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Content Marketing Meets Reality - #bcki14

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Content Marketing: Theorie vs. Praxis - warum die Implementierung in Unternehmen nicht immer ganz so einfach ist...

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  • ...nicht als Transkript, aber ich erzähle Dir gerne was dazu :)
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Content Marketing Meets Reality - #bcki14

  1. 1. Content Marketing Meets Reality. oder Ein Vortrag in Fragen an und von Unternehmen. anke nehrenberg | @moeglichewelten | #bcki14 | 22. august 2014
  2. 2. Wer hier steht.
  3. 3. Worum geht es hier? §  Marketing. §  Content. §  Unternehmen (in real life).
  4. 4. Next big...thing? ...bubble?
  5. 5. Marketing. „ ...bezeichnet zum einen den Unternehmensbereich, dessen Aufgabe (Funktion) es ist, Produkte und Dienstleistungen zu vermarkten (zum Verkauf anbieten in einer Weise, dass Käufer dieses Angebot als wünschenswert wahrnehmen); ...zum anderen beschreibt dieser Begriff ein Konzept der ganzheitlichen, marktorientierten Unternehmensführung zur Befriedigung der Bedürfnisse und Erwartungen von Kunden und anderer Interessengruppen (Stakeholder).“ http://de.wikipedia.org/wiki/Marketing
  6. 6. Content? „Man kann nicht nicht....“ Welche Geschichten erzählen wir? Über welche Kanäle?
  7. 7. Die Vision: Content Marketing. http://t3n.de/news/social-media-b2b-ueber-fans-506023/ http://www.experto.de/b2b/kommunikation/unternehmenskommunikation/online-pr/ content-marketing-die-besten-tipps-fuer-kmu.html
  8. 8. „Great!“ sagt der Chef.
  9. 9. Und dann wird delegiert. Wer hat das jetzt verstanden?
  10. 10. Was sollten wir gleich nochmal tun...?
  11. 11. Wait. http://www.internetworld.de/Nachrichten/Medien/Social-Media/Studie-zur-Social-Media-Nutzung-von- Unternehmen-Nur-16-Prozent-haben-eine-Strategie-77674.html http://www.bvdw.org/presseserver/bvdw_social_media_studie_2012/bvdw_studienergebnis_teil1_social_media_in_unternehmen.pdf
  12. 12. Wait. http://www.werbewoche.ch/social-media-wie-der-chef-so-das-unternehmen
  13. 13. §  Welche Ziele wollen wir erreichen? Warum machen wir das überhaupt? §  Wessen Ziele wollen wir erreichen? Marketing! PR! Sales! Produktmanagement! HR! B2B! B2C! Wie messen wir die?
  14. 14. Wer macht das überhaupt? OMG, Content! Das ist Arbeit, oder? Marketing? PR? Sales? Produktmanagement? HR?
  15. 15. Organisationen.
  16. 16. Schwierig genug. §  Was wollen wir an wen kommunizieren? §  Und nochmal: Mit welchem (messbaren) Ziel? §  Welche Inhalte können wir glaubwürdig vermitteln?
  17. 17. Was interessiert unsere Kunden, Partner, Lieferanten...? Hab ich schon nach den Zielen gefragt? Danke für die Grafik, @talkabout! Themenplan.
  18. 18. Was braucht es für die praktische Umsetzung? §  Ressourcen: Know How, Arbeitsmittel, € §  Kapazitäten: Mitarbeiter, Arbeitszeit §  Abläufe: Konzeption, Umsetzung, Auswertung, KVP
  19. 19. Reality bites. Bereitschaft Mut zur Öffnung nach Außen Eine Idee. Überwundene Freigabeprozesse. Verantwortlichkeiten statt Zuständigkeiten.
  20. 20. Strategie. 1.  Was ist unsere Mission? 2.  Wer ist unser Kunde? 3.  Worauf legt der Kunde wert? 4.  Was sind unsere Ergebnisse? 5.  Was ist unser Plan? Peter F. Drucker: „Die fünf entscheidenden Fragen des Managements“
  21. 21. Keep it simple, stupid.
  22. 22. Keep in touch. anke nehrenberg beratung & konzeption. fon: + 49 170 49 45 495 skype: ankenehrenberg anke-nehrenberg.de xing.to/ankenehrenberg twitter.com/moeglichewelten de.slideshare.net/ankenehrenberg facebook.com/ankenehrenberg

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