Dr. Gerald Fricke, Summer School 2009, TU Braunschweig, Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2). 2009/07/23.

1. SUMMERSCHOOL 2009
CORPORATE COMMUNICATIONS 2.0
22. TO 24. JULY 2009
DR. GERALD FRICKE AND YOU...!

2. PROGRAMM
 22.07.2009
Gerald Fricke: The Doom of „Corporate Content“ as We Know it?
Yvonne Gaedke: E-Readiness and Cultural Differences
 23.07.2009
Gerald Fricke: Brand Management 2.0
Markus Weinmann, Silke Siegel: Corporate Usage of Web 2.0 Tools
 24.07.2009
Thomas Plennert: Customer Communication
Gerald Fricke: PR, Social Media Marketing and CSR 2.0
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3. 1.0 VERSUS 2.0...
Corporate Communications
 Mission Statement
Listen
 One to many
Collaborate
 One Size Fits All
 Top Down Trust the people
Conversational Marketing
Be honest Be a platform
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4. CORPORATE COMMUNICATIONS AND E-READINESS?
Corporate Communications
 Mission Statement
Listen
 One to many
Collaborate
 One Size Fits All
 Top Down Trust the people
E-Readiness? Cultural
Be honest Differences?
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5. CORPORATE AND „PRIVATE“ WEB 2.0?
Corporate Communications
 Mission Statement
Listen
 One to many
Collaborate
 One Size Fits All
 Top Down Trust the people
Have Fun?
My Personal
Web 2.0
Be honest
Tools?
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6. CORPORATE COMMUNICATIONS 2.0?
1. From Marketing Communications to Conversational
Marketing
2. From Brand Management to Brand Wikification
3. From Public Relations to PR 2.0 and Social Media
Marketing
4. From Corporate Ethics to
Corporate Social Responsibility 2.0
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7. FROM MARKETING COMMUNICATIONS TO
CONVERSATIONAL MARKETING

8. MARKETING COMMUNICATIONS
Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
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9. IN THE OLD DAYS…
Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
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10. THE KEY BRAND MESSAGES…
Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
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11. CONVERSATIONAL MARKETING?
 “The big idea is simply that marketing is about having
conversations and engaging the people in interesting
discussions, through new and traditional channels.
Technology may be becoming the heart of marketing and
communications, but conversations are the soul.”¹
¹ Kelly, L., Beyond Buzz: The Next Generation of Word-of-Mouth Marketing, Amacom; 1 edition, 2007
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12. LET’S TALK ABOUT DELL…
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13. LET’S TALK ABOUT INTEL…
http://www.intel.com/communities/index.htm?iid=subhdr-DE+communities
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14. FROM BRAND MANAGEMENT TO BRAND WIKIFICATON

15. BEST GLOBAL BRANDS 2008
Rank Brand Brand Value Change BV
1. Coca-Cola $66 Billion 2%
2. IBM $59 Billion 3%
3. Microsoft $59 Billion 1%
10. Google $25 Billion 43%
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16. HI, I AM THE BRAND MANAGER
 Control
 Top Down
 Closed
 Big Ads
 One to Many
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17. „HERE COMES EVERYBODY!“
Today customers influence brands
 New Brand Management Strategies
 Bottom Up
 Open
 Conversation
 Many to Many
 Transparency
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18. BRANDS SOCIALIZING VIA TWITTER, YOUTUBE...
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19. MY PERSONAL BRAND?
 From Mass Economy to Mass of Niches
 Long Tail Economy (Chris Anderson)
 The Death of “Positioning”
 Customer Driven Economy
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20. BRAND WIKIFICATION?
 Wikis, written collaboratively by contributors from all over
the world, reflect a common judgment on an issue
 Brands are defined by customers – not companies
 emotional
 experiental
 economic
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21. BRAND WIKIFICATION
Brand Wikification is:
 credible
 constantly occurring
 forcing the companies to respond
 measurable
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22. FROM FEDEREL EXPRESS TO FEDEX
 In 1994 Federal Express changed its name to FedEx
 That was probably the first example of wikification,
especially since FedEx announced its first Web site at the
same time
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23. FROM PUBLIC RELATIONS TO PR 2.0
AND SOCIAL MEDIA MARKETING

