From thought leadership to action leadership

Haufe positions itself as a hands-on expert for agile management on the social web

Stage for unconventional thinkers, visionaries and bigthinkers

Overview of implementation

To spread the word about the campaign "Leadership 3.0: From employee to co-decision-maker" on the social web too, a microsite (or "vision site") was created on which Haufe is positioned as an expert for leadership in the digital age (combining thought leadership and brand communication).

Opinion leaders and multipliers give greater credence to topics when they are linked to a "face", so the content-heavy vision site was deliberately associated with a personality-focused blog.

The social media channels set up at the same time on Facebook and Twitter are supplied with both internal and external content and serve as drivers for the vision site and blog, generating traffic and drawing attention to topics of relevance to Haufe.

Website

The launch of a dedicated Haufe website under the heading "People who do the right thing" created a thematic platform to bundle all information about leadership topics that put employees at the center of all entrepreneurial thinking and action. 

Maisberger's job was to write the copy for all content on the vision site.

Blog

A blog entitled "Employees run companies" is an associated platform for out-of-the-box thinkers, unconventional managers, visionaries and other big thinkers. Scenarios dealing with the future of work, leadership in the digital age and corporate democracy are discussed on this platform. Fascinating insights, best practices and management tools from an assortment of businesses complement the dialogue between authors and readers.

Guest authors representing business, the scientific community and society at large also regularly have their say. The objective is to inspire readers, encourage them to join in the discussion and stimulate them to follow the given lead – or to do things differently. 

Maisberger's assignments:

  • Monitoring topics, trends and individuals
  • Proposing topics and contributions
  • Coordinating and writing/editing articles in collaboration with the various authors
  • Contacting and supervising guest authors
  • Publishing weekly blog posts in German and English, as well as coordinating translations
  • Spreading links to the microsite and other relevant blogs
  • Driving generic readership growth through community work – leading dialogues via comment functions
  • Producing monthly social media reports

Achievements within a year:

  • Between 3,500 and 5,00 unique visitors per month
  • Fascinating debate on a high quality level
  • High-caliber guest authors

Twitter

Launch of a Twitter account: @MAfuehrUnt

Maisberger's assignments:

  • Producing daily tweets about news and trends in corporate democracy, leadership in the digital age and the future of work
  • Spreading links to the microsite and to blogs
  • Driving generic growth in the number of followers through community work in the form of retweets and dialogue leadership
  • Monitoring topics, trends and individuals
  • Producing monthly social media reports

Achievements within a year:

  • Nearly 955 followers as a result of purely organic growth
  • The Twitter handle @MAfuehrUnt has already repeatedly been picked up by other companies or at events relating to topics of relevance to Haufe
  • Lively interaction with the community
  • Isolated tweets score as many as nearly 2,000 impressions

Facebook

Launch of a Facebook account: "Employees lead companies"

Maisberger's assignments:

  • Posting regular entries about news and trends in corporate democracy, leadership in the digital age and the future of work
  • Spreading links to the microsite and to blogs
  • Driving generic growth in the number of fans through community work in the form of likes, shares and dialogue leadership
  • Monitoring topics, trends and individuals
  • Producing monthly social media reports

Achievements within a year:

  • More than 5,168  Facebook fans
  • Lively interaction with the community
  • Posts with an organic reach of up to 2,000 impressions – the most popular posts scoring as high as 11,000
  • Posts acquired through Facebook ads attracted up to 6,500 impressions

"The digital transformation presents challenges to every company, and we need service providers who move with the times, who both recognize and drive trending topics, who give their backing to our visionary corporate strategy. In Maisberger, we have long benefited from a strong partner for traditional PR. But now we also have them as a sparring partner for the social web – a partner who realizes our ideas not only in line with the needs of each channel and target group, but who also thinks critically and calls us into question where it makes sense to do so."

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