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how do media companies use social networks currently at an operational level? what goals are pursued? what are the barriers to success? what are the best practices? this presentation gives insight into the strategic best practices that large media providers should follow in order to succeed with their endeavors surrounding social networks, social crm and social commerce.
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1 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
benjamin ruschin | digital head
[email protected] | www.conversations.at
supported by media innovation lab / hubert burda media
social networks in the media industry the strategic imperative
2 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
agenda
• the emerging opportunity • the status quo • best practice case study • the strategic imperative
3 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
the emerging business opportunity
4 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
the emerging business opportunity
what are the key challenges confronting media providers?
5 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
key challenges
• competing for users‘ time
Source: Nielsen, NetView, June 2011
Germany Ø facebook users (25 million uniques!) spend an average
of 5 hours/week on facebook
6 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
key challenges
• competing for users‘ time • unpredictability & constant change • lack of proven best practices • difficult to set a strategic direction
– Sales? Paid content? Ads? Profits? Business model?
Ø how do we deal with this?
7 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
how are news media providers approaching social?
operational level
8 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
operational level
• social distribution • social customer relationship management • social commerce
9 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social distribution
• social content posts
10 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social distribution
• social plugins
11 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social customer relationship management
• social interaction with customers
12 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social customer relationship management
• open graph interface
13 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social commerce
• selling paid content via facebook (apps)
14 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
social commerce
• selling paid content via facebook
15 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
how should news media providers approach social?
strategic level
16 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
• “social media for print“ project driven by top level • strategic in-house driver “media innovation lab“ • corporate budget to explore social networks • goal: find viable social business models for print media
– build sustainable customer relationship through dialog – strengthen each brand individually
• individual goals/KPIs for each brand (contextual) • accountability: each brand has a social champion
responsible for reaching pre-defined KPIs
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
17 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
• knowledge transfer: knowledge gained by each magazine/newspaper is crowdsourced and transfered – monthly “social media meet-up“ => champions get together – knowledge formalized => handbooks & training
• attempt to build a core competence in the social domain by learning & institutionalizing the knowledge
• exploration: mindset geared towards experimenting rather than generating immediate ROI
• assessment: milestones & KPIs (not financial goals) • time horizon: long-term (not short-term)
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
18 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
examples
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
19 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
examples campaign
• facebook campaign: searching for the may covermodel (facebook app)
results • >8000 applicants • >34000 voters participated • fostered engagement & participation • strengthened customer relationships
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
20 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
examples
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
21 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
best practice case study
examples campaign
• royal wedding: facebook & twitter campaign – regular updates posted
results • print sales 51% above the average
(highest sales since 2003) • web traffic from facebook & twitter
increased seven-fold!
source: ulrich bartholmös, head of technology @ media innovation lab / hubert burda media
22 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
the strategic imperative
• put social on the top-level agenda (CEO‘s back-up) • financial resources: designated budget for social
(corporate innovation fund) • people: carefully selected champions & innovators • time horizon: long-term (not short-term) • activities: exploratory (not revenue-generating) • assessment: milestones (vs. short-term ROI) • goals: find viable business models within timeframe
(strategic business building)
23 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
the strategic imperative
• knowledge: crowdsource, transfer, institutionalize • leverage systemic processes for innovation
– separate business unit (structural ambidexterity) – contextual ambidexterity (80:20 rule) – cross-functional groups / communities of practice
Ø top-management commitment Ø business models tailored to each brand Ø focus on creating the required PRE-CONDITIONS
24 © straberger conversations gmbh 12. October 2011 @ WAN-IFRA
thanks for your attention get in touch!
benjamin ruschin | digital head
[email protected] | www.conversations.at
special thanks to media innovation lab / hubert burda media for their valuable input!