4. Edelman Digital – Authentic Communications
OK?
No - it’s the
culture,
stupid.
Bubble???
3
5. Edelman Digital – Authentic Communications
The Baby Monitor Principle
4
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. 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. Edelman Digital – Authentic Communications
It’s all about me and you and
talking.
7
10. Edelman Digital – Authentic Communications
definition: Web 2.0 is,
if users (co-) create the content
of a website.
9
11. Edelman Digital – Authentic Communications
defintion: “Social Media” means
media that is “social” because
people interact and create
together - and share.
10
13. Edelman Digital – Authentic Communications
The Baby Monitor Principal
12
14. Edelman Digital – Authentic Communications
Why Is This Important?
I.
pop culture
evolves from
new places
13
15. Edelman Digital – Authentic Communications
Why Is This Important?
II.
customers
know a lot
about you
14
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. Edelman Digital – Authentic Communications
Why Is This Important?
IV.
Horowitz Law:
90-10-1
spectators
16
18. Edelman Digital – Authentic Communications
Why Is This Important?
creators
IV.
Horowitz Law: commenters
90-10-1
spectators
16
19. Edelman Digital – Authentic Communications
Tools For Communications 2.0
RSS
Tagging
Blogs
Twitter
Social Networks
17
21. Edelman Digital – Authentic Communications
Foto: http://flickr.com/photos/mexicanwave/2404978535/ 19
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
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. 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. 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. Edelman Digital – Authentic Communications
Social Networks Are Local - Often At Least
24
29. Edelman Digital – Authentic Communications
OK, But How Do I Connect To All These?
Foto: http://flickr.com/photos/hypowren/384117570/
25
30. Edelman Digital – Authentic Communications
The Long Tail
Grafik: http://flickr.com/photos/silvery/2631663494
Foto:
http://flickr.com/photos/j-pride/95637589/ 26