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In recent years, scientists and business executives have invested heavily in exploringthe role of social media in theory and practice. Nevertheless, recent studies of thesocial media experience in Europe report growing disillusionment and frustration.Effective strategies for a social media world require strong integration into the corebusiness processes of a firm; but even more critical is devising a compelling valueproposition for users. In short, creating a differentiating social media strategy is notrivial matter.Dr. Rossmann presents the three-step approach and first results of the NEXTCorporate Communication Survey. This talk will provide unique insights into thedynamic interaction between a) the corporate business model, b) effective socialmedia strategies, and c) added value for corporations and users.
Citation preview
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
The NEXT SurveyLongitudinal Qualitative Research
- The NEXT Survey is an initiative of the Institute of Marketing at the University of StGallen (HSG)
- Research platform based on a strong cooperation between research organisations and business corporations
- Business PartnersABB 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
Marketing amp Social MediaWhere is it on the Gartner Hype Cycle
Through of DisillusionmentFollow the Rules for User Engagement
- Most corporations in Europe penetrate the Web with a Marketing 10 approach
- One Way Communication and Broadcastingleads to the Through of Disillusionment
- User Engagement follows two essential rules
Value amp Trust
Value and TrustShaping your Social Media Strategy
VALUE
TRUST
User Value Corporate Value
InterpersonalTrust
OrganizationalTrust
InstitutionalTrust
STRATEGY
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
The NEXT SurveyLongitudinal Qualitative Research
- The NEXT Survey is an initiative of the Institute of Marketing at the University of StGallen (HSG)
- Research platform based on a strong cooperation between research organisations and business corporations
- Business PartnersABB 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
Marketing amp Social MediaWhere is it on the Gartner Hype Cycle
Through of DisillusionmentFollow the Rules for User Engagement
- Most corporations in Europe penetrate the Web with a Marketing 10 approach
- One Way Communication and Broadcastingleads to the Through of Disillusionment
- User Engagement follows two essential rules
Value amp Trust
Value and TrustShaping your Social Media Strategy
VALUE
TRUST
User Value Corporate Value
InterpersonalTrust
OrganizationalTrust
InstitutionalTrust
STRATEGY
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Marketing amp Social MediaWhere is it on the Gartner Hype Cycle
Through of DisillusionmentFollow the Rules for User Engagement
- Most corporations in Europe penetrate the Web with a Marketing 10 approach
- One Way Communication and Broadcastingleads to the Through of Disillusionment
- User Engagement follows two essential rules
Value amp Trust
Value and TrustShaping your Social Media Strategy
VALUE
TRUST
User Value Corporate Value
InterpersonalTrust
OrganizationalTrust
InstitutionalTrust
STRATEGY
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Through of DisillusionmentFollow the Rules for User Engagement
- Most corporations in Europe penetrate the Web with a Marketing 10 approach
- One Way Communication and Broadcastingleads to the Through of Disillusionment
- User Engagement follows two essential rules
Value amp Trust
Value and TrustShaping your Social Media Strategy
VALUE
TRUST
User Value Corporate Value
InterpersonalTrust
OrganizationalTrust
InstitutionalTrust
STRATEGY
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Value and TrustShaping your Social Media Strategy
VALUE
TRUST
User Value Corporate Value
InterpersonalTrust
OrganizationalTrust
InstitutionalTrust
STRATEGY
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
The NEXT Big IdeaIntegration in the Corporate Value Chain
- Corporations need to define a reason WHYsocial media users should engage
- The WHY for the user should be derived from the corporate business model amp value chain
- Potential areas for collaboration Sourcing Service RampD Testing etc
- Moreover corporations need to enhance the trust of the users in collaborative workflows
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Thought LeadersMIGROS
- MIGIPEDIA is an Online Platform hosted by the largest retailer in Switzerland MIGROS (wwwmigipediach)
- 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
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Researching the Return on User Engagement MIGROS
What about offering Vanilla Coke
in Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Thought LeadersTelekom
- ldquoTelekom hilftldquo is an online service offering for customers and experts (wwwtelekom-hilftde)
- 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
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Researching the Return on User EngagementTelekom
Customer Effort
Customer Satisfaction
Customer LoyaltySolution Quality
Individuality
Reaction Rate
Resolution Rate
Cross Sell Up Sell Preferences
Word of Mouth
Willingness to Pay
Reach
User Value Conversion Mechanism Corporate Value
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Join the NEXT SurveyResearch Questions in 2012
- Which strategies are effective for corporationsin 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 Facebookusers in order to obtain permission to access user data
- Which kind of competitive advantage is createdby effective social media strategies
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
Dr Alexander RossmannProject Director
University of StGallenInstitute of Marketing (IfM) Mobile +49 (172) 711 20 60Dufourstrasse 40a alexanderrossmannunisgchCH 9000 StGallen httpwwwunisgch
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
The NEXT SurveyEffective Strategies for a Social Media World
Dr Alexander Rossmann
University of StGallen
Switzerland
