3. I read something about
Social Media in the Time
We have to start some Magazine – we should
Social Media projects – integrate our ads there!
I have to call our
agency right away!
Great – I can invite all
my Twitter and
Facebook friends to
A typical Marketing Meeting inour community!!!
join 2008
15. 1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!
21. Transaction Marketing Relationship Marketing Social Media Marketing
C
B C C B
C
1960 1990 2005
Functional Productbenefit Emotional Productbenefit Social Productbenefit
+ functional + emotional
+ functional
22. CONSUMERS LEARN
FASTER TODAY
BESITZ IST DORT
WO DAS NETZ IST
Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
32. If I were an evil genius running a board games
company whose product line spanned everything
from Monopoly to Clue, I might do this: Wait until
someone comes up with an excellent
implementation of my games and does the hard
work of coding and debugging the thing and signing
up the masses. Then, once it got to scale, I’d sweep
in and take it over. NEVER SUE THEM!
34. SUB-BRAND OVER
CORPORATE BRAND
…, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr
fokussiertes Thema/ oder ein hohes Community-Budget fordern!
71. Alex Hunter Conny Kalcher Rolf Skyberg
Head of Online Marketing for the Virgin Group President Consumer Experiences, LEGO Company Disruptive Innovator, eBay Inc.
ANY SOCIAL MEDIA
EXPERIENCES?
Charlie Schick Simone Brunozzi Paula Berg
Editor-in-Chief, Nokia Conversations Amazon Web Services Evangelist for Europe Manager of Emerging Media, Southwest Airlines
77. Why they What you
Type of detractor make trouble How to recognize should do
Legitimate complainer Needs help with Raises legitimate issue; Solve problems or explain
products or may use strong language policies, publicly if
services or but seems open to reason possible
wants to warn
others
Competitor Want to promote Continues to mention Engage rationally and
competing products other brands; parrots their respectfully with your
FIND GOOD WAYS TO SPEAK WITH YOUR marketing messages company’s perspective
Engaged critic Think they can make Makes suggestions, not Create forum to
SOCIAL MEDIA MEMBERS responds FANS!
things better just complaints; AND encourage discussion;
intelligently to others’ recognize good ideas
criticisms publicly
Flamer Like to argue with other Tend to participate in Refocus discussion on
members “flame wars” and may higher goals of
have specific other community
members they target
Troublemaker Have a grudge against Complains continuously Address individually and
company; hope to create and cannot be satisfied; privately, if complaints
problems uses incendiary language continue in face of
attempts to resolve,
remove from community
Quelle: Forrester
83. HOW CAN SOCIA MEDIA
USERS USE THE
FUNCTIONS ALSO OFFLINE?
84.
85. 1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!
