Corporate Communications 2.0

SUMMERSCHOOL 2009 CORPORATE COMMUNICATIONS 2.0 22. TO 24. JULY 2009 DR. GERALD FRICKE AND YOU...!

PROGRAMM   22.07.2009 Gerald Fricke: The Doom of „Corporate Content“ as We Know it? Yvonne Gaedke: E-Readiness and Cultural Differences   23.07.2009 Gerald Fricke: Brand Management 2.0 Markus Weinmann, Silke Siegel: Corporate Usage of Web 2.0 Tools   24.07.2009 Thomas Plennert: Customer Communication Gerald Fricke: PR, Social Media Marketing and CSR 2.0 Susanne Robra-Bissantz / Gerald Fricke 2

1.0 VERSUS 2.0... Corporate Communications   Mission Statement Listen   One to many Collaborate   One Size Fits All   Top Down Trust the people Conversational Marketing Be honest Be a platform Susanne Robra-Bissantz / Gerald Fricke 3

CORPORATE COMMUNICATIONS AND E-READINESS? Corporate Communications   Mission Statement Listen   One to many Collaborate   One Size Fits All   Top Down Trust the people E-Readiness? Cultural Be honest Differences? Susanne Robra-Bissantz / Gerald Fricke 4

CORPORATE AND „PRIVATE“ WEB 2.0? Corporate Communications   Mission Statement Listen   One to many Collaborate   One Size Fits All   Top Down Trust the people Have Fun? My Personal Web 2.0 Be honest Tools? Susanne Robra-Bissantz / Gerald Fricke 5

CORPORATE COMMUNICATIONS 2.0? 1.  From Marketing Communications to Conversational Marketing 2.  From Brand Management to Brand Wikification 3.  From Public Relations to PR 2.0 and Social Media Marketing 4.  From Corporate Ethics to Corporate Social Responsibility 2.0 Susanne Robra-Bissantz / Gerald Fricke 6

FROM MARKETING COMMUNICATIONS TO CONVERSATIONAL MARKETING

MARKETING COMMUNICATIONS Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009 Susanne Robra-Bissantz / Gerald Fricke 8

IN THE OLD DAYS… Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009 Susanne Robra-Bissantz / Gerald Fricke 9

THE KEY BRAND MESSAGES… Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009 Susanne Robra-Bissantz / Gerald Fricke 10

CONVERSATIONAL MARKETING?   “The big idea is simply that marketing is about having conversations and engaging the people in interesting discussions, through new and traditional channels. Technology may be becoming the heart of marketing and communications, but conversations are the soul.”¹ ¹ Kelly, L., Beyond Buzz: The Next Generation of Word-of-Mouth Marketing, Amacom; 1 edition, 2007 Susanne Robra-Bissantz / Gerald Fricke 11

LET’S TALK ABOUT DELL… Susanne Robra-Bissantz / Gerald Fricke 12

LET’S TALK ABOUT INTEL… http://www.intel.com/communities/index.htm?iid=subhdr-DE+communities Susanne Robra-Bissantz / Gerald Fricke 13

FROM BRAND MANAGEMENT TO BRAND WIKIFICATON

BEST GLOBAL BRANDS 2008 Rank Brand Brand Value Change BV 1. Coca-Cola $66 Billion 2% 2. IBM $59 Billion 3% 3. Microsoft $59 Billion 1% 10. Google $25 Billion 43% Susanne Robra-Bissantz / Gerald Fricke 15

HI, I AM THE BRAND MANAGER   Control   Top Down   Closed   Big Ads   One to Many Susanne Robra-Bissantz / Gerald Fricke 16

„HERE COMES EVERYBODY!“ Today customers influence brands   New Brand Management Strategies   Bottom Up   Open   Conversation   Many to Many   Transparency Susanne Robra-Bissantz / Gerald Fricke 17

BRANDS SOCIALIZING VIA TWITTER, YOUTUBE... Susanne Robra-Bissantz / Gerald Fricke 18

MY PERSONAL BRAND?   From Mass Economy to Mass of Niches   Long Tail Economy (Chris Anderson)   The Death of “Positioning”   Customer Driven Economy Susanne Robra-Bissantz / Gerald Fricke 19

BRAND WIKIFICATION?   Wikis, written collaboratively by contributors from all over the world, reflect a common judgment on an issue   Brands are defined by customers – not companies   emotional   experiental   economic Susanne Robra-Bissantz / Gerald Fricke 20

BRAND WIKIFICATION Brand Wikification is:   credible   constantly occurring   forcing the companies to respond   measurable Susanne Robra-Bissantz / Gerald Fricke 21

FROM FEDEREL EXPRESS TO FEDEX   In 1994 Federal Express changed its name to FedEx   That was probably the first example of wikification, especially since FedEx announced its first Web site at the same time Susanne Robra-Bissantz / Gerald Fricke 22

FROM PUBLIC RELATIONS TO PR 2.0 AND SOCIAL MEDIA MARKETING

WHAT DOES PUBLIC RELATIONS MEAN?   Managing communications between an organisation and the public   Attracting attention and presenting your product   Maintaining a Newsroom (“Press”) on web sites Susanne Robra-Bissantz / Gerald Fricke 24

HOW DO PUBLIC RELATIONS WORK?   Publishing topics of general interest and news items   Building and managing relationships with influencers   Publishing press releases, speaking at conferences, communicating with employees   Supporting advertising   Hoping to get the press to write about your product Susanne Robra-Bissantz / Gerald Fricke 25

