For companies, a particular attraction of Facebook, Twitter, YouTube and Co. lies in their user numbers and the associated access to potential customers. It is therefore not surprising that, according to the latest results of the CP Barometer Fall 2010 (see infobox), 45 percent of the companies surveyed are already active in social media and a further 51 percent are at least considering doing so. After all, around 40 percent rate social media as eminently suitable for corporate publishing, and another 55 percent of the companies surveyed are partly of the opinion that social media are well suited for regular, journalistic communication with various target groups.
Complement and opportunity
Social media are predominantly seen by companies as a supplement to existing corporate publishing media. Only one in five of the company representatives surveyed believes that Facebook & Co. will replace media such as customer magazines or e-magazines in the future. Companies therefore see social media not as a replacement, but as an extension of existing communication options. From the perspective of the companies surveyed, social media make it possible above all to address completely new target groups and to communicate in an emotional and at the same time cost-efficient way. In the view of the respondents, social media also offer opportunities for enhancing the company's own image, expanding customer relationships and providing better service. They also allow products and brands to be showcased in a way that attracts attention.

Relevance of the content is decisive
The company representatives surveyed agree that certain factors must be met for social media to be used successfully in corporate publishing. Almost all of the companies surveyed (94%) see relevant and attractive content as critical to success when it comes to communication in social media. This may sound trivial, but it is far from it: Especially in social media, it is of utmost importance to offer consumers valuable and special content, offers or information - content that relates to the lives, interests and needs of the users. Consumers also want genuine, ongoing exchange and dialog. That's why 92 percent of the company representatives surveyed believe that up-to-date information and a quick response are crucial for successful use of social media. Also emphasized is the high importance of honest, open communication (87%) and sustained engagement (79%) in order to be truly accepted by users (see figure).
Loss of control feared
In addition to all these opportunities, however, social media also harbor dangers: A full 70 percent of the companies surveyed fear losing control of communications in social media. They worry that they will no longer be able to control the content, topics and tone of their communications. 45 percent of respondents also fear possible criticism from users and are unsure how to deal with any criticism appropriately. Fast-moving communication (43%), a possibly inappropriate communication style (36%) and excessive use of social media as a sales channel (34%) are also identified as dangers. This reveals a fundamental characteristic of social media communication: companies must be prepared to relinquish to consumers some of the control they have claimed for themselves for many years. They must be receptive to users' opinions and interests and learn to moderate the dialog with and between them appropriately. And they must be prepared to communicate honestly and openly and also admit mistakes and problems.
Experiments as a strategy
Companies are therefore well aware of the opportunities and risks of social media. Nevertheless, most companies are entering uncharted territory with their activities - uncharted territory that is being explored with experiments rather than strategically planned. Thus, 85 percent of the companies surveyed share the view that most companies have not yet developed a strategy for the use of social media. In the dynamic and changeable world of social media, however, experimentation certainly seems like a sensible approach. The conventional planning process with analysis planning implementation control falls short here; analysis and planning often simply take too long. Companies will therefore have to continue experimenting in the area of social media in the future. However, it is important that these experiments nevertheless follow a certain strategic framework, a conceptual overall view for corporate communications.
Facebook is ahead
Which specific social media are companies now experimenting with as a priority? The CP Barometer shows that Facebook is named as the social media platform best suited to corporate publishing. With 34 percent of unaided mentions, Facebook is well ahead of the business network Xing (17%), the microblogging service Twitter and the video platform YouTube (11% each). In the view of the study participants, Facebook's high user numbers and the associated reach are the main factors in its favor. Another important plus point is the cross-media character of the platform with the option of integrating multimedia content. Facebook is also particularly attractive for corporate publishing because the platform is strongly content-driven. More than 60 percent of the company representatives surveyed expect Facebook, YouTube and Twitter to become even more important for corporate communications in the future. More than 40 percent of respondents also expect Xing to continue to grow in importance.
Further growing importance of higher budgets
There is also unanimity in the assessment that social media will continue to grow in importance as a communication channel for corporate publishing in the future. Almost 90 percent of the companies assume this growth in importance, which is also reflected in the budget expectations: Around 90 percent of the companies also forecast growing budgets for corporate communications in social media. The CP Barometer thus shows the potential that is attributed to social media for corporate communications. However, it also shows that social media is not an all-purpose communications weapon, but rather a supplement to existing corporate publishing media, whose opportunities and risks must be weighed up and whose special features must be taken into account.
Clemens Koob and Stefan Lohmüller
Authors:
Prof. Dr. Clemens Koob is Managing Director of the market research and strategy consulting firm zehnvier and Professor of Market Research and Strategic Marketing at Erding University of Applied Sciences. Stefan Lohmüller is a project manager at zehnvier, where he is responsible for the CP Barometer.

