Daniel Jörg's Referat zum Thema Crowdsourcing und Open Collaboration im Rahmen des Burson-Marsteller Tabeltalk "Food for Thought". Der Tabletalk hat stattgefunden am 3.6.08 in Zürich und am 4.6. in Bern.

1. Crowdsourcing / Collaboration Food for Thought – 3. Juni in Zürich & 4. Juni in Bern

3. The Times they are a-changin ‘ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.

4. Frühstück 1.0

5. Frühstück 2.0

6. Publikum 1.0

7. Publikum 2.0

8. Content Push

9. Content Pull

10. Aufmerksamkeitsökonomie 1.0 Massenmedien Micromedien

11. Aufmerksamkeitsökonomie 2.0

13. The Times they are a changing Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.

14. 2. Unternehmenskommunikation 2.0 Werbung PR Virales Video User Generated Werbung Corp. Blogs Community Engagement Crowd Sourcing Open Close Communication Collaboration

15. 3. Crowdsourcing oder Collaboration Crowdsourcing Collaboration Wikinomics Open Source Smart Mobs Crowdsolving Peer Production Kollektive Intelligenz Open Innovation Ideogoras Community based Innnovation

17. 3. Crowdsourcing – dellideastorm.com

19. 3. Crowdsourcing – mystarbucksidea.com

21. 3. Crowdsourcing – gmnext.com

23. 3. Crowdsourcing - Goldcorp Challenge

24. 3. Crowdsourcing – und weitere

26. Branding Based on TRUST Invest in RELATIONSHIPS Not Transactions Risk is in NOT Participating The old paradigm for building brands has shifted to branding based on values and trust Companies must trust their brands, stakeholders, and especially their customers Push messages may drive a one-time action, whereas dialogue can build advocacy Invest in building relationships to generate self-propagating conversations and brand loyalty Conversations are happening with or without you Focus group of thousands Companies who do not participate risk being seen as irrelevant and out of touch Audiences do not want or respond to marketing messages, but they are open to conversations Unstructured nature of digital creates new participation opportunities 4. Takeway Points - Unternehmenskommunikation 2.0 INFLUENCE Instead of Control

28. Für Anregungen: http://foodforthought.ideascale.com/