Online texten-für-pr andreas-gnann-abp_11-08-29

ABP-Seminar Online-Texten 29.-31. August 2011 www.gnanncom.de Akademie der Bayerischen Presse

Programm Online-Texten ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Warum ist Online-PR für uns interessant? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ein paar Zahlen zur Online-Nutzung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Quelle: ARD/ ZDF Online-Studie, Mai 2011

Ein paar Zahlen zur Online-Nutzung ,[object Object],Quelle: ARD/ ZDF Online-Studie 2011 Gesamt 14-19 J. 20-29 J. 30-49 J. Ab 50 J. E-Mails 84 90 92 83 75 Such-maschinen 83 96 90 84 72 Online-Communities 32 79 62 22 7 Foren, News-groups, Chats 19 63 30 12 3 Datei-Download 18 32 22 15 14 Musik 11 38 17 7 2 RSS-Feeds 11 21 15 10 6 Video/ TV 8 18 11 7 2

Ein paar Zahlen zur Online-Nutzung ,[object Object],[object Object],Quelle: ARD/ ZDF Online-Studie 2011 Gesamt 14-19 J. 20-29 J. 30-39 J. 50-59 J. Wikipedia 73 95 85 80 58 Videoportale 58 95 85 65 34 Private Netzwerke 39 81 65 44 17 Foto-sammlungen 19 28 27 17 17 Berufliche Netzwerke 7 5 6 14 3 Weblogs 7 14 12 7 6 Social Bookmarks 2 1 4 4 2 Twitter 3 9 4 2 4

Online-Texten ,[object Object]

Inter- vs. Intranet – ein Vergleich ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Intranet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Intranet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Intranet – Inhalte ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Intranet (und Internet) – 10 goldene Regeln ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Inhalt, Navigation und Gestaltung ,[object Object],[object Object],[object Object]

Inhalt, Navigation und Gestaltung ,[object Object]

Der Anfang allen onlines: Die Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.a-b-p.de/

Aufbau einer Website ,[object Object],[object Object],[object Object]

Seitenlayout und Navigation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Aufbau einer Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gestaltung Farben ,[object Object],[object Object],[object Object],[object Object],[object Object]

Gestaltung Bild ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gestaltung Text ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website – Nicht vergessen! ,[object Object],[object Object],[object Object],[object Object],[object Object]

Das Impressum ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Das Favicon/ Favourite-Icon ,[object Object],[object Object],[object Object],[object Object]

Fazit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online-Texten ,[object Object],[object Object]

Texten für das Internet – Beispiele Tonalität ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Texten für das Internet bedeutet ... ,[object Object],[object Object],[object Object],[object Object],[object Object]

Texten für das Internet ,[object Object]

Texten für das Internet bedeutet ... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lesefreundlichkeit steigern ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gestaltung Text – auch Online gelten die Printregeln ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Gestaltung Text – auch Online gelten die Printregeln ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online-Text ,[object Object],[object Object],[object Object]

Fazit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Word Press ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Headline – Der Titel ,[object Object],Doppelt so viele lesen die Überschrift wie den Text (Poynter-Studie, USA, 1990)

Headline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Funktionen der Headline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Headline – ein paar Richtlinien ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Teaser ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Teaser – verschiedene Formen ,[object Object],[object Object],[object Object],[object Object],[object Object]

Teaser ,[object Object],[object Object],Hartz IV Glücklich mit einem Euro Langzeitarbeitslose müssen künftig bereit sein, auch Müll zu sammeln oder am Bau zu helfen - eine Folge von Hartz IV. Wer sich weigert, bekommt weniger Hilfe vom Staat. Die ersten Billigjobber gibt es schon. Wie geht es ihnen? Von Brigitte Zander mehr...

