My Digital Maslow Pyramid…

… or How I Learned to Stop Worrying and Love the Pyramid. Again.

This is about motivation, new insights and a fresh view on the digital world – and there’s also some history,  scary mummies and reincarnation in it.

During the past weeks I participated in the MOOCs “Digital and Social Media Marketing” and “Building Strong Digital Brands”.

I learned to say farewell to my beloved Maslow’s Needs Pyramid for a couple of very good reason. But that’s the thing with bygone relationships and good old friends – you often discover that you loose a lot. That there have been pros and merits in dealing with those difficult, annoying people. In some cases you contact them to give it a second try with new preconditions, a slightly different focus, a fresh view.

This is the story about me not falling in love again – but having a fresh view on Maslow and winning some new insights.

Building Websites – It’s all so easy

Let’s have a journey in history to the ancient times. Around the year 2000 I have build a couple of quite successful websites. Too successful to care for them in limited (free-)time, so I focused on my job which is old fashioned printed media. And I gave up all those FTP, HTML and Photoshop stuff.

But never say never… In the last weeks I started to do some new projects in the digital world. I used WordPress and I was truly amazed. It’s so easy to build a professional looking website, to do your SEO homework, to add features, to publish content.

My (sort of) alter ego on Creativehive and the MOOCs gave me a lot of insights, inspiration and impulses. Including the one that acronyms and alliterations aren’t always a proof of profound knowledge and truth.

Another insight in this long row was Prof. Dieter Georg Herbst saying “Farewell to Maslow’s Needs Pyramid”. Isn’t that a sacrilege? Isn’t THE pyramid a listed building?

Time to say hello and goodbye

Abraham Maslow proposed his “Hierarchy of Needs” in 1943. He said, human motivation generally move through stages. From “physiological” through “safety”, “belongingness”, “love” to “esteem” and “self-actualization”.

Later on, people used a pyramid to illustrate the hierarchy – so it’s not Maslow’s fault if there are some constructional flaws in it.

That’s the thing with pyramids. They are truly impressing. They stand out – but usually somewhere in the desert or in the jungle. Or in Paris, which is sadly the same to me, as I don’t speak French and would die of thirst and underfeeding within days there if I where there on my own.

The standard pyramid – I speak of the one you had in mind when you read the headline – looks like this:

Gina Pyramids
By Ricardo Liberato (All Gizah Pyramids) [CC BY-SA 2.0 (], via Wikimedia Commons
It’s iconic, incredibly old, sturdy, massive, easy to understand, solid, unchangeable. Layer by layer it’s a masterpiece. But besides that – it’s useless. Well, it is of course a very popular motive for your holiday pictures or a cosy home for scary mummies and mystic legends (which is a contradiction, isn’t it?). But it’s not what you would use as a blueprint for your home, business premises or even garden shed.

Some people cover their bottles of wine with pyramids, but that’s another story. Those pyramids are not made of heavy stone building blocks – unless you want to protect the bottle from thirsty Franks in Paris (which is, for your reassurance if you live there, not that common).

What does all this say about Maslow? Well, to be true: nothing. But it says a lot about the “Maslow’s Needs Pyramid”.

Maslow's Hierarchy of Needs
By FireflySixtySeven [CC BY-SA 4.0 (], via Wikimedia Commons
As the off-the-shelf pyramid, it is iconic, massive, stays in your pictures as well as in your head.

But it’s got it’s disadvantages for daily use. For example, there are no stairs in-between the stories. There aren’t a lot of rooms, either. In other words: It’s got a very poor room to building size ratio. It is impressing you, but at the same time misleading you about it’s inner size.

Even if sometimes people find another, secret chamber with some gold, rotten cereals and some haunted ghosts in it. This occurs very seldom – it usually takes ages to find one.

Last but not least keep in mind, that pyramids tend to have a very, very limited number of windows to let sunshine in and to let you have a look at the changing world outside. Mummies don’t do websites. They don’t befriend you in Social Networks, nor like or retweet your posts. Now you finally got the reasons why.

