The return to more intimate customer interactions Intimacy of the Interaction Pre 1930’s Merchant to Customer Present Dialogue Age 1930’s - Present Mass Marketing We are here
Changing Paradigms Individual Way Back Yesterday Today Media Individual Media Media Individual Social Media
The Times they are a-changin ’ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet TEAM Your customers build their opinions increasingly online and through SM
You cannot manage crisis in a todays 7/24/365 world only through traditional media any more 2
Answer from Target’s media team to a blogger request “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets… This practice is in place to allow us to focus on publications that reach our core guest.” Target’s media team
Many of your stakeholders have developed new expectancies regarding „tonality“ from Corporations 9
PERSPECTIVE Communication Collaboration You can learn step by step (monitoring, listening, from internal to external, selective participation) 10 Open Controlled Open Communication Open Collaboration Controlled Communication Controlled Collaboration Viral Video PR Advertising Corp. Blogs Crowdsourcing Community Engagement Co-created ads Quelle: Steve Rubel 2008
Burson-Marsteller EMEA Digital Team Switzerland – EMEA Digital Practice Chair Switzerland Switzerland Switzerland Switzerland Switzerland Switzerland Denmark Dubai Germany Belgium Italy Netherlands UK UK Norway Sweden Spain Spain Turkey Turkey Turkey
Damit nicht genug. Während der hier abgebildete Freund unser Publikum 1.0 verkörpert, haben wir es heute zunehmend mit ganz anderen Anspruchsgruppen zu tun.
Unser Publikum 2.0 ist online. Es ist Publikums & Produzent zugleich Und ebenso wichtig, es kommentiert, bewertet, taxiert und verlinkt bestehende Inhalte. Auch diejenigen von uns. Das Resultat dieser Aktivitäten findet sich heute auf unter anderem auf 70 Millionen Blogs 130 Millionen Myspace Profilen, Oder knapp 70 Milionen Facebook Profilen
Unsere Gewohnheiten ändern sich. Frühstück 1.0 wird zu Frühstück 2.0 Sicherlich wir blättern zwar immer noch rasch durch die Papierausgabe unserer Zeitung der Wahl
Aber die wirklich relevanten, aktuellen und spezifisch auf unsere Interessenwelten zugeschnittenen News konsumieren wir immer öfters online.
- Not just the overall playing field has changed, our daily professional business environment and the way we all operate has changed dramatically 20+ years ago: - I did run political campaigns by sending faxes to members of political committees - we hold conferences for decisions making processes - From 8pm on my boss called me at home because we didn‘have mobile phones - new emerging issues lead to a series of meetings and a lenghty decision making process - New projects came in through personal networks, business clubs, the army etc. One to one meetings where held to assess a business situation and the process was relatively slow.
My job today is heavily impacted by new technologies: - my blackberry connects me with whomever, whenever, wherever - my clients are organised the same way and decisions are beeing taken literally online - 1 minute after entering my hotel room I am online with my laptop - Online access has become crucial when deciding for a hotel, especially during my travels in Eastern Europe - I reserach online and my business partners and new contacts are screened online on social platforms, search engines indepth before I get in touch. - Today, new projects come in through many more channels, especially websites, social networks and more people in the organisation are part of the new business process. Personal networks are still important but are gradually complemented by social media platforms
Merchant to Customer: Intense relationship but not a big outreach Mass Marketing: Huge outreach but not an intense relationship New tools give us the ability to return to more intimate customer interaction by keeping up the outreach Dialog Age Shift of paradigm for many companies
Way back when, the media would report to individuals in a one-way fashion that provided pure information delivery and nothing else. In the not so recent past , the media would report and consumers could respond – via an email, or by using their remote control. It was a two-way communication , but did not go any deeper than that. In today’s digital environment, the media reports on a story, individuals do their own reporting and create a personal point of view that they publish via user-generated media, and often the media report on the online reporting. This has created a media cycle that doesn’t necessarily start or end with the mainstream media anymore. And, its not just media: Political bloggers sway opinions and bring momentum to campaigns Pundits analyze media stories and provide alternative commentary Consumer bloggers share information and reviews about products and brands Marketing bloggers discuss new product or service lines Executive bloggers allow executives to portray their companies without an external filtering Employee bloggers sing their company’s praises or attack a company’s reputation
Ich nehme an die meisten von Ihnen kennen diesen Mann. Bob Dylan hat‘s bereits 1964 gesungen: The times they are a-changin - Die Zeiten ändern sich. Natürlich diese Aussage gilt seit jeder, jedoch im Bezug auf unsere Metier: Unternehmenskommunikation, PR und Werbung ist diese Aussage aktueller denn je. Wieso? Nun... Christoph Lüscher hat es bereits angerissen
- Business impact - Proliferation of the internet, proliferation of social media platforms - Trip advisor, patient information - Decision making follows opinions of other users. Good old concept of “word of mouth”.
