Permalink

2

We are the Digitalization Think:Lab now !!!

Dear loyal readers,

The Internet evolves faster than ever before. Many changes we observe in online markets today can not be attributed to social media alone. We have learned that the digitalization of markets is a broader phenomenon. That’s why we decided to rename our Social Media Think:Lab the Digitalization Think:Lab.

Digitalization Think:Lab

This is the press release, which will be send out tomorrow morning. Like always, read it first on our blog:

ENGLISH VERSION
Roland Berger Strategy Consultants and University of Münster Expand Research Center for Digitalization Trends

Munich, July 2013: Over the past 10 years, digitalization has been seeping into almost any area of private life – making payments online, using crowd-supported navigation in street traffic or making plans with friends via Facebook. Digital products and services have become an integral part of the life of virtually every consumer. “The information and communications industry already creates more commercial value than, for instance, the automotive and mechanical engineering sector,” says Egbert Wege, digitalization expert at Roland Berger Strategy Consultants. “With the emergence of new technologies, the value of digitalization for the consumer will again at least double over the next five years.”

Therefore, Roland Berger and the University of Münster’s Marketing Center decided to intensify their research partnership. The new joint competence center is called Digitalization Think:Lab. “We recognized that the developments in social media alone weren’t enough to truly grasp the technology-driven transformation of the economy,” explains Thorsten Hennig-Thurau, Professor at the Marketing Center Münster. “That’s why we renamed our Social Media Think:Lab the Digitalization Think:Lab, in order to acknowledge the significantly broader scope of the joint research projects.”

Numerous findings from this collaboration were included in the German Social Media Consumer Report published at the beginning of this year. According to the report, the megatrend Digitalization has fundamentally changed consumer behavior. “With an average share of 22%, information from social media and the Internet already exert the greatest influence on purchasing decisions in Germany,” says Jonas vor dem Esche, head of the Digitalization Think:Lab.

The German Economy has to Play Catch-up
Yet the German economy seems to still be underestimating the extent and effects of this digital transformation: “Digitalization is a sleeping giant: once awakened, it contains enormous disruptive potential. Its effects have already been painfully felt by the music industry, for example,” says Prof. Björn Bloching, Partner at Roland Berger Strategy Consultants. This underestimation is why providers such as Napster, iTunes and later Spotify and Netflix were able to shake up the entire media industry. Print journalism, too, is still searching for ways to adapt their business models to cope with this change.

“Many companies are still not thinking creatively enough,” warns Wege. The IT industry has been demonstrating for years how the usage of already existing data can be the key to success. For example, waste removal companies outside of Germany sometimes use GPS data from smartphones to deploy their fleets more efficiently. “Where you have a lot of people gathered together, that’s where the dumpsters need to be emptied more often,” says Wege.

Digitalization is far from over, predicts Prof. Hennig-Thurau. “For instance, the foreseeable market maturity of 3D printers will soon demonstrate a serious a serious threat to established business models.” With their joint research projects, the University of Münster and Roland Berger Strategy Consultants attempt to understand and quantify such trends.

Later this year, the Journal of Interactive Marketing will, for example, publish the results of the international research conference that Roland Berger and the University of Münster were hosting on this topic in Munich. In addition, research findings of the Digitalization Think:Lab are available at www.digitalizationthinklab.com.

GERMAN VERSION
Die Strategieberatung Roland Berger und die Universität Münster bauen Forschungscenter für Digitalisierungstrends aus

München, Juli 2013: Die Digitalisierung hat in den vergangenen zehn Jahren in nahezu allen Bereichen des privaten Lebens Einzug erhalten – sei es beim Bezahlen im Internet, bei einer Crowd-gestützten Navigation im Straßenverkehr oder bei Verabredungen mit Freunden via Facebook. Digitale Produkte und Dienstleistungen sind integraler Bestandteil des Lebens nahezu aller Verbraucher geworden. „Die Informations- und Kommunikationsbranche trägt heute bereits mehr zur gewerblichen Wertschöpfung bei als etwa die Automobil- und Maschinenbauindustrie. Durch die Entwicklung neuer Technologien wird sich in den kommenden fünf Jahren der Wert der Digitalisierung für den Konsumenten nochmals mindestens verdoppeln“, sagt Egbert Wege, Digitalisierungsexperte von Roland Berger Strategy Consultants.

