Please remove oracle logo. Take logo’s down 10%.

AWARENESS

DEMAND

GENERATION

CHANNEL

MARKETING

eCOMMERCE

READINESS /

TRAINING

SOCIAL MEDIA

INTEGRATION

Social Media Casestudy: Facebook onnect

Center

http://www.energytransparency.com/philips

Social Media Casestudy: Facebook onnect

Center

http://www.energytransparency.com/philips

Social Media Casestudy: Facebook onnect

Center

http://www.energytransparency.com/philips

Vertic’s “Links” Case Study Platform

Center

http://workreimagined.aarp.org

Center

AARP

Social Media Casestudy: Facebook onnect

Center

Social Media

`

www.siemensplmcampus.com

http://promo.verticportals.com/danskebank (login: verticir)

Center

Have rich-media in the first

instance to give generic high

level benefits, and introduce the

value proposition

Then use sliding bars and

interactive needs-analysis to

segment and qualify user’s

priorities. Subsequent content

dynamically changes per the

user’s answers.

`

http://www.azurepitch.com

Center

•

•

•

•

•

AMBU iPad Application

Center

Search Engine

Analysis

Demand

Supply

SEO

Mismatch between Search

demand and digital assets

CNA*

Combined analysis of Search

demand and user generated

content

DIGITAL IQ

Social Assets

Analysis of company owned

digital social media assets

Competition and

Third Party

Analysis

Social

Media

Monitoring

= Identifying areas of opportunity

CNA = Customer Needs Analysis

COMPETITOR = Digimind

SMM = SDL SM2 / Radian6

SEA = SEMrush, SEOmoz

Demand

&

Supply

26

Question to solve

• Siemens is looking to communicate the added value of

their products, such as better lifestyle, light, air and

interior design, to increase sales of their premium

products and accessories.

• Siemens is looking to influence the target groups,

primarily businesses, to choose higher value products

when deciding on which and how to …

• Siemens is seeking to establish a data based approach

to determining the consumers decision journey for

choosing a product from either Siemens or a

competitor Siemens.

• Siemens wishes to collect data to test whether and/or

how the category actually discusses the added value

aspects of products such as better lifestyle, lighting and

interior design i.e. collect data on the voice-of-the-

customer.

Siemens’s situation

How can Siemens establish a deep insight into the customer decision journey,

through digital monitoring, in order to ensure internal commitment and prioritize

future digital marketing activities?

• How customers decide on an actual category purchase is still largely

unidentified in the market, presenting an opportunity for Siemens to increase

value sales, but also constitutes a risk for Siemens through competitors

potentially taking advantage of opportunity gaps in each market.

External challenge

• Individual Siemens markets view their customers to be unique in

characteristic, which complicates roll-out of centralized digital marketing

initiatives across markets.

• The possibilities of digital marketing insights is still to be established within

Siemens, in order to gain commitment from Siemens marketing and ensure

full integration of digital channels.

Internal challenge