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Blogs, Social Networks and Podcasts: Corporate Communications 2.0


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Speaker: Martin Huber

Published in: Technology, Business
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Blogs, Social Networks and Podcasts: Corporate Communications 2.0

  1. 1. Corporate Blogging and networked communication for developing media products (newspaper) Kontakt: Dr. Martin Huber – – Telefon 0821/259 28 43
  2. 2. How does corporate communiactions work today? How does corporate communications operate today, in a world full of direct communication with customers via web sites, email, blogs, and video? In the past: one-to-many Marketing Blogs Campaign Blogs SEO-Blogs Customer- Knowledge-Blogs Project-Blogs Relationship-Blogs Crisis Blogs CEO- Employee-Blogs /Executive-Blogs the future: Many-to-many: networked corporate communication Social network applications (Twitter, Facebook, …, proprietary social networks) to integrate your corporate stakeholders: Customer, supplier, investors, employees
  3. 3. Why integration your customer? Sources of innovation • Classical view: – Product innovations come from the product manufacturer (publisher) – The manufacturer generates ideas and develops prototypes • New perspective: – Many innovations do not come from manufacturers but from users of the product (newspaper) – Users often supply not only the idea, but also prototypes or complementary services (online) – The distribution of innovative activity along the value chain varies strongly between industries and includes also industries with tangible products (newspaper, cars, food, consumer goods, ...) Efficient communication with your customer – customer integration – can boost all stages of Product & Service Development Hybrid model of innovation: To systematically and repeatedly exploit commercially the innovations generated and freely-revealed by a user community.
  4. 4. User heterogentity and different tools for integration (communication) users with some users with high expertise experience in the technical users with little expertise in dimension of in the technical and the domain and high either the technical or the heterogeneity problem domain experience in the problem problem domain domain technical sophistication of community high Medium to high low to medium members/customers most appreciated technical excellence, functionality, specificity of robustness, safety, product features functionality solution, ease of use simplicity open source, mash-ups – hybrid innovation in a pure bundling, no hybrid innovation in a collaborative manner typical innovation mode manufacturer interfering in collaborative manner technical matters (high sensitivity of community) 95% of (y)our typical users
  5. 5. Frontloading – Saves time and money • Users often have “sticky information“ on needs and solution approaches, but lack technical means to design a solution • Users can provide feedback not only on the final product but also on your product concept and all the early stages of the development funnel • Corporate blogging and social network apps are tools to integrate your customers early in the process – month before the final product is in the market or days before thr next version of your service is released competitor and market analysis product and Identification of concept process design Beta-testing launch customer needs development Alpha-version technology assessment
  6. 6. Kontakt: Martin Huber –