How to Approach Social Media Architecture as a Corporate Communications Architecture

Vielen Dank für Ihre Aufmerksamkeit! 24.11.11 Seite How to approach Social Media as a corporate communications architecture Björn Eichstädt, Managing Partner Storymaker GmbH, Germany Beijing, November 24, 2011

24.11.11 Seite Social Media and Storymaker
Social Web History
Started blogging on storyblogger.de in 2005
First blog projects for customers in 2006
Started internal video production in 2007
Started agency twitter account in 2007
Ongoing pilot projects for customers from 2008 on
Social Media in almost 50 percent of customer projects
2010: Starting to think about Social Media in China
Products and services
Social Media Strategies
Social Media Outscourcing
Storytelling and Social Media
Content: Text, Video, Pictures, Slides etc. etc.

Ever heard this before? „ We HAVE TO do something with social media!“ „ Because EVERYBODY is doing it – in China and the world! “ Photocase.com neelz

What is your goal when joining a conversation? Why should YOU do it? BUT WAIT! Which platforms and networks are interesting for you and your company? What is relevant for your company? Who can do the job? What kind of content do you need? What are the processes? How do you start, who will do all the work? How do you design compelling contents? How do you make them interactive? Viral? Word of mouth? How do you get noticed?

The POST approach
P eople:
O bjectives:
S trategy:
T echnology:
24.11.11 Who are my stakeholders– and where will I find them on social media platforms? What do I want to achieve? More visits to the website? New employees or expats? A happy headquarter? What do I need to do to achieve these objectives? How will the relationship with my target audience change? Finally: which platforms do I have to use in order to reach the people I want to reach in the way I want to reach them? What do I need to keep in mind concerning unavailability of certain platforms? And what does China have to offer? Seite

Digital Communications Architecture 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

The Stakeholders 24.11.11 Telling Community Seite
Customers
Potential Customers
Employees
Potential Employees
Journalists
Bloggers
Influencers
Interested general public
Partners
Associations
NGOs
Etc.

What do you want from them? 24.11.11 Relations Feedback Ideas Understanding Customers Reach Sales Interest Seite
Customers
Potential Customers
Employees
Potential Employees
Journalists
Bloggers
Influencers
Partners
Associations
NGOs
Etc.

What do they want from you? 24.11.11 Personality Listening Expertise Views Opinions Leadership Entertainment Education Seite
Customers
Potential Customers
Employees
Potential Employees
Journalists
Bloggers
Influencers
Partners
Associations
NGOs
Etc.

How do I do this? The Strategy 24.11.11 Seite
Customers
Potential Customers
Employees
Potential Employees
Journalists
Bloggers
Influencers
Partners
Associations
NGOs
Etc.
Me Need Offer

The Strategy: Reach beyond direct contacts 24.11.11 Seite

Material: Text, Video, Audio, Photo, pdf, ppt... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

Communication: Ask, Answer, Anticipate, Interact, Share... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

Identity: Corporate Story at the Core 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

1. Interacting with a Chinese Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

2. And Getting Chinese Content to an international Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter

„ Creativity is just connecting dots“ Steven P. Jobs 24.11.11 Seite „ We cannot live only for ourselves. A thousand fibers connect us with our fellow men.“ Herman Melville

www.storymaker.de photocase / cybernautin The Art of Turning Companies Into Success Stories

How to Approach Social Media Architecture as a Corporate Communications Architecture

by Storymaker GmbH on Nov 23, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

How to Approach Social Media Architecture as a Corporate Communications Architecture — Presentation Transcript