Social Media und Location-based Marketing

258 Pages·24.345 MB·German

SOCIAL MEDIA UND
LOCATION-BASED
MARKETING
ron FABER
sönke PRESTIN
MIT GOOGLE, FACEBOOK,
FOURSQUARE, GROUPON & CO.
LOKAL ERFOLGREICH WERBEN
EXTRA: Mit kostenlosem E-Book
Strategien für kleine und mittlere
Unternehmen
Faber/Prestin
Social Media und Location-based Marketing

Ron Faber
Sönke Prestin
Social Media und
Location-based Marketing
Mit Google, Facebook,
Foursquare, Groupon & Co.
lokal erfolgreich werben
Inhalt  V
Die Autoren:
Ron Faber, Hamburg
Sönke Prestin, Hamburg
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Wissen zusammengestellt und mit Sorgfalt getestet. Dennoch sind Fehler nicht ganz auszuschlie-
ßen. Aus diesem Grund sind die im vorliegenden Buch enthaltenen Informationen mit keiner Ver-
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nung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-
Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften.
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Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbiblio-
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© 2012 Carl Hanser Verlag München, www.hanser.de
Lektorat: Margarete Metzger
Herstellung: Irene Weilhart
Copy editing: Manfred Sommer, München
Umschlagdesign: Marc Müller-Bremer, www.rebranding.de, München
Umschlagrealisation: Stephan Rönigk
Gesamtherstellung: Kösel, Krugzell
Ausstattung patentrechtlich geschützt. Kösel FD 351, Patent-Nr. 0748702
Printed in Germany
print-ISBN: 978-3-446-42911-6
e-book-ISBN: 978-3-446-42968-0
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VI   Inhalt Inhalt  VII
3.3 Google Place anlegen oder übernehmen ....................................................................... 59
3.3.1 Google-Konto anlegen .......................................................................................... 60
3.3.2 Google-Konto bearbeiten ...................................................................................... 61
3.3.3 Neuen Google Place anlegen ............................................................................... 62
3.3.4 Bestehenden Google Place übernehmen ............................................................ 62
3.3.5 Basisinformationen eintragen ............................................................................. 62
3.3.6 PIN anfordern und Eintrag bestätigen ............................................................... 66
3.4 Google Places SEO .......................................................................................................... 67
3.4.1 Citations in Branchenverzeichnissen ................................................................ 67
3.4.2 Citations in Bewertungsportalen ........................................................................ 68
3.4.3 Events veröffentlichen ......................................................................................... 68
3.4.4 Einträge in Social Bookmarks ............................................................................. 68
3.4.5 Citations auf anderen Websites .......................................................................... 69
3.4.6 Aktivitäten in Sozialen Netzwerken ................................................................... 69
3.4.7 Eigene Webseite ................................................................................................... 70
3.5 Wohin geht die Suche? ................................................................................................... 70
4 Bewertungen .............................................................................................................. 73
4.1 Vorbemerkung: Wert von Bewertungen für die lokale Suche ..................................... 74
4.2 Wer liest Bewertungen? .................................................................................................. 75
4.3 Wo werden Bewertungen gelesen? ................................................................................ 78
4.3.1 Was bedeutet das für die lokale Suche? .............................................................. 80
4.4 Welche Branchen werden bewertet? .............................................................................. 81
4.5 Welchen Einfluss haben Bewertungen? ........................................................................ 87
4.6 Wem glauben Leser? ....................................................................................................... 89
4.6.1 Mehrere Bewertungen lesen ............................................................................... 89
4.6.2 Die Masse macht’s ............................................................................................... 90
4.6.3 Ausführlichkeit der Bewertungen ....................................................................... 91
4.6.4 Kompetenz des Verfassers ................................................................................... 91
4.6.5 Verhalten des Verfassers ..................................................................................... 92
4.6.6 Authentische Sprache .......................................................................................... 92
4.7 Was können Sie tun? ...................................................................................................... 93
4.7.1 Finden Sie Ihre Plattform .................................................................................... 94
4.7.2 Sagen Sie es allen ................................................................................................. 95
4.7.3 Machen Sie es einfach ......................................................................................... 96
4.7.4 Werbegeschenke und Rabatte ............................................................................. 96
4.7.5 Schaffen Sie Beschwerdewege ............................................................................. 96
4.7.6 Generieren Sie Bewertungen durch Groupbuying ............................................ 97
4.7.7 Reagieren Sie auf negative Bewertungen ........................................................... 97
4.7.8 Vermeiden Sie den Rechtsanwalt ........................................................................ 97
5 Social Networking .................................................................................................... 97
5.1 Oberstes Gebot: Mitmachen ........................................................................................... 98
5.1.1 Was mögen Nutzer? .............................................................................................. 98
5.1.2 Was können Sie erzählen? ................................................................................... 99
Inhalt  VII
5.2 Facebook .......................................................................................................................... 102
5.2.1 10 Tipps für den Start .......................................................................................... 102
5.2.2 Fanpage anlegen ................................................................................................... 103
5.2.3 Eigene Postings schreiben ................................................................................... 105
5.2.4 Auf Freunde verweisen ........................................................................................ 105
5.2.5 Links posten ......................................................................................................... 105
