Beiträge

Hier geht es um die effektivere Nutzung von Bewegtbild in der Corporate Communication. Unsere Video-Marketing-Checkliste hilft Ihnen, diese Arbeit zu optimieren.
Im Folgenden finden Sie 10 Tipps für die Planung eines erfolgreichen Marketing Videos mit Bonus Tipp(s).

Noch mehr zum Thema Video Marketing finden Sie hier von Patrizia Sinistra:

Dieser Beitrag wurde als Zusatzinhalt zum 4. MCLago Happy Hour Webinar erstellt. Mehr Infos auch hier:

Sie können eine Zusammenfassung der Punkte aus diesem Beitrag als Checkliste herunterladen und hier den Beitrag vom MC Lago studieren.

Warum lohnt sich ein Video? Planung macht es möglich

Zuerst muss uns klar sein, dass nur gute Videos den gewünschten Impakt oder Resonanz bringen können. Es wird nämlich bereits eine Riesenmenge von Videos produziert.

Die Anzahl der neuen Videos ist enorm. Sagen wir, eine Person möchte die in der Zeitspanne von einer Woche hochgeladenen Videos auf den beliebtesten Kanälen auf YouTube anschauen. Würde sie das tun, müsste sie allerdings täglich acht Stunden lang ohne Pausen oder freie Tage aufwenden und bräuchte hierfür 16 Jahre (Pew Research – 2019-07). Das zeigt die Problematik des Überangebots. Bei neuen Videos ist Qualität gefragt und auch Glück nötig, ansonsten geht man in der Masse unter.

Um diese Situation besser meistern zu können, muss ganze Arbeit geleistet werden. Der Anfang bildet dabei die Marketing und die Digital Marketing Strategie. Videos oder Bewegtbilder müssen mit der Digital Marketing Strategie koordiniert sein.

Mithilfe dieser Planungsarbeit merken wir sehr bald, dass das Posten eines einzigen Videos in 12 Monaten zu wenig ist. Für Klein- und Mittelstandsbetriebe (KMU) sprengen jedoch 100 Videos das Budget. Möglicherweise ist es aber gut umsetzbar, 6 Videos beispielsweise im Bereich der Produktnutzung, mit Fallstudien beim Kunden oder aus der Rekrutierung zu veröffentlichen. Die gewünschten Themen sollen kurz aufgeschrieben werden und Teil des Content Plans sein. Hier unsere Hilfestellung:

  • Ziel – was wollen wir mit dem Video erreichen?
    • Produkt promoten (z.B. warum ist Migros Ice Tea besser als Lipton’s Ice Tea – Pepsi versus Coke…),
    • Erklärung/Weiterbildung – so ersetzen Sie den Wasserfilter in der Jura Kaffeemaschine (How To Kategorie – SEO Tipps), oder
    • Fun/Unterhaltung – für Firmen eher weniger praktikabel, aber manchmal möglich. PS: Humor ist oft kulturabhängig und funktioniert manchmal anders über die Landesgrenze hinaus, z.B. Schwierigkeiten bei der Übersetzung von Deutsch auf Englisch (z.B. Ironie, Wortspielereien übersetzen ist oft fast unmöglich).
  • Budget – welche Ressourcen brauchen wir und welche stehen uns zur Verfügung?
    • Materialkosten – wie viel muss ich in der Vorbereitungsphase, während der Dreharbeiten und in die Nachbearbeitung investieren? Muss ich neues Equipment oder Bearbeitungssoftware kaufen oder mieten? Muss ich Räumlichkeiten mieten?
    • Personalkosten – wer kommt von extern/intern und wieviel Zeit brauchen diese Personen? Es geht um das Konzept, Vorbereiten des Scripten, Anreise zu Dreharbeiten (weitere Kosten?), eventuell Übernachtungskosten und Spesen, Produktion und Postproduktion und nicht zuletzt, wer wie das Video bei Kunden promoten soll (siehe auch KPIs weiter unten). Die Personalzeit, die ich berechnen muss, sind also nicht nur die Stunden des eigentlichen Drehs.
    • Auf welchen Plattformen will ich publizieren und wie mache ich darauf aufmerksam – daraus ergeben sich eventuell weitere Zeit- und Personalkosten. Ich muss für unterschiedliche Social Media Kanäle unterschiedliche Formate vorbereiten (Länge des Videos – 5 Minuten auf YouTube, 30 Sekunden auf Instagram, mit Untertiteln oder ohne, unterschiedliche Hintergrundmusik, andere Voice-over Sprachen usw).
  • Administration
    • Copyright – Vereinbarung mit teilnehmenden Mitarbeitern, usw. (Download Vorlage Vereinbarung mit Mitarbeitern/Azubis von drkpi hier),
    • Review Prozess – alle Versionen (z.B. für YouTube oder Instagram) müssen vorher überprüft werden unter Berücksichtigung aller Sprach- und Kulturgebiete. Neuestes Negativ-Beispiel: Shitstorm um das Video für den neuen VW Golf vor dem Hintergrund der Bewegung „Black Lives Matter“. Dem Instagram Video in Deutsch (siehe ganz unten im Beitrag) sagte man rassistische Nähe nach, worauf VW den Clip löschte.
    • Skript – Wort für Wort aufschreiben oder Themen skizzieren. Das Video von drkpi unten ist frei gesprochen mit Hilfe der Slides, welche der Präsentator während des Webinars mit Teilnehmenden vorliegen hatte (siehe gleich hier im Beitrag).

Wer ist unsere Zielgruppe für das Video Marketing? Generationen berücksichtigen

Sobald wir wissen (siehe oben), um was es gehen soll und welchen Fokus das Video haben soll, geht es zum Dreh.

  • Art der Zielgruppe – wen wollen wir ansprechen?
    • Konsumenten B2C,
    • Firmen B2B, oder
    • Kombination von Firmen und deren Konsumenten/Firmenkunden, private wie auch institutionelle Investoren.
  • Sozio-ökonomische und -demographische Faktoren unserer Zielgruppe(n)? – Millennials, Generation X oder Y … für Marketingprofis
    • Alter – z.B. hat Generation Z mit 8 bis 23 Jahre (2020) andere Bedürfnisse/Wünsche als Generation X – 40 bis 55 Jahre alt,
    • Gender – Mann, Frau, divers, und
    • Bildung/Sprachraum: DE, FR, EN (USA versus Kanada, Australien, UK).
  • Wo und wann erreichen wir die Zielgruppe – das Multitasking (während einer Konferenz oder abends beim TV-Film schauen hat man weniger Konzentration für unser Video)
    • Wo – Im Zug/Auto, Büro oder zu Hause angeguckt (Konzentration ist im Zug sicherlich anders als zu Hause im stillen Wohnzimmer),
    • Gerät – Tablet, PC, TV, Smartphone und
    • Plattform – Webseite, Kanäle (z.B. LinkedIn, Instagram oder TikTok).

Ein Video in voller Länge ist auf YouTube oder Vimeo vielleicht 10 Minuten lang. Auf Instagram soll es aber kürzer sein, wie z.B.

  • Instagram Feed Video Length und Instagram Video Ad Length: 3 – 120 Sekunden
  • Instagram Story Video Length: Maximal 15 Sekunden pro Story Card
  • IGTV Video Length: 15 Sekunden – 10 Minuten (für ein paar Accounts bis zu 1 Std.)
  • Instagram Live Video Length: Bis zu 60 Minuten
  • Instagram Story Video Ad Length: bis zu 120 Sekunden

Pinterest akzeptiert Videos als MP4- oder MOV-Dateien bis zu einer Größe von 2 GB, d.h. je nach Qualität sind 5 Minuten möglich (850 MB bis 1.75 GB). Ideal sind entweder das quadratische Format (1:1) oder wie bei Bildern das Hochformat.

Wie messen wir den Erfolg vom Video Marketing? 3 KPIs

1 bis maximal 3 KPIs oder Key Performance Indicators reichen. Auch hier ist es wichtig, sich vor Augen zu halten, dass das Erreichen der Zielgruppe das Ziel ist. Im B2C Bereich hoffen wir auf Konsumenten aus dem Markt oder Land, in dem der Kunde zu Hause ist. Im B2B Bereich sind es die möglichen Kunden der Produkte oder Dienstleistung.

Die meisten Marketers sind sich einig, dass ihre Zielgruppe in eine von drei Kategorien passt:

  • Dem Kunden fehlt die Bekanntheit/Awareness mit Brand/Produkt/Dienstleistung oder er hat das Vertrauen nicht (mehr),
  • Der Kunde fühlt noch Unsicherheit über Marke/Produkt/Dienstleistung/Arbeitgeber – Sicherheit mit Informationen verbessern, im Video erklären, wie das Produkt funktioniert, wenn richtig genutzt oder warum es sich lohnt, sich für diese offene Stelle zu bewerben,
  • Bereit zum Entscheid/Kauf: Der Kunde befindet sich in der Entscheidungsphase; wo bewerbe ich mich für die neue Lehrstelle, welches Shampoo kaufe oder bestelle ich demnächst usw.

Video Marketing muss deshalb für jedes Video berücksichtigen, wo sich das gewünschte Zielpublikum auf seinem Weg und in seiner Absicht zum Kaufentscheid befindet. Welches der drei möglichen Markenziele ist demnach Ihre Priorität Nr. 1?

Oftmals ist der Kunde vielleicht nicht vertraut mit dem Arbeitgeber und unsicher ob er sich für beispielsweise einen Ausbildungsplatz bewerben soll. Das heisst, der Inhalt muss diese Aspekte berücksichtigen, ansprechen und wenn möglich aufklären. Der Inhalt vom Video muss diese komplexe Realität wiederspiegeln – Bsp.

Wir sind uns sicherlich alle einig, dass viele Views von nicht relevanten Zielgruppen wie Youngsters aus China oder Bots nicht hilfreich sind, wenn wir Werkzeugmaschinen im Wert von mehr als 1 Mio. Euro pro Stück verkaufen möchten. Beim Verkauf von Hygieneartikeln wie z.B. Seifen oder biologischen Shampoos in recycelbaren Behältern lohnt sich der Besuch eines Teenagers aus einem Land, in welchem er unser Produkt auch kaufen kann.

  • Views – diese Faktoren gilt es im KPI zu berücksichtigen
    • Plattform: Direkte Views/Ansichten vom Video auf TikTok, YouTube, Vimeo, usw.,
    • Website – YouTube Video auf Website eingebettet vs. Views von eingebettetem Video auf anderen Webseiten, und Views auf
    • Social Media wie Twitter, Instagram, Facebook und Pinterest.
  • Zeitfaktor – wie lange wurde das Video im Durchschnitt angeschaut => nur kurz, bis zur Hälfte, oder haben die meisten Viewer zu Ende geschaut?
  • Eigene Mitarbeiter als „Verkäufer“ oder Vermarkter des Videos bedenken – sie haben eigene Netzwerke auf Social Media Plattformen, teilen sie unsere Inhalte? => Hilfe mit Hashtags und Ähnlichem anbieten
    • Newsletter – Abonnenten erhalten Link, klicken darauf,
    • Email/Telefon – Mitarbeiter erwähnen das Video oder verlinken es in Signature Box in Emails, und
    • Social Media – Mitarbeiter und hoffentlich auch Kunden teilen den Link auf deren Social Media Accounts wie z.B. Instagram, LinkedIn und Twitter.

