Der “Bild”-Chef Kai Diekmann trifft sich am Tresen mit Olli Dittric “Dittsche” – das wirklich wahre Leben”, der Improvisationscomedy des WDR.

Hier lernt Dittsche in seinem Stammimbiss in Hamburg Eppendorf das neue Apple iPad 16GB (24,69cm (9,7) von Apple kennen. Anfänglich verwechselt er das iPad mit einem Zeranfeld für’s Camping.

Eine amüsanter Ausflug in die schönen Seiten der Fernsehwelt.

Dittsche spielt in einem Hamburger Impiss in Eppendorf ist inhaltlich durchaus anspruchsvoll.

Dittsche: Die geheime Folge mit BILD-Chef Kai Diekmann is a post from: SIDE-2 powered by Oliver Steiner

Ab heute startet eine neue Kategorie “Lesenswerte Bücher” auf meinem Blog. Neben der Lektüre auf dem iPad oder einem iBook Reader bevorzuge ich immer noch das klassische Buch aus Papier.

Heute möchte ich euch ein besonders lesenswertes Buch ans Herz legen, dass sicherlich schon bei dem ein oder anderen im Bücherregal stehen wird.

“Tipping Point” von Malcom Gladwell

Der Begriff “tipping point” bezeichnet einen Moment, an dem eine vorher lineare Entwicklung durch bestimmte Ereignisse abrupt abbricht, die Richtung wechselt oder stark beschleunigt wird.

Trends sind eines der faszinierendsten Phänomene menschlicher Gesellschaften. Wie entstehen sie und wodurch? Malcom Gladwell, Wisschenschaftskolumnist beim “New Yorker”, wagt eine neue Antwort: Trends, Ideen oder soziale Verhaltensweisen verbreiten sich genauso wie ein Virus – jahrelang sind oft gerade ein paar Menschen davon betroffen, dann aber kommt es binnen kurzem zu einer Massenansteckung. Worauf alles ankommt, das ist der “Tipping Point”, jener magische Moment also, in dem die Ansteckung ausgelöst wird. Wir neigen zu dem Glauben, dass nur gross dimensionierte Massnahmen ebensolche Wirkung erzielen. Weit gefehlt, …

Wer mehr erfahren will, sollte unbedingt “Tipping Point” lesen!

Jetzt “Tiping-Point” einfach bei Amazon.de bestellen:
“Tipping Point”

Buchempfehlung: „Tipping Point“ von Malcolm Gladwell is a post from: SIDE-2 powered by Oliver Steiner

Die open Source Blogsoftware WordPress ist  in der Version 3.0 als neuer Major-Release erschienen:

WordPress 3.0 “Thelonious”.

Die freie Blog-Software, mit der auch dieses Blog läuft, läuft im Hintergrund der meisten bekannten Blogs der Welt. Eine Innvoation der Version 3.0 ist die Integration der ehemaligen Multiuser-Version mit dem Single-Blog.

Eine Zusammenfassungen der Neuerungen findet ihr in diesem Video:

WordPress 3.0 ist da :-) is a post from: SIDE-2 powered by Oliver Steiner

Der Internetkonzern Google darf seine Marktposition bei Werbung auf dem Mobiltelefon massiv ausbauen. Die US-Kontrollbehörde FTC (Federal Trade Commission) gaben Google am Wochenende grünes Licht für die Übernahme des Konkurrenten AdMob für 750 Millionen Dollar.

Über AdMob kann man Werbung zum Beispiel in Programmen für das iPhone oder Mobiltelefonen mit Googles Betriebssystem Android schalten. Obwohl Google und AdMob derzeit die beiden führenden Kräfte bei Werbung auf dem Handy sind, ließ die die FTC  die Übernahme nach sechsmonatiger Prüfung einstimmig zu.

Damit bekommt Google direkten Zugriff auch unzählige Mobilfunkgeräte weltweit, und baut damit seine Reichweite massiv im Mobilsegment aus.

Quelle: AdMob Company Blog

Google bekommt grünes Licht für die AdMob Übernahme is a post from: SIDE-2 powered by Oliver Steiner

Diese Entscheidung dürfte McDonalds sicherlich nicht schwer gefallen sein. Wer glaubt schon, dass eine Heidi Klum dort die leckeren Snack-Deluxe oder verschiedene Hühnchenprodukte konsumiert hart. Ich zumindest nicht.

