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Social Media: Treiber des Medienwandels

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Vortrag für Energieforen Leipzig / 3. Konferenz Social Media für die Energiewirtschaft

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Social Media: Treiber des Medienwandels

  1. 1. Social Media als Treiber des Medienwandels Energieforen Leipzig, 15.01.2014 Jost Broichmann wemagblog.com
  2. 2. Ein paar Worte zu mir ‣ Kommunikation des ÖkoStromversorgers WEMAG ‣ 180.000 Kunden, 400 Mio. Umsatz, 570 Mitarbeiter ‣ verantwortlich für Media Relations, Social Media & Kundenmedien, Markenentwicklung u. -führung u.a. Tochtermarke ReeVOLT! Jost Broichmann wemagblog.com
  3. 3. ReeVOLT!? - Daran arbeiten wir aktuell: Jost Broichmann wemagblog.com
  4. 4. Was bedeutet eigentlich Medienwandel? ‣ BILD hat in 15 Jahren 50 Prozent Auflage eingebüßt ‣ Alle Zeitungsauflagen sinken ‣ Special InterestAuflagen steigen ‣ User nutzen neue (Online-)Kanäle Jost Broichmann wemagblog.com
  5. 5. Auch Fernsehen verliert Zuschauer ISI Group / Business Insider ‣ Das sind nur Auswirkungen, keine Ursachen
  6. 6. Medienwandel ist nichts Neues Alphabetisierung Demokratisierung Digitalisierung ‣ ca. 1975-85 ‣ ca. 1985-95 ‣ Zugang zu Technik ‣ Technik wird bezahlbar ‣ Technikpreise fallen, Bedienbarkeit steigt ‣ Medienproduktion für breite Masse ‣ sprunghafte Zunahme von Medien & Kanälen ‣ „Privat-TV“ „Desktop Publishing“ ‣ „Internet“ ‣ Zugang zu Wissen „Medienproduktion“ ‣ „offene Kanäle“, „Piratensender“ ‣ ca. 1995-2005
  7. 7. Sozialisierung, die 4. Stufe des Medienwandels ‣ Medienkonsum global möglich ‣ Mediengrenzen verschwimmen • Youtube vs. TV • One-to-One vs. One-to-Many ‣ Technik für jegliche Medienproduktion überall verfügbar ‣ Jeder kann zum Sender werden • One man Show, Blogger, VJs • sofort, uneingeschränkt, global ‣ Der Unterschied ist die Reichweite! Jost Broichmann wemagblog.com
  8. 8. Medienwandel? Zeitungen, Zeitschriften, Onlinemedien, Radiosender, TV Jost Broichmann wemagblog.com
  9. 9. Medialeistung gegen Beteiligung Jost Broichmann wemagblog.com
  10. 10. Werbung zum SchnäppchenPreis für Zalando
  11. 11. Auch das ist Medienwandel Jost Broichmann wemagblog.com
  12. 12. Was hat das jetzt mit Social Media zu tun? Jost Broichmann wemagblog.com
  13. 13. Der Austausch von Informationen ist der Kern aller sozialen Netzwerke Jost Broichmann wemagblog.com
  14. 14. Social Media ist mehr als nur facebook! Micro-Blogs Bilder/ Videos Blogs Netzwerke Bewertungen Chats Crowdfunding Foren Communities Links u. Bookmarks Jost Broichmann wemagblog.com
  15. 15. 5 Aspekte, wie SoMe die Medien verändert: 1. Geschwindigkeit von Nachrichten 2. wie wir Nachrichten konsumieren 3. wie Werbung funktionieren muss 4. die Rolle der Blogs/Webreporter 5. wie Journalismus finanziert wird Jost Broichmann wemagblog.com
  16. 16. Die Geschwindigkeit sozialer Netze - Twitter Jost Broichmann wemagblog.com
  17. 17. Social Media ist schneller als klass. Medien! Jost Broichmann wemagblog.com
  18. 18. Jost Broichmann wemagblog.com
