Edelman Digital – Authentic Communications
Edelman Digital!
A Full Service Online Engagement Agency
Authentic Communications

Edelman Digital – Authentic Communications
Digital Communications and Online Conversations\"
Trends, Strategies, Cases
Leipzig, 8.6.2009\"
Wolfgang Lünenbürger-Reidenbach\"
Head of Social Media Europe, Edelman

It Isn’t About Technology

Edelman Digital – Authentic Communications
It‘s all about trust and
transparency

German trust in corporate information channels low
Exception is most trusted corporate information source - employees
100%
90%
2009 2008 2009
80%
70%
60%
50% 46%
40%
32%
30%
20% 15% 15% 17%
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

Trust in digital channels steady
Free content sources most trusted in Germany
2009 2008 2009
100%
90%
80%
70%
60%
50%
41% 41%
40%
33%
30%
23%
19%
20% 16%
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 *asked as “Free content encyclopedia (such
as Wikipedia)” in 2008
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
So Let‘s Start
Smart, Small,
Human

Edelman Digital – Authentic Communications
Two Strategic Routes
I. Our Real Estate
II. Out There

Institutions Need to Find Their
Human Voice

Edelman Digital – Authentic Communications
The Allemann Movement
Big Idea
The “Allemann Movement”
A true fan movement and involvement –
with supporters all across the country.
A decentralized Web 2.0 campaign to
approach the young target audience in
an accessible way in their daily routine so
that they could be called upon to
support their national team.

Edelman Digital – Authentic Communications
Amplification
www.allemann2008.de
Iden3fiy trendse<ers and tools for true fans: kniIng
opinion leaders – send instrucJons for a fan scarf, logo
“underhand” informaJon.
stencil, the Allemann song
Set up Allemann profiles and
groups on Facebook, StudiVZ, Mul3‐level press pack to classic
Myspace and Flickr. print‐media outlets, radio and
TV staJons.
Encourage members to launch
their own Allemann groups and
demonstrate support. Daily successes of the growing
movement were collated on the
Allemann blog and featured on
Twi<er.

Edelman Digital – Authentic Communications
Results
 February - June 2008: 56 media outlets
(print & online) reported.
• > 40 million contacts
• 91% of the publications branded
• Features in key media such as FHM, 11 Freunde, TV
Spielfilm, Prinz, and Unicum
 45 different regional Allemann groups all
over Germany founded online.
 > 20,000 Allemann fans were active on the
various platforms like Facebook, Myspace and
StudiVZ, each in their own crazy, funny and
supportive way.
• The StudiVZ fan group grew to almost 7,000
members in just four weeks.

Edelman Digital – Authentic Communications
Employee Blog for Daimler AG
Best of
Corporate
Publishing
2008
Shortlist
PR Report
Award
2008
Daimler Blog: Insights into a Corporation\"
The Daimler blog successfully created opportunities for
Daimler clients and stakeholders to start a discussion and Student Monitoring and Analysis\"
connect with employees who speak authentically and A project at the university of Darmstadt monitored
credibly about their work at Daimler. The authors and reactions and development of the blog.
contributors are not employees in communications, but
Involving Top German Bloggers\"
rather employees from all levels. And comments can be
Edelman Digital invited 15 top German bloggers to test
posted real time by everyone – without a screening process
the blog before its official launch. Feedback was
from a moderator. Only your email address must be valid.
integrated into the site.

Edelman Digital – Authentic Communications
Communications
 Concept Development and Presentation
• Concept creation for blog and editorial content
• Development of blog policy, discussion guidelines and approval process
• Involvement in and moderation of decision-making processes
 Daimler Blog Team Coaching
• Workshops with potential bloggers and decision makers
• Ad-hoc feedback on blog contributions and entries
 Monitoring of External Reactions
• Strategic consultation on external comments and communication
• On-call availability
 Blogger Relations
• Announcing and positioning the Daimler Blog within the blogger scene
• Seminating the blog with bloggers and media

Edelman Digital – Authentic Communications
Two Strategic Routes
I. Our Real Estate
II. Out There

Fish where the fish are*.
* Fishermen (and bears) have
known this for years

Edelman Digital – Authentic Communications
Use of Social Networks throughout Europe
% of internet users are using social networking websites. Source: comScore World Metrix, Dec 2008

No overall leading social
network, but several local
champions.
hWp://flickr.com/photos/samuelr/1452379695/

It’s a Cocktail Party

Edelman Digital – Authentic Communications
Consumers 2.0 in Demand of Nogger
European
Sabre
Gold
Award
Engage for an icecream
2009
Shortlist
PR Report
Award
2009
 Groups and petitions on social networks
 Highlight:
Group „Nogger Choc Vermisser“ (we \"
miss Nogger Choc) in local network StudiVZ with
more than 16.000 members.
 Thousends of emails made Langnese (Unilever)
bring back the icecream

Edelman Digital – Authentic Communications
W-O-M instead of ATL
 No ATL, only outreach to the conversation that was
already there
 MarketingDirector Ice Cream sends a video
message to the fans – no viral but a statement
Fans celebrate
 A lot of buzz in the networks, then in blogs, then in
traditional media
 In June, Nogger Choc is the best sold new
icecream of Langnese.

Edelman Digital – Authentic Communications
„The summer will be great: Nogger Choc is back!“
(Nerdcore 22.Februar 2008)
16.000 contacts
150.000 contacts
40 million contacts
Feruary: Dialog Studivz March / April: Online
June: Media Relations
& petition owner
Communications

Edelman Digital – Authentic Communications
Some conclusions
Word of Mouth/ Viral/
Conversations is an
outcome – not a strategy

Edelman Digital – Authentic Communications
The Game is On

Edelman Digital – Authentic Communications
To be first
To act small
To be honest
To be personal
To offer more than branding
To establish/maintain a dialogue
To contribute without expecting back
TO BE AUTHENTIC

Evolution of an Online Engagement Program
CRAWL
WALK
RUN
FLY
Establishing an online Engaging online Embracing
presence
Enriching content
influencers
community
Website
Podcasting
Blogger Outreach
Blogger tours
Videos
Blogger conference Thought leadership
calls
blog
Games
Advertising
Social networks
Widgets
Ally development
Advocacy
Sponsorships
Contests
Mobile
Online Monitoring

Edelman Digital – Authentic Communications
Contact
Edelman Digital
Wolfgang Lünenbürger-Reidenbach
Head of Social Media Europe
Chief BloggingOfficer
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
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aim, yahoo: wolfgang22145
blog: http://haltungsturnen.de
twitter: http://twitter.com/luebue
lifestream: http://luenenbuerger.de
podcast: http://brouhaha.de
Photo: http://flickr.com/photos/jwasson/189273354/

Edelman Digital – Authentic Communications
Edelman Digital
Authentic Communications