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Social Media Strategie Kursergebnis: MTV

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Immer mehr Personen sind Teil sozialer Netzwerke im Internet, tauschen Meinungen aus und berichten über ihre Erfahrungen mit Produkten und Marken. Für Unternehmen wird das Thema Social Media damit immer wichtiger, da sie selbst an der Konversation oftmals weder aktiv noch passiv teilnehmen. Wer an einer Konversation nicht teilnimmt, hat auch keinen Einfluss auf deren Inhalte.

»Man kann nicht nicht kommunizieren!« (Paul Watzlawick)

Welche Konsequenzen darin liegen, an diesen Gesprächen im sozialen Netz nicht teilzunehmen wird im Kurs genauer thematisiert. Die frühzeitige Teilnahme an sozialen Netzwerken ist unabdingbar.
Wir bieten einen ersten Einblick in die Funktionsweisen und klären über die Potenziale und Risiken bei der strategischen Nutzung des sozialen Netzes auf.

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Social Media Strategie Kursergebnis: MTV

  1. 1. MTV - IDeeNpoRTAL Kurs: Social Media Strategy | Herausforderungen & Risiken für Unternehmen Dozenten: Axel Quack | Michael Zirlewagen Semester: WS 2009/2010 von: Kyra Nenz | Trang Le | Marcel Stahn | Marc Linden | Christopher Queiser| MTV-Ideenportal Social Media Strategy | Herausforderungen & Risiken für Unternehmen FH D | 04.Februar 20101 | 50
  2. 2. Die AufgAbenstellung > Entwicklung eines sinnvollen Ideenportals für MTV > Ideenfindung und -entwicklung > Entwicklung und Gestaltung einer Startseite und zwei Folgeseiten > Entwicklung eines Usecases Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 2 | 50
  3. 3. MtV - Kurze unternehMensAnAlyse > gegründet 1981 in den USA > seit 1987 deutschsprachiges Programm > seit 1997 MTV Germany > MTV ist ein Bestandteil des Medienkonzerns Viacom > der Konkurrent VIVA wurde ebenfalls von Viacom übernommen > die Programmgestaltung wechselte im Laufe der Zeit von reinen Musikvideos zu „jugendtauglichen“ Produktionen Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 3 | 50
  4. 4. MtV - DAs senDePrOgrAMM > Sendungen von MTV heute: Serien: Drawn Together | Family Guy | South Park Unterhaltung: 16 and Pregnant | Brooke Knows Best 2 | Bully Beatdown | Camped Out | Celebrity Death Match | Chappelle‘s Show | Charm School: Rock of Love Girls | Criss Angel Mindfreak | Disaster Date | Exposed | Fist of Zen | GAME ONE | I love Money | Jackass | Kickstart | Life of Ryan | | MTV Cribs | MTV Home | MTV MADE | MTV Making The Movie | MTV Next | MTV NOISE | MTV World Stage | My Super Sweet 16 | Night Videos | Nitro Circus | Parental Control | Paris Hilton‘s My New Best Friend 2 | Pimp My Ride | Pranked | Rock of Love Bus | SMS von gestern Nacht | The City | The Hills - Staffel 5 | The Osbournes | Tool Academy | Wildboyz | X-Effect Musikprogramm: Kickstart | Hot Music | Top 10 @ 10 | Star Hour | brand:neu | MTV Rockzone | MTV Urban | MTV Noise | M is for Music | Night Videos > Hauptsächlich Unterhaltungssendungen > Musiksendungen werden meist im Nachtprogramm gezeigt Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 4 | 50
  5. 5. MtV - DAs senDePrOgrAMM > Das Ziel der Sendervermarktung: „Specialized Channels for a mass audience“. > Bestehender Kritikpunkt: Musikfernsehen tot? MTV orientiert sich stark an quotenbringende Sendungen. Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 5 | 50
  6. 6. MtV - zielgruPPen > MTV Germany sollte „kantiger“ werden und eine eher männliche Zielgruppe von 10- bis 34-Jährigen ansprechen. > VIVA sollte dagegen, als „nationaler Jugendsender mit chartorientierter Musik“ auf Mädchen von 10 bis 29 Jahre ausgerichtet sein. Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 6 | 50
  7. 7. MtV - Online > Hauptthemen: Stars, TV, Music, Videos, Fotos, Events, Blog, Games, Messen- ger > Gestaltung: Klare Struktur, Kastensystem Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 7 | 50
  8. 8. MtV - ViDeOs Online > Großes Angebot an Videoclips online verfügbar Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 8 | 50
  9. 9. MtV - iDeenfinDung > Ein Ideenportal für MTV sollte: > die Zielgruppe ansprechen bzw. aufrufen für MTV aktiv zu werden > für MTV einen Mehrwert schaffen > für die anzusprechende Zielgruppe einen Mehrwert schaffen > MTV als Musik-& Jugendsender fördern > ein positives Image für MTV schaffen Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 9 | 50
  10. 10. MtV - Die iDee > Ein Ideenportal soll geschaffen werden, > dass die Jugend anspricht und sie auffordert aktiv zu werden > welches zeigt, dass Musik (vorallem Musik machen) auch bei Jugendlichen nicht „tot“ ist Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 10 | 50
  11. 11. MtV - lOADs fOr VOtes > ist ein Portal, in dem „Artists“ die Möglichkeit geboten wird, eigene Lieder und Videos hochzuladen. > Diese Lieder können von den Besuchern der Seite bewertet werden. > Der Song, welcher bis zum Ende der Aktion am besten bewertet wurde, gewinnt und wird in Zusammenarbeit mit MTV professionell produziert. > Ein professionelles Video wird dazu gedreht. Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 1 | 50 1
  12. 12. MtV - lOADs fOr VOtes - DAs ziel > Mehrwert für MTV: > Positive PR: MTV fördert den Musiknachwuchs > Verbindung wird geschaffen zwischen der Zielgruppe (Jugend) und Musik > MTV kann neue Talente entdecken > Mehr Besucher auf der MTV Website > Der Artist, der am Ende gewinnt machen rückwirkend PR für MTV Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 12 | 50