24. WHAT DOES PUBLIC RELATIONS MEAN?
 Managing communications between an organisation and
the public
 Attracting attention and presenting your product
 Maintaining a Newsroom (“Press”) on web sites
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25. HOW DO PUBLIC RELATIONS WORK?
 Publishing topics of general interest and news items
 Building and managing relationships with influencers
 Publishing press releases, speaking at conferences,
communicating with employees
 Supporting advertising
 Hoping to get the press to write about your product
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26. WHAT DOES PUBLIC RELATIONS 2.0 MEAN?
 Next generation (“Version 2.0”) of Public Relations
 Expression created by SHIFT Communications agency
 Extending Public Relations to Social Media
 Social Media: Blogs, Wikis, Communities, Micro-Blogs, …
 Reaching the customers directly and interacting with
them
 Constantly monitoring Social Media for reactions
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27. HOW TO DO PR 2.0
 Social Bookmarking and Social News
 Publish press releases, link to further reading
 Reference non-corporate posts that help customers
 Listen to reactions of customers and readers
 Social Networking
 Create fan pages
 Get in touch with customers and influencers
 Listen to reactions of customers and friends and followers
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28. ESSENCE OF PR 2.0
 The Essence of Public Relations 2.0:
Listen first. Show you understood. Then react.
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29. FRERK OHM AND ADIDAS...
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30. TRADITIONAL VS. SOCIAL MEDIA
 Traditional Media: one-to-many relationships
 Social Media: many-to-many relationships
 Audience participates in spreading the news
 Viral or Word-of-Mouth Marketing
 Social Media Marketing is more than buying advertising
space on blogs and social networks
 Social Media Marketing is a strategy
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31. DEVELOPING A SOCIAL MEDIA STRATEGY
 POST Framework developed by Charlene Li and Josh
Bernoff, presented in „Groundswell“ in 2008
 Identify…
 People (P)
 Objectives (O)
 Strategy (S)
 Technology (T)
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32. CASE STUDY: VODAFONE‘S NEW BRAND STRATEGY
 Press conference July 8, 2009 streamed live on the Web
 Embedded open Facebook chat
 Announcements
 new brand strategy
 new „SuperFlat“ tariff bundle including data plan
 launch of €50M+ campaign for TV and the web, by full service
agency Scholz & Friends
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33. THE HERO OF GERMAN BLOGOSPHERE
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34. SOCIAL MEDIA SERVICES USED BY VODAFONE
 Corporate Blog
 Social Networks: Facebook, StudiVZ, MySpace
 Media sites: Flickr, YouTube
 Is this a successful strategy?
 Is the product of epic innovation?
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35. FROM CORPORATE ETHICS TO
CORPORATE SOCIAL RESPONSIBILITY 2.0

36. BACKGROUND
 Neoclassical view, represented by Milton Friedman:
"What is good for General Motors, is also good for the
country!”
 Stakeholder theory by R. Edward Freeman:
Best balance interests of all stakeholders both internal
and external!
 Globalization leads to greater expectations of the
customers to the company
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37. VOLKSWAGENS CSR-POLICY
 Volkswagen receives German Sustainability Award in the
category "Sustainable Brand“ in 2008
 Comprehensive sustainability strategy
 Sustainable supply chain management
 Anti-corruption initiatives
 Ethical guidelines
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38. „LET‘S DO IT SUSTAINABLE...“
CSR-Reporting
CSR-Indizes Evaluation
Web 2.0
Governance
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39. CORPORATE COMMUNICATIONS 2.0
1. From Marketing Communications to Conversational
Marketing
2. From Brand Management to Brand Wikification
3. From Public Relations to PR 2.0 and Social Media
Marketing
4. From Corporate Ethics to
Corporate Social Responsibility 2.0
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40. HEY HO, LET‘S GO!
 Markets are conversations (Cluetrain Manifesto)
 But listen, before you speak!
 Then start blogging: Your worst customer is your best
friend
 Your customers are your ad agency
 There is an inverse relationship between control and trust
 Corporate content? Collaborate! Be a platform!
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41. LITERATURE
Brown, Rob, 2009: Public Relations and the Social Web, London.
Evans, Dave, 2008: Social Media Marketing: An Hour a Day, Indianapolis.
Fill, Chris, 2009: Marketing Communications: Interactivity, Communities and Content, 5th Revised edition, Harlow.
Gladwell, Malcolm, 2008: Outliers. The Story of Success, London.
Jarvis, Jeff, 2009: What Would Google Do? New York.
Kapferer, Jean Nole, 2008: The New Strategic Brand Management, 4th Ed., London.
Keinert, Christina, 2008: Corporate Social Responsibility as an International Strategy, Heidelberg.
Kelly, L., 2007: Beyond Buzz: The Next Generation of Word-of-Mouth Marketing, New York.
Locke, Christopher et al., 2001: The Cluetrain Manifesto: The End of Business as Usual, Cambridge.
Micek, Deborah/Whitlock, Warren, 2008: Twitter Revolution, Las Vegas.
Scott, David Meerman, 2009: The New Rules of Marketing & PR, New Jersey.
Shirky, Clay, 2008: Here Comes Everybody: The Power of Organizing Without Organizations, London.
Weber, Larry, 2009: Marketing to the Social Web: How Digital Customer Communities Build Your Business, New Jersey.
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42. Thanks to Jonte Laatz, Lennard Timm, Inga Lowin, Asadeh Beigi, Alexander Perl and Jascha Barsegar.
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