Recommendation marketing on the internet

The Internet is a real Eldorado, whose possibilities take with each passing day. Every day, the Internet is called several 100,000 new people get. Although over 3 billion people are already online, over half of the world’s population is not yet online. The growth opportunities are all too gigantic. Of course not in the industrialised countries, but in the emerging and developing countries. For example, if you are internationally active, you can immediately start an international business through digital channels. Translation? One mouse click and 3 seconds calculation time. The World Wide Web and its possibilities are still in their infancy.

Rating portals and comparison portals

Recommendation marketing is one of the most effective tools for convincing potential prospective customers and then switching to the customer. The recommendation of another person is of great value to us. Even if we don’t even know the person. And yes, even if this person isn’t real at all – but that’s another topic (social bots). This is why evaluation portals and comparison portals are currently so trendy. More on pricing: real estate appraisal. The prefiltered opinion makes life easier for us in many situations. We trust the restaurant critic for new culinary tips, we trust the fashion blogger for outfits. But not only bloggers and influencers are important contacts for you as opinion leaders, also experts (less reach but high reputation) and online magazines.

Welcome to digital marketing, where the magic happens!

TCP and interaction

The advantage of advertising on Facebook is the targeted addressing of people. Marketing messages are no longer just scattered, they are sent in a targeted manner. Just think of a classic advertising poster, thousands of people pass by every day. However, they come from different social backgrounds, have different interests, do not necessarily live in the same place, are male or female, old or young. It is never possible to determine exactly what effectiveness a single advertising poster, in a single place, had or will have on the individual person. Such effects of traditional advertising can only be captured in large quantities. It is quite different with advertisements on the Social Web. Here we can determine exactly who should see our ads, which greatly increases the effectiveness of the ads. We can also determine whether ads are displayed on mobile devices only or on the desktop. This not only increases the effectiveness but also the range in relation to the given budget.

Success measurement with CPC and TKP

A social media manager measures success at the CPC, among other things. CPC means nothing more than costs per click. The lower the cost of purchasing a click, the more successful they will convert, we assume a common target audience.

TKP means as described, thousand contact price. He answers the question of how much money has to be invested for one thousand people to see the ad (Impressions). If you now go on a very simple campaign, then the thousand contact price in social media marketing is only 20% compared to the classic CPM in a print magazine or in a daily newspaper.

This means that five times more efficiency can be achieved from the same budget.

Switch advertising on Facebook

First a superordinate campaign is created and named, for example “50% Sale”, then the ad groups with their respective target groups. As you can see, so far we have mainly taken care of the structure and structure of the advertising campaign. Now it’s time to look and design. Once you have created the ad group, you can place various individual ads in it. These single ads then contain e.g. different pictures or videos or even a whole photo slideshow. Each individual graphic gets an individual display. This makes it possible to separate the results obtained from each other precisely at a later stage. Of course the texts can vary, too, do you use emoticons or maybe not? All these possible sales-influencing variables are now played through in the individual ads. Thus one has 10 or 15 different single displays in the single display group fast.

If you now duplicate the ad groups, hundreds of individual ads are quickly created, which of course have to be managed and monitored afterwards. The subsequent monitoring and evaluation or analysis of the individual campaigns on Facebook is of course the decisive factor. That’s why it’s so important to let the individual ad groups run against each other, as well as the individual ads, graphics and texts.

Split test – campaign and analyses

Social media agencies use a split test or an A/B test to see how successful the individual ads are. In short: Which display converts best? The measurement is done by our CPC, as a reminder: costs per click. If, for example, you want to enter the German market, you naturally have a high level of competition and many competitors competing for users on social networks, especially Facebook. This can also mean that although you provide a few thousand euros of budget, in the first few days only a few euros are spent or played from Facebook. The low expenditure of the advertising budget is due to the fact that the competition in this country is high and many companies book advertising space in social networks (but also search engines). When new ad groups are added or new campaigns are launched, they must always first compete with existing ones that have already been booked. No matter how, in the end it’s all about buying clicks as cheaply as possible. If your own online shop has only twenty unique visitors a day, but you generate one hundred new visitors through advertisements on the Internet, whether Facebook or Google, then sales will immediately multiply.

Guideline: Setting up your own business & business plan

You want to start your own business as a real estate agent or with another business idea? We support you with tips on your business plan and concept. Whether self-employed full-time or part-time self-employed: If you want to set up your own company, you have to think about a lot, in advance and in the operative business. From the right idea to health insurance – what needs to be considered if you want to become self-employed?

There is no training or further education for entrepreneurs. Managing director is you or not. Your own ambition is always important, because this is the only way to improve, every day.

The topics at a glance:

• The Social Book German – Amazon (Print)

Important social media tips you should know

There are many questions about social media marketing. As a rule, this is not even about the really complex subject areas, but often only about very central questions such as:

• What are social networks and what makes them?
• What is the purpose of social media in everyday life?
• What is User Generated Content?
• Why do companies use Social Media Marketing?
• How does Social Media Marketing actually work?
• How to measure the success of your social media marketing?
• For which companies is Social Media Marketing?
• What skills and knowledge does a Social Media Marketing Manager need?
• What are the goals of Social Media Marketing?

Who does the Social Book help?

For all social media managers, whether beginners or advanced, for young entrepreneurs and startups, but also for self-employed, such as designers, hairdressers, online shops, “The Social Book is the perfect foundation to understand the world around social media marketing. “The Social Book” is less a concrete recommendation for action than an intellectual guideline. It is a guide that will help you understand social media. More than two billion people are registered in the social networks, an excellent source for new customers, but also prospective customers for projects and campaigns. Those who know how to manage the leap between the different social networks and use the individual advantages of the social networks around Facebook, Instagram, YouTube and TikTok can achieve great success.

