Gerald Fricke / Susanne Robra-Bissantz: Corporate Communications 2.0. Summer School 2010 (TU Braunschweig). Kick-Off 2010-07-19. Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2).

1. „Corporate Communications 2.0“
Gerald Fricke, Susanne Robra-Bissantz: Summer School 2010. Kick-Off 2010-07-19

2. Corporate Communications in the old days...

3. Corporate Communications Getting Green...

4. Corporate Communications in the Age of Web 2.0...

5. Hi, I am The Brand Manager
 Control
 Top Down
 Closed
 Big Ads
 One to Many

6. „Here Comes Everybody!“
Today customers influence brands
 New Brand Management Strategies
 Bottom Up
 Open
 Conversation
 Many to Many
 Transparency

7. Corporate Communication, in the old days...
 Mission Statement
 One to many
 One Size Fits All
 Top Down

8. Corporate Communications in the Age of Web 2.0...
Corporate Communications
 Mission Statement
Listen
 One to many
Collaborate
 One Size Fits All
 Top Down Trust the people
Small is the new big
Conversational Marketing
Think distributed Be a platform
Be honest

9. Towards Corporate Communications 2.0?
1. From Marketing Communications to Conversational Marketing
2. From Brand Management to Brand Wikification
3. From Public Relations to PR 2.0 and Social Media Marketing
4. From Corporate Ethics to Corporate Social Responsibility 2.0
5. Towards the Age of Cooperation?

10. Hey ho, let‘s Go!
 Markets are conversations (Cluetrain Manifesto)
 But listen, before you speak!
 Then start blogging: Your worst customer is your best friend
 Your customers are your ad agency
 There is an inverse relationship between control and trust
 Corporate content? Collaborate! Be a platform!

11. Research by wi²
Website-
Open Faces
Inovation
Viral Customer-
communication to-
customer
Web 2.0 E-Services
Campus 2.0 Informations
managemene
Strategies,
Concepts and
Communications Systems for Customer
2.0 Cooperation, E-Services
Coordination and
Communication
E- Service- Website
Readiness Engineering Patterns Customized
E-Services
Software Mobile
Engineering Website- Services
Testlab Affective
Patterns

12. Wi2 @ Web 2.0...

13. Blogs are the New Websites....

14. The Lectures
2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan)
2010-07-20 Open Innovation (Max)
2010-07-21 Web 2.0 tools for enterprises (Markus)
2010-07-22 Customer E-Services (Patrick)
2010-07-23 Brand Promoter 2.0 (Thomas)
2010-07-26 Knowledge Management (Alex, Stephan)
2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan)
2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork)
2010-07-29 Social Media Monitoring (Huynsup Ahn)
2010-07-30 Social Media Marketing (Martin Oetting)

15. 2010-07-19: Introduction
10:30 Introduction (Gerald)
• What does Corporate Communications 2.0 means?
• Institute of Business Informatics, esp. Information Management
• Students‘ experiences and skills in Conceptioning, Internet-Text, Screendesign,
Programming (?)
11:15 TUgehter as a platform for students (Stefan)
11:45 Team-Building
12:00 Tasks for TUgehter (Stefan, Jan)
15:00 First Brainstorming: Student‘s needs?

16. 2010-08-02 to 2010-08-13: Teamwork
2010-08-02 to 2010-08-12: Teamwork: New Features for TUgether
2010-08-10: First Draft of the Presentation
2010-08-13: Final Presentation: Concept or Prototypes for TUgether

17. The Lectures
2010-07-19 Introduction, Corporate Communications, TUgether (Gerald, Stefan, Jan)
2010-07-20 Open Innovation (Max)
2010-07-21 Web 2.0 tools for enterprises (Markus)
2010-07-22 Customer E-Services (Patrick)
2010-07-23 Brand Promoter 2.0 (Thomas)
2010-07-26 Knowledge Management (Alex, Stephan)
2010-07-27 Internet Conceptioning (Gerald), Development of TUgether (Stefan)
2010-07-28 Re-Briefing: Tasks and Features for TUgehter (Teamwork)
2010-07-29 Social Media Monitoring (Hyunsup Ahn)
2010-07-30 Social Media Marketing (Martin Oetting)

18. Prof. Dr. Susanne Robra Bissantz / Dr. rer. pol. Gerald Fricke
www.tu-braunschweig.de/wi2
gerald.fricke@tu-braunschweig.de
TU Braunschweig - Carl-Friedrich-Gauß-Fakultät
Institut für Wirtschaftsinformatik
Abteilung Informationsmanagement
Mühlenpfordtstraße 23, 38106 Braunschweig
0531-391-3123