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swiss social media foruminnovation and technology
mab_plc | flickr © 2011 IBM Corporation | Thomas A. Bryner | 1
thomas a. bryner | executive social business and collaboration consultant | IBM Corporationthomas.bryner@ch.ibm.com | Tue, Sept 6, 2011
www.benm.at © 2011 IBM Corporation | Thomas A. Bryner | 2
96% of the Millennials in Germany are active on a social network.
Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 3
25%of the global search results for the mostimportant brands link to user content.
Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 4
80% of managers dealing with Social Media think they have just basic knowledge.
Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 5
FAD?origami_potato | flickr
FacebookAddictionDisorder
© 2011 IBM Corporation | Thomas A. Bryner | 6
operations
provisioning
usage
hybrid-cloud
rental
mobile
delivery and access trends
© 2011 IBM Corporation | Thomas A. Bryner | 7
Docman | flickr / see also: Cluetrain Manifest
markets areconversations
© 2011 IBM Corporation | Thomas A. Bryner | 8
I C O N CT U R N
I
201 1 I BM Co r p o r at i o n | Th o mas A. Br yn e r | © 9
crowd-sourcing
„friending“extreme urbanization
mobile data growth
silver surfers
apps html5?
digital shadow
emotional experience
social explosion
next-besting
google+
anonymity
pro-sumer
society, behavior,and technology – trends
© 2011 IBM Corporation | Thomas A. Bryner | 10
channels
browser
other
riahyper digitization
relevance
qr codes
hit mainstream curation
inbound stream
geotargeting real-time
3d-printing
augmented reality
paradigmchangeOne – to – One
One – to – Many
Many – to – Many
© 2011 IBM Corporation | Thomas A. Bryner | 11
People trust people when taking decisions.
Blogs and Facebook are trusted almost the same.
Twitter is three times less trusted...
Traditional marketing has the sametrust level like e.g. Twitter.
trust
© 2011 IBM Corporation | Thomas A. Bryner | 12
business goals
Reputation Marketing Recruiting Customer Relation / Retainment Knowledge Capturing & Sharing Product Ideation & Innovation Viral Marketing Search Engines Optimization Crisis Management & Communications Crowd Sourcing Word of Mouth (World of Mouth) ...
© 2011 IBM Corporation | Thomas A. Bryner | 13
channels
Facebook Twitter Subject Matter Forums & Blogs– e.g. Influencer– e.g. Brand Advocates
Media Sharing Sites Business (Social) Networks Consumer Portals / Rating Portals Q & A Portals ...
© 2011 IBM Corporation | Thomas A. Bryner | 14
problemjimhartland | flickr © 2011 IBM Corporation | Thomas A. Bryner | 15
practice
Establish (Social) Marketing Strategy Research influencers and their channels Content and Value is Key Define Your „Home Media Platform“ Define Channels to work and create traffic
to Your Home Media Platform Prepare Channel-specific Information
Supporting Your Activity Goals Generate Interest, Fun, Emotion! Open & Honest Timely Good... but not Glossy!
© 2011 IBM Corporation | Thomas A. Bryner | 16
Strategic Targets Measures KPIs Ratios
Brand Support
or
Brand Presence
Activate conversations Volume of a topic against all conversations
Listings of my brand against total brand listings
Foster Brand Evangelists Active brand evangelists per period
Active brand evangelists (30 Days) / Total number of brand enangelists
Customer Satisfaction Improve customer service
Number of solved customer incidents
Solved customer incidents / Total number of requests
Innovation leadership Foster Innovation Tonality per period Positive : Neutral : Negative – Brand Listings / All brand listings
Established & managed e.g. thru Balanced Scorecard and Strategy Maps
Example:
Social Media Marketing, Heymann-Reder
practice
© 2011 IBM Corporation | Thomas A. Bryner | 17
repurposing?linkjuice...!
why
© 2011 IBM Corporation | Thomas A. Bryner | 18
opinion spam
© 2011 IBM Corporation | Thomas A. Bryner | 19
© 2011 IBM Corporation | Thomas A. Bryner | 20
social business
tools
social crm
analyticsenterprise
mktg mgmtIBM Connections
IBM Connections
UNICA – an IBM Company
Coremetrics – an IBM Company
UNICA – an IBM Company
SPSS – an IBM Company
© 2011 IBM Corporation | Thomas A. Bryner | 21
next technologies
IBM Research | flickr
thank you.
Thomas A. BrynerExecutive Social Business & Collaboration Consultant
IBM World-wide Collaboration Tiger Teamthomas.bryner@ch.ibm.com
© 2011 IBM Corporation | Thomas A. Bryner | 22
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