Table Of ContentSOCIAL MEDIA UND
LOCATION-BASED 
MARKETING
ron FABER
sönke PRESTIN
MIT GOOGLE, FACEBOOK, 
FOURSQUARE, GROUPON & CO. 
LOKAL ERFOLGREICH WERBEN
EXTRA: Mit kostenlosem E-Book
Strategien für kleine und mittlere
Unternehmen
Faber/Prestin
Social Media und Location-based Marketing
Ron Faber
Sönke Prestin
Social Media und  
Location-based Marketing
Mit Google, Facebook,  
Foursquare, Groupon & Co.  
lokal erfolgreich werben
Inhalt  V
Die Autoren:
Ron Faber, Hamburg
Sönke Prestin, Hamburg
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Wissen zusammengestellt und mit Sorgfalt getestet. Dennoch sind Fehler nicht ganz auszuschlie-
ßen. Aus diesem Grund sind die im vorliegenden Buch enthaltenen Informationen mit keiner Ver-
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nung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-
Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften.
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© 2012 Carl Hanser Verlag München, www.hanser.de   
Lektorat: Margarete Metzger  
Herstellung: Irene Weilhart   
Copy editing: Manfred Sommer, München   
Umschlagdesign: Marc Müller-Bremer, www.rebranding.de, München   
Umschlagrealisation: Stephan Rönigk   
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Ausstattung patentrechtlich geschützt. Kösel FD 351, Patent-Nr. 0748702   
Printed in Germany
print-ISBN:  978-3-446-42911-6 
e-book-ISBN:  978-3-446-42968-0
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VI   Inhalt Inhalt  VII
3.3  Google Place anlegen oder übernehmen  .......................................................................  59
3.3.1  Google-Konto anlegen  .......................................................................................... 60
3.3.2  Google-Konto bearbeiten  ...................................................................................... 61
3.3.3  Neuen Google Place anlegen  ............................................................................... 62
3.3.4  Bestehenden Google Place übernehmen  ............................................................ 62
3.3.5  Basisinformationen eintragen  ............................................................................. 62
3.3.6  PIN anfordern und Eintrag bestätigen  ............................................................... 66
3.4  Google Places SEO  ..........................................................................................................  67
3.4.1  Citations in Branchenverzeichnissen   ................................................................ 67
3.4.2  Citations in Bewertungsportalen  ........................................................................ 68
3.4.3  Events veröffentlichen  ......................................................................................... 68
3.4.4  Einträge in Social Bookmarks  ............................................................................. 68
3.4.5  Citations auf anderen Websites  .......................................................................... 69
3.4.6  Aktivitäten in Sozialen Netzwerken  ................................................................... 69
3.4.7  Eigene Webseite  ................................................................................................... 70
3.5  Wohin geht die Suche?  ...................................................................................................  70
4  Bewertungen  ..............................................................................................................  73
4.1   Vorbemerkung: Wert von Bewertungen für die lokale Suche  .....................................  74
4.2  Wer liest Bewertungen?  ..................................................................................................  75
4.3  Wo werden Bewertungen gelesen?  ................................................................................  78
4.3.1  Was bedeutet das für die lokale Suche? .............................................................. 80
4.4  Welche Branchen werden bewertet?  ..............................................................................  81
4.5  Welchen Einfluss haben Bewertungen?  ........................................................................  87
4.6  Wem glauben Leser?  .......................................................................................................  89
4.6.1  Mehrere Bewertungen lesen  ............................................................................... 89
4.6.2  Die Masse macht’s  ............................................................................................... 90
4.6.3  Ausführlichkeit der Bewertungen  ....................................................................... 91
4.6.4  Kompetenz des Verfassers  ................................................................................... 91
4.6.5  Verhalten des Verfassers  ..................................................................................... 92
4.6.6  Authentische Sprache  .......................................................................................... 92
4.7  Was können Sie tun?  ......................................................................................................  93
4.7.1  Finden Sie Ihre Plattform  .................................................................................... 94
4.7.2  Sagen Sie es allen  ................................................................................................. 95
4.7.3  Machen Sie es einfach  ......................................................................................... 96
4.7.4  Werbegeschenke und Rabatte  ............................................................................. 96
4.7.5  Schaffen Sie Beschwerdewege ............................................................................. 96
4.7.6  Generieren Sie Bewertungen durch Groupbuying  ............................................ 97
4.7.7  Reagieren Sie auf negative Bewertungen  ........................................................... 97
4.7.8  Vermeiden Sie den Rechtsanwalt  ........................................................................ 97
5  Social Networking  ....................................................................................................  97
5.1  Oberstes Gebot: Mitmachen  ...........................................................................................  98
5.1.1  Was mögen Nutzer? .............................................................................................. 98
5.1.2  Was können Sie erzählen?  ................................................................................... 99
Inhalt  VII
5.2  Facebook  ..........................................................................................................................  102
5.2.1  10 Tipps für den Start  .......................................................................................... 102
5.2.2  Fanpage anlegen  ................................................................................................... 103
5.2.3  Eigene Postings schreiben  ................................................................................... 105
5.2.4  Auf Freunde verweisen  ........................................................................................ 105
5.2.5  Links posten  ......................................................................................................... 105
5.2.6  Fotos posten  .......................................................................................................... 106
