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employees Magazine

Source: Promote & Sell / www.wuv.de

The (internal) criticism, that in-house communication to management-heavy and many people less sensitive, has not yet ceased. make "show people" is therefore the recipe Good Publisher, the heterogeneity of the workforce on the topic and put on an identification of human-touch issues because people want a staff magazine , read it in public transport -.. and show her family can . In addition, claims of employees have risen to the main newspaper, demanding staff / colleagues verlangen „hohe journalistische und optische Qualität“: Verlautbarungsblätter alten Stils haben ausgedient. Die Mitarbeiter wünschen sich ernst zu nehmende Medien, die wirklich informieren. Das schließt kritische Themen wie Entlassungen und Übernahmen ausdrücklich ein: Wenn nötig, müssen kurzfristig sogar Sonderhefte produziert werden.

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Self website for magazines

Quelle: Werben & Verlaufen / www.wuv.de

Jeder Kundentitel sollte seinen eigenen Auftritt im Nerz bekommen und so die Magazinmarke stärken. Trotzdem stößt man im Internet immer wieder auf Kundenzeitschriften, die als Untermieter der allgemeinen Firmen-Webadresse ihr Dasein fristet. Diese Subseiten sind eine Gratwanderung. Der journalistische Anspruch eines Magazins kollidiert dort nicht selten mit der PR-orientierten Selbstdarstellung des Unternehmens. Magazinabonnenten müssen sich auf mancher Seite erst durch knallige Werbebotschaften kämpfen, bevor sie zum gewünschten Service surfen können. Kundentitel muessen daher klar vom allgemeinen Auftritt getrennt werden.

Während das Heft vor allem als Image-Träger dient, nutzt zum Beispiel Miele den Online-Kanal zum Dialog mit den Kunden. Die Website ist Ausgangspunkt für Marketingaktivitäten und so genanntes Customer Relations Management (CRM): die Vernetzung von Vertrieb, Marketing und Corporate Publishing.

Im Mittelpunkt des Magazins stehen nicht die Elektroherde, Dampfregler und Kaffeemaschinen aus dem Haus Miele. Themen sind kulinarische Genüsse, ein edler Tropfen Wein oder auch einfach nur Infos zur Kulturgeschichte eines geschmackvoll zubereiteten Essens. Hinter dieser kulinarischen Lebenswelt treten die eigentlichen Produkte zurück. Doch nur einige wenige der Artikel finden sich im Web-Content wieder. Mehr Gewicht haben dort spezielle Serviceangebote. In einem geschlossenen Bereich können sich Nutzer zum Beispiel Kochrezepte oder einen persönlichen Wochenplan zusammenstellen. Bei ihrer Registrierung werden die Kunden umfangreich befragt.

Mit ihren verschiedenen Magazinen spricht die AOK nicht nur different target groups - from children to adolescents to adults. They will continue this talk on the Internet, where the titles represented with specially created content for the web. The effort seems worthwhile to show the response values.

meantime, however, has leveled off to the interplay of media, print and online do not come out competing against each other. In the interaction between the two types of media Endrös, opportunities, "Magazine The need to build not only so much dialogue, what indeed create and can not even if they only two to four times a year will appear."

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Examples Customer Magazine

Source: Advertise & Sell / www.wuv.de

Microsoft Magazine:
unique in its consistent response orientation, the magazine is the heart of the Customer Relationship Management. It strengthens the dialogue with corporate clients and will demonstrably contribute to increased customer satisfaction and business success. In the "Best of Corporate Publishing 2003 the magazine won the special award for" integrated communications ".

Corporate Responsibility: The Corporate Responsibility is
magazine of the Alliance is a graphic and editorial quality medium with which the company is critical of its social responsibility. So the alliance occupied proactively controversial topics and calls so far from unattainable target. For his appearance in New York, the magazine of the Society of Publication Designers has been awarded.

Sprint Magazine: The Sprint
magazine presents the Japanese car manufacturer Mitsubishi both the model range of the house, as well as lifestyle and travel topics. Sprint is characterized by a clear layout, high added value for readers and detailed product information and achieved a strong customer loyalty.