Schlussfolgerungen: Video Marketing ist kein Werbespot

Video Marketing ist ein sehr gutes Instrument zur Kommunikation mit Kunden, Interessenten sowie anderen Stakeholdern.

Natürlich sind Schüler im Alter von 13-16 Jahren, die einen Ausbildungsplatz suchen, ein anderes Zielpublikum als Väter oder Mütter der Generation Millennials, welche eine neue Anstellung im Bereich Büro/Buchhaltung/Personal suchen. Für Leser der drkpi Blogbeiträge ist dies einfach nachzuvollziehen.

Die Corporate Videos, welche wir auf den Webseiten von Firmen finden, sprechen oft eine unklare Sprache. Sie sollen Wissen zum Unternehmen oder zu Produkten vermitteln. Doch scheint es manchmal so, als ob die Bedürfnisse vom Zielpublikum nicht in die Planung des Videos eingeflossen sind. Sowie für uns der Mehrwert, muss für den Zuschauer die Message und der Nutzen des Videos klar ersichtlich sein. Dass jemand ein toller Arbeitgeber ist oder ein bestimmtes Shampoo besser für meine Haare ist („so bleibt Ihr Haar gesund“) muss ich verstehen. Auch warum ich dieses Produkt mit der bestimmten Merinowolle-Herkunft kaufen soll, muss in der Video Botschaft vermittelt werden (klasse Beispiel von Rotauf – 5 Tonnen Merinowolle aus kontrolliert biologischer Tierhaltung – Video(s)).

10 Tipps fürs Video Marketing: Download Video Marketing Checkliste hier (anklicken)

Hier gibt es weitere Downloads von Checklisten.

Haben Sie Beispiele von vorbildlichen Corporate Videos, welche die Message gut vermitteln? Haben wir vielleicht einen wichtigen Punkt vergessen? Bitte hinterlassen Sie uns einen Kommentar. Wir sind Ihnen für Ihre Hilfe schon jetzt dankbar. Merci.

Developing an expert system: Much work, many challenges, challenging job. | Copyright iStock 912613902

In Brief: Last time we talked about the equipment, responsibilities among the involved, legal aspects and the shooting location.
In the third part of the series there are more important tips with examples on how to make a marketing video successful.

Now we are closing this series with more thoughts on these last 4 points (click and read the answer immediately):

  1. 1. Budget: Something always goes wrong
  2. 2. Where do we launch our video?
  3. 3. Which duration is best for our marketing video?
  4. 4. Epilogue: The actual secret recipe is to plan long-term
  5. 5. What is your opinion?

And there is more you might be interested in:

[su_box title=“How to Prepare Your Marketing Video?“ box_color=“#86bac5″ radius=“9″ class=“alignlcenter max-width: 700px“]

Video marketing: 4 tips for creating relevant content 
Video marketing: 4 tips for avoiding trouble
Video marketing: 4 secrets experts won’t tell (you are here)

[/su_box]

Read this blog entry in German here.

To stay tuned and get the latest updates on successful video marketing, sign up for our newsletter here.

1. Budget: Beware, something always goes wrong

  • Do we have the necessary means to fund the production?
  • Does our calculation comprise every detail and is there a financial buffer (it is almost always needed!)
  • Is there a need for external financing?
  • Where can we find sponsors and how can the compensations look like?

Especially this last point is interesting to all of us. If you can pay your video production yourself, then there is no need for this. But the sooner you get more partners and cooperators on board the better!

This is because you should not stop after producing only one video (for further details see below!). It is beneficial to find sponsors even though there is no need to find external investors in the first place. But in future these can support your projects and furthermore promote your video in their own networks.

Sponsors can not only give money, but provide for catering or a perfect shooting location. In this way working with sponsors means your marketing video can be really good even though it is a low budget production.

Then it’s your turn to give something back to your sponsor. This can be as easy as incorporating the sponsor’s company’s logo into the picture. Or thank him in the end credits.

For our Deutscher Marketing Verband (#DMV) video, we only needed someone who had a white wall we can use as a background

By the way, we had to go there twice. By the time we were there the first time we noticed that Urs’s shirt (white with small, light green dots) was practically indistinguishable from the white background. We could not shoot a floating head…

We had to postpone the shooting. Fortunately, we lost only one week.

Dies ist das YouTube Thumbnail unseres Videos für den Deutschen Marketing Verband (#DMV) zum Thema DSGVO

This is the YouTube Thumbnail for our Deutscher Marketing Verband (#DMV) video.

2. Where do we launch our video?

This is a question we ask ourselves and we work on theoretical solutions even before we start putting something into practice.

  • Which video platform can we use to launch our marketing video? YouTube, Vimeo, something else?
  • Do we have a YouTube channel that matches the corporate design or do we have to create one?
  • Do we have to write blog entries about our video and the production, where we can embed the video? (YES, definitely! We do this every time.)
  • Does our sponsor have a blog? Can we embed our video in one of his blog entries?
  • Do we have social network accounts like Facebook, Instagram, Twitter? There we can for example post a short version to generate traffic on our blog site or YouTube channel.

Another question is: How to launch the video.

[su_note note_color=“#86bac5″]

Tip

If you have a short movie that’s about 10 minutes long, task the cutter to make a trailer or teaser of about half a minute. This will be posted on all social media channels before we launch the actual video.[/su_note]

Maybe there is the option to show your marketing video on local TV channels or in the cinema in the surrounding area. Obviously, this depends largely on our target audience as well.

3. Which duration is best for our marketing video?

In the first 15 seconds of your movie the viewer chooses if he wants to watch more of it or not. This means, the first few seconds have to be as interesting and eye-catching as possible.

Turned out – after many projects – our DrKPI camera team spends most of the shooting time with these first seconds. It’s definitely worth it, to be a perfectionist when it comes to the introduction.

The rest will fall into place: If you are going to talk about a to of complex information, you have to ensure the talking speed is appropriate for your target audience to understand. Do not tell too much in too little time. But make it as short as possible, so it will not become boring half way through.

Duration time largely depends on your budget as well. For example, 1 minute of video needs 1-2 hours of basic cutting. (Consequently, more complicated editing like animations needs more time.)

[su_note note_color=“#86bac5″]

Tip

In general we can say: The video has to be as short as possible, as long as necessary.[/su_note]

4. Epilogue: The actual secret recipe is to plan long-term

If we are going to produce only one video alone, it has to become something magically perfect to be a success just like that. Videos get more attention if they appear in as a series, therefore we have make new videos on a constant bias.

That is why we ask ourselves: Is there a potential for continuation of our idea, our project? Do we have other similar ideas with the same style so that our videos will be recognized?

If the answer is no, you should consider making another movie.

Another fact is, that videos will be outdated after a while. Sometimes because of the content, sometimes because there are so much more new videos with the same content.

This is not very surprising when we consider that every minute there about 400 hours of video material are uploaded to YouTube. To make it even more stunning: Every day there are 576.000 new hours of moving pictures on this video platform alone!

What we learn is simple.

[su_note note_color=“#86bac5″]

Tip

Video content has to be renewed on a regular bias, because one video alone is never enough. [/su_note]

A video will at some point become less and less interesting for the viewers. Even though the content might still be up-to-date after months or years.

It depends mostly on the industry and the nature of the video contents, but there is a tendency that in about 2 to 8 weeks there are no more new views. Of course, you can post the video again and again and stretch this period. But, at some point, everyone who wanted to has watched it and will not watch it ten times more.

So think about the continuation, think about your first video as the beginning of a long-term project. This is what we always suggest our clients to do.

What is the secret behind videos gone viral?

What is the secret behind videos gone viral?

Maybe you are lucky: You succeeded in making your first marketing video a hit. And you gained a lot of new costumers.

But will these costumers be loyal? Especially, if the concurrence is uploading new videos with even more innovation in the same field every month. This is problematic…

5. What is your opinion?

  • Do you want to make a marketing video, but you are still looking for a good idea or do you need help with the execution of your project?
  • Do you have experience in video marketing? What would you improve next time?
  • You have already succeeded in making a marketing video for your company? Show us your project with a link in the comment section below and tell us how you made it.
  • Or are you planning to make a little movie for your company, for an event or produce a short video for some of your blog entries? Tell us about it in the comments. We answer as quickly as possible.

We are glad to get to know your project and wait for your comment.

 

Making a movie for your blog: the best social media marketing strategy, youtube video marketing

In Brief: In the first blog entry of this series about Marketing Videos we talked about: Why a movie? Plus, thoughts about our target audience, our goal, and what is the best content.
The second part of our series covers more production tricks and examples.

How can you avoid common problems in video shoots and preparing for them?

We can provide details, because our own past experiences were a process of trail and error. To reflect on our projects allows us to optimise our working process in the future. Learning never ends and we are motivated.

This time we came up with a variety of answers to these five questions (click and read the answer immediately):

  1. 1. Which equipment do we need?
  2. 2. Who is involved and who is responsible for what?
  3. 3. What are the legalities?
  4. 4. What is the best location?
  5. 5. What is your opinion?

For more information read the following articles:

[su_box title=“How to Prepare Your Marketing Video?“ box_color=“#86bac5″ radius=“9″ class=“alignlcenter max-width: 700px“]

Video marketing: 4 tips for creating relevant content
Video marketing: 4 tips to avoid trouble (you are here)
Video marketing: 4 secrets experts won’t share

[/su_box]

Read this blog entry in German here.

To stay tuned and get the latest updates on successful video marketing, sign up for our newsletter here.

1. Which equipment do we need?

The technology

Everyone would probably list the same item first: a camera. But keep in mind, lighting and sound are equally important. These two components are almost always underestimated, especially by beginners.

I would say, if you provide for professional lighting and sound you don’t even need to have a big professional movie camera. A good video nowadays can easily be shot with your iPhone. The image quality is more than sufficient. That is, under certain circumstances (outdoor shooting on a bright and sunny day).

However, without a high-quality microphone, your marketing video will seem amateurish no matter how good the image quality is. Synchronisation in a recording studio is possible but requires a lot more technical know-how and an experienced voice behind the mic.

If your shoot takes place indoors, you can almost never expect the natural light (from the windows) or the installed lighting in the room (usually only from above – another disadvantage) to be enough.

If you want to guarantee a professional-looking outcome, consider good-quality spotlights a must for every shoot.

And, to be honest, we from DrKPI do not make the marketing videos with our iPhones. We use camera-like camcorders like the P2HD solutions offered by Panasonic. Of course, you need a lot of accessories as well: memory cards and devices for transfer data compatibility, the tripod, and so on…

Without sufficient know-how in camera technology, you might be lost. And the same goes for the cutting. The Windows Movie Maker cannot compete with a professional video editing software like Final Cut Pro X. But this program calls for an expert, too.

In short, everything calls for one thing – and that is professionalism.

