Introduction to the "Conversational Marketing" panel @ ad:tech Hamburg

Conversational Marketing

Conversational Marketing The Cluetrain Manifesto: Markets Are Conversations

Conversations Pray for Space Pay for Space Conversation

Influencers Brand Active Brand Passive Talk, Engage Listen, Watch Public Activists 27% Solo Actors 15% Uninvolved 30% Social Connectors 28% Global Trust Influencer Audiences Segmented by Brand Trust Actions and Communication Styles

Influencers Solo Actors 15% Large-scale layoffs Financial Performance “ People Like Me,” experts, corporate Business magazines, brand advertising, analyst reports Sound business management Social Connectors 28% Unethical labor practices Social Responsibility Peers, friends, employees, experts TV news, business magazines, conversations, entertainment Be visible in community Uninvolved 30% Defective Products Quality Products/Services “ People Like Me,” doctors Analyst reports, business magazines Mass market Trust Busters Credible Spokespersons Trust Builders Media Globally Corporate Implications Public Activists 27% Accounting scandal Quality Products/Services TV news business magazines Peers, own CEO, doctors Listen, engage

Living Online Wolfgang Lünenbürger-Reidenbach Chief Blogging Officer 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 Guillaume 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 Döner

We Already Talk Back Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10

Rethinking, Remixing Marketing “ Media Platforms Vie for Ad Dollars -- Broadcast Television Faces Competition From a Host of Emerging Technologies” The Wall Street Journal The mass-marketing model is dead. Word of mouth is the future. James Stengal, Chief Marketing Officer, Procter & Gamble

A Marketing Paradigm Shift

Then: awareness drove

brand building

Now: dialogue, connections and relationship are equally important

Our Environment is Changing…

From messages sent…

… to opinions shared

… With New Credible Messengers…

Then: Experts &

authority figures

Now: Unbiased others “like me”

Then: Bigger

audience that is diluted

Think Small Now: smaller passionate audience

Then: Messaging

drives opinions…

Be in The Driver’s Seat… Now: Experience drives opinions

Move On… … to a multi-lane highway From a one-way street…

Encourage a dialogue

Harness the power of communities

Listen, learn…and listen some more

Make connections and build relationships

Create original content and memorable experiences

Embrace new tools and technologies

Conclusions: The New Rules of Engagement

“ The future has already happened, it’s just not very well distributed.” William Gibson

Conversational Marketing Wolfgang Lünenbürger-Reidenbach Director Online Conversations/ Chief Blogging Officer Edelman GmbH Medienpark Kampnagel Barmbeker Straße 4 DE-22303 Hamburg line: +49 (0) 40 37 47 98-16 mobile: +49 (0) 172 10 10 609 mail: wolfgang.luenenbuerger@edelman.com skype, msn, mabber, GTalk, plazes, qype: luebue icq: 229707685, aim, yahoo: wolfgang22145 blog: http://haltungsturnen.de http://edelman.com/landingblog http://przweinull.de