2011年4月5日火曜日

ソーシャルメディアの本質をスターバックスCEOから学ぶ、9つのポイント




スターバックスはFacebookのトップブランド。スターバックスCEOのインタビューからソーシャルメディアの本質を学ぶことができる。

ポイント
1.全ての企業のブランド構築にソーシャルメディアが必要になってきている
2.消費者の情報アクセス、購買行動の変化から、ソーシャルメディア活用が必要
3.企業と消費者の関係性の変化(一方向→双方型、対等でオープンな場)
4.顧客体験をデザインする必要性
5.企業の姿勢は、製品サービスの売りこみでなく信頼できるソーサーになること
6.ソーシャルメディア活用にはオープンな文化、傾聴の姿勢が大切なこと
7.attention economy→関心をもってもらえることの価値の大きさ
8.ソーシャルメディアが企業文化、および企業戦略に大きな影響を及ぼすこと
9.ソーシャルメディア導入のメリットとして、コストの削減とともに、外部の知見を取り入れるプラス面を活用すること

スターバックスCEOハワード・シュルツのインタビューから

伝統的なマーケティング手法との関わりは終わりました。ブランドを創造、あるいは構築しようとしている段階であれ、すでに有名ブランドを展開している段階であれ、いまはソーシャルメディアをよく理解すべき

なぜなら、人々の情報のアクセス方法が大きく変わり、その結果、人々の行動様式も様変わりしたからです。情報はもはや企業から消費者へ一方的に伝わるものではありません。消費者が情報を選べる、情報を共有できると感じる対等な場が必要なのです。カギとなるのは、人々が何かを発見したという優越感を抱き、友人や知人にこれを教えたいと考える機会をいかに創り出すかです。

形のあるツールではなく、振る舞い方や先を見越した行動の新しい様式、様々なデジタル・メディアやソーシャルメディアを通じて、全体像を把握するやり方を編み出し、製品やアイデアの推進者というよりもむしろ適切で信頼できる情報源になれる方法を作り出したのです。

外部の者に私たちのよくない点を指摘させるようにすることには、社内で強い抵抗もありました。しかし、オープンになることによって考え方が変わりました。私たちはもっと謙虚で敏感になり、人の意見に耳を傾けるようになりました。

(得られたことは何なのでしょうか?)
私たちの言動に大きな関心を寄せてくれているということです。当社の市場参入戦略、すなわちコミュニケーションや情報開示、イノベーションのあり方、最終的には市場へのアプローチの仕方も変わりました。

今年行なった各種施策の成功は、顧客の獲得や外部とのコミュニケーションのコストが伝統的な広告メディアにお金を使ったり、新しいメディアを正しく理解していなかったりする人々たちに比べて格段に安いという事実と直接結びついています。このフィードバックループが私たちに役立っています。社外の人々から新しい知見が得られるからです。ソーシャルメディアのお陰でお客との接点がもう一つ増えました。

いかがでしょうか? いろいろと学ぶべき本質が語られていたと思います。ご意見、コメントはFacebookページ(ソーシャルメディアIn-Depth Report)まで是非、是非お願いします。

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