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


Work better, information as desired! We give you the information you really need and are committed to a better and more ecological working environment. When Book Publisher Best of HR – Berufebilder.de® with Unique Book Concept and eCourses we offer over 20 years of experience in Corporate Publishing - with Clients like Samsung, Otto, Governmental Institutions. Publisher Simone Janson also heads the Institute Berufebilder Yourweb, which awards scholarships, for example, and belongs one of the top 10 female German bloggers, referenced in ARD, ZEIT, WELT, Wikipedia .
Copyright:  Pictures from the author of the video.

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.


Video Note: If you don't see a video here, you have to activate the option "Watch videos" under "Privacy and Cookies" at the end of the page!


Important note: This entry contains content and information that may be out of date, eg due to legal or statistical changes. Because it can still be helpful to get an overview of the topic, you can still find it here.


Here writes for you:

 

Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.

  Profile

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 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

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. ”

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!

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 took it, like that Spiegel-Online, manipulating multiple times: You only released selected designs for the competition or adjusted the ranking list. The fans of the competition are furious, it is generally referred to as a PR debacle, even if some individuals 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.

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!


More knowledge - PDF download, eCourse on demand or personal advice


Offline download: Download this text as PDF -  Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save). Or for a little more directly an entire book or eCourse with this text buy, read on.

3,99 Book now


Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

19,99 Book now


Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

179,99 Book now



You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow
  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.

Post a Comment

Your email address will not be published. Required fields are marked with * .

Ja, I would like to be informed about the latest promotions and offers via Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.