- more trust in peers or other consumers than into marketing slang of companies
- B-M: Bhopal, Exxcon, - new dimension - a few years ago: meeting room, discussion, situation analysis, messaging, communications today: communications in uncertain situations -> dilemma communications Kryptonite Case. Just as Rathergate was breaking, corporate America got its clearest sign of blogger muscle--in this case, brought on not by memos but by a Bic pen. On Sept. 12 someone with the moniker &quot;unaesthetic&quot; posted in a group discussion site for bicycle enthusiasts a strange thing he or she had noticed: that the ubiquitous, U-shaped Kryptonite lock could be easily picked with a Bic ballpoint pen. Two days later a number of blogs, including the consumer electronics site Engadget, posted a video demonstrating the trick. &quot;We're switching to something else ASAP,&quot; wrote Engadget editor Peter Rojas. On Sept. 16, Kryptonite issued a bland statement saying the locks remained a &quot;deterrent to theft&quot; and promising that a new line would be &quot;tougher.&quot; That wasn't enough. (&quot;Trivial empty answer,&quot; wrote someone in the Engadget comments section.) Every day new bloggers began writing about the issue and talking about their experiences, and hundreds of thousands were reading about it. Prompted by the blogs, the New York Times and the Associated Press on Sept. 17 published stories about the problem-- articles that set off a new chain of blogging. On Sept. 19, estimates Technorati, about 1.8 million people saw postings about Kryptonite (see chart). Finally, on Sept. 22, Kryptonite announced it would exchange any affected lock free. The company now expects to send out over 100,000 new locks. &quot;It's been--I don't necessarily want to use the word 'devastating'--but it's been serious from a business perspective,&quot; says marketing director Karen Rizzo. Kryptonite's parent, Ingersoll- Rand, said it expects the fiasco to cost $10 million, a big chunk of Kryptonite's estimated $25 million in revenues. Ten days, $10 million. &quot;Had they responded earlier, they might have stopped the anger before it hit the papers and became widespread,&quot; says Andrew Bernstein, CEO of Cymfony, a data-analysis company that watches the web for corporate customers and provides warning of such impending catastrophes.
Case more descriptive than communications theory „ Target“ Case from beginning of this year, Risk of NOT participating New forms of dialogue and dynamic between traditional media and new media Importance of listening and participating in the dialogue Target = US retail chain Bull‘s eye = Logo Billboard Time Square Billboard beeing judged as sexist by „shapingyouth“ a US NGO/Blog -> watching media and marketing influence on kids.
Reaction of Target = refuse to participate in the dialogue and not valueing the blogosphere as trustable source
Now, news really fly: - More Bloggers jump on (approx 7‘000 blog posts on topic) - Traditional mass media press picks up the story - Pressure on target leads to media policy shift - Good example how not participating can be a bigger risk than beeing part of the online community
Result: Search regarding Target Communications: High ranked blogs Inerasable traces for a long time
Ding App brings discounts on tickets on the desktop of customers 2 million downloads 1.5 million USD in ticket sales, alone through the Ding App Blog on which the company actively engages in a dialogue with its readers/customers. Southwest even asks reader for advice/inputs on important company decisions They also deal with crisis on the blog. i.E. Southwest had to keep 40 ariplanes on the ground due to results from a security checkup by industry control organisations.
The Dell Community has: - Contributed 10,465 ideas - Promoted 614,491 times - Posted 81,054 comments
According to a Euro RSCG/Columbia study published in June, 2006: Journalists used blogs for finding story ideas (53 percent), researching and referencing facts (43 percent) and finding sources (36 percent) 33 percent said they used blogs to uncover breaking news or scandals But only 1 percent of journalists found blogs credible 68 percent believe that blogs will become a more popular tool for corporations
- learn step by step - keep a certain degree of control in the beginning and “learn to let it go” as you feel on save ground - Web 1.0 website – to 2.0 features on your existing website, internal CEO blogs