Corporate Communications Today, Course Module 3: Social Media Marketing

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Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13

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Corporate Communications Today, Course Module 3: Social Media Marketing

  1. 1. Corporate Communications Today Course Module 3: Social Media „Marketing“ 09.12.2012 Susanne Robra-Bissantz 1
  2. 2. Collaboration with customers WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 2
  3. 3. Course Modules CM 1 Social Media CM 3 „Marketing“ CM 2 Collaboration CM 4 Innovation CM 5 Knowledge CM 6 Web Society WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 3
  4. 4. How it used to be: Communication via mass media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 4
  5. 5. The world is „in order“ • • • • mass communication only few 1:n channels controlled messages customer is consumer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 5
  6. 6. Communication today WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 6
  7. 7. social changes • • • • • many interactive channels credibility decreases customer is demanding and active employees communicate uncontrolled messages new technology: „Web 2.0“ The world is turned upside down changes of the markets WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 7
  8. 8. Social Media Positioning... United breaks guitars Problem Public(ity) After Reaction and WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 8
  9. 9. Keep quiet? React? Act proactively? It is difficult, indeed dangerous to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies but whole countries. Rupert Murdoch WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 9
  10. 10. Principle Markets are Conversations. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter - and getting smarter faster than most companies. … No wonder networked markets have no respect for companies unable or unwilling to speak as they do. … The only chance for companies is to join conversations … (nach Levine et al. 2001: Clue Train Manifesto). WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 10
  11. 11. Markets are Conversations „What we know about the society and its world, we know almost exclusively from mass media “ [Luhmann 1996] „ What I know about the world and current developments, I basically know from my friends and networks“ [unknown Facebook-User 2012] WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 11
  12. 12. New ways in Customer Oriented Functions instead of Market Research Listen instead of Marketing instead of CRM Join conversations Collaboration Discuss instead of Public Relations WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 12
  13. 13. Listen Service provider, tools or manually Imagination in keywords and places -> Subjects that are relevant hie C ten -Lis f g -O in c er ffi WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 13
  14. 14. Join conversations, be present The first viral campaign Viral Effects Financial Success • 700.000 people at Facebook • > 7 Millionen video views in one week • Sales increase According to Nielsen, by up to 107% ... Top 10-Apps „Fan“ Groups Action ... >233.000 „de-friend WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 14
  15. 15. Join conversations, be present The first viral campaign Viral Effects Financial Success ... Top 10-Apps Research: How do • 700.000 people at Facebook • > 7 Millionen video views in one week • Sales increase According to Nielsen, by up to 107% Action ... >233.000 „de-friend WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 15
  16. 16. Join conversations (or let someone do it for you) 2008 Eight weeks later Students communicate It‘s not Markting it‘s the Function ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 16
  17. 17. Interaction between real and virtual platforms T-Mobile Call for a „flash-mob“ • sing-along-platform • approx. 3 Mio. views • overall > 200 Videos WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 17
  18. 18. Space of Topics and Relationships Content is King – Context is Queen WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 18
  19. 19. Space of Topics and Relationships Content is King – Context is Queen wi²: a place for discussions on Web Society, Collaboration, Social Media, E-Services ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 19
  20. 20. Discussion: Respond to criticism… Greenpeace „defaced“ a commercial from Nestlé (Palm oil) Dooce (Heather) reports on her washing machine (Twitter). Discussion, e.g. on the Nestlé Facebook-Page Nestlé: helpless, no reaction, reference to PR-page, no Discussion (1,4 Mio Follower) Tried to ban the fake logo „we set the rules“ Whirlpool reacts after a few hours. „unexpected blitzkrieg“ – 1000s of „De-Fans“, Easter boycott, petitions … wrong! Bosch the next day. PR-Coup: Free washing machine for charity. perfect! WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 20
  21. 21. Main Problem ... The challenge is in a Web 2.0 world, they won't just tell their immediate family, they will usually post it to their Facebook friends, Tweet about it on Twitter and possibly complain in a forum about you in the process. Your one unhappy customer has suddenly told a few thousand people. If they are really ticked off you can expect a You Tube Video or an email that could go viral and suddenly one bad experience has been seen by millions of people. [Ingrid Cliff] „... this site (facebook) is not the place for customer complaints ... here we want to inform and amuse you ... for customer concerns you have to look up our contact pages ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 21
  22. 22. Viral spread on the web mentions rise rapidly WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 22
  23. 23. Customer criticism and opinions Discussions take place Discussions are public Risk of „silent“ dissatisfaction Acceptance Discourse theory Model based Learning Discussions boost the company Problems are the nucleus of ideas Critics become evangelists WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 23
  24. 24. Discuss and collaborate „high gloss, persuasive communication“ „semi perfect discoursive communication“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 24
  25. 25. Complaints platform: TU Braunschweig Problem / Idea Student 4. discuss Selection 2. select 3. publish/ forward Idea 6. select Discussion, Rating 1. Publish online Moderator Prescreen, Responsibilities Idea 5. evaluate and “act” Assessement 7. implement Students Soft Skills Courses WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 25
  26. 26. Sag‘s uns: Complaints Platform „Ideas, Praises or Problems? Tell us about it!“ Research: WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 26
  27. 27. Discussions with Customers • • • • Let your Employees discuss, Use personal and emotional language, Be sparing in Social Media Guidelines, Trust. Employees and Customers. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 27
  28. 28. Findings on collaboration with private customers Organisation Collaborate Discuss Join conversations react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 28
  29. 29. Findings on collaboration with private customers Organisation Collaborate contribute something interesting try to evoke share effect use narratives Discuss Join conversations rely on honest messages be discret and equal react try to understand Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 29
  30. 30. Findings on collaboration with private customers Organisation Collaborate contribute something interesting be discoursive allow different opinions use narratives Discuss admit faults try to evoke share effect rely on honest messages respect publicity be discret and equal react try to understand Join conversations Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 30
  31. 31. Findings on collaboration with private customers Organisation offer participation try mutuality tap the potential ... Collaborate start conversations provide platforms contribute something interesting be discoursive allow different opinions use narratives Discuss admit faults try to evoke share effect rely on honest messages respect publicity be discret and equal react try to understand Join conversations Listen explore different topics accept Wikification Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 31
  32. 32. Course Modules CM 1 Social Media CM 3 „Marketing“ CM 2 Collaboration CM 4 Innovation CM 5 Knowledge CM 6 Web Society WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 32

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