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Vom digitalen Schaufenster zum Dialog - Consumer Electronic

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Social Media ist ein Sammelbegriff für Plattformen. Aber diese sind nur als Instrument zu verstehen. Vorallem geht es um die Kommunikation zwischen Menschen. Sie tauschen sich über alles aus, auch über Anbieter und Produkte.

Doch sind manche Branchen längst nicht dialogorientiert, die Webseiten sind statisch, Social Media Accounts im Senden-Modus. Am jährlichen Treffen des Verbandes Consumer Electronics (Swico) durfte ich einige Impulse für die Praxis geben. (25.10.2013 in Solothurn)

Bei der Vorbereitung befragte ich u.a. @monah @maltepolzin @samsteiner (Twitter) Deren Vorschläge an die Branche habe ich 1:1 überbracht. Einige Fragen, die eigentlich Impulse sind, konnte ich auch aufbringen.

- Ist B2B wirklich ein Argument gegen einen selbstgeführten Dialog?
- Können Händler die Markenkommunikation für Hersteller führen?
- Jeder hat einen persönlichen Berater, Freund, der sich auskennt, diese Leute empfehlen ständig Produkte. Warum werden sie nicht bei ihrer Recherche unterstützt?
- Sind die aktuellen Websiten der Hersteller noch zeitgemäss?

Veröffentlicht in: Soziale Medien
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Vom digitalen Schaufenster zum Dialog - Consumer Electronic

  1. 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. 2. Warum  lieber     einen  persönlichen,   öffentlichen  Dialog  als   staHsche  Schaufenster?    
  3. 3. Mich  kann  man  nur   beim  Händler   kaufen,  leider  kann   man  seine  Links   nicht  teilen   Ich  bin  billiger   corporate-dialog.ch 3
  4. 4. https://blog.shareaholic.com/social-media-traffic-trends-10-2013 4
  5. 5. http://www.agentur-gerhard.de/wp-content/uploads/2013/02/social-media-einflussfaktor-final-bearb.jpg corporate-dialog.ch 5
  6. 6. Ziele  von  Schweizer  Unternehmen   Quelle: http://bernet.ch/studien 6
  7. 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. 8. B2B  =  P2P  
  9. 9. Mona  sagt  ich  bin   ihr  Favorit,  aber   das  wissen  nur   Monas  Freunde   corporate-dialog.ch 9
  10. 10. Mona,  Sam  und  Malte  
  11. 11. Das  ist  Mona  Hinnen   •  Senior Consultant Software Testing •  Bloggerin •  Geek •  Social Media Woman •  Meine IdeenSparringpartnerin •  http://monah.ch corporate-dialog.ch 11
  12. 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. 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. 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. 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. 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. 17. Was  könnte  die  Consumer   Electronic-­‐Branche  konkret   tun?  
  18. 18. Keine  Ahnung  ob  ich   zu  deinem  anderen   Equipment  passe.  Da   musst  du  schon   deinen  Freund  fragen   corporate-dialog.ch 18
  19. 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. 20. Service  bieten   FunktsHlle  vom   Hersteller  weil   B2B?   Dort  wo  die  Kunden  sich  äussern   20
  21. 21. Pin  it!  Indirekte  Empfehlung   Bilderlinks  richHg  nutzen   corporate-dialog.ch 21
  22. 22. Angebot:  Zuhören,  was  Kunden  wollen   Crowdsourcing  ist  kein  Projekt   corporate-dialog.ch 22
  23. 23. Antworten  staV  Werbebotschafen   Direkter  Kontakt   https://twitter.com/vse_stromnews corporate-dialog.ch 23
  24. 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. 25. Über  den   Pfannenrand   denken.   corporate-dialog.ch 25
  26. 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. 27. Anhang:  Studie  10/2013   Deutschland  
  28. 28. Studie  Deutschland  10/2013   http://www.rolandberger.com/media/pdf/Roland_Berger_Social_Media_Consumer_Report_20130219.pdf corporate-dialog.ch 28
  29. 29. http://www.rolandberger.com/media/pdf/Roland_Berger_Social_Media_Consumer_Report_20130219.pdf corporate-dialog.ch 29

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