Weitere ähnliche Inhalte Ähnlich wie FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA Ähnlich wie FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA (20) Kürzlich hochgeladen (20) 1. BSI FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA. Hamburg, 18. June 2010 10. S R P V L T L Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand: „Whatgoeswrong?“ 563 marketersfrom52 Brands wereinvolved! P 12. ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY 13. 86% DON‘T HAVE A CLUE HOW TO HANDLE A SOCIAL MEDIA BACKLASH 86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH 17. ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS HOW THE REALITY OF BMW CONSUMERS LOOK LIKE HOW BMW THINKS OF CONSUMERS 18. Show me the money! 73% HAD TO SHOW THE MONEY AFTER 12 MONTHS 22. XHTML Taggaling Basecamp Standardization GoogleMaps Unwieldy Simplicity Zengarden CssBeauty Rememberthemilk Writeboard Meebo Zimbra XHTML Tadalist Tagtagger Basecamp StumbleUpon Writely GTD Backpack RSSReader ZooZio Unwieldy Kiko Wikis CSS-Design Focus on Simplicity Cloudalicious Netvibes Wikipedia Protopage Googel IG Tagcloud Flickr Live.com Ajax CrowdSourcing Accessability Delicious Widgets Flock Collaboration Etsy Joy of Use Upcoming Planzo Folksonomy Flickr CraigList LinkedIn OpenBC Usability WASP Sharing Fotolia Blinksale Ebay Squidoo Pagerank The Long Tail Recommendation MTurk Firefox Ebay Simplicity UserCentred Google Perpetual Beta FOAF ITunes Amazon Social Software MARKETERS LIVE IN THE BUZZWORD ECONONMY! Sixdegrees PayPal RubyonRails LiveStreaming Orkut Participation Trust XFN Affiliation Friendster Economy Blogs Blogger Aggregation VC Typepad Soflow Technocrati A9 Plazes Digg LastFM CostperClick Adsense Simplebits Wordpress Mint GMail WEB 2.0 = Community Read.IO Measuremap Liveliness Stylegala Ipodder Qiro Podcasting Skype Gtalk Jabber Audio 9Rules Convergence XHTML Odeo Basecamp Alistapart IM DataInside Design Itunes Remixability Unwieldy SEO Castpost Videocasting Bit Torrent Video Fragmentation Vimeo Modularity Tagcloud Wifi Syndication XHTML Mobility UMTS Yahoo Maps Feedster Rest Basecamp Google Maps XHTML Unwieldy Basecamp Jaiku Buzztracker Web Standards XML CreativeCommons GoogleMaps YouTube Technocrati RSS Unwieldy Gmaps Mashups Newsgator Twitter OpenApis Google News Microformats.org Semantic Google Icerocket Y3thing MyYahoo Bloglines Inorder DataDriven ChalkIT Amazon Wink Alexa Rollyo Feedburner Pubsub Trendmapper Rojo Ning Soap 26. Connecting creating writing posting Sharing expressing customizing hacking mashing-upCustomizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listeningConnecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting CONSUMER BEHAVIOUR! 28. Transaction Marketing Social Media Marketing Relationship Marketing C C C B B C 1960 1990 2003 SocialProductbenefit + Emotional Productbenefit + FunctionalProductbenefit Emotional Productbenefit + FunctionalProducbenefit FunctionalProductbenefit 41. CONSUMER PARTICIPATION – USER-GENERATED-CONTENT? Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme 43. CONSUMER PANELS? Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme 54. LIGHT LOYAL:LUCY! Quelle: Brand Science Institute 2008: Exploring The Effects of Weak-Ties on Brand Community Performance 57. GET TOP-LEVEL SUPPORT! Quelle: Brand Science Institute 2008: The Influence of Corporate Culture on Long-Term Community Performance 65. TAKE CARE OF PARA-SOCIAL BEHAVIOR! ABER! Quelle: Brand Science Institute 2007: Social-Network Community Behavior: Effects on Para-Social Interaction and Impulse Buying 68. X 3.9 x 5.2 x 2.7 x 3.4 x 2.8 x 1.9 x 2.5 Understand yourConsumers Motives Become relevant! Manage itright! Maketherightstart! Get CEO Support Moderate Become relevant offline again LEVERAGE-FAKTOR 69. X 3.9 x 5.2 x 2.7 x 3.4 x 2.8 x 1.9 x 2.5 LEVERAGE-FAKTOR Verständnis vom Marketingparadigma-Wechsel und Social Media Einzigartiger und nutzenstiftender Community-Ansatz Ausführungsqualität in der Community-Planung und Projektdesign Ausführungsqualitäten in der Community-Einführung Struktur/Design/Kultur der Organisation Moderation der Community Offline-Relevanz im lokalen Umfeld
