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  • PresentationThomasPleilandDanielKoempel

    1. 1. Thomas Pleil / Daniel Kömpel Approaches of Companies in Germany to the Social Web Four Case Studies © h_da – Prof. Dr. Thomas Pleil, Daniel Kömpel Euroblog 2007, March 15th, 2007 Euroblog 2007
    2. 2. Overview <ul><li>The Project: Social Software and Online-PR </li></ul><ul><li>The Cases </li></ul><ul><ul><li>BASF </li></ul></ul><ul><ul><li>Ikea </li></ul></ul><ul><ul><li>Siemens </li></ul></ul><ul><ul><li>BMW </li></ul></ul><ul><li>Interpretation & Learnings </li></ul>
    3. 3. Social Software and Online-PR <ul><li>The four Case Studies are part of the h_da research project „Social Software and Online-PR“ </li></ul><ul><li>Presumptions </li></ul><ul><ul><li>Broad theoretical discussion on chances and risks of Social Software in Corporate Communications </li></ul></ul><ul><ul><li>Some empirical work like Euroblog 2006 & 2007 </li></ul></ul><ul><ul><li>Very limited analysis of Social Software projects of Companies and NPOs </li></ul></ul>
    4. 4. The aim <ul><li>Analyzing German Web 2.0 PR projects </li></ul><ul><ul><li>Concepts </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Appraisal </li></ul></ul><ul><li>Learn more on the application of Social Software within Public Relations/Market Communications of German companies </li></ul><ul><li>Lessons learnt </li></ul><ul><li>Know how for PR practitioners </li></ul>
    5. 5. Output <ul><li>A qualitative approach </li></ul><ul><ul><li>Case study research </li></ul></ul><ul><ul><li>15 Cases investigated by 19 PR students </li></ul></ul><ul><ul><ul><li>Interviews with responsible PR managers & consultants </li></ul></ul></ul><ul><ul><ul><li>Interviews with experts </li></ul></ul></ul><ul><ul><ul><li>A simple content analysis/ statistical reporting </li></ul></ul></ul><ul><li>> To do: Meta analysis of all cases </li></ul><ul><li>Symposium at Darmstadt University with 160 attendees </li></ul><ul><ul><li>General issues on Web 2.0 and PR, cases & ethics </li></ul></ul>
    6. 6. Cooperation <ul><li>PR Agencies </li></ul><ul><ul><li>A&B face2net, Berlin </li></ul></ul><ul><ul><li>Knallgrau, Vienna </li></ul></ul><ul><ul><li>Edelman, Hamburg </li></ul></ul><ul><li>Consultants </li></ul><ul><ul><li>Robert Basic, Frankfurt </li></ul></ul><ul><ul><li>Martin Röll, Dresden </li></ul></ul><ul><ul><li>Klaus Eck, Munich </li></ul></ul><ul><ul><li>... </li></ul></ul>
    7. 7. Research questions <ul><li>What is the conception of Social Software projects in German companies? </li></ul><ul><li>What is the intention of these projects? Are they just used like an experiment? Or do practitioners define clear tactical goals like relationship-building with defined stakeholders? </li></ul><ul><li>How are they integrated into the strategy of Public Relations? </li></ul><ul><li>What are the effects of the projects? </li></ul>
    8. 8. Sampling the cases <ul><li>Excluding projects of Marketing & PR Firms </li></ul><ul><li>Excluding projects of small companies </li></ul><ul><li>Analysis of three companies with a dedicated strategy on Web 2.0 (and more than 1 project) </li></ul><ul><li>Analysis of twelve single projects covering different types of Blogs, Audio-/ Videocasts and Wikis </li></ul>
