Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Published in: Business, Technology
  • Be the first to comment


  1. 1. Thomas Pleil / Daniel Kömpel Approaches of Companies in Germany to the Social Web Four Case Studies © h_da – Prof. Dr. Thomas Pleil, Daniel Kömpel Euroblog 2007, March 15th, 2007 Euroblog 2007
  2. 2. Overview <ul><li>The Project: Social Software and Online-PR </li></ul><ul><li>The Cases </li></ul><ul><ul><li>BASF </li></ul></ul><ul><ul><li>Ikea </li></ul></ul><ul><ul><li>Siemens </li></ul></ul><ul><ul><li>BMW </li></ul></ul><ul><li>Interpretation & Learnings </li></ul>
  3. 3. Social Software and Online-PR <ul><li>The four Case Studies are part of the h_da research project „Social Software and Online-PR“ </li></ul><ul><li>Presumptions </li></ul><ul><ul><li>Broad theoretical discussion on chances and risks of Social Software in Corporate Communications </li></ul></ul><ul><ul><li>Some empirical work like Euroblog 2006 & 2007 </li></ul></ul><ul><ul><li>Very limited analysis of Social Software projects of Companies and NPOs </li></ul></ul>
  4. 4. The aim <ul><li>Analyzing German Web 2.0 PR projects </li></ul><ul><ul><li>Concepts </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Appraisal </li></ul></ul><ul><li>Learn more on the application of Social Software within Public Relations/Market Communications of German companies </li></ul><ul><li>Lessons learnt </li></ul><ul><li>Know how for PR practitioners </li></ul>
  5. 5. Output <ul><li>A qualitative approach </li></ul><ul><ul><li>Case study research </li></ul></ul><ul><ul><li>15 Cases investigated by 19 PR students </li></ul></ul><ul><ul><ul><li>Interviews with responsible PR managers & consultants </li></ul></ul></ul><ul><ul><ul><li>Interviews with experts </li></ul></ul></ul><ul><ul><ul><li>A simple content analysis/ statistical reporting </li></ul></ul></ul><ul><li>> To do: Meta analysis of all cases </li></ul><ul><li>Symposium at Darmstadt University with 160 attendees </li></ul><ul><ul><li>General issues on Web 2.0 and PR, cases & ethics </li></ul></ul>
  6. 6. Cooperation <ul><li>PR Agencies </li></ul><ul><ul><li>A&B face2net, Berlin </li></ul></ul><ul><ul><li>Knallgrau, Vienna </li></ul></ul><ul><ul><li>Edelman, Hamburg </li></ul></ul><ul><li>Consultants </li></ul><ul><ul><li>Robert Basic, Frankfurt </li></ul></ul><ul><ul><li>Martin Röll, Dresden </li></ul></ul><ul><ul><li>Klaus Eck, Munich </li></ul></ul><ul><ul><li>... </li></ul></ul>
  7. 7. Research questions <ul><li>What is the conception of Social Software projects in German companies? </li></ul><ul><li>What is the intention of these projects? Are they just used like an experiment? Or do practitioners define clear tactical goals like relationship-building with defined stakeholders? </li></ul><ul><li>How are they integrated into the strategy of Public Relations? </li></ul><ul><li>What are the effects of the projects? </li></ul>
  8. 8. Sampling the cases <ul><li>Excluding projects of Marketing & PR Firms </li></ul><ul><li>Excluding projects of small companies </li></ul><ul><li>Analysis of three companies with a dedicated strategy on Web 2.0 (and more than 1 project) </li></ul><ul><li>Analysis of twelve single projects covering different types of Blogs, Audio-/ Videocasts and Wikis </li></ul>