Zicken Gourmet – Switch Reloaded – Staffel 3 – MyVideo

Gut finde ich den neuen Ansatz von McDonalds, Mitarbeiter als Werbeträger auftreten zu lassen. Das wirkt zumindest ehrlich. Ausserdem könnte eine gelungene Kampagne dem Image des Konzerns sicherlich nicht schaden.

MCDonalds und Heidi Klum gehen getrennte Wege is a post from: SIDE-2 powered by Oliver Steiner

Gestern bin ich durch Zufall auf die neue Staffel von Bauer sucht Frau von RTL gestossen. Ein echer Quotenhit, wenn man sich die Einschaltquoten (25,8%) so ansieht. Auch in dieser Staffel suchen einsame Bauern die Frau für’s Leben. Damit die Zuschauer auch schön unterhalten werden, suchen sich die findigen Fernsehmacher auch möglichst besonders unterschiedliche Paare aus. In dieser RTL Folge trifft Narumol aus Kiel auf ihren Bauern. Leider klappt die Verständigung noch nicht so ganz. Aber sehr selbst: Narumol ist “Fick und Fertig”

Good night Germany!

RTL: Bauer sucht Frau mit Narumol “Ik bin Fick und Fertig” is a post from: SIDE-2 powered by Oliver Steiner

Ethority hat ein Social Media Prisma in Anlehnung an Brain Solis Conversations Prism entwickelt. Das Prisma ist zwar nicht mehr auf dem aktuellen Stand, dennoch eine recht brauchbare Zusammenstellung wichtiger Social Media Player am deutschen Markt. Geordnet nach Kategorien werden fast alle erfolgreichen Unternehmen mit Logo und Kanal präsentiert.

Social Media Dienste in Deutschland is a post from: SIDE-2 powered by Oliver Steiner

Auch in diesem Jahr fand in Long Beach und Palm Springs die ” TED” Konferenz statt. Rory Sutherland erzählt in seinem Vortrag über die Wahrnehmung von Werbung. Hierbei illustriert er recht überzeugend und unterhaltsam zugleich, wie kleine Veränderungen am Produkt grosse Wirkung auf die Wahrnehmung und in der Folge auf das Kaufverhalten der Konsumenten haben können.

Film ab:

Interactive Transcript:

This is my first time at TED. Normally, as an advertising man, I actually speak at TED Evil, which is TED’s secret sister organization — the one that pays all the bills. It’s held every two years in Burma. And I particularly remember a really good speech by Kim Jong Il on how to get teens smoking again. (Laughter)

But, actually, it’s suddenly come to me after years working in the business, that what we create in advertising, which is intangible value — you might call it perceived value, you might call it badge value, subjective value, intangible value of some kind — gets rather a bad rap. If you think about it, if you want to live in a world in the future where there are fewer material goods, you basically have two choices. You can either live in a world which is poorer, which people in general don’t like. Or you can live in a world where actually intangible value constitutes a greater part of overall value, that actually intangible value, in many ways is a very, very fine substitute for using up labor or limited resources in the creation of things.

Here is one example. This is a train which goes from London to Paris. The question was given to a bunch of engineers, about 15 years ago, “How do we make the journey to Paris better?” And they came up with a very good engineering solution, which was to spend six billion pounds building completely new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. Now, call me Mister Picky. I’m just an ad man … … but it strikes me as a slightly unimaginative way of improving a train journey merely to make it shorter. Now what is the hedonic opportunity cost on spending six billion pounds on those railway tracks?

Here is my naive advertising man’s suggestion. What you should in fact do is employ all of the world’s top male and female supermodels, pay them to walk the length of the train, handing out free Chateau Petrus for the entire duration of the journey. (Laughter) (Applause) Now, you’ll still have about three billion pounds left in change, and people will ask for the trains to be slowed down. (Laughter)

Now, here is another naive advertising man’s question again. And this shows that engineers, medical people, scientific people, have an obsession with solving the problems of reality, when actually most problems, once you reach a basic level of wealth in society, most problems are actually problems of perception. So I’ll ask you another question. What on earth is wrong with placebos? The seem fantastic to me. They cost very little to develop. They work extraordinarily well. They have no side effects, or if they do, they’re imaginary, so you can safely ignore them. (Laughter)

So I was discussing this. And I actually went to the Marginal Revolution blog by Tyler Cowen. I don’t know if anybody knows it. Someone was actually suggesting that you can take this concept further, and actually produce placebo education. The point is that education doesn’t actually work by teaching you things. It actually works by giving you the impression that you’ve had a very good education, which gives you an insane sense of unwarranted self confidence, which then makes you very, very successful in later life. So, welcome to Oxford, ladies and gentlemen. (Laughter) (Applause)

But, actually, the point of placebo education is interesting. How many problems of life can be solved actually by tinkering with perception, rather than that tedious, hardworking and messy business of actually trying to change reality? Here’s a great example from history. I’ve heard this attributed to several other kings, but doing a bit of historical research it seems to be Fredrick the Great. Fredrick the Great of Prussia was very very keen for the Germans to adopt the potato, and to eat it. Because he realized that if you had two sources of carbohydrate, wheat and potatoes, you get less price volatility in bread. And you get a far lower risk of famine, because you actually had two crops to fall back on, not one.

