Study: Web 2.0 increase market share, gain benefit

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.

LeWeb10 – web strategy catch-up with Jeremiah Owyang

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 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…

Meetings and the importance of dissent

We all experience this phenomenon on a daily basis in business. In meetings we spend hours listening to the stuff that has been said for years. No new input, no fresh approach, no disbelieve. People love to tell each other what everyone already knows. And those who really address new topics and thoughts often fail to alert the rest of the meeting crowd. Thus, the output of these meetings in most cases could be summaruzed with a single = 0…

As most of us don’t know why we have meetings and what the purpose of these meetings is, we tend to stay in our comfort-zone and don’t address the “unsaid, unknown and unpredicted”. Safety and familiarity makes us hide our dissent in meetings. And the reason we love to keep our jobs does it’s favor to it (especially in recession times). In most cases everyone knows the outcome of meetings before they have even started. The reason? We have made up our minds already…

So, how can we introduce new input or information for more effective ways of meeting conversation? Social software could play a crucial role in this perpetuum mobile business cycle. The use of social bookmarks, blogs and wikis offers a new perspective for discussions in meetings. If people give valuable input on the meeting topic via these platforms before the meeting starts, the discussion gets less influenced by the group harmony.

Apart from that, meeting members tend to follow the group heads, especially young and junior members often don’t dare to dissent with their bosses’ view – no matter if he/she is right/wrong. By opening up an input-first strategy, or platform, for the meeting, the “meeting-leader” can introduce the new input to the others and encourage meeting members to share their views and ideas around the new conversation topic.

These social platforms also serve as a checklist for the meeting (and can shorten the time needed for it). People need to be prepared upfront. Less duplication of known facts follows. And new thoughts as well as new dissent gets more awareness. As these platforms are open for all employees to work with, meeting members might acknowledge input from meeting members that were not planned to attend the meeting.

In many meetings I have seen and been to, this has proven to be more creative, and it generates more engagement and involvement. These cross-thinkers get a voice and become drivers of new business. They get invited to present their views, get their benefitial feedback which makes them become thoughtleaders. And the good thing is…? You don’t only have those people in the room that stay in the center of commodity and common believe.

Don’t you think? Yes, you can say “No!” if you dissent… Only then, it will start the conversation!

Sky Deutschland: Kundenservice im Abschreibungsland 2.0

Am liebsten würde ich diesen Post anfangen mit “Es war einmal…”. Denn es fällt einem schwer zu glauben, dass diese Geschichte in der heutigen Zeit nicht erfunden ist. Ist sie aber nicht…!

Es geht um den Kundenservice der Sky Deutschland Fernsehen GmbH & Co. KG. Und würde ich mich nicht seit mehr als einem Jahr über den Kundenservice wundern, so hätte ich mir diesen Post erspart. Es ist ein Fallbeispiel der ganz besonderen Art und Wert, geteilt zu werden.

Zur Vorgeschichte…
Vor einem Jahr wollte ich auf HD Receiver und Empfang “upgraden”. Ein Anruf bei der Sky ließ mich wissen, dass es derzeit keine HD-Empfänger für Kabelempfang gäbe. Deshalb könne man derzeit meinen Vertrag nicht gleich hoch stufen. Es würden Gespräche geführt mit dem Hardwarelieferanten HUMAX und solange müsse man eben dann auf seinen HD Empfang warten. Was soviel hieß wie, man könne eigentlich keine neuen Umsätze mit Kabelempfängern machen in Deutschland. Man fragte sich, wie eine Firma unter solchen Umständen ordentliche Umsätze schreiben kann.

Ungläubig gegenüber dieser Information versuchte ich mein Glück über einen Saturn Markt in München und siehe da: Ein Verkäufer am Sky-Stand berichtete nach einem ausführlichen Telefonat von der Option, dass ich zwei Wochen später eine Promotion nutzen könne, die mir den HD-Empfang und Erhalt eines HD-Receivers ermöglichen würde. Ich müsse nur am Telefon in zwei Wochen alles erklären und dann wäre ich auf HD-Empfang.

Zwei Wochen später bestellte ich am Telefon das Angebot, welches die Dame eingab und mir versicherte, in ein paar Tagen sei der Empfänger samt HD-Empfang da. Ich nehme es vorweg. Nein, er kam nicht… Er kam nie.

