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"Power to the Community!" Session vom Community BarCamp #CCB15

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Session vom CommunityBarCamp 2015 aus Berlin zum Thema "Power to the Community!" von @mrunger & @karlchenkarl

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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       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
  • Gehören Sie zu den Ersten, denen das gefällt!

"Power to the Community!" Session vom Community BarCamp #CCB15

  1. 1. 2 Definition | Community Hundert Bedeutungen, ein Begriff. • Wenn wir von einer Community sprechen, meinen wir: • Unsere digitalen Stakeholder, die losgelöst von einer technischen Plattform kommunizieren, oder sich organisieren. (digitale PR) • Social Communities (Facebook, Twitter, Instagram etc.) • Eine Brand-Community im Sinne einer unternehmenseigenen Infrastruktur/Plattform, auf der sich UserInnen austauschen können und gemeinsam mit dem Unternehmen über Inhalte diskutieren, Feedback geben und sich mit Ereignissen rund um das Markenerlebnis beschäftigen. @mrunger + @karlchenkarl
  2. 2. 3 Mindset | Der Unterschied liegt in der DNA Soziale Netzwerke basieren auf vorhandenen Verbindungen, Communities auf gemeinsamen Interessen. Quelle: Dr. Michael WU, The Science of Social, 2013, S. 27 @mrunger
  3. 3. 4 Das Community Universum Die Sonne ist die eigene Community, die im Zentrum aller Aktivitäten steht. Reichweite Relevanz Auffindbarkeit Dialog Special Interest Reichweite Direkter Kontakt Eigene Inhalte Markenpräsentation Reichweite @mrunger + @karlchenkarl
  4. 4. 5 Community Campaigning Mit simplen Engagement-Mechaniken begeistern wir eine wachsende Community. Zeit Reichweite Klassischer Kampagnenverlauf Community Campaigning • Community Campaigning bietet über eine gleichbleibende Aktivierungsfrequenz eine durchschnittlich höhere Reichweite • Durch einfache Mechaniken ohne hohe Eintrittsbarrieren wird die Community permanent zur Interaktion angeregt • Kampagnen werden nachhaltig gebaut und bleiben der Community erhalten – auch nach ihrem Launch! Kampagne 1 Kampagne 2 Kampagne 3 Kampagne 4 Kampagne 5
  5. 5. 6 Customer Focus an allen Touchpoints Der Customer Life Cycle als Basis aller kundennahen Prozesse und Aktiviäten. @mrunger + @karlchenkarl
  6. 6. 7 Social Branding | Business Impact Authentische Empfehlungen steigern Auffindbarkeit und entlasten das Marketing. Customer Impact • Bewertungen von anderen KonsumentInnen sind im Kaufentscheidungsprozess als authentische Quellen willkommen! • Finden statt Suchen! • Lust auf mehr: endlich relevante Angebote  Business Impact • Bessere Auffindbarkeit: Page Rank steigt dank „soft Facts“ • Empfehlungen schaffen Relevanz im Kaufentscheidungsprozess • Bewertungen bringen Sales Impact • Kraft der Authentizität in der Markenführung dank Content aus der Community • Individuelle Kundenansprache auf Basis von Interessen, dank Datenanreicherung. @mrunger + @karlchenkarl
  7. 7. 8 Customer Focus an allen Touchpoints Der Customer Life Cycle als Basis aller kundennahen Prozesse und Aktiviäten. @mrunger + @karlchenkarl
  8. 8. 9 Social Commerce | Business Impact Kundenhistorie als „As im Ärmel“, im Sales Prozess. Customer Impact • Individuelles Kauferlebnis mit „Delight & Surprise“ Momenten • Möglichkeit, Kauferlebnisse zu teilen • Belohnung für Weiterempfehlung erhalten • „Die verstehen mich“: (endlich) Inspiration und relevante Angebote erhalten! • Persönliche Anerkennung: Expertise teilen und damit glänzen  Business Impact • Generierung einer Kunden- Marken-Historie als Basis einer nachhaltigen, gewinnbringenden Beziehung • Superfans legen Sales MitarbeiterInnen „den Ball auf“ • Up- and Cross Selling dank Integration von Online-Shops in passende Themenwelten • Höhere Conversion & größere Warenkörbe dank personalisierter Angebote @mrunger + @karlchenkarl
  9. 9. 10 Customer Focus an allen Touchpoints Der Customer Life Cycle als Basis aller kundennahen Prozesse und Aktiviäten. @mrunger + @karlchenkarl
  10. 10. 11 Social Support | Business Impact Service Anfragen und Churn-Rate können nachhaltig reduziert werden. Customer Impact • Gefühl der Geborgenheit und der Zugehörigkeit: „Die sind für mich da“. • Verlässlichkeit als Chance für eine gesunde Vertrauensbasis: Kontakt auf Augenhöhe • Relevante Antworten, schnell und unkompliziert. „Wann ich will “ • Personal fame : Gamification Business Impact • Sinkende Churn-Rate • Substantielle Reduktion von Service Anfragen = Kostenreduktion im Customer Service • Abbau von Nachkaufdissonanz • SEO Effekt auch für die Exploration Phase im Kaufentscheidungsprozess • Partizipation verstärkt Identifikation = Loyalität @mrunger + @karlchenkarl
  11. 11. 12 Customer Focus an allen Touchpoints Der Customer Life Cycle als Basis aller kundennahen Prozesse und Aktiviäten. @mrunger + @karlchenkarl
  12. 12. 13 Social Innovation | Business Impact Kunden beteiligen sich und bereichern damit das Frontend im Innovationsprozess. Customer Impact • Meine Lieblingsmarke mitgestalten und -entwickeln • Konkrete Ideen im Rahmen von Crowd Innovation Projekten selbst gestalten • Selbstverwirklichung als Teil engagter Communities Business Impact • Zusätzliche Impulse in Entwicklung und Marktforschung • Trends früher erkennen und aufgreifen • Höhere Akzeptanz und Relevanz im Leistungsangebot @mrunger + @karlchenkarl
  13. 13. 14 OWNED Community | Was bringt´s? Messbare Business Impacts.  Realtime Insights (Trends!) & Customer Profiling  Investitionsschutz im Campaigning  Aktive Entwicklung des CLTV  (SEO) Relevanz für Produkte, schon vor der Markteinführung -> Bewertungen und Content  Gesteigerte WOM und Conversion (eShop), dank Social Kontext und Personalisierung  Kosteneffekte im Service, Marketing, Produktentwicklung
  14. 14. 15 Eure Fragen und Anregungen @mrunger + @karlchenkarl
  15. 15. © ambuzzador marketing gmbh

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