1. Don't Let Your Brand Get Lost in
the Social Media Shuffle

2. A typical Marketing Meeting today…

3. I read something about
Social Media in the Time
We have to start some Magazine – we should
Social Media projects – integrate our ads there!
I have to call our
agency right away!
Great – I can invite all
my Twitter and
Facebook friends to
A typical Marketing Meeting inour community!!!
join 2008

4. With the following results…..

5. 72% of all Social Media
Initiatives are NOT successful!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<

6. 19% of all brands take the success of
82% of Social Media activities!
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<

7. START-UPS ARE USUALLY
MORE SUCCESSFUL THAN
CORPORATES
?

8. WHY?

9. …BECAUSE THE MAJORITY OF
CORPORATE ORGANIZATIONS DON‘T
HAVE A CLUE HOW TO DEAL WITH
SOCIAL MEDIA!

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

11. IN OUR PROJECTS WE ASK:
WHY SOCIAL MEDIA?

12. Hmmm…
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13. 37% Branding
29% CRM
18%
Sales Calls

14. WHAT HAVE WE LEARNED
OVER THE YEARS?

15. 1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!

16. 1. Understand the shifting Marketingparadigm

17. WHAT HAS CHANGED?

18. BUY
ME!
Acknowledge: The Marketing Paradigm changed!!!
1960

19. TRUST ME!
TRUST ME!
1990

20. CALL ME!
2005

21. Transaction Marketing Relationship Marketing Social Media Marketing
C
B C C B
C
1960 1990 2005
Functional Productbenefit Emotional Productbenefit Social Productbenefit
+ functional + emotional
+ functional

22. CONSUMERS LEARN
FASTER TODAY
BESITZ IST DORT
WO DAS NETZ IST
Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411

23. CONSUMER = MEDIA

24. CONSUMERS =
MEDIA x

25. BRANDS ARE PART OF A
CONSERVATION ECOSYSTEM

26. 2. Learn about your customers‘ Social Behaviour

27. START LISTENING FIRST!!!

28. GM HAS NOT BEEN LISTENING –
BACKLASH!
Awww…

29. AND TAKE CARE OF YOUR OWN
EMPLOYEES!!!

30. NEVER COPY POPULAR IDEAS!!!
FISH WHERE THE FISH IS…
…, denn jeder Marketing-Euro ist in populären Communities tendenziell mehr wert!

31. COOPERATE WITH BRAND
ENTHUSIASTS THAT ALREADY
BUILD A COMMUNITY

32. If I were an evil genius running a board games
company whose product line spanned everything
from Monopoly to Clue, I might do this: Wait until
someone comes up with an excellent
implementation of my games and does the hard
work of coding and debugging the thing and signing
up the masses. Then, once it got to scale, I’d sweep
in and take it over. NEVER SUE THEM!

33. DON‘T MISUNDERSTAND THE
SIGNALS – YOUR
CUSTOMERS ARE NO GEEKS!

34. SUB-BRAND OVER
CORPORATE BRAND
…, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr
fokussiertes Thema/ oder ein hohes Community-Budget fordern!

35. WHAT GENERATES SOCIAL VALUE?

36. BRANDED CONTENT/
ENTERTAINMENT?

37. CONSUMER
PARTICIPATION – USER-
GENERATED-CONTENT?

38. USEFUL
SERVICES?

39. USEFUL
INTEGRATIONS?

40. CONSUMER
PANELS?

41. 3. Understand the DNA of a Social Media Project

42. TIME TO MARKET IS
YOUR BIGGEST ENEMY!

43. EARLY-AVAILBILITY OVER
CORRECTNESS

44. BUDGETALLOCATION
IS KING!

45. SOCIAL MEDIA PROJECTS
= INTERNAL START-UPS

46. MARKENFIT UND TEST VON
COMMUNITY PROTOTYPEN
DON‘T
OVERCOMPLICATE
YOUR CONCEPT

47. USABILITY ÜBER ALLES!!!

48. …AND FORGET BIG SERVER FARMS
– YOU DON‘T NEED THEM!