  9. 9. Sample <ul><li>Web 2.0 strategy </li></ul><ul><ul><li>Siemens </li></ul></ul><ul><ul><li>Spreadshirt (Social Commerce) </li></ul></ul><ul><ul><li>BMW </li></ul></ul><ul><li>Wikis </li></ul><ul><ul><li>No remarkable PR driven projects found </li></ul></ul><ul><li>Video-/Audiocasts </li></ul><ul><ul><li>E-Bay </li></ul></ul><ul><ul><li>Ikea Podcast </li></ul></ul><ul><ul><li>Merkel-Podcast (German Chancellor) </li></ul></ul><ul><ul><li>Jokers (Online Bookstore) </li></ul></ul>
  10. 10. Sample <ul><li>Business-Weblogs </li></ul><ul><ul><li>Issues Blog </li></ul></ul><ul><ul><ul><li>Frosta (Nutrition) </li></ul></ul></ul><ul><ul><li>Product Blog </li></ul></ul><ul><ul><ul><li>Espresso International (Online Shop) </li></ul></ul></ul><ul><ul><li>Customer Relations Blog </li></ul></ul><ul><ul><ul><li>Juice Producer Walther </li></ul></ul></ul><ul><ul><ul><li>TeNo-Blog (Manufacturer of Jewellery) </li></ul></ul></ul><ul><li>Eventblog </li></ul><ul><ul><li>Frankfurt Book Fair </li></ul></ul><ul><li>CEO Blog </li></ul><ul><ul><li>AOL </li></ul></ul><ul><li>Employee Blog </li></ul><ul><ul><li>Edelight-Blog (external) </li></ul></ul><ul><ul><li>BASF (internal) </li></ul></ul>
  11. 11. The Cases: BASF InBlog „ If you‘re reacting to change, you‘re too late. You must anticipate change and help to make it happen.“ (Jürgen Hambrecht, CEO BASF, in: NYSE Magazine, 1.2.04)
  12. 12. The Cases: BASF InBlog <ul><li>Internal Concerns: </li></ul><ul><ul><li>“ Blogging foils our „ One-Voice-Policy ” </li></ul></ul><ul><ul><li>“ Blogging cannibalizes our communication” </li></ul></ul><ul><ul><li>“ Blogging is below the level of our communication strategies” </li></ul></ul><ul><ul><li>“ Blogging is the beginning of the end of our Top-Down- Communication ” </li></ul></ul>
  13. 13. The Cases: BASF InBlog <ul><li>What </li></ul><ul><ul><li>Internal Employee Blog </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Introduce Employees in Corp. Communications to Blogs </li></ul></ul><ul><ul><li>Bundle information from the Intranet </li></ul></ul><ul><ul><li>Encourage new many-to-many-relationships, reduce e-mail </li></ul></ul><ul><li>Background </li></ul><ul><ul><li>Blog monitoring since 2004 </li></ul></ul><ul><ul><li>Loss of significance of traditional media </li></ul></ul><ul><ul><li>Blog statements about BASF in U.S. caused high attention among stakeholders </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Temporary test </li></ul></ul><ul><ul><li>Limited group of participants with pre-defined role concept </li></ul></ul>
  14. 14. The Cases: BASF InBlog <ul><li>Conception </li></ul><ul><ul><li>Limited to four months , starting July 2006 </li></ul></ul><ul><ul><li>Simple external platform using Typepad </li></ul></ul><ul><ul><li>200 invited participants with role concept </li></ul></ul><ul><ul><ul><li>about 10-20 writers </li></ul></ul></ul><ul><ul><ul><li>30 commentators </li></ul></ul></ul><ul><ul><ul><li>150 readers </li></ul></ul></ul><ul><ul><li>Preset topics : </li></ul></ul><ul><ul><ul><li>Employees </li></ul></ul></ul><ul><ul><ul><li>PR World </li></ul></ul></ul><ul><ul><ul><li>Blog-Coaching </li></ul></ul></ul><ul><ul><ul><li>ComTrends </li></ul></ul></ul><ul><ul><ul><li>“ RheinneckarWeb“ (Neighborhood-PR) </li></ul></ul></ul><ul><ul><ul><li>Information and Communication Technologies </li></ul></ul></ul><ul><ul><li>Reminder via e-mail </li></ul></ul>
