Edelman Digital – Authentic Communications




                                             @luebue
Edelman Digital – Authentic Communications




Social Media
What Is Web 2.0 And Why
Does It Matter?


                    ...
Edelman Digital – Authentic Communications




OK?




                                 Bubble???


                      ...
Edelman Digital – Authentic Communications




OK?

                                             No - it’s the

          ...
Edelman Digital – Authentic Communications




The Baby Monitor Principle




                                            ...
Edelman Digital – Authentic Communications




The Old Days
Brand Sites
TV spots
productinfo
recipies
slogans


Media Site...
Edelman Digital – Authentic Communications




The New Way

Brand Action
Feedback
user comments
blogs, podcasts
consumer r...
Edelman Digital – Authentic Communications




It’s all about me and you and
talking.


                                  ...
Edelman Digital – Authentic Communications




                       Pay for!                 Online"       Pray for!
   ...
Edelman Digital – Authentic Communications




definition: Web 2.0 is,
if users (co-) create the content
of a website.


  ...
Edelman Digital – Authentic Communications




defintion: “Social Media” means
media that is “social” because
people intera...
Edelman Digital – Authentic Communications




    !"#$%&'()*%+,%-'.+/0%,'%12,3%3#$,$%*24,%3#23%3#$%
    -2/%&#'%,24,%+3%5...
Edelman Digital – Authentic Communications




The Baby Monitor Principal




                                            ...
Edelman Digital – Authentic Communications




Why Is This Important?


                     I.
           pop culture
   ...
Edelman Digital – Authentic Communications




Why Is This Important?


                           II.
                   ...
Edelman Digital – Authentic Communications




Why Is This Important?


            III.
  new ways of
communication
     ...
Edelman Digital – Authentic Communications




Why Is This Important?


              IV.
   Horowitz Law:
        90-10-1...
Edelman Digital – Authentic Communications




Why Is This Important?

                                              creat...
Edelman Digital – Authentic Communications




Tools For Communications 2.0

                                            ...
Edelman Digital – Authentic Communications




Really Simple Syndication




                                         Bild...
Edelman Digital – Authentic Communications




                                             Foto: http://flickr.com/photos/...
Edelman Digital – Authentic Communications




Blogs


                              There is only one sentence
          ...
Edelman Digital – Authentic Communications




Blogs




                                             21
Edelman Digital – Authentic Communications




Twitter




                                             22
Edelman Digital – Authentic Communications




Social Networks
   Friends in the distance
    There is no need anymore fo...
Edelman Digital – Authentic Communications




Social Networks
   Friends in the distance
    There is no need anymore fo...
Edelman Digital – Authentic Communications




Social Networks
   Friends in the distance
    There is no need anymore fo...
Edelman Digital – Authentic Communications




Social Networks Are Local - Often At Least




                            ...
Edelman Digital – Authentic Communications




OK, But How Do I Connect To All These?




                                ...
Edelman Digital – Authentic Communications




   The Long Tail




                                                Grafik:...
Edelman Digital – Authentic Communications




The Long Tail




                                             27
Edelman Digital – Authentic Communications




Contact
Edelman Digital
Wolfgang Lünenbürger-Reidenbach
Head of Social Medi...
Edelman Digital – Authentic Communications
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Futureproof Keynote

