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Social media - der Einstieg für Unternehmen

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Social media - der Einstieg für Unternehmen

  1. 1. Social Marketing - den Einstieg finden! Oliver Nickels Social Media StrategistMontag, 18. Juni 12
  2. 2. 2 Das aktuelle Paradebeispiel - Dollarshaveclub.com  Internet-Startup: Versand von Rasierklingen im Abonnement  Bekannt geworden durch ein virales Video auf YouTube - mehr als 4,8Mio Views seit März 2012  5000 neue Abonnenten am ersten Tag, an dem das Video zu sehen war  Das Erfolgsrezept  Sehr unterhaltsames und überraschendes Video über ein an sich langweiliges Thema  Einfaches Geschäftsmodell, unkomplizierte Bedienung  Durchgängige und miteinander verlinkte Präsenz auf Internet, Facebook, Twitter, Google+  Alle Kontaktpunkte sind für die Zielgruppe optimiert und werden zur Kommunikation genutzt  Kundendialog steht offensichtlich sehr weit oben in der Kommunikationspriorität  Kunden werden in die weitere Produktgestaltung einbezogen  Details auch unter http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/ © Oliver NickelsMontag, 18. Juni 12
  3. 3. 3 Was ist Social Marketing? 1. Märkte sind Gespräche. 2. Die Märkte bestehen aus Menschen, nicht Bei der Interaktion mit Kunden geht es um mehr als nur aus demographischen Segmenten. um Kommunikation. Unternehmen müssen auch dafür 3. Gespräche zwischen Menschen klingen sorgen, dass die Kunden Spaß an den gekauften Produkten menschlich. Sie werden in einer menschlichen und Services haben, und sie in die Entwicklung neuer Stimme geführt. Produkte und Services miteinbeziehen. IBM - Von Herausforderungen und Chancen Cluetrain manifesto Ergebnisse der globalen CMO-Studie 2011 http://www.cluetrain.com/auf-deutsch.html Revolution doesn‘t happen when society adopts new technology, it happens when society adopts new behaviors. Clay Shirky - Here comes everybody 40% der Facebook-User folgen einer Brand. 51% davon werden diese Marke kaufen. 25% der Twitter-User folgen einer Brand. 67% davon werden diese Marke kaufen. ...crowdsourcing is simply the practice of companies http://pinterest.com/pin/206461964137862832/ making an open call to a broad community to solve a problem, either through competition or collaboration. http://pinterest.com/pin/206461964137862845/ © Oliver NickelsMontag, 18. Juni 12
  4. 4. 4 Was ist Social Marketing? Age distribution across the social web © Oliver Nickels Quelle: Community102 - Infografik http://pinterest.com/pin/206461964137862827/Montag, 18. Juni 12
  5. 5. 5 Was ist Social Marketing?  Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues.  Andreas Kaplan and Michael Haenlein also define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."  Businesses also refer to social media as consumer-generated media (CGM).  A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. »Quelle: Wikipedia © Oliver NickelsMontag, 18. Juni 12
  6. 6. 6 Erkenntnis- Zusammen- Verbesserung Imagegewinn Reduzierung des Reduzierung des gewinn arbeit intern des Risikos für neue Risikos für neue Kostensenkung verbessern Markenimages Produkte Märkte Informations- für dedizierte vorsprung Prozesse Erweiterter Prozesse Zusammen- Weitere optimieren Erkenntnis- arbeit mit erhebliche Verbesserung gewinn Kunden Kostensenkung Schwarm bilden der optimieren Vorsprung für Kundenzufrieden Wesentliche die Marke heit Vertriebserfolg Verbesserung der internen Starker Zu erwartende Imagegewinn Prozesse Ergebnisse in der Starker Imagegewinn jeweiligen Phase auch bei neuen Kunden Phasenweise Ausbau Implementierung im Crowdsourcing zum Element Unternehmen einer Weitere Projekte strategischen Erstes Unternehmens- Crowdsourcing: Pilotprojekt planung: Präsenz in Entwicklung Crowdsourcing: Entwicklung Marken- Social Media neuer Produkte Verbesserung von neuer Märkte persönlichkeit aufbauen & Listening Services Social Business vermarkten © Oliver NickelsMontag, 18. Juni 12
  7. 7. 7 Nehmen Sie die Perspektive Ihrer Kunden ein!!  Ein aktiver Dialog erfordert auf beiden Seiten eine Dialogbereitschaft sowie eine hohe Interaktivität  Dialogbereitschaft entsteht, wenn ein Versprechen gegeben wird, ein Werkzeug zur Verfügung steht, und ein Vorteil aus dem Dialog entstehen kann. Diese Voraussetzungen müssen für beide Seiten erfüllt sein  Versprechen  Welchen Dialog kann ich versprechen? Welchen Dialog verspricht man mir?  Ist das Versprechen relevant für viele oder nur für wenige?  Werkzeug  Ist das Werkzeug einfach, wollen/werden es meine Kunden nutzen?  Wollen meine Kunden mit diesem Werkzeug einen Dialog mit mir führen?  Vorteil  Welchen Vorteil hat mein Kunde aus dem Dialog? Welchen habe ich? Ist das Verhältnis insgesamt ausgewogen? © Oliver NickelsMontag, 18. Juni 12
  8. 8. 8 Sie müssen nicht über alles diskutieren! Aber bereiten Sie sich darauf vor, die Dinge plausibel zu erklären, über die Sie nicht diskutieren! Stil & Tonalität Unternehmerische des Auftritts Entscheidung Position beziehen Marken- kern Offene Persönlichkeit Diskussions- themen Fixe Attribute Variable Attribute © Oliver NickelsMontag, 18. Juni 12
  9. 9. 9 Erstellen Sie Social Media Guidelines für Ihr Unternehmen! So schnell wie möglich!  Abgrenzung zwischen beruflicher und privater Nutzung  Eigenverantwortung der Mitarbeiter  Transparenz in der Kommunikation  Kenntlichmachung einer privaten Meinung  Einhaltung gesetzlicher Vorgaben  Betriebsrat & Mitbestimmung  Verhalten bei Verbreitung unternehmensschädlicher Äußerungen  Respekt im Umgang  Kontinuität und Kapazität  Zuständigkeiten, Monitoring & Expertise  Quelle: BitKom http://www.bitkom.org/files/documents/BITKOM-SocialMediaGuidelines.pdf © Oliver NickelsMontag, 18. Juni 12
  10. 10. 10 Legen Sie das Ohr auf der Schiene - mit Intelligent Listening! Quelle: http://www.bonkersworld.net/careful-listening/ © Oliver NickelsMontag, 18. Juni 12
  11. 11. 11 Identifizieren Sie die blue herrings in Ihrem Unternehmen - und werden sie selbst einer!  Finden Sie die Mitarbeiter, die Erfahrung mit Social Media haben  Lassen Sie diese Kollegen teilhaben und nutzen Sie deren Wissen und Erfahrung  Führen Sie die Diskussion an, aber diskutieren Sie neue Ideen im Team  Diskutieren Sie nur über das, was möglich und sinnvoll ist  Setzen Sie klare Ziele und Milestones, und gehen Sie mit gutem Beispiel voran!  Binden Sie Kunden und Geschäftspartner frühzeitig ein © Oliver NickelsMontag, 18. Juni 12
  12. 12. Sprechen Sie mit mir! Oliver Nickels nickels@blueherring.de Tel: 0160 804 8127 blueherring.deMontag, 18. Juni 12

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