trust is the answer - thomas keup

LOVER OR LOSER?Trust is the answer!

SPREEFACTORYReturn on Relations

SPREEFACTORY

Innovative Relations by

THOMAS KEUP

A presentation of SPREEFACTORY © 2016 Thomas Keup Relations. Editor: Thomas Keup

Creative Commons Licence BY-NC-ND 4.0. Changes and errors excepted.

SPREEFACTORY

Business:

24+ y. journalism

radio, TV, on-line & newspaper

news, business, IT, telecom, mobile …



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Business:

18+ y. public relations

enterprise, SMB, trade associations, events

IT sector, TC sector, internet start-ups …



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Business:

10+ y. social media

IT, TC, SMB, trade associations

brand building, reputation management …



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Technologies:

12+ y. open source

mobile, desktop, applications, OS

Android, GNOME, (OpenOffice.org), Ubuntu …



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Technologies:

12+ y. information technologies

hardware, software, web, services

Conet, IBM, Infopark, PSI, Riess, SIBB, VATM …



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Technologies:

8+ y. mobile technologies

media, mobile apps, trade associations

B2C + B2B, DACH region, Europe, globally …



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Technologies:

5+ y. internet start-ups

ecommerce, ehealth, fintech, telco

B2C + B2B, on-line services, mobile apps …



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Greater engagement:

1. supporting start-ups

KPMG #StartSmart, #UnicornsInTech

WestTech #MediaForce

A presentation of SPREEFACTORY

© 2016 Thomas Keup Relations. Editor: Thomas KeupCreative Commons Licence BY-NC-ND 4.0. Changes and errors excepted.

SPREEFACTORY

Greater engagement:

2. assisting networks

FinTech- & Payment-Roundtable Berlin

C-Netz, Ubuntu Germany



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Greater engagement:

3. spreading the world

Deutsche Startups, Gründermetropole Berlin,

Moobilux, thomaskeup.de



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Content Marketing

Advocacy Marketing

Lead Generation

Customer Attraction

Influencer Marketing Consultative Selling

Trust Building Social CRM

Participation Marketing

Social Media Relations

Buyer Personas

Word of Mouth

Inbound Marketing

Trust is the answser!

SPREEFACTORY



What does trust mean?

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Oxford Dictionary:

trust - noun, verb (in sb/sth)

the belief that sb/sth is good, sincere, honest, etc.

and will not try to harm or trick you …



SPREEFACTORY

Trust: believe in sb/sth

A partnership based on trust

It has taken years to earn their trust

If you put your trust in me, I will not let you down



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We can’t build/buy trust!

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We can receive trust as a gift …

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We can give/offer trust as a gift …

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Nine Steps to “Heaven”.

Matrix

© 2016 Thomas Keup Relations. Creative Commons Licence BY-NC-ND 4.0

Return on Relations.

SPREEFACTORY.

spreefactory.com

The Trust Winning Process.

Matrix



Information Communication Collaboration

spreefactory.com SPREEFACTORY.

Trust is just a gift.

Personal Relationships



Objective information Personal communication Collaboration at eye level

Gai

ning

reco

mm

end

atio

ns

Ag

reei

ngre

lati

ons

hip

Spen

din

gtr

ust

All

ow

ing

fam

ilia

rity

Thi

nkin

gto

kno

w

Win

ning

the

inte

rest

Aro

sing

atte

ntio

n

spreefactory.com

Trust base

1. Worth

General resonance Special relevance

2. Metaworth

Individual reputation

3. Worth

Ack

now

led

gin

g &

Ag

reei

ng

Exc

hang

ing

&un

der

stan

din

g

SPREEFACTORY.

The internet doesn’t ask before changing a business model.

