Download - What The Fuck Is Social Media
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DANIELPETERSSOCIALMEDIAKASPER
DANIELPETERSSOCIALMEDIAKASPER
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DANIELPETERSSOCIALMEDIAKASPER
DANIELPETERSSOCIALMEDIAKASPER
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WHAT THE FUCK IS SOCIAL MEDIA?
DANIELPETERSSOCIALMEDIAKASPER
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DANIELPETERSSOCIALMEDIAKASPER 4
WHY SHOULD I CARE?
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DANIELPETERSSOCIALMEDIAKASPER 5
“SOCIALMEDIAISLIKETEENSEX”AVINASHKAUSHIK‐ANALYTICSEVANGELIST,GOOGLE
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DANIELPETERSSOCIALMEDIAKASPER 6
„EVERYONEWANTSTODOIT.NOBODYKNOWSHOW.WHEN IT’S FINALLY DONE THEREISSURPRISEIT’SNOTBETTER.“
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DANIELPETERSSOCIALMEDIAKASPER 7
SOCIAL MEDIA IST EIN ÜBERBEGRIFFFÜR AKTIVITÄTEN, DIE TECHNOLOGIE,SOZIALE INTERAKTION UND DIEVERWENDUNGVONWORTEN, BILDERNUNDVIDEOMITEINANDERVERBINDEN.
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DANIELPETERSSOCIALMEDIAKASPER 8
ODER:
SOCIALMEDIAISTDASWEBDURCH
LEBENUNDAKTIONZUBEREICHERN
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DANIELPETERSSOCIALMEDIAKASPER 9
BLOGSMICROBLOGS
CHAT
RSSSOCIAL NETWORKS
PODCASTS WIKIS
WIDGETSBOOKMARKS
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DANIELPETERSSOCIALMEDIAKASPER 10
SO WHAT?
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DANIELPETERSSOCIALMEDIAKASPER 11
SOCIAL NETWORKING SITESSIND ERFOLGREICHER ALSPORNOSEITEN.
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DANIELPETERSSOCIALMEDIAKASPER 12
Über13Mio.ArCkel
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DANIELPETERSSOCIALMEDIAKASPER 13
350Mio.Nutzerweltweit
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DANIELPETERSSOCIALMEDIAKASPER 14
5Mrd.MinutentäglicheNutzung
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DANIELPETERSSOCIALMEDIAKASPER 15
100Mio.Videos
täglich
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DANIELPETERSSOCIALMEDIAKASPER 16
24.400MenschenarbeitenbeiGoogle
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USERHABENEINEIGENESBLOG
200 MILLIONEN
DANIELPETERSSOCIALMEDIAKASPER
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USERLESENBLOGS
346 MILLIONEN
DANIELPETERSSOCIALMEDIAKASPER
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USERSCHAUENVIDEOCLIPS
394 MILLIONEN
DANIELPETERSSOCIALMEDIAKASPER
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USERLADENSELBSTVIDEOCLIPSHOCH
183 MILLIONEN
DANIELPETERSSOCIALMEDIAKASPER
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OHA...
DANIELPETERSSOCIALMEDIAKASPER
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SOCIALMEDIAISTKEINEMODEERSCHEINUNG
ESISTEINEGRUNDSÄTZLICHEVERÄNDERUNG UNSERERKOMMUNIKATION
DANIELPETERSSOCIALMEDIAKASPER
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DERTV‐KAMPAGNENGENERIERENEINENPOSITIVENROI
18%NUR
DANIELPETERSSOCIALMEDIAKASPER
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DERMENSCHEN,DIEWERBUNGÜBERSPRINGENKÖNNEN,TUNDIES
90%DANIELPETERSSOCIALMEDIAKASPER
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DERMENSCHENTRAUENWERBUNG
14%NUR
DANIELPETERSSOCIALMEDIAKASPER
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DERMENSCHENTRAUENEMPFEHLUNGENANDERERKÄUFER
78%
DANIELPETERSSOCIALMEDIAKASPER
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14% 78%HMMMM...
