Communication Lernkärtchen

Carmen Belinda Böhler
Flashcards by Carmen Belinda Böhler, updated more than 1 year ago
Carmen Belinda Böhler
Created by Carmen Belinda Böhler over 5 years ago


by Flurina and Carmen

Resource summary

Question Answer
Post method (Li & Bernoff) The Post method is a systematic framework for making your social plan/strategy, the foundation of groundswell thinking. Consisting of four steps, people, objectives, strategy and technology.
Techniques for energizing enthusiasts (Li & Bernoff) A company can gain a lot by taking advantage of their most passionate customers and making them spread the word about your product. This is done by the three techniques of; 1. Tap into customers´ interest with ratings and reviews 2. Create
Conversationalists (Li & Bernoff) This group also creates, but only to facilitate communication and dialogues. They want to show themselves through status updates. This is due to the wish to present them or start a conversation or discussion. For example: Update status on a
“HEROes” (Li & Bernoff) Are responsible for knowing what customers need, experimenting with technologies that solve customer problems, and operating within the safety principles established by IT and managers. “Highly empowered and resourceful operatives”. A compa
Market spaces (Vandermerwe) commerce conducted via the Internet; a virtual marketplace. Market spaces are the expression of the results that customers want. They are new, broader playing fields, or "customer-activity arenas," that the enterprise itself may create and
Value Gaps (Vandermerwe) Any interruption in the flow of the customer-activity cycle creates value gaps, or breaks, that open access to competitors, unless the company fills the gaps first with value add-ons. The difference in the actual market value of a company a
Network value (Evans) The value of the network from the participant’s perspective.That is, how efficiently it supports sharing, and collaboration is determined by the way in which members are connected. Networks that follow Reed’s law where members are free to f
Touchpoint map (Evans) The touchpoint map defines not only a collection of the media and marketing channels you are using now, but also a collection of social media components. These elements combined, contribute to the formation of an opinion or perception. A ma
White-label social platforms (Evans) Beyond the personal and professional social networks, white-label platforms are available so that you can create your own social network. While this sort of undertaking is beyond the scope of what you can do in an hour, it is however an imp
Recommendations (Evans) A recommendation is intended to quickly let someone else know whether or not something is, well, recommended. Two competing brands of tires may be recommended for use in the rain, even though one has a superior rating when compared with the
KPIs (Evans) Key Performance Indictor. Can be described as metrics that help you measure your status in relationship too your goals and objectives.
The ultimate goal: Conversion (Evans) If the social Web is full of beneficial conversations about what you offer, you’ll need to do less than you would otherwise to get a potential customer across the goal line and talking about you. If the social Web is working against you, yo
Metric: Sentiment (Evans) Generally speaking, sentiment analysis aims to determine the attitude of a speaker or a writer with respect to some topic or the overall contextual opposition of a document.
Bounce rate (Evans) Measures the percentage of landing page terminations compared with all landing page arrivals. A bounce rate of 100 percent means that everyone who landed looked and split.
Two listening strategies (Li & Bernoff) The two listening strategies are; create your own community and begin brand monitoring – on many different existing communities.
Traditional support versus groundswell support (Li & Bernoff) Traditionally, when customers had a problem and needed support, they had to get in contact with call centers witch cost companies of money, to reduce these cost, companies put as much information about customers problem on the web and move
Social Maturity and the coordination stage (Li & Bernoff) Dormant stage: No social activity. Testing stage: Early implementation. Coordinating stage: Extending success with shepherds (organizing activity). Scaling and optimizing stage- management embraces social applications. Empowering stage:
Lock-on (Vandermerwe) With lock-on, it is not the product that keeps competitors away, nor is it the technology; it is the customers. With customer capitalism, customers “lock-on” to a corporation. The customers become an “installed customer base”, a group of pe
Customer-activity cycle (Vandermerwe) It’s a structured tool that looks at the activities that customers could go through in an experience to get the desired outcome. To deliver a totally integrated experience to customers, consist of what to do pre, during and post of the cust
Tags (Evans) Tags are little descriptive bits that you apply to content so that you (and others) can find it again later. Tags are single words that are attached to the social content to make it easy to find and easy to share.
