Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13
Citation preview
1. Corporate Communications Today Course Module 3: Social Media
Marketing 09.12.2012 Susanne Robra-Bissantz
2. Collaboration with customers WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 2
3. Course Modules CM 5 Knowledge CM 4 Innovation CM 2
Collaboration CM 3 Marketing CM 1 Social Media WS 2012/13 | Prof.
Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 3
CM 6 Web Society
4. How it used to be: Communication via mass media WS 2012/13 |
Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today|
Page 4
5. The world is in order mass communication only few 1:n
channels controlled messages customer is consumer WS 2012/13 |
Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today|
Page 5
6. Communication today WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 6
7. The world is turned upside down social changes changes of
the markets WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz |
Corporate Communications Today| Page 7 new technology: Web 2.0 many
interactive channels credibility decreases customer is demanding
and active employees communicate uncontrolled messages
8. Social Media Positioning... United breaks guitars Problem
Public(ity) After Reaction and Discussion WS 2012/13 | Prof. Dr.
Susanne Robra-Bissantz | Corporate Communications Today| Page
8
9. Keep quiet? React? Act proactively? It is difficult, indeed
dangerous to underestimate the huge changes this revolution will
bring or the power of developing technologies to build and destroy
not just companies but whole countries. Rupert Murdoch WS 2012/13 |
Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today|
Page 9
10. Principle Markets are Conversations. Through the Internet,
people are discovering and inventing new ways to share relevant
knowledge with blinding speed. As a direct result, markets are
getting smarter - and getting smarter faster than most companies.
No wonder networked markets have no respect for companies unable or
unwilling to speak as they do. The only chance for companies is to
join conversations (nach Levine et al. 2001: Clue Train Manifesto).
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 10
11. Markets are Conversations What we know about the society
and its world, we know almost exclusively from mass media [Luhmann
1996] What I know about the world and current developments, I
basically know from my friends and networks [unknown Facebook-User
2012] WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 11
12. New ways in Customer Oriented Functions instead of Market
Research Listen instead of Marketing instead of CRM Join
conversations Collaboration Discuss instead of Public Relations WS
2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 12
13. Listen Service provider, tools or manually Imagination in
keywords and places -> Subjects that are relevant hie C ten -Lis
f g -O in WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 13 c er ffi
14. Join conversations, be present The first viral campaign
Viral Effects Financial Success 700.000 people at Facebook > 7
Millionen video views in one week Sales increase According to
Nielsen, by up to 107% ... Top 10-Apps Fan Groups Action ...
>233.000 de-friends WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 14
15. Join conversations, be present The first viral campaign
Viral Effects Financial Success Research: 700.000 people at
Facebook > 7 Millionen video views in one week Sales increase
According to Nielsen, by up to 107% ... Top 10-Apps How do
conversations arise out of campaigns? How do conversations lead to
actions? Action ... >233.000 de-friends WS 2012/13 | Prof. Dr.
Susanne Robra-Bissantz | Corporate Communications Today| Page
15
16. Join conversations (or let someone do it for you) 2008
Eight weeks later Students communicate Its not Markting its the
Function ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz |
Corporate Communications Today| Page 16
17. Interaction between real and virtual platforms T-Mobile
Call for a flash-mob sing-along-platform approx. 3 Mio. views
overall > 200 Videos WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 17
18. Space of Topics and Relationships Content is King Context
is Queen WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 18
19. Space of Topics and Relationships Content is King Context
is Queen wi: a place for discussions on Web Society, Collaboration,
Social Media, E-Services ... WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 19
20. Discussion: Respond to criticism Greenpeace defaced a
commercial from Nestl (Palm oil) Dooce (Heather) reports on her
washing machine (Twitter). Discussion, e.g. on the Nestl
Facebook-Page Nestl: helpless, no reaction, reference to PR-page,
no Discussion (1,4 Mio Follower) Tried to ban the fake logo we set
the rules Whirlpool reacts after a few hours. unexpected blitzkrieg
1000s of De-Fans, Easter boycott, petitions wrong! Bosch the next
day. PR-Coup: Free washing machine for charity. perfect! WS 2012/13
| Prof. Dr. Susanne Robra-Bissantz | Corporate Communications
Today| Page 20
21. Main Problem ... The challenge is in a Web 2.0 world, they
won't just tell their immediate family, they will usually post it
to their Facebook friends, Tweet about it on Twitter and possibly
complain in a forum about you in the process. Your one unhappy
customer has suddenly told a few thousand people. If they are
really ticked off you can expect a You Tube Video or an email that
could go viral and suddenly one bad experience has been seen by
millions of people. [Ingrid Cliff] ... this site (facebook) is not
the place for customer complaints ... here we want to inform and
amuse you ... for customer concerns you have to look up our contact
pages ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 21
22. Viral spread on the web mentions rise rapidly WS 2012/13 |
Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today|
Page 22
23. Customer criticism and opinions Discussions take place
Acceptance Discussions are public Risk of silent dissatisfaction
Discourse theory Model based Learning Discussions boost the company
Problems are the nucleus of ideas Critics become evangelists WS
2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 23
24. Discuss and collaborate high gloss, persuasive
communication semi perfect discoursive communication WS 2012/13 |
Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today|
Page 24
25. Complaints platform: TU Braunschweig Problem / Idea Student
Discussion, Rating 1. Publish online 4. discuss Selection 3.
publish/ forward 2. select Idea 6. select Moderator Prescreen,
Responsibilities Idea 5. evaluate and act Assessement 7. implement
Students Soft Skills Courses WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 25
26. Sags uns: Complaints Platform Ideas, Praises or Problems?
Tell us about it! Research: How can Employees be motivated to join
Discussions? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz |
Corporate Communications Today| Page 26
27. Discussions with Customers Let your Employees discuss, Use
personal and emotional language, Be sparing in Social Media
Guidelines, Trust. Employees and Customers. WS 2012/13 | Prof. Dr.
Susanne Robra-Bissantz | Corporate Communications Today| Page
27
28. Findings on collaboration with private customers
Organisation Collaborate Discuss Join conversations react try to
understand Listen explore different topics accept Wikification
Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 28
29. Findings on collaboration with private customers
Organisation Collaborate contribute something interesting try to
evoke share effect use narratives Discuss Join conversations rely
on honest messages be discret and equal react try to understand
Listen explore different topics accept Wikification Private WS
2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 29
30. Findings on collaboration with private customers
Organisation Collaborate contribute something interesting be
discoursive allow different opinions use narratives Discuss admit
faults try to evoke share effect rely on honest messages respect
publicity be discret and equal react try to understand Join
conversations Listen explore different topics accept Wikification
Private WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate
Communications Today| Page 30
31. Findings on collaboration with private customers
Organisation offer participation try mutuality tap the potential
... Collaborate start conversations provide platforms contribute
something interesting be discoursive allow different opinions use
narratives Discuss admit faults try to evoke share effect rely on
honest messages respect publicity be discret and equal react try to
understand Join conversations Listen explore different topics
accept Wikification Private WS 2012/13 | Prof. Dr. Susanne
Robra-Bissantz | Corporate Communications Today| Page 31
32. Course Modules CM 5 Knowledge CM 4 Innovation CM 2
Collaboration CM 3 Marketing CM 1 Social Media WS 2012/13 | Prof.
Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
32 CM 6 Web Society