The only problem is: potatoes, if you think about it, look pretty disgusting. And also, 18th century Prussians ate very, very few vegetables — rather like contemporary Scottish people. (Laughter) So, actually, he tried making it compulsory. The Prussian peasantry said, “We can’t even get the dogs to eat these damn things. They are absolutely disgusting and they’re good for nothing.” There are even records of people being executed for refusing to grow potatoes.

So he tried plan B. He tried the marketing solution, which is he declared the potato as a royal vegetable. And none but the royal family could consume it. And he planted it in a royal potato patch, with guards who had instructions to guard over it, night and day, but with secret instructions not to guard it very well. (Laughter) Now 18th century peasants know that there is one pretty safe rule in life, which is if something is worth guarding, it’s worth stealing. Before long, there was a massive underground potato-growing operation in Germany. What he’d effectively done is he’d re-branded the potato. It was an absolute masterpiece.

I told this story and a gentleman from Turkey came up to me and said, “Very, very good marketer, Fredrick the Great. But not a patch on Ataturk.” Ataturk, rather like Nicolas Sarkozy, was very keen to discourage the wearing of a veil, in Turkey, to modernize it. Now, boring people would have just simply banned the veil. But that would have ended up with a lot of awful kickback and a hell of a lot of resistance. Ataturk was a lateral thinker. He made it compulsory for prostitutes to wear the veil. (Laughter) (Applause)

I can’t verify that fully. But it does not matter. There is your environmental problem solved, by the way, guys: All convicted child molesters have to drive a Porsche Cayenne. (Laughter) What Ataturk realized actually is two very fundamental things. Which is that, actually, first one, all value is actually relative. All value is perceived value.

For those of you who don’t speak Spanish, jugo de naranja — it’s actually the Spanish for “orange juice.” Because actually it’s not the dollar. It’s actually the peso in Buenos Aires. Very clever Buenos Aires street vendors decided to practice price discrimination to the detriment to any passing gringo tourists. As an advertising man, I have to admire that.

But the first thing this all shows is that all value is subjective. Second point is that persuasion is often better than compulsion. These funny signs that flash your speed at you, some of the new ones, on the bottom right, now actually show a smiley face or a frowny face, to act as an emotional trigger. What’s fascinating about these signs is they cost about 10 percent of the running cost of a conventional speed camera. But they prevent twice as many accidents. So, the bizarre thing which is baffling to conventional, classically trained economists, is that a weird little smiley face has a better effect on changing your behavior than the threat of a �60 fine and three penalty points.

Tiny little behavioral economics detail: in Italy, penalty points go backwards. You start with 12 and they take them away. Because the found that loss aversion is a more powerful influence on people’s behavior. In Britain we tend to feel, “Whoa! Got another three!” Not so in Italy.

Another fantastic case of creating intangible value to replace actual or material value, which remember, is what, after all, the environmental movement needs to be about: This, again, is from Prussia, from, I think, about 1812, 1813. The wealthy Prussians, to help in war against the French, were encouraged to give in all their jewelry. And it was replaced with replica jewelry made of cast iron. Here’s one: “Gold gab ich für Eisen, 1813.” The interesting thing is that for 50 years hence, the highest status jewelry you could wear in Prussia wasn’t made of gold or diamonds. It was made of cast iron. Because actually, never mind the actual intrinsic value of having gold jewelry. This actually had symbolic value, badge value. It said that your family had made a great sacrifice in the past.

So, the modern equivalent would of course be this. (Laughter) But, actually, there is a thing, just as there are Veblen goods, where the value of the good depends on it being expensive and rare — there are opposite kind of things where actually the value in them depends on them being ubiquitous, classless and minimalistic.

If you think about it, Shakerism was a proto-environmental movement. Adam Smith talks about 18th century America where the prohibition against visible displays of wealth was so great, it was almost a block in the economy in New England, because even wealthy farmers could find nothing to spend their money on, without incurring the displeasure of their neighbors. It’s perfectly possible to create these social pressures which lead to more egalitarian societies.

