www.fh-wien.ac.atFHWien-Studiengänge der WKW

Gaming for gloryPositioning brands in social communities

Robert Kana  

May, 17th 2008, Paris

www.fh-wien.ac.at

Difficulties for brand positioning in that new environment

• Social communities don’t allow branding• People would get disturbed there• People look for social exchange• People try to find (and solve) problems there• People are active independently

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Why positioning Brands in online communities?

• People’s time in online communities increases• To get into contact with people • That is what permission marketing intends

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How to position brands in online communities?

It is not suitable to advertise. Therefore we will have to find new perspectives:

•Presence (instead of advertising)•Being creative (instead of following common scripts)•Develop employees to stakeholders•Encourage employees to act self dependent for the company

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The students project: how we deal with it

The aims of using this strategic game for the students are:

1.Getting acquainted with the field of online social communities and learning how effective communication can be managed in such an environment.2.Learning to manage team processes (virtual teams).3.Positioning the Institute of communication management of the FH-WIEN ingame. 4.Heighten awareness of other players ingame for the FH-WIEN (ingame players could become future students).

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Being creative with the original brand of FHWien

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Being creative with the original brand of FHWien

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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Constructing a communication network for online social communities

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The differences between offline and online environment

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Real life communication

Virtual life communication

Communicate active Communicate passiveReach others Getting known

Respect authorities and convince them

Tease with content offers and wait

Find stakeholders Find out, what others need

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Gaming for glory

Thank you!

Robert Kana

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