brandig

DI GITAL AGENTUR

Social Media
Touchpoint
Management
Foto: olindana by Getty Images

brandig (c) Christina Zagorschak

All slides
are for personal use only
and may not be passed on to third parties.
 Today’s Goal:
Social media is just creating content for
social channels? No. It's so much more!
Touchpoints, Insights & Learnings
from my working experience as a
social media manager.
Social Media mit Christina Zagorschak
Hi, I am
Christina!
Co-Founder
Close to Graz 125.000 Follower brandig – digital agency
Social Media Coach
Lector
International
Digital Communication
Award
4

Adventure
World Travel

Foto: Sarah Braun

Social Media
Manager
 1 Life of a Social Media Manager

Agenda 2 Internal Social Media Touchpoints

3 Customer Social Media Touchpoints

4 How to bring your brand to Life

 Which
Social Media Platforms
are you using ?
 Most Used Social Media Platforms
Germany 2022 | % data for users age 16-64 | Monthly use

YouTube WhatsApp Facebook7 Instagram Facebook Pinterest

86.5% 83,6% 60.7% 53.9% Messenger 29.4%
We are social & hootsuite Studie | Jänner 2022

35.6%

TikTok: 25.8%, Twi4er: 22.1%, Telegram: 20.3% Skype: 19.2, Snapchat: 19.1%, Xing: 14.7%, LinkedIn: 14.6%,
 Insights
Quelle: ARD/ZDF-Onlinestudie 2019 | brandwrch.com | staIsta | Digital 2020 Report für Deutschland

• In Germany, around 86% of the

population is represented on social
media (72 million people).

• On average, users use 5 social media

platformes each month (DE).
8

• They spend approx. 1 hour 29 minutes

per day on their social media channels
(DE).

Foto: Katka Pavlickova on Unsplash

Bei Bedarf Quelle angeben
 Have you already
gained some experience
with Social Media
Marketing?
 brandig
DI GITAL AGENTUR

Internal
Social Media
Touchpoints
Foto: olindana by Getty Images

brandig (c) Christina Zagorschak

B2B & B2C

👉 Goal:
Bring the brand to life.
Encourage Awareness,
Customer Loyalty
& Sales.

it
e
us
Learn.
brandig (c) christina zagorschak
What many think:

“Well, that is only a

Social Media Posting!”
& what keeps being forgotten:

What is behind a posting?

What can I achieve with it?
What else is Social Media
Marketing?
Let’s get to work!
Internal
Touchpoints

What does a
Social Media
Manager do?
brandig (c) christina zagorschak
Com ic Designer er
muni Graph Videograph
ty Ma
nage
r
Photog
rapher
Live Reporter
PR
Sponsoring n&Manager
Copywriter Cooperatio

mer Service Perform

Custo & Cam ance Mark
paign M eting
anager

ct Manager
Proje nager
Brand Ma

te Influencer Marketing
Corpora Influencer
brandig (c) christina zagorschak
Integrated
Internal
Social Media Marketing Touchpoints

Sales Events
Communication & PR
SEO

Employer Branding
Social Media Google Marketing

Product Management Newsletter

Marketing & Sponsoring Website & Online Shop

 Internal
Touchpoints

My
Learnings

brandig (c) christina zagorschak

 Internal
Touchpoints

Create
a Social Media Mindset
within the Company

brandig (c) christina zagorschak

Learning
 Take your time to Internal
Touchpoints

create a Posting!

But: Don’t overthink it!

80:20 rule
Emotion before perfection
Be brave & try new things

Learning
 Internal
Touchpoints

Be able to take things

into your own hands!
👉
Use design tools like Canva!
Create Guidelines [e.g. community
management , one voice - one vibe across all
channels].

Learning
Social Media Department Graphic-Department

The topic is making waves right now

- I have to be quick and post
something about it.

Today I need to prepare the theme

differently, but the templates I have
do not fit for this.

I need the video in 3 different Where do I set

formats for 3 different channels. my priorities?

Be strong together!

🤝
 Cooperation with other departments
Internal
Touchpoints
Cooperation through
division of work. Free space
for one's own strengths.
Knowing when you need
support. Gratitude for new
input and ideas.
Space for creativity!
 Internal
Touchpoints

👉 Be able to say NO!

Being able to say no is a strength! Often goals are
unrealistic. Measures do not make sense or are
simply not technically working out. You are an
expert in your field.
Show it!

