Monetarisierungstrends im Web 2.0

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 - [email protected] -
2
1
10 RULES TO
AMBASSADOR
GENERATE
PROGRAMS
BUSINESS
VALUE IN THE
WEB 2.0
Rosenstraße 18, 10178 Berlin
Fon +49 (0) 30 2787 60-0, Fax +49 (0) 30 2787 60-66
www.td-berlin.com, [email protected]
DECENTRALIZED
MARKETING
NETWORKS
MOBILE
AMBASSADOR
PROGRAMS
SOCIAL MEDIA
SUCCESS FACTORS
eCOMMERCE
KPIs & Shopper
Marketing
SOCIAL MEDIA
GUIDELINES
TRACKING
Rosenstraße 18, 10178 Berlin
OPEN INNOVATION
Fon +49 (0) 30 2787 60-0, Fax +49 (0) 30 2787 60-66
www.td-berlin.com, [email protected]
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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.
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… ein spielerischer Weg Web 2.0 zu verstehen … Web2.0 Poker Cards
4
EIN PAAR ZAHLEN…
5
Social media has overtaken
pornography as the #1 web activity
>570 million people are
registered on facebook
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
social media for recruitment
YouTube is the world’s
#2 in search engines
Source: ComScore 2010, Nielsen 2010, Social Wavelength 2010
Prof. Dr. Marc Drüner - [email protected] -
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Onliner haben mehr “richtige” Freunde…
Offliner
Onliner
Normale Menschen
Noch normalere Menschen
groß
> 16 Pers.
27,4%
groß
> 16 Pers.
56,5%
mittel
10 to 16 Pers.
34,8%
Freunde
(soziales
Netzwerk im
richtigen Leben)
mittel
10 to 16 Pers.
37,6%
Freunde
(soziales
Netzwerk im
richtigen Leben)
klein
0 to 9 Pers.
35,0%
klein
0 to 9 Pers.
8,7%
Quelle: t+d / TU Berlin / Steinbeis Hochschule Studie 2006 – 2010
Prof. Dr. Marc Drüner - [email protected] -
12
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…und machen die Community zum
Thema im „echten Leben“
„Wie hat sich ihr Kommunikationsverhalten
seit dem Community-Beitritt verändert?”
33%
8%
52%
Zunahme der Offline-
5% 2%
Zunahme der Online-
Kommunikation
Kommunikation
Quelle: t+d / TU Berlin / Steinbeis Hochschule Studie 2006 – 2010
Prof. Dr. Marc Drüner - [email protected] -
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Durchbruch der asynchronen Internetkommunikation bei Senioren seit 2007.
Jede/r Fünfte über 65 Jahren nutzt heute intensiv Emails zur Kommunikation.
Genutzte Kommunikationsmittel bei Senioren
Kommunikation
mit der Familie
FestnetzTelefonate
MobilfunkTelefonate
MobilfunkSMS
Email
51
71
9
6
3
1
20
2
in Prozent
Kommunikation mit
Freunden
35
-20
55
-20
+3
6
2
+4
+2
3
0
+3
23
+18
+22
1
1
0
+1
2
0
+2
Soziale 1
Netzwerke 1
0
3
0
+3
Chat
2009
2007
Quelle: t+d ITK-Studie 2009
Prof. Dr. Marc Drüner - [email protected] -
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Web2.0 + Community User?
DECENTRALIZED MARKETING
Follow your audience or better
be there when they come
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INFORMATIONS- UND KOMMUNIKATIONSECOSYSTEM 2.0
AGGREGATION
SOCIAL SITES
+
THEMEN SITES
UNTERNEHMENS SITES
Commerce ECOSYSTEM 2.0
AGGREGATOR
SHOPS
SATELLITE
SHOPS
+
SOCIAL SHOPS
/ LIVE SHOPS
CORPORATE
E-COMMERCE
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IM MULTICHANNEL ÖFFNEN
SICH NEUE MULTICHANNEL
DIVERSE SUBCHANNELS
AGGREGATION
AGGREGATION
AGGREGATOR
AGGREGATOR
SHOPS SHOPS
SOCIAL SITES
SOCIAL SITES
SATTELITESATTELITE
SHOPS SHOPS
THEMEN THEMEN
SITES
SITES
SOCIAL SHOPS
SOCIAL SHOPS
/ LIVE SHOPS
/ LIVE SHOPS
UNTERNEHMENS
UNTERNEHMENS
SITES
SITES
CORPORATE
CORPORATE
E-COMMERCE
E-COMMERCE
INFO ECOINFO
SYSTEM
ECO SYSTEM
NEUE KANÄLE UND
DEVICES
…
RETAIL ECO
RETAIL
SYSTEM
ECO SYSTEM
MOBILE
What´s that daddy?
That´s an PC, not a Mobile
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Jugendliche in
den USA senden
2272
Textnachrichten
pro Monat
75 % der indischen Jugend wird
den ersten Kontakt mit dem
Internet über das Handy haben…
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KURZE QUIZFRAGE
WAS IST DER UNTERSCHIED?
STEIN
iPHONE 3G
ca. 40.000 vor Chr.
2008
Eingebaute
Zahlungsbereitschaft
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Die Revoluton am POS
eCOMMERCE
Making Money in /
with Social Networks
online business models / freemium
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Detaillierung Retail Trends
Visual Select
Satellite Shops /
Social Network Shops
Activity Rewards
Plattformen
Eigenmarken
Location-Based
Brand Shops /
Brand Cooperations
Live Shopping
Social Shopping
Ad Hoc Kauf
Mobile/
Augmented
Shopping
Live Web
Retail-Trends
Detaillierung Retail Trends
Satellite Shops /
Social Network Shops
Visual Select
Shopper Marketing / Automated Retail
Plattformen
Eigenmarken
Location-Based
Brand Shops /
Brand Cooperations
Live Shopping
Social Shopping
Ad Hoc Kauf
Mobile/
Augmented
Shopping
Live Web
Retail-Trends
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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”
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Rewards for Loyalty
Raffles
Augmented reality and images to generate in-store traffic
16
Savings: Exclusive Deals and Couponing
Social couponing to leverage deals
Loyalty and Rewards
KFC lets customers modify in-store ambience for traffic
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Detaillierung Retail Trends
Satellite Shops /
Social Network Shops
Visual Select
Shopper Marketing
Plattformen
Eigenmarken
Location-Based
Brand Shops /
Brand Cooperations
Live Shopping
Social Shopping
Ad Hoc Kauf
Mobile/
Augmented
Shopping
Live Web
Retail-Trends
LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES
Starbucks Coupon facebook IceCream App
ATTRACTION
PREFERENCE
IMPRESSIONS
PURCHASE
USAGE
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
 >30.000 monthly active users.
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LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES
H&M„s Bonus Augmented Reality Game „MyTown“
ATTRACTION
PREFERENCE
PURCHASE
USAGE
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.
IMPRESSIONS
 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
 >1.000.000 registered users – every
week 100.000 new users sign up.
LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES
Groupon Offers Deals Only if Pre-Defined Number of People Sign Up
ATTRACTION
PREFERENCE
IMPRESSIONS
PURCHASE
USAGE
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
 >8.849.391 Groupons bought and
$376.389.610 saved in 23
countries.
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COUPON
WeReward offers ROI mobile marketing
Savings
Social
Virtual
Reward
Product
Reward
Status
Convenience
Exclusivity
Emotion
Information
Fun
DETAILS
SALES FUNNEL
 WeRewards lets users get paid for
checking into stores and purchasing
goods or for completing tasks on their
phone.
IMPRESSIONS
 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
IMPRESSIONS
PURCHASE
USAGE
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 8.000 followers and more
than 12.500 question answered.
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LEVERAGING ONLINE POTENTIAL FOR OFFLINE SALES
KFC Lets Customers Modify In-Store Ambience for Traffic
ATTRACTION
PREFERENCE
PURCHASE
EVALUATION
& W-O-M
USAGE
DETAILS
 The KFC Music Order Campaign
offers young couples the chance to
order love songs on
www.kfc.com.cn via a custom made
website.
IMPRESSIONS
 The songs were then played in the
restaurant at a chosen time in a
chosen outlet on Valentine’s Day.
FACTS
 9.000 lucky online couples
became restaurant traffic and
enjoyed the romantic moment.
Retail Case Book: Topic Overview
Mobile Shopping
Quick 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
MOBILE MARKETING
Marketing will be regionalized and
personalized via mobile devices
EFFICIENCY OPTIMIZATION
MOBILE COMMERCE
Time-wasting processes like checkout will be
optimized
Mobile phone innovations and data plans will
push mCommerce
CURATED CONSUMPTON
Reduced choice and smaller shops fasten the
shopping process
HOT-SPOT SHOPS
Small and flexible shops will be where the
customer is
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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 2010
http://mashable.com/2010/08/16/bakodo/
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DOLE SCAN CODE
Value Add Information
Savings
Social
Virtual
Reward
Product
Reward
SALES FUNNEL
IMPRESSIONS
Status
Convenience
Exclusivity
Emotion
Information
Fun
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
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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 2010
http://www.calvin-c.com/blog/mcdonalds-qrcode/
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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
http://www.junaio.com/
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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
http://mashable.com/2010/08/16/best-buy-shopkick-rewards/; http://www.marketwatch.com/story/shopkick-unveils-new-location-based-retail-technology-atbest-buy-store-2010-08-03?reflink=MW_news_stmp
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 2010
http://www.designbynotion.com/metamirror-next-generation-tv/
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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 17.000 cities or communities in Germany
http://www.kaufda.de/Berlin; http://www.wuv.de/nachrichten/digital/kaufda_schnappt_sich_deutschlandcoupon
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And more & more & more ….
http://www.designbynotion.com/metamirror-next-generation-tv/
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RETAIL CASES
t+d
Detaillierung Retail Trends
Visual Select
Satellite Shops /
Social Network Shops
Activity Rewards
Plattformen
Eigenmarken
Location-Based
Brand Shops /
Brand Cooperations
Live Shopping
Social Shopping
Ad Hoc Kauf
Mobile/
Augmented
Shopping
Live Web
Retail-Trends
26
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 1.027.384
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
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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
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90-9-1 Regel
90%
Fan Group Members
9%
Click
Favorite
Tag
Number of Users
Subscribe
Forward
Comment
Share
Network
1%
Core
Ambassadors
Write
Re-factor
Collaborate
Moderate
Lead
Involvement
Activity Index und / oder Engagement Index – das ist hier die Frage
Page Impressions
ACTIVITY INDEX
Verweildauer
Content views
Gruppenbeitritte / Adden
Weiterleitung an Netzwerk
Kommentare
Erzeugter Content
Low Involvement
Medium Involvement
High Involvement
ENGAGEMENT INDEX
Aufmerksamkeit
Relevant set
Nutzung
Ausschließliche Nutzung
Sympathie
Loyalität
Brand love
Word-of-Mouth Relevanz
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TRACKING
Listening 2.0 comes first,
Acting 2.0 follows
DECENTRALIZED
MARKETING
NETWORKS
MOBILE
AMBASSADOR
PROGRAMS
eCOMMERCE
KPIs & Shopper
Marketing
Summary
SOCIAL MEDIA
GUIDELINES
SOCIAL MEDIA
SUCCESS FACTORS
TRACKING
OPEN INNOVATION
30
Homework
have fun + play Cards
Prof. Dr. Marc Drüner
[email protected]
31