Body and Soul:
Body and Soul is a young, attractive women's magazine that has to fear no comparison with established purchase titles. Thanks to targeted and appropriate address of a successful couponing concept The magazine supports the expansion of the brand Müller, increase visitor traffic and increase sales. The issue is regularly sold out shortly after release at point of sale.

TUI magazine:
The book scores points with fine understatement. In 66 pages of reports elaborately staged dream destinations around the world tell. Theme is Moroccan storytellers, Icelandic lagoons or the lavender fields of Provence. The goal is to build a long-term emotional commitment. Readers will feel part of TUI community. Personally addressed magazines such as Welcome promote the long-term care of an exclusive clientele. They are highly targeted instruments of strategic Marketing and press the appreciation of the loyal frequent flyer customers over. In addition, the reader does not get incoherent various destinations "hinge claps", as in travel brochures is unfortunately the case. TUI presents the reader with information on a whole journey region. As with the pulp of the potential customer is first "brought into the mood." Wanderlust is the awakened, he needs a flight, a hotel, a diving school. And already the product was sold.

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refinancing customer magazines

Source: Promote & Sell / www.wuv.de

• A magazine does not need to finance its production costs. Because the journal is a communication component measures a well-designed marketing mix and should be considered in isolation. For media releases, public relations or advertising folders indeed no responsible person has the idea, just after an advertising funding call.
• The demand for a 100 percent funding is unrealistic, even false and extremely dangerous. Indeed, there is always service providers who were getting into and frivolous necessity for such a gamble. This promise was a realistic assessment of the market back in the boom years, hardly hold. Today it is even more illusory.
• addition, no customers to serve, his magazine virtually to the contract can produce at zero cost - if the service durch derartige Regelungen in ernste wirtschaftliche Schwierigkeiten gerate und nicht weiter produzieren konnte.
  
• Anzeigenmärkte lassen sich auch nicht von heute auf morgen erschließen. Jedes Magazin muss zunächst Profil und Identität als Werbeträger herausbilden. Und das ist vorrangig eine Sache von Beharrlichkeit und Kontinuität. Es gehe am Ende um die Frage, ob eine langfristig tragfähige Kommunikation aufgebaut oder nur ein Strohfeuer entfacht werden solle.
  
• Und: Die strategische Ausrichtung von Marketingmaßnahmen kann ja nicht davon abhängig sein, ob jemand einen Anzeigenauftrag unterschreibt. Im Gegenteil. Verließe man sich auf solche Einzelfallentscheidungen, würde das die Abhängigkeit the customer of external events increase significantly.

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photos in customer magazines

Source: German Post / CP-Watch

photos in customer magazines must fulfill several requirements: they should form a line and still break out of conventions to illustrate different issues and still embody the same brand. But what distinguishes photos in customer magazines? Photos are in the corporate publishing journalism - basically they reflect against the companies but also personality. This is the self-understanding, values \u200b\u200band characteristics that distinguishes one company from another - like a man. The images used should reflect this.

Nehmen wir als Negativbeispiel das Foto eines Reagenzglases oder eines Fließbands, das einen Text über Forschung oder Produktion illustriert: Dieses Foto transportiert keine Kernaussage und keine Marke. Es ist auswechselbar, wirkungslos im Sinne der Marke.

Doch Fotos transportieren nur dann eine Marke wenn sie klar und deutlich die Unternehmenspersönlichkeit visualisieren. Wer an Milka, Marlboro und Becks denkt, vor dessen innerem Auge entstehen unweigerlich Bilder einer Alpenlandschaft, von kernigen Cowboys und vom grünen Segelschiff. Aber welche Bilder entstehen, wenn wir zum Beispiel an Allianz, Bertelsmann oder Springer denken?

