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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Transcript

  • 1. Corporate Social Media
    GWNG Meeting, 12. März 2010
    Dr. Peter Hogenkamp, Blogwerk AG, Zürich
  • 2. Wheneverpeopleaskme: «Aren‘t Blogs, Twitter, Facebookout»?
    …my answer has beensince2007:
    «More and more people are going to publish more and more content on the internet.
    Thetechnical tool they use isnotthemainissue.»
    Hooray! Right foronce:
  • 3. Gartner Group: «HypeCycle»
    Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp
  • 4. Gartner Group: «HypeCycle»
    Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp
  • 5. Whatthe Hell isSocial Media?
  • 6. Twitter
  • 7.
  • 8. What is Twitter?
    A «microblogging» service
    …on which short, SMS-like messages («Tweets») can be sent.
    Everything is personalized
    • 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.
    Reach/Relevance
    • 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.
  • A brief storyfrom a Zurichrestaurant
  • 13. Eine kurze Geschichte aus der Zürcher Gastronomie
    25 Tweets and 20 new
    guests in one week
  • 14. Eine kurze Geschichte aus der Zürcher Gastronomie
    Theseed was there.
    Sadly, there was no watering...
  • 15.
  • 16. facebook.byebyebillag.ch
  • 17. Source: blick.ch / Blick am Abend, 28.11.2008
    +5'000 members
  • 18. Price supervisor
    Poll start
    Various news stories
    «Blickam Abend»
    First mention in «Sonntag»
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Facebook
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. Flickr
  • 37.
  • 38. 1701 Ergebnisse
  • 39.
  • 40.
  • 41. v
  • 42. YouTube
  • 43.
  • 44.
  • 45. *The* classic counter-argument:«All thatfor50 new‹friends› on Facebook?»
  • 46. «Long Tail» and «Short Head»of Communication
  • 47. «The Long Tail»
    e.g. bookstores:
    Orell Füssli (100‘000 articles)
    vs. Amazon (millions of articles)
  • 48.
  • 49. 20% via Twitter
  • 50. Thefutureisalreadyhere – it's just unevenlydistributed.
    The sender-receivermodelist outdated.
    Many customers(or: citizens) take overcommunications.
    People trust their friends more than they trust advertisting (media, parties etc.).
  • 51. The next revolutionis right around the corner.
  • 52. We are facing another online revolution:
    Almost everyone will be online almost all the time.
    Almost everyone will connect to his friends online.
    (There are always a few eremites – they are not relevant.)
  • 53. foursquare
  • 54.
  • 55.
  • 56.
  • 57.
  • 58. If you think this is all nonsense…
    Do you remember the following statements?
    1996:But I don‘t need a mobile phone, I make calls at home!
    1998:But I don‘t need Internet at home (I can alwaysprintout a fewpagesat the office)!
    2001:I don‘t chat, I have a boyfriend!
    2008:I definitely need no Facebook!
    2009: I don‘t need Internet on my mobile phone!
  • 59. «Social Media Marketing Basic Kit»:Push into all channels
  • 60. Concept: Push onto all platforms
  • 61. Communication in both directions
    Website -> Twitter :News articlestweetedautomatically
    Twitter -> Website:News articles can be linked to via permalinks
    Website ->iPhone:Contentdisplayswell on mobile device.
    iPhone -> Website:Commenting, forwarding, sharing on the go.
  • 62. Community 36
  • 63. Concept: Push onto all platforms
    Twitter: 250
    Facebook: 120
    Content:publishonce, push anywhere
    RSS: 80
    Web: 1000
    E-Mail: 20‘000
  • 64. It‘s not about facebook – it‘s about your friends!
  • 65. What does a company do with it?
    Marketing
    Sales
    Support
    Customer retention
    Everything? 
    For a corporation like Swisscom with quite some «fans» it is MUCH easier than for others.
    Don‘t hesitate to start small in your field. But do start soon!
  • 66. What do I as an employee do with this?
    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.
    Actually, you don‘t need an agency (if you have time to practice on your own).
    Buy an iPhone or an Android mobile phone (HTC, Motorola, Google) and use some «social» apps.
    Don‘t lock up content on your Website, but push it into Social Media.
  • 67. Tips for further reading and looking
    This presentation as PDF/Slideshare
    • on http://blogwerk.com/
    What «GaySVP» did wrong yesterday:
    • http://blogwerk.com/2009/12/15/gaysvp-follower-fans-und-abonnenten-aufbauen-wo-man-kann/
    Whitepaper Social Media Marketing by Blogwerk:
    • http://blogwerk.com/consulting/whitepaper-social-media-marketing/
    Track Social Media at Swiss IT Academy, parallel to Community36, 6./7. Mai 2010 in Zurich
    • http://www.swissitacademy.ch/
  • Thank you.
    Dr. Peter Hogenkamp
    Blogwerk AG – Badenerstrasse 65 – 8004 Zürich
    peter.hogenkamp@blogwerk.com
    Mobile +41 79 634 1203
    blogwerk.com
    blog.hogenkamp.com
    twitter.com/phogenkamp
    www.xing.com/profile/Peter_Hogenkamp