©Prof. Dr.-Ing. M.Leisenberg
1
Weblogs, Wikis undWeblogs, Wikis und
PodcastsPodcasts--EinsatzpotenzialeEinsatzpotenziale
d...
©Prof. Dr.-Ing. M.Leisenberg
2
Motto
 Kunde als Gratis- Designer?
 Web 2.0 ermöglicht neue Formen der betrieblichen
Rati...
©Prof. Dr.-Ing. M.Leisenberg
3
1. Einführung und Grundlagen
2. Social Software im Unternehmen
3. Social Media Optimization...
©Prof. Dr.-Ing. M.Leisenberg
4
1. Einführung und Grundlagen
Consumer Generated Content
 Werden klassische Medien überlebe...
©Prof. Dr.-Ing. M.Leisenberg
5
1. Einführung und Grundlagen
 Tim O‘Reilly prägt für die Web 2.0 Konferenz in San
Francisc...
©Prof. Dr.-Ing. M.Leisenberg
6
 Neue Internettechnologien
 Web- Service- APIs zur IP- basierten
Kommunikation zwischen S...
©Prof. Dr.-Ing. M.Leisenberg
7
Offenheit und Wiederverwendbarkeit von
WEB- Anwendungen
Neue WEB- Services entsstehen z.B.
...
©Prof. Dr.-Ing. M.Leisenberg
8
1. Einführung und Grundlagen
Beispiel für Mashup
Zur Anzeige wird der QuickTime™
Dekompress...
©Prof. Dr.-Ing. M.Leisenberg
9
 Neue Geschäftsmodelle
 Z.B., existert eine Vielzahl an Produkten mit nur
geringer Nachfr...
©Prof. Dr.-Ing. M.Leisenberg
10
 Social Software umfasst (nach [2] )
 Webbasierte Anwendungen,
 die für Menschen
 den ...
©Prof. Dr.-Ing. M.Leisenberg
11
1. Prinzip
 Im Mittelpunkt steht Gestaltung von Beziehungen
zwischen Individuen bzw. Grup...
©Prof. Dr.-Ing. M.Leisenberg
12
1. Einführung und Grundlagen
WEB 2.0 ... Schließt ein
©Prof. Dr.-Ing. M.Leisenberg
13
3. Prinzip
 Social Feedback
 Rückkoplung wird als Social Rating implementiert, um
 Inha...
©Prof. Dr.-Ing. M.Leisenberg
14
4. Prinzip
 Verknüpfung von Inhalten steht im Mittelpunkt
 Um kollektives Wissen innerha...
©Prof. Dr.-Ing. M.Leisenberg
15
6. Personen, Beziehungen, Inhalte und Bewertungen
werden „sichtbar“ gemacht
 Individuelle...
©Prof. Dr.-Ing. M.Leisenberg
16
 Beziehungen aufbauen und verwalten
 Information publizieren und verteilen
 Kommunikati...
©Prof. Dr.-Ing. M.Leisenberg
17
 Schwerpunkt: Information
 Weblogs
 Text- basiert
 Fotoblogs
 Moblogs( Mobil)
 Video...
©Prof. Dr.-Ing. M.Leisenberg
18
 Schwerpunkt: Beziehungen
 Private Networking
 Z.B. MySpace
 Business Networking
 Z.B...
©Prof. Dr.-Ing. M.Leisenberg
19
 Schwerpunkt: Kommunikation
 Instant Messaging
 Z.B. ICQ
 Internet- Telefonie
 Z.B. S...
©Prof. Dr.-Ing. M.Leisenberg
20
1. Einführung und Grundlagen
2. Social Software im Unternehmen
3. Social Media Optimizatio...
©Prof. Dr.-Ing. M.Leisenberg
21
 Personalmanagement / E- Recruiting
 Via Private / Business Networking Personal
akquirie...
©Prof. Dr.-Ing. M.Leisenberg
22
 Unternehmenskommunikation/ Marketing
 Via Blogs, Podcasts, Second Life
AUSSENDARSTELLUN...
©Prof. Dr.-Ing. M.Leisenberg
23
 Marktforschung und Wettbewerbsanalyse
 Via Blogs, Podcasts potentieller Kunden Märkte u...
©Prof. Dr.-Ing. M.Leisenberg
24
2. Social Software im Unternehmen
Social Software erfolgreich einführen
Anwendungen und Te...
©Prof. Dr.-Ing. M.Leisenberg
25
1. Einführung und Grundlagen
2. Social Software im Unternehmen
3. Social Media Optimizatio...
©Prof. Dr.-Ing. M.Leisenberg
26
3. Social Media Optimization
Einführung & Begriffe
 Grundsatz in Unternehmenskommunikatio...
©Prof. Dr.-Ing. M.Leisenberg
27
 Wie wird man Teil des sozialen Netzwerks seiner
Zielgruppe?