49. 4. Learn how to start Social Media

50. EVERYBODY!!!

51. OH NEIN!

52. CONCENTRATE ON
YOUR ADVOCATES

53. YOU MEAN…

54. Connectors?
Mavens?
Opinion Leaders?
Trendsetters?
Hubs?
Influentials?
Alphas?
Bees?
Sneezers?
Heavy Loyals?
Lead-Users?

55. LIGHT LOYAL:LUCY!

56. WHY SHOULD LUCY PARTICIPATE IN
YOUR SOCIAL MEDIA ACTIONS?

57. SOCIAL
ENHANCEMENT!

58. THE ULTIMATE QUESTION:

59. HOW CAN WE MAKE LUCY LOOK BETTER?

60. DO WE SUPPORT HER TO SHARE
OUR THOUGHTS?

61. THE NECESSARY STEP TO BE TAKEN…

62. …FORGET THE IMPRESSION-MANAGEMENT
APPROACHES!

63. …DIALOGS ARE THE NEW CURRENCY!!!

64. 5. Get support on every level!

65. …let me ring up DO YOU HAVE TOP-
Sumner Redstone... LEVEL SUPPORT?

66. SUFFICIENT LEGAL
SUPPORT?

67. NO?

68. …oh boy!

69. WHO IS IN CHARGE OF SOCIAL MEDIA
AT YOUR COMPANY?

70. RESEARCH?
ADVERTISING?
SOCIAL MEDIA
DEPARTMENT?
PR?
MARKETING?

71. Alex Hunter Conny Kalcher Rolf Skyberg
Head of Online Marketing for the Virgin Group President Consumer Experiences, LEGO Company Disruptive Innovator, eBay Inc.
ANY SOCIAL MEDIA
EXPERIENCES?
Charlie Schick Simone Brunozzi Paula Berg
Editor-in-Chief, Nokia Conversations Amazon Web Services Evangelist for Europe Manager of Emerging Media, Southwest Airlines

72. THIS COULD BE VERY USEFUL! WHY?

73. ADJUST THE
EXPECTATIONS!
YOU WILL BE
SOMEWHERE IN
THE LONG-TAIL

74. GIVE A FEELING
FOR THE REALITY
Vorstellung des Managements von BMW Reale BMW Advokaten und Community-
Community-Mitgliedern Mitglieder!

75. 6. Moderate the crowd!

76. REWARD
SOCIAL MEDIA
MEMBERS

77. Why they What you
Type of detractor make trouble How to recognize should do
Legitimate complainer Needs help with Raises legitimate issue; Solve problems or explain
products or may use strong language policies, publicly if
services or but seems open to reason possible
wants to warn
others
Competitor Want to promote Continues to mention Engage rationally and
competing products other brands; parrots their respectfully with your
FIND GOOD WAYS TO SPEAK WITH YOUR marketing messages company’s perspective
Engaged critic Think they can make Makes suggestions, not Create forum to
SOCIAL MEDIA MEMBERS responds FANS!
things better just complaints; AND encourage discussion;
intelligently to others’ recognize good ideas
criticisms publicly
Flamer Like to argue with other Tend to participate in Refocus discussion on
members “flame wars” and may higher goals of
have specific other community
members they target
Troublemaker Have a grudge against Complains continuously Address individually and
company; hope to create and cannot be satisfied; privately, if complaints
problems uses incendiary language continue in face of
attempts to resolve,
remove from community
Quelle: Forrester

78. REDUCE HARD AND
ANNOYING RULES

79. 7. Become relevant offline?

80. WHY IS THIS SO IMPORTANT?

81. DANGER OF PARA-SOCIAL
ABER!
GROUP BEHAVIOR

82. „A long way home…“

83. HOW CAN SOCIA MEDIA
USERS USE THE
FUNCTIONS ALSO OFFLINE?

85. 1. Understand the shifting Marketingparadigm
2. Learn about your customers‘ Social Behaviour
3. Understand the DNA of a Social Media Project
4. Learn how to start Social Media
5. Get support on every level!
6. Moderate the crowd!
7. Become relevant offline!