Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization

1,347 views

Published on

What are the success factors of Social Media campaigns to mobilize customers?

Interviews & Case Studies (Barack Obama, Greenpeace, Southwest Airlines) to define success factors for Social Media campaigns

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,347
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization

  1. 1. Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization – Analysis of Social Media campaigns<br />Sandra Maria Perusch<br />
  2. 2. Content <br />Initial situation<br />Research question<br />Research design<br />- Resultsofcasestudiesandinterviews<br />Outcome<br />27.09.2010<br />Mobilizing Customers 2.0<br />2<br />
  3. 3. Initial situation<br /><ul><li>Untilnow: expensive ad campaigns, widespreachmediacoverage
  4. 4. Today: newpossibilitiesthrough Social Media, userslookforwaystoparticipate – a newwaytocommunicate</li></ul>27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation- Research question – Research design – Case studies – Interviews – Outcome<br />3<br />
  5. 5. Initial Situation II<br /><ul><li>Social Media/Web 2.0:“social web”, applications and techniques, encourage collaboration and communication, user-generated movement (UGC) behind technologies1
  6. 6. Focus: new role of communication
  7. 7. Campaigning: ‘An operation or series of operations (…) pursued to accomplish a purpose.’ 2</li></ul>27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation- Research question – Research design – Case studies – Interviews – Outcome<br />1 cf. (Borges, 2009), p. 37ff.; cf. (Lincoln, 2009), p. 7ff.; cf. (Safko & Brake, 2009), p. 6f. <br />2 ("The American Heritage® Dictionary of the English Language Fourth Edition," 2010), [online] <br />4<br />
  8. 8. ‘(…) Web 2.0 is an extension of marketing, is an extension of PR, an extension of public affairs, it is not just any of them, all of these things existed. When the first person spoke to the other person and then another person joined in around the campfire, that’s social media, (…) All we’ve done is take the campfire and put it online.’ 3<br />27.09.2010<br />Mobilizing Customers 2.0<br />3 Interview with David Bullock<br />5<br />Initial situation- Research question – Research design – Case studies – Interviews – Outcome<br />
  9. 9. Research question<br />What are the success factors of Social Media campaigns to mobilize customers? <br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question– Research design – Case studies – Interviews – Outcome<br />6<br />
  10. 10. Research design<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />7<br />
  11. 11. Political campaign: Barack Obama<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies– Interviews – Outcome<br />8<br />
  12. 12. 27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies– Interviews – Outcome<br />Profit organization campaign: Southwest Airlines<br />9<br />
  13. 13. 27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies– Interviews – Outcome<br />Non-profit organization campaign: Greenpeace<br />10<br />
  14. 14. Research design<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />11<br />
  15. 15. Expert interviews<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />12<br />
  16. 16. Interview results – successfactors<br /><ul><li>Collaboration: existing with new ways
  17. 17. Customer integration, constant dialogue
  18. 18. Transparency
  19. 19. Organizational structure & culture for long-lasting relationships (open, right people)
  20. 20. Tools and applications
  21. 21. Quality and form of content</li></ul>27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />13<br />
  22. 22. Research design<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />14<br />
  23. 23. Outcome I<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />15<br />
  24. 24. OutcomeII<br />27.09.2010<br />Mobilizing Customers 2.0<br />Initial situation - Research question – Research design – Case studies – Interviews – Outcome<br />16<br />
  25. 25. Thanksforyourattention!<br />27.09.2010<br />Mobilizing Customers 2.0<br />17<br />
  26. 26. Literature<br /><ul><li>Borges, B. (2009). Marketing 2.0. Bridgingthe Gap between Seller andBuyerthroughSocial Media Marketing. Tucson: Wheatmark.
  27. 27. Lincoln, S.R. (2009). Masterin Web 2.0. Transform yourbusinessusingkeywebsiteandSocial Media tools. London, Philadelphia: Kogan.
  28. 28. Safko, L., & Brake, D.K. (2009). The Social Media Bible. Tacticts, Tools, andStrategiesfor Business Success. Hoboken: Wiley.
  29. 29. The American Heritage® Dictionary of the English Language Fourth Edition. (2010, n.d.). Retrieved February 26, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/campaign </li></ul>27.09.2010<br />Mobilizing Customers 2.0<br />18<br />

×