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PR & RECHT IM SOCIAL WEB     SOCIAL MEDIA DINNER 2013  Dr. Rebecca Belvederesi-Kochs & Jens Ferner     Novotel Aachen City...
PR IM SOCIAL WEBSOCIAL MEDIA DINNER 2013
Worum es heute geht...   “Everything you do or say is              public relations.”                                
PR-VerständnisGegenstand                   KompetenzUnternehmen                              FunktionProdukte             ...
PR-Ziele im Allgemeinen     Externe Zielsetzungen                   Interne ZielsetzungenBeziehungsaufbau zur Außenwelt   ...
Öffentlichkeitsarbeit im Social Web  MEDIALE HERAUSFORDERUNGEN         §  Informationszugang         §  Informationsvielf...
Öffentlichkeitsarbeit im Social WebWIESO? WESHALB? WARUM?   Reichweite        Kommunikation     Aufmerksamkeit  Community- ...
Öffentlichkeitsarbeit im Social WebBEISPIELHAFTE ZIELSETZUNGEN                Unternehmens- & Markenimage                  ...
Öffentlichkeitsarbeit im Social WebBEISPIELHAFTE ZIELSETZUNGEN                Unternehmens- & Markenimage                  ...
Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
Employer Branding & Recruiting
Employer Branding & Recruiting
Employer Branding & Recruiting
Employer Branding & Recruiting
Employer Branding & RecruitingDer Praktikumsfail von BMWhttp://www.youtube.com/watch?v=VM36TAo6i5o
Employer Branding & RecruitingSTADTWERKE MÜNCHEN
Employer Branding & RecruitingSTADTWERKE MÜNCHEN
Employer Branding & RecruitingSTADTWERKE MÜNCHEN
Moderne Eventpromotion
Moderne Eventpromotion
Moderne Eventpromotion
Moderne Eventpromotion
Moderne Eventpromotion
Moderne Eventpromotion
Nicht ohne StrategieDIE KERNFRAGEN §  Wer soll angesprochen werden? §  Wie erreichen wir unsere Zielgruppen? §  Was int...
FazitERFOLGREICHE PR IM SOCIAL WEB §  Posten Sie regelmäßig. §  Signalisieren Sie stets Ansprechbarkeit. §  Reagieren S...
VIELEN DANK...WIR WÜNSCHEN GUTEN APPETIT.
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PR im Social Web: Vortrag von Dr. Rebecca Belvederesi Kochs, Social Media Dinner 2013

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Auch im Jahre 2013 war es wie­der soweit: Wir ver­an­stal­teten das 2. Social Media Dinner gemein­sam mit dem BVMW. Das ursprüngliche Konzept blieb erhalten, denn bei einem Fingerfood-Buffet lässt sich der Wissensstand "genussvoll" erwei­tern. Gemeinsam mit Rechtsanwalt Jens Ferner nahm sich Dr. Rebecca Belvederesi-Kochs in die­sem Jahr des span­nen­den Themas „PR & Recht im Social Web“ an.

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PR im Social Web: Vortrag von Dr. Rebecca Belvederesi Kochs, Social Media Dinner 2013

