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Approaches of Companies in Germany to the Social Web

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Thomas Pleil
Thomas Pleil

A presentation on four German Cases Studies (BASF, BMW, IKEA, Siemens) on the use of Weblogs and Podcasts in PR. The presentation was held on Euroblog 2007 by Thomas Pleil and Daniel Koempel (Darmstadt University of Applied Sciences).

Economía y finanzasTecnología
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Thomas Pleil / Daniel Kömpel Approaches of Companies in Germany to the Social Web Four Case Studies © h_da – Prof. Dr. Thomas Pleil, Daniel Kömpel Euroblog 2007, March 15th, 2007 Euroblog 2007
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Software and Online-PR ,[object Object],[object Object],[object Object],[object Object],[object Object]
The aim ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Output ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cooperation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research questions ,[object Object],[object Object],[object Object],[object Object]
Sampling the cases ,[object Object],[object Object],[object Object],[object Object]
Sample ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BASF InBlog „ If you‘re reacting to change, you‘re too late. You must anticipate change and help to make it happen.“ (Jürgen Hambrecht, CEO BASF, in: NYSE Magazine, 1.2.04)
The Cases: BASF InBlog ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BASF InBlog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BASF InBlog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BASF InBlog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BASF InBlog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: IKEA Podcast „ At IKEA a soap dispenser can easily become a Ketchup-Bottle. What will you become?” (IKEA-recruiting-platform www.deinemoeglichkeiten.de )
The Cases: IKEA Podcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: IKEA Podcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: IKEA Podcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: Siemens (strategy) “ 337 blogs in just 100 days”
The Cases: Siemens (strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: Siemens (“Blog 100”) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: Siemens (“Blog 100”) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BMW (strategy) “ Branded information”
The Cases: BMW (strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BMW (strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: BMW Group, Marketing Innovations
The Cases: BMW (strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cases: BMW (strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interpretation & Learnings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you for your ATTENTION! Questions?
Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Approaches of Companies in Germany to the Social Web

  • 1. Thomas Pleil / Daniel Kömpel Approaches of Companies in Germany to the Social Web Four Case Studies © h_da – Prof. Dr. Thomas Pleil, Daniel Kömpel Euroblog 2007, March 15th, 2007 Euroblog 2007
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  • 11. The Cases: BASF InBlog „ If you‘re reacting to change, you‘re too late. You must anticipate change and help to make it happen.“ (Jürgen Hambrecht, CEO BASF, in: NYSE Magazine, 1.2.04)
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  • 17. The Cases: IKEA Podcast „ At IKEA a soap dispenser can easily become a Ketchup-Bottle. What will you become?” (IKEA-recruiting-platform www.deinemoeglichkeiten.de )
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  • 21. The Cases: Siemens (strategy) “ 337 blogs in just 100 days”
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  • 25. The Cases: BMW (strategy) “ Branded information”
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  • 31. Thank you for your ATTENTION! Questions?
  • 32.