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Corporate image and Social Media: Opportunities and risks
- 1. Corporate Image and Social Media Opportunities and Risks 15.10.2011 Prof. Dr. Martin Michelson
- 2. „It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently “ (Warren Buffet)
- 3. Social Media Terms and Applications Social Media Terms and Applications Social Networks / Communities Discussion Forums, Professional Forums Weblogs Microblogs Wikis Video Portals / Photo Portals Review Sites Social Bookmarks Source: ethority.de
- 4. Social Media Use Social Media Use German Online Users: Occasional Use (from 14 years, percent) 80 70 60 Wikipedia Videoportals 50 Private Networks Photoportals 40 Business Networks Weblogs 30 Social Bookmarks Virtual Games Twitter 20 10 0 2007 2008 2009 2010 2011 Source: ARD/ZDF-Onlinestudie 2011
- 5. Social Media Use Social Media Use German Online Users: Regular Use (from 14 years, percent) 40 35 30 Wikipedia Videoportals 25 Private Networks Photoportals 20 Business Networks Weblogs Social Bookmarks 15 Virtual Games Twitter 10 5 0 2007 2008 2009 2010 2011 Source: ARD/ZDF-Onlinestudie 2011
- 6. Reasons for companies to use Social Media Reasons for companies to use Social Media Targetgroup related adressing of many people Information gathering on customers and potential customers Interaction with customers From: http://geekandpoke.typepad.com/ Image care, credibility Supplementing traditional Marketing- and communication strategies Increasing the number of visitors on the own website Discovering of new business opportunities and markets Realizing chances and risks …at relatively low costs
- 7. Observing or participation Observing or participation Passive participation: How do others speak about us? Activ participation: How to communicate with interest groups? How to react on criticism? Is it senseful to conduct own communities, blogs or portals? Only or additionally? Which media and channels are relevant? What is communicated in the different social media?
- 8. Content levels of Social Media Monitoring Content levels of Social Media Monitoring Market Analysis, Trend observing Observing competitors Reputation management (Media-) analysis Issue management Risk monitoring
- 9. Formal levels of Social Media Monitoring Formal levels of Social Media Monitoring Media: Which relevance? Actors: Who says what obtaining which effect? Content: What is communicated and how?
- 10. Which channels are of (potential) relevance? Which channels are of (potential) relevance? Examples Facebook Google + Twitter Wikipedia Youtube Ciao, Doyou, Idealo, Amazon (reviews) Technorati
- 11. Process of Social Media Monitoring Process of Social Media Monitoring Measures ta Presentation of f da Results t yo an ti Qu Data analysis Data preparation data y of li t Q ua Data collection
- 12. Name of user Example: Identification of opinion leaders Example: Identification of opinion leaders Number of postings Source: infospeed, w2monitor
- 13. Monitoring Tools Monitoring Tools General search engines Source: Toprankblog.com Special search engines (google alerts, technorati etc.) Systematic and continuing monitoring Criteria: Frequency of keywords, rating of dialog partners, number of answers, grade of linking of content Content recognition and analysis of audiovisual data still in development stage Human Intelligence and interpretation ability remains indispensable
- 14. Social Media and „Crowd Intelligence“ Social Media and „Crowd Intelligence“ Use external idees for innovative products or services Use external contribution for developments and improvements Discovering of experts Recruiting experts