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onfocus="blurLink(this);">Location</a></li></ul></li></ul></div> </div>  </div>     <a id="c1014"></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_09.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="c730"></a> <div class="two_cols_bs"> <div class="col1">  <a id="c719"></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>Household Products Industry</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c731"></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/household.jpg" width="597" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c721"></a>  <h3>Electrolux machts vor: 65.000 Mitglieder in zahlreichen Gruppen auf Facebook.</h3> <p class="bodytext">Mehr und mehr werden die elektronischen Unterstützer im Haushalt zu kleinen Robotern, ein Großteil der Funktionen wird mittlerweile – besonders bei größeren Geräten wie Kühlschränken etc. - computergestützt geregelt. Zum Leidwesen der Kunden geht der technische Fortschritt oft auf Kosten der Nutzerfreundlichkeit der Geräte. Und wo bekundet der netzaffine Kunde der heutigen Zeit bei Problemen seine Unzufriedenheit oder bittet um Ratschläge für die Handhabung der Geräte, wenn der Anruf beim Kundenservice nicht die gewünschte Klarheit bringen konnte? Auf Verbraucher- und Bewertungsportalen im Social Web. </p> <p class="bodytext">Zwar ist die sogenannte Weißware im Vergleich zu anderen Branchen eher selten Thema in den Kanälen des Social Web, trotzdem erhielten die Haushaltselektronik-Hersteller mit einem Branchen-Buzz-Anteil von 2,3 % einen Platz in den Top Ten 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">Auch mit Vertretern dieser Branche hat ethority bereits erfolgreich zusammengearbeitet, hier ein Beispielcase:<br /><br /> </p> <h3>Case</h3> <p class="bodytext"><b>Ausgangslage:</b><br />Ein Hersteller für Haushaltsgeräte wandte sich mit dem Auftrag an ethority herauszufinden, wie die eigene Marke und die Produkte im Web besprochen werden. </p> <p class="bodytext"><b>Zielsetzung:</b><br />Um diesem Anspruch gerecht zu werden, sollten in den Kanälen des Social Web Kundenbewertungen evaluiert und die Anzahl und Inhalte von Produktempfehlungen und Diskussionen über Issues herausgefiltert werden. Ebenfalls interessiert war der Auftraggeber daran, einen Einblick darüber zu gewinnen, wie potenzielle und Bestandskunden auf die gefahrenen Werbekampagnen ansprechen und welche vorherrschenden Meinungen hier bestehen. </p> <p class="bodytext"><b>Durchführung:</b><br />Unter Verwendung des gridmaster® Systems wurde eine Datenerhebung über den Buzz und die Tonalitäten der Meinungen bezüglich des Herstellers und dessen Produkte, Marketingkampagnen und Issues durchgeführt. Die erhobenen Daten wurden ausgewertet und dem Auftraggeber durch Handlungsempfehlungen angereichert zur Verfügung gestellt. </p> <p class="bodytext"><b>Ergebnisse:</b><br />Das Unternehmen erhielt von ethority wertvolle Informationen über die Zusammensetzung und Meinungen seiner Zielgruppe. Auf Grundlage der Daten der Vollerhebung konnte ein umfassendes Bild des Images des Auftraggebers entwickelt werden. Diese Insights boten eine kundenfreundliche und evaluierte Ausgangslage für die zukünftige Markenführung und den Customer Service.</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="c943"></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="c951"></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_Haushalt_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="c944"></a>  <p class="bodytext"><b>Insgesamt über 300 Foren & Communities in deutscher Sprache</b> </p> <p class="bodytext"><b>Über 50.000 relevante Beiträge pro Tag</b> </p> <p class="bodytext"><b>Ca. 3.000 relevante Blogbeiträge pro Tag</b> </p> <p class="bodytext"><b>Über 300 relevante Beiträge pro Woche auf Bewertungsportalen<br /></b> </p> <p class="bodytext"><b>Electrolux auf Facebook: 140 relevante Gruppen mit ca. 65.000 Mitgliedern</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="c725"></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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