Edelman Digital – Authentic Communications
@luebue

Edelman Digital – Authentic Communications
Social Media
What Is Web 2.0 And Why
Does It Matter?
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Edelman Digital – Authentic Communications
OK?
Bubble???
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Edelman Digital – Authentic Communications
OK?
No - it’s the
culture,
stupid.
Bubble???
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Edelman Digital – Authentic Communications
The Baby Monitor Principle
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Edelman Digital – Authentic Communications
The Old Days
Brand Sites
TV spots
productinfo
recipies
slogans
Media Sites
mirror of offline
magazin
newsticker
Advertising
banner
popups
Private Homepages
static
dumb Foto: http://slideshare.net/nschock/web-20-and-the-online-conversation/10 5

Edelman Digital – Authentic Communications
The New Way
Brand Action
Feedback
user comments
blogs, podcasts
consumer recommentions
Media Portal
visitor comments
user content
rich media, embedding
Engagement
widgets
RSS-Feeds
Consumers‘ Sites
blogs, videos, podcasts
social networks
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Edelman Digital – Authentic Communications
It’s all about me and you and
talking.
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Edelman Digital – Authentic Communications
Pay for! Online" Pray for!
Space! Conversations! Space!
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Edelman Digital – Authentic Communications
definition: Web 2.0 is,
if users (co-) create the content
of a website.
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Edelman Digital – Authentic Communications
defintion: “Social Media” means
media that is “social” because
people interact and create
together - and share.
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Edelman Digital – Authentic Communications
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!!!!!!!!!!!!!!!!!!!!!!!!!!!"#$%&'!()$$*&+,!%+-'.&,!/)$#-01%&!*2+!3&-'%&!4567895:57;!
Foto: http://flickr.com/photos/photojunkie/8726034/ 11

Edelman Digital – Authentic Communications
The Baby Monitor Principal
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Edelman Digital – Authentic Communications
Why Is This Important?
I.
pop culture
evolves from
new places
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Edelman Digital – Authentic Communications
Why Is This Important?
II.
customers
know a lot
about you
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Edelman Digital – Authentic Communications
Why Is This Important?
III.
new ways of
communication
mean
end of push
Foto: http://flickr.com/photos/haltungsturner/2515956476/ 15

Edelman Digital – Authentic Communications
Why Is This Important?
IV.
Horowitz Law:
90-10-1
spectators
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Edelman Digital – Authentic Communications
Why Is This Important?
creators
IV.
Horowitz Law: commenters
90-10-1
spectators
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Edelman Digital – Authentic Communications
Tools For Communications 2.0
 RSS
 Tagging
 Blogs
 Twitter
 Social Networks
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Edelman Digital – Authentic Communications
Really Simple Syndication
Bild: http://cravingideas.blogs.com/backinskinnyjeans/2006/09/how_to_explain_.html
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Edelman Digital – Authentic Communications
Foto: http://flickr.com/photos/mexicanwave/2404978535/ 19

Edelman Digital – Authentic Communications
Blogs
There is only one sentence
beginning with „The bloggers“,
that is true: „... write a blog“
Markus Breuer, long time blogger
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Edelman Digital – Authentic Communications
Blogs
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Edelman Digital – Authentic Communications
Twitter
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Edelman Digital – Authentic Communications
Social Networks
 Friends in the distance
There is no need anymore for living
in the same city to be close friends.
Foto: http://flickr.com/photos/dbriard/2511588749/ 23

Edelman Digital – Authentic Communications
Social Networks
 Friends in the distance
There is no need anymore for living
in the same city to be close friends.
 Online and offline are coming
together
For the new “digital natives” there is
no difference between on- and
offline anymore.
Foto: http://flickr.com/photos/dbriard/2511588749/ 23

Edelman Digital – Authentic Communications
Social Networks
 Friends in the distance
There is no need anymore for living
in the same city to be close friends.
 Online and offline are coming
together
For the new “digital natives” there is
no difference between on- and
offline anymore.
 Life Moment: Leaving home for
college or university
Social Networks are driven by
students - and sometimes by
shared interests.
Foto: http://flickr.com/photos/dbriard/2511588749/ 23

Edelman Digital – Authentic Communications
Social Networks Are Local - Often At Least
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Edelman Digital – Authentic Communications
OK, But How Do I Connect To All These?
Foto: http://flickr.com/photos/hypowren/384117570/
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Edelman Digital – Authentic Communications
The Long Tail
Grafik: http://flickr.com/photos/silvery/2631663494
Foto:
http://flickr.com/photos/j-pride/95637589/ 26

Edelman Digital – Authentic Communications
The Long Tail
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Edelman Digital – Authentic Communications
Contact
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
podcast: http://brouhaha.de
lifestream: http://luenenbuerger.de
Foto: http://flickr.com/photos/jwasson/189273354/ 28

Edelman Digital – Authentic Communications