Since last week, the Company Henkel their social media PR debacle: A competition that Companys bid to find new designs backfired. Reason: Henkel apparently tried to control the competition. That goes well with Peter Kruse's thesis Strategies and Control in Web 2.0.

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Companies on the Web 2.0 - a basic problem

Companies that are primarily concerned with meeting key figures and pure profit maximization have with the Structure of social networks is a fundamental one Problem. Because about her Set To achieve this, a clever strategy is usually worked out by the A-Z is planned through.

Behind this is the wish to want to check the result from the outset so that what is desired occurs as planned. If you follow the psychologyprofessor Peter Kruse, companies inevitably have to fail, as he explains in an interview with Wirtschaftswoche and the video above.

Swim instead of checking

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For a Web 2.0 strategy is a contradiction in itself because it implies a controllability that does not exist at all. Social networks, however, deny this classical strategic thinking because they are self-organized. Instead of strategic control, Kruse recommends simply: swimming.
“It's about being part of an uncontrollable dynamic. And to do what entrepreneurs have always done: they have moved receptively and sensitively in the culture in which they were active. They swam along intuitively and then gave their impulses based on their experience. ”

Loss of control, for example Henkel

Henkel, the well-known cleaning agent manufacturer, impressively demonstrated how difficult it is for companies, or their decision-makers, to do so, to surrender control and, so to speak, intuitively to leave it to chance.

There they had announced a competition through which they wanted to find creative design suggestions for washing-up liquid bottles. But the 50.000 drafts submitted turned out to be more creative than expected: Bratwurst, the scent of pretzels and, above all, the draft with chicken flavor by copywriter Peter Breuer resonated with the crowd Internet.

Marketing strategy instead of chicken flavor

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Henkel then apparently took it, like that Spiegel-Online, manipulating several times: Only selected drafts were released for the competition or the ranking list was cleaned up. The fans of the competition are angry, it is generally referred to as a PR debacle, even if some, like Tapio Liller, are different Opinions are.

And all because a company wants or has to meet its numbers and therefore does not dare to intuitively go with the flow. Or to put it another way: In the end, the washing-up liquid should not only be funny and creative, but also be bought - and the chicken flavor was simply the best Marketing-strategy in ways.


Top books on the subject

9783965962064

 9783965965485

 9783965961289

 9783965962804

 9783965963849

 9783965964228

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