    9. 9. Sample <ul><li>Web 2.0 strategy </li></ul><ul><ul><li>Siemens </li></ul></ul><ul><ul><li>Spreadshirt (Social Commerce) </li></ul></ul><ul><ul><li>BMW </li></ul></ul><ul><li>Wikis </li></ul><ul><ul><li>No remarkable PR driven projects found </li></ul></ul><ul><li>Video-/Audiocasts </li></ul><ul><ul><li>E-Bay </li></ul></ul><ul><ul><li>Ikea Podcast </li></ul></ul><ul><ul><li>Merkel-Podcast (German Chancellor) </li></ul></ul><ul><ul><li>Jokers (Online Bookstore) </li></ul></ul>
    10. 10. Sample <ul><li>Business-Weblogs </li></ul><ul><ul><li>Issues Blog </li></ul></ul><ul><ul><ul><li>Frosta (Nutrition) </li></ul></ul></ul><ul><ul><li>Product Blog </li></ul></ul><ul><ul><ul><li>Espresso International (Online Shop) </li></ul></ul></ul><ul><ul><li>Customer Relations Blog </li></ul></ul><ul><ul><ul><li>Juice Producer Walther </li></ul></ul></ul><ul><ul><ul><li>TeNo-Blog (Manufacturer of Jewellery) </li></ul></ul></ul><ul><li>Eventblog </li></ul><ul><ul><li>Frankfurt Book Fair </li></ul></ul><ul><li>CEO Blog </li></ul><ul><ul><li>AOL </li></ul></ul><ul><li>Employee Blog </li></ul><ul><ul><li>Edelight-Blog (external) </li></ul></ul><ul><ul><li>BASF (internal) </li></ul></ul>
    11. 11. The Cases: BASF InBlog „ If you‘re reacting to change, you‘re too late. You must anticipate change and help to make it happen.“ (Jürgen Hambrecht, CEO BASF, in: NYSE Magazine, 1.2.04)
    12. 12. The Cases: BASF InBlog <ul><li>Internal Concerns: </li></ul><ul><ul><li>“ Blogging foils our „ One-Voice-Policy ” </li></ul></ul><ul><ul><li>“ Blogging cannibalizes our communication” </li></ul></ul><ul><ul><li>“ Blogging is below the level of our communication strategies” </li></ul></ul><ul><ul><li>“ Blogging is the beginning of the end of our Top-Down- Communication ” </li></ul></ul>
    13. 13. The Cases: BASF InBlog <ul><li>What </li></ul><ul><ul><li>Internal Employee Blog </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Introduce Employees in Corp. Communications to Blogs </li></ul></ul><ul><ul><li>Bundle information from the Intranet </li></ul></ul><ul><ul><li>Encourage new many-to-many-relationships, reduce e-mail </li></ul></ul><ul><li>Background </li></ul><ul><ul><li>Blog monitoring since 2004 </li></ul></ul><ul><ul><li>Loss of significance of traditional media </li></ul></ul><ul><ul><li>Blog statements about BASF in U.S. caused high attention among stakeholders </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Temporary test </li></ul></ul><ul><ul><li>Limited group of participants with pre-defined role concept </li></ul></ul>
    14. 14. The Cases: BASF InBlog <ul><li>Conception </li></ul><ul><ul><li>Limited to four months , starting July 2006 </li></ul></ul><ul><ul><li>Simple external platform using Typepad </li></ul></ul><ul><ul><li>200 invited participants with role concept </li></ul></ul><ul><ul><ul><li>about 10-20 writers </li></ul></ul></ul><ul><ul><ul><li>30 commentators </li></ul></ul></ul><ul><ul><ul><li>150 readers </li></ul></ul></ul><ul><ul><li>Preset topics : </li></ul></ul><ul><ul><ul><li>Employees </li></ul></ul></ul><ul><ul><ul><li>PR World </li></ul></ul></ul><ul><ul><ul><li>Blog-Coaching </li></ul></ul></ul><ul><ul><ul><li>ComTrends </li></ul></ul></ul><ul><ul><ul><li>“ RheinneckarWeb“ (Neighborhood-PR) </li></ul></ul></ul><ul><ul><ul><li>Information and Communication Technologies </li></ul></ul></ul><ul><ul><li>Reminder via e-mail </li></ul></ul>
