Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Same same but not different?
Wege aus der Facebook-Einbahnstraße
Marken auf Facebook…

Fuchs - User Centered Strategy 11/2013
…haben mal klein angefangen…

Fuchs - User Centered Strategy 11/2013
…sich dann ein bißchen was überlegt…

605 Likes.

610 Kommentare
22 Shares

Fuchs - User Centered Strategy 11/2013
… und damit wieder aufgehört.

91 Likes,
90 Kommentare,
0 Shares
!

Fuchs - User Centered Strategy 11/2013
Das Bemühen ist schon noch da. Also irgendwie.

Fuchs - User Centered Strategy 11/2013
Aber mal ganz ehrlich…

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
!
!
!

Fuchs - User Centered Strategy 11/2013
Ist in zwei Jahren nicht mehr passiert als das?

Fuchs - User Centered Strategy 11/2013
Ein Schritt zurück.

Fuchs - User Centered Strategy 11/2013
Communitybuilding

Brand spricht mit unspezifischer Gruppe. Relativ
ohne Plan.
Early Adopter.

Ein paar lassen sich aber mitreißen und wollen
dabei sein.
Peergroup.

Am Anfang sind sie ziemlich begeistert über
alles, was die Brand tut.
Fordernde Masse

Steht plötzlich in der Wüste und ist
unzufrieden.
Lösungsvorschläge

Fuchs - User Centered Strategy 11/2013
Übernimm Verantwortung für deine Leute!

=schön gemacht!

!

Fuchs - User Centered Strategy 11/2013
Sonst geht’s dir eher so:

Fuchs - User Centered Strategy 11/2013
!
•
•
•

Image polieren allein reicht nicht
in echtes Communitymanagement investieren
erst auf FB, wenn keine elementaren ...
Eh klar.

Fuchs - User Centered Strategy 11/2013
Arbeite sauber!

Fuchs - User Centered Strategy 11/2013
Vera….rsche deine Leute nicht!

Fuchs - User Centered Strategy 11/2013
•

•
•
•
•
•

Marketing wird für Nutzer
als Mechanismus
erkennbar
Nutzer lernen ihre Stärken
und deine Schwächen
Nutzer te...
Betrachte Facebook endlich als eigenes Medium!

Fuchs - User Centered Strategy 11/2013
Betrachte Facebook endlich als eigenes Medium!

Fuchs - User Centered Strategy 11/2013
Facebook-Inhalte sind nicht
die Abfallprodukte deines
anderen Marketings!
• sie sollten nur in seltensten
Fällen ausschlie...
Potentiale ausschöpfen

•
•
•

Fanbase ist da
Seite trotzdem so gut wie tot
Kommunikation verlagert

Fuchs - User Centered...
Potentiale ausschöpfen

An ALLEN Orten
kommunizieren
• Communities auch
rückführen in Soziale Netze!
•

!
!

Fuchs - User ...
Denkt strategisch!

Unterschiedliche Plattformen für
unterschiedliche Ziele nutzen (Was
sollen die Fans tun?)
• Nicht alle...
Das große Ganze
Never stop improving.
Macht den Unterschied!

Facebook ist nur eine Eingangstür in deine Markenwelt. Du
entscheidest, wie sie aussieht und wo si...
Online-Strategie. Social Media Marketing. Usability.
www.ucstrategy.de
!

xing.to/steffifuxx
linkedin.com/in/steffifuxx
@f...
Nächste SlideShare
Wird geladen in …5
×

allfacebook Konferenz 2013 Berlin: Same same but not different - Wege aus der Facebook-Einbahnstraße

942 Aufrufe

Veröffentlicht am

Veröffentlicht in: Soziale Medien
  • I have done a couple of papers through ⇒⇒⇒WRITE-MY-PAPER.net ⇐⇐⇐ they have always been great! They are always in touch with you to let you know the status of paper and always meet the deadline!
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

allfacebook Konferenz 2013 Berlin: Same same but not different - Wege aus der Facebook-Einbahnstraße

