Digital Marketing Communication

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One Day Lecture on Digital Marketing Communications

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Digital Marketing Communication

  1. 1. 24.6.2014 Dr. Ute Hillmer Dr. Ute Hillmer Better Reality Marketing Reutlingen, 24.6.2014 Digital Marketing
  2. 2. 24.6.2014 Dr. Ute Hillmer Dr.UteHillmer anexpertinmarketingandpromoting technologyproducts,especially innovativehard-andsoftwareproducts thatarenotself-explaining. Withsuchproducts,humanbehavioris oftenoutsidetheboundariesofrationality, despiteitseconomiccontext.Itistypically aresultofsocial,cognitiveandemotional
  3. 3. 24.6.2014 Dr. Ute Hillmer Experience • 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
  4. 4. 24.6.2014 Dr. Ute Hillmer 4 2. The basics about digital marketing 4. The digital toolbox – let’s use what we have found 5. Content Marketing and Storytelling 6. Engagement in Technology 1. How and why did communication change? 3. Let‘s see how they do it! Agenda
  5. 5. 24.6.2014 Dr. Ute Hillmer
  6. 6. 24.6.2014 Dr. Ute Hillmer Why has Marketing Communication Changed?
  7. 7. 24.6.2014 Dr. Ute Hillmer How did you buy yesterday? How do you buy today? How will you buy tomorrow?
  8. 8. 24.6.2014 Dr. Ute Hillmer ThePower of Recommendations: „I‘llHaveWhat She isHaving“
  9. 9. 24.6.2014 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 • Visualisation tech. • Social Media • Digital distribution • Intelligent automation • …
  10. 10. 24.6.2014 Dr. Ute Hillmer Changing Kommunication from Sender Receiver
  11. 11. 24.6.2014 Dr. Ute Hillmer Changing Kommunication to Sender Receiver
  12. 12. 24.6.2014 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. 13. 24.6.2014 Dr. Ute Hillmer Who has to go with the change?
  14. 14. 24.6.2014 Dr. Ute Hillmer Warum sind Sie in Sozialen Netzen (EuropeaData) ...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
  15. 15. 24.6.2014 Dr. Ute Hillmer Social Media Not just for nurds
  16. 16. 24.6.2014 Dr. Ute Hillmer How Social Media matters to B2B • Chief stakeholders may not be using social media. – but their lieutenants will • Social media is impacting how B2B decisions are being made. – Background research – Expertise – Search results impact
  17. 17. 24.6.2014 Dr. Ute Hillmer Customers + Web 2.0Technologies
  18. 18. 24.6.2014 Dr. Ute Hillmer Social Media: Who is there? (Wave7Data) http://wave.umww.com/assets/pdf/wave_7- cracking-the-social-code.pdf
  19. 19. 24.6.2014 Dr. Ute Hillmer Social Media in B2B? Guten Tag! Grüß Gott! Source: Storymaker People buy from people!
  20. 20. 24.6.2014 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.
  21. 21. 24.6.2014 Dr. Ute Hillmer How Effective ist Social Media? Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
  22. 22. 24.6.2014 Dr. Ute Hillmer Successful B2B marketing is… • all about segmenting customer experiences to fit the product life cycle and the typical customer profile • about developing and maintaining trust – matching the different customer segments need • about initiating a customer centric dialog that takes the different customer profiles into consideration Behavioral economics!
  23. 23. 24.6.2014 Dr. Ute Hillmer Social Media and the Buying Process Post-sales user-experience reports support + help complains learning upgrading Sales looking for the best deal Pre-sales looking for information
  24. 24. 24.6.2014 Dr. Ute Hillmer Social Media and the buying process
  25. 25. 24.6.2014 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 DevelopmentStepsin Marketing (Meffert,2008S.8) Inhaltlicher Fokus des Marketings
  26. 26. 24.6.2014 Dr. Ute Hillmer The Dell Hell Case Lesson: • Your compqny is talked about - with or without you …you want to steer the direction best you can? • Dell Hell: starting point in 2005
  27. 27. 24.6.2014 Dr. Ute Hillmer Dell Hell
  28. 28. 24.6.2014 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
  29. 29. 24.6.2014 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”
  30. 30. 24.6.2014 Dr. Ute Hillmer CooperativeMarketingTargetedCustomer Dialog
  31. 31. 24.6.2014 Dr. Ute Hillmer The to get started
  32. 32. 24.6.2014 Dr. Ute Hillmer How to get started with Digital Marketing 1. StayFocusedonyourObjective • Which channel, which medium, which platform will help me reach my target? • Define marketing goal • Define target markets Be where your customers are!!
