Social Media for Companies

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Social Media for Companies. Presented at GWNG Meeting on March 12, 2010.

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  • I translated the presentation into English, but the examples are still German. So I tagged is as German, in order not to upset anybody from uproad. :-)
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Social Media for Companies

  1. 1. Corporate Social Media<br />GWNG Meeting, 12. März 2010<br />Dr. Peter Hogenkamp, Blogwerk AG, Zürich<br />
  2. 2. Wheneverpeopleaskme: «Aren‘t Blogs, Twitter, Facebookout»?<br />…my answer has beensince2007:<br /> «More and more people are going to publish more and more content on the internet. <br />Thetechnical tool they use isnotthemainissue.»<br />Hooray! Right foronce:<br />
  3. 3. Gartner Group: «HypeCycle»<br />Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp<br />
  4. 4. Gartner Group: «HypeCycle»<br />Source: http://www.gartner.com/pages/story.php.id.8795.s.8.jsp<br />
  5. 5. Whatthe Hell isSocial Media?<br />
  6. 6. Twitter<br />
  7. 7.
  8. 8. What is Twitter?<br />A «microblogging» service<br />…on which short, SMS-like messages («Tweets») can be sent.<br />Everything is personalized<br /><ul><li>I read messages from people I «follow».
  9. 9. My messages are read by people who follow me («followers»).
  10. 10. My «Twitter homepage» shows all the Tweets I read – nobody sees them like I do.</li></ul>Reach/Relevance<br /><ul><li>In German about 200‘000, many opinion leaders.
  11. 11. Best known in German is @saschalobo with 22‘675 followers, I (@phogenkamp), have 2428.
  12. 12. Especially relevant in the US because of the many celebrities.</li></li></ul><li>A brief storyfrom a Zurichrestaurant<br />
  13. 13. Eine kurze Geschichte aus der Zürcher Gastronomie<br />25 Tweets and 20 new<br />guests in one week<br />
  14. 14. Eine kurze Geschichte aus der Zürcher Gastronomie<br />Theseed was there.<br />Sadly, there was no watering... <br />
  15. 15.
  16. 16. facebook.byebyebillag.ch<br />
  17. 17. Source: blick.ch / Blick am Abend, 28.11.2008<br />+5'000 members<br />
  18. 18. Price supervisor<br />Poll start<br />Various news stories <br />«Blickam Abend»<br />First mention in «Sonntag»<br />
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  28. 28. Facebook<br />
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  36. 36. Flickr<br />
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  38. 38. 1701 Ergebnisse<br />
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  41. 41. v<br />
  42. 42. YouTube<br />
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  45. 45. *The* classic counter-argument:«All thatfor50 new‹friends› on Facebook?»<br />
  46. 46. «Long Tail» and «Short Head»of Communication<br />
  47. 47. «The Long Tail»<br />e.g. bookstores:<br />Orell Füssli (100‘000 articles)<br />vs. Amazon (millions of articles)<br />
  48. 48.
  49. 49. 20% via Twitter<br />
  50. 50. Thefutureisalreadyhere – it's just unevenlydistributed.<br />The sender-receivermodelist outdated.<br />Many customers(or: citizens) take overcommunications.<br />People trust their friends more than they trust advertisting (media, parties etc.).<br />
  51. 51. The next revolutionis right around the corner.<br />
  52. 52. We are facing another online revolution:<br />Almost everyone will be online almost all the time.<br />Almost everyone will connect to his friends online.<br /> (There are always a few eremites – they are not relevant.)<br />
  53. 53. foursquare<br />
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  58. 58. If you think this is all nonsense… <br />Do you remember the following statements?<br />1996:But I don‘t need a mobile phone, I make calls at home!<br />1998:But I don‘t need Internet at home (I can alwaysprintout a fewpagesat the office)!<br />2001:I don‘t chat, I have a boyfriend!<br />2008:I definitely need no Facebook!<br />2009: I don‘t need Internet on my mobile phone!<br />
  59. 59. «Social Media Marketing Basic Kit»:Push into all channels<br />
  60. 60. Concept: Push onto all platforms<br />
  61. 61. Communication in both directions<br />Website -> Twitter :News articlestweetedautomatically<br />Twitter -> Website:News articles can be linked to via permalinks<br />Website ->iPhone:Contentdisplayswell on mobile device.<br />iPhone -> Website:Commenting, forwarding, sharing on the go.<br />
  62. 62. Community 36<br />
  63. 63. Concept: Push onto all platforms<br />Twitter: 250<br />Facebook: 120<br />Content:publishonce, push anywhere<br />RSS: 80<br />Web: 1000<br />E-Mail: 20‘000<br />
  64. 64. It‘s not about facebook – it‘s about your friends!<br />
  65. 65. What does a company do with it?<br />Marketing<br />Sales<br />Support<br />Customer retention<br />Everything? <br /> For a corporation like Swisscom with quite some «fans» it is MUCH easier than for others.<br /> Don‘t hesitate to start small in your field. But do start soon!<br />
  66. 66. What do I as an employee do with this?<br />Nobody should shift all communication to Social Media. Experiment now with a manageable budget. You are still an early mover, but not for much longer.<br />Actually, you don‘t need an agency (if you have time to practice on your own). <br />Buy an iPhone or an Android mobile phone (HTC, Motorola, Google) and use some «social» apps. <br />Don‘t lock up content on your Website, but push it into Social Media.<br />
  67. 67. Tips for further reading and looking<br />This presentation as PDF/Slideshare<br /><ul><li>on http://blogwerk.com/</li></ul>What «GaySVP» did wrong yesterday:<br /><ul><li>http://blogwerk.com/2009/12/15/gaysvp-follower-fans-und-abonnenten-aufbauen-wo-man-kann/</li></ul>Whitepaper Social Media Marketing by Blogwerk:<br /><ul><li>http://blogwerk.com/consulting/whitepaper-social-media-marketing/</li></ul>Track Social Media at Swiss IT Academy, parallel to Community36, 6./7. Mai 2010 in Zurich<br /><ul><li>http://www.swissitacademy.ch/ </li></li></ul><li>Thank you.<br />Dr. Peter Hogenkamp<br />Blogwerk AG – Badenerstrasse 65 – 8004 Zürich<br />peter.hogenkamp@blogwerk.com<br />Mobile +41 79 634 1203<br />blogwerk.com<br />blog.hogenkamp.com<br />twitter.com/phogenkamp<br />www.xing.com/profile/Peter_Hogenkamp<br />

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