  13. 13. MtV - lOADs fOr VOtes - DAs ziel > Mehrwert für die Artists: > Möglichkeit, die eigene Musik einem breiten Publikum zu präsentieren > Chance, die eigene Musik professionell produzieren zu lassen > Möglichkeit, den eigenen Bekanntheitsgrad zu steigern > Mehrwert für den Besucher der Website: > Entdeckung neuer Musik und Artists > Möglichkeit des Stöberns > Möglichkeit, die eigene Meinung einzubringen (Bewertung, Kommentar) Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 13 | 50
  14. 14. MtV - lOADs fOr VOtes DIE GESTALTUNG DER WEBSITE Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 14 | 50
  15. 15. MtV - lOADs fOr VOtes STARTSEITE Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 15 | 50
  16. 16. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > DAS LOGO | DER COUNTDOWN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 16 | 50
  17. 17. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > LOGIN Passwort vergessen? Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 1 | 50 7
  18. 18. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > DIE SEARCH-FUNKTION Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 18 | 50
  19. 19. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > DIE ANZEIGEN-BANNER Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 19 | 50
  20. 20. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 20 | 50
  21. 21. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > DIE NAVIGATION Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 2 | 50 1
  22. 22. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > CONTENT Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 22 | 50
  23. 23. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > TOP VOTED Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 23 | 50
  24. 24. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > NEW ARTISTS Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 24 | 50
  25. 25. MtV - lOADs fOr VOtes STARTSEITE – IM DETAIL > LOADS FOR VOTES - TWITTER Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 25 | 50
  26. 26. MtV - lOADs fOr VOtes STARTSEITE – GESAMTANSICHT > FOOTER Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 26 | 50
  27. 27. MtV - lOADs fOr VOtes STARTSEITE – GESAMTANSICHT Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 27 | 50
  28. 28. MtV - lOADs fOr VOtes STARTSEITE – IM BROWSERFENSTER 1024 x 768 Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 28 | 50
  29. 29. MtV - lOADs fOr VOtes REGISTRIEREN > REGISTRIEREN-BUTTON Passwort vergessen? Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 29 | 50
  30. 30. MtV - lOADs fOr VOtes REGISTRIEREN > ZUR REGISTRIERUNG Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 30 | 50
  31. 31. MtV - lOADs fOr VOtes REGISTRIEREN – GESAMTANSICHT Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 3 | 50 1
  32. 32. MtV - lOADs fOr VOtes REGISTRIEREN - IM DETAIL > REGISTRIEREN-EINGABEFELDER Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 32 | 50
  33. 33. MtV - lOADs fOr VOtes REGISTRIEREN - IM DETAIL > REGISTRIEREN-BESTäTIGUNG Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 33 | 50
  34. 34. MtV - lOADs fOr VOtes REGISTRIEREN - IM DETAIL > PROFIL-AKTIVIERUNG Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 34 | 50
  35. 35. MtV - lOADs fOr VOtes PROFIL BEARBEITEN – GESAMTANSICHT Hochladen Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 35 | 50
  36. 36. MtV - lOADs fOr VOtes PROFIL BEARBEITEN – IM DETAIL > PROFILDATEN EINSTELLEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 36 | 50
  37. 37. MtV - lOADs fOr VOtes PROFIL BEARBEITEN – IM DETAIL > SONG HOCHLADEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 37 | 50
  38. 38. MtV - lOADs fOr VOtes PROFIL ANSEHEN – GESAMTANSICHT Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 38 | 50
  39. 39. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > PROFILDATEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 39 | 50
  40. 40. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > PROFILDATEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 40 | 50
  41. 41. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > PROFILDATEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 4 | 50 1
  42. 42. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > UPLOADED SONG ALS VIDEO Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 42 | 50
  43. 43. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > UPLOADED SONG ALS MP3 Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 43 | 50
  44. 44. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > COMMENTS Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 44 | 50
  45. 45. MtV - lOADs fOr VOtes PROFIL ANSEHEN – IM DETAIL > COMMENTS HINZUFüGEN Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 45 | 50
  46. 46. MtV - lOADs fOr VOtes PROFIL ANSEHEN – GESAMTANSICHT Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 46 | 50
  47. 47. MtV - lOADs fOr VOtes STARTSEITE – IM BROWSERFENSTER 1024 x 768 Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 47 | 50
  48. 48. MtV - lOADs fOr VOtes STARTSEITE – IM BROWSERFENSTER 1680 x 1050 Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 48 | 50
  49. 49. MtV - lOADs fOr VOtes GESAMTANSICHT – STARTSEITE – PROFILSEITE BEARBEITEN – PROFILSEITE Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 49 | 50
  50. 50. HABT IHR NoCH FRAGeN? Quellen: mtv.de viacom.de faz.net Vielen Dank für eure Aufmerksamkeit… Social Media Strategy | Herausforderungen & Risiken für Unternehmen | MTV-Ideenportal 50 | 50

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