Montag, 15. Dezember 2014

Social-Media-Monitoring III

Servus Erdnuss

You are a company and want to know in a nutshell how the project of Social-Media-Monitoring is started? read this blogpost and learn more about it! 

As in any other project there are certain steps that should be made. A general tip is to take your time and be open minded to new ideas some tools may offer you =)
  • Definition of requirement: Goals and priorities of Social-Media-Monitoring, reporting-cicles, languague, object area, competitor and topics
  • Research & Review: Always resaerch for all relevant Keywords even for the not obvious ones. Trim the brand-keywors for unambiguity („omega watches“ vs. „omega-3-fettsäuren“). Start of with the more general ones and get into more detail in time!
  • Choice of tools and setup: Explorative tools for deep analysis vs. tools that are made for operativ monitoring. Definition or extension of the alert and customer service process.
  • Test phase: optimizing the keywords, overview of the completeness of the source (especially the blogs and panels of the regarding industry!), generating and evaluation of reports.
  • Implementation, Operation, Optimization: Setup of the organisation and processes, step by step involvement of other participants in regard of the quality of reporting and data, monitoring continuously, maintaining the data and last but not least always improve your keywords!
I am sure after all this knowledge you gained over the last 3 blogpost, your are very eager to start monitoring your company!  Here is a nice youtube video with 10 Social Media Monitoring Tolls that can be used! 

I hope you enjoyed our little series about Social-Media-Monitoring and come back to visit our blog soon=)

And remember: If we can do it you will do just fine. Let's conquer the digital world together.


Samstag, 13. Dezember 2014

Social-Media-Monitoring II

Servus Erdnuss

We are already back with the second part of our topic "Social-Media-Monitoring". In the last blogpost we learned about what it is and what supporting tools there are. So lets go further and learn more about this interesting topic!      

What key figures are gathered? 

For the overview the following key figures and indicators in Social-Media Monitoring are central:

Mentions & Reach: Number of mentions of the brand in different sources in consideration of the time line and the number of potential reach

Share of Voice: Proportion of mentions in comparison to the market/competitors

Sentiment: Number of positive, neutral or negative mentions

Demographic information: Spreas of age, language, country, sex etc.

Influencer: Identification of important people and their relations with each other. Remember here our blogpost about swisscom and how they use their superuser.

Topics and Keywords: automatic identification of important topics and keywords per text-analytics

Know we know what is monitored but  "good monitoring" contains much more than gathering key figures. There should be a daily update about all the key figures so that relevant know-how about communities can be gathered. This leads us to the demand a company has for Social-Media-Monitoring.

  • Central and comprehensiv administration  of brand-, competitor- and topic-tags 
  • Containment by language or country 
  • Comprehensive resources: Whach out for tools that do not scann all the relevant resources! some if them even forget Twitter!
  • Dashboards with KPI as well as comprehensive filter and compare possibility 
  • Lists of the mentions with information about range, profile information, sentiment etc. It is important to have the opportunity to filter these lists! 
  • Historical data for later analysis 
  • Workflows and pragmatic interface to the CRM-System and the possibility of direct interaction (Twitter direct to the tool) 
  • E-Mail-Alerts, for topics if crisis 

You still do not understand what Social-Media-Monitoring is or do you need more convincing that every company should use this tool? Here is a great video that will convince you!

Tune in next time and see our final post about this interesting topic. And remember: If we can do it you will do just fine. Let's conquer the digital world together.



Dienstag, 9. Dezember 2014


Servus Erdnuss
We are back with one of the hottest topics in digital marketing: Social-Media-Monitoring! Stay tuned for the the next two posts and learn more about this great topic.
To know what the community has to say about your brand is crucial before engaging in the social web. As well as the impact of social media should be calculated. With Social-Media-Monitoring it is even possible to anticipate crises or problems that may accure in the futur. So what are we waiting for. Her is how it is done!

First step is to decide on the main goal of monitoring. Here are some examples:
  • Social-Media-Basisanalysisfor the Identification of relevant platforms, topics and the people that can influence the Social-Media-Strategy.
  • Market research of own brand, products, trends, competitors
  • Qualitative und quantitative Reports for marketing operations
  • Brand-Protection und Monitoring of crises

But how does social work?