There are 10 teams in the Super League. The club logos of these teams are not all brilliantly realized, according to a Twelve press release. Most of the clubs are over 100 years old and their emblems have hardly been adapted since they were founded.
The aim of the competition is to show the clubs what is possible. To ensure that there are no limits to creativity, there are no specifications. Except that it should not simply be an adaptation of the existing logo. A new logo should be designed, which should of course fit in with the football theme.
The deadline for submissions is January 15, 2011. Ideally, proposals should be submitted as vector files, using Adobe Illustrator, Hi-End PDF. Adobe Photoshop files (tif, jpg) 300 dpi at 210×285 mm are also possible. The first prize is worth CHF 400. Prizes in kind (books, subscriptions,
games, etc.). The best suggestions will also appear in issue 23 of Zwölf. In addition, all suggestions will be shown at Umtrunk 23.
Registration:
Mail with contact details and the chosen club logo to [email protected].

An explicit note to all males: Even if your wife, girlfriend, lover, sister, landlady or mother has loudly agreed to the "we're not giving each other presents" deal and has pretended that she thinks it's great to declare war on commerce, she still wants presents. Every woman wants that. You score most impressively with the small, valuable ones. But creative ideas are also welcome: For example, you could use a giant spotlight to say "I love you! Merry Christmas!" into the sky. The effect of this gift (especially on mom) is most lasting if the light installation also catches the eye of your neighbors: "My boy!"
Mother and sweetheart are still relatively easy to give presents to. That's why we've put together some gift ideas that you can use to surprise even really difficult candidates. For example, what can you give your good old student colleague Ferdi, a brilliant techie who is still doing his rounds at university at the age of 39, has never spoken to a woman and repairs computers at night to finance himself? Reka checks? No, with a nerd shirt of course. Preferably with "42" printed on it. You can also give a towel as a gift. Your colleague will understand you (more geek shirts: www.sheldonshirts.com).
Good gift for Bio-Betti
And how do you please your cousin Betti, for whom organic is a creed and who nurtures every herb she eats with her own hands in the little garden behind the house? No problem: quickly order another goat. You can. Via the Internet, using a kind of African Fleurop service for last-minute orders (www.mamamikes.com). You could easily subscribe to Betti's goat's cheese for life (of the goat) with this ingenious gift. So weigh up the costs and benefits of this gift carefully. Of course, you can also send the butcher along with the animal. Then you won't have to worry about a gift for Betti next year.
The Schlafburka is the absolute hit for friends who travel a lot or colleagues who suffer in an open-plan office. You can order the face condom at www.snazzynapper.com for a relaxed nap in the car, on the bus, on the plane or at the desk. The flap leaves only the nose uncovered, blocks out light and prevents other people from staring into the wide-open mouth of the person wearing the Burka while snoring. This also prevents them from seeing the drooling threads that meander down from the corner of the mouth. A great solution for both sides. The good piece is available in two cheerful designs and two sizes and is also perfect for covering Uncle Urs, who always nods off in front of the late news.
Even for your brother, who is constantly complaining that his cell phone has so many functions that he doesn't need, we have the perfect gift: a cell phone just for making calls and texting, with large buttons even for sausage fingers and just one button for your favorite number, recently launched by Orange. You don't have to tell him that the "Doro Phone Easy 410 gsm" also has an increased maximum volume, that the buttons are labeled with particularly large numbers and letters for better legibility and that the favorite button is intended for an emergency call because it is a device for the "retirement home" target group.
Heissa, it's going to be a wonderful party!
Anne-Friederike Heinrich