What’s also interesting, if you look at products that have a high component of what you might call messaging value, a high component of intangible value, versus their intrinsic value: They are often quite egalitarian. In terms of dress, denim is perhaps the perfect example of something which replaces material value with symbolic value. Coca-Cola. A bunch of you may be a load of pinkos, and you may not like the Coca-Cola company. But it’s worth remembering Andy Warhol’s point about Coke. What Warhol said about Coke is, he said, “What I really like about Coca-Cola is the president of the United States can’t get a better Coke than the bum on the corner of the street.” Now, that is, actually, when you think about it, we take it for granted — it’s actually a remarkable achievement, to produce something that’s so democratic.

Now, we basically have to change our views slightly. There is a basic view that real value involves making things, involves labor. It involves engineering. It involves limited raw materials. And that what we add on top is kind of false. It’s a fake version. And there is a reason for some suspicion and uncertainly about it. It patently veers toward propaganda. However, what we do have now is a much more variegated media ecosystem in which to kind of create this kind of value. And it’s much fairer.

When I grew up, this was basically the media environment of my childhood as translated into food. You had a monopoly supplier. On the left, you have Rupert Murdoch, or the BBC. (Laughter) And on your right you have a dependent public which is pathetically grateful for anything you give it. (Laughter)

Nowadays, the user is actually involved. This is actually what’s called, in the digital world, “user-generated content.” Although it’s called agriculture, in the world of food. (Laughter) This is actually called a mash-up, where you take content that someone else has produced and you do something new with it. In the world of food we call it cooking. This is food 2.0, which is food you produce for the purpose of sharing it with other people. This is mobile food. British are very good at that. Fish and chips in newspaper, the Cornish Pastie, the pie, the sandwich. We invented the whole lot of them. We’re not very good at food in general. Italians do great food, but it’s not very portable, generally. (Laughter)

I only learned this the other day. The Earl of Sandwich didn’t invent the sandwich. He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name. (Laughter)

Finally, we have contextual communication. Now, the reason I show you Pernod — it’s only one example. Every country has a contextual alcoholic drink. In France it’s Pernod. It tastes great within the borders of that country. But absolute shite if you take it anywhere else. (Laughter) Unicum in Hungary, for example. The Greeks have actually managed to produce something called Retsina, which even tastes shite when you’re in Greece. (Laughter)

But so much communication now is contextual that the capacity for actually nudging people, for giving them better information — B.J. Fogg, at the University of Stanford, makes the point that actually the mobile phone is — He’s invented the phrase, “persuasive technologies.” He believes the mobile phone, by being location-specific, contextual, timely and immediate, is simply the greatest persuasive technology device ever invented.

Now, if we have all these tools at our disposal, we simply have to ask the question, and Thaler and Sunstein have, of how we can use these more intelligently. I’ll give you one example. If you had a large red button of this kind, on the wall of your home, and every time you pressed it it saved 50 dollars for you, put 50 dollars into your pension, you would save a lot more. The reason is that the interface fundamentally determines the behavior. Okay?

Now, marketing has done a very very good job of creating opportunities for impulse buying. Yet we’ve never created the opportunity for impulse saving. If you did this, more people would save more. It’s simply a question of changing the interface by which people make decisions. And the very nature of the decisions changes. Obviously, I don’t want people to do this, because as an advertising man I tend to regard saving as just consumerism needlessly postponed. (Laughter) But if anybody did want to do that, that’s the kind of thing we need to be thinking about, actually: fundamental opportunities to change human behavior.

Now, I’ve got an example here from Canada. There was a young intern at Ogilvy Canada called Hunter Somerville, who was working in improv in Toronto, and got a part-time job in advertising, and was given the job of advertising Shreddies. Now this is the most perfect case of creating intangible added value, without changing the product in the slightest. Shreddies is a strange, square, whole-grain cereal, only available in New Zealand, Canada and Britain. It’s Kraft’s peculiar way of rewarding loyalty to the crown. (Laughter) In working out how you could relaunch Shreddies, he came up with this.

Video: (Buzzer) Man: Shreddies is supposed to be square. (Laughter)

Woman: Have any of these diamond shapes gone out? (Laughter)

Voiceover: New Diamond Shreddies cereal. Same 100 percent whole-grain wheat in a delicious diamond shape. (Applause)

Rory Sutherland: I’m not sure this isn’t the most perfect example of intangible value creation. All it requires is photons, neurons, and a great idea to create this thing. I would say it’s a work of genius. But, naturally, you can’t do this kind of thing without a little bit of market research.

