Meaningful relationships in a digital age

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Werner Kunz

My presentation at the 4th Social Media Day at UMass Boston

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MEANINGFUL RELATIONSHIPS
IN A DIGITAL AGE
Werner Kunz - University of Massachusetts – Boston
#UMBSocial

- 7 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media Days is not just about
We need answers for today (not tomorrow)

- 8 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
Endless options for businesses and
consumers in todays digital world
It gets harder (for small & big companies) to
use it efficient & effectively

- 9 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
First-hand experience is key.

- 10 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Idea behind Social Media Days
Social Media Days should bring people together

- 12 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Relationships in a digital media age
What matters for Relationships?
Preliminary Results:
•  Communication
•  Attention
•  Mutual Attraction
•  Conflict Stable

- 14 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media is a Relationship tool…
…but our relationship are in danger since we
have Social Media

- 15 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
Our ability to
communicate is
broken

- 16 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
•  Attention is fragmented
and very limited
•  Engagement is the
exception
e.g. Click-Through-Rate (CTR)
Organic search: 35%-0%
Mailing: 2-5%
Adwords: 7%-.1%
Facebook/Twitter: 2%-.1%

- 17 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
The basis of relationships is sometimes very
questionable.
•  Every business gets the customer they
deserves
•  You can’t buy love (& followers)

- 18 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
Social Media as a Relationship tool
Conflict Resolution
in Social Media !?
•  Not everyone can
handle the new
challenges
•  No-Nos happen daily
•  it’s not easy (maybe
impossible)

- 19 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
So what to do?
How to get more
•  Communication
•  Attention
•  Attraction
•  Conflict Stability

- 20 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
We need a Revolution
The time of ultimate
customer orientation
is over
We need more and aim higher
Long live the true relationships.

- 21 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
“Communities already exist.
Instead building
communities, think about
how you can help that
community do what it
wants to do”
Marc Zuckerberg, Facebook
1. Find your People online

- 22 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
2. Be clear about your shared interest
Social Objects & Communication Style

- 23 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
3. Exchange with them exciting & valuable content
Traditional Marketing talks at people.
Content marketing talks with them.
- Doug Keisler

- 24 - 4th Social Media Day at UMass Boston - #umbsocial
Werner Kunz – UMass Boston – May 2014 - @werkunz
I’m sure your relationships
will grow substantially
Do your work & give your strategy time
Thank You

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A DAY IN THE LIFE OF A SALESMAN / WOMAN

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Meaningful relationships in a digital age

1. MEANINGFUL RELATIONSHIPS IN A DIGITAL AGE Werner Kunz - University of Massachusetts – Boston #UMBSocial

2. WHY SOCIAL MEDIA DAYS? #UMBSocial

3. - 7 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media Days is not just about We need answers for today (not tomorrow)

4. - 8 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days Endless options for businesses and consumers in todays digital world It gets harder (for small & big companies) to use it efficient & effectively

5. - 9 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days First-hand experience is key.

6. - 10 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Idea behind Social Media Days Social Media Days should bring people together

7. - 12 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Relationships in a digital media age What matters for Relationships? Preliminary Results: •  Communication •  Attention •  Mutual Attraction •  Conflict Stable

8. - 14 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media is a Relationship tool… …but our relationship are in danger since we have Social Media

9. - 15 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool Our ability to communicate is broken

10. - 16 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool •  Attention is fragmented and very limited •  Engagement is the exception e.g. Click-Through-Rate (CTR) Organic search: 35%-0% Mailing: 2-5% Adwords: 7%-.1% Facebook/Twitter: 2%-.1%

11. - 17 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool The basis of relationships is sometimes very questionable. •  Every business gets the customer they deserves •  You can’t buy love (& followers)

12. - 18 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz Social Media as a Relationship tool Conflict Resolution in Social Media !? •  Not everyone can handle the new challenges •  No-Nos happen daily •  it’s not easy (maybe impossible)

13. - 19 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz So what to do? How to get more •  Communication •  Attention •  Attraction •  Conflict Stability

14. - 20 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz We need a Revolution The time of ultimate customer orientation is over We need more and aim higher Long live the true relationships.

15. - 21 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz “Communities already exist. Instead building communities, think about how you can help that community do what it wants to do” Marc Zuckerberg, Facebook 1. Find your People online

16. - 22 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz 2. Be clear about your shared interest Social Objects & Communication Style

17. - 23 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz 3. Exchange with them exciting & valuable content Traditional Marketing talks at people. Content marketing talks with them. - Doug Keisler

18. - 24 - 4th Social Media Day at UMass Boston - #umbsocial Werner Kunz – UMass Boston – May 2014 - @werkunz I’m sure your relationships will grow substantially Do your work & give your strategy time Thank You

Meaningful relationships in a digital age

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