Category Archives: Social Media Marketing

Martin Sorrell: 30% of advertising budgets totally misspent

Today’s Financial Times prints a few highlights of an interview with Martin Sorrell, CEO of WPP. Asked about monetization of mobile advertising he gives a general diagnosis of budget allocations in mobile, online and print.

  • Advertisers spend 20% of budgets on print  – consumers spend only 10% of their time there.
  • Advertisers spend 20% of budgets for online – consumers spend 30% of their time there.
  • Advertisers spend 0.5% for mobile – consumers spend at least 7 % of their time on their mobile devices (and this is definitely a fast growing segment considering all the new developments on the tablet sector).

Reverse calculate these numbers and your result is at least 30% spent on the wrong channels.

So how do you re-allocate? It’s probably not possible to achieve a budget which is exactly in line with your target groups media and communication habits. But you should not be 30% off – that’s simply not necessary and you could be made responsible for wasting money.

  1. Do a little research about your target group’s media behaviour. Do not forget to account for the growing segment of communication channels, because the line between media and communications is broadly blurred today. List time spent on different media as a percentage.
  2. Calculate a re-allocated budget that matches  the media percentages.
  3. Check: There are hidden cross benefits. For example: you have a terrific video (ad spot or product documentation, whatever). You place it on TV but you can also put it up on YouTube, trying to get viral viewership. In this case you need to allocate production cost to online/YouTube and not only to TV.
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Top 20 German Online Social Networks

2014 Figures just released! Go there –>

Executive Summary:
Social Media in Germany

Germany’s social network landscape is characterized by a fragmented field of local platforms, who  have been losing members constantly in the past 2 years. Facebook has replaced the VZ networks at the top, but there are still 6 local networks defending their position among the top10.  And there are Russian, Polish and Spanish networks among the top 20.  There is also an international platform and a German platform among the fastest growing platforms. Read the summary “Social Media in Germany”.→

Start marketing your products in Germany.→

Marketing Channels in Germany
Today’s marketing channel picks are broadly dominated by digital media and transmission methods. Here is a comprehensive list and some more suggested reading:

Learn about how opinion spreads through social media. –>

And what will come up next? What will be the next Facebook or Twitter? Read here…

It is too early for marketers to hop on the Google+ train

Building a brand presence on a social network makes sense as soon as marketers can promote that presence and add paid advertising. And since G+ is still in the testing stage, that doesn’t exist on Google+.

So, you will have to wait…

Top 20 Social Network Sites in Germany

Just published: UPDATE Social Media in Germany 2015! Get it here!

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Executive Summary:
Social Media in Germany

Germany’s social network landscape is characterized by a fragmented field of local platforms, who  have been losing members constantly in the past 2 years. Facebook has replaced the VZ networks at the top, but there are still 6 local networks defending their position among the top10.  And there are Russian, Polish and Spanish networks among the top 20.  There is also an international platform and a German platform among the fastest growing platforms. Read the summary “Social Media in Germany”.→

Marketing Channels in Germany
Today’s marketing channel picks are broadly dominated by digital media and transmission methods. Here is a comprehensive list and some more suggested reading:

Start marketing your products in Germany.→

How fast does opinion travel in social media? –>

And what will come up next? What will be the next Facebook or Twitter? Read here…

Just published: The Social Media Marketing Handbook for CEOs, CMOs and General Managers

Social Media Marketing Handbook← Look inside!

Our communication channels have changed significantly in the last few years. However, the marketing communication mix of most companies has not adapted acoordingly.The book answers the most pressing questions of CEOs, CMOs and General Managers:

  • How to come up quickly with a professional social media marketing concept?
  • How do you plan social media marketing?
  • How can you monitor and measure social media marketing?
  • How to formulate a strategy?
  • Where to take the content from?
  • Was is SMO and SEO? How does seeding really work?
  • What can social media marketing really achieve? How to measure it?
  • How to integrate social media marketing into the company processes?
Social Media Marketing Handbuch Inside← Look inside?
practical handbook with:
– instructions
– checklists
– decision trees
– examples
…or order it now! →
(ISBN 978-3-8442-0453-7)
The book has been written in German language. The English version is in the works.

Test yourself: What was this Social Media Campaign for?

Microsite pulling in updates from Facebook, Twitter and Flickr
Charity microsite
Facebook Page
Live Stream on Facebook
Embeddable Stream on Facebook User’s Walls
Twitter Feed
Official hashtag
Curated Tumblr page
Flickr Photo Stream
Flickr crowdsourced photo album
YouTube Channel with commenting option

Click here for the key!

Marketing Brilliance: Air New Zealands Safety Instructions Video that went viral on YouTube