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Community - Referat Universität St. Gallen (HSG)

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People drive business - community drive people.

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Community - Referat Universität St. Gallen (HSG)

  1. 1. Universität St. Gallen 2015 1 Florian Wieser, 
 Founder & CEO wieser@therelevent.com @floto Für Foto:glückimwinkl/Quelle:PHOTOCASE
  2. 2. Universität St. Gallen 2015 2 ‘Florian Wieser’ twitter.com/floto Connect slideshare.com/floto !orian * Erste Firma mit 19 Jahren Studium ZHdK Neue Medien Entwicklung und Betrieb Community Program lomography.com Gründung coUNDco AG Entwicklung erster umfassender Online Marketing Lehrgang Gründung intern. 
 Netzwerk BoxNetworkEurope 2002 2007 2008 2010 2011 Center for Storytelling seit 2013 Best of Swiss Web Juror Digital Brand 
 Campaigns 2014 Mitentwicklung CAS an Hochschule Luzern & Dozentur Community 2015 Gründung The Relevent Collective AG 2014 KTI Forschungsprojekt zu Community
  3. 3. 3
  4. 4. 4 Love work!
  5. 5. 5 Meet the #relephants Caroline Florian Frederic Pascal Moritz Lora Martina Nicole
  6. 6. coUNDco - Digital First 6 Wo wir mit Community Strategien arbeiten
  7. 7. Universität St. Gallen 2015coUNDco - Digital First. 7 7 a Commun"y Mind
  8. 8. Universität St. Gallen 2015 8 Rede von Dr. Peter Kruse vor dem Deutschen Bundestag 2010 Die ganze Rede als Boldomatic und youtubeVideo:
 http://coundco.ch/de/post/items/feurige-rede
  9. 9. Universität St. Gallen 2015 9 Rede von Dr. Peter Kruse vor dem Deutschen Bundestag 2010 Die ganze Rede als Boldomatic und youtubeVideo: http://r11t.co/kruseboldomatic
  10. 10. Universität St. Gallen 2015 http://r11t.co/kruseboldomatic
  11. 11. 11 Why Community Power fascinates me
  12. 12. 12 Why Community Power fascinates me
  13. 13. 13 Why Community Power fascinates me
  14. 14. 14 Why Community Power fascinates me
  15. 15. 15 People drive business - community drives people.
  16. 16. Universität St. Gallen 2015 16 Welche Hashtags fallen dir zum nachfolgenden Film ein?
  17. 17. 17
  18. 18. Universität St. Gallen 2015 18 Ziele mit einer aktiven Community Eines bis max. drei der nachfolgenden Ziele sollten verfolgt werden mit einem Community Ansatz: • Increased retention • Increase repeat purchases • New revenue opportunities • Attract new customers • Reduced marketing costs • Reduced customer-service costs • Feedback and innovation • Recruitment • Improved productivity (internal) • Decrease staff turnover (internal) • Fulfilment of mission (non-profit only!) Quelle: feverbee.com
  19. 19. Universität St. Gallen 2015 19 Umsatz steigern Kosten reduzieren Die beiden Hauptmotive für eine Community
  20. 20. Universität St. Gallen 2015 20 High Quality Content zusätzliche Reichweite Die beiden Hauptmotive beim Community Campaigning
  21. 21. Universität St. Gallen 2015 21 Produkte werden immer ersetzbarer und zur Massenware
  22. 22. Universität St. Gallen 2015 22 Differenzierung wird in Zukunft im Kundenerlebnis liegen
  23. 23. Universität St. Gallen 2015 23 Customer life cycle
  24. 24. 24 4 Gears Model - The People Gears consume share curate create co-create 1. Acquire (Starter Gear) Aufmerksamkeit und Interesse wecken 90% 2. Engage (Power Gear) Beziehungen entwickeln 9% 3. Enlist (Turbo Gear) Beziehungen vertiefen (Co-X) 1% 4. Monetize (Performance Gear) Mehrwert generieren
  25. 25. Universität St. Gallen 2015 25 the social business journey how brands transform their approach to managing the social customer experience stage 1 foundational stage 3 operationalizing stage 4 extending stage 5 transforming stage 2 experimental listen to understand the social opportunity engage on existing social networks operationalize content & conversation extend the business value to drive business impact realize world class performance customers are part of the extended workforce social infused throughout business customers co-create products and servicessocial media monitoring branded community gamification processes social response center crowd-sourced activity corporate blogs facebook & twitter response business units working tightly together trusted content experts business systems integration reactive proactive predictiveQuelle:lithium.com Social in Business Prozess integrieren
  26. 26. Universität St. Gallen 2015 26 Läuft von selber
  27. 27. Universität St. Gallen 2015 27 Braucht aktiven Impulsgeber dahinter
  28. 28. Universität St. Gallen 2015coUNDco - Digital First. 28 28 Typologie
  29. 29. Universität St. Gallen 2015 29 Internal B2B B2C C2C P2P Community Typologie: Unterschiedliche Nähe zum Unternehmen
  30. 30. Universität St. Gallen 2015 30 Nähe zum Unternehmen- Internal
  31. 31. Universität St. Gallen 2015 31 Nähe zum Unternehmen- Internal
  32. 32. Universität St. Gallen 2015 32 Nähe zum Unternehmen - B2B
  33. 33. Universität St. Gallen 2015 33 Nähe zum Unternehmen - B2C
  34. 34. Universität St. Gallen 2015 34 Nähe zum Unternehmen - C2C/P2P
  35. 35. Universität St. Gallen 2015 35 Internal B2B B2C C2C P2P Community Typologie: Zweck https://en.wikipedia.org/wiki/Category:Types_of_communities • Community of action • Community of circumstance • Community of inquiry • Community of interest • Community of place • Community of position • Community of practice • Community of purpose
  36. 36. Universität St. Gallen 2015 36 Was ist eure Community Mission? = 1 Satz
  37. 37. Universität St. Gallen 2015coUNDco - Digital First. 37 37 Die #udie
  38. 38. 38
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  52. 52. Universität St. Gallen 2015coUNDco - Digital First. 52 52 Impulse & Cases
  53. 53. Universität St. Gallen 2015 53
  54. 54. Universität St. Gallen 2015 54 no silos. Wir ermutigen zur Vernetzung.
  55. 55. Universität St. Gallen 2015 55 Community Building Framework - Strategie umsetzen Quelle: feverbee.com
  56. 56. Universität St. Gallen 2015 56 Community Campaign - Volvo #designedaroundyou http://instagram.com/p/nVCvBdk3zr/
  57. 57. Universität St. Gallen 2015 5757 Community Campaign - Volvo SELEKT
  58. 58. Universität St. Gallen 2015 5858 Community Campaign - Volvo SELEKT
  59. 59. Universität St. Gallen 2015 5959 Community Campaign - Volvo SELEKT
  60. 60. Universität St. Gallen 2015 60 In Hashtags: Was wollt ihr von den Usern?
  61. 61. Florian Wieser, 
 Founder & CEO wieser@therelevent.com ‘Florian Wieser’ twitter.com/floto Connect slideshare.com/floto Studie in Kooperation mit der Hochschule Luzern und dem KTI Motive und Anreize, in einer virtuellen Gemeinschaft aktiv zu sein. Zum Download: therelevent.com/facebook therelevent.com/twitter therelevent.com therelevent.com/instagram Präsentation auf Slideshare zum Download r11t.co/unisg15

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