[su_note note_color=“#86bac5″]

Tip

A highly authentic marketing video can be shot with an iPhone and some headlights.
Start collecting short videos (pictures only) from products that are made, hands that work on something, a walk through your company (for stabilization consider using an Osmo that fits your Smartphone), etc.
Film everything that comes to your mind.
Then contact an expert and discuss the value of your material and what can be done with your clips.[/su_note]

More equipment needed

If you work with a production team, you can leave these questions to the experts. That gives you time to think about other things you need, such as:

  • props,
  • clothes (also known as costumes), and
  • catering.

For LomMedical (more information here), we made a video about how they integrated the smart retractable syringe for single use.

By the way, this is one of our first videos. It illustrates, what can happen, if you do not have the opportunity to test the location prior to the actual shoot. Therefore, we had no time to conduct light and sound tests.

It turned out that the long and narrow conference room was poorly lit, with windows at only one end. Even with the three spotlights on (at the best positions we could manage) the lighting for this project was not the best…

What clothes should our speaker or actors wear? The director and camera operator (responsible for visuals) can help you. Start with thinking about the Corporate Design first. This should form part of any marketing video.

And then, if your project will take a lot of time, you should provide for your team. Prepare some food and drinks. Or, at least, inform them that there will be no lunch at the set, but there is a restaurant and a supermarket nearby.

[su_note note_color=“#86bac5″]

Tip

Show your process on Facebook, Instagram and other platforms!
Take pictures from behind the scenes (Smartphones are perfect for a cool little making-of).
But keep in mind, everything that’s in the room – cups, plates, bottles, food, notebooks, pens – will become props. It’s worth thinking about how these things look on moving (and unmoving) digital film, and how they will be perceived.[/su_note]

2. Who is involved and who is responsible for what?

Participants can be divided into two groups:

  1. those working in front of the camera, and
  2. those working behind the camera.

Choose the face on screen: should it be an influencer, CEO or an employee „like you and me“? A poor choice can ruin the whole project.

All persons involved are present at the shoot (left to right): Peter Johann (CEO, Lumendi Ltd.); Corina Rieflin (Investor Relations, Lumendi Ltd.); Patrizia Sinistra (camera operator and editor, DrKPI); Urs E. Gattiker (producer and director, DrKPI).

The next question is, who is responsible for what? Expertise is needed in every area. That is why it’s almost impossible to make a movie on your own.

For instance, the head of a company can instruct a manager to take on the organisational tasks of a producer, but they will not necessarily have the technical know-how to operate the camera and lights, or the eye to arrange a scene.

It would be frustrating to realise that the material just does not look good once you’re in the editing room. Or an editor from a contracted company tells you, there’s nothing to be done with material this bad.

And you will still have the production costs to deal with.

It’s helpful to include everyone from the beginning:

  • actors, speakers, extras – everyone who is expected to be in front of the camera,
  • producer,
  • director,
  • camera operator,
  • lighting and sound experts,
  • someone responsible for legal issues
  • financial officer,
  • editor, and
  • the marketing people.

There has to be an active exchange of important information and the communication must be totally reliable to avoid misunderstandings.

[su_note note_color=“#86bac5″]

Tip

Include everyone from the beginning before taking any step in any direction. (Sometimes you will not need everyone, but it is good to have someone for everything – just in case.)[/su_note]

3. What are the legalities?

Do we need consents, contracts, insurance?

For everyone’s sake, any agreements should be done in writing. Especially when it comes to personal rights there should be signed consent forms. Prepare the paperwork with your legal expert and collect the signatures.

That goes not only for your actors or anyone else on camera, but also for anyone in the background, who may not want to be filmed. This is of particular importance if your shoot takes place outdoors. For shooting in public, you almost always need to obtain a permit. For privately-owned places, you might need permission to access the facilities.

Ensure that you have insurance to cover the work you’re doing – just in case. It would be terrible if you suddenly could not publish your marketing video because you unwittingly infringed on someone’s personal rights…

[su_note note_color=“#86bac5″]

Tip

Start the paperwork by making a list of every consent you will probably need.[/su_note]

4. What is the best location

You have an idea that suits your marketing video? A location with the perfect atmosphere or one that is able to reflect your company’s philosophy? Be sure to do light and sound tests before the shoot.

If necessary, you may need to increase your equipment, e.g. more spotlights, a wind-attenuating cover for the microphone, etc. Sometimes you need to reconsider your choice in order to prevent budget overruns.

Keep an eye on the weather forecast and plan ahead. There should be an alternative date for the shoot. The publication can be delayed by weeks or months if you start organising a new shoot date too late.

[su_note note_color=“#86bac5″]

Tip

Be specific. The location has to be perfect.[/su_note]

5. What is your opinion?

Have these tips helped you so far? Feel free to leave a comment below. Or proceed with the third part of this series (coming soon) to get more answers to important questions regarding the preparation of your successful marketing video.

During production we often experience sudden insights we want to share with you as our secret tips in filmmaking. We hope to support you in optimising your own marketing video production.

  • Do you have experience in video marketing? What would you improve next time?
  • What interesting insights do you want to share? Tell us about your „Eureka!“ moment.
  • Are you planning to make a little movie for your company, for an event or produce a short video for some of your blog entries? Tell us about it in the comments. We answer as quickly as possible.

In brief: This is the first of three blog entries about marketing videos.
In this post, we show you what it takes to create a successful video.
Careful preparation is the first and biggest step.

Keep reading to see a full post and how you can implement these tips for your next video.

Almost five billion videos are watched every single day on YouTube alone.

Another interesting fact about video marketing ROI (return on investment) is that 92 percent of mobile video consumers share content with others.

We are convinced that good preparation is half the job. Conversely, a lot of time and money will be lost if we realise during production or – even worse during post-production – that our project was not thought through properly…

That is why we made this series of twelve questions with tips, tricks and examples you should know before you dive head-first into shooting.

Below are four questions that need to be answered carefully during the preparation phase. Please address these issues before you do the video shoot (click to get straight to the answer):

  1. 1. Why a video?
  2. 2. Who is our target audience?
  3. 3. What is our goal?
  4. 4. What will the content be?
  5. 5. What is your opinion?

For more information, read the following articles:

[su_box title=“How to Prepare Your Marketing Video“ box_color=“#86bac5″ radius=“9″ class=“aligncenter max-width: 700px“]

Video marketing: 4 tips for relevant content (you are here)
Video marketing: 4 tips to avoid trouble
Video marketing: 4 secrets experts won’t share

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Read this blog entry in German here.

To stay tuned and get the latest updates on successful video marketing, sign up for our newsletter here.

1. Why a video?

Making a movie or simple video is easier said than done. Why not a white paper, blog post or press release, instead?

First and foremost, we need to clarify our intentions. Otherwise we will get lost during the process of shooting the video. This helps bring everything into focus.

For example, why should we make a video instead of, or in combination with, a blog entry?

Of course, a video will be more easily remembered, and over all, people love to watch videos on the internet, even more so than reading a blog entry. A video might be easier to understand as well, because it generally demands a lower level of concentration than text.

In particular, we have to think about what we want to show. If we provide our costumers with audio-visual material, we need to give them something particular to see.

For instance, if we are going to talk about a lot of information, our audience be better off with text. An interested user is able to read through important sections of a text again and again. He or she doesn’t have to search for the very second where the important part begins. In a text, there are headlines that structure the information so that one can easily find a sentence or word again.

Then again, there might be a very complex issue that requires a more precise explanation. Why not make a video about this very matter to accompany the text? In the video, we explain the issue and visualise it with an exemplary demonstration.

[su_note note_color=“#86bac5″]

Tip 1

Making a marketing video just for the sake of having some video might not be beneficial, but it is always useful to have a short video a blog entry to supplement a text with visual content.[/su_note]

2. Who is our target audience?

Who are we trying to reach with this content? Existing customers, key accounts, or employees? Or are we trying to get new audiences on board, and reach even more people?

Does our target audience consist of pupils and those looking for a job or training, or of companies that could become affiliates? Or do we want to get closer to the end-user?

Children? Artists? Sportsmen? Dog lovers? You know what I mean…

[su_note note_color=“#86bac5″]

Tip 2

It is helpful to look for the kind of videos your target audience is watching, but keep in mind, your audience might be interested in completely different videos when it comes to your business.[/su_note]

Most adolescents love to watch vines (7-sec-videos) by their favorite YouTube star, but if you want to air those, the situation gets more complex. If we want to produce a video that will go viral, we had best also include an influencer (note the irony).

This inauthentic video might deter the student. She wants to be taken seriously by her future employer, who has to show they understand her situation, probably characterised by her uncertain future.

In this case, we had best focus on our qualities as trainer and an employer that provides our trainees with security, learning support, and other important qualities.

We made a video (in German, see below) about Hadya Khalil from Syria.

This DrKPI production shows what it takes to make an authentic video. Hadya herself is not an influencer, but she is authentic in speaking about her personal situation. As a refugee, she was looking for an apprenticeship in Switzerland. After a lot of hard work, which she talks about in the video, she secured a position.

For Hadya, Alpiq InTec in Zurich is the best employer / trainer she can imagine. That comes across as authentic and truthful, based on her experience.

https://www.youtube.com/watch?v=NlX6mSkY2n8

Obviously the video’s tone (factual, emotional, etc.) arises from the objective, which was to reach a younger target audience.

Understanding your target audience’s preferences, needs and wishes is a first important step. As we show below, defining what you intend to accomplish comes next.

3. What is our goal?

The next step is to ask:

Do we want to produce an image video, to illustrate our corporate culture or philosophy?
Do we need to increase awareness for our newly launched product?
Do we want to increase the number of qualified and motivated job applicants for certain positions?

In some cases, the company may just want to document the annual shareholder meeting to communicate with an important group of stakeholders.

We must write down and discuss our objective or what we want to accomplish. Without this, it is difficult to stay focused when shooting the video. Moreover, this makes assessing whether you accomplished the goals you set feasible, such as with the help of Key Performance Indicators (KPIs).

[su_note note_color=“#86bac5″]

Tip 3

It is helpful to watch others‘ videos with a similar objective to help you formulate your goal and decide what can be accomplished. [/su_note]

Of course, if you have the budget, getting advice and support from professionals is always helpful, but remember that, while creativity can be wonderful, keeping your goal at the forefront is key to getting your message across.

4. What will the content be?

Obviously, a marketing video about a toy train cannot be compared to one about an innovative accessory to an endoscope.

That is what determines the video’s tone. If a CEO of a medical company is talking about the technological advancement of a new product, the video has to be neutral and fact-based. This goes beyond just the product, the firm’s strategy or an event. It is about communicating what needs to be communicated well. This can easily go wrong, whether you keep your target audience in or not.

[su_note note_color=“#86bac5″]

Tip 4

Tell a story. That goes not only for better blogging, but for videos – maybe even twice as much.[/su_note]

We often want to tell a story (see Hadya Khalil above), but sometimes we only want to give important information. Either way, we need to specify what is to be communicated.

A script has to be prepared beforehand, which must be structured properly. Without structure, you risk your audience losing the thread of what you are trying to communicate, in which case they will not watch your video to the end.

Do you want to share your views? Have these tips helped you so far? Leave a comment below or read the second part (coming soon) to get more important information on how to make a professional marketing video.

