Titelei	4
	Einleitung	12
	Über dieses Buch	14
	Vorwort	17
	1 Status quo: Social-Media-Einsatz in Unternehmen	20
	Chancen und Risiken von Social Media	21
	Social Media im internationalen Vergleich	24
	Aktuelle Zahlen zur Social-Media-Nutzung	25
	Wie Global-Fortune-Unternehmen Social Media nutzen	29
	Sieben Social-Media-Missverständnisse	36
	Tipps zur Nutzung der sozialen Netzwerke	39
	2 Social-Media-Strategien: Modelle undBeispiele	40
	Was Kunden von Unternehmen erwarten	41
	Welche Handlungsempfehlungen lassen sich ableiten?	44
	Was ist eine Social-Media-Strategie?	45
	Alternative Strategie-Ausrichtungen	46
	Social-Media-Konzepte aus der Praxis	47
	Strategie-Modell: Die POST-Methode	48
	Vorgehensweise bei der Strategie-Entwicklung	52
	Best Practice: PSD Bankengruppe	53
	Studie: Social Media in der Assekuranz	58
	Empfehlungen für Unternehmen in Social Media	61
	Social-Media-Projekte professionell managen	62
	Ressourcen richtig planen	62
	Bestandteile einer Social-Media-Strategie	63
	Zehn Tipps für Social-Media-Strategien	64
	3 Social Enterprise : interner Social-Media-Einsatz	66
	Wie sich der Social-Media-Einsatz lohnt	67
	Social Software: IT mit Intelligenz	69
	Cloud Computing:die Reise in die Wolken	70
	Social CRM:Wissen, was Kunden wollen	71
	Best Practice: Social-CRM -Pionier Bosch	75
	Schwarmintelligenz und Crowdsourcing	77
	Best Practice: Otto macht Model-Casting	78
	Best Practice: BMW Crowdsourcing	80
	Wie Unternehmen ihre Effizienz steigern	81
	Tools für mehr Produktivität am Arbeitsplatz	83
	4 Social-Media-Marketing: das Mitmachwebfür Kunden	85
	BookmarkLevel: 2BookmarkPageNumber: 86BookmarkBeginBookmarkTitle: Best Practice: StarbucksBookmarkLevel: 3BookmarkPageNumber: 86BookmarkBeginBookmarkTitle: Best Practice: BMWBookmarkLevel: 3BookmarkPageNumber: 89BookmarkBeginBookmarkTitle: Best Practice: Red BullBookmarkLevel: 3BookmarkPageNumber: 91BookmarkBeginBookmarkTitle: Grundlagen: Facebook-MarketingBookmarkLevel: 2BookmarkPageNumber: 92BookmarkBeginBookmarkTitle: Was Facebook -User liken und warumBookmarkLevel: 3BookmarkPageNumber: 95BookmarkBeginBookmarkTitle: Wie Sie Fans auf Facebook gewinnenBookmarkLevel: 3BookmarkPageNumber: 95BookmarkBeginBookmarkTitle: Personalisiertes Marketing mit Best PracticeBookmarkLevel: 2BookmarkPageNumber: 97BookmarkBeginBookmarkTitle: Best Practice: PorscheBookmarkLevel: 3BookmarkPageNumber: 98BookmarkBeginBookmarkTitle: Wie virales Marketing mit Social Media gelingtBookmarkLevel: 2BookmarkPageNumber: 99BookmarkBeginBookmarkTitle: Was ist virales Marketing?BookmarkLevel: 3BookmarkPageNumber: 99BookmarkBeginBookmarkTitle: Best Practice: Old SpiceBookmarkLevel: 3BookmarkPageNumber: 99BookmarkBeginBookmarkTitle: Best Practice: RügenwalderBookmarkLevel: 3BookmarkPageNumber: 100BookmarkBeginBookmarkTitle: Markenbotschafter in Social Media mit Best PracticeBookmarkLevel: 2BookmarkPageNumber: 104BookmarkBeginBookmarkTitle: Wie gelingt Marketing