 Wie beeinflusst man "Sicht...
©Prof. Dr.-Ing. M.Leisenberg
28
3. Social Media Optimization
 „Kontrolle“ des WEB ist nicht mehr möglich
Wer Kommunikatio...
©Prof. Dr.-Ing. M.Leisenberg
29
 Social Media Optimization (SMO) beinhaltet
 Strategien, Instrumente, Maßnahmen,
 die e...
©Prof. Dr.-Ing. M.Leisenberg
30
3. Social Media Optimization
Verfahren der Social Media Optimization (SMO)
 SMO Basisschr...
©Prof. Dr.-Ing. M.Leisenberg
31
 Missverhältnis von Content-Produzenten und
Content-Konsumenten
 Verhältnis: 1:100 (1% R...
©Prof. Dr.-Ing. M.Leisenberg
32
 Beispiele
 YouTube
 110*106
Downloads <-> 65 *104
Uploads
 Wikipedia
 50% aller Arti...
©Prof. Dr.-Ing. M.Leisenberg
33
 Strategie
 Ausnutzung Missverhältnisses von Content-
Produzenten und Content- Konsument...
©Prof. Dr.-Ing. M.Leisenberg
34
 Taktik umsetzen, z.B. durch
 Aufbau verlinkter Weblogs bzw. auf eigene Site
verlinkte E...
©Prof. Dr.-Ing. M.Leisenberg
35
 SMO Basisschritte
1. Teil der Community werden
2. Die Community effektiv in Kommunikatio...
©Prof. Dr.-Ing. M.Leisenberg
36
 Strategie
 Potenzielle Partner/Kunden in eigene
Kommunikation/Marketing einbeziehen
 T...
©Prof. Dr.-Ing. M.Leisenberg
37
 User an wichtigen Entscheidungen beteiligen...
Verfahren der Social Media Optimization (...
©Prof. Dr.-Ing. M.Leisenberg
38
Verfahren der Social Media Optimization (SMO)
Dritter Schritt: Community beobachten und be...
©Prof. Dr.-Ing. M.Leisenberg
39
 Strategie
 Aktuelle Entwicklungen identifizieren und
nachhaltig darauf reagieren
 Takt...
©Prof. Dr.-Ing. M.Leisenberg
40
 (Einige) Anregungen und Tipps um
 auf Herausforderungen durch Web 2.0 und
Social Media ...
©Prof. Dr.-Ing. M.Leisenberg
41
 Blogosphere kennen lernen
 Blogger erhalten zunehmend Medienmacht
 In Blogs schreiben ...
©Prof. Dr.-Ing. M.Leisenberg
42
 Anregungen und Tipps
Basisschritte umsetzen
http://deutscheblogcharts.de
Zur Anzeige wir...
©Prof. Dr.-Ing. M.Leisenberg
43
 Untersuchen Sie wer wo über Ihr
Unternehmen spricht
 Kommunikation verändert sich, wenn...
©Prof. Dr.-Ing. M.Leisenberg
44
 Geben Sie Ihren Kunden Gelegenheit sich, zu
äussern
 Nutzer generieren Inhalte selbst
...
©Prof. Dr.-Ing. M.Leisenberg
45
 Anregungen und Tipps
Basisschritte umsetzen
http://rateyourmusic.com/
Zur Anzeige wird d...
©Prof. Dr.-Ing. M.Leisenberg
46
 Beobachten Sie Social Software, in der Ihre
Kunden aktiv sind
 Keine Websites wachsen s...
©Prof. Dr.-Ing. M.Leisenberg
47
 Nutzen sie „fremde“ Inhalte via Content
Syndication
 Im Web 2.0. Ist es üblich, Inhalte...
©Prof. Dr.-Ing. M.Leisenberg
48
 Anregungen und Tipps
Basisschritte umsetzen
http://www.trippermap.com/
Zur Anzeige wird ...
©Prof. Dr.-Ing. M.Leisenberg
49
 Social Software Portale beobachten, um zu
wissen, wo und in welcher Form Ihre Zielgruppe...
©Prof. Dr.-Ing. M.Leisenberg
50
 Optimieren Sie Website so, dass sie von
vielen als Social Bookmark „getaggt“ wird.
 Suc...
©Prof. Dr.-Ing. M.Leisenberg
51
 Podcasts und Videocasts einsetzen
 Multimedia interessiert mehr als Text
 Beispiele
 ...
©Prof. Dr.-Ing. M.Leisenberg
52
1. Einführung und Grundlagen
2. Social Software im Unternehmen
3. Social Media Optimizatio...
©Prof. Dr.-Ing. M.Leisenberg
53
4. Web 2.0 Erfolgskontrolle
SMO Erfolgskontrolle
 Erfolg beurteilen -
Überprüfung ist wic...