For monitoring designated sources are scanned for predefined keyword-combinations: brand (brand, product-labels, product name), important competitiors and strategic topics (market values such as sustainability, innovation or the important market topics such as cost-effectiveness)

Therefor the following resources are scanned:
  • Blogs and Microblogs such as Twitter, Friendfeed, Google Buzz
  • Social Networks such as Facebook, Netlog or LinkedIn
  • All kinds of relevant panels
  • Content-Communities such as YouTube oder flickr
  • Classic online mediaand  Wikipedia

Here it is very important to get the help of all possible tools that make your life to gather information easier. Therefor use Google-Alerts, Google Blog Search or the Twitter-Analysis-Tolls. An important part of the research is to search for keyword-combinations daily and put them manually into breakdown reports or tables and to archive the most important findings.  As you can imagine this takes a huge effort and it is almost impossible to narrow it down to certain languages or countries. Yout think this is to much to handle? We think so too. Therefore it might be a good idea to use a spezialised Social- Media-Monitoring-Tool that does all this work for you and simplifies this time-consuming task for you. Another great benefit of th is tool is that the data gets stored for later analysis- some of them store the data for several years.
A very interesting tool that can be used is Buzzgraph. This tool helps a brand to find further keyword that correlate with your brand. Here is an example for the city of Hamburg.

Do you want to know how you can use the data? Than have a look at the next blogpost!
And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Sonntag, 30. November 2014

Customer involvement is key

Servus Erdnuss,

Building a strong brand starts with a great product and a powerful story. In this digital age, with so many channels of communication, it takes a human connection to break through the marketing clutter. Our last blog post was about the ingredients of creating an experience. Nowadays we think that it is even more important to create an experience where customers are involved. 

We found a very good example of how people can get involved and witness an experience that they will not forget that soon. In 2012, in a  Belgian town square, passersby encountered a mysterious red button labeled "Push to Add Drama." Those who bit unleashed havoc on the streets in the form of ambulances, fist fights and gunshots -- all in an effort to promote TNT's "Daily Dose of Drama."

In our point of view the video contains all of the five ingredients an experience should contain. For more information about the five ingredients take a look at our latest post.

Emotions: it contains various emotions such as fear, suprise, shocking and partly also "funny". The emotions are of course very individually. 
Tension: it creates tensions by not knowing what happens when somebody push the button and also not what happens next. Furthermore, it is thrilling to find out what or who is behind this action.
Risk: the risk of pushing the button.
People: by pushing the button people are directly involved and close to the action.
Traces: the whole experience will stick in people's mind 

On the latest post of Lara and Franziska called Microsite - Mehr Spass geht nicht, we found a very good and funny app of how to involve customers. The app is called Elf Yourself. You can simply upload up to five photos of you, your friends, family and more. After uploading the picture(s) you can choose a dance theme, write a message and then send to your friends. The elves with your faces will then dance for you. We think that's a great and funny idea. Visit their blog and convince yourselves.

See you soon.
And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Montag, 24. November 2014

The FIVE ingredients for an experience

Servus Erdnuss,

Last Friday, 21.11.14 we had a very interesting guest lecture of Samuel Röthlisberger, Creative Director of the company Habegger AG about staging.

First of all what can be an experience? An experience can contain the following:
Emotions, positive or negative incidents, it is not daily, surprising and last but not least you can share it with somebody.

According to Samuel Röthlisberger we can stage an experience. How it works? Let’s have a look at it.
To stage an experience it needs the five following ingredients to be an experience:

1. Emotions/Feelings
Emotions can for example be happiness, anger, fear, joy, astonishment, sorrow etc. To stage an experience emotions need to be established. Furthermore the target group as well as the message need to be clear right from the beginning. Last but not least the cannels to generate emotions are the five senses (hearing, seeing, smelling, tasting, touching). To read about an interesting example visit the blog of Franziska and Lara.

2. Tension
It is crucial to generate tension and it needs a structure. Thereby the suspense curve plays an important role. The curve needs a clear slope. The beginning (prolog) is one of the most important part and needs to arouse curiosity and let the spectator know that it is worth to watch further. This is the so called “tension-bathtub”. But of course the end (epilog) is as important as the beginning. The peak/highlight should be in the last third.

3. Risk
In all experiences a certain risk (lower or higher) is mostly involved as well. An example of a higher risk experience is the one of RedBull Stratos.

4. People
The human needs to be appreciated within the experience. He must be part of it. For this purpose interactivity is very important. In the blog of Denis and Remo you can find a good example.

5. Traces
Last but not least, traces or so called anchor points need to be left to make sure that the people hold in memory the experienced. Anchor points at events can for example be give aways, pictures, bracelets etc. On the other hand anchor points can also be generated in the heads of the people, whereby storytelling plays an important role. It means to generate pictures in the head of the people. We have already wrote about storytelling in an earlier blog post.

To remember the five ingredients Samuel Röthlisberger repeated them with the help of a hand as an aide-memoire.

Thumb: Emotions (because the biggest „part“)
Middle finger: Tension (if you show somebody this finger you “probably” create tension… :-))
Ring finger: Risk (risk of marriage)
Little finger: People (perceive each and everyone)
Forefinger: Traces (need this finger to find/show traces)

To read more about this guest lecture you can also visit the blog of Daniela and Damia who againg blogged directly from the lecture.  We really enjoyed watching the video of the flashmob proposal. Go watching it and convince yourselves...

See you soon.
And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Sonntag, 23. November 2014

BLOGGING. Your way to richness?

Servus Erdnuss,

You want to make money blogging?
 If you do – you are not alone. More and more bloggers are finding that blogging is a profitable medium. Some bloggers do it for earning a few extra dollars, some for making enough money so they can stop having a part time job to get through college, and others have got it to a point where they are able to live from their blogging.

But how exactly do you earn money with a blog?

Here we found a quite nice mind map which visualizes some of the ways bloggers make money blogging. (Source: Link
To make it a bit easier to understand here are five strategies that could help turn your blog into a moneymaker. (Source: Link)

1. Sell advertising:  This is likely the most common means to generate income. If your blog becomes a well-known one or one that is well-received in a particular niche, it is possible to sell ad space on your own. One interesting online service here is Google AdSense, where bloggers can establish ad programs. AdSense—which lets you select several ads that are consistent with the content of your blog—pays you based on how many readers click on the ads.

2. Help sell others’ products: This is another click-through opportunity. Affiliate programs enable your blog to serve as a conduit between readers and online sites offering various goods and services. Here an example: if, for instance, you offer book reviews or even just mention a book in passing in your blog, an affiliate program provides a means for your readers to click directly from your blog to Amazon for example to obtain further information. If they buy the book, you get paid as well.

3. Solicit contributions: Ask for contributions. If, for instance, your small-business blog supports a cause or issue in some fashion you can always ask for reader support. Even if you've attracted a group of regular followers who simply enjoy reading what you have to say, they may be willing to underwrite their loyalty with a little financial help

4. Market your services in your blog: Blogs are an ideal venue to share your thoughts with others, but do not overlook their capacity to generate new business as well. When appropriate, work in references to what you do and, in turn, what you may be able to offer any would-be client or customer who may be reading your blog. That can spread your opinion and your business knowledge at the same time.

5. Use a blog to deepen your existing customer relations: By using a blog to regularly communicate with existing clients as well as other readers, you can take advantage of the opportunity to fully inform them about everything your business does, which may expand your readers understanding everything of your products or services

You want to know who the 10 top money bloggers are and how much they earn with their blogs? Click here and you will find out! 

But let's get your expectations right. Not everyone who tries to make money blogging becomes rich. In fact those who do well from blogging are in the minority.  Firs of all it takes time and a lot of hard work – and it doesn’t happen for everyone. 

Visit us soon again to learn more about other very interesting topics. 
And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Dienstag, 18. November 2014

Gathering Information in the WorldWideWeb

Servus Erdnuss

After a few posts about staging and how to become a successfull blogger, we would like to have a look at totally different topic.

The opportunities for a company for advertising in the digital world are huge. But this is not the only advantage. Counting how many times an advert in a bus has been viewed is impossible!  Counting the clicks made on an add on a website and  knowing where each click came from is difficult but manageable. Here is how it is done:

"Firms dedicated to click-counting put code on websites that reports the times, origins and frequencies of visits, or get consumers to install it buried in browser plug-ins or mobile apps. These record web-users’ digital calling-cards: the internet-protocol (IP) addresses of the devices they are using. But to assume that each IP address represents a single user in its country of registration is a wild oversimplification."

This topic is quite popular and there are endless companies that offer the service of click-counting.

One of the biggest and probably one of the best market-research firms is GlobalWebIndex (GWI)

Reported to be the "world's most detailed syndicated research into online consumer behaviors", GlobalWebIndex profiles consumers in 32 countries and represents 89% of the worldwide internet audience.
They survey 170000 consumers a year and started to ask detailed questions about internet use. This got some surprising answers such as that China and India are the top three users for Facebook.

 But when having a look at the picture above it stands out that Africa is almost totaly missing and much of the world is going mobile-only, particularly in developing markets. So how are they integrated in these numbers?

Another "company" that gathers figures is the International Telecommunication Union, a UN agency that has a lot data on technology use. The ITU estimates that 4.3 billion people around the world are yet to get online, 90% of whom are in developing countries.

With this knowledge we can be assured that the importance of digital marketing will increase in the future with the increasing number of internet users!

Thanks for visiting our blog once more =)

And always remember: If we can do it you will do just fine. Let's conquer the digital world together.


Samstag, 15. November 2014

BLOGGING. Your way to success!

Servus Erdnuss,

After blogging for several weeks now, it is time to analyse why a blog is so important for a business and what a successful blog should contain.

First of all why a blog?

According to Bruno Bucher  there are six reasons:
1.   One or several company blogs form the backbone of digital marketing.
2.  In the context of corporate communication blogs can and are allowed to develop an own life.
3. Blogs have the potential to become a real medium for a company and thus represent an actual added value.
4. The organization of a blog forces a company to build and maintain a digital marketing strategy.
5. Blogs allow to be journalistically active for any purpose and requirements of a company
6. The viral effect of a blog is much greater than that of its own website.

But just having a blog does not mean that it will be a success. Let’s see what makes a blog successful.
We found the following 10 characteristics of successful blogs: 
  1. Goal & target goup
  2. Unique content (see our post Content is king)
  3. Passion
  4. Regularity
  5. Unique layout
  6. Write about other: A good example was the blog post of two of our classmates. Lara and Franziska from the blog In hollowness we trust They did a post called I am REALTIME MARKETING where they wrote comments on all the blogs of the digital marketing class. It was great to read such nice comments and I am sure that such blog posts can be one of the most successful ones. This also show the fact that this post has received 22 Google+ recommendations immediately. Thanks again for this very interesting and unique post!
  7. Write about yourself
  8. Own style
  9. Communication with readers
  10. Marketing
To read more details about these 10 characteristics click here (only in German available).

All these 10 characteristics seem very reasonable. Let’s have a look at a practical example of a successful blog and find out if he contains these characteristics.

Marriott International: On the move

Goals: Customer satisfaction, sales, crisis management
Bill Marriott is one of the most famous corporate bloggers in the world. The company chairman actually does his own posts on a weekly basis. This personal involvement has won the site loyal fans since they know they are getting the word from a real executive. The company has reported generating millions in direct sales from this blog and has also used this as a platform to set the record straight in the event of a bombing or hostage situation involving one of their properties. (Source: Link)

In our point of view this blog fulfil mostly all 10 characteristic of what a successful blog should contain. Visit the blog Marriott on the Move and convince yourself.

You want to learn how to make money with a blog? No problem visit us soon and you will find out! 

And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Mittwoch, 12. November 2014

It`s all about staging part II

Servus Erdnuss

As promised we are already back to talk a little bit more about staging. With researching this topic we realized how important staging is. A famous saying says: Do not judge a book by its cover! But lets be honest, we all do. You never get the chance for a second impression. This is something companies noticed and use staging to represent their brand at its best.

