Erica Dubach has defended her thesis today. She investigated the opportunities of social media in retail, all her data is build upon a project in cooperation with Valora. Erica was so much into her topic that she even spend a day full-time working at a Kiosk in order to understand the processes there!!!
Her thesis makes three contributions. First, she describes a process model of how to successfully apply crowd-sourcing for eliciting novel business ideas. She describes the crowd-sourcing process using Atizo and derives best practices . Second, she reports about the process of successfully building up Valora's ok,- Facebook brand page and distills a process model incorporating a deliberation, preparation, moderating & monitoring and evaluation phase . Third, Erica managed promote facebook comments on in-store screens distributed in 15 kiosks for 5 weeks. By analyzing the effects of the comments on sales she could prove significant increase but still lower compared to traditional advertising. Thus, Erica reasons a combination of traditional advertising and Facebook comments as a new opportunity to think of .
Erica has defended her thesis very well, I'm excited whether to see her in a leading social media marketing position in retail soon! Good luck, Dr. Erica!!!
 Crowdsourcing for “Kiosk of the Future” – A Retail Store Case Study, Erica Dubach Spiegler, Louise Muhdi, Dominic Stöcklin, Florian Michahelles, Proceedings of the Seventeenth Americas Conference on Information Systems, Detroit, Michigan, August 4th-7th 2011 [PDF].
 Effect of Moderator Posts on User Interaction on a Facebook Brand Page, Irena Pletikosa Cvijikj, Erica Dubach Spiegler, Florian Michahelles, 3rd International Conference on Social Computing (SocialCom 2011), Boston, USA, October 2011. [pdf to be published after the event]
 Social Networks in Pervasive Advertising and Shopping, E. Dubach Spiegler, F. Michahelles, C. Hildebrand in Müller, Jörg; Alt, Florian; Michelis, Daniel (Eds.), Pervasive Advertising, Springer Human–Computer Interaction, September 2011. ISBN 978-0-85729-351-0