Summary - the first Blog was a challenge

Dear Reader
I herewith conclude my first blog experience with a review of the topic we have dealed with.

New Media - an insight left a foot print
I got a real insight of the dimensions, when the lesson was named "NEW MEDIA". To learn how Switzerland is permanently behind by using new media like blogs, twitter and so on, alarmed me personally. I got the point, that we need to push the knowledge and make a national effort in the direction of new media to keep up with Europe and the rest of the world. There our Professor first challenge the students, by presenting the usage of blogs in the US and other parts of the world, especially impressiv was the impact of this new media.

Until this moment for me Web 2.0 was everything around the "Like" Button. I personally made some experiences with the new features on facebook, when I created a "fan/group" page for a agritourissmo in Italy on facebook a while ago. I could observe the growing dynamic of this page and realized that the "Like" Button does improve the popularity of the agritourismo. Obviously because people like holidays and there fore the hit of the "Like" button was easy.

Agritourismo: CarlinCarlotta

For an other client I used google analytics to publish adds online and to track the interested users on his website. There I realized the importance of knowing how the users behaves on the website, is the main and I really mean THE MAIN information to become successful. Guiding the user to the right information on the right time makes the differenc, what you see in your pocket. (The hardest part in this section was to convince the boss about the necessity of this changes, as he was not a digital native). So lets move on to staging - what is the scene?

IKBS Biel

eBusiness & mBusiness and staging online
When I was working for the IKBS, a kinesiology school, I realized how important the right stage and how important the story is around the whole thing. The kinesiology school combines its formation with outdoor experiences which you realize from the start on, when you browse www.ikbs.ch

The website is a convincingly presenting emotions of the formation of kinesiolgy in the galleries.

And what counts are the emotions, because the kinesiology therapy is obviously about the emotional world inside us, which is allways hidden. Therefore it is simple to present something, how you see it. It is a personal opinion, also this corporate identity of the kinesiology school.

My personal experience with kinesiology as a therapy had a big impact in my life. I found a way to be balanced regularly.

Storytelling - backflash
That sentences was like sharing the gift with the world, saying it in the word of stroytelling, as I presented above the different acts of the story with the kinesiology school.

And now preparing for the next call, is the question: Dear Reader maybe kinesiology could be also a way for you to find the inner balance?

Changing to the meta level now...the question above was on purpose to keep the readers mind busy. To keep the readers mind busy, thinking about himself is the best way to attache him to a service or product with his feelings. It is only the question when you should involve the reader/client more, to attache him / catch him.


eBusiness & mBusiness
If you don't mind I like to stay by the kinesiology school. I indicated my personal involvement, that I need to specify: I did the formation of kinesiology at the IKBS ending it in 2000. I never actually opened up a cabinet for the clients. I just did this formation for myself.
BUT what I started, was, helping the owner of the school doing there marketing. We first only wanted to present the information on a simple Frontpage Website until we understood that the customers like to express themselfs. therefore we generated feedback instrument to listen to the clients voice. Today I am aware, that you can do this professionally, as I learned. Then we just did what we thought, was useful.

Today even the owners hobby - Fotografy - is placed on the website. Clients and everybody else can buy his picture as calendars.

The website reflects a value management via website for a complex service. To present therapy via website is a challenge, we have eventually mastered.

Customer relation management - I have to do it professionally
When I do the reflection on what was important, CRM is on the first balcony! The presentation was done by a senior sales representative. It was good to see an other face for a change, by the way.

That details about the customer can be analyzed and the data stored I knew a little. But the presentation change my point of view. I know now, that I know nothing at all. I used Filemaker in the past and now I use an Excel sheet, shame on me : (

So now the time is up. I have overdone it by the length of the text allready.

With a view on a digital future, I conclude by saying thank you very much Prof. Bucher for your effort and your passion. The information increased my knowledge greatly and to write a blog was challengy me personally.

Thank you Reader, when you have made it so far. That was it!!

CRM - a process where the client is in the centre!

The CRM stands for Customer Relation Management. The title implies that we have an idea about who we can call a customer. The customer eventually buys our prduct, but until we get there, we have to guide the potential buyer with our argumentation on the right time. The right time is mere to the timing. So we need to know in what state of mind the customer currently is and how to manover him. That is what we call a start of relation, when we try to interact with the client and get to know his opinion.

