Deutsche Telekom BarCamp 03, 25 June 2009

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?


She gets it!

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Who is this guy?


Does he get it?

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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?


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

[email protected]

Deutsche Telekom BarCamp 03, 25 June 2009

Technology

Transcript of Deutsche Telekom BarCamp 03, 25 June 2009