Corporate Communications Today              Course Module 3: Social Media „Marketing“                              09.12.2...
Collaboration with customers    WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 2
Course Modules                                                                                         CM 5               ...
How it used to be: Communication via mass media         WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communic...
The world is „in order“                                               •   mass communication                              ...
Communication today        WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 6
The world is turned upside down                                                      social changes                       ...
Social Media Positioning...United breaks guitars                Problem                                                   ...
Keep quiet?                 React?             Act proactively?                                                           ...
PrincipleMarkets are Conversations.Through the Internet, people are discovering and inventing new ways to sharerelevant kn...
Markets are Conversations „What we know about the society and its world, we know         almost exclusively from mass medi...
New ways in Customer Oriented Functions                                                        instead of Market Research ...
Listen                                             Service provider, tools or manuallyImaginationin keywords and places-> ...
Join conversations, be presentThe first viral campaign                                   Viral Effects                    ...
Join conversations, be presentThe first viral campaign                                   Viral Effects                    ...
Join conversations (or let someone do it for you)2008                                                                     ...
Interaction between real and virtual platformsT-Mobile                                                                    ...
Space of Topics and Relationships                                                                Content is King – Context...
Space of Topics and Relationships                                                                Content is King – Context...
Discussion: Respond to criticism…                                                                             Dooce (Heath...
Main Problem ...The challenge is in a Web 2.0 world, they wont just tell their immediate family, theywill usually post it ...
Viral spread                                                               on the web mentions rise rapidly          WS 20...
Customer criticism and opinions Discussions take place                                                                    ...
Discuss and collaborate                                             „high gloss, persuasive communication“                ...
Complaints platform: TU Braunschweig        Problem / Idea                         1. Publish online                      ...
Sag‘s uns: Complaints Platform        „Ideas, Praises or Problems? Tell us about it!“                                     ...
Discussions with Customers•   Let your Employees discuss,•   Use personal and emotional language,•   Be sparing in Social ...
Findings on collaboration with private customers  Organisation                                                            ...
Findings on collaboration with private customers  Organisation                                                            ...
Findings on collaboration with private customers      Organisation                                                        ...
Findings on collaboration with private customers      Organisation                                                        ...
Course Modules                                                                                         CM 5               ...
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Corporate Communications Today 2012: Social Media Marketing

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Prof. Susanne Robra-Bissantz on Social Media Marketing - as part of the Course Corporate Communications Today 2012

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Corporate Communications Today 2012: Social Media Marketing