Man: So, Shreddies is actually producing a new product, which is something very exciting for them. So they are introducing new Diamond Shreddies. (Laughter) So I just want to get your first impressions when you see that, when you see the Diamond Shreddies box there. (Laughter)

Woman: Weren’t they square?

Woman #2: I’m a little bit confused. Woman #3: They look like the squares to me.

Man: They — Yeah, it’s all in the appearance. But it’s kind of like flipping a six or a nine like a six. If you flip it over it looks like a nine. But a six is very different from a nine.

Woman # 3: Or an “M” and a “W”. Man: An “M” and a “W”, exactly.

Man #2: [unclear] You just looked like you turned it on its end. But when you see it like that it’s more interesting looking.

Man: Just try both of them. Take a square one there, first. (Laughter) Man: Which one did you prefer? Man #2: The first one.

Man: The first one? (Laughter)

Rory Sutherland: Now, naturally, a debate raged. There were conservative elements in Canada, unsurprisingly, who actually resented this intrusion. So, eventually, the manufacturers actually arrived at a compromise, which was the combo pack. (Laughter) (Applause) (Laughter)

If you think it’s funny, bear in mind there is an organization called the American Institute of Wine Economics, which actually does extensive research into perception of things, and discovers that except for among perhaps five or ten percent of the most knowledgeable people, there is no correlation between quality and enjoyment in wine, except when you tell the people how expensive it is, in which case they tend to enjoy the more expensive stuff more. So drink your wine blind in the future.

But this is both hysterically funny — but I think an important philosophical point, which is, going forward, we need more of this kind of value. We need to spend more time appreciating what already exists, and less time agonizing over what else we can do.

Two quotations to more or less end with. One of them is, “Poetry is when you make new things familiar and familiar things new.” Which isn’t a bad definition of what our job is, to help people appreciate what is unfamiliar, but also to gain a greater appreciation, and place a far higher value on those things which are already existing. There is some evidence, by the way, that things like social networking help do that. Because they help people share news. They give badge value to everyday little trivial activities. So they actually reduce the need for actually spending great money on display, and increase the kind of third-party enjoyment you can get from the smallest, simplest things in life. Which is magic.

The second one is the second G.K. Chesterton quote of this session, which is, “We are perishing for want of wonder, not for want of wonders,” which I think for anybody involved in technology, is perfectly true. And a final thing: When you place a value on things like health, love, sex and other things, and learn to place a material value on what you’ve previously discounted for being merely intangible, a thing not seen, you realize you’re much much wealthier than you ever imagined. Thank you very much indeed. (Applause)

TED 2009 – Life lessons from an ad man is a post from: SIDE-2 powered by Oliver Steiner

Ein paar Linktipps des Tages aus den Bereichen Social Media, Marketing in China und Marktplatz ebay:

Eine Zusammenstellung von 20 englischsprachigen Blogs aus China, die man lesen sollte, wenn man dort Marketing betreiben will: AdAge.com

Welche Trends werden das Social Meldia Marketing im nächsten Jahr dominieren? HarvardBusiness.org

Die einstige Auktionsplattform ist inzwischen ein wichtiger Marktplatz für klassische Einzelhändler: Zeit.de

Linktipps: Marketing in China, Social Media Marketing, ebay is a post from: SIDE-2 powered by Oliver Steiner

Social Media ist heute ein ist ein wichtiger Bestandteil im Online-Marketing Mix, der aus meiner Sicht nicht mehr wegzudenken ist. Neben dem klassischen SEM bietet Social Media zahlreiche Vorteile. Informationen verbreiten sich wie Viren in einer noch zuvor dar gewesenen Geschwindigkeit und das je nach Inhalt bzw. Relevanz, weltweit. Heute habe ich einen interessanten Viral Spot entdeckt, der den berechtigten Titel “Die Social Media Revolution” trägt. Ich denke die dort gezeigten Zahlen und Informationen sind selbsterklärend

Viel Spass!

Viral Spot: Die Social Media Revolution is a post from: SIDE-2 powered by Oliver Steiner

Haselhörnchen - Hier knallt die Ente

Der erfolgreichste deutsche Kindersender SUPER RTL startet eine erfolgsversprechende viral Kampagne mit dem Haselhörnchen und seinem Freund dem Jammerlappen unter dem Motto “Hier knallt die Ente“.

