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Don't Let Your Brand Get Lost in
   the Social Media Shuffle
A typical Marketing Meeting today…
I read something about
                          Social Media in the Time
We have to start some     Magazine – we should
Social Media projects –   integrate our ads there!
I have to call our
agency right away!
                                          Great – I can invite all
                                          my Twitter and
                                          Facebook friends to
        A typical Marketing         Meeting inour community!!!
                                          join 2008
With the following results…..
72% of all Social Media
      Initiatives are NOT successful!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
19% of all brands take the success of
       82% of Social Media activities!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
START-UPS ARE USUALLY
MORE SUCCESSFUL THAN
     CORPORATES
                 ?
WHY?
…BECAUSE THE MAJORITY OF
CORPORATE ORGANIZATIONS DON‘T
 HAVE A CLUE HOW TO DEAL WITH
         SOCIAL MEDIA!
XHTML
                                 Standardization Taggaling
                                                     GoogleMaps      Basecamp
                 Simplicity                                                 Unwieldy
                                    Zengarden CssBeauty         Writeboard Meebo         Rememberthemilk
                                TagtaggerXHTML Basecamp Zimbra                     Tadalist
                   StumbleUpon
                                                 ZooZio Writely
                                          Unwieldy
                                                                           GTD         Backpack RSSReader
                                                                                                               Kiko
        CSS-Design      Wikis Focus on Simplicity
                    Cloudalicious
                 Tagcloud
                                        Wikipedia                                Netvibes
                                                                           Protopage
                                                                                          Flickr               Googel IG
     Accessability                                                                 Live.com
                CrowdSourcing Ajax
              Flock     Delicious                                     Collaboration         Widgets
                                                                                                  Etsy
                     Flickr Upcoming            Joy of Use
                 Folksonomy
   LinkedIn OpenBC
                   Squidoo Planzo                                Blinksale
                                                                               CraigList
                                                                               Fotolia Sharing Ebay                WASP

          Recommendation The Long Tail
 Simplicity    Firefox
                Ebay
                                          Usability          Pagerank
                                                                         UserCentred          MTurk
                                                                                                                 Google
                                                       FOAF                 Amazon PerpetualITunes
                                                                                                 Beta
      …AND BECAUSE OF BUZZ-DRIVEN
        Social Software
 LiveStreaming
          Orkut
                                                       Sixdegrees                                        PayPal RubyonRails