  1. 1. Same same but not different? Wege aus der Facebook-Einbahnstraße
  2. 2. Marken auf Facebook… Fuchs - User Centered Strategy 11/2013
  3. 3. …haben mal klein angefangen… Fuchs - User Centered Strategy 11/2013
  4. 4. …sich dann ein bißchen was überlegt… 605 Likes.
 610 Kommentare 22 Shares Fuchs - User Centered Strategy 11/2013
  5. 5. … und damit wieder aufgehört. 91 Likes, 90 Kommentare, 0 Shares ! Fuchs - User Centered Strategy 11/2013
  6. 6. Das Bemühen ist schon noch da. Also irgendwie. Fuchs - User Centered Strategy 11/2013
  7. 7. Aber mal ganz ehrlich… Fuchs - User Centered Strategy 11/2013
  8. 8. ! ! ! Fuchs - User Centered Strategy 11/2013
  9. 9. ! ! ! Fuchs - User Centered Strategy 11/2013
  10. 10. ! ! ! Fuchs - User Centered Strategy 11/2013
  11. 11. ! ! ! Fuchs - User Centered Strategy 11/2013
  12. 12. ! ! ! Fuchs - User Centered Strategy 11/2013
  13. 13. ! ! ! Fuchs - User Centered Strategy 11/2013
  14. 14. Ist in zwei Jahren nicht mehr passiert als das? Fuchs - User Centered Strategy 11/2013
  15. 15. Ein Schritt zurück. Fuchs - User Centered Strategy 11/2013
  16. 16. Communitybuilding Brand spricht mit unspezifischer Gruppe. Relativ ohne Plan.
  17. 17. Early Adopter. Ein paar lassen sich aber mitreißen und wollen dabei sein.
  18. 18. Peergroup. Am Anfang sind sie ziemlich begeistert über alles, was die Brand tut.
  19. 19. Fordernde Masse Steht plötzlich in der Wüste und ist unzufrieden.
  20. 20. Lösungsvorschläge Fuchs - User Centered Strategy 11/2013
  21. 21. Übernimm Verantwortung für deine Leute! =schön gemacht! ! Fuchs - User Centered Strategy 11/2013
  22. 22. Sonst geht’s dir eher so: Fuchs - User Centered Strategy 11/2013
  23. 23. ! • • • Image polieren allein reicht nicht in echtes Communitymanagement investieren erst auf FB, wenn keine elementaren Probleme im Unternehmen vorhanden sind oder realistisch lösbar ! Fuchs - User Centered Strategy 11/2013
  24. 24. Eh klar. Fuchs - User Centered Strategy 11/2013
  25. 25. Arbeite sauber! Fuchs - User Centered Strategy 11/2013
  26. 26. Vera….rsche deine Leute nicht! Fuchs - User Centered Strategy 11/2013
  27. 27. • • • • • • Marketing wird für Nutzer als Mechanismus erkennbar Nutzer lernen ihre Stärken und deine Schwächen Nutzer testen dich Nutzer haben steigende Ansprüche Nutzer vergleichen Nutzer sind neunmalklug ! ! Fuchs - User Centered Strategy 11/2013
  28. 28. Betrachte Facebook endlich als eigenes Medium! Fuchs - User Centered Strategy 11/2013
  29. 29. Betrachte Facebook endlich als eigenes Medium! Fuchs - User Centered Strategy 11/2013
  30. 30. Facebook-Inhalte sind nicht die Abfallprodukte deines anderen Marketings! • sie sollten nur in seltensten Fällen ausschließlich von der Grafikabteilung erstellt werden (außer du bist Kinder Riegel) • Keine Plastik-Welt zeigen! (außer du bist ein Spielwarenhersteller) • ! Fuchs - User Centered Strategy 11/2013
  31. 31. Potentiale ausschöpfen • • • Fanbase ist da Seite trotzdem so gut wie tot Kommunikation verlagert Fuchs - User Centered Strategy 11/2013
  32. 32. Potentiale ausschöpfen An ALLEN Orten kommunizieren • Communities auch rückführen in Soziale Netze! • ! ! Fuchs - User Centered Strategy 11/2013
  33. 33. Denkt strategisch! Unterschiedliche Plattformen für unterschiedliche Ziele nutzen (Was sollen die Fans tun?) • Nicht allein auf Facebook beschränken! • „Hintergrund“ (Homepage, Service, andere soziale Netze, Shop, Blog usw.) anpassen • Fuchs - User Centered Strategy 11/2013
  34. 34. Das große Ganze
  35. 35. Never stop improving.
  36. 36. Macht den Unterschied! Facebook ist nur eine Eingangstür in deine Markenwelt. Du entscheidest, wie sie aussieht und wo sie hinführt. Aber Facebook ist nicht das Haus. Fuchs - User Centered Strategy 11/2013
  37. 37. Online-Strategie. Social Media Marketing. Usability. www.ucstrategy.de ! xing.to/steffifuxx linkedin.com/in/steffifuxx @frau_fuxx

×