Communications 2.0. Summer School 2010
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Transcript of Communications 2.0. Summer School 2010
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„Corporate Communications 2.0“ Gerald Fricke, Susanne Robra-Bissantz: Summer School 2010. Kick-Off 2010-07-19
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Corporate Communications in the old days...
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Corporate Communications Getting Green...
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Corporate Communications in the Age of Web 2.0...
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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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Mission Statement
One to many
One Size Fits All
Top Down
Corporate Communication, in the old days...
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Corporate Communications
Mission Statement
One to many
One Size Fits All
Top Down
Small is the new big
Conversational Marketing
Think distributed
Be honest
Corporate Communications in the Age of Web 2.0...
Listen
Be a platform
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
5. Towards the Age of Cooperation?
Towards 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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Research by wi²
Communications 2.0
Customer E-Services
Website- Faces
E-Readiness
Website-Testlab
Software Engineering
Viral communication
Campus 2.0
Mobile Services
Affective Patterns
Open Inovation
Web 2.0
Website Patterns
Service- Engineering
E-Services
Customized E-Services
Customer-to-
customer
Informations managemene
Strategies, Concepts and Systems for Cooperation,
Coordination and Communication
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Wi2 @ Web 2.0...
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Blogs are the New Websites....
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2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan)
2010-07-20 Open Innovation (Max)
2010-07-21 Web 2.0 tools for enterprises (Markus)
2010-07-22 Customer E-Services (Patrick)
2010-07-23 Brand Promoter 2.0 (Thomas)
2010-07-26 Knowledge Management (Alex, Stephan)
2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan)
2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork)
2010-07-29 Social Media Monitoring (Huynsup Ahn)
2010-07-30 Social Media Marketing (Martin Oetting)
The Lectures
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10:30 Introduction (Gerald)
• What does Corporate Communications 2.0 means?
• Institute of Business Informatics, esp. Information Management
• Students‘ experiences and skills in Conceptioning, Internet-Text, Screendesign,
Programming (?)
11:15 TUgehter as a platform for students (Stefan)
11:45 Team-Building
12:00 Tasks for TUgehter (Stefan, Jan)
15:00 First Brainstorming: Student‘s needs?
2010-07-19: Introduction
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2010-08-02 to 2010-08-12: Teamwork: New Features for TUgether
2010-08-10: First Draft of the Presentation
2010-08-13: Final Presentation: Concept or Prototypes for TUgether
2010-08-02 to 2010-08-13: Teamwork
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2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan)
2010-07-20 Open Innovation (Max)
2010-07-21 Web 2.0 tools for enterprises (Markus)
2010-07-22 Customer E-Services (Patrick)
2010-07-23 Brand Promoter 2.0 (Thomas)
2010-07-26 Knowledge Management (Alex, Stephan)
2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan)
2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork)
2010-07-29 Social Media Monitoring (Hyunsup Ahn)
2010-07-30 Social Media Marketing (Martin Oetting)
The Lectures
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Prof. Dr. Susanne Robra Bissantz / Dr. rer. pol. Gerald Fricke www.tu-braunschweig.de/wi2 [email protected]
TU Braunschweig - Carl-Friedrich-Gauß-Fakultät Institut für Wirtschaftsinformatik Abteilung Informationsmanagement Mühlenpfordtstraße 23, 38106 Braunschweig 0531-391-3123