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Vielen Dank für Ihre Aufmerksamkeit! 24.11.11 Seite  How to approach Social Media as a corporate communications architectu...
24.11.11 Seite  Social Media and Storymaker <ul><li>Social Web History </li></ul><ul><li>Started blogging on storyblogger....
Ever heard this before? „ We  HAVE TO  do something  with social media!“ „ Because  EVERYBODY   is doing it –  in China an...
What is your goal when joining a conversation? Why should YOU do it? BUT WAIT! Which platforms and networks are interestin...
The POST approach <ul><li>P eople: </li></ul><ul><li>O bjectives: </li></ul><ul><li>S trategy: </li></ul><ul><li>T echnolo...
Digital Communications  Architecture 24.11.11 Seite  Community Telling Being Hosting PR -Content Website Microsite Blog Ne...
The Stakeholders 24.11.11 Telling Community Seite  <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><...
What do you want from them?  24.11.11 Relations Feedback Ideas Understanding Customers Reach  Sales Interest  Seite  <ul><...
What do they want from you?  24.11.11 Personality Listening Expertise Views Opinions Leadership Entertainment Education  S...
How do I do this? The Strategy 24.11.11 Seite  <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><li>E...
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 Micr...
Communication: Ask, Answer,  Anticipate, Interact, Share... 24.11.11 Seite  Community Telling Being Hosting PR -Content We...
Identity: Corporate Story  at the Core 24.11.11 Seite  Community Telling Being Hosting PR -Content Website Microsite Blog ...
1. Interacting with  a Chinese Community 24.11.11 Seite  Community Telling Being Hosting PR -Content Website Microsite Blo...
2. And Getting Chinese Content  to an international Community 24.11.11 Seite  Community Telling Being Hosting PR -Content ...
„ Creativity is just connecting dots“ Steven P. Jobs 24.11.11 Seite  „ We cannot live only for ourselves. A thousand fiber...
www.storymaker.de photocase / cybernautin The Art of Turning Companies Into Success Stories
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How to Approach Social Media Architecture as a Corporate Communications Architecture

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Presentation of keynote at Sino German Communications Forum in Beijing, China. Nov. 24th, 2011

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Transcript of "How to Approach Social Media Architecture as a Corporate Communications Architecture"

  1. 1. 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
  2. 2. 24.11.11 Seite Social Media and Storymaker <ul><li>Social Web History </li></ul><ul><li>Started blogging on storyblogger.de in 2005 </li></ul><ul><li>First blog projects for customers in 2006 </li></ul><ul><li>Started internal video production in 2007 </li></ul><ul><li>Started agency twitter account in 2007 </li></ul><ul><li>Ongoing pilot projects for customers from 2008 on </li></ul><ul><li>Social Media in almost 50 percent of customer projects </li></ul><ul><li>2010: Starting to think about Social Media in China </li></ul><ul><li>Products and services </li></ul><ul><li>Social Media Strategies </li></ul><ul><li>Social Media Outscourcing </li></ul><ul><li>Storytelling and Social Media </li></ul><ul><li>Content: Text, Video, Pictures, Slides etc. etc. </li></ul>
  3. 3. 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
  4. 4. 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?
  5. 5. The POST approach <ul><li>P eople: </li></ul><ul><li>O bjectives: </li></ul><ul><li>S trategy: </li></ul><ul><li>T echnology: </li></ul>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
  6. 6. Digital Communications Architecture 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  7. 7. The Stakeholders 24.11.11 Telling Community Seite <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><li>Employees </li></ul><ul><li>Potential Employees </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul><ul><li>Interested general public </li></ul><ul><li>Partners </li></ul><ul><li>Associations </li></ul><ul><li>NGOs </li></ul><ul><li>Etc. </li></ul>
  8. 8. What do you want from them? 24.11.11 Relations Feedback Ideas Understanding Customers Reach Sales Interest Seite <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><li>Employees </li></ul><ul><li>Potential Employees </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul><ul><li>Interested general public </li></ul><ul><li>Partners </li></ul><ul><li>Associations </li></ul><ul><li>NGOs </li></ul><ul><li>Etc. </li></ul>
  9. 9. What do they want from you? 24.11.11 Personality Listening Expertise Views Opinions Leadership Entertainment Education Seite <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><li>Employees </li></ul><ul><li>Potential Employees </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul><ul><li>Interested general public </li></ul><ul><li>Partners </li></ul><ul><li>Associations </li></ul><ul><li>NGOs </li></ul><ul><li>Etc. </li></ul>
  10. 10. How do I do this? The Strategy 24.11.11 Seite <ul><li>Customers </li></ul><ul><li>Potential Customers </li></ul><ul><li>Employees </li></ul><ul><li>Potential Employees </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul><ul><li>Interested general public </li></ul><ul><li>Partners </li></ul><ul><li>Associations </li></ul><ul><li>NGOs </li></ul><ul><li>Etc. </li></ul>Me Need Offer
  11. 11. The Strategy: Reach beyond direct contacts 24.11.11 Seite
  12. 12. Material: Text, Video, Audio, Photo, pdf, ppt... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  13. 13. Communication: Ask, Answer, Anticipate, Interact, Share... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  14. 14. Identity: Corporate Story at the Core 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  15. 15. 1. Interacting with a Chinese Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  16. 16. 2. And Getting Chinese Content to an international Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  17. 17. „ 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
  18. 18. www.storymaker.de photocase / cybernautin The Art of Turning Companies Into Success Stories
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