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The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann
Marketing & Social Media:
Where are we on the Hype Cycle?
The NEXT Survey:
Longitudinal Qualitative Research
The NEXT Survey is an Initiative at 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,
Deutsche Lufthansa, etc.
Longitudinal Exploration of Key Aspects for the
Implementation of Social Media in different Industries
and Business Models.
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 Trough of Disillusionment.
User Engagement follows two Essential Rules:
Value & Trust
The NEXT Big Idea:
Integration in the Corporate Value Chain
…
…
…
Thought Leaders:
MIGROS
MIGIPEDIA is an Online Platform hosted by the largest
retailer in Switzerland, MIGROS (www.migipedia.ch).
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 the specific needs of their customers.
Researching the Return on User Engagement :
MIGROS
What about
offering Vanilla Coke
in Switzerland?
Thought Leaders:
Telekom
“Telekom hilft“ is an online service offering for customers
and experts (www.telekom-hilft.de).
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.
Researching the Return on User Engagement:
Telekom
Customer Effort
Customer
Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell / Up Sell
Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT Survey:
Research Questions in 2012
Which strategic options are available 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?
The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann

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The NEXT Survey: Social Media Strategies

  • 1. The NEXT Survey Effective Strategies for a Social Media World Dr. Alexander Rossmann
  • 2. Marketing & Social Media: Where are we on the Hype Cycle?
  • 3. The NEXT Survey: Longitudinal Qualitative Research The NEXT Survey is an Initiative at 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, Deutsche Lufthansa, etc. Longitudinal Exploration of Key Aspects for the Implementation of Social Media in different Industries and Business Models.
  • 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 Trough of Disillusionment. User Engagement follows two Essential Rules: Value & Trust
  • 5. The NEXT Big Idea: Integration in the Corporate Value Chain … … …
  • 6. Thought Leaders: MIGROS MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland, MIGROS (www.migipedia.ch). 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 the specific needs of their customers.
  • 7. Researching the Return on User Engagement : MIGROS What about offering Vanilla Coke in Switzerland?
  • 8. Thought Leaders: Telekom “Telekom hilft“ is an online service offering for customers and experts (www.telekom-hilft.de). 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.
  • 9. Researching the Return on User Engagement: Telekom Customer Effort Customer Satisfaction Customer LoyaltySolution Quality Individuality Reaction Rate Resolution Rate Cross Sell / Up Sell Preferences Word of Mouth Willingness to Pay Reach User Value Conversion Mechanism Corporate Value
  • 10. Join the NEXT Survey: Research Questions in 2012 Which strategic options are available 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?
  • 11. The NEXT Survey Effective Strategies for a Social Media World Dr. Alexander Rossmann