The Baby Monitor Principle

Slide 1: The Baby Monitor Principle

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, 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

Slide 3: Früher: Wir reden, ihr hört zu! Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10

Slide 5: WHY DOES THIS MATTER?

Slide 6: I. Pop Moved to A New Space

Slide 7: II. Your Customer Knows Something

Slide 8: III. End of Broadcast

Slide 9: IV. Horowitz Law

Slide 10: Pay for Online Pray for Space Conversations Space

Slide 11: BUT

Slide 12: WORD OF MOUTH IS AN OUTCOME – NOT A STRATEGY

Slide 13: Participation Line Open Open Open Communication Collaboration Conversational Line Controlled Controlled Communication Collaboration Controlled Communication Collaboration

Slide 14: Participation Line Corp Blogs Ideagoras Viral Video Open Community Engagement Conversational Line Media Relations Co-created Ads Controlled Advertising Communication Collaboration

Slide 15: Participation Line Open Open Open Communication Collaboration Marketing Moves from Talk to Action Conversational Line Controlled Controlled Communication Collaboration Controlled Communication Collaboration

Slide 16: 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

Slide 17: { Personal… perceived as relevant to / customize-able by True… individual stakeholders to each client’s personality, Social… spirit and values designed for easy sharing amongst the community Straightforward… free of unnecessary Transparent… hyperbole from every conceivable angle, 100% of the Being Authentic time Sociable… designed for easy sharing amongst the community Inspiring… to us, to our clients and their stakeholders Fluid… conversations happen, and relationships evolve over time Win-Win… create measurable value Trustworthy… for all parties credible to advocates and detractors alike Respectful… of individuals, institutions and the venues in which we operate

Slide 18: “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)

Slide 19: e.g. Ideagoras („Crowdsourcing“)

Slide 24: source: openinnovators.net

Slide 25: Larry Huston, Procter & Gamble, Vice President of Innovation and Knowledge

Slide 26: e.g. inviting to a conversation

Slide 31: e.g. becoming a curator

Slide 32: o Zeroing in on all of the high quality opinions around any given topic is a difficult proposition o You would literally need to search thousands of blogs, communities, news sites and social networks o Still, stakeholders crave opinions from people like themselves and they want access to this content

Slide 33: 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

Slide 34: Curator o 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

Slide 35: e.g. Widgets/ Webservices

Slide 38: 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