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So wird 2011: 9 Thesen

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9 Thesen von Wolfgang Lünenbürger-Reidenbach, was 2011 bringt - im Bereich Kommunikation und Social Media

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So wird 2011: 9 Thesen

  1. 1. So wird 2011 9 Thesen und einige Zahlen von @luebue
  2. 2. Ausblick 2011 2 I. Social in der Kommunikation
  3. 3. Ausblick 2011 3
  4. 4. Ausblick 2011 4 These 1 Keine Kampagne Kein Social Media mehr ohne mehr ohne ROI- Social Media Betrachtung Ob er einen wird das wichtigste Social-Media-ROI Argument für die Wahl zeigen kann, des Agenturpartners
  5. 5. Ausblick 2011 5
  6. 6. Ausblick 2011 6 These 2 Nahezu alle Unternehmen mit Markenkommunikation werden Social Media-Manager installieren Social Media ist 2011 bei den Unternehmen und Marken angekommen. Agenturen können keinen Bullshit mehr verkaufen.
  7. 7. Ausblick 2011 7
  8. 8. Ausblick 2011 8 These 3 Social Media und Direktmarketing werden zusammenwachsen Dass das Direktmarketing 2011 Social Media in den Methodenkanon aufnimmt, ist ein Zeichen, wie erwachsen Social Media geworden ist.
  9. 9. Ausblick 2011 9 II. Trends im Internetz
  10. 10. Ausblick 2011 10 +91% StudiVZ -28% von August bis November Facebook 21 Wer Kennt Wen SchuelerVZ StudiVZ -16% -17% meinVZ -32% -49% Xing 3,5 2,6 3,8 2,8 5,1 Unique Visitors in Mio Quelle: doubleclick AdPlanner Nov 10 Vergleich: Dez 09/Nov 10
  11. 11. Ausblick 2011 11 These 4 StudiVZ wird StudiVZ -28% von August bis November den Weg von MySpace gehen StudiVZ wird aufgeben und kein Social Network mehr sein wollen, sondern ein neues Geschäftsmodell suchen
  12. 12. Ausblick 2011 12 Leser Zuschauer Konsumenten Prosumenten Facebook Browser Multitouch Inhalt Text Funktionalität
  13. 13. Ausblick 2011 13 These 5 Es gibt drei Internets: Facebook Browser Multitouch Das „klassische“ Internet ist nur noch eine von mehreren „Abspielstationen“ der Inhalte und Funktionen
  14. 14. Ausblick 2011 14
  15. 15. Ausblick 2011 15 These 6 mobiles Internet und Lokalisierungsdienste bestimmen Social Media und E-Commerce Social Media und E-Commerce werden mobil, ebenso die Onlinekommunikation mit Konsumenten – oder sie findet nicht mehr statt
  16. 16. Ausblick 2011 16 III. Konsequenzen für die Arbeit
  17. 17. Ausblick 2011 17
  18. 18. Ausblick 2011 18 These 7 Die Zusammenarbeit zwischen Unternehmen und Agenturen orientiert sich am Modell der „agilen Entwicklung “ Mittelgroße Agenturen werden sich darauf am besten einstellen können
  19. 19. Ausblick 2011 19
  20. 20. Ausblick 2011 20 These 8 Generalisten werden Spezialisten überlegen sein Agenturen, die Onlinekommunikation und Social Media als Querschnittdisziplin organisieren und Generalisten vorhalten, sind den Anforderungen der Kunden am besten gewachsen.
  21. 21. Ausblick 2011 21
  22. 22. Ausblick 2011 22 These 9 Unter den Beratern wird sich die Spreu vom Weizen trennen Die Lautsprecher der Szene, die keine abgeschlossenen Projekte mit positivem ROI vorweisen können, werden außerhalb der Konferenzen, Barcamps und Fachmedien nicht mehr wahrgenommen werden.
  23. 23. Ausblick 2011 23 ...und dann noch ein paar Zahlen
  24. 24. Ausblick 2011 24 Internet ist Alltag 100 98,4 89,9 14-19 81,9 20-29 68,9 30-39 40-49 50-59 60+ 28,2 Internetnutzung in % Quelle: ARD/ ZDF Onlinestudie 2010
  25. 25. Ausblick 2011 25 Social Media auch ... Wikipedia 73 Video 34% mit eigenem 58 Profil! Soziale Netze (privat) Foto 39 Soziale Netze (beruflich) Blogs 19 7 7 Nutzer in % (Grundgesamtheit: Internetnutzer) Quelle: ARD/ ZDF Onlinestudie 2010
  26. 26. Ausblick 2011 26 ... vor allem bei jungen Menschen eigenes Profil! eigenes Profil! 95 85 85 95 Wikipedia 81 65 Video Soziale Netze (privat) Foto Soziale Netze (beruflich) 27 12 Blogs 28 6 14 5 20-29 14-19 Quelle: ARD/ ZDF Onlinestudie 2010
