Social Media Relations - English, Bjoern Eichstaedt Storymaker

STORYMAKER GMBH TÜBINGEN

Social Media Relations Björn Eichstädt, Storymaker GmbH,

BAW Munich, 12. July 2010

STORYMAKER GMBH TÜBINGEN12.04.23 Seite 2

Social Media

Relations



He approaches a group of people, who are in a lively conversation about

the latest on-goings among their friends.

He sneaks up at the group and shouts to their backs “Our insurances

are the most inexpensive of all.” Then he moves on to the next group of people at the party.

This is the principle of the classic advertisement.

A man appears at a party



He approaches a group of people, who are in a lively conversation about the latest on-goings among their friends.

He slowly approaches the group, then says “ Excuse me, I am working with an insurance company, and I would like to introduce in detail the advantages of our latest liability insurance to you .” Two women turn away, bored, yet one gentleman in the round listens interestedly.

This is the principle of the classic PR.




He approaches a group of people, who are in a lively conversation about the latest on-goings among their friends.

He listens for a while, then tells a funny story from his circle of friends. All members of the group engage in a friendly talk, thinking the man a pleasant person. When the conversation topic turns to a very expensive broken vase, the man explains that he works for an insurance company, which actually offers a quite good deal for this kind of case. He writes down his

telephonenumber on a piece of paper and gives it to the person who brought up the topic, in case he needs support. Then the conversation continues into another direction.

This is the principle of social media relations.




Customers andpotential

customers

Listeners, general public, Google and other search engine users, etc.Colleagues and

potential colleagues

A big party – many guests.If I want to build up relations, first I should determine: with whom?

Multipliers like journalists,bloggers, opinion-makers,PR people, marketers, event organisors etc.


In the primary communication

channels of the social web!

Where is this party taking place where I can meet people that are interesting to me?

A big party– the location



And they add their specific perspectives of these things!

People are interested in my specific perspective of things!

Topics people are interested in?

MyContent


• I find the right contact persons:

• By asking the existing contacts about their activites on Twitter/XING und so on

• By searching Google for the right lists, for example like „Lawyers on Twitter“

• By searching the followers or friends of my primary contacts

• By identifying people through the search, e.g. on Twitter, who regularly talk about subjectswhich are my subjects, too

Connecting People and Topics



Communication Architecture: Model and Interaction

PR Content

Website

Microsites

Blog

12.04.23 Seite 10

Newsletter

Communication Corporate Hosting

XING

Facebook

Twitter

Foursquare

Yammer

Youtube

Flickr

Issuu

Slideshare


I

First: An equal among many of my kind. Very many.

My role?


• When I have one or more stories, one clear identity.

• When I can join discussions or pass these stories in an entertaining, daily-updated, topic oriented, and sometimes controversial and thrilling way.

• When I am able to show continuity without being boring.

• When people also would like to “have a drink with me some time“.

• When I come across as a person, not a PR robot.

When will I myself become a multiplier?



Me

As soon as I stand for something: At the centre of the attention of the topics discussed

My role?


Me

Superficially spoken, yes. But I can also have a more private conversation away from the party

But are these relations yet?


Me

Some relations stay superficial, while some become more close, and some will become real friendships.

The development of a relation


The development of a relation...and eventually we leave the restrictions of the virtual

world to further develop our relation.

12.04.23 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia


Thank you very much for your attention!

www.storymaker.de

12.04.23 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia

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Social Media Relations - English, Bjoern Eichstaedt Storymaker