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The basic mechanisms as well as specifics of new media in marketing get explaines and analyed. The presentations starting point is a review of the changes in marketing communications, and the why's behind.
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13.9.2014 Dr. Ute Hillmer
Understand,
Engage,
EmbraceYour Customers
Dr. Ute Hillmer
Better Reality Marketing
Stuttgart, 13.9.2014
13.9.2014 Dr. Ute Hillmer
See it !
Hear it !
Say it !
Do it !
13.9.2014 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? an expert in positioning and promoting technology
products, with a carving for innovative products that
are not self-explaining.
With such products, human behavior is often outside the
boundaries of rationality -despite its economic context.
Buying behavior is here typically a result of social, cognitive
and emotional factors, along with the economic ones.
13.9.2014 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economics in
technology marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe, Asia)
• Product-, program-, channel-, partner marketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
13.9.2014 Dr. Ute Hillmer
What’s Ute’s
STORY?I am in business to change
the lives of my technology
clients by giving purpose to
their work!
13.9.2014 Dr. Ute Hillmer
and turn their customers into raving fans!
13.9.2014 Dr. Ute Hillmer
WHO are
YOU?
13.9.2014 Dr. Ute Hillmer
Be in
STATE!
13.9.2014 Dr. Ute Hillmer
Agenda
Preframe
Who is Who?
The Larger Context
Why has Marketing changed?
What does that mean?
Should I care?
The Basics
Get started with Digital Marketing
Customer Touch Points
The Long Tail
Work Session 1
The Digital Toolbox
…too long to list …
Work Session 2
Content
Segment to Bond!
13.9.2014 Dr. Ute Hillmer
The Larger Context
13.9.2014 Dr. Ute Hillmer
Has Marketing
Communication
Changed?
13.9.2014 Dr. Ute Hillmer
How did you buy yesterday?
How do you buy it today?
How will you buy it tomorrow?
13.9.2014 Dr. Ute Hillmer
The Power of Recommendations:
„I‘ll Have What She is Having“
13.9.2014 Dr. Ute Hillmer
Change Engines on a Meta Level
Technological Development
• Digitalization
• Network Technologies
• Converging media
• Storage Technologies
• Mobile Technologies
Social Development
• The mature human – the mature customer
• Self-confidence
• Participation
• Self-determination
• Individualization
• Visualization tech.
• Social Media
• Digital distribution
• Intelligent automation
• …
13.9.2014 Dr. Ute Hillmer
Changing Kommunication from
Sender
Receiver
13.9.2014 Dr. Ute Hillmer
to
Sender
Receiver
13.9.2014 Dr. Ute Hillmer
From Product - to Customer-Focus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
13.9.2014 Dr. Ute Hillmer
Who must go with the
change?
13.9.2014 Dr. Ute Hillmer
Warum sind Sie in Sozialen Netzen(Europea Data)
...to get to know things about
(new) products / brands
...to come in contact with brands /
companies
...to stimulate my career
...to find other users of a certain
brand / product
...to find promotions of a certain
brand / product
...to become a famous person
...to become an opinion leader
Source: Social Media Around the World 2011, InSites Consulting
The Web 2.0 Generation is Online
13.9.2014 Dr. Ute Hillmer
The Nerd is Online
13.9.2014 Dr. Ute Hillmer
Social Media in B2B?
Guten Tag!
Grüß Gott!
Source: StorymakerPeople buy from people!
13.9.2014 Dr. Ute Hillmer
Digital Marketing and Social Media
matters to B2B
• Chief stakeholders may not be using social media.
– but their assistants will
• Social media is impacting how B2B decisions are
being made.
– Background research
– Expertise
– Search results impact
13.9.2014 Dr. Ute Hillmer
Social Media and the Buying Process
Post-sales
user-experience reports
support + help
complains
learning
upgrading
Sales
looking for the fitting solution
or product mix
looking for the best deal
Pre-sales
looking for information
13.9.2014 Dr. Ute Hillmer
Customers + Web 2.0 Technologies
13.9.2014 Dr. Ute Hillmer
Social Media: Who is there? (Wave 7 Data)
htt
p:/
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e.u
mw
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om
/ass
ets/
pd
f/w
ave_
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13.9.2014 Dr. Ute Hillmer
How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
13.9.2014 Dr. Ute Hillmer
B2B-Kommunikation?
