Community Strategy - Short Version
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Transcript of Community Strategy - Short Version
![Page 1: Community Strategy - Short Version](https://reader031.fdocuments.us/reader031/viewer/2022022201/588645401a28ab32768b516f/html5/thumbnails/1.jpg)
Suisse-Emex 2015 1
Florian Wieser, Founder & CEO [email protected] @floto
Für
Foto
: glü
ckim
win
kl /
Que
lle: P
HO
TOCA
SE
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Suisse-Emex 2015 2
‘Florian Wieser’
www.twitter.com/floto
Connect
www.slideshare.com/floto
Florian *
*
Erste Firma mit 19 Jahren
Studium ZHdK Neue Medien
Entwicklung und Betrieb Community Program lomography.com
Gründung coUNDco AG
Entwicklung erster umfassender Online Marketing Lehrgang
Gründung intern. Netzwerk BoxNetworkEurope
20022007
20082010
2011 Center for Storytelling
seit 2013
Best of Swiss Web Juror Digital Brand Campaigns
2014Mitentwicklung CAS an Hochschule Luzern & Dozentur Community
2015Gründung The Relevent Collective AG2014
KTI Forschungsprojekt zu Community
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Suisse-Emex 2015 3
Wo wir mit Community Strategien arbeiten
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Suisse-Emex 2015coUNDco - Digital First. 4 4
…und dann ha
b
ich mich gefragt
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Suisse-Emex 2015 5
Was ist euer Business Issue aktuell? Was will man von euch?
Was sind laufende Projekte?
Was sind geplante Projekte?
Wo könnte ein Community-Ansatz euch unterstützen?
1.
2.
3.
4.
…und jetzt frag
ich euch
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Suisse-Emex 2015coUNDco - Digital First. 6 6
a Community Mind
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Ziele mit einer aktiven Community
Eines bis max. drei der nachfolgenden Ziele sollten verfolgt werden mit einem Community Ansatz:
• Increased retention
• Increase repeat purchases
• New revenue opportunities
• Attract new customers
• Reduced marketing costs
• Reduced customer-service costs
• Feedback and innovation
• Recruitment
• Improved productivity (internal)
• Decrease staff turnover (internal)
• Fulfilment of mission (non-profit only!)
Quelle: feverbee.com
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Suisse-Emex 2015 8
Umsatz steigern
Kosten reduzieren
Die beiden Hauptmotive für eine Community
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Suisse-Emex 2015 9
High Quality Content
zusätzliche Reichweite
Die beiden Hauptmotive beim Community Campaigning
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Suisse-Emex 2015 10
Produkte werden immer ersetzbarer und zur Massenware
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Suisse-Emex 2015 11
Differenzierung wird in Zukunft im Kundenerlebnis liegen
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Suisse-Emex 2015 12
Läuft von selber
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Suisse-Emex 2015 13
Braucht aktiven Verantwortlichen dahinter
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Suisse-Emex 2015 14
Geoffrey Moore’s “four gears”-Modell
1. Acquire (Starter Gear) Aufmerksamkeit und Interesse wecken 90%
2. Engage (Power Gear) Beziehungen entwickeln
9%
3. Enlist (Turbo Gear) Beziehungen vertiefen (Co-X)
1%
4. Monetize (Performance Gear) Mehrwert generieren
consumeshare
curatecreate
co-create
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the social business journey how brands transform their approach to managing the social customer experience
stage 1!foundational!
stage 3!operationalizing!
stage 4!extending!
stage 5!transforming!
stage 2!experimental!
listen to understand the social opportunity!
engage on existing social networks!
operationalize content & conversation!
extend the business value to drive business impact!
realize world class performance!
customers are part of the extended workforce
social infused throughout business
customers co-create products and services social media monitoring
branded community
gamification processes
social response center
crowd-sourced activity
corporate blogs
facebook & twitter response
business units working tightly together
trusted content experts
business systems integration
reactive proactive predictive Quelle:lithium.com
Social in Business Prozess integrieren
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Typologie
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Internal B2B B2CC2C P2P
Community Typologie: Unterschiedliche Nähe zum Unternehmen
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Nähe zum Unternehmen- Internal
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Nähe zum Unternehmen- Internal
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Nähe zum Unternehmen - B2B
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Suisse-Emex 2015 21
Nähe zum Unternehmen - B2C
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Nähe zum Unternehmen - C2C/P2P
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Strategie & Cases
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Rede von Dr. Peter Kruse vor dem Deutschen Bundestag 2010Die ganze Rede als Boldomatic und youtube Video:http://coundco.ch/de/post/items/feurige-rede
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Suisse-Emex 2015 25
Rede von Dr. Peter Kruse vor dem Deutschen Bundestag 2010Die ganze Rede als Boldomatic und youtube Video: http://coundco.ch/de/post/items/feurige-rede
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no silos. Wir ermutigen zur Vernetzung.
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Community Building Framework - Strategie umsetzen
Quelle: feverbee.com
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Community Campaign und Communication
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Tages-Anzeiger iPad App Super User
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Community Communication
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Community Campaign - Volvo #designedaroundyou
http://instagram.com/p/nVCvBdk3zr/
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Community Campaign - Volvo SELEKT
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Florian Wieser, Founder & CEO [email protected]
‘Florian Wieser’
twitter.com/floto
Connect
slideshare.com/floto
Studie in Kooperation mit der Hochschule Luzern und dem KTI Motive und Anreize, in einer virtuellen Gemeinschaft aktiv zu sein. Zum Download:
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Präsentation auf Slideshare zum Download
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