Effective tips and techniques on how to use social media for branding. How to ensure your brand does not get lost among the thousands of brands competing for attention in the social media space.

1. Don't Let Your Brand Get Lost in
the Social Media Shufflethe Social Media Shuffle

2. A typical Marketing Meeting today…

3. A typical Marketing Meeting in 2008
We have to start some
Social Media projects –
I have to call our
agency right away!
I read something about
Social Media in the Time
Magazine – we should
integrate our ads there!
Great – I can invite all
my Twitter and
Facebook friends to
join our community!!!

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!<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<82% of Social Media activities!

7. ?
START-UPS ARE USUALLY
MORE SUCCESSFUL THAN
CORPORATES

8. WHY?

9. …BECAUSE THE MAJORITY OF
CORPORATE ORGANIZATIONS DON‘T
HAVE A CLUE HOW TO DEAL WITH
SOCIAL MEDIA!

10. Tagtagger
Taggaling
Cloudalicious
Tagcloud
Flock Delicious
StumbleUpon
Flickr
Digg
Squidoo
Ebay
LinkedIn
Orkut
Soflow
OpenBC
Friendster
Upcoming
Planzo
LastFM
Read.IO
Blogger
Typepad
Wordpress
Measuremap
Mint
Technocrati
Skype Gtalk Jabber
Ipodder
Podcasting
Odeo
Itunes
VimeoVideocastingCastpost
Wifi
UMTS
A9 Plazes
Yahoo Maps
Tagcloud
Feedster
Google Maps
Bit Torrent
Aggregation
DataInside
SEO
Fragmentation
Syndication
Rest
XHTML
Accessability
WASP
Alistapart
Firefox
Zengarden
RubyonRails
CssBeauty
Simplicity
Modularity
9Rules
Stylegala
Simplicity
Liveliness
SimplebitsCostperClick Adsense
Trust
VC
Amazon
MTurk
ITunes
Ebay
Etsy
Flickr
Blinksale Fotolia
Live.com
Perpetual Beta
XFN
FOAF
Sixdegrees
Wikipedia
UserCentred
Pagerank
Sharing
Collaboration Widgets
Writely
Writeboard
Basecamp
BackpackGTD
GMail
Tadalist
Rememberthemilk
RSSReader
Google
GoogleMaps
Kiko
Googel IG
Unwieldy
MeeboZimbra
Protopage
ZooZio
NetvibesCSS-Design
Affiliation
The Long Tail
Ajax
Joy of Use
Focus on SimplicityWikis
Folksonomy
Recommendation
Social Software
Blogs
Audio
Video
Mobility
Convergence
Remixability
Standardization
Design
Economy
Usability
Participation
WEB 2.0 = Community
PayPal
IM
CrowdSourcing
LiveStreaming
Qiro
CraigList
…AND BECAUSE OF BUZZ-DRIVEN
MARKETING EXECUTIVES!
XHTML
Basecamp
Unwieldy
XHTML
Basecamp
Unwieldy
XHTML
Basecamp
XHTML
Y3thing
Ning
YouTube
XML
Newsgator
Bloglines
Feedburner
Rojo
MyYahoo
Google News
Buzztracker
Google Maps
Amazon
Gmaps Mashups
Google
Inorder
Rollyo
Trendmapper Pubsub
AlexaWink
Icerocket
TechnocratiCreativeCommons
Soap
Semantic
Microformats.org
ChalkIT
RSS OpenApis
DataDriven
Web
Standards
Mobility
GoogleMaps
Twitter
Jaiku
Basecamp
UnwieldyXHTML
Basecamp
Unwieldy

11. IN OUR PROJECTS WE ASK:
WHY SOCIAL MEDIA?

12. Hmmm…
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13. 29% CRM
37% Branding
18%
Sales Calls

14. WHAT HAVE WE LEARNED
OVER THE YEARS?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 Media4. 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

17. WHAT HAS CHANGED?

18. Acknowledge: The Marketing Paradigm changed!!!
BUY
ME!
1960

19. TRUST ME!
TRUST ME!
1990

20. CALL ME!CALL ME!
2005

21. B C C B
C
C
Transaction Marketing Relationship Marketing Social Media Marketing
1960 1990 2005
Functional Productbenefit Emotional Productbenefit
+ functional
Social Productbenefit
+ emotional
+ functional