Vor diesem Hintergrund intensivieren die Strategieberatung Roland Berger und das Marketing Center der Westfälischen Wilhelms-Universität ihre Forschungskooperation und bauen ihr Social Media Think:Lab zum Digitalization Think:Lab aus. „Wir haben erkannt, dass die Entwicklungen im Bereich Social Media allein nicht ausreichen, den weitreichenden Wandel der Wirtschaft zu begreifen, der aus der Digitalisierung resultiert“, sagt Dr. Thorsten Hennig-Thurau, Professor am Münsteraner Marketing Center. „Mit dem Digitalization Think:Lab tragen wir dem mittlerweile deutlich größeren Rahmen der gemeinsamen Forschungsprojekte Rechnung.“

Zahlreiche Ergebnisse dieser Kooperation flossen Anfang des Jahres in den German Social Media Consumer Report ein. Demnach hat die Digitalisierung als Megatrend schon heute das Verhalten von Konsumenten grundlegend verändert. „Mit einem durchschnittlichen Anteil von 22 Prozent haben Informationen aus Social Media und dem Internet bereits heute den größten Einfluss auf Kaufentscheidungen in Deutschland“, sagt Jonas vor dem Esche, Leiter des Digitalization Think:Lab.

Nachholbedarf in der deutschen Wirtschaft
Doch die deutsche Wirtschaft scheint die Tragweite und die Folgen des digitalen Umbruchs zu unterschätzen: „Die Digitalisierung ist ein schlafender Riese: Einmal geweckt, birgt sie enormes disruptives Potenzial. Die Auswirkungen dieser Entwicklung hat die Musikindustrie bereits schmerzhaft zu spüren bekommen”, sagt Prof. Dr. Björn Bloching, Partner von Roland Berger Strategy Consultants. So haben Anbieter wie Napster, iTunes und später Spotify und Netflix die Medienbranche vollständig umgekrempelt. Auch der Print-Journalismus sucht seit Jahren nach Lösungen, dem Wandel mit passenden Geschäftsmodellen zu begegnen.

„Viele Unternehmen denken aber immer noch zu wenig kreativ“, so Roland Berger-Experte Wege. Die IT-Branche zeigt schon seit Jahren, wie die Nutzung verfügbarer Daten zum Erfolgsschlüssel werden kann. So greifen zum Beispiel ausländische Entsorgungsunternehmen teilweise auf GPS-Daten von Smartphones zurück, um ihre Fahrzeugflotten effizienter einzusetzen. “Wo viele Leute versammelt sind, müssen auch die Mülltonnen öfter geleert werden”, sagt Egbert Wege.

Allerdings ist die Digitalisierung noch lange nicht abgeschlossen, meint Professor Hennig-Thurau. „Beispielsweise wird die abzusehende Marktreife von 3D-Druckern viele etablierte Prozesse und Geschäftsmodelle nochmals über den Haufen werfen.“ Mit gemeinsamen Forschungsprojekten wollen die Universität Münster und Roland Berger Strategy Consultants solche Trends verstehen und quantifizieren.

In der zweiten Jahreshälfte veröffentlicht etwa die Fachzeitschrift Journal of Interactive Marketing die Ergebnisse der internationalen Forschungskonferenz, die die Strategieberatung Roland Berger und die Universität Münster organisiert haben. Die Forschungsergebnisse des Digitalization Think:Lab werden außerdem unter www.digitalizationthinklab.com frei veröffentlicht.

