digital lifestyle social context
TRANSCRIPT
![Page 1: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/1.jpg)
Insights Digital Lifestyle / Social Context Marketing
Quellen: trendwatching.com,
![Page 2: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/2.jpg)
ONLINE OXYGEN
Internetzugang wird zum Grundbedürfnis.
![Page 3: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/3.jpg)
MOBILE COCOONING
Allways ON the road
![Page 4: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/4.jpg)
Onlyne Oxygen
Permanentes Interface zu digitalen Inhalten
NEW REALITY PERCEPTION
![Page 5: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/5.jpg)
MIXED REALITY
REALITY IS NOT ENOUGH. TAKE THE BEST OF BOTH.
![Page 6: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/6.jpg)
Social Location Based Augmented Reality.
![Page 7: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/7.jpg)
Social Networking meets Reality.
![Page 8: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/8.jpg)
Mood changes Reality.
![Page 9: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/9.jpg)
Non-Committal Transumer TRANSUMER
Hybrider Konsument auf der Durchreise durchs Leben.
![Page 10: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/10.jpg)
Geschichten ersetzen Marken.
![Page 11: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/11.jpg)
Erlebnisse anstatt Balast.
![Page 12: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/12.jpg)
Gutenachtgeschichten vs. Mitbringsel.
![Page 13: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/13.jpg)
GENERATION APP
Eine App für jedes persönliche Problem/Bedürfnis
![Page 14: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/14.jpg)
Nachbarshilfe-App.
![Page 15: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/15.jpg)
Schiedsrichter-App.
![Page 16: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/16.jpg)
INFOLUST & MAPMANIA
I Google, I check, I map, I know
![Page 17: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/17.jpg)
Knowing Tracking Following.Beispiel: Domino’s Pizza Tracker
Beispiel: The North Face Snow Report iPhone App
Beispiel: iGoogle and RSS feeds
Beispiel: Fed Ex SenseAware tracks conditions of packages
![Page 18: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/18.jpg)
Ja nichts verpassen.
![Page 19: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/19.jpg)
Alles im Griff. Und alle im Blick.
![Page 20: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/20.jpg)
Brands as a service to enhance consumers life.
BRAND BUTTLER
![Page 21: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/21.jpg)
Virtueller Kleiderschrank.
garderobeonline.com
![Page 22: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/22.jpg)
Unsichtbarer persönlicher Stilberater.
shoedazzle.com
![Page 23: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/23.jpg)
Nowism HERE-AND-NOWISM
Instant delivery, access, reward/real-time response
![Page 24: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/24.jpg)
Das Angebot zum Tagesablauf.
Pop Up Culture
![Page 25: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/25.jpg)
Was man sich am meisten wünscht.
Best Practice
![Page 26: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/26.jpg)
The Rights Thing at the Right Moment.
![Page 27: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/27.jpg)
ON = OFF
Offline is adjusting to (and mirroring) online
![Page 28: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/28.jpg)
Tweets & Feeds zum Blättern.
![Page 29: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/29.jpg)
Ich bin mein Avatar.
![Page 30: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/30.jpg)
Social Context Paradigma
![Page 31: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/31.jpg)
SOCIAL EVERYTHING
Social Networking, Social Media, Social Search, Social
![Page 32: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/32.jpg)
Social TripAdvice: Asking vs. Ratings.
![Page 33: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/33.jpg)
Social Home: Wohnungstausch.
![Page 34: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/34.jpg)
Social Style: Empfehlung der Masse.
gotryiton.com
![Page 35: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/35.jpg)
TRANSPARENCY TRIUMPH
Alle wissen alles über alle und alles
![Page 36: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/36.jpg)
Wer überlegt sich gerade wo was.
![Page 37: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/37.jpg)
Kollektive Intelligenz und Kreativität
CROWD SOURCING
![Page 38: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/38.jpg)
Crowd Participation & Ownership.
dreamheels.com
![Page 39: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/39.jpg)
Crowd Buying.
![Page 40: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/40.jpg)
AUTHORITY FRAGMENTATION
Trendscouting-Demokratisierung: Ade Megatrends!
![Page 41: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/41.jpg)
Street Fashion Blog.
stitsh.com
stitsh.com
![Page 42: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/42.jpg)
Aggregation & Filtering Crowd Sourced.
![Page 43: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/43.jpg)
Professional Fashion Trend Tool.
trendstop.com/mobile_app
trendstop.com/mobile_app
![Page 44: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/44.jpg)
DIY / MIY
Extreme CUSTOMYZATION
![Page 45: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/45.jpg)
Jogurt Eigenmarke.
![Page 46: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/46.jpg)
Augmented Reality Self Made: TagWhat
![Page 47: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/47.jpg)
Reputation Management und Status-Aufbau
ME THE BRAND
![Page 48: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/48.jpg)
Womit können wir dem Kunden helfen, sich in seinem sozialen Umfeld zu profilieren?
![Page 49: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/49.jpg)
Convenience Charity.
![Page 50: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/50.jpg)
Ich spende dein Geld.
![Page 51: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/51.jpg)
Reputation Management of Me The Brand.
checkyourimage.com, reputationdefender.com
![Page 52: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/52.jpg)
Zum Beispiel: Personal Payment System.
![Page 53: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/53.jpg)
Meeting up is the new staying home
FLESH AND BONE
![Page 54: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/54.jpg)
Reality Upgrade.
![Page 55: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/55.jpg)
Virtuality is not enough.
![Page 56: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/56.jpg)
Zum Anfassen.
![Page 57: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/57.jpg)
Renaissance der Offline Experience.
![Page 58: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/58.jpg)
Social Context Augmented.
![Page 59: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/59.jpg)
Content and Social Entertainment.
![Page 60: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/60.jpg)
Social Media/Context Marketing.
![Page 61: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/61.jpg)
Social Media als Kanal.
Quellen: Mediascope und eMarketer
![Page 62: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/62.jpg)
Alltagsbeherschend.#1: Wir können n icht ohne Socia l
Media• Facebook hat nun
mehr als 500 Millionen aktive Nutzer, Facebook wird nun auch öfters benutzt als Google.
• Twitter Nutzer posten jeden Tag mehr als 50 Millionen Tweets – das sind 600 Tweets pro Sekunde.
• Mehr als 10 Personen checken jede Sekunde auf Foursquare ein, beinahe 1 Million pro Tag.
Facebook ousts Google as most popular U.S. site
Weekly Market Share of Visits to facebook.com & google.com
![Page 63: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/63.jpg)
Wäre Facebook ein Land, es wäre nach China und Indien das drittgrösste.
Bevölkerungsexplosion.#2: Socia l Media is t der effi zienteste Weg, um die r icht ige Zie lgruppe zu erre ichen.
![Page 64: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/64.jpg)
Börsenrelevant.
Quelle: Burson-Marsteller and Proof Digital Fortune 100 Social Media Study, Juli 2009
#3: Die grossen Unternehmen haben d ie Zeichen der Zei t f rühzei t ig erkannt.
![Page 65: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/65.jpg)
Erfolgsentscheidend.
#4: Socia l Media verbessert Kaufabsichten
Are you more likely to buy/consider since becoming a
fan or follower?
Are you more likely to recommend
since becoming a fan or follower?
51%
67%
60%
79%
Quelle: ConsumerPulse, 2010
![Page 66: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/66.jpg)
Generationenverbindend.
Quelle: http://www.thomashutter.com/
![Page 67: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/67.jpg)
Social Context als Paradigma.
![Page 68: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/68.jpg)
Social Media / Networking / Context
Mögliche Ausrichtungen der Social Media Strategie:
•Community•Viral•Expertise•Content•News
![Page 69: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/69.jpg)
Social Context Marketing.
Social Context Marketing heisst, den Austausch mit und unter den Konsumenten zu erleichtern und zu fördern.
Den Konsumenten, Meinungen, Eindrücke und Erfahrungen anderer Konsumenten zugänglich machen. Selbst transparent kommunizieren.
Feedback honorieren und darauf eingehen. Eigenes Verhalten anpassen und auf Kunden-Bedürfnisse ausrichten.
Den gesamten Marketing- und Kommunikations-Mix in einen sozialen Kontext zu stellen.
![Page 70: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/70.jpg)
SCM Zielsetzungen.
Die Gespräche über eine Marke sollen dadurch relevanter, transparenter und glaubwürdiger werden.
Die Beziehung und Bindung zur Marke emotionaler, näher und intensiver.
Kunden sollen sich selbst als Marken-Botschafter verstehen und den Erfolg von Marken und Produkten durch ihr Engagement steigern.
![Page 71: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/71.jpg)
Social Context Marketing Formen.
![Page 72: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/72.jpg)
SCM Prägungen.
Social Media Marketing oder der Versuch, Konsumenten-Meinungen und -Erfahrungen aktiv in die Markenführung miteinzubeziehen, kann in unterschiedlicher Form, Ausrichtung und Lautstärke zum Einsatz kommen.
Wichtig dabei ist, dass immer ein Mehrwert entsteht.
![Page 73: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/73.jpg)
SCM Formen.
Mögliche Ausrichtungen der Social Media Strategie:
•Community•Viral•Expertise•Content•News
Unterhaltung
Kommunikation
Profilierung
Gemeinschaftsgefühl
Beziehungsmanagement
![Page 74: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/74.jpg)
Social Context Marketing Formen.
Mögliche Ausrichtungen der Social Media Strategie:
•Community•Viral•Expertise•Content•News
Unterhaltung
Kommunikation
Profilierung
Gemeinschaftsgefühl
Beziehungsmanagement
Promo
Viral
Intelligence
Content
Dialog
Game
Relation
Angebot
Service
Community
Ambassador
![Page 75: digital lifestyle social context](https://reader035.vdocuments.site/reader035/viewer/2022062704/555a4aacd8b42ad56a8b472d/html5/thumbnails/75.jpg)
Pro Form.
Charakteristik.
Stärken/Schwächen.
Chancen/Gefahren.
Eignung/Einsatz.