Social Media im Einsatz für Marke und Unternehmenskultur

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Social Media im Einsatz für 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, über die innerbetriebliche Verwendung hinaus, ist ohne die ausdrückliche und schriftlich erteilte Genehmigung von vi knallgrau GmbH nicht gestattet.

Alle Rechte vorbehalten.

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We are living in a digital era

How should a brand survive without digital experiences?

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2.0?

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130.507.700 26,57

2.000.000.000 8.000.000.000

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1. Twitter Post bei simonk am 27.05.2008 um 20:38

Blogpost bei helge.at am 27.05.2008 um 22:00

ORF Futurezone Artikel am 28.05.2008 um 19:03

Artikel im Handelsblatt am 30.05.2008 um 11:35 (Print + Online)

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consume produce share

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Your brand is formed primarily, not by what your company says about itself, but what the company does.

- Jeff Bezos, Amazon

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„When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn't received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I'd send the shoes as soon as I could. [...]

Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket [...]. I opened the card, and it was from Zappos. I burst into tears. I'm a sucker for kindness, and if that isn't one of the nicest things I've ever had happen to me, I don't know what is.“

+

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905 like this

275 Kommentare

Coca-Cola brand

+ 1.000.000 fans

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Consumers are more actively engaged with brands than ever before!

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If consumers really are in control, what can we learn from their interaction with brands today?

- Razorfish 2009

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Connecting is the new Killer App

What is the secret sauce?

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The social filter

It comes to me in many ways: via Twitter, it shows up in my in-box, it shows up in my RSS base, through conversations. I don't go out looking for it.

- Chris Anderson, WIRED

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Brands need to become content providers to better connect with consumers.

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Corporate TV: bmw.tv

+ 300 Web Videos

Onsite Video views: +8.200.000

Offsite Video views*: +31.000.000

* = YouTube, iTunes, Blogs, etc.

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We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking

- Rupert Murdoch, April 2005

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Kultur?

„im weitesten Sinne alles, was der Mensch selbst gestaltend hervorbringt“

Normativ: „zu erfüllende Ansprüche“

Entwicklung

Gestaltung

Bewältigung

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Unternehmenskultur?

Normen

Werte

Paradigmen

Glaubenssätze

Denkmodelle

K O N T E X T

Entscheidungs-findung

Kommunikation aller Stakeholder

Beziehungen zu Kollegen, Kunden & Lieferanten

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Rumble in the Jungle

Digital Natives vs. Digital Imigrants

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War for talent?

connecting

sharing

participating

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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 don´t fear change – we develop change

5.  Peer Production: We are turning hierarchies upside down, but we expect from everybody to stick to the rules

„Unternehmerisches Denken hat endlich ein Medium gefunden und Mitarbeiter erreichen Ihre Ziele nun leichter.“

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„In a hyper-connected world the cost of being evil rises exponentially“

- Umair Haque, May 2009

„The cost of failing is tumbling down dramatically. Learn to fail. Fail faster, fail more often“

- Jeff Jarvis, May 2009

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Kunden

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Antworten

dieter.rappold@knallgrau.at

vi knallgrau GmbH

Pezzlgasse 7/1

A-1170 Wien

http://www.knallgrau.at

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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