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Engagement
Management beginnt
im Kopf, nicht mit den
Füßen
Hannover, 05.03.2012
... oder anders ausgedrückt

Engagement Management 
ist mehr als 
„nur“ 
Community Management

2
3
4
Engagement Management
C: Community Managment
A: Strategie

1. 
2. 
3. 
4. 

Verständnis der Zielgruppe
Ziele definieren
Tak...
Engagement Management
C: Community Managment
A: Strategie

1. 
2. 
3. 
4. 

Verständnis der Zielgruppe
Ziele definieren
Tak...
Engagement Management
C: Community Managment

9. 
10. 
11. 
12. 

Content Strategie
Echtzeitverfügbarkeit 
Kanalflexibilitä...
Community Management

8
Community Management

9
Engagement Management
C: Community Managment
A: Strategie

1. 
2. 
3. 
4. 

Verständnis der Zielgruppe
Ziele definieren
Tak...
Engagement Management
C: Community Managment
A: Strategie

1. 
2. 
3. 
4. 

Verständnis der Zielgruppe
Ziele definieren
Tak...
12
Engagement Management
C: Community Managment
A: Strategie

• 
• 
• 
• 

Verständnis der Zielgruppe
Ziele definieren
Taktike...
Engagement Management
C: Community Managment
A: Strategie

• 
• 
• 
• 

Verständnis der Zielgruppe
Ziele definieren
Taktike...
Unternehmen im Dialog?

„Märkte sind Gespräche“

„Social Media ist keine kommunikative
Einbahnstraße, sondern ein Dialog. ...
German Social Media Consumer Report

Roland Berger & Westfälische Universität Münster, Februar 2013

1)  ... No matter wha...
«Black Beauty» oder die verbrannte Lasagne
Thomas Hutter, 22. Februar 2013

Online-Werbebanner

Quelle: http://www.thomash...
Engagement Management
C: Community Managment
A: Strategie

• 
• 
• 
• 

Verständnis der Zielgruppe
Ziele definieren
Taktike...
Engagement Management
C: Community Managment
A: Strategie

• 
• 
• 
• 

Verständnis der Zielgruppe
Ziele definieren
Taktike...
Übergeordnetes Ziel: Social Currency
Vivaldi Partners Group & respondi
Nützlichkeit

Aus der Kommunikation mit der
Marke e...
15 Erfolgsfaktoren des Engagement
Management
C: Community Managment
A: Strategie

1. 
2. 
3. 
4. 

Verständnis der Zielgru...
aperto_om
ApertoOnlineMarketing
aperto-online-marketing-gmbh

g+

Aperto Online Marketing

Vielen Dank
Aperto Online Marke...
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Engagement Management entsteht im Kopf, nicht in den Füßen (Cebit Webciety Impulsvortrag)

713 Aufrufe

Veröffentlicht am

Impulsvortrag zur Cebit Webciety Podiumsdiskussion “Erfolgsfaktoren für das Engagement Management”. Erfolgreiches Engagement Management bedarf einer Kommunikationsstrategie und ist somit mehr als "nur" Community Management.

Veröffentlicht in: Soziale Medien
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Engagement Management entsteht im Kopf, nicht in den Füßen (Cebit Webciety Impulsvortrag)