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Futureproof Keynote

  1. 1. Edelman Digital – Authentic Communications @luebue
  2. 2. Edelman Digital – Authentic Communications Social Media What Is Web 2.0 And Why Does It Matter? 2
  3. 3. Edelman Digital – Authentic Communications OK? Bubble??? 3
  4. 4. Edelman Digital – Authentic Communications OK? No - it’s the culture, stupid. Bubble??? 3
  5. 5. Edelman Digital – Authentic Communications The Baby Monitor Principle 4
  6. 6. Edelman Digital – Authentic Communications The Old Days Brand Sites TV spots productinfo recipies slogans Media Sites mirror of offline magazin newsticker Advertising banner popups Private Homepages static dumb Foto: http://slideshare.net/nschock/web-20-and-the-online-conversation/10 5
  7. 7. Edelman Digital – Authentic Communications The New Way Brand Action Feedback user comments blogs, podcasts consumer recommentions Media Portal visitor comments user content rich media, embedding Engagement widgets RSS-Feeds Consumers‘ Sites blogs, videos, podcasts social networks 6
  8. 8. Edelman Digital – Authentic Communications It’s all about me and you and talking. 7
  9. 9. Edelman Digital – Authentic Communications Pay for! Online" Pray for! Space! Conversations! Space! 8
  10. 10. Edelman Digital – Authentic Communications definition: Web 2.0 is, if users (co-) create the content of a website. 9
  11. 11. Edelman Digital – Authentic Communications defintion: “Social Media” means media that is “social” because people interact and create together - and share. 10
  12. 12. Edelman Digital – Authentic Communications !"#$%&'()*%+,%-'.+/0%,'%12,3%3#$,$%*24,%3#23%3#$% -2/%&#'%,24,%+3%52/63%7$%*'/$%+,%0$/$(2))4%+/3$(8 (9:3$*%74%%,'-$'/$%*'+/0%+3;<% !!!!!!!!!!!!!!!!!!!!!!!!!!!"#$%&'!()$$*&+,!%+-'.&,!/)$#-01%&!*2+!3&-'%&!4567895:57;! Foto: http://flickr.com/photos/photojunkie/8726034/ 11
  13. 13. Edelman Digital – Authentic Communications The Baby Monitor Principal 12
  14. 14. Edelman Digital – Authentic Communications Why Is This Important? I. pop culture evolves from new places 13
  15. 15. Edelman Digital – Authentic Communications Why Is This Important? II. customers know a lot about you 14
  16. 16. Edelman Digital – Authentic Communications Why Is This Important? III. new ways of communication mean end of push Foto: http://flickr.com/photos/haltungsturner/2515956476/ 15
  17. 17. Edelman Digital – Authentic Communications Why Is This Important? IV. Horowitz Law: 90-10-1 spectators 16
  18. 18. Edelman Digital – Authentic Communications Why Is This Important? creators IV. Horowitz Law: commenters 90-10-1 spectators 16
  19. 19. Edelman Digital – Authentic Communications Tools For Communications 2.0  RSS  Tagging  Blogs  Twitter  Social Networks 17
  20. 20. Edelman Digital – Authentic Communications Really Simple Syndication Bild: http://cravingideas.blogs.com/backinskinnyjeans/2006/09/how_to_explain_.html 18
  21. 21. Edelman Digital – Authentic Communications Foto: http://flickr.com/photos/mexicanwave/2404978535/ 19
  22. 22. Edelman Digital – Authentic Communications Blogs There is only one sentence beginning with „The bloggers“, that is true: „... write a blog“ Markus Breuer, long time blogger 20
  23. 23. Edelman Digital – Authentic Communications Blogs 21
  24. 24. Edelman Digital – Authentic Communications Twitter 22
  25. 25. Edelman Digital – Authentic Communications Social Networks  Friends in the distance There is no need anymore for living in the same city to be close friends. Foto: http://flickr.com/photos/dbriard/2511588749/ 23
  26. 26. Edelman Digital – Authentic Communications Social Networks  Friends in the distance There is no need anymore for living in the same city to be close friends.  Online and offline are coming together For the new “digital natives” there is no difference between on- and offline anymore. Foto: http://flickr.com/photos/dbriard/2511588749/ 23
  27. 27. Edelman Digital – Authentic Communications Social Networks  Friends in the distance There is no need anymore for living in the same city to be close friends.  Online and offline are coming together For the new “digital natives” there is no difference between on- and offline anymore.  Life Moment: Leaving home for college or university Social Networks are driven by students - and sometimes by shared interests. Foto: http://flickr.com/photos/dbriard/2511588749/ 23
  28. 28. Edelman Digital – Authentic Communications Social Networks Are Local - Often At Least 24
  29. 29. Edelman Digital – Authentic Communications OK, But How Do I Connect To All These? Foto: http://flickr.com/photos/hypowren/384117570/ 25
  30. 30. Edelman Digital – Authentic Communications The Long Tail Grafik: http://flickr.com/photos/silvery/2631663494 Foto: http://flickr.com/photos/j-pride/95637589/ 26
  31. 31. Edelman Digital – Authentic Communications The Long Tail 27
  32. 32. Edelman Digital – Authentic Communications Contact Edelman Digital Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe Chief Blogging Officer Edelman GmbH Medienpark Kampnagel Barmbeker Straße 4 DE-22303 Hamburg http://edelman.com/de http://przweinull.de http://edelmandigital.com 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 twitter: http://twitter.com/luebue podcast: http://brouhaha.de lifestream: http://luenenbuerger.de Foto: http://flickr.com/photos/jwasson/189273354/ 28
  33. 33. Edelman Digital – Authentic Communications

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