Permalink

4

Social Media, Consumer Empowerment, and He-Man – A Snapshot of one of our Current Research Projects

At the dawn of the Internet, scholars began predicting a shift in power from the marketer to the consumer, suggesting a new form of consumer–firm relationship. With the introduction of the World Wide Web, ordinary consumers gained access to vast amounts of information and developed opportunities to influence their own lives, in the marketplace and beyond. The social media landscape of ubiquitous connectivity, enabled through mobile devices, in turn has not only enhanced access to information but also allowed consumers to create content and amplify their voices, across the globe, to anyone willing to listen (Labrecque, vor dem Esche, Mathwick, Novak, Hofacker 2013).

This presentation is a snapshot of one of our current reseach projects – together with Lauren Labrecque, Charla Mathwick, Tom Novak, and Charles Hofacker – and a result of the discussions we had during the Social Media Think:Lab Thought Leaders’ Summit 2012. It explores the intersection of consumer behavior and social media and shows five distinct channels through which consumer power is created in the Internet and social media. The presentation has been prepared for the 42nd European Marketing Association Conference in Istanbul, June 2013.

Permalink

1

Interview Partners for Social Media Research Project Needed

We are currently looking for German speaking interview partners from the Münster area for our latest social media research project. The 45 minutes personal interview will be on your experiences with social media activities from companies you like or follow. You receive a 20,-€ allowance for your time and help. If you are interested, please fill out our pre-questionnaire so we can evaluate if you are eligible for this interview. Your help is much appreciated! :-)

Click here for the questionnaire!


Wir suchen aktuell deutschsprachige Interviewpartner aus dem Raum Münster für unser neuestes Forschungsprojekt. Das ca. 45-minütige, persönliche Interview bespricht Deine persönlichen Erfahrungen mit den Social Media-Auftritten von Unternehmen, die Du magst und denen du folgst. Als kleines Dankeschön erhält jeder Interviewteilnehmer eine Aufwandsentschädigung von 20,-€. Falls Du interessiert sein solltest, fülle bitte unseren Vorabfragebogen aus, damit wir besser bewerten können, ob Du für ein Interview in Frage kommst. Bereits vorab vielen Dank für Deine Hilfe! :-)

Hier geht’s zum Fragebogen!

Social Media and Companies

Permalink

46

New study: German Social Media Report 2012 / 2013

Dear all,

we are very proud to present you our first German Social Media Report 2012 /2013.

German Social Media Report 2012 / 2013

The report analyzes the importance of social media for consumption and is representative for the German population. These are the key findings:

  1. For social media, “infancy” is over! In 2012, social became mainstream and are now heavily used by all strata of the German population. No matter what age, educational background, or income, and no matter where in Germany they live, everyone uses social media.
    • The average Social Media Index, which measures social media usage intensity for German citizens is 7.5 (on our scale the daily use of a single social networks such as Facebook warrants 3 points).
    • The vast majority of Germans use social media several times a day.
    • Social networks vary significantly with regard to the people they attract. On average, Twitter users are the most active people, whereas Xing users are the wealthiest – and both networks have the highest educated users.
  1. People have started to use social media to improve major aspects of their daily lives, including those which affect businesses.
    • In 2012, social media were already as important for consumers’ purchase decisions  as TV ads, traditional direct marketing, and public advertising. They were even more important than radio!
    • Over the 19 industries covered by this report, social media influence the purchase decisions of German consumers on average by almost 8 percent.
    • The more involved people are in a particular purchase, the more they use social media.
    • On average, social media accounts for about 6 percent of the development of brand relationships.
    • In private life, social media are now the second most important communication medium for German consumers. Only the telephone is (still) more important.
  1. Companies have not fully adapted to this change in society yet.
    • German advertising expenditures still have a considerably skewed distribution, favoring the established media channels TV and print. Although traditional websites and social media explain more than 22 percent of German consumers’ purchase decisions, German companies currently only spend 12 percent of their advertising budget on these channels.
    • Companies still fail to communicate effectively with consumers through social media. Currently, 60 percent of German consumers cannot see much value in the social media messages they receive from companies.
    • By and large, communication practices vary strongly between private and business communication. New means of communication and information sharing like social networks, messenger services, or location-based services are rarely used in German companies. Only 3 to 7 percent of German employees use these services frequently, and up to 86 have never used any of these services professionally.

