My slides for the Marketing 2.0 Conference, Paris May 6, 2008

1. The Baby Monitor Principle

2. Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe 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, syncronize my music to last.fm, 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 Alberto in the Milano Office 10:00 blogging 10:10 brainstorming, shit, 10 min late 11:00 Instant Coaching with the client 11:25 great, Djure is online in Bochum, ask some questions via skype 11:35 some newsfeeds that had to wait until now 12:00 already 12? 12:10 go for a walk to the Alster

3. Früher: Wir reden, ihr hört zu! Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10

6. I. Pop Moved to A New Space

7. II. Your Customer Knows Something

8. III. End of Broadcast

9. IV. Horowitz Law

10. Pray for Space Pay for Space Online Conversations

13. Conversational Line Controlled Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication Open

14. Conversational Line Controlled Communication Participation Line Collaboration Open Advertising Media Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads

15. Open Communication Open Collaboration Controlled Collaboration Controlled Communication Conversational Line Controlled Communication Participation Line Collaboration Open Marketing Moves from Talk to Action

16. To be first To act small To be honest To be personal To offer more than branding To establish/maintain a dialogue To contribute without expecting back TO BE AUTHENTIC

19. e.g. Ideagoras („Crowdsourcing“)

24. source: openinnovators.net

25. Larry Huston , Procter & Gamble, Vice President of Innovation and Knowledge

26. e.g. inviting to a conversation

31. e.g. becoming a curator

35. e.g. Widgets/ Webservices

38. Wolfgang Lünenbürger-Reidenbach Head of Social Media Europe/ Chief Blogging Officer Edelman Digital Europe Edelman Medienpark Kampnagel Barmbeker Straße 4 DE-22303 Hamburg http://edelman.com/de http://przweinull.de http://edelman.com/landingblog 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 moblog: http://twitter.com/luebue lifestream: http://luenenbuerger.de