Communication for the
   21st Century



          1
Change is constant.

 The pace of change in our technological capacities and in media users’
 behaviour is breathtaking.

 This change is constant and difficult to predict – and it affects us all. The ability
 to adapt your company both to your own experience and to new demands is a
 key competitive advantage.

 The experience of the past several years shows us that long-term, detailed
 planning can often become outdated very quickly.




                                      2
Good ideas are simple ideas.

“Perfection doesn’t mean there is nothing more you can add. It means there is
nothing more you can leave out.”*
We believe that less is more. Concentrating on the key essentials of an idea is our
number one priority.

๏   Limitations bolster creativity and drive innovation.

๏   Every function that is not absolutely necessary only confuses a potential user
    and damages the clarity of a company or brand’s profile.

๏   A targeted online solution is on the market faster, contains fewer flaws and is
    easier to adapt in the future.

๏   In the field of new business an entry-level version with the capacity for
    ongoing development has proved to be a successful model.



                                       3                             *Antoine de Saint-Exupéry
The community as a success factor.

๏   A brand’s community is one of its key success factors.

๏   We involve users into our campaigns, creating applications that continually
    develop and remain attractive in the long run.

๏   Customers that are actively involved demonstrate stronger identification with a
    brand, help the brand improve its offerings, serve as communication
    disseminators, and provide valuable consumer insights.

๏   We think in terms of user-centred design (added value and usability), focusing
    on the needs of the target group and on their use of media.




                                      4
Creation and technology.
Conceptual design, technology and creative work need to interact closely with one
another to integrate all channels and media successfully in the future: often media
determine the framework for the creation.

To develop individual solutions, we evaluate the appropriate technology mix and
develop web applications, preferably using Ruby on Rails or a content
management system like Typo3 or Wordpress.

We also offer integration into existing social networks as well as developments for
the iPhone, iPad and Android.




                                      5
Philosophy of agile development.




                  6
Ingredients for success:

๏   A vision that is constant: it defines targets and directions

๏   A team that supports the philosophy of an agile approach and passes that
    enthusiasm on to customers

๏   A technology that can be implemented quickly

๏   A focused idea that works in the market immediately and that can be adapted
    and developed based on experience and on changing needs

๏   A customer base (community) that is actively involved and that serves as a
    generator of ideas and a disseminator for communication




                                       7
SocialThinkers
  Web development




         8
SocialThinkers
                                                                Our services




         Viral monitoring & amplification                                                   Added Value Concepts

We strengthen a brand’s message by developing viral                            We generate added value based on a brand’s values to
marketing concepts and establishing brand networks.                            develop new touchpoints between a brand and its users
                                                                               (campaign websites, add-ons, online tools, iPhone apps etc.).
We analyse a company’s existing social media landscape
(social media monitoring, viral marketing, social media                        We devise, create and implement innovative business models
marketing, brand communities etc.).                                            (online/mobile).




                    Consulting                        Concept                  Creation                    Implementation




                                                                     9
What do we contribute?
What is the benefit for you?
                                                                            Deep understanding of technology
Solutions that offer users relevant added value
                                                                            Extensive experience in developing Web 2.0
Fast, functional online solutions on the market
                                                                            social media solutions
Continuous adaptation to new conditions
                                                                            Many years of experience with brands
                                                                            and communication
Consumer insights in real time
                                                                            Consulting, concepts, creation and
Stronger brand loyalty by involving customers
                                                                            technical implementation from one provider

                                                   Communication for the    Agile development

                                                      21st Century



                                 What are we?                          What are we like?

                                 Agile, experienced, creative          Open, straightforward, competent
                                 entrepreneurs




                                                                10
Web development – structural overview.




                               !




                   11
kulturkenner.de
    Case study




        12
The starting point:
 ๏
A fragmented cultural landscape

 ๏
There was no comprehensive system in place to show the cultural diversity of
 North Rhine-Westphalia.

 ๏
Merely listing a variety of dates and times for events is of little benefit to users
 and does not offer “new” access.

 ๏
The user groups are highly diverse and many of them cannot be reached through
 classic media.



 ๏
 The future lies in developing network structures, i.e. existing cultural events
 must be made visible and linked to others.

 ๏
Creating added value generates word of mouth (“buzz”) for the portal itself and
 for events and cultural institutions.
                                        13
Promised benefit and user motivation.
๏
 Discover the cultural diversity of North Rhine-Westphalia based on your
preferences

๏
 Inspirational, visual , intuitive, fast and comprehensive

๏
 Create your own personal cultural guide – online and to take with you. Mark and
organise events, locations and highlights based on your current preferences and
your situation

๏
 Share events with friends and family: recommend events to others and invite
them to take part




                                          14
15
16
17
18
19
20
21
22
23
24
Summary:
๏   A new approach to culture, arts and leisure in North Rhine-Westphalia
    (linking and grouping according to themes)

๏   Online showcase (multi-media clustering of existing web content)

๏   Involvement of users interested in culture, arts and leisure (viral character,
    culture planner, sharing)

๏   Establishment of a universal database with API

๏   Integration of facebook as a fundamental component of the website >
    open social integration

๏   Evolution of the portal (tracking to evolve function and inspiration)



                                       25
Clients.
SocialThinkers are managed by...

            André Limmer - consulting , conception, implemantion

            Development and implementation of online projects with
            focus on community-building web-development inter alia
            Otto, Expedia, Bank für Sozialwirtschaft, CSC, DAIHATSU
            Automotive, Dumont, E.ON and Ferrero.

