The social web and the digital change

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Gerd Altmann/moshxl.de / pixelio.de

Watching the latest trends in the Social Web, I dedicate this post to your thoughts…!

This weekend, I just want to get you thinking about the future of the Social Web by focussing on three studies. All studies have an impact on our digital lives from a personal and our business professional point of view: They illustrate how the social web is changing the world we are living and working in…

So, here we go…

1. Digital Profit. The latest study by Regus asking 17,000 managers and business owners across 80 countries makes clear that companies can win new business with Social Media. Main aims are to gain new customers and keep the ones companies have. „Social networking has fully evolved from a nice-to-have to a necessity as the majority of businesses in the U.S. (69%), and internationally (74%) agree that social media activity is playing a bigger role in their marketing strategy,“ claims the study. The finding sounds as if marketing objectives and personal reputation uplift are still the main driver why people use the Social Web.
Right or wrong?

2. Digital Visibility. A recent survey from ROI Research, sponsored by Performics of 2,997 active social networkers states that 59% of respondents said it is important to have a LinkedIn account, more than any other social network. „We may not necessarily be in a double-dip recession but, individuals have embraced social networking as a means to actively manage their personal visibility in the global economy.“ said Daina Middleton, CEO of Performics. The finding, apart from sounding very general, seem to state that Twitter and Facebook are about to miss the boat with respect to their importance for professional career visibility.
Right or wrong?

3. Digital Divide. The University of California, Berkeley, suggests in a study that the Social Web is increasingly not the people’s Web. “The working class is underrepresented on the Internet. (…) Without their voices, their issues are ignored,” summarizes Jen Schradie, a doctoral candidate in sociology and author of the study at Berkeley. The finding sounds like a bigger digital divide is about to arise from the Social Web as the input on social media just reflects perspectives of college-educated and Web 2.0-savvy users.
Right or wrong?

Are we still in the „conversation mode“ which was mean to be the imperative of the social web? Three study findings and three simple questions. It would be interesting to get your views on them. Looking forward to your feedback.

Is the future of positive social approval changing?

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Almost two years ago, I have written about the development on Twitter that positive comments are not rated in a way they should (in my eyes). Those days I asked the question if the RT (Retweet) becomes a killer for the positive blog comment. Many people tapped my shoulder virtually and agreed with my observation.

In some way the RT „button“ is similar to Facebook’s LIKE button. It is a given opportunity to automize a process of agreement. And I am asking myself if Facebook’s LIKE button -launched one year ago- has the same „negative influence“ on our positive comment on reviews in the future. Although it was meant to give its members an easy way to show approval for products, services, content and thoughts. I am coming back to these thoughts as I stumbled upon an interesting local study.

According to a recent study released by CityGrid Media, conducted by Harris interactive, that did some research on Web properties focused on local merchants, consumers prefer the “Like” button to writing a positive review for a local business. The study polled 1,006 adults in the U.S. over the phone between March 16 and 20.

OK, this is restricted to local only. But do we doubt that there is a difference in the regional and global attitude and behavior of humans? Especially as 52% of respondents said they visited more than two websites before visiting a local business, and Google plus Facebook were the most popular first sites those people accessed.

The study states that 20% of respondents say they show support for local businesses by clicking the “Like” button for that business on Facebook versus 13% who write reviews. The offline way is still the most successful method according to the study. The verbal way of telling a friend was the most popular method (75%). Not surprising as most of the consumers are still more listening than telling.

However this is just a local research, I asking myself if this s a good development, for us, for retailers, for brands and for the Social Web in general. Bearing in mind how much our written reaction on products and services influences our buying behavior, I think, it is not good if only the negative comments get (negative) credits while positive comments and reviews just find the automated, lazy „push a button“ credit – no sentiment, no conversational reward, no tapping on the shoulder virtually…

How do you see this development?