Prof. Dieter Georg Herbst adds some reasons, why THE pyramid is outdated:

  •   Needs are not hierarchical, but rather complex and interconnected. This is why we are able to deal with our hunger if, for example, paintings in a museum are of more interest. People buy luxury cars even if it means reducing their budget for food.
  •   Self-realization is also not the highest goal for everyone, but rather needs from the lowest level like security (especially in old age).
  •   The model is not empirically proven.

(“The Strong Digital Brand Speakes to the Reward System”, in: Papers of “Building Strong Digital Brands”, Ch. 1/Unit 5)

Welcome to the reincarnation of the pyramid

Well, gentlemen (and gentlewomen) – start your engines. Let the bulldozers roar and flatten the desert of dusty science and communication and needs from the pyramid.

Wait a minute. I promised to explain, why I fell in love again with it. Why I learned to stop worrying about it’s flaws.

The reason isn’t on the metaphorical level. It’s purely practical.

As written above, I did my websites using WordPress. I was impressed by all those opportunities. Yes, you could have done a nice looking website with all those features a decade ago. But not that fast, that easy, that reliable. The substantial website can be build in half a days work. The physiological things can be founded very fast with the help of a provider, an internet connection and your PC at home.

But is it reliable? I stumbled upon a question: What about back-ups? I thought, my provider would do that for me. Well, for safety reasons, I had a look on his website. Yes, mate, we do all the back-ups for your website. If you are able and willing to pay an extra 50 Euro per month.

That is not my price tag for something I do for fun or to do and support local honorary work. As for everything, there are a lot of plug-ins to help you back-up your website. I have chosen a tool called UpdraftPlus.

You should always use “Plus” when naming your tools. It’s so promising: I looked it up and it says you can back-up your website on a regular basis. Fully automatic. So you are always on the safest possible journey through the wild, wild web.

After the installation I was eased. For a minute. Configuring UpdraftPlus I saw a recommendation to install something called “Jetpack”. It protects you from brute force attacks.

“Brute force”: That sounds scary, doesn’t it? Well, of course you do install “Jetpack” to do that. Because you are in love with what you did. All the work, the ideas, the hours you spend to build a website that belongs to you.

You have found new friends through the website. Your esteem is based on it, the respect of others. It’s your up-to-date form of self-actualisation

Maslow's Pyramid Of Needs
By J. Finkelstein (I created this work using Inkscape.) [GFDL ( or CC-BY-SA-3.0 (], via Wikimedia Commons


That’s the case with many models, acronyms and theories – they are too short, to hierarchical, too easy, they are misleading. It’s like using concentrated fluids, medicine, coffee. You have to add a lot of water to make it digestible.

But to me it’s quite interesting to mix it up: My experiences with the good ol’ pyramid for example. The tools and software I use. Isn’t it interesting, that software developers address my old fears to sell their products, to make me pay for a premium? For the “Plus” or “Plus+” version. It offers me a sturdy base to be safe with the stuff I love and to get respect of others – a perfect way for self-actualisation. All that for a couple of Euros… No wonder I love the pyramid.

Here is my sketch of a Digital Maslow Pyramid of Website Needs… I’m sure Angelika Ullmann (@illu_ullmann), who also participates in this course could do much better in it…

Digital Maslow Pyramid
The good ol’ Maslow in the digital world.

And action

What do YOU think about using the old fashioned pyramid to have a fresh view on your social media activity?

My usage of Digital and Social Media Marketing

Kill your digital enemy – or learn to love him?

These are my thoughts about the first MOOC about Digital and Social Media Marketing including a plan to kickstart a business with a campaign.

This post is divided in two parts. First I’ll tell something about my expectations form this MOOC about digital and social media marketing and about my experience. In the second part I will switch to a specific practical task I’d like to do on the basis of what I have learned about Digital and Social media.

Something for nerds and freaks…

In the early days of the internet, many people thought it to be unimportant compared to other media. Something reserved for scientists, nerds, freaks. These thoughts changed very slowly – in some cases to denial and statements about the seemingly disadvantages. For example, Frank A. Meyer from the publishing company Ringier said in 2007:

“In the internet, I can only find what I am looking for. That narrows my angle of view a lot.”

