Downloaded 51 times
Uploaded byiStrategy
Brand Science
1) Most social media initiatives undertaken by corporations are unsuccessful because corporate organizations do not understand how to properly utilize social media. 2) Only 19% of brands take advantage of the success generated by 82% of social media activities. 3) Startups are generally more successful than corporations with social media because corporations do not have a clear understanding of how to engage with social media.
![Mobilde Ne Çalışır ve Neden? [Mobil 13]](https://cdn.slidesharecdn.com/ss_thumbnails/9-alidagli-mobil-130418035322-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Brand Science
- 1. Don't Let YourBrand Get Lost in the Social Media Shuffle
- 2. A typical MarketingMeeting today…
- 3. I read somethingabout 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
- 4. With the followingresults…..
- 5. 72% of allSocial Media Initiatives are NOT successful! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
- 6. 19% of allbrands take the success of 82% of Social Media activities! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
- 7. START-UPS ARE USUALLY MORESUCCESSFUL THAN CORPORATES ?
- 8.
- 9. …BECAUSE THE MAJORITYOF CORPORATE ORGANIZATIONS DON‘T HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!
- 10. XHTML Standardization Taggaling GoogleMaps Basecamp Simplicity Unwieldy Zengarden CssBeauty Writeboard Meebo Rememberthemilk TagtaggerXHTML Basecamp Zimbra Tadalist StumbleUpon ZooZio Writely Unwieldy GTD Backpack RSSReader Kiko CSS-Design Wikis Focus on Simplicity Cloudalicious Tagcloud Wikipedia Netvibes Protopage Flickr Googel IG Accessability Live.com CrowdSourcing Ajax Flock Delicious Collaboration Widgets Etsy Flickr Upcoming Joy of Use Folksonomy LinkedIn OpenBC Squidoo Planzo Blinksale CraigList Fotolia Sharing Ebay WASP Recommendation The Long Tail Simplicity Firefox Ebay Usability Pagerank UserCentred MTurk Google FOAF Amazon PerpetualITunes Beta …AND BECAUSE OF BUZZ-DRIVEN Social Software LiveStreaming Orkut Sixdegrees PayPal RubyonRails Blogs Participation XFN Trust Friendster Affiliation Blogger Typepad Economy Aggregation VC LastFM Digg MARKETING EXECUTIVES! Soflow Read.IO Wordpress Mint A9 Plazes Technocrati CostperClick Adsense Simplebits GMail Ipodder Podcasting Qiro Measuremap Skype Gtalk Jabber WEB 2.0 = Community Liveliness XHTML Stylegala 9Rules Audio Convergence Odeo IM Basecamp Alistapart DataInside Castpost Video Itunes Remixability Vimeo Videocasting Tagcloud Bit Torrent Unwieldy Fragmentation Design SEO Modularity Wifi Syndication XHTML Feedster UMTS Yahoo Maps Rest Mobility XHTML Google Maps Basecamp Unwieldy Basecamp GoogleMaps Jaiku Buzztracker XML CreativeCommonsTechnocrati Web YouTube Unwieldy RSS Gmaps Mashups Twitter Google News Newsgator OpenApis Microformats.org Standards Bloglines MyYahoo Inorder Google Icerocket Y3thing Semantic Amazon Wink ChalkIT DataDriven Rollyo Trendmapper Alexa Pubsub Feedburner Rojo Ning Soap
- 11. IN OUR PROJECTSWE ASK: WHY SOCIAL MEDIA?
- 12. Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
- 13. 37% Branding 29% CRM 18% Sales Calls
- 14. WHAT HAVE WELEARNED OVER THE YEARS?
- 15. 1. Understand theshifting 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!
- 16. 1. Understand theshifting Marketingparadigm
- 17.
- 18. BUY ME! Acknowledge: The Marketing Paradigm changed!!! 1960
- 19. TRUST ME! TRUST ME! 1990
- 20.
- 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
- 23.
- 24. CONSUMERS = MEDIA x
- 25. BRANDS ARE PARTOF A CONSERVATION ECOSYSTEM
- 26. 2. Learn aboutyour customers‘ Social Behaviour
- 27.
- 28. GM HAS NOTBEEN LISTENING – BACKLASH! Awww…
- 29. AND TAKE CAREOF YOUR OWN EMPLOYEES!!!
- 30. NEVER COPY POPULARIDEAS!!! FISH WHERE THE FISH IS… …, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!
- 31. COOPERATE WITH BRAND ENTHUSIASTSTHAT ALREADY BUILD A COMMUNITY
- 32. If I werean 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!
- 33. DON‘T MISUNDERSTAND THE SIGNALS – YOUR CUSTOMERS ARE NO GEEKS!
- 34. SUB-BRAND OVER CORPORATE BRAND …, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
- 35. WHAT GENERATES SOCIALVALUE?
- 36.
- 37.
- 38.
- 39.
- 40.
- 41. 3. Understand theDNA of a Social Media Project
- 42. TIME TO MARKETIS YOUR BIGGEST ENEMY!
- 43. EARLY-AVAILBILITY OVER CORRECTNESS
- 44. BUDGETALLOCATION IS KING!
- 45. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS
- 46. MARKENFIT UND TESTVON COMMUNITY PROTOTYPEN DON‘T OVERCOMPLICATE YOUR CONCEPT
- 47.
- 48. …AND FORGET BIGSERVER FARMS – YOU DON‘T NEED THEM!
- 49. 4. Learn howto start Social Media
- 50.
- 51.
- 52.
- 53.
- 54. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
- 55.
- 56. WHY SHOULD LUCYPARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?
- 57.
- 58.
- 59. HOW CAN WEMAKE LUCY LOOK BETTER?
- 60. DO WE SUPPORTHER TO SHARE OUR THOUGHTS?
- 61. THE NECESSARY STEPTO BE TAKEN…
- 62. …FORGET THE IMPRESSION-MANAGEMENT APPROACHES!
- 63. …DIALOGS ARE THENEW CURRENCY!!!
- 64. 5. Get supporton every level!
- 65. …let me ringup DO YOU HAVE TOP- Sumner Redstone... LEVEL SUPPORT?
- 66. SUFFICIENT LEGAL SUPPORT?
- 67.
- 68.
- 69. WHO IS INCHARGE OF SOCIAL MEDIA AT YOUR COMPANY?
- 70. RESEARCH? ADVERTISING? SOCIAL MEDIA DEPARTMENT? PR? MARKETING?
- 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
- 72. THIS COULD BEVERY USEFUL! WHY?
- 73. ADJUST THE EXPECTATIONS! YOU WILL BE SOMEWHERE IN THE LONG-TAIL
- 74. GIVE A FEELING FOR THE REALITY Vorstellung des Managements von BMW Reale BMW Advokaten und Community- Community-Mitgliedern Mitglieder!
- 75. 6. Moderate thecrowd!
- 76. REWARD SOCIAL MEDIA MEMBERS
- 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
- 78. REDUCE HARD AND ANNOYING RULES
- 79. 7. Become relevantoffline?
- 80. WHY IS THISSO IMPORTANT?
- 81. DANGER OF PARA-SOCIAL ABER! GROUP BEHAVIOR
- 82. „A long wayhome…“
- 83. HOW CAN SOCIAMEDIA USERS USE THE FUNCTIONS ALSO OFFLINE?
- 85. 1. Understand theshifting 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!