1. Conversational marketing focuses on engaging in conversations with customers and influencers rather than one-way messaging. It recognizes that word of mouth and opinions shared among networks are now important drivers of brands. 2. Effective conversational marketing requires listening to customers and communities, building relationships through original content and experiences, and embracing new tools that facilitate dialogue over traditional mass marketing techniques. 3. Marketers must recognize that credibility now comes from unbiased everyday influencers rather than just experts, and that smaller passionate audiences are more important than large diluted audiences. The goal is to be in the flow of conversations rather than just sending messages.

1. Conversational Marketing

2. Conversational Marketing The Cluetrain Manifesto: Markets Are Conversations

3. Conversations Pray for Space Pay for Space Conversation

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. 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. 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. We Already Talk Back Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10

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

14. Move On… … to a multi-lane highway From a one-way street…

16. “ The future has already happened, it’s just not very well distributed.” William Gibson

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