                 Blogs Participation
                                                XFN                                       Trust
         Friendster
                              Affiliation
                           Blogger
                               Typepad        Economy     Aggregation                                        VC
LastFM Digg
                   MARKETING EXECUTIVES!
                   Soflow
                 Read.IO
                                  Wordpress Mint
                                                  A9 Plazes                               Technocrati
                                                                           CostperClick Adsense
                                                                                          Simplebits         GMail
 Ipodder
                Podcasting
                               Qiro
                                       Measuremap
                                      Skype Gtalk Jabber
                                                          WEB 2.0 = Community
                                                               Liveliness
                                                                       XHTML
                                                                                           Stylegala
                                                                                                            9Rules
     Audio     Convergence
                  Odeo                                            IM              Basecamp Alistapart
                                                                               DataInside
    Castpost
      Video
              Itunes
                     Remixability
                    Vimeo Videocasting
                                      Tagcloud
                                                       Bit Torrent
                                                                       Unwieldy
                                                                            Fragmentation
                                                                                             Design
                                                                                             SEO
                                                                                                     Modularity
                                 Wifi                                                Syndication
                                                                                              XHTML
                                       Feedster UMTS          Yahoo Maps                             Rest
          Mobility                                         XHTML            Google Maps
                                                                      Basecamp                Unwieldy
                                                                                                         Basecamp
        GoogleMaps      Jaiku       Buzztracker
                                  XML                  CreativeCommonsTechnocrati          Web
                                          YouTube          Unwieldy
                RSS                           Gmaps Mashups
                  Twitter Google News Newsgator
                      OpenApis                                         Microformats.org
                                                                                           Standards
                      Bloglines MyYahoo Inorder    Google                 Icerocket Y3thing Semantic
                                           Amazon           Wink                              ChalkIT
                                                        DataDriven
                                                   Rollyo
                                                           Trendmapper
                                                                      Alexa
                                                                                  Pubsub Feedburner
                                                                                              Rojo
                                                                                                    Ning
                                                                                                      Soap
IN OUR PROJECTS WE ASK:
   WHY SOCIAL MEDIA?
Hmmm…
                                       Hmmm…           Hmmm…
                      Hmmm…
                         Hmmm…         Hmmm…   Hmmm…
             Hmmm…    Hmmm…                       Hmmm… Hmmm…
                                     Hmmm…
                                  Hmmm…
                                          Hmmm…
            Hmmm… Hmmm…
                Hmmm…
                      Hmmm…             Hmmm… Hmmm… Hmmm… Hmmm…
                                               Hmmm…
            Hmmm…             Hmmm… Hmmm…
  Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…                    Hmmm…  Hmmm…
                        Hmmm… Hmmm…Hmmm…Hmmm… Hmmm…
                         Hmmm… Hmmm…
                      Hmmm…                        Hmmm… Hmmm… Hmmm…
                                                  Hmmm…
            Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
       Hmmm… Hmmm…
              Hmmm…Hmmm…
                                            Hmmm…
                                            Hmmm…                  Hmmm…
                           Hmmm…
                  Hmmm… Hmmm… Hmmm…Hmmm…
                                  Hmmm… Hmmm… Hmmm…     Hmmm…
                                                   Hmmm… Hmmm…
    Hmmm…       Hmmm… Hmmm…
                 Hmmm…     Hmmm…                       Hmmm… Hmmm…
          Hmmm… Hmmm…  Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
             Hmmm…
          Hmmm…    Hmmm…
                                     Hmmm…
                                 Hmmm…           Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
                              Hmmm… Hmmm… Hmmm…Hmmm…        Hmmm…        Hmmm…
                                                                              Hmmm…
                           Hmmm…  Hmmm…    Hmmm… Hmmm…            Hmmm… Hmmm… Hmmm…
   Hmmm…
Hmmm… Hmmm…
             Hmmm…    Hmmm… Hmmm…   Hmmm…
                                  Hmmm… Hmmm…
                                                  Hmmm…  Hmmm…
                                                       Hmmm…             Hmmm…
                                                                                  Hmmm… Hmmm…
                       Hmmm…
                          Hmmm…
                      Hmmm…                           Hmmm…         Hmmm…    Hmmm…
      Hmmm…
  Hmmm…               Hmmm…
             Hmmm… Hmmm…Hmmm…                 Hmmm…Hmmm…
                                                Hmmm… Hmmm…
                                      Hmmm… Hmmm…                        Hmmm…
          Hmmm… Hmmm…
           Hmmm…Hmmm…
               Hmmm…                       Hmmm… Hmmm… Hmmm…
                                  Hmmm… Hmmm…                     Hmmm…
                       Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…
                                     Hmmm… Hmmm…              Hmmm…
           Hmmm…
       Hmmm…  Hmmm…     Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…    Hmmm…
            Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…
                      Hmmm… Hmmm… Hmmm…
   Hmmm…
                       Hmmm…
                        Hmmm… Hmmm…
                           Hmmm…            Hmmm… Hmmm…
                Hmmm… Hmmm… Hmmm…
      Hmmm… Hmmm…                                  Hmmm…
                                               Hmmm… Hmmm…       Hmmm…
                   Hmmm…
               Hmmm…                              Hmmm…
      Hmmm… Hmmm… Hmmm… Hmmm…    Hmmm… Hmmm…      Hmmm… Hmmm…
                                     Hmmm…
  Hmmm… Hmmm…                               Hmmm… Hmmm…
                            Hmmm… Hmmm… Hmmm…
                            Hmmm…
                         Hmmm…
                             Hmmm…                Hmmm…
     Hmmm…
         Hmmm…
            Hmmm…   Hmmm…
                  Hmmm…          Hmmm…Hmmm…
                Hmmm… Hmmm…Hmmm… Hmmm…
                                 Hmmm…    Hmmm…
                                      Hmmm…           Hmmm…
                      Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
                  Hmmm…                    Hmmm…
                      Hmmm…
                    Hmmm… Hmmm… Hmmm…
                            Hmmm…     Hmmm…
                                                       Hmmm…
          Hmmm…
              Hmmm… Hmmm… Hmmm… Hmmm…
                           Hmmm…                 Hmmm…
                         Hmmm…
                          Hmmm…       Hmmm…Hmmm… Hmmm…
                              Hmmm…Hmmm…
                  Hmmm… Hmmm…Hmmm…
                                       Hmmm…
                                           Hmmm…
                                                Hmmm…
                                      Hmmm… Hmmm…
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                   Hmmm…      Hmmm… Hmmm…
                                   Hmmm… Hmmm…  Hmmm…
                          Hmmm…
                              Hmmm…
                          Hmmm…
37% Branding