  15. 15. The Cases: BASF InBlog <ul><li>Effects </li></ul><ul><ul><li>45 page-impressions a day </li></ul></ul><ul><ul><li>5.256 page-impressions in total </li></ul></ul><ul><ul><li>92 articles </li></ul></ul><ul><ul><li>160 comments </li></ul></ul><ul><ul><li>diverse participant ratings </li></ul></ul><ul><li>Experts’ statements </li></ul><ul><ul><li>“ The qualitative analysis shows that subjects relevant for work were discussed and collaboration was enforced .” </li></ul></ul><ul><ul><li>“ The writing style changed slightly to a more authentic-subjective communication“ </li></ul></ul><ul><ul><li>„ These are small steps but towards the right direction“ </li></ul></ul>
  16. 16. The Cases: BASF InBlog <ul><li>Conclusion </li></ul><ul><ul><li>Experimental touch as a key to success </li></ul></ul><ul><ul><li>External hosting was a security breach, therefore no delicate topics could be discussed </li></ul></ul><ul><ul><li>The limited number of users, the given topics and pre-arranged role concepts seem ridiculous on first sight – a typical company adaption of web 2.0? </li></ul></ul><ul><ul><li>Great conflict between One-Voice-Policy and free speech </li></ul></ul><ul><ul><li>Blogs cannot be domesticated – if you do, they get boring </li></ul></ul><ul><ul><li>Blogs can be an approach to collaborative Information Management </li></ul></ul><ul><ul><li>Within internal communications Blogs can be a tool for Buttom Up Communication </li></ul></ul><ul><ul><li>Employees who are „at home“ in web 2.0 can be of great use for companies </li></ul></ul>
  17. 17. The Cases: IKEA Podcast „ At IKEA a soap dispenser can easily become a Ketchup-Bottle. What will you become?” (IKEA-recruiting-platform )
  18. 18. The Cases: IKEA Podcast <ul><li>What </li></ul><ul><ul><li>Podcast </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Recruiting the i-Pod-generation </li></ul></ul><ul><ul><li>Introducing profession at IKEA </li></ul></ul><ul><li>Background: </li></ul><ul><ul><li>Demand on qualified trainees </li></ul></ul><ul><ul><li>Boom of e-recruiting </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>Integration into the recruiting platform with information, chats, games, application form </li></ul></ul>
  19. 19. The Cases: IKEA Podcast <ul><li>Conception </li></ul><ul><ul><li>Two interviews with trainees on their future profession </li></ul></ul><ul><ul><li>Interview with personnel officer on working at IKEA </li></ul></ul><ul><ul><li>Realization with a famous German podcaster (Annik Rubens) </li></ul></ul><ul><ul><li>One way communication (no feedback) </li></ul></ul><ul><ul><li>Three episodes within a year </li></ul></ul><ul><li>Effects </li></ul><ul><ul><li>More than 100.000 downloads for three episodes </li></ul></ul><ul><ul><li>No. 1 in i-Tunes for several weeks </li></ul></ul><ul><ul><li>On the web: Nearly no discussion and links </li></ul></ul><ul><ul><li>Several articles in print media </li></ul></ul>
  20. 20. The Cases: IKEA Podcast <ul><li>Experts‘ statements </li></ul><ul><ul><li>Not exciting and entertaining </li></ul></ul><ul><ul><li>Too narrow editorial conception </li></ul></ul><ul><ul><li>Video instead of pure audio </li></ul></ul><ul><ul><li>Too little authentic. Suggestion: Trainees should podcast themselves </li></ul></ul><ul><li>Conclusion </li></ul><ul><ul><li>A first step into Web 2.0 </li></ul></ul><ul><ul><li>One of the finest examples with well defined stakeholders </li></ul></ul><ul><ul><li>Not appropriate for relationship building (only 3 episodes, no comments, timeless) </li></ul></ul><ul><li>Classical Online-PR within a new format </li></ul>
