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Weblogs im Unternehmenseinsatz

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Präsentation von Nils König über Stategien zum Umgang von Unternehmen mit der Blogosphäre und den Einsatzpotentialen von Corporate Blogs.

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Weblogs im Unternehmenseinsatz

  1. 1. Corporate Blogging Weblogs im Unternehmenseinsatz Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart
  2. 2. Inhalt 1. Blogs und die Blogosphäre(n) 2. Unternehmen und die Blogosphäre(n) 3. Das „klassische“ Corporate Blog – Chancen und Herausforderungen 4. Corporate-Blog-Forschung Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 2
  3. 3. 1.a Blogs Technische Eigenschaften  Datierte Beiträge in umgekehrt-chronologischer Reihenfolge,  Häufig aktualisiert,  Einfache Software (häufig Standard),  Individuelle Permalinks,  Durch Links nach außen vernetzt, … Nicht-technische Eigenschaften  Meinungs- und Kommentaräußerung, Duden (24. Ausgabe)  Kreativ und persönlich,  Multimedial,  Dialog- bzw. Konversationsangebot, … Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 3
  4. 4. 1.b Blogosphäre(n) ‚Gemeinschaft von Blogs und Bloggern‘  > 100mio Blogs weltweit,  Verschiedenste Dimensionen und Gruppierungen,  Meinungsmacher! englischsprachig deutschsprachig russischsprachig Quelle: Kelly (2009) Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 4
  5. 5. 2.a Unternehmen und die Blogosphäre(n) Monitoring Sponsored Conversation Corporate Blogging Engagement Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 5
  6. 6. 2.b Blogs in der Wertschöpfungskette Quelle: König (2009) Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 6
  7. 7. 3.a Chancen  Eigener, direkter Kanal zu Anspruchsgruppen,  Neue Zielgruppen,  Online-Berichterstattung,  Feedback & Kritik,  Vertrauen & Loyalität,  Attraktivität & Reputation,  Themen aktiv besetzen. Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 7
  8. 8. 3.b Herausforderungen  Flexiblere und schnellere Prozesse,  Informationshoheit angegriffen, Kontrollverlust,  Technischer und personeller Aufwand,  Motivation,  Verständnis der Materie, Erwartungshaltung. Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 8
  9. 9. 4.a Forschungsfeld Blogosphäre  Skalenfreie Netzwerke (Barabasi 2003)  Soziale Netzwerke / Sozialkapital (Granovetter 1973, 1983)  Interkulturelle Unterschiede (Williamson 1996)  Blogpraktiken (Schmidt 2007) Wie unterscheiden sich Unternehmensblogs international? Wie variieren die Leserpräferenzen international? Welche Zusammenhänge bestehen zwischen Blogeigenschaften und Blogpopularität?  Wie lassen sich Unternehmensblogs optimal gestalten? Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 9
  10. 10. Referenzen BARABÁSI, A.-L. (2003) Linked: How Everything Is Connected to Everything Else and What It Means for Business, Science, and Everyday Life, Cambridge, Perseus. BENKLER, Y. (2006) The Wealth of Networks: how social production transforms markets and freedom, New Haven, Yale University Press. GRANOVETTER, M. S. (1973) The Strength of Weak Ties. American Journal of Sociology, 78, 1360- 1380. GRANOVETTER, M. S. (1983) The Strength of Weak Ties: A Network Theory Revisited. Sociological Theory, 1, 201-233. KELLY, J. (2009) Passing the Baton. New York, Morningside Analytics. KÖNIG, N. (2009) „Einblicke in einen Konzern“: Unternehmensblogs als Anlaufstelle für Bewerber am Beispiel des Daimler-Blogs. IN HOHENSTEIN, A. & WILBERS, K. (Eds.) Handbuch E-Learning. Köln, Deutscher Wirtschaftsdienst. SCHMIDT, J. (2007) Blogging practices: An analytical framework. Journal of Computer-Mediated Communication, 12, 1409-1427. WILLIAMSON, O. E. (1996) The mechanisms of governance, New York, Oxford University Press. Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 10
  11. 11. Ende – Dankeschön! nils.koenig@daimler.com @KingNils http://www.kingnils.de Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 11
  12. 12. Back-up Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 12
  13. 13. Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen http://blog.daimler.de 13
  14. 14. Types of Social Media Blogs Wikis File Sharing Social Virtual Aggregation Networks Worlds Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 14
  15. 15. Social Capital “Social capital refers to features of social organization, such as networks, norms, and trust, that facilitate coordination and cooperation for mutual benefit. Social capital enhances the benefits of investment in physical and human capital.” (Putnam 1993, S. 36) • Bonding Social Capital:  Enge, emotionale Verbindungen (Familie, enge Freunde) • Bridging Social Capital  Lockerere, aber potentiell hilfreiche Verbindungen (Bekanntschaft, Verein) • Linking Social Capital  Verbindungen Personen mit höherem Einfluss (zu Politikern) Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 15
