This document discusses the shift from traditional one-way marketing communication to two-way engagement and conversation through social media. It notes that customers now want brands to treat them as friends by providing value and participating in communities. It also suggests that brands focus less on what social media can do for them and more on what they can do for social media communities. Finally, it outlines some of the key elements of a social media communication strategy, including listening, participating, adding value, being peer-level, experimenting, and letting go of traditional controls.

1. Listen & Connect
er ship im Web
Lead
Meinungsmache
Thomas N. Burg
Image htp://14799.openphoto.net
http://socialware.at | Consulting
FH Joanneum 15. Mai 08

2. Weitergabe von Informationen Privates und berufliches
(Sharing) Netzwerken
Zusammenarbeit Tools
Web 2.0
Web 2.0
quot;Fokus-Gruppenquot; Nutzen Einsatz Kommunikation
Einflussnahme Customer Service
Produktentwicklung
Marketing
Early Warning System
Research
Engagement
Image: http://10325.openphoto.net

3. Wo st
ehen w
als Ko ir
mmuni
kator
en?
Background image: http://9517.openphoto.net

4. Social Media
?
B2C -> [2C]
Image: http://15530.openphoto.net

5. Kommunizieren
Netzwerken
Innovation
Leadership

6. Wo anfangen?
Image: http://15530.openphoto.net

7. Customer Service is
the New PR
Steve Rubel, SVP Edelman

8. io n
a t
r s
v e
o n
K

9. in g
s t
c a
a d
r o
B

11. eit
er
hsb
äc
pr
ges

13. © http://www.benckenstein.com/social-media/interruption-vs-engagement-marketing/

14. Diagram: B2C Value Creation
N
m Business Advertising Population Reached
(with a proportion influenced)
nly
This communication model allows a marketer to
count how many people will receive the message,
and measure the number of people influenced (the
value created).
Klassische Kommunikation

15. Diagram: C2C Value Creation & the Momentum Effect
Impact
Influenced to visit brand community. repeats
Some pass along to others. as pass Each interaction
along is an impression
continues
Pass along
content
Don’t visit brand custom community,
but positively influenced.
Some pass along to others.
If the message doesn’t stop once communicated to The B2C value creation
consumer (as in “the momentum effect”), it means we remains a legitimate part of Marketing. SN complements
need a new model for measuring value creation that and extends the impact further than traditional marketing
adds in the consumer to consumer component. could go by activating C2C activities.
B2C2C = Momentum Effect
B2C + C2C = Value Creation In addition to the new model of “B2C + C2C = value
creation,” SN becomes part of the product experience,
The momentum effect: The activation of consumers and the value of SN extends to increases in advocacy
to tell their own personal stories using your brand as and loyalty.

17. Generation C
AlterAktivität
✴ Community
✴ Connectedness
✴ Collaboration
✴ Creativity

18. Base: SN users age 14-40 (n=2,605), Top 2 box scores (3 point scale 1=do not agree at all, 3=completely agree)
— I am never bored when using it... 73%
— There are just so many things to do on this site... 66%
— The site adds fun to going out...
56%
48%
— With SN, I’ve been having more fun in life in general...
— With SN, I’ve been more plugged into the music scene...
47%
— With SN, I’ve felt more on top of trends and what’s new...
46%
— It makes my life more exciting... 45%
— With SN, I’ve discovered brands and products that I really like... 40%
Marken & Produkte
15!quot;Never Ending Friending Research Summary, April 2007
Source: Never Ending Friending, 2007
Fox Interactive Media

19. Friending is the next advertising
In the emerging “Friendonomics” of social networks, stuff you need to know.” Across markets, social
Friendonomics*
users are making meaningful connections with the
groups, bands, brands and clubs that create a
two-way street of value. As one respondent observed,
“Friends don’t waste your time. But they do tell you
networking users consistently expressed their desire
for brands and organizations to treat them less like
customers…and more like friends.
“Having Puma as a friend is pretty cool. You get some online sales
or whatever since they’re kind of expensive. You can see what kind
of shoes they have.”
— Claire, 18, Chicago
“I don’t want companies to advertise to me. I want them to be my friend.”
— Rob, 27, Los Angeles
“Having a brand like Gibson or Nike as a friend would be cool.
It’s an allegiance kind of thing.”
— Matthew, 25, Chicago *Freunderlwirtschaft

20. Zukünftige
Kommunikation
It’s going to be fast-paced, bit-sized, and is
shifting from broadcast concepts to bi- or even
mulitdirectional usage patterns
25% of entertainment (or content) will be created and
consumed within peer communites.
Nokia Report, A Glimpse of the Next Episode, 2008

21. Vorbereiten
Companies are predicted to spend more on
“conversational media” (as word of mouth is
sometimes called) than on traditional media
by 2012.
Even if it takes a decade longer than that, now
is the time to start planning for the changing
landscape.
Foundations aren’t built overnight.
Dave Balter, WOM Manual 2008

22. Teilnehmen
15 percent of our daily conversations
have some product- or service-
related content.
Dave Balter, WOM Manual 2008

23. not what social media communities can do for
your brand — but what your brand can
do for social media communities?
Advertisers need to start with this question
and work backward to marketing goals.
Providing value to social media communities
will be the new cost to distribute
marketing messages in the social
media OS. http://blogs.mediapost.com/spin/?p=1049 , Joe Marchese

24. Soziale objekte/
Gemeinsame Erfahrung
✴ Fotos
✴ Videos
✴ Spiele
✴ Dokumente
✴ Quizzes
✴ Daten ....

25. Was tun?
Statistiken Research
Qualitätskontrolle Einstieg
Anpassungen
Entdecken
Zuhören
Tools Ausführung
Bausteine der Social Media
Kommunikation
Prozesse (Iterativ)
Chancen
Planung/Strategie
Ressourcen
Medienkompetenz 2.0
Ziele

26. Peers
Aufgaben des KommProfis
Kunden
Finden
Meinungsmacher

27. Messen Zuhören
(Konversations
Index)
Mittel und Wege
Interagieren
Wert
Schaffen

28. Kontrolle Augehöhe
aufgeben
Regeln
Verkaufsver
suchung
Experimentieren Widerstehen

29. Kontrolle aus der Hand Zuhören und Mitmachen
geben
Regeln
Regeln
Verkaufsversuchung
Experimentieren Widerstehen

30. Vielen Dank!
Socialware Consulting
Thomas N. Burg
twitter.com/thobu