mit Markenbotschaftern?BookmarkLevel: 3BookmarkPageNumber: 104BookmarkBeginBookmarkTitle: Best Practice: Ritter SportBookmarkLevel: 3BookmarkPageNumber: 105BookmarkBeginBookmarkTitle: Warum Sie Webvideos einsetzen solltenBookmarkLevel: 3BookmarkPageNumber: 107BookmarkBeginBookmarkTitle: Virales Marketing im Internet wirkt nachhaltigBookmarkLevel: 3BookmarkPageNumber: 108BookmarkBeginBookmarkTitle: Empfehlungsmarketing durch virales MarketingBookmarkLevel: 3BookmarkPageNumber: 109BookmarkBeginBookmarkTitle: Best Practice: StihlBookmarkLevel: 3BookmarkPageNumber: 110BookmarkBeginBookmarkTitle: Erzählen Sie Ihre Geschichten im FilmBookmarkLevel: 2BookmarkPageNumber: 110BookmarkBeginBookmarkTitle: Die mobile Social-Media-Nutzung nimmt zuBookmarkLevel: 2BookmarkPageNumber: 113BookmarkBeginBookmarkTitle: Location Based Services boomtBookmarkLevel: 2BookmarkPageNumber: 115BookmarkBeginBookmarkTitle: Best Practice: Kiosk-App für die Schweizer ValoraBookmarkLevel: 3BookmarkPageNumber: 118BookmarkBeginBookmarkTitle: Best Practice: stories! Buchhandlung in HamburgBookmarkLevel: 3BookmarkPageNumber: 118BookmarkBeginBookmarkTitle: Zukunftstrend: Augmented RealityBookmarkLevel: 3BookmarkPageNumber: 119BookmarkBeginBookmarkTitle: 5 Social Media Relations: Online CommunicationsBookmarkLevel: 1BookmarkPageNumber: 123BookmarkBeginBookmarkTitle: Studie: Großer Nachholbedarf in der PRBookmarkLevel: 2BookmarkPageNumber: 124BookmarkBeginBookmarkTitle: Ein Social Media Newsroom verschafft ÜberblickBookmarkLevel: 3BookmarkPageNumber: 126BookmarkBeginBookmarkTitle: Unternehmensführung mit Social Media GovernanceBookmarkLevel: 2BookmarkPageNumber: 127BookmarkBeginBookmarkTitle: Social-Media-PotenzialeBookmarkLevel: 3BookmarkPageNumber: 128BookmarkBeginBookmarkTitle: Praxisbeispiel: Kenneth ColeBookmarkLevel: 3BookmarkPageNumber: 130BookmarkBeginBookmarkTitle: Bestandteile einer Social Media PolicyBookmarkLevel: 3BookmarkPageNumber: 132BookmarkBeginBookmarkTitle: Content-Strategie: Das KUDOS-ModellBookmarkLevel: 2BookmarkPageNumber: 136BookmarkBeginBookmarkTitle: Neues Kräfteverhältnis in der PRBookmarkLevel: 2BookmarkPageNumber: 137BookmarkBeginBookmarkTitle: Wie Storytelling in Social Media wirktBookmarkLevel: 3BookmarkPageNumber: 138BookmarkBeginBookmarkTitle: Best Practice: Krones AGBookmarkLevel: 3BookmarkPageNumber: 141BookmarkBeginBookmarkTitle: Corporate Blog:Tagebuch für jedermannBookmarkLevel: 2BookmarkPageNumber: 144BookmarkBeginBookmarkTitle: Best Practice: Walthers SaftblogBookmarkLevel: 3BookmarkPageNumber: 145BookmarkBeginBookmarkTitle: Zehn Vorteile von Corporate BlogsBookmarkLevel: 3BookmarkPageNumber: 145BookmarkBeginBookmarkTitle: Blog-Konzeption mit zehn News-TypenBookmarkLevel: 3BookmarkPageNumber: 146BookmarkBeginBookmarkTitle: Zehn Tipps zur Blog -VermarktungBookmarkLevel: 3BookmarkPageNumber: 149BookmarkBeginBookmarkTitle: Reputationsmanagement im Praxis-EinsatzBookmarkLevel: 