Teil 1: Erfolgsmessung im Social Web: Geht das überhaupt?
Einleitung
Traditionelle Markenkommunikation
Die traditionelle Markenkommunikation kreist gerne um sich selbst und ihre Markenwerte. Aufgabe von Kampagnen ist es primär die Markenwerte so zu kommunizieren, das ein positiver Imageeffekt entsteht. Diese “alte” Denkweise basiert meist auf Kontrolle und möchte die Markengedanken ausschließlich selber und unidirektional kommunizieren.
Markenführung in Zeiten von Social Media
Während “normale” Surfer immer mehr Zeit in Social Networks wie etwa Facebook verbringt, erkennen auch Unternehmen das Potenzial, das Social Media ihnen bietet.
So sind mittlerweile 60% der 100 Top-Marken in Deutschland in Social-Media Kanälen vertreten oder experimentieren damit (laut einer Studie von Construktiv). Vor allem Facebook hat sich auch für Unternehmen zu einer relevanten Marketingplattform entwickelt, die sich beispielsweise positiv auf den Kundendialog oder die Kundenbindung auswirken kann. Unternehmen müssen im Social Media nicht mehr durch lautes “Geschrei” übertönen, dass sie bzw. ihre Produkte eigentlich überflüssig sind.
Unternehmen sollten daher unbedingt verstehen welche Bedeutung die Begriffe Beziehung und Relevanz haben. Es geht darum langfristig Vertrauen und vor allem Beziehungen aufzubauen.
Ein Umdenken ist vor allem hinsichtlich der Markenkommunikation notwendig. Denn: Was nicht relevant ist, wird langfristig “sterben”. Dinge wie E-Mail- oder Newsletter-Marketing entsprechen eher dem traditionellen Markengedanken. Das Internet stärkt jedoch die Position der User bzw. Konsumenten. Und dieser kann selber entscheiden was ihn interessiert – und was eben nicht.
Ein kurzfristiges Kampagnenmodell existiert nicht. Hierbei ist der Einsatz der POST-Methode ein sehr sinnvolles Vorgehen.
Aufgrund des großen Zeit- und Ressourceneinsatzes, die für die Betreuung von Social-Media-Aktivitäten notwendig ist, gehen aktuell Berater, Agenturen und natürlich auch die Unternehmen selber der Frage nach dem Erfolg ihrer Bemühungen nach.
Warum ist eine Page Impression im Social-Media uninteressant?
Ich bin der Meinung, dass eine Erfolgsmessung unabdingbar wichtig ist. Nur wie? Klar ist hierbei vor allem erstmal eines: Die etablierten Online-Messgrößen erfassen nicht das, was Social Media vom alten Markengedanken unterscheidet. Denn: Social-Media gibt greifbaren bzw. sichtbaren Menschen eine greifbare und direkte Stimme. Es geht um Beziehungen und um Kommunikation. Und die menschliche Kommunikation ist eine komplexe Angelegenheit.
Standardmeßgrößen wie eine PI (Abruf einer Einzelseite) helfen uns hier also nicht wirklich weiter. Auch Reichweite ist im Social Media nur bedingt hilfreich. Natürlich ist es gut zu wissen wie viele Fans meine Fan-Page auf Facebook hat. Aber: Wer seine kleine, feine Zielgruppe mit beispielsweise 500 Leuten erreicht ist doch erfolgreich? Auch wenn das über die Kanäle im Social Media nicht alle User mitbekommen (was ja ganz gut so ist).
Und noch etwas: Nur die wenigsten Sozial-Media-Aktivitäten werden einen kurzfristigen Erfolg im Sinne eines ROI erzielen.
Es gibt keine allgemein gültigen Kennzahlen für Social Media!
Bevor man sich überlegt wann man erfolgreich ist, sollte man zuvor über die Ziele im klaren sein (das ist nix neues, dennoch kann man das nicht oft genug sagen)! Denn nur wenn klar ist, was man beabsichtigt, kann man auch wissen ob man erfolgreich ist.
Wovon diese Ziele abhängen und wie eine Erfolgsmessung im Social Web funktionieren kann, zeige ich im 2. Teil 
Tags: ROI
This entry was posted on Sonntag, März 21st, 2010 at 17:30 and is filed under Social Commerce, Socical Web, Web2.0. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
16:19 on Februar 25th, 2011
hallo lars,
wo ist denn der 2te teil von deinem beitrag erfolgsmessung im social web? würde mich sehr interessieren
16:51 on März 29th, 2011
sehr guter eintrag. wo kann ich den 2.teil zur erfolgsmessung finden? danke. tina
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