Influence of Social Media Marketing

Isn’t it enormous how many people use social media?




When I saw this current statistic from 2013 I was really impressed by the huge amount of people hanging around at social media platforms. Concerning the rising trend of those platforms in all various facets my interest focuses more on the marketing and advertising part that is generated there.


Marketing Possibilities for Businesses

Looking at a business’ marketing concept: In general you want to address a lot of people, want to connect them and want to put the record of your business straight.

That’s why Stephanie Chandler, an economic book writer is convinced of social media marketing. She demonstrates that the possibility to sell your business or your product in the best customer addressing way and use the repeat exposure tool to influence the users mind subconsciously with your advert is provided by the platforms. Banners decorating social websites assure the constant stream of commercials and logos.

Supportingly, David Dubois, assistant professor of marketing INSEAD, invokes the example of American Express which includes the introduction of a conversational page at Facebook(Amex on Facebook). The successful leverage hereby is that Amex provides continuously relevant information for potential customers or investors to stimulate interaction between the audience. Including facts and trends as well as professional contributions on their Facebook page, Amex is able to address the audience directly and because of the conversations Amex is also able to align their business to customer needs.

As well as American Express is able to position itself in the center of information exchange, HP also experienced a boom becoming the first business which has 1 million followers on LinkedIn which are in return connected to 43 million other members.

To turn the tables, Paul Dunay, global VP of marketing for Maxymiser, states that the usage of social media may also end up in a total mess! Quantas Airlines for instance ventured a faux-pas by raffling a first class pajama to promote their possibility of luxury flying and raise Twitter followers. The thing was, that this came after months of negative publicity stemming from disputes which then lead to Twitter comments like:”Getting from A to B without the plane being grounded or an engine catching fire. #qantasluxury”, which were spread over the internet immediately and finally, resulted in the grounding of the entire Quantas fleet.


Trends of Social Media Marketing coming up 2013

To drift away from good and bad examples of social media marketing I was wondering what the year 2013 will bring us in relation to marketing trends.

What caught my attention was the increasing trend towards the mobile usage of social media. In Germany, the acquisition of smart phones in relation to other mobile phones raised from 67% to 77% in the end of 2012. Last December, about 16 million Germans had access to social networks or blogs via their smart phone.

To relate this trend to marketing via social media, Facebook already faces a downturn in revenues because of the declining PC usage.

Advertisers are not willing to pay as much for mobile ads because they simply are not as effective as ads on a desktop. And the mobile ads that advertisers are buying are a lot cheaper than ads on a desktop, pricing at 56 cents on the dollar”, Colin Gillis, analyst for BCG claims.

The development of viable advertisement from desktops to mobile platforms is not as easy as thought. Recent studies show that 41% of adverts are shared via display, whereas only 8% attention is given to mobile adverts.The question arises how to squeeze ads on tiny mobile screens to still afford marketing options for businesses.

Ryan Holmes, CEO of HootSuite announces that new social ad models characterized by innovative offerings like Promoted Tweets and sponsored Stories will replace the traditional banners and pop-up ads. The main concept is convergence. The target is to combine ads and content.


How important are the social media ads? How do they influence users?

Social networks became more powerful than one has probably thought of: navigating purchase decisions, rising confidence in brands and communicating with customers affect the everyday usage of social networks. According to a recent report from YouGov, in the UK 23% of users researched a product after seeing it on a social media site, which represents a 6% increase of the year before. In addition to that research 13% of the people decided to actually buy something, which increased 7% from the year before.

To come back to the percentage of users who researched on a product the study also reveals that only 5% actually claimed that they have clicked on an advert in the last year. For me it seems to be an indicator for subconscious marketing. Another aspect which is interesting to me is that according to the study less than 1 in 10 feel that targeted advertising is relevant to them.

To conclude, users are obviously open to influence by adverts in social networks. Although at the moment it seems to be more like a subconscious absorption, I guess that when target groups would be addressed better advertisement would me more relevant for them and had more potential to grow.