I would like to pay you a big compliment. The Christmas campaign is great. The posters are eye-catching, stand out from the rest and have been put to excellent use thanks to the outstanding media planning," praises Andreas Lehr. The Head of Marketing Services at the Migros Cooperative Basel is convinced: "With the new Stücki image, we will succeed in repositioning the Stücki and bringing it closer to the people of Basel. Sooner or later, the Stücki will become a real piece of Basel."
With the shopping center on the site of the former piece dye works, an industrial wasteland was given a new lease of life in 2009. The Stücki was built by Swiss Prime Site. It is operated by ECE. Europa Bau- und Projektmanagement G.m.b.H., based in Hamburg, is the market leader in Europe with 140 shopping centers. In terms of floor space, Stücki is number 10 in Switzerland; in terms of variety, it is just behind the leader Tivoli in Spreitenbach. Like most shopping centers, however, it takes time for a new player on the market to establish a regular clientele.
In September, five agencies were invited to pitch for a comprehensive campaign. The winner was cR Basel. The agency's work was not actually due to be used until January 2011 to launch the Stücki's new positioning. However, because the center management headed by Jan Tanner and Christoph Keimes particularly liked the ideas, the Christmas campaign has now also been designed by cR Basel.
The campaign aims to be "a plea for the good new", as Managing Director Peter Frey explains at cR Basel. The aim is also to create a positive "we-feeling" around the new Stücki among the people of Basel. To this end, the team led by Strategic Director Daniel Bürgi has invented the "Stücki People", likeable characters who all appear with the slogan: "I like it." On the one hand, this means that the people of Basel like the fact that they now have such an enrichment for shopping. On the other hand, the claim is also intended to make it clear that the Stücki is easily accessible by public transport.
The basic concept of the Christmas campaign can also be adapted for other waves. In addition to the posters and advertisements, a voucher booklet has become a focal point. This 64-page brochure with a print run of 270,000 not only entices customers with attractive discounts. The illustrations and logos also provide a concentrated visualization of how many stores offer their goods in Stücki. There are 120 stores and restaurants with a total of 800 employees on 32,000 m2 of retail space. Customers can stroll along 2.5 kilometers of "shopping pleasure".
Andreas Panzeri

And the duo Martin Luchsinger and Daryl Hefti caused a sensation with their surprising story.
The incredible flow during filming and the passionate team in front of and behind the cameras will be presented by "Die Werbewoche" on Star TV on Thursday at 7:45 pm or as a stream on www.startv.ch.

