Listen & Connect
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This document discusses the shift from traditional one-way marketing communication to two-way engagement and conversation through social media. It notes that customers now want brands to treat them as friends by providing value and participating in communities. It also suggests that brands focus less on what social media can do for them and more on what they can do for social media communities. Finally, it outlines some of the key elements of a social media communication strategy, including listening, participating, adding value, being peer-level, experimenting, and letting go of traditional controls.
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Listen & Connect
- 1. Listen & Connect er ship im Web Lead Meinungsmache Thomas N. Burg Image htp://14799.openphoto.net http://socialware.at | Consulting FH Joanneum 15. Mai 08
- 2. Weitergabe von Informationen Privates und berufliches (Sharing) Netzwerken Zusammenarbeit Tools Web 2.0 Web 2.0 quot;Fokus-Gruppenquot; Nutzen Einsatz Kommunikation Einflussnahme Customer Service Produktentwicklung Marketing Early Warning System Research Engagement Image: http://10325.openphoto.net
- 3. Wo st ehen w als Ko ir mmuni kator en? Background image: http://9517.openphoto.net
- 4. Social Media ? B2C -> [2C] Image: http://15530.openphoto.net
- 5. Kommunizieren Netzwerken Innovation Leadership
- 6. Wo anfangen? Image: http://15530.openphoto.net
- 7. Customer Service is the New PR Steve Rubel, SVP Edelman
- 8. io n a t r s v e o n K
- 9. in g s t c a a d r o B
- 11. eit er hsb äc pr ges
- 14. Diagram: B2C Value Creation N m Business Advertising Population Reached (with a proportion influenced) nly This communication model allows a marketer to count how many people will receive the message, and measure the number of people influenced (the value created). Klassische Kommunikation
- 15. Diagram: C2C Value Creation & the Momentum Effect Impact Influenced to visit brand community. repeats Some pass along to others. as pass Each interaction along is an impression continues Pass along content Don’t visit brand custom community, but positively influenced. Some pass along to others. If the message doesn’t stop once communicated to The B2C value creation consumer (as in “the momentum effect”), it means we remains a legitimate part of Marketing. SN complements need a new model for measuring value creation that and extends the impact further than traditional marketing adds in the consumer to consumer component. could go by activating C2C activities. B2C2C = Momentum Effect B2C + C2C = Value Creation In addition to the new model of “B2C + C2C = value creation,” SN becomes part of the product experience, The momentum effect: The activation of consumers and the value of SN extends to increases in advocacy to tell their own personal stories using your brand as and loyalty.
- 17. Generation C AlterAktivität ✴ Community ✴ Connectedness ✴ Collaboration ✴ Creativity
- 18. Base: SN users age 14-40 (n=2,605), Top 2 box scores (3 point scale 1=do not agree at all, 3=completely agree) — I am never bored when using it... 73% — There are just so many things to do on this site... 66% — The site adds fun to going out... 56% 48% — With SN, I’ve been having more fun in life in general... — With SN, I’ve been more plugged into the music scene... 47% — With SN, I’ve felt more on top of trends and what’s new... 46% — It makes my life more exciting... 45% — With SN, I’ve discovered brands and products that I really like... 40% Marken & Produkte 15!quot;Never Ending Friending Research Summary, April 2007 Source: Never Ending Friending, 2007 Fox Interactive Media
- 19. Friending is the next advertising In the emerging “Friendonomics” of social networks, stuff you need to know.” Across markets, social Friendonomics* users are making meaningful connections with the groups, bands, brands and clubs that create a two-way street of value. As one respondent observed, “Friends don’t waste your time. But they do tell you networking users consistently expressed their desire for brands and organizations to treat them less like customers…and more like friends. “Having Puma as a friend is pretty cool. You get some online sales or whatever since they’re kind of expensive. You can see what kind of shoes they have.” — Claire, 18, Chicago “I don’t want companies to advertise to me. I want them to be my friend.” — Rob, 27, Los Angeles “Having a brand like Gibson or Nike as a friend would be cool. It’s an allegiance kind of thing.” — Matthew, 25, Chicago *Freunderlwirtschaft
- 20. Zukünftige Kommunikation It’s going to be fast-paced, bit-sized, and is shifting from broadcast concepts to bi- or even mulitdirectional usage patterns 25% of entertainment (or content) will be created and consumed within peer communites. Nokia Report, A Glimpse of the Next Episode, 2008
- 21. Vorbereiten Companies are predicted to spend more on “conversational media” (as word of mouth is sometimes called) than on traditional media by 2012. Even if it takes a decade longer than that, now is the time to start planning for the changing landscape. Foundations aren’t built overnight. Dave Balter, WOM Manual 2008
- 22. Teilnehmen 15 percent of our daily conversations have some product- or service- related content. Dave Balter, WOM Manual 2008
- 23. not what social media communities can do for your brand — but what your brand can do for social media communities? Advertisers need to start with this question and work backward to marketing goals. Providing value to social media communities will be the new cost to distribute marketing messages in the social media OS. http://blogs.mediapost.com/spin/?p=1049 , Joe Marchese
- 24. Soziale objekte/ Gemeinsame Erfahrung ✴ Fotos ✴ Videos ✴ Spiele ✴ Dokumente ✴ Quizzes ✴ Daten ....
- 25. Was tun? Statistiken Research Qualitätskontrolle Einstieg Anpassungen Entdecken Zuhören Tools Ausführung Bausteine der Social Media Kommunikation Prozesse (Iterativ) Chancen Planung/Strategie Ressourcen Medienkompetenz 2.0 Ziele
- 26. Peers Aufgaben des KommProfis Kunden Finden Meinungsmacher
- 27. Messen Zuhören (Konversations Index) Mittel und Wege Interagieren Wert Schaffen
- 28. Kontrolle Augehöhe aufgeben Regeln Verkaufsver suchung Experimentieren Widerstehen
- 29. Kontrolle aus der Hand Zuhören und Mitmachen geben Regeln Regeln Verkaufsversuchung Experimentieren Widerstehen
- 30. Vielen Dank! Socialware Consulting Thomas N. Burg twitter.com/thobu