(Source; translated by me)

Beware of all evil…

I work as an editor and a journalist for a company that mainly focuses on traditional printed media – but that is engaged in social media, too.

In spite of that, many people at newspaper publishing companies do have an “Einstellung”, that is, they are prejudiced about digital media. The first questions that come to those peoples minds is “What are the disadvantages of digital media? What’s the danger? In what aspects are those bloggers, online editors and so on less professional, less reliable, less effective…?” All this in a lot of aspects – from journalism through ads to marketing. To sum it up: Digital is evil!


Coming from a background of a lot of people who are still sceptical about digital media and, on the opposite, some avant-garde digital natives (social marketing managers, online editors) who use a lot of gobbledygook (see above), I wanted to learn about this field of media and communication by formulating these objectives:

Learn to know your enemy!

Specific: I took this course about digital and social media marketing to broaden my knowledge about social media. Not to know the enemy better – because it’s not “you or us” any longer – but to have a look at both sides and it’s interconnections, interdependences, the chances lying in and between the media.

Measureable: The criteria for a successful participation therefor is of course “do I think I have learned a lot about that”? But to measure that, a certificate from iversity is the goal.

Attractive: The attractive parts of this course and of my objective is, that I was able to produce some content, test it, optimize it, discuss it.

Realistic: As a full time worker, I had to do that in the evenings with a limited budget – so I didn’t plan to be at the top of the most rated and commented participants. But I wanted to test out new digital media like videos during the course.

Time: All this had to be done until the official end of the course – and of course it has to be continued to a strategy for my professional and personal work. So what’s the impact? Know your enemy and kill it? Learn to love it and kill the traditional media? Betwixt and between…

The enemy – my new friend?

When it comes to the theoretical background, I didn’t learn many truly new aspects – but I was able to make a lot of connections and build some maps and roadmaps.

Just one example – and this is already a practical thing – is the strategy to put relevant information on the website, to do on-page-optimization, to publish and promote this via display or social media campaign, build a community, increase your social capital and lead people to your own website. This is more a path to travel than just saying “you got to do something like SEO, Facebook, Twitter and Google AdWords”.

One of the good aspects of this course about digital and social media marketing are, that I could try that out on Creativehive. I published some posts, filmed and edited a video, used twitter and had a close look on some SEO. Most of that for the first time.

Fortunately, some people commented on my work and I won some followers on twitter.

Kickstart a business via Digital and Social Media Marketing

This will change especially my personal work – we plan to build a website for my wives by-line and we will promote it with a couple of ideas from this course.

A kickstart in digital and social media marketing
Starting a Digital and Social Media Marketing campaign for a small avocational business.
  • The idea is to create a “brand”, in this case: company name first. With a very detailed idea of what the company is going to do (a special therapy treatment, known as Cranio Sacral Therapy) as a start.
  • Then we will define a Buyer or Customer Persona to get a better understanding of her needs (marketing is fulfilling peoples needs…) and to get a clear focus point for the content and the digital and social media marketing campaign we will create.
  • We will post that content on a website, which is the center of our future marketing activities.
  • To achieve a slow start of the business, we have already started with a simple word of mouth campaign (including business cards and flyers).
  • Maybe we use Twitter, Instagram or Facebook to publish some engaging content and to build a community, too. But we will do that very carefully as there are a lot of risks involved in a very broad campaign (shit storm, too much information for competitors, too much attention…).
  • After some month we like to do some Adwords campaigns, re-marketing and we’d like to publish some videos on youtube to add and spread content.

A plan to kickstart our little business

This is a Gantt chart for the plan:

Gantt Time Table for a kickstart campaign
Gantt Time Table for a kickstart campaign

That’s the chances – what about risks?

Of course there are a couple of risks founding a new business. But as it is only part time, the impact isn’t catastrophic – unless we are dealing with serious legal issues. Some risks are mentioned in the following table.

