Das Marketing-Magazin Absatzwirtschaft, eines der deutschen Top Marketingblätter, hat vor ein paar Wochen für seine Printausgabe die “führenden Werbeblogger” Deutschlands interviewt. Für mich war die Tatsache eine Ehre, das man neben “Indiskretion Ehrensache” und “Off the Record” auch The Strategy Web zu einem der “führenden Werbeblogs” in Deutschland zählt, sowie zum Interview bittet.
Natürlich hätte ich gerne mehr über die Bloggosphäre gesagt, aber eine grundsätzlich diskussionwürdige Stellungsnahme ist sicherlich das Zitat:
“Es ist ziemlich verworren, was zurzeit im Bereich der Webstrategien abgeht! Markenverantwortliche träumen von Bloggern und Followern in ihren Diensten, doch die modernen Socialmedians verhalten sich anders.” Es verdeutlicht, was derzeit die Marketiers wollen, aber die Bloggosphäre meiner Ansicht nach, oft noch nicht bereit ist zu vollfüllen.
In den nächsten Tagen werde ich das ein wenig mehr ausführen, wenn ich meine dreiteiligen Reihe “Insights 2010” veröffentliche. Der Beitrag “Spaßgetrieben” kann im PDF-Format nachgelesen werden…
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The latest research by McKinsey & Company states that companies embracing Web 2.0 opportunities have more chances to gain market leadership and step ahead of their competitors than companies that are less Web 2.0-savvy. The research was interviewing 3.249 companies as part of its annual Web 2.0 survey.
The study concluded that “networked enterprises” are more likely to be market leaders and winning market share. The study’s authors, Jacques Bughin and Michael Chui said that the Web 2.0 companies “also use management practices that lead to margins higher than those of companies using the Web in more limited ways.” They found that 27% of companies overall gained market share against their competitors and could succeed with higher profit margins.
The success curve of the “networked companies” is exponential. Those companies that are “highly networked enterprises”, defined as companies using Web 2.0 inside and outside their business in innovative ways, “were 50 percent more likely to fall in this high-performance group than other organizations were,” the authors state.
The authors prediction is that that in many industries, “new competitive battle lines may form between companies that use the Web in sophisticated ways and companies that feel uncomfortable with new Web-inspired management styles or simply can’t execute at a sufficiently high level.”
Companies that have embraced Web 2.0 philosophy continue to report that they are receiving measurable business benefits. 90% are reporting at least one benefit. The benefits were increasing speed of access to knowledge – 77% of respodents with internal Web 2.0 efforts and 57% using Web 2.0 to engage external partners. Obviously cost saving is a big topic: 60% of internal and 53% of external users mention that communication costs could be reduced. And travel costs decreased as well said 44% internal users and 38% external users.
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This social media case study by Leo Burnett Worldwide called “David on Demand” is really something to be shared with my readers. It is outlining the success of an unprecedented social media experiment. Users were able to control the actions of a man through Twitter and then view the experiment live via 24/7 video streaming through a webcam installed on his head. Great and funny idea – although I would not let my followers do that with me… 😉
https://thestrategyweb.com/wp-content/uploads/2017/11/strategywebLogo-300x139.png00The Strategy Webhttps://thestrategyweb.com/wp-content/uploads/2017/11/strategywebLogo-300x139.pngThe Strategy Web2010-12-16 10:00:452018-01-26 11:56:06Funny Case Study: "David on Demand"
When I joined the LeWeb10 in Paris last week, I was fortunate to spend some time with Jeremiah Owyang, partner at Altimeter Group and Blogger at web-strategist.com. We to talk about the future of web-strategy, the evolution of brands in the social web era and exchanged thoughts on how businesses need to integrate social media in their web activities. And it was good to see that our views matched nicely.
Afterwards, I did a quick video snapshot on three topics…
Where is web-strategy heading to in 2011?
The main trend that Jeremiah foresees is the integration of social media into the corporate website. In 2010, I have seen many companies already challenging this topic, and it improves. Although I have to admit, in many cases I found often tiny mistakes like the way social media conquers websites while important information gets lost or hidden in the backend or also placement of share items/buttons in the wrong corner apart from other things. Yes, companies are integrating their social affinity and activity but should not forget the business model, the target-group (or should I say friends or followers?) and the main existing user behavior…
What are the main trends from a long-term perspective?
Social analytics and Social CRM will emerge (active, pervasive), he said, and he differentiates this from social media monitoring (passive, reactive). I defintely agree in that point. Companies need to understand and react immediately whenever a client approaches a brand or a company how to match the data of all website and lead generation traffic stats with the CRM system in order to pro-actively supply relevant offers to them – be it on mobile, online or offline. Otherwise any competitive advantage will get lost in the future.
What is the role of brand vangelists/brand advocates in the future?
Microsoft, Intel, Oracle, SAP, Wall-Mart amongst others have already deployed brand vangelist/brand advocates for their purposes. He makes clear that by using these people brands get ahead of the 1:1 dialogue which he thinks does not work on the social web. Brand advocates make the communication programs scale, he argues – I could not agree more as I see the main ROI factor from a user perspective in the time factor.
Thank you, Jeremiah! Looking forward to catching up in 2011…
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This campaign is one of the most remarkable ideas I have ever seen where Social Media can underline it’s potential. This week some of the world’s most famous celebrities have committed “Digital Death”. How? They stopped posting on Twitter and Facebook profiles to raise awareness and money for World AIDS Day.
Starting December 1st VIPs like Lady Gaga, Justin Timberlake, and Usher won’t be active with their digital lives to generate money which will help save millions of real lives affected by HIV/AIDS in Africa and India.
Are you missing your celeb social output? Well, then go to buylife.org, get their output back by making a donation. There won’t be any updates on their social streams until 1 mio. USD is raised and there is quite a way to go from 160K at the moment…
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What is the future workplace going to be like? A question many of us have been asking themselves in the last years. Jason Fried, founder of 37signals did a great presentation at TEDtalksDirector on why work doesn’t work at work. As managers look into the future of work, some tools and techniques affect the productivity and he is asking if the Western work world is China when managers ban Facebook or Twitter. The real problems are the M&M’s (managers and meetings), Jason thinks. Managers job is not to turn up in meeting and to interrupt people. Meetings are just toxic as they are organized by managers to make people talk – and this kills creativity, productivity and spontaneity. His suggested solutions: Silence, passive communication and yes, … cancel meetings.
These are quite provocative views. As some of you are managers as well, what is your take on them and how would you make work work at work in the future?
https://thestrategyweb.com/wp-content/uploads/2017/11/strategywebLogo-300x139.png00The Strategy Webhttps://thestrategyweb.com/wp-content/uploads/2017/11/strategywebLogo-300x139.pngThe Strategy Web2010-12-01 08:50:592018-01-26 11:56:06Does work still work at work?
We always hear in #taas conferences: From #ownership to #usership will hapen soon. I wonder, if this isn‘t just an urban perspective for Millennials rather than a rural one for families at a different evolution stage? Is there really no „back to nature“ movement? #taasmania