  21. 21. The Cases: Siemens (strategy) “ 337 blogs in just 100 days”
  22. 22. The Cases: Siemens (strategy) <ul><li>What </li></ul><ul><ul><li>Internal Blogs </li></ul></ul><ul><ul><ul><li>CEO Blog </li></ul></ul></ul><ul><ul><ul><li>Employee Blogs („Blog 100“) </li></ul></ul></ul><ul><ul><li>External Podcasts </li></ul></ul><ul><ul><ul><li>Innovations </li></ul></ul></ul><ul><ul><ul><li>Jobs & Career </li></ul></ul></ul><ul><ul><ul><li>Job Training </li></ul></ul></ul><ul><ul><li>News Room: Different RSS-Feeds </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Prove innovation </li></ul></ul><ul><ul><li>No dedicated PR goals </li></ul></ul><ul><ul><li>Experimentation </li></ul></ul>
  23. 23. The Cases: Siemens (“Blog 100”) <ul><li>Conception </li></ul><ul><ul><li>Every employee had the possibility to start an internal Weblog </li></ul></ul><ul><ul><li>Scheduled for 100 days </li></ul></ul><ul><ul><li>Content: No presettings </li></ul></ul><ul><ul><li>„ An experiment just to test the possibilities of Blogs and their acceptance“ </li></ul></ul><ul><ul><li>A platform for all Blogs: </li></ul></ul><ul><ul><ul><li>Newest entries </li></ul></ul></ul><ul><ul><ul><li>Voting: Blog of the week </li></ul></ul></ul><ul><ul><ul><li>Blog Zoo: Linking independent Blogs </li></ul></ul></ul><ul><ul><li>Blogging guidelines, e.g. </li></ul></ul><ul><ul><ul><li>No anonymous comments or Blogs </li></ul></ul></ul><ul><ul><ul><li>Registration for commenting </li></ul></ul></ul>
  24. 24. The Cases: Siemens (“Blog 100”) <ul><li>Effects </li></ul><ul><ul><li>337 Employee Blogs </li></ul></ul><ul><ul><li>9073 employees registered for commenting </li></ul></ul><ul><ul><li>Main Topics : Operating Processes, Blogs, News, Management & Business Applications, Trends, Culture, Technology, Siemens </li></ul></ul><ul><ul><li>Experiment will be continued </li></ul></ul><ul><ul><li>Siemens is discussing external Blogs of employees </li></ul></ul><ul><li>Experts’ statements </li></ul><ul><ul><li>“ An experiment like this can show the involvement of employees and the necessary efforts” </li></ul></ul><ul><ul><li>“ Successful integration into a portal” </li></ul></ul><ul><ul><li>“ Internal Blogs of employees can complete communication of innovations” (Klaus Eck, econcon – </li></ul></ul><ul><li>Conclusion </li></ul><ul><ul><li>Experimental touch as a key to success </li></ul></ul><ul><ul><li>Challenge: Motivating to blog (CEO-Blog) </li></ul></ul>
  25. 25. The Cases: BMW (strategy) “ Branded information”
  26. 26. The Cases: BMW (strategy) <ul><li>What </li></ul><ul><ul><li>Enduring projects </li></ul></ul><ul><ul><ul><li>BMW Oracle Blog (since 2005) </li></ul></ul></ul><ul><ul><ul><li>BMW Vodcast (since 1/06) </li></ul></ul></ul><ul><ul><ul><li>Community Platform (to be started in 2007) </li></ul></ul></ul><ul><ul><li>Event driven projects </li></ul></ul><ul><ul><ul><li>IAA Podcast & Blog (Frankfurt Motorshow 2005) </li></ul></ul></ul><ul><ul><ul><li>Audiobooks (4 short stories with product placement 2006) </li></ul></ul></ul><ul><ul><ul><li>Mini-Videoblog (Leipzig Motorshow & Mini Challenge 2006) </li></ul></ul></ul><ul><ul><ul><li>(Real life) discussion with bloggers on the BMW projects during IAA 2005 </li></ul></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><ul><li>Occupy new markets </li></ul></ul><ul><ul><li>Testing Social Software to support these Goals </li></ul></ul><ul><ul><li>Marketing driven projects </li></ul></ul>
