The clinic

Yesterday we had the first event of the new seminar series on web2.0, dubbed “Web2.1: stop talking, start doing”.

In the next four weeks I’ll take this to Italy, France, Switzerland, the UK, closing off this first salvo with our Summer Academy in Berlin. Here is a brief summary of the seminar:

1. The new consumer

This introductory section discusses how the need and desire for social interaction is actually a very old phenomenon; the role of the Internet as a supporting platform (dating way back to the eighties) is also discussed with some examples and data about the major topics of discussion across the main language pools. What are Social Media? Is it possible to draw a taxonomy of the various media that have recently emerged and classify them ?

2. Why should I care – Myths, Mistakes & Misconceptions

The purpose of this section is to discuss (through the examination of real-life cases) why companies should pay attention to Social Media; to do this the workshop addresses a couple of common misconceptions and explains why these are based on wrong assumptions and how these can lead to unforeseen consequences for businesses.

3. What should I do immediately on my own?

This section looks at how Social Media should be integrated in a company’s Communications mix. What are the first steps a Communications Department should take to make sure it addresses the needs and requirements of this new category of influencers? What writing skills are required? What tools are best used to make sure the stories and announcements produced by Communications can be covered by Social Media?

4. What could I do – with the help of experts?

This section looks at how Social Media should be integrated in a company’s Marketing mix. Where are the touch points? Where can Social Media complement existing marketing projects, enhancing and turbocharging them? This section also looks at how you set up a very simple monitoring system to start familiarizing with the language and tools that are essential for proficiently using Social Media; this section also looks at several different case studies and identifies some key learnings out of programs that worked extremely well (or extremely bad).


For a few of the sections above, we have developed step-by-step small manuals which can be used as documentation; the style is extremely simple and does not require any knowledge other than the basic use of an Internet browser. Likewise, implementation of the systems described by these manuals does not require anything but freely available Internet software and does not require the user to install anything on their machine, nor access to unsecure firewall ports, making it fully compatible with even the most stringent corporate IT policies. They are available for download here.


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