There are those who say it was the best sale ever to happen on the Swiss advertising scene. The Bosch and Butz agency was number 3 in Switzerland, employed around 70 people and made 14 million in sales per year before Walter Bosch and Theophil Butz sold their life's work to the Interpublic Group in 1998. "That was at a time when the stock market was only going up," says Butz, looking back on the period with satisfaction, because he was also able to use the proceeds of that deal to make another profit. "What does Theophil Butz do today?" is therefore more than just a curious question.
"I could make art. Paint, take photographs or even make a film. I always have to have a task and set myself to it," he muses in his villa on the Zürichberg. But he prefers to leave the art that the exquisite objects on the walls show to those who are really forced to do it. "I'm still passionate about advertising. Here I solve most tasks with flying colors." However, he no longer wants to work in a fixed structure. "When you are outside of agency life and know that you don't have to pay half a million francs in wages at the end of the month, you become a completely different person. You can see things from the outside."
For this reason, Theophil Butz prefers to call himself "Inspirator" today. He advises a young start-up of creative professionals on the strategic development of their agency. He has developed a business model for an art painter on how she can "generate added value" with her paintings by renting out her works through a furniture store. He gives a kitchen manufacturer tips on how to approach architects in a targeted manner. For Vollenweider Chocolatier Confiseur, Butz provided communications support for the expansion from Winterthur to Zurich and has since been responsible for comprehensive advertising, from decoration to strategic consulting.
Inspired by his life partner Inge Steiger (also an advertiser), for the time being still a hobby, but which grows every year more and more into a "line extension" of his work, is his wine from his own vineyard in Tuscany and olive oil. Butz bottles the Sangiovese with a little Merlot exclusively in magnum bottles. He sells the 300 units of "Theophil" per year to Witschi in Unterengstringen or via Vipasa in Seefeld, among others. Butz discovered the "business" with olive oil because the family of his housekeeper in Tuscany has barrels of it in the cellar and cannot sell the oil because all their acquaintances in the region also have their own trees. That's why the former graphic designer has now designed an exclusive label for "Olionovo" and imports the creamy, freshly pressed gold into Switzerland.
"I can't imagine doing nothing anymore. But I'm not pressed by a goal. I just want to be able to live out my spontaneous creativity for as long as possible."
Theophil Butz started on his path in the graphic arts class at the Basel School of Applied Arts. "There you learned what is graphic, what is beautiful." His talent also caught the eye of Markus Kutter and Karl Gerstner. They hired Butz for their fledgling GGK. After two years, the agency's second G came forward. Gredinger poached Butz to the Düsseldorf branch he managed. "There we had a 16-man agency door and great accounts we won Peter Stuyvesant." The second big budget was Jägermeister with the legendary slogan: "I drink Jägermeister, because " In this endless series with weekly unique ads in Spiegel and Stern, and later in Switzerland, Italy or even the U.S., Butz was responsible for the art direction. After four years, he was poached by TBWA Frankfurt. When he was hired, Jägermeister was to play a role once again. At TBWA, a parrot named Clemens lived as the agency mascot. "I drink Jägermeister because my name is Clemens ", was one day to be read in an advertisement with a parrot perched on the liquor bottle. For Michael Conrad, it was the secret message: The Butz is ready to change. Even today, Paul Gredinger still refers to the graduate as a "dog" when they go out to eat together.
At TBWA, Butz had the special clause written into his contract that he could work in a different city in the network every two years. After two years in Frankfurt, he was transferred to Paris. There, however, he very quickly forgot about the clause. Butz shot commercials with budgets in the millions and directors such as Ridley Scott. It was only after five years that Ueli Wiesendanger noticed the "breach of contract" and confronted Butz with the challenge of setting up a new TBWA in Zurich.
"There were moments in my life when I had to make a decision. For example, back in Paris. I had a job offer as a CD in New York and at the same time a request to do an agency in Zurich. I would have liked New York. But I decided to go to Zurich for my wife. Later, I was married to a New Yorker, and I was no longer married to this woman. You just never know how things will turn out."
In Zurich, TBWA bought a small 3-man agency. They had Rivella, but not much else that could have impressed Butz. Soon the thwarted New Yorker "closed the store on Höschgasse" and went looking for a villa on Zürichberg. "I'll be back next week," was his stipulation. Then he flew back to Paris. "I only worked half days. Flew in on Tuesday morning and back home to Paris on Thursday evening. It was a good time then, not like now. Advertising has become a little different."
On one of his many jobs, a certain Jean-Remy von Matt also worked on Butz's team. "His ideas never really caught my eye and I thought he needed to be woken up somehow. I recommended that he go to Germany." So Remy von Matt went to Hamburg, met Jung there and soon the two founded the successful advertising agency Jung von Matt. "A stay abroad can be inspiring. I've been able to see that in myself, too," says Butz. You're away from home, somehow admired as an expatriate Swiss. "Back then, we were unmistakably creative with a horse's tail, jeans and a little scarf around our necks." Fashion has passed. Other ideas have survived. The city of Hanover wanted to do something for tourists. Butz had the idea of creating a red thread through Hanover for visitors. The red thread can be walked from the train station in an hour if you want to see and experience something in the city. The red thread still exists 30 years later. An updated brochure can be obtained from a vending machine at the station. The first booklet was written by Harry Rowohlt. Wolf Wondratschek was another writer on Butz's team at GGK Düsseldorf. "Instead of texting, he was constantly daydreaming about a new novel. But Gredinger loved people like that around him."
One of these copywriters has even become a bestselling author. In his early days at GGK Basel, Butz worked with Martin Suter as a junior graphic designer. Later, Suter founded his own agency with Robert Stalder. When this was dissolved, Butz was looking for a new partner. "Martin Suter would have been the alternative to Walter Bosch. Today I think: It was good for Walter and also good for Suter that things turned out differently." Martin Suter did, however, later have a lasting influence on Butz with his film "Gulias Verschwinden." There, in a dialogue, it is said that one is no longer paid attention to in old age and should do something about it. "I took that to heart and have been walking around in two different colored shoes ever since. To do that, I dress as colorfully as possible. Otherwise you disappear." With his outfit, however, Theophil Butz is still regularly approached on the street.
Andreas Panzeri

