Download - Corporate Communications 2.0
SUMMERSCHOOL 2009
CORPORATE COMMUNICATIONS 2.0
22. TO 24. JULY 2009 DR. GERALD FRICKE AND YOU...!
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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
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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
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Corporate Communications
Mission Statement
One to many
One Size Fits All
Top Down
E-Readiness?
Be honest
CORPORATE COMMUNICATIONS AND E-READINESS?
Listen
Cultural Differences?
Trust the people
Collaborate
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Corporate Communications
Mission Statement
One to many
One Size Fits All
Top Down
Have Fun?
Be honest
CORPORATE AND „PRIVATE“ WEB 2.0?
Listen
My Personal Web 2.0 Tools?
Trust the people
Collaborate
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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
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Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
MARKETING COMMUNICATIONS
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Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
IN THE OLD DAYS…
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Fill, C., Marketing Communications: Interactivity, Communities and Content, Financial Times Prentice Hall; 5th Revised edition, 2009
THE KEY BRAND MESSAGES…
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“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?
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LET’S TALK ABOUT DELL…
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http://www.intel.com/communities/index.htm?iid=subhdr-DE+communities
LET’S TALK ABOUT INTEL…
FROM BRAND MANAGEMENT TO BRAND WIKIFICATON
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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
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Control
Top Down
Closed
Big Ads
One to Many
HI, I AM THE BRAND MANAGER
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Today customers influence brands
New Brand Management Strategies
Bottom Up
Open
Conversation
Many to Many
Transparency
„HERE COMES EVERYBODY!“
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BRANDS SOCIALIZING VIA TWITTER, YOUTUBE...
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From Mass Economy to Mass of Niches
Long Tail Economy (Chris Anderson)
The Death of “Positioning”
Customer Driven Economy
MY PERSONAL BRAND?
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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?
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Brand Wikification is:
credible
constantly occurring
forcing the companies to respond
measurable
BRAND WIKIFICATION
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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
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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?
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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?
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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?
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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
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The Essence of Public Relations 2.0:
Listen first. Show you understood. Then react.
ESSENCE OF PR 2.0
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FRERK OHM AND ADIDAS...
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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
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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
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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
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THE HERO OF GERMAN BLOGOSPHERE
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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
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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
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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
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„LET‘S DO IT SUSTAINABLE...“
CSR-Reporting
Evaluation
Web 2.0 Governance
CSR-Indizes
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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
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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!
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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
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Thanks to Jonte Laatz, Lennard Timm, Inga Lowin, Asadeh Beigi, Alexander Perl and Jascha Barsegar.