Download the full report here!

(JvdE)

Permalink

0

think:act content – Changing the Game

Social media has transformed traditional marketing into a chaotic, haphazard game where old rules no longer apply and new rules have yet to emerge. In the face of such turmoil, how can companies play the game and win, using social technologies to support their business?

Read more in our new think:act content – Changing the Game.

 

TAC Changing the Game

(JvdE)

Permalink

8

Social Media Think:Lab Thought Leaders’ Summit 2012

Dear Social Media Think:Lab Thought Leaders’ Summit participants:

It was a great pleasure having all of you in Munich! Thanks a lot for all your brilliant ideas, all your enthusiasm, and all your whise structuring of the social media realm.

We are very much looking forward to your contributions to the upcoming special issue of the Journal of Interactive Marketing!


This is the press statement, which we send out today. As always, read it first on our blog:

——————————

Press Statement: Social Media Think:Lab Thought Leaders’ Summit 2012

The development of “Strategies for Successfully Managing Businesses in a Social Media Environment” was the focus of a two-day, international summit of the leading social media researchers, which took place from 19th to 21st September in Munich.

Professor Thorsten Hennig-Thurau, Academic Director of the Social Media Think:Lab, sums up the results of the conference as follows: “Social media are influencing and impacting on marketing far more than most enterprises presently want to admit or accept. In five years’ time, no enterprise that rails against this societal change will still be competitive”. Professor Björn Bloching, Partner at Roland Berger Strategy Consultants and co-founder of the Think:Lab adds: “The networked individual has not been a mere utopia for quite some time now. Social networks are in the process of completely reforming the reality of life for most people. From the business perspective, this applies to customers and employees alike”.

Therefore, the 30 researchers and social media experts confirm that in the coming years, enterprises will have to successively reconsider and adapt almost all processes that either relate to market-related communication or to that with employees. During the two and a half days, in six working groups, these processes, which range from customer relationship management to sales to the entire organization, were scrutinized in considerable detail. As part of the conference, the results were also discussed intensively by a committee comprising 30 German CEOs and marketing directors.

“Combining intellectual resources from academia and social media practitioners alike led to very profound and holistic discussions on that topic. I have not found something like that on any other social media conference yet” acknowledges Egbert Wege, Principal at Roland Berger. “The results make a substantial contribution to the state of the arts of marketing research and will therefore appear in edited form in a special edition of our journal”, promises the editor of the American research-oriented Journal of Interactive Marketing Prof. Dr. Charles Hofacker. For those who cannot wait that long, there will be an interim summary of the conclusions on the blog of the Social Media Think:Lab soon. For current information on this subject, see: www.socialmediathinklab.com.

——————————

Presseerklärung: Social Media Think:Lab Thought Leaders‘ Summit 2012

Die Entwicklung von „Strategien zum erfolgreichen Management von Unternehmen in einer Social Media-bestimmten Umwelt“ standen im Zentrum des zweitägigen, internationalen Gipfeltreffens der führenden Social Media Forscher vom 19.-21. September 2012 in München.

„Soziale Medien beeinflussen das Marketing weit stärker, als die meisten Unternehmen es heute anerkennen möchten. In fünf Jahren wird kein Unternehmen mehr wettbewerbsfähig sein, welches sich diesem gesellschaftlichen Wandel verwehrt.“, fasst Professor Dr. Thorsten Hennig-Thurau, wissenschaftlicher Direktor des Social Media Think:Lab, die Ergebnisse der Konferenz zusammen. „Der vernetzte Mensch ist längst keine Utopie mehr,“ ergänzt Prof. Dr. Björn Bloching, Partner bei Roland Berger Strategy Consultants und Mitgründer des Think:Lab. „Soziale Netzwerke sind im Begriff, vollständig mit der Lebensrealität der Menschen zu verschmelzen. Aus Unternehmenssicht gilt das für Kunden und Mitarbeiter gleichermaßen.“ Unternehmen werden daher in den nächsten Jahren sukzessive nahezu alle Prozesse überdenken und anpassen müssen, die entweder mit der Kommunikation mit den Märkten oder mit Mitarbeiterinteraktionen in Beziehung stehen, so das Fazit der 30 Forscher und Social Media Experten. Während der zweieinhalb Tage haben sie sich in sechs Arbeitsgruppen diese Prozesse von Customer Relationship Management über Vertrieb bis hin zur gesamten Unternehmensorganisation sehr genau angeschaut. Im Rahmen der Konferenz wurde die Ergebnisse außerdem mit einem Beirat aus 30 CEOs und Marketing-Direktoren führender Unternehmen intensiv diskutiert.

