Social Media Branding Strategy

Don't Let Your Brand Get Lost in the Social Media Shufflethe Social Media Shuffle

A typical Marketing Meeting today…

A typical Marketing Meeting in 2008

We have to start some Social Media projects –I have to call our agency right away!

I read something about Social Media in the Time Magazine – we should integrate our ads there!

Great – I can invite all my Twitter and Facebook friends to join our community!!!

With the following results…..

<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<

72% of all Social Media Initiatives are NOT successful!

<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<

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19% of all brands take the success of 82% of Social Media activities!

<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<82% of Social Media activities!

?

START-UPS ARE USUALLY MORE SUCCESSFUL THAN

CORPORATES

WHY?

…BECAUSE THE MAJORITY OF CORPORATE ORGANIZATIONS DON‘T

HAVE A CLUE HOW TO DEAL WITH SOCIAL MEDIA!

Tagtagger

Taggaling

CloudaliciousTagcloud

Flock Delicious

StumbleUpon

Flickr

Digg

SquidooEbay

LinkedIn

Orkut

Soflow

OpenBC

Friendster

UpcomingPlanzo

LastFMRead.IO

BloggerTypepad

WordpressMeasuremap

MintTechnocrati

Skype Gtalk JabberIpodder Podcasting

OdeoItunes

VimeoVideocastingCastpost

WifiUMTS

A9 Plazes

Yahoo MapsTagcloud

Feedster Google Maps

Bit Torrent

Aggregation

DataInsideSEO

FragmentationSyndication

Rest

XHTML

Accessability

WASP

Alistapart

Firefox

Zengarden

RubyonRails

CssBeauty

Simplicity

Modularity

9RulesStylegala

Simplicity

Liveliness

SimplebitsCostperClick Adsense

Trust

VC

Amazon

MTurk

ITunes

Ebay

Etsy

Flickr

Blinksale Fotolia

Live.com

Perpetual Beta

XFN

FOAFSixdegrees

Wikipedia

UserCentredPagerank

Sharing

Collaboration Widgets

WritelyWriteboard

Basecamp

BackpackGTD

GMail

TadalistRememberthemilk

RSSReader

Google

GoogleMaps

KikoGoogel IG

UnwieldyMeeboZimbra

ProtopageZooZio

NetvibesCSS-Design

Affiliation

The Long Tail

AjaxJoy of Use

Focus on SimplicityWikis

FolksonomyRecommendation

Social SoftwareBlogs

AudioVideo

Mobility

ConvergenceRemixability

Standardization

Design

Economy

Usability

Participation

WEB 2.0 = Community

PayPal

IM

CrowdSourcing

LiveStreaming

Qiro

CraigList

…AND BECAUSE OF BUZZ -DRIVEN MARKETING EXECUTIVES!

XHTML BasecampUnwieldy

XHTML BasecampUnwieldy

XHTML BasecampXHTML

Y3thing

Ning

YouTubeXML

Newsgator

Bloglines

Feedburner

Rojo

MyYahooGoogle News

BuzztrackerGoogle Maps

Amazon

Gmaps MashupsGoogle

InorderRollyo Trendmapper Pubsub

AlexaWinkIcerocket

TechnocratiCreativeCommons

Soap

SemanticMicroformats.org

ChalkIT

RSS OpenApisDataDriven

Web Standards

MobilityGoogleMaps

Twitter

JaikuBasecamp

UnwieldyXHTML BasecampUnwieldy

IN OUR PROJECTS WE ASK: WHY SOCIAL MEDIA?

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29% CRM

37% Branding

18%Sales Calls

WHAT HAVE WE LEARNED OVER THE YEARS?OVER THE YEARS?

1. Understand the shifting Marketingparadigm

2. Learn about your customers‘ Social Behaviour

3. Understand the DNA of a Social Media Project

4. Learn how to start Social Media4. Learn how to start Social Media

5. Get support on every level!

6. Moderate the crowd!

7. Become relevant offline!

1. Understand the shifting Marketingparadigm

WHAT HAS CHANGED?

Acknowledge: The Marketing Paradigm changed!!!

BUY ME!

1960

TRUST ME!

TRUST ME!

1990

CALL ME!CALL ME!

2005

B C C B

C

C

Transaction Marketing Relationship Marketing Social Media Marketing

1960 1990 2005

Functional Productbenefit Emotional Productbenefit+ functional

Social Productbenefit+ emotional

+ functional

BESITZ IST DORT WO DAS NETZ IST

Quelle: Brand Science Institute 2007: Social Network Communities verändern Freizeit- und Medienverhalten von Jugendlichen N=3411

CONSUMERS LEARN FASTER TODAY

CONSUMER = MEDIA

CONSUMERS = MEDIA xMEDIA x

BRANDS ARE PART OF A CONSERVATION ECOSYSTEMCONSERVATION ECOSYSTEM

2. Learn about your customers‘ Social Behaviour

START LISTENING FIRST!!!

GM HAS NOT BEEN LISTENING –BACKLASH! BACKLASH!

Awww…

AND TAKE CARE OF YOUR OWN EMPLOYEES!!!EMPLOYEES!!!

NEVER COPY POPULAR IDEAS!!! FISH WHERE THE FISH IS…FISH WHERE THE FISH IS…

…, denn jeder Marketing-Euro ist in populären Commun ities tendenziell mehr wert!