2BookmarkPageNumber: 150BookmarkBeginBookmarkTitle: Praxisbeispiel: United AirlinesBookmarkLevel: 3BookmarkPageNumber: 151BookmarkBeginBookmarkTitle: Praxisbeispiel: Jack WolfskinBookmarkLevel: 3BookmarkPageNumber: 152BookmarkBeginBookmarkTitle: Praxisbeispiel: Dell HellBookmarkLevel: 3BookmarkPageNumber: 153BookmarkBeginBookmarkTitle: Online-ReputationsmanagementBookmarkLevel: 2BookmarkPageNumber: 155BookmarkBeginBookmarkTitle: Zum Umgang mit KundenbewertungenBookmarkLevel: 3BookmarkPageNumber: 155BookmarkBeginBookmarkTitle: Twitter: Support, Infos und KommunikationBookmarkLevel: 2BookmarkPageNumber: 156BookmarkBeginBookmarkTitle: Tipps für den TwittereinsatzBookmarkLevel: 3BookmarkPageNumber: 157BookmarkBeginBookmarkTitle: 6 Social Commerce: Mehr Profit durch SocialMediaBookmarkLevel: 1BookmarkPageNumber: 159BookmarkBeginBookmarkTitle: Wie Social Commerce den Gewinn fördertBookmarkLevel: 2BookmarkPageNumber: 159BookmarkBeginBookmarkTitle: Vertrieb 2.0 mit Social MediaBookmarkLevel: 2BookmarkPageNumber: 160BookmarkBeginBookmarkTitle: Starres Zielgruppendenken war gesternBookmarkLevel: 3BookmarkPageNumber: 161BookmarkBeginBookmarkTitle: Vertriebler benötigen neue QualifikationenBookmarkLevel: 2BookmarkPageNumber: 161BookmarkBeginBookmarkTitle: Studie: Social Media im KaufprozessBookmarkLevel: 2BookmarkPageNumber: 162BookmarkBeginBookmarkTitle: Menschen vertrauen anderen MenschenBookmarkLevel: 3BookmarkPageNumber: 162BookmarkBeginBookmarkTitle: Modell: Der Kaufzyklus mit Social MediaBookmarkLevel: 3BookmarkPageNumber: 163BookmarkBeginBookmarkTitle: Best Practice: Wie Dell Social Media nutztBookmarkLevel: 3BookmarkPageNumber: 165BookmarkBeginBookmarkTitle: Twitter Service-Kanäle: Telekom und die BahnBookmarkLevel: 2BookmarkPageNumber: 167BookmarkBeginBookmarkTitle: F-Commerce: Über Facebook Shop verkaufenBookmarkLevel: 2BookmarkPageNumber: 168BookmarkBeginBookmarkTitle: Best Practice: Otto mit F-Commerce und Augmented RealityBookmarkLevel: 3BookmarkPageNumber: 168BookmarkBeginBookmarkTitle: Neue Vertriebschancen durch F-CommerceBookmarkLevel: 3BookmarkPageNumber: 170BookmarkBeginBookmarkTitle: Führen Facebook-Fanseiten zu höheren Umsätzen?BookmarkLevel: 3BookmarkPageNumber: 177BookmarkBeginBookmarkTitle: Der Wert eines Facebook -FansBookmarkLevel: 3BookmarkPageNumber: 179BookmarkBeginBookmarkTitle: Neue Geschäftsmodelle mit Social MediaBookmarkLevel: 2BookmarkPageNumber: 180BookmarkBeginBookmarkTitle: Best Practice: Friendsurance.deBookmarkLevel: 3BookmarkPageNumber: 181BookmarkBeginBookmarkTitle: Groupons, Dealydeal: Top oder Flop?BookmarkLevel: 3BookmarkPageNumber: 182BookmarkBeginBookmarkTitle: Mehr Profit erzielen durch Social-Media-ROIBookmarkLevel: 2BookmarkPageNumber: 182BookmarkBeginBookmarkTitle: Einige Kennzahlen zur ErfolgsmessungBookmarkLevel: 3BookmarkPageNumber: 184BookmarkBeginBookmarkTitle: 7 Employer Branding: Social Media imPersonalwesenBookmarkLevel: 