Web 3.0 – Let’s find a new title…

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Many web evangelists are sharing their views about the future of the next web these days. What will The Web 3.0 be, and how will it be named? For years people have foreseen The Semantic Web. Some might say, it is The Mobile Web, and know how to illustrate the opportunities (i.e. Augmented Reality) in their video.

Others deny this theory and state it is The Spatial Web.

„What tend to define Web 3.0 as not semantic, but rather the extension of the Web 1.0 (content) and Web 2.0 (Social Graph) into the spatial domain. Web 3.0 web content and social nodes are both tagged with spatial relationships and able to form social relationships based on current location. (…) We at the Web 3.0 Lab thing that by adding more spatial dimensions you will get improved semantic understanding. Much of our social understanding is spatial. Reasoning that some people hope to get out of triplestores we think will emerge out of geo-tagging of information. Spatial arrangements of data will drive interesting conclusions about how that data relates to the real world, how it is used, and therefore what it means.“

And if we listen to the conversation of Dennis Crowley, co-founder of Foursquare, and Robert Scoble, at this year’s Web 2.0 conference, then the power of location-based data will be connecting the dots of user behaviour for future business and customer service strategies. Dennis envisions the future of Foursquare in „listening for what’s going on around you (…) You’re walking down the street and normally you eat lunch, but you haven’t yet. And Foursquare will tell you that you’re close to a sandwich place you read about in the New York Times three weeks ago. And that’s what you want to try.“

Thinking about the development of location-based technology the Web seems to move away from being The Global Web to The Local Web.

In the end, some proclaim Web 3.0 will be The Contextual Web.

„It is a robust procedural grid that understands us, and responds appropriately given the user’s current context.“

Spot On!
Isn’t it funny how we all try to invent our own Web 3.0 stamp as web specialists? And I could imagine different other namings or titles. The Authentic Web. The Realtime Web. The Live Web. And be sure, I will find some explanations for all of the above named. In the end, the Web is about people. People invented and continue to drive the Web – from Web 1.0 to Web 2.0 to Web 3.0 – now more conversational, engaging and transactional than ever before. So, why not name it The People’s Web or The Human(ity) Web?

You decide. What title seems most appropriate for you? Come on, let’s discuss…

Study: Profs see YouTube as most benefitial social platform

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Which social network is more important in the future? According to a study released Monday by the Babson Survey Research Group and the e-learning giant Pearson, there are some social networks delivering more intellectual efficiency than others. The study asked 1,920 faculty profs at various types of institutions.

Testing the uses of nine different types of social media platforms among professors, the study states that professors consider YouTube the most useful tool by far. For both teaching and non-classroom professional use, it is more benefitial. Nearly one third of students that were instructed by their profs to watch online videos as homework, and about 73% replied they thought YouTube videos were either somewhat or very valuable for classroom use. Not saying that they necessarily use them currently.

Other Web 2.0 tools performed less well among the users. Only 2% of the profs said they used Twitter in class, and another 2% responded they used it for professional purposes outside the classroom. However, some more said they could see at least some value in the microblogging site. The portion of these long-sellers still amounted to less than a tenth of all respondents.

The small benefit of Facebook in class or for homework assignments does not surprise me. Although many professors use the site for personal or professional networking, the respondents see not much value from a professional point of view. Faculty rate the site’s long-term prospects in the classroom only slightly above Twitter’s – 15% submitting that it is at least somewhat valuable.

53% (and 46% respectively) of professors think that Twitter and Facebook not only lack pedagogical value but in fact harm classroom courses. It would have been nice to get an explanation herefore but this is not shown from the study results.

Wikis for classroom use seem to be unpopular as well still. Although faculty see their potential value as higher than Twitter or Facebook. 36% saying they view wikis as having some value in the classroom.

