Transcript Folie 1

Social Media
The communicative challenge of our time
Dr. Heiko Frank
September, 20th 2011
© Copyright Tefen AG, Deutschland
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Strategy
Operations Excellence
Project Management
Organi zational Development
1
Content

Social Media - origin, definition, platforms

Social Media - the communication behavior

In seven steps to your own Social Media Strategy
The technological development and their backgrounds
Web 2.0
Web 3.0
Software
Hardware
Web 1.0
DOS
1990er
Data exchange
(technical beginnings)
Modem: 56 kbps
Windows 2000
2000er
Broadband connection is standard!
iOS
2010
Increasingly mobile data devices
VDSL: up to 50 mbps
DSL: 1024 kbps
UMTS: up to 2 mbps (mobil)
The change in the offer leads to a change in usage behavior
Web 1.0
orderly !
Web 2.0
chaotic !
Information Medium
Communication Medium
Strategic Positioning: A further
presentation and sales channel for
operation
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Clear communication structure: 1 -> n
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PUSH-Principle
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Web 3.0
omnipresent !
The „social web“ knows no boundaries
and no rules; content are „mixed“ and
scatterd
Interaction Medium/Pulse Medium
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Context-adaptive web applications react
„intelligently“ to the situation

Communication strucutre: n -> n
Unclear communication strucutre: n -> n
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Circumstances
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PULL-Principle
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Meaning-oriented
Act rather than consume
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Swarm intelligence
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Integrated, networked view of things
Application-oriented
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Service-oriented
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Reputation is determined
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Reputation is important
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teachable
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Me- instead of E-Business
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Mobil rather than stationary
The Internet develops not only technically and content-based but it also affects our behavior
The influence of technical and substantive changes in the internet to the
individual user behavior
1990
Start: TCP/IP
2000
2010
2007:
Apple iPhone
First webbrowser
with pictures
2010:
Social Media Hype
2001:
Dot.com Blase
Content-based
technical
1982
Information medium
Communication medium
1995
2004:
Facebook
2005:
2008:
Facebook in German language
2008:
Groupon
User behavior
2006:
Twitter
28 Mio.
Numer of Internet User in Germany
(Quelle: ARD/ZDF Onlinestudie, 2011)
4 Mio.
1997
11 Mio.
34 Mio.
38 Mio.
41 Mio.
2000
2002
2003
2005
2007
2009:
Foursquare
52 Mio.
44 Mio.
18 Mio.
0,30 Mio.
1999
Pulse medium
6 Mio.
20 Mio.
14 Mio.
Düsseldorf: 570 Tsd. User
(Quelle: allfacebook.de 08/2011)
2009
2010
Number of Facebook User in Germany
(Source: diverse blogs & websites, 2011)
The technology is frequently initially overestimated but on the long run underestimated!
2011
How explain these social needs Social Media?
Social needs:
The real life itself, relationships between people, yearning for closeness, friendships among like-minded
people, the search for security, the curiosity of people with dissenting opinions, the curiosity of the individual,
the power of memory, the intelligence of the team, the dialogue at eye level…
Social needs
Changing conditions
Technical possibilities
Social isolation
In the context of globalization and increasing
mobility the area breaks away as a stabilizing
element but we still need our social contacts.
Social Media replace the „village square“ as a platform to meer our social needs!
Why do companies integrate social media into their strategies and
actions?
That the Internet has not penetrated, not came true! Social media will be just one component of private and
professional life.
What are Social Media ?
Definition
Social Media is a buzzword, that is
understood as social networks and web
communities that serve as platforms for
mutual exchange of opinions, impressions
and experiences.
Social media is not a media. The key is to listen,
engage, and build relationships.
David Alston, Leiter Marketing und Community at Radian6
Source: Wikipedia
Social Media Applications
People „search“ less and less for news - they
„get“ them over their networks.
94% of users use the Internet for making
purchases.
More than 40% of German Internet-Users
make their purchase decisions based on
opinions and recommendations of others.
60% of Social Media users inform other
users about their satisfaction with a
product.
In the next few years the „digital natives“
win up the „digital immigrants“. 96% of
them are in social networks.
14% of people trust advertising. 78% trust
the statements of their Peer Group.
Currently popular social media platforms at a glance
http://www.kununu.com/de/all/de/bf/deutsche-bank
Social Media platforms at a glance
TV of tomorrow
News ticker
THE Social Media Platform
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> 700 Millions of Users (!)
> 70 languages
> 250 Mio. User use Facebook with a
mobile
All Users in common spend 700 Mrd.
minutes monthly at Facebook
FB has also destroyed political careers
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Tweets in the Internet (140 Zeichen)