In addition to social media marketing, it is also about the basics, social connections and, of course, the emergence of social networks. Because in order to plan the actions in today’s social networks, it is worth taking a look at the history behind it. Although the chapter is only very short, it gives a good insight into the current expansion, but also into future developments. In addition, it deals with social connections and group dynamics.

However, the book not only provides a detailed basis on the subject of social media management, community management and social media marketing, a large chapter also deals with the subject of social advertising in the best-practice example, Facebook. Facebook also includes Instagram and WhatsApp, two of the largest networks we use on a daily basis. That’s exactly why it’s worth taking a look at the Facebook Advertisement Manager, because here you can learn a lot and later put the theory into practice for your own company.

Help the book also in your studies?

The answer is definitely yes! The book can also be used for your bachelor’s or master’s degree. This is because there are absolutely practical tips here, most of which are only derived from expert interviews. Those who adhere to the existing guidelines will definitely be convinced in the paper, the term paper, the Bachelor or Master Thesis.

• The Social Book German – Amazon (Print)

Recommended book value

More books? Here you can find all publications (Stephan M. Czaja): Books.

The Business Book

Becoming an entrepreneur is not difficult, but being an entrepreneur is very difficult. Already knew 9 of 10 startups failed in the first 5 years. When I am on the road during my lectures, this is often the first step to make it clear to the young entrepreneurs that every person around them has to fail if they want to survive as entrepreneurs themselves. The reality check for entrepreneurs is pretty brutal. Nobody remembers the pyramids that fell. Everything talks about those who are still standing. It’s the same with entrepreneurs. Failure knocks on the door faster than you’d expect. This book is the result of my experience as an entrepreneur, the lectures and the reflection of the audience. More about: The Business Book.

The Content Book

Writing good SEO texts needs to be learned. Therefore there is now the new book from my SEO Collection, The Content Book. Search engine optimization has changed many marketing processes. Today, people can be reached globally within a few seconds and with just a few tricks. Knowing the right tips and tricks, especially from everyday agency life, is worth its weight in gold for young companies as well as for online shops of all shapes and sizes. The Content Book shows how it works: practical and direct. More about: The Content Book.

The Model Book

You want to be a model? THE MODEL BOOK gives you a comprehensive overview of what you as a model need to know about the industry and your model agency. In order to prepare models perfectly for the job, good agencies coach their models very intensively. In points such as cooperation with the agency and with customers, your own public image, your personality, but also with practical posing and catwalk training. What do you need to watch out for? What do you need to prepare for? What’s coming your way? How do you write modeling agencies? How do you get good shoots with photographers? How does the agency work behind the scenes? How are castings decided? In the book you will learn everything + insider tips! More about: The Model Book.

Content: The Social Book

1. Development of social media in Germany
2. Web 2.0
3. Affect
4. Revolution
5. Differentiation
6. SMM: Communication and Interaction
7. Transmitter-receiver model
8. “Broadcast Yourself”
9. Always Online
10. Success factors
11. SMM in companies: Analysis
12. Worldwide relevance
13. Modern Information Society
14. User Generated Content and Company
15. Trend conscious. Fashion companies are pioneers
16. Best Practice Asos
17. Trends and social groups
18. Social Media Stars
19. Advertising psychology
20. Adapting principles of the Social Web
21. Media usage
22. Use of media in transition
23. Development of online use
24. Age groups
25. Use
26. Mobile activities in Germany
27. E-Commerce
28. Purchases by commodity group
29. A products and priority
30. Channel structure
31. Brand, identity and first fans
32. What social network?
33. Social Media Mix recommendation
34. Content with added value
35. Times: Studies and Live
36. Guiding rules in SMM
37. Create inspiring content
38. Ease sharing your content
39. Reward users
40. Share contents active
41. Encourage you to embed your content
42. Opportunities and Risks
43. Long Term Optimization
44. Measurement, goals, target group and reach
45. Societing – improvement through customer feedback
46. Metering – Results and analysis
47. Multipliers and brand ambassadors
48. Multi-Channel-Management
49. Synergie: Online / Offline
50. Conclusion: Core elements
51. Regular content and added value
52. Interaction and Communication
53. Network expansion
54. Optimization
55. Social Advertising
56. Facebook
57. Success through fanpage, design and ads
58. Fanpage
59. B2B Marketing
60. Create page
61. What does the perfect posting look like?
62. Posting times
63. 1K Generate Facebook Fans
64. Increase organic reach
65. Create Attractive Lead Magnets
66. Youtube
67. Youtube SEO
68. Instagram
69. Product Placement
70. Alternatives
71. TikTok
72. Twitter
73. Google Plus
74. Pinterest
75. Vimeo
76. Tumblr
77. LinkedIn
78. Xing
79. Influencer Marketing
80. How do you benefit from the hype?
81. Lifestyle Meets Media
82. Effect on buyer
83. Social Advertising: Facebook
84. Targeting
85. Age
86. Residence
87. Interests
88. Retargeting
89. Audience Insights
90. Select target group
91. Interaction rate as a success indicator
92. Retargeting Pixel
93. Create Advertisements
94. Display and display groups
95. Leads
96. A/B Test
97. CPC: Cost per click
98. Costs
99. Youtube Advertising
100. Further development
101. Localization
102. Social Commerce
103. Swarm intelligence
104. Social networks have a great future