Spot On!
These are some more detailed new findings compared to a similar but more limited survey Pearson and Babson did last year. The small difference between professors who teach online and those who teach in person can be seen. However, the question for the future will be how much people will be educated in school on the opportunities and potential that the social platforms can offer. And I personally doubt that all profs are already understanding, or are able to leverage the validity and differentiation between the social platforms. YouTube is easy to use from a faculty point of view: If the prof is standing in front of the class or shown on a screen does not make a massive change from a teaching perspective if Q&A’s are offered along with it. The challenge will be to create and maintain cross-over education between platforms like i.e. Twitter, Wikis, Youtube and Facebook. And the value of social bookmarking sites as reading reference is big. No reason to add these to educational reference value, and to give reading advice to the curriculum? Think about it…

Cebit Interview – Über die Zukunft der Arbeitswelt

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Die Arbeitswelt verändert sich. Die Menschheit fägt sich, ob Social Software, Social Media, Social Networking oder Web 2.0 harte Arbeit ist, oder die Produktivität der Businesswelt an den Abgrund treibt. Geht es nur um die Erhöhung des persönliche Reputationsindex, des Personal Scoring Index, oder ergibt sich nachhaltige Lead Generierung -erst kürzlich als Salestainability umschrieben- und neues Business einfach selbstständig aus Gesprächen?

Wenn man zum Interview auf der Cebit von IBM eingeladen wird, kann man in ein paar Minuten nicht alles sagen, was man gerne sagen würde. Man kann auch keine 3-Säulen-Strategie im Detail erläutern, die man in der Zukunft als essentiell für den erfolgreichen Einsatz des Social Web für die Webstrategie eines Unternehmens ansieht.

Ich wollte im Interview so verständlich wie nur möglich auf die wichtigen Trends und erfolgversprechenden Taktiken eingehen, die sich abzeichnen und teilweise heute schon gelebt werden in der Businesswelt. Hoffen wir, mir ist es gelungen…

Die Idee der Visualisierung meiner Gedanken von Anna Lena Schiller während des Interviews finde ich sehr gelungen. Sie greifen den Gedanken des Personal Web Managers auf (links oben), sowie die zukünftige zentrale Herausforderung für den Einzelnen, einen 24 Stunden Tag so effizient mittels Social Software zu nutzen wie einen 36 Stunden Tag.

Der IBM Social Business Channel gibt im übrigen noch weitere Einsichten diverser Vordenker im Social Web. Ich empfehle sich auch die Meinungen mal anzuhören bzw. anzusehen.

Nun interessiert mich eure Sichtweise der Zukunft der Arbeitswelt. Wie stellt ihr euch den Arbeitstag von morgen vor? Was fehlt euch heute, was wünscht ihr euch morgen? Bin gespannt, auf eure Gedanken…

Study: Web 2.0 increase market share, gain benefit

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The latest research by McKinsey & Company states that companies embracing Web 2.0 opportunities have more chances to gain market leadership and step ahead of their competitors than companies that are less Web 2.0-savvy. The research was interviewing 3.249 companies as part of its annual Web 2.0 survey.

The study concluded that “networked enterprises” are more likely to be market leaders and winning market share. The study’s authors, Jacques Bughin and Michael Chui said that the Web 2.0 companies „also use management practices that lead to margins higher than those of companies using the Web in more limited ways.” They found that 27% of companies overall gained market share against their competitors and could succeed with higher profit margins.

The success curve of the „networked companies“ is exponential. Those companies that are “highly networked enterprises”, defined as companies using Web 2.0 inside and outside their business in innovative ways, “were 50 percent more likely to fall in this high-performance group than other organizations were,” the authors state.

The authors prediction is that that in many industries, “new competitive battle lines may form between companies that use the Web in sophisticated ways and companies that feel uncomfortable with new Web-inspired management styles or simply can’t execute at a sufficiently high level.”

Companies that have embraced Web 2.0 philosophy continue to report that they are receiving measurable business benefits. 90% are reporting at least one benefit. The benefits were increasing speed of access to knowledge – 77% of respodents with internal Web 2.0 efforts and 57% using Web 2.0 to engage external partners. Obviously cost saving is a big topic: 60% of internal and 53% of external users mention that communication costs could be reduced. And travel costs decreased as well said 44% internal users and 38% external users.

