A social media relations presentation by Bjoern Eichstaedt, Storymaker

1. Social Media Relations Björn Eichstädt, Storymaker GmbH, BAW Munich, 12. July 2010

2. Social Media Relations 26.11.10 Seite STORYMAKER GMBH TÜBINGEN

3. 26.11.10 Seite STORYMAKER GMBH TÜBINGEN 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

4. 26.11.10 Seite A man appears at a party STORYMAKER GMBH TÜBINGEN 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.

5. A man appears at a party STORYMAKER GMBH TÜBINGEN 26.11.10 Seite 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 telephone number 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.

6. 26.11.10 Seite 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. Customers and potential customers Listeners, general public, Google and other search engine users, etc. Colleagues and potential colleagues A big party – many guests.

7. 26.11.10 Seite STORYMAKER GMBH TÜBINGEN 26.11.10 Seite 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

8. 26.11.10 Seite And they add their specific perspectives of these things! People are interested in my specific perspective of things! Topics people are interested in? My Content

10. PR Content Website Microsites Blog 26.11.10 Seite Newsletter Communication Corporate Hosting XING Facebook Twitter Foursquare Yammer Youtube Flickr Issuu Slideshare Communication Architecture: Model and Interaction

11. 26.11.10 Seite I First: An equal among many of my kind. Very many. My role?

13. 26.11.10 Seite Me As soon as I stand for something: At the centre of the attention of the topics discussed My role?

14. 26.11.10 Seite Me Superficially spoken, yes. But I can also have a more private conversation away from the party But are these relations yet?

15. 26.11.10 Seite Me Some relations stay superficial, while some become more close, and some will become real friendships. The development of a relation

16. ...and eventually we leave the restrictions of the virtual world to further develop our relation. 26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia The development of a relation

17. Thank you very much for your attention! www.storymaker.de 26.11.10 STORYMAKER GMBH TÜBINGEN Illustrationsnachweise: istockphoto.de/bortonia