The Culture of Communications in the Social Web


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The Culture of Communications in the Social Web

  1. 1. The Culture of Communications in the Social WebFlorian SchleicherPresentation for my Master Thesis<br />source:<br />
  2. 2. „The reality is: conversations are taking place online right now, usually without you. If you’re not part of the conversation, answers, questions, suggestions, complaints, (…) will go unmanaged, unresolved and unchallenged.“<br />(Solis/Breakenridge 2009, 153)<br />Where are we now?<br />source:<br />July 2010 | Florian Schleicher<br />
  3. 3. What are the impacts on the communication of future generations, if communication via a new medium, via screens, gets more and more dominant?<br />(cf. Greenfield 2008, 156)<br />What is the problem?<br />source:<br />July 2010 | Florian Schleicher<br />
  4. 4. What value attach Austrian managers of Corporate Communications to the changed Culture of Communications of stakeholders in the Social Web?<br />The main research question<br />source:<br />July 2010 | Florian Schleicher<br />
  5. 5. The Culture of Communications<br />source: &<br />July 2010 | Florian Schleicher<br />
  6. 6. Understanding complex correlations<br />Referring to the subjective perception of the researcher as a part of the finding-process (cf. Flick/Kardorff/Steinke 2003, 25)<br />A qualitative research design<br />source:<br />July 2010 | Florian Schleicher<br />
  7. 7. Casinos Austria AG<br />Dr. Bernd Wollmann | Marketing New Media<br /><br />Heinz Grünwald | Social Media<br />Josef Manner & Comp. AG<br />Mag. Heidrun Gruber-Größwang & Gabriel Zirm | Marketingdepartment<br />Spar Österreichische Warenhandels-AG<br />Mag. Günther Schmidhuber | Corporate PR/Information<br />voestalpine AG<br />Mag. Gerhard Kürner | Corporate Communications<br />Vöslauer Mineralwasser AG<br />Mag. Yvonne Haider | Marketing Retail & Products<br />Interviewees<br />source:<br />July 2010 | Florian Schleicher<br />
  8. 8. Managers of Corporate Communications in Austrian Profit-Organizations with Social Web experience<br />Heterogenous organizations to make a generalization of the findings possible (cf. Flick 2003, 260)<br />Interviewees<br />source:<br />July 2010 | Florian Schleicher<br />
  9. 9. Semi-structurized guidelines with flexible handling<br />Focus on experiences and perceptions of the interviewees<br />Type of interview<br />source:<br />July 2010 | Florian Schleicher<br />
  10. 10. (cf. Losee, 1977 in Lamnek 2005, 250)<br />Qualitative content analysis with deductive- and inductive-built categories according to Mayring<br />Analyzing the material<br />induction<br />monitoring (1)<br />(investigation) (3)<br />descriptive principles (1)<br />(theory)<br />deduction<br />source:<br />July 2010 | Florian Schleicher<br />
  11. 11. Definition of the Culture of Communications (CoC) in the Social Web<br />Challenges for organizations in the Social Web caused by the CoC<br />Impacts of the CoC in the Social Web on the CoC Offline<br />Model of IMC with an approach to the CoC in the Social Web<br />Evaluation of the changed CoC in the Social Web by Austrian managers of Corporate Communications<br />Findings<br />source:<br />July 2010 | Florian Schleicher<br />
  12. 12. Choice of words<br />Flow of information<br />Abilities to send and new role-definitions<br />Interactivity<br />Anonymity<br />Property<br />Expert status<br />Banality<br />Type of communication<br />Formation of communities<br />Definition of the Culture of Communications<br />source:<br />July 2010 | Florian Schleicher<br />
  13. 13. Approval by the organizational top-management<br />Accepting the employees ability to send information<br />Creation of internal trust<br />Gathering of additional ressources<br />Adaption to the Culture of Communications<br />Challenges<br />source:<br />July 2010 | Florian Schleicher<br />
  14. 14. New characteristics and possibilities caused by technology<br />Problem areas „anonymity“, „banality“ and „property“ existed already<br />New mindsets evolve<br />Changes in the usage of media<br />Impacts<br />source:<br />July 2010 | Florian Schleicher<br />
  15. 15. Focus on adressing clients<br />Supplemented by a stakeholder-perspective<br />Instruments to receive, interact and send<br />The model of IMC by Anders Gronstedt<br />source:<br />July 2010 | Florian Schleicher<br />
  16. 16. Communication in the Social Web is seen as an essential part of efficient Corporate Communications<br />The Culture of Communications has to be considered<br />Messages are to be adapted to this environment <br />An awareness of the risks and changes exists<br />Evaluation of the managers<br />source:<br />July 2010 | Florian Schleicher<br />
  17. 17. Florian Schleicher<br /><br /><br />source:<br />