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:


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:


SMTLS Group Picture

Author: Jonas



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