This document outlines the course modules for a class on corporate communications today. Module 3 focuses on collaboration with customers in the context of social media marketing. It discusses how communication has changed from mass media controlled messages to many interactive channels where customers are active and demand engagement. Companies must listen to conversations, join discussions, and collaborate with customers to build relationships in today's digital landscape. The module provides guidelines for organizations to offer participation, start conversations, and tap into customer potential through online platforms and discussions.
This is the slidedeck for a masterclass on the use of social media within customer service I took part in. the event was organised by the Customer Contact Association. From my point of view the key to the use of social within customer care is understanding your culture and how open you are: mindset not toolset.
This is the slidedeck for a masterclass on the use of social media within customer service I took part in. the event was organised by the Customer Contact Association. From my point of view the key to the use of social within customer care is understanding your culture and how open you are: mindset not toolset.
A presentation that I have made at Ericsson Headquarters and Securitas Headquarters in Stockholm, Sweden on social media, networks, and virtual worlds in November 2009
Introduction to the EDF Innovation Exchangeedf_innovex
This presentation was used in a session at the EDF Corporate Partnerships retreat in June to discuss the approach proposed for the Innovation Exchange.
What is digital strategy and why it is important for development and alumni r...Perfectly Digital
Is your educational institution as visible online as you would like? Do you have a strategy that links your goals with digital? This session will help you understand how a digital strategy can underpin activity in digital channels to reconnect with lost alumni, improve your online presence, raise the profile of your college, school or university and increase engagement.
UK Event - Dell B2B Social Media Huddle, London 2009Kerry Bridge
Neville Hobson from WeissComm Group and I have organised a free event to bring together senior communications and marketing professionals to exchange and share experiences on B2B social media.
This event has now sold out - however you can follow this event on Twitter using #dellb2b and we'll let you know where presentations from the day wil be posted.
http://bit.ly/4wCjbV
An extended slide set for the Helen Bevan and Jodi Brown talk on the power of change platforms at NHS Expo on 2nd September 2015.
There is also a blog and Storify summary to go with this slide set. Download them here: https://t.co/bUnaSPxHyR
Follow us on Twitter
@HelenBevan @JodiOlden
@TheEdgeNHS
Just how strong are the winds blowing communication preferences away from print and to the online world? Here's an overview of the impact of smart phones, e-readers, and social media on marketing communications in higher education contacts for recruitment and fund-raising.
"How Social Media Monitoring Can Help Corporate Communication" by Nadine Jako...UNECE Statistics
This is the presentation by Nadine Jakobs (Statistics Germany) made at the Work Session on the Communication of Statistics 2011 (organized by the United Nations Economic Commission for Europe).
You can download all papers and presentations from the work session at http://live.unece.org/stats/documents/2011.06.dissemination.html
A presentation that I have made at Ericsson Headquarters and Securitas Headquarters in Stockholm, Sweden on social media, networks, and virtual worlds in November 2009
Introduction to the EDF Innovation Exchangeedf_innovex
This presentation was used in a session at the EDF Corporate Partnerships retreat in June to discuss the approach proposed for the Innovation Exchange.
What is digital strategy and why it is important for development and alumni r...Perfectly Digital
Is your educational institution as visible online as you would like? Do you have a strategy that links your goals with digital? This session will help you understand how a digital strategy can underpin activity in digital channels to reconnect with lost alumni, improve your online presence, raise the profile of your college, school or university and increase engagement.
UK Event - Dell B2B Social Media Huddle, London 2009Kerry Bridge
Neville Hobson from WeissComm Group and I have organised a free event to bring together senior communications and marketing professionals to exchange and share experiences on B2B social media.
This event has now sold out - however you can follow this event on Twitter using #dellb2b and we'll let you know where presentations from the day wil be posted.
http://bit.ly/4wCjbV
An extended slide set for the Helen Bevan and Jodi Brown talk on the power of change platforms at NHS Expo on 2nd September 2015.
There is also a blog and Storify summary to go with this slide set. Download them here: https://t.co/bUnaSPxHyR
Follow us on Twitter
@HelenBevan @JodiOlden
@TheEdgeNHS
Just how strong are the winds blowing communication preferences away from print and to the online world? Here's an overview of the impact of smart phones, e-readers, and social media on marketing communications in higher education contacts for recruitment and fund-raising.
