event #2 - ricardo-josé vybiral
DESCRIPTION
TRANSCRIPT
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Social
Branding
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Die nächsten 25 Minuten
• Wer spricht?
• Markenwert
• Social Media & Markenbildung
• Was nun?
• Takeaways
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CEO_RJV_2006_WUN_450_DE_AT_6
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1958_NYC_LW_8000_1_CRM/DIGITAL
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“We build your brand while selling your products.”
Lester Wunderman
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MICROSOFT FORD LAND ROVER JAGUAR NOKIA LUFTHANSA ADIDAS MAZDA MILES & MORE WORLDSHOP DEUTSCHE BANK HEWLETT PACKARD AIRTOURS NOKIA KUKA KODAK DISNEY BEIERSDORF CASTROL NOVARTIS
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Markenwert
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Wertvolle Marken
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TRUST
SUCCESS
RECOMMENDATION
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Trust 119 110
Recommenda*on 107 121
TrustR 113 115
Quelle: trustR, Millward Brown, Deutschland, 2012
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Vertrauen und Empfehlung stärken die Bindung zur Marke...
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…und erhöhen der Wert der Marke
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Social Media & Markenbildung
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Früher Heute
Definierte Markenwerte Selbstähnliche Reproduk*on Risikoreduk*on Pres*ge durch Besitz Kundenbeschwerden und –lob meist verborgen
User prüfen Markenversprechen Contentmarke*ng & Storytelling Rate & Review Pres*ge durch „Like“ Kundenfeedback öffentlich
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Mehr denn je brauchen Marken heute: Persönlichkeit Geschichten Themenwelten Innovation
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Was nun?
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Social Marketing
+ Social Organisation = Social Brand
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Perspektivenwechsel Der Kunde entscheidet wann und wie die Marke mit ihm/ihr sprechen darf. Der Kunde beeinflusst das Markenbild: Share, like, comment, rate. Der Kunde wird zum wichtigen Katalysator (Empfehlung) oder Showstopper.
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The consumer decision journey
„Alte Denke“ Neuer Ansatz
Source: Branding in the Digital Age, Harvard Business Review 2010
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Social Organisation
Geschlossen Kollaborativ Offen
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Social Organisa*on
Klassisches Branding Vertrauen
Ökosystem der Konversation
Content Kundenservice
Stories
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„We‘re not in the business of keeping media companies alive. We are in the business of connecting with consumers.“
Trevor Edwards Nike, VP Global Brand Management
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Takeaways 1. Neues Kaufverhalten 2. Neue Markenführung: Trust & Recommenda*on 3. Kundenbedürfnisse wich*ger den je 4. Management der Kundengespräche über
Marken und mit Marken 5. Storytelling & Content 6. Social Organiza*on
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Dankeschön