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MAVENS



Social Media - Der Einfluss
des Konsumenten auf die
Markenführung

DMMK, 9. Juni 2009
Mark Pohlmann
MAVENS
Die
5
Phasen
des
Social
Web
1.
Phase:
Soziale
Beziehungen
Profilierung.
Vernetzung.

2.
Phase:
Soziale
Funk6on
Networks
als
Kommunika?onszentrale.
“Gadge?sierung”
                                                              Wir sind hier!
3.
Phase:
Soziale
Iden6tät
Online
Ak?vität
wird
Teil
der
Iden?tät
4.
Phase:
Soziale
Werbung
Marken
erhalten
Iden?fika?on
im
Austausch
für
relevante

Inhalte
5.
Phase:
Soziale
Produk6on

Quelle:
Jeremiah
Owang,
Forrester
Research
2009

26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS




Eine Marke ist die Zufrieden-
heit, die sie erzeugt.
MAVENS



Markenführung in
Zeiten des Social Web
heißt, Zufriedenheit
sichtbar zu machen
MAVENS




26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS
MAVENS
MAVENS




„It Takes a Community, not a
Campaign to Build a Brand“
MAVENS




Wer die Gruppe sieht, weiß was
wichtig ist.
MAVENS
MAVENS
MAVENS




26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS




26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS




26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS




26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS
 Mega-Trends der
 nächsten 5 Jahre
  1.
Open
Social
  Alles
wird
dezentral.
Auch
Marken
  2.
Customer
Care
wird
das
neue
Marke6ng

  Erfolg
hat,
wer
seine
Nutzer
unterstützt.
Dialog
ist
immer
&

  überall.
Reak?on
wird
in
Minuten
gerechnet
  3.
Nicht
Kunden
sind
loyal,
sondern
Anbieter
  In
einer
“World
of
Choice”
halten
Marken
zum
Kunden.

  Nicht
mehr
umgekehrt.


26. Mai 2009 | achtung! • Straßenbahnring 3 • 20251 Hamburg
MAVENS



Vielen Dank!

Mark Pohlmann
Mavens Dialog

mark@mavens.de
themenblog.de

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Social Media - Der Einfluss des Konsumenten auf die Markenführung