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.
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!!!
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!
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
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!
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!
34. SUB-BRAND OVER
CORPORATE BRAND
…, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr
fokussiertes Thema/ oder ein hohes Community-Budget fordern!
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?
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
83. HOW CAN SOCIA MEDIA
USERS USE THE
FUNCTIONS ALSO OFFLINE?FUNCTIONS ALSO OFFLINE?
84.
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!