  33. 33. 24.6.2014 Dr. Ute Hillmer How to get started with Digital Marketing? 2. Whatdoyouintenttoachieve? • 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!
  34. 34. 24.6.2014 Dr. Ute Hillmer How to get startedwithDigitalMarketing 3. Whereareyourcustomershavingtheirconversations? “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
  35. 35. 24.6.2014 Dr. Ute Hillmer How to get startedwithDigitalMarketing 4. Set Strategy+ Processes • Where are my customers => What product(s) are suitable for social networks? • How do I position these products? • Does my CI and brand fit the online community? • How do I communicate online (tone and stile)? • Which social networks will be suitable? • What reactions should I be prepared to get? • How will I react to negative feedback from blogs, etc.? • Do I communicate centralized or distributed? Ask yourself You have no glue? Then have a look how your competitors do it!
  36. 36. 24.6.2014 Dr. Ute Hillmer How to get started with Digital Marketing 5. DigitalMarketinghasanevergrowingToolbox–don’tget confused instead… Source: Wave 7
  37. 37. 24.6.2014 Dr. Ute Hillmer How to get started with Digital Marketing 5. DigitalMarketinghasanevergrowingToolbox–Integrate offlineandonline(360degree) – Search Engine Marketing – Keyword Marketing – Forums – Blogs – Interest Groups – Portals – Social Networks (Facebook, Twitter, Xing, LinkedIn, Spotify, Pinterest…) – Podcasts – Video Sites (YouTube, …) – Price Search Engines – Rating Sites – Picture Galleries, Social Galleries, Pinboards – Apps – Location Based Apps – Games – Music Networks – …
  38. 38. 24.6.2014 Dr. Ute Hillmer ClassicTouchpoints Journals and Magazines Bill board advertisement Trade shows Offline- Word of Mouth Often individually pushed, seldom orchestrated Salesteam and Partners Source: Storymaker
  39. 39. 24.6.2014 Dr. Ute Hillmer Supplemented by a DigitalArchitecture WEB- SITE Micro- Site Online- PR ONLINE - PR PUSH/PULL Source: Storymaker News- letter
  40. 40. 24.6.2014 Dr. Ute Hillmer And Increasingly Mobile Source: Mashable August 05, 2013
  41. 41. 24.6.2014 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 Multiplikationseffekt e 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
  42. 42. 24.6.2014 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
  43. 43. 24.6.2014 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
  44. 44. 24.6.2014 Dr. Ute Hillmer DigitalMarketing and“TheLongTail” • Chris Anderson: The Long Tail, 2006.
  45. 45. 24.6.2014 Dr. Ute Hillmer DigitalMarketing “TheCluetrainManifesto(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.
  46. 46. 24.6.2014 Dr. Ute Hillmer Recap The Basics to get started • What was most important? • What was new? • What is unclear?
  47. 47. 24.6.2014 Dr. Ute Hillmer Now Comming #1 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
  48. 48. 24.6.2014 Dr. Ute Hillmer Hands on Exploitation 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)
  49. 49. 24.6.2014 Dr. Ute Hillmer Hands on Exploitation (TeamSize2-3personsmax.) Present in 10-15 Minutes • What digital channels are used? – Tell us why they get used And by channel • Is there a particular customer focus online? • What is done online, and how do they do it? • What is the value of the activity for the customer? • What is the value of the activity for the company? • What do they do particularly well online, and why? • What is not so good + why? • Anything that stands out? Caught your attention? • Please snippet examples, make a little presentation and share it with us!
  50. 50. 24.6.2014 Dr. Ute Hillmer The Digital Toolbox
  51. 51. 24.6.2014 Dr. Ute Hillmer The Social Media Toolbox Slide by Solis + Thomas Choose your channels wisely!
  52. 52. 24.6.2014 Dr. Ute Hillmer How to get started with Digital Marketing –don’tgetconfused instead… Source: Wave 7
  53. 53. 24.6.2014 Dr. Ute Hillmer Supplemented by a DigitalArchitecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication Channel Corporate Hosting
  54. 54. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  55. 55. 24.6.2014 Dr. Ute Hillmer Typesof SocialMediaInteraction by Purpose Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung CRM = Customer Relationship Management
  56. 56. 24.6.2014 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  57. 57. 24.6.2014 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  58. 58. 24.6.2014 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  59. 59. 24.6.2014 Dr. Ute Hillmer TheCorporateWebsite: CenterStage+AggregationPoint
  60. 60. 24.6.2014 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.