Here are three more goals of staging:

Stimulating the limbic system positively
The limbic system is a complex set of brain structure. It supports a variety of functions including adrenaline flow, emotion, behaviour, motivation, long-term memory and olfaction. When reading this definition by wikipedia we have to admit that if we are able to generate all this functions as a brand we would be really successful! The limbic system is also responsible for the release of endorphin. This was probably the reason why people started to talk about limbic marketing.

After founding a digital marketing strategy, a storytelling strategy and a social media strategy we are focusing on the question how to stage the whole thing. The most important step to consider is that everything needs to be staged individually. The meticulously planning on when and where to implement or present is an important detail that should not been let out. For this it is sometimes a good idea to hire professionals.

Create experiences
By giving the customer an experience, the company ensures that the customer will remember the store or product and it is more likely that he/she will come back another time. A company that really knows how to create an experience is starbucks. How is it possible that we pay more for a coffee at starbucks, the coffe doesn`t taste better than anywhere else and the stores are not out of this world, but at the same time we go to starbucks. Over time they created a very strong brand which includes their core competency "the starbucks experience". Here is a website that explains quite nicely what the experience is all about. But what about the digital world of starbucks.  Have a look at the great graphic of this post and get to know the digital experience of starbucks

I hope we informed you well about the new topic "staging". Next time we want to get to know more about the possibilities of web staging. Therefore come back soon

Thanks for reading this blog and always remember: If we can do it you will do just fine. Let's conquer the digital world together.


the book: digital marketing by Bruno Bucher

Sonntag, 9. November 2014

It`s all about "staging"

Servus Erdnuss

After a few weeks of blogging we got our first grading from the lecturer. We are more or less happy with the result and are looking forward to the next weeks of blooging. But the ambitious girls we are, we want to improve our blogging skills and therefore also our blog. Due to the fact that our lecturer wrote a great book about digital marketing, which includes the most important knowledge you need for being succesfull in digital marketing, we would like to inlighten you about a new topic: staging.

Staging is the global expression for all the measures, which help to draw attention to a product or brand. The goal is to produce unique, unforgettable and inimitable customer experiences, everywhere where a venture is in contact with the customer, doesn`t matter if it is to promote the product or show the service at its best.

But why is staging important?
  1.  The display of a product, service, enterprise or even a person is as important as the actual product itself, respectfully the actual adducing service  
  2. A noble quality of a product or a service demands a noble packaging.
  3. Only the suitable staging of a story is the completion and arouses the product to life.
  4. Whatever kind of customer relationship a venture wants to have with their customer, it needs to be planned and realized thoroughly and in every aspect with clear intentions. 
  5. A flagship store is a flagship store. A flagship website should be a flagship website.    
So now that we know why staging is important we definitely want to know more. And foremost what are the goals of staging? Bruno Bucher lists in his book 6 goals. We searched the web to show you  an  example for every goal.

Increasing the visibility and the brand recognition
An industry that knows a lot about getting great brand recognition is the fashion industry. Their flagship stores are normally big in size and at a prime location. They are an event in itself and definitely increase the visibility.

Emotionalize the message, the advertising instruments and the rooms

As already mentioned in another post storytelling is an essential part of emotinalizing a brand. If you want to refresh your memory here is a great blog about this topic A brand that definitely knows how to tell a story is Nespresso. We love their interior design. When you walk into a store you immediatly feel comfortable, relaxed and are ready to buy some coffee =)

Activating the 6, respectfully the 12 senses

Regarding the theory of Rudolf Steiner there are 12 senses. One of them is the scent. Almost every store plays music and we already know that music is influencing our shopping behaviour. But what many don`t know is that the scents we smell in a store are aswell chosen to guide our shopping behaviour. Scentair is a company that specializes in creating the perfect scent for their customers. Take a look at their website:

I hope you are as fascinated by the endless possibilities that exist to influence the customers as we are. If you want to learn even more about digital marketing and staging visit us soon again and read more about this topic in our next post.

And always remember: If we can do it you will do just fine. Let's conquer the digital world together.

Sonntag, 2. November 2014

SHIT there is a STORM

Servus Erdnuss,

Do not get lost in the storm! Read further and learn more about a very interesting and important topic in the world of digital marketing.