The role of the Evangelist (Evans) Evangelists apply a significant impact on the buying process through the social feedback cycle via word-of-mouth and consumer-generated media. As consumers increasingly choose to block advertising in all forms, the impact of traditional adv
A brand detractor (Evans) Opposite to evangelist. A brand detractor is someone who has made it his personal cause to impact you negatively, generally out of a strong belief that what you are doing is wrong. By comparison, an upset customer is someone who is open to
The connection between operation and marketing (Evans) The connection between operations and marketing — between promise and delivery — is central to social media. Marketing promises, Operation delivers. By linking marketing operation, and by making sure that what your customers are telling you
Net Promoter Score (Evans) The Net Promoter Score is based on one simple question: “How likely is it that you would recommend [name of company, product, service] to a friend?” It turns out to be a fundamentally important metric and central to the successful implement
Social media channels and Social interactions (Evans) Social media channels are divided into three different groups: platforms, content and interactions. Interactions includes the little bits of information that flow around through feeds, email, and SMS that tell participants what is going on
Fundamental business objectives into three groups (Evans) Market position, brand health, and growth&profits. The objective is to look at the types of metrics that are available and then to see what the best way to tie these back to your objectives might be.
Third-party providers (Evans) In traditional media, using a third party to build and manage your online ad programs is common. In other words, a third-party is someone who runs one’s social medias without be involved in the actual “campaign”.
Advice for energizer (Li & Bernoff) Tap into customer’s enthusiasm with ratings and reviews (and one also learn a lot about the customer). Create a community to energize your customer (good for B2B – sell force, partners, distributers, reseller etc.). Participate in and energ
Groundswell (Li & Bernoff) Groundswell refers to how companies emergence of social technologies. It explains the shift in the relationship between customers and companies, where customers are more controlling the conversation by using new media to communicate about
Crowdsourcing (Li & Bernoff) Is a method of seeking proposals, help from outside the organization, asking the groundswell for ideas. The concept generally may generate a wider range of ideas, faster solutions to complex problems, and is often an economic beneficial par
Social Maturity and the scaling and optimizing stage (Li & Bernoff) The scaling and optimizing stage represents the stage where the level of maturity is at its highpoint of embracing social media. Companies at this stage, often get customers. Dominant stage – no social activity. Testing stage - early impl
Operations (Evans) Social media is based on the degree to which the actual experience (operations) matches the expectation set (marketing). In most organisations, a set of disciplines and capabilities that roll up under ‘operations’. They deliver the offer to
Touchpoints (Evans) The points of contact between the firm and its customers. Touchpoint is a point (what/who) that is touched via any channel (when/where/how) for a purpose (why). That said, it is every point of interaction, internal and external, seen and un
The social feedback cycle (Evans) Consists of two parts (Marketer-generated & User-generated). The social feedback cycle is driven by word-of-mouth, itself driven by the actual post-purchase or trial/sampling experience. It is essential that Operations and Marketing be in s
Corporate blog and transparency (Evans) You are always able to create your own blog — a “corporate” blog — and to use it to talk about the things that are of interest to you. For maximum effectiveness as a marketing channel, be sure that what you talk about is also of interest to
A brand detractor (Evans)  ​A brand detractor is not the same as someone who simply had a bad experience. A brand detractor is someone who has made it his personal cause to champion against your brand, product, or service, generally out of a strong belief that what
Impact metrics (Evans) The change in impact you observe can be positive or negative. The prior sections— content and relevance metrics— covered information picked up by listening on the larger social web. By taking an additional step— connecting the metrics assoc
Talk value (Evans) The horizontal axis in a touchpoint map is talk value. Number of social web mentions, the visibility of your message.
