the promotion of products, keyword “4P of marketing”, in social networks. The biggest difference from other media, the feedback from users is immediate and unfiltered. Traditional posters do not draw direct reactions that are noticeable to the company. In social networks, dynamics can also develop overnight, on holidays or weekends. Positive but also negative. It goes even further, users’ comments are of course visible to everyone else. In the book, community management within social media marketing was so essential to us.

• Marketing actions within social networks
• Methods and strategies differ from classical marketing
• Feedback, both positive and negative, is immediate.

What belongs to social media marketing?

Like every area of marketing, social media is also very diverse and multifaceted. First, it is always about finding a coherent strategy, so that a meaningful concept can be designed. In this concept are already all social media channels but also all postings with thought. These are then later included in the editorial plan or in the action plan, e.g. for holidays or special events. Before that, however, it is often a matter of setting up the new social media channel. For this, the right social networks are determined, which promise the most success and of course also the greatest chance of high reach and interaction with the community.

This is exactly where the second aspect comes into play, channel support and community management. Where is what form of media published, at what time? How will the users react to it and how do we react to the reactions? Community management and channel support are the central work of a social media agency in everyday life.

Once everything is up, the posts are additionally supported by paid reach. Paid reach, so-called social advertising, gives join the opportunity to reach more people and people. Because purely through organic reach, usually only five to 10% of people are informed if it is a corporate channel. Why? Of course, social networks also have to pay wages, rents, and investments. This is where social networks make their revenue.

• Strategy development and conception
• Channel structure
• Editorial plan and action plan
• Cross-media strategy and postings
• Community management
• Advertising

What are the platforms?

Part of the book also goes into the evolution of social media, an important topic for young social media managers, because you can learn from the past. While the world of social media marketing used to be relatively clear, with Facebook and YouTube, it has changed a lot in the last 5 years. Today, Instagram, Pinterest and linkedin also have their raison d’être, as do even newer social networks, TikTok or even Twitch.

If you want to show the relevance of social networks, I would currently place it like this:

• YouTube – sustainable and backlink source
• Facebook – Biggest Community & Advertising<
• Instagram – young target group and strong growth
• Pinterest – good link source
• Tiktok – currently the greatest potential among the newcomers
• Twitter – for big companies and politicians
• Linkedin – in B2B options
• Twitch – perhaps a hidden champion

Social media manager

Many of those who had already bought the first edition of the book were young social media managers at university or in the company or even in vocational training who wanted to further their own career. Of course, everything in this edition of the social media book is also designed to ensure that beginners can follow along well. Here are the most important questions and answers for social media managers.

What does a social media manager do?

Depending on the experience social media managers have, the tasks differ. The basic task of a junior is the channel support. This includes a lot of work, from creating graphics in Photoshop to creative texts for the descriptions, to consultation with customers. In the next step it goes to the customer care, e.g. individual conversations or meetings. In this then e.g. new monthly plans or quarterly plans are agreed.

Those who have learned a lot and have gained a lot of experience are also increasingly used in the creative field. E.g. in the conception and strategy development, because for this it needs a lot of experience, so that the customer does not lose money. The better the planning, the smoother the process. Of course, this includes not only the creative at the beginning but also the monitoring to prove which successes have been achieved in social media marketing. Last but not least, of course, it also depends on the commercial knowledge, so that orders can be processed not only in the creative segment but also in accounting, billing, the orders, from A to Z.

• Channel support
• Community management
• Customer service
• Creative Management
• Monitoring
• Commercial work

What does a community manager do?

In the social media book, community management is also very important. The easiest way to describe the success of community management is the success of influencers. They draw their power from having their community behind them 100%. They accomplish this by interacting on every response. Because of the high engagement and interaction of the users, the bond is completely different than with a channel that only uses Instagram or Facebook for self-promotion .

Many companies leave comments from users, they do not answer messages and do not respond to opinions and comments. This is where the work of a social media agency comes in, fans need to be taken seriously. They take the time to write a comment, we should take the time to appreciate this.

How would one react in a business? Let’s say we are brokering properties for sale and purchase. A client walks into our brokerage office and makes a comment about a property. Would we just let the customer stand there? Of course not, we would seek conversation. Just as in real life, community managers respond to suggestions, comments, criticisms, but also benevolent opinions in digital everyday life.

