1. The Culture of Communications in the Social WebFlorian SchleicherPresentation for my Master Thesis source: flickr.com/brandonj74

2. „The reality is: conversations are taking place online right now, usually without you. If you’re not part of the conversation, answers, questions, suggestions, complaints, (…) will go unmanaged, unresolved and unchallenged.“ (Solis/Breakenridge 2009, 153) Where are we now? source: flickr.com/kjten22 July 2010 | Florian Schleicher

3. What are the impacts on the communication of future generations, if communication via a new medium, via screens, gets more and more dominant? (cf. Greenfield 2008, 156) What is the problem? source: flickr.com/enix_dk July 2010 | Florian Schleicher

4. What value attach Austrian managers of Corporate Communications to the changed Culture of Communications of stakeholders in the Social Web? The main research question source: flickr.com/dlestarjette July 2010 | Florian Schleicher

5. The Culture of Communications source: flickr.com/zixeslew & flickr.com/pinklilyblossom July 2010 | Florian Schleicher

6. Understanding complex correlations Referring to the subjective perception of the researcher as a part of the finding-process (cf. Flick/Kardorff/Steinke 2003, 25) A qualitative research design source: flickr.com/snapsi42 July 2010 | Florian Schleicher

7. Casinos Austria AG Dr. Bernd Wollmann | Marketing New Media Checkfelix.com Heinz Grünwald | Social Media Josef Manner & Comp. AG Mag. Heidrun Gruber-Größwang & Gabriel Zirm | Marketingdepartment Spar Österreichische Warenhandels-AG Mag. Günther Schmidhuber | Corporate PR/Information voestalpine AG Mag. Gerhard Kürner | Corporate Communications Vöslauer Mineralwasser AG Mag. Yvonne Haider | Marketing Retail & Products Interviewees source: flickr.com/noname1191 July 2010 | Florian Schleicher

8. Managers of Corporate Communications in Austrian Profit-Organizations with Social Web experience Heterogenous organizations to make a generalization of the findings possible (cf. Flick 2003, 260) Interviewees source: flickr.com/noname1191 July 2010 | Florian Schleicher

9. Semi-structurized guidelines with flexible handling Focus on experiences and perceptions of the interviewees Type of interview source: flickr.com/hiddedevries July 2010 | Florian Schleicher

10. (cf. Losee, 1977 in Lamnek 2005, 250) Qualitative content analysis with deductive- and inductive-built categories according to Mayring Analyzing the material induction monitoring (1) (investigation) (3) descriptive principles (1) (theory) deduction source: flickr.com/blackham July 2010 | Florian Schleicher

11. Definition of the Culture of Communications (CoC) in the Social Web Challenges for organizations in the Social Web caused by the CoC Impacts of the CoC in the Social Web on the CoC Offline Model of IMC with an approach to the CoC in the Social Web Evaluation of the changed CoC in the Social Web by Austrian managers of Corporate Communications Findings source: flickr.com/lyza July 2010 | Florian Schleicher

12. Choice of words Flow of information Abilities to send and new role-definitions Interactivity Anonymity Property Expert status Banality Type of communication Formation of communities Definition of the Culture of Communications source: flickr.com/alcomm July 2010 | Florian Schleicher

13. Approval by the organizational top-management Accepting the employees ability to send information Creation of internal trust Gathering of additional ressources Adaption to the Culture of Communications Challenges source: flickr.com/divemasterking2000 July 2010 | Florian Schleicher

14. New characteristics and possibilities caused by technology Problem areas „anonymity“, „banality“ and „property“ existed already New mindsets evolve Changes in the usage of media Impacts source: flickr.com/houmr13 July 2010 | Florian Schleicher

15. Focus on adressing clients Supplemented by a stakeholder-perspective Instruments to receive, interact and send The model of IMC by Anders Gronstedt source: flickr.com/hansbrinker July 2010 | Florian Schleicher

16. Communication in the Social Web is seen as an essential part of efficient Corporate Communications The Culture of Communications has to be considered Messages are to be adapted to this environment An awareness of the risks and changes exists Evaluation of the managers source: flickr.com/b-tal July 2010 | Florian Schleicher

17. Florian Schleicher twitter.com/_whoelse www.florianschleicher.com source: flickr.com/robertvega