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The Next Big Thing: VRM – The Reciprocal CRM

July 7, 2009 |  by  |  eBusiness  |  Comments Off on The Next Big Thing: VRM – The Reciprocal CRM

VRM, or Vendor Relationship Management, is the reciprocal of CRM, or Customer Relationship Management, it provides customers with tools for engaging with vendors. Developing tools for customer independence and engagement with vendors seems to be next Big Thing.

Doc Sears wrote some catchy explanations in the VRM Blog:

What VRM proposes is shifting appropriate relationship responsibility to customers, for the simple reason that the customer is, for many purposes, the best point of integration for his or her own data and the best point of origination for what can be done with it.

For example, a customers VRM system should be able to say, globally, I want receipts emailed to me. Here is my email address. You can do business with me if you don’t share that address with anybody, and if you don’t send me unwanted emails. Sign here (digitally) if you agree to these terms. Yes, that may sound scary to sellers, but guess what? The customer-control horse left the seller’s barn as soon as the Internet came along. All that precious customer data that sellers think they own is a tiny fraction of what they can gain from customers in a relationship where both sides are open to whatever the other brings to the table. In other words, one in which the seller does not speak of acquiring, managing, controlling, owning or locking in customers as if they were slaves.

Much more money to be made in VRM than in CRM:

My point: it’s early. The Net is a giant zero between everything and everybody. It takes distance, connectivity and the costs of storage and distribution all toward zero. There is still plenty of money to be made at the commodity level (just ask Nick Carr, or Amazon), but that’s one more reason why the Giant Zero is a great place to build all kinds of new businesses. And why it’s still very, very early in what Craig Burton calls the terraforming of the Net’s new world.

The point […] is that there is much more money to be made, in this Giant Zero world, in helping demand find and drive supply, than in helping supply find and drive demand. And that this will be much better for the supply side than the old system, where suppliers have to do it all.

Webciety: Community Marketing Panel auf der Cebit

March 9, 2009 |  by  |  eBusiness  |  Comments Off on Webciety: Community Marketing Panel auf der Cebit

Panel Diskussionen mit interessanten Diskutanten sind eine Freude, auch – oder gerade dann, wenn die Meinungen auseinander gehen. So habe ich mich auch über den Anruf von Björn Negelmann gefreut, der mich in die Diskussion zum Thema “Community Marketing” gebeten hat, die live als Webcast gesendet wurde. Unten die Aufzeichnung von zaplive.tv.

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Panel Teilnehmer (v.l.n.r.): Prof. Dr. Ralf Schengber (Professor/GF, FH Münster/DSaF GmbH), Frank Schultheiss (GF Deine Tierwelt GmbH & Co. KG), Dirk Beckmann (GF artundweise GmbH), Markus Beele (Director Digital Marketing Central Europe, Warner Music), Arne Flick (Inhaber, rio nord)

Nielsen Studie: How social networks are creating a potentially transformational change in consumer behaviour

March 9, 2009 |  by  |  eBusiness  |  Comments Off on Nielsen Studie: How social networks are creating a potentially transformational change in consumer behaviour

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Ganz Interessant zu beobachten, wie die “Groundswell” jetzt auch durch Deutschland spült. Die aktuelle Nielsen Studie zeigt deutlich, die unaufhaltsame Entwicklung. Willkommen im “Age of Engage”.

Consumer engagement within social
networks has the potential to change
the way consumers are targeted, not
just through the digital medium, but
through all forms of traditional media.
Whilst a few billion dollars of ad revenue
can’t be wrong, the prevailing wisdom is
that the current level of advertising
activity on social networks isn’t
consummate with the size and highly
engaged levels of the audience.

Die Entwicklung der unterschiedlichen Ansätze von Facebook und MySpace in 2009 soll Aufschluss bringen:

The industry is faced with a real Catch-22
situation. Part of Facebook’s extraordinary
subscriber growth is due to a clean
design with little advertising clutter;
consequently, the audience growth
hasn’t been accompanied by a similar
surge in advertising revenue. On the
other hand, MySpace’s more customisable
entertainment and content-oriented
offering carrying more advertising
has been more successful at attracting
advertising revenue, yet MySpace’s
audience is flattening. The industry will
be watching very closely at which one of
these fundamental differences in strategy
will prove the most successful in
attracting advertising revenue in 2009.

Face(book) Time: 150 MIO User in 5 Jahren – das Handy brauchte dafür fast drei mal so lange

March 5, 2009 |  by  |  eBusiness  |  1 Comment

Zuckerberg’s not interested in selling to Microsoft; he wants to build the next Microsoft. And with 175 million “friends,” he’s off to a helluva start.

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Keine Sättigung in Sicht – ganz im Gegenteil: 5 MIO neue User jede Woche.

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Die komplette Cover Story aus der aktuellen Fortune Ausgabe ist ein journalistisches Highlight und hier frei im Internet zu lesen.

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Nur das allein wäre zu wenig für Facebook und so ist in der aktuellen Ausgabe des Economist ebenfalls ein sehr interessanter Artikel mit dem Titel “Primates on Facebook“.

Thus an average man “one with 120 friends” generally responds to the postings of only seven of those friends by leaving comments on the posting individual’s photos, status messages or wall. An average woman is slightly more sociable, responding to ten. When it comes to two-way communication such as e-mails or chats, the average man interacts with only four people and the average woman with six. Among those Facebook users with 500 friends, these numbers are somewhat higher, but not hugely so. Men leave comments for 17 friends, women for 26. Men communicate with ten, women with 16.

Hier wird die Dunbar Number aufgegriffen – wie viele Freunde kann unser Gehirn vertragen? Spannend auch die Frage, welchen Einfluss digitale Freunde auf die Größe des realen Freundeskreis haben: demnach keinen?

Stanford Professor und SAP Milliadär machen Design fürs Denken

February 20, 2009 |  by  |  eBusiness  |  Comments Off on Stanford Professor und SAP Milliadär machen Design fürs Denken

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Die Gelegenheit kommt nicht oft einen Stanford Professor im Gespräch mit einem Software-Milliadär zu erleben. So war es auch ein Genuss den Anekdoten von David Kelly und Hasso Plattner zu folgen, die die beiden in der Vision vereinen, das Denken als kreativen Design Prozess zu strukturieren, wenn es um die Lösung von Problemen – um Innovationen geht.

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Ein durchlauf dieses “Design Thinking” Prozesses für das Problem “Kaffeetrinken beim Radeln” zeigt das erste Video. Etwas seriöser, aber nicht weniger unterhaltsam ist das Video aus etwas jüngerer Zeit von David Kelly.

Einen ausführlichen Bericht über den Abend gibt es bei der Gründerszene.

Colgate, Mars und Nestle: wie Social Network Marketing in der Pet Branche funktioniert

February 20, 2009 |  by  |  eBusiness  |  Comments Off on Colgate, Mars und Nestle: wie Social Network Marketing in der Pet Branche funktioniert

Mit verschiedenen Ansätzen und diversen Brands investieren die großen Konzerne in nutzergetriebene Kommunikationskonzepte. Einige Beispiele für die Spannweite zeigen Pro Plan oder Hills. Eine gute Übersicht über die Aktivitäten habe ich in dem Blog PET BRANDS IM SOCIAL WEB zusammengetellt.