5. What is your opinion?

  • How much time do you think you spend each day watching video content on your smartphone, tablet, or laptop?
  • Do you have an example of a great video for a product, event, or explaining algebra?
  • What would you advise someone wanting to make a great video? Please share in the comments.
Ilayda mit ihrer Schwester #helpilayda

Need this in English
Update 2016-03-17
Gestern wurden wir von amerikanischen Ärzten darauf hingewiesen, dass wir auch für die Nachbehandlung und Nachfolgeuntersuchungen budgetieren müssen.
Wir sind bald auf über €600’425 Spenden angelangt. Jetzt arbeiten wir darauf hin auch die Nachbehandlung mit Hilfen von Euren / Ihren Spenden abzudecken. Wir schaffen das ! DANKE.
Update 2016-03-15
#helpilayda Total gesammelter Funds ist auf über €420,000 angewachsen– wir sammeln bis €800’000 ==> denn je nachdem wo die Behandlung in den USA stattfindet… kostet es mehr oder weniger.
Update 2016-03-14
#helpilayda Total gesammelter Funds ist auf über €300,000 angewachsen
Update 2016-03-13 – #helpilayda hat bis heute mehr als €200,000 eingenommen – Ein ‚First‘ in der D-A-CH Region – Social Media kann was bewegen….
Update 2016-03-13
#helpilayda hat bis heute mehr als €200,000 eingenommen –
Ein ‚First‘ in der D-A-CH Region – Social Media kann was bewegen…
Update 2016-03-08
Crowdfunding campaign: Save Ilayda
Update 2016-03-07
Kann Novartis helfen?
Wer hat einen Kontakt?

Ilyadas Blog
Facebook Seite
GELD spenden – jetzt


Letzten Freitag wurde das Campaigning Summit Switzerland abgehalten. Wie auch 2015 war es wieder einmal eine tolle Konferenz. Auch dieses Jahr habe ich wieder sehr interessante Leute auf dem #CSCH16 getroffen.
Das Campaigning Summit Switzerland unterscheidet sich dabei von anderen tollen Events durch sein Team. Dieses arbeitet mit viel Herzblut, Intelligenz, Geduld und einer grossen Dosis von Flexibilität und immer einem Lächeln. Dies macht das Summit für alle Teilnehmer erst zu dem, was es eben ist. Chapeau! Hut ab. Superb.
Aus diesem Grunde haben wir auch gleich für das #CSch17 ein Ticket gesichert, versteht sich. Kann ich Euch nur empfehlen, es mir gleich zu tun. Bis 2016-03-14 gibt es das Ticket noch zum Spezialpreis.
Aber nun zum Thema.

Leben retten: Spenden Sie gleich JETZT für Ilayda (Treuhandkonto)

[su_custom_gallery source=“media: 5586″ limit=“7″ link=“image“ target=“blank“ class=“alignleft“ width=“780px“ margin=“2px“ height=“483px“ Title=“Campaigning gewusst wie mit Strategie, Authentizität, Identität, Zielpublikum, reduce, repeat, ridicule“ alt=“Campaigning gewusst wie mit Strategie, Authentizität, Identität, Zielpublikum, reduce, repeat, ridicule“]

1. Campaigning ist harte Arbeit

Wie unsere LeserInnen wissen, haben wir eine Serie zum Campaigning in diesem Blog im Zusammenhang mit unserem Beitrag – «Social Media Campaigns: Knowing how to measure success?» gestartet.
Das Wort Kampagne kann mit Ebene, Feldzug oder flaches Land (Italienisch – campagna) umschrieben werden (siehe Duden). Im heutigen Zeitalter ist eine Kampagne der koordinierte Effort auf ein definiertes Ziel hinzuarbeiten.
Vor gut 14 Tagen hat sich dann herauskristallisiert, dass wir diesen Diskurs sogleich von unserem Blog ins Feld führen mussten. Es ging um:
Crowdfunding Campaign: Save Ilayda oder auf Deutsch die Crowdfunding Kampagnen für die todkranke Ilayda Yildiz.
Hier ging es nicht mehr um Theorie. Wir waren gefordert. Wir mussten und wollten unser Know-how sofort einbringen. Alles um einen Beitrag zu leisten. Genügend Geld, sehr viel, sehr rasch.
Zu beweisen, dass es möglich sei für ein Mädchen genügend Geld zu sammeln um deren leben zu retten.

2. The Power of YouTubers

Dabei darf man die Macht der neuen Medien nicht unterschätzen. Denn wenn sich die Experten dazu bewegen lassen, zu helfen, dann kann sehr viel bewegt werden.
Natürlich, das geht nur dann wenn Zuschauer, Freunde und Bekannte spenden, so wie du.
[youtube]https://www.youtube.com/watch?v=IgZmfrUXMc0[/youtube]
Seit ca. Donnerstag sind wir nun dank all der Mitarbeit von vielen Leuten bei über €100,000 im Pot angekommen. Bis gestern Abend – Samstag – waren es schon rund €140’000 … und es geht fleissig weiter.

Update 2016-03-14 – Heute sind es über €200’000 = insgesamt über €300’000

Danke an Sally, ihrem Mann und dem Team für das tolle Video!
Ebenfalls ein Danke an an die tolle Fotografin Svenja Handloser (siehe Beitragsbild). Sie hat eine wunderschöne Fotostrecke von und für Ilayda und ihrer Familie gemacht.

3. Was haben wir gelernt

Wie bei jedem Projekt machten wir gute und schlechtere Erfahrungen. Auch waren wir manchmal zu langsam und manchmal zu schnell.
Hier einige unserer Erkenntnisse welche wir auch als Tipps für Eure Kampagne formuliert haben.
[su_box title=“Tabelle 1: Was eine gute Kampagne wie diejenige von #helpilayda ausmacht – 7 Punkte Checkliste“ box_color=“#86bac5″ title_color=“#ffffff“ radius=“5″ width=“px 700″ ]1. Rede darüber, aber persönlich
Die eigenen persönlichen Netzwerke sind das Wichtigste.  Das Überzeugen der Freunde, Kontakte auf Xing, LinkedIn aber auch der Experten auf dem Campaign Summit Switzerland 2016 war wichtig. Ohne diese Arbeit bewegt sich nichts.
Dabei muss man immer offene Ohren haben für Vorschläge, Ideen von anderen die helfen könnten, usw.
2. Es braucht den totalen Einsatz
Alle sind gefordert. Wir mussten bis jetzt und werden auch weiterhin konstant am Ball bleiben – während der Arbeit wie auch dieses Wochenende. Ansonsten klappt es nicht.
3. The Power of Many – die Macht von vielen Menschen
Wir waren und sind immer noch überrascht was und wieviel verschiedene Menschen bewegen können. 100’000 Menschen die im Schnitt je €1.50 über das Wochenende spenden machen vielleicht den Unterschied zwischen Leben und Tod der Ilayda aus (siehe das YouTube Video von Sally).
4. Erfolg lockt Erfolg an
Sobald wir erfolgreich die uns gesetzten Ziele für Spenden geknackt hatten, setzten wir uns noch höhere. Doch wir redeten auch darüber mit Freunden, Bekannten, in Social Networks, Videos, usw.
Erfolg motiviert andere Menschen auch mitzumachen. Man erzählt es weiter (Fachleute nennen dies wohl Word-of-Mouth Marketing).
5. Word-of-Mouth Marketing – aber die richtige Art (Liste von Blogeinträgen)
Üblicherweise wird diese Methodik genutzt um Produkte zu verkaufen. Dabei wird auch Werbung, Paid Media, usw. eingestzt. Doch wenn wir das Geld nicht ausgeben können sondern nur einnehmen wollen, dann muss die Story stimmen.
Das heisst, Leute konsumieren Information auf verschiedene Arten, in Print, News oder Entertainment TV, YouTube, Blogs, Konferenzen, usw. Alle müssen abgedeckt werden. Und manchmal gibt es grössere Spenden vom Stammtisch (wer hätte das gedacht!) der zufällig was hört, telefoniert und dann zur Aktion schreitet (gestern passiert und wird morgen nochmals passieren).
Das schönste ist, jeder Cent oder Rappen kommt von Herzen!! Das habe ich noch nicht oft so erlebt.
6. Skalierbarkeit von Authentizität geht nicht
Arbeit mit Social Media braucht viel Zeit. Es braucht nicht nur eine authentische Geschichte (Story auf Neudeutsch), es braucht auch authentische Antworten vom Autor, Patienten, Familienvater des kranken Kindes Ilayla, usw.
Das kann ich weder vorprogrammieren noch dritten als Job zuteilen. Tweeten wie ein Roboter hilft da ebensowenig wie der Facebook Post der einen fahlen Beigeschmack hinterlässt.
Deshalb braucht es auch die Hilfe der Freunde, Kollegen, usw. Zu zweit oder gar fünft hätten wir diese Kampagne nie auf die Beine gebracht.
7. Das Internet ist global, ABER Crowdfunding und Spenden ist lokal !
Wie der Kommentar und die Grafik unten zeigen wird  der #helpilayda Kampagne primär in der der D-A-CH und ein wenig in The Netherlands genutzt.
Doch auch aus DE mussten wir es mit Hilfe der holländischen Freunde in Dutch in diese Region reinbringen. Das gleiche passiert zur Zeit im Westen der USA, primär Seattle und Oregon, wo unsere Kontakte die Kampagne weitertragen.
Kurz, die Menschen interessieren eher die lokalen Schicksale als solche von weit weg (Ausnahmen bestätigen die Regel). Egal ob das Internet global ist oder nicht.
8. Jeder ist seines Glückes Schmied
Das tönt zwar abgedroschen, doch wir müssen alle was tun und uns anstrengen. Nur wenn wir uns die Chancen erarbeiten, werden wir diese auch bekommen.
Dies heisst einfach, hätten wir nicht mit anderen Menschen über die #helpilayda Kampagne gesprochen, wären diese nicht in der Lage gewesen, der Ilayda zu helfen.

Unterstütze auch Du Ilayda’s Kampf um’s überleben – Spenden auf das Treuhandkonto – do it with a smile.

Von nichts kommt nichts. Packen wir es an und erreichen unsere nächsten € 100,000 …. vorwärts die Marke 300’000 wartet um von uns geknackt zu werden.
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Am BarCamp während des Campaigning Summit Switzerland habe ich auch über die #helpilayda Kampagne gesprochen und dazu einige Slides gemacht die ihr unten einsehen könnt.
Die 10 kostenlosen Tools welche wir nutzten um das Monitoring der Kampagne zu machen werden hier in 4 Wochen publiziert (hier eMail angeben und automatisch den Newsletter erhalten).

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Download die Slides (930 KB PDF) Lessons von der Crowdfunding Campaign #helpilayda

Weitere Blogeinträge zum Barcamp sind:

1.  Erfolgreiche Kampagnen: Politik und Marketing – Firmen, Parteien und NGOs
2. Abstimmung => Zur Durchsetzung der Ausschaffung krimineller Ausländer (Durchsetzungsinitiative)
3. Crowdfunding Kampagnen für die todkranke Ilayda Yildiz
4.  Campaigning Summit Switzerland: #helpilayda Spendekampagne – Sie sind hier
5.  #helpilayda Crowdfunding Kampagne: Die 6 besten kostenlosen Social Monitoring Tools (April 2016)

Gleich hier registrieren, sie erhalten die 6 besten Monitoring Tools kostenlos via eMail

Leben retten: Spenden Sie gleich JETZT für Ilayda (Treuhandkonto)

Helfen Sie Ilayda.