DANIELPETERSSOCIALMEDIAKASPER
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FRÜHER
MONOLOG
DANIELPETERSSOCIALMEDIAKASPER
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29
HEUTE
DIALOG
DANIELPETERSSOCIALMEDIAKASPER
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DIALOGESIND:
TRANSPARENTAUTHENTISCHDYNAMISCHKONSUMENTEN‐GESTEUERT
DANIELPETERSSOCIALMEDIAKASPER
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UNDNICHT:
KONTROLLIERTORGANISIERTPRODUKT‐GESTEUERT
DANIELPETERSSOCIALMEDIAKASPER
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CASESTUDY
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JUNI2005
DANIELPETERSSOCIALMEDIAKASPER
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35DANIELPETERSSOCIALMEDIAKASPER
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36DANIELPETERSSOCIALMEDIAKASPER
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Dell
GOOGLESEARCH I‘MFEELINGLUCKY
DANIELPETERSSOCIALMEDIAKASPER
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DELL‘SBLOG‐STRATEGIE:
„LOOK‐DON‘TTOUCH“
DANIELPETERSSOCIALMEDIAKASPER
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OFFIZIELLESDELL‐STATEMENT:
„TALKTOTHECOMPANYONIT‘SSITE,ONIT‘STERMS“
DANIELPETERSSOCIALMEDIAKASPER
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KUNDENZUFRIEDENHEITGEWINNAKTIENKURS
DANIELPETERSSOCIALMEDIAKASPER
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2005
JUNI2005
DANIELPETERSSOCIALMEDIAKASPER
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AUGUST2005
„DELL:INTHEBLOGHOUSE“PC INDUSTRY CIRCLES HAVE BEEN BUZZING IN RECENT MONTHS THAT DELL’S
CUSTOMERSUPPORTISSLIPPING—ACLAIMBOLSTEREDONAUG.16BYAUNIVERSITY
OFMICHIGAN STUDY THAT SHOWED A HEFTY DECLINE IN CUSTOMER SATISFACTION
FROMAYEARAGO.SO THELASTTHINGDELLNEEDEDWAS FORSOMEONETOTURN
THECUSTOMER‐SERVICEISSUEINTOACAUSECÉLÈBRE.ENTERJEFFJARVIS.
DANIELPETERSSOCIALMEDIAKASPER
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OFFENERBRIEFANMICHAELDELL:1.LESTBLOGS
2.REDETMITEURENKONSUMENTEN
3.BLOGTSELBST
4.HÖRTAUFDIEGANZESCHLECHTEPRESSEUNDPR
DANIELPETERSSOCIALMEDIAKASPER
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>600KOMMENTARE
DANIELPETERSSOCIALMEDIAKASPER
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APRIL2006
DELLBEGANNMITBLOGGERNÜBERPROBLEMENZUSPRECHEN‐POSITIVERBLOGBUZZ
‐SCHLECHTEPRWURDEZUGUTERPR
DANIELPETERSSOCIALMEDIAKASPER
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JULI2006
DELLERÖFFNETEINEIGENESBLOG„DIRECT2DELL“
DANIELPETERSSOCIALMEDIAKASPER
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2009
‐ SEIT2007:35TWITTER‐ACCOUNTS,1,4MIOFOLLOWER‐ ROI:$3MILLIONUMSATZÜBERTWITTER‐ TREND:$1MILLIONINDENLETZTEN6MONATEN
DANIELPETERSSOCIALMEDIAKASPER
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RETURN ON INVESTMENT
OF SOCIAL-MEDIA
DANIELPETERSSOCIALMEDIAKASPER
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LOYALITÄTUNDVERTRAUENZUFRIEDENHEITKOMPETENZ
OFFLINE‐SALESONLINE‐SALES
KEYPERFORMANCEINDICATOR:
DANIELPETERSSOCIALMEDIAKASPER
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OFFLINE‐SALES
DANIELPETERSSOCIALMEDIAKASPER
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OFFLINE‐SALES
