Edelman Digital – Authentic Communications
400 Sekunden. 20 Folien. 1 Gedanke.
Pecha Kucha

Edelman Digital – Authentic Communications

Edelman Digital – Authentic Communications
Das Babyphonprinzip

Edelman Digital – Authentic Communications
The Baby Monitor Principle
3

Edelman Digital – Authentic Communications
Foto: http://slideshare.net/nschock/web-20-and-the-online-conversation/10

Edelman Digital – Authentic Communications
Es geht nicht um Technologie

Edelman Digital – Authentic Communications
Die vertrauenswürdigste Quelle: Mitarbeiter
100%
2009 2008 2009
90%
80%
70%
60%
46%
50%
40%
32%
30%
17%
20% 15% 15%
11% 11%
10% 6%
0%
Conversations Live Corporate communications A company’s own website Corporate or product
with company communication such as press releases, advertising
employees such as a CEO reports and emails
speech
C99-101,109,110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe
each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box),
Informed Publics ages 35-64 in Germany

Edelman Digital – Authentic Communications
Neue Kanäle vertrauenswürdig
2008 2009
2009
100%
90%
80%
70%
60%
50%
41% 41%
40%
33%
30%
23%
19%
16%
20%
10% 5%
0%
Internet search Business Blogs Personal or Non Free content sources, Social networking sites
engines e.g. Business Blogs such as wikipedia or (such as MySpace or
Google news, or bulletin webportals* Facebook)
Yahoo news boards
C95-110. [TRACKING] Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one
of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box), Informed publics
ages 35-64 in Germany

Edelman Digital – Authentic Communications
Pay for! Pray for!
Online\"
Space! Space!
Conversations!

Edelman Digital – Authentic Communications
Open! Open!
Communication! Collaboration!
Controlled! Controlled!
Communication ! Collaboration!

Edelman Digital – Authentic Communications
Corp Blogs
Ideagoras
Viral Video
Open! Open!
Community
Communication! Collaboration!
Engagement
Wir bewegen uns vom Reden zum Handeln
Media Relations
Co-created Ads
Controlled! Controlled!
Communication ! Collaboration!
Advertising

Edelman Digital – Authentic Communications
!\"#$%&'()*%+,%-'.+/0%,'%12,3%3#$,$%*24,%3#23%3#$%
-2/%&#'%,24,%+3%52/63%7$%*'/$%+,%0$/$(2))4%+/3$(8
(9:3$*%74%%,'-$'/$%*'+/0%+3;<%
!!!!!!!!!!!!!!!!!!!!!!!!!!!\"#$%&'!()$$*&+,!%+-'.&,!/)$#-01%&!*2+!3&-'%&!4567895:57;!
Foto: http://flickr.com/photos/photojunkie/8726034/

Edelman Digital – Authentic Communications
Why Is This Important?
I.
Popkultur
entsteht an
einem neuen
Ort

Edelman Digital – Authentic Communications
Why Is This Important?
II.
Die Kunden
wissen eine
Menge
12

Edelman Digital – Authentic Communications
Why Is This Important?
III.
Das ist das
Ende von
Push
Foto: http://flickr.com/photos/haltungsturner/2515956476/

Edelman Digital – Authentic Communications
Why Is This Important?
IV.
Horowitz Law:
90-10-1
spectators

Edelman Digital – Authentic Communications
creators
Why Is This Important?
commenters
IV.
Horowitz Law:
90-10-1
spectators

Edelman Digital – Authentic Communications
OK, But How Do I Connect To All These?
Foto: http://flickr.com/photos/hypowren/384117570/

Edelman Digital – Authentic Communications
The Long Tail
Grafik: http://flickr.com/photos/silvery/2631663494
Foto:
http://flickr.com/photos/j-pride/95637589/

Fischen muss man da, wo die Fische sind*
Edelman Digital – Authentic Communications
Mediennutzung in Deutschland
* Fischer (und Bären) wissen
das seit Jahren.
17

Edelman Digital – Authentic Communications
Tools For Communications 2.0
18

Edelman Digital – Authentic Communications
Es ist eine Party, die schon im Gange ist

Edelman Digital – Authentic Communications
schnell sein!
klein beginnen!
wirklich ehrlich sein!
persönlich und wahr sein!
mehr anbieten als Branding!
einen Dialog anstoßen und führen!
geben, ohne etwas davon zu erwarten!
AUTHENTISCH SEIN!

Edelman Digital – Authentic Communications
Entwicklungsstufen von Onlinekommunikation
RUN! FLY!
CRAWL! WALK!
Establishing an online Embracing
Engaging online
Enriching content!
presence! community!
influencers!
Blogger Outreach! Blogger tours!
Podcasting!
Website!
Blogger conference Thought leadership
Videos!
calls! blog!
Games!
Advertising! Social networks!
Widgets!
Ally development! Advocacy!
Sponsorships! Contests!
Mobile!
!\"#$\"%&'(\"$)(*$\"+&

Edelman Digital – Authentic Communications
Kontakt
Edelman Digital
Wolfgang Lünenbürger-Reidenbach
Head of Social Media Europe
Chief Blogging Officer
Edelman GmbH
Medienpark Kampnagel
Barmbeker Straße 4
DE-22303 Hamburg
http://edelman.com/de
http://przweinull.de
http://edelmandigital.com
line: +49 (0) 40 37 47 98-16
mobile: +49 (0) 172 10 10 609
mail, msn: wolfgang.luenenbuerger@edelman.com
skype, GTalk, plazes, qype: luebue
icq: 229707685
aim, yahoo: wolfgang22145
blog: http://haltungsturnen.de
twitter: http://twitter.com/luebue
lifestream: http://luenenbuerger.de
podcast: http://brouhaha.de
Foto: http://flickr.com/photos/jwasson/189273354/