  27. 27. The Cases: BMW (strategy) <ul><li>Background </li></ul><ul><ul><li>Pull communication instead of waste coverage of advertising </li></ul></ul><ul><ul><li>Niche-communication (Long Tail) </li></ul></ul><ul><ul><li>Podcasting: quick & cheap </li></ul></ul><ul><ul><li>Importance of the Web for BMW Customers </li></ul></ul><ul><ul><li>i-Tunes-users are twice as much interested in buying an BMW than not-users (JD Power Study Automotive Review 2005) </li></ul></ul>Source: BMW Group, Marketing Innovations
  28. 28. The Cases: BMW (strategy) <ul><li>Conception </li></ul><ul><ul><li>Infotainment </li></ul></ul><ul><ul><li>Topics </li></ul></ul><ul><ul><ul><li>Products (event driven, e.g. motorshows) </li></ul></ul></ul><ul><ul><ul><li>Innovations </li></ul></ul></ul><ul><ul><ul><li>Sports (sailing, car racing, golfing) </li></ul></ul></ul><ul><ul><ul><li>Culture </li></ul></ul></ul><ul><ul><li>Brand values </li></ul></ul><ul><ul><li>One way communication in Podcasts </li></ul></ul><ul><ul><li>Open comments in Blogs (Mini, BMW Oracle) </li></ul></ul><ul><ul><li>All projects published on own microsites </li></ul></ul>
  29. 29. The Cases: BMW (strategy) <ul><li>Effects </li></ul><ul><ul><li>IAA Podcast (2005) </li></ul></ul><ul><ul><ul><li>Rank 43 in iTunes </li></ul></ul></ul><ul><ul><ul><li>114.640 visits, 640.102 page impressions, 183.100 downloads within 2 months </li></ul></ul></ul><ul><ul><ul><li>Downloads: 50 % Germany, 20 % USA, 10 % Japan </li></ul></ul></ul><ul><ul><ul><li>50 % of the users downloading a show subscribed to the feed </li></ul></ul></ul><ul><ul><li>BMW Oracle Blog </li></ul></ul><ul><ul><ul><li>343 visits/day </li></ul></ul></ul><ul><ul><ul><li>646 page views/day </li></ul></ul></ul><ul><li>Projects give access to an in BMW interested community </li></ul>
  30. 30. Interpretation & Learnings <ul><li>On the four cases </li></ul><ul><ul><li>The introduced projects have experimental character </li></ul></ul><ul><ul><li>Therefore, events & internal projects seem to be very suitable </li></ul></ul><ul><ul><li>Most visitors download just the newest show / read the newest story </li></ul></ul><ul><ul><li>SEO and links due to simple and linkable URLs </li></ul></ul><ul><li>On all 15 cases </li></ul><ul><ul><li>10 of 15 Web 2.0 projects are integrated into corporate comms strategy </li></ul></ul><ul><ul><li>Two medium sized businesses build up their comms strategy on Blogs (Walther, Edelight) </li></ul></ul><ul><ul><li>Content: A narrow focus may hinder continuity </li></ul></ul><ul><ul><li>Integration of Pod- and Videocasting into corp. communication seems to be easier than Blogs </li></ul></ul>
  31. 31. Thank you for your ATTENTION! Questions?
  32. 32. Contact <ul><li>Prof. Dr. Thomas Pleil </li></ul><ul><ul><li>Mail: </li></ul></ul><ul><ul><li>Blog: </li></ul></ul><ul><li>Daniel Kömpel </li></ul><ul><ul><li>Mail: </li></ul></ul><ul><ul><li>Blog: (Online-Journalism (focus PR) Course Weblog) </li></ul></ul>