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Social Media im Kulturmarketing – 14. Twittwoch zu BErlin

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Lohnt sich Social Media auch in der Vermarktung von Kultur – oder: Warum wird es bis dato kaum verwendet? Von Anna-Elisabeth Rentsch

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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 (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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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Social Media im Kulturmarketing – 14. Twittwoch zu BErlin

  1. 1. Social Media im Kulturmarketing <br />Lohnt sich Social Media auch in der Vermarktung von Kultur – oder: Warum wird es bis dato kaum verwendet?<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  2. 2. Inhalt<br />Was kennzeichnet einen Kulturbetrieb?<br />Wird Social Media bereits im Kulturmarketing angewendet?<br />Aktuelle Literatur<br />Realität<br />Probleme/Risken<br />Chancen für den Kulturbetrieb<br />Stärken/Chancen<br />Fazit<br />Wichtige Faktoren<br />Mögliche Ziele innerhalb eines Konzerthauses<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  3. 3. Was kennzeichnet einen Kulturbetrieb?<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  4. 4. Eigenschaften eines Kulturbetriebs<br />Institutionialisierte Form des kulturellen Lebens<br />Hochkomplexes Gebilde<br />Rechtsformen bilden Rahmenbedingungen und haben Konsequenzen in der Gestaltung der Vermarktung<br />Personalintensiv  Baumol‘sDisease<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  5. 5. Eigenschaften eine Kulturprodukts<br />Erstellt vom Kulturbetrieb<br />Rezipient nutzt das Produkt während der Erstellung<br />Kann Sach- oder Dienstleistung sein<br />Produkt kann nicht auf den Nutzer zugeschnitten werden<br />Der Kunde kauft einen Nutzen und kein Produkt, dass er sich ins Regal stellen kann<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  6. 6. Wird Social Media bereits im Kulturmarketing angewendet?<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  7. 7. Aktuelle Literatur<br />Der übliche ökonomische Marketinggedanke wird vereinzelt nicht ausgeübt (vor allem in öffentlich-rechtlichen Einrichtungen)<br />Beachtung vom Internet, sowie dessen positiven Eigenschaften<br />Erste Benennung von Social Media in einem Werk von 2009<br />Aktuelle Beachtung in Blogs und der stARTconferene<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  8. 8. Realität<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  9. 9. 14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  10. 10. 14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  11. 11. 14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  12. 12. Probleme<br />Schwächen <br />Zeitintensiv<br />Gewisses Fachwissen/Fachpersonal sowie Interesse nötig<br />Kommunizierbarer Inhalt kann nicht abgeschätzt werden<br />Wollen Social Media Marketing nicht an externe Personen weiter geben<br />Vereinzelt Furcht vor Problemen in der Datensicherheit im Netz<br />Risiken<br />Kommunikation ohne Strategie<br />Falsche oder für die Zielgruppe unrelevante Inhalte werden kommuniziert<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  13. 13. Chancen für den Kulturbetrieb<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  14. 14. Chancen<br />Stärken<br />Inhalte für Social Media<br />Kanäle werden vorwiegend von Personen von 15 – 30 genutzt<br />Social Media ist und bleibt vorerst aktuell, die Konkurrenz ist schon da <br />Vernetzung mit Communities<br />Inhalte können Echtzeit-Aktuell kommuniziert werden<br />Chancen<br />Kulturelle Bildung vermitteln<br />Junges Publikum ansprechen<br />Imagegewinn<br />Wettbewerbsfähigkeit<br />Im Gespräch bleiben / Präsenz<br />Einsparung von Printprodukten durch Budgetumschichtung<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  15. 15. Fazit<br />Es besteht Potenzial, jedoch schaffen es die Einrichtungen nicht selber<br />Fachwissen wird benötigt<br />Ansprechen von externen Fachkräften mit kultureller Affinität<br />Überdenken des Marketing-Budgets, eventuelle Umschichtung erwägen (möglicherweise bei öffentlich-rechtlichen Betrieben schwierig)<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  16. 16. Wichtige Faktoren<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  17. 17. Faktoren, auf die zu achten sind<br />Bedürfnisse und Rahmenbedingungen beachten<br />Analyse:<br />Passt Social Media zu uns?<br />Welche Ziele wollen wir erreichen?<br />An wen soll sich die Strategie richten?<br />Welche Inhalte interessieren diese Zielgruppe?<br />Wo ist die Zielgruppe unterwegs?<br />Kann das Marketing-Budget entsprechend umgeschichtet werden?<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  18. 18. Mögliche Ziele innerhalb eines Konzerthauses<br />Kulturelle Bildung<br />Erstellung von entsprechenden Profilen<br />Stetig Community aufbauen<br />Interessanten Content bieten, der zur Diskussion und Hinterfragung anregt<br />Konzertreisen<br />Konzertmitschnitte<br />Informationen zu Instrumenten/Musikwissenschaft<br />Zu besonderen Offline-Veranstaltungen für die Community einladen<br />Community betreuen und halten<br />Nicht-Konzert-Besucher sollen sich ‚freiwillig‘ für Konzerte und Musik interessieren <br /> Integrierte Kommunikation mit Social Media und interessanter Programmkonzeption<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  19. 19. Interessante Forschungsgebiete<br />Erfolgsmessung<br />Mobile Marketing<br />AugumentedReality<br />Berichterstattung in Echtzeit etc. <br />Kulturfinanzierung<br />Fundraising<br />Projektfinanzierung<br />kostenpflichtige Angebote/Monetarisierungsarten im Internet<br />14.09.2010<br />Anna E. Rentsch Social Media im Kulturmarketing<br />
  20. 20. 14.09.2010<br />Vielen Dank.<br />@chastair<br />Anna E. Rentsch<br />www.socialmedia-kulturmarketing.com<br />anna@sociamedia-kulturmarketing.com<br />01520 | 2555858<br />Anna E. Rentsch Social Media im Kulturmarketing<br />

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