Direct Messaging export – a missing feature in social networks?

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Some days ago, a Nielsen study said that in the US social network usage is more popular than email. This does not surprise me, when I think about Luis Suarez speech at the Web 2.0 Expo 2008 „Thinking outside the Inbox“. If we agree with him, then there is one feature definitely missing in social network…

How I came across this missing feature…
In my new job role I do a lot of business socializing which is quite normal when the business is done 90% with international business contacts. A lot of business brainstorming is being kicked off or happening on the fly and you don’t think where you communicate. Many of these conversations start via the direct messaging functionality -comparable to email communication- in social networks. Some of them end in nothing. Some turn out to be brilliant contacts which become interesting prospects. And suddenly these end up being leads or potential revenue drivers. And then there comes the problem…

Where is the direct messaging extraction functionality? Some kind of external saving or export module to save the content and communication? Not speaking of an „email archiving“ technology?

If your business, or the business of the company you are working for, is meant to be compliant (and which is not today…?) how can you export a conversation that already started in a social network? OK, you could copy it, and send it via email again. Quite uncomfortable though, right…? Or you save all the emails that you get from the social network providers. A lot of redundant data saving…

In business networks like Bebo, XING or LinkedIn users are possible to export the database of their contacts in one go – … but not an email communication threat. Meaning, if you have had a good conversation and mentioned some kind of business critical data, pricing, or offering than you have to have the proof for tax or auditing service reasons – and ideally you can extract it in one go.

In my eyes, this is a missing feature that at least all social business networks should be offering. Don’t you think?

News Update – Best of the Day

08.07.2010 von  
Kategorie Daily Top 3

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What is the effect of web 2.0 technology on business results? It seems to be proven that it increases business results. This is the main insight that the latest survey by McKinsey offers, derived from asking more than 3.000 business executives. 31% of the respondents whose companies use six or more Web 2.0 technologies increased market share above their nearest competitor compared to 20% of respondents using just one or two technologies. 60% indicated that Web 2.0 had some impact on bottom-line profitability. From a technology usage perspective these decision makers favor Social Networking (63%), Blogs (48%), Video sharing (42%), Wikis (35%), and Podcasts (32%). See more results in this post by Michael Hamlin.

BUT… New findings of studies show the importance of freshing up relationships and networks by meeting offline – and not only staying in touch (via email and social networking) with friends and business contacts in the social digital space. While we may be gaining time with social web technologies, we cannot rely on their connecting power. The quality of relationships may suffer from too less offline networking, says the TIMES Magazine.

Nevertheless, when looking back at our social web activities in 2020, 85% of Americans will say that web socializing -the way we know it today- has impoved their lives. This is the result of a Pew Internet study.

Could be interesting to see how the rest of the world would evaluate web socializing in the future. Don’t you think?

Top-Banken nähern sich Social Web langsam

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Es ist eine Weile her, daß ich über Deutsche Top-Banken zu Social Media und Web 2.0 geschrieben habe. Und in den letzten Wochen wurde mehrfach die Frage aufgeworfen, ob hierzu nicht mal ein Update notwendig wäre. Gute Idee meiner User – machen wir!

Nun könnte man annehmen, daß nach der Finanzkrise in 2009 bei Banken vermutlich ganz andere Prioritäten auf der Liste der Verantwortlichen stehen. Aber da gerade jetzt Vertrauensbildung Not tut, entdecken auch die Banken die Möglichkeiten des Social Web. Und wie man sich strategisch geschickt als Bank im Social Web ins Gespräch bringen kann, hat Mashable kürzlich mit einer guten Zusammenstellung der verschiedener Social Media Optionen und Cases des amerikanischen Marktes gezeigt.