“Die Verbindung von Wissenschaft und Praxis hat der Diskussion um die Potentiale von Social Media eine Qualität gegeben, die man auf anderen Konferenzen oft vermisst”, resümiert Egbert Wege, Principal und Social Media-Experte bei Roland Berger Strategy Consultants. „Die Ergebnisse leisten einen substanziellen Beitrag zum aktuellen Stand der Marketing-Forschung und werden daher in aufgearbeiteter Form in einer Sonderausgabe unseres Journals erscheinen.“, verspricht der Editor des amerikanischen Forschungsmagazins Journal of Interactive Marketing Prof. Dr. Charles Hofacker. Wer nicht so lange warten möchte, findet in der Zwischenzeit auf dem Blog des Social Media Think:Lab aktuelle Informationen zu dem Thema: www.socialmediathinklab.com.

——————————

SMTLS Group Picture
(JvdE)

Permalink

1

Social Media Think:Lab Thought Leaders’ Summit (pt. 2)

Social Media Think:Lab Thought Leaders‘ Summit: Day 2

“Business meets Academia” – the first session of the day was dedicated to an exchange of ideas between our business guests and academics.

We did not only want to give our business guests the chance to learn about social media by talking to the academics and asking them about their views but we also wanted to provide the academics with the opportunity to get some inspiring thoughts and ideas for their own research about social media. Hosted by Prof. Dr. Hennig-Thurau, the academics quickly started engaging with our and time passed by very fast.

After this short “Early-morning” session, the academics were heading back into their individual research tracks to finalize their presentation on the 6 different social media topics they were working since the day before.

Watch this little video snippet get an idea of what the “Social Media Metrics” group was working on. Prof. Dr. Kay Peters is presenting the first ideas which he elaborated on in the final presentations that every group gave in the morning and afternoon in front of the whole audience:

vimeo.com/49840466

After a full 1.5 days the final presentations of the six research tracks have been very interesting and already were very promising in terms of what will come out as a Journal article in a special issue on social media in the Journal of Interactive Marketing.

Summit participants left the summit happily and are already looking forward to the Social Media Think:Lab Thought Leaders’ Summit 2013! Stay tuned!

(VG)

Permalink

1

Social Media Think:Lab Thought Leaders’ Summit 2012

Social Media Think:Lab Thought Leaders‘ Summit: Opening dinner & Day 1:

After the participants arrived in Munich on Wednesday, the summit started with a traditional Bavarian dinner at the “Museumsstüberl”. Host Thorsten Hennig-Thurau welcomed everyone before Charles Hofacker proved his skills when he opened a keg with a wooden hammer. The informal event was an excellent opportunity to meet old friends and get to know new people.

On Thursday, everyone was ready to discuss interesting social media topics. Thorsten Hennig-Thurau, Charles Hofacker as well as Björn Bloching and Egbert Wege from Roland Berger gave a short overview on the summit agenda and the work streams. The teams of world-leading social media academics and practitioners then discussed six social media topics.

At 5 pm, leading managers from different industries joined the group when Björn Bloching held his keynote speech, which showed the importance of customer data and gave several examples of good and bad “big data” usage. It was followed by an interesting panel discussion where academia had to answer practitioners’ questions. Discussions were continued during dinner at the “Dallmayr” with some nice food and wine.

(JF)

Page 3 of 712345...Last »