Social media metrics (Evans) It exists six different social media metrics, which are: audience, unique visitors, influence, engagement, action and loyalty. Social media metrics (Evans): Gather data to identify the metrics that are most valuable to you. Metrics as audie
Podcasting (Evans) A podcast is after
all nothing more than a scheduled sequence of audio files, typically downloaded to a computer and then transferred to a portable media device — initially via iTunes to the iPod, hence the name “podcasting.” One of the di
Touchpoint map (Evans) It will identify places where spending is out of line with performance: This includes spending too little on touchpoints that matter as well as spending too much on touchpoints that don’t. Your Touchpoint map will also identify the “favorit
The levels (?) 1-Objective: “Listening” to the C2C flow, 2-Objectives: “Talking” between the B2C-C2B flow, 3-Objective: Energizing the conversation flow, 4-Objective: Supporting the flow, 5-Objective: embracing the flow.
Content strategy (?) Is the practice of planning for the creation, delivery, and governance of useful, usable content.
Economies of skill (?) Knowing more, growing and using and reusing this to produce on-going, superior customer value at no or low cost.
Economies of stretch (?) Endowing the brand with power and elasticity so that it can quite easily stretch into other products with a market space or into new market spaces at no or low costumer acquisition costs.
Economies of sweep (?) Through networked interactive technologies, the ability to get large quantities of customer superior personalized value at no or zero additional cost.
Economies of spread (?) Creating prevalence, which makes new ways of doing things the standard, so enabling investments made to be spread over lager numbers of customers over longer periods.
Lock-in (Evans) That the traditional management dream about, or legislators feared, where customer had no choice because there was only one supplier or because they were captive or dissatisfied by the way an industry operated, or the switching cost on movi
Touch point analysis (Evans) How many of the touch points or experiences created have been reflected in your search of social content. How do your digital touch points drive social conversations?
Three types of metrics (Evans) Quantify content, quantify relevance & quantify impact.
Social analytics (Evans) Focus on conversation, making sense of what people are talking about in a way that leads to prioritized insights in the context of competing capital efforts.
Web analytics (Evans) Is concerned largely with the performance of your funnel – e.g. website or online application. By “performance”, is how well your website converts visitors into costumers, people supportive of your cause, or some similar transition that car
Business analytics (Evans) Its is more operation than marketing that drive conversation. It is the way in which the business is managed that becomes the focus, as opposed to how well the business is marketed.
Social platforms (social networks) “containers” for social media content. Places where social interaction occurs. Branded or “white-label”
Social content (Evans) The things which people make and share like photos videos and comments.
Social interactions (Evans) How do participants keep track of what is going on? Messages that notify you of what just happened or what is just now available to you
Creators (Evans) Create and publish stories, videos etc. – on their blog, Webpages etc.
Critics (Evans) Post ratings/review on products, Comments on stories, videos etc.
Collectors (Evans) Use RSS feeds, ad tags to materials, “vote” for materials
Joiners (Evans) Maintain a profile on a social site
Spectators (Evans) Read, watch and listen.
Tools in listening (Evans) Technocratic filters, Google trends and social networks.
Heat map (Evans) The practice of sitting within view or earshot of an ad but effectively ignoring it. 1.2. Using eye movement detection devices, maps of eye movement during page scan show that most consumers now know where to look…and where not to look.
Social Media (Evans) Participatory online media where news, photos, videos, and podcasts are made public via social media websites through submission. Normally accompanied with a voting process to make media items become “popular.”
Sarnoff´s law (Evans) Sarnoff´s law holds that the value of the network increases in direct proportion to the number of listeners (or other participants, these days) on that network
Metcalfe’s Law (Evans) Metcalfe’s Law is arising out of the fact that people can talk in both directions and with more than one conversation occurring simultaneously.
Reed’s Law (Evans) Recognizes the importance and impact of groups within social networks. More powerful than Sarnoff’s law (radio) and Metcalfe’s law (telephone and basic e-mail).
Ratings (Evans) A rating is an indication of how well or how poorly a product or service performs in its intended application. It is typically indicated using a five- or ten-point scale: For example, a lot of ratings systems use five stars, where “no stars” (or one star) is bad and five stars is as good as it gets. Are used to indicate expectation versus actual performance.