©Prof. Dr.-Ing. M.Leisenberg
54
1. Business Intelligence Lösungen
 Tools, Software
2. Externe Dienstleistung
 Medienbeob...
©Prof. Dr.-Ing. M.Leisenberg
55
 Beobachten,
 wann,
 wer,
 Wo (meist Blogs)
 worüber (Inhalt oder Seite)
 etwas gesc...
©Prof. Dr.-Ing. M.Leisenberg
56
 Suchwort: Merkel, Tiefe des Thread:3
4. Web 2.0 Erfolgskontrolle
Conversation Tracker
Zu...
©Prof. Dr.-Ing. M.Leisenberg
57
 Analyse der (Blogger-) Meinung zu einem
 Produkt,
 Service,
 Sachverhalt ....
 Porta...
©Prof. Dr.-Ing. M.Leisenberg
58
4. Web 2.0 Erfolgskontrolle
Meinungen analysieren Zur Anzeige wird der QuickTime™
Dekompre...
©Prof. Dr.-Ing. M.Leisenberg
59
 Messung der Zahl der Anfragen auf
Google News
4. Web 2.0 Erfolgskontrolle
Themenpräsenz ...
©Prof. Dr.-Ing. M.Leisenberg
60
1. Einführung und Grundlagen
2. Social Software im Unternehmen
3. Social Media Optimizatio...
©Prof. Dr.-Ing. M.Leisenberg
61
 Web 2.0 und Social Software nicht mehr nur als
kurzfristiger Trend aufzufassen
 Web 2.0...
©Prof. Dr.-Ing. M.Leisenberg
62
[1] Riemp, G.; Smolnik,S.:Nutzungspotentiale, Erfolgsfaktoren und Leistungsindikatoren von...
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Weblogs, Wikis, Podcasts - opportunities for companies

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General lecture concerning the application of WEB2.0 in a proffessional environment
also have a lookm at www.leisenberg.info

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  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • &amp;lt;number&amp;gt;
    In early 1999, an 18-year-old by the name of Shawn Fanning began to develop an idea as he talked with friends about the difficulties of finding MP3’s quickly and easily. He thought that there should be a way to create a program made up of three simple functions: a search engine dedicated to finding MP3 files, the ability to trade MP3’s directly without need for a centralized server, and Internet Relay Chat (IRC) so that MP3 fans could send chat messages to one another as they traded files. Fanning wrote the program, and based on the immense popularity of a beta version, decided to drop out of college and move to Silicon Valley with a couple of friends to start up the company the world has come to know as Napster.
  • Weblogs, Wikis, Podcasts - opportunities for companies

    1. 1. ©Prof. Dr.-Ing. M.Leisenberg 1 Weblogs, Wikis undWeblogs, Wikis und PodcastsPodcasts--EinsatzpotenzialeEinsatzpotenziale des Web 2.0 fdes Web 2.0 fürür UnternehmenUnternehmen Prof. Dr.-Ing. Manfred Leisenberg Treffpunkt ArminiusTreffpunkt Arminius
    2. 2. ©Prof. Dr.-Ing. M.Leisenberg 2 Motto  Kunde als Gratis- Designer?  Web 2.0 ermöglicht neue Formen der betrieblichen Rationalisierung: kostenloses Abschöpfen kreativer Kopfarbeit?  Manche Konsumenten arbeiten bereits 8-12 Stunden wöchentlich unbezahlt für die „Self- Service- Economie“ !?  Web 2.0 realisiert Ideal der „fast“ vollkommenen Konkurrenz ?! *TAZ am 15.2.2007 Web 2.0 als Managementprinzip ?*
    3. 3. ©Prof. Dr.-Ing. M.Leisenberg 3 1. Einführung und Grundlagen 2. Social Software im Unternehmen 3. Social Media Optimization 4. Web 2.0 Erfolgskontrolle 5. Fazit Agenda
    4. 4. ©Prof. Dr.-Ing. M.Leisenberg 4 1. Einführung und Grundlagen Consumer Generated Content  Werden klassische Medien überleben?  Beginn einer dramatischen Entwicklung!  Wichtigster Erfolgsfaktor  Vernetzung  Sozial  Technisch  Killerapplikation:  Podcast / Videocast?!  Weblogs!  Second Life? Pradigmenwechsel ... Nicht nur in der Medienindustrie WEB 2.0
    5. 5. ©Prof. Dr.-Ing. M.Leisenberg 5 1. Einführung und Grundlagen  Tim O‘Reilly prägt für die Web 2.0 Konferenz in San Francisco den Begriff  Weniger Sammlung von Techniken als vielmehr Ideologie Web 2.0: Medienwirksamer Begriff WEB 2.0 Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt. Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt. Spiegel 29/06
    6. 6. ©Prof. Dr.-Ing. M.Leisenberg 6  Neue Internettechnologien  Web- Service- APIs zur IP- basierten Kommunikation zwischen Softwaresystemen  AJAX  Asynchonous JavaScript und XML  Damit können auf einer Webseite Nutzeranfragen ausgeführt werden, ohne dass nachgeladen werden muss  Subskriptionsbasierte RSS- Feeds zur Content Syndikation 1. Einführung und Grundlagen WEB 2.0 ... Schließt ein (1) Zur Anzeige wird der QuDekompressor „TIFF (Unkbenötigt.
