FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA

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FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA

  1. 1. BSI<br />FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA.<br />Hamburg, 18. June 2010<br />
  2. 2. 2003<br />
  3. 3. 2006<br />
  4. 4. 2008<br />
  5. 5. FACTS<br />
  6. 6. 72% of all „SocialMedia“ Activities FAIL!<br />
  7. 7. <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<br />ONLY 19% ARE RESPONSIBLE FOR 78% OF ALL SUCCESSFUL SOCIAL MEDIA ACTIVITIES<br />
  8. 8. START-UPS ARE MORE SUCCESSFUL THAN COROPORATES<br />?<br />
  9. 9. Why?<br />
  10. 10. S<br />R<br />P<br />V<br />L<br />T<br />L<br />Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand: <br />„Whatgoeswrong?“<br />563 marketersfrom52 Brands wereinvolved!<br />P<br />
  11. 11. CRM?<br />RESEARCH?<br />ADVERTISING?<br />81% OF ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY!<br />MARKETING?<br />PR?<br />
  12. 12. ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY<br />
  13. 13. 86% DON‘T HAVE A CLUE HOW TO HANDLE A SOCIAL MEDIA BACKLASH<br />86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH<br />
  14. 14. CORPORATES TEND TO TAKE TWICE AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS<br />
  15. 15. ONLY 1% COMMUNICATED WITH COMMUNITY MEMBERS IN PERSON! <br />
  16. 16. ONLY 7% UNDERSTAND THE REAL VALUE OF CUSTOMER INTERACTIONS!<br />
  17. 17. ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS<br />HOW THE REALITY OF BMW CONSUMERS LOOK LIKE<br />HOW BMW THINKS OF CONSUMERS<br />
  18. 18. Show me the money!<br />73% HAD TO SHOW THE MONEY AFTER 12 MONTHS<br />
  19. 19. SOCIAL MEDIA PROJECTS ARE THREE TIMES MORE UNDER CONTROL<br />
  20. 20. ONLY 17% ARE SATISFIED WITH THEIR „SOCIAL-MEDIA“ AGENCY<br />
  21. 21. SO WHAT GOES WRONG?<br />
  22. 22. XHTML<br />Taggaling<br />Basecamp<br />Standardization<br />GoogleMaps<br />Unwieldy<br />Simplicity<br />Zengarden<br />CssBeauty<br />Rememberthemilk<br />Writeboard<br />Meebo<br />Zimbra<br />XHTML<br />Tadalist<br />Tagtagger<br />Basecamp<br />StumbleUpon<br />Writely<br />GTD<br />Backpack<br />RSSReader<br />ZooZio<br />Unwieldy<br />Kiko<br />Wikis<br />CSS-Design<br />Focus on Simplicity<br />Cloudalicious<br />Netvibes<br />Wikipedia<br />Protopage<br />Googel IG<br />Tagcloud<br />Flickr<br />Live.com<br />Ajax<br />CrowdSourcing<br />Accessability<br />Delicious<br />Widgets<br />Flock<br />Collaboration<br />Etsy<br />Joy of Use<br />Upcoming<br />Planzo<br />Folksonomy<br />Flickr<br />CraigList<br />LinkedIn<br />OpenBC<br />Usability<br />WASP<br />Sharing<br />Fotolia<br />Blinksale<br />Ebay<br />Squidoo<br />Pagerank<br />The Long Tail<br />Recommendation<br />MTurk<br />Firefox<br />Ebay<br />Simplicity<br />UserCentred<br />Google<br />Perpetual Beta<br />FOAF<br />ITunes<br />Amazon<br />Social Software<br />MARKETERS LIVE IN THE BUZZWORD ECONONMY!<br />Sixdegrees<br />PayPal<br />RubyonRails<br />LiveStreaming<br />Orkut<br />Participation<br />Trust<br />XFN<br />Affiliation<br />Friendster<br />Economy<br />Blogs<br />Blogger<br />Aggregation<br />VC<br />Typepad<br />Soflow<br />Technocrati<br />A9 Plazes<br />Digg<br />LastFM<br />CostperClick Adsense<br />Simplebits<br />Wordpress<br />Mint<br />GMail<br />WEB 2.0 = Community<br />Read.IO<br />Measuremap<br />Liveliness<br />Stylegala<br />Ipodder<br />Qiro<br />Podcasting<br />Skype Gtalk Jabber<br />Audio<br />9Rules<br />Convergence<br />XHTML<br />Odeo<br />Basecamp<br />Alistapart<br />IM<br />DataInside<br />Design<br />Itunes<br />Remixability<br />Unwieldy<br />SEO<br />Castpost<br />Videocasting<br />Bit Torrent<br />Video<br />Fragmentation<br />Vimeo<br />Modularity<br />Tagcloud<br />Wifi<br />Syndication<br />XHTML<br />Mobility<br />UMTS<br />Yahoo Maps<br />Feedster<br />Rest<br />Basecamp<br />Google Maps<br />XHTML<br />Unwieldy<br />Basecamp<br />Jaiku<br />Buzztracker<br />Web Standards<br />XML<br />CreativeCommons<br />GoogleMaps<br />YouTube<br />Technocrati<br />RSS<br />Unwieldy<br />Gmaps Mashups<br />Newsgator<br />Twitter<br />OpenApis<br />Google News<br />Microformats.org<br />Semantic<br />Google<br />Icerocket<br />Y3thing<br />MyYahoo<br />Bloglines<br />Inorder<br />DataDriven<br />ChalkIT<br />Amazon<br />Wink<br />Alexa<br />Rollyo<br />Feedburner<br />Pubsub<br />Trendmapper<br />Rojo<br />Ning<br />Soap<br />
