Simulation is my preferred method of lecturing. We had a team of MBA students of Modul University from different areas, mostly touristic management background. We went through the development of the imaginary international bicycle company “Kraft Bikes” and the usage of Social Media in the transformation. In plenum discussion and with group work and discussion we elaborated the principals of effective leadership when using corporate social media. The participants took the role of consultants to the new CEO and found ways of increasing consumer interaction by combining internal cultural work and brand development with social media rules and tools. Questions and feedback: comment or martin@giesswein.org Einsatz von Social Media in einem Unternehmen. Herausforderung für die Führung (Leadership). Diese Präsentation wurde als Simulation im MBA der Modul Universität verwendet. August 2014

1. Lecture Sept 2014
Impact of Social Media on Leadership and
Management: New Competences and Methods
Required
SIMULATION „Kraft Bikes“
martin@giesswein.org

2. www.beingsocial.at

3. BiCicl
• founded 1960 as Kraftbikes in Trenton by Richard Kraft
• privately owned
• products: casual bicycle, mountain and racing bicycle
• retailers all over the world + flagship stores
• main production site in US
• fierce competition: asian hardware
• declining KPIs
• new markets: electric bikes
• agency driven brand relaunch in 2010
• New CEO - owners daughter, Sarah Kraft

5. BiCicl
• founded 1960 as Kraftbikes
• privately owned
• products: casual bikes, mountain bikes, street bikes
• strong partner retailers all over the world + flagship stores, 3%
online
• main production site in US
• fierce competition: asian hardware
• declining KPIs, esp customer loyalty
• new markets: electric bikes, new forms of mobility
• agency driven brand relaunch in 2010
• New CEO - owners daughter - classic orgchart

6. BiCicl
• strong brand legacy
• solid foundation with retailers but restrictions in stock
• hierarchy organisation
• rigid departement structure
• email as main form of communication
• seniority principle for careers
• command and control leadership style

7. Focus points via a new
Social Media Strategy
• leadership style
• organizational structure and culture (Sales &
Marketing)
• customer & partner interaction

8. Additional
• CFO is introducing a cost cut project
• design and production is outsourced to Asia
• 1000 workers, designers and engineers have
to go
• marketing also outsourced
• peak workload overflow

9. ACTS
• Authentic
• Communicational
• Transparent
• Shareable Content Nugget lines

10. Results
• social media comes from within - culture
inside out
• employees&partners are the foundation of
social interaction
• the leader and its style is the role model for
change

11. Impact of Social Media on Leadership and
Management: New Competences and Methods
Requiredmartin@giesswein.org