    7. 7. ©Prof. Dr.-Ing. M.Leisenberg 7 Offenheit und Wiederverwendbarkeit von WEB- Anwendungen Neue WEB- Services entsstehen z.B. durch Kombination bestehender Inhalte und Anwendungen (Mashups) 1. Einführung und Grundlagen WEB 2.0 ... Schließt ein(2)
    8. 8. ©Prof. Dr.-Ing. M.Leisenberg 8 1. Einführung und Grundlagen Beispiel für Mashup Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    9. 9. ©Prof. Dr.-Ing. M.Leisenberg 9  Neue Geschäftsmodelle  Z.B., existert eine Vielzahl an Produkten mit nur geringer Nachfrage, die in Summe Bestsellern bezüglich Umsatz ebenbürtig wären  Amazon macht z.B. mit unpopulären Titeln mehr Umsatz, als mit populären  Modell wird „The Long Tail“ genannt  Social Software.... 1. Einführung und Grundlagen WEB 2.0 ... schließt ein (3)
    10. 10. ©Prof. Dr.-Ing. M.Leisenberg 10  Social Software umfasst (nach [2] )  Webbasierte Anwendungen,  die für Menschen  den Informationsaustausch, den Beziehungsaufbau und die Kommunikation  in einem sozialen Kontext unterstützen  und sich an spezifischen Prinzipien orientieren Was ist Social Software? 1. Einführung und Grundlagen
    11. 11. ©Prof. Dr.-Ing. M.Leisenberg 11 1. Prinzip  Im Mittelpunkt steht Gestaltung von Beziehungen zwischen Individuen bzw. Gruppen 2. Prinzip  Selbstorganisation  Beispiel „Second Life“  Nutzung kaum reglementiert  Inhalte nach „Bottom-Up“ - Gestaltung Social Software Prinzipien (1) 1. Einführung und Grundlagen
    12. 12. ©Prof. Dr.-Ing. M.Leisenberg 12 1. Einführung und Grundlagen WEB 2.0 ... Schließt ein
    13. 13. ©Prof. Dr.-Ing. M.Leisenberg 13 3. Prinzip  Social Feedback  Rückkoplung wird als Social Rating implementiert, um  Inhalte zu bewerten  Vertrauen aufzubauen (Digital Reputation) Social Software Prinzipien (2) 1. Einführung und Grundlagen
    14. 14. ©Prof. Dr.-Ing. M.Leisenberg 14 4. Prinzip  Verknüpfung von Inhalten steht im Mittelpunkt  Um kollektives Wissen innerhalb der Gruppe zu erschließen 5. Individuum in Gruppe integriert  „One-to-One“- Kommunikation nicht erwünscht  „One-to-Many“ -> Weblogs  „Many-to-Many“ -> Wiki Social Software Prinzipien(3) 1. Einführung und Grundlagen
    15. 15. ©Prof. Dr.-Ing. M.Leisenberg 15 6. Personen, Beziehungen, Inhalte und Bewertungen werden „sichtbar“ gemacht  Individueller Nutzer stellt sich und sein Wissen der Gemeinschaft zur Verfügung Social Software Prinzipien(4) Social Software 1. Einführung und Grundlagen
    16. 16. ©Prof. Dr.-Ing. M.Leisenberg 16  Beziehungen aufbauen und verwalten  Information publizieren und verteilen  Kommunikation zwischen Nutzern/ Kunden 3 Haupt - Ziele von Social Software 1. Einführung und Grundlagen
    17. 17. ©Prof. Dr.-Ing. M.Leisenberg 17  Schwerpunkt: Information  Weblogs  Text- basiert  Fotoblogs  Moblogs( Mobil)  Videoblogs  Podcast/ Videocast  Social Bookmarks/ Folksonomies  Wiki Typische Social Software Anwendungen Beispiel: www.bildblog.de Soft.blogg.de www.mister- wong.de 1. Einführung und Grundlagen
    18. 18. ©Prof. Dr.-Ing. M.Leisenberg 18  Schwerpunkt: Beziehungen  Private Networking  Z.B. MySpace  Business Networking  Z.B. Xing  Special Interest Communities  Foren, Chats, Tauschbörsen  Z.B. YouTube, Flickr Typische Social Software Anwendungen Beispiele: www.xing.com www.youtube.com www.flickr.com 1. Einführung und Grundlagen
    19. 19. ©Prof. Dr.-Ing. M.Leisenberg 19  Schwerpunkt: Kommunikation  Instant Messaging  Z.B. ICQ  Internet- Telefonie  Z.B. Skype Typische Social Software Anwendungen 1. Einführung und Grundlagen
    20. 20. ©Prof. Dr.-Ing. M.Leisenberg 20 1. Einführung und Grundlagen 2. Social Software im Unternehmen 3. Social Media Optimization 4. Web 2.0 Erfolgskontrolle 5. Fazit Agenda
    21. 21. ©Prof. Dr.-Ing. M.Leisenberg 21  Personalmanagement / E- Recruiting  Via Private / Business Networking Personal akquirieren  Wissensmanagement  Via Wikis, Knowledge Blogs, Social Bookmaks, Social Citation Expertennentzwerke aufbauen  Projektmanagement  Via Collaboration Wikis und Collaboration Blogs 2. Social Software im Unternehmen Ausgewählte Anwendungsfelder für Unternehmen (intern)
