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Social Media at Daimler: Corporate Blog & Twitter

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Presentation about Corporate Blogging and Twitter and how Daimler is using it

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Social Media at Daimler: Corporate Blog & Twitter

  1. 1. Social Media at Daimler: Corporate Blog & Twitter Uwe Knaus Manager Daimler-Blog & Social Media Strategy Communications SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 March 3, 2010 1
  2. 2. Social Media Is Social Media a Fad? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 2
  3. 3. Social Media Did you know? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 3
  4. 4. Any Impact on Corporate Communications? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 4
  5. 5. Social Media What is it all about? – A short Idea SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 5
  6. 6. Social Media What is it all about? – A clear Picture SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 6
  7. 7. Social Media Success Factors 1. Dialog/Engagement SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 7
  8. 8. Social Media Success Factors 2. Authenticity SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 8
  9. 9. Social Media Success Factors 3. Transparency SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 9
  10. 10. Social Media Success Factors 4. Speed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 10
  11. 11. Social Media Opportunities SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 11
  12. 12. Social Media More than only a press release SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 12
  13. 13. Corporate Blogging Questions & barriers • What is blogging good for? • Who will read that stuff? - Lack of relevance • What will happen to the One Voice Policy? • Will we loose our communication sovereignty? - Did we ever have it? • All interesting things are already on our website • Criticism will become more obvious • We are no bloggers! • Additional effort will be required (writing/commenting) • Who will react to comments? • New processes will be required • Works Council must be involved SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 13
  14. 14. Corporate Blogging Still many walls to tear down SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 14
  15. 15. Corporate Blogging Reasons to get started • If we want to reach “Generation Internet”, we cannot stick to traditional channels • Opinion leaders are online – “Word of mouth” • Steering our own publication channel • Journalists as gatekeepers are becoming less important • It’s about the tiny stories • Dialog instead of monologue • Employees as “ambassadors” • Enhancing our online reputation • Google-Relevance: “Google is every brand’s homepage” SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 15
  16. 16. Corporate Blogging What do we need for Corporate Blogging? Goal – Marketing, communications, CSR, recruiting… Corporate Culture – Blogging builds on existing culture Willingness to communicate – by the company, authors & target group Stories – It’s about the tiny stories “to get information I do not get from other media” Authors/Characters – Feelings, impressions, thoughts are more important than hard facts Top down - Visible Management Commitment and Social Media Guidelines Bottom up – Digital Natives / Generation Internet Transparent Comment Policy – Essential for moderation and deletion of comments Involve the Works Council – Corporate blogging is working time Strategy to get started– Seeding or all of a sudden? SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 16
  17. 17. Corporate Blogging Goals of the Daimler-Blog • Provide insights into Daimler • Look behind the scenes • Create transparency • Start the public dialog Employees create a public “face” for the company SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 17
  18. 18. Corporate Blogging Daimler-Blog: lessons learned • Positive coverage by online and print media (eg. Der Standard, Handelsblatt, Frankfurter Allgemeine Zeitung, Süddeutsche Zeitung, Harvard Business Manager etc.) • About 50% of readers are employees The blog connects internal and external communication • „Careers“ is the most popular category - since launch • Discussion in comments is mostly self-directed – less moderation required The Daimler-Blog is perceived as authentic channel SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 18
  19. 19. Impact Daimler-Blog: Statistics • 100,000 page visits/month • 40,000 unique visitors/month • Average visit time: 5:11 minutes • Every blog post attracts at least 1,000 readers on the first day • Most popular postings read by18,000 readers over the time running • On average 9 comments per post excellent value for corporate blogs • Out of 3,000 comments, only 8 had to be deleted (because of infringing our comment policy and not because of bashing the company/products) • Google-Relevance: Highest ranking of blog topics on Google Search SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 19
  20. 20. Impact Google-Relevance Google is every Brand‘s Homepage SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 20
  21. 21. Impact Google-Relevance Google is every Brand‘s Homepage SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 21
  22. 22. Impact Reach: TV, Print, Blogs punctual sustainable and connected Blog 8-10 Mio. 138,000 Blog Blog viewers sold circulation Re-Tweets Do you remember the news of last week? Google does! …but only if content is online SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 22
  23. 23. Impact Reach: Share of Voice CANDIDATE‘S VOICES INVESTOR‘S BLOGGER‘S EVERYBODY‘S Original: The Economist SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 23
  24. 24. Impact Daimler-Blog: Awards 2008 Gold: Best of Corporate Publishing Finalist: PR-Reoprt Award Finalist: Deutscher PR-Preis Finalist: European Excellence Awards SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 24
  25. 25. Impact European Best Practice: Forrester Study SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 25
  26. 26. Impact European Best Practice: St. Gallen University, Switzerland Results will be presented at NEXT Corporate Communication Conference on March 25, 2010 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 26
  27. 27. Impact Corporate Blog Rankings - worldwide Financial Times Blog Index: The only German-language Blogrank Top 50: Corporate Blog as of February 2010 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 27
  28. 28. SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 28
  29. 29. Corporate Corporate Blogging Microblogging SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 29
  30. 30. Twitter Social Media Success Factors Dialog Authenticity Transparency Speed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 30
  31. 31. Twitter Close to the Individual SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 31
  32. 32. Twitter Daimler Accounts SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 32
  33. 33. Twitter @Daimler - Dialog Faces, Names and Brand Link to http://daimler.com/socialmedia event-related Daimler follows back SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 33
  34. 34. Twitter @Daimler_News - Monologue Only Brand - without Faces http://daimler.com/socialmedia permanent We do not follow back / manual filter Daimler Media Site RSS-Feed Daimler-Blog RSS Feed SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 34
  35. 35. Twitter Advantages „Real-time mass medium“ - Faster than news agencies - Faster than press photographers No gatekeeper - directly to the addressee Immediate feedback Network effects through @Replies or Re-tweets BUT: Tweets are only initial information in the form of “appetizers” SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 35
  36. 36. Twitter Impact - Speed Blackberry-Twitpic, June 17, 2009 Mercedes-Benz passion Blog, June 17, 2009 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 36
  37. 37. Twitter Impact – Cross-media Blackberry-Twitpic, June 17, 2009 Horizont Print-Version, June 25, 2009 SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 37
  38. 38. Twitter Impact – Reach via Twitter/TwitPic New F1 Car & Team – first picture online (Twitter Account @Daimler = 2.200 Followers) Within the first 30 minutes: 2.500 views Total: 4.100 views SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 38
  39. 39. Twitter Impact – Reach on YouTube Authentic Flip-Mino video on the Daimler- Professionally produced video on Mercedes- Blog Channel (self-produced within 1 hour) Benz TV Channel SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 39
  40. 40. Twitter for Corporate Communication Stop - wrong way! SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 40
  41. 41. Thank You! SmalI Circle Communicators’ Meeting, Geneva / March 3, 2010 41

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