Dieser Post soll nun den deutschen Markt durchleuchten. Methode: Eigene Recherche, ohne die Hilfe der PR-Exeperten aus den Bankhäusern. Schließlich sind wir Kunde und wollen uns den Markt selbst erkunden.

Deutsche Bank
Die Deutsche Bank hat wahrlich einen erstaunlichen Aktionismus hingelegt in den letzten Monaten. Alle aktiven sozialen Kommunikationsstränge bekommt der Kunde als eigene Sub-Seite innerhalb des Webauftrittes angeboten. Von diversen Social Networks wie Facebook, YouTube, Twitter bis hin zu RSS Feeds ist alles übersichtlich dargestellt. Die Deutsche Bank hat aber nicht nur einen Account in den Netzwerken sondern bei den meisten gleich mehrere mit klarer Zielausrichtung (Investement, Karriere oder auch Corporate Communication) bei der Kundenadressierung.

Kundenadressierung? Ja, von Kommunikation kann noch wenig die Rede sein, eher von klassischem PR Broadcasting. Twitter Accounts sind mit Facebook 1:1 verbunden und es sieht aus, als füttere lediglich der RSS-Feed der Presse- und/oder Marcomabteilung die Accounts inhaltlich. Klassische Push-Kommunikation in meinen Augen, da meist mit Webinaren, PR-Meldungen und Promotions mehr die Leadgenerierung im Vordergrund steht.

Da manche Accounts allerdings noch jung sind und wenige Follower haben, bleibt abzuwarten, wie sich der Umgang mit den modernen Medien etabliert. Auf jeden Fall hat die Deutsche Bank das Ohr nah am Markt und bereitet die Kunden auf zukünftige Banken-Trends vor: „Nach Schätzungen der Deutschen Bank werden bis zum Jahr 2011 weltweit bis zu 150 Millionen Menschen ihre Bankgeschäfte online und mobil tätigen.“ Eine gute Idee, gleich einen Ratgeber anzubieten: „Sicherheit beim Mobile Banking“.

Dresdner Bank
Eine schnelle Recherche eröffnet einem, daß anscheinend an einem Corporate Twitter Account und an einem Corporate Facebook Account gearbeitet wird. Und auch die Investoren-Riege Dresdner Kleinwort der Unternehmensgruppe hat sich auf Facebook schonmal einen „sozialen Anfang“ eingerichtet. Die sozialen Aktivitäten der übernommende Commerzbank AG hat vor kurzem erst Armin Cremerius beleuchtet. Die Dresdner Bank öffnet sich langsam (ganz langsam) auf den Weg zur sozialen Webkundschaft.

HypoVereinsbank – UniCredit
Stilles Twitter-Monitoring? Der Sparkasse hört man jedenfalls schonmal fleissig zu, wenn man sich die Following-Accounts ansieht.

Interessante Erkenntnis war für mich, daß bei YouTube die Branded Accounts offensichtlich nicht wie bei Facebook in die Markenhoheit der Unternehmen migrieren oder für diese freigehalten werden. Wenn man sich mal den HypoVereinsbank Account ansieht. Ob das für die Marke so dienlich ist…?

Bei meiner Recherche fand ich als erstes Googleergebnis eine Stelle als „Praktikant/in für Projekt im Bereich Social Media / Web 2.0 / Employer Branding“. Eine Praktikantenstelle für eine Person, die Internet-Trends erkennen soll? Eine tolle Herausforderung? Oder unterschätzt man angesichts der Job-Beschreibung nicht ein wenig die Macht des „Web 2.0“?

Die HypoVereinsbank nutzt offensichtlich die Kraft von Social Media zur Markeninszenierung, wie sich beim HypoVereinsbank-Lego-Tower-Event über Facebook zeigt. Kommunikation mit den Kunden kann im Social Web auch so entstehen – allerdings mit fragwürdiger Nachhaltigkeit und auf klassischem Marketing- oder PR-Kampagnenlevel. Ist die Aktion vorbei, kommt der Facebook Account zum Stillstand.