    15. 15. The Cases: BASF InBlog <ul><li>Effects </li></ul><ul><ul><li>45 page-impressions a day </li></ul></ul><ul><ul><li>5.256 page-impressions in total </li></ul></ul><ul><ul><li>92 articles </li></ul></ul><ul><ul><li>160 comments </li></ul></ul><ul><ul><li>diverse participant ratings </li></ul></ul><ul><li>Experts’ statements </li></ul><ul><ul><li>“ The qualitative analysis shows that subjects relevant for work were discussed and collaboration was enforced .” </li></ul></ul><ul><ul><li>“ The writing style changed slightly to a more authentic-subjective communication“ </li></ul></ul><ul><ul><li>„ These are small steps but towards the right direction“ </li></ul></ul>
    16. 16. The Cases: BASF InBlog <ul><li>Conclusion </li></ul><ul><ul><li>Experimental touch as a key to success </li></ul></ul><ul><ul><li>External hosting was a security breach, therefore no delicate topics could be discussed </li></ul></ul><ul><ul><li>The limited number of users, the given topics and pre-arranged role concepts seem ridiculous on first sight – a typical company adaption of web 2.0? </li></ul></ul><ul><ul><li>Great conflict between One-Voice-Policy and free speech </li></ul></ul><ul><ul><li>Blogs cannot be domesticated – if you do, they get boring </li></ul></ul><ul><ul><li>Blogs can be an approach to collaborative Information Management </li></ul></ul><ul><ul><li>Within internal communications Blogs can be a tool for Buttom Up Communication </li></ul></ul><ul><ul><li>Employees who are „at home“ in web 2.0 can be of great use for companies </li></ul></ul>
    17. 17. The Cases: IKEA Podcast „ At IKEA a soap dispenser can easily become a Ketchup-Bottle. What will you become?” (IKEA-recruiting-platform )
    18. 18. The Cases: IKEA Podcast <ul><li>What </li></ul><ul><ul><li>Podcast </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Recruiting the i-Pod-generation </li></ul></ul><ul><ul><li>Introducing profession at IKEA </li></ul></ul><ul><li>Background: </li></ul><ul><ul><li>Demand on qualified trainees </li></ul></ul><ul><ul><li>Boom of e-recruiting </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>Integration into the recruiting platform with information, chats, games, application form </li></ul></ul>
    19. 19. The Cases: IKEA Podcast <ul><li>Conception </li></ul><ul><ul><li>Two interviews with trainees on their future profession </li></ul></ul><ul><ul><li>Interview with personnel officer on working at IKEA </li></ul></ul><ul><ul><li>Realization with a famous German podcaster (Annik Rubens) </li></ul></ul><ul><ul><li>One way communication (no feedback) </li></ul></ul><ul><ul><li>Three episodes within a year </li></ul></ul><ul><li>Effects </li></ul><ul><ul><li>More than 100.000 downloads for three episodes </li></ul></ul><ul><ul><li>No. 1 in i-Tunes for several weeks </li></ul></ul><ul><ul><li>On the web: Nearly no discussion and links </li></ul></ul><ul><ul><li>Several articles in print media </li></ul></ul>
    20. 20. The Cases: IKEA Podcast <ul><li>Experts‘ statements </li></ul><ul><ul><li>Not exciting and entertaining </li></ul></ul><ul><ul><li>Too narrow editorial conception </li></ul></ul><ul><ul><li>Video instead of pure audio </li></ul></ul><ul><ul><li>Too little authentic. Suggestion: Trainees should podcast themselves </li></ul></ul><ul><li>Conclusion </li></ul><ul><ul><li>A first step into Web 2.0 </li></ul></ul><ul><ul><li>One of the finest examples with well defined stakeholders </li></ul></ul><ul><ul><li>Not appropriate for relationship building (only 3 episodes, no comments, timeless) </li></ul></ul><ul><li>Classical Online-PR within a new format </li></ul>
