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Social Media bei Carl Zeiss Photoobjektive - PR 2.0 Forum

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Social Media kommunikation bei Carl Zeiss Photoobjektive - Aufbau der Communities auf Twitter, Facebook und Flickr. Vortrag von Martin Klottig (Carl Zeiss) und Katrin Renner (Storymaker) auf der PR 2.0 Forum am 10.02.2011 in München

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Social Media bei Carl Zeiss Photoobjektive - PR 2.0 Forum

  1. 1. Erfolgsrezept Sorgfalt -Social Media Kommunikation für Carl Zeiss Photoobjektive10.02.2011 - Martin Klottig (Carl Zeiss) und Katrin Renner (Storymaker)14.02.2011
  2. 2. Carl Zeiss AG Life-Sciences and Health Care System Solutions Consumer Goods 2
  3. 3. Objektive von Carl Zeiss High-EndCinematographie FotografieIndustrielle ConsumerAnwendungen Fotografie
  4. 4. Ziele für Social Media1. Multiplikator-Effekt nutzen2. Kundennähe verbessern und darstellen3. Kundenvertrauen stützen4. Brand Awareness stützen5. Produktwissen im Markt fördern6. Akquise von Neukunden7. Multiplikatoren identifizieren8. Marktforschung und Produktentwicklung
  5. 5. Produkt-PR 1.0 beginnt mit IntentionKommunikation Wünsche, Kunden wollen Unternehmen wollen Ideen, Verbesserungs- • gute Produkte • Viele Produkte verkaufen vorschläge • für sie passende Produkte • Zufriedene Kunden Information · Vertrieb · Marketing · Medien Beratung · Kunden- service Erfahrungsberichte14.02.2011 Seite 5
  6. 6. Social Media bei Carl Zeiss Produkt Kunde Kunde Kunde Unternehmen Kunde in Social Media Kunde Kunde Service Empfehlungen Wünsche, Erfahrungsberichte Ideen, Beratung Verbesserungs- Kunde vorschläge Kunde14.02.2011 Seite 6
  7. 7. Start mit Twitter Sind Fotografen überhaupt in übergreifenden Social Networks? Erreichen wir die Zielgruppe? Pilotphase: · Überschaubares Budget, geringer Aufwand · Bei Erfolg sukzessive Erweiterung auf andere Plattformen · Start im Januar 2010 mit @ZEISS_lenses auf Twitter (später umbenannt in @carlzeisslenses)14.02.2011 Seite 7
  8. 8. Seite 8
  9. 9. Seite 9
  10. 10. Seite 10
  11. 11. Seite 11
  12. 12. Seite 12
  13. 13. Seite 13
  14. 14. Start auf Facebook · Start der Facebook-Seite http://www.facebook.com/carlzeisslenses im Juli 2010 · Community-Aufbau über relevante Themen mit ZEISS-Bezug · Höchste Zugriffszahlen rund um die Photokina im September · Stetiges Wachstum – heute knapp 8.000 Fans14.02.2011 Seite 14
  15. 15. Start auf Flickr · Start der Flickr Gruppe http://www.flickr.com/groups/carlzeisslenses/ im August 2010 · Ziel: Pool an hochwertigen Beispielbildern mit ZEISS Objektiven · offizielle Tags erleichtern die Suche · Fotowettbewerb Dezember – Februar · Derzeit 2.900 Mitglieder und 2.000 Fotos im Pool14.02.2011 Seite 15
  16. 16. Erfolg · direkter Draht zu rund 13.000 Usern · Ziele erreicht: Kundennähe, Produkt Anwendungskompetenz, Crowdsourcing, Emotion Zusammenspiel mit bisheriger Kommunikation: Kunden- Klassische PR service Corporate Publishing: Testimonials ZEISS Magazin CLN Kooperationen/Sponsoring14.02.2011 Seite 16
  17. 17. Nächste Maßnahmen · Website Relaunch: Flickr-Bilder als zentrale visuelle Elemente · Start eines ZEISS-Blogs · Mehr Interaktion: Frage-Stunde, Experten-Interviews · Live-Berichterstattung von Events · Vernetzung mit offline – Händlerkommunikation, POS14.02.2011 Seite 17
  18. 18. 14.02.2011

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