• Der direkte Draht zur Zielgruppe entscheidet.
• Social Media betonen die menschliche Komponente
von Kommunikation.
• B2B-Unternehmen müssen gegen
Familienmitglieder, Freunde und Popstars
bestehen.
13.9.2014 Dr. Ute Hillmer
Social Media and the Buying Process
Source: BVDW
13.9.2014 Dr. Ute Hillmer
1950‘er 1960‘er 1970‘er 1980‘er 1990‘er 2000‘er
Zeit
Distributions-orientierung
Verbraucher-orientierung
Handels-orientierung
Wettbewerbs-orientierung
Umwelt-orientierung
Netzwerk-orientierung
Anspruchs-spektrum des Marketings
Unter-nehmung
Ver-braucher
Handel
Wett-bewerber
Umwelt
Netzwerke
Development Steps in Marketing(Meffert, 2008 S. 8)
Inhaltlicher Fokusdes Marketings
13.9.2014 Dr. Ute Hillmer
The Dell Hell Case Lesson
People talk about your company - with or without you
… don’t you want to steer the direction best you can?
Dell Hell: starting point in 2005
13.9.2014 Dr. Ute Hillmer
Dell Hell
13.9.2014 Dr. Ute Hillmer
Dell Hell 2
“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” Michael Dell, 2006
13.9.2014 Dr. Ute Hillmer
Dell
2006:“Obviously a lot of people are in the blogosphere talking about
their issues with Dell products, why aren’t we doing anything about
it?” Michael Dell, 2006
2011: Dell named “most social brand
of 100 top brands”
13.9.2014 Dr. Ute Hillmer
Cooperative Marketing Targeted Customer
Dialog
13.9.2014 Dr. Ute Hillmer
The
to get started
13.9.2014 Dr. Ute Hillmer
Even More
13.9.2014 Dr. Ute Hillmer
The
to get started
13.9.2014 Dr. Ute Hillmer
How to get started with Digital Marketing1. Stay Focused on your Objective
• Which channel, which medium,
which platform will help me reach
my target?
• Define marketing goal
• Define target markets
Be where your customers are!!
13.9.2014 Dr. Ute Hillmer
How to get started with Digital Marketing?
2. What do you intent to achieve?
• Win additional customers
• Gain a new customer base
• Increase sales
• Increase awareness
• Enter new markets
• Increase communication with
customers
• Increase website traffic
• Increase image
• Change image
• Increase online reputation
As with traditional marketing: set yourself realistic goals!
13.9.2014 Dr. Ute Hillmer
How to get started with Digital Marketing
3. Where are your customers having their conversations?
“Let's spend a day in your customers
media mix and learn to understand
what they experience, how they feel,
and most of all, how they
communicate and interact. “ Kevin Colleran, Facebooks #1 Sales Rep
LISTEN!!
talk
energize
support
Integrate
BOND
13.9.2014 Dr. Ute Hillmer
How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points
instead…
Source: Wave 7
13.9.2014 Dr. Ute Hillmer
Classic Touchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually
pushed, seldom
orchestrated
Salesteam and Partners
Source: Storymaker
13.9.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE-PR
PUSH/PULL
Source: Storymaker
News-
letter
13.9.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News-
letter
Communication Channel Corporate Hosting
13.9.2014 Dr. Ute Hillmer
… and Increasingly Mobile
Source: Mashable August 05, 2013
13.9.2014 Dr. Ute Hillmer
Digital Touchpoints
XING & LINKEDIN
• Business Networks
• geschäftliche Kontakte
• Inhalte mit Geschäftspartnern teilen
• Unternehmens-sichtbarkeit auf persönlicher Ebene
• Mitarbeiter als Unternehmens-botschafter
TWITTERFACEBOOKGOOGLE
• 200 Mio. aktive Nutzer
• 2,5 Mio. in D
• 200 Follower/Nutzer
• Wichtigster Microblogging-Dienst
• Multiplikations-freudige Nutzer
• Ideal für Inhaltsteaser
• Themenmonitoring!