  1. 1. PR & RECHT IM SOCIAL WEB SOCIAL MEDIA DINNER 2013 Dr. Rebecca Belvederesi-Kochs & Jens Ferner Novotel Aachen City, 19. Februar 2013
  2. 2. PR IM SOCIAL WEBSOCIAL MEDIA DINNER 2013
  3. 3. Worum es heute geht... “Everything you do or say is public relations.”  
  4. 4. PR-VerständnisGegenstand KompetenzUnternehmen FunktionProdukte SprachgefühlIdeologien Information KreativleistungPersonen Kontakt Konzeptionsstärke Image Organisationstalent Harmonisierung Stabilisierung Absatzförderung
  5. 5. PR-Ziele im Allgemeinen Externe Zielsetzungen Interne ZielsetzungenBeziehungsaufbau zur Außenwelt Beziehungsaufbau zur Mitarbeiterschaft Akzeptanz schaffen Unternehmenskultur festigen Glaubwürdigkeit vermitteln Mitarbeiter binden Sympathien wecken Loyalitäten managen Bekanntheitsgrad steigern Krisen kommunizieren Markenbotschaft kommunizieren
  6. 6. Öffentlichkeitsarbeit im Social Web MEDIALE HERAUSFORDERUNGEN §  Informationszugang §  Informationsvielfalt §  Individualisierung der Meinungsmacht §  Meinungsbildung in der Word-of-Mouth §  Kurzum: Top-Down funktioniert nicht mehr allzu gut. Web 2.0, Apps, Communities & User Generated Content Blogs Persönl. Webseiten / Erstes Social Network Podcasts Discussion Group Chat Clasmates.org WikisE-Mail Usenet Listserv IRC1971 1979 1984 1988 1991 1995 1998-2004 2005-heute
  7. 7. Öffentlichkeitsarbeit im Social WebWIESO? WESHALB? WARUM? Reichweite Kommunikation Aufmerksamkeit Community- Interaktion Bekanntheit Aufbau Influencer & Echtzeitdialog Imagegestaltung Peer Group
  8. 8. Öffentlichkeitsarbeit im Social WebBEISPIELHAFTE ZIELSETZUNGEN Unternehmens- & Markenimage Consumer, Partner & Investor Relations Produkt-Launch Employer Branding & Recruiting Moderne Eventpromotion
  9. 9. Öffentlichkeitsarbeit im Social WebBEISPIELHAFTE ZIELSETZUNGEN Unternehmens- & Markenimage Consumer, Partner & Investor Relations Produkt-Launch Employer Branding & Recruiting Moderne Eventpromotion
  10. 10. Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
  11. 11. Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
  12. 12. Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
  13. 13. Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
  14. 14. Unternehmens- & MarkenimageDIE GROSSEN MACHEN ES BEREITS...
  15. 15. Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
  16. 16. Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
  17. 17. Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
  18. 18. Unternehmens- & MarkenimageREWE-Reinartz EILENDORF
  19. 19. Employer Branding & Recruiting
  20. 20. Employer Branding & Recruiting
  21. 21. Employer Branding & Recruiting
  22. 22. Employer Branding & Recruiting
  23. 23. Employer Branding & RecruitingDer Praktikumsfail von BMWhttp://www.youtube.com/watch?v=VM36TAo6i5o
  24. 24. Employer Branding & RecruitingSTADTWERKE MÜNCHEN
  25. 25. Employer Branding & RecruitingSTADTWERKE MÜNCHEN
  26. 26. Employer Branding & RecruitingSTADTWERKE MÜNCHEN
  27. 27. Moderne Eventpromotion
  28. 28. Moderne Eventpromotion
  29. 29. Moderne Eventpromotion
  30. 30. Moderne Eventpromotion
  31. 31. Moderne Eventpromotion
  32. 32. Moderne Eventpromotion
  33. 33. Nicht ohne StrategieDIE KERNFRAGEN §  Wer soll angesprochen werden? §  Wie erreichen wir unsere Zielgruppen? §  Was interessiert unsere Zielgruppen? §  Über welche Plattformen werden sie angesprochen? §  In welchen Abständen posten wir neuen Content? §  Warum sollten uns die User „liken“ oder „folgen“? §  Welche Responsezeiten sind realistisch? §  Woran messen wir den Erfolg der PR-Kampagne?
  34. 34. FazitERFOLGREICHE PR IM SOCIAL WEB §  Posten Sie regelmäßig. §  Signalisieren Sie stets Ansprechbarkeit. §  Reagieren Sie zeitnah auf Fragen & Feedback. §  Kommunizieren Sie offen und ehrlich. §  Gehen Sie dabei möglichst unwerblich vor. §  Beobachten Sie Ihre Social Media Kanäle aufmerksam.
  35. 35. VIELEN DANK...WIR WÜNSCHEN GUTEN APPETIT.

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