marketing

Krisenkommunikation kurzgefasst

Krisenkommunikation kurzgefasstDie Online Welt ist eine große Dschungel oder eine Art Hotel California: “you can check out every time you like, but you can never leave”. Sobald man samt Unternehmen hereingekommen ist, wird man von einer Vielfalt von Individuen angegriffen, ausgelacht oder angeschrien – und das ist nie angenehm. Deshalb versuchen sich viele irgendwie fernzuhalten oder brav zu sein, um die Bestien nicht aufzuwecken. Das geht leider auch nicht, denn heutzutage ist man ohne eigene Online Plattform, die man schnell googlen und nachschlagen kann, inexistent. Wie kommt man dem World Wild Web entgegen? Wie bereitet man sich dafür vor?

Man nimmt eine gute Dosis Authentizität (ist in jedem vorhanden, man braucht einfach durchsuchen) und legt sie überall in der eigenen Unternehmenskommunikation. Ob intern oder extern, ob online oder offline, Hauptsache sie kommt immer wieder zum Ausdruck. Wenn man etwas von den eigenen Kunden oder Konsumenten verstecken muss, heißt es, dass man sich wahrscheinlich die Unternehmensziele nochmals überlegen sollte. Wer man das nicht alleine feststellt, bekommt den Realitätscheck mit seinem Antritt auf Facebook, Twitter usw. Denn Online heißt, dass man nicht mehr alles kontrollieren kann – es gibt keine Journalisten, die an den Presseaussendungen feilen und sie für die Leser aufbereiten. Die neue Gatekeeper sind die Newsfeeds der eigenen Follower und die Algorithmen, die dahinter liegen und Content für sie bereitstellen.

Wie managed man am besten Krisenkommunikation? Indem man die Meinungen zuhört und darauf schnellstens reagiert. Indem nicht zu den Leuten, sondern mit den Leuten geredet wird. In der Online Welt werden “Bestien” zu Menschen, wenn ein Unternehmen sie auch als Menschen wahrnimmt. Krisenkommunikation wird durch Dialog verhindert und wer das nicht versteht, wird weiterhin in einer Welt bleiben, in der er von Individuen angegriffen, ausgelacht und angeschrien wird – und das ist nie angenehm.

Dieses Reactionpaper wurde im Rahmen meiner PR-Übung an der Universität Wien, Fakultät für Sozialwissenschaften, Institut für Publizistik und Kommunikationswissenschaft, geschrieben und enthält meine persönliche Meinung zu unterschiedlichen Themen und Artikeln. Ich habe jede zweite Woche dazu einen Text verfasst und ihn auf dem Blog veröffentlicht. Die anderen Texte dieser Serie findet ihr hier.

Austrian Bloggers Meet-Up

Gestern fragte ich auf Twitter, welche coole österreichische Blogs für #Marketing #Social Media und #PR es gibt, von denen ich noch nicht erfahren hatte. Da gab’s viele Replies und tolle Links – also neues Lesematerial und sicher coole Menschen, die dahinter stecken. Und da kam ich auf diese Idee: Bloggers, let’s meet up!

Damit wir gleich ein Thema haben, das wir besprechen können, schlage ich vor, dass wir uns über Social Media + Marketing + PR äußern. Du brauchst nicht unbedingt ein Blog zu diesen Themen haben, sondern einfach ein Blog, auf dem du gerne schreibst und über den du gerne offline erzählen möchtest. Alles wird so gestaltet, damit wir Spaß haben und uns besser kennenlernen ;) .

Wie schaut’s bei dir aus Ende Juli aus? Bist du in Wien und hättest Lust auf einen Kaffee, Spritzer, ein Bier in der Begleitung von anderen Bloggern? Dann freue ich mich sehr auf dich! Ich schlage den 30. Juli vor Bisher haben mehrere Blogger gemeint, dass der 23. August besser passt, also bleiben wir bei diesem Datum. Es gibt derzeit noch keine bestimmte Location und man weiß auch noch nicht, wie viele wir sein werden. Deswegen schreibe einen kurzen Kommentar darunter, falls du daran Interesse hast, und hinterlasse auch deinen Bloglink – dadurch kann ich dich kontaktieren, sobald wir Genaueres wissen. Falls du nette Lokale in Wien kennst, die bloggerfreundlich sind und uns gerne an einem Abend auf Besuch haben möchten, schreibe mir das auch auf.