  61. 61. 24.6.2014 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
  62. 62. 24.6.2014 Dr. Ute Hillmer TheCorporateBlog the“Sunof theSolar ContentSystem”
  63. 63. 24.6.2014 Dr. Ute Hillmer TheCorporateBlog blog.daimler.de
  64. 64. 24.6.2014 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
  65. 65. 24.6.2014 Dr. Ute Hillmer Direct2Dell Blog
  66. 66. 24.6.2014 Dr. Ute Hillmer TechCenter Blog, Chat, Community
  67. 67. 24.6.2014 Dr. Ute Hillmer Dell Shares Investor Relations
  68. 68. 24.6.2014 Dr. Ute Hillmer TheCorporateBlog Employeesas Experts
  69. 69. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  70. 70. 24.6.2014 Dr. Ute Hillmer TheCorporateBlog Typesof SocialMedia Interaction Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Sales Referal Socially-enabled Service Social Campaign Tracking Proactive Lead Generierung
  71. 71. 24.6.2014 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
  72. 72. 24.6.2014 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
  73. 73. 24.6.2014 Dr. Ute Hillmer TheCorporateBlog 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 Christensen Manager, Social Media Communications
  74. 74. 24.6.2014 Dr. Ute Hillmer Social Networks
  75. 75. 24.6.2014 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.
  76. 76. 24.6.2014 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
  77. 77. 24.6.2014 Dr. Ute Hillmer How Social Networks work Think of Social Networks as a sports club!
  78. 78. 24.6.2014 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…
  79. 79. 24.6.2014 Dr. Ute Hillmer How Social Networks work 3 Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  80. 80. 24.6.2014 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)
  81. 81. 24.6.2014 Dr. Ute Hillmer Dell on Facebook Ratings
  82. 82. 24.6.2014 Dr. Ute Hillmer Dell on Google +
  83. 83. 24.6.2014 Dr. Ute Hillmer Dell on Google + Hangouts
  84. 84. 24.6.2014 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
  85. 85. 24.6.2014 Dr. Ute Hillmer Festools: Brandscouts
  86. 86. 24.6.2014 Dr. Ute Hillmer Dialog Marketing Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
  87. 87. 24.6.2014 Dr. Ute Hillmer Dialog Marketing Anwendungsberatung
  88. 88. 24.6.2014 Dr. Ute Hillmer Dialog Marketing Complains
  89. 89. 24.6.2014 Dr. Ute Hillmer Dialog Marketing Product Comparison 28 Kommentare später …
  90. 90. 24.6.2014 Dr. Ute Hillmer Service-Communication Dialog Marketing
  91. 91. 24.6.2014 Dr. Ute Hillmer Stolz Dialog Marketing
  92. 92. 24.6.2014 Dr. Ute Hillmer Festool on Facebook Entwicklung Mrz10 Apr10 Mai10 Jun10 Jul10 Aug10 Sep10 Okt10 Nov10 Dez10 Jan11 Feb11 Mrz11 Apr11 Mai11 Jun11 Jul11 Aug11 Sep11 Okt11 Nov11 Dez11 Jan12 Feb12 Mrz12 Apr12 Mai12 Jun12 Entwicklung Facebook Fans curtsey of Klaus Danner, Manager Customer Communications
  93. 93. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  94. 94. 24.6.2014 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung
  95. 95. 24.6.2014 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship Management Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Sales Referal Socially-enabled Service Social Campaign Tracking Proactive Lead Generierung
  96. 96. 24.6.2014 Dr. Ute Hillmer 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
  97. 97. 24.6.2014 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
  98. 98. 24.6.2014 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
  99. 99. 24.6.2014 Dr. Ute Hillmer Content Sharing Platforms • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  100. 100. 24.6.2014 Dr. Ute Hillmer Supplemented by a DigitalArchitecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication Channel Corporate Hosting
  101. 101. 24.6.2014 Dr. Ute Hillmer Festtool onYoutube
  102. 102. 24.6.2014 Dr. Ute Hillmer Festool onYoutube Entwicklung Mrz10 Apr10 Mai10 Jun10 Jul10 Aug10 Sep10 Okt10 Nov10 Dez10 Jan11 Feb11 Mrz11 Apr11 Mai11 Jun11 Jul11 Aug11 Sep11 Okt11 Nov11 Dez11 Jan12 Feb12 Mrz12 Apr12 Mai12 Jun12 Youtube - Views pro Tag curtsey of Klaus Danner, Manager Customer Communications
  103. 103. 24.6.2014 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
  104. 104. 24.6.2014 Dr. Ute Hillmer Crowd Sourcing / Open Innovation 19.12.2011
  105. 105. 24.6.2014 Dr. Ute Hillmer IdeaStorm OpenInnovationPlatform Objective  Collect product ideas, and Product solution ideas from customers  Custoner insight ranked by urgency 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
  106. 106. 24.6.2014 Dr. Ute Hillmer Dell Design Studio MassIndividualisation Objective  mass customization  brand recognition Target  individualistic customers + prospects SM Strategie  online offer
  107. 107. 24.6.2014 Dr. Ute Hillmer Open Innovation through Social Media
  108. 108. 24.6.2014 Dr. Ute Hillmer Turning the R&D Processes Upside Down! R&D Market Demand: Product Lifecycle outbound Marketing inbound Marketing Cash flow over time
  109. 109. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  110. 110. 24.6.2014 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Sales Referal Proactive Lead Generierung