Here you find an overview of possible topics:

Roger Federer is analized by the blogger sphere @bfh

Roger Federer is a great Tennis player, thats for sure. But how does he use the stage - he uses the tennis court and on every match the emotion go high. Every win or lose is obsereved by millions of spectators. So he just needs to be authentic - tears are expressing release emotions and everybody understands it. Everybody is emoitionally touched and courious about whats next.

Dady Roger now is a valable Pappa in best emotions and the crowd loves to see his twins. Children are allways liked by the media, what makes one him once again more human one of use... see who used these attitudes



The focus of social apporaches are the clicks and the value you can gain out of them at the end. You allways need a sophisticated emotional story to keep the audiences following your product introduction.

The presentation was ending with a great viedo of Rapha and Roge promoting their special events. What a laugh - thanks!

Life is one big Stage - be aware

When you walk through town mourning steve - an big bit of the apple - of the apple who is deeply missed - you look up from time to time and you see smiling people, hesitatin people, wired people... just all kind of them.

Now you can do the same on Facebook and express your feeling digital and improve your popularity by uploading pics of your life... facebook takes everything no judgement is stopping you... only the LIKES of your friends and followers express the awareness of your action. If express embarassing or interesting moments of life is not counting at all!!

Random stupid pics on facebook

Next blog will be a closer look to the business options on social media - producing a stage to perform.

Staging an important aspect to reach the emotional world and the timing

Did you see how the world changed today?
Yesterdays values changed by the decision taken today. You and me we are behaving driven by our acknowledgements of constructed facts and figures by the surounding of us. The EU-finance minsters have made the decision to increase the funding for critical states of the european union. After the night discussion session acompagned by journalists from all over the world the share indices jumped up.

Like the party has started again. Problems seem to be solved now and the vision of a sure future has been implemented by the results of increasing the umbrella for the funding.

Journalists did a wonderful job and spread the emotional appearance of the event and all the players have eaten it like a chocolate cokey. Are the markets so blind or just happy to receive any sign that opens an option to a better future?

I guess this conference was the best staged event lately.

Web 2.0. - crowdsourcing - Apple's next bit

We are in a new era where Apple finds a new orientation after the parish of Steve Jobs. The big task for Apple marketing is to fill the large shoes left behind. How could this be done?

Robert Greene has written a chapter (41), one of the 48, to shape possible actions for a new position holder. It is an artistic form of orchestration the new head of the company. What implies in this moment can be summarized by two main points: Firstly, it is important to create a new identity with different edges to become of interest for the audience. Secondly can be said, that the audience must be entertained and the opinions need to be taken into consideration for further actions.

The mourning of Steve has now overwhelmed the media. They pay the tribute to the revolutionary of the digital world, who changes sustainably our daily lifes. This process can be seen as the forming of the characteristics of Steve who will be remembered for long.

The media coverage leafs the new CEO of Apple some time to find his position, or in other words, the marketing can write the storyline for the future of Apple. So the next bit of the Apple becomes shape.

Web 2.0 formulated as guidance: It is too simple to say that the users of social platforms are informed about what is liked or disliked. We have to take a closer look. The Web 2.0 is the process to make the digital world as emotional and connected as the real world. Opinion leaders are spreading constantly their view and do stir up our thoughts. The software tools behind collect data, which are of best use for the supplier of new offers. How Apple uses the collected data of the registered user is unknown by now. But I am sure they do analysis every step we do.

How could new values for Apples CEO be found and implemented? Crowdsourcing could be one way to answer this huge question, which needs to be continuously solved by Apples Marketing guys. The Founder of Atizo has shown us the process how the crowd can be used to find solutions to problems. By collecting ideas of a crowd of 13'000 followers of Atizo, who answer questions or simply evaluate the ideas. Clients of Atizo do receive a summary of ideas and their evaluation together with the professional guidance of the Atizo team.
What would Atizo recommend in our special case? By the next presentation the following approaches could be of value: Bring more than one person up front, so that it is not only a one to one comparison. Different styles of presenting could be interpreted as a sign, that says Apple takes the challenge of becoming different, but the quality stays the same.



I personally hope the new CEO of Apple can take another bit of the apple and does not struggle of the foot prints left behind by Steve Jobs (what an illusionary thought, let my stay in this dream).

Best thoughts

Beste Gedanken erreichen Steve im digitalen und unserem Jenseits.