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Vom digitalen Schaufenster zum Dialog - Consumer Electronic
- 1. Vom digitalen Schaufenster zum Dialog Vortrag: Mitgliedertreffen der IG CE (SWICO) Branche Consumer Electronics, Su Franke Bild: http://www.flickr.com/photos/asautter/
- 2. Warum lieber einen persönlichen, öffentlichen Dialog als staHsche Schaufenster?
- 3. Mich kann man nur beim Händler kaufen, leider kann man seine Links nicht teilen Ich bin billiger corporate-dialog.ch 3
- 4. https://blog.shareaholic.com/social-media-traffic-trends-10-2013 4
- 5. http://www.agentur-gerhard.de/wp-content/uploads/2013/02/social-media-einflussfaktor-final-bearb.jpg corporate-dialog.ch 5
- 6. Ziele von Schweizer Unternehmen Quelle: http://bernet.ch/studien 6
- 7. Warum lieber Dialog staV Schaufenster? • • • • • • Preiskampf ist nicht zu gewinnen Social Media beeinflusst Kaufentscheide Kunde ist nicht nur Konsument Internes Potenzial ausschöpfen Wenige be-‐suchen das Schaufenster Händler führen keine MarkenkommunikaHon corporate-dialog.ch 7
- 8. B2B = P2P
- 9. Mona sagt ich bin ihr Favorit, aber das wissen nur Monas Freunde corporate-dialog.ch 9
- 10. Mona, Sam und Malte
- 11. Das ist Mona Hinnen • Senior Consultant Software Testing • Bloggerin • Geek • Social Media Woman • Meine IdeenSparringpartnerin • http://monah.ch corporate-dialog.ch 11
- 12. Mona empfiehlt der Branche: • • • Ich würde gerne jeweils absHmmen können welche AkHon als nächstes kommt Mit Likes zur AbsHmmung wird die Firmen-‐ akHon viral "verbreitet“. Gewinn für die Firma und mich als User, weil ich dann vielleicht genau die AkHon kriege die ich will. Beispiel: coop hello family corporate-dialog.ch 12
- 13. Das ist Malte Polzin • E-Commerce Spezialist, Berater • Vormals Brack CEO • Dozent • Partner @Carpathia • Mag Tennis • Mein persönlicher Berater für Social Commerce • http://carpathia.ch corporate-dialog.ch 13
- 14. Malte empfiehlt der Branche: • • • • • Vergesst den selekHven Vertrieb um Fachhändler zu schützen! Macht ein Pricing (mind. Europaweit) um Brokering zu unterbinden. Sorgt zentral für UGC vor allem Bewertungen, welche dann auch von Händlern genutzt werden können. Seid fit für den Dialog mit dem Endkunden – egal wo Verlost biVe keine iPhones mehr (ausser ich gewinne) corporate-dialog.ch 14
- 15. Das ist Sam Steiner • Social Media Berater für KMU • Google+ Fan • Geek • Gadgets Fan • Mein persönlicher Inspirationskollege • http://alike.ch corporate-dialog.ch 15
- 16. Sam empfiehlt der Branche: • • • • • Die Branche hat das (vergängliche) Glück von relaHv hohen Margen, wird bedrängt von Hefen Margen Bewegung ist jetzt angebracht, solange so viele in der Branche noch schlafen. So krass das tönt, die Kleinen müssen Margen als "Nice to have“ ansehen welche "Value adding services" können sie anbieten, und Lokal-‐, Mitdenken-‐ und Partner-‐Karten ausspielen Pinterest nutzen, sowieso ;) corporate-dialog.ch 16
- 17. Was könnte die Consumer Electronic-‐Branche konkret tun?
- 18. Keine Ahnung ob ich zu deinem anderen Equipment passe. Da musst du schon deinen Freund fragen corporate-dialog.ch 18
- 19. Echte TesHmonials unterstützen Es geht nicht um GraHs Gadgets Die glaubwürdig sind und gefragt werden corporate-dialog.ch http://www.youtube.com/watch?v=CMwd004h_f0 19
- 20. Service bieten FunktsHlle vom Hersteller weil B2B? Dort wo die Kunden sich äussern 20
- 21. Pin it! Indirekte Empfehlung Bilderlinks richHg nutzen corporate-dialog.ch 21
- 22. Angebot: Zuhören, was Kunden wollen Crowdsourcing ist kein Projekt corporate-dialog.ch 22
- 23. Antworten staV Werbebotschafen Direkter Kontakt https://twitter.com/vse_stromnews corporate-dialog.ch 23
- 24. Fazit für die Branche: Consumer Electronics • • • • • • • Dialogfähige Webseiten Die persönlichen Berater-‐Freunde „unterstützen“ Journalisten sind Blogger sind Journalisten Ansprechbar sein, Service dort wo gefragt Bilder (mit brauchbaren Links) Zuhören und entsprechendes Angebot personalisierte Werbung, Daten nutzen corporate-dialog.ch 24
- 25. Über den Pfannenrand denken. corporate-dialog.ch 25
- 26. Feedback? Gerne. Dankeschön Su Franke Beraterin, DozenHn, Bloggerin für UnternehmenskommunikaHon Corporate Dialog GmbH hVp://corporate-‐dialog.ch hVp://facebook.com/corporatedialog hVp://gplus.to/corporatedialog su@corporate-‐dialog.ch +41 78 737 19 70
- 27. Anhang: Studie 10/2013 Deutschland
- 28. Studie Deutschland 10/2013 http://www.rolandberger.com/media/pdf/Roland_Berger_Social_Media_Consumer_Report_20130219.pdf corporate-dialog.ch 28
- 29. http://www.rolandberger.com/media/pdf/Roland_Berger_Social_Media_Consumer_Report_20130219.pdf corporate-dialog.ch 29