Edelman Digital – Authentic Communications
Why is Word-of-Mouth for
Brands so important?
Paris, 31.3.2009\"
Wolfgang Lünenbürger-Reidenbach\"
Head of Social Media Europe, Edelman

It Isn’t About Technology

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

Trust in corporate information channels down across the board
Most trusted corporate information source is employees
100%
2009 2008 2009
90%
80%
70%
60%
50%
40% 38%
40%
31%
27% 26%
30%
24%
20%
20%
6%
10%
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 18 countries

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: kniCng
opinion leaders – send instrucDons for a fan scarf, logo
“underhand” informaDon.
stencil, the Allemann song
Set up Allemann profiles and
Mul3‐level press pack to classic
groups on Facebook, StudiVZ,
print‐media outlets, radio and
Myspace and Flickr.
TV staDons.
Encourage members to launch
their own Allemann groups and
Daily successes of the growing
demonstrate support.
movement were collated on the
Allemann blog and featured on
Twi<er.

Edelman Digital – Authentic Communications
Results
- June 2008: 56 media outlets
 February
(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
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.
hPp://flickr.com/photos/samuelr/1452379695/

It’s a Cocktail Party

Edelman Digital – Authentic Communications
Consumers 2.0 in Demand of Nogger
Engage for an icecream
 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
W-O-M is an outcome –
not a strategy

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
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
Online Monitoring

Edelman Digital – Authentic Communications
Contact
Edelman Digital
Wolfgang Lünenbürger-Reidenbach
Head of Social Media Europe
Chief BloggingOfficer
Edelman GmbH\"
Medienpark Kampnagel \"
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DE-22303 Hamburg
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mail, msn: wolfgang.luenenbuerger@edelman.com
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Photo: http://flickr.com/photos/jwasson/189273354/