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Vom Liker zur Community

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Nun hat man sie - die Likers. Stolz präsentiert man in der Endjahres-Geschäftsleitungssitzung die neusten Facebook-Statistiken. Die tausenden oder sogar zehntausenden Likers, deren Demographie und das Wachstum, welches man auf der Facebook Page übers Jahr erreichen konnte. Über Engagement und Interaktionen wird seltener gesprochen, weil hier zu viele Fragen auftreten könnten und viel Erklärungsbedarf besteht. Aber sind nicht genau diese Kennzahlen die wichtigen, um zu einer Art ROI in Social Media zu kommen? Anzahl Comments, Likes, Re-Shares, Konversionen zu einer gewünschten Aktion (Teilnahme, Feedback, Diskussion, Downloads) oder sogar Sales (im Online-Shop oder die noch grössere Herausforderung: Im stationären Handel). Und das immer betrachtet im Verhältnis zu der Anzahl Likers, um so die sogenannte Engagement-Rate oder eben die Conversion-Rate zu messen.

In diesem Vortrag geht es aber nicht um das Zahlenjonglieren aus Statistik- und Monitoring-Tools, sondern um den Menschen - den Liker. Er ist es ja, der diese Zahlen generiern soll. Wie bringt man ihn überhaupt dazu und welche Rolle spielt Nachhaltigkeit dabei? Inwiefern unterscheidet sich Community Building vom Betrieb einer Facebook Page?

Florian bespricht, was Menschen in Communities motiviert und warum es sich lohnt, sich um das Individuum zu kümmern und mutig aus der Massen-, bzw. der Zielgruppen-Kommunikation zu treten. Anhand von Best Practice präsentiert Florian Kennzahlen, was man mit einer solchen Gemeinschaft erreichen kann und was Superuser leisten können. Die Facebook Page kann eine Sackgasse sein und hat aus eigentlich unerklärlichen Gründen in den seltensten Fällen mit dem sogenannten Community Building zu tun.
Likers sammeln mit Zielen
Welche Ziele gibt es? Beispiele welche Ziele zu welchem Unternehmen passen.
Der Unterschied zwischen Likers sammeln und Community Building
Die Herausforderung der Engagement-Rate und Conversion-Rate
Die Bereiche für die sich Community Members eignen
Best und bad practice Beispiele
Die Rolle der Marke - Wie oft braucht es noch die Verlosung einer Reise?
Umdenken: Trends 2012 im Umgang mit den Zielgruppen und den Social Media Kanälen

Published in: Business
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Vom Liker zur Community

