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Social Media als neue Instrumente der Investor Relations - Chancen, Grenzen und Perspektiven,[object Object],20.01.2010,[object Object],Juliane Sitter, Henry Schröder,,[object Object],Till Schiementz, Sven Hartmann,[object Object],Wirtschaftskommunikation, Master,[object Object],Investor Relations,[object Object],Dozent: Jens Schadendorf,[object Object],WS 2009/2010,[object Object]
Ablauf,[object Object],Kapitel 1	Grundlagen,[object Object],Kapitel 2	Analyse der Social Media Nutzung,[object Object],Kapitel 3	Relevanz der Social Media für IR,[object Object],Kapitel 4	Fazit,[object Object],Kapitel 5	Fragen und Diskussion,[object Object]
Kapitel 1: Grundlagen,[object Object],1.1		Das Web 2.0,[object Object],1.2		Social Media – Was ist das?,[object Object],1.3		Social Media Instrumente,[object Object],1.3.1   Social Communities,[object Object],1.3.2   Blogs,[object Object],1.3.3   Wikis,[object Object],1.3.4   Bild / Bewegtbild / Ton,[object Object],1.4 	Social Media in der UK Deutschlands,[object Object]
1.1 Entwicklung zum Web 2.0,[object Object],Web 2.0,[object Object],Web 1.0,[object Object],Warum kam es dazu?,[object Object],[object Object]
logische Fortsetzung sozialer Bedürfnisse von Menschen
keine Innovation, sondern eine evolutionäre Fortentwicklung,[object Object]
sinkende Kosten der Onlinenutzung
voranschreitende soziale Integration von Usern
verbesserte Usability von Web 2.0 Angeboten
steigende User-Partizipation,[object Object]
1.1 Der Weg zu Social Media,[object Object],Entwicklung,[object Object],Web 2.0,[object Object],Social Media,[object Object],Grundstein,[object Object],Web 1.0,[object Object]
1.2 Social Media – Was ist das?,[object Object],Definition durch Annäherung,[object Object],Definition durch Abgrenzung,[object Object],Definitionen in der Fachliteratur,[object Object]
1.2 Definition durch Annäherung,[object Object],Begriff: Social,[object Object],Begriff: Media,[object Object],[object Object]
lat. Socius: gemeinsam,   verbunden, verbündet
das Wohl anderer im   Auge behalten
fürsorglich für die Allgemeinheit
ZwischenmenschlichkeitMedia/Medien plural für Medium,[object Object],Kommunikationsmittel zwischen Sender und Empfänger,[object Object]
1.2 Definition durch Abgrenzung,[object Object]
1.2 Definitionen in der Fachliteratur,[object Object],„Social Media ist eine Gruppe von Internetanwendungen die auf den ideologischen und technologischen Grundlagen des Web 2.0 aufbauen und die Herstellung und den Austausch von User Generated Content ermöglichen.“ ,[object Object],Quelle: Kaplan, Andreas / Haenlein, Michael (2010) Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1,[object Object]
1.3 Social Media Instrumente,[object Object],1.3.1 Social Communities,[object Object],1.3.2 Blogs,[object Object],1.3.3 Wikis,[object Object],1.3.4Bild/Bewegtbild/Ton,[object Object]
1.3 Social Media Instrumente,[object Object],Social Media Prisma,[object Object],Quelle: http://social-media-prisma.ethority.de,[object Object]
[object Object]
Content wird durch alle Nutzer erzeugt und weiterentwickelt
Partizipation am Wissen der „Gemeinschaft“ (Collective Intelligence)
Austausch von digitalen Informationen – mehr als nur E-Mail-Kommunikation1.3.1 Social Communities,[object Object]
1.3.1 Social Communities,[object Object]
1.3.1 Social Communities,[object Object]
1.3.1 Social Communities,[object Object]
1.3.2 Blogs,[object Object],in Deutschland 8,4% der Internetnutzer auch Blogger,[object Object],Aufhebung der Grenzen zwischen Rezipient und Produzent,[object Object],einfacher technischer Zugang,[object Object],73% sind personal Blogs ,[object Object],27% corporate Blogs ,[object Object]
1.3.2 Blogs,[object Object]
[object Object]
inspiriert von Short Message Service (SMS)
140 Zeichen für das Erstellen einer Nachricht
ca. 850.000  deutsche Nutzer1.3.2 (Micro-)Blogs,[object Object]
1.3.2 (Micro-)Blogs,[object Object]