PERFORMANCEINDICATORS:‐UMSATZPROMONAT‐ANZAHLBESUCHEIMGESCHÄFTPROMONAT‐EINGELÖSTECOUPONS(Z.B.INTWITTER)
BEISPIEL‐ZIEL:‐200.000EURUMSATZPROMONAT‐20.000BESUCHEIMGESCHÄFTPROMONAT‐50EINGELÖSECOUPONSVON200
DANIELPETERSSOCIALMEDIAKASPER
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ONLINE‐SALES
DANIELPETERSSOCIALMEDIAKASPER
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ONLINE‐SALES
PERFORMANCEINDICATORS(Z.B.):‐MONATLICHERUMSATZ,DERTWITTERZUZUORDNENIST‐NEUEKÄUFER,DIETWITTERZUZUORDNENSIND‐EINGELÖSTECOUPONS(Z.B.INTWITTER)
BEISPIEL‐ZIEL:‐50.000EURUMSATZPROMONATÜBERTWITTER‐10.000NEUEKÄUFERÜBERTWITTER‐50EINGELÖSECOUPONSVON200
DANIELPETERSSOCIALMEDIAKASPER
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LOYALITÄTUNDVERTRAUEN
DANIELPETERSSOCIALMEDIAKASPER
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LOYALITÄTUNDVERTRAUEN
PERFORMANCEINDICATORS:‐ANZAHLDERPOSITIVENKOMMENTAREPROWOCHEINEINEMBESTIMMTENZEITRAUM‐ANZAHLDERKOMMENTARE,DIEDERKOMMENTARAUSLÖST
BEISPIEL‐ZIEL:‐10.000POSITIVEKOMMENTAREZUUNTERNEHMENODERPRODUKTINEINERWOCHE
DANIELPETERSSOCIALMEDIAKASPER
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ZUFRIEDENHEIT
DANIELPETERSSOCIALMEDIAKASPER
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ZUFRIEDENHEIT
PERFORMANCEINDICATORS:‐ANZAHLGUTERIDEENDURCHBLOGODERFORUM‐ANZAHLDERUMGESETZTENVORSCHLÄGEIMUNTERNEHMEN
BEISPIEL‐ZIEL:‐1.000IDEENPROMONAT,50DAVONUMGESETZT
DANIELPETERSSOCIALMEDIAKASPER
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KOMPETENZ
DANIELPETERSSOCIALMEDIAKASPER
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KOMPETENZ
PERFORMANCEINDICATORS:‐ANZAHLLINKSEINFLUSSREICHERBLOGS‐PAGERANKIMVERGLEICHZUWETTBEWERBER‐ANZAHLORGANISCHENTRAFFICSPROMONAT‐ANZAHLDESTRAFFICSDERINSALESKONVERTIERT
BEISPIEL‐ZIEL:‐1.000LINKSEINFLUSSREICHERBLOGS‐PAGERANK7GEGENPAGERANK4DESWETTBEWERBERS
DANIELPETERSSOCIALMEDIAKASPER
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MONETARISIERUNGVON SOCIAL-MEDIA
DANIELPETERSSOCIALMEDIAKASPER
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61
CASESTUDY
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JKWEDDINGENTRANCEDANCE
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http://www.youtube.com/watch?v=4-94JhLEiN0
DANIELPETERSSOCIALMEDIAKASPER
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• 10MILLIONENVIEWSINWENIGERALSEINERWOCHE
• ERFOLGÜBERNACHT
DANIELPETERSSOCIALMEDIAKASPER
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65DANIELPETERSSOCIALMEDIAKASPER
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• SINGLE ERREICHTE PLATZ 3DER ITUNES‐SINGLE‐CHARTSUND PLATZ 4 DER AMAZON‐CHARTS
DANIELPETERSSOCIALMEDIAKASPER
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realtimeweb 3.0 ist das „ jetzt“
DANIELPETERSSOCIALMEDIAKASPER
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68DANIELPETERSSOCIALMEDIAKASPER
CASESTUDY
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DANIELPETERSSOCIALMEDIAKASPER 70
4FaktorenderVerbreitung:
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12:26 PM
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911-Call in Los Angeles, California Meldet einen bewustlosen Mann IN
JACKSONS Haus. Es ist Michael Jackson.
