how to approach social media architecture as a corporate communications architecture
TRANSCRIPT
STORYMAKER GMBH TÜBINGEN | PEKING23/4/18 Seite 1
Vielen Dank für Ihre Aufmerksamkeit!How to approach Social Mediaas a corporate communications architecture
Björn Eichstädt, Managing Partner Storymaker GmbH, Germany
Beijing, November 24, 2011
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Social Media and Storymaker
Social Web History•Started blogging on storyblogger.de in 2005•First blog projects for customers in 2006•Started internal video production in 2007•Started agency twitter account in 2007•Ongoing pilot projects for customers from 2008 on•Social Media in almost 50 percent of customer projects•2010: Starting to think about Social Media in China
Products and services•Social Media Strategies•Social Media Outscourcing•Storytelling and Social Media•Content: Text, Video, Pictures, Slides etc. etc.
STORYMAKER GMBH TÜBINGEN | PEKING
Ever heard this before?
„We HAVE TO do something with social media!“
„We HAVE TO do something with social media!“
„Because EVERYBODY is doing it – in China and the world! “
„Because EVERYBODY is doing it – in China and the world! “
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STORYMAKER GMBH TÜBINGEN | PEKING
What is your goal when joining a conversation?
Why should YOU do it?BUT WAIT!
Which platforms and networks are interesting for you and your company?
What is relevant for your company?
Who can do the job? What kind of content do you need? What are the processes?
How do you start, who will do all the work?
How do you design compelling contents? How do you make them interactive? Viral? Word of mouth?
How do you get noticed?
STORYMAKER GMBH TÜBINGEN | PEKING18.04.23
The POST approach
People:
Objectives:
Strategy:
Technology:
Who are my stakeholders– and where will I find them on social media platforms? What do I want to achieve? More visits to the website? New employees or expats? A happy headquarter? What do I need to do to achieve these objectives? How will the relationship with my target audience change? Finally: which platforms do I have to use in order to reach the people I want to reach in the way I want to reach them? What do I need to keep in mind concerning unavailability of certain platforms? And what does China have to offer?
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Digital Communications Architecture
Telling Being Hosting
PR-Content
Website
Microsite
Blog
Newsletter
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The Stakeholders
Telling
Com
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• Customers• Potential Customers• Employees• Potential Employees• Journalists• Bloggers• Influencers• Interested general public • Partners• Associations• NGOs• Etc.
STORYMAKER GMBH TÜBINGEN | PEKING18.04.23
What do you want from them?
Relations
Feedback
Ideas
Understanding
Customers
Reach
Sales
Interest
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• Customers• Potential Customers• Employees• Potential Employees• Journalists• Bloggers• Influencers• Interested general public • Partners• Associations• NGOs• Etc.
STORYMAKER GMBH TÜBINGEN | PEKING18.04.23
What do they want from you?
Personality
Listening
Expertise
Views
Opinions
Leadership
Entertainment
Education
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• Customers• Potential Customers• Employees• Potential Employees• Journalists• Bloggers• Influencers• Interested general public • Partners• Associations• NGOs• Etc.
STORYMAKER GMBH TÜBINGEN | PEKING18.04.23
How do I do this? The Strategy
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• Customers• Potential Customers• Employees• Potential Employees• Journalists• Bloggers• Influencers• Interested general public • Partners• Associations• NGOs• Etc.
Me
Need
Offer
STORYMAKER GMBH TÜBINGEN | PEKING18.04.23
The Strategy: Reach beyond direct contacts
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Material: Text, Video, Audio, Photo, pdf, ppt...
Telling Being Hosting
PR-Content
Website
Microsite
Blog
Newsletter
Com
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Communication: Ask, Answer, Anticipate, Interact, Share...
Telling Being Hosting
PR-Content
Website
Microsite
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Identity: Corporate Story at the Core
Telling Being Hosting
PR-Content
Website
Microsite
Blog
Newsletter
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1. Interacting with a Chinese Community
Telling Being Hosting
PR-Content
Website
Microsite
Blog
Newsletter
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2. And Getting Chinese Content to an international Community
Telling Being Hosting
PR-Content
Website
Microsite
Blog
Newsletter
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STORYMAKER GMBH TÜBINGEN | PEKING
„Creativity is justconnecting dots“Steven P. Jobs
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„We cannot live only for ourselves. A thousand fibers connect us with our fellow men.“
Herman Melville
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www.storymaker.de
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tinThe Art of Turning Companies Into Success Stories