    22. 22. ©Prof. Dr.-Ing. M.Leisenberg 22  Unternehmenskommunikation/ Marketing  Via Blogs, Podcasts, Second Life AUSSENDARSTELLUNG des Unternehmens vermitteln  Kundenservice  Via Blogs/Wikis Product/ Service organisieren, Z.B. ApfelWiki 2. Social Software im Unternehmen Ausgewählte Anwendungsfelder für Unternehmen (extern)(1)
    23. 23. ©Prof. Dr.-Ing. M.Leisenberg 23  Marktforschung und Wettbewerbsanalyse  Via Blogs, Podcasts potentieller Kunden Märkte und Trends untersuchen, z.B. automatische Trendanalyse  Netzwerke aufbauen  Via Business Networking Projektpartner finden 2. Social Software im Unternehmen Ausgewählte Anwendungsfelder für Unternehmen (extern)(2)
    24. 24. ©Prof. Dr.-Ing. M.Leisenberg 24 2. Social Software im Unternehmen Social Software erfolgreich einführen Anwendungen und Techniken der Social Software Inhalte Weblogs & Wikis Zusammenarbeit Social Networks Kompetenz Social Networks Orientierung Social Bookmarks Nutzungspotentiale von Social Software Kostenreduktion Zeitreduktion Qualitätssteigerung Umgesetzt durch Haben Liefern Kritische Erfolgsfaktoren für Einführung/Nutzung & Leistungsindikatoren Maßnahmenkataloge Projektpläne Budgetkalkulationen Erfolgreiche Einführung und Nutzung von Social Software in Organisationen nach[1] Social Media Kennzahl ermitteln
    25. 25. ©Prof. Dr.-Ing. M.Leisenberg 25 1. Einführung und Grundlagen 2. Social Software im Unternehmen 3. Social Media Optimization 4. Web 2.0 Erfolgskontrolle 5. Fazit Agenda
    26. 26. ©Prof. Dr.-Ing. M.Leisenberg 26 3. Social Media Optimization Einführung & Begriffe  Grundsatz in Unternehmenskommunikation, Journalistik & Marketing:  In sozial vernetzter Welt sind Strategien und Taktiken wichtig, die  soziale Netzwerke (e.g. Social Software) nutzen, um Kommunikation zu betreiben und/oder Produkte und Dienstleistungen zu verkaufen. Wer Kommunikation beeinflussen will, muss Teil von ihr werden.
    27. 27. ©Prof. Dr.-Ing. M.Leisenberg 27  Wie wird man Teil des sozialen Netzwerks seiner Zielgruppe?  Wie beeinflusst man "Sichtbarkeit" der eigenen Leistungen ( z.B. in Second Life oder YouTube?)  Wie erreicht man Erwähnungen des eigenen Unternehmens in Weblogs, Podcasts oder Videoblogs? 3. Social Media Optimization Wer Kommunikation beeinflussen will, muss Teil von ihr werden. Wichtige Fragen
    28. 28. ©Prof. Dr.-Ing. M.Leisenberg 28 3. Social Media Optimization  „Kontrolle“ des WEB ist nicht mehr möglich Wer Kommunikation beeinflussen will, muss Teil von ihr werden. Suchmaschinenoptimierung (SEO) war gestern – Social Media Optimization (SMO) ist heute (und morgen)
    29. 29. ©Prof. Dr.-Ing. M.Leisenberg 29  Social Media Optimization (SMO) beinhaltet  Strategien, Instrumente, Maßnahmen,  die es Unternehmen authentisch ermöglichen, Teil der Kommunikation im Zielmarkt zu werden  Insbesondere Verfahren zur Optimierung  von Websites, damit diese effizienter mit Online Communities und Community Websites verbunden und verflochten werden können [3,4]. 3. Social Media Optimization Einführung & Begriffe
    30. 30. ©Prof. Dr.-Ing. M.Leisenberg 30 3. Social Media Optimization Verfahren der Social Media Optimization (SMO)  SMO Basisschritte [4] 1. Teil der Community werden 2. Die Community effektiv in Kommunikation und Marketing integrieren 3. Entwicklungen in der Community beobachten und beeinflussen
    31. 31. ©Prof. Dr.-Ing. M.Leisenberg 31  Missverhältnis von Content-Produzenten und Content-Konsumenten  Verhältnis: 1:100 (1% Regel nach [6] )  Von 100 Besuchern einer Community  erstellt ein Besucher neuen Content,  ca. 9 weitere User interagieren (z.B. kommentieren) mit ihm Verfahren der Social Media Optimization (SMO) Erster Schritt: Teil der Community werden
    32. 32. ©Prof. Dr.-Ing. M.Leisenberg 32  Beispiele  YouTube  110*106 Downloads <-> 65 *104 Uploads  Wikipedia  50% aller Artikelmodifikationen gehen auf 0,7% der Benutzer zurück  70% der Artikel und ihrer Modifikationen gehen auf 1,8% der Benutzer zurück Verfahren der Social Media Optimization (SMO) 1% Regel Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt.