29% CRM



     18%
  Sales Calls
WHAT HAVE WE LEARNED
  OVER THE YEARS?
1. Understand the shifting Marketingparadigm

2. Learn about your customers‘ Social Behaviour

3. Understand the DNA of a Social Media Project

4. Learn how to start Social Media

5. Get support on every level!

6. Moderate the crowd!

7. Become relevant offline!
1. Understand the shifting Marketingparadigm
WHAT HAS CHANGED?
BUY
                                   ME!


  Acknowledge: The Marketing Paradigm changed!!!




1960
TRUST ME!




       TRUST ME!

1990
CALL ME!




2005
Transaction Marketing       Relationship Marketing            Social Media Marketing



                                                                                C
   B             C                            C                   B
                                                                                 C



1960                                1990                               2005
Functional Productbenefit     Emotional Productbenefit          Social Productbenefit
                                               + functional                   + emotional
                                                                              + functional
CONSUMERS LEARN
                                                            FASTER TODAY
                                                                BESITZ IST DORT
                                                                WO DAS NETZ IST


Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
CONSUMER = MEDIA
CONSUMERS =
   MEDIA x
BRANDS ARE PART OF A
CONSERVATION ECOSYSTEM
2. Learn about your customers‘ Social Behaviour
START LISTENING FIRST!!!
GM HAS NOT BEEN LISTENING –
        BACKLASH!
         Awww…
AND TAKE CARE OF YOUR OWN
       EMPLOYEES!!!
NEVER COPY POPULAR IDEAS!!!
  FISH WHERE THE FISH IS…




    …, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!
COOPERATE WITH BRAND
ENTHUSIASTS THAT ALREADY
   BUILD A COMMUNITY
If I were an evil genius running a board games
company whose product line spanned everything
from Monopoly to Clue, I might do this: Wait until
someone comes up with an excellent
implementation of my games and does the hard
work of coding and debugging the thing and signing
up the masses. Then, once it got to scale, I’d sweep
in and take it over.   NEVER SUE THEM!
DON‘T MISUNDERSTAND THE
     SIGNALS – YOUR
CUSTOMERS ARE NO GEEKS!
SUB-BRAND OVER
CORPORATE BRAND


           …, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr
       fokussiertes Thema/ oder ein hohes Community-Budget fordern!
WHAT GENERATES SOCIAL VALUE?
BRANDED CONTENT/
 ENTERTAINMENT?
CONSUMER
PARTICIPATION – USER-
GENERATED-CONTENT?
USEFUL
SERVICES?
USEFUL
INTEGRATIONS?
CONSUMER
 PANELS?
3. Understand the DNA of a Social Media Project
TIME TO MARKET IS
YOUR BIGGEST ENEMY!
EARLY-AVAILBILITY OVER
    CORRECTNESS
BUDGETALLOCATION
     IS KING!
SOCIAL MEDIA PROJECTS
 = INTERNAL START-UPS
MARKENFIT UND TEST VON
COMMUNITY PROTOTYPEN


                 DON‘T
             OVERCOMPLICATE
              YOUR CONCEPT
USABILITY ÜBER ALLES!!!
…AND FORGET BIG SERVER FARMS
   – YOU DON‘T NEED THEM!
4. Learn how to start Social Media
EVERYBODY!!!
OH NEIN!
CONCENTRATE ON
YOUR ADVOCATES
YOU MEAN…
Connectors?
    Mavens?
Opinion Leaders?
 Trendsetters?
      Hubs?
  Influentials?
    Alphas?
      Bees?
   Sneezers?
 Heavy Loyals?
  Lead-Users?
LIGHT LOYAL:LUCY!
WHY SHOULD LUCY PARTICIPATE IN
 YOUR SOCIAL MEDIA ACTIONS?
SOCIAL
ENHANCEMENT!
THE ULTIMATE QUESTION:
HOW CAN WE MAKE LUCY LOOK BETTER?
DO WE SUPPORT HER TO SHARE
      OUR THOUGHTS?
THE NECESSARY STEP TO BE TAKEN…
…FORGET THE IMPRESSION-MANAGEMENT
           APPROACHES!
…DIALOGS ARE THE NEW CURRENCY!!!
5. Get support on every level!
…let me ring up      DO YOU HAVE TOP-
Sumner Redstone...   LEVEL SUPPORT?
SUFFICIENT LEGAL
   SUPPORT?
NO?
…oh boy!
WHO IS IN CHARGE OF SOCIAL MEDIA
        AT YOUR COMPANY?
RESEARCH?
ADVERTISING?


           SOCIAL MEDIA
           DEPARTMENT?

                               PR?
   MARKETING?
Alex Hunter                                      Conny Kalcher                                 Rolf Skyberg
Head of Online Marketing for the Virgin Group    President Consumer Experiences, LEGO Company         Disruptive Innovator, eBay Inc.



                                                ANY SOCIAL MEDIA
                                                 EXPERIENCES?




                 Charlie Schick                               Simone Brunozzi                                   Paula Berg
      Editor-in-Chief, Nokia Conversations         Amazon Web Services Evangelist for Europe    Manager of Emerging Media, Southwest Airlines
THIS COULD BE VERY USEFUL! WHY?
ADJUST THE
EXPECTATIONS!



             YOU WILL BE
            SOMEWHERE IN
            THE LONG-TAIL
GIVE A FEELING
                                           FOR THE REALITY




Vorstellung des Managements von BMW   Reale BMW Advokaten und Community-
         Community-Mitgliedern                    Mitglieder!
6. Moderate the crowd!
REWARD
SOCIAL MEDIA
  MEMBERS
Why they                                                 What you
     Type of detractor         make trouble            How to recognize                  should do
   Legitimate complainer   Needs help with            Raises legitimate issue;      Solve problems or explain
                           products or                may use strong language       policies, publicly if
                           services or                but seems open to reason      possible
                           wants to warn
                           others
   Competitor              Want to promote            Continues to mention          Engage rationally and
                           competing products         other brands; parrots their   respectfully with your
             FIND GOOD WAYS TO SPEAK WITH YOUR        marketing messages            company’s perspective
   Engaged critic      Think they can make Makes suggestions, not Create forum to
                  SOCIAL MEDIA MEMBERS responds FANS!
                       things better       just complaints; AND encourage discussion;
                                                      intelligently to others’      recognize good ideas
                                                      criticisms                    publicly
   Flamer                  Like to argue with other   Tend to participate in        Refocus discussion on
                           members                    “flame wars” and may          higher goals of
                                                      have specific other           community
                                                      members they target
   Troublemaker            Have a grudge against      Complains continuously        Address individually and
                           company; hope to create    and cannot be satisfied;      privately, if complaints
                           problems                   uses incendiary language      continue in face of
                                                                                    attempts to resolve,
                                                                                    remove from community

Quelle: Forrester
REDUCE HARD AND
 ANNOYING RULES
7. Become relevant offline?
WHY IS THIS SO IMPORTANT?
DANGER OF PARA-SOCIAL
       ABER!

   GROUP BEHAVIOR
„A long way home…“
HOW CAN SOCIA MEDIA
    USERS USE THE
FUNCTIONS ALSO OFFLINE?
Brand Science
1. Understand the shifting Marketingparadigm