• > 1 Mrd. Nutzer
• > 25 Mio. in D
• Wichtigstes soziales Netzwerk
• Firmenaccounts Fanpages
• Sehr visuell geprägt
• Starke Multiplikationseffekte erhöhen Sichtbarkeit
• Größte Suchmaschine
• 97% Marktanteil in Deutschland
• 50 Mio. Personen suchen jeden Monat in Deutschland
• Wer bei Google nicht gefunden wird, existiert im Web nicht
Source: Storymaker
13.9.2014 Dr. Ute Hillmer
Digital Touchpoints
YOUTUBE FLICKR
• 4 Mrd. Stunden Videomaterial pro Monat
• zweitgrößte Such-maschine
• gehört zu Google
• wirkt sich positiv auf die Auffindbarkeit in der Suche aus
• „YouTube für Fotos“
• 5 Mrd. Fotos, zus. 3 Mio. pro Tag
• eigene Kanäle, Gruppen und Fotosets
• Flickr-Alben auf Websites und Blog einbinden
• praktisches Einbinden bei Twitter
• zentraler Ort für Bildcontent
• „YouTube für Slides“
• Sichtbarkeit für Präsentationen erhöhen
• leicht einbettbar
• positiv für SEO
SLIDESHARE
Source: Storymaker
13.9.2014 Dr. Ute Hillmer
Dogital Touchpoints
PINTEREST BLOG
• längere Texte
• multimedial anreichern
• dynamischer als Websites
• Kommentarsystem
• leicht anpassbar
• 70 Mio. Nutzer
• ca. 0,5 Mio. in D
• stark wachsend
• Bilder aus dem Web auf themenorientierte Pinnwände pinnen
• Pins beinhalten Backlink auf Quellseite
• „YouTube für Print“
• erhöht Sichtbarkeit für Broschüren etc.
• durchblätterbar
• leicht einbettbar
• positiv für SEO
ISSUU
Source: Storymaker
13.9.2014 Dr. Ute Hillmer
Digital Marketing
and “The Long Tail”
•
Chris Anderson: The Long Tail, 2006.
13.9.2014 Dr. Ute Hillmer
Digital Marketing
“The Cluetrain Manifesto (2001)”
95 Theses Excerpt
1. Markets are conversations.
12. There are no secrets. The networked market knows more than companies do about
their own products. And whether the news is good or bad, they tell everyone.
17. Companies that assume online markets are the same markets that used to watch their
ads on television are kidding themselves.
18. Companies that don't realize their markets are now networked person-to-person, getting
smarter as a result and deeply joined in conversation are missing their best opportunity.
19. Companies can now communicate with their markets directly. If they blow it, it could be
their last chance.
21. Companies need to lighten up and take themselves less seriously. They need to get a
sense of humor.
13.9.2014 Dr. Ute Hillmer
Recap
The Basics to get started
• What was most important?
• What was new?
• What is unclear?
13.9.2014 Dr. Ute Hillmer
Now Comming
#1 Get your hands dirty
#2 Built and maintain networks:
THE SM TOOLBOX
#2 Built credibility and trust, especially in B2B:
CONTENT MARKETING
#3 Be found by your target market:
SEO + SMM
13.9.2014 Dr. Ute Hillmer
but
13.9.2014 Dr. Ute Hillmer
on
13.9.2014 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 4)
Investigate the digital marketing activities of one of the
following companies:
• Festools.de
• Dell.com
• Krones.de
• Zeiss Camera Lenses
• Salesforce.com
• Mymuesli.com (Online Composition and Retail)
• Litago.no (Customer Experience)
• Bosch (one division)
• Mercedes Trucks
• IBM.com
• Your own
13.9.2014 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 4)
In what channels are they present and what do
they do there?
What stands out?
Prepare to show us all, when we discuss the
media!
Take notes, you have 45 min
13.9.2014 Dr. Ute Hillmer
The
Digital
Toolbox
13.9.2014 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your channels wisely!
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Purpose
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
CRM = Customer Relationship Management
13.9.2014 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
13.9.2014 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
13.9.2014 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
13.9.2014 Dr. Ute Hillmer
The Corporate Website:
Center Stage +Aggregation Point
13.9.2014 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design
• Company can backlink all media channels to the
site
• One stop overview, monitor and archive
• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und
RSS feeds.
13.9.2014 Dr. Ute Hillmer
The Corporate Website
• Company must manage and maintain the site
including its layout and design, content, tech.
support and its URL(s)
• Corporate Websites are usually seen as push
marketing
• Cost and time intensive
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
the “Sun of the Solar Content System”
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
blog.daimler.de
13.9.2014 Dr. Ute Hillmer
Dell Blogs Blogs ,Forums
Objective Kundeninsight
Plattform for problem solving and ideas
Customer bonding, pos. brand recognition
Target Segmented customer groups +
prospects
SM Strategy Engagement and learning from and
with customers
Results 1.7 M registered members (spring11)
2.300-2.500 Posts/week
13.9.2014 Dr. Ute Hillmer
Direct2Dell Blog
13.9.2014 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
13.9.2014 Dr. Ute Hillmer
Dell Shares Investor Relations
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Purpose
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
CRM = Customer Relationship Management
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
Types of Social Media Interaction
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
• You can show that you know a lot about a topic
• You are easily found by search engines (search engines follow backlinks; a good article easily generates 10-50 backlinks in a few days)
• It is free for the customer and free media for you as a vendor
• You can segment your target market nicely
• It can be the starting point for new content, hosts conversations, can provide context for news
• It can be a starting point for personal brands
• Small companies can get to the top of search engine rankings
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
• Frequency is a must time consuming
• You are not credible in a “controlled” bog
• You don’t control what is said in an open employee
blog
• Generating relevant and interesting content on a
frequent basis is not easy
13.9.2014 Dr. Ute Hillmer
The Corporate Blog
Make some rules.
http://www.ibm.com/blogs/zz/en/guidelines.html
Empower all employees… they are the brand.
• Behave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours,
not IBM’s.• Don’t pick fights.
“Use social media as a means to expose IBM’s experts—and expertise—to the world.”
Adam ChristensenManager, Social Media Communications
13.9.2014 Dr. Ute Hillmer
Social Networks
13.9.2014 Dr. Ute Hillmer
Social Networks 2
Social networks are network communities on the
internet. Users can add friends or followers and
send them messages or notify them about updates
concerning themselves.
13.9.2014 Dr. Ute Hillmer
Built and Maintain Networks
Followers
Individuals, professionals and companies look for suitable
networks and clusters
Within a network, they look for suitable groups and joint them
13.9.2014 Dr. Ute Hillmer
How Social Networks work
Think of Social Networks as a
sports club!
13.9.2014 Dr. Ute Hillmer
How Social Networks work 2
• Voluntary active or passive membership
• Special areas of interests
• One communicates where one has something to say (or
not), has an opinion, answers questions, asks questions, …
• If one is open, friendly and nice, friendships will develop
that value ones expertise and opinion
• Once one has built a reputation, it will be accepted, even
appreciated if one recommends and hints one ones
products and services, online shop, other products…
13.9.2014 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
13.9.2014 Dr. Ute Hillmer
Dell on Facebook Community
Objective
Customer insight
Customer bonding, pos. Brand
recognition
Target
Segmented customer groups and
prospects
SM Strategy
„Be were your customer is“
Offer community experience
Results
644.723 likes (July 2011)
909.910 likes (Dec 2011)
13.9.2014 Dr. Ute Hillmer
Dell on Facebook Ratings
13.9.2014 Dr. Ute Hillmer
Dell on Google +
13.9.2014 Dr. Ute Hillmer
Dell on Google + Hangouts
13.9.2014 Dr. Ute Hillmer
Festool on Facebook• http://www.facebook.com/festool.de
• Sprachen: Deutsch
Beiträge von Festool auf Facebook:
• Produkte und Angebote
• Aktuelle Informationen
• Messen und andere Events
• Fanaktionen: Fotowettbewerb, Poster, Testimonials
Beiträge von Usern auf Facebook:
• Fragen zur Anwendung
• Produktvergleich
• Fragen zur Reparatur von Festool-Produkten
• Fragen zu Service & Bestellungen
13.9.2014 Dr. Ute Hillmer
Festools: Brandscouts
13.9.2014 Dr. Ute Hillmer
Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?