Der Jammerlappen

Nach zähen Verhandlungen mit den Geschäftsführer von SUPER RTL, Claude Schmit, die in dem Video festgehalten wurden sind, bekommt das Haselhörnchen seine eigene Show bei SUPER RTL. Ab dem 19.4.� jeden Sonntag um 17:15 heisst es wieder “Es ist Haselhörnchen Zeit” und es darf herzlich gelacht werden.

“Kleine Geschichten haben kleine Einschaltquoten, große Geschichten haben große Einschaltquoten”, erklärt das Haselhörnchen dazu selbst in einem Trailer. Die Ankündigung der zunächst achtteiligen Serie (“Pelzlümmel erschleicht sich eigenes TV-Format”) mit jeweils 15 minütigen Folgen aus dem Hause der Produktionsfirma Big Smile überlässt SUPER RTL jetzt in einem Video erneut dem Haselhörnchen selbst.”

Gegensätze ziehen sich bekanntermaßen an. Das Haselhörnchen ist fröhlich, frech und mutig, sein Kumpel Jammerlappen ängstlich und am Rande der Depression. Doch sie sind die dicksten Freunde und leben gemeinsam in einer WG. Aberwitzige Situationen und Konflikte sind da natürlich programmiert, doch echten Streit kennen die beiden nicht. Schließlich ist Haselhörnchens Motto: “Es gibt für alles eine Lösung!”

Weitere Informationen zum Haselhörnchen, ein tolles Gewinnspiel, schöne Wallpaper und Autogrammkarten, gibt es direkt auf der Website von SUPER RTL. Heute habe ich das Haselhörnchen beim� twittern erwischt Auch hier gibt es interessante Informatioen zum Haselhörnchen und seinen Freunden.

Ich hoffe, euch gefällt diese kleine viral Aktion, und ihr konntet genau so viel lachen wie wir. Wir würden uns sehr freuen, wenn wir euch bei unserem interessanten Programm als Zuschauer begrüssen dürfen.

Das Haselhörnchen auf SUPER RTL

Das Fehnsehprogramm von SUPER RTL.

Die Website vom Haselhörnchen und seinen Freunden.

SUPER RTL startet viral Kampagne “Hier knallt die Ente” is a post from: SIDE-2 powered by Oliver Steiner

Social Communities wie Facebook generieren auf einigen Websites inzwischen deutlich mehr Traffic als Suchanfragen über den Suchmaschinenriesen� Google. Das hat eine Analyse des US-Marktforschungs-Unternehmens Hitwise ergeben. Zu den Diensten, die vor allem über Facebook angesteuert werden, gehört auch der erfolgreiche Micro-Bloggingdienst Twitter. Sofern die Zahlen verlässlich sind und es sich um einen anhaltenden Trend handelt, könnten endlich mehr Werbegelder in Communities bzw. ins Online Marketing fließen, so die Hoffnung.

Via: Adage.com

Netzwerke sorgen für deutlich mehr Traffic als der Suchmaschinenriese Google is a post from: SIDE-2 powered by Oliver Steiner

Gerade habe ich bei Nico ein paar interessate Slides zum Thema “Social Media Trends 2009” von Trendspotting gefunden. Aus meiner Sicht steht uns wieder ein ziemlich spannendes Jahr bevor. Besonders die Entwicklung der klassischen Marketingkanäle TV/Privt vs. Online Medien scheint so langsam deutliche Formen anzunehmen. Immer mehr User zieht es ins Internet.

Influencers Social Media Trends 2009 is a post from: SIDE-2 powered by Oliver Steiner

Web-Investor Guy Kawasaki verrät zehn clevere Tipps, wie sich der Kurznachrichtendienst Twitter als Marketing-Tool für Websites nutzen lässt. Der unverkürzte Artikel folgt als Zitat:

1. Forget the �influentials.� You must buy into the theory that products and services reach critical mass because mere mortals spread the word for you. This defies the common wisdom that a handful of �influentials� shape what the rest of us try and what we adopt. In the online world, these influentials include Mike �I can go a week without Twitter� Arrington, Robert Scoble, Seth Godin, and to some extent me.

   Reliance on influentials is flawed because the Internet has flattened and democratized information. Influentials don�t have as much special access, special knowledge, and distribution as you might think because of the growth of websites, blogs, and, of course, Twitter.

   This doesn�t mean that you shouldn�t care about influentials�if nothing else they can help you get to what some consider �nobodies.� But mark my words: (a) Nobodies are the new somebodies, and (b) it�s better to have army of committed nobodies and than a few drive-by somebodies. The most somebodies can usually do for you is a one day bump in traffic.

