3. atrium|consulting
Let‘s Structure the Chaos
Online
Branding eCommerce Dialog
Communication
Field Advertising Sales Public Relation
Brand Image
Objective Sales Increase Loyalty and Trust
Loading
Alternative Classical Advertising Point Of Sale Word of Mouth
Measurement of Cost per
Cost per Effect Cost per X
Efficiency Engagement
Survey Counting Observation
Method (Recall, Impact, et.) (Click, Lead, X) (Comments, Postings)
4. atrium|consulting
…and Apply some Strategy
Online
Branding eCommerce Dialog
Communication
Premium Sites Long-tail,
Site Selection Social Media
“Visibility” Search Engines
Front Page,
Placement ROS, RON, SEM Fan Page et. al.
Channel
Individual Dialog
Contact Dose High Low (FC, CC)
(Multiplier)
Contact & Size Click & X Engagement
Ad Selection
Efficiency (CPM) Efficiency (CPX) Efficiency
Ad Creation classical, beautiful Call to Action No ad but dialog
10. United breaks guitars
Rules for Corporate Blogging F o r r e s t e r Ladder
Flogs
Crowd Sourcing out of control?
Shit Storm Dislike – badly needed?
Corporate Evangelists Chat
Tag Cloud
POST Method Google +
Sourcing out of control?
Don’t feed the troll
Twitter Tips
Twitter Tips
F S Tagging The Jesus Shot
a u
Like
Godwin’s laws
Godwin’s laws
c i HMU Dining Rules
e c Semantic Web R
What happens
in 60 seconds?
b i Multiplicator e
l
o d e
o e Charly and his brother v
a
k
False Data Protection n
c
Statements Steer from your base e
11. atrium|consulting
Dining Rules
Invite someone to dinner and:
1. Don’t talk
2. Tell that you are the best, the nicest, the richest, the most intelligent,
the most beautiful etc.
3. Talk through a “translator”
4. Don’t be honest
5. Put a mask on
6. Answer to questions with delay
It does not work!
Not for dinner, not for social media.
Guests will look for a way out.
Source: Marcela Atria
12. atrium|consulting
Steer from your base
Twitter
Wikipedia Youtube
Facebook …
corporate web site
Source: BITKOM: Soziale Netzwerke (Publikation)
13. atrium|consulting
POST Method
What do companies fail?
No, it's not that they're being fake, or don't “get it”.
It's that they don't really know their objectives.1
The Forrester POST-Method to make social media work:
• Understand People
• Determine Objectives
• Build a Strategy
• Choose a Technology
1 Josh Bernoff
14. atrium|consulting
The Forrester Ladder
Publish a blog
Publish your own web page
Upload videos/music you created
7% 13% 18% 21% 24% 23%
Write articles or stories and post them
Update status on a social networking site
Post updates in Twitter
33% 31%
Post ratings of products
Comment on blog or online forums
Edit articles in a wiki
14% 19% 25% 37% 37% 33%
Use RSS feeds
Vote for a web site
Add „tags“ to web pages or photos
15% 12% 19% 20% 19%
Maintain profile on a social network site
Visit social networking sites 18% 19% 25% 35% 59% 59%
Read blogs
Listen to podcasts
Watch video 33% 48% 69% 70% 68%
Read online forums
Read customers ratings, reviews, tweets
None of the above 61% 52% 44% 25% 17% 19%
2005 2006 2007 2008 2009 2010
15. atrium|consulting
Relevance
Relevance is key
… now and 100 years ago
but now you cannot ignore it any more …
relevance – transparency – authenticity
are the magic triangle
17. atrium|consulting
Rules for Corporate Blogging
Within the company
1. Incorporate the blog as a strategic element
2. Provide corporate staff for social media (corporate evangelists)
3. Use your blog to communicate with your clients
4. Allow a non-unison policy
Towards the user
1. Animate users to interact
2. Respect the users’ opinion – do not censure it
3. React to comments – quick and straight
18. atrium|consulting
Evangelists
… actively creating word-of-mouth advertising, turning passionate
and influential customers into a volunteer sales force…
Corporate evangelists
… employees, in charge of intensifying the communication with the
biggest fans
Customer evangelists (“superfans”)
… customers, already crazy about a product and actively talking it
up in the Web
"If word of mouth is the skeleton, then customer evangelism is the soul“.1
Source: http://www.connectedmarketing.de/cm/2005/12/corporate_evang.html + http://www.usnews.com/usnews/biztech/articles/051205/5eeevangelist.htm
1 Ben McConnell
19. atrium|consulting
Multiplicators
… all fans are equal,
but
there are fans that are more equal than others…
Be aware that quality is better than quantity
Search for influentials and service them (honestly).
