BSI Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle

Berlin, 02. February 2010
A typical Marketing Meeting today…
I read something about
                          Social Media in the Time
We have to start some     Magazine – we should
S...
With the following results…..
72% of all Social Media
      Initiatives are NOT successful!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
19% of all brands take the success of
       82% of Social Media activities!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<...
START-UPS ARE USUALLY
MORE SUCCESSFUL THAN
     CORPORATES
                 ?
WHY?
…BECAUSE THE MAJORITY OF
CORPORATE ORGANIZATIONS DON‘T
 HAVE A CLUE HOW TO DEAL WITH
         SOCIAL MEDIA!
XHTML
                                 Standardization Taggaling
                                                     Goog...
IN OUR PROJECTS WE ASK:
   WHY SOCIAL MEDIA?
Hmmm…
                                       Hmmm…           Hmmm…
                      Hmmm…
                         Hm...
37% Branding




29% CRM



     18%
  Sales Calls
WHAT HAVE WE LEARNED
  OVER THE YEARS?
1. Understand the shifting Marketingparadigm

2. Learn about your customers„ Social Behaviour

3. Understand the DNA of a ...
1. Understand the shifting Marketingparadigm
WHAT HAS CHANGED?
BUY
                                   ME!


  Acknowledge: The Marketing Paradigm changed!!!




1960
TRUST ME!




       TRUST ME!

1990
CALL ME!




2005
Transaction Marketing       Relationship Marketing            Social Media Marketing



                                  ...
CONSUMERS LEARN
                                                            FASTER TODAY
                                 ...
CONSUMER = MEDIA
CONSUMERS =
   MEDIA x
BRANDS ARE PART OF A
CONSERVATION ECOSYSTEM
2. Learn about your customers„ Social Behaviour
START LISTENING FIRST!!!
GM HAS NOT BEEN LISTENING –
        BACKLASH!
         Awww…
AND TAKE CARE OF YOUR OWN
       EMPLOYEES!!!
NEVER COPY POPULAR IDEAS!!!
  FISH WHERE THE FISH IS…




    …, denn jeder Marketing-Euro ist in populären Communities te...
COOPERATE WITH BRAND
ENTHUSIASTS THAT ALREADY
   BUILD A COMMUNITY
If I were an evil genius running a board games
company whose product line spanned everything
from Monopoly to Clue, I migh...
DON‘T MISUNDERSTAND THE
     SIGNALS – YOUR
CUSTOMERS ARE NO GEEKS!
SUB-BRAND OVER
CORPORATE BRAND


           …, da Assoziations-Tiefe/Breite von CB„s entweder ein sehr
       fokussiertes...
WHAT GENERATES SOCIAL VALUE?
BRANDED CONTENT/
 ENTERTAINMENT?
CONSUMER
PARTICIPATION – USER-
GENERATED-CONTENT?
USEFUL
SERVICES?
USEFUL
INTEGRATIONS?
CONSUMER
 PANELS?
3. Understand the DNA of a Social Media Project
TIME TO MARKET IS
YOUR BIGGEST ENEMY!
EARLY-AVAILBILITY OVER
    CORRECTNESS
BUDGETALLOCATION
     IS KING!
SOCIAL MEDIA PROJECTS
 = INTERNAL START-UPS
MARKENFIT UND TEST VON
COMMUNITY PROTOTYPEN