  16. 16. Social Capital and Firms Firmen sind gleichzeitig Form und Zentrum von Sozialkapital  Bonding Social Capital:  Belegschaft (Netzwerk mit gemeinsamer Kultur und Sanktionsmechanismen)  Bridging Social Capital  Verbindung mit Wettbewerbern, Zulieferern, Distributoren, Kunden  Linking Social Capital  Verbindungen zu Regulatoren (z.B. durch Lobbying) bridge bond link Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 16
  17. 17. Social Media, Social Capital & the Firm “Loser-Generated Content” “User-Generated Content”  “Einbahnstraßen-  “Zweibahnstraßen- kommunikation” kommunikation”  Marketing & PR  Initiiert Konversationen mit  Stakeholder ohne Stakeholdern Feedback- und  Einfluss auf: Reputation, Einflussmöglichkeit Produkte, Unternehmens- kultur Event/Issue/Product Event/Issue/Product Newsletter, Newsletter, Radio, TV, Press Magazine, Radio, TV, Press Magazine, Social Media (Advertising, PR) Website (Advertising, PR) Website Target Group Target Group Target Group Target Group Target Group Target Group Target Group Quelle: Pleil (2008). Quelle: Autor. Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 17
  18. 18. Corporate Blogs and Social Capital „Tagebuch“ Für jeden zugänglich Regelmäßig aktualisiert Kommentarmöglichkeit Anzapfen/Schaffen/Erweitern von Netzwerken mit  Bewerbern  Entwicklern Event/Issue/Product  Journalisten Newsletter,  Kunden Radio, TV, Press Magazine, Social Media (Advertising, PR) Website  Mitarbeitern  Wettbewerbern  Zulieferern Target Group Target Group Target Group Target Group … Quelle: Autor. Nils König, COM/M Web Communications / 27.05.2009 / Orga-Workshop, Universität Stuttgart 18
  19. 19. The aim Explore the functional relation(s) between corporate blog characteristics and blogging impact (e.g. weak ties in the form of received links and comments). Blog Author Post Company Reader http://blog.daimler.de Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 19
  20. 20. Benchmarking Study  107 English, German-, Russian-language corporate blogs  15 Variables (2 dependent / 11 explanatory / 2 control variables)  Variance analyses  Exploratory stepwise regression analyses Technorati Authority ■ Comments per post ■ Topical dimensions ■ Post frequency ■ # of authors ■ Blog age ■ Post length ■ Gender disparity ■ Formality (F-score) ■ # of sidebar elements ■ # of blogroll elements ■ Media usage per post ■ Interactivity elements ■ Industry ■ Company origin Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 20
  21. 21. Blogging practices Variable ENG/GER ENG/RUS GER/RUS Technorati Authority (ln) - ENG>RUS*** GER>RUS*** Comments per post (ln) - - - Authors (ln) - RUS>ENG** RUS>GER* Blog age - - - Blogroll elements (ln) ENG>GER* ENG>RUS** - Formality (F-score) ENG>GER*** RUS>ENG*** RUS>GER*** Gender disparity - - GER>RUS* Interactivity elements - - - Media usage (ln) - - - Post frequency (ln) - - - Post length (ln) ENG>GER*** ENG>RUS*** - Sidebar elements - ENG>RUS*** GER>RUS** Topical dimensions - - - * Mean difference is significant at the 0.1 level (2-tailed). ** Mean difference is significant at the 0.05 level (2-tailed). *** Mean difference is significant at the 0.01 level (2-tailed). Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 21
  22. 22. Blogging effects Technorati Authority Comments per post Variables ALLa ENG GER RUS ALLa ENG GER RUS Intercept -978.385 -411.574 -35.836 -10.082 -13.285 -8.638 -15.661 31.503 Topical dimensions - - 1.819 - - 0.461 -4.918 -0.104 Post frequency -34.182 -59.393*** - - - - - - Number of authors 58.513* 58.634* 0.998** - - - - 0.223* Blog age 0.516* 0.583* 0.018*** - 0.007*** 0.007* - - Post length - - 0.054* - -0.011 - -0.068*** -0.005** Gender disparity 1131.90* 767.142*** - - - - - - F-score - - - - - - - -0.441* # of sidebar elements - -82.936*** - - 3.495* - 14.064* 0.930* # of blogroll elements 12.762* 28.331* 0.480*** 0.664* - 0.187* - 0.034* Media per post - -84.070 31.910* - - 1.837* -20.919** 0.341*** Interactivity elements - - - 7.123*** - 1.371* - 1.396* Adjusted R² 0.472 0.584 0.823 0.850 0.107 0.403 0.501 0.999 F 19.74* 16.24* 15.73*** 26.41* 5.23* 11.264* 5.776* 1482.84* N 107 77 20 10 107 77 20 10 a For the combined regression analyses, F-score as a parameter was excluded because of linguistic considerations. * p < .0.05. ** p < 0.10. *** p < 0.15. Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 22
  23. 23. Interpretation More links ( Social Capital) through  Broader/larger author groups  Improved networking (e.g. blogroll)  Longer planning-horizon  (media usage)  (more topics) More Feedback ( Social Capital) through  More interactivity  Better blog infrastructure (e.g. sidebar)  Shorter texts  (fewer topics)  (lower formality) Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 23
  24. 24. Outlook Two additional perspectives: Quantiative study: Online-survey of corporate blog readers (again in English, German, Russian) Qualitative study: Expert interview series of corporate blog managers (active in the English, German, Russian blogosphere) Nils König, Web Communications / 13-15.5.2009 / COST 298 Conference 2009, Copenhagen 24

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