Pictures on the iPhone are on the move. Blick TV, 20 Minuten and Zattoo are competing in a battle that will soon offer new benefits to a growing customer base on a daily basis. In early November, Blick TV announced that it can now be received for free on the iPad and iPhone. The offering includes 28 channels streamed live 24 hours a day. Those who don't like ads can get the premium offer for CHF 6.60 per month.
Zattoo had already made some TV channels, such as those from Swiss TV, available free of charge for the World Cup. In November, this basic offering grew to 30 channels. Since November, advertisers have been able to play out their TV spots when changing channels. Zattoo also continues to offer a paid service with 47 channels and no advertising.
Moving image advertising on the iPhone was introduced before Christmas. "We are the first providers to be able to place such moving spots in Switzerland," explains Martin Schlenker, Head of Advertising Market Switzerland at Zattoo.
20th Century Fox Home Entertainment is also interested in such innovative solutions on the market. "With advertising on the Zattoo-iPhone app, we can target existing and potential customers and ultimately significantly increase our marketing efficiency and sales performance," says Markus Naef, Country Manager Switzerland.
Along with 20th Century Fox, Orange is one of the first two customers of the moving spots on the iPhone. "Orange has found a good partner in Zattoo," Jiri Kral, Online Communications Project Manager, is convinced. "In the digital way, the Orange TV spots can be shown to an extended target group. As an innovative brand, we also support new forms of advertising, especially in the area of mobile advertising." The goal of this year's Christmas campaign was to continue to create awareness for the new subscription "Orange Me" including a "Winter Special" promotion. The Orange spots ran from November 15 to December 12. The DVD and Bluray of 20th Century Fox's "A-Team" movie will be promoted from Dec. 13 to Jan. 2. Current delivery figures are 400,000 ad impressions per week, as confirmed by Martin Schlenker.
Figures from a mobile campaign by IP Deutschland for the movie "Salt" already show how effective moving advertising can be on the ¬iPhone. 20 percent of users of the RTL mobile portal spontaneously remembered this campaign. Of these, 66 percent became curious about the movie as a result of the spot, and 29 percent of app users were inspired to go to the cinema.
The apps for Zattoo are free and do not require user registration. They can be downloaded from the App Store. Among the 30 channels there are 22 full service providers, 4 news channels, 2 sports channels and 2 music channels.
Even before the introduction of the expansion to 30 channels, 40,000 users were already taking advantage of the offer of Zattoo's 5 free channels on the ¬iPhone. To keep viewers tuned in, the spots inserted during these changes are ideally 5 to 10 seconds long. Basically all video formats are supported by Zattoo. These can be edited in-house. An optimal delivery would be 480×360 px as an flv file.
For the near future, Zattoo expects up to 100,000 monthly users for its expanded FREE live TV offering. And there will soon be further innovations, as Nick Brambring, Zattoo's COO, explains. For example, the company is working at full speed on a comprehensive recording system that will be "far superior" to previous solutions.
Andreas Panzeri

The previous share capital was reduced from CHF 850000 to zero, according to a press release from Radio Basel. A capital increase to a maximum of 5.95 million francs was then decided. According to the press release, these decisions were taken by a large majority.
The capital increase is guaranteed by majority shareholder MFE. The company owned by German businessman Karlheinz Kögel and Basel local radio pioneer Christian Heeb took over the station, which was then known as Basel 1, from Basler Zeitung in 2009 for an undisclosed price. Radio Nostalgie, a Swiss subsidiary of the French NRJ Group, voted against the proposals of the Board of Directors, according to Radio Basel boss Christian Heeb. The latter had unsuccessfully pushed for a cheaper format radio station at Radio Basel. Other minority shareholders, such as the canton of Baselland with 200 shares, supported the Board of Directors, according to Heeb.
The station, which has been operated under various names for 27 years, has been massively undercapitalized to date. Despite two total overhauls, it has always posted negative operating results. The station was also in the red in its first year under his management, Heeb admitted when asked by SDA. The operating loss amounted to CHF 2.4 million, which had been budgeted.
A reduction in the size of the Board of Directors from ten to five members was also approved at the Annual General Meeting. In addition to Chairman Sven Hoffmann and Christian Heeb, the Board also includes Karlheinz Kögel, Hans Jürg
Deutsch and Peter Schmidt.

The focus is on product innovations, special promotions, lighting design workshops and events for children, for example. The aim is to create an overall picture, subject by subject, that demonstrates the size of the Lampenshop and makes it a tangible experience.

Responsible at Bührer Licht: Markus Bührer (Managing Director). Responsible at Interaction Communications: Tania Rodriguez (Creative Director), Thomas Wirth (Text), Seraina Hoffmann (Consulting).

The presentation and design have been redesigned for the iPad and differ from the internet platform. In addition to daily information, the in-house developed application offers a weekly review of the most important Swiss events. The articles are accompanied by photo galleries, videos, podcasts and audio slideshows. Articles can also be saved under "Favorites" and read or viewed at a later date.