1. Telekom Barcamp
#tbar03
You are the brand.
©2009
Jackson Bond, Senior Manager, Corporate Development, XING AG 25 June 2009

2. hKp://geekandpoke.typepad.com/.shared/image.html?/photos/uncategorized/2008/04/26/enterprise206b.jpg

3. Who is this guy?
www.flickr.com/photos/laughingsquid/2475506085/
Tony Hsieh, zappos,
Video
He gets it!

4. She gets it!
Video
Tony Hsieh, zappos,
Who is this guy?
hKp://www.burda.de/hps/upload/hxmedia/hbmi/HBAXhlUR_450r450.jpg

5. Does he get it?
Who is this guy?
www.wikinfo.org/index.php/Ren%C3%A9_Obermann
Tony Hsieh, zappos,
Video

6. So what the heck is going on?
Communides? Conversadons?
Clue Train?

8. hKp://www.cluetrain.com/

9. hKp://www.cluetrain.com/

11. hKp://www.flickr.com/photos/docsearls/391793459/

12. hKp://www.flickr.com/photos/docsearls/391793459/

15. http://www.flickr.com/photos/shelisrael/2617918459/

16. Today, Business, Society, Polidcs are all
being redefined from the ground up.

18. Who is this guy?
Tony Hsieh, zappos,
Video
He never got it!

19. Who is this guy?
Tony Hsieh, zappos,
Video
He never got it!

20. http://thesituationist.files.wordpress.com/2009/03/crowds.jpg
The people... the consumers... are
empowered through social media.

21. PROACTIVE CONSUMERS

22. Proacdve Consumer
• Cridcal, Informed
• Communicates immediately, collaboradvely
• Social
• Mobile
• Globally Oriented
• Extroverted
• Digitally Empowered
• Culdvates Networks – only trusts their networks

23. Our Tools
• Mobile Hardware:
– PDAs,
– Blackberries,
– iPhone
– Laptops
• Social Networks:
– TwiKer
– Facebook
– XING
– FriendFeed
– LinkedIn
– Corporate Networks

24. Tools for exercizing
Opinion, Dialog, Change, Distribu5on

25. Digital Nadves
• 18‐31 Year Olds: „Digital Nadves“
• Freedom / Choice
• Customize
• Scrudny
• Collaborate
• Entertainment / Fun
• Self‐Organisadon
• Social Producdon

26. hKp://www.burda.de/hps/upload/hxmedia/hbmi/HBAXhlUR_450r450.jpg
It is an itera5ve close reladonship
between brands and consumers.
CAROLYN MCCALL
CEO, GUARDIAN MEDIA GROUP

27. Single isolated channels are not
http://www.kellogg.northwestern.edu/kwo/win06/images/page30.jpg
enough. You constantly have to
be where the customers are.
MICHELE AZAR,
VICE PRESIDENT, EMERGING CHANNELS,
BEST BUY

28. In this new age, the more valuable
reladonship for a brand is not through
adverdsers but collabora5ng with
consumers.
Social Networks are the most successful
enterprises today, based on openness and
sharing.
hKp://www.johnsmockphoto.com/porpolio.html
JEFF JARVIS
AUTHOR OF
„WHAT WOULD GOOGLE DO.“,
BUZZMACHINE.COM

29. www.flickr.com/photos/laughingsquid/2475506085/
We strive to deliver the Best Customer
Experience...which comes from the Best
Company Culture.
TONY HSEIH
CEO, Zappos

30. To create a community...you
have to be a community.

32. Corporate Social Networking
Community Branding – some examples
employee‐communi5es
customer‐community
user‐communi5es
fan‐groups

33. So what the heck is going on?
Communides? Conversadons?
Clue Train?

34. Paradigm ShiC
CUSTOMERS NO LONGER
GO TO BRANDS
BRANDS GO
TO WHERE CUSTOMERS ARE
= SOCIAL NETWORKS

35. Thanks for your aOen5on.
Jackson Bond
Senior Manager, Corporate Development
jackson.bond@xing.com