Risk Impact Chart
Some of the risks and their impact

Now it’s your term…

As a participant of this Digital and Social Media Marketing course: What is your advice? Any ideas to improve our plan to kickstart our business?

To kill a MOOC-ing bird

Foto am 01.11.15 um 17.54

The next post for #passion4digital, a homework for the Digital an Social Media Marketing Course:

Starting a MOOC about Digital and Social Media is so easy – a fast-selling item. Just copy and paste the first edition, wait for enough people who are attracted to register, push the start button and watch the blog buster on the screen.

Attracting a world wide audience is incredibly simple these days – unless it doesn’t work like this… but more like that…

Foto am 01.11.15 um 17.57<span class= #2" width="300" height="200" srcset=" 300w, 800w" sizes="(max-width: 300px) 100vw, 300px" />

Something unsuspected happens, some suspected issue occurs. What would that be? Let’s have a look.

(Quite) Big Data about targets

Some of the biggest advantages of MOOCs are, you can easily address thousands of people, get direct feedback about what you are doing and you can collect a lot of data, if not “big data” about your customers.

Therefor you got a decent knowledge about who takes part in the courses and whom to address for the second edition.

My assumptions are, that the course starts right after the marketing campaign and that you got at least enough people to build some groups for the campaign. One for the overall strategy, the others for specials tasks.

Eight weeks is a very short time to create and implement a campaign for a MOOC, 1000 Euros is a very tight budget. My advise is to build five groups, dealing with:

  1. Strategy: Targets, achievement
  2. Course: Content, improvements
  3. Environment: Competitors? Trends? Regulations?
  4. Interaction: E-Mail/Social Media Marketing
  5. Publishing: Press relations, blogs, interviews

After that we are ready to start – hopefully… I’d like to describe one way to “fill” the eight weeks first:

Week 1

The first step is to analyse the data:

  • Who is interested in the course (database?)?
  • Who (as a target group) might be interested but hasn’t shown interest?
  • How did they know about the course?
  • What issues did they address?

This might help to find improvements for the course, the campaign and the overall strategy.

Parallel to that I’d have a look at the content of the course:

  • Does it have to be improved, changed, adopted to trends, developments, new technology etc.?
  • What special issues did the participants face and/or complained about?
  • What are the USPs of the course, what are already improvements? What where the main criteria for the participants to join it?

At the same time someone has to look for similar courses on the same and other platforms – is there another course with (nearly) the same content as a competitor? What’s special about the competitor? Who does he address? If you find something – do at least a SWOT analysis to be able to stress your strength during the marketing campaign.

Week 2

After that week of analysing content and data, do a kick-off meeting – let’s say on Monday – with the whole team, followed by review meetings every Friday. Collect expectations on the course and personal, build a benchmark (maybe related to comparable courses).

Build a strategy:

  • What changes have to be made on the course content (at least: marketing wise)?
  • What is your persona/-ae?
  • What is your target market?
  • What target customers do you address?
  • What channels do they use?
  • What is your beachhead market for the second edition of the course?

First changes on your website according to the changes and insights. Offer a newsletter/RSS./hashtag…

Week 3

According to the tight budget I wouldn’t recommend ads, PPC or any placement. Instead of that my advise is to focus on (besides your own work time) free channels:

  • Plan E-Mail-Marketing to people who have joined similar courses
  • Plan E-Mail-Marketing to participants of the first edition, who haven’t finished (“second chance”)
  • Plan E-Mail-Marketing to finishers – “recommend us if you were satisfied – inform us if not” (word-of-mouth); “please share information about the second course on social media (LinkedIn, Xing, Facebook, Twitter)
  • Plan Press work/publishing: Course leaders publish articles about Digital and Social Media Marketing with links and information about the MOOC
  • Plan to let course staff take part in discussions, interviews, blogs etc.
  • Plan Top-Lists (“Five important facts/tricks/tipps about Digital and Social Media Marketing”) with links/hastags to the MOOC
  • Spend 1000 Euro on some posters on a couple of big events

Start On-Page-Improvements – new content, new information, SEO.