  111. 111. 24.6.2014 Dr. Ute Hillmer StartingpointforSocialCustomerRelationship Management 19.12.2011Dr. Ute Hillmer, Better Reality Marketing Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Sales Referal Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Proactive Lead Generierung
  112. 112. 24.6.2014 Dr. Ute Hillmer Dell Shop eCommercewith Social Content Objective  sales  Change brand perception Target  customers  prospects SM Strategie  eShop with rankings + reviews
  113. 113. 24.6.2014 Dr. Ute Hillmer Festool – Dealer Partnerships
  114. 114. 24.6.2014 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
  115. 115. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  116. 116. 24.6.2014 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Sales Referal Proactive Lead Generierung
  117. 117. 24.6.2014 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship Management Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Sales Referal Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Proactive Lead Generierung
  118. 118. 24.6.2014 Dr. Ute Hillmer Microblogging
  119. 119. 24.6.2014 Dr. Ute Hillmer Twitter 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)
  120. 120. 24.6.2014 Dr. Ute Hillmer Dell onTwitter
  121. 121. 24.6.2014 Dr. Ute Hillmer DellOutlet Twitteras anOutletstore Objective  selling  change brand recognition Target  customers  prospects SM Strategy  Twitter as a sales plattform Results  June 2009: $6,5 M revenue
  122. 122. 24.6.2014 Dr. Ute Hillmer DellOutlet Deutschland Twitteras anOutletstore
  123. 123. 24.6.2014 Dr. Ute Hillmer DellOutlet China Twitteras anOutletstore
  124. 124. 24.6.2014 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter curtsey of Klaus Danner, Manager Customer Communications
  125. 125. 24.6.2014 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter twitter.com/festool 978 Follower Stand 09.07.2012 curtsey of Klaus Danner, Manager Customer Communications
  126. 126. 24.6.2014 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFesttool onTwitter • 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
  127. 127. 24.6.2014 Dr. Ute Hillmer Tools for the toughest demandsFesttool onTwitter ausgewählteFollower curtsey of Klaus Danner, Manager Customer Communications
  128. 128. 24.6.2014 Dr. Ute Hillmer 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
  129. 129. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  130. 130. 24.6.2014 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung
  131. 131. 24.6.2014 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship Management Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung
  132. 132. 24.6.2014 Dr. Ute Hillmer DellCares Twitteras aSupportChannel 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
  133. 133. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  134. 134. 24.6.2014 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Sales Referal Proactive Lead Generierung
  135. 135. 24.6.2014 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship Management Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Sales Referal Proactive Lead Generierung
  136. 136. 24.6.2014 Dr. Ute Hillmer Why Social Media Monitoring? IssueManagement 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” 19.12.201Dr. Ute Hillmer, Better
  137. 137. 24.6.2014 Dr. Ute Hillmer 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
  138. 138. 24.6.2014 Dr. Ute Hillmer Why Social Media Monitoring? CustomerServiceandSupport,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 cost 19.12.201Dr. Ute Hillmer, Better
  139. 139. 24.6.2014 Dr. Ute Hillmer Evolution in CRM Transaction- 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.
  140. 140. 24.6.2014 Dr. Ute Hillmer Dell „SocialMedia ListeningCommandCenter“ 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
  141. 141. 24.6.2014 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market- triggered social interactions Business- triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  142. 142. 24.6.2014 Dr. Ute Hillmer Social CRM functional architecture 19.12.2011Dr. Ute Hillmer, Better Reality Marketing Marketing Sales Service Face to face Phone / SMS E-mail Letter Fax Website Business Partner Traditionalle Processes Traditional Channel Interfaces Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service Social CRM Layer Social Channel Interface Internal SocialTools (Internal blogs, wikis, sharing platforms, social networks, innovation portal, etc.) POS Market- oriented Social Tools Market Interne Collaboration Tools F&E Socially-enabled 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
  143. 143. 24.6.2014 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship Management 19.12.2011Dr. Ute Hillmer, Better Reality Marketing Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Sales Referal Proactive Lead Generierung
  144. 144. 24.6.2014 Dr. Ute Hillmer Recap Social Media Toolbox • What was most important? • What was new? • What is unclear?

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