corporate communications 2.0

SUMMERSCHOOL 2009

CORPORATE COMMUNICATIONS 2.0

22. TO 24. JULY 2009 DR. GERALD FRICKE AND YOU...!

Susanne Robra-Bissantz / Gerald Fricke 2

  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

PROGRAMM


Corporate Communications

  Mission Statement

  One to many

  One Size Fits All

  Top Down

Conversational Marketing

Be honest

1.0 VERSUS 2.0...

Listen

Be a platform

Trust the people

Collaborate




  One to many


  Top Down

E-Readiness?

Be honest

CORPORATE COMMUNICATIONS AND E-READINESS?

Listen

Cultural Differences?

Trust the people

Collaborate




  One to many


  Top Down

Have Fun?

Be honest

CORPORATE AND „PRIVATE“ WEB 2.0?

Listen

My Personal Web 2.0 Tools?

Trust the people

Collaborate


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

CORPORATE COMMUNICATIONS 2.0?

FROM MARKETING COMMUNICATIONS TO CONVERSATIONAL MARKETING


Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009

MARKETING COMMUNICATIONS



IN THE OLD DAYS…



THE KEY BRAND MESSAGES…


  “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

CONVERSATIONAL MARKETING?


LET’S TALK ABOUT DELL…


http://www.intel.com/communities/index.htm?iid=subhdr-DE+communities

LET’S TALK ABOUT INTEL…

FROM BRAND MANAGEMENT TO BRAND WIKIFICATON


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%

BEST GLOBAL BRANDS 2008


  Control

  Top Down

  Closed

  Big Ads

  One to Many

HI, I AM THE BRAND MANAGER


Today customers influence brands

  New Brand Management Strategies

  Bottom Up

  Open

  Conversation

  Many to Many

  Transparency

„HERE COMES EVERYBODY!“


BRANDS SOCIALIZING VIA TWITTER, YOUTUBE...


  From Mass Economy to Mass of Niches

  Long Tail Economy (Chris Anderson)

  The Death of “Positioning”

  Customer Driven Economy

MY PERSONAL BRAND?


  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

BRAND WIKIFICATION?


Brand Wikification is:

  credible

  constantly occurring

  forcing the companies to respond

  measurable

BRAND WIKIFICATION


  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

FROM FEDEREL EXPRESS TO FEDEX

FROM PUBLIC RELATIONS TO PR 2.0 AND SOCIAL MEDIA MARKETING


  Managing communications between an organisation and

the public

  Attracting attention and presenting your product

  Maintaining a Newsroom (“Press”) on web sites

WHAT DOES PUBLIC RELATIONS MEAN?


  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

HOW DO PUBLIC RELATIONS WORK?


  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

WHAT DOES PUBLIC RELATIONS 2.0 MEAN?


  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

HOW TO DO PR 2.0


  The Essence of Public Relations 2.0:

Listen first. Show you understood. Then react.

ESSENCE OF PR 2.0


FRERK OHM AND ADIDAS...


  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

TRADITIONAL VS. SOCIAL MEDIA


  POST Framework developed by Charlene Li and Josh

Bernoff, presented in „Groundswell“ in 2008

  Identify…

  People (P)

  Objectives (O)

  Strategy (S)

  Technology (T)

DEVELOPING A SOCIAL MEDIA 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

CASE STUDY: VODAFONE‘S NEW BRAND STRATEGY


THE HERO OF GERMAN BLOGOSPHERE


  Corporate Blog

  Social Networks: Facebook, StudiVZ, MySpace

  Media sites: Flickr, YouTube

  Is this a successful strategy?

  Is the product of epic innovation?

SOCIAL MEDIA SERVICES USED BY VODAFONE

FROM CORPORATE ETHICS TO CORPORATE SOCIAL RESPONSIBILITY 2.0


  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

BACKGROUND


  Volkswagen receives German Sustainability Award in the

category "Sustainable Brand“ in 2008

  Comprehensive sustainability strategy

  Sustainable supply chain management

  Anti-corruption initiatives

  Ethical guidelines

VOLKSWAGENS CSR-POLICY


„LET‘S DO IT SUSTAINABLE...“

CSR-Reporting

Evaluation

Web 2.0 Governance

CSR-Indizes


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

CORPORATE COMMUNICATIONS 2.0


  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!

HEY HO, LET‘S GO!


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.

LITERATURE


Thanks to Jonte Laatz, Lennard Timm, Inga Lowin, Asadeh Beigi, Alexander Perl and Jascha Barsegar.

corporate communications 2.0

Education

5th revised

social media

0 susanne

2009 susanne

susanne robra

public relations

public relations

social web