5.2.7  Personen markieren ............................................................................................. 107
5.2.8  Videos posten  ....................................................................................................... 107
5.2.9  Fotos und Videos aus fremder Quelle posten  ..................................................... 108
5.2.10  Fremde Postings kommentieren  ......................................................................... 108
5.2.11  Richtig kommentieren  ......................................................................................... 108
5.2.12  Benachrichtigungen lesen und verwalten  .......................................................... 109
5.2.13  Benachrichtigungen per E-Mail  .......................................................................... 109
5.3  Google+  ............................................................................................................................  109
5.3.1  Google verbindet seine Suche mit den Pages  .................................................... 110
5.3.2  Google+ Page anlegen  .......................................................................................... 110
5.4  Twitter  .............................................................................................................................  112
5.4.1  Das Besondere an Twitter  .................................................................................... 113
5.4.2  Wofür eignet sich Twitter? ................................................................................... 113
5.4.3  10 Tipps für den Start  .......................................................................................... 114
5.4.4  In Tweets reinlauschen  ........................................................................................ 114
5.4.5  Tipps für die Suche: Hashtags & Co.  ................................................................... 116
5.4.6  Suchanfragen verfeinern  ..................................................................................... 116
5.4.7  Trending Topics: Worum geht’s?  ......................................................................... 117
5.4.8  Registrieren und Follower werden  ...................................................................... 118
5.4.9  Favoritenlisten erstellen  ...................................................................................... 119
5.4.10  Eigene Meldungen verfassen  .............................................................................. 119
5.4.11  Retweets versenden  ............................................................................................. 120
5.4.12  Links twittern  ....................................................................................................... 120
5.4.13  Fotos und Videos versenden ................................................................................ 121
5.4.14  Personen erwähnen und ansprechen  ................................................................. 121
5.4.15  Private Nachrichten schicken .............................................................................. 121
5.4.16  Twitter mit Facebook verbinden  ......................................................................... 121
6  Location-based Social Networking  ................................................................... 123
6.1   Anwenderperspektive: So werden  Location-based Social Media genutzt  ...................  124
6.1.1  Basis: Einchecken  ................................................................................................. 124
6.1.2  Kommunizieren   ................................................................................................... 126
6.1.3  Entdecken  ............................................................................................................. 128
6.1.4  Sparen  ................................................................................................................... 130
6.1.5  Spielen  .................................................................................................................. 132
6.1.6  Fazit  ....................................................................................................................... 134
6.2  Wer checkt ein?  ...............................................................................................................  135
6.3  Warum checken Menschen ein?  ....................................................................................  140
6.4  Hype oder Chance?  .........................................................................................................  143
VIII   Inhalt Inhalt  IX
6.5  Welcher Anbieter?  ...........................................................................................................  144
6.5.1  Foursquare  ............................................................................................................ 145
6.5.2  Gowalla .................................................................................................................. 145
6.5.3  Google Latitude und Google+  .............................................................................. 146
6.5.4  Facebook Places  ................................................................................................... 146
6.5.5  Andere Anbieter  ................................................................................................... 147
6.5.6  Wo anfangen?  ....................................................................................................... 147
6.6  Foursquare Venue übernehmen/anlegen  .....................................................................  146
6.7  Merchant Center nutzen  ................................................................................................  148
6.8  Best Practices  ..................................................................................................................  149
7  Lokales Groupbuying  .............................................................................................. 153
7.1  The Big Deal: Das ist Groupbuying  ................................................................................  155
7.1.1  Beispiel: Deals bei Groupon  ................................................................................ 155
7.1.2  Was sind die Vorteile für Unternehmen?  ........................................................... 156
7.1.3  Wer bietet Groupbuying an?  ................................................................................ 157
7.2  Wer kauft was und wie viel?  ..........................................................................................  162
7.2.1  Aktive und passive Nutzer  .................................................................................. 164
7.2.2  Mann, Frau, Smartphone  ..................................................................................... 165
7.2.3  Welche Deals werden gekauft?  ............................................................................ 167
7.3  Ist Groupbuying empfehlenswert?  ................................................................................  169
7.4  Best Practices   .................................................................................................................  170
7.4.1  Wissen, nicht schätzen  ........................................................................................ 172
7.4.2  Schnüren Sie Deal-Pakete  .................................................................................... 172