110.000.000 Tweets daily (1.300
Tweets/sec.)
3.410 Mio. Tweets in Jan. 2011
200 Mio. members (January 2011)
2,3 new members/sec.
Twitter User follow DELL Outlet because
of interesting electonic offers. Dell has
earned over Twitter more than 3 Millions
USD turnover
Till 2010 the company Obvious has not
earned moey with Twitter …
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Classic example of UGC (User Generated
Content)
In 2010 approximately 1,9 Milliards of Videos
were clicked daily
In December 2009 YouTube quotes more
search requests than Google
Founded in 2005, 2006 sold for 1,6 Mrd. USD
to Google
Every minute 13 hours of new videos are
uploaded
The average user is 27 years old
More than 70% of the Ad Age Top 100 agencies
have campaigns over youtube in 2009
More than a foto Platform
THE Business Platform
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Pure B2B Network
Founded in 2003
10,8 Mio. members in March 2011
82% of the members are between 26 and 50 years
old
90% of the premium-members log in frequently (at
least once a week)
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Founded in 2004 of Caterina Fake
Largest Foto-Community with a reach of
18%
Approximately 11 Millions of fotos were
uploaded daily (125 pictures/sec)
At the moment approximately 6 Milliards
(!!) of fotos online
Obama uses Flickr to show pictures of him
and his family
More than 40 Millionen members in
11/2009
The interactive Employer Portal
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Employees of Germany, Austria and Swiss
will get „company ambassadors“ and
inform other applicants about employment
conditions and working atmosphere at their
(Ex)-employer
Founded in June 2007
56.125 evaluated companies (August 2011)
143.760 Evaluations (August 2011)
Scale: 1,0=inadequate to 5,0= very good
Facebook can be described as THE social media platform
Facebook
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> 600 Mio. User (!)
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> 70 languages
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> 250 million user are using Facebook on a
mobil device
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All users together spend 700 billion minutes
per month on Facebook
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FB has already destroyed political careers
Twitter – the messages service
Twitter
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Short messages (Tweets) in the internet (140
signs)
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110.000.000 Tweets per day (1.300 Tweets per
second )
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3.410 million Tweets in Jan. 2011
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200 million members (January 2011)
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2,3 new members per second
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Twitter user follow the Dell Outlet for
interesting electronical offers. Dell has so
generated more than 3 million $ over Twitter.
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In 2010 the company Obvious hadn`t deserved
money with Twitter
YouTube – the TV of tomorrow
YouTube
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Classical example for UGC (User Generated
Content)
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In the year 2010 were daily about 1,9 billion
movies clicked
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Founded in 2005, 2006 sold for 1,6 billionen $
to Google
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Every minute 13 hours video will uploaded
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The average user is 27 years old
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Aboute 70% of the Ad Age agencies have run
campaigns in 2009 on Youtube
The business platform…
XING
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Pure B2B network
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Started 2003
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10,8 million members in March 2011
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82% of the members are between 26 and 50
years old
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90% of the premium-members log in regulary
(at least 1 time per week) one
Did you know…
XING
Flickr – more than a photo portal
Flickr
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Started 2004 of a women (Caterina Fake)
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Biggest-picture-Community with a reach of
about 18%
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Daily are about 11 million pictures uploaded
(125 pictures per second)
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Currently about 1.1 billion (!!) pictures online
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Obama is using Flickr to present pictures of him
and his family
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More than 40 million members in 11/2009
Kununu – the interactive portal for Employer Rating
Kununu
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Employees from Germany, Austria and
Switzerland are company ambassadors to inform
other candidates about working conditions
fringe benefits and working enviroment for their
(ex)- employer
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Started in June 2007
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56.125 rated firms (August 2011)
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143.760 ratings (August 2011)
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Ratings from 1,0= deficient to 5,0= very well
Content

