3. A typical Marketing Meeting in 2008 We have to start some Social Media projects – I have to call our agency right away! I read something about Social Media in the Time Magazine – we should integrate our ads there! Great – I can invite all my Twitter and Facebook friends to join our community!!!
21. B C C B C C Transaction Marketing Relationship Marketing Social Media Marketing 1960 1990 2005 Functional Productbenefit Emotional Productbenefit + functional Social Productbenefit + emotional + functional
22. BESITZ IST DORT WO DAS NETZ IST Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411 CONSUMERS LEARN FASTER TODAY
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!
34. SUB-BRAND OVER CORPORATE BRAND … , da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!
71. Simone Brunozzi Amazon Web Services Evangelist for Europe Conny Kalcher President Consumer Experiences, LEGO Company Paula Berg Manager of Emerging Media, Southwest Airlines Charlie Schick Editor-in-Chief, Nokia Conversations Alex Hunter Head of Online Marketing for the Virgin Group Rolf Skyberg Disruptive Innovator, eBay Inc. ANY SOCIAL MEDIA EXPERIENCES?
77. Type of detractor Why they make trouble How to recognize What you should do FIND GOOD WAYS TO SPEAK WITH YOUR SOCIAL MEDIA MEMBERS AND FANS! Quelle: Forrester Legitimate complainer Needs help with products or services or wants to warn others Raises legitimate issue; may use strong language but seems open to reason Solve problems or explain policies, publicly if possible Competitor Want to promote competing products Continues to mention other brands; parrots their marketing messages Engage rationally and respectfully with your company’s perspective Engaged critic Think they can make things better Makes suggestions, not just complaints; responds intelligently to others’ criticisms Create forum to encourage discussion; recognize good ideas publicly Flamer Like to argue with other members Tend to participate in “flame wars” and may have specific other members they target Refocus discussion on higher goals of community Troublemaker Have a grudge against company; hope to create problems Complains continuously and cannot be satisfied; uses incendiary language Address individually and privately, if complaints continue in face of attempts to resolve, remove from community