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    The Culture of Communications in the Social Web The Culture of Communications in the Social Web Presentation Transcript

    • The Culture of Communications in the Social WebFlorian SchleicherPresentation for my Master Thesis
      source: flickr.com/brandonj74
    • „The reality is: conversations are taking place online right now, usually without you. If you’re not part of the conversation, answers, questions, suggestions, complaints, (…) will go unmanaged, unresolved and unchallenged.“
      (Solis/Breakenridge 2009, 153)
      Where are we now?
      source: flickr.com/kjten22
      July 2010 | Florian Schleicher
    • What are the impacts on the communication of future generations, if communication via a new medium, via screens, gets more and more dominant?
      (cf. Greenfield 2008, 156)
      What is the problem?
      source: flickr.com/enix_dk
      July 2010 | Florian Schleicher
    • What value attach Austrian managers of Corporate Communications to the changed Culture of Communications of stakeholders in the Social Web?
      The main research question
      source: flickr.com/dlestarjette
      July 2010 | Florian Schleicher
    • The Culture of Communications
      source: flickr.com/zixeslew & flickr.com/pinklilyblossom
      July 2010 | Florian Schleicher
    • Understanding complex correlations
      Referring to the subjective perception of the researcher as a part of the finding-process (cf. Flick/Kardorff/Steinke 2003, 25)
      A qualitative research design
      source: flickr.com/snapsi42
      July 2010 | Florian Schleicher
    • Casinos Austria AG
      Dr. Bernd Wollmann | Marketing New Media
      Checkfelix.com
      Heinz Grünwald | Social Media
      Josef Manner & Comp. AG
      Mag. Heidrun Gruber-Größwang & Gabriel Zirm | Marketingdepartment
      Spar Österreichische Warenhandels-AG
      Mag. Günther Schmidhuber | Corporate PR/Information
      voestalpine AG
      Mag. Gerhard Kürner | Corporate Communications
      Vöslauer Mineralwasser AG
      Mag. Yvonne Haider | Marketing Retail & Products
      Interviewees
      source: flickr.com/noname1191
      July 2010 | Florian Schleicher
    • Managers of Corporate Communications in Austrian Profit-Organizations with Social Web experience
      Heterogenous organizations to make a generalization of the findings possible (cf. Flick 2003, 260)
      Interviewees
      source: flickr.com/noname1191
      July 2010 | Florian Schleicher
    • Semi-structurized guidelines with flexible handling
      Focus on experiences and perceptions of the interviewees
      Type of interview
      source: flickr.com/hiddedevries
      July 2010 | Florian Schleicher
    • (cf. Losee, 1977 in Lamnek 2005, 250)
      Qualitative content analysis with deductive- and inductive-built categories according to Mayring
      Analyzing the material
      induction
      monitoring (1)
      (investigation) (3)
      descriptive principles (1)
      (theory)
      deduction
      source: flickr.com/blackham
      July 2010 | Florian Schleicher
    • Definition of the Culture of Communications (CoC) in the Social Web
      Challenges for organizations in the Social Web caused by the CoC
      Impacts of the CoC in the Social Web on the CoC Offline
      Model of IMC with an approach to the CoC in the Social Web
      Evaluation of the changed CoC in the Social Web by Austrian managers of Corporate Communications
      Findings
      source: flickr.com/lyza
      July 2010 | Florian Schleicher
    • Choice of words
      Flow of information
      Abilities to send and new role-definitions
      Interactivity
      Anonymity
      Property
      Expert status
      Banality
      Type of communication
      Formation of communities
      Definition of the Culture of Communications
      source: flickr.com/alcomm
      July 2010 | Florian Schleicher
    • Approval by the organizational top-management
      Accepting the employees ability to send information
      Creation of internal trust
      Gathering of additional ressources
      Adaption to the Culture of Communications
      Challenges
      source: flickr.com/divemasterking2000
      July 2010 | Florian Schleicher
    • New characteristics and possibilities caused by technology
      Problem areas „anonymity“, „banality“ and „property“ existed already
      New mindsets evolve
      Changes in the usage of media
      Impacts
      source: flickr.com/houmr13
      July 2010 | Florian Schleicher
    • Focus on adressing clients
      Supplemented by a stakeholder-perspective
      Instruments to receive, interact and send
      The model of IMC by Anders Gronstedt
      source: flickr.com/hansbrinker
      July 2010 | Florian Schleicher
    • Communication in the Social Web is seen as an essential part of efficient Corporate Communications
      The Culture of Communications has to be considered
      Messages are to be adapted to this environment
      An awareness of the risks and changes exists
      Evaluation of the managers
      source: flickr.com/b-tal
      July 2010 | Florian Schleicher
    • Florian Schleicher
      twitter.com/_whoelse
      www.florianschleicher.com
      source: flickr.com/robertvega