Try to find out, what your customers desire most and stress that in the information (maybe differentiated into Audit-/Certificate track).

Week 4

Implementation: Start all of the above. Have a halftime meeting. What have you learned already? Modify the trailer to the course or film a new one. Post it, share it, promote it.

Continue publishing new content on your website. Communicate with other course leaders on the same platform, especially with similar content to place recommending links on their websites.

Week 5

Second wave of E-Mail-Marketing with additional information, countdown, ask to be recommended. Maybe do a webinar to give first insights or publish a sneak review. Ask people who are interested for their needs, topics they are interested in, questions…

Week 6

Analyse what worked and what not. What does your competitor do? What questions occurred? Is there a Facebook group (if not – can you found one and use it?)? Check what improvements, new information, new content etc. is and will be available. Inform registered users and interested people.

Week 7

Third wave of E-Mail-Marketing, second wave of posters on events. First content on MOOC platform. Interact with registered participants (polls, questionnaire, offer advise). Collect information about the course before final meeting. Inform everybody about everything new and improved, train your staff to be able to answer questions of users.

Week 8

Fourth wave of E-Mail-Marketing – information about the start of the course, last chance for registered participants and interested people to inform people about the new MOOC. Tell them: What is the benefit for them to invite people?

Final review: What went good, what did not work during the campaign? Di the campaign fulfil the expectations on the course and personal, did you meet the benchmarks?

As a Gantt-chart it looks like this:


Click here for the Excel-File

To kill a MOOCing Bird

Well – what may go wrong with a MOOC? Iversity is already quite well-known, so there will probably be enough participants, the technology is proven, a shit-storm is unlikely. If all of the staff will get the flu, it will be a serious problem. Unfortunately I don’t have enough data to know about the real life risks of a MOOC. Even non satisfied customers (I myself have issues with the peer assessment and rating – but I will not tell that to anyone else but the staff and you…).

So here is a very basic “Risk chart”:


What are your comments and what do you think about risks in MOOCs?


The very first Bread Buyer Persona

General thoughts about Buyer Persona:

Some bread buyer - but not yet the persona we are talking about.
Some bread buyer – but not yet the persona we are talking about.

The concept of a persona or a set of personas at first seemed to be somewhat counterintuitive to me. I am a journalist and an editor in chief.

Working with texts and photos for a newspaper and other products, you have to consider a lot a sort of framework when it comes to newspaper articles – law, ethics, reliability, tendentiousness and so on.

But of course you always have your reader in mind. Sadly, they usually only give you a direct feedback, if you do something wrong (in local newspaper names, spelling, grammar, dates – or, the worst thing that may happen: mistakes in crosswords…) – or if they strongly agree or disagree with your published topic or opinion.

Seeing the reader as a persona – or even personae – seems difficult, because there are so many different people out there. Moreover, unlike other businesses, you do not only focus on their needs, opinion, interests and so on. Because you have to consider the framework mentioned above, society, often stakeholders (advertisers “pay the bulk of the costs of newspaper production”, as for example the Parliament of Canada says; multipliers…), too.

Nonetheless I got a small plastic figure on my desk which I call “The Reader” – to always keep in mind, whom I address – otherwise it (or he or she…) would be easily forgotten if there is no feedback.

By the way – “The Reader” shows an interesting aspect about personas. He – as a user of the product -– is not identical to the buyer. Some people buy newspapers for or give them to others and so on.

The Bread Buyer Persona

As an example for this weeks task I have chosen a different approach than the reader mentioned above – simply to reduce complexity. The second reason is that to me the question is very important, if small local businesses may profit from Digital and Social Media Marketing. It may be vitally important – as especially many bakeries, butchers and other independent food retailers struggle to compete against discounters. I hope to have your attention for the topic now…

If so, watch my brand new video about the #BreadBuyerPersona on youtube!

The first and obvious thing the business I have in mind does to get attention is their small shop – a bakery.

A selection of pertzels. "BrezelnSalz02 (cropped)" by Sundar1 - Licensed under CC BY-SA 3.0 via Commons -
A selection of pretzels. BrezelnSalz02 (cropped)” by Sundar1 –
Licensed under CC BY-SA 3.0 via Commons –

If you are interested in the business: They use a very basic Website (with no data available on, and so on) and Facebook – today (10/17/2015) there are only four posts available and only five likes. Their shop isn’t in prime location, but in the heart of the small town. They don’t do a lot of marketing besides the usual paper bags and occasional adds in local media. Their products are at the top of the price range, but not certified as “bio” or “organic”. The bakery was founded in 1693, it is proud of it’s long lasting tradition, handmade products and special recipes. They stress all that on their website, moreover they inform their digital visitors about an award (“Business of the Month”) and some offers – breakfast, pretzels and such things.

This tells a lot about their buyer persona, doesn’t it? In a fairly traditional*, nearly rural environment, the persona is a she – let’s call her Anita. She may know the shop since her childhood, have seen the shop or heard about the products.

She uses a Smartphone to connect with her peer groups and family, surfs through the web for information and fun, has a Facebook account. But she doesn’t think of connecting to “her” bakery via social media. Neither does Anita use search engines to find alternatives to “her” bakery. Anita lives within a range of six miles around the shop, is quite well-off, owns a car, has a family, is in the mid forties.

So much for the hard facts – what drives Anita? She has a strong commitment to the town, her neighbourhood, local associations, her family is the most important focus in her life.

Therefor she desires firstly to keep her family healthy and satisfied. They all love good food, having usually a unhurried family breakfast on weekends and maybe “vesper” (some traditional, cold evening meal) on weekdays. As a mother and a wife, she is rated by the quality of the food. Anita and her family trust people they know face to face. Secondly, Anita likes to have a lively city. She tries to buy as many things as possible locally to support local business. Thirdly Anita likes to have a chat in the shop to get some knowledge, some tittle-tattle about the greater family of locals.

For all this reasons, Anitas action is to buy at the bakery very regularly. She is a regular customer.

The interesting question to me is:

Could Digital and Social Media Marketing improve the relationship between the bakery and Anita? Could the bakery attract new “Anitas” by those channels? What do you think?

*The following “buyer persona” is definitely not a role model I prefer – it’s just my assumption of a typical customer profile in a rural environment.



Hairdressers will never get my head

Got your attention? For this task I thought it to be sensible to think about a business I don’t know to well. In fact, I don’t know anything about how it works today. Therefor it’s quite exciting to find some advise and write about it.

I lost my hair quite early. Therefor my last visit to a hairdresser was in the last millennium. Long enough to forget about it.

Not much left to do for a hairdresser on my head...
Not much left to do for a hairdresser on my head…

They never get my head into their shop and their hands – but nearly everybody else’s. So it must be a thriving business?

The downside is, that there are a lot of competitors in every German town, some franchisees, some local or regional chains, some small independent businesses – and a lot of moonlighting.

That’s in short the background and my knowledge of the country. Although I’d strongly recommend a hairdresser to invest in traditional marketing, I focus on the digital media and channels in the following.

How can a hairdresser get attention via digital marketing?

Hairdressers gain attention via word-to-mouth and the look of the shop – including pictures in the window and the shop. The single hairdresser, the single employee is very important as customers build a strong relationship based on trust. Therefor I would recommend two channels to get attention:

  1. On page optimization: Show your shop with a professional, up-to-date website. Show your work with pictures. Show testimonials of satisfied customers. Most important: Show your employees from their best side.
  2. Engage in Social media for referrals and interaction with your customers by postings news, trends, competitions/raffles (maybe together with a supplier who delivers cosmetics and high quality content – but it has to be something special for the individual hairdresser).

How can a hairdresser keep interest?

  1. Use Instagram, Whatsapp (depending on what your customers like), Facebook etc. to stay connected to your customers, post pics of new hairdos, winning prizes in competitions, new qualifications, new cosmetics.
  2. Maybe use direct mailing for important news. Don’t overact. No extensive texts. Don’t use transactional mailings – let your employees ask the customers person-to-person.

How can a hairdresser inflame desire?

