1. BSI FRIEND ME! BEST PRACTICES FOR HARNESSING THE POWER OF SOCIAL MEDIA. Hamburg, 18. June 2010

2. 2003

3. 2006

4. 2008

5. FACTS

6. 72% of all „SocialMedia“ Activities FAIL!

7. <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< ONLY 19% ARE RESPONSIBLE FOR 78% OF ALL SUCCESSFUL SOCIAL MEDIA ACTIVITIES

8. START-UPS ARE MORE SUCCESSFUL THAN COROPORATES ?

9. Why?

10. S R P V L T L Wedid an undercoverstudyforthe last 7 months in 12 countries acrossEuropesbiggestcompaniesto understand: „Whatgoeswrong?“ 563 marketersfrom52 Brands wereinvolved! P

11. CRM? RESEARCH? ADVERTISING? 81% OF ALL COMPANIES DON‘T HAVE A CLEAR SOCIAL MEDIA STRATEGY! MARKETING? PR?

12. ONLY 4% SHARE THEIR SOCIAL MEDIA EXPERIENCE THROUGHOUT THE COMPANY

13. 86% DON‘T HAVE A CLUE HOW TO HANDLE A SOCIAL MEDIA BACKLASH 86% DON‘T HAVE MANUALS HOW TO HANDLE A SOCIAL MEDIA BACKLASH

14. CORPORATES TEND TO TAKE TWICE AS LONG AS START-UPS FOR SOCIAL MEDIA PROJECTS

15. ONLY 1% COMMUNICATED WITH COMMUNITY MEMBERS IN PERSON!

16. ONLY 7% UNDERSTAND THE REAL VALUE OF CUSTOMER INTERACTIONS!

17. ONLY 27% HAVE A CLEAR UNDERSTANDING OF THEIR CUSTOMERS HOW THE REALITY OF BMW CONSUMERS LOOK LIKE HOW BMW THINKS OF CONSUMERS

18. Show me the money! 73% HAD TO SHOW THE MONEY AFTER 12 MONTHS

19. SOCIAL MEDIA PROJECTS ARE THREE TIMES MORE UNDER CONTROL

20. ONLY 17% ARE SATISFIED WITH THEIR „SOCIAL-MEDIA“ AGENCY

21. SO WHAT GOES WRONG?

22. XHTML Taggaling Basecamp Standardization GoogleMaps Unwieldy Simplicity Zengarden CssBeauty Rememberthemilk Writeboard Meebo Zimbra XHTML Tadalist Tagtagger Basecamp StumbleUpon Writely GTD Backpack RSSReader ZooZio Unwieldy Kiko Wikis CSS-Design Focus on Simplicity Cloudalicious Netvibes Wikipedia Protopage Googel IG Tagcloud Flickr Live.com Ajax CrowdSourcing Accessability Delicious Widgets Flock Collaboration Etsy Joy of Use Upcoming Planzo Folksonomy Flickr CraigList LinkedIn OpenBC Usability WASP Sharing Fotolia Blinksale Ebay Squidoo Pagerank The Long Tail Recommendation MTurk Firefox Ebay Simplicity UserCentred Google Perpetual Beta FOAF ITunes Amazon Social Software MARKETERS LIVE IN THE BUZZWORD ECONONMY! Sixdegrees PayPal RubyonRails LiveStreaming Orkut Participation Trust XFN Affiliation Friendster Economy Blogs Blogger Aggregation VC Typepad Soflow Technocrati A9 Plazes Digg LastFM CostperClick Adsense Simplebits Wordpress Mint GMail WEB 2.0 = Community Read.IO Measuremap Liveliness Stylegala Ipodder Qiro Podcasting Skype Gtalk Jabber Audio 9Rules Convergence XHTML Odeo Basecamp Alistapart IM DataInside Design Itunes Remixability Unwieldy SEO Castpost Videocasting Bit Torrent Video Fragmentation Vimeo Modularity Tagcloud Wifi Syndication XHTML Mobility UMTS Yahoo Maps Feedster Rest Basecamp Google Maps XHTML Unwieldy Basecamp Jaiku Buzztracker Web Standards XML CreativeCommons GoogleMaps YouTube Technocrati RSS Unwieldy Gmaps Mashups Newsgator Twitter OpenApis Google News Microformats.org Semantic Google Icerocket Y3thing MyYahoo Bloglines Inorder DataDriven ChalkIT Amazon Wink Alexa Rollyo Feedburner Pubsub Trendmapper Rojo Ning Soap

23. WHAT ARE WE TALKING ABOUT?

24. NO! NOT TECHNOLOGY!

25. NO! NO VIRAL CAMPAIGNS!

26. Connecting creating writing posting Sharing expressing customizing hacking mashing-upCustomizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listeningConnecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting CONSUMER BEHAVIOUR!