"How Social Media Monitoring Can Help Corporate Communication" by Nadine Jako...UNECE Statistics
This is the presentation by Nadine Jakobs (Statistics Germany) made at the Work Session on the Communication of Statistics 2011 (organized by the United Nations Economic Commission for Europe).
You can download all papers and presentations from the work session at http://live.unece.org/stats/documents/2011.06.dissemination.html
IEEE BTS Symposium 2015 Repack Considerations by K.Pelletierkmsavage
The one glaring contrast between the DTV conversion and the plan for the pending channel re-pack is that there will be no simulcast period. It is channel A today and channel B tomorrow. That changeover has to be carefully planned due to potentially serious consequences. Thus the choice of re-using existing, re-tuning existing or new RF systems, transmission line and antennas is very important. Some major variables that go into these choices are availability of space, tower loading, RF component bandwidth, transmission line bandwidth and antenna bandwidth. Availability of skilled people to perform re-tuning and tower work cannot be ignored. This presentation will outline some transition scenarios and relevant antenna and RF choices and their relevant time-lines.
What Marketing Can Learn From Vanilla Icepeteraharris
In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in Adelaide
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
Public Relations is the dynamic process of engaging your company with the public by keeping them being informed about your company’s news, policy, promotion.
Effective public relations campaigns are usually enabled by low cost strategies rather than advertising plans that need a large budget allocation.
How Social Business Is Disrupting B2B Sales and MarketingCSRA, Inc.
Digital social networks change the economics of business relationships; here's how to understand the changes and use them to build your business and career.
Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales ...etplastics
E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
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➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
3. Course Modules
CM 1
Social Media
CM 3
„Marketing“
CM 2
Collaboration
CM 4
Innovation
CM 5
Knowledge
CM 6
Web Society
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
3
4. How it used to be: Communication via mass media
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
4
5. The world is „in order“
•
•
•
•
mass communication
only few 1:n channels
controlled messages
customer is consumer
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
5
7. social changes
•
•
•
•
•
many interactive channels
credibility decreases
customer is demanding and active
employees communicate
uncontrolled messages
new technology: „Web 2.0“
The world is turned upside down
changes of the markets
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
7
8. Social Media Positioning...
United breaks guitars
Problem
Public(ity)
After Reaction and
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
8
9. Keep quiet?
React?
Act proactively?
It is difficult, indeed
dangerous to underestimate
the huge changes this
revolution will bring or the
power of developing
technologies to build and
destroy not just companies
but whole countries.
Rupert Murdoch
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
9
10. Principle
Markets are Conversations.
Through the Internet, people are discovering and inventing new ways to share
relevant knowledge with blinding speed. As a direct result, markets are getting
smarter - and getting smarter faster than most companies. … No wonder
networked markets have no respect for companies unable or unwilling to speak
as they do. … The only chance for companies is to join conversations …
(nach Levine et al. 2001: Clue Train Manifesto).
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
10
11. Markets are Conversations
„What we know about the society and its world, we know
almost exclusively from mass media “
[Luhmann 1996]
„ What I know about the world and current developments, I
basically know from my friends and networks“
[unknown Facebook-User 2012]
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
11
12. New ways in Customer Oriented Functions
instead of Market Research
Listen
instead of Marketing
instead of CRM
Join
conversations
Collaboration
Discuss
instead of Public Relations
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
12
13. Listen
Service provider, tools or manually
Imagination
in keywords and places
-> Subjects that are relevant
hie
C
ten
-Lis
f
g -O
in
c er
ffi
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
13
14. Join conversations, be present
The first viral campaign
Viral Effects
Financial Success
• 700.000 people at
Facebook
• > 7 Millionen video
views in one week
• Sales increase
According to Nielsen, by
up to 107%
... Top 10-Apps
„Fan“ Groups
Action
... >233.000 „de-friend
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
14
15. Join conversations, be present
The first viral campaign
Viral Effects
Financial Success
... Top 10-Apps
Research:
How do
• 700.000 people at
Facebook
• > 7 Millionen video
views in one week
• Sales increase
According to Nielsen, by
up to 107%
Action
... >233.000 „de-friend
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
15
16. Join conversations (or let someone do it for you)
2008
Eight weeks later
Students communicate
It‘s not Markting it‘s the Function ...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
16
17. Interaction between real and virtual platforms
T-Mobile
Call for a
„flash-mob“
• sing-along-platform
• approx. 3 Mio. views
• overall > 200 Videos
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
17
18. Space of Topics and Relationships
Content is King – Context is Queen
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
18
19. Space of Topics and Relationships
Content is King – Context is Queen
wi²:
a place for discussions on
Web Society, Collaboration,
Social Media, E-Services ...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
19
20. Discussion: Respond to criticism…
Greenpeace „defaced“ a
commercial from Nestlé
(Palm oil)
Dooce (Heather) reports on
her washing machine
(Twitter).