2. Learn about your customers‘ Social Behaviour

3. Understand the DNA of a Social Media Project

4. Learn how to start Social Media

5. Get support on every level!

6. Moderate the crowd!

7. Become relevant offline!

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Brand Science

  • 1. Don't Let Your Brand Get Lost in the Social Media Shuffle
  • 2. A typical Marketing Meeting today…
  • 3. I read something about Social Media in the Time We have to start some Magazine – we should Social Media projects – integrate our ads there! I have to call our agency right away! Great – I can invite all my Twitter and Facebook friends to A typical Marketing Meeting inour community!!! join 2008
  • 4. With the following results…..
  • 5. 72% of all Social Media Initiatives are NOT successful! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
  • 6. 19% of all brands take the success of 82% of Social Media activities! <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
  • 7. START-UPS ARE USUALLY MORE SUCCESSFUL THAN CORPORATES ?
  • 9. …BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DON‘T HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!
  • 10. XHTML Standardization Taggaling GoogleMaps Basecamp Simplicity Unwieldy Zengarden CssBeauty Writeboard Meebo Rememberthemilk TagtaggerXHTML Basecamp Zimbra Tadalist StumbleUpon ZooZio Writely Unwieldy GTD Backpack RSSReader Kiko CSS-Design Wikis Focus on Simplicity Cloudalicious Tagcloud Wikipedia Netvibes Protopage Flickr Googel IG Accessability Live.com CrowdSourcing Ajax Flock Delicious Collaboration Widgets Etsy Flickr Upcoming Joy of Use Folksonomy LinkedIn OpenBC Squidoo Planzo Blinksale CraigList Fotolia Sharing Ebay WASP Recommendation The Long Tail Simplicity Firefox Ebay Usability Pagerank UserCentred MTurk Google FOAF Amazon PerpetualITunes Beta …AND BECAUSE OF BUZZ-DRIVEN Social Software LiveStreaming Orkut Sixdegrees PayPal RubyonRails Blogs Participation XFN Trust Friendster Affiliation Blogger Typepad Economy Aggregation VC LastFM Digg MARKETING EXECUTIVES! Soflow Read.IO Wordpress Mint A9 Plazes Technocrati CostperClick Adsense Simplebits GMail Ipodder Podcasting Qiro Measuremap Skype Gtalk Jabber WEB 2.0 = Community Liveliness XHTML Stylegala 9Rules Audio Convergence Odeo IM Basecamp Alistapart DataInside Castpost Video Itunes Remixability Vimeo Videocasting Tagcloud Bit Torrent Unwieldy Fragmentation Design SEO Modularity Wifi Syndication XHTML Feedster UMTS Yahoo Maps Rest Mobility XHTML Google Maps Basecamp Unwieldy Basecamp GoogleMaps Jaiku Buzztracker XML CreativeCommonsTechnocrati Web YouTube Unwieldy RSS Gmaps Mashups Twitter Google News Newsgator OpenApis Microformats.org Standards Bloglines MyYahoo Inorder Google Icerocket Y3thing Semantic Amazon Wink ChalkIT DataDriven Rollyo Trendmapper Alexa Pubsub Feedburner Rojo Ning Soap
  • 11. IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?
  • 12. Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm… Hmmm…
  • 13. 37% Branding 29% CRM 18% Sales Calls
  • 14. WHAT HAVE WE LEARNED OVER THE YEARS?
  • 15. 1. Understand the shifting Marketingparadigm 2. Learn about your customers‘ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!
  • 16. 1. Understand the shifting Marketingparadigm
  • 18. BUY ME! Acknowledge: The Marketing Paradigm changed!!! 1960
  • 19. TRUST ME! TRUST ME! 1990
  • 21. Transaction Marketing Relationship Marketing Social Media Marketing C B C C B C 1960 1990 2005 Functional Productbenefit Emotional Productbenefit Social Productbenefit + functional + emotional + functional
  • 22. CONSUMERS LEARN FASTER TODAY BESITZ IST DORT WO DAS NETZ IST Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
  • 24. CONSUMERS = MEDIA x
  • 25. BRANDS ARE PART OF A CONSERVATION ECOSYSTEM
  • 26. 2. Learn about your customers‘ Social Behaviour
  • 28. GM HAS NOT BEEN LISTENING – BACKLASH! Awww…
  • 29. AND TAKE CARE OF YOUR OWN EMPLOYEES!!!
  • 30. NEVER COPY POPULAR IDEAS!!! FISH WHERE THE FISH IS… …, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!
