[Live] Uwe Knaus, Daimler-Blog-Manager: "Dialogue is the salt in the soup!"


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Daimler applies to the DAX-30 Company as a pioneer in Cooporate Blogging. Uwe Knaus, who launched the Daimler blog, talks about goals and possibilities of blogging and social media in companies in an interview. [Live] Uwe Knaus, Daimler Blog Manager:

Since the beginning of 2007, Uwe Knaus has been working on the conception, launch, moderation and strategic development of the Daimler blog. Since mid-2009, the graduate business manager has also been responsible for the conception and strategy of the use of Twitter for corporate communications and has been steering the strategic use of social media since the beginning of 2010.


Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Mr. Knaus, how did you actually get to blogging?

Overview

In the middle of 2006, for the first time in my career, I dealt with the media change and the changes that the Web 2.0 brought with it. So it was obvious that I also had to deal more intensively with the subject of "blogging". In order to better understand the blogosphere, I delved deeper into the subject and read numerous well-known blogs, including comments. Because the dialogue is the salt in the soup and makes blogs so interesting!

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In the course of time, I became acquainted with and appreciated numerous blogs that were connected to one another. I became more and more involved in the dialogue and began to comment on contributions. In the beginning 2007 I discovered Twitter and started with Microblogging. My first experiences with my own blog contributions, however, I collected, after the start of the Daimler blog, in October 2007.

Why was the Daimler blog launched and what are Daimler's goals with the blog?

Overview

Our communication department has been dealing with media change and the associated changes for quite some time: falling circulation of print media with a simultaneous increase in online use, changed communication behavior through Web 2.0 functionalities, increasing popularity of social media platforms or mobile Internet use are just a few examples.

This means that growing target groups are less and less accessible through traditional forms of media, so we had to think about how we can still reach this generation of "digital natives". This is how the concept for a corporate blog was born.

Can a large corporation such as Daimler be made transparent with social media at all?

Overview

Right, companies are difficult to understand with increasing size and thus seem inhumane. Corporate blogs are an important tool for large corporations to be human and manageable despite their size. The readers no longer see our company as a black box, but see the individuals who work at Daimler. The freer our employees write, the more authentic the external impact. Transparency is the main objective.

Who blogs at Daimler?

Overview

Apart from a few guest contributions, the Daimler blog is devoted exclusively to employees. To date, 220 authors have published 350 contributions.

Do you have visitor statistics?

Overview

Of course we want to know who our readers are. We use common statistical tools such as etracker. The Daimler blog has up to 40.000 visitors per month, of which well 40 percent employees are. In addition, we carry out a survey once a year, where we ask for information that can not provide us with statistics.

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And who are your readers?

Overview

The last survey showed that our readers are male to 76 percent and the age group of the twenty to thirty-year-olds with 38 percent represents the lion's share of the readership. The range of readers ranges from the shareholder through the customer to the journalist.

We also researched the Forrester's Social Technographics profile and found a surprisingly high level of activity among our readers on the social web. The proportion of "creatives" who actively blog, upload videos and create podcasts is 40%, well above the German average (9%).

The number of "critics" who write online reviews and leave comments on blogs is also very high at 46%. We are very satisfied with the results, especially since they show that we are very well able to reach the group of investigative multipliers. More about the results of the reader survey can be found here: http://blog.daimler.de

What is the advantage of readers reading your blog? Daimler finally releases a lot of press releases.

Overview

PR or public relations is the conscious, planned and lasting effort between organizations and subpublishers to build up mutual understanding and trust: work with the public, work for the public, work in the public.

On the Daimler blog, every employee has the opportunity to participate in the public relations work of Daimler. This form of the PR is not planned, however, and the dialog function is also dialog-oriented. Our readers, whether journalists or employees, stay between five and seven minutes per visit and are intensively involved with the company. This gives you an insight into our company, including the impressions, feelings and thoughts of people working at Daimler - unpainted and uncensored. Or in other words: authentic communication on the same level.

Speaking of authentic communication: How do you react to critical issues with your blog?

Overview

Once we identify critical issues, we also think about a possible response to the blog. We had such situations several times.

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Zum Beispiel?

Overview

When short-time working and working time shortened at Daimler, the head of personnel and work politics blogged to bring clarity into the public discussion.

In October 2009, some companies were in the headlines on the subject of "blood tests as a recruitment condition." Back then, we were the only DAX company that was able to react quickly and centrally to this negative and sometimes one-sided report via blog. In an interview, the head physician answered the most important questions on the very same day that the issue hit the print media. In all cases, we drew attention to us. From the moment we spoke, the debate became obsolete and the decentralized discussions in the network ebbed away.

And how do you deal with unpleasant comments in the blog?

Overview

Violations of our comment guidelines lead to the intervention of the moderator. If a commentator behaves next, he is drawn to his misconduct. If it is an offense, the comment is immediately deleted. Depending on the situation we delete only the corresponding passages, but also sometimes the entire comment.

How often do you use one?

Overview

This happened since the start in October 2007 whole eight times. If we need to delete, we always specify which comment and why it was deleted. Transparency is here also the A and O. Criticism is generally desired, especially if it is constructive.

And does it work for a group like Daimler?

Overview

In corporate blogs, the "fans" of the company are mostly outnumbering the critics. They usually deal deeper and longer with the company and its topics. Therefore, discussions within comments usually self-regulate. Black sheep, who do not know how to behave, are often caught by other discussants, even before moderating intervention.

All in all, we have found that cautious moderation, transparent commentary guidelines and the double opt-in procedure for commenting are a good basis for a positive discussion culture.

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Do you see the blog as an alternative or even as a competition to the classic company PR?

Overview

Through social media, the classic PR is extended by the possibilities of the Web 2.0, ie: interaction and collaboration. PR becomes PR 2.0, so I see social media communication as a useful addition to the classic PR.

How do you use Twitter in connection with your blog?

Overview

We have integrated our Twitter activities into the Daimler blog. Daimler's tweets are integrated in the right column of the blog. Conversely, blog posts are also automatically published on the @ Daimler_News account on Twitter.

Does the blog help me if I'm looking for a job at Daimler?

Overview

The Daimler blog gives you a first impression of our corporate culture - open, authentic and uncensored dialogue is an indication of this. Furthermore, they get an insight into the opportunities offered by working life at Daimler through the topic category "Entry and Career", but job offers can still be found on our entry and career website.


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    Interview with # ZOPR-Speaker @uknaus about Corperate Blogs: "Dialogues are the salt in the soup"

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  4. Marcel Bernet

    Thank you for the interesting, clear interview. why do all links lead to advertising? why can not you click away?

  5. Simone Janson

    Hello Mr. Bernet,
    I'm glad you like the interview. To your question: Because these are not links, but intext advertising (green and with dashed line).
    On the left, on the other hand, are gray and a solid line - and there are only three in the interview.
    I'll think about how to distinguish that more clearly.
    Simone Janson

  6. Daniel Neuen

    RT @k2tip: RT @uknaus: Eigen-RT @simonejanson Interview with @uknaus, manager of the Daimler blog Knaus also speaks a ...

  7. K2 summit

    RT @uknaus: Eigen-RT @simonejanson Interview with @uknaus, manager of the Daimler blog Knaus also talks about T agung #k2kk

  8. uknaus

    Eigen-RT @simonejanson Interview with @uknaus, manager of the Daimler blog: "Dialog is the salt in the soup!" Really good!d8BH7

  9. Simone Janson

    Interview with @Uknaus, manager of the Daimler blog: "Dialog is the salt in the soup!" Really good!d8BH7

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