Die Autoren erklären hiermit, dass sie keinen möglichen Interessenkonflikt sehen, der wegen Publikation, Inhalt und ihrer Autorschaft für diesen Beitrag entstanden sein könnte.

[su_box title=“Tabelle 2: Wie einer Kampagne ein guter #Hashtag wie #helpilayda hilft“ box_color=“#86bac5″ title_color=“#ffffff“ radius=“5″ width=“px 700″ ]
URL Links zu den Resultaten auf verschiedenen Social Networks (einfach anklicken) und ihr kommt entweder gleich zum Suchresultat oder ansonsten einem Eintrag.
Im Eintrag einfach auf #helpilayda klicken. Somit könnt ihr dann in der Liste sehen, wer von Euren Freunden noch den Hashtag genutzt hat.
–  Twitter #CARTcells#leukemia #cancer #helpilayda #krebs #Leukämie or #Leukaemie
All die obigen Schlagwörter auch gleich gesammelt auf diesen Plattformen:
–   Google Plus (einfach auf dem Post Schlagwörter anklicken, auch auf Google+ geht die Post ab)
–   Instagram rockt mit #helpilayda

–   Die Bing Suchresultate – #HelpIlayda = NUMMER 1 in der Schlagwortsuche für D-A-CH Region dieses Wochenende

Facebook
Auf YouTube geht es erst gerade los ABER richtig mit vielen Videos
Das oben illustriert, wenn alle einen Hashtag wie z.B. #CSCH16 oder #CSCH17 wie auch #helpilayda konsequent nutzen, klappt dies sehr gut.
Auch auf weiteren Plattformen wie Linkedin kann das Thema Interesse wecken wie in inserer Xing Gruppe – Markenstärke & Markenimage – Emotionalität von Marken
Will heissen, andere können diese Einträge auch finden. Dies hilft jeder Kampagne. Ob für einen guten Zweck wie hier oder aber ein Produkt, Event, usw.
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[youtube]https://www.youtube.com/watch?v=6_V9Gbf5q1c[/youtube]
 
 

helpilayda

Update 2016-03-17
Yesterday American doctors informed us that our budget should also include an item for follow-up treatment.
By now we have raised some money and are continuing to also raise funds to be able to pay for subsequent check-ups and treatment. We can do this with your help. Thank you.

Update 2016-03-15
#helpilayda we have collected more than €420’000
we stop at €800’000 ==> depending on where in the USA the therapy will happen, it will cost more or less.

Update 2016-03-14
#helpilayda we have collected more than €300’000 

Update 2016-03-13
#helpilayda we collected over €200,000 so far – a first in the D-A-CH region of countries – social media can make something happen.

Our campaign to secure the funding needed to save Ilayda Yildiz’s life is in full swing. Our German blog entry, #helpilayda – Crowdfunding Kampagne: Rettet das Leben von Ilayda Yildiz, was launched successfully last Friday.
Ilyada’s Blog
Facebook page
Donate now please – it makes a REAL difference

This blog entry is part of our series on viral marketing and word-of-mouth marketing – WOMMA


Who and what is this story about?

[su_custom_gallery source=“media: 3448″ limit=“7″ link=“image“ target=“blank“ width=“780px“ height=“410px“ Title=“This picture(right-hand side) shows (from left to right) Nuhhaci Yildiz, Hülya Yildiz, Ilayda Yildiz and her sister“ alt=“This picture  (right-hand side) shows (from left to right) Nuhhaci Yildiz, Hülya Yildiz, Ilayda Yildiz and her sister“]

The above picture shows (from left to right) Nuhhaci Yildiz, Hülya Yildiz, Ilayda Yildiz and her sister.

At the center of this story is Ilayda Yildiz (second from right in the picture above). She was born December 17, 2005 in Singen, Germany, a community on the Swiss border. On February 27, 2012, shortly after turning six, Ilayda Yildiz’s parents were informed that preliminary tests suggested their child had leukemia. Additional tests revealed it to be acute lymphocytic leukemia (ALL), also known as acute lymphoid leukemia or acute lymphoblastic leukemia. The majority of leukemias diagnosed in childhood are ALL.

About 75 percent of all childhood leukemias are ALL (see New York Times – Leukemia In-Depth Report very nicely structured, plenty of facts, numbers and diagrams).

For 20 percent of those suffering from ALL, chemotherapy will not help. This is what happened to Ilyada Yildiz, who is now 10 years old, and has been fighting her disease since 2012. Estimates suggest:

6,000 people in the US (National Cancer Institute),
1,500 in Germany, and
150 in Switzerland die annually because they suffer from a chemotherapy-resistant type of leukaemia.

But thanks to a new therapy, 92 percent of these patients can recuperate fully.

Unfortunately, this therapy is not covered by German or Swiss health insurance. The result is that those patients – primarily kids – die.

Just imagine what would happen if the treatment were covered:

Every year up to about 1350 of 1500 patients in Germany or 130 of 150 patients in Switzerland and thousands more in France, Spain, Italy and the Netherlands could be cured!

[su_custom_gallery source=“media: 3457″ limit=“7″ link=“image“ target=“blank“ width=“780px“ height=“410px“ Title=“Ilayda backstage in Stuttgart with Violetta from the Disney Telenovela“ alt=“Ilayda backstage in Stuttgart with Violetta from the Disney Telenovela“]

The above image shows Ilayda backstage at Violetta – the Disney Channel Telenovela where a talented teenager returns to her hometown in Buenos Aires after living many years in Europe.

Where does this leave Ilayda?

Like 20 percent of leukaemia patients, Ilayda suffers from a type that is described as chemotherapy-resistent.

Her only option is a personalized treatment called T cell therapy.

This is a process whereby the patient’s own T-cells are removed and genetically engineered to attack his or her cancer cells. The modified t-cells are called CD19-chimeric antigen receptor T cells or CD19-CAR T cells (information from the US National Cancer Institute). These modified cells are then reinjected into the patient. In various tests, the „CAR T-cell therapy can help patients that suffer under acute lymphoblastic leukemia (ALL),“  (see ASH 2014, Abstract of study 382).

This treatment has been tested and successfully administered to several patients. The Children’s Hospital of Philadelphia has conducted tests under the auspices of the US FDA (Federal Drug Administration) for CAR T-Cell therapy; they are leaders in the field.

92 percent of 39 kids treated using CAR T-Cell therapy showed no evidence of cancer one month after treatment. – Children’s Hospital of Philadelphia

How YOU can make a REAL difference in Ilayda’s life

We decided to try to raise the money to save Ilayda Yildiz’s life, so we launched the #helpilyada #crowdfunding #campagin.

We have all heard about crowdfunding campaigns to launch new products or influence the Presidential campaign. We also have seen others raise €100,000 or more for a child.

So, here is the poster for our campaign – you are welcome to use it to share good thoughts!

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Download the poster (745 KB PDF) for Crowdfunding Campaign #helpilayda: Please print and share

3. We need €823,471 to save Ilayda Yildiz’s life

So we need people like you. People who care about others and are willing to do some good. It will not cost you a fortune, and some will give more than others. No matter what, every donation is generous and every single dollar counts towards helping to pay for Ilayda’s treatment.

Crowdfunding is part of fundraising, but crowdfunding focuses on one project with a time limit.

In the case of the #helpilyada crowdfunding campaign we want to raise enough money to pay for Ilayda to receive life-saving CAR T-cell therapy at The Children’s Hospital of Philadelphia (CHOP for short).

For instance, we need resources to pay for Ilyada and her family to get to Philadelphia (US) and back. Her parents and sister will have to accompany her to provide the support she needs to keep up her spirits.

So if you know an airline that could help, please reach out to us here through the blog or via the contact form. We will get in touch with you like Speedy Gonzales.

But real cash is necessary to pay for the laboratory and genetic engineering work at the hospital to produce and pay for the CD19-chimeric antigen receptor T-cells, or CD19-CAR T-cells for short.

The procedures and required hospital stay must be financed as well.

At this stage the family has raised €90,650 (2016-02-03), so there is still a long way to go – another €700,000. Ilayda’s parents are at their limit. Their financial resources are tapped out, and the emotional rollercoaster hasn’t helped.

Likes on Facebook are great. Using our hashtag #helpilayda helps too. But what we need most is donations from the heart!

[youtube]https://www.youtube.com/watch?v=9QQ9EvQ4PIo[/youtube]

[youtube]https://www.youtube.com/watch?v=pTQuZ2hWa-0[/youtube]

Even Christiano Ronaldo (Real Madrid) has joined the fund raising efforts for Ilayda Yildiz. He wishes her great success.

[youtube]https://www.youtube.com/watch?v=fLT_oMcVN_k[/youtube]

Your donation can be the last bit we need to make it happen and save Ilayda from a life cut indecently short.

[su_box title=“Table – this is how you can help Ilayda today“ box_color=“#86bac5″ title_color=“#ffffff“ radius=“5″ width=“px 700″ ]1. Money matters.

In this case it is money that will make it possible for Ilayda to get the life-saving treatment, so please give now:

Here is your chance to be part of the group that support Ilayda’s fight for survival – do it with a smile.

2. How can we get airline tickets, hotel stays and so forth to make this happen?

We need your help to connect with those who can provide tickets. Can you make use of your contacts?

Ilayda’s parents and her sister (what a trooper she is!) will have to travel with her, so Ilayda has the emotional support she needs to keep fighting.

What about Novartis, can you help us get Ilayda into their European trials? Anybody have an idea, maybe Susan Longman who is Head, Drug Regulatory Affairs, Europe and Great China at Novartis Pharma AG?

3. Will we get the crowdfunding or is it a pipedream?

We do not know if we will succeed with this crowdsourcing project. But we feel it is worth every hour of our time to help save another child’s life.

We need your support and help to make this happen. Your comment here, and your Like is an important step. But please do not stop there, go beyond and become one of our donors.

[/su_box]

4. Can Novartis help?

Novartis plays a big part in these trials, as David Lebwohl and Usman (Oz) Azam (both Novartis employees) point out. David Lebwohl also states that:

The treatment doesn’t exist until we transform the patient’s own cells into CTL019 cells and deliver them back to the patient.

According to this blog entry, the company is looking at doing cross-country trials, in turn bringing CTL019 clinical trials across borders…

Apparently, European health authorities have helped Novartis start clinical trials across the Atlantic, as mentioned by Eric Couture, head of Regulatory in the Cell and Gene Therapies Unit.

5. What can you do?

We want this story to go viral and hope that with this crowdsourcing effort we secure the funds needed to save Ilayda’s life, BUT after reading Ilayda’s blog entry, we need your help:

– What skills, talents, know-how, contacts can you offer to help save Ilayda’s life?

– As of 2016-02-03, we have raised €90,650, but we still need YOUR CONTRIBUTION to get another €709,350 to make this happen.

