Web 2.0 and Corporations<br />
Why doesn‘t it work?<br />
People communicate like this...<br />
... and corporations like this.<br />
So that‘s how they picture a party...<br />
... and that‘s how we do it.<br />
Specialists are in charge of <br />corporate communications.<br />
Their proposals are reviewed...<br />
... and are discussed and finetuned and polished....<br />
... until someone finally approves.<br />
The result is softened, highlyofficial communication...<br />
... that makes it difficult to perceive actions and communications of a company as consistent .<br />
There‘s no dialogue.<br />
Communication usedto work differently.<br />
With an anonymous <br />mass of consumers.<br />
Social Media is different.<br />
It‘s really hard to listen.<br />
There‘s no backchannel<br />to corporations.<br />
The customer service is supposed to listen.<br />
If you really want to be listened to, press „1“.<br />
The staff is well-trained.<br />
But at some point, you‘ll have a conversation from person to person.<br />
But unfortunately, it‘s often a conversation from a person with a problem to a person with no clue.<br />
Who would be better in a call center than the actual product developer?<br />
But these guys are supposed to work, not talk.<br />
There‘s no dialogue.<br />
Mass communication ispatchwork. Get used to it.<br />
350 million<br />300 million<br />Facebook is not mass media.<br />
Our shared Facebook experience.<br />
Fanpages and groups are a start.<br />
But is there dialogue with 2 million fans?<br />
The mechanics don‘t change.<br />
Starbucks uses Twitter<br />as customer care.<br />
The core skill is no longer marketing, but<br />conversing<br />
Employees are conversing already.<br />
They are just not allowed<br />to speak AS employees.<br />
But they do <br />it anyway.<br />
Markets are<br />conversations.<br />
Don‘t let corporations<br />talk to people.<br />
Let people talk with people.<br />
How could that work?<br />There are 5 major challenges.<br />
Challenge 1:<br />Time management<br />for employees.<br />
Blogs<br />Reviews<br />Challenge 2:<br />Find the right social<br />media tools for your<br />employees and <br />their p...
Challenge 3:<br />It‘s HOW you say it.<br />
Challenge 4:<br />Web Monitoring.<br />
Challenge 5:<br />Share learnings in<br />the corporation.<br />
We don‘t have thisproblem in most European corporations.<br />
Most images from <br />istockphoto.com<br />dreamstime.com<br />And some from the web:<br />Thanks in advance to Kraftwerk...
There‘s more where that came from.<br />
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Web 2.0 and big corporations

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This is a presentation I held several times during a period of q3/2008 until approx q2/2009. Most companies approached me with an attitude that this "social media problem" could be solved by setting up a website, putting up a facebook fanpage, hiring an agency and done. I had to explain that social media's influence goes a lot deeper than being just another communication channel to distribute corporate messages. Without verbal speech, the presentation is less informative than live (which i can present between 45 and 120 min), but I think the major approach comes across well.

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Web 2.0 and big corporations

  1. Web 2.0 and Corporations<br />
  2. Why doesn‘t it work?<br />
  3. People communicate like this...<br />
  4. ... and corporations like this.<br />
  5. So that‘s how they picture a party...<br />
  6. ... and that‘s how we do it.<br />
  7. Specialists are in charge of <br />corporate communications.<br />
  8. Their proposals are reviewed...<br />
  9. ... and are discussed and finetuned and polished....<br />
  10. ... until someone finally approves.<br />
  11. The result is softened, highlyofficial communication...<br />
  12. ... that makes it difficult to perceive actions and communications of a company as consistent .<br />
  13. There‘s no dialogue.<br />
  14. Communication usedto work differently.<br />
  15. With an anonymous <br />mass of consumers.<br />
  16. Social Media is different.<br />
  17. It‘s really hard to listen.<br />
  18. There‘s no backchannel<br />to corporations.<br />
  19. The customer service is supposed to listen.<br />
  20. If you really want to be listened to, press „1“.<br />
  21. The staff is well-trained.<br />
  22. But at some point, you‘ll have a conversation from person to person.<br />
  23. But unfortunately, it‘s often a conversation from a person with a problem to a person with no clue.<br />
  24. Who would be better in a call center than the actual product developer?<br />
  25. But these guys are supposed to work, not talk.<br />
  26. There‘s no dialogue.<br />
  27. Mass communication ispatchwork. Get used to it.<br />
  28. 350 million<br />300 million<br />Facebook is not mass media.<br />
  29. Our shared Facebook experience.<br />
  30. Fanpages and groups are a start.<br />
  31. But is there dialogue with 2 million fans?<br />
  32. The mechanics don‘t change.<br />
  33. Starbucks uses Twitter<br />as customer care.<br />
  34. The core skill is no longer marketing, but<br />conversing<br />
  35. Employees are conversing already.<br />
  36. They are just not allowed<br />to speak AS employees.<br />
  37. But they do <br />it anyway.<br />
  38. Markets are<br />conversations.<br />
  39. Don‘t let corporations<br />talk to people.<br />
  40. Let people talk with people.<br />
  41. How could that work?<br />There are 5 major challenges.<br />
  42. Challenge 1:<br />Time management<br />for employees.<br />
  43. Blogs<br />Reviews<br />Challenge 2:<br />Find the right social<br />media tools for your<br />employees and <br />their purposes.<br />Social<br />Networks<br />Communities<br />Micro-<br />Blogging<br />Own<br />platforms<br />
  44. Challenge 3:<br />It‘s HOW you say it.<br />
  45. Challenge 4:<br />Web Monitoring.<br />
  46. Challenge 5:<br />Share learnings in<br />the corporation.<br />
  47. We don‘t have thisproblem in most European corporations.<br />
  48. Most images from <br />istockphoto.com<br />dreamstime.com<br />And some from the web:<br />Thanks in advance to Kraftwerk,<br />Don Corleone, Lenor, the Lemmings,<br />the Indian Chiefs, the party people and„The Gods must be crazy“.<br />
  49. There‘s more where that came from.<br />

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