This basic understanding is what matters in the work of a social media manager.

What is a social media agency?

The work of a social media agency always consists primarily of showing clients the right way in the jungle of social networks. Of course, there are thousands of options, from group marketing on Facebook to Instagram TV to YouTube live. Not yet discussed are the numerous possibilities of advertising, from targeting to retargeting.

So the task of managers in the agency is to package complex topics in such a way that they can be understood by the client even within two or three meetings. We all need experts for certain tasks and therefore appreciate people who can explain their complex work to us simply. So that we can make the right decisions, even without expert knowledge.

Buy The Social Book

• More about: The Social Book by Stephan M. Czaja
• The Social Book → Amazon (Print)<
  Hardcover edition for € 18,82
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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.

Social media marketing for small and medium-sized enterprises

Why is presence on social media channels helpful for SMEs, what can they achieve?

The presence of small and medium-sized enterprises on social channels is so important because they save a lot of money! In the past, every small company had to print flyers and waste a lot of time trying to convince people to buy new products.

Today, as a small company, even in the countryside or without large financial resources, you can reach the whole world. Social networks offer 1:1 communication, as if you had a local business in every city in the world. Nuremberg, Munich, Berlin, Hamburg, no distance is far and every communication is only a mouse click away.

You can contact your fans, ask questions or give us suggestions. Otherwise complex and expensive Internet sites can be considerably slimmer, since a lot of brand communication can be covered via the social networks.

Social media is not only an excellent tool for marketing, but also for PR: We often reach our customers faster than any press article could do. New products, announcements and job postings for personnel recruitment – free of charge. Social media channels bundle different marketing tools, because they are much more extensive than many might think.

As an online shop we can e.g. connect our Facebook page with Instagram. We can set up an online shop on Facebook, link the products to Instagram and our followers can shop on Instagram. As an online shop you can even work across networks.

Which platform is the best?

What small and medium-sized enterprises should pay attention to is the choice of social network. Because the support costs time and should be regular, preferably daily. New postings, comments, small and large graphics, who wants to make his social media management profitable, has to invest work every day and give the employees the necessary resources for it.

In the past you could say you were on Facebook, that’s enough. Today the right social network is no longer so easy to define. In short, however, Facebook is and remains the classic and with the largest number of users, even top dog. Conversely, on Facebook you also have to invest advertising budget, organic reach is only difficult to achieve.

Instagram is easier to achieve organic reach, but lacks some of the features you have on Facebook, the social network. This includes direct links, e.g. to our onlinee shop via https://www.onlineshop.com/xy. Without links, we can sell less. Instagram is a must for companies in the fashion and lifestyle industries in particular.

Companies with the necessary capacities and in particular sufficient interest can support a YouTube channel. However, creating content for YouTube is much more time consuming and requires good concepts that work on YouTube. Most medium-sized and large companies cover this area through their social media agency.

The investment is worthwhile! Because the reach that small and medium-sized companies are building up here is permanently available. Our business grows with each new follower by one potential visitor per day.

When assessing the quality of the reach on the individual networks, it can be said that the more time it takes to create the content, the better the number of fans. On Facebook, content is relatively easy to create, you can even share links or other websites without having to create content yourself. However, the organic range is very small. If your Facebook account has 10,000 fans, a single organic posting may reach only 100 or 200 people. Practically nothing.

On Instagram, you usually have to take much more time for interesting content, photos and videos. The content must also be interesting and always new to generate followers for your Instagram account. With a channel of 10,000 fans you can reach about 1,000 people. YouTube is currently the top class, with about 10,000 fans you can actually reach 7,000 or 8,000 people here. But the creation of the contents is very complex, because it needs not only a video production, but also the moderation, as well as a good storyboard.

How to estimate the three big social networks in 2018

YouTube and Pinterest are considered an insider tip, especially as a source for backlinks in the field of search engine optimization. YouTube is therefore also the most expensive source for influencers and bloggers on social networks in terms of overall reach. Those who can place their links in the descriptions of well-running videos, e.g. by influencer marketing or by creating their own content.

On Pinterest you create different galeries with photos. The photos then have individual titles and descriptions. But also the galeries have individual titles and descriptions. Whoever collects a large number of galeries here and meets an interesting and not too overcrowded industry can collect good links for their own project.

