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How to Approach Social Media Architecture as a Corporate Communications Architecture

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Storymaker GmbH
Storymaker GmbH

Presentation of keynote at Sino German Communications Forum in Beijing, China. Nov. 24th, 2011

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Vielen Dank für Ihre Aufmerksamkeit! 24.11.11 Seite How to approach Social Media as a corporate communications architecture Björn Eichstädt, Managing Partner Storymaker GmbH, Germany Beijing, November 24, 2011
24.11.11 Seite Social Media and Storymaker ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ever heard this before? „ We HAVE TO do something with social media!“ „ Because EVERYBODY is doing it – in China and the world! “ Photocase.com neelz
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?
The POST approach ,[object Object],[object Object],[object Object],[object Object],24.11.11 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? Seite
Digital Communications Architecture 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
The Stakeholders 24.11.11 Telling Community Seite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What do you want from them? 24.11.11 Relations Feedback Ideas Understanding Customers Reach Sales Interest Seite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What do they want from you? 24.11.11 Personality Listening Expertise Views Opinions Leadership Entertainment Education Seite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do I do this? The Strategy 24.11.11 Seite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Me Need Offer
The Strategy: Reach beyond direct contacts 24.11.11 Seite
Material: Text, Video, Audio, Photo, pdf, ppt... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
Communication: Ask, Answer, Anticipate, Interact, Share... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
Identity: Corporate Story at the Core 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
1. Interacting with a Chinese Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
2. And Getting Chinese Content to an international Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
„ Creativity is just connecting dots“ Steven P. Jobs 24.11.11 Seite „ We cannot live only for ourselves. A thousand fibers connect us with our fellow men.“   Herman Melville
www.storymaker.de photocase / cybernautin The Art of Turning Companies Into Success Stories

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How to Approach Social Media Architecture as a Corporate Communications Architecture

  • 1. Vielen Dank für Ihre Aufmerksamkeit! 24.11.11 Seite How to approach Social Media as a corporate communications architecture Björn Eichstädt, Managing Partner Storymaker GmbH, Germany Beijing, November 24, 2011
  • 2.
  • 3. Ever heard this before? „ We HAVE TO do something with social media!“ „ Because EVERYBODY is doing it – in China and the world! “ Photocase.com neelz
  • 4. 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?
  • 5.
  • 6. Digital Communications Architecture 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. The Strategy: Reach beyond direct contacts 24.11.11 Seite
  • 12. Material: Text, Video, Audio, Photo, pdf, ppt... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 13. Communication: Ask, Answer, Anticipate, Interact, Share... 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 14. Identity: Corporate Story at the Core 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 15. 1. Interacting with a Chinese Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 16. 2. And Getting Chinese Content to an international Community 24.11.11 Seite Community Telling Being Hosting PR -Content Website Microsite Blog Newsletter
  • 17. „ Creativity is just connecting dots“ Steven P. Jobs 24.11.11 Seite „ We cannot live only for ourselves. A thousand fibers connect us with our fellow men.“   Herman Melville
  • 18. www.storymaker.de photocase / cybernautin The Art of Turning Companies Into Success Stories