{Replica} Loss of control in Web 2.0 using the example of Henkel: marketing strategy instead of chicken flavor


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Since last week, the Henkel company has its social media PR debacle: A competition that the Company went out to find new designs, went to Hinten. Reason: Henkel has apparently tried to control competition. This goes well with Peter Kruse's thesis on strategies and control in the Web 2.0.


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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.

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Company on the Web 2.0 - a basic problem

Companies, which are above all concerned with the performance of key figures and pure profit maximization, have a fundamental problem with the structure of social networks. Because in order to achieve their goals, usually a clever strategy is worked out by A-Z is planned through.

Behind this is the wish to control the results of the previous year, so that the desired one also enters as planned. According to the psychology professor Peter Kruse, companies must inevitably fail, as he explained in an interview with the Wirtschaftswoche and the video above.

Swim instead of checking

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. ”

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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, a competition had been announced, by which one wanted to find creative design proposals for flasks. But the 50.000 submitted designs were more creative than expected: bratwurst, brezelduft and above all the design with chicken flavor of the advertising Peter Breuer found an appeal on the Internet.

Marketing strategy instead of chicken flavor

Henkel then apparently attacked, so Spiegel-Online, several times manipulating: one released only selected designs for the competition or adjusted the ranking. The fans of the competition are angry, generally speaking of a PR debacle, even if some like Tapio Liller disagree.

And all this because a company wants or needs to meet its pay and therefore does not dare to swim intuitively in the current. In other words, the dishwashing liquid should be not only funny and creative, but also bought - and the chicken taste was simply a barrier to the marketing strategy.

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  1. Community SUMMIT

    Chicken Flavored Pril ?! If not allowed to win, who should win ... right ?!

  2. STRATEGIC PLANNER

    RT AKQUISE-scout expert: Loss of control in Web 2.0 using the example of Henkel: Marketing strategy ...:

  3. Tanja Handl

    And I had been so looking forward to the new Pril chicken flavor. ;)
    Really a pity that some companies can laugh so badly about themselves. They could prove a piece of humanity.

  4. Experteer

    Loss of control in Web 2.0 using the example of Henkel: Marketing strategy instead of chicken taste: Be ...

  5. Main education

    Loss of control on the Web 2.0 at Bsp Henkel: RT @Jobcollege: marketing strategy instead of chicken flavor.

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