Learning
 Customer
Touchpoints

Customer
Social Media
Touchpoints
Foto: olindana by Getty Images

brandig (c) Christina Zagorschak

⚡ Touchpoint:
Each Post.
Each Comment.
Each Reaction.

brandig (c) christina zagorschak

❤
❤
❤

Community

brandig (c) christina zagorschak

 It takes approx.
6 touchpoints until the decision
to purchase is being made.
Sometimes even 10.

Horizont | Studie der Group M Agentur

 Controllable Touchpoints Not Controllable Touchpoints

Point of Contacts: Word of Mouth, Blogs, Forum

Print-Magazine, Radio, Television
Advertising, E-Mail Marketing, SEO, Social Media:
Events, Website, Poster on Point of Sale • Comments
etc. • Shares
• User-generated Content
Social Media:
• Posts on Social Media Channels
• Advertising on Social Media
à Third Parties create Touchpoints
à The brand decides where to set
the touchpoint.

👉
👉

Watch out for both!

brandig (c) christina zagorschak

Example
Fokus: Comments Fokus: Website Klicks

Quelle: derstandardat Instagram & Facebook

Where are new brands discovered?

👉
👉
👉
👉
👉
👉
Source: wearesocial.com/uk/blog/2022/01/digital-2022
Customer Journey
Touchpoints à Combine On- and Offline Touchpoints

E-Mail
Confirmation

Social
Media
Channel Social Media

👉
Ad (Video) Point of Sale

Product
Package

Social Website Offline

Media Point of Sale
Post
How to create a Journey?
• Better together: Combine your Platforms & Activities
• Teaser additional Information & benefits
• Set Call to Actions (Visit us, Click here)
• No dead ends
Optimize Touchpoints
Example

Step 1: Step 2:
Video Link-Klick
Optimize Touchpoints

User 1. Analysis of the current state

Experience 2. What is our optimum
& Sales 3. Implementation
4. Monitoring
How to
bring you
brand to life!

brandig (c) christina zagorschak

 CI

One
Message
across all
Touchpoints!
 Brand Identity
on Social Media
Foto: olindana by Getty Images

brandig (c) Christina Zagorschak

 Corporate
Culture

Corporate Corporate
Identity Communication

Corporate
Design
What does already exist?
Are there any existing marketing materials? (Logo, brochure)

How is the interaction with customers? (personal, formal)

How is the team spirit in the company? (brave, trust in familiar things)

What goal(s) do I want to achieve by using social media?

Initial Situation:
From the customer's point of view:

• A farm store wants to communicate its

products more strongly - social media
could help with that
• No internal social media experience -
but would be great if he can manage it
himself
• The only "marketing material" is a flyer
39

How do we bring
the farm store to life?

Foto: Leon von Unsplash

 What do you
want to achieve with
your Social Media
Activities?
brandig (c) christina zagorschak
 Who is your
target audience?

brandig (c) christina zagorschak

On which channels
is your target
audience present?
brandig (c) christina zagorschak
 With which Content
can you provide added
value to your
target audience?
brandig (c) christina zagorschak
Why content with added value
for brands is so important

Organic (unpaid) reach decreases

That's why it's important to

• Convince with relevant content adapted to your target group
• Create trust & build customer proximity
• Activate the community regularly
• Establish yourself as a "go-to" partner

... achieve a high relevance score within your audience and so you will be rewarded
with (organic) reach, awareness and loyal (new) customers.
Result:

• Corporate Design
• Language
• Vibe

Strengthen trust!
Take away fear!
Encourage!
Test!

What do you think happened next?

 TIP:
Posting Creation My favorite Tools

Lightroom Adobe InShot Unsplash

Canva Google Drive
App to edit Spark Smartphone & Google for free Photos
for Desktop & photos
Smartphone To create App Photo (also for
Social for Video Commercial
To create Media Creation Use)
Social Media Creatives
Creatives

46
Checklist Post Creation
• Does my post grab the user's attention in 1 second?
• Is the content of my post visually understandable at first glance?
• Does it contain added value for my readers? (knowledge, fun,
news)
• How can I structure my post text?
• Is there a call-to-action included? (share, remember, website,
etc.)
 CI

There are countless

variations of
implementation!
 Never
underestimate
the Power of
Social Media!
brandig (c) christina zagorschak
 brandig
DI GITAL AGENTUR

Thank you!
Christina Zagorschak
christina@brandig.at

Say Hi 👋
linkedin.com/in/christinazagorschak