|(Photo: World Economic Forum)|
Matthias started at WEF in media relations, but had been toiling the last five years on the digital side of the PR equation. Two months ago, he left WEF to join Burson-Marsteller as head of digital for Europe, the Middle East and Asia.
It's no longer a matter of driving eyeballs to your company or organization's website, he said in his opening comments. Now it's all about building communities...using the social media channels du jour. He then proceeded to run through WEF's communications strategy -- channel by channel.
In 2008, for example, some 23 WEF attendees were actively tweeting from the Davos. This past year, that number ballooned to 640 - or a quarter of all attendees.
|B-M's Matthias Lufkens|
I was also impressed by WEF's use of Livestream for open, web-based interactive sessions featuring many of the movers & shakers participating in the conference, and the use of Storify to capture and curate the most engaging "media" emanating from the conference.
|WEF Digital PR Goals|
WEF's Facebook page has some 96,000 "Likes" and Flickr serves as the primary repository of WEF-generated still images. The organization's YouTube site boasts nearly 7 million views, and these are not the 30 or 60-second viral variety. Most of the clips you'll find are unedited and run 60-minutes in length. Following the presentation, I grabbed some sound with Matthias.
Here's the audio clip. (RT: 5:05).
Here's the audio clip (RT: 7:25)
|Ciarallo, Isserlis, Himler, Brown & Gleason (l. to r.)|
OMGPOP with its hot Pictionary-like game Draw Something.
Here is some of the Twitter chatter from that session: