donderdag 28 oktober 2010
dinsdag 26 oktober 2010
Social Media Themelis Cuiper : Es soll sich für Unternehmen lohnen
Hard Facts – Social Media soll sich für Unternehmen lohnen
Themelis Cuiper
September 9th, 2010 | Allgemein, Studien und Fakten Und das tut es auch. Vorausgesetzt das Thema wird richtig angegangen. Social Media kann zum Business Driver werden, wenn es unternehmensseitig richtig implementiert wird. Doch was bedeutet “richtig”? Der Prozess der Implementierung von Social Media in Unternehmen ist branchenabhängig und nicht zuletzt von Unternehmen zu Unternehmen unterschiedlich. Ich möchte hier nicht ausführlich auf die einzelnen Schritte einer optimalen Implementierung von Social Media im Kontext von Unternehmen eingehen. Vielmehr scheint es mir nötig, den Nutzen von Social Media aufzuzeigen und zwar in klaren Zahlen. Denn viele Unternehmen stehen gerade vor der Entscheidung, ob und vor allem wie sie in das Thema einsteigen. Und das Engagement in Social Media soll sich natürlich rechnen. Die Vorstellung von der Währung dieser Rechnung hängt von den verantwortlichen Stakeholdern ab und nicht zuletzt von der Unternehmesspitze, die im Optimalfall als Sponsor der Bemühungen Rückendeckung gibt. Obwohl gerade zu Beginn eines Engagements in Social Media neue KPIs definiert werden sollten, die den Erfolg in ROI-Zahlen widerspiegeln, wird von der Unternehmesspitze noch zu häufig in klassichen Dimensionen gerechnet. Doch auch hier gibt es überzeugende Cases (s.u.). Das der Erfolg von Social Media in Unternehmen auch von einem erfolgreichen Change Management abhängt, sei mal dahingestellt. Halbherzige Annäherungsversuche in Form von simplen Social Media Advertising Kampagnen werden kaum einen Impact auf wichtige Kennzahlen innerhalb des Unternehmen bewirken. Hierbei lohnt sich ein Blick in den eigenen Freundes- und Bekanntenkreis: Wer sich nicht engagiert, um den anderen bemüht, verliert schnell die Gunst der anderen und wird früher oder später vergessen. Dieses einfache Prinzip lässt sich durchaus in groben Zügen auf die Social Media Strategie von Unternehmen übertragen. Schafft ein Unternehmen, sich über die vielfältigen Wege von Social Media positiv in Szene zu setzen, so lohnt es sich für beide: Unternehmen und Kunde. Dauerhafte, kreative und vor allem authentische Kommunikationsformen sind gefragt. Einseitige “Kanal-Kommunikation” ist von gestern! Das Unternehmen profitiert von wertvollem Input, loyalen Fans, Followern und wie sie alle heißen. Und die Konsumenten, Prosumenten… profitieren von einem Unternehmen, das ihre Bedürfnisse ernst nimmt. Doch wie spiegelt sich das in der Praxis wider? Hier ein paar Beispiele, wie Social Media als kommunikative Schnittstelle zwischen Unternehmen und Kunden das Geschäft beleben kann und Kunden zu Fans macht: Big Business * Lenovo: “They aligned marketing, sales, service and many other departments to accelerate changes and improvements to the customer experience. This alignment lead to a 20% decrease in laptop service call volumes, an increase in customer service agent productivity, a shortened product problem-resolution cycle and an increase their Net Promoter Scores.” Quelle: blogs.forrester.com * Burger King: “The estimated investment for this program was less than $50,000 yet they received 32 million media impressions which roughly estimated equals greater than $400,000 in press/media value.” Quelle: socialnomics.net * Dell: In total, Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue. Quelle: mashable.com Small Business * Naked Pizza: “Jeff Leach, one of the co-founders of Naked Pizza says that he was able to drive 15% of daily revenues with Twitter; of those 15%, 90% were new customers!” Weitere Zahlen: 68.60% of total dollar sales came from customers who said they are “calling from twitter”, 31.40% of customers did not mention twitter, 41% of total tickets were from twitter customers, of the 26 new customers, 22 (85%) were from twitter. Quelle: www.jmorganmarketing.com * Reality Digital Inc.: “CEO Cynthia Francis says calculating return on investment starts with understanding what you want to accomplish: Do you want to promote internal collaboration? Establish real-time connections with customers? Generate and track sales leads? Weitere Zahlen: Total investment for social media programs (including technology costs and PR agency hours): roughly $3,000 per month, total sales leads generated in April, May and June: 72, average sales leads per month: 24, average cost per sales lead: $125, lead conversion to sales opportunities: 11.1%, lead conversion to closed deals: 1.4%. Quelle: www.computerworld.com * Winelibrary: “Gary Vaynerchuk grew his family business from $4 million to $50 million using social media. Gary’s eccentric personality and offbeat oenophile knowledge have proven a natural path to success with his Wine TV Library.” Quelle: socialnomics.net * The Cline Group: If we get one new client a day, month, or year because of something that we wrote on our blog, well, that’s our business ROI. If we get one client at $3,000 a month or $100 an hour because they loved what we have been writing – over time, that’s our quantifiable ROI. More importantly, though, if we are seen as reputable in our community because (for example) 1,000 people read what we have to say every week, than that’s valuable for our business. Quelle: theclinegroup.net Weitere Beispiele werden sukzessive hinzugefügt… Fall Ihr noch “Hard-ROI-Facts” in Bezug auf Social Media besitzt, freue ich mich über jeden Kommentar dazu.
Themelis Cuiper
September 9th, 2010 | Allgemein, Studien und Fakten Und das tut es auch. Vorausgesetzt das Thema wird richtig angegangen. Social Media kann zum Business Driver werden, wenn es unternehmensseitig richtig implementiert wird. Doch was bedeutet “richtig”? Der Prozess der Implementierung von Social Media in Unternehmen ist branchenabhängig und nicht zuletzt von Unternehmen zu Unternehmen unterschiedlich. Ich möchte hier nicht ausführlich auf die einzelnen Schritte einer optimalen Implementierung von Social Media im Kontext von Unternehmen eingehen. Vielmehr scheint es mir nötig, den Nutzen von Social Media aufzuzeigen und zwar in klaren Zahlen. Denn viele Unternehmen stehen gerade vor der Entscheidung, ob und vor allem wie sie in das Thema einsteigen. Und das Engagement in Social Media soll sich natürlich rechnen. Die Vorstellung von der Währung dieser Rechnung hängt von den verantwortlichen Stakeholdern ab und nicht zuletzt von der Unternehmesspitze, die im Optimalfall als Sponsor der Bemühungen Rückendeckung gibt. Obwohl gerade zu Beginn eines Engagements in Social Media neue KPIs definiert werden sollten, die den Erfolg in ROI-Zahlen widerspiegeln, wird von der Unternehmesspitze noch zu häufig in klassichen Dimensionen gerechnet. Doch auch hier gibt es überzeugende Cases (s.u.). Das der Erfolg von Social Media in Unternehmen auch von einem erfolgreichen Change Management abhängt, sei mal dahingestellt. Halbherzige Annäherungsversuche in Form von simplen Social Media Advertising Kampagnen werden kaum einen Impact auf wichtige Kennzahlen innerhalb des Unternehmen bewirken. Hierbei lohnt sich ein Blick in den eigenen Freundes- und Bekanntenkreis: Wer sich nicht engagiert, um den anderen bemüht, verliert schnell die Gunst der anderen und wird früher oder später vergessen. Dieses einfache Prinzip lässt sich durchaus in groben Zügen auf die Social Media Strategie von Unternehmen übertragen. Schafft ein Unternehmen, sich über die vielfältigen Wege von Social Media positiv in Szene zu setzen, so lohnt es sich für beide: Unternehmen und Kunde. Dauerhafte, kreative und vor allem authentische Kommunikationsformen sind gefragt. Einseitige “Kanal-Kommunikation” ist von gestern! Das Unternehmen profitiert von wertvollem Input, loyalen Fans, Followern und wie sie alle heißen. Und die Konsumenten, Prosumenten… profitieren von einem Unternehmen, das ihre Bedürfnisse ernst nimmt. Doch wie spiegelt sich das in der Praxis wider? Hier ein paar Beispiele, wie Social Media als kommunikative Schnittstelle zwischen Unternehmen und Kunden das Geschäft beleben kann und Kunden zu Fans macht: Big Business * Lenovo: “They aligned marketing, sales, service and many other departments to accelerate changes and improvements to the customer experience. This alignment lead to a 20% decrease in laptop service call volumes, an increase in customer service agent productivity, a shortened product problem-resolution cycle and an increase their Net Promoter Scores.” Quelle: blogs.forrester.com * Burger King: “The estimated investment for this program was less than $50,000 yet they received 32 million media impressions which roughly estimated equals greater than $400,000 in press/media value.” Quelle: socialnomics.net * Dell: In total, Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue. Quelle: mashable.com Small Business * Naked Pizza: “Jeff Leach, one of the co-founders of Naked Pizza says that he was able to drive 15% of daily revenues with Twitter; of those 15%, 90% were new customers!” Weitere Zahlen: 68.60% of total dollar sales came from customers who said they are “calling from twitter”, 31.40% of customers did not mention twitter, 41% of total tickets were from twitter customers, of the 26 new customers, 22 (85%) were from twitter. Quelle: www.jmorganmarketing.com * Reality Digital Inc.: “CEO Cynthia Francis says calculating return on investment starts with understanding what you want to accomplish: Do you want to promote internal collaboration? Establish real-time connections with customers? Generate and track sales leads? Weitere Zahlen: Total investment for social media programs (including technology costs and PR agency hours): roughly $3,000 per month, total sales leads generated in April, May and June: 72, average sales leads per month: 24, average cost per sales lead: $125, lead conversion to sales opportunities: 11.1%, lead conversion to closed deals: 1.4%. Quelle: www.computerworld.com * Winelibrary: “Gary Vaynerchuk grew his family business from $4 million to $50 million using social media. Gary’s eccentric personality and offbeat oenophile knowledge have proven a natural path to success with his Wine TV Library.” Quelle: socialnomics.net * The Cline Group: If we get one new client a day, month, or year because of something that we wrote on our blog, well, that’s our business ROI. If we get one client at $3,000 a month or $100 an hour because they loved what we have been writing – over time, that’s our quantifiable ROI. More importantly, though, if we are seen as reputable in our community because (for example) 1,000 people read what we have to say every week, than that’s valuable for our business. Quelle: theclinegroup.net Weitere Beispiele werden sukzessive hinzugefügt… Fall Ihr noch “Hard-ROI-Facts” in Bezug auf Social Media besitzt, freue ich mich über jeden Kommentar dazu.
Social Media Marketing Expertin Media Themelis Cuiper
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