COOPERATE WITH BRAND ENTHUSIASTS THAT ALREADY

BUILD A COMMUNITY

If I were an evil genius running a board gamescompany whose product line spanned everythingfrom Monopoly to Clue, I might do this: Wait untilsomeone comes up with an excellentimplementation of my games and does the hardwork of coding and debugging the thing and signingup the masses. Then, once it got to scale , I’d sweep

in and take it over . NEVER SUE THEM!

DON‘T MISUNDERSTAND THE SIGNALS – YOUR SIGNALS – YOUR

CUSTOMERS ARE NO GEEKS!

SUB-BRAND OVER CORPORATE BRAND

…, da Assoziations-Tiefe/Breite von CB‘s entweder ein sehr fokussiertes Thema/ oder ein hohes Community-Budget fordern!

WHAT GENERATES SOCIAL VALUE?

BRANDED CONTENT/ ENTERTAINMENT?

CONSUMER PARTICIPATION – USER-GENERATED-CONTENT?

USEFUL SERVICES?

USEFUL INTEGRATIONS?

CONSUMER CONSUMER PANELS?

3. Understand the DNA of a Social Media Project

TIME TO MARKET IS YOUR BIGGEST ENEMY!

EARLY-AVAILBILITY OVER CORRECTNESS

BUDGETALLOCATION IS KING!

SOCIAL MEDIA PROJECTS = INTERNAL START-UPS

MARKENFIT UND TEST VON COMMUNITY PROTOTYPEN

DON‘T OVERCOMPLICATE

YOUR CONCEPT

USABILITY ÜBER ALLES!!!

…AND FORGET BIG SERVER FARMS – YOU DON‘T NEED THEM!– YOU DON‘T NEED THEM!

4. Learn how to start Social Media

EVERYBODY!!!

OH NEIN!

CONCENTRATE ON YOUR ADVOCATES

YOU MEAN…

Connectors?Mavens?

Opinion Leaders?Trendsetters?

Hubs?Influentials?Influentials?

Alphas?Bees?

Sneezers?Heavy Loyals?Lead-Users?

LIGHT LOYAL:LUCY!

WHY SHOULD LUCY PARTICIPATE IN YOUR SOCIAL MEDIA ACTIONS?

SOCIAL ENHANCEMENT!

THE ULTIMATE QUESTION:

HOW CAN WE MAKE LUCY LOOK BETTER?

DO WE SUPPORT HER TO SHARE OUR THOUGHTS?

THE NECESSARY STEP TO BE TAKEN…

…FORGET THE IMPRESSION-MANAGEMENT APPROACHES!APPROACHES!

…DIALOGS ARE THE NEW CURRENCY!!!

5. Get support on every level!

…let me ring up Sumner Redstone...

DO YOU HAVE TOP-LEVEL SUPPORT?

SUFFICIENT LEGAL SUPPORT?

NO?

…oh boy!

WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR COMPANY?AT YOUR COMPANY?

RESEARCH?ADVERTISING?

SOCIAL MEDIA DEPARTMENT?

MARKETING?PR?

DEPARTMENT?

Conny KalcherPresident Consumer Experiences, LEGO Company

Alex HunterHead of Online Marketing for the Virgin Group

Rolf SkybergDisruptive Innovator, eBay Inc.

ANY SOCIAL MEDIA EXPERIENCES?

Simone BrunozziAmazon Web Services Evangelist for Europe

Paula BergManager of Emerging Media, Southwest Airlines

Charlie SchickEditor-in-Chief, Nokia Conversations

EXPERIENCES?

THIS COULD BE VERY USEFUL! WHY?

ADJUST THE EXPECTATIONS!

YOU WILL BE SOMEWHERE IN THE LONG-TAIL

GIVE A FEELING FOR THE REALITY

Vorstellung des Managements von BMW Community-Mitgliedern

Reale BMW Advokaten und Community-Mitglieder!

6. Moderate the crowd!

REWARD SOCIAL MEDIA

MEMBERS

Legitimate complainer Needs help withproducts orservices orwants to warnothers

Raises legitimate issue; may use strong language but seems open to reason

Solve problems or explain policies, publicly if possible

Competitor Want to promote competing products

Continues to mention other brands; parrots their marketing messages

Engage rationally and respectfully with your company’s perspective

Type of detractorWhy they

make trouble How to recognizeWhat youshould do

FIND GOOD WAYS TO SPEAK WITH YOUR Engaged critic Think they can make

things betterMakes suggestions, not just complaints; responds intelligently to others’ criticisms

Create forum to encourage discussion; recognize good ideas publicly

Flamer Like to argue with other members

Tend to participate in “flame wars” and may have specific other members they target

Refocus discussion on higher goals of community

Troublemaker Have a grudge against company; hope to create problems

Complains continuously and cannot be satisfied; uses incendiary language

Address individually and privately, if complaints continue in face of attempts to resolve, remove from community

FIND GOOD WAYS TO SPEAK WITH YOUR SOCIAL MEDIA MEMBERS AND FANS!

Quelle: Forrester

REDUCE HARD AND ANNOYING RULESANNOYING RULES

7. Become relevant offline?

WHY IS THIS SO IMPORTANT?

ABER!DANGER OF PARA -SOCIAL DANGER OF PARA -SOCIAL GROUP BEHAVIOR

„A long way home…“

HOW CAN SOCIA MEDIA USERS USE THE

FUNCTIONS ALSO OFFLINE?FUNCTIONS ALSO OFFLINE?

1. Understand the shifting Marketingparadigm

2. Learn about your customers‘ Social Behaviour

3. Understand the DNA of a Social Media Project

4. Learn how to start Social Media4. Learn how to start Social Media

5. Get support on every level!

6. Moderate the crowd!

7. Become relevant offline!