    33. 33. ©Prof. Dr.-Ing. M.Leisenberg 33  Strategie  Ausnutzung Missverhältnisses von Content- Produzenten und Content- Konsumenten für Kommunikation/ Marketing [4]  Taktik  Zielgruppenspezifisch interessante und fesselnde Inhalte entwickeln  Inhalte in den vernetzten Strukturen des Zielpublikums über Meinungsführer verteilen  Sichern, dass Inhalte wahrgenommen, akzeptiert weiterempfohlen werden. Verfahren der Social Media Optimization (SMO) Erster Schritt: Teil der Community werden
    34. 34. ©Prof. Dr.-Ing. M.Leisenberg 34  Taktik umsetzen, z.B. durch  Aufbau verlinkter Weblogs bzw. auf eigene Site verlinkte Einträge in Weblogs  Omnipräsenz, z.B. in  Foto- und Video-Communities  Social Bookmarking Portalen durch Lesezeichen der User auf eigene Site  Relevanten Wikis, z.B. Wikipedia, mit relevanten Links zur eigenen Site  Foren und Hilfe- Portalen Verfahren der Social Media Optimization (SMO) Erster Schritt: Teil der Community werden
    35. 35. ©Prof. Dr.-Ing. M.Leisenberg 35  SMO Basisschritte 1. Teil der Community werden 2. Die Community effektiv in Kommunikation und Marketing integrieren 3. Entwicklungen in der Community beobachten und beeinflussen Verfahren der Social Media Optimization (SMO) Zweiter Schritt: Community einbeziehen
    36. 36. ©Prof. Dr.-Ing. M.Leisenberg 36  Strategie  Potenzielle Partner/Kunden in eigene Kommunikation/Marketing einbeziehen  Taktik  Identifikation und Förderung von Usern, die eigene Produkte/Dienstleistungen positiv erwähnen  Produktbesprechungen, Voting belohnen  User an wichtigen Entscheidungen beteiligen  Mashups einsetzen  Eingehende Links belohnen Verfahren der Social Media Optimization (SMO) Zweiter Schritt: Community einbeziehen
    37. 37. ©Prof. Dr.-Ing. M.Leisenberg 37  User an wichtigen Entscheidungen beteiligen... Verfahren der Social Media Optimization (SMO) Zweiter Schritt: Beispiel Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt. Xing/OpenBC: Gewinner des openDESIGN Contest werden von der Community gekürt und im Weblog vorgestellt (opendesign.openbc.com nach [4] )
    38. 38. ©Prof. Dr.-Ing. M.Leisenberg 38 Verfahren der Social Media Optimization (SMO) Dritter Schritt: Community beobachten und beeinflussen  SMO Basisschritte [4] 1. Teil der Community werden 2. Die Community effektiv in Kommunikation und Marketing integrieren 3. Entwicklungen in der Community beobachten und beeinflussen
    39. 39. ©Prof. Dr.-Ing. M.Leisenberg 39  Strategie  Aktuelle Entwicklungen identifizieren und nachhaltig darauf reagieren  Taktik  Trendanalyse, ggf. automatisch [7]  Meinungsäußerungen über eigenes Unternehmen und/oder die angebotenen Leistungen detektieren  Bei negativen Äußerungen angemessen reagieren Verfahren der Social Media Optimization (SMO) Dritter Schritt: Community beobachten und beeinflussen
    40. 40. ©Prof. Dr.-Ing. M.Leisenberg 40  (Einige) Anregungen und Tipps um  auf Herausforderungen durch Web 2.0 und Social Media aktiv reagieren zu können  Social Media optimal fürs Unternehmen einsetzen zu können (nach [5] )  Basisschritte zu implementieren 3. Social Media Optimization Basisschritte umsetzen
    41. 41. ©Prof. Dr.-Ing. M.Leisenberg 41  Blogosphere kennen lernen  Blogger erhalten zunehmend Medienmacht  In Blogs schreiben sie, was gefällt und was nicht.  Lesen Sie mindestens drei Weblogs regelmäßig um die Szene-Gepflogenheiten kennenzulernen  Info unter http://deutscheblogcharts.de Basisschritte umsetzen Anregungen und Tipps (nach Schwarz [5] )
