In recent years, scientists and business executives have invested heavily in exploring the role of social media in theory and practice. Nevertheless, recent studies of the social media experience in Europe report growing disillusionment and frustration. Effective strategies for a social media world require strong integration into the core business processes of a firm; but even more critical is devising a compelling value proposition for users. In short, creating a differentiating social media strategy is no trivial matter. Dr. Rossmann presents the three-step approach and first results of the NEXT Corporate Communication Survey. This talk will provide unique insights into the dynamic interaction between a) the corporate business model, b) effective social media strategies, and c) added value for corporations and users.

1. The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann
University of St.Gallen
Switzerland

2. The NEXT Survey:
Longitudinal Qualitative Research
The NEXT Survey is an initiative of the Institute of Marketing
at the University of St.Gallen (HSG).
Research platform based on a strong cooperation between
research organisations and business corporations.
Business Partners:
ABB, Allianz, BMW, CreditSuisse, Daimler, EnBW, IBM,
Migros, Roland Berger, SwissCom, Deutsche Telekom, etc.
Longitudinal Exploration of key aspects for the
implementation of Social Media in different Industries
and Business Models.

3. Marketing & Social Media:
Where is it on the Gartner Hype Cycle?

4. Through of Disillusionment?
Follow the Rules for User Engagement
Most corporations in Europe penetrate
the Web with a Marketing 1.0 approach.
One Way Communication and Broadcasting
leads to the Through of Disillusionment.
User Engagement follows two essential rules:
Value & Trust

5. Value and Trust:
Shaping your Social Media Strategy
VALUE
User Value STRATEGY Corporate Value
TRUST
Interpersonal Organizational Institutional
Trust Trust Trust

6. The NEXT Big Idea:
Integration in the Corporate Value Chain
Corporations need to define a reason WHY
social media users should engage.
The WHY for the user should be derived
from the corporate business model & value chain.
Potential areas for collaboration:
Sourcing, Service, R&D, Testing, etc.
Moreover, corporations need to enhance the trust
of the users in collaborative workflows.

7. Thought Leaders:
MIGROS
MIGIPEDIA is an Online Platform hosted by the largest
retailer in Switzerland, MIGROS (www.migipedia.ch).
MIGROS presents the whole current product line on the
website. Users of MIGIPEDIA post their product and service
ideas to the Category Management.
The discussion on the corporate social media site is also
linked to an own Twitter Account, YouTube Channel, and
Facebook Fansite.
The key objective of MIGROS is to improve products and
services along to the specific needs of the customers.

8. Researching the Return on User Engagement :
MIGROS
What about
offering Vanilla Coke
in Switzerland?

9. Thought Leaders:
Telekom
“Telekom hilft“ is an online service offering for customers
and experts (www.telekom-hilft.de).
Customers are able to post their questions and problems
to an online service team.
The service runs also an own fan site and channel on
Facebook and Twitter, services are also avaible by mobile
devices.
The key objective of Telekom is to deliver customer services
on prefered channels. Moreover, Telekom ist interested in
supporting communication about positive service
experiences.

10. Researching the Return on User Engagement:
Telekom
User Value Conversion Mechanism Corporate Value
Customer Effort
Solution Quality Customer Loyalty
Customer Cross Sell / Up Sell
Individuality
Satisfaction Preferences
Reaction Rate
Word of Mouth
Resolution Rate Reach
Willingness to Pay

11. Join the NEXT Survey:
Research Questions in 2012
Which strategies are effective for corporations
in a social media world?
How might firms create user value by integrating
social media in the corporate value chain?
General: How might firms enhance the trust of social media
users in order to engage along the value chain?
Specific: How might firms enhance the trust of Facebook
users in order to obtain permission to access user data?
Which kind of competitive advantage is created
by effective social media strategies?

12. Dr. Alexander Rossmann
Project Director
University of St.Gallen
Institute of Marketing (IfM) Mobile: +49 (172) 711 20 60
Dufourstrasse 40a alexander.rossmann@unisg.ch
CH 9000 St.Gallen http:///www.unisg.ch

13. The NEXT Survey
Effective Strategies for a Social Media World
Dr. Alexander Rossmann
University of St.Gallen
Switzerland