Alexander Rossmann - the NEXT survey


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In recent years, scientists and business executives have invested heavily in exploring
the role of social media in theory and practice. Nevertheless, recent studies of the
social media experience in Europe report growing disillusionment and frustration.
Effective strategies for a social media world require strong integration into the core
business processes of a firm; but even more critical is devising a compelling value
proposition for users. In short, creating a differentiating social media strategy is no
trivial matter.
Dr. Rossmann presents the three-step approach and first results of the NEXT
Corporate Communication Survey. This talk will provide unique insights into the
dynamic interaction between a) the corporate business model, b) effective social
media strategies, and c) added value for corporations and users.

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Alexander Rossmann - the NEXT survey

  1. 1. The NEXT SurveyEffective Strategies for a Social Media World Dr. Alexander Rossmann University of St.Gallen Switzerland
  2. 2. The NEXT Survey:Longitudinal Qualitative Research The NEXT Survey is an initiative of the Institute of Marketing at the University of St.Gallen (HSG). Research platform based on a strong cooperation between research organisations and business corporations. Business Partners: ABB, Allianz, BMW, CreditSuisse, Daimler, EnBW, IBM, Migros, Roland Berger, SwissCom, Deutsche Telekom, etc. Longitudinal Exploration of key aspects for the implementation of Social Media in different Industries and Business Models.
  3. 3. Marketing & Social Media:Where is it on the Gartner Hype Cycle?
  4. 4. Through of Disillusionment?Follow the Rules for User Engagement Most corporations in Europe penetrate the Web with a Marketing 1.0 approach. One Way Communication and Broadcasting leads to the Through of Disillusionment. User Engagement follows two essential rules: Value & Trust
  5. 5. Value and Trust:Shaping your Social Media Strategy VALUE User Value STRATEGY Corporate Value TRUST Interpersonal Organizational Institutional Trust Trust Trust
  6. 6. The NEXT Big Idea:Integration in the Corporate Value Chain Corporations need to define a reason WHY social media users should engage. The WHY for the user should be derived from the corporate business model & value chain. Potential areas for collaboration: Sourcing, Service, R&D, Testing, etc. Moreover, corporations need to enhance the trust of the users in collaborative workflows.
  7. 7. Thought Leaders:MIGROS MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland, MIGROS ( MIGROS presents the whole current product line on the website. Users of MIGIPEDIA post their product and service ideas to the Category Management. The discussion on the corporate social media site is also linked to an own Twitter Account, YouTube Channel, and Facebook Fansite. The key objective of MIGROS is to improve products and services along to the specific needs of the customers.
  8. 8. Researching the Return on User Engagement :MIGROS What about offering Vanilla Coke in Switzerland?
  9. 9. Thought Leaders:Telekom “Telekom hilft“ is an online service offering for customers and experts ( Customers are able to post their questions and problems to an online service team. The service runs also an own fan site and channel on Facebook and Twitter, services are also avaible by mobile devices. The key objective of Telekom is to deliver customer services on prefered channels. Moreover, Telekom ist interested in supporting communication about positive service experiences.
  10. 10. Researching the Return on User Engagement:Telekom User Value Conversion Mechanism Corporate Value Customer Effort Solution Quality Customer Loyalty Customer Cross Sell / Up Sell Individuality Satisfaction Preferences Reaction Rate Word of Mouth Resolution Rate Reach Willingness to Pay
  11. 11. Join the NEXT Survey:Research Questions in 2012 Which strategies are effective for corporations in a social media world? How might firms create user value by integrating social media in the corporate value chain? General: How might firms enhance the trust of social media users in order to engage along the value chain? Specific: How might firms enhance the trust of Facebook users in order to obtain permission to access user data? Which kind of competitive advantage is created by effective social media strategies?
  12. 12. Dr. Alexander RossmannProject DirectorUniversity of St.GallenInstitute of Marketing (IfM) Mobile: +49 (172) 711 20 60Dufourstrasse 40a alexander.rossmann@unisg.chCH 9000 St.Gallen http:///
  13. 13. The NEXT SurveyEffective Strategies for a Social Media World Dr. Alexander Rossmann University of St.Gallen Switzerland