Debating the Brand – How to Use Social Media in an Open Innovation Process

Ben Pimlott Building at Goldsmiths, University...
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Next week I will be speaking at IDEA:Exchange in London.

IDEA Exchange is a form of educational conference focusing on debate, debate and civic education, youth projects and innovative teaching and participation methodologies. IDEA organized its first Exchange in November 2006 in Prague, November 2007 in Kaunas, December 2008 in Amsterdam. This year’s Exchange will be held in London, December 10th – 13th, at Goldsmiths University.

My presentation will cover insights on changes in the media landscape and the resulting influences on consumer behavior, especially through the proliferation of digital media. The shift from broadcast media, as known in the 20th century, to social media in the 21st century has lead to new forms of interactions, which will be covered in new communication policy issues. Examples on companies or organizations using social media platforms to involve customers or the publics will be shown and finally the presentation will give a critical outlook on the long-term changes of these trends.

Hope to see you in London!

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Update on the Publicis Razorfish Deal

About two months ago, I posted an article about the Publicis – Razorfish deal. Not that I have some sort of crystal ball, but here is a short paragraph I posted:

At the end of the day I don’t believe this deal will dramatically change the advertising industry. The integration of Razorfish will lead to adjustments in the portfolio, as well as reduced headcounts. Publicis will gain additional interactive expertise, and maybe they are on their way to “digital leadership”. However, Razorfish is the loser of this deal: they loose independence and will be integrated in the advertising potpourri of a large network (under the umbrella of another company). They have to find their place first, before they can gain strength. What’s left? Just a normal company acquisition…

And here are some news on the deal: As Razorfish is finally absorbed into Publicis Groupe, the two top execs Chief Strategy Officer Jeff Lanctot and Managing Director Jim Watson won’t be coming along for the ride. Read more

Changes in the Media Landscape… #glocal09

Oliver T. Hellriegel at Glocal: Inside Social Media
Image by New Media Center via Flickr

As some of you already know, I have recently been to a conference in Skopje, Macedonia. The conference “Glocal: Inside Social Media” was hosted by the New York University Skopje and had a great line-up of practitioners as well as academics. Here is a short summary from the offcial blog on my presentation:

“Social media is people having conversations and interactions,” underlined Oliver in his presentation, clarifying that it’s not about a group of individuals broadcasting as a company, which would not mean ‘social’ anymore. “It’s about people having conversations, people having to listen, and not only to speak. Communication has changed.” Read more