Wie ich später erfuhr, hatte die Dame nämlich offensichtlich gar nichts eingegeben (oder vergessen zu speichern), denn im CMS gab es zu dem Telefonat keinen Eintrag, als ich zwei Wochen später nachfragte. Auch drei Wochen später, als ich einen zweiten Versuch wagte, klappte es nicht. Wiedermals kein Eintrag auf Nachfrage. Das Special war inzwischen abgelaufen und ich gab auf.

Als ich noch einmal zufällig im selbigen Media-Markt war, fragte ich einen neuen Verkäufer, was man eigentlich mit Premiere Kunden mache, die immer noch einen alten Vertrag haben. Der Sky-Verkäufer sagte stolz, dass im nächsten Jahr alle Verträge -und es seien doch noch zahlreiche- auf Sky umgestellt und die alten aufgelöst werden. Das zweifelte ich an mit dem Argument anzunehmender schwindender Umsätze und hohem Kundenrückgang. Das könne Herrn Murdoch wohl nicht egal sein, bemerkte ich. Zu meinem Erstaunen erwiderte er: “Deutschland ist ein Abschreibungsland für Herrn Murdoch. Da machen Sie sich mal keine Sorgen. Springen die Leute ab, macht Hr. Murdoch das wenig aus.” (Staunen meinerseits.) Aha…!

Ich werde also mal abwarten, ob mein Vertrag nun im kommenden Jahr ausläuft.

Das alles geschah vor ungefähr einem halben Jahr.

Die Gegenwart…
Nun war ich vor einer Woche in London im Hotel und wollte mich auf meinem iPad auf der App auf Sky einloggen. Es war ein Champions League Abend und ich wollte den kostenlosen iPad Service “Alle Inhalte jetzt bis 31. Dezember 2010 kostenlos.” nutzen.

Einloggen ging auch, aber mehr nicht… Nach dem Laden der App gab es lediglich eine Trailer von Sky und danach ging nichts mehr…

“Auf diesem Kanal wird zur Zeit nicht gesendet ” teilte die App mir mit.

Ein Anruf bei der Hotline sagte mir, ich solle schnell eine Mail schreiben, denn für alle Onlinebelange und -mängel sei der Online Kundendienst zuständig. Der Telefonservice könne da nichts machen. “Hier sitzen zahlreiche Menschen für Onlineanfragen vor ihren Rechnern, genauso wie ich am Telefon”, meinte die freundliche Damenstimme. Gesagt, getan – die Anfrage ging an die Online-Hotline. Das war an einem Dienstag! Ich wartete also auf Feedback per Mail. Natürlich wartete ich auf ein Feedback in gewissem Masse in Echtzeit…

Feedback kam – am Samstag darauf. 5 Tage später. Per Post…! Kein Scherz!!! Nachfolgend der Brief – lest bitte selbst…

Jetzt fehlen mir die Worte im Zeitalter Abschreibungsland 2.0…
(Aus Datenschutzgründen wurden bestimmte Nummern und Namen aus dem Schreiben von mir entfernt.)

Spot On!
Sehr passend kommt mir da eine Befragung von novomind heute vor die Augen. Offensichtlich ist Online-Kundenservice in Deutschland immernoch im Hintertreffen. Ergebnisse der Studie zeigen, dass es nach Ansicht der Befragten in 50% der Unternehmen keine Online-Strategie für den Kundenservice gäbe – geschweige denn im Social Web: Bislang würden im Schnitt gerade einmal 2% der deutschen Kontaktaufnahmestellen für Firmen in sozialen Netzwerken agieren, bei externen Dienstleistern wären es immerhin 5%.

Erscheinen nur mir die Zahlen für den Online-Kundendienst in Deutschland erschreckend niedrig? Ist hier nicht schnellstens Nachholbedarf angesagt? Oder greift der Deutsche noch gerne zum Telefon (wie auch ich zuerst)?

Bild: Ingrid Kranz /

The Social CEO – Study offers insight in Top 50 companies

A new study “Socializing Your CEO: From (Un)Social to Social” by Weber Shandwick found out the majority of CEOs from the world’s largest companies —64%— are not social. The definition of “not social” means that the world’s top 50 companies are not engaging online with external stakeholders. It shows us that most of them are not doing publicly visible communications activities.

