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Globalpark Social Insight Connect Präsentation

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  • 1. GLOBALPARK SOCIAL INSIGHT CONNECT 17. 17 Februar 20111 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 2. RADU IMMENROTH PRODUKTMANAGER, GLOBALPARK AG , KEN KASISCHKE MARKETINGLEITER, MARKETINGLEITER GLOBALPARK AG2 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 3. Alle Marken sind auf Facebook3 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 4. 4 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 5. Klassiker: iPad Verlosungen5 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 6. 6 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 7. 7 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 8. There is no intrinsic value of a facebook fan - until the brand does something to create value with g Facebook fans. Augie Ray, A i R Forrester Research Quelle: Forrester Blog, What is the value of a Facebook Fan? Zero! July 8, 20108 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 9. 9 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 10. • Fiktives Unternehmen • Hersteller von Outdoor Bekleidung und Ausrüstung10 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 11. 11 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 12. Facebook ist eine Investition. Lohnt sie sich? Wer sind unsere Fans? Wie unterscheiden sich Fans von unseren Kunden? Welchen Wert haben Fans für die Marke? Wie können wir eine Beziehung zu unseren Fans aufbauen? Tom Schmitz Wie können wir mit unseren CEO von bigSky Fans arbeiten?12 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 13. Facebook liefert aggregierte Daten: Geschlecht, Alter, Ort13 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 14. Profildaten der Fans sind nicht verfügbar14 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 15. Social Insight Connect: Gibt Markenfans ein Gesicht15 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 16. 6 Schritte um Fans zu aktivieren 1. 1 EINLADUNG 2. REGISTRIERUNG 3. 3 AUFBAU VON PROFILEN 4. MESSUNG MARKETING-KPIS 5. 5 SEGMENTIERUNG 6. INSIGHTS / AKTIVIERUNG16 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 17. 1 EINLADUNG17 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 18. Rekrutierung mit Facebook-Kampagne18 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 19. Alternativ: Einladung durch Fan-Update19 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 20. 2 REGISTRIERUNG20 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 21. Konfigurierbare Datenübernahme von Facebook21 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 22. Daten in eigener Datenbank22 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 23. 3 AUFBAU VON PROFILEN23 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 24. Erste Segmentierung während der Registrierung24 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 25. 25 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 26. 26 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 27. 4 MESSUNG VON MARKETING-KENNZAHLEN27 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 28. 28 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 29. 29 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 30. Messung von Marketing-Kennzahlen30 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 31. Incentivierung im Markenshop31 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 32. Der Wert von Facebook-Fans... Facebook Fan Basis Willingness to recommend Likability Purchase Intention Customer Lifetime Value Customer Satisfaction Category Spending Customer Profit Loyalty32 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 33. ...im Vergleich zur „klassischen“ Zielgruppe Regular Target Group Facebook Fans Willingness to recommend Likability Purchase Intention Customer Lifetime Value Customer Satisfaction Category Spending Customer Profit Loyalty Difference shows th value of Diff h the l f a Facebook fan33 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 34. 5 SEGMENTIERUNG UND TARGETING34 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 35. 35 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 36. Group creation36 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 37. Group creation37 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 38. 6 INSIGHTS / AKTIVIERUNG38 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 39. Mit Fans arbeiten39 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 40. Social Insight Connect als Ideenplattform40 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 41. 41 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 42. 42 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 43. Inspiration für Innovationen43 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 44. Mit Fans arbeiten44 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 45. 45 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 46. 6 Schritte um Fans zu aktivieren 1. 1 EINLADUNG 2. REGISTRIERUNG 3. 3 AUFBAU VON PROFILEN 4. MESSUNG MARKETING-KPIS 5. 5 SEGMENTIERUNG 6. INSIGHTS / AKTIVIERUNG46 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 47. MOBILE47 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 48. MOBILE48 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 49. ORGANISATORISCHES49 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 50. GLOBALPARK REFERENZEN 350+ internationale Unternehmen 50+ Institute & Berater50 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 51. GLOBALPARK PERFORMANZ 4.500 Survey-Projekte im Monat 400 Community-Installationen weltweit 507 Mio. ausgelieferte Umfrageseiten/Jahr 1.000 Umfrageseiten/Minute 18 Mio. Community Mitglieder weltweit51 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 52. REALISIERUNGSFAHRPLAN 2011 Woche 1 Woche 2 Woche 4 Woche 6 Woche 8 Scope Installation, Workshop Fanpage, p g Konfiguration Start Konzeption Rekrutierung / g Migration Launch52 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 53. VIELEN DANK! HABEN SIE FRAGEN?53 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 54. ABOUT US Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German engineered and globally tested by leading brands 1999 German-engineered globally-tested and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria. LOCATIONS Globalpark AG Globalpark Inc. Kalscheurener Str. 19a 299 Broadway, 19th Floor 50354 Cologne/Huerth New York, NY 10007 Germany (Headquarters) United States of America Tel.: +49 2233 7933 6 49 Tel.: +1 888 299 9422 1 info@globalpark.de info@globalpark.com www.globalpark.de www.globalpark.com twitter/Globalpark twitter/Globalpark_News Globalpark UK Ltd. Globalpark Oesterreich GmbH 5 Archie Street Wassergasse 25 London SE1 3JT 1030 Vienna Great Britain Austria Tel.: +44 207 403 3900 Tel.: +43 1715 0289 11 info@globalpark.co.uk info@globalpark.at www.globalpark.co.uk www.globalpark.at54 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS
  • 55. © 2011 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH AG Ltd Inc The information contained in this publication is the property of Globalpark AG and its subsidiaries. Passing on and reproduction of this publication or any parts of it is only permitted with the express written approval of Globalpark AG or its subsidiaries. This publication is issued without any guarantee whatsoever. Information contained herein can be changed without prior notification. In addition Globalpark accepts no guarantee as to the exactness or completeness of the information, text, graphics, links and other items in this publication. This publication is a preliminary version, which is not subject to any valid licence agreement or other agreements with Globalpark. The software products offered by Globalpark AG, its subsidiaries and/or its distributors may contain software components of other software manufacturers. All products may show country-specific differences. Globalpark, Globalpark Enterprise Feedback Suite EFS EFS Survey EFS Panel EFS Employee and EFS Leadership other Suite, EFS, Survey, Panel, Leadership, Globalpark products and services mentioned in the text and their corresponding logos are trademarks and can be registered trademarks of Globalpark AG and/or its subsidiaries in Germany and other countries worldwide. All other names of products and services are trademarks of their respective companies.55 17.02.2011 – WEBINAR GLOBALPARK. MANAGE WHAT MATTERS

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