Federal Association for the Digital Economy on the changes in companies in 2011: 10 theses on the future of social media {Trend! Study}

And another prognosis: The Federal Association for Digital Economy sees major changes in all areas of the company thanks to social media – from Marketing to product development. The budget should also increase.

The theses of the BVDW

The Bundesverband Digitale Wirtschaft (BVDW) eV has ten theses on Future published by social media in 2011. The Social Media specialist group in the BVDW sees significant changes in many areas of the company such as marketing, public relations, market research, customer retention, human resources and product development. Especially medium-sized and small ones Companys will use social media more intensively in 2011.

Activities and budgets should increase. At the moment, social media is mainly used in marketing and for public relations. In the coming months, social media will also be used in areas such as human resources, market research and product development Significance win.

And the fact that large companies in particular use social media is also set to change. This year, small and medium-sized companies in particular will take advantage of the direct Communication discover for yourself with the user. Accordingly, social media activities and budgets will continue to increase in 2011 as well clear .

10 BVDW Theses on the Future of Social Media in 2011:

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Social media is integrated into company organizations

The question of the right form of organization for the area of ​​social media is becoming a bigger topic. "Hobby-Solutions” with interns have had their day. The phase of a hype or trend is over, social media is becoming Everyday life and wants to be organized across disciplines. The area of ​​corporate communication will play a central role across all departments.

Employer Branding 2.0

Employer branding in social media is becoming an essential part for companies when recruiting new employees. Static personnel areas on homepages and pure advertising portals were yesterday. Not only customers become more sophisticated, too Candidate rely on user-generated content in their decision-making process and inform themselves about the companies based on their own presence and their evaluation as well as the activities of theirs Employees on social media.

Product development is socialized

The development of new products and services is placed on a broader footing. An extremely broad knowledge base as input for product development and extremely fast Feedback internal and external leads increasingly to "adaptive engineering". Soon the time of protracted Mafos (surveys, observations, etc.) before the introduction / development of new products could be over.

CRM will no longer be what it was

Last year, the relationship management was largely unsocial. In 2011, we will experience an increasing merging of different CRM areas with social media components. Lead management, customer service and customer loyalty are the first CRM fields where social media will play an increasing role. CRM system providers will make systematic use of data and processes from social media.

Companies from the second row jump on

So far, big brands have driven the development of social media marketing. Specific social media budgets have followed overall advertising budgets. In 2011, “small” to “medium” donors will also jump on the bandwagon. SME, industry, B2B, associations, NGOs - they need to learn from the mistakes of the big players and assess where social media is really useful. The added value of social media is often seen in other areas of the company and less directly in the advertising area.

Social media is more than just a facebook

Last year was marked by the big, blue giant. Large parts of the budget in Germany are in Facebook Apps and media flowed - the return on investment was previously uncertain. Users will discover new, dynamic platforms and applications to conduct topic- and context-specific relationships. Brands will socialize the good old homepage to offer something to the community in their own backyard. Top topic platforms such as blogs and forums will reintroduce the “long tail”. Conversation bring.

“Social intelligence” becomes a success factor

Social media monitoring was already a big topic in 2010. In 2011 the focus will be on further optimizing the tools. But much more important will be the question of how and for what purpose Background can be used. From an adaptive control of communication to product development to customer segmentation - the data from the social web offers countless possibilities.

The ROI discussion continues

The measurability of Measures will continue to be an issue in 2011. what is Success and how do i measure it? In recent years, brands have been about being there. The future will be about what brands achieve for results. Social media will become a typical aspect of everyday communication.

New professional pictures emerge

The use of social media requires new skills from the employees of the brands. Learning marketing knowledge can only be applied in parts. Social tools want to serve new tools and infrastructures, and a new communication style has to be shaped. Community managers are the new “workers” and at the same time the new success factors of communication. Brands should not miss out on building these positions internally together with corporate communications and other specialist areas of corporate organizations.

The end of the campaign, as we knew it

The campaign work learned for brands and agencies is a phased-out model. ideas must be able to do more than awareness to generate - Commitment is asked. Media is no longer bought, but earned. The launch is not the end of the work, but the beginning.

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