Reviews (Evans) A review is typically a written or visual description of what happened, of what was liked or disliked, along with supporting information that provides a deeper context. Videos are increasingly being used in place of text.
Brand Health (Evans) Your business objectives may include aspects of brand health, the relative value of the equity associated with your brand. Nike and Google have relatively high brand values for example.
The groundswell technology test (Li & Bernoff) A test to evaluating a new technology. Ask yourself following questions: • Does it enable people to connect with each other in new ways? • Is it effortless to sign up for? • Does it shift power from institutions to people? • Does the community generate enough content to sustain itself? • Is it an open platform that invites partnership?
Techniques for energizing enthusiasts (Li & Bernoff) Three basic techniques for connecting with your brand’s enthusiasts; 1. Tap into customers’ enthusiasm with ratings and reviews – Works best for retail companies and others with direct customer contact. 2. Create a community to energize your customer – Works best if your customers are truly passionate about your product and have an affinity for each other, especially in business-to-business settings. 3. Participate in and energize online communities of your brand enthusiasts
Energizing (Li & Bernoff) Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth. This work best for companies that know that they have brand enthusiasts to energize.
The social media starfish (Evans) Social media is a collection of “arms” and each arm has particular applicability. These arms or social media channels are organized around conversion (purchase). Ex arms (channels): social networks, sms, blogs, photos, and videos.
Net promoter score (Evans) Measures the loyalty that exists between a provider and a consumer. NPS answer the question “how likely is it that you would recommend our company/product/service to a friend?” It also takes the impact of detractors into account.
Consumer-generated media (Evans) Media produced by customers. Ex: photos, blogs and videos.
Interruptive advertising (Evans) A model of product promotion, in which people have to stop what they're doing to pay attention to the marketing message. Ex: telemarketing calls and TV/radio ads
Neglected stars The kind of things that could be powerful talk generators if only… and do be sure to fill in that blanket? (ex in other context).
Wisdom of the crowd (Evans) Ratings, reviews and recommendations from the customer.
Conversions (Evans) The act of converting site visitors into paying customers.
Content in the social technograpichs ladder (Li & Bernoff) • Creators (publish/upload), • Conversationalists (update on social networks) • Critics (post ratings/comment on blogs) • Collectors (use RSS feeds) • Joiners (maintain social network profile) • Spectators (read/listen/watch) • Inactives (none of the above)
The ubiquitous (allgegenwärtig) groundswell (Li & Bernoff) Groundswell is about to get embedded within every activity, not just on computers, but in the real world. Ex: Transactions will be constantly rated and reviewed.
The Marketer’s Dilemma (Evans) Due to the social web, consumers turn to each other instead of ads.
RSS (Evans) Stands for Really Simple Syndication. Allow you to control what you receive. Is a tool that keep you updated, brings you updates. RSS uses a family of standard web feed formats to publish frequently updated information: blog entries, news headlines, audio, video. Bei RSS-Feed handelt es sich um eine moderne Technologie im www, die es erlaubt, eine bestimmte Webseite zu «abonnieren». Durch ein solches Abonnement wird man automatisch informiert, wenn die Inhalte dieser Webseite aktualisiert werden.
Social media channels (Evans) Are for example; Social networks, blogs, support forums, status updates and photos. They create the so called; media starfish.
Wi-Fi Warchalking (Evans) Is the drawing of symbols in public places to advertise an open Wi-Fi network.
Outreach programs (Evans) If you opt to create content or offer an environment in which social content can be created, then outreach programs using social media and the Social Web should be a part of your plan
Brand health metrics (Evans) Ex: time on site, recommendations and bounce rate.
Evangelists (Evans) “How likely are you to recommend the brand (or product, service, company) to others?”
Blogosphere (Evans) The relationships between the blogs and their authors forms the blogosphere.
Widgets (Evans) Like RSS readers, are mini-applications that connect to Internet, but unlike RSS, widgets typically have a specific function.