13.9.2014 Dr. Ute Hillmer
Dialog Marketing
Anwendungsberatung
13.9.2014 Dr. Ute Hillmer
Dialog Marketing
Complains
13.9.2014 Dr. Ute Hillmer
Dialog MarketingProduct Comparison
28 Kommentare später …
13.9.2014 Dr. Ute Hillmer
Service-Communication
Dialog Marketing
13.9.2014 Dr. Ute Hillmer
Stolz
Dialog Marketing
13.9.2014 Dr. Ute Hillmer
Festool on Facebook Entwicklung
Mrz
10
Ap
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Mai
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2
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Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social Innovation
Insight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of interaction
• Entertainment
• Full display of many mediaformats (pictures, movies, games, ...)
• Cool ideas result in huge reach
• Personal reputationmanagement
• Facebook statistics
• Efficient marketing tool
• Gives companies “a face”
or “faces”
• Connectable with twitter,
Google+, linkedin…
• Mobile app
• Location updates
• Many apps enlarge
functionality
13.9.2014 Dr. Ute Hillmer
Social Networks
• Uncontrolled environment
for employees
• Time-consuming
• Less exciting products
can have a hard time
gaining recognition
• Requires high frequency
of relevant content
generation
• Privacy problems– Like button (documenting all
activity on the website)
– Open FB tab in Browser
– Apps can result in spam
• Hard to separate private and
business
• FB can change the rules as
they like (free service)
Practice
13.9.2014 Dr. Ute Hillmer
Business Oriented Social Networks
• More serious environments, no personal content
• Suitable for personal business profile pages
• Customer + recruiter research
• Personal reputation management
• Business oriented groups
• Business contact initiation and management
• Increasingly commercial +
spam
• Time consuming
• Not all audiences are in
these networks
• Often regional
13.9.2014 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
13.9.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News-
letter
Communication Channel Corporate Hosting
13.9.2014 Dr. Ute Hillmer
Festtool on Youtube
13.9.2014 Dr. Ute Hillmer
Festool on Youtube Entwicklung
Mrz
10
Ap
r 1
0
Mai
10
Jun
10
Jul 1
0
Au
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0
Sep
10
Okt
10
No
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De
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Jan
11
Feb
11
Mrz
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Ap
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1
Mai
11
Jun
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Jul 1
1
Au
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1
Sep
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Okt
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Youtube - Views pro Tag
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
Content Sharing Platforms
Easy way to display,
archive and share
No need for own
infrastructure and
storage
Possible real time
reporting of events
Products / content is
ranked by audience
• Copyright problems
• Free data upload or
information spread is
limited
• No quality control of
content and material
13.9.2014 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
19.12.2011
13.9.2014 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
Objective Collect product ideas, and
Product solution ideas fromcustomers
Custoner insight ranked byurgency
Target customer
prospect
SM Strategy Engagement + learning
Results (7/11)
15.000 ideas
>900.000 votes
500 ideas implemented
19.12.2011
marketing
R&D
13.9.2014 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Objective
mass
customization
brand recognition
Target
individualistic
customers +
prospects
SM Strategie
online offer
13.9.2014 Dr. Ute Hillmer
Open Innovation through Social Media
13.9.2014 Dr. Ute Hillmer
Turning the R&D Processes Upside Down!
