This document discusses the rise of social media and its impact on customer engagement and relationships with brands. It notes that social media allows for fast, interactive, and public conversations where consumers set the rules. While this lack of control can be challenging for brands, social media also enables new opportunities for customer service, marketing, product development, and building customer communities. The document advocates that brands participate in social media while continuing to produce high-quality customer media content and focus on building long-term customer commitment and engagement.

1. Going social: towards custom er media 2.0 prof. dr. Peter Kerkhof University of Amsterdam /VU University Amsterdam, the Netherlands Pomp FORUM March 2011, Ljubljana, Slovenia

3. Two worlds

10. Not just for kids….

13. The value of a customer Foto: Andrew Magill, Flickr

16. Customer engagement behaviors

17. Customer engagement behaviors

18. Customer engagement behaviors

19. Customer engagement behaviors

20. Customer engagement behaviors

22. Brands Customers Consumers ………

23. Brands Customers Consumers

24. Brands Customers Consumers

25. Brands playing pinball Brands Customers Consumers Greenpeace

26. Brands playing pinball

27. Brands playing pinball

32. Content: customer media Source: APA /Millward Brown (2005)

34. Interaction: online customer care Complaint only Personal apologies Impersonal apologies Personal redress Impersonal redress

35. Interaction: online customer care Perceived severity of complaint Complaint only Complaint + answer Conversation

36. Interaction: crisiscommunication 2.0

37. Interaction: crisiscommunication 2.0 Communicated Relational Commitment Denial Apologies

38. Tone of voice matters. A lot.

42. Reaching everone, everywhere, always

43. Unilever’s Yunomi

49. Thank you for your attention!