Online Relationships spreefactory.com



Online Marketing (AD) Online Relations (PR) Online Support (CC)

Ad

voca

cyM

arke

ting

Tru

stB

uild

ing

Lead

Mar

keti

ng

Co

nten

tM

arke

ting

Per

form

.M

arke

ting

3. Worth2. Metaworth

Che

cko

ut/

Co

nver

sio

n

Trust basis

1. worth

1st Consideration set 2nd Active evaluation 3rd Moment of purchase

Soci

al C

RM

Par

tici

pat

ion

Mar

keti

ng

Infl

uenc

erM

arke

ting

SPREEFACTORY.

From Me to We.

Social Media Relationships spreefactory.com



Social Media Marketing (AD) Social Media Relations (PR) Social Media Support (CC)

Rec

om

men

din

g

Frie

nds

& F

amil

y

Co

nsid

erin

gw

ith

trus

t

Net

wo

rkin

g +

Co

nnec

ting

Off

erin

g +

P

rom

oti

ng

Po

stin

g +

Shar

ing


Ord

erin

g, P

urch

asin

g

Trust basis

1. Worth

Connectivity Context Continuity

Ap

pre

ciat

ing

+A

ckno

wle

dg

ing

Co

mm

enti

ng,

Shar

ing

, Vo

ting

Ad

visi

ng +

Gen

erat

ing

SPREEFACTORY.

Trust is just a gift.

Start-up Relationships



Objective information Personal communication Collaboration at eye level

Gai

ning

reco

mm

end

atio

nsfo

r ne

xt s

tep

/ r

oun

d

Ag

reei

ngp

artn

ersh

ips

Spen

din

gtr

ust

All

ow

ing

per

sona

l ins

ides

Exc

hang

ing

fact

s &

fig

ures

Net

wo

rkin

gw

ith

par

tner

s

Pit

chin

gyo

urso

luti

on

Po

inti

ngo

n th

eis

sue

spreefactory.com

Trust base

1. Worth

Winning strangers Convincing acquaintances

2. Metaworth

Joining partners

3. Worth

Ack

now

led

gin

g &

agre

eing

par

tner

ship

s

SPREEFACTORY.

Capital is a shy deer.

Investor Relationships



Drawing future fantasies Enabling participation

Business Relations (AD) Media Relations (PR) Investor Relations (IR)

Giving sense of security

Gai

ning

re

com

men

dat

ions

Sele

ctin

ga

pro

mis

e

Shar

ing

per

sona

lo

bje

ctiv

es C

om

mun

icat

ing

op

po

rtun

itie

s

Co

nnec

ting

w/

inve

sto

rs

Focu

ssin

go

n th

efu

ture

Att

enti

on

on

succ

ess


1. Worth

Pur

chas

ing

sha

res

(IP

O)

spreefactory.com

Trust base

Off

erin

g p

osi

tive

b

usin

ess

and

fo

reca

sts

SPREEFACTORY.

Innovation distinguishes between a leader and a follower.

Program Relationships spreefactory.com



Program Marketing (AD) Program Relations (PR) Program Support (CC)

Alu

mni

net

wo

rkin

g +

win

ning

rec

om

mat

ions

Pre

sent

ing

at

Dem

o D

ay

Sele

ctin

gSt

artu

ps

Star

ting

Pit

chC

ont

est

Cal

l fo

rA

pp

li-

cati

ons

3. Step2. Step

Arr

ang

ing

Inve

stm

ents

Trust basis

1. Step

1st Competition 2nd Incubation 3rd Acceleration

Bui

ldin

gB

usin

ess

Line

s

Off

erin

gW

ork

sho

ps

+N

etw

ork

ing

Off

erin

gM

ento

ring

+P

artn

erin

g

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Business isn’t more than a bunch of human relationships.

Business Relationships



Incentivizing prospectives Collaborating with partners

Advertising (AD) Public Relations (PR) Customer Care (CC)

Convincing leads

Giv

ing

val

uab

le

reco

mm

end

atio

ns

Sele

ctin

ga

pro

mis

e

Shar

ing

per

sona

lex

per

ienc

es

Shar

ing

bus

ines

sp

roce

edur

es

Net

wo

rkin

gw

ith

par

tner

s

Info

min

gab

out

ben

efit

s

Ent

erta

in.

cust

om

ers


1. Worth

Pur

chas

ing

pro

duc

ts&

ser

vice

s

spreefactory.com

Trust base

Off

erin

g g

ener

ous

cust

om

er a

ssis

tanc

e

SPREEFACTORY.