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12:30 PM+4 min
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JACKSON wird vom rettungswagen ins Krankenhaus transportiert
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1:30 PM+60 MIN
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TMZ.com berichtet den Vorfall Als erste MedienQuelle
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77DANIELPETERSSOCIALMEDIAKASPER
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78DANIELPETERSSOCIALMEDIAKASPER
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1:41 PM - 1:43 PM
DANIELPETERSSOCIALMEDIAKASPER
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80DANIELPETERSSOCIALMEDIAKASPER
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23%derTweetsenthieltendieWorte“MichaelJackson”
Über30%derTweetsüberJackson
25%derTweetsenthieltendasWort“Michael”
9%derTweetsenthieltendasWort“MJ”
DANIELPETERSSOCIALMEDIAKASPER
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82DANIELPETERSSOCIALMEDIAKASPER
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FacebooksStatus‐Nachrichten‐Frequenz3malhöheralsnormal
DANIELPETERSSOCIALMEDIAKASPER
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84
2:26 PM+0:54 min
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MICHAEL Jackson stirbt
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86
2:20 PM-6 Min
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TMZ.com berichtet, Michael Jackson ist verstorben
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2:30 PM+10 Min
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CNN berichtet von Spekulationen Bezgl.
MICHAEL Jacksons Tot. Sie melden, Michael sei im Koma.
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90
2:59 PM+29 Min
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Die New York Times Und CNN Berichten, dass Michael Jackson verstorben ist
Jetzt greifen alle Medien, ONline UND offline die
Meldung auf.
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92DANIELPETERSSOCIALMEDIAKASPER
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93DANIELPETERSSOCIALMEDIAKASPER
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94DANIELPETERSSOCIALMEDIAKASPER
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News-Sites crashten und brachen zusammen
BBC berichtete Twitter sei gecrashed, was falsch war
Editier-Krieg auf Wikipedia über Tot und Koma
Google: totaler Fail
95
Probleme:
DANIELPETERSSOCIALMEDIAKASPER
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96DANIELPETERSSOCIALMEDIAKASPER
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Google News: Keine Jackson Meldungen
Grund: Das System interpretierte die massenhaften Suchanfragen nach “michael
jackson” als eine Spam-Attacke
DANIELPETERSSOCIALMEDIAKASPER
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Google Suche: Falsches Sterbedatum
30. August 2007 (Alter: 65)
Grund: Michael Jackson (Autor) starb an diesem Tag - Daten kommen von Wikipedia. Google vergriff sich beim Verknüpfen der Daten.
DANIELPETERSSOCIALMEDIAKASPER
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99DANIELPETERSSOCIALMEDIAKASPER
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Realtime Web
ist viel schneller als Nachrichtenagenturen jemals sein werden
hat eine breitere Meinungsvielfalt
ist 100% glaubwürdig, weil die Neuigkeiten von echten Menschen kommen
Lügner und Faker werden meist von der Masse aufgedeckt
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CiCzenJournalism:
DANIELPETERSSOCIALMEDIAKASPER
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101
GEFAHRENWann Social Media gefährlich wird
DANIELPETERSSOCIALMEDIAKASPER
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CASESTUDY
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#facebook#vanityurl#fail
103
i.love.anal
DANIELPETERSSOCIALMEDIAKASPER
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DANIELPETERSSOCIALMEDIAKASPER 104
DianaOstazewski
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105
hlp://facebook.com/i.love.anal
DANIELPETERSSOCIALMEDIAKASPER
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106DANIELPETERSSOCIALMEDIAKASPER
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107DANIELPETERSSOCIALMEDIAKASPER
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WEB 2.0 IST VERGANGENHEIT
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DANIELPETERSSOCIALMEDIAKASPER 109
SOCIAL MEDIA IST GEGENWART
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DANIELPETERSSOCIALMEDIAKASPER 110
REALTIME-WEB IST ZUKUNFT
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DANIELPETERSSOCIALMEDIAKASPER 111
VIELEN DANK!
Fragen?
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DANIELPETERSSOCIALMEDIAKASPER
0160 938 00 397 [email protected]
DANIELPETERSSOCIALMEDIAKASPER
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