Social Media - origin, definitions, platforms

Social Media - the communication behavior

In seven steps to your own Social Media Strategy
Radical views... ? !
Social Media
is standard !
...and should also be an essential part of your
corporate communication!
How can a business use Social Media ?
Overall
opportunities
Marketing

Opinion
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Market research
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Brand positioning
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Brand development
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Communication
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Image-improvement
HR
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Online Recruiting
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Employer Branding
Sales
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Online-Shop
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Customer contact
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Customer service
Service
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Online-Help
Financing

Crowdfunding
Innovation (R&D)
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Information search
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User-Interaction
Social Media has to be planned...
Content

Social Media - origin, definitions, platforms

Social Media – the communication behavior

In seven steps to your own Social Media Strategy
Social Media – Not like that ... !
Jack Wolfskin
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Jack Wolfskin suing private citizens in Dawanda.de (DIY
site) because of the use of a „paw“
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The news come in Facebook and Twitter and go
around the world within 48 hours
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Within 24 hours the subject has a negative effect on
the search result
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The „David versus Goliath“ effect begins
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More and more boycotts call-ups are shown in FB and
Twitter
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Hundreds of blogs and media report as „Spiegel“
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The opinion of JW ist fuel to the fire: „Warnings were
lawful“
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On the first Google page are the most hits, which
revolve around the action

The „David versus Goliath“ game (…) ist damaging the
online reputation of the company now massively
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JW draws the complain after two weeks back due to
the pressure…
Social Media – Not like that ... !
Nestlé
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Nestle chocolate bars used in the manufacture of palm oil. The supplier of oil illegally clears rainforest
to mining and thus destroyed the habitat of Orang Utans
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The Greenpeace campaign on YouTube beats like a bomb and spreads like wildfire
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The Greenpeace Video – almost a viral marketing success – was via social networks very popular and
commented on
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The users make their displeasure on Facebook, Twitter and Blogs in air

Nestle can delete the entries from all sides (like FB FanPage with more than 90,000 users) and
threatened bloggers with legal consequences.

The users respond with outrage and incomprehension. “Nestle, you have much to learn about the
internet. And about common human decency” wrote one Facebook-User. Another said: “What
Greenpeace supporters did is a sign of the times: Brandjacking a Facebook fan page is the new from
of tree hugging. A lot safer too.”
Social Media – That`s the way how you do it ... !
Social Media
makes
successful

Twitter users follow the Dell Outlet for interesting electronic properties. Dell has
generated on Twitter more than $ 3 million in sales.
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Ice Cream Friends in New York give the chains of Ice Tasti –D-Lite marketing
feedback via Facebook and Twitter and get often from the company „their own“ icecreation delivered as a suprrise.
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Crowdsourcing: On mystarbucksidea.de interested people can discuss about future
development, adjust and evaluate their own ideas. In-house experts check the
proposals and decide about the implementation.
Starbucks shows with this project how social web users can cheaply be included in
the development process. Since March 2008, nearly 80.000 ideas have been set. For
the highest rated ideas have nearly 100.000 people voted and on this alone have
been more than 1000 comments posted.

Gary Vaynerchuk , a wine dealer from New Jersey, made it through the clever use of
Social Media Networking the sales of his company from four to 50 million Dollar to
increase. Vaynerchuk blogs, twittert and podcastet. He uses naturally the Social
Media Tools to communicate with people about wine.
Vaynerchuk has built up over the years a large network and with his video blog Wine
Library daily more than 60.000 visitors, many of whom are customers. Vaynerchuk
has succeeded with the help of Social Networking to make his small family business
into a global brand.
Social Media -That`s the way how you do it... !
Social Media
makes
successful
Fundamentally new approach to
communication:
Way of „permanent compaigning“ to „permanent
dialogue“ on Social Media Networks. 51% of
Americans expect a direct dialogue from their
president
YouTube:
• 140.000 videos, 1800 official. (McCain: 200
official)
Facebook:
• 8 million friends (McCain just
600.000)
• 14.7 million hours were viewed
• Yes we Can Video: accessed 14.5 million times
• 15 videos with more than 1 million views.
• > 0.5 million posts on the pin
board
• Obama has more than 403% Subscribers and
905% more views than McCain
• Additional features (videos
etc.)
MySpace:
Twitter:
• Obama: 900.000 friends
• Was used to communicate with voters and compaign
team.
• McCain: 200.000
• Obama has 240 times more followers than McCain
Obama had a total of more than 8 million friends on 15 different Social Media Platforms supported directly
Social Media - Is that right ... ?
Content

