The Social Media Toolbox - what channels should my B2B company use?

TheSocialMedia Toolbox

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

What Media Channels should I use?

Where should my company be present?



The SocialMedia Toolbox


Choose yourchannel wisely

Slide by PresentationAdvisors

Select YOUR Toolsnot All Tools!


PR Content

Website

Microsites

Blog

Social Media as a Workflow Process

Newsletter

Communication Channel Corporate Hosting

XING

Facebook

Twitter

Foursquare

Yammer

Youtube

Flickr

Issuu

Slideshare

19.12.2011Dr. Ute Hillmer, Better Reality MarketingSlide by Björn Eichstädt, Storymaker

Types of Social Media Interactionby 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

Corp. Website

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

FB Page

Google+

TwitterAccount

…

TypesofSocialMedia InteractionbyPurpose

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social

Support ResponseCrowedsourced

F&E

Social EventManagement


Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung


CRM = Customer Relationship Management

How to get started3. Which Media to choose?

generate interest for a conference

Marketinggoal

Med

ia

Get visitors to the website

maybe

maybe


“Spend a Day in your Customers Media Mix”

“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 #2


360°Medienmanagement Kundenprofile beachten Was machen Silver Surfer (>50 J.)

Online?


360°Medienmanagement Kundenprofil: Digital NativesWas machen Digital Natives (zwischen 14 und 29 J.) online?


The Corporate Website:Center Stage +Aggregation Point








The Corporate Website

You control the content and the design You 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.


The Corporate Website

You 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


The Corporate Blog as the “Sun of the Solar Content System”


The Corporate Blogblog.daimler.de


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/Woche


Direct2Dell Blog


TechCenter Blog, Chat, Community


Dell Shares Investor Relations


TechCenter Blog, Chat, Community


The Corporate BlogEmployees as Experts


Types of Social CRM Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)


Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D

Socially‐enabledR&D


The Corporate BlogTypesofSocialMedia Interaction



Social SalesInsight


Innovation




Rapid Social


F&E


Sales ReferalSocially‐enabled

Service





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


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


The Corporate BlogMake 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


Social Networks


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.


Built and MaintainNetworks

Individuals, professionals and companies look for suitable networks and clusters

Within a network, they look for suitable groups and joint them


How Social Networks work

Think about a sports club!


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…


How Social Networks work 3

Friends are easily found, one links up, meets, networks, …and own expertise distributes …


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)


Dell on Facebook Ratings


Dell on Google +


Dell on Google + Hangouts






Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D



Areas of Action in Social CRM



Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal



Startingpoint for Social Customer Relationship Management



Social SalesInsight


Innovation

Social Innovation

Insight



Rapid Social


F&E



Service





Social Networks

Direct customer communication Largest social Network Many forms of interaction Entertainment Full display of many media

formats (pictures, movies, games, ...)

Cool ideas result in huge reach Personal reputation

management Facebook statistics

Efficient marketing tool

Gives companies “a face” or “faces”

Connectable with twitter, Google+, linkedin…

Mobile app Location updates Many apps enlarge

functionality


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

Practice


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)

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


Content Sharing Platforms

Online Communities for archiving and sharing content such as: Photographs and images Videos Audios Presentations


PR Content

Website

Microsites

Blog

Social Media as a Workflow Process

Newsletter

Communication Channel Corporate Hosting

XING

Facebook

Twitter

Foursquare

Yammer

Youtube

Flickr

Issuu

Slideshare


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


Crowd Sourcing / Open Innovation


Dell‘s Crowdsourcing Aktivitäten


IdeaStorm Open Innovation Platform

Objective Collect product ideas, andProduct 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

Marketing R&D


Dell Design Studio Mass Individualisation

Objective masscustomization

brandrecognition

Target individualisticcustomers + prospects

SM Strategie online offer


Open Innovation throughSocialMedia


Directly involved Innovation Resources: R&D andMarketing (inbound+outbound)

R&D

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time






Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal



Startingpoint forSocialCustomer Relationship Management



Social SalesInsight


Innovation




Rapid Social


F&E



Service





Online Shops


Dell Shop eCommercewith Social Content

Objective sales

Change brandperception

Target customers

prospects

SM Strategie eShop with rankings +

reviews


Recommendation Platforms

Products are ranked by audience

credibility

good products are usually ranked positively

bad products are exposed

Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..






Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal






Social SalesInsight


Innovation




Rapid Social


F&E



Service





Microblogging


Twitter

Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch 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)


Dell on Twitter


Dell‘s TwitterActivities


DellOutlet Twitter as an Outletstore

Objective selling change brand recognition

Target customers prospects

SM Strategy Twitter as a sales plattform

Results June 2009: $6,5 M revenue Delloutlet: 1,54 Mio 7/11 1,55 Mio 12/11 follower (D: 131 seit Feb. 2011)


DellOutlet Deutschland Twitter as an Outletstore


DellOutlet China Twitter as an Outletstore






Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal



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






Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





R&D






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal






Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal



Monitoring Twitter as a trend scout

Objective Identify future trends

Identify brand + product issues

Target Marketing

R&D

SM Strategy Twitter als Supportkanal


Twitter

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


Social CRM

CRM 1.0 CRM 2.0

Establishing need

Experience

Sharing

impression

s

Decision

Marketing Sales CustomerService

Support processes

Operation processesValue

Expa

nsion

Targeting

Retention

Acquisition

Expa

nsion

Targeting

Retention

Acquisition


Definition Social CRM

Social CRM is the business strategy of engaging customers through Social Media with the goal of building trust and brand loyalty. Loyalty is defined as attitude towards a brand that inclines a customer to repurchase it and/or recommend it to others.

Harish Kotadia, Definition of Social CRM, 2011.19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Evolution in CRMTransaction‐ and process oriented

Technology enabled customer processes in order to support and organize sales‐, marketing and support activities (Shaw)

Eigenes Unternehmen

Konkurrenz Supplier / Partner

Kunde Kunde

KundeKunde

Kunde Kunde

Kunde

CRM 1.0

Eigenes Unternehmen

Konkurrenz Supplier / Partner

Kunde Kunde

KundeKunde

Kunde Kunde

Kunde

Kunde Kunde

Kunde Kunde

Kunde Kunde

CRM 2.0

Conversation‐ and process oriented

Involving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation.

More customer insight through his network connections and communities.


Dr. Ute Hillmer, Better Reality Marketing

Dell „SocialMedia 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

19.12.2011





Networks, etc.)




interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





F&E



Social CRM functional architecture


Face to facePhone /SMS

E‐mailLetter

Fax

Website

BusinessPartner

Traditionalle Processes

Traditional Channel Interfaces




Social CRM Layer

Social Channel Interface

Internal Social Tools(Internal blogs, wikis, sharing platforms, social

networks, innovation portal, etc.)POS

Market‐oriented Social Tools

Market

Interne Collaboration Tools

F&E


Corporate Social Content(Corporate Blogs, Forums, Branded / unbranded Social Networks, etc.)

Ext. Social Media Networks(Facebook, MySpace, Twitter,

Linkedin, etc.)

Based on Cipriani 2009 19.12.2011Dr. Ute Hillmer, Better Reality Marketing




Social SalesInsight


Innovation




Rapid Social


F&E





Sales Referal



Recap Social Media Toolbox


What was most important for you in this session?Discuss it in the workgroup from the role play.

Make one joint statement

What is unclear?

Hands on Exploitation


Investigate the online + social media activities of one of the following companies: Mymuesli.com (Online Composition and Retail) Krones.de (B2B) Litago.no (Customer Experience)

Present in 5 Minutes, what they do Online and what you think is useful and what not.

Suggested Reading

Groundswell by Charlene Li, Josh Bernoff Positioning by Trout and Ries In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters What would Google do by Jeff Jarvis All Marketeers tell Stories by Seth Godin 1 to 1 Marketing Future by Don Peppers CRM at the Speed of light by Paul Greenberg The Long Tail by Chris Anderson The Wisdom of Crowds by James Surowiecki Crossing the Chasm by Geoffery Moore Selling the Dream by Guy Kawasaki
