Lange versprochen finden sich hier nun meine Social Media Monitoring Folien, denn nur wer weiß, mit welchen Themen Mehrwerte beim Kunden geschaffen werden und wie Kommunikations-Risiken umschifft werden können, profitiert wirklich vom Monolog und Dialog im Web.

SMM ist ein junger, dynamischer Markt. Die Folien spiegeln den Stand der Dinge 1/2012 wieder - in 6 Monaten sieht die Welt vielleicht wieder anders aus...  dann muss ich eine neue Präsentation bauen!

...und ein wenig schade ist, dass sich meine Stickmen im PDF nicht bewegen

 

Content of the Social Media Monitoring Presentation

- Why SMM
- SMM value creation and KPIs
- SMM challenges
- SMM process
- SMM state of technology
- SMM vendors (German focus)

 

Since the slides are in english language, here a brief description in English.

Only if you know what topics generate value for your customers and prospects, and only if you know where and how to minimize risk in Social Media, will you be able to use the channels to their full potential.

Since SMM is a young and dynamic market, its worth mentioning that the slides represent the state of the art in 1/2012. In 6 monthe, the SMM world will be a different one.

It's too bad that my stickmen don't move in the pdf...

Enjoy and have fun!

This SM Toolbox presentation covers the various new distribution and dialog strategies that emerged through social Media during the past years. It tries to focus on the benefits and downsides of each channel and gives recent best practices, focusing on B2B.  While the landscape is in constant flux, the presentation has been but together in December 2011 for a Social Media Lecture and some of its content has a limited shelf life!

Enjoy and use where appropriate ;o)

Ute

 

Content Marketing is one of the new buzzwords in B2B Marketing. Behind the new word is an old (never the less good!) story, distributed through new channels. The attached slideset gives an introduction.

Content  marketing equips buyers with the knowledge to make better-informed decisions.

It is based on onversations and storytelling instead of pushing one message for the whole world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.

 

The slides are part one of a series of 4 presentations for a lecture at the European School of Business (ESB), faculty International Marketing. 

Part 1: Social Media Basics

Part 2: the Social Media Toolkit

Part 3: Content Marketing and Storytelling

Part 4: SMM (Monitoring) and SEO (Search Engine Optimization)

I hope you like it! Send me your thoughts and ideas and let me know what you would like to see improved!

 

Social CRM is often discussed and often seen as complex. “The Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management” – published in 2010, offers a comprehensive and structured approach that helps understand the business processes that can benefit.

 Social CRM – klingt erst mal richtig und wichtig, nur:

Was genau ist das und wer kennt sich aus?

Bildquelle: Capgemini

Harish Kotadia scanned den amerikanischen Technologiehimmel und Social CRM steht bei Ihm schon lange im Fokus. Sein Artikel gibt einen ersten guten Überblick.  Also ran an den Speck und einlesen!

Why CRM ain’t CRM if it isn’t Social

By Harish Kotadia, Ph.D. | Published: March 5, 2011

Almost a year back, I wrote about how four independent trends, namely Social Media, Smart Phones/Portable Devices, Cloud Computing/SaaS and Predictive Analytics were converging and brining about a Paradigm Shift in CRM (for more, see my post titled CRM Paradigm Shift).

Between then and now, we have seen a lot happen due to this convergence. Customers empowered by Social Media tools such as Twitter, Facebook and YouTube have started connecting and sharing like never before right from their mobile devices and are asserting their influence, be it for venting their feeling towards a brand or their anger and frustration at their rulers. This has even led to downfall of many a dictatorial regimes, in power for decades, in just a matter of days – something unthinkable even a few months ago. The biggest lesson business can learn from recent events is that Social Media is the new front end of CRM system and CRM ain’t CRM if it isn’t Social. Here’s why:

Social Media has empowered customers like never before as they can discuss about brands/products on Social Media channels and companies have no control over what customers are saying about their brands/products. This discussion is visible to all including other customers, potential customers and competitors.

The best any marketer can do is to Listen and Learn from what customers are saying and Engage them in meaningful conversations. In other words, treat Social Media channels as the front-end of CRM system, capture all relevant information from Social Media channels in the database and use Predictive Analytics and Knowledge Management tools to derive insights and help in decision making.

What is important to note here is that “Social” is not a middle-ware or another layer in the architecture of CRM systems, but is the front-end of CRM system, where customers decide the format and content of information. It is responsibility of the company to record and store all relevant information from Social Media channels and derive value from it by using Predictive Analytics and Knowledge Management tools for effectively engaging customers.

Companies must also leverage unique characteristics of Social Networks and re-engineer their CRM business processes to derive full benefits from it, rather than trying to fit “Social” engine to their existing CRM carriage or merely treating Social Media as another 1-1 channel like phone and email, albeit public!

This requires fresh outside the box thinking. For example, instead of trying to respond to each and every tweet or Facebook posting by customers, something not practical for a medium or large business, the emphasis should be on creating advocacy and building trust among customers, keeping in mind the “Social Context” of the medium.

No where this is more evident than in support communities, where brand advocates/loyal customers help other customers out by answering their questions or suggesting solution, rather than company Reps trying to answer all the question. As a part of their CRM initiative, marketing managers should design programs to track and reward Customer Advocacy behaviors on Social Networking sites. This will not only help in brand promotion on Social Media channels but will also help in building trust and loyalty among target audience.

As you can see from my explanation, CRM ain’t CRM if it is not Social, thanks to ‘Social’ Customers!

 

Endlich haben die „Worldviews“ es auf die große Bühne des Marketings geschafft! Eine Mischung aus Wirklichkeitskonstruktion, Weltanschauung und gesellschaftlichen Werten – mir fällt kein einzelnes, passendes deutsches Wort ein.

Im Zeitalter von Relationship Marketing, dem Long Tail und Communities rücken „Worldviews“ verstärkt ins Zentrum des Marketings. Wenn jetzt noch die Identitätskonstruktion von Einzelnen oder Zielgruppen dazu gepackt wird, wird Marketing eine spannende und erfolgversprechende Gradwanderung zwischen verschiedenen Wissensgebieten!

Besonders wichtig werden „Worldviews“, wenn es um die Vermarktung von Technologieprodukten geht. So zumindest meine Forschungsergebnisse 2009. Um diese Zusammenhänge zu verstehen, bietet Seth Godins Buch einen wunderbaren Einstieg.

 So beschreibt Seth Godin sein Buch:

“This book is about worldviews—the biases and expectations and shortcuts we use to get through the world. Here's a punchline: when you try to change someone's worldview forcibly, they get a headache. People become defensive in the face of a frontal assault on their worldview. Cunning is far more effective. …“   Mehr dazu findet man in Seth Gordins Blog.

Wer einen Ursprung dieser Gedanken in gedruckter Form sucht:

Berger und Luckmann: The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Anchor 1967

Berger und Luckmann: Die gesellschaftliche Konstruktion der Wirklichkeit. Fischer Taschenbuchverlag, 1969.

Die Auseinandersetzung mit „Worldviews“ wird aus meiner Sicht ein MUST für jeden guten Marketeer.

Happy reading!