Instagram. Facebook. YouTube. WhatsApp.

28. July 2017, Editorial

Where are your customers? Understanding “Marketing 3.0” with social media.


business strategy
Social Media

Social media is not only about making “friends” or getting information. The reach of social marketing is also becoming increasingly relevant for B2B companies. To follow new communication strategies, reach target groups and carry out content marketing.


Social media marketing expert Ludwig Schrödl, CEO of ADO New Media GmbH, has recognised that.

Why do you think social media are part of a business strategy nowadays?
Today’s customers are no longer conventional consumers. They can find products using Google and co and look at how other people rated them. They do not want companies to sell them products, but want to be involved in the selling process and receive as much information as possible. The customer is more networked than ever before. This is why the manufacturer must be part of this conversation, or it will take place without him in the future.
Companies understand that, but they try to pack all their information on their websites even though this is only a piece of the puzzle with which they can make themselves visible. We asked ourselves the question: where do we meet customers nowadays? On social networks. And this is where we are getting involved.

Present myself naturally and authentically as a company on social media platforms

Social media as an informal communication channel is all well and good. But how can I benefit from it further as a company?
Ultimately, every company in any sector is an absolute expert. And that’s the point we are addressing. What distinguishes me from my competitors, what makes me special, but also what are the underlying human aspects, how do I behave towards my employees, etc…
These are opportunities to present myself naturally and authentically as a company on social media platforms.
With the help of an internal social media team or an external expert.

Does that also apply to traditional small enterprises that have had nothing to do with social media marketing to date?
Yes, absolutely. Let’s take a small craft business, like a watchmaker. He can advertise his expertise via Facebook & co, but also present all the soft facts: how to recognise good quality, what is important to him in terms of manufacturing or his behaviour towards his employees or the environment.
An essential part of social media marketing is that I can actually build an asset for myself; which means that I can create a community of people involved in this topic or would like to enter this field or learn more about it. And I have the opportunity to get back to it at any time, no matter what lines of business I want to develop in this topic.

The largest possible reach means having many fans on Facebook or Instagram. What leads automatically to success?
There are differences there. A huge reach without interaction is actually useless. We think that it must be a perfect balance between a large reach that covers the right target group and interaction.
Things get interesting when these users interact with the contents on a Facebook page. This includes leaving comments, sharing, clicking on links. These reactions show how relevant a topic is to the community. A big advantage is direct communication between the company and customers. This means that I can communicate with customers in real time and receive feedback.

What platforms make the most sense in Austria?
Number one is definitely Facebook. Facebook has 3.7 million users in Austria and a market share of 74 % – the absolute top dog. Far behind we have Tumblr, YouTube, Instagram, Twitter and co., with small market shares.

What are useful social media benchmarks?

  • Continuity. Bringing out new content again and again. Not trying to create something but being authentic, questioning who I actually am and what my USP is.


  • Measurability. Looking at what we are doing, how much budget is spent and what comes out of it. Because a lot of advertising materials are simply consumed too quickly. This also means using the right (analytical) tools. A very useful tip: fanpagekarma.


  • And last but not least, my motto – test, test, test, because everything is always an adaptation of what has been done before.

Thank you, Mr Schrödl.

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