1BookmarkPageNumber: 189BookmarkBeginBookmarkTitle: Neue Chancen durch Change ManagementBookmarkLevel: 2BookmarkPageNumber: 189BookmarkBeginBookmarkTitle: Neues Berufsbild: Der Social-Media-ManagerBookmarkLevel: 2BookmarkPageNumber: 191BookmarkBeginBookmarkTitle: Aufgabenfelder von Social-Media-ManagernBookmarkLevel: 3BookmarkPageNumber: 192BookmarkBeginBookmarkTitle: Wie sind die Berufsaussichten für Social-Media-Manager?BookmarkLevel: 3BookmarkPageNumber: 193BookmarkBeginBookmarkTitle: Was verdient ein Social-Media-Manager?BookmarkLevel: 3BookmarkPageNumber: 194BookmarkBeginBookmarkTitle: Übersicht: Social-Media-WeiterbildungenBookmarkLevel: 3BookmarkPageNumber: 194BookmarkBeginBookmarkTitle: Employer Branding mit PraxisbeispielenBookmarkLevel: 2BookmarkPageNumber: 194BookmarkBeginBookmarkTitle: Best Practice: Bayer AGBookmarkLevel: 3BookmarkPageNumber: 195BookmarkBeginBookmarkTitle: Best Practice: KronesBookmarkLevel: 3BookmarkPageNumber: 195BookmarkBeginBookmarkTitle: Best Practice: GoogleBookmarkLevel: 3BookmarkPageNumber: 197BookmarkBeginBookmarkTitle: Recruitment 2.0: Was bringt die Zukunft?BookmarkLevel: 2BookmarkPageNumber: 198BookmarkBeginBookmarkTitle: Zehn Tipps für Employer Branding mit Social MediaBookmarkLevel: 2BookmarkPageNumber: 199BookmarkBeginBookmarkTitle: 8 Social Media Monitoring: Echtzeit-Kommunikation beobachtenBookmarkLevel: 1BookmarkPageNumber: 201BookmarkBeginBookmarkTitle: Was Social Media Monitoring leisten kannBookmarkLevel: 2BookmarkPageNumber: 201BookmarkBeginBookmarkTitle: Ziele, Vorgehensweisen und FunktionenBookmarkLevel: 2BookmarkPageNumber: 203BookmarkBeginBookmarkTitle: Social Media Monitoring im KrisenfallBookmarkLevel: 2BookmarkPageNumber: 205BookmarkBeginBookmarkTitle: Praxisbeispiel: Die Krise von Ergo in Social MediaBookmarkLevel: 3BookmarkPageNumber: 206BookmarkBeginBookmarkTitle: Social Media Monitoring bei ShitstormBookmarkLevel: 2BookmarkPageNumber: 208BookmarkBeginBookmarkTitle: Ergo Assoziations-CloudBookmarkLevel: 3BookmarkPageNumber: 209BookmarkBeginBookmarkTitle: Wie Sie Krisen frühzeitig erkennenBookmarkLevel: 2BookmarkPageNumber: 210BookmarkBeginBookmarkTitle: Praxistipps zum Social Media MonitoringBookmarkLevel: 2BookmarkPageNumber: 210BookmarkBeginBookmarkTitle: Kostenfreie Monitoring ToolsBookmarkLevel: 2BookmarkPageNumber: 211BookmarkBeginBookmarkTitle: Monitoring mit kostenpflichtigen ToolsBookmarkLevel: 2BookmarkPageNumber: 212BookmarkBeginBookmarkTitle: 9 Ausblick: Erfolgreiche Social-Media-Strategien für die ZukunftBookmarkLevel: 1BookmarkPageNumber: 214BookmarkBeginBookmarkTitle: Neue Herausforderungen für Unternehmen in derZukunftBookmarkLevel: 2BookmarkPageNumber: 215BookmarkBeginBookmarkTitle: Social-Media-Daten überfordern gängige IT-SystemeBookmarkLevel: 3BookmarkPageNumber: 216BookmarkBeginBookmarkTitle: Neue Herausforderungen für UnternehmenBookmarkLevel: 3BookmarkPageNumber: 216BookmarkBeginBookmarkTitle: Neue