Ich freue mich sehr auf dich!

P.S. Hier ist die Liste von Blogs, die ich gestern bekommen habe:

Being Social

TheAngryTeddy

Point of Origin Blog

Digitalwerk Blog

PRcamp12 Blog

PRNA Posterous

Du findest außerdem noch sehr interessante Blogs rechts in meinem Blogroll…und es gibt sicher viele mehr, Hauptsache ist, dass wir von ihnen auch erfahren.

Gewinnspiel: Conference Ticket zum Werbeplanung.at Summit 2012

(this article and the next 2-3 that follow it will be in German, since they all focus on a great event being held in Vienna on the 12th-13th of July 2012 – if you need any information in English, just contact me)

Kurz und knackig: Hast du schon vom Werbeplanung.at Summit gehört? Wenn nicht, findest du hier sämtliche Infos zum zweitägigen Event sowie die Speaker und die Themen, die besprochen werden.

Wenn du dich für die Themen interessierst und wenn du gerne ein Conference Ticket für dieses Event gewinnen möchtest, schreibe mir in einem Kommentar die Top 3 Speaker, die du gerne am 12.-13. Juli sehen möchtest und warum.

Das Conference Ticket enthält Eintritte zu allen Konferenzen, die am 12. und 13, stattfinden, also wird es eine Menge Spaß geben + eine Einladung zur After Party im Volksgarten!

Das Gewinnspiel endet am 7. Juli um 23.59 Uhr, der Gewinner/die Gewinnerin wird am 8. Juli zu Mittag bekannt gemacht. Viel Erfolg und hoffentlich sehen wir uns nächste Woche beim Summit! ;)

Marketing 24/7 conference 2011

Greetings from Sibiu! These past 2 days of marketing, entrepreneurship and social media conference have been long, but very rewarding by all means and it has been a true pleasure to meet such lovely people. People working in household businesses such as small inns in Sibiu, psychologists, trainers, designers, PR&marketing freelancers, photographers, programmers, people working on social media in-house or in social media agencies and many more attended this event and spiced up the whole atmosphere during the networking sessions.

Since networking was only one of the interesting parts at this conference, I’ll try to sum up the information gathered during Marketing 24/7. Day 1 focused on entrepreneurship and ways to develop your business by using your skills at their maximum. Dragos Roua, a speaker I personally enjoyed hearing a lot, made it clear that people who are writing blogs and making a fortune out of it aren’t selling publicity on their blogs, but rather focus on building supporting products for their niche and helping the people who read their blogs get even more value out of the whole xPRience (see copyblogger).

“Focus” was actually a word which also appeared on Marius Ghenea’s presentation about the basics of entrepreneurship: “if you don’t focus on one business, you lose sight of all the businesses you’re trying to make successful”. This is a great lesson for people who are trying to get hold of all types of information from all types of places and lose touch with the thing they’re actually interested in *yours truly included*.

Day 2 evolved around socialising a business, making it more human in front of its potential public. We even had the opportunity to discuss psychology with Adrian Raulea, who made us understand that we spread both out positive and our negative energy around and we can control our own well being by simply FOCUSING ( :) ) on the present.

The second part of each day contained 2 workshops one could attend. I chose Guerilla Sales and Financial Health on the first day and appreciated every moment of it, since it was a chance to learn more about effectively selling a product in a win/win situation and getting to know why cash flow, bookkeeping and financial planning/management are vital in sustaining a business. Eusebiu Burcas was the best “prof” in Economics I’ve had so far, because he actually made sense of what was written on the powerpoint presentation (a thing I haven’t experienced in my Audimax so far).

Workshops of the second day allowed people interested in social media to find out tips’n'tricks of the trade from experts working in different companies in Romania. There was even a part where Adrian Mironescu and Ciprian Gavriliu invited us to briefly develop a communication strategy for a virtual company (in groups) – a great exercise of creativity.