Um solche Verknüpfungen zu erreichen, muss man "penetrieren", wie es in der Called advertising. However, customer magazines are not advertising. You may not reproduce in each issue ships with green sails, because it is change and diversity issues are the basis for credibility and confidence in corporate publishing.

ie do not show the same image repeated - but to have long term creates images and ideas. First, the image statement defines quasi the barriers within which moves the imagery, on the other are enough from individual elements to create in your mind the whole world of images, such as in the case of air bubbles of O2.

To build a visual world are to attend to in principle so the following requirements: Core message of the visual world is long-term, the central idea is repeated often, the motives are varied little.

put it bluntly: The "central idea" is the ship sailing with the green, and the "minor variation" is one of the ship left, and again from the beginning, then show from the right. But that's not enough: we compare the advertising themes of Becks from the past 20 years, show only minor variations, but which are necessary if we are aware of the image and seeing more new one. Studies show that our attention and thus significantly decreases our learning curve already after the third viewing of an image. connections on the other side No images, we permanently with the company, if we see them only once.

The magazine of the shipping company will reveal the Aida cruise ships, portrays life on board, land excursions, but also people who work there. Thus, the relatively wide photographic boundaries are fixed. The photos appear in the magazine produced by a light hand, they act unasked and, of course. The pictures for the newspaper ads or PR Aida contrast some look similar, but they are static - you can also say: Asked - photographed.

We see that draw both genera from the same sources and have similar imagery, but they differ according to the medium for which they are needed. The visual language of corporate publishing should therefore correspond to the Web, advertising, PR and media relations . That would be the ideal case - should be linked as in the ideal case, the media. Each medium has its strengths remain, like example Aida.

It is not expensive to develop a language of images and persevere. For companies show pictures but anyway ever - but mostly those who have no long-term impact and deposit on the mark. It is also much more expensive, again and again performance and brand message of change. You start from scratch each time, the fizzle earlier investments. Imagery, as brand loyalty or customer retention per Magazin auch, eine sehr langfristige Angelegenheit.

Thema Story-Telling: Wie viele Ecken hat ein Stoppschild? Sechs? Acht? Man muss nachzählen, weil einem das Verkehrszeichen nicht als Bild gespeichert und erinnerlich ist. Logos wirken wie Buchstaben oder Verkehrszeichen, die man wahrnimmt, aber wieder vergisst, sobald man sie nicht mehr braucht. Konkret: Wenn man durch eine Stadt fährt, woran erinnert man sich? Nicht an die Verbotsschilder am Straßenrand, sondern an den Baum, die alte Frau am Zebrastreifen oder das spielende Kind auf dem Gehweg. An Bilder und Geschichten also. Schon lange finden Studien heraus, dass sich Verbraucher nur sehr schwer an Logos erinnern können. Die Teilnehmer meiner Seminare sollen Logos etwa von Maggi und Adidas zeichnen - doch sie sind dazu nicht in der Lage. Wenn Logos als Bilder wirken würden, dann müssten sie dies können. An Bilder kann man sich aber erinnern.

Auch Texte können durchaus sehr stark emotionalisieren - wenn man nur an Romane oder die gut geschriebene Broschüre denkt. Allerdings aktivieren Bilder stärker als Texte, Bilder werden vor den Texten betrachtet, sie werden leichter aufgenommen, leichter verarbeitet und bleiben stärker im Gedächtnis haften.

Wie erreicht man nun, dass Fotos in Kundenmagazinen als Teil der Markenbotschaft wirken? Indem man eine Bildwelt definiert - siehe Aida -, wobei das Unternehmen viele Motive zur Wahl hat: Die Bildwelt kann im Zusammenhang mit den Bezugsgruppen stehen, mit dem Gebrauch der Leistungen, dem Unternehmen selbst oder den durch das Unternehmen ausgelösten Assoziationen. Dabei sind Bildwelten kein starres Korsett, sondern sie erlauben größtmögliche Freiheit bei der Ausrichtung einer Kernaussage. Ein Energiedienstleister zum Beispiel kann seine Kernaussage "Menschen mit Energie" unter anderem durch die Abbildung von Personen, Gegenständen des täglichen Lebens, von aktiven Menschen oder Sportmotiven vermitteln.