5.2.6 Fotos posten .......................................................................................................... 106
5.2.7 Personen markieren ............................................................................................. 107
5.2.8 Videos posten ....................................................................................................... 107
5.2.9 Fotos und Videos aus fremder Quelle posten ..................................................... 108
5.2.10 Fremde Postings kommentieren ......................................................................... 108
5.2.11 Richtig kommentieren ......................................................................................... 108
5.2.12 Benachrichtigungen lesen und verwalten .......................................................... 109
5.2.13 Benachrichtigungen per E-Mail .......................................................................... 109
5.3 Google+ ............................................................................................................................ 109
5.3.1 Google verbindet seine Suche mit den Pages .................................................... 110
5.3.2 Google+ Page anlegen .......................................................................................... 110
5.4 Twitter ............................................................................................................................. 112
5.4.1 Das Besondere an Twitter .................................................................................... 113
5.4.2 Wofür eignet sich Twitter? ................................................................................... 113
5.4.3 10 Tipps für den Start .......................................................................................... 114
5.4.4 In Tweets reinlauschen ........................................................................................ 114
5.4.5 Tipps für die Suche: Hashtags & Co. ................................................................... 116
5.4.6 Suchanfragen verfeinern ..................................................................................... 116
5.4.7 Trending Topics: Worum geht’s? ......................................................................... 117
5.4.8 Registrieren und Follower werden ...................................................................... 118
5.4.9 Favoritenlisten erstellen ...................................................................................... 119
5.4.10 Eigene Meldungen verfassen .............................................................................. 119
5.4.11 Retweets versenden ............................................................................................. 120
5.4.12 Links twittern ....................................................................................................... 120
5.4.13 Fotos und Videos versenden ................................................................................ 121
5.4.14 Personen erwähnen und ansprechen ................................................................. 121
5.4.15 Private Nachrichten schicken .............................................................................. 121
5.4.16 Twitter mit Facebook verbinden ......................................................................... 121
6 Location-based Social Networking ................................................................... 123
6.1 Anwenderperspektive: So werden Location-based Social Media genutzt ................... 124
6.1.1 Basis: Einchecken ................................................................................................. 124
6.1.2 Kommunizieren ................................................................................................... 126
6.1.3 Entdecken ............................................................................................................. 128
6.1.4 Sparen ................................................................................................................... 130
6.1.5 Spielen .................................................................................................................. 132
6.1.6 Fazit ....................................................................................................................... 134
6.2 Wer checkt ein? ............................................................................................................... 135
6.3 Warum checken Menschen ein? .................................................................................... 140
6.4 Hype oder Chance? ......................................................................................................... 143
VIII   Inhalt Inhalt  IX
6.5 Welcher Anbieter? ........................................................................................................... 144
6.5.1 Foursquare ............................................................................................................ 145
6.5.2 Gowalla .................................................................................................................. 145
6.5.3 Google Latitude und Google+ .............................................................................. 146
6.5.4 Facebook Places ................................................................................................... 146
6.5.5 Andere Anbieter ................................................................................................... 147
6.5.6 Wo anfangen? ....................................................................................................... 147
6.6 Foursquare Venue übernehmen/anlegen ..................................................................... 146
6.7 Merchant Center nutzen ................................................................................................ 148
6.8 Best Practices .................................................................................................................. 149
7 Lokales Groupbuying .............................................................................................. 153
7.1 The Big Deal: Das ist Groupbuying ................................................................................ 155
7.1.1 Beispiel: Deals bei Groupon ................................................................................ 155
7.1.2 Was sind die Vorteile für Unternehmen? ........................................................... 156
7.1.3 Wer bietet Groupbuying an? ................................................................................ 157
7.2 Wer kauft was und wie viel? .......................................................................................... 162
7.2.1 Aktive und passive Nutzer .................................................................................. 164
7.2.2 Mann, Frau, Smartphone ..................................................................................... 165
7.2.3 Welche Deals werden gekauft? ............................................................................ 167
7.3 Ist Groupbuying empfehlenswert? ................................................................................ 169
7.4 Best Practices ................................................................................................................. 170
7.4.1 Wissen, nicht schätzen ........................................................................................ 172