                 DON‘T
             OVERCOMPLICATE
              YOUR CONCEPT
USABILITY ÜBER ALLES!!!
…AND FORGET BIG SERVER FARMS
   – YOU DON‘T NEED THEM!
4. Learn how to start Social Media
EVERYBODY!!!
OH NEIN!
CONCENTRATE ON
YOUR ADVOCATES
YOU MEAN…
Connectors?
    Mavens?
Opinion Leaders?
 Trendsetters?
      Hubs?
  Influentials?
    Alphas?
      Bees?
   Sneezers?
 ...
LIGHT LOYAL:LUCY!
WHY SHOULD LUCY PARTICIPATE IN
 YOUR SOCIAL MEDIA ACTIONS?
SOCIAL
ENHANCEMENT!
THE ULTIMATE QUESTION:
HOW CAN WE MAKE LUCY LOOK BETTER?
DO WE SUPPORT HER TO SHARE
      OUR THOUGHTS?
THE NECESSARY STEP TO BE TAKEN…
…FORGET THE IMPRESSION-MANAGEMENT
           APPROACHES!
…DIALOGS ARE THE NEW CURRENCY!!!
5. Get support on every level!
…let me ring up      DO YOU HAVE TOP-
Sumner Redstone...   LEVEL SUPPORT?
SUFFICIENT LEGAL
   SUPPORT?
NO?
…oh boy!
WHO IS IN CHARGE OF SOCIAL MEDIA
        AT YOUR COMPANY?
RESEARCH?
ADVERTISING?


           SOCIAL MEDIA
           DEPARTMENT?

                               PR?
   MARKETING?
Alex Hunter                                      Conny Kalcher                                 Rolf Skyberg
Head of Online...
THIS COULD BE VERY USEFUL! WHY?
ADJUST THE
EXPECTATIONS!



             YOU WILL BE
            SOMEWHERE IN
            THE LONG-TAIL
GIVE A FEELING
                                           FOR THE REALITY




Vorstellung des Managements von BMW   Reale ...
6. Moderate the crowd!
REWARD
SOCIAL MEDIA
  MEMBERS
Why they                                                 What you
     Type of detractor              make trouble        ...
REDUCE HARD AND
 ANNOYING RULES
7. Become relevant offline?
WHY IS THIS SO IMPORTANT?
DANGER OF PARA-SOCIAL
       ABER!

   GROUP BEHAVIOR
„A long way home…“
HOW CAN SOCIA MEDIA
    USERS USE THE
FUNCTIONS ALSO OFFLINE?
1. Understand the shifting Marketingparadigm

2. Learn about your customers„ Social Behaviour

3. Understand the DNA of a ...
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
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Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle

  1. 1. BSI Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle Berlin, 02. February 2010
  2. 2. A typical Marketing Meeting today…
  3. 3. I read something about Social Media in the Time We have to start some Magazine – we should Social Media projects – integrate our ads there! I have to call our agency right away! Great – I can invite all my Twitter and Facebook friends to A typical Marketing Meeting inour community!!! join 2008
  4. 4. With the following results…..
  5. 5. 72% of all Social Media Initiatives are NOT successful! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
  6. 6. 19% of all brands take the success of 82% of Social Media activities! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
  7. 7. START-UPS ARE USUALLY MORE SUCCESSFUL THAN CORPORATES ?
  8. 8. WHY?
  9. 9. …BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DON‘T HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!
  10. 10. XHTML Standardization Taggaling GoogleMaps Basecamp Simplicity Unwieldy Zengarden CssBeauty Writeboard Meebo Rememberthemilk TagtaggerXHTML Basecamp Zimbra Tadalist StumbleUpon ZooZio Writely Unwieldy GTD Backpack RSSReader Kiko CSS-Design Wikis Focus on Simplicity Cloudalicious Tagcloud Wikipedia Netvibes Protopage Flickr Googel IG Accessability Live.com CrowdSourcing Ajax Flock Delicious Collaboration Widgets Etsy Flickr Upcoming Joy of Use Folksonomy LinkedIn OpenBC Planzo Blinksale CraigList Fotolia Sharing Ebay WASP Squidoo Recommendation The Long Tail Simplicity Firefox Ebay Usability Pagerank UserCentred MTurk Google FOAF Amazon PerpetualITunes Beta …AND BECAUSE OF BUZZ-DRIVEN Social Software LiveStreaming Orkut Sixdegrees PayPal RubyonRails Blogs Participation XFN Trust Friendster Affiliation Blogger Typepad Economy Aggregation VC LastFM Digg MARKETING EXECUTIVES! Soflow Read.IO Wordpress Mint A9 Plazes Technocrati CostperClick Adsense Simplebits GMail Ipodder Podcasting Qiro Measuremap Skype Gtalk Jabber WEB 2.0 = Community Liveliness XHTML Stylegala 9Rules Audio Convergence Odeo IM Basecamp Alistapart DataInside Castpost Video Itunes Remixability Vimeo Videocasting Tagcloud Bit Torrent Unwieldy Fragmentation Design SEO Modularity Wifi Syndication XHTML Feedster UMTS Yahoo Maps Rest Mobility XHTML Google Maps Basecamp Unwieldy Basecamp Jaiku Buzztracker XML Web GoogleMaps YouTube CreativeCommonsTechnocrati Unwieldy RSS Gmaps Mashups Twitter Google News Newsgator Standards OpenApis Google Microformats.org Icerocket Y3thing Semantic Bloglines MyYahoo Inorder Amazon Wink ChalkIT DataDriven Rollyo Trendmapper Alexa Pubsub Feedburner Rojo Ning Soap
  11. 11. IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?
  12. 12. Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
  13. 13. 37% Branding 29% CRM 18% Sales Calls
  14. 14. WHAT HAVE WE LEARNED OVER THE YEARS?
  15. 15. 1. Understand the shifting Marketingparadigm 2. Learn about your customers„ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!
  16. 16. 1. Understand the shifting Marketingparadigm
  17. 17. WHAT HAS CHANGED?
  18. 18. BUY ME! Acknowledge: The Marketing Paradigm changed!!! 1960
  19. 19. TRUST ME! TRUST ME! 1990
  20. 20. CALL ME! 2005
  21. 21. Transaction Marketing Relationship Marketing Social Media Marketing C B C C B C 1960 1990 2005 Functional Productbenefit Emotional Productbenefit Social Productbenefit + functional + emotional + functional
  22. 22. CONSUMERS LEARN FASTER TODAY BESITZ IST DORT WO DAS NETZ IST Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
  23. 23. CONSUMER = MEDIA
  24. 24. CONSUMERS = MEDIA x
  25. 25. BRANDS ARE PART OF A CONSERVATION ECOSYSTEM
  26. 26. 2. Learn about your customers„ Social Behaviour
  27. 27. START LISTENING FIRST!!!
  28. 28. GM HAS NOT BEEN LISTENING – BACKLASH! Awww…
  29. 29. AND TAKE CARE OF YOUR OWN EMPLOYEES!!!
  30. 30. NEVER COPY POPULAR IDEAS!!! FISH WHERE THE FISH IS… …, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!
  31. 31. COOPERATE WITH BRAND ENTHUSIASTS THAT ALREADY BUILD A COMMUNITY
  32. 32. If I were an evil genius running a board games company whose product line spanned everything from Monopoly to Clue, I might do this: Wait until someone comes up with an excellent implementation of my games and does the hard work of coding and debugging the thing and signing up the masses. Then, once it got to scale, I‟d sweep in and take it over. NEVER SUE THEM!
