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onfocus="blurLink(this);">Location</a></li></ul></li></ul></div> </div>  </div>     <a id="c1007"></a>  <div class="csc-textpic csc-textpic-center csc-textpic-above"><div class="csc-textpic-imagewrap" style="width:902px;"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:902px;"><dt><img src="uploads/pics/Industries_big_Kopie_02.jpg" width="902" height="272" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>      <div id="content_area"><div id="content_margin">  <a id="c632"></a> <div class="two_cols_bs"> <div class="col1">  <a id="c621"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Entertainment Products Industry</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c633"></a>  <div class="csc-textpic csc-textpic-left csc-textpic-above"><div class="csc-textpic-imagewrap"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:597px;"><dt><img src="uploads/pics/entertainment_01.jpg" width="597" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c623"></a>  <h3> Mit einem Branchen-Buzz-Anteil von 18,9 Prozent bleiben Entertainment Products ein heiß diskutiertes Thema</h3> <p class="bodytext">Die Entwicklung in der Unterhaltungselektronik geht unvermindert rasant voran. Digitale Technik hält überall Einzug und wird in den nächsten zehn Jahren auch die letzten analogen Endgeräte aus den Regalen verbannen. Eine zwingende Entwicklung, da die Interaktionsmöglichkeiten stetig zunehmen. Das TV-Gerät gewährt Zugang zum Internet, die Stereo-Anlage lädt die neusten mp3-Songs direkt aus dem Netz und sensomotorische Spielkonsolen sorgen für körperliche Ertüchtigung im Wohnzimmer. Da moderne HiFi-Technik zudem immer erschwinglicher wird, haben immer größere Gruppen einen Zugang zu dieser Materie. </p> <p class="bodytext">Konsequenterweise bieten diese Themen auch im Web 2.0 immer mehr Gesprächsstoff. Personen, die Interesse an diesen Produkten haben, sind fast zwangsläufig netzaffin und teilen dort ihre Erfahrungen mit anderen Nutzern. Mit einem Buzz-Anteil von 18,9% belegt die Branche den zweiten Platz in der ethority <a href="social-media-studies/brands-in-social-media-studie.html" title="Opens internal link in current window" class="internal-link">„Brands in Social Media“-Studie</a>. </p> <p class="bodytext">Viele Unternehmen aus der Unterhaltungselektronik haben bereits erkannt, welches Potenzial Kommunikationskanäle in Social Media für ihre Branche bieten. Eines dieser Vorreiter-Unternehmen, ein Hersteller von Foto, Video und Audiogeräten, hat gemeinsam mit ethority erfolgreich ein Projekt durchgeführt, wie der folgende Case zeigt.<br /><br /> </p> <h3>Case:</h3> <p class="bodytext"><b>Ausgangslage:</b> <br />Der Kunde wollte ein neues Kameramodell europaweit auf den Markt bringen und benötigte vorab eine Status Quo Analyse im Bereich Social Media. </p> <p class="bodytext"><b>Zielsetzung:</b> <br />Dazu sollte das Gesprächsaufkommen (wichtigste Themen, relevante Kanäle, Markenimage) zu einer traditionsreichen Kamera-Reihe in 5 Ländern ermittelt, sowie ein Wettbewerbsvergleich mit drei Wettbewerbern durchgeführt werden. Zusätzlich sollten Meinungsführer und Brand Evangelists für eine nachfolgende Social Media Kampagne ermittelt werden. </p> <p class="bodytext"><b>Durchführung:</b> <br />Im Rahmen der Analyse wurden mehr als 5.000 Nutzermeinungen (Foren, Blogs, Microblogging) erhoben und ausgewertet. Das Besondere: Innerhalb der Analyse wurden nicht nur deutschsprachige Beiträge ermittelt und ausgewertet. Stattdessen wurden unter Verwendung fremdsprachiger Begriffswelten vom Monitoring-System gridmaster® auch Ergebnisse aus weiteren vier Sprachräumen in die Grundgesamtheit der Ergebnisse aufgenommen. </p> <p class="bodytext"><b>Ergebnisse:</b> <br />Nach Abschluss der Analyse erhielt der Kunde eine länderübergreifende Analyse der Social Media Landschaft zur eigenen Marke und zur Kamera-Reihe. Es konnten Ansatzpunkte für Social Media Marketing-Maßnahmen aufgezeigt und jeweils 5 relevante Meinungsführer zur Kamera-Reihe in jedem der 5 Länder ermittelt werden. Zudem konnten Stärken und Schwächen der eigenen Marke im Vergleich zu den Wettbewerbern aufgezeigt werden, so dass dem Unternehmen die Ergebnisse für die Optimierung der Markenposition auf dem Markt zur Verfügung standen.</p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>  </div> <div class="col2">  <a id="c928"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Branchen-Facts</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c957"></a>  <div class="csc-textpic csc-textpic-left csc-textpic-above"><div class="csc-textpic-imagewrap"><dl class="csc-textpic-image csc-textpic-lastcol" style="width:295px;"><dt><img src="uploads/pics/top10_Unterhaltung_website.jpg" width="295" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c930"></a>  <p class="bodytext"><b>Insgesamt über 550 Foren & Communities in deutscher Sprache</b> </p> <p class="bodytext"><b>Über 190.000 relevante Beiträge in Foren pro Tag</b> </p> <p class="bodytext"><b>Ca. 5.000 relevante Beiträge auf Blogs pro Tag</b> </p> <p class="bodytext"><b>Nokia Facebook Page mit ca. 650.000 Mitgliedern</b> </p> <p class="bodytext"><b>Größtes markenspezifisches Forum mit 150.000 Mitgliedern</b> </p> <p class="bodytext"><b>Über 400 relevante Beiträge pro Woche auf Bewertungsplattformen</b></p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>   <a id="c627"></a>   <div class="tx-imtwitterajax-pi1"> <div class="box sidebarbox"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Twitter-Feed</span><span class="followme"><a href="http://twitter.com/ethority" taget="_blank"><img src="/weblog/wp-content/themes/ethority_v2/img/followme.gif" alt="" /></a></span> </div></div></div></div> <div class="middle"> <div class="specialcontent innerspecial" id="ethority"> <div class="twitter-timeline"> </div> <span class="tweetsLoad">loading tweets ...</span> </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"> <a href="http://twitter.com/ethority" target="_blank" class="more"><span>more...</span></a> </div></div></div> </div></div></div> </div>    </div> </div>  </div></div>  </div>  </div>  <div id="footer"> <div class="footer_content">© 1998 – 2010 ethority GmbH & Co. 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