Post on 28-Jan-2015
description
Telekom Barcamp #tbar03
You are the brand.
©2009 Jackson Bond, Senior Manager, Corporate Development, XING AG 25 June 2009
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Who is this guy?
Tony Hsieh, zappos, Video
He gets it!
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Who is this guy?
Tony Hsieh, zappos, Video
She gets it!
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Who is this guy?
Tony Hsieh, zappos, Video
Does he get it?
www.wikinfo.org/ind
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/Ren
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rmann
So what the heck is going on?
Communides? Conversadons? Clue Train?
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Today, Business, Society, Polidcs are all being redefined from the ground up.
Who is this guy?
Tony Hsieh, zappos, Video
He never got it!
Who is this guy?
Tony Hsieh, zappos, Video
He never got it!
The people... the consumers... are empowered through social media.
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PROACTIVE CONSUMERS
Proacdve Consumer
• Cridcal, Informed
• Communicates immediately, collaboradvely
• Social • Mobile
• Globally Oriented • Extroverted • Digitally Empowered
• Culdvates Networks – only trusts their networks
Our Tools
• Mobile Hardware: – PDAs, – Blackberries, – iPhone – Laptops
• Social Networks: – TwiKer – Facebook – XING – FriendFeed – LinkedIn – Corporate Networks
Tools for exercizing
Opinion, Dialog, Change, Distribu5on
Digital Nadves
• 18‐31 Year Olds: „Digital Nadves“
• Freedom / Choice • Customize • Scrudny • Collaborate • Entertainment / Fun • Self‐Organisadon • Social Producdon
It is an itera5ve close reladonship between brands and consumers.
CAROLYN MCCALL CEO, GUARDIAN MEDIA GROUP
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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.
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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.
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TONY HSEIH CEO, Zappos
We strive to deliver the Best Customer Experience...which comes from the Best Company Culture.
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To create a community...you have to be a community.
Corporate Social Networking Community Branding – some examples
user‐communi5es
employee‐communi5es customer‐community
fan‐groups
So what the heck is going on?
Communides? Conversadons? Clue Train?
Paradigm ShiC
CUSTOMERS NO LONGER
GO TO BRANDS BRANDS GO
TO WHERE CUSTOMERS ARE = SOCIAL NETWORKS
Thanks for your aOen5on. Jackson Bond
Senior Manager, Corporate Development
jackson.bond@xing.com