Social Media – origin, definitions, platforms

Social Media – the communication behavior

In seven steps to your own Social Media Strategy
Social Media wants (and needs) to be planned...
Trust: User believe you and give you confidence and loyalty
Stay
in
touch !
Collecting
Information
Point interest and premium
content available
Testing: Test the loyalty with newsletters to the addresses from the
last step
Offer: Now you can offer your products and make “advertising”
Information that are placed on the networks. Analysis, statistics, user behavior etc.
User contact YOU if you are good in the second step -> Feedback can be collected
Data exchange to offer interesting information by email -> Email addresses collected
Authentic: Stories, photos, anecdotes, personal matters in your
company
Important: Important information for readers which are not otherwise
find in the network (like information on corporate changes)
Helpful: Interesting content that are useful for users (like Lufthansa
twitters volcano status)
Find interesting and
interested people
Check: Channels and networks to analyze and check for his
own benefit.
Monitoring: Monitor the network and contribute something
meaningful in discussions if it`s necessary for you
Accessible: Be available and respond to inquiries
7 easy steps to develop and implement your individual Social Media
Strategy
1
Implementation and performance
measurement
7
Preparation and Organization
2 Observation and Monitoring
6
5
4
3
Develop strategic apporach
Define target group
Defining goals
Media & Tools set
1. Preparation and Organization
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Members for a working group (Social Media
Mapping)
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Clarify responsibilities and set
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Exchange experiences and apporaches
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Define Workflow & Processes
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Determine customers‘ interests
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Set time and staff resources
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Relevance to find out
Management
Sales
3
Marketing
6
4
Production
1
Social Media Map
F&E
2
HR
X =Exemplary numer of Facebook users
The only promise for a success measure are effectivley integrated into the corporate strategy and the organization and
processes
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2. Observation and Monitoring
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Before a activity should be a period of
observation
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To generate market informations
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Watch at competitor
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Social Media Influencer determine
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Select suitable employees for the interaction
with the relevant target groups

Analyse is the actual imapge of the company:
•
Where in the Social Web is speaking about the
company?
•
Who talks about the company?
•
What to talk about the company?
3. Defining goals
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Company´s image should define the brand:
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Marketing, Sales

Image, Brand values

Target groups, Leads
Should determine whether:
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Wants to build customer relationship
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Sales-oriented work
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Focusses on customer service
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Want to collect data or parameters by Social
Media

Puts the focus on brand perception
4. Define target group

Target group should be divided into different
customer segments, as an innovative
customer segmentation and individual
customer aproach enables companies to
differentiate themselves in largely
homogeneoues markets from competition