Raffles evoke short-term involvement, but no deep bonding
Deep bonding you only get with an honest and on going
discussion
20. atrium|consulting
Twitter Tips
How to start
1. Find out what users talk about your company (twitter search)
2. Establish a community with comments on tweets and re-tweets
How to communicate
1. Don’t talk about yourself all the time!
2. Ask questions, trigger dialog!
3. Sometimes just let go – you don’t have to answer everything
21. atrium|consulting
Flogs (=fake blog)
… a blog created by a company/organization
… with fake characters and/or a fake story
… for the purpose of marketing a product or a political viewpoint
… to generate traffic and interest
… and to sound reliable
Don’t use fake blogs! Be honest!
Example for a fake blog: Walmarting Across America
Example to create traffic and interest without a fake:
blog sponsored by Southwest Airlines and written by its employees
http://www.blogsouthwest.com/
Source: wikipedia
22. atrium|consulting
Crowd Sourcing
… outsourcing tasks, traditionally performed by an employee to a
large group of people ("crowd") through an open call.
Marketers try crowd sourcing to generate ideas and buzz.
Sounds good – it’s not always good!
How to do it
• Define the target
• Define the price
• Define the rules (don’t change them!)
• Anticipate a worst case scenario
Some crowd sourcing calls ended in shit storms: Unilever (Pril)
Best practice: http://mystarbucksidea.force.com/
Recent example: http://nokiatune.audiodraft.com/
23. atrium|consulting
Shit Storm
… is a flood of very many negative, aggressive and insulting
postings within a short time.1
How to survive a shit storm
1. Don’t panic
2. Analyze the essence of the critic
3. Differentiate between shit storm and critic
4. Resist the moment of pressure – it’s just a moment!
5. If you have to react, than only to the critic
6. Stay superior
Examples: BP, Kitkat (Nestle), Pril (Unilever), MQ
Source: http://saschalobo.com/2010/04/22/how-to-survive-a-shitstorm/; 1: Shit storm is a word is used in German, not in English
24. atrium|consulting
Don’t feed the troll
Troll = user, posting to provoke readers and invite conflicts.
They are more interested in the other’s reaction than in the topic.
Different types:
• Warring
• Uploading inappropriate content
• Molesting
• Misplaced criticism (politics, racism)
• Creative trolling
Basic policy:
• Identify them
• Don’t feed them (DFTT)
Source: http://www.dontfeedthetroll.de/was-ist-ein-troll.html + http://meta.wikimedia.org/wiki/What_is_a_troll%3F
25. atrium|consulting
False statements
25% use false statements on social media platforms.
39% of the 14-29 year olds use false statements.
False data ranking
• First and last name (all users: 11% - 14-29year olds: 22%)
• Relationship status (all users: 7% - 14-29year olds: 13%)
• Weight (all users: 5% - 14-29year olds: 8%)
Source: BITKOM: Soziale Netzwerke (Publikation)
26. atrium|consulting
Tagging
tag = keyword assigned to a piece of information
(bookmark, image, computer file etc.).
… helps describe an item and allows it to be found again by
searching.
Tags are chosen informally and personally by the item's
creator or by its viewer.
27. atrium|consulting
Tag Cloud
A tag cloud is a visual representation for text data.
The importance of each tag is shown with font size or color.
It is useful for quickly perceiving the most prominent terms.
When used as website navigation aids, the terms are hyperlinked to
items associated with the tag.