22. BESITZ IST DORT
WO DAS NETZ IST
Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411
CONSUMERS LEARN
FASTER TODAY

23. CONSUMER = MEDIA

24. CONSUMERS =
MEDIA x
MEDIA x

25. BRANDS ARE PART OF A
CONSERVATION ECOSYSTEMCONSERVATION ECOSYSTEM

26. 2. Learn about your customers‘ Social Behaviour

27. START LISTENING FIRST!!!

28. GM HAS NOT BEEN LISTENING –
BACKLASH!BACKLASH!
Awww…

29. AND TAKE CARE OF YOUR OWN
EMPLOYEES!!!EMPLOYEES!!!

30. NEVER COPY POPULAR IDEAS!!!
FISH WHERE THE FISH IS…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 – YOURSIGNALS – 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!

35. WHAT GENERATES SOCIAL VALUE?

36. BRANDED CONTENT/
ENTERTAINMENT?

37. CONSUMER
PARTICIPATION – USER-
GENERATED-CONTENT?

38. USEFUL
SERVICES?

39. USEFUL
INTEGRATIONS?

40. CONSUMERCONSUMER
PANELS?

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

47. USABILITY ÜBER ALLES!!!

48. …AND FORGET BIG SERVER FARMS
– YOU DON‘T NEED THEM!– YOU DON‘T NEED THEM!

49. 4. Learn how to start Social Media

50. EVERYBODY!!!

51. OH NEIN!

52. CONCENTRATE ON
YOUR ADVOCATES

53. YOU MEAN…

54. Connectors?
Mavens?
Opinion Leaders?
Trendsetters?
Hubs?
Influentials?Influentials?
Alphas?
Bees?
Sneezers?
Heavy Loyals?
Lead-Users?

55. LIGHT LOYAL:LUCY!

56. WHY SHOULD LUCY PARTICIPATE IN
YOUR SOCIAL MEDIA ACTIONS?

57. SOCIAL
ENHANCEMENT!

58. THE ULTIMATE QUESTION:

59. HOW CAN WE MAKE LUCY LOOK BETTER?

60. DO WE SUPPORT HER TO SHARE
OUR THOUGHTS?

61. THE NECESSARY STEP TO BE TAKEN…

62. …FORGET THE IMPRESSION-MANAGEMENT
APPROACHES!APPROACHES!

63. …DIALOGS ARE THE NEW CURRENCY!!!

64. 5. Get support on every level!

65. …let me ring up
Sumner Redstone...
DO YOU HAVE TOP-
LEVEL SUPPORT?

66. SUFFICIENT LEGAL
SUPPORT?

67. NO?

68. …oh boy!

69. WHO IS IN CHARGE OF SOCIAL MEDIA
AT YOUR COMPANY?AT YOUR COMPANY?

70. RESEARCH?
ADVERTISING?
SOCIAL MEDIA
DEPARTMENT?
MARKETING?
PR?
DEPARTMENT?

71. Conny Kalcher
President Consumer Experiences, LEGO Company
Alex Hunter
Head of Online Marketing for the Virgin Group
Rolf Skyberg
Disruptive Innovator, eBay Inc.
ANY SOCIAL MEDIA
EXPERIENCES?
Simone Brunozzi
Amazon Web Services Evangelist for Europe
Paula Berg
Manager of Emerging Media, Southwest Airlines
Charlie Schick
Editor-in-Chief, Nokia Conversations
EXPERIENCES?

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
Community-Mitgliedern
Reale BMW Advokaten und Community-
Mitglieder!

75. 6. Moderate the crowd!

76. REWARD
SOCIAL MEDIA
MEMBERS

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

78. REDUCE HARD AND
ANNOYING RULESANNOYING RULES

79. 7. Become relevant offline?

80. WHY IS THIS SO IMPORTANT?

81. ABER!DANGER OF PARA-SOCIALDANGER OF PARA-SOCIAL
GROUP BEHAVIOR

82. „A long way home…“

83. HOW CAN SOCIA MEDIA
USERS USE THE
FUNCTIONS ALSO OFFLINE?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 Media4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!