  19. 19. 5 Aspekte, wie SoMe die Medien verändert: 1. Geschwindigkeit von Nachrichten 2. wie wir Nachrichten konsumieren 3. wie Werbung funktionieren muss 4. die Rolle der Blogs/Webreporter 5. wie Journalismus finanziert wird Jost Broichmann wemagblog.com
  20. 20. ‣ Kommunikation und Konsum von Neuigkeiten waren schon immer sozial Jost Broichmann wemagblog.com
  21. 21. ‣ Heute: Überangebot an Waren, Informationen und Kanälen Jost Broichmann wemagblog.com
  22. 22. Freunde helfen Freunden ‣ Social Media hilft beim selektieren ‣ Der „Freundeskreis“ bestimmt, was man liest Jost Broichmann wemagblog.com
  23. 23. Jost Broichmann wemagblog.com
  24. 24. Inhalte meiner „Freunde“ via flipboard Jost Broichmann wemagblog.com
  25. 25. Jost Broichmann wemagblog.com
  26. 26. Jost Broichmann wemagblog.com
  27. 27. 5 Aspekte, wie SoMe die Medien verändert: 1. Geschwindigkeit von Nachrichten 2. wie wir Nachrichten konsumieren 3. wie Werbung funktionieren muss 4. die Rolle der Blogs/Webreporter 5. wie Journalismus finanziert wird Jost Broichmann wemagblog.com
  28. 28. Youtube ändert Seh- und Werbegewohnheit Jost Broichmann wemagblog.com
  29. 29. Youtube-Werbung ist keine TV-Werbung Man muss Zuschauer in 3 Sek. gewinnen, sonst sind sie weg! Jost Broichmann wemagblog.com
  30. 30. 5 Aspekte, wie SoMe die Medien verändert: 1. Geschwindigkeit von Nachrichten 2. wie wir Nachrichten konsumieren 3. wie Werbung funktionieren muss 4. die Rolle der Blogs/Webreporter 5. wie Journalismus finanziert wird Jost Broichmann wemagblog.com
  31. 31. Sind Blogs die neuen Zeitungen? ‣ Bei Dolce & Gabbana sitzen die Blogger in der ersten Reihe! Jost Broichmann wemagblog.com
  32. 32. 5 Aspekte, wie SoMe die Medien verändert: 1. Geschwindigkeit von Nachrichten 2. wie wir Nachrichten konsumieren 3. wie Werbung funktionieren muss 4. die Rolle der Blogs/Webreporter 5. wie Journalismus finanziert wird Jost Broichmann wemagblog.com
  33. 33. Jost Broichmann wemagblog.com
  34. 34. Was nützt das in Marketing, PR, Vertrieb? Jost Broichmann wemagblog.com
  35. 35. Nur ein Beispiel: Beobachtung vs. Befragung ‣ Befragung ist NIE so genau, wie Beobachtung! ‣ SoMe liefert auf allen Kanälen viele Daten für die Marktforschung Jost Broichmann wemagblog.com
  36. 36. Online-Kundenmagazine • Beobachtung: wie lange verweilen Leser auf den Seiten? Jost Broichmann wemagblog.com
  37. 37. Wie gut funktioniert unser Content? Jost Broichmann wemagblog.com
  38. 38. Social Media und „sponsored stories“ ‣ Im Überangebot der Inhalte werden viele Informationen nicht wahrgenommen, bzw. gesehen ‣ Auch hochwertige, kostenlose Inhalte müssen wie Produkte beworben werden! ‣ Content is King, Coverage is Emperor! Jost Broichmann wemagblog.com
  39. 39. Social Media erweitert das Medienspektrum Jost Broichmann wemagblog.com
  40. 40. Fazit - 3 Thesen für die Zukunft 1. Das Internet hat den aktuellen Medienwandel nur angestossen. 2. Social Media treibt ihn voran. 3. Die letzten 15 Jahre waren ein Vorbote dessen, was uns in der Zukunft erwartet - beruflich, wie privat! Jost Broichmann wemagblog.com
  41. 41. Fragen? Fragen! ‣ Mein privater Blog www.cmblogger.de ‣ Fortbildung? www.pr-hilfe.de ‣ Gerne www.wemagblog.com besuchen Jost Broichmann wemagblog.com

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