Communications 2.0. Summer School 2010

1,113 views

Published on

Gerald Fricke / Susanne Robra-Bissantz: Corporate Communications 2.0. Summer School 2010 (TU Braunschweig). Kick-Off 2010-07-19.
Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2).

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,113
On SlideShare
0
From Embeds
0
Number of Embeds
54
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Communications 2.0. Summer School 2010

  1. 1. „Corporate Communications 2.0“ Gerald Fricke, Susanne Robra-Bissantz: Summer School 2010. Kick-Off 2010-07-19
  2. 2. Corporate Communications in the old days...
  3. 3. Corporate Communications Getting Green...
  4. 4. Corporate Communications in the Age of Web 2.0...
  5. 5. Hi, I am The Brand Manager   Control   Top Down   Closed   Big Ads   One to Many
  6. 6. „Here Comes Everybody!“ Today customers influence brands   New Brand Management Strategies   Bottom Up   Open   Conversation   Many to Many   Transparency
  7. 7. Corporate Communication, in the old days...   Mission Statement   One to many   One Size Fits All   Top Down
  8. 8. Corporate Communications in the Age of Web 2.0... Corporate Communications   Mission Statement Listen   One to many Collaborate   One Size Fits All   Top Down Trust the people Small is the new big Conversational Marketing Think distributed Be a platform Be honest
  9. 9. Towards Corporate Communications 2.0? 1.  From Marketing Communications to Conversational Marketing 2.  From Brand Management to Brand Wikification 3.  From Public Relations to PR 2.0 and Social Media Marketing 4.  From Corporate Ethics to Corporate Social Responsibility 2.0 5.  Towards the Age of Cooperation?
  10. 10. Hey ho, let‘s Go!   Markets are conversations (Cluetrain Manifesto)   But listen, before you speak!   Then start blogging: Your worst customer is your best friend   Your customers are your ad agency   There is an inverse relationship between control and trust   Corporate content? Collaborate! Be a platform!
  11. 11. Research by wi² Website- Open Faces Inovation Viral Customer- communication to- customer Web 2.0 E-Services Campus 2.0 Informations managemene Strategies, Concepts and Communications Systems for Customer 2.0 Cooperation, E-Services Coordination and Communication E- Service- Website Readiness Engineering Patterns Customized E-Services Software Mobile Engineering Website- Services Testlab Affective Patterns
  12. 12. Wi2 @ Web 2.0...
  13. 13. Blogs are the New Websites....
  14. 14. The Lectures 2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan) 2010-07-20 Open Innovation (Max) 2010-07-21 Web 2.0 tools for enterprises (Markus) 2010-07-22 Customer E-Services (Patrick) 2010-07-23 Brand Promoter 2.0 (Thomas) 2010-07-26 Knowledge Management (Alex, Stephan) 2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan) 2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork) 2010-07-29 Social Media Monitoring (Huynsup Ahn) 2010-07-30 Social Media Marketing (Martin Oetting)
  15. 15. 2010-07-19: Introduction 10:30 Introduction (Gerald) •  What does Corporate Communications 2.0 means? •  Institute of Business Informatics, esp. Information Management •  Students‘ experiences and skills in Conceptioning, Internet-Text, Screendesign, Programming (?) 11:15 TUgehter as a platform for students (Stefan) 11:45 Team-Building 12:00 Tasks for TUgehter (Stefan, Jan) 15:00 First Brainstorming: Student‘s needs?
  16. 16. 2010-08-02 to 2010-08-13: Teamwork 2010-08-02 to 2010-08-12: Teamwork: New Features for TUgether 2010-08-10: First Draft of the Presentation 2010-08-13: Final Presentation: Concept or Prototypes for TUgether
  17. 17. The Lectures 2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan) 2010-07-20 Open Innovation (Max) 2010-07-21 Web 2.0 tools for enterprises (Markus) 2010-07-22 Customer E-Services (Patrick) 2010-07-23 Brand Promoter 2.0 (Thomas) 2010-07-26 Knowledge Management (Alex, Stephan) 2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan) 2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork) 2010-07-29 Social Media Monitoring (Hyunsup Ahn) 2010-07-30 Social Media Marketing (Martin Oetting)
  18. 18. Prof. Dr. Susanne Robra Bissantz / Dr. rer. pol. Gerald Fricke www.tu-braunschweig.de/wi2 gerald.fricke@tu-braunschweig.de TU Braunschweig - Carl-Friedrich-Gauß-Fakultät Institut für Wirtschaftsinformatik Abteilung Informationsmanagement Mühlenpfordtstraße 23, 38106 Braunschweig 0531-391-3123

×