Social Media Case (ZHAW)
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Social Media Case (ZHAW)

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Social Media Case (ZHAW) Social Media Case (ZHAW) Presentation Transcript

  • MARKETINGCASE STUDYSocial Media Campaign for CiscoSystems in Switzerland13.03.13
  • ZHAW School of Management and Laww.1Int2_GM FS13: Integration 2 - General Management2 Case: Institute for Marketing Management (IMM)Task 5: LocalizationGMTZ09E: Ellen GirodWELCOMEWho we are.
  • Introduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland / B2B ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10AGENDAWhat will happen in the next 30min?
  • Introduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland / B2B ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10AGENDAWhat will happen in the next 30min?
  • DiscussionRecommendationsAnalysisIntroduction5INTRODUCTION.
  • DiscussionRecommendationsAnalysisIntroduction6THE THEORY.THE CASE:Launch of the successor model of ASR 1000 Series Edge Router in SwitzerlandTHE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
  • DiscussionRecommendationsAnalysisIntroduction7THE THEORY.THE CASE:Launch of the successor model of ASR 1000 Series Edge Router in SwitzerlandTHE OBJECTIVES:Maintain former goals of case study and its mantra (3xV)Analyze the media behavior of the relevant target groups in the Swiss marketAdopt the communication mix for a successful campaign in SwitzerlandTHE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
  • DiscussionRecommendationsAnalysisIntroduction8THE THEORY.THE METHODOLOGYProcedure model of marketing planning.
  • DiscussionRecommendationsAnalysisIntroduction9THE THEORY.THE METHODOLOGYProcedure model of marketing planning.1 group task: Analysis of mediabehavior in Switzerland
  • DiscussionRecommendationsAnalysisIntroduction10THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland
  • DiscussionRecommendationsAnalysisIntroduction11THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in SwitzerlandAnalysis
  • DiscussionRecommendationsAnalysisIntroduction12THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B marketAnalysis
  • DiscussionRecommendationsAnalysisIntroduction13THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysis
  • DiscussionRecommendationsAnalysisIntroduction14THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysisRecommendation
  • DiscussionRecommendationsAnalysisIntroduction15THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysisRecommendationOther group
  • DiscussionRecommendationsIntroduction AnalysisANALYSIS.
  • DiscussionRecommendationsIntroduction AnalysisAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  • DiscussionRecommendationsIntroduction AnalysisAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  • DiscussionRecommendationsIntroductionwAnalysisANALYSISUsed resources.And of course: www.bfs.admin.ch (Bundesamt für Statistik)
  • DiscussionRecommendationsIntroductionwAnalysisMEDIA BEHAVIOR.
  • DiscussionRecommendationsIntroduction AnalysisMEDIA BEHAVOIR IN SWITZERLANDInternet is Switzerland’s most relevant media.Source: Y&R Group Switzerland, Media use index 2012
  • DiscussionRecommendationsIntroduction AnalysisMEDIA BEHAVOIR IN SWITZERLANDMobile internet is becoming a mass media.Source: Y&R Group Switzerland, Media use index 2012
  • DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLANDAlmost 80% of the population is online.Source: www.bfs.admin.ch / Net-Metrix Base.
  • DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLAND5’300’000 internet users in Switzerland.Source: www.bfs.admin.ch / Net-Metrix Base.
  • DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLANDBut: compared to the U.S. Switzerland is lagging behind.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  • DiscussionRecommendationsIntroduction AnalysisWEB 2.0DEVELOPMENT.
  • DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDExtremely fast.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  • DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDPrint is dead.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  • DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDLong live social media.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  • DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICSOF CISCOSTARGET GROUP.
  • DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPBDM & TDM are Digital Immigrants (30-54yrs) and they go mobile.Source: Y&R Group Switzerland, Media use index 2012
  • DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPMore men than women are online.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  • DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPPractical apps beat entertaining ones.Source: Y&R Group Switzerland, Media use index 2012
  • DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPHigh educated groups don’t prefer online games.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  • DiscussionRecommendationsIntroduction AnalysisBUSINESSCOMMUNITIES.
  • DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIABig enterprises are leading the social web.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  • DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIAFacebook in pole position.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  • DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIAFacebook in pole position.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  • DiscussionRecommendationsIntroduction AnalysisB2B CONTEXT.
  • DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIAMore than half from B2B context.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  • DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIAOnly 19.3% of B2B state social media as currently relevant.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  • DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIABut 40% of B2B state social media as relevant development for 2013.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  • DiscussionRecommendationsIntroduction AnalysisB2B GOES ONLINEAn interesting perspective from Germany.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009
  • DiscussionRecommendationsIntroduction Analysis#1 The use of (mobile) internet in CH increases dynamically.#2 80% of the Swiss population is online.#3 Print is dead. Long live social media.#4 94% of big Swiss companies are on social media.#5 Facebook is in pole position.#6 B2B decision maker spend 2h per day online.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.chSource: www.bfs.admin.ch / Net-Metrix Base.Source: Y&R Group Switzerland, Media use index 2012SUMMARY.
  • DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  • DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  • DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  • DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  • DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  • DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voiceGOALS.
  • DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voiceGOALS.
  • DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voice #5 Mobile: Emphasis (technological & content side) onmobile devices #6 Pre-buzz: Generate involvement bycreating a pre-launch buzzGOALS.
  • #5MOBILE.
  • #6PRE-BUZZ.#ASR1000#cisco“finally in CH!”“can’t wait for the launch..”
  • DiscussionAnalysisIntroduction RecommendationsRECOMMENDATIONS.
  • DiscussionAnalysisIntroduction RecommendationsMAIN FOCUS WITHIN THE MARKETING MIXXxxAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  • DiscussionAnalysisIntroduction RecommendationsMAIN FOCUS WITHIN THE MARKETING MIXFocus on localization of digital communication.Marketing trends toward digital communication:Engagement marketing: from interruption to integration with customers contextInbound marketing: get into dialogue with your customerContent marketing: emphasis on your content (is king)Digital tactitcs & tools (Placement):Agile Commerce: multi channel approachPositioning & content strategy (Promotion):Integrated communication: same key-visual, one claim, one hashtagConsumer behavior: Communication in the age of information overloadUse of infographics (viral potential)Use of testimonials / storytellingUser generated content (UGC) & content curation
  • AGILECOMMERCE.
  • INTEGRATEDCOMMUNICATION.
  • TONEOFVOICE.
  • INFOGRAPHICS.
  • TESTIMONIALS.
  • TESTIMONIALS.
  • UGC.
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & Dialogue
  • LANDINGPAGE.
  • BLOG.
  • BLOG.
  • CONTENTCURATION.
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & DialogueFacebook Still a must in Switzerland Active operation:DialogueTwitter Important for PR, as most journalists are there Active operation:DialogueXING More popular in Switzerland than LinkedIn Active operation:Dialogue
  • FACEBOOK.
  • TWITTER.
  • XING.
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & DialogueYouTube Content Database: videos Passive operation:Distribution of contentFlickr Content Database: visuals, photos &infographicsPassive operation:Distribution of contentSlideshare Content Database: PPT presentations,whitpapers & infographicsPassive operation:Distribution of contentFacebook Still a must in Switzerland Active operation:DialogueTwitter Important for PR, as most journalists are there Active operation:DialogueXING More popular in Switzerland than LinkedIn Active operation:Dialogue
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe nice to haves.Nice to have Outlay / Reason why ObjectiveLinkedIn Depends on budget Active operation:Distribution of contentWebinar Depends on budget Active operation: Dialogue &Distribution of contentWeb Tools / Apps Depends on budget Active operation: Dialogue
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe don’ts.Go without Outlay / Reason whyGoogle+ Doesn’t work in Switzerland;invest in Google adWords instead (SEO)Online Game Not our targed group (low educated, young)Pinterest Not our target group (young, creative, female)Second Life No comment ;- )Online Event «Fish where the fish are in Switzerland»what works in U.S. doesn’t have to work in Switezerland
  • DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXSummary of goals and actions.#1 Awareness#2 Social aspect#3 Sustainableconnection#4 Share of voice#5 Mobile#6 Pre-buzzVirtualVisualViralMANTRA LOCALISATION ISTRUMENTSGOALS
  • RecommendationsAnalysisIntroduction DiscussionDISCUSSION.
  • RecommendationsAnalysisIntroduction DiscussionAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  • ENGAGEMENTMARKETING?
  • Show video via YouTube:http://www.youtube.com/watch?v=LDY4IDzaxqU..sorry had some troubles with Adobe.
  • Got the idea of engagement marketing?Away from passive consumptionof messages toward a beneficialrelationship with the brand.Personal experience withengagement marketing?Professionall experience withengagement marketing?
  • THANKS.QUESTIONS?The case of Cisco Systems andSocial Media13.03.13