Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization
•
1 like•346 views
What are the success factors of Social Media campaigns to mobilize customers? Interviews & Case Studies (Barack Obama, Greenpeace, Southwest Airlines) to define success factors for Social Media campaigns
Recommended
More Related Content
Viewers also liked
Viewers also liked (16)
Similar to Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization
Similar to Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization (20)
More from Sandra Sabitzer
Recently uploaded
Recently uploaded (20)
Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization
- 1. Mobilizing Customers 2.0: Customers’ acquisition and loyalty using many-to-many communication and organization – Analysis of Social Media campaigns Sandra Maria Perusch
- 2. Content Initial situation Research question Research design - Resultsofcasestudiesandinterviews Outcome 27.09.2010 Mobilizing Customers 2.0 2
- 4. Today: newpossibilitiesthrough Social Media, userslookforwaystoparticipate – a newwaytocommunicate27.09.2010 Mobilizing Customers 2.0 Initial situation- Research question – Research design – Case studies – Interviews – Outcome 3
- 6. Focus: new role of communication
- 7. Campaigning: ‘An operation or series of operations (…) pursued to accomplish a purpose.’ 227.09.2010 Mobilizing Customers 2.0 Initial situation- Research question – Research design – Case studies – Interviews – Outcome 1 cf. (Borges, 2009), p. 37ff.; cf. (Lincoln, 2009), p. 7ff.; cf. (Safko & Brake, 2009), p. 6f. 2 ("The American Heritage® Dictionary of the English Language Fourth Edition," 2010), [online] 4
- 8. ‘(…) Web 2.0 is an extension of marketing, is an extension of PR, an extension of public affairs, it is not just any of them, all of these things existed. When the first person spoke to the other person and then another person joined in around the campfire, that’s social media, (…) All we’ve done is take the campfire and put it online.’ 3 27.09.2010 Mobilizing Customers 2.0 3 Interview with David Bullock 5 Initial situation- Research question – Research design – Case studies – Interviews – Outcome
- 9. Research question What are the success factors of Social Media campaigns to mobilize customers? 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question– Research design – Case studies – Interviews – Outcome 6
- 10. Research design 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 7
- 11. Political campaign: Barack Obama 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies– Interviews – Outcome 8
- 12. 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies– Interviews – Outcome Profit organization campaign: Southwest Airlines 9
- 13. 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies– Interviews – Outcome Non-profit organization campaign: Greenpeace 10
- 14. Research design 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 11
- 15. Expert interviews 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 12
- 17. Customer integration, constant dialogue
- 18. Transparency
- 19. Organizational structure & culture for long-lasting relationships (open, right people)
- 21. Quality and form of content27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 13
- 22. Research design 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 14
- 23. Outcome I 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 15
- 24. OutcomeII 27.09.2010 Mobilizing Customers 2.0 Initial situation - Research question – Research design – Case studies – Interviews – Outcome 16
- 25. Thanksforyourattention! 27.09.2010 Mobilizing Customers 2.0 17
- 27. Lincoln, S.R. (2009). Masterin Web 2.0. Transform yourbusinessusingkeywebsiteandSocial Media tools. London, Philadelphia: Kogan.
- 28. Safko, L., & Brake, D.K. (2009). The Social Media Bible. Tacticts, Tools, andStrategiesfor Business Success. Hoboken: Wiley.
- 29. The American Heritage® Dictionary of the English Language Fourth Edition. (2010, n.d.). Retrieved February 26, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/campaign 27.09.2010 Mobilizing Customers 2.0 18