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Am I right in assuming this?

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What does trust affect?

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Different names - the same procedure *

Adobe: Loyalty Customer Marketing

HubSpot: Inbound Marketing Methodoloy

McKinsey: Consumer Decision Journey

* Trust Winning Process -Added value through confidence building

Source: SPREEFACTORY / Thomas Keup Relations

SPREEFACTORY

Adobe *

Method: Loyalty Customer Marketing

Systematic: Awareness, Interaction,

Linking, Loyalty, Advocacy

* Loyalty customer - gamificationAnalyses: Go, Tiffany 500friends, October 2012

Sources: Go, Tiffany 500friends , blog.500friends.com/author/tiffanygo/

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HubSpot *

Method: Inbound Marketing Methodolgy

Systematic: Attract, Convert, Close, Delight

Tool: Content Marketing

* Inbound Methodoloy HubSpot Added value through confidence buildingSource: hubspot.com/inbound-marketing

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McKinsey *

Method: Consumer Decision Journey

Systematic: Consideration, Evaluation, Purchase

Tool: Advocacy Marketing

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* A new way to messure word-of-mouse marketingAnalyses: McKinsey & Company Quartely 04.2010Source: mckinsey.com/insights/marketing_sales/

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Method: Return on Relations

Systematic: Relationship Management

Tool: Personal Relationships

* Trust Winning Process -Added value through confidence building

Source: SPREEFACTORY / Thomas Keup Relations

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Lee Iacocca *

Business isn’t more than a bunch

of human relationships.

* Former US automotive manager at Chrysler Corporation & Ford Motor CompanyNo. 18 Portfolios Best American CEOs of All TIme

Source: en.wikipedia.org/wiki/Lee_Iacocca

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Tim O´Reilly *

What is our unique selling proposition?

It’s all about relationships, we’re

building with our customers.

* Publisher and author, Open Source Software developer und co-founder of PerlOwner of Global Network Navigator, worldwide 1st ad-refinanced webportal, 1993

Source: wikipedia.org/wiki/Tim_O´Reilly

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Thomas Keup *

Values are created by relations -

in private, public & business life.

The solution: Return on Relations.

* Master in communication & long-standing journalistLeader in relationship management w/ tech start-ups

Source: Thomas Keup, SPREEFACTORY

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Corporate Startup Partners

w/ Leading German Start-up Media

w/ Leading Start-up Media Producers

w/ Leading Innovation Partner Network



SPREEFACTORY

Deutsche Startups

The leading german quality on-line magazine

foccusing on start-ups and the eco-system.

Your partner: Alexander Hüsing

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Gründermetropole Berlin

The first german later stage on-line magazine

foccusing on start-ups and the eco-system.

Your partner: Stefan Kny

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Founderio Innovation

The leading german cooperation platform

connection enterprises and start-ups.

Your partner: Christoph Baier

SPREEFACTORY



iLike.Media Networks

The berlin-based corporate video service

focussing on enterprises and start-ups.

Your partner: Thomas Brömme

SPREEFACTORY



Kny Photographie

The leading corporate photo service


Your partner: Stefan Kny

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SPREEFACTORY

The leading quality corporate PR service


Your partner: Thomas Keup

SPREEFACTORY



Let’s talk about your success:

Direct Line +49 (0)30 - 24 53 77 06

[email protected]

Your contact: Christine Arnoldt

SPREEFACTORY



LOVER OR LOSER?


KPIs CAN MORE!*

*Half of German citizens are having sex onces a week, means they’re converting aprox. 7%p. a. A qualified new customer in the German speaking countries is converting by shopping on-line at 0.8%. How you will be having a lot more “fun” with your customers we’ll give you away personally. By request with candle lights and a dinner: [email protected]