Die Unterlagen zu einem Vortrag am 16.11.2009 in Wien im Rahmen des Corporate Culture Clubs.

1. Social Media im Einsatz für Marke und
Unternehmenskultur
Corporate Culture Club / Palais Daun Kinsky in Wien 1010 am 16.11.2009
ein Vortrag von Dieter Rappold
Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die
ausdrückliche und schriftlich erteilte Genehmigung von vi knallgrau GmbH nicht gestattet.
Alle Rechte vorbehalten.
Social Media, Corporate Culture Club, Wien am 16.11.2009 2

2. We are living in a
digital era
How should a brand
survive without
digital experiences?
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3. 2.0?
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4. 130.507.700
26,57
8.000.000.000
2.000.000.000
Social Media, Corporate Culture Club, Wien am 16.11.2009 5

5. 1. Twitter Post bei simonk am 27.05.2008 um 20:38
Blogpost bei helge.at am 27.05.2008 um 22:00
ORF Futurezone Artikel am 28.05.2008 um 19:03
Artikel im Handelsblatt am 30.05.2008 um
11:35 (Print + Online)
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6. consume
produce
share
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7. Your brand is
formed primarily, not
by what your
company says about
itself, but what the
company does.
- Jeff Bezos, Amazon
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8. „When I came home this last time, I had an
email from Zappos asking about the shoes,
since they hadn't received them. I was just
back and not ready to deal with that, so I
replied that my mom had died but that I'd
send the shoes as soon as I could. [...]
Yesterday, when I came home from town, a
florist delivery man was just leaving. It was
a beautiful arrangement in a basket [...]. I
opened the card, and it was from Zappos. I
burst into tears. I'm a sucker for kindness,
+ and if that isn't one of the nicest things I've
ever had happen to me, I don't know what
is.“
Social Media, Corporate Culture Club, Wien am 16.11.2009 9

9. Coca-Cola brand 905 like this
+ 1.000.000 fans 275 Kommentare
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10. Consumers are
more actively
engaged with brands
than ever before!
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11. If consumers really
are in control, what
can we learn from
their interaction with
brands today?
- Razorfish 2009
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12. What is the secret sauce?
Connecting is the new Killer App
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13. The social filter
It comes to me in many ways:
via Twitter, it shows up in my
in-box, it shows up in my RSS
base, through conversations. I
don't go out looking for it.
- Chris Anderson, WIRED
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14. Brands need to
become content
providers to better
connect with
consumers.
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15. Corporate TV: bmw.tv
+ 300 Web Videos
Onsite Video views:
+8.200.000
Offsite Video views*:
+31.000.000
* = YouTube, iTunes, Blogs, etc.
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17. Social Media, Corporate Culture Club, Wien am 16.11.2009 18

18. We may never
become true digital
natives, but we can
and must begin to
assimilate to their
culture and way of
thinking
- Rupert Murdoch, April 2005
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19. Kultur?
Gestaltung
„im weitesten Sinne alles, was der Mensch selbst gestaltend
hervorbringt“
Entwicklung Bewältigung
Normativ: „zu erfüllende Ansprüche“
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20. Unternehmenskultur?
Entscheidungs-
Werte findung
Normen K O N T E X T
Beziehungen
Paradigmen zu Kollegen,
Kunden &
Glaubenssätze Lieferanten
Kommunikation
Denkmodelle aller Stakeholder
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21. Rumble in the Jungle
Digital Natives vs. Digital Imigrants
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22. War for talent?
connecting
sharing
participating
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23. 1. Open Company: We are sharing know-
how and Information
2. Mass Collaboration, we are looking for
cooperation and collaboration
3. We are part of the netGeneration
4. We don´t fear change – we develop
change
5. Peer Production: We are turning
hierarchies upside down, but we expect
from everybody to stick to the rules
„Unternehmerisches Denken hat endlich ein
Medium gefunden und Mitarbeiter erreichen
Ihre Ziele nun leichter.“
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24. „The cost of failing is „In a hyper-
tumbling down connected world the
dramatically. Learn cost of being evil
to fail. Fail faster, rises exponentially“
fail more often“ - Umair Haque, May 2009
- Jeff Jarvis, May 2009
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25. Kunden
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26. Antworten
dieter.rappold@knallgrau.at
vi knallgrau GmbH
Pezzlgasse 7/1
A-1170 Wien
http://www.knallgrau.at
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27. Quellen:
http://www.flickr.com/photos/aherrero/2521374220/sizes/l/
http://lh6.ggpht.com/zurich.office.images/R86oi1QozVI/AAAAAAAAAfU/9MlQVFHFhGY/215_F4_meeting_informal.jpg
http://johnwilborn.files.wordpress.com/2008/08/digital-native.jpg
http://www.flickr.com/photos/flopisubmarina/3316673112/sizes/l/
http://www.ctd.northwestern.edu/images/youtube-logo(2).jpg
http://scr3.golem.de/screenshots/0807/iPhone_3G/xx_iphone3g_pair.jpg
http://www.flickr.com/photos/fhashemi/97033289/sizes/o/
http://www.rtdna.org/media/pdfs/communicator/2007/sep/Millennials.jpg
http://www.flickr.com/photos/dailyinvention/77826607/sizes/o/
http://abm.typepad.com/mediapace/2008/07/digital-natives.html
http://flickr.com/photos/kyz/2678673118/
http://twitpic.com/p8q65
http://twitpic.com/pj1cl
http://consumerist.com/consumer/above-and-beyond/zappos-sends-you-flowers-311369.php
http://www.presse.uni-oldenburg.de/uni-info/2002/4/fotos/fernrohr.gif
http://www.salon.com/news/feature/2009/07/28/wired/index.html
http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-brand-experience-report-2009
Quelle:http://geekandpoke.typepad.com/photos/uncategorized/2008/06/16/enterprise207b.jpg
Photo,Quelle: http://flickr.com/photos/bethcanphoto/60493093/
http://vernacularist.typepad.com/the_vernacularist/images/blog_as_graph.png
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