{"id":30174,"date":"2016-11-29T10:59:02","date_gmt":"2016-11-29T09:59:02","guid":{"rendered":"https:\/\/radiosphere.de\/?p=30174"},"modified":"2021-04-29T11:30:59","modified_gmt":"2021-04-29T09:30:59","slug":"mannequinchallenge","status":"publish","type":"post","link":"https:\/\/radiosphere.de\/en\/mannequinchallenge\/","title":{"rendered":"#MannequinChallenge &#8230;"},"content":{"rendered":"<p>[et_pb_section admin_label=&#8221;section&#8221;][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<h1>&#8230; oder wie Trends in den Social Media entstehen und wie man diese in der Markenkommunikation nutzt.<\/h1>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<p>&nbsp;<\/p>\n<p>Es begann am 2. November und ist heute eigentlich schon wieder vorbei:<strong><a href=\"https:\/\/www.google.de\/#q=%23MannequinChallenge\"> #MannequinChallenge<\/a><\/strong>. F\u00fcr alle, die es nicht mitbekommen haben: Daf\u00fcr braucht man eine Art Selfie-Video, bei dem sich die abgefilmten Personen nicht bewegen und quasi zu Mannequins im Schaufenster erstarren.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/2bwzpHUrj9M\" width=\"854\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Anfang November wurden Kurzvideos dieser Art tausendfach \u00fcber Social Media Kan\u00e4le wie Twitter oder Facebook geteilt. Ein Trend &#8211; manche Beobachter nannten es sogar Hype &#8211; war entstanden, der es inzwischen sogar zu einem Eintrag bei <a href=\"https:\/\/en.wikipedia.org\/wiki\/Mannequin_Challenge\"><strong><u>Wikipedia<\/u><\/strong><\/a>\u00a0geschafft hat. Dort kann man nachlesen bzw. erh\u00e4lt die Links zu den Stars &amp; Sternchen aus Politik und Pop-Kultur, die mitgemacht haben \u2013 sogar Hillary Clinton war darunter, einen Tag vor der US-Pr\u00e4sidentschaftswahl. Wer das ganze initiiert hat, lesen sie im Blog unseres Kreativ-Partners <strong><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.becklyn.com\/frostiges-vergnugen-jetzt-kommt-die-mannequin-challenge#more-3162\">Becklyn Studios<\/a><\/span><\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-30179\" src=\"https:\/\/radiosphere.de\/wp-content\/uploads\/2016\/11\/WELTWEIT_LAENDERAUFTEILUNG_MannequinChallenge.gif\" alt=\"Beitragsentwicklung Mannequin Challenge\" width=\"986\" height=\"310\" \/><\/p>\n<p><strong>Die weltweite zeitliche Entwicklung der Posts unter #MannequinChallenge: Gut zu erkennen ist die Hype-Phase innerhalb einiger Tage und das Abflachen des Themas Ende November.<\/strong><\/p>\n<p>Wie k\u00f6nnen Markenunternehmen Trends wie #MannequinChallenge nun erkennen und in ihrer eigenen Kommunikation nutzen wie zum Beispiel Borussia Dortmund <a href=\"https:\/\/www.youtube.com\/watch?v=WsNsgjrrHeI\"><strong><u>@BVB<\/u><\/strong><\/a> oder W\u00fcrth Elektronik <a href=\"https:\/\/www.youtube.com\/watch?v=88NA7PDdumk\"><strong><u>@we_online<\/u><\/strong><\/a> auf der Fachmesse <a href=\"http:\/\/electronica.de\/\"><strong><u>electronica<\/u><\/strong><\/a>\u00a02016? Mindestens drei Punkte sind wichtig:<\/p>\n<p><strong>Punkt 1:<\/strong> Virale Trends entstehen sehr schnell und sind oft auch schnell wieder ein alter Hut. Um Trends in den Social Media schnell und zuverl\u00e4ssig zu erkennen, braucht man ein hypothesenfreies Monitoring und gute Analysewerkzeuge, wie sie <a href=\"https:\/\/radiosphere.de\/werkzeuge\/\"><strong><u>RADiOSPHERE<\/u><\/strong><\/a> einsetzt \u2013 schlie\u00dflich wei\u00df niemand, wonach er in der Unmenge der Social Data sucht.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-30178 aligncenter\" src=\"https:\/\/radiosphere.de\/wp-content\/uploads\/2016\/11\/WELT-MAP_MQC.gif\" alt=\"Heatmap GIF zur Mannequin Challenge\" width=\"480\" height=\"223\" \/><\/p>\n<p><strong>#MannequinChallenge in der globalen Heatmap: Der Video-Trend ist ein Ph\u00e4nomen der westlichen Welt mit fast 10 Millionen Postings, aber auch in Malaysia, den Philippinen und Japan nachzuweisen. An China geht der Hype bisher offenbar vorbei.<\/strong><\/p>\n<p><strong>Punkt 2:<\/strong> Trends werden zum Hype, wenn Menschen nicht nur auf der Sachebene, sondern emotional angesprochen werden. Unternehmen, die auf einen Trend aufspringen wollen, sollten sich menschlich zeigen, authentisch wirken und die Idee eines Trends nicht nur nachahmen, sondern inhaltlich weiterentwickeln und damit Kreativit\u00e4t beweisen.<\/p>\n<p><strong>Punkt 3:<\/strong> Unternehmen sollten genau analysieren, ob sie sich mit den Zielen einer Aktion, die zum Social Media Trend wurde, identifizieren, zum Beispiel wie bei der <a href=\"https:\/\/de.wikipedia.org\/wiki\/ALS_Ice_Bucket_Challenge\"><strong><u>#IceBucketChallenge<\/u><\/strong><\/a> im Sommer 2014, die mit einem Spendenaufruf verkn\u00fcpft war. Manchmal, wie bei #MannequinChallenge, geht es eben auch nur um Unterhaltung. Trend Surfing kann eine Marke im Gespr\u00e4ch halten. Jegliche Kommunikation dieser Art sollte aber immer zum bisherigen Marketing passen bzw. bei einem Bruch damit, Teil einer neuen Kommunikationsstrategie sein.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8230; oder: wie Trends in den Social Media entstehen und wie man diese in der Markenkommunikation nutzt.<\/p>\n","protected":false},"author":1,"featured_media":30175,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[41,2,1],"tags":[405,406],"class_list":["post-30174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-blogbeitrag","category-unkategorisiert","tag-mannequinchallenge","tag-trend-monitoring"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#MannequinChallenge ... - RADiOSPHERE GmbH<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/radiosphere.de\/en\/mannequinchallenge\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#MannequinChallenge ... - RADiOSPHERE GmbH\" \/>\n<meta property=\"og:description\" content=\"... oder: wie Trends in den Social Media entstehen und wie man diese in der Markenkommunikation nutzt.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/radiosphere.de\/en\/mannequinchallenge\/\" \/>\n<meta property=\"og:site_name\" content=\"RADiOSPHERE GmbH\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/radiosphere.de\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-29T09:59:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-29T09:30:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/radiosphere.de\/wp-content\/uploads\/2016\/11\/Mannequin-Challenge-e1480415962927.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"337\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Heinz D. 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