Sozial verkaufen - Monetarisierungstrends im Web 2.0

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1 Sozial verkaufen - Monetarisierungstrends im Web 2.0 Prof. Dr. Marc Drüner Köln, 14ter Oktober 2010 Unternehmensberatung mit Fokus auf Innovationsmarketing Langjährige Erfahrung in Innovations- und Marketingprojekten 50 Mitarbeiter Auf Social Media, Applikationen und Enterprise 2.0 spezialisierte Agentur von trommsdorff + drüner Wissenschaftliche Fundierung durch enge Zusammenarbeit mit den Lehrstühlen der TU Berlin und Steinbeis University Erster Projektmarktplatz für Unternehmen und Studenten Die erste Social Quizzing Plattform Prof. Dr. Marc Drüner - md@td-berlin.com - 2 1

2 10 RULES TO GENERATE BUSINESS VALUE IN THE WEB 2.0 AMBASSADOR PROGRAMS Rosenstraße 18, Berlin Fon +49 (0) , Fax +49 (0) NETWORKS DECENTRALIZED MARKETING MOBILE AMBASSADOR PROGRAMS SOCIAL MEDIA SUCCESS FACTORS ecommerce KPIs & Shopper Marketing SOCIAL MEDIA GUIDELINES OPEN INNOVATION TRACKING Rosenstraße 18, Berlin Fon +49 (0) , Fax +49 (0)

3 NETWORKS Warm up! Das ist Web 2.0 OFFEN UND TRANSPARENT Die University of Oregon hat 1971 bei der Neugestaltung ihres Campus keine Wege gelegt, sondern überall Rasen gesät. Erst nach einiger Zeit wurden die sich bildenden Trampelpfade geteert. 3

4 ein spielerischer Weg Web 2.0 zu verstehen Web2.0 Poker Cards 4

5 EIN PAAR ZAHLEN 5

6 >570 million people are registered on facebook Social media has overtaken pornography as the #1 web activity twitter has more than 100 million user accounts 60% of Facebook usage is from mobile devices Every minute 20hrs worth of new video is uploaded onto YouTube More than 50% of Facebook user come every day There are more than 200 million blogs worldwide 80% of companies use YouTube is the world s social media for recruitment #2 in search engines Source: ComScore 2010, Nielsen 2010, Social Wavelength 2010 Prof. Dr. Marc Drüner - md@td-berlin.com - 11 Onliner haben mehr richtige Freunde Offliner Normale Menschen Onliner Noch normalere Menschen groß > 16 Pers. Freunde (soziales Netzwerk im richtigen Leben) mittel 10 to 16 Pers. klein 0 to 9 Pers. 27,4% 37,6% 35,0% groß > 16 Pers. Freunde (soziales Netzwerk im richtigen Leben) mittel 10 to 16 Pers. klein 0 to 9 Pers. 56,5% 34,8% 8,7% Quelle: t+d / TU Berlin / Steinbeis Hochschule Studie Prof. Dr. Marc Drüner - md@td-berlin.com

7 und machen die Community zum Thema im echten Leben Wie hat sich ihr Kommunikationsverhalten seit dem Community-Beitritt verändert? 33% 8% 52% 5% 2% Zunahme der Offline- Kommunikation Kommunikation Quelle: t+d / TU Berlin / Steinbeis Hochschule Studie Prof. Dr. Marc Drüner - md@td-berlin.com - 13 Durchbruch der asynchronen Internetkommunikation bei Senioren seit Jede/r Fünfte über 65 Jahren nutzt heute intensiv s zur Kommunikation. Genutzte Kommunikationsmittel bei Senioren in Prozent Zunahme der Online- Festnetz- Telefonate Mobilfunk- Telefonate Mobilfunk- SMS Chat 1 0 Soziale Netzwerke Kommunikation mit der Familie Kommunikation mit Freunden Quelle: t+d ITK-Studie 2009 Prof. Dr. Marc Drüner - md@td-berlin.com

8 Web2.0 + Community User? DECENTRALIZED MARKETING Follow your audience or better be there when they come 8

9 INFORMATIONS- UND KOMMUNIKATIONS- ECOSYSTEM 2.0 AGGREGATION SOCIAL SITES + THEMEN SITES UNTERNEHMENS SITES Commerce ECOSYSTEM 2.0 AGGREGATOR SHOPS SATELLITE SHOPS + SOCIAL SHOPS / LIVE SHOPS CORPORATE E-COMMERCE 9