6. More interesting information

Crowdfunding campaign: Save Ilayda

Update 2014-03-07 DrKPI – #helpilayda – CyTRAP Labs GmbH donated €750  – Please contribute as much as you can and help us save Ilayda Yildiz’s life

[su_custom_gallery source=“media: 3428″ limit=“7″ link=“image“ target=“blank“ class=“alignleft“ width=“780px“ margin=“2px“ height=“407px“ Title=“#helpilayda Crowdfunding campaign – save Ilayda’s life“ alt=“#helpilayda Crowdfunding campaign – save Ilayda’s life“]

More information about the CAR T-cell therapy

Ilaydas blog

NIH – US National Cancer Institute – CAR T-Cell Therapy: Engineering Patients’ Immune Cells to Treat Their Cancers

Brower, Vicki (April 1, 2015). The CAR T-Cell Race. Retrieved March 2, 2016 from http://www.the-scientist.com/?articles.view/articleNo/42462/title/The-CAR-T-Cell-Race/

President Obama’s „Moonshot“ to Cure Cancer

Orphan Healthcare – Foundation for Rare Diseases

Your donation will help save Ilayda’s life – donate now (trust account)

Please, don’t forget to to ask your employer to match your donation. This will help your donation go much further! Thank you. 

The authors declare that they had no conflict of interest with respect to the content, authorship or publication of this blog entry.

Data, and by extension data analytics, are becoming increasingly important for business. At the same time, the data deluge makes making sense of it all a bigger challenge every day.

Here are three trends to should keep in mind for 2016.

1. Don’t shoot from the hip

Numbers are becoming more popular for most people, but the more numbers we get the more useless most of these seem to be. Especially if they are drawn out of a hat; why would you take that into consideration in your decision-making process?

Polling your audiences is fine.
But that is not a statistic that adds up exactly to something like 97%, is it?
Or are you keeping tallies of your straw polls and then doing the statistics?

Comment by DrKPI on Adrian Dayton’s Clearview Social blog

[su_custom_gallery source=“media: 2884″ limit=“7″ link=“image“ target=“blank“ width=“792px“ height=“473px“ Title=“Adrian Dayton Clearview Social claims 93% of lawyers… based on straw polls – should we trust this, does it make a difference?“ alt=“Adrian Dayton Clearview Social claims 93% of lawyers… based on straw polls – should we trust this, does it make a difference?“]

View slide on Flickr – measure-for-impact – DrKPI

Google Flu Trends is an example that illustrates this problem further. For instance, it:

– looks at historical data – descriptive analytics and research, and
– tries to predict what might happen – predictive analytics – with the help of a model that was developed.

The results are supposed to help us better understand how the flu will spread next winter. Unfortunately, in the Google flu trends versus National Institutes of Health (NIH) challenge, the winner is? NIH! Google estimates are simply far off from the actual data the NIH produces for policy makers and health professionals.

2. Bad data result in bad decisions

Publishing rankings or product tests is popular. Since some readers devour such rankings, publishers can sell more copies, which keeps advertisers happy.

A real win-win situation, right? Not so. Wrong decisions can result in outcomes that are not desirable. For instance, attending the wrong college or polluting more than the test results indicate (think Volkswagen and #dieselgate) is not something we want.

Lucy Kellaway felt so incensed about the ever growing acceptance of making errors in corporate circles, that she wrote:

…I would be exceedingly displeased to learn that the bankers to whom I was handing over a king’s ransom were being taught that errors were perfectly acceptable.

This mistake-loving nonsense is an export from Silicon Valley, where „fail fast and fail often“ is what passes for wisdom. Errors have been elevated to such a level that to get something wrong is spoken of as more admirable than getting it right.

By collecting data and using flawed methods we produce rankings or test results that will can seriously hurt people. For instance, when drug certification tests are done improperly and the regulator has no idea, unknown side effects can kill people.

Using the wrong test results to approve or certify a car can result in dismal effects as well. Volkswagen is accused of manipulating tests, and the public got more pollution than it bargained for. VW is working on fixing the 11 million vehicles affected by the diesel cheat, but this will not un-do the damage to the firm’s reputation and our health.

3. Check before you trust the method used

It is always wise to take 5 minutes to do an acid test with any study report we see, such as:

– what does the methodology tell us (e.g., we asked university deans to rank their competitors); and

– does the measure or measures used make sense (e.g., one question about how university developed / improved study programs – result = ASU is more innovative than Stanford or MIT… who are you kidding?).

The Art Review publishes an annual ranking of the contemporary art world’s most influential figures. In short, it helps if you live in London or New York so the Art Review editors or journalists are aware of who you are.

I asked for an explanation of how these numbers develop:

Dear Sir or Madam
I would like to know more about the methodology you used for the ArtReview’s Power 100 List.
Can you help… this would be great to use with my students in a class.
I could not find anything on the website that I could show my students.
Respectfully
Professor Urs E. Gattiker, Ph.D.

14 days later I got an answer from the makers of the ranking:

Subject: Re: Message from user at ar.com

Hi,
We are not following a grid of criteria per se, and the list emerges from a discussion between a panel of international contributors and editors of the magazine, who each advocate for the people they feel are most influential in their region. The influence of the selected people on the list is based on their accomplishments in the past 12 months. I have attached here the introduction to the Power 100, which might help you in defining our approach.
I hope that helps,
Best, Louise

A grid of criteria, what is that? Of course, the office clerk answering me has no clue about research methodology used, as the answer indicates. One could start believing that this Top Art list came from a discussion or using a straw poll. Totally chaotic approach.

You can view the attachment that explains this sloppy method below.

Loader Wird geladen...
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Download

Download the ArtReview criteria with this link.

A friend of mine smiled, and said:

For me this is a great list, Urs. Those on the list rarely if ever represent value for money for serious art collectors. Instead you get buzz and have to pay for their image. The list tells me who we do not need to work with. We use other experts. These give us more value for money. They help us to complement our award-winning collection.

[su_custom_gallery source=“media: 2881″ limit=“7″ link=“image“ target=“blank“ width=“780px“ height=“479″ Title=“Sound research takes plenty of resources“ alt=“Sound research takes plenty of resources“]

Bottom line

We all know that data quality is important and frequently discussed. In fact, the trustworthiness of data directly relates to the value it can add to an organisation.

As the image above suggests, doing quality research takes a decent method that results in data that permits careful analysis. Sloppy data are cheap to get, but dangerous if used in decision-making. Such findings are neither replicable nor likely valid.

However, we are increasingly required to present findings in order to attract more readers. Some master this very well like Inc. Another example of theirs I came across was:

Though truly quantifying „best“ is impossible, the approach Appelo’s team used makes sense, especially when you read the books that made the list.

The 100 Best Business Books of 2015 by Jeff Haden

And here’s the methodology:
The purpose of our work was to find out which people are globally the most popular management and leadership writers, in the English language.
Step 1: Top lists
With Google, we performed a lot of searches for „most popular management gurus“, „best leadership books“, „top management blogs“, „top leadership experts“, etc. This resulted in a collection of 36 different lists, containing gurus, books, and blogs. We aggregated the authors‘ names into one big list of almost 800 people.
Step 2: Author profiles
Owing to time constraints, we limited ourselves to all authors who were mentioned more than once on the 36 lists (about 270 people), though we added a few dozen additional people that we really wanted to include in our exploration. For all 330 authors, we tried to find their personal websites, blogs, Twitter accounts, Wikipedia pages, Goodreads profiles, and Amazon author pages.

So you defer to 36 people and their lists and include those that are mentioned more than once. Fine, if that does then not include the ones you believe should be on the list because you read these books and liked them, no worries. You add a few dozen people (60) and voilà, you have 330 authors (how they ranked them is totally unclear, but interesting – blog reputation, Twitter followers, etc.).

[su_box title=“3 checks you should undertake before accepting a study’s findings“ box_color=“#86bac5″ title_color=“#ffffff“ radius=“5″ width=“px 700″ ]

1. Evidence-based management and policy advice

A sloppy method is like following no method.
Can you find a method section, and does the method make sense to you? For example, did the study use a long-form questionnaire to get employment data? Or was it just based on scans of Internet job boards? If the latter, the problem lies with double counting when relying on websites or job search engines.

If the method section does not instill you with confidence that it was done properly, watch out. And, most importantly, don’t complain about a study before you read it carefully!

Interesting read: CRDCN letter to Minister Clement – Census long-form questionnaire (July 9, 2010) explains why Statistics Canada needs to get the funds to collect data for the census to provide evidence-based policy data.

2. Minestrone: Great soup but wrong research method

So the study has a decent method section that makes sense and explains things accurately. What are the chances that somebody else could follow the methodology and get the same result?

To illustrate, if it was done the same way I put together a Minestrone (Italian vegetable soup), you can forget it. I take whatever vegetables are in season, plus, each family’s soup is seasoned differently, guaranteed. This neatly illustrates the fact that if no systematic method is used, it is not science. For the soup this means it turns out different each time anyone makes it.

Without a recipe or method followed, you cannot repeat the performance or generalise from your findings.

3. Buyer beware: Click biting studies using navel gazing metrics

Usage of Sainsbury’s #ChristmasIsForSharing being higher than John Lewis’ #ManOnTheMoon by just 4% is interesting. However, Social Bro’s verdict is based on 50 votes (26 versus 24) from a Twitter poll. In turn, the analytics company uses this data to decide on 2015’s Most Creative Christmas Campaigns. What? Are they real, is their analytics work also that sloppy?

Apparently, even analytics companies like Social Bro have to defer to such navel gazing metrics to get more traffic. Such samples are neither representative nor big enough to draw any inferences.

Just because something is interesting or suggests it is a bit better based on 3 more votes on Twitter, does not mean you should invest your hard earned cash that way. Investing your marketing dollar based on such nonsense is plain dumb.
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What is your take?

– what will you change in your data #analytics and #analysis work in 2016?
– what is your favourite example for 20015, illustrating GREAT analytics work and research?
– how do you deal with this data deluge?
– what would you recommend to a novice (ropes to skip)?

More insights about analytics, analysis and big data.

In this series, professionals share their WOM (word-of-mouth) marketing secrets. Read the stories about contagious content, WOM and viral marketing here.

How can we create content that will go viral?
What is the recipe for digital WOM (dWOM) and viral marketing?

This post explains the five critical steps you need to take to succeed with viral marketing. 
Slides and checklist included.

Lots of people will tell you what you should do when using social media or how to do word-of-mouth (WOM) marketing. This is not one of those posts.

We focus on factors that affect your chances of your content going viral.

Quick Scan – select one of the 7 points below and get the beef right away.

1. A big name makes a big difference
2. Entertainment rules
3. Social shares may not cause a ripple
4. First off the blocks: Media will love you
5. Getting more than a blip on the radar requires a bit of luck
6. How you make it work for you
7. Questions, slides, tips for download

1. A big name makes a big difference

As the author of the Harry Potter books, JK Rowling is a big star in the publishing business. In the past, publishers used the 80:20 principle; experience showed only one book of every five was a commercial success.