27. THE MAIN SECRET?

28. Transaction Marketing Social Media Marketing Relationship Marketing C C C B B C 1960 1990 2003 SocialProductbenefit + Emotional Productbenefit + FunctionalProductbenefit Emotional Productbenefit + FunctionalProducbenefit FunctionalProductbenefit

29. LISTEN!

30. Understand yourConsumers Motives Become relevant! Manage itright! Maketherightstart! Get CEO Support Moderate Become relevant offline again

31. MOTIVES!

33. THE NET IS THE NEW CONSUMER PROPERTY!

34. SELF-EXPRESSION AS STATUSSYMBOL

35. VOYEURISM AS A METHOD TO UNDERSTAND THE SOCIAL RANKING

36. LINKS AS A WAY TO INCREASE PROPERTY

37. RELEVANCE!

38. DISRUPT SCHEMAS

39. APPROACHES?

40. BRANDED CONTENT/ ENTERTAINMENT?

41. CONSUMER PARTICIPATION – USER-GENERATED-CONTENT? Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme

42. USEFUL SERVICES?

43. CONSUMER PANELS? Quelle: Brand Science Institute 2007: Brand Communities als Kundenbindungsstrategie effektiver als Bonuspunkteprogramme

44. WHICH APPROACH IS MORE SUCCESSFUL?

46. MANAGE!

47. SOCIAL MEDIA PROJECTS = INTERNAL START-UPS

48. EARLY-AVAILBILITY OVER CORRECTNESS

49. Brand Communication CONSUMER INTEREST MEDIA Pre-launch Launch Post-Launch

50. Brand Communication MEDIA CONSUMER INTEREST Pre-launch Launch Post-Launch

51. START!

52. EVERYBODY?

53. CONCENTRATE ON YOUR HIDDEN ADVOCATES!

54. LIGHT LOYAL:LUCY! Quelle: Brand Science Institute 2008: Exploring The Effects of Weak-Ties on Brand Community Performance

55. LET LUCY LOOK BETTER – SOCIAL ENHANCEMENT IS THE KEY!

56. SUPPORT!

57. GET TOP-LEVEL SUPPORT! Quelle: Brand Science Institute 2008: The Influence of Corporate Culture on Long-Term Community Performance

58. …AND A SUPPORTIVE LEGAL DEPARTMENT!

59. …ooops!

60. MODERATE!

61. CLEAR PRINCIPLES ARE A MUST TO INSURE EVERBODY IS ALIGNED!

62. REWARD ADVOCATES

63. AVOID STRONG AND ANNOYING RULES TO YOUR COMMUNITY!

64. OFFLINE!

65. TAKE CARE OF PARA-SOCIAL BEHAVIOR! ABER! Quelle: Brand Science Institute 2007: Social-Network Community Behavior: Effects on Para-Social Interaction and Impulse Buying

66. „A long way home…“

67. BECOME RELEVANT OFFLINE!!!

68. X 3.9 x 5.2 x 2.7 x 3.4 x 2.8 x 1.9 x 2.5 Understand yourConsumers Motives Become relevant! Manage itright! Maketherightstart! Get CEO Support Moderate Become relevant offline again LEVERAGE-FAKTOR

69. X 3.9 x 5.2 x 2.7 x 3.4 x 2.8 x 1.9 x 2.5 LEVERAGE-FAKTOR Verständnis vom Marketingparadigma-Wechsel und Social Media Einzigartiger und nutzenstiftender Community-Ansatz Ausführungsqualität in der Community-Planung und Projektdesign Ausführungsqualitäten in der Community-Einführung Struktur/Design/Kultur der Organisation Moderation der Community Offline-Relevanz im lokalen Umfeld