21. SHIFTING PARADIGM! Transaction Social Media Relationship C C C B B C 1960 1990 2005 FunctionalProductbenefit Social Productbenefit + emotional + functional Emotional Productbenefit + functional
27. BSI EIGHT YEARS OF SOCIAL MEDIA, AND BRANDS ARE STILL DISORIENTED
28. BSI SOCIAL MEDIA PHASE MODEL ConfusionAverage Team Size 3.7 Orientation Average Team Size 6.3 Formation Average Team Size 10.6 (Re)Integration Average Team Size 25.1
29. BSI SOCIAL MEDIA PHASE ConfusionAverage Team Size 3.7 Orientation Average Team Size 6.3 Formation Average Team Size 10.6 (Re)Integration Average Team Size 25.1 #FAIL
30. BSI SOCIAL MEDIA PHASE Confusion Orientation Formation (Re)Integration
31. BSI THE BIGGER THE COMPANY IS AND THE MORE INTERMEDIARIES EXIST, THE LESS SUCCESSFUL THESE COMPANIES ARE AT INTEGRATING SOCIAL MEDIA
37. BSI Hall ofFameoftheofmost stupid socialmediabriefingswegot: … In future, our Web site should be in a social-media format. We will thus ensure that our content is only accessed by registered users. In the long term, registered users should be transferred to a pay-per-view model … … With the help of social media we want to become more customer-focused and convey our brand message through 1:1 dialogue. To this end, we want to abandon our Web site and integrate our brand solely via Facebook, YouTube, and Twitter … … The objective must be to convert spontaneous direct-response purchase into sales at POS through the use of social media. In order to achieve this objective we are leaving every creative social-media idea on social networks and blogs – FISH WHERE THE FISH ARE …
38. BSI SOCIAL MEDIA DEFINITION IN COMPANY (Re)Integration Confusion Orientation Formation
39. BSI 94% HAVE NO SOCIAL MEDIA RULES FOR EMPLOYEES
48. ONLY 12% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS ONLY 11% ARE AWARE OF THE NEED TO FORMALIZE SOCIAL MEDIA ROLES/FUNCTIONS
49. BSI ROLES AND FUNCTIONS 1. Observer Observer: Social Media team tracks a subset of relevant online conversations to get a picture of what their customers think about them and their competition. Moderator: Social Media teamfostersconversations, allowscustomersand prospects to exchange information. Mediator: Social Media team actually takes control of the information and disseminates it itself. Participant: Social Media team participates directly in consumer-to-consumer conversations CONSUMER 2. Moderator BRAND 3. Mediator 4. Participant CONSUMER 2. Moderator
51. BSI ONLY 19% KNOW HOW TO WORK WITH A SOCIAL MEDIA AGENCY
52. BSI AGENCY SELECTION/ WORKFLOW SOCIAL MEDIA Confusion Standardized Marketing Processes Orientation StandardizedProcesses, but awareofcostinefficiencies Formation ProcessReengineering Program (Re)Integration New Social Media Processes Boutique Freelancer Advertising Agencies
53. BSI Hey Agencies, youneedtoredefineyourroleas a serviceprovider AGENCIES HAVE TO REDEFINE THEIR ROLE IN THE SOCIAL MEDIA CONTEXT
54. 79% HAVE NO SOCIAL MEDIA- OR MODERATION GUIDELINES
56. …yay!!! HOW THE REALITY OF BMW CONSUMERS LOOK LIKE HOW BMW THINKS OF CONSUMERS
57. BSI (Re)Integration Confusion Orientation Formation Howcan I solvethisissueas fast andasgoodas I can!? #WTF JOSHUA THE INTERN RICHARD THE COMMUNITY MANAGER
58. BSI MODERATION WORKFLOW Negative/Reactive Positive/Active Take reasonable action to fix issue and let customer know action taken No Assess the message Evaluate the purpose Do you want to respond? MISSING! Yes Pull-Out Medium Yes Escalation No Competitor Yes Does customer need/deserve more info? Are the facts correct? No Response Yes Engaged Critic Advocates influence Not satisfied No Yes Can you stop it? No Gently correct the facts No Yes DedicatedComplainer? Engage respectfully Thank the person No Are the facts correct? No No Involve Legal/CC Let post stand and monitor. Troublemaker Yes Pull-Out Medium Escalation Yes Is the problem being fixed? Explain what is being done to correct the issue.- Checklist/Isolate Yes Yes No Can you add value? Advocates influence No Not satisfied Yes Flamer No Respond in kind & share Thank the person Refocus possible? Pull-Out Medium No Yes Thank the person Let post stand and monitor. Comedian WannaBe? Escalation Advocates influence
59. BSI SENTIMENT AND CONVERSIONS ConfusionAverage Team Size 3.7 Orientation Average Team Size 6.3 Formation Average Team Size 10.6 (Re)Integration Average Team Size 25.1 Negative Sentiment Neutral Sentiment Positive Sentiment
60. BSI 47% JUST GIVE SOCIAL MEDIA A “TRY“ … AS A CAMPAIGN
61. BSI SOCIAL MEDIA COMMITMENT (Re)Integration Confusion Orientation Formation Planning Cycle (unaware): PlanningCylce (aware): Planning Cycle (aware): Planning Cycle (unaware): Evaluate Evaluate Evaluate Evaluate Education Education Education Education Measure Measure Measure Measure Research Research Research Research Manage Manage Manage Manage Strategy Strategy Strategy Strategy Implementation Implementation Implementation Implementation Planning Planning Planning Planning
62. BSI GIVING SOCIAL MEDIA A „TRY“ IS LIKE HAVING A ONE-NIGHT STAND WITH YOUR CUSTOMER
64. BSI BUDGET ALLOCATION (Re)Integration Confusion Orientation Formation Evaluate Evaluate Evaluate Evaluate Education Education Education Education Measure Measure Measure Measure Research Research Research Research Manage Manage Manage Manage Strategy Strategy Strategy Strategy Implementation Implementation Implementation Implementation Planning Planning Planning Planning
65. BSI BUDGET ALLOCATION Soft Costs Social Media Team/ Staff 180.000 15.000 Social Media Research and Development 5.000 70.000 Training / Education Team and Moderators 20.000 External Moderation Team Customer-Facing Initiatives 190.000 Online Promotion Spend 200.000 Advertising Agency 40.000 Boutique Agencies 10.000 Advocate Programs 5.000 Offline Events Technology Investments Social Media Monitoring 40.000 129.000 Community Plattforms 25.000 70.000 Customer Technology Development 8.000 Social CRM/ Rewards Company in Formation Phase €0.8 Mio. Company in (Re) Integration Phase €1.93 Mio.
66. BSI BUDGET ALLOCATION / SOCIAL MEDIA VALUE Corporate Culture Platforms/ Technology Content SOCIAL MEDIA VALUE Advocates/ Userdata
67. BSI 70% HAVE NO CLEAR SOCIAL MEDIA BUSINESS OBJECTIVES
68. BSI Return on Investment 5 Action Online, Offline Word-of-Mouth 4 Engagement 3 Postings, Comments, CheckIns, Likes, etc. Involvement 2 Fans, Followers, App. Usage, etc. Visibility 1 Clicks, Views,timespend on site, etc. Consumer Insights
74. Understand consumermotives Become relevant! Manage itright! Maketherightstart! Get CEO Support Reward Become relevant offline again Think aboutmeasuring
112. TAKE CARE OF PARA-SOCIAL BEHAVIOR! ABER! Quelle: Brand Science Institute 2007: Social-Network Community Behavior: Effects on Para-Social Interaction and Impulse Buying
