The return to more intimate customer interactions Intimacy of the Interaction Pre 1930’s Merchant to Customer Present Dialogue Age 1930’s - Present Mass Marketing We are here
Changing Paradigms Individual Way Back Yesterday Today Media Individual Media Media Individual Social Media
Social media has a serious impact on massmedia coverage “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company
Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.
70% of reporters check a blog list on a regular basis.
21% of reporters spend over an hour per day reading blogs.
57% of reporters read blogs at least two to three times a week.
(Study by Brodeur & Marketwire, 2008)
The Times they are a-changin ’ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
10 reasons why to integrate social media into your business strategy 10
Your customers build their opinions increasingly online and through SM 1
Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet TEAM Your customers build their opinions increasingly online and through SM
Brand Searches are already controlled by Consumers
User-Created Content Dominates the Brand Message (Whitepaper „State of the Search“ by 360i.com) http://www.scribd.com/doc/22677572/360i-SearchWhitePaper09-111709
You cannot manage crisis in a todays 7/24/365 world only through traditional media any more 2
Puts photo with critical comment and tags on Flickr
Weblog Shapingyouth.org writes a critical article and contacts Target‘s communication team to get a statement
Answer from Target’s media team to a blogger request “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets… This practice is in place to allow us to focus on publications that reach our core guest.” Target’s media team
Many of your stakeholders have developed new expectancies regarding „tonality“ from Corporations 9
PERSPECTIVE Communication Collaboration You can learn step by step (monitoring, listening, from internal to external, selective participation) 10 Open Controlled Open Communication Open Collaboration Controlled Communication Controlled Collaboration Viral Video PR Advertising Corp. Blogs Crowdsourcing Community Engagement Co-created ads Quelle: Steve Rubel 2008
So, social media is the answer to all problems?
In fact there are a lot of myths about social media.
Burson-Marsteller EMEA Digital Team Switzerland – EMEA Digital Practice Chair Switzerland Switzerland Switzerland Switzerland Switzerland Switzerland Denmark Dubai Germany Belgium Italy Netherlands UK UK Norway Sweden Spain Spain Turkey Turkey Turkey