Social Media at Daimler: Corporate Blog & Twitter

Social Media at Daimler: Corporate Blog & Twitter Uwe Knaus Manager Daimler-Blog & Social Media Strategy Communications SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 March 3, 2010 1

Social Media Is Social Media a Fad? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 2

Social Media Did you know? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 3

Any Impact on Corporate Communications? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 4

Social Media What is it all about? – A short Idea SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 5

Social Media What is it all about? – A clear Picture SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 6

Social Media Success Factors 1. Dialog/Engagement SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 7

Social Media Success Factors 2. Authenticity SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 8

Social Media Success Factors 3. Transparency SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 9

Social Media Success Factors 4. Speed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 10

Social Media Opportunities SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 11

Social Media More than only a press release SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 12

Corporate Blogging Questions & barriers • What is blogging good for? • Who will read that stuff? - Lack of relevance • What will happen to the One Voice Policy? • Will we loose our communication sovereignty? - Did we ever have it? • All interesting things are already on our website • Criticism will become more obvious • We are no bloggers! • Additional effort will be required (writing/commenting) • Who will react to comments? • New processes will be required • Works Council must be involved SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 13

Corporate Blogging Still many walls to tear down SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 14

Corporate Blogging Reasons to get started • If we want to reach “Generation Internet”, we cannot stick to traditional channels • Opinion leaders are online – “Word of mouth” • Steering our own publication channel • Journalists as gatekeepers are becoming less important • It’s about the tiny stories • Dialog instead of monologue • Employees as “ambassadors” • Enhancing our online reputation • Google-Relevance: “Google is every brand’s homepage” SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 15

Corporate Blogging What do we need for Corporate Blogging? Goal – Marketing, communications, CSR, recruiting… Corporate Culture – Blogging builds on existing culture Willingness to communicate – by the company, authors & target group Stories – It’s about the tiny stories “to get information I do not get from other media” Authors/Characters – Feelings, impressions, thoughts are more important than hard facts Top down - Visible Management Commitment and Social Media Guidelines Bottom up – Digital Natives / Generation Internet Transparent Comment Policy – Essential for moderation and deletion of comments Involve the Works Council – Corporate blogging is working time Strategy to get started– Seeding or all of a sudden? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 16

Corporate Blogging Goals of the Daimler-Blog • Provide insights into Daimler • Look behind the scenes • Create transparency • Start the public dialog Employees create a public “face” for the company SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 17

Corporate Blogging Daimler-Blog: lessons learned • Positive coverage by online and print media (eg. Der Standard, Handelsblatt, Frankfurter Allgemeine Zeitung, Süddeutsche Zeitung, Harvard Business Manager etc.) • About 50% of readers are employees The blog connects internal and external communication • „Careers“ is the most popular category - since launch • Discussion in comments is mostly self-directed – less moderation required The Daimler-Blog is perceived as authentic channel SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 18

Impact Daimler-Blog: Statistics • 100,000 page visits/month • 40,000 unique visitors/month • Average visit time: 5:11 minutes • Every blog post attracts at least 1,000 readers on the first day • Most popular postings read by18,000 readers over the time running • On average 9 comments per post excellent value for corporate blogs • Out of 3,000 comments, only 8 had to be deleted (because of infringing our comment policy and not because of bashing the company/products) • Google-Relevance: Highest ranking of blog topics on Google Search SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 19

Impact Google-Relevance Google is every Brand‘s Homepage SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 20

Impact Google-Relevance Google is every Brand‘s Homepage SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 21

Impact Reach: TV, Print, Blogs punctual sustainable and connected Blog 8-10 Mio. 138,000 Blog Blog viewers sold circulation Re-Tweets Do you remember the news of last week? Google does! …but only if content is online SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 22

Impact Reach: Share of Voice CANDIDATE‘S VOICES INVESTOR‘S BLOGGER‘S EVERYBODY‘S Original: The Economist SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 23

Impact Daimler-Blog: Awards 2008 Gold: Best of Corporate Publishing Finalist: PR-Reoprt Award Finalist: Deutscher PR-Preis Finalist: European Excellence Awards SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 24

Impact European Best Practice: Forrester Study SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 25

Impact European Best Practice: St. Gallen University, Switzerland Results will be presented at NEXT Corporate Communication Conference on March 25, 2010 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 26

Impact Corporate Blog Rankings - worldwide Financial Times Blog Index: The only German-language Blogrank Top 50: Corporate Blog as of February 2010 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 27

SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 28

Corporate Corporate Blogging Microblogging SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 29

Twitter Social Media Success Factors Dialog Authenticity Transparency Speed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 30

Twitter Close to the Individual SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 31

Twitter Daimler Accounts SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 32

Twitter @Daimler - Dialog Faces, Names and Brand Link to http://daimler.com/socialmedia event-related Daimler follows back SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 33

Twitter @Daimler_News - Monologue Only Brand - without Faces http://daimler.com/socialmedia permanent We do not follow back / manual filter Daimler Media Site RSS-Feed Daimler-Blog RSS Feed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 34

Twitter Advantages „Real-time mass medium“ - Faster than news agencies - Faster than press photographers No gatekeeper - directly to the addressee Immediate feedback Network effects through @Replies or Re-tweets BUT: Tweets are only initial information in the form of “appetizers” SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 35

Twitter Impact - Speed Blackberry-Twitpic, June 17, 2009 Mercedes-Benz passion Blog, June 17, 2009 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 36

Twitter Impact – Cross-media Blackberry-Twitpic, June 17, 2009 Horizont Print-Version, June 25, 2009 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 37

Twitter Impact – Reach via Twitter/TwitPic New F1 Car & Team – first picture online (Twitter Account @Daimler = 2.200 Followers) Within the first 30 minutes: 2.500 views Total: 4.100 views SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 38

Twitter Impact – Reach on YouTube Authentic Flip-Mino video on the Daimler- Professionally produced video on Mercedes- Blog Channel (self-produced within 1 hour) Benz TV Channel SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 39

Twitter for Corporate Communication Stop - wrong way! SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 40

Thank You! SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 41

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Social Media at Daimler: Corporate Blog & Twitter

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Social Media at Daimler: Corporate Blog & Twitter — Presentation Transcript