What do you think about “Corporate Communications”? Corporate communication is the communication issued by an organization to all its publics. It can be defined as the set of activities involved in managing and orchestrating all internal and external communications, as my dictionary says.
Facing the Web 2.0, we think that there is a great transformation from classic websites, traditional PR and corporate content to something we call „Corporate Communications 2.0”. What does this tranformation mean?
In this Summer School we will talk about this transformation – towards the wisdom of crowds and a new Age of Cooperation. We look at entreprises and universities. An we take our own University, our own institute and the students’ platform TUgether as an example. Here’s the whole program.
But first of all, let’s have a look at marketing communications in the old days. BP for example gives you the best gasoline. Makes your car faster and stronger. Thanks to British Petroleum! Let’s see the typical commercial from 1970 on YouTube (slide 2). Than, in the last years, British Petroleum is getting green and greener. More friendly, funny and very cool, as you can see here on YouTube. The company‘s brand is moving from British Petroleum to „Beyond Petroleum“ (slide 3).
But what happens next…? BP spills coffee, as you see on YouTube (slide 4). And oil, of course. The company causes the greatest oil spill in the Mexican Gulf in history. And the people take over the control off BP’s corporate communications, in hundreds of sarcastic YouTube-Videos, Facebook-Groups, Twitter-parodies and so on. This video is just one example.
In the Age of Web 2.0 you have to listen, first. Then react. You have to trust the people, you have to think distributed and to be honest. And don‘t be evil and don‘t spill coffee or oil.
The internet is a platform, as Jeff Jarvis writes in „What Would Google Do?”. A platform enables. lt helps others to build value. Any company can be a platform. Platforms heip users create products, businesses, communities, and networks of their own. If it’s open and collaborative, those users may in turn add value to the platforms (slide 8).
So there are five major shifts in Corporate Communications, to my mind (slide 9). We will talk about these four transitions in our Summer School. And we will ask ourselve about the power of cooperation and collaboration.
- From Marketing Communications to Conversational Marketing
- From Brand Management to Brand Wikification
- From Public Relations to PR 2.0 and Social Media Marketing
- From Corporate Ethics to Corporate Social Responsibility 2.0
- Towards the Age of Cooperation?