            Jörg Zabel - business development, controlling

            longtime experience in agency management, brand
            development and brand management as well as
            management of major interdisciplinary teams inter alia Burger
            King, Deutsche Bank, E.ON, germanwings and holiday autos.



                       27

SocialThinkers_Credential_english

  • 1.
    Communication for the 21st Century 1
  • 2.
    Change is constant. The pace of change in our technological capacities and in media users’ behaviour is breathtaking. This change is constant and difficult to predict – and it affects us all. The ability to adapt your company both to your own experience and to new demands is a key competitive advantage. The experience of the past several years shows us that long-term, detailed planning can often become outdated very quickly. 2
  • 3.
    Good ideas aresimple ideas. “Perfection doesn’t mean there is nothing more you can add. It means there is nothing more you can leave out.”* We believe that less is more. Concentrating on the key essentials of an idea is our number one priority. ๏ Limitations bolster creativity and drive innovation. ๏ Every function that is not absolutely necessary only confuses a potential user and damages the clarity of a company or brand’s profile. ๏ A targeted online solution is on the market faster, contains fewer flaws and is easier to adapt in the future. ๏ In the field of new business an entry-level version with the capacity for ongoing development has proved to be a successful model. 3 *Antoine de Saint-Exupéry
  • 4.
    The community asa success factor. ๏ A brand’s community is one of its key success factors. ๏ We involve users into our campaigns, creating applications that continually develop and remain attractive in the long run. ๏ Customers that are actively involved demonstrate stronger identification with a brand, help the brand improve its offerings, serve as communication disseminators, and provide valuable consumer insights. ๏ We think in terms of user-centred design (added value and usability), focusing on the needs of the target group and on their use of media. 4
  • 5.
    Creation and technology. Conceptualdesign, technology and creative work need to interact closely with one another to integrate all channels and media successfully in the future: often media determine the framework for the creation. To develop individual solutions, we evaluate the appropriate technology mix and develop web applications, preferably using Ruby on Rails or a content management system like Typo3 or Wordpress. We also offer integration into existing social networks as well as developments for the iPhone, iPad and Android. 5
  • 6.
    Philosophy of agiledevelopment. 6
  • 7.
    Ingredients for success: ๏ A vision that is constant: it defines targets and directions ๏ A team that supports the philosophy of an agile approach and passes that enthusiasm on to customers ๏ A technology that can be implemented quickly ๏ A focused idea that works in the market immediately and that can be adapted and developed based on experience and on changing needs ๏ A customer base (community) that is actively involved and that serves as a generator of ideas and a disseminator for communication 7
  • 8.
    SocialThinkers Webdevelopment 8
  • 9.
    SocialThinkers Our services Viral monitoring & amplification Added Value Concepts We strengthen a brand’s message by developing viral We generate added value based on a brand’s values to marketing concepts and establishing brand networks. develop new touchpoints between a brand and its users (campaign websites, add-ons, online tools, iPhone apps etc.). We analyse a company’s existing social media landscape (social media monitoring, viral marketing, social media We devise, create and implement innovative business models marketing, brand communities etc.). (online/mobile). Consulting Concept Creation Implementation 9
  • 10.
    What do wecontribute? What is the benefit for you? Deep understanding of technology Solutions that offer users relevant added value Extensive experience in developing Web 2.0 Fast, functional online solutions on the market social media solutions Continuous adaptation to new conditions Many years of experience with brands and communication Consumer insights in real time Consulting, concepts, creation and Stronger brand loyalty by involving customers technical implementation from one provider Communication for the Agile development 21st Century What are we? What are we like? Agile, experienced, creative Open, straightforward, competent entrepreneurs 10
  • 11.
    Web development –structural overview. ! 11
  • 12.
    kulturkenner.de Case study 12
  • 13.
    The starting point: ๏ A fragmented cultural landscape ๏ There was no comprehensive system in place to show the cultural diversity of North Rhine-Westphalia. ๏ Merely listing a variety of dates and times for events is of little benefit to users and does not offer “new” access. ๏ The user groups are highly diverse and many of them cannot be reached through classic media. ๏ The future lies in developing network structures, i.e. existing cultural events must be made visible and linked to others. ๏ Creating added value generates word of mouth (“buzz”) for the portal itself and for events and cultural institutions. 13
  • 14.
    Promised benefit anduser motivation. ๏ Discover the cultural diversity of North Rhine-Westphalia based on your preferences ๏ Inspirational, visual , intuitive, fast and comprehensive ๏ Create your own personal cultural guide – online and to take with you. Mark and organise events, locations and highlights based on your current preferences and your situation ๏ Share events with friends and family: recommend events to others and invite them to take part 14
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
    Summary: ๏ A new approach to culture, arts and leisure in North Rhine-Westphalia (linking and grouping according to themes) ๏ Online showcase (multi-media clustering of existing web content) ๏ Involvement of users interested in culture, arts and leisure (viral character, culture planner, sharing) ๏ Establishment of a universal database with API ๏ Integration of facebook as a fundamental component of the website > open social integration ๏ Evolution of the portal (tracking to evolve function and inspiration) 25
  • 26.
  • 27.
    SocialThinkers are managedby... André Limmer - consulting , conception, implemantion Development and implementation of online projects with focus on community-building web-development inter alia Otto, Expedia, Bank für Sozialwirtschaft, CSC, DAIHATSU Automotive, Dumont, E.ON and Ferrero. Jörg Zabel - business development, controlling longtime experience in agency management, brand development and brand management as well as management of major interdisciplinary teams inter alia Burger King, Deutsche Bank, E.ON, germanwings and holiday autos. 27