  1. Use direct mailing for special offers or reminders.
  2. Give your customers a reward for being connected to you, postings pics of their new hairdo, winning new people for the zero moment of truth or as new customers.

How can a hairdresser use digital marketing to start the action?

  1. Give your customers the option to book their appointment on your website via a link you sent them or mobile (maybe an app – if your customers accept that).
  2. Give them a reward if they book online or via mailing and stay tuned to your digital channels – an additional cake, give-away, discount (I wouldn’t recommend that – your work is worth the price) or additional treatment.
My new hairdo???
My new hairdo???

What do you think about the thoughts of a baldhead about hairdressers? Leave your comment…

My thoughts about the first week of Digital and Social Media Marketing

It’s really hard to rate all those points and inspirations. Things that came to my mind are the following – somewhat critical – thoughts:


  1. Digital Business Maturity Model: It is very interesting to rate companies by it’s grade of engagement in digital media and technology. But as soon as I asked myself how I would see some companies in this model I started to question it. It is not a way you have to go or that is a target. Not every company can or will ever be a fully digital company. As a lot of approaches – not least taught in MOOCs – dealing with innovation or entrepreneurship in general stress, it is sometimes vitally important to have direct contact with your customers, to talk to them, to see what they do, to watch them, to catch inspiration with all senses. In that sense, it is not a “the more digitally mature, the better”.
  2. Following that thoughts I very much appreciated Alex talking about “integration” of online and offline channels. Of course, this is a course about digital and social media marketing – but you mustn’t focus solely on this. Especially if your company is called “Monks” and is situated in a country full of monasteries and monks like Greece. Try finding “Alex” and “Monks” via google… unless you know his URL it will be very hard to do so. Maybe he (too) has to convince customers to make a start from Digital Maturity State Zero to a higher number – he will have to address his clients via channels other than social and digital media and can’t wait that they find him.
  3. A lot of the content is just basic know-how of every business – presented very good and connected to real cases, which is excellent. It’s been a very good description of Digital Customer Journey. As a journalist I discuss the Second Moment of Truth nearly every day in different groups and in different contexts. Media is more and more influenced by marketing. E.g., there are much more marketing and PR-specialists in US than journalists – and the first ones are paid better, have more money to spend and so on. On the other hand, experience, tests, reviews as mass media are no longer exclusively made by us, by the media companies, newspapers, magazines, TV stations and so on. Dr. Andreas Keßler, a german specialist in automotive journalism, said this week in an interview: “If you want a trustful review, you can only find it in the two biggest magazines in Germany – or if you google user opinion”. (about the Volkswagen Crisis, listen to it here – unfortunately in german only). That is one reason I joined this course – to learn more about digital and social media – moreover, about marketing and truth…
  4. Again Alex: “Digital Marketing is how can you translate communication from offline to online”. Very good thought! It’s the important step back. Not “what can you do online for marketing”. But – first, look at what you want to tell, what do you want to achieve. Then: How can you tell that and how can you communicate that online. Latter: How can you communicate with people in a two- or multiple-way about what you say and learn from that?
  5. Back to point 2 – I struggled to find In that context there is of course the question of SEO. It’s refreshing to hear, that some people don’t say that SEO is not everything but – as Alex pointed out – “one channel for advertizers looking for conversion”. Some businesses have to focus on how to address people by mailings, adds, above the line media. For others, SEO is vital. But not for everyone and it’s not the only channel you have to watch.

Hello world – this is Frank

I am a journalist and editor in Black Forest, in the very south of Germany. MOOCs became an important part of my free time – I always search for additional knowledge and new topics, ideas, concepts, insights.

Searching for new experience - amongst other things, I am a motor journalist. Driving a lot of fast cars. But I own a 8 HP Ape Calessino - one of the slowest cars in the world. It's a way to experience, learn and to remember.
Searching for new experience – amongst other things, I am a motor journalist. Driving a lot of fast cars. But I own a 8 HP Ape Calessino – one of the slowest cars in the world. It’s a way to experience, learn and to remember.

Feel free to contact me or visit my website at