Social Media – Friends, Trends .. and Jobs?

Because of the restrained German economy in 2012 the job market was recently not very offensively. But the perspective for the next 5 years are all in all increasing!

Recent surveys show that the educational level still plays a crucial role for recruiting. Employers prefer Master degrees with more than 86% whereas Bachelor degrees are only demanded by 38%. To attract graduates of Generation Y a lot of employers have changed their handling concerning the junior staff. To mention is here of course the recruiting trend towards Social Media.

The “Social Media Recruiting Studie 2012 von Deutschland” compares the popularity of social media with the traditional ways of recruiting. One can say, that especially the use of the Internet in total has gained a lot of importance. 84% of German companies operate HR websites as well as online job boards. The number of companies using Social Media has increased in the last years to a percentage of 74% whereas recruiting via print is only used by 45% of the companies. Stefan Schär of Social Media Schweiz invigorates this by emphasizing the advantage of using Social Media to receive a more authentic insight into a company which doesn\’t work as good using print. To continue, further Social Media extension plans are already made by 2/3 of German companies for the year 2013.

As the 2nd prevalent platform right after Xing(68%), 65% of companies use Facebook for searching and communicating with potential employees. “The connection barrier between employer and employee has reduced and it is easier to build up business relations.” states Schär.

To mention another point of view: “Indeed Facebook is established as a recruiting channel but nevertheless it is still way far from being professionalized!” claims Jan Kirchner, partner of the digital agency Atenta. This statement probably refers to is the insufficient upkeeping of most of the firm\’s fan pages. Recently, it is enormously criticized that after the “Facebook Recruiting Study 2012”, 46,7% of the companies show no reaction to fan activities on their pages at all!

But on the other hand there is still high potential for improvement. To present one\’s company with videos or pictures on Facebook is one possibility that already exists and another that was introduced lately is the Emplido- Facebook App for applicants which includes filtering one\’s strengths and looking for valuable connections for professional success to help you find a job. A further project which Facebook is planning on is the introduction of a meta-job board to focus more intensively on the Social Media recruiting trend.

In the view of Alexander Senn of KPMG, Social Media should just serve as a primary source of information or as a leverage but will never replace the personal contact.

Putting the cherry on the cake

“Being realistic is the most common road to mediocrity. Why would you be realistic? What\’s the point? It just puts up a barrier”

I really liked that quote by Will Smith when I read it. Always trying to be perfect is not always perfect. It puts yourself in a square which excludes creativity and often personality.

That\’s the same thing when you apply for a job for example. Usually you have your application pattern with which every application looks pretty much the same and doesn\’t really tell something about your personality. Career advisors always tell that you have to be outstanding so that personal managers will observe you between all the other applicants.

That\’s actually what a few people did lately:

A woman portrayed her Facebook addiction in order to get an internship at Daimler\’s social media department. And it worked! An other example is a guy who sent in an application photo which shows him lolling around – dressed like Pamela Anderson. Even this crazy guy got hired by an ad agency and is now employed as their creative director.

To just include an other example: If Ben Franklin wouldn\’t have “crossed the borders of the square” and wanted to enforce his crazy idea of delivering mails between colonies at night – which was inconceivable in this time – our today\’s mail system may not exist.

See, sometimes it is important to not behave like mediocrity! BUT you shouldn\’t overdo it! And you should first look at where you apply.

Frank Smith, personal marketing boss of Lufthansa, states that a lot of companies are not interested in exceptional applications. “Last year we had over 150000 applications floating in, that\’s why we have to focus on skills and don\’t have the time for more complex applications.”

Relating to this Jürgen Hesse, application trainee and author, invokes:”Determining is the special idea!”. Sure you shouldn\’t be too happy to try out crazy things applying for conservative companies. Nevertheless the whole range of possibilities should be exploited of its full potential. “What about writing the application in landscape format. That\’s different and still legitimate.” proposes Hesse.

So why not being a little creative and exceptional in this world where perfection seems to be pressuring and personality underestimated?