Anforderungen an das Marketing der ZukunftBookmarkLevel: 3BookmarkPageNumber: 216BookmarkBeginBookmarkTitle: Informationen für strategische EntscheidungenBookmarkLevel: 3BookmarkPageNumber: 217BookmarkBeginBookmarkTitle: Return on Investment für Social MediaBookmarkLevel: 2BookmarkPageNumber: 217BookmarkBeginBookmarkTitle: Prioritäten im digitalen MarketingBookmarkLevel: 2BookmarkPageNumber: 218BookmarkBeginBookmarkTitle: Strategische Empfehlungen für UnternehmenBookmarkLevel: 2BookmarkPageNumber: 220BookmarkBeginBookmarkTitle: Neue Denkweisen im Marketing 2.0BookmarkLevel: 2BookmarkPageNumber: 221BookmarkBeginBookmarkTitle: Die Trends der neuen ArbeitsweltBookmarkLevel: 2BookmarkPageNumber: 222BookmarkBeginBookmarkTitle: Traditionelle und neue ArbeitsweisenBookmarkLevel: 3BookmarkPageNumber: 225BookmarkBeginBookmarkTitle: Büros als TreffpunktBookmarkLevel: 3BookmarkPageNumber: 225BookmarkBeginBookmarkTitle: Wie Unternehmen ihren Social-Media-Erfolg langfristigsichernBookmarkLevel: 2BookmarkPageNumber: 226BookmarkBeginBookmarkTitle: 10 Social-Media-GlossarBookmarkLevel: 1BookmarkPageNumber: 230BookmarkBeginBookmarkTitle: IndexBookmarkLevel: 1BookmarkPageNumber: 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	Best Practice: Starbucks	86
	Best Practice: BMW	89
	Best Practice: Red Bull	91
	Grundlagen: Facebook-Marketing	92
	Was Facebook -User liken und warum	95
	Wie Sie Fans auf Facebook gewinnen	95
	Personalisiertes Marketing mit Best Practice	97
	Best Practice: Porsche	98
	Wie virales Marketing mit Social Media gelingt	99
	Was ist virales Marketing?	99
	Best Practice: Old Spice	99
	Best Practice: Rügenwalder	100
	Markenbotschafter in Social Media mit Best Practice	104
	Wie gelingt Marketing mit Markenbotschaftern?	104
	Best Practice: Ritter Sport	105
	Warum Sie Webvideos einsetzen sollten	107
	Virales Marketing im Internet wirkt nachhaltig	108
	Empfehlungsmarketing durch virales Marketing	109
	Best Practice: Stihl	110
	Erzählen Sie Ihre Geschichten im Film	110
	Die mobile Social-Media-Nutzung nimmt zu	113
	Location Based Services boomt	115
	Best Practice: Kiosk-App für die Schweizer Valora	118
	Best Practice: stories! Buchhandlung in Hamburg	118
	Zukunftstrend: Augmented Reality	119
	5 Social Media Relations: Online Communications	123
	Studie: Großer Nachholbedarf in der PR	124
	Ein Social Media Newsroom verschafft Überblick	126
	Unternehmensführung mit Social Media Governance	127
	Social-Media-Potenziale	128
	Praxisbeispiel: Kenneth Cole	130
	Bestandteile einer Social Media Policy	132
	Content-Strategie: Das KUDOS-Modell	136
	Neues Kräfteverhältnis in der PR	137
	Wie Storytelling in Social Media wirkt	138
	Best Practice: Krones AG	141
	Corporate Blog:Tagebuch für jedermann	144
	Best Practice: Walthers Saftblog	145
	Zehn Vorteile von Corporate Blogs	145
	Blog-Konzeption mit zehn News-Typen	146
	Zehn Tipps zur Blog -Vermarktung	149
	Reputationsmanagement im Praxis-Einsatz	150
