*The ultimate attempt to explain why a Facebook page and the use of the “social web” are nothing new – at least not in the way they are currently used. By the way, this is an alternate reality model…but more about that later. By: Björn Eichstädt, Storymaker GmbH

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“It’s the telephone, stupid!”

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Let‘s do the alternate reality

warp

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In Germany alone, there are

40 million fixed line telephone

connections

Worldwide, almost

2 billion

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People spend a lot of time on the phone

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Especially women!

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Lady Gaga gets a lot of calls through the telephone network

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And Obama‘s ELECTION campaign would be unthinkable without a telephone

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„The solution to all our problems! We ALSO

need to be listed in the telephone book!“

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„The ability to reach 40 million people!

Everyone will call. We need to hire a

Chief Telephone Officer.“

„But first we have to create our profile. We need a listing....in the telephone book. And then we can look forward to calls from lots of customers and applicants.“

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„But no one calls me!“

Telephone rule 1: You call first. But don‘t just call anyone.

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Telephone rule 2: Tell the world you have a telephone, too!

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The world on the line – or telephone rule 3: Be exciting, be unique, spread some fun, listen, inform others, share your knowledge, be ‘sexy’ and irresistible. Then others might call you. Or call back.

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Telephone rule 4: Create call cascades by communicating content that will want to know

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„Our telephone is ringing like mad! But

what about text, photos and signatures?“

The extended communications architecture with telephone, fax, mailbox and overhead projector

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Communication Corporate Hosting

Let‘s do the ���real reality warp

The digital communications architecture with Twitter, Facebook, e-mail, blogs, websites, YouTube, etc.

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Communication Corporate Hosting

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„But that‘s the same as with our

telephone!?“

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1. Right. The communications principles are very similar. 2. „Traditional“ social networks hardly offer anything new. 3. But: everything is linked today and moving closer together 4. Anyone can use the infrastructure 5. You don‘t need to go from one medium to another. And there are no more „whisper down the lane“ games. 6. Users can do things on all the media – communications is getting a lot faster 7. I can find anyone who wants to play along 8. And there are barely any global barriers 9. But: most companies still use the social web like a telephone

Unlike the telephone Everything is seamlessly linked. Everything is close together.

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You can use everything, everywhere. The “place” of use is irrelevant.

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Outside on the runway: data + data = social seating

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The seamless combination of A and B: storywheel

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As for content, everything with everyone: Farfromhomepage…

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Content: everything with everyone…or Storify

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Everything is at a glance with these platforms: about.me

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Getting started in the social web is as easy as the telephone! The real challenge, however, is taking advantage of all its potential

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Bjoern Eichstaedt has years of telephone experience and is, among others, Chief Telephone Officer at PR agency Storymaker in Germany. As an advisor, he’s a sought-after expert in the telephone “scene”. He collected his first telephone experiences at the ripe age of 3 and can, without exaggeration, be described as a Dialing Native. At age 10 he ventured into the field of international telephony. Björn can be reached in the telephone network at: +49 7071 93872-0.