7.4.3  Bauen Sie auf Cross- und Upselling  ................................................................... 173
7.4.4  Machen Sie einen Deal aus Standardleistungen ................................................ 173
7.4.5  Bleiben Sie unter dem Durchschnitt  ................................................................... 173
7.4.6  Bleiben Sie in Ihrem Kundensegment  ................................................................ 175
7.4.7  Knüpfen Sie Kontakt  ............................................................................................ 175
7.4.8  Zeigen Sie sich in bestem Licht ........................................................................... 175
7.4.9  Verhandeln Sie hart  ............................................................................................. 176
8  100 Prozent: Was noch zu tun ist  ...................................................................... 177
8.1  Bezahlen, besitzen oder verdienen  ................................................................................  178
8.2  Eigene Website   ...............................................................................................................  180
8.2.1  Ihr einziger echter Besitz im Internet  ................................................................ 180
8.2.2  Mehr Liebe bei Google Places  ............................................................................. 181
8.2.3  Mehr Bewertungen, Likes etc.  ............................................................................. 182
8.3  Eigene Videos bei YouTube  ............................................................................................  182
8.3.1  Videos bei YouTube einstellen  ............................................................................ 184
8.4  Eigenes Schaufenster  ......................................................................................................  185
8.4.1  Was ist ein QR-Code?  ........................................................................................... 186
8.4.2  Wie kann man QR-Codes einsetzen?  .................................................................. 187
8.4.3  Wie erzeugt man QR-Codes?  ............................................................................... 190
8.5  Werbung bei Google  ........................................................................................................  191
8.5.1  AdWords oder AdWords Express?  ....................................................................... 191
Inhalt  IX
8.6  In 2 Minuten werben mit AdWords Express .................................................................  192
8.7  In 20 Minuten werben mit AdWords  .............................................................................  194
8.7.1  Kampagneneinstellungen wählen  ....................................................................... 194
8.7.2  Anzeige schreiben  ................................................................................................ 196
8.7.3  Keywords eingeben  .............................................................................................. 197
8.7.4  Lohnt sich Google AdWords?  ............................................................................... 199
9  Vorsicht, Falle: Rechtliche Fallstricke vermeiden  ...................................... 201
9.1  Profileinträge in Verzeichnissen  ...................................................................................  202
9.1.1  Löschung von Profilen  ......................................................................................... 202
9.1.2  Unabsichtlich falsche Einträge  ............................................................................ 203
9.1.3  Absichtlich falsche Einträge  ................................................................................ 203
9.1.4  Eigene falsche Einträge  ....................................................................................... 205
9.2  Bewertungen  ...................................................................................................................  206
9.2.1  Gegen welche Bewertungen kann man vorgehen?  ............................................ 206
9.2.2  Bewertungen löschen lassen  ............................................................................... 207
9.2.3  Identität von Bewertern ermitteln  ...................................................................... 208
9.2.4  Besondere Regeln für Berufsgeheimnisträger  ................................................... 209
9.2.5  Sich selber bewerten  ............................................................................................ 209
9.2.6  Konkurrenten bewerten   ..................................................................................... 210
9.3  Rabattgutscheine  ............................................................................................................  211
9.3.1  Rücktritt von unzumutbaren Deals  .................................................................... 211
9.3.2  Befristung von Gutscheinen  ................................................................................ 212
9.3.3  Rückerstattung des Kaufpreises  ......................................................................... 213
9.3.4  Enge Grenzen für bestimmte Berufsgruppen  .................................................... 213
9.4   Verwendung von Grafiken, Zeichnungen und Fotos  ....................................................  215
9.4.1  Rechtlicher Rahmen  ............................................................................................. 216
9.5  Impressum  .......................................................................................................................  218
9.5.1  Inhalte und Platzierung  ....................................................................................... 218
10  Kristallkugel: die Trends  ........................................................................................ 221
10.1 Augmented Reality  .........................................................................................................  222
10.1.1  AR in Marketing und Werbung  ........................................................................... 224
10.1.2  Ist AR sehr aufwändig?  ........................................................................................ 226
10.2 Near Field Communication (NFC)  .................................................................................  227
10.2.1 RFID vs. NFC  ........................................................................................................ 227
10.2.2 Mobile Payment  .................................................................................................... 229
10.2.3 Mobile Couponing  ................................................................................................ 230
10.3 Lokale Suche verändert sich  ..........................................................................................  231
10.3.1 Die Soziale Suche  ................................................................................................. 233
10.4 Multi-Channel-Vertrieb gewinnt  ....................................................................................  234
10.4.1 Online nach dem Warenbestand im Handel suchen  ......................................... 235
Index  ....................................................................................................................................... 237