Sparkasse
Die Sparkasse zeigt aufgrund ihrer Unternehmensstruktur vor allem regionales soziales Web-Engagement. Die Sparkassen Holstein und Pforzheim Calw twittern schon fleißig. Letztere haben sogar schon Facebook für sich entdeckt. Die Nürnberger haben sogar ein Weblog, welches von Mitarbeitern der Sparkasse Nürnberg geschrieben wird und „offen und ehrlich über verschiedene Themen, z.B. Finanzen, Ausbildung, Gesundheit im Beruf und vieles mehr diskutieren“.

Die Sparkasse Berlin integriert Facebook zur Marketingunterstützung beim aktuellen Konzept „Giro Challenge 2010“. Eine gute Idee, die zum Mitmachen anregt und auf einem interessanten Konzept für Jugendliche basiert. Gut auch der Brückenschlag der Synergieerzeugung mit der Hautpstadtseite Berlin.de, die die Kandidatensuche ausschrieb.

Der Corporate Twitter Account ist eher ein erweitertes Sales-Promotionstool wie man derzeit am Beispiel der Autokredit-Aktion mit Gebrauchtwagen.de ersehen kann. Der übergreifende Youtube Channel der Sparkasse und auch der DEKA Investment Unternehmensbereich vorwiegend auf die eigenen Werbespots zurückgreift, wobei letzterer auch schon kleine Ansätze von informativem Web-TV liefert.

Generell wirken die Accounts noch wenig lebendig und wird selten aktualisiert.

West LB
Man könnte wahrlich sagen, im Westen nichts Neues. Wenn bei Google mein Post zu Social Media und Web 2.0 in Verbindung zur WestLB immernoch als erstes Ergebnis angezeigt wird, dann steht dort offensichtlich Social Media nicht auf der Tagesordnung und ist auch weiterhin kein Bestandteil der webstrategischen Planung.

Spot On!
Vielleicht machen die Banken ja ordentliches Social Media Monitoring. Dann wird sich in den Kommentaren sicherlich bald eine Antwort auf einige Fragen finden. Grundsätzlich fällt auf, daß die populären Social Networks gerne als verlängerter Marketingkanal gesehen werden und sehr kampagnengetriebenen Einsatz erfahren.

Ansonsten muss man mal feststellen, daß Social Media selbst in einer größeren Studie zur Bank 2015 nicht einmal erwähnt wird. Verwundert es da, daß einige Banken sich die Kundenkommunikation nach traditionellem Vorbild genehmigen und stärker auf ihre Kernkompetenzen Beratung und Vertrieb konzentrieren sowie strategisch wenig relevante Bereiche outsourcen?

Ob Social Media wohl zukünftig im Kundengeschäft des Bankenwesens eine Rolle spielt? Und ob Social-Banking auf Facebook bald zum Alltag gehört, darf man trotz einer verheissungsvollen Steria Mummert Consulting Studie wohl eher anzweifeln.

Unerklärlich bleibt mir, warum das Thema Blogs wenig Anklang bei Top-Banken findet. Obwohl doch selbst die Deutsche Bank in ihren Marktforschungsbemühungen das Wirkungspotential bereits vor Jahren erkannt hat. Aber vielleicht habe ich die auch übersehen…? Wer weiß…

PS: Danke an Brandflow für ein paar Links zum Post.

5 strategic reasons why brands need a mobile app

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Many companies ask themselves whether it makes sense to set up a mobile app. Now, often customers may ask themselves if their needs or the business interest of the company is the main driver for this decision. One thing is for sure: Mobile Apps and the mobile web, not just because of the iPad hype, are getting more and more attention from a business perspective – from companies and brands as well as from prosumers.

