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Aufbau und Monetarisierung von Online Communities

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Mein Vortrag auf dem Internet World Kongress 2008: Aufbau und Monetarisierung von Online Communities.

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Aufbau und Monetarisierung von Online Communities

  1. 1. Aufbau und Monetarisierung von Online Communities Internet World Kongress 2008 21. Oktober 2008 Nico Zorn, Mitgründer & Partner saphiron management & technology consultants
  2. 2. Über saphiron saphiron ist eine unabhängige Management- und Technologieberatung im Bereich Online Business Development. Wir unterstützen Unternehmen bei der Identifikation, Entwicklung und Umsetzung online-basierter Geschäftsmodelle und Strategien. Mehr über saphiron: www.saphiron.de 21.10.08 Aufbau und Monetarisierung von Online Communities 2
  3. 3. Agenda 1. Einleitung  Vorstellung produki 2. Community-Building  Konzeption  Nutzer gewinnen, aktivieren und binden 3. Monetarisierung von Online-Communities  Social Networks und Online-Werbung  Case: Brands4Friends-Kampagne  Social Networks und Mundpropaganda 4. Fazit 21.10.08 Aufbau und Monetarisierung von Online Communities 3
  4. 4. Über produki  Produkt-Wiki  Plattform, auf der Konsumenten Tipps und Problemlösungen zu Produkten sammeln, bewerten und sich untereinander vernetzen können.  In der Closed Beta seit dem 15.08.08 Registrieren: www.produki.de/register Einladungs-Code: iwk08 21.10.08 Aufbau und Monetarisierung von Online Communities 4
  5. 5. 6
  6. 6. Best Practices COMMUNITY-BUILDING
  7. 7. Konzeption  Welches Problem (Ihrer Zielgruppe) soll gelöst werden?  Streichen Sie (fast) alle Features, die nicht zur Lösung des Problems beitragen!  Und vor allem: Streichen Sie alle Features, die andere besser können!  User frühzeitig einbeziehen 21.10.08 Aufbau und Monetarisierung von Online Communities 11
  8. 8. Nutzer gewinnen  Kommunizieren, kommunizieren, kommunizieren!  Veranstaltungen, Presse, Blog, twitter (!)  Multiplikatoren identifizieren und ansprechen  Nicht nur auf A-List Blogger konzentrieren  AdWords, SEO, PR und Co.  Aber: Fokussieren Sie sich (zunächst) auf das Produkt! 21.10.08 Aufbau und Monetarisierung von Online Communities 12
  9. 9. Nutzer aktivieren (1/2)  Inhalte bereitstellen  Einfache Partizipation ermöglichen  Punktesystem und Rankings 21.10.08 Aufbau und Monetarisierung von Online Communities 13
  10. 10. „EY !!! WO SIND MEINE PUNKTE !?!?!?!?“ Produki-User via Mail
  11. 11. Nutzer aktivieren (2/2)  Trigger Mails  Aktionen  Aktivität visualisieren 21.10.08 Aufbau und Monetarisierung von Online Communities 15
  12. 12. 21.10.08 Aufbau und Monetarisierung von Online Communities 16
  13. 13. Nutzer binden  Incentivierung?  Give Aways anstatt monetäre Incentivierung  Eigene Sprache und Rituale  Selbstdarstellung ermöglichen 21.10.08 Aufbau und Monetarisierung von Online Communities 17
  14. 14. Zahlen, bitte! MONETARISIERUNG
  15. 15. „ Das Modell der Verlage (…) funktioniert bei uns nicht. In einem Umfeld privater Kommunikation stört Werbung, die den Nutzer von der Kommunikation abhält.“ Marcus Riecke, CEO studiVZ
  16. 16. Social Networks und Online-Werbung Die Probleme:  Werbeblindheit / geringe Klickraten  Fehlende Kaufabsicht  Zum Teil unattraktives Umfeld  Datenschutzrechtliche Herausforderungen (Targeting) 21.10.08 Aufbau und Monetarisierung von Online Communities 21
  17. 17. Premium? Können Sie sich vorstellen, für bestimmte Funktionen eines sozialen Netzwerks Geld zu bezahlen(zum Beispiel Jobsuche, Dating, Kleinanzeigen)? Nein 59,7 % Vielleicht 31,7 % Ja 8,7 % Oktober 2008. n = 310 (Personen, die bei einem sozialen Netzwerk angemeldet sind) 21.10.08 Aufbau und Monetarisierung von Online Communities 22
  18. 18. Und nun?  Wie kann die Werbung die Eigenheiten der Plattform berücksichtigen?  Angepasste Werbeformen anstatt Standard- Werbemittel  Beispiel: Kampagne von Brands4friends 21.10.08 Aufbau und Monetarisierung von Online Communities 23
  19. 19. Brands4Friends-Kampagne 21.10.08 Aufbau und Monetarisierung von Online Communities 24
  20. 20. Brands4Friends-Kampagne: Ergebnisse  Wachstum innerhalb von einem Jahr auf über 1 Mio. Mitglieder  Hauptsächlich durch Viralität und Werbung in Social Communitys  studiVZ-Gruppe mit über 100.000 Mitgliedern 21.10.08 Aufbau und Monetarisierung von Online Communities 25
  21. 21. In kollaborativen Medien werden täglich 230 Millionen Produktgespräche geführt. Keller Fay Group
  22. 22. “What’s missing is marketing value based on how valuable I am in the context of my influence.” Charlene Li, Forrester Research
  23. 23. Social Networks und Mundpropaganda (1/2)  Wo sind die Fans meiner Marke?  Bildung von „Sub-Communities“ rund um Marken und Produkten  Opt-In anstatt Opt-Out! 21.10.08 Aufbau und Monetarisierung von Online Communities 28
  24. 24. Social Networks und Mundpropaganda (2/2)  Identifikation und Ansprache von Meinungsführern  Bereitstellung von Produktsamples, Demoversionen, Eintrittskarten etc.  Ziele:  Mundpropaganda auslösen  Meinungsführer an die eigene Marke binden 21.10.08 Aufbau und Monetarisierung von Online Communities 29
  25. 25. Fazit  Kommunizieren, kommunizieren, kommunizieren!  Page Impressions sollten nicht der alleinige Maßstab zur Bewertung von Communities sein  Die Aggregation und Ansprache von Meinungsführern in Sub-Communities / Sponsored Communities kann eine Alternative darstellen 21.10.08 Aufbau und Monetarisierung von Online Communities 30
  26. 26. VIELEN DANK!
  27. 27. Nico Zorn Partner Bundeskanzlerplatz 2-10 53113 Bonn Tel.: +49 (0)228 -286 98 82 -2 E-Mail: nz@saphiron.de www.saphiron.de

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