Social Media Marketing –
From Attention to
Engagement
Daniel Michelis – January 2009
Anhalt University of Applied Science

From Attention to Engagement
Economics of Attention Economics of Engagement
Marketing-Funnel
Source: Li/Bernoff

Starting Point: Social Media
Source: Universal McCann

\"Concentrate on the relationships, not the technologies\"
Relationships:
People Creating: Blogs, User-generated content
People Connecting: Social networks, virtuelle Welten
People Collaborating: Wikis, open source
People reacting to each other: Foren, Bewertungen, Reviews
Accelerating Consumption: RSS, Widgets
Source: Li/Bernhoff

1. Social Tools Are Changing Social Relationships
/5
Source: Shirky

2. Social Tools Are Changing Business Models
Daniel Michelis / 6
Quelle: Anderson, Chris, The Long Tail

3. Relationships Between Companies & Customers are Changing
Source: Shirky, Clay

What can you do? Li & Bernhoff‘s POST Approach
People: What are your customers ready for? How will your customers
engage, based on what they are already doing.
Objectives: What are your goals? Are you more interested in talking
with your customers for marketing or for example in generating sales
by energizing your best customers?
Strategy: How do you want relationships to change? Do you want
customers to help carry messages to others in the market? do you
want them to become more engaged with your company?
Technology: What applications should you build? After POS you can
move to pick appropriate technologies.
Source: Li/Bernhoff

Choose Your Main Objective(s)
Listening: Use technologies to better understand your customers. This goal is
best suited for companies that are seeking customer insights for use in
marketing and development.
Talking: Spread messages about your company. Choose this goal if you are
ready to extend your current digital marketing initiatives to a more interactive
channel.
Energizing: Find your most enthusiastic customers, and use social
technologies to supercharge the power of their word of mouth. This works
best for companies that know that they have brand enthusiasts to energize.
Supporting: Set up social tools to help customers support each other. This is
effective for companies with significant support costs and customers who
have a natural affinity for each other.
Embracing: Integrate your customers into the way your business works,
including their help to design your products. This is the most challenging of
the five goals, and it's best suited to companies that have succeeded with on
of the other four goals already.
Source: Li/Bernhoff

Objectives: Existing Functions and Emerging Alternatives
Source: Li/Bernhoff

Starting Points
Create a plan that starts small but has room to grow
Think through the consequences of your strategy
Put somebody important in charge of it
Use great care in selection your technology
Source: Li/Bernhoff

References
Anderson, C. (2007: The Long Tail – Der lange Schwanz.
Nischenprodukte statt Massenmarkt. Das Geschäft der Zukunft,
Hanser Wirtschaft, München
Li, C. / Bernoff, J. (2008): groundswell – winning in a world
transformed by social technologies, Harvard Business Press
Shirky, C. (2008): Here Comes Everybody: The Power of Organizing
Without, Penguin