It must be determined in which networks and
which sites are the target moves

What kind of communication is preferred by
the target group so as to address a variety of
media and communication channels
5. Strategic concept
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Realization of the reference image in the Social Web
Consideration of factors such as:
•
•
•
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Vision
Image
Brand image
Should be for determining what type of content and what
commitment to Social Media marketing built
The company wants to react passively or influence actively the
user information
How the company responds to negative comments?
The legal framework of Social Media particularly copyrights,
moral rights, trademark rights and competition rules must be
complied
Formulation of written guidelines. So Social Media activities
remain controllable
The strategy or approach in Social Media must grab to various levels and
across departments together
Method
Decisions of the Board
Including the Works
Marketing/Sales/PR
Personnel department
IT-Department
Issues that need to be edited
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Basic procedure
Formulation of goals
Placement within the organization
Creation and coordination of the guidelines
 Regular involvement and information on all planned
activities
 Coordinating role between the different areas
 Assignment of the action measures
 Integration of relevant tools in the GVS-Website and
integration with the regular communication
 Setting of objectives
 Training (the importance of Social Media and create
awareness among the employees)
 Integration of HR-related aspects of Social Media
 Technical preparation
 Provisioning /Activation of access
 Implementation support
For sustainable success awareness of the importance and relevance of Social
Media must be created
SMR - Social Media Rules
SMR at Otto
"4. As an employee you have the right to
privately and publicly to express about
the company – positive or negative. If
you do it you should make in your own
interest and respect for the community
as clearly as possible that you write only
from your personal point of view.”
Example: Social Media Rules the Otto Group
1
Be careful with any publication on the internet with business-related information. […]
2
Please remember that require presentations and publications prior written consent of the company if the interest of OTTO or the
OTTO Group‘s be touched. […]
3
Private online publications on social sites, in communities, formus, blogs, wikis and other forms of online communication you
should always be marked as private. […]
4
As an employee you have the right to privately and publicly to speak about the company – either positively or negatively. […]
5
If you run your own blog and do the content with the company, please use a disclaimer such as: „The postings on this site are
my personal opinion and do not represent the postings, strategies or opinions of OTTO or OTTO Group‘s
6
Remember copyrights of others – including those of OTTO or OTTO Group – not to hurt.
7
Respect the network community. Do not use obscene remarks, personal insults, slurs based on race, religion, sex or national
origin. Respect the privacy of others.
8
As possible do not quote or refer you to business partner.
9
Experience shows in the network you should avoid controversy and know-it. If you make a mistake, correct it as soon as
possible. And if you change earlier postings you indentify these subsequent changes.
10
Whether on your site, a social site, blogs, forums or in Twitter – Always be authentic!
6. Media and Tools

Making a personalized Social Media Mix

Identification and selection of relevant
channels:

•
Networks and Media
•
Mobile Web
•
Blogs
•
Sharing Tools
•
Monitoring
•
Facebook
•
etc.
Content Produktion, often there is a
„reservior“ of content that can be used in
Social Media. Beginning with images of
speeches to manuals (Cross-MediaApplication)
7. Realization & Performance Measurement: Building blocks for the
successful implementation of a Social Media – Strategy
Content
Balance
Tracking
success
Reportings
1.
Deliver content
2.
Ongoing monitoring to
monitor the content and the
developments on the Web (if
supported by online tools)
3.
Analysis of the figures (if
supported by online tools)
4.
Balance of current policies
and strategic approaches with
the objectives set
5.
Rapid react to developments
in grid and maybe
realignment
Key figures
Monitoring
7. Measuring success: For an effective presence on the web a regular and
frequent monitoring is requisite

There is already a variety of tracking tools for
different platforms and different content.

Automatic notification of certain topics obtained
from Google Alerts.

To search a keyword in Social Media they offer
Widgets and Websites as IceRocket, Addictomatic,
cloudtracker.fm, Boardtracker, Omgili, Social
Mention, etc. on

Currently looking through Facebook and Twitter
messages.
7. Performance Measurement: To analyze Social Media – Strategy to offer
a variety of tree tools

General analysis tool:
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Google Analytics is standard when it comes to the
evaluation of free Websites and advertising on
visitor numbers, advertising-ROI, custom reports,
dashboards, etc.
Platform-specific tools:

Facebook offers its own analysis tool- Facebook
Insights.

ForTwitter can for example the number of follower
Twitter Counter – which range on Twitter by
Retweets – Backweets –or the influence of leftbit.ly are measured.

The reach of blogs can be for examlpe measured
with Feedbruner
Cross-tools:

The visibility into Social Media can be with How
Sociable? Easily shown. Here is a visibility score
calculated.

In addition there are well paid professional
programms such as Radian6,twentyfeet offered
Last Words...
Content isn't king.
If I sent you to a desert island and gave you the
choice of taking your friends or your movies, you'd
choose your friends if you chose the movies, we'd call you a sociopath.
Conversation is king. Content is just something to
talk about
Cory Doctorow, Science Fiction Autor
www.tefen.com
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