10 IM MULTICHANNEL ÖFFNEN SICH NEUE MULTICHANNEL DIVERSE SUB- CHANNELS NEUE KANÄLE UND DEVICES AGGREGATION AGGREGATION SOCIAL SITES SOCIAL SITES THEMEN THEMEN SITES SITES UNTERNEHMENS UNTERNEHMENS SITES SITES INFO ECO INFO SYSTEM ECO SYSTEM AGGREGATOR AGGREGATOR SHOPS SHOPS SATTELITE SATTELITE SHOPS SHOPS SOCIAL SHOPS SOCIAL SHOPS / LIVE SHOPS / LIVE SHOPS CORPORATE CORPORATE E-COMMERCE E-COMMERCE RETAIL ECO RETAIL SYSTEM ECO SYSTEM MOBILE What s that daddy? That s an PC, not a Mobile 10

11 Jugendliche in den USA senden 2272 Textnachrichten pro Monat 75 % der indischen Jugend wird den ersten Kontakt mit dem Internet über das Handy haben 11

12 KURZE QUIZFRAGE WAS IST DER UNTERSCHIED? STEIN ca vor Chr. iphone 3G 2008 Eingebaute Zahlungsbereitschaft 12

13 Die Revoluton am POS ecommerce Making Money in / with Social Networks online business models / freemium 13

14 Detaillierung Retail Trends Eigenmarken Brand Shops / Brand Cooperations Ad Hoc Kauf Plattformen Visual Select Satellite Shops / Social Network Shops Activity Rewards Location-Based Live Shopping Social Shopping Mobile/ Augmented Shopping Retail-Trends Live Web Detaillierung Retail Trends Plattformen Visual Select Satellite Shops / Social Network Shops Shopper Marketing / Automated Retail Brand Shops / Brand Cooperations Eigenmarken Location-Based Live Shopping Ad Hoc Kauf Social Shopping Mobile/ Augmented Shopping Live Web Retail-Trends 14

15 Rewards for Loyalty Starbucks Facebook loyalty card drives offline sales Rewards for Loyalty H&M incentivises purchases by letting users of its augmented reality game check-in 15

16 Rewards for Loyalty Raffles Augmented reality and images to generate in-store traffic 16

17 Savings: Exclusive Deals and Couponing Social couponing to leverage deals Loyalty and Rewards KFC lets customers modify in-store ambience for traffic 17

18 Detaillierung Retail Trends Plattformen Visual Select Satellite Shops / Social Network Shops Shopper Marketing Brand Shops / Brand Cooperations Eigenmarken Location-Based Live Shopping Ad Hoc Kauf Social Shopping Mobile/ Augmented Shopping Live Web Retail-Trends LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES Starbucks Coupon facebook IceCream App ATTRACTION PREFERENCE PURCHASE USAGE IMPRESSIONS EVALUATION & W-O-M DETAILS Starbucks and partner Unilever are giving away coupons for more than 800 free pints of the newly launched Starbucks Ice Cream via a facebook application. Users can choose to send it to any friend on or off Facebook, or they can elect instead to treat themselves. The coupon can then be redeemed for the Starbucks Ice Cream flavor of the recipient's choice. FACTS > monthly active users. 18

19 LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES H&M s Bonus Augmented Reality Game MyTown ATTRACTION PREFERENCE PURCHASE USAGE IMPRESSIONS EVALUATION & W-O-M DETAILS H&M s augmented reality game lets users check-in to real-life stores and key areas near H&M stores. Players accumulate points and virtual clothing items. Players only near H&M receive special Blue clothing items. Users gain levels as they visit areas and attempt to own them. Virtual items can be redeemed instore. FACTS > registered users every week new users sign up. LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES Groupon Offers Deals Only if Pre-Defined Number of People Sign Up ATTRACTION PREFERENCE PURCHASE USAGE IMPRESSIONS EVALUATION & W-O-M DETAILS Users are offered one "Groupon discount deal per day in each of the markets and product categories it serves. A pre-defined number of people have to sign up for the deal within a set time limit or no-one gets the deal. Coupon aggregators like shortcut.com consolidate a vast range of available coupons for its members based on their preferences. FACTS > Groupons bought and $ saved in 23 countries. 19

20 COUPON WeReward offers ROI mobile marketing Savings Virtual Product Social Status Convenience Exclusivity Emotion Information Fun Reward Reward IMPRESSIONS SALES FUNNEL DETAILS WeRewards lets users get paid for checking into stores and purchasing goods or for completing tasks on their phone. Members only get points for a picture of themselves with the purchase at the store. These points can then be exchanged into paypal credit. Members can unlock badges and share their status with friends and the app suggests local deals. Advertisers can choose how much to pay per customer and how many customers they want to reward. MECHANISM Mobile Check-In and Location-Based Push Notification CARING ABOUT CUSTOMERS Telekom Cares About Customers via twitter ATTRACTION PREFERENCE PURCHASE USAGE IMPRESSIONS EVALUATION & W-O-M DETAILS On Telekom s twitter account Telekom_hilft customers can ask questions about products or services. A total of seven service consultants are available to answer questions accurately to customers and noncustomers. FACTS Since launch on Mai 5th 2010: Almost followers and more than question answered. 20

21 LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES KFC Lets Customers Modify In-Store Ambience for Traffic ATTRACTION PREFERENCE PURCHASE USAGE IMPRESSIONS EVALUATION & W-O-M DETAILS The KFC Music Order Campaign offers young couples the chance to order love songs on via a custom made website. The songs were then played in the restaurant at a chosen time in a chosen outlet on Valentine s Day. FACTS lucky online couples became restaurant traffic and enjoyed the romantic moment. Retail Case Book: Topic Overview Quick Shopping Mobile Shopping SHOPPING ASSISTANCE New Services ease the shopping process for the customer TRANSPARENT PRODUCTS Immediate access to product info will fasten the customers decision process EFFICIENCY OPTIMIZATION Time-wasting processes like checkout will be optimized CURATED CONSUMPTON Reduced choice and smaller shops fasten the shopping process MOBILE MARKETING Marketing will be regionalized and personalized via mobile devices MOBILE COMMERCE Mobile phone innovations and data plans will push mcommerce HOT-SPOT SHOPS Small and flexible shops will be where the customer is 42 21

22 TRANSPARENT PRODUCTS Price, Price, Price Bakodo BARCODE/QR INFO DESCRIPTION Mobile app enabling shoppers to scan product barcodes with device camera and receive recommendations, opinions and reviews by friends. Information is retrieved from Amazon, Google, Best Buy and ebay product search engines, accessing extensive product data on more than 12 million items. Further, relevant GoodGuide ratings, ShopWiki info and attached Stickybits for scans are provided. An announced update will add more than 60,000 grocery items to the application s database. SO WHAT Customers experience a more informed shopping process. Retailers can license the technology to encourage, reward and track in-store scans. KEY FACTS Launched in August DOLE SCAN CODE Value Add Information Savings Virtual Product Social Status Convenience Exclusivity Emotion Information Fun Reward Reward IMPRESSIONS SALES FUNNEL DETAILS The Scan Code allows you to indetify the banana s origin and you can will find out more about the farm where the fruit was produced MECHANISM Barcode App 22

23 TRANSPARENT PRODUCTS Mass Customization STICKYBITS BARCODE/QR INFO DESCRIPTION Enables users to scan barcodes and allocate messages, attach pictures or videos to it. Every member of Stickybits community has access to information left on the barcode. SO WHAT Barcode-mechanism provides numerous opportunities by enriching it, e.g. with social functions. KEY FACTS Startup Launched in March SHOPPING ASSISTANCE In Store Navigation junaio IN-STORE NAVIGATION DESCRIPTION Augmented reality enhanced browsers for navigation within buildings, e.g. shopping malls/ stores. SO WHAT Realistic navigation, easy to understand for users. KEY FACTS Launched in November 2009 Free of charge

24 MOBILE MARKETING Automated check in services BestBuy + shopkick LOCATION-BASED ADVERTISING DESCRIPTION First location-based mobile application that promises customers offers and rewards for simply walking into retail locations. The automatic checkin works with inaudible sounds being played near the entrances; mobile phone microphones pick up the signal. Best Buy is readying 257 of its U.S. stores for a digital loyalty program. Shopkicks also cooperated with Macy s and further undisclosed retailers. SO WHAT Customers feel less obliged to purchase and make spontaneous purchases out of free will. KEY FACTS Launched in August 2010 Initially iphone app and future Andriod app MOBILE COMMERCE Parallel Media Consumption Meta-Mirror ENTERTAINMENT SHOPPING DESCRIPTION Users can retrieve supplementary information from the web, e.g. statistics of a game, twitter updates. Further, users can access additional services, such as online betting, shopping baskets in cooperation with 3rd parties, itunes, ticket issuers, and more depending on the scenario. SO WHAT By using a secondary device, Meta Mirror does not interrupt the primary screen and enables personalized interaction with the service. KEY FACTS Introduced in August

25 MOBILE MARKETING Local, local, local kaufda LOCATION-BASED ADVERTSING DESCRIPTION Die Idee zu kaufda entstand während eines Forschungsprojekts der deutschen kaufda-gründer im Silicon Valley: kaufda hat sich zum Ziel gesetzt, Händlern und Verbraucher eine völlig neue Möglichkeit zu eröffnen, Handelsangebote im Web zu nutzen: Händler können erstmals ihre Angebotswerbung lokal im Internet verbreiten. Verbraucher hingegen finden und durchsuchen erstmals Einzelhandelsangebote, um den Einkauf bequem von zu Hause aus zu planen. Die Verbindung beider Ziele bildet den Grundstein des kaufda-konzepts, das mittlerweile mehrfach international ausgezeichnet wurde. SO WHAT y KEY FACTS Cooperating with network companies, such as t-online.de, dastelefonbuch.de or meinestadt.de Reaching more than million consumers Operating in cities or communities in Germany And more & more & more. 25

26 RETAIL CASES t+d Detaillierung Retail Trends Eigenmarken Brand Shops / Brand Cooperations Ad Hoc Kauf Plattformen Visual Select Satellite Shops / Social Network Shops Activity Rewards Location-Based Live Shopping Social Shopping Mobile/ Augmented Shopping Retail-Trends Live Web 26

27 Best Buy: Social Commerce auf Facebook (1/2) Best Buy s Shop + Share auf Facebook lässt User Best Buy Angebote durchstöbern und ermöglicht Social Commerce Funktionalitäten Externe Verlinkung in den Shop zur eigentlichen Transaktion Best Buy hat Facebook Freunde (08.Dez.2009) und ist dank viraler Features innerhalb von 9 Tagen von 163,000 auf 900,000 Fans angestiegen Best Buy: Social Commerce auf Facebook (2/2) Die Shopping Experience wird direkt mit Freunden geteilt User können ihre Freunde und andere Social Network User per Click um ihre Einschätzung zu dem Produkt bitten und auf Produkte auf ihrer Pinnwand veröffentlichen 27

28 KPIs What can t be measured can t be good Power law of participation Anzahl der Nutzer Click Read Favorite Tag Subscribe Forward Comment Share Network Write Re-factor Collaborate Moderate Lead Intensität der Interaktion 28

29 Re-factor Collaborate Moderate Lead Regel 90% 9% Fan Group Members Click Favorite Tag Number of Users Subscribe Forward Comment Share Network Write 1% Core Ambassadors Involvement Activity Index und / oder Engagement Index das ist hier die Frage Page Impressions Verweildauer Content views Gruppenbeitritte / Adden Weiterleitung an Netzwerk Kommentare ACTIVITY INDEX Erzeugter Content Low Involvement Medium Involvement High Involvement Aufmerksamkeit Relevant set Nutzung Ausschließliche Nutzung Sympathie Loyalität ENGAGEMENT INDEX Brand love Word-of-Mouth Relevanz 29

30 TRACKING Listening 2.0 comes first, Acting 2.0 follows NETWORKS DECENTRALIZED MARKETING MOBILE ecommerce AMBASSADOR PROGRAMS Summary SOCIAL MEDIA SUCCESS FACTORS KPIs & Shopper Marketing SOCIAL MEDIA GUIDELINES OPEN INNOVATION TRACKING 30

31 Homework have fun + play Cards Prof. Dr. Marc Drüner marc.druener@td-berlin.com 31