Download - Deutsche Telekom BarCamp 03, 25 June 2009
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Telekom Barcamp #tbar03
You are the brand.
©2009 Jackson Bond, Senior Manager, Corporate Development, XING AG 25 June 2009
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hKp://geekandp
oke.type
pad.com/.shared
/image.html?/pho
tos/un
categorized/20
08/04/26
/enterprise206
b.jpg
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Who is this guy?
Tony Hsieh, zappos, Video
He gets it!
www.flickr.com
/pho
tos/laughingsquid/24
7550
6085
/
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Who is this guy?
Tony Hsieh, zappos, Video
She gets it!
hKp://www.burda.de/hp
s/up
load/hxm
edia/hbm
i/HBA
XhlUR_
450r45
0.jpg
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Who is this guy?
Tony Hsieh, zappos, Video
Does he get it?
www.wikinfo.org/ind
ex.php
/Ren
%C3
%A9_Obe
rmann
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So what the heck is going on?
Communides? Conversadons? Clue Train?
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hKp://www.cluetrain.com
/
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hKp://www.cluetrain.com
/
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hKp://www.flickr.com
/pho
tos/do
csearls/39
1793
459/
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hKp://www.flickr.com
/pho
tos/do
csearls/39
1793
459/
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http
://w
ww
.flic
kr.c
om/p
hoto
s/sh
elis
rael
/261
7918
459/
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Today, Business, Society, Polidcs are all being redefined from the ground up.
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Who is this guy?
Tony Hsieh, zappos, Video
He never got it!
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Who is this guy?
Tony Hsieh, zappos, Video
He never got it!
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The people... the consumers... are empowered through social media.
http
://th
esitu
atio
nist
.file
s.w
ordp
ress
.com
/200
9/03
/cro
wds
.jpg
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PROACTIVE CONSUMERS
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Proacdve Consumer
• Cridcal, Informed
• Communicates immediately, collaboradvely
• Social • Mobile
• Globally Oriented • Extroverted • Digitally Empowered
• Culdvates Networks – only trusts their networks
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Our Tools
• Mobile Hardware: – PDAs, – Blackberries, – iPhone – Laptops
• Social Networks: – TwiKer – Facebook – XING – FriendFeed – LinkedIn – Corporate Networks
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Tools for exercizing
Opinion, Dialog, Change, Distribu5on
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Digital Nadves
• 18‐31 Year Olds: „Digital Nadves“
• Freedom / Choice • Customize • Scrudny • Collaborate • Entertainment / Fun • Self‐Organisadon • Social Producdon
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It is an itera5ve close reladonship between brands and consumers.
CAROLYN MCCALL CEO, GUARDIAN MEDIA GROUP
hKp://www.burda.de/hp
s/up
load/hxm
edia/hbm
i/HBA
XhlUR_
450r45
0.jpg
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MICHELE AZAR, VICE PRESIDENT, EMERGING CHANNELS, BEST BUY
Single isolated channels are not enough. You constantly have to be where the customers are.
http
://w
ww
.kel
logg
.nor
thw
este
rn.e
du/k
wo/
win
06/im
ages
/pag
e30.
jpg
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JEFF JARVIS AUTHOR OF „WHAT WOULD GOOGLE DO.“, BUZZMACHINE.COM
In this new age, the more valuable reladonship for a brand is not through adverdsers but collabora5ng with consumers.
Social Networks are the most successful enterprises today, based on openness and sharing.
hKp://www.jo
hnsm
ockpho
to.com
/porpolio.htm
l
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TONY HSEIH CEO, Zappos
We strive to deliver the Best Customer Experience...which comes from the Best Company Culture.
www.flickr.com
/pho
tos/laughingsquid/24
7550
6085
/
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To create a community...you have to be a community.
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Corporate Social Networking Community Branding – some examples
user‐communi5es
employee‐communi5es customer‐community
fan‐groups
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So what the heck is going on?
Communides? Conversadons? Clue Train?
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Paradigm ShiC
CUSTOMERS NO LONGER
GO TO BRANDS BRANDS GO
TO WHERE CUSTOMERS ARE = SOCIAL NETWORKS
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