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Story Telling (IV)

Quelle: http://www.wissensmanagement.net/

Das "Miterleben" beim Leser funktioniert nur, weil Geschichten sinnstiftend sind. Sinn und Bedeutung sind etwas, was man in formalen und technischen Prozessen knowledge management gladly forget or deliberately excludes. It is here but is a great opportunity to combine individual and organizational learning processes together. Or expressed in the words of Karl Weick, "What Is Necessary in sense making is a good story".

to be moving people in companies to change In this form of story telling. can gather that is already told in authentic stories that we analyze, fix and implicit messages to feed back into the company - the substance of this is sought in the company itself.

who packed the past, present and future of a company into a metaphorical story formulated, linguistic and visual images to paint and these members of a company in big events near brings also operates Story Telling.

The goal here is: motivation for change. Since humans are notoriously resistant to change, appear therapeutic measures are not unreasonable: the importance of metaphors and analogies in changing attitudes and behavior in the therapy in any case is clear - we can incorporate into the story telling seems to be promising.

The storyteller as a visionary: If you drink with stories of change and to create a suitable social environment will, in satisfaction of the successes and failures be told and retold, his approach can also be described as story telling. With the fitting word "Springboard Stories" Stephen Denning called his form of storytelling, in which the listener a mental leap from the story told a similar story (or a situation or an event of similar structure) to make. Springboard stories are used to introduce a complex new idea and to convince even heavy or even refuse to inspiring members of a company from the benefits of the new idea. Such stories should always end well, though they actually learn better from mistakes as from successes. As a visionary, but that - even wants to kick a general change, you need other stories as someone who pass the specific knowledge or specific behavior change - again.

The storyteller as a historian: Who asked about an outstanding event several people from these interviews central core statements exposing and it writes a fascinating history, can also be referred to as the Storyteller. Art Kleiner and George Roth, under the title "Learning Histories" probably the most elaborate method of the Story Tellings presented and developed a multi-step process by which one can construct experience stories. The fabric is like the history management Snowden after the company itself, the difference is that the story exists yet and is already being told, but must be reconstructed first.

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Story Telling (science)

Source: http://www.wissensmanagement.net/

keyword Narratives knowledge management "narrative" means first of all nothing more than "telling" (Latin narrare tell =). Turn came to tell you in words as well as with (static and dynamic) images, we can speak directly or indirectly convey messages to use for telling the media or direct contact. In any case, you need people to tell stories - technical systems can possibly pass on information. And right here is probably the very characteristic that distinguishes a narrative from the classic knowledge management knowledge management as we know it to date.

The storyteller as hunters and gatherers: Who hear everything in a company and collects naturally occurring stories in it values, attitudes, or a reflection of corporate culture discovered operates Story Telling. Under the heading History Management Peter describes a bulk of Dave Snowden based storytelling process, in which what is said in the company, takes up systematically in specially staged workshops, building blocks for learning stories recycled and can tell the same systematic.

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Story Telling (phases)

Source: http://www.wissensmanagement.net/

order to develop a track record need to go through several successive stages.

• Plan: First, identify a major event in the company and put together a team of so-called historians experience (ideally consisting of internal staff and external experts).
• Interviewer: Then set off for the experience of historians and interview as many people who were involved in the events under investigation, with facts and personal to collect and detect interpretations. Goal is to get as many perspectives as possible on the observed facts to get.
• Evaluation: After that have transcribed the testimony of the interviewees and sorted by topics and key messages will be extracted. Validate: The interviewees are mirrored back their statements before taking in the experience story again to be sure to have understood everything correctly, and to obtain the release of the quotations.
• Create: Then it goes to the writing of history. What is special is the format: the experience document consists of several short stories. Each short story has a most interesting-sounding Title.
• Spread: Is ready the experience document, it will not end up in the drawer, but are distributed in special workshops. There, employees get together to exchange views and learn from the experience of history and to think together how the company can learn from the experiences of the past for the future.

