1. www.fh-wien.ac.atFHWien-Studiengänge der WKW Gaming for glory Positioning brands in social communities Robert Kana May, 17th 2008, Paris

2. www.fh-wien.ac.at Difficulties for brand positioning in that new environment Social communities don’t allow branding People would get disturbed there People look for social exchange People try to find (and solve) problems there People are active independently Seite 2

3. www.fh-wien.ac.at Why positioning Brands in online communities? People’s time in online communities increases To get into contact with people That is what permission marketing intends Seite 3

4. www.fh-wien.ac.at How to position brands in online communities? It is not suitable to advertise. Therefore we will have to find new perspectives: Presence (instead of advertising) Being creative (instead of following common scripts) Develop employees to stakeholders Encourage employees to act self dependent for the company Seite 4

5. www.fh-wien.ac.at The students project: how we deal with it The aims of using this strategic game for the students are: 1.Getting acquainted with the field of online social communities and learning how effective communication can be managed in such an environment. 2.Learning to manage team processes (virtual teams). 3.Positioning the Institute of communication management of the FH-WIEN ingame. 4.Heighten awareness of other players ingame for the FH- WIEN (ingame players could become future students). Seite 5

6. www.fh-wien.ac.at Being creative with the original brand of FHWien Seite 6

7. www.fh-wien.ac.at Being creative with the original brand of FHWien Seite 7

8. www.fh-wien.ac.at Constructing a communication network for online social communities Seite 8

9. www.fh-wien.ac.atSeite 9 Constructing a communication network for online social communities

10. www.fh-wien.ac.atSeite 10 Constructing a communication network for online social communities

11. www.fh-wien.ac.atSeite 11 Constructing a communication network for online social communities

12. www.fh-wien.ac.atSeite 12 Constructing a communication network for online social communities

13. www.fh-wien.ac.atSeite 13 Constructing a communication network for online social communities

14. www.fh-wien.ac.atSeite 14 Constructing a communication network for online social communities

15. www.fh-wien.ac.at The differences between offline and online environment Seite 15 Real life communication Virtual life communication Communicate activeCommunicate passive Reach othersGetting known Respect authorities and convince them Tease with content offers and wait Find stakeholdersFind out, what others need

16. www.fh-wien.ac.at Gaming for glory Thank you! Robert Kana Seite 16