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Wpvinnova 110124.ppt

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Im Wintersemester WS2010/2011 wurden im Rahmen der WPV “Innovative Marketingmethoden” der Hochschule Furtwangen, Fakultät Wirtschaftsinformatik, untersucht wie das Verhalten deutscher und internationaler Unternehmen bezüglich des Einsatzes von Social Media Anwendungen (Facebook, Twitter, Corporate Blogs, ….) aussieht.

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Wpvinnova 110124.ppt

  1. 1. Social Media für UnternehmenSeite: 1 Prof. J. Anton Illik – Blog: www.illik.com
  2. 2. Social Media Social Software KategorienSeite: 2 Prof. J. Anton Illik – Blog: www.illik.com
  3. 3. Plattformen und Dienste •  Das Angebot an Plattformen und Diensten ist sehr differenziert. Es reicht vom •  Media Shareing (slideshare) über •  Social Bookmarking (delicious), •  Blogs (tumblr), •  Wissensbasen (Wikipedia), •  Antwortdiensten (gutefrage.net) •  Microblogs (twitter) bis hin zu •  Social Networks wie Facebook und Xing.Seite: 3 Prof. J. Anton Illik – Blog: www.illik.com
  4. 4. Social Media Social Media Tools (single products, platforms)Seite: 4 Prof. J. Anton Illik – Blog: www.illik.com
  5. 5. z.B. Facebook: Pro S(ekunde) 6 M(itglieder) •  60M x 60S = 3.600S/h •  3600S x 24H = 86.400S/Tag •  86.400S x 6P = 518.400 M/Tag! •  Ca. 180 Millionen M/Jahr Quelle: Der Spiegel 2/2011Seite: 5 Prof. J. Anton Illik – Blog: www.illik.com
  6. 6. Entwicklungsphasen des Marketing Bild: Natalia UnruhSeite: 6 Prof. J. Anton Illik – Blog: www.illik.com
  7. 7. Der Marketing-Mix (7 P) Was ist von SM betroffen? Bild: Natalia UnruhSeite: 7 Prof. J. Anton Illik – Blog: www.illik.com
  8. 8. Internetnutzung in Deutschland 1997 – 2009 Bild: Natalia UnruhSeite: 8 Prof. J. Anton Illik – Blog: www.illik.com
  9. 9. Web 2.0 Nutzung in Deutschland 2009 Bild: Natalia UnruhSeite: 9 Prof. J. Anton Illik – Blog: www.illik.com
  10. 10. Fernsehen, Radio vs. Internet Nutzung pro Min/Tag Bild: Natalia UnruhSeite: 10 Prof. J. Anton Illik – Blog: www.illik.com
  11. 11. Online-Anwendungen Nutzung in Deutschland 2009 Bild: Natalia UnruhSeite: 11 Prof. J. Anton Illik – Blog: www.illik.com
  12. 12. Social  Media  –  was  wofür??                        Social-­‐Media-­‐Unternehmen   „Ich bin ein Meinungsträger und möchte Aufmerksamkeit gewinnen.“ Blog, Twitter, Facebook, Fanpage Ich möchte wissen, was Geschäfts- „Ich brauche Vertriebskanäle die Öffentlichkeit über und möchte Traffic Führung unsere Leistungen denkt„“ generieren.“ Kommentarfunktionen YouTube, Blog, Twitter, (Blog, You Tube, Amazon) Facebook, Fanpage „Ich brauche neue „Ich möchte meine News Mitarbeiter und möchte mich verbreiten an Presse, Kunden als Arbeitgeber-Marke und Influencer“ Vertrieb positionieren.“ Online-PR, Newsroom Karierre-Protale, mit Rich Media Employer Video, Blog, Chat „Ich brauche Plattformen zum Netzwerk, um neue Kunden zu gewinnen.“ Xing, Twitter, Facebook Bild: Claudia Hilker Seite 14 Seite: 12 Prof. J. Anton Illik – Blog: www.illik.com
  13. 13. Social  Media  Business                      Social  Media  Business   Branding Reichweiten Marktforschung Social Content Social Commerce Dialog & Support Unternehmenskultur und Personal Mitarbeiter-Involvement Enterprise 2.0 Employer Branding Bild: Claudia Hilker Seite 25 Seite: 13 Prof. J. Anton Illik – Blog: www.illik.com