WHAT DOES PUBLIC RELATIONS 2.0 MEAN?   Next generation (“Version 2.0”) of Public Relations   Expression created by SHIFT Communications agency   Extending Public Relations to Social Media   Social Media: Blogs, Wikis, Communities, Micro-Blogs, …   Reaching the customers directly and interacting with them   Constantly monitoring Social Media for reactions Susanne Robra-Bissantz / Gerald Fricke 26

HOW TO DO PR 2.0   Social Bookmarking and Social News   Publish press releases, link to further reading   Reference non-corporate posts that help customers   Listen to reactions of customers and readers   Social Networking   Create fan pages   Get in touch with customers and influencers   Listen to reactions of customers and friends and followers Susanne Robra-Bissantz / Gerald Fricke 27

ESSENCE OF PR 2.0   The Essence of Public Relations 2.0: Listen first. Show you understood. Then react. Susanne Robra-Bissantz / Gerald Fricke 28

FRERK OHM AND ADIDAS... Susanne Robra-Bissantz / Gerald Fricke 29

TRADITIONAL VS. SOCIAL MEDIA   Traditional Media: one-to-many relationships   Social Media: many-to-many relationships   Audience participates in spreading the news   Viral or Word-of-Mouth Marketing   Social Media Marketing is more than buying advertising space on blogs and social networks   Social Media Marketing is a strategy Susanne Robra-Bissantz / Gerald Fricke 30

DEVELOPING A SOCIAL MEDIA STRATEGY   POST Framework developed by Charlene Li and Josh Bernoff, presented in „Groundswell“ in 2008   Identify…   People (P)   Objectives (O)   Strategy (S)   Technology (T) Susanne Robra-Bissantz / Gerald Fricke 31

CASE STUDY: VODAFONE‘S NEW BRAND STRATEGY   Press conference July 8, 2009 streamed live on the Web   Embedded open Facebook chat   Announcements   new brand strategy   new „SuperFlat“ tariff bundle including data plan   launch of €50M+ campaign for TV and the web, by full service agency Scholz & Friends Susanne Robra-Bissantz / Gerald Fricke 32

THE HERO OF GERMAN BLOGOSPHERE Susanne Robra-Bissantz / Gerald Fricke 33

SOCIAL MEDIA SERVICES USED BY VODAFONE   Corporate Blog   Social Networks: Facebook, StudiVZ, MySpace   Media sites: Flickr, YouTube   Is this a successful strategy?   Is the product of epic innovation? Susanne Robra-Bissantz / Gerald Fricke 34

FROM CORPORATE ETHICS TO CORPORATE SOCIAL RESPONSIBILITY 2.0

BACKGROUND   Neoclassical view, represented by Milton Friedman: "What is good for General Motors, is also good for the country!”   Stakeholder theory by R. Edward Freeman: Best balance interests of all stakeholders both internal and external!   Globalization leads to greater expectations of the customers to the company Susanne Robra-Bissantz / Gerald Fricke 36

VOLKSWAGENS CSR-POLICY   Volkswagen receives German Sustainability Award in the category "Sustainable Brand“ in 2008   Comprehensive sustainability strategy   Sustainable supply chain management   Anti-corruption initiatives   Ethical guidelines Susanne Robra-Bissantz / Gerald Fricke 37

„LET‘S DO IT SUSTAINABLE...“ CSR-Reporting CSR-Indizes Evaluation Web 2.0 Governance Susanne Robra-Bissantz / Gerald Fricke 38

CORPORATE COMMUNICATIONS 2.0 1.  From Marketing Communications to Conversational Marketing 2.  From Brand Management to Brand Wikification 3.  From Public Relations to PR 2.0 and Social Media Marketing 4.  From Corporate Ethics to Corporate Social Responsibility 2.0 Susanne Robra-Bissantz / Gerald Fricke 39

HEY HO, LET‘S GO!   Markets are conversations (Cluetrain Manifesto)   But listen, before you speak!   Then start blogging: Your worst customer is your best friend   Your customers are your ad agency   There is an inverse relationship between control and trust   Corporate content? Collaborate! Be a platform! Susanne Robra-Bissantz / Gerald Fricke 40

LITERATURE Brown, Rob, 2009: Public Relations and the Social Web, London. Evans, Dave, 2008: Social Media Marketing: An Hour a Day, Indianapolis. Fill, Chris, 2009: Marketing Communications: Interactivity, Communities and Content, 5th Revised edition, Harlow. Gladwell, Malcolm, 2008: Outliers. The Story of Success, London. Jarvis, Jeff, 2009: What Would Google Do? New York. Kapferer, Jean Nole, 2008: The New Strategic Brand Management, 4th Ed., London. Keinert, Christina, 2008: Corporate Social Responsibility as an International Strategy, Heidelberg. Kelly, L., 2007: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing, New York. Locke, Christopher et al., 2001: The Cluetrain Manifesto: The End of Business as Usual, Cambridge. Micek, Deborah/Whitlock, Warren, 2008: Twitter Revolution, Las Vegas. Scott, David Meerman, 2009: The New Rules of Marketing & PR, New Jersey. Shirky, Clay, 2008: Here Comes Everybody: The Power of Organizing Without Organizations, London. Weber, Larry, 2009: Marketing to the Social Web: How Digital Customer Communities Build Your Business, New Jersey. Susanne Robra-Bissantz / Gerald Fricke 41

Thanks to Jonte Laatz, Lennard Timm, Inga Lowin, Asadeh Beigi, Alexander Perl and Jascha Barsegar. Susanne Robra-Bissantz / Gerald Fricke 42

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Corporate Communications 2.0

by Gerald Fricke on Jul 23, 2009

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