This document outlines the course modules for a class on corporate communications today. Module 3 focuses on collaboration with customers in the context of social media marketing. It discusses how communication has changed from mass media controlled messages to many interactive channels where customers are active and demand engagement. Companies must listen to conversations, join discussions, and collaborate with customers to build relationships in today's digital landscape. The module provides guidelines for organizations to offer participation, start conversations, and tap into customer potential through online platforms and discussions.

1. Corporate Communications Today
Course Module 3: Social Media „Marketing“
09.12.2012
Susanne Robra-Bissantz
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2. Collaboration with customers
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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3. Course Modules
CM 1
Social Media
CM 3
„Marketing“
CM 2
Collaboration
CM 4
Innovation
CM 5
Knowledge
CM 6
Web Society
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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4. How it used to be: Communication via mass media
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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5. The world is „in order“
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mass communication
only few 1:n channels
controlled messages
customer is consumer
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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6. Communication today
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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7. social changes
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many interactive channels
credibility decreases
customer is demanding and active
employees communicate
uncontrolled messages
new technology: „Web 2.0“
The world is turned upside down
changes of the markets
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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8. Social Media Positioning...
United breaks guitars
Problem
Public(ity)
After Reaction and
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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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
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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
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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
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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
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13. Listen
Service provider, tools or manually
Imagination
in keywords and places
-> Subjects that are relevant
hie
C
ten
-Lis
f
g -O
in
c er
ffi
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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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-friend
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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15. Join conversations, be present
The first viral campaign
Viral Effects
Financial Success
... Top 10-Apps
Research:
How do
• 700.000 people at
Facebook
• > 7 Millionen video
views in one week
• Sales increase
According to Nielsen, by
up to 107%
Action
... >233.000 „de-friend
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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16. Join conversations (or let someone do it for you)
2008
Eight weeks later
Students communicate
It‘s not Markting it‘s the Function ...
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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
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18. Space of Topics and Relationships
Content is King – Context is Queen
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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19. Space of Topics and Relationships
Content is King – Context is Queen
wi²:
a place for discussions on
Web Society, Collaboration,
Social Media, E-Services ...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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20. Discussion: Respond to criticism…
Greenpeace „defaced“ a
commercial from Nestlé
(Palm oil)
Dooce (Heather) reports on
her washing machine
(Twitter).
Discussion, e.g. on the Nestlé
Facebook-Page
Nestlé: 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
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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
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22. Viral spread
on the web mentions rise rapidly
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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23. Customer criticism and opinions
Discussions take place
Discussions are public
Risk of „silent“ dissatisfaction
Acceptance
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
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24. Discuss and collaborate
„high gloss, persuasive communication“
„semi perfect discoursive communication“
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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25. Complaints platform: TU Braunschweig
Problem / Idea
Student
4. discuss
Selection
2. select
3. publish/
forward
Idea
6. select
Discussion, Rating
1. Publish online
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
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26. Sag‘s uns: Complaints Platform
„Ideas, Praises or Problems? Tell us about it!“
Research:
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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27. Discussions with Customers
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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
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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
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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
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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
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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
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32. Course Modules
CM 1
Social Media
CM 3
„Marketing“
CM 2
Collaboration
CM 4
Innovation
CM 5
Knowledge
CM 6
Web Society
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
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