  1. 1. Corporate Communications Today Course Module 3: Social Media „Marketing“ 09.12.2012Susanne Robra-Bissantz
  2. 2. Collaboration with customers WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 2
  3. 3. Course Modules CM 5 Knowledge CM 2 CM 4 Collaboration Innovation CM 3 „Marketing“ CM 1 CM 6 Social Media Web Society WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 3
  4. 4. How it used to be: Communication via mass media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 4
  5. 5. The world is „in order“ • mass communication • only few 1:n channels • controlled messages • customer is consumer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 5
  6. 6. Communication today WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 6
  7. 7. The world is turned upside down social changes new technology: „Web 2.0“ • many interactive channels • credibility decreases • customer is demanding and active • employees communicate • uncontrolled messages changes of the markets WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 7
  8. 8. Social Media Positioning...United breaks guitars Problem Public(ity) After Reaction and Discussion WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 8
  9. 9. Keep quiet? React? Act proactively? It is difficult, indeed dangerous to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies but whole countries. Rupert MurdochWS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 9
  10. 10. PrincipleMarkets are Conversations.Through the Internet, people are discovering and inventing new ways to sharerelevant knowledge with blinding speed. As a direct result, markets are gettingsmarter - and getting smarter faster than most companies. … No wondernetworked markets have no respect for companies unable or unwilling to speakas they do. … The only chance for companies is to join conversations …(nach Levine et al. 2001: Clue Train Manifesto). WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 10
  11. 11. Markets are Conversations „What we know about the society and its world, we know almost exclusively from mass media “ [Luhmann 1996]„ What I know about the world and current developments, I basically know from my friends and networks“ [unknown Facebook-User 2012] WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 11
  12. 12. New ways in Customer Oriented Functions instead of Market Research Listen instead of CRM instead of Marketing Join Collabora- conver- tion sations Discuss instead of Public Relations WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 12
  13. 13. Listen Service provider, tools or manuallyImaginationin keywords and places-> Subjects that are relevant WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 13
  14. 14. Join conversations, be presentThe first viral campaign Viral Effects Financial Success • 700.000 people at ... Top 10-Apps Facebook • > 7 Millionen video views in one week • Sales increase „Fan“ Groups According to Nielsen, by up to 107% Action ... >233.000 „de-friends“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 14
  15. 15. Join conversations, be presentThe first viral campaign Viral Effects Financial Success Research: • 700.000 people at ... Top 10-Apps Facebook How do conversations arise • > 7 Millionen video out of campaigns? views in one week How do conversations lead to • Sales increase actions? According to Nielsen, by up to 107% Action ... >233.000 „de-friends“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 15
  16. 16. Join conversations (or let someone do it for you)2008 Eight weeks laterStudents communicate It‘s not Markting it‘s the Function ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 16
  17. 17. Interaction between real and virtual platformsT-Mobile • sing-along-platform Call for a • approx. 3 Mio. views„flash-mob“ • overall > 200 Videos WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 17
  18. 18. Space of Topics and Relationships Content is King – Context is Queen WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 18
  19. 19. Space of Topics and Relationships Content is King – Context is Queen wi²: a place for discussions on Web Society, Collaboration, Social Media, E-Services ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 19
  20. 20. Discussion: Respond to criticism… Dooce (Heather) reports on Greenpeace „defaced“ a her washing machine commercial from Nestlé (Twitter). (Palm oil) Discussion, e.g. on the Nestlé Facebook-Page Nestlé: helpless, no reaction, reference to PR-page, no Discussion (1,4 Mio Follower) Tried to ban the fake logo - Whirlpool reacts after a few „we set the rules“ hours. Bosch the next day. PR-Coup: „unexpected blitzkrieg“ – Free washing machine for 1000s of „De-Fans“, Easter charity. boycott, petitions … wrong! perfect! WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 20
  21. 21. Main Problem ...The challenge is in a Web 2.0 world, they wont just tell their immediate family, theywill usually post it to their Facebook friends, Tweet about it on Twitter and possiblycomplain in a forum about you in the process.Your one unhappy customer has suddenly told a few thousand people. If they arereally ticked off you can expect a You Tube Video or an email that could go viral andsuddenly one bad experience has been seen by millions of people. [Ingrid Cliff] „... this site (facebook) is not the place for customer complaints ... here we want to inform and amuse you ... for customer concerns you have to look up our contact pages ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 21
  22. 22. Viral spread on the web mentions rise rapidly WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 22
  23. 23. Customer criticism and opinions Discussions take place Acceptance Discussions are public Discourse theoryRisk of „silent“ dissatisfaction Model based Learning Discussions boost the company Problems are the nucleus of ideas Critics become evangelists WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 23
  24. 24. Discuss and collaborate „high gloss, persuasive communication“ „semi perfect discoursive communication“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 24
  25. 25. Complaints platform: TU Braunschweig Problem / Idea 1. Publish online Discussion, Rating 4. discuss Student 2. select Selection 3. publish/ forward Idea 6. select Moderator Prescreen, Responsibilities Idea 5. evaluate 7. implement and “act” Assessement Students Soft Skills Courses WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 25
  26. 26. Sag‘s uns: Complaints Platform „Ideas, Praises or Problems? Tell us about it!“ Research: How can Employees be motivated to join Discussions? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 26
  27. 27. Discussions with Customers• Let your Employees discuss,• Use personal and emotional language,• Be sparing in Social Media Guidelines,• Trust. Employees and Customers. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 27
  28. 28. Findings on collaboration with private customers Organisation Collaborate Discuss Join conversations react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 28
  29. 29. Findings on collaboration with private customers Organisation Collaborate contribute something interesting try to evoke share effect Discuss use narratives Join conversations rely on honest messages be discret and equal react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 29
  30. 30. Findings on collaboration with private customers Organisation Collaborate contribute something interestingbe discoursive allow different opinions try to evoke share effect Discuss use narratives Join conversations admit faults respect publicity rely on honest messages be discret and equal react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 30
  31. 31. Findings on collaboration with private customers Organisation try mutuality tap the potential ... offer participation Collaborate provide platforms start conversations contribute something interestingbe discoursive allow different opinions try to evoke share effect Discuss use narratives Join conversations admit faults respect publicity rely on honest messages be discret and equal react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 31
  32. 32. Course Modules CM 5 Knowledge CM 2 CM 4 Collaboration Innovation CM 3 „Marketing“ CM 1 CM 6 Social Media Web Society WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 32
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