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

Corporate Communications in the old days...

Corporate Communications Getting Green...

Corporate Communications in the Age of Web 2.0...

  Control

  Top Down

  Closed

  Big Ads

  One to Many

Hi, I am The Brand Manager

Today customers influence brands

  New Brand Management Strategies

  Bottom Up

  Open

  Conversation

  Many to Many

  Transparency

„Here Comes Everybody!“

  Mission Statement

  One to many

  One Size Fits All

  Top Down

Corporate Communication, in the old days...

Corporate Communications

  Mission Statement

  One to many

  One Size Fits All

  Top Down

Small is the new big

Conversational Marketing

Think distributed

Be honest

Corporate Communications in the Age of Web 2.0...

Listen

Be a platform

Trust the people

Collaborate

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?

Towards Corporate Communications 2.0?

  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!

Hey ho, let‘s Go!

Research by wi²

Communications 2.0

Customer E-Services

Website- Faces

E-Readiness

Website-Testlab

Software Engineering

Viral communication

Campus 2.0

Mobile Services

Affective Patterns

Open Inovation

Web 2.0

Website Patterns

Service- Engineering

E-Services

Customized E-Services

Customer-to-

customer

Informations managemene

Strategies, Concepts and Systems for Cooperation,

Coordination and Communication

Wi2 @ Web 2.0...

Blogs are the New Websites....

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)

The Lectures

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?

2010-07-19: Introduction

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

2010-08-02 to 2010-08-13: Teamwork

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)

The Lectures

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