The Baby Monitor Principle

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, syncronize my music to last.fm, 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 Alberto in the Milano Office 10:00 blogging 10:10 brainstorming, shit, 10 min late 11:00 Instant Coaching with the client 11:25 great, Djure is online in Bochum, 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

Früher: Wir reden, ihr hört zu! Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10

WHY DOES THIS MATTER?

I. Pop Moved to A New Space

II. Your Customer Knows Something

III. End of Broadcast

IV. Horowitz Law

Pray for Space Pay for Space Online Conversations

BUT

WORD OF MOUTH IS AN OUTCOME – NOT A STRATEGY

Conversational Line Controlled Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication Open

Conversational Line Controlled Communication Participation Line Collaboration Open Advertising Media Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads

Open Communication Open Collaboration Controlled Collaboration Controlled Communication Conversational Line Controlled Communication Participation Line Collaboration Open Marketing Moves from Talk to Action

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

Being Authentic

True… to each client’s personality, spirit and values Fluid… conversations happen, and relationships evolve over time Personal… perceived as relevant to / customize-able by individual stakeholders Social… designed for easy sharing amongst the community Sociable… designed for easy sharing amongst the community Transparent… from every conceivable angle, 100% of the time Straightforward… free of unnecessary hyperbole Inspiring… to us, to our clients and their stakeholders Trustworthy… credible to advocates and detractors alike Win-Win… create measurable value for all parties Respectful… of individuals, institutions and the venues in which we operate {

“ The world is moving so fast these days that the man who says it can't be done is generally inter-rupted by someone doing it.”

Elbert Hubbard, editor, publisher and writer (1856-1915)

e.g. Ideagoras („Crowdsourcing“)

source: openinnovators.net

Larry Huston , Procter & Gamble, Vice President of Innovation and Knowledge

e.g. inviting to a conversation

e.g. becoming a curator

Zeroing in on all of the high quality opinions around any given topic is a difficult proposition

You would literally need to search thousands of blogs, communities, news sites and social networks

Still, stakeholders crave opinions from people like themselves and they want access to this content

A brand can bring together all news, blogs, photos, videos a.s.o. on a topic related to its core in one space – as Hosted Conversation

It will link together the conversations via RSS and create its own editorial content as well

Curator

Why become a curator?

Move in where traditional media fails

Be the de-facto center of stakeholder/ industry conversation

Create a platform that can grow with it over time

e.g. Widgets/ Webservices

Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe/ Chief Blogging Officer Edelman Digital Europe 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