  • 31. COOPERATE WITH BRAND ENTHUSIASTS THAT ALREADY BUILD A COMMUNITY
  • 32. If I were an evil genius running a board games company whose product line spanned everything from Monopoly to Clue, I might do this: Wait until someone comes up with an excellent implementation of my games and does the hard work of coding and debugging the thing and signing up the masses. Then, once it got to scale, I’d sweep in and take it over. NEVER SUE THEM!
  • 33. DON‘T MISUNDERSTAND THE SIGNALS – YOUR CUSTOMERS ARE NO GEEKS!
  • 34. SUB-BRAND OVER CORPORATE BRAND …, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
  • 41. 3. Understand the DNA of a Social Media Project
  • 42. TIME TO MARKET IS YOUR BIGGEST ENEMY!
  • 43. EARLY-AVAILBILITY OVER CORRECTNESS
  • 44. BUDGETALLOCATION IS KING!
  • 45. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS
  • 46. MARKENFIT UND TEST VON COMMUNITY PROTOTYPEN DON‘T OVERCOMPLICATE YOUR CONCEPT
  • 48. …AND FORGET BIG SERVER FARMS – YOU DON‘T NEED THEM!
  • 49. 4. Learn how to start Social Media
  • 54. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
  • 56. WHY SHOULD LUCY PARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?
  • 59. HOW CAN WE MAKE LUCY LOOK BETTER?
  • 60. DO WE SUPPORT HER TO SHARE OUR THOUGHTS?
  • 61. THE NECESSARY STEP TO BE TAKEN…
  • 63. …DIALOGS ARE THE NEW CURRENCY!!!
  • 64. 5. Get support on every level!
  • 65. …let me ring up DO YOU HAVE TOP- Sumner Redstone... LEVEL SUPPORT?
  • 66. SUFFICIENT LEGAL SUPPORT?
  • 67. NO?
  • 69. WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR COMPANY?
  • 70. RESEARCH? ADVERTISING? SOCIAL MEDIA DEPARTMENT? PR? MARKETING?
  • 71. Alex Hunter Conny Kalcher Rolf Skyberg Head of Online Marketing for the Virgin Group President Consumer Experiences, LEGO Company Disruptive Innovator, eBay Inc. ANY SOCIAL MEDIA EXPERIENCES? Charlie Schick Simone Brunozzi Paula Berg Editor-in-Chief, Nokia Conversations Amazon Web Services Evangelist for Europe Manager of Emerging Media, Southwest Airlines
  • 72. THIS COULD BE VERY USEFUL! WHY?
  • 73. ADJUST THE EXPECTATIONS! YOU WILL BE SOMEWHERE IN THE LONG-TAIL
  • 74. GIVE A FEELING FOR THE REALITY Vorstellung des Managements von BMW Reale BMW Advokaten und Community- Community-Mitgliedern Mitglieder!
  • 75. 6. Moderate the crowd!
  • 77. Why they What you Type of detractor make trouble How to recognize should do Legitimate complainer Needs help with Raises legitimate issue; Solve problems or explain products or may use strong language policies, publicly if services or but seems open to reason possible wants to warn others Competitor Want to promote Continues to mention Engage rationally and competing products other brands; parrots their respectfully with your FIND GOOD WAYS TO SPEAK WITH YOUR marketing messages company’s perspective Engaged critic Think they can make Makes suggestions, not Create forum to SOCIAL MEDIA MEMBERS responds FANS! things better just complaints; AND encourage discussion; intelligently to others’ recognize good ideas criticisms publicly Flamer Like to argue with other Tend to participate in Refocus discussion on members “flame wars” and may higher goals of have specific other community members they target Troublemaker Have a grudge against Complains continuously Address individually and company; hope to create and cannot be satisfied; privately, if complaints problems uses incendiary language continue in face of attempts to resolve, remove from community Quelle: Forrester
  • 78. REDUCE HARD AND ANNOYING RULES
  • 79. 7. Become relevant offline?
  • 80. WHY IS THIS SO IMPORTANT?
  • 81. DANGER OF PARA-SOCIAL ABER! GROUP BEHAVIOR
  • 82. „A long way home…“
  • 83. HOW CAN SOCIA MEDIA USERS USE THE FUNCTIONS ALSO OFFLINE?
  • 85. 1. Understand the shifting Marketingparadigm 2. Learn about your customers‘ Social Behaviour 3. Understand the DNA of a Social Media Project 4. Learn how to start Social Media 5. Get support on every level! 6. Moderate the crowd! 7. Become relevant offline!