Online Conversations

Online Conversations
Wolfgang Lünenbürger-Reidenbach
Chief Blogging Officer
6:15 get up
6:25 open the laptop, updating feeds, what‘s up in US-
blogs? quick chat with Phil in the LA office, first blog
post
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

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

The Goal
Pay for Pray for
Conversation
Space Space

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

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

Elements of Participation
Vertical Channels
Inside Out
The Long Tail

Elements of Participation
HostedConversations
A „Hub“ with the client‘s topic in the web
Widgets
Enable consumers to enrich their websites
Video
Original content and user generated videos
FAQ
Engage visitors both in answers and questions
ContentAds
New way of online advertising
StoryCrafter
Social Media News Release

HostedConversations
Semi-automated syndication of
content
Blogs, news, photos, videos
Based on RSS
Why?
Content and information
Link outside to get links inside
Be the # 1 for conversations on your
topic
One stop shop for information and
rich media

Widgets
Little content containers for other
websites
Easy to embed in blogs, homepages,
MySpace-profiles etc.
javascript, flash, ajax...
Why?
Widgets are the hot topic in 2007
and pretty cool
Widgets enrich websites
Widgets drive traffic
Widgets are easy to create and very
easy to embed

Video
Original content: Interviews,
education
User generated content: Users put
their own videos online
Users ask for advice via video
Why?
Video drives traffic more than any
other media
Web quality video is easy to produce
Video can easily be syndicated

FAQ
Consumers ask - an Expert answers,
e.g. in vertical channels
Users discuss answers and
endorse/ complete
Open platform for conversations -
with an educating topic
Why?
Engage customers
Share their and your insights
Build trust by opening the
platform
Build and share knowledge

Advertisment
ContentAds
Content driven ads
via RSS
Content changes, when client‘s site
changes
Why?
Spread the conversation into the web
Bring back users, who want to
participate in the conversation
Bring real value to websites
Really pioneering

StoryCrafter
Break down the News Release
Core facts, quotes, rich media
Add Social Media tools
Allow stakeholders to interact
Why?
Move from vertical to horizontal
communications
Make it easy to grab information
Get feedback right away
Clear language, transparency

From Control to Conversation
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
to a company’s need to determine when that interaction begins stakeholder needs.
and ends.
A Single Authoritative Voice in a Crisis Engage at Multiple Levels
PR practice suggests that a company is best served by By engaging at multiple levels companies can cultivate
centralizing its contact with the media. This is especially true in a relationships by presenting all sides of an argument or discussion.
crisis. The CEO is naturally put forward as the primary and often For instance, companies earn trust by recognizing the strengths
sole spokesman. The “spin patrol,” or the next level of and weaknesses of their products. Recognizing dissident voices in
executives, can be deployed later to reach specific geographic or a public fashion only enhances credibility. We have to move
stakeholder groups. This process allows for controlled release of beyond crafted messages to a process of open debate. Instead of
information in a carefully monitored manner. controlling 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.

From Control to Conversation
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
investors, top echelon media, regulators and elected officials, and corporation belongs to the average employee. One Edelman client
frequently quoted experts (academics). Other groups, such as recently demonstrated the power of co-creating with its audience:
communities, employees, local and trade media, and consumers GE’s Ecoimagination program launch was powerful because
are informed later on in the process, after they have been customers were able to tell stories about how they had provided
influenced by opinion leaders. input into GE’s 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 companies will be perceived more favorably if they divulge news-
message because of the inherent influential power of the media whether good or bad -- as promptly and completely as possible,
and the brand. Products, services and the campaigns that and if they disclose the steps they are taking to respond to a
marketed brands are sent from “on high” and delivered to current crisis or challenge.
masses, this approach is 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
by advertising, which has the dominant share of the total and execution. In today’s world, reality, not spin, rules the day.
marketing budget. PR is a support element, managing the media Public relations should offer advice based on insight from
relations so that the advertising can do its job. communities and 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 This community will become knowledgeable by talking and
the company. The company introduces information and experimenting together. The opportunity for companies comes
messages as appropriate. from listening, learning and participating.

Contact
Wolfgang Lünenbürger-Reidenbach
Director Online Conversations/ Chief Blogging Officer
Edelman GmbH
Medienpark Kampnagel
Barmbeker Straße 4
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, plazes, qype: luebue
icq: 229707685, aim, yahoo: wolfgang22145
blog: http://haltungsturnen.de
http://edelman.com/landingblog
http://przweinull.de

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