7.4.2 Schnüren Sie Deal-Pakete .................................................................................... 172
7.4.3 Bauen Sie auf Cross- und Upselling ................................................................... 173
7.4.4 Machen Sie einen Deal aus Standardleistungen ................................................ 173
7.4.5 Bleiben Sie unter dem Durchschnitt ................................................................... 173
7.4.6 Bleiben Sie in Ihrem Kundensegment ................................................................ 175
7.4.7 Knüpfen Sie Kontakt ............................................................................................ 175
7.4.8 Zeigen Sie sich in bestem Licht ........................................................................... 175
7.4.9 Verhandeln Sie hart ............................................................................................. 176
8 100 Prozent: Was noch zu tun ist ...................................................................... 177
8.1 Bezahlen, besitzen oder verdienen ................................................................................ 178
8.2 Eigene Website ............................................................................................................... 180
8.2.1 Ihr einziger echter Besitz im Internet ................................................................ 180
8.2.2 Mehr Liebe bei Google Places ............................................................................. 181
8.2.3 Mehr Bewertungen, Likes etc. ............................................................................. 182
8.3 Eigene Videos bei YouTube ............................................................................................ 182
8.3.1 Videos bei YouTube einstellen ............................................................................ 184
8.4 Eigenes Schaufenster ...................................................................................................... 185
8.4.1 Was ist ein QR-Code? ........................................................................................... 186
8.4.2 Wie kann man QR-Codes einsetzen? .................................................................. 187
8.4.3 Wie erzeugt man QR-Codes? ............................................................................... 190
8.5 Werbung bei Google ........................................................................................................ 191
8.5.1 AdWords oder AdWords Express? ....................................................................... 191
Inhalt  IX
8.6 In 2 Minuten werben mit AdWords Express ................................................................. 192
8.7 In 20 Minuten werben mit AdWords ............................................................................. 194
8.7.1 Kampagneneinstellungen wählen ....................................................................... 194
8.7.2 Anzeige schreiben ................................................................................................ 196
8.7.3 Keywords eingeben .............................................................................................. 197
8.7.4 Lohnt sich Google AdWords? ............................................................................... 199
9 Vorsicht, Falle: Rechtliche Fallstricke vermeiden ...................................... 201
9.1 Profileinträge in Verzeichnissen ................................................................................... 202
9.1.1 Löschung von Profilen ......................................................................................... 202
9.1.2 Unabsichtlich falsche Einträge ............................................................................ 203
9.1.3 Absichtlich falsche Einträge ................................................................................ 203
9.1.4 Eigene falsche Einträge ....................................................................................... 205
9.2 Bewertungen ................................................................................................................... 206
9.2.1 Gegen welche Bewertungen kann man vorgehen? ............................................ 206
9.2.2 Bewertungen löschen lassen ............................................................................... 207
9.2.3 Identität von Bewertern ermitteln ...................................................................... 208
9.2.4 Besondere Regeln für Berufsgeheimnisträger ................................................... 209
9.2.5 Sich selber bewerten ............................................................................................ 209
9.2.6 Konkurrenten bewerten ..................................................................................... 210
9.3 Rabattgutscheine ............................................................................................................ 211
9.3.1 Rücktritt von unzumutbaren Deals .................................................................... 211
9.3.2 Befristung von Gutscheinen ................................................................................ 212
9.3.3 Rückerstattung des Kaufpreises ......................................................................... 213
9.3.4 Enge Grenzen für bestimmte Berufsgruppen .................................................... 213
9.4 Verwendung von Grafiken, Zeichnungen und Fotos .................................................... 215
9.4.1 Rechtlicher Rahmen ............................................................................................. 216
9.5 Impressum ....................................................................................................................... 218
9.5.1 Inhalte und Platzierung ....................................................................................... 218
10 Kristallkugel: die Trends ........................................................................................ 221
10.1 Augmented Reality ......................................................................................................... 222
10.1.1 AR in Marketing und Werbung ........................................................................... 224
10.1.2 Ist AR sehr aufwändig? ........................................................................................ 226
10.2 Near Field Communication (NFC) ................................................................................. 227
10.2.1 RFID vs. NFC ........................................................................................................ 227
10.2.2 Mobile Payment .................................................................................................... 229
10.2.3 Mobile Couponing ................................................................................................ 230
10.3 Lokale Suche verändert sich .......................................................................................... 231
10.3.1 Die Soziale Suche ................................................................................................. 233
10.4 Multi-Channel-Vertrieb gewinnt .................................................................................... 234
10.4.1 Online nach dem Warenbestand im Handel suchen ......................................... 235
Index ....................................................................................................................................... 237