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Social Media Working for Journalism A look behind the scenes of the Deutsche Welle Kristin Zeier, Julia Hildebrand & André...
About Deutsche Welle | Facts & Figures <ul><li>Germany’s international broadcaster </li></ul><ul><li>Founded in 1953 </li>...
│  Seite  Julia Hildebrand & André Möller│ Deutsche Welle Your Statement When traditional media meets Social Media.  What‘...
This is Harry Walkott … │  Seite  Kristin Zeier, Julia Hildebrand & André Möller│ Deutsche Welle
Kristin Zeier, Julia Hildebrand & André Möller
About Deutsche Welle Kristin Zeier, Julia Hildebrand & André Möller
Multiplatform Strategy │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
DW and Social Media │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle SOCIAL NETWORK BLOGGING MICRO-BLOGGING SHARI...
Facebook as a Communication Channel │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
Journalism and Marketing Go Hand-in-Hand on Social Media │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle “ “ Deu...
When do people interact most? │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
What is it good for <ul><li>IS COMMUNICATION ON SOCIAL  NETWORKS  </li></ul><ul><li>MORE THAN SMALLTALK? </li></ul>│  Seit...
Some rules for a successful Facebook Page <ul><li>You should have a great acceptance for all media types  </li></ul><ul><l...
│  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
Some rules for a successful Facebook App  <ul><li>Make it Simple </li></ul><ul><li>Create great User Experience </li></ul>...
The Golden Rule │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle You have to be flexible!   Tomorrow you may have...
The divided Social Media World │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
Many languages, big range of views on Social Media  │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle I want to us...
Netiquette <ul><li>You should sort out a strategy for coping with user comments in a respectful but restrictive way. This ...
Netiquette <ul><li>- Treat other users as you would like to be treated.  </li></ul><ul><li>- When quoting from copyrighted...
Objectives for the Deutsche Welle  <ul><li>Initiate an intercultural dialogue </li></ul><ul><li>Get a realtime Feedback fr...
Thank you! │  Seite  Julia Hildebrand & André Möller│ Deutsche Welle
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Social Media Working for Journalism - DW bei der re:publica 2010

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Social Media Working for Journalism - DW bei der re:publica 2010

  1. 1. Social Media Working for Journalism A look behind the scenes of the Deutsche Welle Kristin Zeier, Julia Hildebrand & André Möller│ Deutsche Welle
  2. 2. About Deutsche Welle | Facts & Figures <ul><li>Germany’s international broadcaster </li></ul><ul><li>Founded in 1953 </li></ul><ul><li>Studios in Brussels, Washington and Moscow </li></ul><ul><li>Around 1,500 employees from more than 60 countries </li></ul><ul><li>Content in 30 languages </li></ul><ul><li>Radio | TV | Online </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  3. 3. │ Seite Julia Hildebrand & André Möller│ Deutsche Welle Your Statement When traditional media meets Social Media. What‘s the value for the User?
  4. 4. This is Harry Walkott … │ Seite Kristin Zeier, Julia Hildebrand & André Möller│ Deutsche Welle
  5. 5. Kristin Zeier, Julia Hildebrand & André Möller
  6. 6. About Deutsche Welle Kristin Zeier, Julia Hildebrand & André Möller
  7. 7. Multiplatform Strategy │ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  8. 8. DW and Social Media │ Seite Julia Hildebrand & André Möller│ Deutsche Welle SOCIAL NETWORK BLOGGING MICRO-BLOGGING SHARING COMMUNITIES WIDGETS SOCIAL BOOKMARKING
  9. 9. Facebook as a Communication Channel │ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  10. 10. Journalism and Marketing Go Hand-in-Hand on Social Media │ Seite Julia Hildebrand & André Möller│ Deutsche Welle “ “ Deutsche Welle Deutschkurse We started our Facebook Fanpage as a Marketing Tool and it turned out to be a great Community
  11. 11. When do people interact most? │ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  12. 12. What is it good for <ul><li>IS COMMUNICATION ON SOCIAL NETWORKS </li></ul><ul><li>MORE THAN SMALLTALK? </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  13. 13. Some rules for a successful Facebook Page <ul><li>You should have a great acceptance for all media types </li></ul><ul><li>You should enjoy interaction </li></ul><ul><li>Don’t take yourself too seriously </li></ul><ul><li>Make it personal </li></ul><ul><li>Make it fun </li></ul><ul><li>Make a difference </li></ul><ul><li>Be patient </li></ul><ul><li>Find an interesting topic </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  14. 14. │ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  15. 15. Some rules for a successful Facebook App <ul><li>Make it Simple </li></ul><ul><li>Create great User Experience </li></ul><ul><li>Give an easy way to share something within the App </li></ul><ul><li>Make sure it can be found easily </li></ul><ul><li>Create an Ad </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  16. 16. The Golden Rule │ Seite Julia Hildebrand & André Möller│ Deutsche Welle You have to be flexible! Tomorrow you may have to adopt a different platform and to forget about Facebook.
  17. 17. The divided Social Media World │ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  18. 18. Many languages, big range of views on Social Media │ Seite Julia Hildebrand & André Möller│ Deutsche Welle I want to use Facebook in order to get clicks. I want to get Feedback to our programs and articles. We don’t use Facebook. We have no time to monitor all the comments. I don’t like the idea of our users becoming fans. We want them to become friends of a profile Our fans won’t interact. They don’t leave comments at all. For our users Facebook is blocked anyway I post as much as possible. We just want to be clicked. How do I integrate FB into my editorial workflows?
  19. 19. Netiquette <ul><li>You should sort out a strategy for coping with user comments in a respectful but restrictive way. This is our responsibility as a broadcaster providing high quality journalism. </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  20. 20. Netiquette <ul><li>- Treat other users as you would like to be treated. </li></ul><ul><li>- When quoting from copyrighted material, ensure that you have the legal right to do so. </li></ul><ul><li>Racist, pornographic, sexist, xenophic, discriminating and offensive material will be removed, as will content that incites or promotes violence. Please refrain from political appeals of any kind. &quot;Trolling&quot; and &quot;flaming&quot; are not permitted. </li></ul><ul><li>  Note that comments should be closely related to the journalistic content we offer. </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle Deutsche Welle offers an opportunity for exchange and discussion with its offerings on DW-WORLD.DE, Facebook, Twitter and other platforms. The friendly and respectful interaction of our users is important to us.
  21. 21. Objectives for the Deutsche Welle <ul><li>Initiate an intercultural dialogue </li></ul><ul><li>Get a realtime Feedback from our Users </li></ul><ul><li>Expand awareness for the brand Deutsche Welle </li></ul><ul><li>Reach different target groups </li></ul><ul><li>Increase clicks for DW-WORLD.DE </li></ul>│ Seite Julia Hildebrand & André Möller│ Deutsche Welle
  22. 22. Thank you! │ Seite Julia Hildebrand & André Möller│ Deutsche Welle

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