    21. 21. The Cases: Siemens (strategy) “ 337 blogs in just 100 days”
    22. 22. The Cases: Siemens (strategy) <ul><li>What </li></ul><ul><ul><li>Internal Blogs </li></ul></ul><ul><ul><ul><li>CEO Blog </li></ul></ul></ul><ul><ul><ul><li>Employee Blogs („Blog 100“) </li></ul></ul></ul><ul><ul><li>External Podcasts </li></ul></ul><ul><ul><ul><li>Innovations </li></ul></ul></ul><ul><ul><ul><li>Jobs & Career </li></ul></ul></ul><ul><ul><ul><li>Job Training </li></ul></ul></ul><ul><ul><li>News Room: Different RSS-Feeds </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Prove innovation </li></ul></ul><ul><ul><li>No dedicated PR goals </li></ul></ul><ul><ul><li>Experimentation </li></ul></ul>
    23. 23. The Cases: Siemens (“Blog 100”) <ul><li>Conception </li></ul><ul><ul><li>Every employee had the possibility to start an internal Weblog </li></ul></ul><ul><ul><li>Scheduled for 100 days </li></ul></ul><ul><ul><li>Content: No presettings </li></ul></ul><ul><ul><li>„ An experiment just to test the possibilities of Blogs and their acceptance“ </li></ul></ul><ul><ul><li>A platform for all Blogs: </li></ul></ul><ul><ul><ul><li>Newest entries </li></ul></ul></ul><ul><ul><ul><li>Voting: Blog of the week </li></ul></ul></ul><ul><ul><ul><li>Blog Zoo: Linking independent Blogs </li></ul></ul></ul><ul><ul><li>Blogging guidelines, e.g. </li></ul></ul><ul><ul><ul><li>No anonymous comments or Blogs </li></ul></ul></ul><ul><ul><ul><li>Registration for commenting </li></ul></ul></ul>
    24. 24. The Cases: Siemens (“Blog 100”) <ul><li>Effects </li></ul><ul><ul><li>337 Employee Blogs </li></ul></ul><ul><ul><li>9073 employees registered for commenting </li></ul></ul><ul><ul><li>Main Topics : Operating Processes, Blogs, News, Management & Business Applications, Trends, Culture, Technology, Siemens </li></ul></ul><ul><ul><li>Experiment will be continued </li></ul></ul><ul><ul><li>Siemens is discussing external Blogs of employees </li></ul></ul><ul><li>Experts’ statements </li></ul><ul><ul><li>“ An experiment like this can show the involvement of employees and the necessary efforts” </li></ul></ul><ul><ul><li>“ Successful integration into a portal” </li></ul></ul><ul><ul><li>“ Internal Blogs of employees can complete communication of innovations” (Klaus Eck, econcon – </li></ul></ul><ul><li>Conclusion </li></ul><ul><ul><li>Experimental touch as a key to success </li></ul></ul><ul><ul><li>Challenge: Motivating to blog (CEO-Blog) </li></ul></ul>
    25. 25. The Cases: BMW (strategy) “ Branded information”
    26. 26. The Cases: BMW (strategy) <ul><li>What </li></ul><ul><ul><li>Enduring projects </li></ul></ul><ul><ul><ul><li>BMW Oracle Blog (since 2005) </li></ul></ul></ul><ul><ul><ul><li>BMW Vodcast (since 1/06) </li></ul></ul></ul><ul><ul><ul><li>Community Platform (to be started in 2007) </li></ul></ul></ul><ul><ul><li>Event driven projects </li></ul></ul><ul><ul><ul><li>IAA Podcast & Blog (Frankfurt Motorshow 2005) </li></ul></ul></ul><ul><ul><ul><li>Audiobooks (4 short stories with product placement 2006) </li></ul></ul></ul><ul><ul><ul><li>Mini-Videoblog (Leipzig Motorshow & Mini Challenge 2006) </li></ul></ul></ul><ul><ul><ul><li>(Real life) discussion with bloggers on the BMW projects during IAA 2005 </li></ul></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><ul><li>Occupy new markets </li></ul></ul><ul><ul><li>Testing Social Software to support these Goals </li></ul></ul><ul><ul><li>Marketing driven projects </li></ul></ul>