	Praxisbeispiel: United Airlines	151
	Praxisbeispiel: Jack Wolfskin	152
	Praxisbeispiel: Dell Hell	153
	Online-Reputationsmanagement	155
	Zum Umgang mit Kundenbewertungen	155
	Twitter: Support, Infos und Kommunikation	156
	Tipps für den Twittereinsatz	157
	6 Social Commerce: Mehr Profit durch SocialMedia	159
	Wie Social Commerce den Gewinn fördert	159
	Vertrieb 2.0 mit Social Media	160
	Starres Zielgruppendenken war gestern	161
	Vertriebler benötigen neue Qualifikationen	161
	Studie: Social Media im Kaufprozess	162
	Menschen vertrauen anderen Menschen	162
	Modell: Der Kaufzyklus mit Social Media	163
	Best Practice: Wie Dell Social Media nutzt	165
	Twitter Service-Kanäle: Telekom und die Bahn	167
	F-Commerce: Über Facebook Shop verkaufen	168
	Best Practice: Otto mit F-Commerce und Augmented Reality	168
	Neue Vertriebschancen durch F-Commerce	170
	Führen Facebook-Fanseiten zu höheren Umsätzen?	177
	Der Wert eines Facebook -Fans	179
	Neue Geschäftsmodelle mit Social Media	180
	Best Practice: Friendsurance.de	181
	Groupons, Dealydeal: Top oder Flop?	182
	Mehr Profit erzielen durch Social-Media-ROI	182
	Einige Kennzahlen zur Erfolgsmessung	184
	7 Employer Branding: Social Media imPersonalwesen	189
	Neue Chancen durch Change Management	189
	Neues Berufsbild: Der Social-Media-Manager	191
	Aufgabenfelder von Social-Media-Managern	192
	Wie sind die Berufsaussichten für Social-Media-Manager?	193
	Was verdient ein Social-Media-Manager?	194
	Übersicht: Social-Media-Weiterbildungen	194
	Employer Branding mit Praxisbeispielen	194
	Best Practice: Bayer AG	195
	Best Practice: Krones	195
	Best Practice: Google	197
	Recruitment 2.0: Was bringt die Zukunft?	198
	Zehn Tipps für Employer Branding mit Social Media	199
	8 Social Media Monitoring: Echtzeit-Kommunikation beobachten	201
	Was Social Media Monitoring leisten kann	201
	Ziele, Vorgehensweisen und Funktionen	203
	Social Media Monitoring im Krisenfall	205
	Praxisbeispiel: Die Krise von Ergo in Social Media	206
	Social Media Monitoring bei Shitstorm	208
	Ergo Assoziations-Cloud	209
	Wie Sie Krisen frühzeitig erkennen	210
	Praxistipps zum Social Media Monitoring	210
	Kostenfreie Monitoring Tools	211
	Monitoring mit kostenpflichtigen Tools	212
	9 Ausblick: Erfolgreiche Social-Media-Strategien für die Zukunft	214
	Neue Herausforderungen für Unternehmen in derZukunft	215
	Social-Media-Daten überfordern gängige IT-Systeme	216
	Neue Herausforderungen für Unternehmen	216
	Neue Anforderungen an das Marketing der Zukunft	216
	Informationen für strategische Entscheidungen	217
	Return on Investment für Social Media	217
	Prioritäten im digitalen Marketing	218
	Strategische Empfehlungen für Unternehmen	220
	Neue Denkweisen im Marketing 2.0	221
	Die Trends der neuen Arbeitswelt	222
	Traditionelle und neue Arbeitsweisen	225
	Büros als Treffpunkt	225
	Wie Unternehmen ihren Social-Media-Erfolg langfristigsichern	226
	10 Social-Media-Glossar	230
	Index	248