social media im einsatz für marke und unternehmenskultur

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Die Unterlagen zu einem Vortrag am 16.11.2009 in Wien im Rahmen des Corporate Culture Clubs.

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  • 1. Social Media im Einsatz fr Marke und Unternehmenskultur Corporate Culture Club / Palais Daun Kinsky in Wien 1010 am 16.11.2009 ein Vortrag von Dieter Rappold Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, ber die innerbetriebliche Verwendung hinaus, ist ohne die ausdrckliche und schriftlich erteilte Genehmigung von vi knallgrau GmbH nicht gestattet. Alle Rechte vorbehalten. Social Media, Corporate Culture Club, Wien am 16.11.2009 2

2. We are living in adigital eraHow should a brandsurvive withoutdigital experiences?Social Media, Corporate Culture Club, Wien am 16.11.20093 3. 2.0? Social Media, Corporate Culture Club, Wien am 16.11.20094 4. 130.507.70026,578.000.000.0002.000.000.000Social Media, Corporate Culture Club, Wien am 16.11.2009 5 5. 1. Twitter Post bei simonk am 27.05.2008 um 20:38 Blogpost bei helge.at am 27.05.2008 um 22:00ORF Futurezone Artikel am 28.05.2008 um 19:03 Artikel im Handelsblatt am 30.05.2008 um11:35 (Print + Online) Social Media, Corporate Culture Club, Wien am 16.11.20096 6. consumeproduceshareSocial Media, Corporate Culture Club, Wien am 16.11.2009 7 7. Your brand isformed primarily, notby what yourcompany says aboutitself, but what thecompany does.- Jeff Bezos, AmazonSocial Media, Corporate Culture Club, Wien am 16.11.2009 8 8. When I came home this last time, I had anemail from Zappos asking about the shoes,since they hadn't received them. I was justback and not ready to deal with that, so Ireplied that my mom had died but that I'dsend the shoes as soon as I could. [...] Yesterday, when I came home from town, aflorist delivery man was just leaving. It wasa beautiful arrangement in a basket [...]. Iopened the card, and it was from Zappos. Iburst into tears. I'm a sucker for kindness, +and if that isn't one of the nicest things I'veever had happen to me, I don't know whatis.Social Media, Corporate Culture Club, Wien am 16.11.2009 9 9. Coca-Cola brand 905 like this+ 1.000.000 fans275 KommentareSocial Media, Corporate Culture Club, Wien am 16.11.200910 10. Consumers aremore activelyengaged with brandsthan ever before! Social Media, Corporate Culture Club, Wien am 16.11.2009 11 11. If consumers reallyare in control, whatcan we learn fromtheir interaction withbrands today? - Razorfish 2009 Social Media, Corporate Culture Club, Wien am 16.11.200912 12. What is the secret sauce?Connecting is the new Killer App Social Media, Corporate Culture Club, Wien am 16.11.2009 13 13. The social filterIt comes to me in many ways:via Twitter, it shows up in myin-box, it shows up in my RSSbase, through conversations. Idon't go out looking for it.- Chris Anderson, WIREDSocial Media, Corporate Culture Club, Wien am 16.11.2009 14 14. Brands need tobecome contentproviders to betterconnect withconsumers. Social Media, Corporate Culture Club, Wien am 16.11.2009 15 15. Corporate TV: bmw.tv+ 300 Web VideosOnsite Video views:+8.200.000Offsite Video views*:+31.000.000* = YouTube, iTunes, Blogs, etc.Social Media, Corporate Culture Club, Wien am 16.11.2009 16 16. Social Media, Corporate Culture Club, Wien am 16.11.2009 17 17. Social Media, Corporate Culture Club, Wien am 16.11.2009 18 18. We may neverbecome true digitalnatives, but we canand must begin toassimilate to theirculture and way ofthinking - Rupert Murdoch, April 2005Social Media, Corporate Culture Club, Wien am 16.11.200919 19. Kultur? Gestaltungim weitesten Sinne alles, was der Mensch selbst gestaltendhervorbringtEntwicklung BewltigungNormativ: zu erfllende Ansprche Social Media, Corporate Culture Club, Wien am 16.11.2009 20 20. Unternehmenskultur?Entscheidungs- Werte findungNormen K O N T E X TBeziehungen Paradigmen zu Kollegen,Kunden & GlaubensstzeLieferantenKommunikation Denkmodellealler Stakeholder Social Media, Corporate Culture Club, Wien am 16.11.200921 21. Rumble in the JungleDigital Natives vs. Digital Imigrants Social Media, Corporate Culture Club, Wien am 16.11.2009 22 22. War for talent? connectingsharingparticipatingSocial Media, Corporate Culture Club, Wien am 16.11.2009 23 23. 1. Open Company: We are sharing know- how and Information 2. Mass Collaboration, we are looking for cooperation and collaboration 3. We are part of the netGeneration 4. We dont fear change we develop change 5. Peer Production: We are turning hierarchies upside down, but we expect from everybody to stick to the rulesUnternehmerisches Denken hat endlich einMedium gefunden und Mitarbeiter erreichenIhre Ziele nun leichter.Social Media, Corporate Culture Club, Wien am 16.11.2009 25 24. The cost of failing is In a hyper- tumbling downconnected world the dramatically. Learncost of being evil to fail. Fail faster,rises exponentially fail more often- Umair Haque, May 2009 - Jeff Jarvis, May 2009Social Media, Corporate Culture Club, Wien am 16.11.200926 25. Kunden Social Media, Corporate Culture Club, Wien am 16.11.2009 27 26. Antworten dieter.rappold@knallgrau.atvi knallgrau GmbH Pezzlgasse 7/1 A-1170 Wien http://www.knallgrau.atSocial Media, Corporate Culture Club, Wien am 16.11.2009 28 27. Quellen: http://www.flickr.com/photos/aherrero/2521374220/sizes/l/ http://lh6.ggpht.com/zurich.office.images/R86oi1QozVI/AAAAAAAAAfU/9MlQVFHFhGY/215_F4_meeting_informal.jpg http://johnwilborn.files.wordpress.com/2008/08/digital-native.jpg http://www.flickr.com/photos/flopisubmarina/3316673112/sizes/l/ http://www.ctd.northwestern.edu/images/youtube-logo(2).jpg http://scr3.golem.de/screenshots/0807/iPhone_3G/xx_iphone3g_pair.jpg http://www.flickr.com/photos/fhashemi/97033289/sizes/o/ http://www.rtdna.org/media/pdfs/communicator/2007/sep/Millennials.jpg http://www.flickr.com/photos/dailyinvention/77826607/sizes/o/ http://abm.typepad.com/mediapace/2008/07/digital-natives.html http://flickr.com/photos/kyz/2678673118/ http://twitpic.com/p8q65 http://twitpic.com/pj1cl http://consumerist.com/consumer/above-and-beyond/zappos-sends-you-flowers-311369.php http://www.presse.uni-oldenburg.de/uni-info/2002/4/fotos/fernrohr.gif http://www.salon.com/news/feature/2009/07/28/wired/index.html http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-brand-experience-report-2009 Quelle:http://geekandpoke.typepad.com/photos/uncategorized/2008/06/16/enterprise207b.jpg Photo,Quelle: http://flickr.com/photos/bethcanphoto/60493093/ http://vernacularist.typepad.com/the_vernacularist/images/blog_as_graph.png Social Media, Corporate Culture Club, Wien am 16.11.200929