93% of CEOs in the world’s top 50 companies communicated externally in traditional fashion. These CEOs were quoted in the major global news and business publications and 40% follow the tactic to participate in speaking engagements to an external, non-investor, audience.

“Strong evidence exists that CEOs are not silent in these turbulent times. They are extensively quoted in the business press, frequently deliver keynote speeches at conferences and participate in business school forums. But when it comes to digital engagement externally, CEOs are not yet fully socialized, often with good reason.” (…) “As we continue to track the rise of the Social CEO and chief executives become more comfortable with the new media, we expect that this will change and change fast.” Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick

The key research findings of a Social CEO were…

– Social CEOs lead companies with higher reputational status. Most admired company CEOs in the study had greater online visibility profiles than less admired company CEOs (41% vs. 28%).
– Social CEOs are multi-channel users when they engage online. 72% used more than one channel (on average 1.8 channels).
– 60% of Social CEOs were American-based companies, 12% were EMEA-based.

“There are several reasons why CEOs are not more Social. Time is better spent with customers and employees, their reputations are at an all-time low among the general public, the return on investment has not yet been proven, legal counsel tends to caution against it and anything that smacks of ‘celebrity CEO’ is a no-win. (…) In this increasingly digital age, CEOs should embrace the value of connectivity with customers, talent and other important stakeholders online. With 1.96 billion Internet users around the world, CEOs should be where people are watching, reading, chatting and listening,” said Gaines-Ross.

Spot On!
In their study Weber Shandwick recommends “six rules of the road” for CEOs to enhance their social reputation and interactivity.
1. Identify best online practices of your peers and best-in-class social CEO communicators. Then establish and stretch your own comfort zone.
2. Start with the fundamentals (e.g., online videos or photos). Inventory and aggregate existing executive communications for repurposing online.
3. Simulate or test-drive social media participation. Understand what you’re getting into before you go live. Start internally although recognize that internal employee communications spreads externally seamlessly.
4. Decide upfront how much time you can commit to being Social. It can range from once a week to once a month to once a quarter or less often. Be your own best judge of what feels right.
5. Craft a narrative that captures the attention of audiences that matter and humanizes your company’s reputation.
6. Accept the fact that Getting Social needs to be part of your corporate reputation management program. Purposefully manage your social reputation as well as your corporate reputation.

Is customer orientation and focus the strategy for a succesful CEO future, or the social approach gaining reputation? Are there other rules you would recommend? How about the efficiency topic – gaining or losing time and productivity? Either way, let us know…

Just a reminder… – The web is people

Sometimes you come across videos that people don’t know, need to watch and need to LISTEN to. Although this has quite a past already, Jay Rosen of New York University and PressThink still gives the right approach for business decision makers -no matter if B2B or B2C- to understand what the web is…

“The Web is people. That’s what the web is. (…) The web is people connected by computers.” He describes the origins of the World Wide Web. This excerpt was taken from a Carnegie Council panel on April 3, 2008. In my eyes you don’t even have to see the full video, audio, and report. Just watch these minutes and there is enough to think about…

Social Media study on digital natives released by Volkswagen and MTV

The new international study “MePublic – A Global Study on Social Media Youth” by Volkswagen and MTV Networks presents some interesting insight into media use and value ethics in the group of 14-to 29-year-olds (digital natives). No surprise that they will respond to one of the findings: Young people want to see networking apps extend to the car… and Volkswagen already works on that app.

“With just under 500,000 fans on Facebook and over ten million visitors on YouTube since the company profile was set up at the end of 2008, Volkswagen already has one of the largest fan communities in the automotive industry. And together with our fans we are breaking new ground in the social web – as confirmed by the recent “App my Ride” competition where we gave prizes to the best developments for applications in car infotainment systems.” Luca de Meo, Group Marketing Head, Volkswagen AG.

