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Messe Frankfurt, Unternehmenskommunikation mit Twitter

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Kai Hattendorf, Messe Frankfurt, präsentiert die Wichtigkeit von Twitter für die Unternehmenskommunikation

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Messe Frankfurt, Unternehmenskommunikation mit Twitter

  1. 1. Twittwoch Kai Hattendorf Bereichsleiter Unternehmenskommunikation Frankfurt am Main, 31.März 2010
  2. 2. Von der Information zur Kommunikation <ul><li>Messen haben im Internet-Zeitalter ihre Stellung weiter ausgebaut </li></ul><ul><li>Business Portale synchronisieren Online- und Offline-Welten </li></ul><ul><li>Social Web-Anwendungen eröffnen neue Zugänge zu Kunden und Partnern </li></ul><ul><li>Vernetzung bedeutet verbesserte Organisation </li></ul><ul><li>Kunden realisieren die Menschen hinter den Unternehmen </li></ul><ul><li>Das Internet ergänzt die Messepräsenz und verlängert den Messebesuch </li></ul>
  3. 3. Die Messe Frankfurt wächst im Internet seit 1996 <ul><li>Start erste Webpräsenz </li></ul><ul><li>2003 Erster vollständiger Relaunch </li></ul><ul><li>2004 Start Online-Ticketing </li></ul><ul><ul><li>Start veranstaltungsübergreifende Suche </li></ul></ul><ul><ul><li>2008 Start zweiter vollständiger Relaunch </li></ul></ul><ul><ul><ul><li>2009 Start Social Media Präsenzen </li></ul></ul></ul>
  4. 4. Warum Social Media? Es ist schon Alltag!
  5. 5. Warum Twitter? – Drei Kerngründe <ul><li>Es ergänzt RSS-Feeds als Sendekanal für aktuelle Informationen </li></ul><ul><li>Es liefert thematisch hohe Reichweiten „auf den Punkt“ </li></ul><ul><li>Es liefern den Kunden / Nutzern einen Mehrwert, den andere Web 2.0-Kanäle nicht liefern. </li></ul>
  6. 6. Wie twittert Messe Frankfurt? <ul><li>Als Unternehmen: @messefrankfurt </li></ul><ul><li>Als Produkte, z.B.: @musikmesse </li></ul><ul><li>Als Individuen, z.B.: @kaihattendorf </li></ul><ul><li>Was erreichen wir? </li></ul><ul><li>Über das Unternehmen: Breit gestreute Informationen </li></ul><ul><li>Über die Produkte: Service- und Reputationsgewinn </li></ul><ul><li>Über die Individuen: Glaubwürdigkeit / Anerkennung als relevante Referenz </li></ul>
  7. 7. @messefrankfurt: Reichweite
  8. 8. @musikmesse: Service und Reputation <ul><li>Rund 3680 Erwähnungen zur Musikmesse 2010 (2009: 900 Erwähnungen +406%) </li></ul><ul><li>Rund 2500 Follower (2009: 1500 Follower +166%) </li></ul>
  9. 9. @kaihattendorf: Vertrauen / Reputation
  10. 10. ..zum Schluss ein ABER: Twitter allein genügt nicht <ul><li>Wer nur ein Social Network bedient, hat das Medium nicht verstanden </li></ul><ul><li>Social Web = Der offene Dialog über viele Plattformen hinweg </li></ul><ul><li>DIE Strategie gibt es nicht, aber viele gute Lösungen </li></ul><ul><li>Die Messe Frankfurt ist neben Twitter auch unterwegs bei </li></ul><ul><ul><ul><ul><li>Xing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Facebook </li></ul></ul></ul></ul><ul><ul><ul><ul><li>FriendFeed </li></ul></ul></ul></ul><ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul></ul><ul><ul><ul><ul><li>… </li></ul></ul></ul></ul>
  11. 11. Noch Fragen? Gerne! @kaihattendorf [email_address]

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