Infrastruktur Untersee Kabeln

2006

Das Web (SM)
Identität.Netzwerk.Effizienz
Thomas N. Burg
http://socialware.at
burgWeine | Interior Design | Online Strategie
http://burg. http://oertel.cc http:/socialware.at
cx

Social Media in Plain
English 2008

Social Media Revolution

Wo stehen
wir?

Video

LinkedIN

Facebook ist dort #2

Women

Frauen in SN

Rückgang E-Mail / IM

Werbung auf SN

Engagment / Wachstum

höchstes Wachstum 55+ und männlich

Online Marketing
ist mehr als Social Media Marketing

schema
open graph Semantic Markup
microformats

Connected Customer

Social Networks

Tim O'Reilly

Social Media
●Lose gekoppelte
● Blogs
● YouTube
● Foren
● IM
●Dicht geknüpfte!
● Facebook
● MySpace
● StudiVZ
● Google +

Jan Schmidt
- Identitätsmanagement
- Beziehungsmanagement
- Informationsmanagement
Hans-Bredow-Institut,
Uni Hamburg

Reife (18 Jahre)
● Werkzeug => Apparat
● Nicht nur besser,
sondern neue Konzepte

3te Generation
● Was tun Netzwerke?
● Distribution (massenmedial)
● Transaktionen - P2P - (Tel, Fax,
Email, Bestellungen)
● Gruppenbildung (Twitter, FB, …)

Wertschöpfung
UGC

Erfolgreiche Social Media
Persönlicher
Wert
Wert für die
anderen.
Wert für den
Anbieter

Kollektiver Wert
(Wissen, Neugier, Spiel, Bricolage)
Events
Video Links
Foto Soziale Objekte Text
Profile Music
Orte
Produkte & Brands ?

Organisationaler Wert
Ökosysteme für Services um die
weitere Daten
Datennutzung
Daten
Geschäftsmodelle um die Daten

Augmented Social Intelligence I
Individual
Personal
Tools
that mediate
the access
between
Group Data
comp. D. Engelbart & Lee Bryant

Augmented Social Intelligence II
Conversation
Knowledge
Trust
Social
Capital
Visibility Facilitation

NEXTspace

Long Tail
Qelle: http://www.gamert.nl
Amazon: We sold more books today that didn't sell at all
yesterday than we sold today of all the books that did sell
yesterday

Marketing
The drive to build a market and obtain revenue from the consumer demographic of the long tail
has led businesses to implement a series of long-tail marketing techniques, most of them based on
extensive use of internet technologies. Among the most representative are:
● New media marketing: The building and managing of social networks and online or virtual
communities to extend the reach of marketing to the low-frequency, low-intensity consumer in
a cost effective way, often through blogs, RSS feedsand podcasts.[citation needed]
● Buzz marketing: The strategic use of word of mouth and transmission of commercial
information from person to person in an online or real-world environment.
● Viral marketing: The intentional spreading of marketing messages using preexisting social
networks, with an emphasis on the casual, non-intentional and low cost, commonly through
YouTube videos, viral emails and standalonemicrosites.
● Pay per click and search engine optimization: The marketing of websites on search engines
such as Google, Yahoo and Bing by focusing on long-tail keywords which have less
competition.
● Demand-side platforms/DSPs: Similar to how search engine marketing monetizes the long tail
of keywords, auction-oriented buying/selling mechanisms are also viable to help monetize the
long tail of ad impressions available across niche publishers in the display advertising realm.
Publishers utilize these ad exchange environments, such as Right Media or AdECN, to
efficiently sell display inventory that might otherwise go unsold through direct sales force
operations. As a result, by January 2011 between 20-25% of all US ad spending was derived
from long tail advertisers.[29]

Filter & Attention
●Problem: Information - Overload
●Fakt: Begrenzte Aufmerksamkeit
●Lösung
● Crowdsourcing
● Weblogs etc.
● Soziale Netzwerke

BEZIEH
U
EMPFE NGgsnetzwe
HLUNG rk
snetzw e
erke
Quelle: http://www.movinghere.org.
uk/
Märkte sind Gespräche

Will it Blend? 2006-
The campaign took off almost instantly. We have definitely felt an impact in sales. Will it
Blend has had an amazing impact to our commercial and our retail products.[13]
Blendtec now sells Will It Blend? merchandise, including a spoof shirt with the slogan "Tom
Dickson is my Homeboy"

Generation C
Content Connection is King?!

AlterAktivität
● Community
● Connectedness
● Collaboration
● Creativity

(Zukünftige) Unterhaltung
It’s going to be fast-paced, bit-sized, and is shifting
from broadcast concepts to bi- or even mulitdirectional
usage patterns
25% of entertainment (or content) will be created and consumed
within peer communites.
Nokia Report, A Glimpse of the Next Episode, 2008

Collaboration
Platform Users
Emergen
Distributed t
Network-centric
Creation
Cumulative

Zeit

Internet Marketing

Brands und User

National Schoolboards Association

Friendonomics

Marken & Produkte

Klassisches
Marketing

B2C2C = Momentum Effect

om ics
don
F rien

pas
s al
B2C vs. B2C+C2C imp ong
act
●Example: Adidas and EA
● $ 1,87-1,19 per purchase intent B2C only
● with momentum effect $ 0,40-0,34
● 3 times higher value creation
● The latter accounts for 75% of the value creation
● What‘s necessary?
● Give the users something to share; ..... as a symbol &
reference point
● Brand = persona (emotional level - brand feeling)
● Be functionally viral
● Conventional communication (Ads, PR)

Ideavirus! Viral Marketing
● The platform itself plus communication initiaves
need to enable the users to do the marketing
● Provide a unique benefit
● (the app) itself needs to support influencers
● Build and maintain a network of influencers

Never Ending Frieding
Fox Interactive Media, 2007
Why On SNs?

not what social media communities can do for your brand —
but what your brand can do for social media
communities? Advertisers need to start with this
question and work backward to marketing goals. Providing
value to social media communities will be the new cost
to distribute marketing messages in the social
media OS.
, Joe
http://blogs.mediapost.com/spin/?p=1049 Marchese

Social media marketing is all about learning to
share, contribute and provide value to others
in as many different and complementary ways.
The better you become at doing this, the greater
opportunities to significantly increase your online
visibility, authority and reputation.
Massimo Burgio, SEO Expert

Fazit
● Bereitstellung von teilbaren
Objekten (= Sozialen Objekten,
Momentum Effect)
● Brand (Organistion) als ein
Referenzpunkt

Soziale Objekte
●Fotos
●Videos
●Profile
●Dokumente
●Bücher
●Daten ....

Beispiele
Wiki Flickr

Kickstarter

Fazit:
Change

Was tun?
●Business Intelligence 2.0
● Zuhören (Buzzmonitor)
● Mitmachen (Bereitstellen & Connect)

per Sie

sm Releanz nach Branche

Weiterempfehlung?

Produktinfos

Welcher SM Content?

Fazit was und wie SM

Was tun 2

Monitoring
● Twitsprout (premium inkludiert Mitbewerber -
beobachtung)
○ Starbucks
○ thobu
● Ubervu
(Demo)
○ thobu
○ burgWeine
■ Fanpage
■ Stimmung

Vaynerchuck -
there is no such thing as Social Media

Vielen Dank!
Thomas N. Burg
burg@socialware.at