    27. 27. The Cases: BMW (strategy) <ul><li>Background </li></ul><ul><ul><li>Pull communication instead of waste coverage of advertising </li></ul></ul><ul><ul><li>Niche-communication (Long Tail) </li></ul></ul><ul><ul><li>Podcasting: quick & cheap </li></ul></ul><ul><ul><li>Importance of the Web for BMW Customers </li></ul></ul><ul><ul><li>i-Tunes-users are twice as much interested in buying an BMW than not-users (JD Power Study Automotive Review 2005) </li></ul></ul>Source: BMW Group, Marketing Innovations
    28. 28. The Cases: BMW (strategy) <ul><li>Conception </li></ul><ul><ul><li>Infotainment </li></ul></ul><ul><ul><li>Topics </li></ul></ul><ul><ul><ul><li>Products (event driven, e.g. motorshows) </li></ul></ul></ul><ul><ul><ul><li>Innovations </li></ul></ul></ul><ul><ul><ul><li>Sports (sailing, car racing, golfing) </li></ul></ul></ul><ul><ul><ul><li>Culture </li></ul></ul></ul><ul><ul><li>Brand values </li></ul></ul><ul><ul><li>One way communication in Podcasts </li></ul></ul><ul><ul><li>Open comments in Blogs (Mini, BMW Oracle) </li></ul></ul><ul><ul><li>All projects published on own microsites </li></ul></ul>
    29. 29. The Cases: BMW (strategy) <ul><li>Effects </li></ul><ul><ul><li>IAA Podcast (2005) </li></ul></ul><ul><ul><ul><li>Rank 43 in iTunes </li></ul></ul></ul><ul><ul><ul><li>114.640 visits, 640.102 page impressions, 183.100 downloads within 2 months </li></ul></ul></ul><ul><ul><ul><li>Downloads: 50 % Germany, 20 % USA, 10 % Japan </li></ul></ul></ul><ul><ul><ul><li>50 % of the users downloading a show subscribed to the feed </li></ul></ul></ul><ul><ul><li>BMW Oracle Blog </li></ul></ul><ul><ul><ul><li>343 visits/day </li></ul></ul></ul><ul><ul><ul><li>646 page views/day </li></ul></ul></ul><ul><li>Projects give access to an in BMW interested community </li></ul>
    30. 30. Interpretation & Learnings <ul><li>On the four cases </li></ul><ul><ul><li>The introduced projects have experimental character </li></ul></ul><ul><ul><li>Therefore, events & internal projects seem to be very suitable </li></ul></ul><ul><ul><li>Most visitors download just the newest show / read the newest story </li></ul></ul><ul><ul><li>SEO and links due to simple and linkable URLs </li></ul></ul><ul><li>On all 15 cases </li></ul><ul><ul><li>10 of 15 Web 2.0 projects are integrated into corporate comms strategy </li></ul></ul><ul><ul><li>Two medium sized businesses build up their comms strategy on Blogs (Walther, Edelight) </li></ul></ul><ul><ul><li>Content: A narrow focus may hinder continuity </li></ul></ul><ul><ul><li>Integration of Pod- and Videocasting into corp. communication seems to be easier than Blogs </li></ul></ul>
    31. 31. Thank you for your ATTENTION! Questions?
    32. 32. Contact <ul><li>Prof. Dr. Thomas Pleil </li></ul><ul><ul><li>Mail: </li></ul></ul><ul><ul><li>Blog: </li></ul></ul><ul><li>Daniel Kömpel </li></ul><ul><ul><li>Mail: </li></ul></ul><ul><ul><li>Blog: (Online-Journalism (focus PR) Course Weblog) </li></ul></ul>