According to Jonny Geller, joint chief executive of UK literary and talent agency Curtis Brown, things have changed drastically. These days it is more like 96 to 4 percent. So when JK Rowling published her first crime novel under the pseudonym of Galbraith, it turned out to be a flop. It sold barely 400 hard copies in a year.

But when it became known who was behind the pseudonym, the book took off.

Bottom line: The superstar reigns supreme in the publishing business as the Rowling case illustrates. However, the same applies in content marketing. If you are famous or have a well-known brand, it helps tremendously.

Very interesting read: Making Word-of-Mouth Marketing work

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2. Entertainment rules

No question, people want to be entertained. Streaming content using a mobile device is becoming increasingly popular.

Thus, content explaining calculus or how to use a tool properly will probably not go viral. Unfortunately, making haul videos or telling others how to apply make-up is not everybody’s favourite activity either.

Bottom line: Entertainment is fine. However, unless your target audience consumes such content (i.e. handymen needing tools), the cash register is unlikely to ring.

Trendwatch: The first of this new genre of Terribly Tiny Talkies or TTT for short was, according to Tehalka, Devasish Makhija’s El’ayichi (Feb 2015). Great TTTs are five to twenty minutes and becoming increasingly popular with mobile users.

Cuddly is a cute example of a low budget TTT filmed on location.

[youtube]https://www.youtube.com/watch?v=XxlujFhJUAo[/youtube]

3. Social shares may not get you a ripple

The social share buttons on a blog entry are supposed to entice others into sharing content. Naturally, content that is funny and entertaining is shared more often than serious stuff.

Usually people share things right after having scanned a title without reading a single sentence in the entry. People love free but relevant content.

Without relevancy, they will not read beyond the title or view your video longer than eight seconds.

Nevertheless, people are more likely to share something on social networks if many others have already shared it. The logic is, many ‚friends‘ cannot be wrong.

Curious? Join 1,500+ other subscribers to this blog’s newsletter and read on!

Bottom line: Many shares does not necessarily result in many more people seeing your content, because

1. One’s newsfeed may be clogged with too many updates.
2. Pew reported in 2013 that 42 percent of Americans using Facebook leave the site for weeks at a time! Hence, there are plenty of updates they will never see.

[su_custom_gallery source=“media: 2239″ limit=“7″ link=“image“ target=“blank“ width=“514px“ height=“268px“]

4. First off the blocks: Media will love you

Being first out of the gate helps get media attention for your video, blog content or white paper.

Gangnam Style took a while to go viral. First, some Korean newspapers picked it up. Only a while later were TV channels and newspapers elsewhere interested in the phenomenon.

In 2012 Felix Baumgartner was the first skydiver to break the speed of sound. Alan Eustace beat Felix Baumgartner’s world altitude record for a parachute jump. He reached speeds beyond 1,300 kilometres. But far fewer people watched the event live (i.e. via streaming or TV) or on a video later. The second time around it was far less exciting for media to do a big spread about this record.

[youtube]https://www.youtube.com/watch?v=ihqFL9b85IY[/youtube]

 

Of course, if you can afford it, you launch a new product with fanfare and a slick video in the hopes of getting media attention and more:

Amazon launches: Seattle meet Treasure Truck

[youtube]https://www.youtube.com/watch?v=u42zIxhjDtc[/youtube]

 

Bottom line: Being first off the starting block is critical (see Baumgartner versus Eustace), because the second time around, people may no longer care much about the event or the message.

The world got excited when Baumgartner jumped. Eustace’s record a few months later was pretty much ignored by media.

Join the 3,000+ organizations using the DrKPI Blog Benchmark to double reader comments in a few months while increasing social shares by 50 percent – register now!

5. Getting more than a blip on the radar requires a bit of luck

Regardless what people tell you, luck certainly helps make things viral. For instance, Intel sponsored a study; its media people managed to get journalists to attend press conferences and write editorial content about the white paper that resulted from the study.

Nevertheless, all press coverage failed to generate buzz or get people to share findings by word-of-mouth (WOM). The videos neither went viral nor did they create more than a quick blip on the social media radar (see below).

[su_custom_gallery source=“media: 2240″ limit=“7″ link=“image“ target=“blank“ width=“522px“ height=“272px“]

Bottom line: The Intel case illustrates that even if print, radio and TV pick up your story, consumers may not bother.

Bottom line

Creating buzz or having content go viral is great. But whether I reached my target audience remains a fair question.

For a business, unless WOM or viral content results in an outcome such as higher sales, donations, buyers of our service, etc. it has limited commercial value for the organisation. Just increasing traffic or readers / viewers of your content will not help pay the rent for next month.

[su_box title=“CHECKLIST: 5 critical factors for producing viral content“ box_color=“#86bac5″ title_color=“#ffffff“]

1. A big name makes a big difference: Harry Potter to the rescue

2. Entertainment: People want entertainment, but a haul video won’t necessarily get a lumberjack’s attention.

3. Herd mentality: Many Social Shares motivate others to share as well.

4. Being first off the blocks: Improves your chances for media coverage.

5. Luck always matters: We all need it and gladly take it if and when it shows up.

Finally, talk is cheap. Show me the numbers that indicate you do it right. Remember, the novelty of social media has worn off. People have discovered that it is a time sink…

Download the checklist and more tips as a PDF (320KB file)
Interesting read: More content about viral and word-of-mouth marketing.
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Slides and Download

Download the PDF with additonal graphics and slides 20 (330KB file) – Word of Mouth Marketing, Viral Marketing and Buzz Marketing

View more presentation slides from DrKPI

Below are the slides for this blog entry. Check them and the links in the presentation out for more information and examples.

[slideshare id=52410142&doc=drkpi-wom-viral-marketing-checklist-150904060854-lva1-app6892]

Benchmark and test your blog – for free – right now

What is your opinion?

Now that you have read „How to make your content go viral and its checklist„, I would like to ask you a question or two.

– Do you have a great example of viral, buzz or word-of-mouth marketing? Please share!
– How should a SME (i.e. small- or medium-enterprise – a company with fewer than 250 full-time staff) go about getting its content to go viral?
– What type of marketing works best for your business?

Latest updates about word-of-mouth and viral marketing

CLICK on IMAGE - 93% der Leser die WhatsApp nutzen, teilen unsere Einträge SOFORTTeilen
Kurzfassung:  Wo suchen Stellenbewerber für den neuen Job?
Wie kann das Unternehmen im Recruiting das Internet besser nutzen?

Mehr zum Thema Recruiting, Active Sourcing und Employer Branding ===> Abonnieren Sie unseren Newsletter
Kürzlich las ich einen interessanten Werbespruch von Markenberaterin Maren Martschenko:

„Konzentrieren Sie sich im Marketing auf das Wesentliche und das Wirksame – für anderes gibt es weder Zeit noch Geld.“

Dieser Spruch leuchtet jedem von uns ein. Doch was sind die Wesentlichen Aktivitäten im Recruiting von Personal? Jährlich beantragen Sie ein Budget, dass von den Verantwortlichen hoffentlich akzeptiert wird. Wenn aber etwas als nicht Wesentlich oder Wirksam taxiert wird, dann kann es passieren, dass  dieser Teil vom Budget gestrichen wird.
Wir mögen den Stellenbeschrieb auf der Firmen-Webseite und dem Corporate Blog platzieren. Wenn genug Geld vorhanden ist, platzieren wir den Stellenbeschrieb in Kurzformat auf einem Job Board. Vielleicht reicht es sogar zum Inserat in der  Zeitung (z.B. Print und Online).

Aber was von den obigen Dingen gehört zum Wesentlichen?
Wie wissen wir ohne Daten, was wirksam ist?

PS. Mit Bauchgefühl zu argumentieren, hilft nicht bei Budgetverhandlungen.

Das die Arbeit mit der Suchmaschine hier nicht ignoriert werden darf, wissen wir. Aber es ist einfacher gesagt als richtig getan. Diese Problematik diskutierten wir letzten Dienstag in einer kleinen Runde der Gruppe #HRtweetupZH (Organisator: Etienne Besson).

Job-Agent-Thalwil-und-weitere-Nischen-Players-am-HR-Tweet-UP-ZH

1. Nischen-Jobsuchmaschinen

Das Suchmaschinen bei der Suche nach Arbeit wichtig sind zeigt sich anhand des Trends von 2004 bis 2014 (Daten vom Bundesamt für Statistik – Schweiz).
In den letzten 3 Monaten haben fast 80% der Nutzer im 2014 Datenset das Internet genutzt um Informationen über Dienstleistungen und Produkte zu finden.
Das hier auch die Suche nach Arbeit eine Rolle spielt ist offensichtlich. Doch sind die Suchergebnisse ergiebig, gut organisiert und übersichtlich?
CH-BFS-wie-Haushalte-Internet-nutzen-Zeitreihe-2004-2010-2014
Hier gibt es natürlich Unterschiede. Z.B. sammelt eine Jobsuchmaschine mit Hilfe eines „Crawlers” (auch “Spider” genannt) die im Internet gelisteten Stellenangebote ein.  Diese findet der Crawler direkt auf der Webseite des Unternehmens mit den offenen Stellen.
Dadurch wird eine ausgeschriebene Stelle bei der Job-Suchmaschine einmal aufgeführt und nicht mehrmals. Jobsuchmaschinen platzieren sich auch weit oben in den organischen Suchresultaten bei Bing oder Google.

Interessiert Sie dieser Blogeintrag? Dann abonnieren Sie unseren Newsletter – 527 Abos – steigend!

Google-oder-Nischen-JobSuchMaschine-wast-bringt-wem-mehr

2. Ist Google schlechter?

Ob man aktiv nach einer neuen Stelle sucht, oder aber nur passiv Ausschau hält nach möglichen Angeboten, Suchmaschinen werden genutzt (siehe auch Grafik oben vom Bundesamt für Statistik).
Dabei erhält man organische Resultate, je nach Eingabe der Schlagworte im Suchfeld.

Nischen-Jobsuchmaschinen-Google-ads

Top und rechte Kolumne sind Ads bei Google


Wie oben aufgezeigt beinhalten die Suchresultate für Jobs auch Werbung. Ganz oben, wie auch ganz rechts erhält man Werbung anhand der eingegebenen Schlagworte.

Machen es Jobsuchmaschinen besser?

Für mich ist der grösste Unterschied, dass Jobsuchmaschinen ihre Resultate oder Such-Algorithmen auch an Firmen wie Verlage mit Job-Plattformen im Abo verkaufen. Dabei können auch öffentliche Büros für Arbeitslose solche Technologie im Verbund nutzen, um damit die neuesten Jobangebote für ihre Klientel anbieten zu können.

Verkaufs-Strategie-fuer-Job-Such-Maschinen

Ebenfalls können die Ergebnisse auf spezialisierten Plattformen vom Eigner der Jobsuchmaschine Angeboten werden.
Dies kann wiederum in Form einer Webseite geschehen.

Wie sucht die Pflegefachfrau?