hawaiianisch für „schnell“,[object Object],Wissenssteigerung durch partizipative Beteiligung an Wissensgenerierung,[object Object],Prozess steter Optimierung und Aktualisierung,[object Object],größtes Wiki der Welt: wikipedia (10 Millionen Artikel / deutschsprachige Wikipedia enthält aktuell mehr als 900.000 Artikel ),[object Object],1.3.3 Wiki´s,[object Object]
1.3.3 Wiki´s,[object Object]
Freier Upload und Austausch multimedialer Inhalte,[object Object],Bewertung in Echtzeit ermöglicht,[object Object],Bekannte Vertreter sind FLICKR (Foto), YOUTUBE (Bewegtbild), MYSPACE (Musik),…,[object Object],1.3.4 Bild/Bewegtbild/Ton,[object Object]
1.4 Social Media in der UK Deutschlands,[object Object],Verwendete Social Media-Tools  2009 (Anzahl),[object Object],       Quelle: Wie nutzen Deutschlands größte Marken Social Media? Eine empirische Studie -  Carl von Ossietzky Universität Oldenburg, Fakultät II Informatik, Wirtschafts-  und Rechtswissenschaften. November 2009 / http://www.construktiv.de/newsroom/wp-content/uploads/2009/12/social-media-studie_langversion_091207.pdf,[object Object]
1.4 Social Media in der UK Deutschlands,[object Object],Nutzung nach Tools,[object Object],       Quelle: Wie nutzen Deutschlands größte Marken Social Media? Eine empirische Studie -  Carl von Ossietzky Universität Oldenburg, Fakultät II Informatik, Wirtschafts-  und Rechtswissenschaften. November 2009 / http://www.construktiv.de/newsroom/wp-content/uploads/2009/12/social-media-studie_langversion_091207.pdf,[object Object]
Zusammenfassung,[object Object],Kapitel 1: Grundlagen,[object Object],Was haben wir gelernt?,[object Object],[object Object]
Wir wissen was Social Media ist.
Wir kennen die wichtigsten Anwendungen der Social Media.
Wir haben einen Überblick, wie Unternehmen Social Media in der Unternehmenskommunikation einsetzen.Kapitel 2: Analyse der Social Media Nutzung,[object Object],Kapitel 3: Relevanz von Social Media in der IR,[object Object],Kapitel 4: Fazit,[object Object]
Kapitel 2: Analyse der Social Media Nutzung,[object Object],2.1		Social Media bei DAX Unternehmen,[object Object],2.2		Social Media bei Dow Jones Unternehmen,[object Object],2.3		Social Media bei FTSE Unternehmen,[object Object],2.4	Vergleich der Social Media Nutzung,[object Object]
2.1 Social Media bei DAX-Unternehmen,[object Object],Sind die Dax-Unternehmen im,[object Object],SocialMedia-Bereich aktiv?,[object Object],Wie aktiv nutzen Sie SocialMedia ,[object Object],speziell in der IR?,[object Object],Quelle: eigene Darstellung,[object Object]
2.1 Social Media bei DAX-Unternehmen,[object Object],Best Practice: BASF Deutschland,[object Object],Quelle: www.twitter.com/basf_ir),[object Object]
2.1 Social Media bei DAX-Unternehmen,[object Object],Quelle: eigene Darstellung,[object Object]
2.2 Social Media bei Dow Jones Unternehmen,[object Object],Sind die Dow-Jones Unternehmen ,[object Object],im SocialMedia-Bereich aktiv?,[object Object],Wie aktiv nutzen Sie SocialMedia ,[object Object],speziell in der IR?,[object Object],Quelle: eigene Darstellung,[object Object]
2.2 Social Media bei Dow Jones Unternehmen,[object Object],Quelle: eigene Darstellung,[object Object]
2.3 Social Media bei FTSE-Unternehmen,[object Object],Sind die 30 stärkstenFTSE- Unternehmen ,[object Object],im Social Media-Bereich aktiv?,[object Object],Wie aktiv nutzen Sie Social Media ,[object Object],speziell in der IR?,[object Object],Quelle: eigene Darstellung,[object Object]
2.3 Social Media bei FTSE-Unternehmen,[object Object],Quelle: eigene Darstellung,[object Object]
2.4 Vergleich der Social Media Nutzung,[object Object],Quelle: eigene Darstellung,[object Object]
Zusammenfassung,[object Object],Kapitel 1: Grundlagen,[object Object],Kapitel 2: Analyse der Social Media Nutzung,[object Object],Was haben wir gelernt?,[object Object],[object Object]
Wir haben festgestellt, dass die Nutzung in der IR noch sehr zurückhaltend ist.

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Social Media als neue Instrumente der Investor Relations - Chancen, Grenzen und Perspektiven