The three-stage model of service consumption (Evans) 1) Pre-purchase Stage - Awareness of Need - Information Search - Evaluation of alternatives - Purchase decision 2) Service Encounter Stage - Service encounters range from high to low contact - Understanding the Service function System - Theatre as metaphor for service delivery (Role & Script theories) 3) Post-purchase Stage - Evaluation of service performance - Future intentions
Self-service technologies (SST) Are technological interfaces allowing customers to produce services independent of involvement of direct service employees. Self-Service technologies are replacing many face-to-face service interactions with the intention to make service transactions more accurate, convenient and faster.
Bundling services A market strategy that joins products or services together in order to sell them as a single combined unit.
The wheel of loyalty A marketing framework, guiding companies through the design and management of their customer loyalty/value strategy. 1) Build a foundation for loyalty 2) Create loyalty bonds 3) Reduce churn drivers
The (two) listening strategy (Li & Bernoff) Strategy 1: Create your own community Strategy 2: Begin brand monitoring on many different existing communities. Hire a company to listen to the Internet on your behalf.
Transaction fashion In transactional fashion, the core items – whether insurance policies or personal computers, airline tickets or automobiles – were bought and sold along linear chains. This involved a continual counterbalancing of demand and supply, which invariably reduced strategies to price.
Techniques for talking with the groundswell (Li & Bernoff) 1. Post a viral video 2. Engage in social networks and user-generated content sites. 3. Join the blogosphere 4. Create a community
Talking (Li & Bernoff) Spread messages about your company. Post a viral video, engage in social networks, join the blogosphere, create a community.
Traditional support versus groundswell support (Li & Bernoff) Traditional support is expensive for the company. Ex: Phone support so they outsource it and put info on websites. Groundswell support is when customers help each other out and listen to the Internet. (Ex: Google and Wikipedia)
Supporting (Li & Bernoff) Supporting the flow. Once you buy a typical consumer product the company does not want to hear from you, support costs a lot of money. Hence easy problems where you send people to websites with information is a trend, and outsourcing of tele support.
Organisations and stages of social maturity (Li & Bernoff) Listen, learn, engage, analyse, optimize
Fundamental business objectives into three groups (Evans) Market position, brand health and growth & profits.
The fundamental business objectives (Evans) Market position, brand health and growth and profits.
Corporate blog and transparency (Evans) The core content channels, built up initially around consumer-generated media and now expanded to include the multimedia content that you can create. Channels covered include blogs and a section on corporate blogs, as well as microblogs, photo and video sharing, and podcasting. - One of the easiest entries onto to the Social Web — and into the use of social media — is through a blog. - Transparency is key to an effective corporate blog.
Conversationalists (Li & Bernoff) Update status on a social network site.
Touchpoint Analysis The discipline of carefully evaluating each point of contact between the firm and its customers. Touchpoint analysis: observation → evaluate and rank data → a touchpoint map
“White label” social platforms Extending your presence through your own support forum or community (unbranded) – can create your own social network (NOT professional network like FB.)
KPIs (Evans) Key Performance Indicators, help an organization define and measure progress toward organizational goals.
Metric: Sentiment (Evans) Sentiment metrics is a very intuitive mid-range social media monitoring tool.
Bounce rate (Evans) A sort of inverse (omvänd) indicator, a high bounce rate is generally not good →meaning that people arrive but don’t look into your offer in any sort of depth.
Traditional and new objectives: 1. Listening, 2. Talking, 3. Energizing, 4. Supporting, 5. Embracing
Listening Research to better understand customers. Best for companies seeking customer insights for use in marketing and development.
How to design a listening plan Check user profiles of customers and focus on them in the flow, how many creators, how many critics are there?
Embracing Challenging product departments with their own ideas, marketing departments with research on customers etc. Making the customers an integral part of the way we innovate with both products and processes. Also enables faster innovation.
Viral Marketing A marketing strategy that focuses on spreading information and opinions about a product or service from person to person by using the Internet.
Report card Bring forward the most important data into smaller sets of derived metrics.
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