    42. 42. ©Prof. Dr.-Ing. M.Leisenberg 42  Anregungen und Tipps Basisschritte umsetzen http://deutscheblogcharts.de Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    43. 43. ©Prof. Dr.-Ing. M.Leisenberg 43  Untersuchen Sie wer wo über Ihr Unternehmen spricht  Kommunikation verändert sich, wenn Nutzer mehr Marketinginformationen produzieren, als die Unternehmen selbst( Virales Marketing)  In Blog-Suchmaschinen digitale Reputation untersuchen!  z.B www.technorati.com  Beispiele  Volkswagen  Kryptonite Basisschritte umsetzen Anregungen und Tipps
    44. 44. ©Prof. Dr.-Ing. M.Leisenberg 44  Geben Sie Ihren Kunden Gelegenheit sich, zu äussern  Nutzer generieren Inhalte selbst  Was bei Amazon mit Buchrezensionen begann, ist heute weit verbreitet  Beispiel  Rate your Music - *rom Basisschritte umsetzen Anregungen und Tipps
    45. 45. ©Prof. Dr.-Ing. M.Leisenberg 45  Anregungen und Tipps Basisschritte umsetzen http://rateyourmusic.com/ Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    46. 46. ©Prof. Dr.-Ing. M.Leisenberg 46  Beobachten Sie Social Software, in der Ihre Kunden aktiv sind  Keine Websites wachsen so schnell, wie soziale Netze.  Beispiel: openBC/Xing Basisschritte umsetzen Anregungen und Tipps Zur Anzeige wird der QuickTime™Dekompressor „TIFF (Unkomprimiert)“benötigt.
    47. 47. ©Prof. Dr.-Ing. M.Leisenberg 47  Nutzen sie „fremde“ Inhalte via Content Syndication  Im Web 2.0. Ist es üblich, Inhalte anderen gratis zur Verfügung zu stellen.  RSS und Mesh-Up`s nutzen  Beispiele  http://www.qype.de/  http://www.trippermap.com/ Basisschritte umsetzen Anregungen und Tipps
    48. 48. ©Prof. Dr.-Ing. M.Leisenberg 48  Anregungen und Tipps Basisschritte umsetzen http://www.trippermap.com/ Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    49. 49. ©Prof. Dr.-Ing. M.Leisenberg 49  Social Software Portale beobachten, um zu wissen, wo und in welcher Form Ihre Zielgruppe angesprochen werden könnte.  Internet-Mediennutzungszeit verschiebt sich von "offiziellen" Angeboten hin zu den neuen Portalen  Beispiele  youtube  blogger  flickr Basisschritte umsetzen Anregungen und Tipps Zur Anzeige wird der QuickTime™Dekompressor „TIFF (Unkomprimiert)“benötigt.
    50. 50. ©Prof. Dr.-Ing. M.Leisenberg 50  Optimieren Sie Website so, dass sie von vielen als Social Bookmark „getaggt“ wird.  Suchmaschinenoptimierung reicht nicht mehr aus, „Tagging“ wird sehr wichtig  Beispiele  http://del.icio.us/  http://www.simpy.com/  http://www.mister-wong.de/ Basisschritte umsetzen Anregungen und Tipps Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt. Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt.
    51. 51. ©Prof. Dr.-Ing. M.Leisenberg 51  Podcasts und Videocasts einsetzen  Multimedia interessiert mehr als Text  Beispiele  ffh-DerDummfrager  http://www.bundeskanzlerin.de  http://www.ehrensenf.de/ Basisschritte umsetzen Anregungen und Tipps Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt.
    52. 52. ©Prof. Dr.-Ing. M.Leisenberg 52 1. Einführung und Grundlagen 2. Social Software im Unternehmen 3. Social Media Optimization 4. Web 2.0 Erfolgskontrolle 5. Fazit Agenda
    53. 53. ©Prof. Dr.-Ing. M.Leisenberg 53 4. Web 2.0 Erfolgskontrolle SMO Erfolgskontrolle  Erfolg beurteilen - Überprüfung ist wichtig Denn: Web 2.0 User/Kunden produzieren mehr (Marketing-)Informationen als die Unternehmen selbst !
