social media gipfel return on investment veloplus sbb
DESCRIPTION
smgzh Social Media Gipfel Return on Investment Bernet_PR Blogwerk SBB VeloplusTRANSCRIPT
![Page 1: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/1.jpg)
Return on Investment
BERNET_PR
@irenemesserli @omenzi #smgzh
23. Social Media Gipfel2. April 2014
![Page 2: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/2.jpg)
BERNET_PR
@irenemesserli @omenzi #smgzh
SponsorKaffee, Gipfel, Technik:
Merci!
![Page 3: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/3.jpg)
BERNET_PR
Oliver LutzSocial Media- und Online Marketing Manager, Veloplus
Eliane TschudiLeiterin Social Media, SBB
![Page 4: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/4.jpg)
BERNET_PR
Oliver LutzSocial Media- und Online Marketing Manager, Veloplus
@oliverlutz1
![Page 5: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/5.jpg)
![Page 6: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/6.jpg)
•
![Page 7: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/7.jpg)
![Page 8: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/8.jpg)
••
![Page 9: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/9.jpg)
![Page 10: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/10.jpg)
![Page 11: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/11.jpg)
![Page 12: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/12.jpg)
![Page 13: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/13.jpg)
![Page 14: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/14.jpg)
![Page 15: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/15.jpg)
![Page 16: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/16.jpg)
![Page 17: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/17.jpg)
![Page 18: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/18.jpg)
![Page 19: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/19.jpg)
![Page 20: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/20.jpg)
![Page 21: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/21.jpg)
![Page 22: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/22.jpg)
![Page 23: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/23.jpg)
• Verkaufsförderung Direkter (Mit)Einfluss auf Verkaufserfolg
• SEO / SEA Relevanz von Social Media steigt stetig
• Dialog Wissen, was unsere Kunden bewegt
• Imageförderung Kunden tragen Dialog / Miteinbindung weiter
![Page 24: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/24.jpg)
BERNET_PR
Eliane TschudiLeiterin Social Media, SBB
@KomTussi
![Page 25: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/25.jpg)
SBB Social Media.
Eliane TschudiSocial Media Gipfel, Zürich2. April 2014
![Page 26: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/26.jpg)
Meine Agenda.
SBB • Kommunikation • Social Media • 2. April 2014 2
1. Vorstellung.
2. SBB Social Media.
3. Wirkungsmessung.
4. Fazit.
![Page 27: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/27.jpg)
Vorstellung.
![Page 28: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/28.jpg)
Meine Person: Eliane Tschudi.
SBB • Kommunikation • Social Media • 2. April 2014 4
![Page 29: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/29.jpg)
SBB Social Media.
![Page 30: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/30.jpg)
Unsere Strategie: ein klarer 3-Phasen-Plan.
SBB • Kommunikation • Social Media • 2. April 2014 6
Phase 1:Der Einstieg inSocial Media
Phase 2:Implementierungvon Marketing-
aktivitäten
Phase 3:Effizienzgewinn
durchSocial Media
Einsparungen StrukturSBB erreichen. Dialoginnerhalb Communityfördern.ZI
EL
Konsequent Webund Kanäle SocialMediaverschmelzen.
Social MediaReichweite aufbauen.Kulturwandel inner-halb SBB einleiten.
![Page 31: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/31.jpg)
HR
PersonalmarketingKommunikation
CEO
Leiterin SOM
Eliane TschudiRedaktion,
Moderation
Personenverkehr Immobilien Infrastruktur Güterverkehr
Redaktion
Moderation
Redaktion,
Moderation
Redaktion,
Moderation
Redaktion,
Moderation
Unsere Organisation: Fachführung Konzern,
Umsetzung Divisionen.
SBB • Kommunikation • Social Media • 2. April 2014 7
![Page 32: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/32.jpg)
Die SBB: Facebook.
SBB • Kommunikation • Social Media • 2. April 2014 8
![Page 33: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/33.jpg)
Die SBB: Twitter.
SBB • Kommunikation • Social Media • 2. April 2014 9
![Page 34: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/34.jpg)
Die SBB: Blog.
SBB • Kommunikation • Social Media • 2. April 2014 10
![Page 35: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/35.jpg)
Die SBB: YouTube.
SBB • Kommunikation • Social Media • 2. April 2014 11
![Page 36: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/36.jpg)
Wirkungsmessung.
![Page 37: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/37.jpg)
Social Media: für ein besseres Image beim Kunden.
SBB • Kommunikation • Social Media • 2. April 2014 13
Kunden-service
Erlebnis
Spass
Marketing-aktivitäten
![Page 38: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/38.jpg)
Kundenservice: Anfragen und Antworten.
SBB • Kommunikation • Social Media • 2. April 2014 14
¼ Kundendienst: 2013 +25.9% gegenüber Vorjahr, +100% gegenüber
2009.
¼ Social Media: on top.
Kundendienst (Brief,
Fax, Mail, Telefon)
Social Media (Facebook,
Twitter)
60‘000 Antworten
8‘800 Antworten
![Page 39: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/39.jpg)
Kundenservice: Beispiele.
SBB • Kommunikation • Social Media • 2. April 2014 15
![Page 40: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/40.jpg)
Marketingaktivitäten: Dachkampagne.
SBB • Kommunikation • Social Media • 2. April 2014 16
![Page 41: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/41.jpg)
Fazit.
![Page 42: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/42.jpg)
Fazit.¼ Vermittlung Unternehmensbotschaften.
¼ Beweis Dialogfähigkeit.
¼ Frühwarnsystem, Issues Management.
¼ Erreichung Marketingziele.
¼ Brand Experience.
¼ Kampagnenziele.
¼ Erreichung Konzernziele Image und Kundenzufriedenheit.
SBB • Kommunikation • Social Media • 2. April 2014 18
![Page 43: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/43.jpg)
![Page 44: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/44.jpg)
BERNET_PR
@irenemesserli @omenzi #smgzh
SponsorKaffee, Gipfel, Technik:
Merci!
![Page 45: Social Media Gipfel Return on Investment Veloplus SBB](https://reader037.vdocuments.mx/reader037/viewer/2022100220/5481e46eb079591a0c8b463d/html5/thumbnails/45.jpg)
Nächste Gipfel:4. Juni3. September5. November
www.socialmediagipfel.ch
BERNET_PR