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Story Telling (III)

Source: http://www.wissensmanagement.net

• Story Telling is in - no doubt about that. A few examples from the current press proof of this "fairy tale for employees: Fairy tales can see the future in friendly and inspiring images" (manager seminars, January 2002), "Stories for Management: We want to fictional stories organizations improve communication skills of their employees" (Financial Times Germany, February 2002) "Knowledge Management with stories: The passing on of knowledge about the telling of stories and for modern organizations unusual way" ( Qualifier, March 2002)
• stories are interesting for companies Why: Just compare the recent report of an eventful meeting colleagues from the mouth with a log or chart the same event. How is it that you listen to colleagues and understand it easily, but with difficulty by the German office of a protocol and torture by means of abstract graphics? If you think about it, you may come to the same conclusion as those who have discovered the advantage of fiction when it comes to convey complex messages to reduce the gap between knowledge and action, or to initiate far-reaching changes.
• stories help us to understand complexity, to satisfy the question of "why they fill it with facts of life and have a message that is sometimes surprising jump in the eye, but will sometimes be found even enjoyable.
• stories are immediate and unique, they speak a clear language and have their own aesthetic.
• Common to all types of stories that they produce concrete ideas is to address, not just the intellect but also feel and identify new ways of thinking and action.
• stories can not only understand but to experience.

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Story Telling (II)

Source: Source: http://www.deutsche-post.de

• Those who work with journalistic tools such as customer magazines, less cost and faster a better public image than with other instruments. This statement is confirmed by studies per year.
• central communication platform for numerous successful companies: journalist Unternehmenspublikationen. Das Erfolgskonzept lautet: Story Telling, Geschichten erzählen.
  
• Erfolgs-Ergebnisse aus der Praxis haben immer dasselbe Muster: Oben auf der Positivliste steht, wer mit journalistischen Mitteln an die Öffentlichkeit getreten ist und das Prinzip des Story Telling als strategisches Mittel erkannt hat. Unten landet, wer verschlossen auftritt und Informationen zurückhält. Wenn Unternehmen journalistische Ansätze nutzen, dann wird ihre Kommunikation automatisch informativ, offensiv, verständlich und glaubwürdig.
  
• Über 2.000 Magazintitel - die besten aus Deutschland und Österreich plus die Schweizer Magazine - buhlen um die Gunst der Leser. Die haben konsequent strenge Auswahlkriterien developed for quality and value and place high demands on the professionalism of the magazines that published titles or customer magazine.
• 20 percent of Switzerland's leading companies to outsource the responsibility for their own magazines, therefore, CP-sections, demonstrating the importance of corporate publishing an information platform and communication tool.

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Executive Magazine

Source: German Post / CP-Watch

food for thought for the discerning: They see themselves as noble and most demanding group of customers among the magazines - Executive Magazine. Their main aim is top decision-makers. With in-depth detailed knowledge about market segments and the exploration of strategically relevant trends, they sometimes even beat the information leading business magazines at the newsstand.

This position not only themselves but also their publisher as a trendsetter with undisputed leadership topics. Examples of such Executive magazines are "CEO" by PricewaterhouseCoopers, "Clarity" by KPMG, both Zurich, or the "blue line" of Hewlett Packard and "Think Act of Roland Berger.

essential distinguishing feature between B-to-B and Executive magazine, the orientation of the target group of top management. This Executive Magazine provide high quality recycled pieces of reading and background knowledge from the world of corporate strategy and international Management. Executive magazines provide more food for thought and reflection as demanding concrete facts. And they do not necessarily represent clients to the point in the foreground. But what must

content and visual enough to claim them? Content, the same criteria as for demanding business magazines: outstanding research, excellent writing, content relevance, international. Optical

can and must set an Executive Magazine clear accents, which give it competitive with business profile and other Executive magazines as independent.

Future Role of the Executive Magazine: companies bring more and more actively into the social discourse. Input your content is required, they trust themselves more. Therefore, increasing the importance of the Executive Magazine. The show also talks that I have with communication managers of large companies.

And Executive Magazine emit global leadership in the knowledge society. As such, they are suitable for all industries in which knowledge will decide the competition.