  14. 14. Social  Media  Strategien                      Social  Media  Strategien   Monitoring 1 Zuhören Swot-Analyse 2 Zieldefinition Ist- und Soll-Aufnahme 3 Kanalauswahl Zielkunden-Präsenz 4 Agenda Setting Themen definieren Kanäle 5 Strategie- Entwicklung Themen Maßnahmen Virale Aktionen 6 Maßnahmen-Mix Zeitplan Meilensteine Ressourcen 7 Projekt-Team Verantwortlichkeit Aufgaben Guideline 8 Krisen- Management Social Media Police Krisen-PR Kanäle einrichten 9 Präsenzaufbau Kanäle bespielen Freunde gewinnen Dialog 10 Evaluation Monitoring Crowdsourcing Bild: Claudia Hilker Seite 64 Seite: 14 Prof. J. Anton Illik – Blog: www.illik.com
  15. 15. Social  Media  Strategien                      Social-­‐Media-­‐Kanäle   Social Media als Verlängerung massenmedialer Kampagnen Kampagnen-Management TV Radio Print PR Social Media Bild: Claudia Hilker Seite 70 Seite: 15 Prof. J. Anton Illik – Blog: www.illik.com
  16. 16. Social  Media  Strategien                      Social-­‐Media-­‐RIO   Ziele Dialog Zuhören Branding Agenda-Setting Marktforschung ROI Effizienz Virales Marketing Branding Employer Branding Reputation Mitarbeiter-Motivation Begeisterung Corporate Social Responsibility Differenzierung Reputationsmanagement Virales Marketing Forschung & Entwicklung Risiko-Management Empfehlungsmarketing Empfehlungsmarketing Issue-Management Vertrauensbildung User-Aktivierung Kundenbindung Kundenbindung Networking Innovation Kommunikation Long Tail Cowdsourcing Recruitment Networking Support Leads Sales Bild: Claudia Hilker Seite 79 Seite: 16 Prof. J. Anton Illik – Blog: www.illik.com
  17. 17. Social  Media  Strategien                      Community  Management   Brand IT-Management Management Professional Werbung Developement & Marketing Project Business Management Developement Product Business Management Planning Kontakt Community Management Management Customer Community Relationship Building Management Bild: Claudia Hilker Seite 86 Seite: 17 Prof. J. Anton Illik – Blog: www.illik.com
  18. 18. Social  Media  Strategien                Social-­‐Media-­‐Effekte   hoch mittel nach der Kampagne niedrig 0 Start Mitte Ende Nachlaufzeit Kontakte Social Media verlängern Kampagnen-Wirkung Bild: Claudia Hilker Seite 97 Seite: 18 Prof. J. Anton Illik – Blog: www.illik.com
  19. 19. Social  Networking                                      Social-­‐Media-­‐Effekte   Jeder redet mit jedem. Jeder beeinflusst jeden. Investoren Journalisten Mitarbeiter Suchmaschinen Com mun ities Arbeitsmarkt Corporate Mitarbeiter Website Fore n Twitter Wettbewerb Partner Öffentlichkeit Bild: Claudia Hilker Mit Social Media überall im Gespräch bleiben Seite 117 Seite: 19 Prof. J. Anton Illik – Blog: www.illik.com
  20. 20. Social  Networking                                      Social-­‐Media-­‐Effekte   Entwicklungsperspektiven Identität des Unternehmens Karriere-Programme Unternehmenskultur Arbeitszeitmodelle Werte Home Office Employer Standorte Branding Community / Gemeinschaft Stock Options Herausforderungen Gehalt Anreizsysteme Verantwortung Selbstständiges Arbeiten Unternehmen als attraktiven Arbeitgeber präsentieren Bild: Claudia Hilker Seite 133 Seite: 20 Prof. J. Anton Illik – Blog: www.illik.com
  21. 21. Empfohlene Literatur: Jodeleit, Bernhard: Social Media Relations. Leitfaden für erfolgreich PR- Strategien und Öffenlichkeitsarbeit im Web 2.0; Verlag dpunkt, Heidelberg, 2010 Hilker, Claudia: Social Media für Unternehmer. Wie man Xing, Twitter, YouTube und Co. erfolgreich im Business einsetzt. Verlag Linde, Wien, 2010 Lutz, Andreas; Rumohr, Joachim: XING optimal nutzen. Geschäftskontakte – Aufträge – Jobs. So zahlt sich Networkig im Internet aus. Verlag Linde, Wien, 2010 Blog zur Lehrveranstaltung (WPV) „Innovative Marketingmethoden“ www.illik.deSeite: 21 Prof. J. Anton Illik – Blog: www.illik.com

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