28. atrium|consulting
Semantic Web
Today web pages are designed to be read by people, not machines.
Semantic Web is
… the idea to enable machines to understand and respond to
complex human requests.
… enabling users to find, share, and combine information more
easily.
29. atrium|consulting
HMU and other internet slang words
• HMU Hit me up (Give me a call, an instant message etc.)
• IMD In My Defense
• TNOP Totally Not Our Problem
• DTMS Does That Make Sense?
• LGO Life Goes On
• YMMS You Make Me Smile
• TWITA That's What I'm Talking About
• OTLTA One Thing Led To Another
• SALTS Smiled A Little Then Stopped
For more see http://www.internetslang.com/
30. atrium|consulting
Godwin’s laws
… is an observation made by Mike Godwin in 1990
that has become an Internet saying…
“As an online discussion grows longer, the probability of a
comparison involving Nazis or Hitler approaches 100%.”
31. atrium|consulting
Like Button
“Like Button” in Facebook (Feb 2009 & Update Feb 2011)
Pressing the like button on content of other users , the information
appears in their friends' news feeds.
“Like Button“ outside Facebook (Apr 2010)
When clicking the like button on a site, a teaser in the user's friends' news
feed appears with a link back to the website.
Within the first 3 months 350,000 sites had installed it.
“Like” for enriched information (Dec 2010)
Bing identifies which links in the results have been "Liked" by the
searcher's Facebook friends (only US).
“Like” outside the Web (2011)
An Israeli couple named their child "Like“.
Source: ttp://en.wikipedia.org/wiki/Like_button#Like /
32. atrium|consulting
Dislike button – badly needed?
Petition on Facebook (Oct 2009)
Since the existence of the like button, millions of Facebook users
have claimed the dislike button.
Thousand of articles
have been written “Reasons Why You Won’t Get That Dislike
Button.”
The official reason
is that Facebook wants to stay “a feel good” platform.
Fake buttons
Many scam dislike buttons have been circulating with greater or
lesser damage.
Source:
33. atrium|consulting
Chats
Chat is the third popular feature in the social web
(after personal search and personal messages).
28% of the community members use this function every day.
34. atrium|consulting
Google+
Google+ was launched on July, 7th 2011.
In less than 3 weeks, Google+ had more than 10 Mio users.
Difference to Facebook
• Groups of friends are created in circles (“circles”)
• Relationships are asymmetric, that means that one person can
follow another person, without being following back
• Recommendation engine (“sparks”)
• Video chats with up to 10 friends are possible (“hangout”)
35. atrium|consulting
Videos
Charlie – bit me
430 Mio views (Top3)
http://www.youtube.com/watch?v=_OBlgSz8sSM
United breaks guitars
10 Mio views
http://www.youtube.com/watch?v=5YGc4zOqozo
The Jesus Shot & EA Games answer
1 Mio - http://www.youtube.com/watch?v=h42UeR-f8ZA
6 Mio - http://www.youtube.com/watch?v=FZ1st1Vw2kY
36. atrium|consulting
Data Protection
Facebook’s data protection policy is longer
than the constitution of the USA (4.543 words)
37.
38. atrium|consulting
Facebook Suicide
Is it possible to commit digital suicide?
Yes, it is – with Web 2.0 Social Media Machine:
http://suicidemachine.org/
http://vimeo.com/8223187
No one would really care about this application, if Facebook
wouldn’t have blocked it.
39. atrium|consulting
29. “we can’t go on together with suspicious minds”
1. markets are conversations
2. markets consists of human beings not demographic sectors
3. conversations among human beings sound human
10. participation changes people fundamentally: they get smarter, more
informed, more organized
11. people in networked markets have realized that they get better
information from one another than from vendors
12. there are no secrets
15. today’s homogenized voice of business will sound as artificial as the
language of the 18th century French court – in a few more years.
22.companies need to get a sense of humor. This requires big values, little
humility, straight talk and a genuine point of view
Source: Clue train manifesto – 95 Theses – http:/www.cluetrain.com