Teaser – Schlechtes Beispiel ,[object Object],[object Object],[object Object],[object Object]

Zusammenfassung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung „ Do what you do best and link to the rest!“ Zitat: Jeff Jarvis, US-amerikanischer Journalist und Professor

Verlinkung ,[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung – Wichtige Linkfunktionen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung – Richtig verlinken: Lincoln Studie (2003) ,[object Object],[object Object],[object Object],[object Object],Quelle: User Interface Engineering, USA www.uie.com/articles/getting_confidence/

Verlinkung – Richtig verlinken ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung – Link-Gestaltung ,[object Object],[object Object],[object Object],[object Object],[object Object]

Verlinkung – Rechtliches ,[object Object],[object Object],[object Object],[object Object],Ratschlag24.com: http://www.ratschlag24.com/index.php/verlinkung-im-internet-grundsaetzlich-zulaessig /

Verlinkung – MEHRWERT-Beispiele ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Die Werkzeuge der Online-PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Darstellungsformen im Netz – klassisch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Darstellungsformen im Netz – neu und interaktiv ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Newsletter ,[object Object],[object Object]

Newsletter – Was sollte beachtet werden? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RSS-Feeds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Newsroom ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web 2.0 oder Social Media – Was ist das? ,[object Object],[object Object],[object Object],[object Object],Interview mit Social Media Berater Thomas Pfeiffer (von Richard Gutjahr)

Ist Social Media-PR für uns geeignet? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Was Social Media-PR kann ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Was Social Media-PR nicht kann ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]

Die neuen Online-Werkzeuge – Das Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Corporate Blogging ,[object Object],[object Object],[object Object],[object Object]

Weblog/ Blog – Die Vorteile ,[object Object],[object Object],[object Object],[object Object],[object Object]

Weblog/ Blog – Die Nachteile ,[object Object],[object Object],[object Object],[object Object]

Weblog/ Blog – Was zu beachten ist ,[object Object],[object Object],[object Object],[object Object],[object Object]

Weblog/ Blog – Texte für Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Weblog/ Blog – Best Practice Beispiel „ Saftblog “ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.walthers.de/saftplausch/

Weblog/ Blog – Beispiel „ Daimler-Blog “ ,[object Object],[object Object],[object Object],[object Object],[object Object],http://blog.daimler.de/

Social Networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Networks – Verbreitung in Deutschland Quelle: Google Ad Planner, Juni 2011/ Meedia

Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Was bringt Facebook? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook-Newsfeed ,[object Object],[object Object],[object Object],Quelle: PR-Blogger , 03.8.2011

Facebook und Datenschutz ,[object Object],[object Object],[object Object],[object Object],[object Object]

Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Was bei Twitter zu beachten ist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wie Twitter eingesetzt werden kann ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google + ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10 goldene Regeln für Social Media Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Darstellungsformen im Netz – Tipps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online-PR – Best Practice Beispiel Social Media-Kampagne „Pritt Paper Gang“ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online-PR – Best Practice Beispiel Social Media-Kampagne „Pritt Paper Gang“ ,[object Object],[object Object],Facebook SchülerVZ Myspace (nicht mehr aktiv), Werbeschaltungen YouTube Twitter Henkel- Website

Shitstorms – Beispiel United Airlines ,[object Object],[object Object],[object Object]

Online-PR – So-besser-nicht-Beispiel Facebook-Kampagne „Chefticket“ der DB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online-PR – So-besser-nicht-Beispiel Facebook-Kampagne „Chefticket“ der DB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Shitstorms – Umgang mit Krisen ,[object Object],[object Object],[object Object],[object Object]

Klare Vorgaben helfen – Die Social Media Policy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Quelle: Bundesverband Digitale Wirtschaft (BVDW)

Strategie ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media-Kampagne – Übung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Monitoring ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Twitter-Monitoring ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Monitoring – Twitter spezial: Tweriod ,[object Object]

Social Media Monitoring – Erfolgsmessung im Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Monitoring – Erfolgsmessung im Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Wie funktionieren Google und Co.? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Erste Schritte ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Backlinks ,[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Übung Keywordoptimierung ,[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Tags ,[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Interessante Tags ,[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Title-Tag ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Bilder optimieren ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Textgestaltung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Suchmaschinenoptimierung – Textgestaltung ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online texten-für-pr andreas-gnann-abp_11-08-29

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Editor's Notes