Corporate Communications Today 2012: Social Media Marketing

Corporate Communications Today

Course Module 3: Social Media „Marketing“

09.12.2012

Susanne Robra-Bissantz

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page 2

Collaboration with customers


Course Modules

CM 1

Social Media

CM 3

„Marketing“

CM 2

Collaboration

CM 4

Innovation

CM 5

Knowledge

CM 6

Web Society


How it used to be: Communication via mass media


The world is „in order“

• mass communication• only few 1:n channels• controlled messages• customer is consumer


Communication today


The world is turned upside down

social changes

changes of the markets

new

tech

nolo

gy: „W

eb

2.0

“

• many interactive channels• credibility decreases• customer is demanding and active • employees communicate • uncontrolled messages


Social Media Positioning...United breaks guitars

Public(ity)Problem

After Reaction andDiscussion

http://www.youtube.com/watch?v=5YGc4zOqozo


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


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).


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]


New ways in Customer Oriented Functions

Listen

Join conver-sations

Discuss

Collabora-tion

instead of Market Research

instead of Marketing

instead of Public Relations

instead of CRM


Listen

Chief-Listening-Officer

Service provider, tools or manually

Imagination

in keywords and places-> Subjects that are relevant


Join conversations, be present

• 700.000 people at Facebook

• > 7 Millionen video views in one week

• Sales increase According to Nielsen, by up to 107%

... >233.000 „de-friends“

... Top 10-Apps

The first viral campaign

„Fan“ Groups

Financial Success

Action

Viral Effects


Join conversations, be present

• 700.000 people at Facebook

• > 7 Millionen video views in one week

• Sales increase According to Nielsen, by up to 107%

... >233.000 „de-friends“

... Top 10-Apps

The first viral campaign

Research:

How do conversations arise out of campaigns?

How do conversations lead to actions?

Financial Success

Action

Viral Effects


Join conversations (or let someone do it for you)

2008

Eight weeks later

Students communicate

It‘s not Markting it‘s the Function ...

http://www.youtube.com/results?search_query=TU+Braunschweig&search_type=&aq=f

http://www.youtube.com/watch?v=X6Qd3lcHF5Q

http://www.youtube.com/watch?v=X6Qd3lcHF5Q


Interaction between real and virtual platforms

Call for a „flash-mob“

T-Mobile

• sing-along-platform• approx. 3 Mio. views• overall > 200 Videos

http://www.youtube.com/watch?v=orukqxeWmM0


Space of Topics and Relationships

Content is King – Context is Queen


Space of Topics and Relationships

Content is King – Context is Queen

wi²: a place for discussions on

Web Society, Collaboration, Social Media, E-Services ...


Discussion: Respond to criticism…

perfect!

Dooce (Heather) reports on her washing machine (Twitter).

(1,4 Mio Follower)

Whirlpool reacts after a few hours.

Bosch the next day. PR-Coup: Free washing machine for charity.

wrong!

Greenpeace „defaced“ a commercial from Nestlé (Palm oil)

Discussion, e.g. on the Nestlé Facebook-Page

Nestlé: helpless, no reaction, reference to PR-page, no Discussion

Tried to ban the fake logo - „we set the rules“

„unexpected blitzkrieg“ – 1000s of „De-Fans“, Easter boycott, petitions …


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 ...


Viral spread

on the web mentions rise rapidly


Customer criticism and opinions

Discussions take place

Risk of „silent“ dissatisfaction

Critics become evangelists

Discussions boost the company

Acceptance

Discourse theory

Model based Learning

Problems are the nucleus of ideas

Discussions are public


Discuss and collaborate

„high gloss, persuasive communication“

„semi perfect discoursive communication“


Complaints platform: TU Braunschweig

Assessement

Moderator Prescreen, Responsibilities

Selection

Problem / Idea

Soft Skills Courses

Student

Students

Idea

2. select

Idea

Discussion, Rating1. Publish online

3. publish/ forward

4. discuss

7. implement

6. select

5. evaluate and “act”


Sag‘s uns: Complaints Platform

„Ideas, Praises or Problems? Tell us about it!“

Research:

How can Employees be motivated to join

Discussions?


Discussions with Customers

• Let your Employees discuss,• Use personal and emotional language,• Be sparing in Social Media Guidelines,• Trust. Employees and Customers.


Findings on collaboration with private customers

Private

Organisation

Listen

explore different topics

react

accept Wikification

try to understand

Discuss Join conversations

Collaborate



Private

Organisation

Listen


react

accept Wikification

try to understand

contribute something interesting

try to evoke share effect

Join conversations

rely on honest messages

be discret and equal

use narrativesDiscuss

Collaborate



Private

Organisation

respect publicity

Discuss

admit faults

allow different opinions be discoursive

Listen


react

accept Wikification

try to understand



Join conversations



use narratives

Collaborate



Private

Organisation

respect publicity

Discuss

admit faults

allow different opinions be discoursive

Collaborate

provide platforms start conversations

offer participationtry mutuality tap the potential ...

Listen


react

accept Wikification

try to understand



Join conversations



use narratives


Course Modules

CM 1

Social Media

CM 3

„Marketing“

CM 2

Collaboration

CM 4

Innovation

CM 5

Knowledge

CM 6

Web Society

Documents

Corporate Communications Today 2012: Social Media Marketing