But apps are not completely undisputable as a verhicle for company content. Some people are already talking about an apps economy and argue apps are „valled gardens“, going against the ideology of the web 2.0 and provide content censorship. Others appreciate the user-friendly approach they offer. App developers -according to a study by Appcelerator– are more and more interested in Android then in iPhone or iPad development. And another study shows that the user adoption of apps is comparable for both systems.

The discussion about the relevance, necessity and sustainability of mobile apps will continue. The hype is there and cannot be mistaken. This is the main reason why companies think about setting up an app. But before companies start to set up an app, they should be thinking about the customers intention to use such apps. In the end, apps serve the brands interest to keep customers and make them happy with their products.

In the last days, I have set up 5 reasons why companies should produce an app for their brand, product or service as an important tactic for customer engagement.

1. Trendsetter
Innovation is the quicksand for the future of a brand. Is a company’s strategic orientating going in the direction of an outstanding position for market development, the mobile app is expected internal and external. If the external perception by customers is similar, no company will miss the permanent access opportunity to talk communicate with their customers. Especially when the brand can offer all news to the customer any time, any place, anywhere in short and essential information flow – without any possibility of distraction that the web 2.0 offers. And, only customers that see themselves as trendsetters follow the news of a brand in real-time.

2. Brandsetter
Being the first and best brand is and was always a competitive advantage – not only in the real-time web (see Starbucks, Dell, Amazon, Spreadshirt, etc.). It generates powerful PR and the wonderful buzz effect of the social web community. In a competitive market landscape brands need to have a closer look at their presence and sustainability. The omni-presence and power of a brand can be optimized with as mobile app. Especially, in a consumer engagment driven economy marketers often asked: „What’s the latest cool app?“ As soon as you show it to them, the app is being downloaded, tested and gets (in most cases) feedback by reviews. It climbs up in the app ranking and gets the desired brand attention from the app economy.

3. Fansetter
As brands are becoming more and more exchangable, the prosumer is more likely to swap from brand to brand. What Facebook offers with their Facebook ad strategy (including fan pages), is the app for the mobile user. It is a closed surrounding for interaction between customers and brands, in which brands can concentrate in the customer dialogue. Customers who „like“ their brands will take time for it (even flyers and catalogues are used as cross-selling products and get their awareness) and want to be the first to know. In the past, Nokia and the symbian system owned the market. The iPhone has revolutionized this market. Android followed and offers some good alternative for the future. The choice for a mobile is changing quickly. Brands who want to keep their fans need to offer an app for all systems.

4. Standardsetter
Brands that want to keep their market leading position should set a standard. They can set up „rules“ (standards) for industry sector processes, or may be offer those to the market. Often these lead to common sense standards which supports convergent markets and boost the brand. This applies for communication, product development and customer service. And although companies might learn from the mistakes of the competitors, the question is: Why not setting the standard for the competition? This is the idea of the web 2.0 ideology. Nothing is perfect from the beginning. if something is missing, it can be optimized, adjusted or set up anew – from the brand itself or from the community of the prosumer.

5. Servicesetter
24/7 service and support is a set standard for the modern customer. The more mobile the humen being becomes -not only in terms of web usage- the more it is awaiting the ‚always-on’acces to brand service. And the quicker the prosumer finds relevant data like hotlines, the happier he/she will be. An example? OK. This week, my wife called meand said: „Hey, you have the Nespresso app. Can you tell me their service hotline? The mashine is broken…“ – „Sorry Darling, I can see their latest commercial, can buy tabs, etc. – but the hotline number is nowhere here…!“. Interested to see if Nestle understands what I mean (I doubt they will reply. On XING there was no feedback for weeks when I send them a message).

Spot On!
37% of smartphone user have bought with their mobile in 2009 according to a Compete study. And 91% of the Americans use mobile devices for social networking. if this is not enough to see where the trend is heading to, then I maybe misunderstanding the future and necessity for apps there.

BTW: The Strategy Web also has mobile apps which were nicely produiced by Motherapp – one for Android and one for the iPhone. THX, guys – you are doing a great job!

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