  1. 1. Engagement Management beginnt im Kopf, nicht mit den Füßen Hannover, 05.03.2012
  2. 2. ... oder anders ausgedrückt Engagement Management ist mehr als „nur“ Community Management 2
  3. 3. 3
  4. 4. 4
  5. 5. Engagement Management C: Community Managment A: Strategie 1.  2.  3.  4.  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten 9.  10.  11.  12.  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs Quelle: Social Media Trends for 2013, Charlene Li, Founder & Analyst, Altimeter Group /via www.slideshare.com 5
  6. 6. Engagement Management C: Community Managment A: Strategie 1.  2.  3.  4.  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation Kopf(arbeit) Theorie 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten 9.  10.  11.  12.  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege Fuß(arbeit) D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs Praxis 6
  7. 7. Engagement Management C: Community Managment 9.  10.  11.  12.  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege 7
  8. 8. Community Management 8
  9. 9. Community Management 9
  10. 10. Engagement Management C: Community Managment A: Strategie 1.  2.  3.  4.  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 10
  11. 11. Engagement Management C: Community Managment A: Strategie 1.  2.  3.  4.  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 11
  12. 12. 12
  13. 13. Engagement Management C: Community Managment A: Strategie •  •  •  •  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 13
  14. 14. Engagement Management C: Community Managment A: Strategie •  •  •  •  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 14
  15. 15. Unternehmen im Dialog? „Märkte sind Gespräche“ „Social Media ist keine kommunikative Einbahnstraße, sondern ein Dialog. Es geht dabei um Interaktion, um Transparenz, Kommunikation auf Augenhöhe und Authentizität.“ 15
  16. 16. German Social Media Consumer Report Roland Berger & Westfälische Universität Münster, Februar 2013 1)  ... No matter what age, educational background, or income, and no matter where in Germany they live, everyone uses social media. 2)  People … use social media to improve major aspects of their daily lives … 3)  Companies have not fully adapted to this change in society yet. Quelle: http://www.rolandberger.de/medien/publikationen/2013-02-19-rbsc-pub-German_Social_Media_Consumer_Report.html 16
  17. 17. «Black Beauty» oder die verbrannte Lasagne Thomas Hutter, 22. Februar 2013 Online-Werbebanner Quelle: http://www.thomashutter.com/index.php/2013/02/social-media-black-beauty-oder-die-verbrannte-lasagne/ 17
  18. 18. Engagement Management C: Community Managment A: Strategie •  •  •  •  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege B: Organisation •  •  •  •  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten 18
  19. 19. Engagement Management C: Community Managment A: Strategie •  •  •  •  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation •  •  •  •  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten •  •  •  •  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 19
  20. 20. Übergeordnetes Ziel: Social Currency Vivaldi Partners Group & respondi Nützlichkeit Aus der Kommunikation mit der Marke entsteht für den Konsumenten ein konkreter Nutzen. Fürsprache: Wenn Konsumenten bereit sind, für die Marke Stellung zu nehmen und sich für sie (freiwillig und selbstverständlich unbezahlt) einzusetzen. Information Konversation Zugehörigkeit: Identität: Wenn die Konsumenten in der Kommunikation mit ihrer PeerGroup die Beziehung zur Marke betonen. Die Kommunikation der Marke beinhaltet nützliche Informationen für den Konsumenten selber oder für die Community des Konsumenten Wenn Unternehmen sich ernsthaft für Ideen und Innovationen aus der Community interessieren und diese Insights auch transparent kommentieren und anwenden, entsteht ein echtes Gefühl von Zugehörigkeit Nur wenn die Marken nicht nur «senden», sondern auch zuhören und darauf reagieren, entsteht Konversation. Quelle: http://www.vivaldipartners.com/vpsocialcurrency/sc2012 /via @thomashutter 20
  21. 21. 15 Erfolgsfaktoren des Engagement Management C: Community Managment A: Strategie 1.  2.  3.  4.  Verständnis der Zielgruppe Ziele definieren Taktiken ausarbeiten Techniken wählen B: Organisation 5.  6.  7.  8.  Philosophie: Bereitschaft zum Dialog Strukturen & Prozesse Fähigkeit Teams auszurichten Fähigkeit Agenturen auszurichten 9.  10.  11.  12.  Content Strategie Echtzeitverfügbarkeit Kanalflexibilität Beziehungspflege D: Analyse 13.  Social listening 14.  On- und OffPage Kommunikationsanalyse 15.  Erfolgsmessung durch KPIs 
 (nicht durch Metriken) 21
  22. 22. aperto_om ApertoOnlineMarketing aperto-online-marketing-gmbh g+ Aperto Online Marketing Vielen Dank Aperto Online Marketing GmbH, ein Unternehmen der Aperto Gruppe, Berlin. Volker Davids E-Mail Telefon Home Fachleiter Strategie & Analyse volker.davids@aperto.de +49 (0) 30 – 283 921 – 421 www.aperto-online-marketing.de Aperto Online Marketing GmbH Chausseestr. 5 10115 Berlin

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