Corporate Communications Today
Course Module 3: Social Media „Marketing“
09.12.2012
Susanne Robra-Bissantz
Collaboration with customers

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 2
Course Modules

CM 5
Knowledge
CM 4
Innovation

CM 2
Collaboration
CM 3
„Marketing“
CM 1
Social Media

WS 2012/13 | Prof. ...
How it used to be: Communication via mass media

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications ...
The world is „in order“

•  mass communication
•  only few 1:n channels
•  controlled messages
•  customer is consumer

WS...
Communication today

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 6
The world is turned upside down
social changes

changes of the markets
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Cor...
Social Media Positioning...
United breaks guitars

Problem
Public(ity)

After Reaction and
Discussion

WS 2012/13 | Prof. ...
Keep quiet?
React?
Act proactively?

It is difficult, indeed
dangerous to underestimate
the huge changes this
revolution w...
Principle

Markets are Conversations.
Through the Internet, people are discovering and inventing new ways to share
relevan...
Markets are Conversations
„What we know about the society and its world, we know
almost exclusively from mass media “
[Luh...
New ways in Customer Oriented Functions
instead of Market Research

Listen

instead of Marketing

instead of CRM

Join
con...
Listen

Service provider, tools or manually

Imagination
in keywords and places
-> Subjects that are relevant

hie
C

ten
...
Join conversations, be present
The first viral campaign
Viral Effects
Financial Success
•  700.000 people at
Facebook
•  >...
Join conversations, be present
The first viral campaign
Viral Effects
Financial Success
Research:

•  700.000 people at
Fa...
Join conversations (or let someone do it for you)

2008
Eight weeks later

Students communicate

It‘s not Markting it‘s th...
Interaction between real and virtual platforms

T-Mobile

Call for a
„flash-mob“

•  sing-along-platform
•  approx. 3 Mio....
Space of Topics and Relationships
Content is King – Context is Queen

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corp...
Space of Topics and Relationships
Content is King – Context is Queen

wi²:
a place for discussions on
Web Society, Collabo...
Discussion: Respond to criticism…
Greenpeace „defaced“ a
commercial from Nestlé
(Palm oil)

Dooce (Heather) reports on
her...
Main Problem ...
The challenge is in a Web 2.0 world, they won't just tell their immediate family, they
will usually post ...
Viral spread

on the web mentions rise rapidly

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications T...
Customer criticism and opinions
Discussions take place

Acceptance

Discussions are public
Risk of „silent“ dissatisfactio...
Discuss and collaborate
„high gloss, persuasive communication“

„semi perfect discoursive communication“

WS 2012/13 | Pro...
Complaints platform: TU Braunschweig
Problem / Idea

Student

Discussion, Rating

1. Publish online

4. discuss

Selection...
Sag‘s uns: Complaints Platform

„Ideas, Praises or Problems? Tell us about it!“

Research:
How can Employees be
motivated ...
Discussions with Customers
• 
• 
• 
• 

Let your Employees discuss,
Use personal and emotional language,
Be sparing in Soc...
Findings on collaboration with private customers
Organisation

Collaborate

Discuss

Join conversations

react
try to unde...
Findings on collaboration with private customers
Organisation

Collaborate

contribute something interesting
try to evoke ...
Findings on collaboration with private customers
Organisation

Collaborate

contribute something interesting
be discoursiv...
Findings on collaboration with private customers
Organisation

offer participation

try mutuality

tap the potential ...

...
Course Modules

CM 5
Knowledge
CM 4
Innovation

CM 2
Collaboration
CM 3
„Marketing“
CM 1
Social Media

WS 2012/13 | Prof. ...
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Corporate Communications Today, Course Module 3: Social Media Marketing

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Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13

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Corporate Communications Today, Course Module 3: Social Media Marketing

  1. 1. Corporate Communications Today Course Module 3: Social Media „Marketing“ 09.12.2012 Susanne 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 4 Innovation CM 2 Collaboration CM 3 „Marketing“ CM 1 Social Media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 3 CM 6 Web Society
  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 changes of the markets WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 7 new technology: „Web 2.0“ •  many interactive channels •  credibility decreases •  customer is demanding and active •  employees communicate •  uncontrolled messages
  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 Murdoch WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 9
  10. 10. Principle Markets are Conversations. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter - and getting smarter faster than most companies. … No wonder networked markets have no respect for companies unable or unwilling to speak as 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 Marketing instead of CRM Join conversations Collaboration 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 manually Imagination in keywords and places -> Subjects that are relevant hie C ten -Lis f g -O in WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 13 c er ffi
  14. 14. Join conversations, be present The first viral campaign Viral Effects Financial Success •  700.000 people at Facebook •  > 7 Millionen video views in one week •  Sales increase According to Nielsen, by up to 107% ... Top 10-Apps „Fan“ Groups Action ... >233.000 „de-friends“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 14
  15. 15. Join conversations, be present The first viral campaign Viral Effects Financial Success Research: •  700.000 people at Facebook •  > 7 Millionen video views in one week •  Sales increase According to Nielsen, by up to 107% ... Top 10-Apps How do conversations arise out of campaigns? How do conversations lead to actions? 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 later Students 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 platforms T-Mobile Call for a „flash-mob“ •  sing-along-platform •  approx. 3 Mio. views •  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… Greenpeace „defaced“ a commercial from Nestlé (Palm oil) Dooce (Heather) reports on her washing machine (Twitter). 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 „we set the rules“ Whirlpool reacts after a few hours. „unexpected blitzkrieg“ – 1000s of „De-Fans“, Easter boycott, petitions … wrong! Bosch the next day. PR-Coup: Free washing machine for charity. 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 won't just tell their immediate family, they will usually post it to their Facebook friends, Tweet about it on Twitter and possibly complain in a forum about you in the process. Your one unhappy customer has suddenly told a few thousand people. If they are really ticked off you can expect a You Tube Video or an email that could go viral and suddenly 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 Risk of „silent“ dissatisfaction Discourse theory 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 Student Discussion, Rating 1. Publish online 4. discuss Selection 3. publish/ forward 2. select Idea 6. select Moderator Prescreen, Responsibilities Idea 5. evaluate and “act” Assessement 7. implement 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 use narratives Discuss 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 interesting be discoursive allow different opinions use narratives Discuss admit faults try to evoke share effect rely on honest messages respect publicity be discret and equal react try to understand Join conversations 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 offer participation try mutuality tap the potential ... Collaborate start conversations provide platforms contribute something interesting be discoursive allow different opinions use narratives Discuss admit faults try to evoke share effect rely on honest messages respect publicity be discret and equal react try to understand Join conversations 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 4 Innovation CM 2 Collaboration CM 3 „Marketing“ CM 1 Social Media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 32 CM 6 Web Society
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