  23. 23. WHAT ARE WE TALKING ABOUT?<br />
  24. 24. NO!<br />NOT TECHNOLOGY!<br />
  25. 25. NO!<br />NO VIRAL CAMPAIGNS!<br />
  26. 26. Connecting creating writing posting Sharing expressing customizing hacking mashing-upCustomizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listeningConnecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting<br />CONSUMER BEHAVIOUR!<br />
  27. 27. THE MAIN SECRET?<br />
  28. 28. Transaction Marketing<br />Social Media Marketing<br />Relationship Marketing<br />C<br />C<br />C<br />B<br />B<br />C<br />1960<br />1990<br />2003<br />SocialProductbenefit<br />+ Emotional Productbenefit<br />+ FunctionalProductbenefit<br />Emotional Productbenefit<br />+ FunctionalProducbenefit<br />FunctionalProductbenefit<br />
  29. 29. LISTEN!<br />
  30. 30. Understand yourConsumers Motives<br />Become relevant!<br />Manage itright!<br />Maketherightstart!<br />Get CEO Support<br />Moderate <br />Become relevant offline again<br />
  31. 31. MOTIVES!<br />
  32. 32.
  33. 33. THE NET IS THE NEW CONSUMER PROPERTY!<br />
  34. 34. SELF-EXPRESSION <br />AS STATUSSYMBOL<br />
  35. 35. VOYEURISM AS A <br />METHOD TO UNDERSTAND <br />THE SOCIAL RANKING <br />
  36. 36. LINKS AS A WAY TO <br />INCREASE PROPERTY<br />
  37. 37. RELEVANCE!<br />
  38. 38. DISRUPT SCHEMAS<br />
  39. 39. APPROACHES?<br />
  40. 40. BRANDED CONTENT/ ENTERTAINMENT?<br />
  41. 41. CONSUMER PARTICIPATION – USER-GENERATED-CONTENT?<br />Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme<br />
  42. 42. USEFUL SERVICES?<br />
  43. 43. CONSUMER PANELS?<br />Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme<br />
  44. 44. WHICH APPROACH IS MORE SUCCESSFUL?<br />
  45. 45.
  46. 46. MANAGE!<br />
  47. 47. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS<br />
  48. 48. EARLY-AVAILBILITY OVER CORRECTNESS<br />
  49. 49. Brand Communication<br />CONSUMER INTEREST<br />MEDIA<br />Pre-launch<br />Launch<br />Post-Launch<br />
  50. 50. Brand Communication<br />MEDIA<br />CONSUMER INTEREST<br />Pre-launch<br />Launch<br />Post-Launch<br />
  51. 51. START!<br />
  52. 52. EVERYBODY?<br />
  53. 53. CONCENTRATE ON YOUR HIDDEN ADVOCATES!<br />
  54. 54. LIGHT LOYAL:LUCY!<br />Quelle: Brand Science Institute 2008: Exploring The Effects of Weak-Ties on Brand Community Performance<br />
  55. 55. LET LUCY LOOK BETTER – SOCIAL ENHANCEMENT IS THE KEY!<br />
  56. 56. SUPPORT!<br />
  57. 57. GET TOP-LEVEL SUPPORT!<br />Quelle: Brand Science Institute 2008: The Influence of Corporate Culture on Long-Term Community Performance<br />
  58. 58. …AND A SUPPORTIVE LEGAL DEPARTMENT!<br />
  59. 59. …ooops!<br />
  60. 60. MODERATE!<br />
  61. 61. CLEAR PRINCIPLES ARE A MUST TO INSURE EVERBODY IS ALIGNED!<br />
  62. 62. REWARD ADVOCATES<br />
  63. 63. AVOID STRONG AND ANNOYING RULES TO YOUR COMMUNITY!<br />
  64. 64. OFFLINE!<br />
  65. 65. TAKE CARE OF PARA-SOCIAL BEHAVIOR!<br />ABER!<br />Quelle: Brand Science Institute 2007: Social-Network Community Behavior: Effects on Para-Social Interaction and Impulse Buying <br />
  66. 66. „A long way home…“<br />
  67. 67. BECOME RELEVANT OFFLINE!!!<br />
  68. 68. X 3.9<br />x 5.2<br />x 2.7<br />x 3.4<br />x 2.8<br />x 1.9<br />x 2.5<br />Understand yourConsumers Motives<br />Become relevant!<br />Manage itright!<br />Maketherightstart!<br />Get CEO Support<br />Moderate <br />Become relevant offline again<br />LEVERAGE-FAKTOR<br />
  69. 69. X 3.9<br />x 5.2<br />x 2.7<br />x 3.4<br />x 2.8<br />x 1.9<br />x 2.5<br />LEVERAGE-FAKTOR<br />Verständnis vom Marketingparadigma-Wechsel und Social Media<br />Einzigartiger und nutzenstiftender Community-Ansatz<br />Ausführungsqualität in der Community-Planung und Projektdesign<br />Ausführungsqualitäten in der Community-Einführung<br />Struktur/Design/Kultur der Organisation<br />Moderation der Community <br />Offline-Relevanz im lokalen Umfeld<br />

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