All in all, the Marketing 24/7 xPRience was an opportunity to learn, to network and to enjoy the parts of Economics you DON’T  find in schools or universities. And it was great!

Marketing 24/7 and me

Looks like I’ll be making a short trip to Romania this week. Why, you ask?

Because the first marketing event I’ve ever attended (back in 2009: see article in Romanian here) is just about to start! This year is the 4th edition of Marketing 24/7 and the debated topics sound pretty nice: implementing social media in your business and making it work effectively for you, learning how to communicate fast and efficiently with your costumers and creating valuable content and so many more!

Among the speakers from various business fields are also Marius Ghenea (an antreprenour whom I’ve seen on TV hosting a show where people can present their business ideas and get feedback + financial support from different areas “Arena Leilor”) and Ciprian Gavriliu, a very, very interesting person who’s taught me a lot of valuable insights on marketing&social media through his online radio talk show, “Online Shift”.

Since the official blogger of this event will probably be posting articles in Romanian, I’ll try to update you on the things happening at the event in English. Also looking forward to tweeting live on the spot!

Meet you there! You can still sign up for the event on its official website ;)

how to get a writer to open an online business

There’s this little thing about writers. They’re not arrogant, yet they have a cockiness that outshines the more driven and perseverent people who aren’t able to put their successes into words. Sometimes, a writer is even able to fool himself that he is on top of everything solely by coming up with some brand new idea that he…writes down. But does nothing with it.

Ok, so we have this beautiful, talented writer, young and eager to find his way into the big bold world. How do we make him become more patient considering that he wants to have it all and he wants to have it now? How do we get him to practice and develop his writing skills even if he’s bored and doesn’t get the necessary inspiration out of everyday activities? And most importantly, how do we monetize his whole writing adventure, since he generally likes poems and isn’t very businessy about his talent?

My answer to all the questions above was: get him to open an online business. But how should this blog be considered an online business since it does not have a business plan in its background yet? The fact that you have no advertisements, no other means of promotion and practically no more support from other people in the same field (how’s this person gone with the wind to Austria looking for the Holy Bloggers of this country?) can’t get you really far, can it?

So I’m seeking for a person who’s willing to support my writer’s anguish and get the best out of me. Seriously, there is a lot to offer! If you can’t get the writer to open his own online business, at least let him be a part of someone else’s.

o noua sectiune

Daca privesti atent in pagina, vei observa sus, alaturi de “About”, o noua sectiune numita “Resources”. Aici vei gasi cele mai utile carti de marketing, branding, PR si online pe care le-am citit sau despre care am primit recomandari si de care merita sa faci rost in caz ca incerci sa inveti cat mai multe despre aceste domenii.

Voi face update-uri la aceasta sectiune de cate ori gasesc ceva nou si interesant, insa deoarece nu se poate comenta pe aceasta pagina, te rog sa imi trimiti un comment la orice articol de pe blog in cazul in care ai vreo sugestie pentru aceasta sectiune (sau daca esti mai wordpress savvy decat mine, sa imi explici cum pot adauga aceasta optiune).

Sper ca aceasta sectiune sa fie utila in procesul tau de documentare pentru a gasi domeniul tau preferat sau pentru a afla tips&tricks ca sa iti imbunatatesti afacerea! Ce carte te-a influentat cel mai mult in acest sens pana acum?

de unde sa invat?

Ti se da o tema de lucru pentru scoala, facultate, job si te apuci sa cauti. Ai un termen 2 luni de zile pentru a o duce la bun sfarsit, deci nu te grabesti sa o rezolvi in prima perioada a acestuia. Brusc, iti dai seama ca maine/saptamana viitoare trebuie predat totul, finalizat, cu floricele si toate in buna regula iar prima ta initiativa este sa-i dai un mesaj prietenului tau atotcunoscator de pe mess: “Cum pot rezolva x?”. Raspunsul sau e sec si te scoate din sarite: “Cauta pe google!”.