What is a shitstorm?

Shitstorm describes the massive and public criticism of a company, a product or a public person that is usually carried out in social networks and subsequently virally disseminated. According to Bruno Bucher this process does not only happen on a certain platform or the Internet but also expand to all possible media channels. And it usually goes to a revolt, which may have different sources, but is rapidly evolving into a veritable mass of bullying against a certain company or person
The phenomenon is usually triggered by an initial criticism, justified or not, that subsequently loses its objectivity and factual accuracy and becomes increasingly aggressive and /or abusive.

What can be done?

According to Bruno Bucher it is crucial for those concerned that they behave correctly in the eye of the storm and do not pour fuel to the fire in the form of confirmation and so nourish the prejudices further. A so called script, which will be prepared by the social media team, is recommended
The preamble of such a script might look like this:

We note that major accusations are made against our company.We make every effort to investigate these allegations and to go to the buttom of any discrepancies in our business processes and to eliminate these. We will inform the public about our next steps as soon as possible.”

An example of reacting wrong to a shitstrom

In the year 2010 Nestlé was confronted with a shitstorm which was caused by the environmental organization Greenpeace. Greenpeace criticised the usage of a great quantity of palm oil for producing Nestlé’s KitKat. The shitstorm was initiated through a social media campaign with a shocking YouTube video (to see the video click here). This campaign spread rapidly. Consequently Nestlé wanted to prohibit the video by switching off certain fan pages in order to escape the discussion. But the opposite happened. The attention increased and the video spread even more rapidly in the net than before.

“Spiegel Online” analysed the Greenpeace campaign. The graphic above shows how the usage of the term “palmoil” after the start of the campaign on blogs, social media and on news pages exploded.

The example of Nestlé shows how important it is to be prepared to a shitstorm and to react accordingly in order to protect your reputation.

You want to learn more about digital marketing? Visit us soon again and read more about interesting topics.

And always remember: If we can do it you will do just fine. Let's conquer the digital world together.


Mittwoch, 29. Oktober 2014

Social Media in China

Servus Erdnuss

Unbelievable but true: Over 1 Billion people worldwide use Facebook. Isn`t that crazy?

Therefore it comes not as a surprise that regional as well as global companies market their products and services on Facebook. But just because from our European perspective Facebook is the number #1 global social media marketing site does not automatically imply that this is the case all over the world. China is one of the most flourishing market in the world but d
ue to China’s censorship, worldwide social media sites have been banned, including Facebook, Twitter and Youtube. Therefore, China has their own versions of everything, which is used religiously by the Chinese citizens. Therefore it is essential for western companies to understand that not only the culture and therefore what they like and buy is different but also what social media is the most popular. Here is an overview China`s social media platforms.


The social media langscape of China shows how many different website there exist. In the inner circle you can see the platforms which are know to us (Twitter Google, Ebay...) and in the second circle the Asian counterparts. We would like to give a few more informations on the following three.

Sina Weibo

Weibo is a microblogging-sit which can be compared to Twitter. The features such as 140 signs per post or hashtags you already know from the American counterpart. But what really sets Weonp aüart from twitter is the direct incorporation of multimedia, a great e-commerce-system which are used by companies to integrate their product catalog into their profil. Another great tool is the subscription functions which helps to address subscribers with text or voice messages. Global companies such as Coca-cola or KLM already have a profil on Sina Weibo.

Or in other words “Facebook of  China”. Even the color of the logo has similarities with Facebook. Next to the classical function of sharing user-generated content, RenRen has a special focus on multimedia-extras. They have their own produced online-games, e-commerce and music library, which makes RenRen a multimedia experience.


is China’s leading Internet television company. Its Internet television platform enables users to search, view and share high-quality video content quickly and easily across multiple devices. Youku, which stands for “what’s best and what’s cool” in Chinese, is the most recognized online video brand in China.

As you can see the opportunities in China are great for companies to market their products or services online. More and more global companies join these site in a bit to win over customers in China.

Here is the CNN report that inspired this blogpost:

We hope you enjoyed learning mor about this topic and hope you come back soon, and alway remeber:

If we can do it you will do just fine. Let's conquer the digital world together.