   One more point: if enough nobodies like what you do, the somebodies will have no choice but to write about you. In this way, the buzz of nobodies begets the attention of somebodies and not vice versa.

   Tell the complainers where to go. Some people will disagree with this use of Twitter. Don�t let this worry you because at some point everyone pisses off someone on Twitter. Therefore, letting a vocal few limit your use of Twitter is a big mistake. If they don�t like what you�re doing, tell them to stop following you: end of discussion. And rest assured that �Twitter spam� is an oxymoron because following you is completely opt-in.

2. Defocus your efforts. The goal is to get to masses of people because you don�t know who can and will help you. (If you knew exactly who they were and what they can do for you, then you�d focus on them�then we�d be back to focusing on influentials�albeit less known ones.) The catch is that defocusing isn�t actionable unless there�s an inexpensive, easy, and instant answer to reach massive amounts of people, and per dollar there�s nothing better than Twitter to do this.
3. Get as many followers as you can. I recently explained what I do to get more followers. Click here to read about my methods. Ignore people who tell you that it�s the quality of your followers not the quantity. They�re trying to make friends, not use Twitter as a tool. And, truth be told, there are only two kinds of Twitter users: those that want more followers and those that lie. You can follow me here.The reason you want more followers is the law of big numbers: the more followers, the more people talking about what you do, the more you can reach the tipping point. If you think you �know� exactly who can and will help you, you are deluding yourself.

   You will face the issue of whether your Twitter name should be the company�s name or your name. I have Guykawasaki and Alltop because you should try to get both much like preventing domain name squatting. My theory is people are more likely to follow a person than a company, so 99% of my attention goes to my Guykawasaki account. Also, someday you may sell your company, and the company account will probably go with the acquirer. However, if you go with your name, you need to not tweet only about your company�indeed, you have the moral obligation to tweet informative posts that have nothing to do with your company. You can see what I do here.

4. Monitor what people are saying about you, your company, and your product. You can do this here with the search features of Twitter. Be sure that you bookmark your search so that you won�t have to reenter terms. Or, you use a product like Tweetdeck to create a search. For example, I monitor this search [guykawasaki OR �Guy Kawasaki� OR Alltop] to follow what people are saying about me and Alltop. Searches like [how to Alltop] where you substitute your company or product name for �Alltop� are also useful to find tweets about using your product or service. You can also use Twilert.com to receive email notification of search results much like Google Alerts. When you find such tweets, take these actions:
   

   People are pissed: help them out

   People are confused: help them out

   People who have questions: help them out

   People are happy: ask them to spread the word

   You will find that people are delighted by contact with the company and that no matter how rocky the relationship started out, they usually become fans and evangelists. By simply monitoring what people are saying about you, you�re using Twitter better than 95% of the companies out there.

   ---

   Can I tell you a funny story? I once spoke to a group of large company social media folks. One was from United Parcel Service, and she said that her Twitter searches were inefficient because the string �UPS� is in so many words (�startups,� �meetups,� etc.) Undaunted, I searched for �UPS� in front of the group, and the first tweet that I found was a complaint about a UPS delivery! That brought a howl from the audience.

   ---

5. Ask for help. Don�t be shy about asking people on Twitter to spread the word for you. If they like what you do, they will. If they don�t, they won�t. It�s as simple and transparent as that. If you don�t ask, you don�t get. Unfortunately (or perhaps fortunately for some of us), most people don�t have the chutzpah to ask for help.Alltop would not be anything close to what it is without the Twitter community. Twitter users suggest new topics as well as sites and blogs to include on those topics. Many have gone so far as to suggest a topic and compile a collection of feeds for the topic. And then they help us market the site too. Holy kaw!
6. Make it easy to tweet on your behalf. Twitterfeed is a service where any RSS feed can automatically appear as your own tweets. Bloggers do this, for example, so that their blog posts automatically appear as their tweets.I took it to the next level by asking Mario Menti, the Twitterfeed creator, to make a special webpage where people could sign up to allow us to automatically post Alltop news as their tweets (click here if you�d visit the webpage). Approximately 177 people did so.

   I want to make sure you understand what this means: 177 people agreed to repost all Alltop news as their own tweets. This took automated tweeting to a historical new high�or low depending on who you asked.

   Then my new book, Reality Check, came out, and I made an offer of a free copy of it to anyone who signed up for the Alltop Twitterfeed. Another 280 people signed up�bringing the total to approximately 450 people.