Dar asa e! Google a devenit cel mai bun prieten al omului care are nevoie de informatie rapida si eficienta. Pe langa faptul ca gasesti TOATE referatele posibile si imposibile cautand pe Google, vei vedea ca intr-o mica sesiune de link-uri (in care intri pe un site interesant, dai click pe alt site ce suna bine si asa mai departe) poti gasi o gramada de resurse foarte utile din care ai ce invata. Majoritatea site-urilor pe care le am in google reader le-am descoperit prin mici “accidente” si, precum xPRimentele de stiinta ce schimba lumea, au schimbat modul in care percep anumite aspecte ale vietii.

Nu stiu in ce domeniu lucrezi (poate ai chef sa-mi spui acest lucru intr-un comentariu), insa stiu ca daca nu mai ai fonduri pentru achizitionarea cartilor de specialitate…cum mi se intampla si mie momentan, te poti inscrie pe twitter si poti cauta prin search oamenii din Romania sau strainatate care activeaza in acelasi domeniu. In functie de relevanta tweet-urilor (mesajelor) pe care le transmit, le poti da follow si sa incerci sa citesti cel putin 10 link-uri dintre cele trimise de acestia pe saptamana. Avand in vedere ca eu imi doresc sa lucrez in domeniul marketing-ului, acest lucru s-a dovedit a fi unul dintre cei mai utili pasi pe care i-am facut in ultimul an pentru cariera mea. Vei gasi pe twitter oameni care organizeaza evenimente pentru cei din bransa ta si poti sa te inscrii online la ele; e o sursa interminabila de bloguri si site-uri utile; e un fun way to make new friends care sunt interesati de aceleasi lucruri ca si tine.

O informare constanta inseamna faptul ca ajungi mult mai usor si mai ieftin la rezultatele dorite, iar acest lucru se traduce intr-o ascensiune din punct de vedere profesional pentru tine. Foloseste twitter-ul si google reader-ul pentru acest scop, invata sa cauti in toate locurile posibile e-bookuri (acestea se ofera de obicei gratuit pe site-urile oamenilor ce-si doresc sa creasca interactivitatea paginii lor, de asemenea vei gasi si multe whitepaper-uri sau studii de caz daca stii cum sa te orientezi) si INTREABA. Poate nu-l mai intreba pe acel coleg atotstiutor despre proiecte, cat pe alti oameni ce sunt dispusi sa-ti ofere informatiile necesare.

Iar in privinta faptului ca ti-ai lasat proiectul pe ultima suta de metri, hai sa stam intr-o zi la povesti despre time management. Eu azi ma apuc de un xPRiment in acest sens! :)

Tu ce surse folosesti pentru a invata mai multe despre domeniul tau preferat de activitate?

P.S. Daca exista vreun termen din acest articol pe care nu il intelegi foarte bine, trimite-mi un comentariu si il voi explica ;)

sb-03-sky

“If you start to take Vienna – take Vienna!” [Napoleon]

Cateodata incep un articol pe acest blog stergand fiecare idee ce mi se ivise pana in momentul acela in cap. Dupa ce se perinda cateva minute, ore, zile sau saptamani prin cap, ajung fata in fata cu wordpress-ul si nu mai stiu nimic din ceea ce voiam sa iti spun. Atunci incepe o calatorie de exploatare a fiecarei senzatii pe care o traiesc in clipa in care scriu.

Sunetul pe care il scoate tastatura mea (cu cat pun mai multa pasiune in ceea ce scriu, cu atat bat mai tare in ea), un instrument de masurare al gradului de simpatie pe care il am fata de un anumit subiect. O privire aruncata pe fereastra pentru a observa ce se intampla “pe afara” si inspre birou, pentru a vedea cat de pregatita sunt ca sa infrunt vremea din afara camarutei mele.

Pentru mine, cuvantul “sky” are o relevanta deosebita. Privind cerul, imi aduc aminte atat de trecut, cat si de viitor. Incep sa-mi dea tarcoale gandurile pe care le aveam la 5 ani, atunci cand imi doream sa ajung cea mai bogata femeie din lume pentru a construi o scara indeajuns de inalta incat sa ajung la Dumnezeu…practic, nimic nu s-a schimbat in afirmatia aceasta pana in ziua de azi. Dorintele sunt insa mai finisate, mai pompos exprimate, spuse pe un ton usor maturizat.