  33. 33. DON‘T MISUNDERSTAND THE SIGNALS – YOUR CUSTOMERS ARE NO GEEKS!
  34. 34. SUB-BRAND OVER CORPORATE BRAND …, da Assoziations-Tiefe/Breite von CB„s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
  35. 35. WHAT GENERATES SOCIAL VALUE?
  36. 36. BRANDED CONTENT/ ENTERTAINMENT?
  37. 37. CONSUMER PARTICIPATION – USER- GENERATED-CONTENT?
  38. 38. USEFUL SERVICES?
  39. 39. USEFUL INTEGRATIONS?
  40. 40. CONSUMER PANELS?
  41. 41. 3. Understand the DNA of a Social Media Project
  42. 42. TIME TO MARKET IS YOUR BIGGEST ENEMY!
  43. 43. EARLY-AVAILBILITY OVER CORRECTNESS
  44. 44. BUDGETALLOCATION IS KING!
  45. 45. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS
  46. 46. MARKENFIT UND TEST VON COMMUNITY PROTOTYPEN DON‘T OVERCOMPLICATE YOUR CONCEPT
  47. 47. USABILITY ÜBER ALLES!!!
  48. 48. …AND FORGET BIG SERVER FARMS – YOU DON‘T NEED THEM!
  49. 49. 4. Learn how to start Social Media
  50. 50. EVERYBODY!!!
  51. 51. OH NEIN!
  52. 52. CONCENTRATE ON YOUR ADVOCATES
  53. 53. YOU MEAN…
  54. 54. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
  55. 55. LIGHT LOYAL:LUCY!
  56. 56. WHY SHOULD LUCY PARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?
  57. 57. SOCIAL ENHANCEMENT!
  58. 58. THE ULTIMATE QUESTION:
  59. 59. HOW CAN WE MAKE LUCY LOOK BETTER?
  60. 60. DO WE SUPPORT HER TO SHARE OUR THOUGHTS?
  61. 61. THE NECESSARY STEP TO BE TAKEN…
  62. 62. …FORGET THE IMPRESSION-MANAGEMENT APPROACHES!
  63. 63. …DIALOGS ARE THE NEW CURRENCY!!!
  64. 64. 5. Get support on every level!
  65. 65. …let me ring up DO YOU HAVE TOP- Sumner Redstone... LEVEL SUPPORT?
  66. 66. SUFFICIENT LEGAL SUPPORT?
  67. 67. NO?
  68. 68. …oh boy!
  69. 69. WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR COMPANY?
  70. 70. RESEARCH? ADVERTISING? SOCIAL MEDIA DEPARTMENT? PR? MARKETING?
  71. 71. Alex Hunter Conny Kalcher Rolf Skyberg Head of Online Marketing for the Virgin Group President Consumer Experiences, LEGO Company Disruptive Innovator, eBay Inc. ANY SOCIAL MEDIA EXPERIENCES? Charlie Schick Simone Brunozzi Paula Berg Editor-in-Chief, Nokia Conversations Amazon Web Services Evangelist for Europe Manager of Emerging Media, Southwest Airlines
  72. 72. THIS COULD BE VERY USEFUL! WHY?
  73. 73. ADJUST THE EXPECTATIONS! YOU WILL BE SOMEWHERE IN THE LONG-TAIL
  74. 74. GIVE A FEELING FOR THE REALITY Vorstellung des Managements von BMW Reale BMW Advokaten und Community- Community-Mitgliedern Mitglieder!
  75. 75. 6. Moderate the crowd!
  76. 76. REWARD SOCIAL MEDIA MEMBERS
  77. 77. Why they What you Type of detractor make trouble How to recognize should do Legitimate complainer Needs help with Raises legitimate issue; Solve problems or explain products or may use strong language policies, publicly if services or but seems open to reason possible wants to warn others Competitor Want to promote Continues to mention Engage rationally and competing products other brands; parrots their respectfully with your company‟s perspective FIND GOOD WAYS TO SPEAK WITH YOUR marketing messages Engaged critic Think they can make Makes suggestions, not Create forum to SOCIAL MEDIA MEMBERS responds FANS! things better just complaints; AND encourage discussion; intelligently to others‟ recognize good ideas criticisms publicly Flamer Like to argue with other Tend to participate in Refocus discussion on members “flame wars” and may higher goals of have specific other community members they target Troublemaker Have a grudge against Complains continuously Address individually and company; hope to create and cannot be satisfied; privately, if complaints problems uses incendiary language continue in face of attempts to resolve, remove from community Quelle: Forrester
  78. 78. REDUCE HARD AND ANNOYING RULES
  79. 79. 7. Become relevant offline?
  80. 80. WHY IS THIS SO IMPORTANT?
  81. 81. DANGER OF PARA-SOCIAL ABER! GROUP BEHAVIOR
  82. 82. „A long way home…“
  83. 83. HOW CAN SOCIA MEDIA USERS USE THE FUNCTIONS ALSO OFFLINE?
  84. 84. 1. Understand the shifting Marketingparadigm 2. Learn about your customers„ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!

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