   We counted, and these 450 people had a total of 140,000 followers. This meant that whenever we announced a new topic, the 140,000 followers of 450 people received notification. These 450 people had followers in common, so their tweets didn�t reach 140,000 different people (see next section), but this was the Mother of Retweeting.

   ---

   Right about now you should be asking yourself, �Why would people help Guy like this?� The answer is that these Alltop evangelists see spreading the news about Alltop as a service for their followers. They believe that Alltop�s information is good and useful and will help their followers access information on the web. Thus, the primary motivation is not a $30 book, but the satisfaction of helping others. This is a very important lesson: people must believe that what you�re marketing is great for their followers, and they must trust you. Here�s a guideline for creating something great. Here�s how to build trust. Here�s a complete explanation of evangelism.

   ---

7. Create an email list. One issue with 450 people tweeting 140,000 followers: if people followed some of the same 450 people, they got duplicate announcements. I started receiving about five complaints a day�still, the math was good: five complaints from 140,000 exposures? I can deal with complaints but, in a sense, my idea worked too well.What I could not deal with was the unintended consequences of automated tweeting. For example, Republican members of the 450 people probably didn�t appreciate the Obama.alltop announcement. I was afraid that someday a pastor (and her followers) would wonder why she tweeted about Hunting.alltop, Buddhism.alltop, and Pregnancy.alltop.

   Clearly, some of the people needed to choose which topics they tweeted and how the tweets were worded. Also, some of the 450 started to lose followers because of the frequency of Alltop updates (we often announce three to four new topics per day). I certainly didn�t want these people to lose followers because of me�if there�s anyone in the world who understands the trauma of losing followers, it�s me.

   ---

   Can I tell you another funny story? Yes, some of the 450 people lost followers because of the Alltop tweets, but many told me that their followers found the Alltop tweets more interesting than their own tweets, so that they had more interaction with their followers because of the Alltop tweets!

   ---

   To fix these issues, we created the Alltop news and announcements email list. Through this list, we announce every new topic, and we let the recipients decide if they want to tweet it (or email it) to others. Also, they can obviousy edit and create their own tweet or message.

   We told the 450 people using Twitterfeed about it, so that they could drop the Twitterfeed mechanism and use the email notification instead. We opened up the email list on the night before Thanksgiving and in six days approximately 600 people signed up for it. That was surprisingly high, but what�s even more interesting is that only fifty of the 450 Twitterfeed folks stopped doing it.

   I thought the majority of people would drop Twitterfeed and disappear completely or switch to the email list. You�ve heard that synergy is when 2 + 2 = 5. This is Twitter synergy where 450 – 50 = 1,000 because we signed up more people by offering an alternative. With the email list, we must have tapped people who were hesitant to entrust their feeds to us but wanted to help in some other way. Thank you God.

8. Make it easy to �post to Twitter.� One day I met with Rashmi Sinha, the CEO of Slideshare. We got to talking about how she increased her traffic, and she told me that a �Post to Twitter� link was the most effective mechanism. When people are viewing a Slideshare page like this hilarious one about getting old, they can click on the �Post to Twitter� link under the frame and a window opens with a preconfigured tweet to send to followers.According to her, this was much more effective than the various sharing and email forwarding schemes. I thought her idea was absolutely fabulous and copied it. Now there is a �Post to Twitter� button on every Alltop topic page. Approximately twenty people a day do this. On average they have 350 followers, so this provides us with another 7,000 or so impressions per day. More is less when it comes to offering people multiple ways to spread the word by clicking on rating services like Digg, Delicious, and Yahoo Buzz, pick one and be done with it. I pick Twitter because it doesn�t involve a popularity contest to get on any front page�instead, all your followers will get the tweet.
9. Offer advice deals to Twitter users. This is something that I don�t do, but I would if I ran an ecommerce company. You can Twitter to offer special deals to your followers�for example, check out what Amazon does by clicking here and what Whole Foods does by clicking here. Also, check out the stream of Twitter deals here. You�ll see offers from companies using Twitter as well as the deals that Twitter users have found (probably including company employees acting as �regular� Twitter users). How can you not love something like Twitter that is fast, free, and far-reaching for pushing out special offers? (Power tip: if you need to enable several people to tweet and to schedule your tweets, check out a service called Brightkit.)

Quelle: Blog von Guy Kawasaki

10 clevere Tipps zur Nutzung von Twitter als Marketing-Tool is a post from: SIDE-2 powered by Oliver Steiner

Puh – ohne Worte

Link: sevenload.com

via Sven’s Blog

Astra vs. Becks is a post from: SIDE-2 powered by Oliver Steiner