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Werbeplanung.at SUMMIT 15 - Von Social Media zu Social Business - Strategy and Transformation - Sabine Hoffmann

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Speaking Digital Future: Sabine Hoffmann zeigt auf, warum wir längst inmitten der digitalen Revolution angekommen sind und wie es Unternehmen gelingt, sich dank der Dynamiken von Social Media in Echtzeit zu innovieren.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Werbeplanung.at SUMMIT 15 - Von Social Media zu Social Business - Strategy and Transformation - Sabine Hoffmann

  1. 1. 2 @actiongirl74
  2. 2. 3 ambuzzador | mitten ins Herz Facts & Figures. www.ambuzzador.com – ab 10 April NEU!
  3. 3. 4 Neues Spiel | am Beispiel ESC 2015 http://songcontest.orf.at/social/; MediaCom/Brandwatch, 19.-25 Mai 2015 Die Stadt Wien dominiert die sozialen Medien mit der höchsten Gesamtzahl an Erwähnungen, vor Conchita Wurst! Selbstdarstellung auch OHNE Medien
  4. 4. 5 Phänomen #GenerationNOW Vertrauen ist die Währung. Jeder kann Inhalte erschaffen und publizieren = jeder bewertet eigenverantwortlich die Glaubwürdigkeit #me is the new #Selfie Schaffen sich selbstbestimmt Bühne – help them build their brand! „It‘s about me and my friends.“ We don‘t „surf“ Growing up with & on the Internet – 9 von 10 Jugendlichen nutzen täglich Social Media. „Era of Beta“ The Web is a process & Tech empowers … aber Plattformen kommen und gehen #Fandom Menschen vernetzen sich global über Interessen – und erschaffen dabei neue Inhalte (oder Parodien). Nischen statt Masse – aber mit gemeinsamen Werten.
  5. 5. 6 Phänomen #GenerationNOW | DNA Stories Menschen verbinden sich rund um #Fandom & Meaning Brand Talent Kommunikation & Sharing Always on, gerade deshalb einfach, direkt & Channel-übergreifend Opportunities unabhängig von Hierarchien • Authentisches Storytelling schafft Commitment. • Unternehmen wird zum Kurator von Inhalten rund um die Marke. • Persönlichkeit(en) zeigen: Insights. People. Truth. • Big Data nutzen: Kundendaten aus allen Kanälen verknüpfen. • Mitgestaltung zulassen: Transparentes System ermöglicht Innovation von außen & real-time Adaption der Prozesse rund ums Kundenerlebnis. • Gemeinsame Story schafft Bedeutung und initiiert Pionierleistungen. • Menschen abteilungs- übergreifend fürs Commitment zum Unternehmensziel begeistern. • Selbstdarstellung in Sichtbarkeit wandeln: Bereichsübergreifende Kommunikation bringt Lösungsenergie & Kontakte. • Eigenverantwortung fördern & fordern: Führungskräfte werden Teamchefs. • Transparente Erfolgsmessung schafft Rahmen zur Selbsteinschätzung. Brand Champions
  6. 6. 7 Phänomen Exponential Technologies http://www.jibo.com/ http://www.secondmachineage.com/
  7. 7. 8
  8. 8. 9 Nate Elliot, VP & Principal Analyst @ Forrester „Social Media has matured! Has your digital strategy kept pace?“ Social Reach Marketing Social Relationship Marketing Social Depth Marketing
  9. 9. 10 Digitale Strategie entlang der Customer Journey Social Media hat sich großteils auf Loyalty fokussiert, höchste Zeit für den Blick auf die gesamte CX! “Identify the happiest and most influential people” “Close Sales on your own platform!” “You don´t have relationships on Facebook!”
  10. 10. 11 Look at your product life cycles: That´s the speed of your customers evolving! It´s time to bring back passion for Social Media <3 former Best Buy, Gina Debogovich
  11. 11. 12 Das Community Universum Die Sonne im Sonnensystem ist die eigene Community, die Customer Journeys abbildet und in Chancen verwandelt. Reichweite Relevanz Auffindbarkeit Dialog Special Interest Reichweite Direkter Kontakt Eigene Inhalte Markenpräsentation Reichweite
  12. 12. 13
  13. 13. 14 So, you’ve worked your way up the corporate ladder to become Chief Marketing Officer. […] Your job is obsolete, and unless you turn yourself into a Chief Loyalty Officer, you’re sure to eventually be replaced by one.” New York 2015 Alexander Jutkowitz Managing Partner Group SJR Group SJR was founded to address the greatest challenge and opportunity marketers and communicators face today--audience. How to get it, keep it and build it in a world in which knowledge is the true social currency.
  14. 14. 15 Media 4.0 | You are a Medium … … yes, you! Yeah, you too. • Die Zeit, in der PR Sprecher, Werbung oder Massenmedien gewaltigen Einfluss auf Menschen ausübten, ist vorbei. • In der heutigen Zeit ist jeder ein Medium; Reichweite und Kredibilität sind zu einer alternativen Währung geworden, die viele Türen und Tore – online wie offline – öffnet. • 93% aller digitalen Käufe sind mittlerweile von Social Media beeinflusst worden. • Auch wenn es oftmals Falschaussagen sind: 90% aller Konsumenten vertrauen Aussagen über Social Media – dahingehend vertrauen nur 14% aller Konsumenten der Werbung. „The medium is the message.“ – Marshall McLuhan „Are you a medium?“ – Johnathan Frakes Quelle: Erik Qualman #socialnomics 2014; https://www.YouTube.com/watch?v=zxpa4dNVd3c