  27. 27. Ausblick 2011 27 Wer ist wie groß? Facebook 21 Wer Kennt Wen SchuelerVZ StudiVZ meinVZ Xing 3,5 2,6 3,8 2,8 5,1 Unique Visitors in Mio Quelle: doubleclick AdPlanner Nov 10
  28. 28. Ausblick 2011 28 Wer ist wie groß? +91% StudiVZ -28% von August bis November Facebook 21 Wer Kennt Wen SchuelerVZ StudiVZ -16% -17% meinVZ -32% -49% Xing 3,5 2,6 3,8 2,8 5,1 Unique Visitors in Mio Quelle: doubleclick AdPlanner Nov 10 Vergleich: Dez 09/Nov 10
  29. 29. Ausblick 2011 29 Nutzung von Communitys (Nutzer mit eigenem Profil) 45 42 täglich wöchentlich monatlich 9 4 seltener Nutzung in % Quelle: ARD/ ZDF Onlinestudie 2010
  30. 30. Ausblick 2011 30 Nutzung bei jungen Menschen 59 54 36 40 täglich wöchentlich monatlich 6 4 seltener 20-29 1 14-19 Quelle: ARD/ ZDF Onlinestudie 2010
  31. 31. Ausblick 2011 31 Was machen die Mitglieder in Communitys? 72 69 66 65 täglich/wöchentlich nie 11 17 13 Fanpages nutzen 11 Quiz und Spiele Informieren über Freunde Nachrichten an Freunde Quelle: ARD/ ZDF Onlinestudie 2010
  32. 32. achtung! Social Media 32 Social Media @
  33. 33. achtung! Social Media 33 Das Social Media Portfolio von achtung! Eingebettet in alle Kommunikationsdisziplinen  Strategieentwicklung  agile Beratung  Entwicklung, Planung und Umsetzung von Social-Media-Projekten (beispielsweise Social-Media-Relations, Kooperationen, Profile und Auftritte, Botschafter)  Facebook-Relations und Facebook-Marketing (beispielsweise Profile, Pages, Places, Deals, Leadgenerierung, Conversion, Shops)  Social-Media-Kreation  Social Media als Kampagnenkatalysator
  34. 34. achtung! Social Media 34 Wolfgang Lünenbürger-Reidenbach Management Supervisor Digitale Strategie  gehört zu den „Top 5 Social Media Beratern in Deutschland“ (Werben & Verkaufen)  leistet Social-Media-Beratung und -Umsetzung seit 2005  ist international gefragter Redner auf Konferenzen und Workshops  war 2006-2009 Head of Social Media EMEA bei Edelman, der größten unabhängigen PR-Firma der Welt
  35. 35. achtung! Social Media 35 Erfahrung und Expertise Projekte (Auszug):  Blog und globale Social-Media-Strategie (Daimler AG): „Vater“ des mehrfach prämierten ersten Blogs eines deutschen DAX- Konzerns, das heute die Benchmark für alle Social-Media-Aktivitäten in Deutschland ist  Social-Media-Strategie (Schwäbisch Hall AG) Entwicklung der Social-Media-Strategie und der Vorstandsvorlage  Pro-Age-Netzwerk (Dove, Unilever) Erstes Netzwerk für Frauen 45+ in Deutschland zur Leadgenerierung und Produkteinführung, mehrere Preise
  36. 36. achtung! Social Media 36 Erfahrung und Expertise Projekte (Auszug):  Nogger Choc is back (Langnese, Unilever) Erste Community-Marketing-Kampagne für FMCG in Deutschland, mehrfach ausgezeichnet  Europäische Onlinestrategie für die Margarineoffensive Entwicklung und Pilotierung des europaweiten Onlineprogramms  Europäische Social-Media-Strategie für HP Koordination der Social-Media-Aktivitäten im Rahmen des „Influencer Marketing“ für mehrere Produktbereiche  Social-Media-Kampagne für Hornbach Entwicklung und Leitung des Social-Media-Einsatzes in der ersten crossmedialen Kampagne
  37. 37. Vielen Dank Wolfgang Lünenbürger-Reidenbach @luebue Blog http://haltungsturnen.de Lifestream http://luenenbuerger.de Twitter, MSN, GTalk, Skype, Facebook luebue achtung! GmbH Straßenbahnring 3 – 20251 Hamburg Telefon: +49 40 45 02 10-500 Telefax: +49 40 45 02 10-999 www.achtung.de
  38. 38. Wolfgang Lünenbürger-Reidenbach im Social Web Twitter http://twitter.com/luebue Facebook http://facebook.com/luebue Blog http://haltungsturnen.de Lifestream http://luenenbuerger.de Podcast http://brouhaha.de

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