My presentation at the 4th Social Media Day at UMass Boston

1. MEANINGFUL RELATIONSHIPS
IN A DIGITAL AGE
Werner Kunz - University of Massachusetts – Boston
#UMBSocial

2. WHY SOCIAL MEDIA DAYS?
#UMBSocial

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media Days is not just about
We need answers for today (not tomorrow)

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
Endless options for businesses and
consumers in todays digital world
It gets harder (for small & big companies) to
use it efficient & effectively

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
First-hand experience is key.

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
Social Media Days should bring people together

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Relationships in a digital media age
What matters for Relationships?
Preliminary Results:
• Communication
• Attention
• Mutual Attraction
• Conflict Stable

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media is a Relationship tool…
…but our relationship are in danger since we
have Social Media

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
Our ability to
communicate is
broken

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
• Attention is fragmented
and very limited
• Engagement is the
exception
e.g. Click-Through-Rate (CTR)
Organic search: 35%-0%
Mailing: 2-5%
Adwords: 7%-.1%
Facebook/Twitter: 2%-.1%

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
The basis of relationships is sometimes very
questionable.
• Every business gets the customer they
deserves
• You can’t buy love (& followers)

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Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
Conflict Resolution
in Social Media !?
• Not everyone can
handle the new
challenges
• No-Nos happen daily
• it’s not easy (maybe
impossible)

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Werner Kunz – UMass Boston – May 2014 - @werkunz
So what to do?
How to get more
• Communication
• Attention
• Attraction
• Conflict Stability

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Werner Kunz – UMass Boston – May 2014 - @werkunz
We need a Revolution
The time of ultimate
customer orientation
is over
We need more and aim higher
Long live the true relationships.

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Werner Kunz – UMass Boston – May 2014 - @werkunz
“Communities already exist.
Instead building
communities, think about
how you can help that
community do what it
wants to do”
Marc Zuckerberg, Facebook
1. Find your People online

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Werner Kunz – UMass Boston – May 2014 - @werkunz
2. Be clear about your shared interest
Social Objects & Communication Style

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Werner Kunz – UMass Boston – May 2014 - @werkunz
3. Exchange with them exciting & valuable content
Traditional Marketing talks at people.
Content marketing talks with them.
- Doug Keisler

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Werner Kunz – UMass Boston – May 2014 - @werkunz
I’m sure your relationships
will grow substantially
Do your work & give your strategy time
Thank You