  1. 1. Vom Liker zur Community Florian Wieser, Partner wieser@coUNDco.chPeter Sluszka : http://vimeo.com/user9443445
  2. 2. Quelle:Newsletter nicht mehr bekannt, Studie von Brand Science Institute 2
  3. 3. Quelle:Netzticker.ch 3
  4. 4. Quelle: manager24.ch
  5. 5. Quelle: Buch “Re-Work” von Jason Fried, Gründer von 37signals.com 5
  6. 6. Wo stehen wir in derEvolution? Kundenbeziehung OrganisationKanalwahl 6
  7. 7. Organisation = Blick nach innen Kundenbeziehung Organisation Kanalwahl 7
  8. 8. Wo stehe ich mit meiner Marke bezüglich Involvement? Dialog Brand Community social CRM Crowdsourcing Beziehung Likers Meinungsbefragung Community Evaluation Super-Users Engagement Support kurzfristig Content Enrichment Campaign Promotion nachhaltig Corporate News Präsenz Aufmerksamkeit Monologby coUNDco 8
  9. 9. Reality Check: Schweizer Marken mit meisten Likers Quelle: www.wemad.org Quelle: www.socialbakers.com 9
  10. 10. Reality Check: Positionierung gar nicht so einfach Dialog 2 Brand Community social CRM 3 3 Beziehung Meinungsbefragung 2 2 3 Support Community Engagement Support Migipedia kurzfristig Campaign Promotion Generation M 2 3 3 nachhaltig 3 Corporate News 3 Präsenz Aufmerksamkeit Monolog Anzahl Jahre seit Start auf Facebook (gemäss Angaben Facebook Timeline)by coUNDco 10
  11. 11. Likers sammeln Likers Akquise Briefing • Näher beim Kunden Management • Mehr Interaktion Content • Aktiv in Social Media Aktionen Likers • Likers Monolog n n atio atio ifik e ifik a ent Mark Ident Them Id it m mit 11
  12. 12. Hey Kunde,div inputs wir sind’s - die Marken 12
  13. 13. Die Rolle der Marke Produkt Marke slide to unlock Mensch ? 13
  14. 14. bin ErmöglicherIch 14
  15. 15. Ermöglicher verlosen nicht nur, sie begleiten den entscheidenden “Next Step” Die üblichen Verdächtigen Dabeisein beim entscheidenden Schritt • Studioaufnahmen für die Band • Hosting auf Lebzeiten für den Club • Ein Jahr Lokal-Miete für den Verein • Prototyp Produktion • Stipendium • Zeit mit der Familie • Netzwerk für den Durchbruch (Praktikum) kasia310: http://kasia310.deviantart.com/ 15
  16. 16. Case: Victorinox 16
  17. 17. Case: Victorinox
  18. 18. 9 «Wir sind keine Zuschauer oder Empfänger 1 99 oder Endverbraucher oder Konsumenten. Wir sind Menschen – und unser Einfluss entzieht sich eurem Zugriff. Kommt damit klar.» The Cluetrain ManifestoPeter Sluszka : http://vimeo.com/user9443445
  19. 19. Erfolgreich ist, wer die Perspektive ändern kann Produkt Kunde Liker Community Firmensicht Kundensicht “Customer centricity” 19
  20. 20. Warum folgen Menschen einer Marke auf Social Networks? Informiert bleiben 1 Support Markenunterstützung zeigen ist aktuell Kunde Inhalt sich einbringen, mitreden 2 Informationen über Produkt Einführungen Freunde Hintergrundinformationen zur MarkeZugang zu exkl. Inhalten und Informationen Profitieren von Aktionen Aktionen 3 Spiel & Spass Quelle:Motive, einer Marke auf Twitter zu folgen > Brand Science Institute 2010 Quelle:Razorfish.com, Econsultancy.com, SocialMediaToday.com 20
  21. 21. Die Likers haben mehr zu bieten Marketing & Werbung Forschung & Entwicklung • Wettbewerbsteilnahmen = Leads • Produktentwicklung • Mund zu Mund • Innovation • Interesse kennenlernen • Optimierungen kennenlernen Sales Support • Empfehlung • Nutzen-Argumentation • Nutzung kennenlernen Knowhow Support • Kosten sparen • Nutzer-Experten • Service Qualität verbessern • Wissensstand kennenlernen Marktforschung • Umfragen • Kunden fragen Kunden • Bedürfnisse kennenlernen 21
  22. 22. Bestehendes Umfeld aktivieren Braucht die Schweiz ein Würden Sie Ihr Wissen Mich würde ein erweitertes *** Forum/Community? zur Verfügung stellen? Engagement für den Aufbau eines Forums/ Community interessieren. 90% Ja 83% Ja 24% Ja Was würde Sie zur aktiven Teilnahme motivieren? n=797 22
  23. 23. Vom Liker zur Community ist es ein Weg Likers Akquise Briefing Management • Näher beim Kunden Content • Mehr Interaktion Aktionen Likers • Aktiv in Social Media Monolog • Likers Beziehungsführung Community Mission Stories “Gemeinschaft” Dialog 23
  24. 24. Erfolgsfaktoren Bei Schweizer Marken mit meisten Likers: • Seit 2-3 Jahre bereits dran • Nötige Organisation hat sich formiert und eingespielt • Konstantes Publizieren • Starker Hauptbotschafter • Regelmässige Wettbewerbe • Sattes Mediabudget Für Community mit guter Kontaktqualität: • Meinungen abholen mit relevanten Auswirkungen • Feedback-Kultur • Vernünftige Reaktionszeit • Gemeinsame Ideenentwicklung als Wertschätzung fürs dranbleiben (Crowdsourcing) 24
  25. 25. "Unternehmen müssen esschaffen, bei Kunden nicht blossüber die Werbung, sondern überalle erdenkbaren Kontaktformenkonsistent und langfristigpositive Emotionen zu wecken"Zitat: Uta Jüttner, Projektleiterin am Competence Center für Dienstleistungsmanagement der Hochschule für Wirtschaft in Luzern,im Buch "Kundenerlebnismanagement - Praxisorientierte Handlungsanleitungen für Dienstleistungsunternehmen" 25
  26. 26. 26
  27. 27. Bin ich bereit für ein paarVeränderungen? 27
  28. 28. Top 5 Liker zu Community Tippsalexdecarvalho: http://www.flickr.com/photos/adc/1797962004/ 28
  29. 29. 1. Rolle der Marke ist geklärt bin Ermöglicher Ic h 29
  30. 30. 2. Nötige Veränderungen sind eingeleitetown Lead-Agentur Endkunde Bottom-Up “Experten” Kanäle Kanälen- Endkunde Agenturen, Experten, Kundeg 30
  31. 31. 3. Auf Vorhandenem aufbauen 3 Neukunden Werbung Direct Mailing 2 Familie, Freunde & Bekannte Firmenbesichtigung Media 1 Mitarbeiter, Firmenbesucher, Messebesucher, bestehende Kunden Promotionen Wettbewerbe Ist mein bestehendes Umfeld geeigent? Oder muss ich auf Neukunden setzen?
  32. 32. 4. Mit Inhalt und Stories flexibel umgehen Seien Sie bereit über viele Dinge zu sprechen. 32
  33. 33. 5. Eine gemeinsame Mission ist formuliert Mission 33
  34. 34. Produkt Kunde Liker CommunityFirmensicht Kundensicht 34
  35. 35. Quelle: Buch “Re-Work” von Jason Fried, Gründer von 37signals.com 35
  36. 36. Florian Wieserwww.facebook.com/coUNDcoAG Florian Wieser, Partnerwww.twitter.com/floto wieser@coUNDco.chwww.twitter.com/BoxEurope 36

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