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Digitale Kommunikation planen für den Erfolg

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Heute wird die Wahrnehmung eines Unternehmens von einer zunehmenden Anzahl digitaler Berührungspunkte bestimmt. Neue Aufgaben fallen an, neue Kompetenzen sind gefragt. Wir zeigen auf, welche neuen Herausforderungen auf Kommunikatoren zukommen und wie Sie diese meistern können. Soziale Kommunikation, mobile Inhalte, wechselnde Kanäle erfordern flexible und zeitnahe Reaktionen und ein klares, nachhaltiges Zielbild. Im Referat von Michael Rottmann, Sr. Principal Consultant bei Namics, erfahren Sie, welche Organisationsform für welche digitale Kommuniation notwendig ist, welche Kanäle welchen Mehrwert bringen und wie man digitale Kommunikation nachhaltig plant.

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Digitale Kommunikation planen für den Erfolg

  1. 1. Communication Channel Overload. DigitaleKommunikation – Planen für den Erfolg. Namics.Michael Rottmann. Senior Principal Consultant.@netunion20. November 2012
  2. 2. Uff!-Effekt.
  3. 3. Fragmentierung von Kanälen und Formaten. Google Brille Blog Newsletter Suchmaschine iOS Website Apps Mobile Kühlschrank Websites TV Fan Pages Android Car Web Apps TV shop Video- Channels E- Katalog E-Marktplätze Eigene Community Couponing Plattformen11/20/2012 4 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  4. 4. GoogleBrille Blog Newsletter Suchmaschine iOS Website Apps Mobile Kühlschrank Websites TV Fan Pages Android Car Web Apps TV shop Video- Channels E- Katalog E-Marktplätze Eigene Community Couponing Plattformen
  5. 5. Marken brauchen Raum.11/20/2012 6 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  6. 6. Trugschlüsse. Thesen. Tipps.11/20/2012 7 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  7. 7. Unternehmen sind nicht geeignetfür digitale Kommunikation.
  8. 8. Spezialisierung Steuerung Sanktion Repetition Abgrenzung Intellectual Property11/20/2012 9 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  9. 9. Spezialisierung Irgendwo-Input Steuerung Unvorhersehbarkeit Sanktion Ermutigung Repetition Anpassungsfähigkeit Abgrenzung Verwässerung Intellectual Property Teilen11/20/2012 10 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  10. 10. Die Organisation der digitalen Kommunikation. Classic Channel Owner Digital Channel Owner Live Channel Owner Digital Content Digital Business Editorial Digital & SEO Analytsts Campaigns Monitoring Community Reporting Publishing Business Projects Account Manager für Business Units / Project Manager11/20/2012 11 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  11. 11. Die Organisation der digitalen Kommunikation. Classic Channel Owner Digital Channel Owner Live Channel Owner Editorial Campaigns Community Analytsts Publishing Business Projects Account Manager für Business Units / Project Manager11/20/2012 12 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  12. 12. Ohne Flexibilisierung der Inhalteversagt digitale Kommunikation.
  13. 13. Ausgefeilte, abgesti Kerninhaltemmte und Involvementperfektionierte GeschwindigkeitWerbebotschaften
  14. 14. #solongvampires
  15. 15. Unternehmen werdenzu Verlagen.
  16. 16. Produkte im Fokus RelevanzSales WerthaftigkeitWiederholung VielseitigkeitVorteile Story
  17. 17. Die richtige Kanal für Inhalte: Ein Ansatz. Display Paid Event / Roadshow high Advertising Billboards Brochures mid Publi- Mobile Sweepstake Flyer reportage Advertising Landing Print Ads low (w/ QR) page Customer Affiliate Magazine Adwords SEO Marketing Article E-Training Tools Flyer Case studies / Facebook Animation Whitepapers Ads Owned Video 3D Website Mobile updates / Facebook Buzzmetrics App Subpage Post Twitter Extranet Post Dedicated Speaker Blog Facebook placement post Social Channel Augmented Bookmarking Reality Newsletter YouTube Slideshare Personal Customer reference Day Dedicated Twitter Channel Earned11/20/2012 21 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  18. 18. Soziale Kommunikationist eine Kulturfrage.
  19. 19. Die Einzelmessungreicht nicht mehr.
  20. 20. The new Communication Dashboard Digital Aggregate Brand $ Sentiment Digital Digital Target Social Media SI Value Spendings overallImage Value Month Surveys 89‘716 63‘326 2.3% Target 92‘000 65‘000 3.8% Web Feedback 647 Involvement 619 599 527Visibility Ad Impressions 490 Engagement Points SEO Referers 310 300 Content Bewertungen + Pageviews Comments Twitter Reach Likes, Retweets Facebook Visits Downloads Share of Voice Subscriptions
  21. 21. Klassische Kommunikationsplanung. Ausformulierte Kanäle / Distribution / Beurteilung Botschaft Medienplanung Veröffentlichung11/20/2012 28 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  22. 22. Digitale Kommunikationsplanung. Wirkungsraum Ausprägung / Content / Kanäle Redaktion Story Mitarbeiter / Kernidee Multiplier Publizieren / Messen11/20/2012 29 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  23. 23. Geben wirKommunikationden Raum,den Siebraucht.
  24. 24. In a world where consumers’ time and attention is more precious than ever, it is more important than ever to treat every touch point as special.11/20/2012 31 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.
  25. 25. Planen wir für den Erfolg.michael.rottmann@namics.com© Namics11/20/2012 32 Communication Channel Overload. Digitale Kommunikation – Planen für den Erfolg. Namics.

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