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

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

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

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  • 1. Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization – Analysis of Social Media campaigns
    Sandra Maria Perusch
  • 2. Content
    Initial situation
    Research question
    Research design
    - Resultsofcasestudiesandinterviews
    Outcome
    27.09.2010
    Mobilizing Customers 2.0
    2
  • 3. Initial situation
    • Untilnow: expensive ad campaigns, widespreachmediacoverage
    • 4. Today: newpossibilitiesthrough Social Media, userslookforwaystoparticipate – a newwaytocommunicate
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation- Research question – Research design – Case studies – Interviews – Outcome
    3
  • 5. Initial Situation II
    • Social Media/Web 2.0:“social web”, applications and techniques, encourage collaboration and communication, user-generated movement (UGC) behind technologies1
    • 6. Focus: new role of communication
    • 7. Campaigning: ‘An operation or series of operations (…) pursued to accomplish a purpose.’ 2
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation- Research question – Research design – Case studies – Interviews – Outcome
    1 cf. (Borges, 2009), p. 37ff.; cf. (Lincoln, 2009), p. 7ff.; cf. (Safko & Brake, 2009), p. 6f.
    2 ("The American Heritage® Dictionary of the English Language Fourth Edition," 2010), [online]
    4
  • 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
    27.09.2010
    Mobilizing Customers 2.0
    3 Interview with David Bullock
    5
    Initial situation- Research question – Research design – Case studies – Interviews – Outcome
  • 9. Research question
    What are the success factors of Social Media campaigns to mobilize customers?
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question– Research design – Case studies – Interviews – Outcome
    6
  • 10. Research design
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    7
  • 11. Political campaign: Barack Obama
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies– Interviews – Outcome
    8
  • 12. 27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies– Interviews – Outcome
    Profit organization campaign: Southwest Airlines
    9
  • 13. 27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies– Interviews – Outcome
    Non-profit organization campaign: Greenpeace
    10
  • 14. Research design
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    11
  • 15. Expert interviews
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    12
  • 16. Interview results – successfactors
    • Collaboration: existing with new ways
    • 17. Customer integration, constant dialogue
    • 18. Transparency
    • 19. Organizational structure & culture for long-lasting relationships (open, right people)
    • 20. Tools and applications
    • 21. Quality and form of content
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    13
  • 22. Research design
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    14
  • 23. Outcome I
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    15
  • 24. OutcomeII
    27.09.2010
    Mobilizing Customers 2.0
    Initial situation - Research question – Research design – Case studies – Interviews – Outcome
    16
  • 25. Thanksforyourattention!
    27.09.2010
    Mobilizing Customers 2.0
    17
  • 26. Literature
    • Borges, B. (2009). Marketing 2.0. Bridgingthe Gap between Seller andBuyerthroughSocial Media Marketing. Tucson: Wheatmark.
    • 27. Lincoln, S.R. (2009). Masterin Web 2.0. Transform yourbusinessusingkeywebsiteandSocial Media tools. London, Philadelphia: Kogan.
    • 28. Safko, L., & Brake, D.K. (2009). The Social Media Bible. Tacticts, Tools, andStrategiesfor Business Success. Hoboken: Wiley.
    • 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
    27.09.2010
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    18