Salesman on stage in “How to get a job”


A lot of people study business or sales but when it comes to finding a job it is most often a pain in the butt and they forget about all the things they\’ve learned. But those things you\’ve learned in business school are actually so easy to transfer to “real life”… for instance when you are searching a job! That\’s why I want to share my knowledge and my research solutions with you and show you 3 main aspects you should be aware of while looking for a job!

1) Pipeline Principle

When you begin you should take the pipeline management into consideration. This refers in the business world to a cross-project management which means that you do multiple things with the same objective. To transfer it now to our job search: You should work more efficiently and save time and you do work which is similar, which has the same objective, parallel. It is like a funnel: In the beginning you need o lot of job opportunities to actually get one.

2) Sell yourself!

As a salesman you know how to sell products of any kind, you get taught to do that all the time! But why is this behavior mostly also forgotten when it comes to a job interview? What is important? You are the product which needs to be sold to the buyer who is the interviewer! What is the interviewer looking for? (e.g.: a child is rather looking for toys than for a lawnmower!) What is relevant for them and how can you best promote your skills and experiences? To find that out it might also be good to know how to do research and find useful information via internet.

3) Always a step further

When you set up a business talk or meeting or even when you just write a mail, it always has a reason behind it and already a next step in focus. One would probably ask for meetings, conferences or further collaboration. In the job world it should be the same. Why should you just send your documents without asking directly for an interview? Or when you already had an interview you could also model it like the career expert Dana Manciagli suggests:”I am eager to hear the next step in your hiring process and am more passionate than ever about the position we discussed. I want to work for you.”

I hope this little excursion has helped you a little bit or reminded you at some stuff you\’ve probably heard of .. or it may also gave you a hint to sometimes listen to teachers when they talk because it could be from time to time very useful!

What are lately smartphone users looking for? How

What are lately smartphone users looking for?

How does the value of Apple products like Iphones change in the next years? After Michael McQueen, a social researcher who also delved into this theme, preferences and tastes of Gen Y will diverge away from the now leading trendsetters within the next 5 years.

A huge problem McQueen points out is that Apple for example focused more on business rather than on the lifestyle market of potential customers. Additionally Apple also faces a problem of hubris because of its apparently never ending success of the last years.

Concerning the younger generation which should be addressed as potential new customers or even the younger customers which should be kept as already existing customers are not addressed adequately by the classical super high tech devices, McQueen blames. The generation and the tastes are changing continuously, and even faster in the last years, but mostly products don\’t… at least as not as fast or pleasing. An other argument Leanna Kelly, a sociological US writer, invokes is that the new generation, the gen Y, is mostly concerned about themselves rather than about any brand which is “just cool at the moment”. That basically means that they care more about presenting themselves via sharing and creating their own content rather than paying much attention on the brand. Isn’t it that a lot of us just want to create an identity via their smartphones using facebook for instance to show pictures, to write down your biography or to localize themselves via linking. A nice quote she uses is: “You are what you share”. That’s one aspect which should be considered and added to the just technological and business conducted strategy of most companies.

Compared to Apple’s Iphone which faces a downturn, Samsung has lately reached numbers to be shown off! It’s mixture of engineering know-how, manufacturing strength and marketing savvy which lead Samsung’s profits to a record high of 76% on smartphone sales. The American Customer Satisfaction Index also proves that Apple Iphone scores decreased by 2% from 2012 to 2013 whereas Samsung’s score increased by 7%.


Is the Iphone loosing popularity?

The blog post “Customers not as happy with iPhone as they were last year” by Shara Tibken and published in May 2013 on deals with the Ipone loosing good customer reputation. According to the American Customer Satisfaction Index, Apple still issues the best customer satisfaction. What Tibken now addresses is that although Apple is still the leader, it lost customer satisfaction of about 2% from 2012 till 2013. On a scale of 100 it is a decline from 83 to 81. Based on the American Customer Satisfaction Index, Tibken argues that companies like Nokia, Samsung and Motorola increased their customer satisfaction for up to 5% since last year.