The findings show the intensive use of new media and their commitment to brands by digital natives…
– 58% spend time on social networks on a daily basis
– 50% follow product recommendations in social networks
– 43% post their favorite brands on the social web

And the digital natives are well equipped to have best possible access to the new media.
– 94% have a mobile phone
– 92% have a TV set
– 75% an MP3 player

Obviously, there a country-specific differences as the “MePublic” the study lays open. In Japan 40% of the young people primarily use mobile access to their social network which already can be compared with some outlook on the mobile future. 57% of US digital natives use online sources prior to buying a car. In Japan it is only 38% as the young people tend to seek advice direct from the dealer.

The study “MePublic” states six user types based on criteria such as frequency of use, motivation and goal. Amongst those the characters for a “pro-social” world are i.e…
– Mediacs: most active and demanding, technically literate, strongly committed, always looking for something new
– Crewsers: social networks = place to meet up with friends
– Funatics: spectators = like to observe, but are not very active themselves

Spot On!
Generally speaking, the study shows that social networks have been added to digital natives perception of mobility. They want to be available when the are driving. When 60% of the 14-to 29-year-olds are convinced that the significance of mobile social networks will increase over the coming years, it speaks a clear language. If you fear the digital natives are “tweeting and driving”, Volkswagen takes the fear of you: “The driver’s safety remains the top priority.” This nice PR message comes along with the ambitious word about their next iPhone app called “Dieter App”. “The planned application assumes the role of the co-pilot and loyal companion and is in line with the wish for a personalized vehicle expressed by the young people”.

Is this a new approach to humanize a brand perception? Installation of apps that appear like human charaters? What do you think about the study findings?

dmexco 2010 – Flashback in Tweets & Quotes

The main message of the dmexco 2010 can be concluded as follows…

Marketers have to face the fast dynamics of a changing advertising industry. The new topics they will be tackling in the future are predictive behavioral targeting, multiscreen targeting, augmented reality as well as mobile device advertising and … of course Social Media.

Facing the social web challenge, this means marketers have to look for conversation with their clients, whilst still being authentic, honest, human, friendly, open, conversational, responsive. Business relevant topics are not meant to cross their minds such as contact management and generation, quantitative ROI measurement or sales-driven aspects – and I am not even talking of lead nurturing. At least from a social media user-perspective…

Respect to all marketeers who can make this challenge happen in the future!

My flashback…?
Doing the co-moderation of the conference program was a very exhiting and interesting job. It gave me the opportunity to talk to great marketers (Sidney Mock, Spil Games and Manish Mehta, Dell Inc.), real thought-leaders of the Internet industry (Russell Buckley, AdMob Inc. and Tom Bedecarrè, AKQA) and just fabulous web personalities (Harry Huj, Pepsico Investment and Dean Donaldson, Mediamind).

As there was not much time to look around the halls and the booths, I would like to summarize the event with the 10 tweets and quotes that represent the value, the mood and the atmosphere of dmexco from my perspective.

1. dmexco 2010: The vision of the leaders via @MkDirecto

Augmented Reality
2. Never heard of “augmented reality”? Check out the Museum of London case study via Kaizenadv

3. Study #iPad Effects: “80 per cent use the iPad predominantly at home” #dmexco #research (translated) via tomorrowfocus

4. Sidney Mock, Spil Games, counts 650 million online gamers worldwide via dmexco (More gamers than Facebook users…).

5. Harry Hui (Pepsico): “Los consumidores chinos se mueven a otro ritmo”. via lpittol85

Social Media
6. Great interview with @ManishatDell (my boss) about the value of social media for #dell from the dmexco conf. via DennisMSmith

7. Joanna Shields: “Marketing develops from a one night stand towards constant connection and ongoing conversations.” #dmexco #Facebook via dmexco

8. Dean Donaldson shows the relativity of the mobile progress, reading out a SMS he received during the Mobile Debate. It tells him how expensive roaming is and explains how ISPs limit mobile opportunities like in the AOL age some years ago.

Future Media
9. The future of the media is mobile. Shame *none* of the world’s design/PR agencies have realised: via Adam Westbrook

10. Tom Bedecarré, #AKQA, is excited about #dmexco: “What a high energy event with so many people!” via dmexco

Spot On!
After sharing my view, I would appreciate to get your ideas and thoughts. What did you think of dmexco 2010? How did you like the conference program or the debate hall concept? What was positive and negative? Did any of you use the blogger lounge? If so, what did you like or miss? Looking forward to your feedback…

PS: Next dmexco?: Cologne, September, 21. and 22, 2011 !

