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Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
Social Media for Companies
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Social Media for Companies

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Social Media for Companies. Presented at GWNG Meeting on March 12, 2010.

Social Media for Companies. Presented at GWNG Meeting on March 12, 2010.

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  • I translated the presentation into English, but the examples are still German. So I tagged is as German, in order not to upset anybody from uproad. :-)
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  • 1. Corporate Social Media<br />GWNG Meeting, 12. März 2010<br />Dr. Peter Hogenkamp, Blogwerk AG, Zürich<br />
  • 2. Wheneverpeopleaskme: «Aren‘t Blogs, Twitter, Facebookout»?<br />…my answer has beensince2007:<br /> «More and more people are going to publish more and more content on the internet. <br />Thetechnical tool they use isnotthemainissue.»<br />Hooray! Right foronce:<br />
  • 3. Gartner Group: «HypeCycle»<br />Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp<br />
  • 4. Gartner Group: «HypeCycle»<br />Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp<br />
  • 5. Whatthe Hell isSocial Media?<br />
  • 6. Twitter<br />
  • 7.
  • 8. What is Twitter?<br />A «microblogging» service<br />…on which short, SMS-like messages («Tweets») can be sent.<br />Everything is personalized<br /><ul><li>I read messages from people I «follow».
  • 9. My messages are read by people who follow me («followers»).
  • 10. My «Twitter homepage» shows all the Tweets I read – nobody sees them like I do.</li></ul>Reach/Relevance<br /><ul><li>In German about 200‘000, many opinion leaders.
  • 11. Best known in German is @saschalobo with 22‘675 followers, I (@phogenkamp), have 2428.
  • 12. Especially relevant in the US because of the many celebrities.</li></li></ul><li>A brief storyfrom a Zurichrestaurant<br />
  • 13. Eine kurze Geschichte aus der Zürcher Gastronomie<br />25 Tweets and 20 new<br />guests in one week<br />
  • 14. Eine kurze Geschichte aus der Zürcher Gastronomie<br />Theseed was there.<br />Sadly, there was no watering... <br />
  • 15.
  • 16. facebook.byebyebillag.ch<br />
  • 17. Source: blick.ch / Blick am Abend, 28.11.2008<br />+5'000 members<br />
  • 18. Price supervisor<br />Poll start<br />Various news stories <br />«Blickam Abend»<br />First mention in «Sonntag»<br />
  • 19.
  • 20.
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  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Facebook<br />
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. Flickr<br />
  • 37.
  • 38. 1701 Ergebnisse<br />
  • 39.
  • 40.
  • 41. v<br />
  • 42. YouTube<br />
  • 43.
  • 44.
  • 45. *The* classic counter-argument:«All thatfor50 new‹friends› on Facebook?»<br />
  • 46. «Long Tail» and «Short Head»of Communication<br />
  • 47. «The Long Tail»<br />e.g. bookstores:<br />Orell Füssli (100‘000 articles)<br />vs. Amazon (millions of articles)<br />
  • 48.
  • 49. 20% via Twitter<br />
  • 50. Thefutureisalreadyhere – it's just unevenlydistributed.<br />The sender-receivermodelist outdated.<br />Many customers(or: citizens) take overcommunications.<br />People trust their friends more than they trust advertisting (media, parties etc.).<br />
  • 51. The next revolutionis right around the corner.<br />
  • 52. We are facing another online revolution:<br />Almost everyone will be online almost all the time.<br />Almost everyone will connect to his friends online.<br /> (There are always a few eremites – they are not relevant.)<br />
  • 53. foursquare<br />
  • 54.
  • 55.
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  • 57.
  • 58. If you think this is all nonsense… <br />Do you remember the following statements?<br />1996:But I don‘t need a mobile phone, I make calls at home!<br />1998:But I don‘t need Internet at home (I can alwaysprintout a fewpagesat the office)!<br />2001:I don‘t chat, I have a boyfriend!<br />2008:I definitely need no Facebook!<br />2009: I don‘t need Internet on my mobile phone!<br />
  • 59. «Social Media Marketing Basic Kit»:Push into all channels<br />
  • 60. Concept: Push onto all platforms<br />
  • 61. Communication in both directions<br />Website -> Twitter :News articlestweetedautomatically<br />Twitter -> Website:News articles can be linked to via permalinks<br />Website ->iPhone:Contentdisplayswell on mobile device.<br />iPhone -> Website:Commenting, forwarding, sharing on the go.<br />
  • 62. Community 36<br />
  • 63. Concept: Push onto all platforms<br />Twitter: 250<br />Facebook: 120<br />Content:publishonce, push anywhere<br />RSS: 80<br />Web: 1000<br />E-Mail: 20‘000<br />
  • 64. It‘s not about facebook – it‘s about your friends!<br />
  • 65. What does a company do with it?<br />Marketing<br />Sales<br />Support<br />Customer retention<br />Everything? <br /> For a corporation like Swisscom with quite some «fans» it is MUCH easier than for others.<br /> Don‘t hesitate to start small in your field. But do start soon!<br />
  • 66. What do I as an employee do with this?<br />Nobody should shift all communication to Social Media. Experiment now with a manageable budget. You are still an early mover, but not for much longer.<br />Actually, you don‘t need an agency (if you have time to practice on your own). <br />Buy an iPhone or an Android mobile phone (HTC, Motorola, Google) and use some «social» apps. <br />Don‘t lock up content on your Website, but push it into Social Media.<br />
  • 67. Tips for further reading and looking<br />This presentation as PDF/Slideshare<br /><ul><li>on http://blogwerk.com/</li></ul>What «GaySVP» did wrong yesterday:<br /><ul><li>http://blogwerk.com/2009/12/15/gaysvp-follower-fans-und-abonnenten-aufbauen-wo-man-kann/</li></ul>Whitepaper Social Media Marketing by Blogwerk:<br /><ul><li>http://blogwerk.com/consulting/whitepaper-social-media-marketing/</li></ul>Track Social Media at Swiss IT Academy, parallel to Community36, 6./7. Mai 2010 in Zurich<br /><ul><li>http://www.swissitacademy.ch/ </li></li></ul><li>Thank you.<br />Dr. Peter Hogenkamp<br />Blogwerk AG – Badenerstrasse 65 – 8004 Zürich<br />peter.hogenkamp@blogwerk.com<br />Mobile +41 79 634 1203<br />blogwerk.com<br />blog.hogenkamp.com<br />twitter.com/phogenkamp<br />www.xing.com/profile/Peter_Hogenkamp<br />

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