MEANINGFUL RELATIONSHIPS
IN A DIGITAL AGE
Werner Kunz - University of Massachusetts – Boston
#UMBSocial
WHY SOCIAL MEDIA DAYS?
#UMBSocial
- 7 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media Days...
- 8 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Socia...
- 9 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Socia...
- 10 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Soci...
- 12 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Relationships in...
- 14 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media is ...
- 15 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as ...
- 16 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as ...
- 17 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as ...
- 18 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as ...
- 19 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
So what to do?
H...
- 20 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
We need a Revolu...
- 21 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
“Communities alr...
- 22 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
2. Be clear abou...
- 23 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
3. Exchange with...
- 24 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
I’m sure your re...
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Meaningful relationships in a digital age

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My presentation at the 4th Social Media Day at UMass Boston

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Meaningful relationships in a digital age

  1. 1. MEANINGFUL RELATIONSHIPS IN A DIGITAL AGE Werner Kunz - University of Massachusetts – Boston #UMBSocial
  2. 2. WHY SOCIAL MEDIA DAYS? #UMBSocial
  3. 3. - 7 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media Days is not just about We need answers for today (not tomorrow)
  4. 4. - 8 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days Endless options for businesses and consumers in todays digital world It gets harder (for small & big companies) to use it efficient & effectively
  5. 5. - 9 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days First-hand experience is key.
  6. 6. - 10 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days Social Media Days should bring people together
  7. 7. - 12 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Relationships in a digital media age What matters for Relationships? Preliminary Results: •  Communication •  Attention •  Mutual Attraction •  Conflict Stable
  8. 8. - 14 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media is a Relationship tool… …but our relationship are in danger since we have Social Media
  9. 9. - 15 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool Our ability to communicate is broken
  10. 10. - 16 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool •  Attention is fragmented and very limited •  Engagement is the exception e.g. Click-Through-Rate (CTR) Organic search: 35%-0% Mailing: 2-5% Adwords: 7%-.1% Facebook/Twitter: 2%-.1%
  11. 11. - 17 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool The basis of relationships is sometimes very questionable. •  Every business gets the customer they deserves •  You can’t buy love (& followers)
  12. 12. - 18 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool Conflict Resolution in Social Media !? •  Not everyone can handle the new challenges •  No-Nos happen daily •  it’s not easy (maybe impossible)
  13. 13. - 19 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz So what to do? How to get more •  Communication •  Attention •  Attraction •  Conflict Stability
  14. 14. - 20 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz We need a Revolution The time of ultimate customer orientation is over We need more and aim higher Long live the true relationships.
  15. 15. - 21 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz “Communities already exist. Instead building communities, think about how you can help that community do what it wants to do” Marc Zuckerberg, Facebook 1. Find your People online
  16. 16. - 22 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz 2. Be clear about your shared interest Social Objects & Communication Style
  17. 17. - 23 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz 3. Exchange with them exciting & valuable content Traditional Marketing talks at people. Content marketing talks with them. - Doug Keisler
  18. 18. - 24 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz I’m sure your relationships will grow substantially Do your work & give your strategy time Thank You

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