De fapt, imi doresc sa ajung pana la cer. Atat intr-un avion superusor sau supergreu, cat si pe cale spirituala. “Maturizarea” e doar o faza premergatoare aceleia la care imi doresc sa ajung: vreau sa cresc mare pentru a deveni din nou copil. Iar prin intermediul acelui copil din interior sa rezolv macar o problema mare ce micsoreaza increderea in sine a…populatiei globului. Poate va fi o carte, poate va fi un program de televiziune, poate voi deveni Miss si voi aduce World P…eace.

In ceea ce priveste “crearea unei scari pentru atingerea cerului”, scopul scuza mijloacele. Important este doar sa produc acea schimbare care aduce cu sine alte schimbari in timp.

TU cum iti doresti sa imbunatatesti lumea?

#hmeet, versiunea alfa

Hermannstadt meet? Meet Hermannstadt! +toti oamenii aferenti oraselului nostru twitterizat.

Cu gandurile acestea am pornit in dimineata de sambata, 20.03, inspre Atrium Cafe: stiam ca la acest prim event pentru “Bloggeri, Twittereri and inbetweens” vor participa o gramada de oameni interesanti din online-ul romanesc (mai ales din domenii cu care-mi doresc sa ma familiarizez mai tare: PR, marketing online, merchandising etc), insa nu ma asteptam sa fie atat de placut. Pentru asta “multumim sponsorilor: SmartGifts.ro si Spixii“.

Ca sa intelegi mai bine ce castiga cei care participa la aceste evenimente, am incercat sa elaborez mai jos un sumar al intamplarilor de ieri.

De ce s-a organizat aceasta prima editie de #hmeet?

Conceptul de #hmeet acopera o paleta larga de utilizatori ai Web-ului 2.0, mai exact cei care se angajeaza sa aduca mereu content nou pe diverse platforme de socializare: blog personal si cont de twitter, pentru a fi mai precisi. Prin aceste mijloace, avem ocazia de a cunoaste o multime de persoane cu care impartim aceleasi pasiuni, preferinte in diverse domenii, “oameni faini” :) .

Problema e distanta. De multe ori ajungi sa vorbesti cu o persoana pe net despre subiecte foarte variate, insa nu reusesti sa o cunosti cu adevarat pana cand nu o intalnesti in persoana. Pentru asta s-a organizat #hmeet in Sibiu: “ca sa facem afaceri online, trebuie sa povestim offline” (spunea Chinezu in prezentarea Dream Team-ului).

S-a facut networking la greu inca de la inceput: printr-un sistem asemanator speed dating-ului, ne-am prezentat intr-un minut persoanei din fata noastra, am notat user-ul sau de twitter sau blogul personal si am avut ocazia de a primi un brief despre ea. Totul “to get followers”, sau pentru a identifica oameni cu care avem mai multe subiecte in comun.

Apoi a urmat prezentarea pe scurt a Dream Team-ului, o echipa de 6 tipi super tari din Bucuresti care s-au cunoscut special pentru a veni la #hmeet si s-au imprietenit pe drum, dupa pauza fiindu-ne infatisate alte cateva proiecte sociale asupra carora voi reveni mult mai pe larg in urmatoarele articole (am ramas cu gandul la unele dintre ele si doresc sa le studiez mai indeaproape pana a vi le prezenta).

La final, echipa SmartGifts.ro m-a determinat sa caut toti cititorii xPRiment.com care sunt talentati la desen, design sau care au “replici tari” si-si doresc sa creeze design-uri de tricouri pe care sa le poata comercializa prin intermediul aplicatiei…pe comision! Te incadrezi in cei mentionati mai sus? Trimite-mi un comment si-ti voi explica personal exact cum sta treaba. Mi se pare o chestie pe care merita sa o incerce toti cei care au o pornire inspre lucrurile fun si creative.

De ce avem nevoie de #hmeet versiunea beta, gama etc.?

Pentru ca a iesit atat de bine incat sunt sigura ca aceasta e o metoda foarte buna de a indemna oamenii care iau parte la astfel de intalniri sa priveasca domeniul lor de activitate dintr-o noua perspectiva. Pe mine m-a facut sa privesc sfarsitul clasei a 12a cu o mandrie aparte.

To be continued!

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