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Community Programs - Social Media Week 2014

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Community Programs - Social Media Week 2014

  1. 1. www.contaxt.de Event-Code: BDP-XKA
  2. 2. Agenda • • • • Warum Community Programme? Wie finde ich das richtige Format? Verschiedene Programm-Formate Diskussion
  3. 3. Warum Community Programme?  Illustrationen aus: Biklabo - Das Trainerwörterbuch der Bildsprache - Teil 2. ISBN 978-3940315052 =
  4. 4. Wie finde ich das richtige Format? Motivationen Illustrationen aus: Biklabo - Das Trainerwörterbuch der Bildsprache - Teil 2. ISBN 978-3940315052 & Zeitpunkt
  5. 5. Wann? Für wen? Frühe Unternehmensphasen, bis hin zur Aufnahme der operativen Geschäftstätigkeit Für das Produkt begeisterte, bereitwillige, engagierte, besonders aktive und/oder unterstützende User Evangelist Programm Auf welcher Plattform? Mit welchem Ziel? Plattform zur privaten Kommunikation, Events Feedback zum aktuellen Produkt und Inspiration für die Weiterentwicklung
  6. 6. Wann? Für wen? Das Produkt muss etabliert sein und Leuten einen so starken Anreiz bieten, dass sie Power-User Power werden (Relevanz) Jeder, der anhand der vom Unternehmen festgelegten Kriterien als Power-User User identifiziert sind Community Program Auf welcher Plattform? Mit welchem Ziel? Plattform zur privaten Kommunikation, exklusive Events, Merchandising-Produkte Aktivität honorieren und weiter fördern
  7. 7. Wann? Für wen? Das Produkt ist etabliert und man Offizielle, besonders engagierte kann es und/oder die Vertreter, die sich aktiv für Ihre Region Dienstleistungen bzw. Ihr Thema vermarkten. einsetzen Ambassador Programm Auf welcher Plattform? Mit welchem Ziel? Plattform zur privaten Kommunikation, Events, Sichtbarkeit, Merchandising, Exklusivität Vertrauenspersonen einsetzen, die das Unternehmen repräsentieren und User begeistern können
  8. 8. Wann? Für wen? Sobald es Nutzer gibt, die sich austauschen möchten. Für alle, die Interaktion mit der Marke suchen. Allgemeines Community Programm Auf welcher Plattform? Mit welchem Ziel? Forum/Gruppe Fragen beantworten, Feedback erhalten, Der Marke ein Gesicht geben
  9. 9. Wann? Für wen? Zu jedem Zeitpunkt möglich und sinnvoll. Bestehende und potentielle Nutzer Interessen-basiertes Community Building Auf welcher Plattform? Mit welchem Ziel? Twitter, YouTube, FB, … wo immer Zielpersonen sind Empfehlung und Deeskalation Ggf. gemeinsame Projekte zum Produkt
  10. 10. Weiterführende Literatur Zum Thema Community Programme: David Spinks, How to Choose the Right Community Program: http://bit.ly/1c52PDD Zum Thema „Brand Ambassador“: Brand Ambassador Distillery Tour Jose Cuervo's 250th Anniversary: http://vimeo.com/45539002 Zum Thema „Influencer“: Karrierebibel: Wie Sie Meinungsmacher erreichen http://bit.ly/NeAvZo Blogger Relations nach Robert Basic: -Rules of Contact: http://bit.ly/1cZ2rLd -Blogger Kontaktregeln II: http://bit.ly/1cZ2yXf -Basis-Informationsmaterial beim Kontakt: http://bit.ly/1cZ2DKy
  11. 11. Vortragende: https://www.xing.com/profile/Heike_Siemer2 https://www.xing.com/profile/Leticia_SigarrosteguiGarcia

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