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Digital Publishing (PR SummerSchool, depak 2014)

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Workshop-Präsentation für die PR SummerSchool der Deutschen Presseakademie am 11.7.2014

Blogartikel dazu. http://blog.henne-digital.com/digitalisierung-public-relations/

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Digital Publishing (PR SummerSchool, depak 2014)

  1. 1. DIGITAL PUBLISHING PR SummerSchool | Deutsche Presseakademie | 11.7.2014
  2. 2. Vor 37.000 Jahren HÖHLENMALEREI ...etwas für die Nachwelt sichern ...in Erinnerung bleiben ...Wissen teilen
  3. 3. Vor 600 Jahren BUCHDRUCK ...das gesprochene Wort festhalten ...“one-to-many“ kommunizieren ...Botschaften verbreiten
  4. 4. DIE ZEITUNG ...der Start der Massenmedien ...der Beginn des Verlags-Geschäfts ...Erhöhung der Frequenz Vor 400 Jahren
  5. 5. DAS INTERNET ...sich vernetzen ...Daten in Echtzeit verfügbar machen ...global kommunizieren Vor 25 Jahren
  6. 6. Vor 15 Jahren Das Weblog (Blog) ...selbst publizieren ...sich darstellen ...mit standardisierter Software
  7. 7. DAS IPHONE ...erstes multimediales mobiles Gerät ...Telefon, Musik, Computer ...Status-Symbol der digitalen Generation Vor 7 Jahren
  8. 8. DAS IPAD ...die neue Computer-Generation ...ein digitaler Reader ...das Smart Device für zuhause Vor 4 Jahren
  9. 9. HEUTE: Die Zeit der bekannten Gatekeeper geht zu Ende •  Printauflage sinkt •  Redaktionen denken zunehmend digital und social •  Jeder kann öffentlich publizieren •  Es entstehen neue Netzwerke (Blogger) •  Es wird zunehmend mobil konsumiert •  Zeit und damit Aufmerksamkeit werden zu entscheidenden Faktoren
  10. 10. Quelle: statista
  11. 11. Quelle: TNS Infratest "Relevanz der Medien für die Meinungsbildung 2013"
  12. 12. Quelle: Nielsen Global Trust in Advertising Survey, Q3 2011
  13. 13. 59 Mio Unique Searcher 91 Such-Anfragen pro Nutzer pro Jahr = 53 Mrd. Suchanfragen
  14. 14. 1) Die Unternehmen können zunehmend mit ihren Kunden und Stakeholdern direkt in Kontakt treten. 2) Sie sind nicht mehr allein abhängig davon, was Gatekeeper für relevant erachten. 3) Sie brauchen keine Anzeigen oder Advertorials, um etwas zu platzieren. 4) Sie müssen selbst Relevanz und Qualität ihrer Inhalte garantieren.
  15. 15. Storytelling.
  16. 16. Innovative Webauftritte.
  17. 17. Wie?
  18. 18. Redaktionelles Management – Digital im Zentrum
  19. 19. Kampagnen Initiativen Events Partner Experten Social Media Media Feeds / Bookmarks Monitoring Google Business Trends Publicatione n Entwicklung und Produktion multimedialer Stories Suchmaschinen- Optimierung Blueprint für Adaption (Länder, Abteilungen) Füttern in CMS Entwicklung attraktiver Formate (Infografiken, Videos, Animationen) Content  Input   Feedback
  20. 20. Publishing   Pla,orm   Redak.onelle   Medien   Social   Media   Unabhängige   Quellen   eShop   Fach-­‐ Informa.onen   Industry   Whitepapers   Hub & Spoke & Search Durch Platzierung von Inhalten auf eigenen Plattformen (HUB) verbleiben diese im Web und werden somit mittelfristig durchsuch- und auffindbar. Netzwerke und weitere Kanäle fungieren als Satelliten um diese Hubs.
  21. 21. Also ein Blog?
  22. 22. Was es können sollte... þ  Inhalte attraktiv aufbereitet + mobil konsumierbar darstellen (#Infotainment) þ  Multimedial sein þ  Soziale Interaktionsflächen bieten þ  Mitarbeiter als Kommunikatoren einbinden þ  Fremde (aggregierte) Inhalte nutzen þ  Für Suchmaschinen optimiert sein þ  Zur (Corporate) Brand passen þ  Unique sein è Nennen Sie es, wie Sie wollen. Aber machen Sie sich nicht gleich an einem festen Konstrukt fest. è Definieren Sie die #Anforderungen und seien Sie #kreativ!
  23. 23. Neue Kompetenzen.
  24. 24. Recherche Texten Video SEO Grafik Motivation Koordination
  25. 25. kontakt@henne-digital.com phone: +49 89 62286 2525 mobile: +49 151 2345 1984 www.henne-digital.com Pilgersheimer Strasse 38, 81543 München facebook.com/hennedigital     twiEer.com/chris.an_henne     www.gplus.to/chris.anhenne     youtube.com/hennedigital     xing.com/profile/chris.an_henne     linkedin.com/in/chris.anhenne  

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