Social Media im Einsatz für Marke und Unternehmenskultur

Social Media im Einsatz für Marke und Unternehmenskultur Corporate Culture Club / Palais Daun Kinsky in Wien 1010 am 16.11.2009 ein Vortrag von Dieter Rappold Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die ausdrückliche und schriftlich erteilte Genehmigung von vi knallgrau GmbH nicht gestattet. Alle Rechte vorbehalten. Social Media, Corporate Culture Club, Wien am 16.11.2009 2

We are living in a digital era How should a brand survive without digital experiences? Social Media, Corporate Culture Club, Wien am 16.11.2009 3

2.0? Social Media, Corporate Culture Club, Wien am 16.11.2009 4

130.507.700 26,57 8.000.000.000 2.000.000.000 Social Media, Corporate Culture Club, Wien am 16.11.2009 5

1. Twitter Post bei simonk am 27.05.2008 um 20:38 Blogpost bei helge.at am 27.05.2008 um 22:00 ORF Futurezone Artikel am 28.05.2008 um 19:03 Artikel im Handelsblatt am 30.05.2008 um 11:35 (Print + Online) Social Media, Corporate Culture Club, Wien am 16.11.2009 6

consume produce share Social Media, Corporate Culture Club, Wien am 16.11.2009 7

Your brand is formed primarily, not by what your company says about itself, but what the company does. - Jeff Bezos, Amazon Social Media, Corporate Culture Club, Wien am 16.11.2009 8

„When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn't received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I'd send the shoes as soon as I could. [...] Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket [...]. I opened the card, and it was from Zappos. I burst into tears. I'm a sucker for kindness, + and if that isn't one of the nicest things I've ever had happen to me, I don't know what is.“ Social Media, Corporate Culture Club, Wien am 16.11.2009 9

Coca-Cola brand 905 like this + 1.000.000 fans 275 Kommentare Social Media, Corporate Culture Club, Wien am 16.11.2009 10

Consumers are more actively engaged with brands than ever before! Social Media, Corporate Culture Club, Wien am 16.11.2009 11

If consumers really are in control, what can we learn from their interaction with brands today? - Razorfish 2009 Social Media, Corporate Culture Club, Wien am 16.11.2009 12

What is the secret sauce? Connecting is the new Killer App Social Media, Corporate Culture Club, Wien am 16.11.2009 13

The social filter It comes to me in many ways: via Twitter, it shows up in my in-box, it shows up in my RSS base, through conversations. I don't go out looking for it. - Chris Anderson, WIRED Social Media, Corporate Culture Club, Wien am 16.11.2009 14

Brands need to become content providers to better connect with consumers. Social Media, Corporate Culture Club, Wien am 16.11.2009 15

Corporate TV: bmw.tv + 300 Web Videos Onsite Video views: +8.200.000 Offsite Video views*: +31.000.000 * = YouTube, iTunes, Blogs, etc. Social Media, Corporate Culture Club, Wien am 16.11.2009 16

Social Media, Corporate Culture Club, Wien am 16.11.2009 17

Social Media, Corporate Culture Club, Wien am 16.11.2009 18

We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking - Rupert Murdoch, April 2005 Social Media, Corporate Culture Club, Wien am 16.11.2009 19

Kultur? Gestaltung „im weitesten Sinne alles, was der Mensch selbst gestaltend hervorbringt“ Entwicklung Bewältigung Normativ: „zu erfüllende Ansprüche“ Social Media, Corporate Culture Club, Wien am 16.11.2009 20

Unternehmenskultur? Entscheidungs- Werte findung Normen K O N T E X T Beziehungen Paradigmen zu Kollegen, Kunden & Glaubenssätze Lieferanten Kommunikation Denkmodelle aller Stakeholder Social Media, Corporate Culture Club, Wien am 16.11.2009 21

Rumble in the Jungle Digital Natives vs. Digital Imigrants Social Media, Corporate Culture Club, Wien am 16.11.2009 22

War for talent? connecting sharing participating Social Media, Corporate Culture Club, Wien am 16.11.2009 23

1. Open Company: We are sharing know- how and Information 2. Mass Collaboration, we are looking for cooperation and collaboration 3. We are part of the netGeneration 4. We don´t fear change – we develop change 5. Peer Production: We are turning hierarchies upside down, but we expect from everybody to stick to the rules „Unternehmerisches Denken hat endlich ein Medium gefunden und Mitarbeiter erreichen Ihre Ziele nun leichter.“ Social Media, Corporate Culture Club, Wien am 16.11.2009 25

„The cost of failing is „In a hyper- tumbling down connected world the dramatically. Learn cost of being evil to fail. Fail faster, rises exponentially“ fail more often“ - Umair Haque, May 2009 - Jeff Jarvis, May 2009 Social Media, Corporate Culture Club, Wien am 16.11.2009 26

Kunden Social Media, Corporate Culture Club, Wien am 16.11.2009 27

Antworten dieter.rappold@knallgrau.at vi knallgrau GmbH Pezzlgasse 7/1 A-1170 Wien http://www.knallgrau.at Social Media, Corporate Culture Club, Wien am 16.11.2009 28

Quellen: http://www.flickr.com/photos/aherrero/2521374220/sizes/l/ http://lh6.ggpht.com/zurich.office.images/R86oi1QozVI/AAAAAAAAAfU/9MlQVFHFhGY/215_F4_meeting_informal.jpg http://johnwilborn.files.wordpress.com/2008/08/digital-native.jpg http://www.flickr.com/photos/flopisubmarina/3316673112/sizes/l/ http://www.ctd.northwestern.edu/images/youtube-logo(2).jpg http://scr3.golem.de/screenshots/0807/iPhone_3G/xx_iphone3g_pair.jpg http://www.flickr.com/photos/fhashemi/97033289/sizes/o/ http://www.rtdna.org/media/pdfs/communicator/2007/sep/Millennials.jpg http://www.flickr.com/photos/dailyinvention/77826607/sizes/o/ http://abm.typepad.com/mediapace/2008/07/digital-natives.html http://flickr.com/photos/kyz/2678673118/ http://twitpic.com/p8q65 http://twitpic.com/pj1cl http://consumerist.com/consumer/above-and-beyond/zappos-sends-you-flowers-311369.php http://www.presse.uni-oldenburg.de/uni-info/2002/4/fotos/fernrohr.gif http://www.salon.com/news/feature/2009/07/28/wired/index.html http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-brand-experience-report-2009 Quelle:http://geekandpoke.typepad.com/photos/uncategorized/2008/06/16/enterprise207b.jpg Photo,Quelle: http://flickr.com/photos/bethcanphoto/60493093/ http://vernacularist.typepad.com/the_vernacularist/images/blog_as_graph.png Social Media, Corporate Culture Club, Wien am 16.11.2009 29

http://www.sierralog.com	151
http://www.slideshare.net	4
https://sibs.t1.knallgrau.at	2
http://sierralog.twoday.net	1

Social Media im Einsatz für Marke und Unternehmenskultur

by Dieter Rappold on Nov 19, 2009

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Social Media im Einsatz für Marke und Unternehmenskultur — Presentation Transcript