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Social Media Relations Björn Eichstädt, Storymaker GmbH,  BAW Munich, 12. July 2010
Social  Media  Relations 26.11.10 Seite  STORYMAKER GMBH TÜBINGEN
26.11.10 Seite  STORYMAKER GMBH TÜBINGEN He approaches a group of people, who are in a lively conversation about  the latest on-goings among their friends.  He sneaks up at the group and shouts to their backs  “ Our insurances are the most inexpensive of all. ”   Then he moves on to the next group of people at the party.  This is the principle of the classic advertisement. A man appears at a party
26.11.10 Seite  A man appears at a party STORYMAKER GMBH TÜBINGEN He approaches a group of people, who are in a lively conversation about  the latest on-goings among their friends.  He slowly approaches the group, then says  “  Excuse me, I am working with  an insurance company, and I would like to introduce in detail the advantages of our latest  liability insurance to you . ”  Two women turn away, bored, yet one gentleman in the  round listens interestedly.  This is the principle of the classic PR.
A man appears at a party STORYMAKER GMBH TÜBINGEN 26.11.10 Seite  He approaches a group of people, who are in a lively conversation about  the latest on-goings among their friends. He listens for a while, then tells a funny story from his circle of friends. All members of the  group engage in a friendly talk, thinking the man a pleasant person. When the conversation  topic turns to a very expensive broken vase, the man explains that he works for an insurance  company, which actually offers a quite good deal for this kind of case. He writes down his telephone number on a piece of paper and gives it to the person who brought up the topic, in case he  needs support. Then the conversation continues into another direction.  This is the principle of social media relations.
26.11.10 Seite  If I want to build up relations, first I should determine: with whom? Multipliers like journalists, bloggers, opinion-makers, PR people, marketers,  event organisors etc.  Customers and potential customers Listeners, general public,  Google and other search  engine users, etc. Colleagues and  potential colleagues A big party – many guests.
26.11.10 Seite  STORYMAKER GMBH TÜBINGEN 26.11.10 Seite  In the primary communication channels of the social web! Where is this party taking place where I can meet people that are interesting to me?  A big party– the location
26.11.10 Seite  And they add their specific perspectives of these things!  People are interested in my specific perspective of things!  Topics people are interested in? My Content
26.11.10 Seite  STORYMAKER GMBH TÜBINGEN 26.11.10 Seite  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Connecting People and Topics
PR Content Website Microsites Blog 26.11.10 Seite  Newsletter Communication Corporate Hosting XING Facebook Twitter Foursquare Yammer Youtube Flickr Issuu Slideshare Communication Architecture:  Model and Interaction
26.11.10 Seite  I First: An equal among many of my kind. Very many. My role?
26.11.10 Seite  STORYMAKER GMBH TÜBINGEN 26.11.10 Seite  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When will I myself become a multiplier?
26.11.10 Seite  Me As soon as I stand for something: At the centre of the attention of the topics discussed My role?
26.11.10 Seite  Me Superficially spoken, yes. But I can also have a more private conversation away from the party  But are these relations yet?
26.11.10 Seite  Me Some relations stay superficial, while some become more close, and some will become real friendships.  The development of a relation
...and eventually we leave the restrictions of the virtual world to further develop our relation.  26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia The development of a relation
Thank you very much for your attention! www.storymaker.de 26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia

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Social Media Relations - English, Bjoern Eichstaedt Storymaker

  • 1. Social Media Relations Björn Eichstädt, Storymaker GmbH, BAW Munich, 12. July 2010
  • 2. Social Media Relations 26.11.10 Seite STORYMAKER GMBH TÜBINGEN
  • 3. 26.11.10 Seite STORYMAKER GMBH TÜBINGEN He approaches a group of people, who are in a lively conversation about the latest on-goings among their friends. He sneaks up at the group and shouts to their backs “ Our insurances are the most inexpensive of all. ” Then he moves on to the next group of people at the party. This is the principle of the classic advertisement. A man appears at a party
  • 4. 26.11.10 Seite A man appears at a party STORYMAKER GMBH TÜBINGEN He approaches a group of people, who are in a lively conversation about the latest on-goings among their friends. He slowly approaches the group, then says “ Excuse me, I am working with an insurance company, and I would like to introduce in detail the advantages of our latest liability insurance to you . ” Two women turn away, bored, yet one gentleman in the round listens interestedly. This is the principle of the classic PR.
  • 5. A man appears at a party STORYMAKER GMBH TÜBINGEN 26.11.10 Seite He approaches a group of people, who are in a lively conversation about the latest on-goings among their friends. He listens for a while, then tells a funny story from his circle of friends. All members of the group engage in a friendly talk, thinking the man a pleasant person. When the conversation topic turns to a very expensive broken vase, the man explains that he works for an insurance company, which actually offers a quite good deal for this kind of case. He writes down his telephone number on a piece of paper and gives it to the person who brought up the topic, in case he needs support. Then the conversation continues into another direction. This is the principle of social media relations.
  • 6. 26.11.10 Seite If I want to build up relations, first I should determine: with whom? Multipliers like journalists, bloggers, opinion-makers, PR people, marketers, event organisors etc. Customers and potential customers Listeners, general public, Google and other search engine users, etc. Colleagues and potential colleagues A big party – many guests.
  • 7. 26.11.10 Seite STORYMAKER GMBH TÜBINGEN 26.11.10 Seite In the primary communication channels of the social web! Where is this party taking place where I can meet people that are interesting to me? A big party– the location
  • 8. 26.11.10 Seite And they add their specific perspectives of these things! People are interested in my specific perspective of things! Topics people are interested in? My Content
  • 9.
  • 10. PR Content Website Microsites Blog 26.11.10 Seite Newsletter Communication Corporate Hosting XING Facebook Twitter Foursquare Yammer Youtube Flickr Issuu Slideshare Communication Architecture: Model and Interaction
  • 11. 26.11.10 Seite I First: An equal among many of my kind. Very many. My role?
  • 12.
  • 13. 26.11.10 Seite Me As soon as I stand for something: At the centre of the attention of the topics discussed My role?
  • 14. 26.11.10 Seite Me Superficially spoken, yes. But I can also have a more private conversation away from the party But are these relations yet?
  • 15. 26.11.10 Seite Me Some relations stay superficial, while some become more close, and some will become real friendships. The development of a relation
  • 16. ...and eventually we leave the restrictions of the virtual world to further develop our relation. 26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia The development of a relation
  • 17. Thank you very much for your attention! www.storymaker.de 26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia