social media at daimler: corporate blog & twitter

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Presentation about Corporate Blogging and Twitter and how Daimler is using it

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  • Social Media at Daimler: Corporate Blog & Twitter Uwe Knaus Manager Daimler-Blog & Social Media Strategy Communications SmalI Circle Communicators Meeting, Geneva / March 3, 2010 March 3, 2010 1
  • Social Media Is Social Media a Fad? SmalI Circle Communicators Meeting, Geneva / March 3, 2010 2
  • Social Media Did you know? SmalI Circle Communicators Meeting, Geneva / March 3, 2010 3
  • Any Impact on Corporate Communications? SmalI Circle Communicators Meeting, Geneva / March 3, 2010 4
  • Social Media What is it all about? A short Idea SmalI Circle Communicators Meeting, Geneva / March 3, 2010 5
  • Social Media What is it all about? A clear Picture SmalI Circle Communicators Meeting, Geneva / March 3, 2010 6
  • Social Media Success Factors 1. Dialog/Engagement SmalI Circle Communicators Meeting, Geneva / March 3, 2010 7
  • Social Media Success Factors 2. Authenticity SmalI Circle Communicators Meeting, Geneva / March 3, 2010 8
  • Social Media Success Factors 3. Transparency SmalI Circle Communicators Meeting, Geneva / March 3, 2010 9
  • Social Media Success Factors 4. Speed SmalI Circle Communicators Meeting, Geneva / March 3, 2010 10
  • Social Media Opportunities SmalI Circle Communicators Meeting, Geneva / March 3, 2010 11
  • Social Media More than only a press release SmalI Circle Communicators Meeting, Geneva / March 3, 2010 12
  • Corporate Blogging Questions & barriers What is blogging good for? Who will read that stuff? - Lack of relevance What will happen to the One Voice Policy? Will we loose our communication sovereignty? - Did we ever have it? All interesting things are already on our website Criticism will become more obvious We are no bloggers! Additional effort will be required (writing/commenting) Who will react to comments? New processes will be required Works Council must be involved SmalI Circle Communicators Meeting, Geneva / March 3, 2010 13
  • Corporate Blogging Still many walls to tear down SmalI Circle Communicators Meeting, Geneva / March 3, 2010 14
  • Corporate Blogging Reasons to get started If we want to reach Generation Internet, we cannot stick to traditional channels Opinion leaders are online Word of mouth Steering our own publication channel Journalists as gatekeepers are becoming less important Its about the tiny stories Dialog instead of monologue Employees as ambassadors Enhancing our online reputation Google-Relevance: Google is every brands homepage SmalI Circle Communicators Meeting, Geneva / March 3, 2010 15
  • Corporate Blogging What do we need for Corporate Blogging? Goal Marketing, communications, CSR, recruiting Corporate Culture Blogging builds on existing culture Willingness to communicate by the company, authors & target group Stories Its about the tiny stories to get information I do not get from other media Authors/Characters Feelings, impressions, thoughts are more important than hard facts Top down - Visible Management Commitment and Social Media Guidelines Bottom up Digital Natives / Generation Internet Transparent Comment Policy Essential for moderation and deletion of comments Involve the Works Council Corporate blogging is working time Strategy to get started Seeding or all of a sudden? SmalI Circle Communicators Meeting, Geneva / March 3, 2010 16
  • Corporate Blogging Goals of the Daimler-Blog Provide insights into Daimler Look behind the scenes Create transparency Start the public dialog Employees create a public face for the company SmalI Circle Communicators Meeting, Geneva / March 3, 2010 17
  • Corporate Blogging Daimler-Blog: lessons learned Positive coverage by online and print media (eg. Der Standard, Handelsblatt, Frankfurter Allgemeine Zeitung, Sddeutsche Zeitung, Harvard Business Manager etc.) About 50% of readers are employees The blog connects internal and external communication Careers is the most popular category - since launch Discussion in comments is mostly self-directed less moderation required The Daimler-Blog is perceived as authentic channel SmalI Circle Communicators Meeting, Geneva / March 3, 2010 18
  • Impact Daimler-Blog: Statistics 100,000 page visits/month 40,000 unique visitors/month Average visit time: 5:11 minutes Every blog post attracts at least 1,000 readers on the first day Most popular postings read by18,000 readers over the time running On average 9 comments per post excellent value for corporate blogs Out of 3,000 comments, only 8 had to be deleted (because of infringing our comment policy and not because of bashing the company/products) Google-Relevance: Highest ranking of blog topics on Google Search SmalI Circle Communicators Meeting, Geneva / March 3, 2010 19
  • Impact Google-Relevance Google is every Brands Homepage SmalI Circle Communicators Meeting, Geneva / March 3, 2010 20
  • Impact Google-Relevance Google is every Brands Homepage SmalI Circle Communicators Meeting, Geneva / March 3, 2010 21
  • Impact Reach: TV, Print, Blogs punctual sustainable and connected Blog 8-10 Mio. 138,000 Blog Blog viewers sold circulation Re-Tweets Do you remember the news of last week? Google does! but only if content is online SmalI Circle Communicators Meeting, Geneva / March 3, 2010 22
  • Impact Reach: Share of Voice CANDIDATES VOICES INVESTORS BLOGGERS EVERYBODYS Original: The Economist SmalI Circle Communicators Meeting, Geneva / March 3, 2010 23
  • Impact Daimler-Blog: Awards 2008 Gold: Best of Corporate Publishing Finalist: PR-Reoprt Award Finalist: Deutscher PR-Preis Finalist: European Excellence Awards SmalI Circle Communicators Meeting, Geneva / March 3, 2010 24
  • Impact European Best Practice: Forrester Study SmalI Circle Communicators Meeting, Geneva / March 3, 2010 25
  • Impact European Best Practice: St. Gallen University, Switzerland Results will be presented at NEXT Corporate Communication Conference on March 25, 2010 SmalI Circle Communicators Meeting, Geneva / March 3, 2010 26
  • Impact Corporate Blog Rankings - worldwide Financial Times Blog Index: The only German-language Blogrank Top 50: Corporate Blog as of February 2010 SmalI Circle Communicators Meeting, Geneva / March 3, 2010