Werden die richtigen Schlagwörter genutzt. Dies gilt für den Suchenden wie auch dem Eigner der Job-Plattform oder aber der Webseite des Unternehmens.
Wenn man sich hier nicht einarbeitet. Kann es passieren, dass eine Dipl. Pflegefachfrau HF andere Schlagwörter bei der Jobsuche nutzt, als ein SEO Experte.
Dies führt dann dazu, dass die Pflegefachfrau nicht unbedingt auf der Seite landet, welche für sie die meisten offenen Stellen hat (siehe auch die Terminologie auf Careum – FAQ zur Ausbildung).
Fflege-Beruf-Plattform-fuer-Jobs
Das Team bei Pflege-berufe.ch (Image oben) hat dies gut gelöst (siehe unten).
Eine ganz einfache Suche mit nur zwei Schlagwörtern habe ich gemacht. Die Plattform ist gleich im Rang 1 der organischen Suchresultate. Chapeau an das TEAM der Seite (x28)!
FAGE-such-stelle-pflege-berufe-ch-hilft

Xing und LinkedIn

Der Vorteil von Xing oder LinkedIn ist, dass man eine interessierte Gruppe erreichen kann. Ein Beispiel sind Spezialisten des Branding and Image-Marketing (siehe Dilyana Ivanova Post unten).
Der Nachteil ist, dass die meisten Inhalte auf diesen Social Networks von Google nicht gut oder überhaupt nicht indexiert werden. Ein Grund ist, dass Plattformen wie LinkedIn oder Xing dies gar nicht möchten. Sie bevorzugen es, dass die Mitglieder diese Informationen nur auf der Xing Plattform selber suchen und finden können.
Dies limitiert die Reichweite der Posts mit einer Stellenbeschreibung erheblich. Wenn dann dies ein nicht der Firma angehörender Berater tut, wie z.B. unten, dann kommt dies oft noch nicht einmal gut bei Mitgliedern an.  Nur 1 bis 2 Personen von 5,000 in dieser Gruppe, wollen mehr Infos direkt vom Recruiter.
Solch eine kleine Resonanz kann weder den Recruiter noch den internen HR Experten glücklich machen.
Rekrutierung-auf-Xing-LinkedIn-wie-in-den-70-er-Jahren
Übrigens, auf meine Frage habe ich auch 48 Std. nachher keine Antwort bekommen. Zwar hat die Recruiterin mein Profil angeschaut, mir aber keine eMail via Xing geschickt. Was für einen Eindrukc gibt ein solches verhalten beim möglichen Multiplikator.
Frau Ivanova hat wohl vergessen, dass jeder in der Gruppe die Infos auch weitergeben könnte – klassischer Anfängerfehler: Was man nicht tun sollte – wenn man möchte das eine Stellenanzeige per Mundpropaganda verteilt werden soll (Viral Marketing und Jobs).

Schlussfolgerung

Eine gute Platzierung von offenen Stellen im Betrieb in den organischen Ergebnissen einer Suchmaschinen sind wichtig. Doch kann es einem KMU passieren, dass der Eintrag auf Google+ die ersten 3 Tage auf Position 4 bis 6 erscheint.
Erst nach dieser Periode wird dann vielleicht Blogeintrag mit Fotos und Stellenangaben auf Pos. 6 aufgeführt.
Dieses Beispiel zeigt, dass man die Dinge nicht immer unter Kontrolle hat. Das Google mit Hilfe von Google Plus versucht seine „Hand“ am Puls des Social Media Zeitgeschehens zu haben ist bekannt. Die Auswirkung dieser Aktivitäten von Google auf auf die Suchresultate dürfen wir nicht unterschätzen.
Effektives Recruiting auf dem Internet ist kein Endziel sondern eine Reise welche uns immer wieder Überraschungen bringt.

Testen Sie die Performance Ihres Karriereblogs kostenlos!

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1. Suchmaschinen indexieren unsere neuen Stellenangebote innerhalb 24 Std: Das man offene Stellen von Nestlé oder Raiffeisen schnell findet, wird kaum überraschen. Doch KMUs müssen sich anstrengen. Da hilft oft ein Karriereblog der auch über offene Stellen berichtet.
2. Word-of-mouth dank zufriedener Mitarbeiter: Der KMU muss seine Mitarbeiter bei der Rekrutierung miteinbeziehen. Sie sind die effektivsten Ambassadeurs, um das Interesse in aktiv und passiv suchenden Arbeitskräften zu wecken.
3. Wesentlich und wirksam: Der wesentlicher Unterschied ist eine gut gestalteter Stellenbeschrieb, welcher von Suchmaschinen kurz nach Plublikation indexiert wird.
Eine gute Platzierung in Suchresultaten ist Pflicht.
Übrigens, wirksam sind solche Aktivitäten nur dann, wenn diese die gewünschten BewerberInnen bringen von denen mindestens eine Person die Jobofferte akzeptiert und dann auch zur Arbeit erscheint!
Stimmen Sie mit diesen Punkten überein. Schreiben Sie einen Kommentar unten und sagen Sie es uns. Join the conversation!
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CLICK on IMAGE - 93% of readers SHARE this on WhatsAPP NOWSummary: What is better for a CEO? Using Facebook, launching a word-of-mouth or buzz marketing campaign, or blogging from the World Economic Forum 2015 in Davos or #WEFdavos?
We show you how to decide.

This is the first blog post about WEF Davos 2015; check out the second post here.

1. KPIs without benchmarks don’t cut it

The question for any academic, CEO, entrepreneur or NGO worker is: Should I take advantage of Klaus Schwab’s standing invitation for me to join him at this year’s World Economic Forum? We can answer this question according to our gut feeling, or more systematically, using benchmarks and KPIs to decide.

KPIs are interesting. If they work properly, they are mighty useful. However, without some kind of guidance in the form of a benchmark, their usefulness can be questionable. In many cases, they are part of a navel-gazing exercise.

Sometimes, a trend analysis (e.g., comparing July 2014 with July 2015) can indicate certain things (drop or increase in numbers). However, without looking beyond the obvious, we will not know how to achieve a repeat. In other words, what key drivers helped us improve so much (e.g., an ad campaign, press coverage, or what)?

DrKPI-Benchmark-CEO-Bloggers-WEF-Davos-2015

DrKPI Benchmark: The best CEO bloggers at WEF Davos 2015

To guide us through the maze, we need some kind of benchmark. Without it, we will not know how well we perform in comparison to our competition.

Accordingly, you want to get the facts before deciding:

– our blog fails to achieve the impact we want (see our DrKPI Benchmark: Top 100 NFL blogs by January 30)

– your CEO, blogging from and about WEF Davos 2015 achieves impact – or not (DrKPI Benchmark: Top 100 CEO Bloggers by January 22).

2. Benchmarks help clarify things

A straightforward dashboard makes getting necessary information a snap.Learning from mistakes in order to do better is at the core of benchmarking. At its heart, this excercise involves continuous improvement.

There are four strategic reasons for using benchmarks; all of them help improve performance.

1. Setting objectives and action programs. Know where you are and where your are going. Benchmark ratios are inherently measurable and comparable. They help you focus your attention on the most controllable aspects of your online and social media activities (e.g., blogging for results).

2. Monitoring your performance. Keep your eye on the ball. Benchmark ratios provide an objective standard by which to measure your website or blog performance. By tracking key measurements at regular intervals, you can pay closer attention to those key factors that affect your firm’s performance. Follow the numbers, and they will set you free.

3. Sharing the results with your team. You should communicate your results internally and externally. Benchmark ratios enable your investors, owners and clients to objectively evaluate your online media efforts and positioning (e.g., branding).

4. Convincing your stakeholders with your benchmarks. Clients and business associates can use them to better understand your strengths and weaknesses when it comes to social media and the web. Use your ratios to better manage your online efforts, securing your annual marketing budget, while spending it even more wisely to improve your bottom line.

Curious? Join 1500 other subscribers to this blog’s newsletter and read on!
Join the 3,000+ organizations using the DrKPI Blog Benchmark to double reader comments in a few months while increasing social shares by 50 percent – register now!

If you are serious about improving your company’s performance regarding online marketing and achieving an industry-leading position, there is no substitute for a quality benchmarking as offered by services like DrKPI.

3. Word-of-Mouth Marketing sucks

Everybody wants to produce contagious content (see Making word-of-mouth marketing work). However, the mantra has to be:

Make meaning, not buzz. Make money, not web traffic!

The BOOK – Social Media Audits: Your best bang

To help you blog more effectively, you need SMART metrics (specific, manageable, actionable, relevant, trending performance measures) that follow the KISS principle (keep it simple, stupid).

For instance, CEO bloggers want relevant blog metrics for diary, personal and business blogs. In turn, such data provides insight instead of hindsight.

What about Facebook? Will it be useful or should I worry about what Facebook finds out about our customers‘ feelings, search for love or beer preferences?

Your Facebook activity predicts sexual preferences

Your computer – with a little help from Facebook – can figure you out

More research:

Research finds computers are better judges of personality than friends and family.
Computers using digital footprints are better judges of personality than friends and family
Use Facebook Data to Predict Users’ Age, Gender and Personality Traits
Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach (download study)

Facebook-understands-you-better-than-your-spouse

Click image, get the study ==> Facebook knows you better than your friends do – because Likes reveal so much about your character

As the above indicates, Facebook may know nearly as much about me or you as your spouse does. Of course, this is the price we pay for getting things for ‚free‘.

Nevertheless, it may be worth sitting back to consider these results for a minute. In particular, what does this mean about my privacy, my clients‘ rights, and so forth?

Bottom line

Regardless of whether you accept Klaus Schwab’s invitation and attend WEF Davos 2015, check out some benchmarks. Also, consider whether investing in social media, your corporate blog or viral marketing attempts is worth the trouble.

A social media audit can help and might reveal some real surprises (e.g., check out Case study: citizenM overtakes Coca-Cola. If you prefer, call it a cost-benefit analysis. Is the final result worth the expense?

Take the interactive test about your personality and Facebook use: You will need to connect the app to your Facebook account, but it only accesses your Likes and does not post to your wall.

If you lack management support for your social media initiatives, then competitive intelligence is your new best friend.

For instance, DrKPI helps you find the right set of benchmarks to ensure best practice in your corporation.

Benchmark and test your blog – for free – right now

Why Davos is for you!

The analysis of data from your Facebook activities can better judge your psychological traits than one’s family and friends. That is revealing and interesting, but most importantly, it is downright scary.

Download PDF with additonal graphics and slides (1.2 MB) – WEF Davos 2015, Facebook and your love life, Word-of-Mouth Marketing, Viral Marketing and Buzz Marketing

You can view more presentation slides from DrKPI here

Here are some slides that specifically help you use benchmarks and competitive intel better than the next guy.

[slideshare id=43627924&doc=2015-drkpi-facebook-wef-davois-drkpi-150118034903-conversion-gate01]

 

So you have read Facebook, viral marketing or #wef15 – why benchmark ? Now I would like to ask you a question or two.

– What made you decide to attend WEF Davos 15?
Think #sustainability #climatechange:

Will any of Klaus Schwab’s buzz marketing efforts be convincing enough to get world leaders to work for change…?

– Is it maybe just once again  ===> back to „business as usual“ after Davos ends?
– What type of benchmarks and KPIs work best for your business?

Please share your thoughts below. Shall we meet in Davos or Zurich?