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Starting point forSocial Customer Relationship
Management
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
Objective sales
Change brand
perception
Target customers
prospects
SM Strategie eShop with
rankings +
reviews
13.9.2014 Dr. Ute Hillmer
Festool – Dealer Partnerships
13.9.2014 Dr. Ute Hillmer
Recommendation Platforms
• bad products are exposed
• Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..
• Products are ranked by audience
• credibility
• good products are usually ranked positively
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Microblogging
13.9.2014 Dr. Ute Hillmer
Microblogging is a form of blogging that allows
users to send brief text updates (or micromedia
such as photos or audio clips) and publish them.
These messages can be submitted by a variety of
means like text messaging, instant messaging, E-
mail, digital audio or the web. (Wikipedia)
13.9.2014 Dr. Ute Hillmer
Dell on Twitter
13.9.2014 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
Objective selling
change brandrecognition
Target customers
prospects
SM Strategy Twitter as a sales
plattform
Results June 2009: $6,5 M
revenue
13.9.2014 Dr. Ute Hillmer
DellOutlet Deutschland Twitter as an Outletstore
13.9.2014 Dr. Ute Hillmer
DellOutlet China Twitter as an Outletstore
13.9.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool
978 Follower
Stand 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFesttool on Twitter
• http://twitter.com/festool
• Sprache: Deutsch
Beiträge von Festool auf Twitter:
• Produkte und Angebote
• Online-Umfrage
• Informationen zu Messen
Beiträge von Usern auf Twitter:
• Bauanleitungen von Festool
• Fragen zu Produkten
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
Tools for the toughest demandsFesttool on Twitter ausgewählte Follower
curtsey of Klaus Danner, Manager Customer Communications
13.9.2014 Dr. Ute Hillmer
fast
cheap
real-time communication
real-time market research
advertising allowed
direct customer
great monitoring tool (alternative clients, e.g. tritterdeck)
interest based, not friendship based
global
mobile
• only short messages (Twitter 140
characters)
• short lifetime of tweets
• a lot of meaningless information
in twitter sphere
• difficult to measure
• Spam / unpleasant followers
possible
• Fast media for fast + easy
mistakes
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
DellCares Twitter as a Support Channel
Objective Solve customer problems
Change brand recognition
Target customers
prospects
SM Strategy Twitter as a support channel
Results 10.000 follower (7/11)
15.600 follower (12/11)
13.460 Tweets
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Social Media Monitoring
Remember: They talk about you!
• They do it with or without you … you should steer the
direction best you can!
• Dell Hell was a showcase starting point in 2005
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
13.9.2014 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customers
Identify and bond with advocates
Identify and utilize star experts
Reduce support cost19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
13.9.2014 Dr. Ute Hillmer
Social Media MonitoringIssue Management
What expectations do different stakeholders hold?
Identify areas with potential for conflict early and address them proactively (before the broader public gets
aware)
Identify, monitor and construct actions to manage/reduce/neutralize stakeholder discrepancy of expectations.
Develop an “early warning system”
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
13.9.2014 Dr. Ute Hillmer
Dell „Social Media Listening Command Center“
Objective
Inform: customer feedback in real time
Listen and act: recognize alarm signals
early and act upon them
Ensure effective + appropriate
customer interaction
Support: Information + support for the
influencers and communities with
influence online
Target all relevant departments
customers and prospects
communities / influencer
SM Strategy control center
13.9.2014 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
13.9.2014 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
13.9.2014 Dr. Ute Hillmer
Recap Social Media Toolbox
• What was most important?
• What was new?
• What is unclear?
13.9.2014 Dr. Ute Hillmer
Hands on 2 (Team Size 4)
Look at our investigated Corporation again.
After 60 minutes, present in 10 minutes:
• What digital channels they use
• What do they hope to achieve? Why do they use them?
• What do you think they do exceptionally well?
• What would you improve?
You have 60 min,
we want a mini presentation in any format you choose
13.9.2014 Dr. Ute Hillmer
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