Corporate Communications Today, Course Module 1: Introduction

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Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13

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Corporate Communications Today, Course Module 1: Introduction

  1. 1. Corporate Communications Today Course Module 1: Introduction Susanne Robra-Bissantz 1
  2. 2. Corporate Communications in traditional Media Marketing MarketResearch Positioning Message Persuasion Public Relations Topics Pressrelease Incentives „Compan yBrain“ Mission Understanding Internal Communications Topics ICSystems WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2
  3. 3. Corporate Communications in traditional Media Marketing MarketResearch Positioning Persuasion Message Public Relations Mission Attention Topics Pressrelease Communicate Quality Reputation AIDA: Selling Products Understanding Recruiting Complaint Management Corporate Social Responsibility WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3
  4. 4. Corporate Communications in traditional Media Innovation Management Learning Organisation Knowledge Management Employees‘ Satisfaction Idea Management Project Management Internal Communications Topics ICSystems Incentives „Compan yBrain“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4
  5. 5. Corporate Communications in traditional Media Marketing MarketResearch Positioning e vi tel Public Relations Mission vo e no ill Topics tio lu nw Message be t Press- release d… se Persuasion Understanding Internal Communications Topics eR ICTh Systems Incentives „Compan yBrain“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5
  6. 6. Corporate Communications using Social Media are Corporate Communications in a Cooperative Web Society. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6
  7. 7. Course Modules te ra o rp Co y da To s ion t i ca un mm Co CM 2 Cooperation CM 3 „Marketing“ CM 1 Social Media CM 4 Innovation CM 5 Knowledge CM 6 Web Society WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7
  8. 8. Web 2.0 / Social Media (wikipedia.org) Web 2.0 is a term coined in 1999 to describe web sites that use technology beyond the static pages of earlier web sites. A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content. Social media allow to create and exchange user-generated content. I.e. Social media are social software which mediate human communication. When the technologies are in place, social media is ubiquitously accessible, and enabled by scalable communication techniques. Technology and Evolution • Broadband connections and „clouds“ • Always and everywhere available and usable, • Interactive communication and multimedia contribution, • Easy and intuitively to use for everybody, • Communication between humans. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8
  9. 9. Crime Scene: Facebook WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9
  10. 10. ri m C S e ne ce afe :C ia? ter WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10
  11. 11. The fact is that this invention ... • will produce forgetfulness in the souls of those who use it. • They will not need to exercise their memories, calling things to mind no longer from within themselves by their own unaided powers, but under the stimulus of external marks that are alien to themselves. • And as for wisdom, it will be widely found without benefit of an instruction; in consequence, people entertain the delusion that they have wide knowledge, while they are, in fact, for the most part incapable of real judgment. Plato on Writing, 390 a.D. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11
  12. 12. Standard Situations of Technology Criticism (Kathrin Passig) 1. What the hell is it good for? 2. Who on earth will ever want something like that? 3. There is only a priviledged or dogdy minority that will use that. 4. This is fashion. This will quickly disappear. 5. This has no consequences on what I‘m doing. 6. I tried it. But it doesn‘t work properly. Or: but it is too expensive. 7. We have to be careful. Children or weak characters will not be able to handle that. 8. There are people, that act as if they cannot live without it any more. This is a sign for bad breeding. 9. The new technology changes whatever we did without it before to the worse (Reading, Calculating, Writing, Networking). … Unlearning… WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12
  13. 13. Unlearning! Social Media? Computer Television Email Games (escapist, (Informatio (Addiction, influencing n overflow, Isolation) ) unemotion WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13
  14. 14. Examples of Social Media Social Network: network, build groups, contribute and follow acitvities Wiki: contribute knowledge, work jointly on articles, find and link articles Blog: Contribute interesting or exciting ideas, comment, search (Tagcloud), in timely order. Twitter: distribute short messages to friends, follow, search for news (Hashtag, #). YouTube: publish videos, search, comment, broadcast like a TV channel. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14

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