Daimlerblog Workshop

Slide 1: Das Daimler-Blog auf dem Weg

Slide 2: Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe 6:15 get up 6:25 open the laptop, updating feeds, what‘s up in US- blogs? Checking twitters of the night, first tweet 6:50 prepare the kids for school 7:50 unplug the iPod, take the little son to the kindergarten 8:05 on the bike, heading for the office, listening to the podcasts and newsshows 8:45 plug the laptop into the network in the office, too many mails, coffee 8:55 check monitoring feeds,inform client via email. how is Lila in Israel and Karen in Turku? 9:15 conference call, IM with colleague in the Paris Office 10:00 blogging 10:10 brainstorming, shit, 10 min late 11:00 Instant Coaching with the client 11:25 great, Nico is online in Köln, ask some questions via skype 11:35 some newsfeeds that had to wait until now 12:00 already 12? 12:10 go for a walk to the Alster

Slide 3: Früher: Wir reden, ihr hört zu!

Slide 4: ES GEHT UM MICH, UM DICH UND DARUM, DASS WIR MITEINANDER REDEN...

Slide 5: Pay for Online Pray for Space Conversations Space

Slide 6: Participation Line Open Open Open Communication Collaboration Conversational Line Controlled Controlled Communication Collaboration Controlled Communication Collaboration

Slide 7: 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

Slide 9: Zielsetzung Wachsende Zielgruppen über klassische Medienformen immer weniger erreichbar. Ein tatsächlicher Dialog mit der interessierten Öffentlichkeit. Es passieren täglich „kleine“ Geschichten, die nicht ihren Weg in die Medien finden. Mitarbeiter in der Außendarstellung des Unternehmens immer wichtiger. Als erstes Großunternehmen ein offenes Dialogmedium einsetzen.

Slide 10: Tonalität Offenheit und Kritikfähigkeit – und damit verbunden: Souveränität – spielt eine zentrale Rolle. Die so genannte „Blogroll“ (der Liste mit empfehlenswerten Links) verlinkt bewusst auch auf die Blogs anderer Automobilhersteller. Kommentare erscheinen unmittelbar, nachdem der Kommentator seinen Kommentar geschrieben und per E-Mail bestätigt hat.

Slide 11: Traditionelle Kanäle http://blog.daimler.de Rede Fahrvorstellung Interview Pressemitteilung Gesichter Messeauftritt eines Konzerns Sponsoring Internetauftritt

Slide 12: Established Approach The Edelman Approach PR 2.0 The Push Model Moving Towards Pull PR that relies solely on the press release to disseminate In addition to employing traditional tools, we can set up RSS feeds information to the broadest possible group of reporters packaged so that bloggers, journalists and others will access our clients’ material, then followed up on relentlessly to arrange interviews or content regularly. promote use of the content. In the many cases, e-mails are deleted and press releases are thrown into the garbage. The Tightly Controlled Message Move from Control to Conversation The best preparation for spokespeople has been a “message Every consumer can tell the difference between an over-scripted triangle” in which all questions can be worked back to a set of spokesperson and one who is speaking from the heart. Empower mutually supporting concepts, vetted in advance through focus companies to be human, which often means admitting error. Local groups or field research. This type of disciplined approach executive teams should have more leeway to speak freely, without minimizes the chance of error. The tightly controlled approach is having to check every action with headquarters. Interaction should also based on periodic interaction with stakeholders, which caters be continuous and conversation conducted according to stakeholder to a company’s need to determine when that interaction begins and needs. ends. A Single Authoritative Voice in a Crisis Engage at Multiple Levels PR practice suggests that a company is best served by centralizing By engaging at multiple levels companies can cultivate relationships its contact with the media. This is especially true in a crisis. The by presenting all sides of an argument or discussion. For instance, CEO is naturally put forward as the primary and often sole companies earn trust by recognizing the strengths and weaknesses spokesman. The “spin patrol,” or the next level of executives, can of their products. Recognizing dissident voices in a public fashion be deployed later to reach specific geographic or stakeholder only enhances credibility. We have to move beyond crafted groups. This process allows for controlled release of information in messages to a process of open debate. Instead of controlling a carefully monitored manner. message and speaking with only a few elites companies will be perceived more favorably if they divulge news-whether good or bad -- as promptly and completely as possible, and if they disclose the steps they are taking to respond to a current crisis or challenge.

Slide 13: Established Approach The Edelman Approach PR 2.0 Elites Get Top Billing Empower Employees and Allow Consumers to Co-create Messages are directed first to serious stakeholders, such as According to several studies, the most credible voice in a corporation investors, top echelon media, regulators and elected officials, and belongs to the average employee. One Edelman client recently frequently quoted experts (academics). Other groups, such as demonstrated the power of co-creating with its audience: GE’s communities, employees, local and trade media, and consumers Ecoimagination program launch was powerful because customers are informed later on in the process, after they have been were able to tell stories about how they had provided input into GE’s influenced by opinion leaders. product strategy. Speak at – Not with – the Audience Apply the Paradox of Transparency Relying on a one-way communications to build brands based on Instead of controlling message and speaking with only a few elites the belief that a passive viewer or reader would believe a message companies will be perceived more favorably if they divulge news- because of the inherent influential power of the media and the whether good or bad -- as promptly and completely as possible, and brand. Products, services and the campaigns that marketed brands if they disclose the steps they are taking to respond to a current are sent from “on high” and delivered to masses, this approach is crisis or challenge. the basis for celebrity endorsements. The Tail on the Dog A Seat at the Table There should be a unified communications strategy, naturally led PR is a management discipline. Our job comprises both strategy and by advertising, which has the dominant share of the total marketing execution. In today’s world, reality, not spin, rules the day. Public budget. PR is a support element, managing the media relations so relations should offer advice based on insight from communities and that the advertising can do its job. discussions with a broad range of stakeholders. We are the bridge to help build relationships between companies and their stakeholders. The Company Knows Best Wisdom of Crowds The company is the best source of information because the The networked communications model will see a company’s company largely controls the information flow. Indeed, much stakeholders collaborating with or without input from the company. corporate information is seen as proprietary, thereby owned by the This community will become knowledgeable by talking and company. The company introduces information and messages as experimenting together. The opportunity for companies comes from appropriate. listening, learning and participating.

Slide 14: Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe/ Chief Blogging Officer Edelman Medienpark Kampnagel Barmbeker Straße 4 DE-22303 Hamburg http://edelman.com/de http://przweinull.de http://edelman.com/landingblog 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 moblog: http://twitter.com/luebue lifestream: http://luenenbuerger.de