The document summarizes the NEXT Survey, a longitudinal research initiative studying how companies can effectively implement social media strategies. It examines social media's role in marketing and explores how engaging users through value and trust can help companies avoid the "trough of disillusionment" that comes from one-way communication. Case studies of Migros and Telekom highlight how they engage customers on social media to improve products/services and customer support. The survey seeks to understand how social media can be integrated into corporate value chains and how trust can be enhanced to engage users and access their data. It aims to identify competitive advantages of effective social media strategies.

1. The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann

2. Marketing & Social Media:
Where are we on the Hype Cycle?

3. The NEXT Survey:
Longitudinal Qualitative Research
The NEXT Survey is an Initiative at the Institute of Marketing
at the University of St.Gallen (HSG).
Research Platform based on a strong Cooperation between
Research Organisations and Business Corporations.
Business Partners:
ABB, Allianz, BMW, CreditSuisse, Daimler, EnBW, IBM,
Migros, Roland Berger, SwissCom, Deutsche Telekom,
Deutsche Lufthansa, etc.
Longitudinal Exploration of Key Aspects for the
Implementation of Social Media in different Industries
and Business Models.

4. Through of Disillusionment?
Follow the Rules for User Engagement
Most corporations in Europe penetrate
the Web with a Marketing 1.0 approach.
One Way Communication and Broadcasting
leads to the Trough of Disillusionment.
User Engagement follows two Essential Rules:
Value & Trust

5. The NEXT Big Idea:
Integration in the Corporate Value Chain
…
…
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6. Thought Leaders:
MIGROS
MIGIPEDIA is an Online Platform hosted by the largest
retailer in Switzerland, MIGROS (www.migipedia.ch).
MIGROS presents the whole current product line on the
Website. Users of MIGIPEDIA post their product and service
ideas to the Category Management.
The discussion on the corporate social media site is also
linked to an own Twitter Account, YouTube Channel, and
Facebook Fansite.
The key objective of MIGROS is to improve products and
services along the specific needs of their customers.

7. Researching the Return on User Engagement :
MIGROS
What about
offering Vanilla Coke
in Switzerland?

8. Thought Leaders:
Telekom
“Telekom hilft“ is an online service offering for customers
and experts (www.telekom-hilft.de).
Customers are able to post their questions and problems
to an online service team.
The service runs also an own fan site and channel on
facebook and twitter, services are also avaible by mobile
devices.
The key objective of Telekom is to deliver customer services
on prefered channels. Moreover, Telekom ist interested in
supporting communication about positive service
experiences.

9. Researching the Return on User Engagement:
Telekom
Customer Effort
Customer
Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell / Up Sell
Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value

10. Join the NEXT Survey:
Research Questions in 2012
Which strategic options are available for corporations
in a social media world?
How might firms create user value by integrating social media
in the corporate value chain?
General: How might firms enhance the trust of social media
users in order to engage along the value chain?
Specific: How might firms enhance the trust of Facebook
users in order to obtain permission to access user data?
Which kind of competitive advantage is created
by effective social media strategies?

11. The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann