Hallo, meine Social Media Aktivitäten wollen nicht in die Gänge kommen
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Lithium Präsentation der Social Media Marketing Konferenz. 19.04.2012
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Hallo, meine Social Media Aktivitäten wollen nicht in die Gänge kommen
- 1. Hallo, meine Social Media Aktivitäten wollen nicht in die Gänge kommen Social Media Marketing Konferenz 19.04.2012 Patrick Din, Solution Consultant, Lithium International, Zürich patrick.din@lithium.com
- 2. J haben sie etzt auf ihrer Fan page gekl ickt. D as ist ein Start. Aber Sie haben Ihre Herzen (und Köpfe) noch nicht erobert!
- 3. Viel Social M arketing Strategien verfehlen d as Ziel e “content decay” Tiefes Engagement Verlust der Kontrolle B B B B B Brand comments 0.45% der Facebook Fragmentierung über die verschwinden schnell im Fans interagieren auf Kanäle und keine Abgrund der Fan Site skalierbarkeit Source: Ehrenberg-Bass Institute.
- 4. Es gil d ie Leid enschaft d es Kund en zu entfesseln t v …um im Zentrum von Von “push”… …zu “pull”… leidenschaftlichen Konversationen zu stehen!
- 5. Aber wie?
- 6. Facebook und Twitter? • Social als ein • Social is for • Nachhaltiges weiterer Kanal socializing ! Engagement ?
- 7. Was d ann?
- 8. Best Practice: Integration von Social M ed ia entlang d es gesam ten Kund enlebenszykl us Kaufvorbereitung Kauf-Erlebnis SOCIAL CUSTOMER EXPERIENCE Service-Erlebnis Prod ukt-Erlebnis
- 9. Über all d igital Kontaktpunkte e en com m unity .com social web m obile d igital @ store SOCIAL CUSTOMER EXPERIENCE
- 10. D er Weg zum “Social Enterprise” führt über 5 Stufen Stufe 5 V o llin t e g r a t io n Stufe 4 Me s s ba re R e s u lt a t e Stufe 3 Stufe 2 In v e s t ie r t Stufe 1 E rs te Zuhöre n S c h r it t e F a c e b o o k S e it e M o n it o r in g T w it t e r S u p p o r t B lo g s Me s s ung “ s h a r e o f v o ic e ” Fa ns K u n d e n S e n t im e n t F o llo w e r s P re s s e lik e s e rw ä hnung e n c o n f id e n t ia l
- 11. Wie kann ich Wie finde ich die Datenqualität und wirklich engagierten – quantität Kunden? bestimmen? Was passiert, wenn Mr. Unsere Zuckerberg morgen Facebook Konkurrenz ist nur den Stecker zieht? einen Klick entfernt. ? Wie kann ich meine Kunden einbinden? Welchen ROI haben unsere Investitionen in Social Media? Wie können wir exklusiver werden?
- 12. D er Weg zum “Social Enterprise” führt über 5 Stufen Stufe 5 V o llin t e g r a t io n Stufe 4 K u n d e n s in d T e il Me s s ba re d e r e r w e it e r t e n B e le g e s c h a f t R e s u lt a t e Stufe 3 K u n d e n in t e g r a t io n in D e r “ P u ls ” d e s Stufe 2 In v e s t ie r t T e ile Kunde n Stufe 1 der E rs te b e e in f lu s s t a lle Zuhöre n G e s c hä fts p ro z e s s e B e r e ic h e d e s S c h r it t e “ B ra nd A n b in d u n g a n U nte rne hme ns c o m m u n it y ” F a c e b o o k S e it e G e s c h ä fts ys te m e S o c ia l h u b M o n it o r in g T w it t e r S u p p o r t Z e n t r a lis ie r t e D a t e n U n t e r n e h m e n is t G a m if ic a t io n u n d A n a ly s e B lo g s 10 0 % S ys te m e K u n d e n z e n t r ie r t Me s s ung “ s h a r e o f v o ic e ” Fa ns Kunde n H ö he re r U m s a tz We ttb e w e rb s K u n d e n S e n t im e n t F o llo w e r s E ng a g e me nt “ c a ll d e f le c t io n ” d if f e r e n z ie r u n g P re s s e lik e s O r g a n is c h e r t r a f f ic E r h ö h t e L o y a lit ä t G e s t e ig e r t e r e rw ä hnung e n c o n f id e n t ia l WO M U n te rne h m e s w e rt NPS
- 13. Brand C om m unities sind d as Herzstück Ihres Social M ed ia Engagem ents 7 8 % a lle r K o n s u m e n t e n t r e t e n d e r C o m m u n it y b e i, u m In f o r m a t io n e n d e r F ir m a z u e r h a lt e n 6 6 % d e r C o m m u n it y M it g lie d e r s a g e n , d a s s d ie C o m m u n it y s ie lo y a le r g e g e n ü b e r d e r F ir m a g e ma c ht ha t c o n f id e n t ia l source: universal m ccann
- 14. ü Superuser sind d er Schl ssel zum Erfol g Superuser sind <1% D er C om m unity Popul ation Superuser generieren im D urchschnitt 5d es0 % C om m unity gesam ten Inhal ts und 85% d es n ützlichen Inhal ts c o n f id e n t ia l
- 15. Gamification bindet die User an die Community Wie motiviert man die Superfans? 1. Das ganze Spektrum der nützlichen Verhaltensweisen belohnen 2. Es sollte immer schwerer werden, im Level aufzusteigen 3. Sinnvolle Privilegien freischalten 4. Mehr als einen Weg zum Ziel führen lassen
- 16. Beispiel: Stufe 4 Um satzerh öhung
- 17. Beispiel Stufe 4: Servicekostered uktion d urch C all D eflection
- 18. Beispiel Stufe 5 C om m unity = Unternehm en
Hinweis der Redaktion
- The “like” is an indication of affinity. And getting lots of likes is a good thing. But we’re living in a time of endless distractions. Getting likes is only the beginning of what you need to do if you want to achieve deep, lasting connections with your customers.
- Leading brands have been embracing the social marketing opportunity, but many social marketing strategies haven’t worked as hoped. Marketers are facing a number of challenges. Valuable social content such as brand mentions have a very short half-life. This content fades away so quickly that it often can’t be used for any sustained benefit. Even though social media brings new ways to engage with customers, the engagement has often been very hit-and-run. 98% of a brand’s fans never return to the brand’s fan page. Even marketers who have achieved millions of likes are now left wondering how they can keep fans’ attention. And of course there are the concerns about loss of control over the brand’s message, which is a symptom of fragmentation across media channels, consumer distractedness, and difficulties in reaching and responding to customers at scale.
- The way to surmount these challenges is to remember a basic human need: people want to belong. We all have that need to share our passions and experiences with other like-minded people. The way to win in social is to unlock customer passions. To do that, begin to shift your marketing strategy from push to pull. Consumers trust the recommendations of other consumers more than they trust paid advertising messages. Paid advertising is still useful to get brand recognition or to drive a specific customer action, but it’s no way to create sustained engagement. Pull customers in. Give them good reason to seek and find you, even when they’re not in purchase mode. Pull them to a place that you host, where they can join other people who share their passions. As they bond with others in your community and discuss their passions, your brand becomes woven into their consciousness in a way that is unachievable with paid advertising. To prosper in the social era, it’s imperative that your brand becomes an axis around which passionate conversations take place. Brands who accomplish this goal DO win customers’ hearts and minds.
- ----- Meeting Notes (12/6/11 11:22) ----- CHANGE CAPITALS AND LOWER CASE ----- Meeting Notes (12/12/11 15:05) ----- social customer experience -- wil last a few years marketing -- you need to address the real pain points where do you put in the social, mobile
- Stage 3: first time we see executive sponsors get involved But find that it is not scalable to try to deal with all of the customers 1-on-1
- Stage 3: first time we see executive sponsors get involved But find that it is not scalable to try to deal with all of the customers 1-on-1
- We get so many questions about how to motivate superfans that I thought I’d share four pillars of behavioral dynamics that should inform the design of a community. 1) Reward the full range os socially beneficial behaviors – there are lots of ways to contribute to a community: writing blogs, answering questions, answering well enough to earn a kudo, tagging your own and other people’s posts. 2) Motivate with progressively difficult levels of achievement – when some just starts contributing, you want rewards to come quickly. But as you get more advanced the levels need to be harder. Your superfans are often competitive and easy rewards aren’t as meaningful. 3) confer meaningful privileges to superfans – these people can and should be brought into the fold. You can give them a direct line into the Tier-2 support team, the ability to post TKB articles without a review and approval cycle, the ability to moderate posts from fellow customers. We even have customers who pay to have superfans get training on our developer studio because the superfans help design and administer the community itself. Lastly, offer multiple paths to success – you want to motivate the introverts as well as the extroverts, quality as well as quantity, a simple point system isn’t good enough. Gaming dynamics are at the foundation of lithium. The platform was built by two professional gamers as a community platform for people who wanted to talk about online gaming. They understood what motivated people to play and to contribute, and they built that into the architecture of the platform and the features. Key attributes of Lithium’s recognition system: 70 different behavioral metrics Rules based ranking system Role based permissions Granular reward categories Domain-specific experts
- The same gaming dynamics that drive people to play WoW can be applied to communities Literally have people who spend 8hrs a day or more on there, and that ’s how communities can drive value