#BEEF4BRANDS: APPRECIATIVE BRAND RELATIONSHIP VIA CUSTOMER-ORIENTED NETWORKED MEASURES

By Johannes Ceh Jun 19, 2015
#BEEF4BRANDS: APPRECIATIVE BRAND RELATIONSHIP VIA CUSTOMER-ORIENTED NETWORKED MEASURES

Translation of the Original Article by Johannes Ceh 

 

Digitalization does not only change products and business processes. It also has a significant influence on how companies get in touch with their customers and collaborate through this. As part of the MUNICH DIGITAL Mini Conference BEEF4BRANDS on June 15th in Munich, this topic has been highlighted by experts from various industries, agencies, research and bloggers.

 

The conferences‘ kick-off on Monday morning were Insights from the Munich Digital Institute. Amongst other things, Philipp Hoffrichter pointed out that, according to a Edelmann Brandshare Study in 2014, 90 % of German customers would like to see an appreciative relationship with brands, but only 14 % of the respondents believe that they actually are in such an appreciative relationship.

image1-2

Svea Rasmus, Director of Social-Media-Management at Deutschen Bahn communicated what challenges companies face with maintaining customer relations, especially in times of crisis: „As soon as a rumor like „strike“ spreads in social webs, we have to be ready, act concerted, and accompany the people.“

Dealing with customer queries and the associated internal cooperation in finding solutions is a learning process for companies. Nicolas von Sobbe of McDonald’s Germany discussed this in his presentation „We are continually learning how much and how intensive we have to answer users questions.” The requirements for the brand Sixt goes as far as the team wanting to provide a solution to the customer within one hour. That is what Matthias Stock, Social media Manager at Sixt discussed in his presentation “Social media is our main Response channel”.

CHiPW-TWIAA2f98-2

Another challenge of networked communication was highlighted in the final panel. Heike Gallery of Gutefrage.net revealed the importance of orchestrating the different channels of adressing and content, so that they make sense to the target group: „Many companies would benefit nowadays from a Chief Communication Officer!“

The first Beef4Brands Munich Digital Conference supplied the framework for an open and honest exchange betweeen marketing experts. This was made possible by the passionate and empathic organization and moderation of the team around Christian Henne and Bastian Scherbeck. The associated Hashtag #Beef4Brands was among the Top 10 Twitter Trend themes on the day of the conference.

Munich Digital Institute LogoMunich Digital Institute Logo

Beck et al. Services is a proud partner of the Munich Digital Institute and is looking forward to Beef4Brands 2016 and to be able to report about it and further exciting cooperation projects.