  15. 15. 16 TV Print Online Social Media PR Brand Media 4.0
  16. 16. 17 Wegen der Relevanz warad‘s. Shift von Media zu Relevanz Verstärkt mit €€€ Relevanz ReichweiteBrand Verstärkt durch Community Content Community
  17. 17. 18 Community Der Weg zum Community Content Vier Voraussetzungen, damit Community Content entstehen kann. • Bewusstwerdung der unterschiedlichen Rollen anhand der Markenwerte und Ziele Strategie • technische Voraussetzungen • Barrierefreiheit • Call To Action Infrastruktur • Wertschätzung für jede Einreichung • Klare Roadmap für die Weiterverwendung Committment • Intrinsisch • ExtrinsischIncentive Vorraussetzungen Output Content
  18. 18. 19
  19. 19. 20 Speaking Digital Future Voraussetzung für erfolgreiche Transformation ist eine gemeinsame Sprache.
  20. 20. 21 Social Transformation • Training des Vertriebsteams zu Networking und Akquise über Business Plattformen (Xing, LinkedIn). • Agenda Setting: Aufbau eines Newsrooms zur dialoggruppen-spezifischen Diskussion „Big Data“ • Integrierte Kommunikation abteilungs- und länderübergreifend. • Integrierte Erfolgsmessung: Sales und MbO Ziele. Herausforderung Die IT-Branche muss zunehmend der Anforderung nach individuellen Lösungen (Beratung versus Produktverkauf) nachkommen. Themen wie Big Data werden heute im Netz jedoch nur sehr detailliert oder sehr allgemein diskutiert – fundierte Informations- und Austauschmöglichkeiten fehlen. Social Fitness im Sales Team @EMC2 Social Media als Kern der Business Strategie. Projektbetreuung seit 2012
  21. 21. 22 Social Media Coaching im Format „Fitness Breakfasts“ Integration von Social Media Plattformen in den täglichen Arbeitsalltag. Herausforderung Business Plattformen wie LinkedIn und Xing eröffnen vielfältige Möglichkeiten den Arbeitsalltag zu ergänzen und effizienter zu gestalten. Aktives Netzwerken, Informationsbeschaffung und Austausch über Social Media Kanälen werden aber oftmals als „Fleißarbeit“ wahrgenommen – die Potenziale kaum genutzt. #fitandsocial Training für‘s Daily Business • Grundlagen-Training im Umgang mit Social Media Plattformen im Business-Kontext • Identifikation von sinnvollen Einsatzmöglichkeiten für Plattformen, individuell abgestimmt auf den Arbeitsalltag der Teilnehmer • Interaktiver Workshop zum nachhaltigen Erlernen von allen relevanten Plattform- Features • Regelmäßige Fresh-Up-Workshops zur Wissensvertiefung- und erweiterung Projektbetreuung seit 2012
  22. 22. 23
  23. 23. 24 Innovierung | „Sacred Cows make the best burgers“ Paul Saffo, Singularity University about Forecasting
  24. 24. 25 Transformation | Die Evolution zum Social Business Lust Probleme kommen auf Ernüchterung | Anstrengung Arbeiten | Lernen | Vertiefen Integration Selbstverständnis 1 DESIGN educate! Die Spannung steigt 2 AKTIVISMUS 3 TRAINING Pilot Projects 4 ROUTINE Organic Innovationempower! Change Champions Quellen: Beratergruppe Neuwaldegg, Viral Change | Leandro Herrero, Sephora |Transformation, ambuzzador Vision Verhalten Transparenz & Belohnung Resonanz Erfolgsmessung
  25. 25. 26 Transformation im Social Service Best Practice 1/2 http://www.gutefrage.net/frage/megacard-bank-austria-online-banking--pin- http://diepresse.com/home/wirtschaft/economist/4701599/Cernko_Reiche- sind-hart-arbeitende-Menschen?offset=0&page=1#kommentar0
  26. 26. 27 Transformation im Social Service Best Practice 2/2 https://twitter.com/Yussipick/status/575686565487378432 http://derstandard.at/2000010522493/Bank-AustriaDavid-Alaba-im-neuen- Spot
  27. 27. 28
  28. 28. 29 Gretchenfrage: Was verpasse ich.. für mich und mein Unternehmen, wenn ich das Social Business auslasse? #1 Den Draht zu meinen Kunden… • Realtime Consumer-Insights, Trends, (Produkt)Ideen – Menschen vernetzen sich global rund um Interessen und Marken und drücken jeden Tag aus, was ihnen gefällt, was sie wollen und was sie nicht wollen – unser Tipp: einfach Zuhören und Mitreden. Auf Augenhöhe, versteht sich ;-) #2 Die Power meiner MitarbeiterInnen… • Entscheidungen dort, wo das Wissen dafür vorhanden ist: Interdisziplinäre Kollaboration & transparentes Know-How Sharing ersetzen Silodenken und hierarchische Entscheidungsprozesse. In diesem agilen Zusammenspiel eröffnen sich Erfahrung, Expertisen, Talente und das kollektive Wissen der Mitarbeiter. #3 Innovationspotenzial im Zusammenspiel… • Die kollektive analytische Intelligenz eröffnet Chancen an allen Touchpoints der Marke: für Innovierung in Echtzeit und Raum für eine neue Art der Zusammenarbeit und Verbindungen, die in der analogen Welt nicht so einfach realisierbar waren. #4 Marktchancen… • Disruption passiert im Digitalen Zeitalter in exponentieller Geschwindigkeit: Digitales Agieren und Aufbrechen starrer Business-Modelle schafft Wettbewerbsvorteil, ist näher bei Kunden und Stakeholders, ist effizient, messbar und transparent.
  29. 29. © ambuzzador marketing gmbh

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