Five questions for … the Herbergsmütter (hostelmothers)
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On Monday, the Herbergsmütter boarded the pixoona Buzz at the republica. And very quickly it became evident that the three good-humored ladies from Cologne were going to take the lead. The bus was crammed. And their wish was to also drive during the session. Easy going as we are, we did a couple of laps through Berlin while our invited speaker quickly accustomed to this new situation.
The Herbergsmütter provided entertainment of sorts on the bus. There was a puppet show interpreting a client dialogue between Franzi and the Deutsche Bahn or their #Budenzauber on Twitter, which was activated with the attendees.
After all the fun we had, we just had to dig deeper into what the one and only Herbergsmütter Anke von Heyl, Wibke Ladwig and Ute Vogel felt, what they took home from the republica and what they think is the status quo in storytelling and client relationships in the social web.
What impressions and thoughts do you have on your session in the #pixoonaBuzz?
Anke: #Schulausflug #Kreativität on the road, #Analog, #Digital.
Wibke:Participating instead of ex-cathedra teaching. Doing something in companionship because it promotes creativity – and is fun!
Ute: It was a very peculiar experience in this somewhat confined space in the moving and shaking bus. Absolutely extraordinary and just the way we like it!
What does a story in the social web need for being heard?
Anke: A clamp… no, a hook. A somehow different anchor, which attracts people. Something that captures attention. Usually aspects that have something to do with the real life of the people you are hoping will listen.
Wibke: And also something familiar, maybe even nostalgic. An aspect that sharpens and amends your own profile and produces new relations to other people. Important: People you find likeable.
Ute: Personality for sure and the alledged authenticity.
Good #friends always participate in anything fun. Even #Budenzauber in #Schulbus. #rp13
— Wibke Ladwig (@sinnundverstand) 6. Mai 2013
In your session, you showed different approaches on finding new ways and impulses, to become creative and to tell new stories. Where do you get your inspiration from?
Anke: My inspiration comes largely from my work as a museum education officer and cultural mediator. In my work environment I’m also confronted with a large number of people in a confined space whom I enjoy showing ways to get into art. Creative Writing is an important device from the methodology toolbox.
Wibke: I find my inspiration in my own projects, in reading, in music, in conversations and Procrastination, an online-radio programme on the web – or as I like to call it: drifting. Don’t forget: showering, pubs, horse riding, archery, cooking and hiking. If I sat in an office all day, I probably wouldn’t have half as many ideas anymore.
Ute: Thinking outside the box, being open-minded and curious, having the courage to do something new. Doing things that supposedly don’t have anything to do with the actual topic. And then also very importantly: relaxing, doing something totally different. Subconsciously you will still work! That is why the best ideas will come to you while you’re using the bathroom, doing the dishes or taking a walk.
As an introduction into your session, you used a well-known Deutsche Bahn (German railways) client dialogue. How much personality and especially humanness does a brand need to build successful client relationships and to be credible in the social web?
Anke: Tell me again about love, Wibke? Emotion, engagement and authenticity are the magic words. Then humanness will follow. And we all know that you need a whole lot of that to establish relationships!
Wibke: Reciting from the Cluetrain Manifest (from 1999!): “Markets are conversations. Conversations are between humans.” It is all about trust and appreciation. This is how conversations work. And he who feels accepted and respected as a client, or as a human being in general, will be willing to open up for other opinions, to share own views and ideas, and to pay for products and services – or to even become an ambassador for a brand. Yes, people who love their work and invest all their heart have it easier winning over another ambassador’s heart.
Taking a deeper look at the re:publica 2013 as an event: What kind of perception are you taking home and where do you see yourself in all the future prospects?
Anke: Perception sounds very completed. I couldn’t say, really. It’s more of a puzzle that is completed step by step very slowly. There were many marginal encounters and conversations. But also very nice events like yours and the whole shared experience in the end. I found it interesting that some sessions revealed the interaction of analogue thinking with the digital change. Us Herbergsmütter really appreciate that!
Wibke: Once more we feel confirmed in our efforts to create interfaces. We want to encourage people to capture the social web in their own and individual way. Whoever has developed an understanding for the internet and who is using it naturally and without fear,will find it easy to network and to create new ideas on how to use the internet effectively. It doesn’t do anyone good to differentiate ourselves from the Offliners. Because they are usually the ones deciding in economy and politics.
Ute: My head is still working on all the experiences. Pictures, encounters, conversations and emotional moments are the tings that stick most. And the impression that we’re doing pretty well with what we’re doing so far.