    54. 54. ©Prof. Dr.-Ing. M.Leisenberg 54 1. Business Intelligence Lösungen  Tools, Software 2. Externe Dienstleistung  Medienbeobachtung & -resonanzanlasyse durch Beratungsunternehmen, Agenturen 3. Spezialisierte Web 2.0. Dienste, z.B.  Monitoring, auch „Buzz Monitoring“  Google-News-Alert ,Technorati 4. Web 2.0 Erfolgskontrolle Basis - Optionen zur Erfolgskontrolle für das Unternehmen Beispiele
    55. 55. ©Prof. Dr.-Ing. M.Leisenberg 55  Beobachten,  wann,  wer,  Wo (meist Blogs)  worüber (Inhalt oder Seite)  etwas geschrieben hat  Produktbeispiel:  Blogpulse Conversation Tracker  Threads werden abgebildet (unter Einbeziehung von Trackbacks)  http://www.blogpulse.com/conversation 4. Web 2.0 Erfolgskontrolle Conversation Tracker
    56. 56. ©Prof. Dr.-Ing. M.Leisenberg 56  Suchwort: Merkel, Tiefe des Thread:3 4. Web 2.0 Erfolgskontrolle Conversation Tracker Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    57. 57. ©Prof. Dr.-Ing. M.Leisenberg 57  Analyse der (Blogger-) Meinung zu einem  Produkt,  Service,  Sachverhalt ....  Portal: http://opinmind.com 4. Web 2.0 Erfolgskontrolle Meinungen feststellen und analysieren Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt.
    58. 58. ©Prof. Dr.-Ing. M.Leisenberg 58 4. Web 2.0 Erfolgskontrolle Meinungen analysieren Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt. Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt. Query: „Vinyl“ & „Record“
    59. 59. ©Prof. Dr.-Ing. M.Leisenberg 59  Messung der Zahl der Anfragen auf Google News 4. Web 2.0 Erfolgskontrolle Themenpräsenz / Trends erkennen: Google Trends Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (Unkomprimiert)“ benötigt. Zur Anzeige wird der QuickTime™ Dekompressor „TIFF (LZW)“ benötigt.
    60. 60. ©Prof. Dr.-Ing. M.Leisenberg 60 1. Einführung und Grundlagen 2. Social Software im Unternehmen 3. Social Media Optimization 4. Web 2.0 Erfolgskontrolle 5. Fazit Agenda
    61. 61. ©Prof. Dr.-Ing. M.Leisenberg 61  Web 2.0 und Social Software nicht mehr nur als kurzfristiger Trend aufzufassen  Web 2.0 steht für eine nachhaltige Entwicklung, die für Unternehmen Chancen, insbesondere in den Bereichen Kommunikation und Marketing, birgt  Möglichkeiten optimal zu nutzen, erfordert eine strategisch und taktisch strukturierte Vorgehensweise Fazit Computerwoche Nr. 11 Am 9.3 beachten !
    62. 62. ©Prof. Dr.-Ing. M.Leisenberg 62 [1] Riemp, G.; Smolnik,S.:Nutzungspotentiale, Erfolgsfaktoren und Leistungsindikatoren von Social Software für das organisationale Wissensmanagement, In: HMD- Praxis der Wirtschaftsinformatik, Vol. 43, No. 252, 2006, S. 16- 27 [2] Hippner, H.:Bedeutung, Anwendungen und Einsatzpotentiale von Social Software, In: HMD- Praxis der Wirtschaftsinformatik, Vol. 43, No. 252, 2006, S. 6- 16 [3] Göring,M.,Happ,S.,Müller,T.: web 2.0 im Wissensmanagement, In: HMD- Praxis der Wirtschaftsinformatik, Vol. 43, No. 252, 2006, S. 55 - 65 [4] Langner, S.: Marketing 2.0: Social Media Optimization, in am 27.12.06 [5] Schwarz, T.:12 Tipps für die eigene Web 2.0-Strategie, in http://www.marketing-boerse.de am 31.12.06 [6] Arthur,C.: What is the 1% rule?, The Guardian, vom 20.7. 2006 [7] Leisenberg,M., Timm,T., Wolf,J. : Unsupervised Neural Net based automatic trend analysis for Weblogs, Proc. International Conference General Online Research, Bielefeld, 2006 [8] Bhargava,R.: 5 Rules of Social Media Optimization (SMO ), in http://rohitbhargava.typepad.com/weblog/2006/08/5_rules_of_soci.html am 10.8.2006 [9] Bell,John: Your Companies Social Media Score, http://johnbell.typepad.com am 4.1.07 [10]Göhring, M.,Napp,S.,Müller,T.: Web 2.0 im Kundemanagement, In: HMD- Praxis der Wirtschaftsinformatik, Vol. 43, No. 252, 2006, S. 55-65 Quellen

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