Conversational Marketing
Conversational Marketing The Cluetrain Manifesto: Markets Are Conversations
Conversations Pray for Space Pay for Space Conversation
Influencers Brand Active Brand Passive Talk, Engage Listen, Watch Public Activists 27% Solo Actors 15% Uninvolved 30% Soci...
Influencers Solo Actors 15% Large-scale layoffs Financial Performance “ People Like Me,”  experts, corporate Business maga...
Living Online  Wolfgang Lünenbürger-Reidenbach Chief Blogging Officer 6:15  get up 6:25  open the laptop, updating feeds, ...
We Already Talk Back Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conver...
Rethinking, Remixing Marketing  “ Media Platforms Vie for Ad Dollars -- Broadcast Television Faces Competition From a Host...
A Marketing Paradigm Shift <ul><li>Then: awareness drove </li></ul><ul><li>brand building   </li></ul><ul><li>Now: dialogu...
Our Environment is Changing… <ul><li>From messages sent… </li></ul>… to opinions shared
… With New Credible Messengers…  <ul><li>Then: Experts & </li></ul><ul><li>authority figures </li></ul>Now: Unbiased  othe...
<ul><li>Then: Bigger  </li></ul><ul><li>audience that is diluted </li></ul>Think Small  Now: smaller passionate audience
<ul><li>Then: Messaging  </li></ul><ul><li>drives opinions…  </li></ul>Be in The Driver’s Seat… Now: Experience  drives op...
Move On…  … to a multi-lane highway From a one-way street…
<ul><li>Encourage a dialogue </li></ul><ul><li>Harness the power of communities </li></ul><ul><li>Listen, learn…and listen...
“ The future has already happened, it’s just not very well distributed.” William Gibson
Conversational Marketing Wolfgang Lünenbürger-Reidenbach Director Online Conversations/ Chief Blogging Officer Edelman Gmb...
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Introduction to the "Conversational Marketing" panel @ ad:tech Hamburg

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My introduction to the panel on conversational marketing @ ad:tech Hamburg 22.5.

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  • Introduction to the "Conversational Marketing" panel @ ad:tech Hamburg

    1. 1. Conversational Marketing
    2. 2. Conversational Marketing The Cluetrain Manifesto: Markets Are Conversations
    3. 3. Conversations Pray for Space Pay for Space Conversation
    4. 4. Influencers Brand Active Brand Passive Talk, Engage Listen, Watch Public Activists 27% Solo Actors 15% Uninvolved 30% Social Connectors 28% Global Trust Influencer Audiences Segmented by Brand Trust Actions and Communication Styles
    5. 5. Influencers Solo Actors 15% Large-scale layoffs Financial Performance “ People Like Me,” experts, corporate Business magazines, brand advertising, analyst reports Sound business management Social Connectors 28% Unethical labor practices Social Responsibility Peers, friends, employees, experts TV news, business magazines, conversations, entertainment Be visible in community Uninvolved 30% Defective Products Quality Products/Services “ People Like Me,” doctors Analyst reports, business magazines Mass market Trust Busters Credible Spokespersons Trust Builders Media Globally Corporate Implications Public Activists 27% Accounting scandal Quality Products/Services TV news business magazines Peers, own CEO, doctors Listen, engage
    6. 6. Living Online Wolfgang Lünenbürger-Reidenbach Chief Blogging Officer 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, 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
    7. 7. We Already Talk Back Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10
    8. 8. Rethinking, Remixing Marketing “ Media Platforms Vie for Ad Dollars -- Broadcast Television Faces Competition From a Host of Emerging Technologies” The Wall Street Journal The mass-marketing model is dead. Word of mouth is the future. James Stengal, Chief Marketing Officer, Procter & Gamble
    9. 9. A Marketing Paradigm Shift <ul><li>Then: awareness drove </li></ul><ul><li>brand building </li></ul><ul><li>Now: dialogue, connections and relationship are equally important </li></ul>
    10. 10. Our Environment is Changing… <ul><li>From messages sent… </li></ul>… to opinions shared
    11. 11. … With New Credible Messengers… <ul><li>Then: Experts & </li></ul><ul><li>authority figures </li></ul>Now: Unbiased others “like me”
    12. 12. <ul><li>Then: Bigger </li></ul><ul><li>audience that is diluted </li></ul>Think Small Now: smaller passionate audience
    13. 13. <ul><li>Then: Messaging </li></ul><ul><li>drives opinions… </li></ul>Be in The Driver’s Seat… Now: Experience drives opinions
    14. 14. Move On… … to a multi-lane highway From a one-way street…
    15. 15. <ul><li>Encourage a dialogue </li></ul><ul><li>Harness the power of communities </li></ul><ul><li>Listen, learn…and listen some more </li></ul><ul><li>Make connections and build relationships </li></ul><ul><li>Create original content and memorable experiences </li></ul><ul><li>Embrace new tools and technologies </li></ul>Conclusions: The New Rules of Engagement
    16. 16. “ The future has already happened, it’s just not very well distributed.” William Gibson
    17. 17. Conversational Marketing Wolfgang Lünenbürger-Reidenbach Director Online Conversations/ Chief Blogging Officer Edelman GmbH Medienpark Kampnagel Barmbeker Straße 4 DE-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, GTalk, plazes, qype: luebue icq: 229707685, aim, yahoo: wolfgang22145 blog: http://haltungsturnen.de http://edelman.com/landingblog http://przweinull.de

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