DSM deelt tijdens The Social Conference 2014 haar ontdekkingsreis van het bouwen van het Dyneema merk, onderdeel van DSM, door middel van social media. Van een geïsoleerd initiatief tot een geïntegreerde positie binnen het online landschap. Van het uitbesteden van de social werkzaamheden tot een vast onderdeel van de dagelijkse manier van werken binnen de marketing- en salesafdeling.

1. Does social help to build a B2B brand?
Nathali Donatz & Rob den Rooijen
The Social Conference
February 13, 2013
Amsterdam

2. Nathali Donatz
Global Brand & Communications Director
DSM Dyneema
1

3. Rob den Rooijen
Senior Marketing Consultant
DSM Excellence in Marketing & Sales
Theo Verweerden
Marketing program director
2

4. Meet DSM
Health
Nutrition
Materials
•
Global leader in nutritional ingredients for feed, food and personal care
•
Market leader in anti-infectives and key pharma custom manufacturing player
•
Market leader in sustainable high performance materials
•
Merchant market leader in nylon precursor caprolactam
•
Innovator active in advanced biofuels, bio-based chemicals and biomedical materials
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3

5. DSM Dyneema
producing the world’s strongest fiber
Page
4

6. DSM’s Digital Marketing & Sales framework
Online
Lead
Generation
Digital marketing
Digital
Campaigning
Search,
navigate
Offline
Brochures &
Advertising
Account
management
Trade shows
Online
profiling
Find
Positioning &
segmentation
Call to
action,
ordering
Explore
Co-develop
product
Customer
DSM
Customer
understanding
Negotiation
Place
Order
Transaction,
conversion
Use
Cross and
up selling
Cross and
up selling
Digital Intelligence
Product
sampling
Develop
& Buy
Product
innovation
Analyse &
optimize
Digital sales
Loyalty
program
Online
retention
Technical
support
Online
support
Digital service
Online and offline need to be integrated for optimal
customer experience.
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5

7. We don’t believe
in social.

8. We don’t believe in
integrated social.

9. Our Belief
Integrated B2B social can:
1. Intensify customer contacts
– As part of the customer journey
2. Generate leads
– Indirect contribution
3. Boost brand building
– Integrated approach is prerequisite
8

10. Three ways to approach social
1 23
Experimental
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9
Controlled
Integrated

11. 1. Experimental social
Key characteristics
•
•
•
•
Isolated initiatives
Success stories
High waste
Brand impact risks

12. Social campaigning:
Dyneema® Pro Sailing Test Team
 Increased understanding of social
 Engagement with end users of our products
 Difficult to prove real ROI
11
#
#
#
#
#
#
#
#
#
#
of visitors:
52.000
of page views:
157.000
of Sailor Subscriptions: 448
of CrewMembers:
8.000
of Facebook fans:
1.172
of Facebook posts: 155.000
of #DET2011 tweets: 1.200
of YouTube videos:
54
of YouTube views: 15.000
blog posts:
100

13. 2. Controlled social
Key characteristics
•
•
•
•
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12
Process and culture
Owned channel focus
Window dressing
Start monitoring

14. Creating emotional brand resonance:
Dyneema® 360 campaign
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13

15. Creating emotional brand resonance:
Dyneema® 360 campaign
 Long term program
 Target group driven content creation
 Difficult to create engagement
 Limited internal resources
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14

16. 3. Integrated social
Key characteristics
• Mixed paid, owned, earned
journeys
• ROI driven engagement value
• Social CRM focus
(more 1-on-1)
Page

17. DSM Dyneema’s vision:
Integrating offline and online to create customer engagement
Search
Social
Events
Newsletter
Customers, End Users &
Employees
Face to face
Dyneema.com
Brochures
Sales app
Database (CRM)
16

18. DSM Dyneema’s vision:
Integrating offline and online to create customer engagement
Search
Events
Social
Newsletter
Face to face
Dyneema.com
Sales app
Brochures
Database (CRM)
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17

19. Our social landscape
Facebook
Twitter
Youtube
LinkedIn
Customers, End Users &
Employees
Dyneema.com
Communities
DSM
corporate
channels
18
Page
18

20. Enabling internal employees to go social
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19

21. 20

22. Clear KPI’s to link impact social activities to
business value
Business value
Value index?
1 point = X Euro
(Euro’s)
Sales
Key digital value
(points)
Contact
requests
Information
Downloads
Lead
generation
Social value
(points)
Social
Engagement
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21
Subscriptions
Shared
content
Social
Clicks
Active
Employees

23. Integrating social leads to tangible results
From a separate website…
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22

24. Integrating social leads to tangible results
..to integration within the platform
23

25. Integrating social leads to tangible results
More visits to Dyneema® stories:
2000
1500
1000
500
0
01-12
02-12
03-12
04-12
05-12
06-12
07-12
08-12
09-12
10-12
11-12
Dyneema360.com
12-12
01-13
02-13
03-13
04-13
05-13
06-13
07-13
08-13
Dyneema.com/stories
 Result driven program
 Leveraging value content creation through content recycling
 Difficult to create employee engagement
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24
09-13
10-13
11-13
12-13

26. We don’t believe in
integrated social.

27. Does
integrated social
help to build a B2B
brand?

28. Social enables to communicate beyond
product characteristics
Creation engaging stories that appeal to personas in the DMU
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27

29. Leveraging the value of existing
marketing activities via social
Launch of a new technology during a trade show event
Clear goals per channel related to
the customer decision journey
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28
Translated into an integrated approach

30. Event page
E-mail invite
Narrow Casting App
Face to face
Landing page
Booth at Milipol
Uniform customer experience
across online and offline
channels
Launch Ceremony
Website licensee
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29
Trade Media
Social Media

31. Some social examples
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30

32. The results: integrated social pays off
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31

33. Our Learnings
1.
Start to send to discover your relevancy
–
2.
There’s no single B2B social best practice
–
3.
Less stories can create more engagement
Apply trial & error and find the approach that best fits your goals
B2B social requires employees’ personal efforts
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–
–
–
B2B social is not a communication department only responsibility
Crucial to build internal recognition of added value
Persist in a long term approach

34. Key challenges
1. Stimulate employee engagement
–
Increase internal awareness and activation
2. Optimize channels for real discussion
–
Create content driven interaction
3. Determine real business impact
–
–
Integrated measurement including LinkedIn discussions
Go beyond the standard social metrics

35. Integrated social
does help to build
a B2B brand!
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