Twitter is only of interest to large corporations and public figures. For small and medium-sized businesses, Twitter is generally irrelevant. In relation to success and effort you should not waste time with Twitter. Unless it is a large corporation or a public figure, since tweets are often included in the media.

In short, Facebook with the right advertising budget, Instagram with a creative person and enough time and YouTube if you are a leader and have a lot of commitment of your own! YouTube costs a lot of time and, unlike Facebook and Instagram, is not so easy to check, simply because of the time-consuming content production and the resulting rare postings. But YouTube offers a strong and above all lasting tool, since good videos are placed still after years highly by the algorithm of the video search machine. So anyone who creates an evergreen in a theme, e.g. also for videos such as “How to repair your toilet seat” or “Winter tyres – making cars winterproof”, can market their product absolutely free of charge for many years. Here lies the great magic of YouTube.

How much time / manpower does a small company need if it wants to become active in social media?

When working in social media networks, a daily time window should be taken into account. A big secret trick of social media agencies is the use of online tools to plan content in advance. So a social media manager can plan the content in advance every 14 days and can concentrate on other things in everyday life, e.g. designs, shootings, interaction with the fans, depending on how big one’s own social media marketing is built up. For small companies, time can of course also be used for other work processes. Therefore, the A&O for your Social Media Manager, use an online tool to plan your postings in advance.

If you are in social media marketing, you have to leave yourself or your employee 2 hours a day. Depending on the company, one can create simple content, from everyday life or may have to have higher quality things made, e.g. through photo shootings with models and products.

Depending on this, of course, there are also a few more working hours or even days. Who can afford it, should take a full time Social Media Manager, because in the end it concerns more than only the support. There are so many other functions that a social media manager can perform in the company, only advertisements are so effective that the investment is worth the time for the first optimization.

With a full-time social media manager relationship, a medium-sized company has already done a great job. On top would come then of course still medium-size enterprises, which want more than only support and a little advertisements. This is about brand cooperations, collaboration with influencers and bloggers, but also more extensive social media campaigns that require additional budgets. In the ratio of two hours a day to full time, is the optimal time management for social media marketing in small to medium-sized companies.

What to look out for when interviewing your new Social Media Manager?

It is important to show sufficient references during the job interview and in particular to have a few details of the project explained. Your new social media manager should have channel management skills. He or she should also have looked after at least one channel with over 10,000 fans. He or she should be familiar with designs but also with the creation of creative content. He or she should master the creation of advertisements and the targeting of target groups contained therein while asleep.

You are also welcome to ask for one or the other detail, especially advertisements, as an online shop: What was the best click price and how did you reach it? This is specifically about split testing of different advertisements, so that the most effective one can be filtered out according to a certain amount of advertising budget. Who can answer all these topics in the job interview as Social Media Manager sovereign and in detail, should be able to help you!

And last but not least: Which tools do you recommend and why is it generally helpful to use which tools? (I was thinking about Hootsuite, Canva, Buffer, Pablo, Google Alerts and Fanpage Karma, but maybe you still have a great idea?)

There are many good recommendations in the area of online tools for social media activities. Definitely there should always be a tool to plan content in advance. Like hootsuite or buffer. With this you can plan your social media postings in advance. This not only helps to save time every day, because every process has to be repeated daily, but also possible sick days of the Social Media Manager as well as holidays can be cleverly avoided.

In addition, there are even more special tools for the individual social networks, e.g. monitoring tasks for Facebook YouTube or Instagram. There are several good recommendations for this, too; one of these tools should definitely be used if you want to evaluate the success of activities in social networks. For Facebook and YouTube there are programs like Radrly or Echbot, for Instagram and Influencer programs like Social Analytics One.

• 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.

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 #3: Social Media Software Tools for Post Planning and Followers

Duration: 24:07 Minutes

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VIDEO

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 Instagram 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?

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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 #4: KPIs (Key Performance Indicators), Goals and Planning of the Social Media Campaign

Duration: 18:34 Minutes

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VIDEO

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.

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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 #5: Quality and quantity of bloggers and interaction

Duration: 14:23 Minutes

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VIDEO

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 )

Interaction rate 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

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