Discussion, e.g. on the Nestlé
Facebook-Page
Nestlé: helpless, no reaction,
reference to PR-page, no
Discussion
(1,4 Mio Follower)
Tried to ban the fake logo „we set the rules“
Whirlpool reacts after a few
hours.
„unexpected blitzkrieg“ –
1000s of „De-Fans“, Easter
boycott, petitions …
wrong!
Bosch the next day. PR-Coup:
Free washing machine for
charity.
perfect!
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
20
21. Main Problem ...
The challenge is in a Web 2.0 world, they won't just tell their immediate family, they will
usually post it to their Facebook friends, Tweet about it on Twitter and possibly
complain in a forum about you in the process.
Your one unhappy customer has suddenly told a few thousand people. If they are
really ticked off you can expect a You Tube Video or an email that could go viral and
suddenly one bad experience has been seen by millions of people. [Ingrid Cliff]
„... this site (facebook) is not the place for
customer complaints ... here we want to
inform and amuse you ... for customer
concerns you have to look up our contact
pages ...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
21
22. Viral spread
on the web mentions rise rapidly
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
22
23. Customer criticism and opinions
Discussions take place
Discussions are public
Risk of „silent“ dissatisfaction
Acceptance
Discourse theory
Model based Learning
Discussions boost the company
Problems are the nucleus of ideas
Critics become evangelists
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
23
24. Discuss and collaborate
„high gloss, persuasive communication“
„semi perfect discoursive communication“
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
24
25. Complaints platform: TU Braunschweig
Problem / Idea
Student
4. discuss
Selection
2. select
3. publish/
forward
Idea
6. select
Discussion, Rating
1. Publish online
Moderator
Prescreen, Responsibilities
Idea
5. evaluate
and “act”
Assessement
7. implement
Students
Soft Skills Courses
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
25
26. Sag‘s uns: Complaints Platform
„Ideas, Praises or Problems? Tell us about it!“
Research:
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
26
27. Discussions with Customers
•
•
•
•
Let your Employees discuss,
Use personal and emotional language,
Be sparing in Social Media Guidelines,
Trust. Employees and Customers.
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
27
28. Findings on collaboration with private customers
Organisation
Collaborate
Discuss
Join conversations
react
try to understand
Listen
explore different topics
accept Wikification
Private
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
28
29. Findings on collaboration with private customers
Organisation
Collaborate
contribute something interesting
try to evoke share effect
use narratives
Discuss
Join conversations
rely on honest messages
be discret and equal
react
try to understand
Listen
explore different topics
accept Wikification
Private
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
29
30. Findings on collaboration with private customers
Organisation
Collaborate
contribute something interesting
be discoursive allow different opinions
use narratives
Discuss
admit faults
try to evoke share effect
rely on honest messages
respect publicity
be discret and equal
react
try to understand
Join conversations
Listen
explore different topics
accept Wikification
Private
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
30
31. Findings on collaboration with private customers
Organisation
offer participation
try mutuality
tap the potential ...
Collaborate
start conversations
provide platforms
contribute something interesting
be discoursive allow different opinions
use narratives
Discuss
admit faults
try to evoke share effect
rely on honest messages
respect publicity
be discret and equal
react
try to understand
Join conversations
Listen
explore different topics
accept Wikification
Private
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
31
32. Course Modules
CM 1
Social Media
CM 3
„Marketing“
CM 2
Collaboration
CM 4
Innovation
CM 5
Knowledge
CM 6
Web Society
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Page
32