Foto Credits: Horizont

Can Facebook Fan Pages become the new brand websites?

One of the latest articles of AdAge highlights the reach of the biggest Facebook fan pages of brands.

The article makes clear that many marketers have more success these days with their social media presence than with their traditional “owned media” – their brand sites. The question arises if the new “owned media” will become the Facebook sites where companies invest a lot of effort in these days. In just one year the shift from “onsite to offsite” becomes obvious when we can obey that Coke’s brand website and are showing a massive decline in traffic figures based on Compete data. Only Starbucks seems to maintain their brand sites web-traffic with significant e-commerce traffic success.

Many marketers are still not quite sure how and in which way to get engaged in all the social media hype. And if they do, a recent study by the Brand Science Institute shows that 73% had to show ROI figures after 12 months, although only 27% had a clear understanding of who their customers are… and probably none of how they interact on the social web. And 92% (!!!) were not aware of their Facebook dependency…

The expectations are high on social media… and especially when Facebook becomes part of the social media strategy. Posts like those of AdAge suggest that Facebook fan pages will become the new brand sites, or at least replace the importance of traditional brand sites.

And now to the experts… What is your take on this?

Studie: Bewertungen treiben Online-Shopping an

Die aktuelle Studie „netz98 fragt nach – Einfluss sozialer Elemente im E-Commerce auf das Kaufverhalten“ des Marktforschungsunternehmens eResult GmbH im Auftrag der Internetagentur netz98 new media GmbH besagt, daß für fast 50% der Internet-Kunden Bewertungen und Empfehlungen anderer Kunden ein wichtiges Argument sind, überhaupt online einzukaufen. Gegenüber dem traditionellen Shopping biete Online Shopping mit dem Zugriff auf die Meinungen unabhängiger Verbraucher einen klaren Mehrwert.

Bei aller Euphorie sind Bewertungsmöglichkeiten für die meisten User kein zwingendes Element, wenn auch ein wichtiger Baustein eines Online-Shops. 70% sehen es nicht negativ, wenn die Bewertungskriterien in einem Online-Shop fehlen. Man möchte anfügen, das die Gefahr auf ein anderes Portal zu wechseln, wo Bewertungskriterien angegeben werden, dennoch durchaus gegeben ist. Und von dort zum Kauf ist es dann nicht mehr weit… Die Frage wäre also, was ist entscheidender für den finalen Kauf. Die Bewertungen oder das Vertrauen in den Shop?

Die Frage beantwortet sich teilweise mit den Rezensions-Optionen, die für mehr als ein Viertel der Befragten wichtig sind. Diese Nutzer weichen im Zweifel auf andere Online-Angebote aus, die diese Funktionen bieten. Denn: Wenn 45% der Teilnehmer angeben, Produkte oder Dienstleistungen sogar regelmäßig zu kommentieren oder zu bewerten, dann sollten Shopbetreiber dies Ernst nehmen.

Der Sharing Trend ist hingegen verhalten. Nur von etwa 10% werden die Weiterleiten Funktionen wiederholt genutzt. Frauen (13%) nutzen sie mehr als Männer (9%).

„Wir halten es für sehr wichtig, uns auch wissenschaftlich und quantitativ mit dem E-Commerce zu beschäftigen. Viele aktuelle Fragestellungen können eben nur die Nutzer selbst beantworten. Davon profitieren nicht zuletzt unsere eigenen Kunden – denn die Ergebnisse der Studie fließen unmittelbar in unsere tägliche Arbeit ein.“ Tim Hahn, Geschäftsführer, netz98

Spot On!
Interessant ist aber auch ein weiteres Ergebnis. Nahezu 40% der Befragten können sich vorstellen, unmittelbar in einem sozialen Netzwerk über eine Shopping App einzukaufen. Mit einer Einschränkung… Der Shop, bei dem eingekauft wird, muss dem Käufer bekannt und vertraut sein. Wer also eine App baut, sollte bei der Konzeption mit Check-out sowohl vertrauensbildende Maßnahmen (z.B. Gütesiegel) als auch die transparente Darstellung des übergeordneten Shops klar kenntlich machen.