Social Media - Why your company should not ignore it! 12/11 part1
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Social Media - Why your company should not ignore it! 12/11 part1

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Social Media 12/11 Lecture Part1 ...

Social Media 12/11 Lecture Part1

Why is Marketing Changing?
Do I have to be in Social Media as a Company?
Do I really have to be there as a B2B Company?
...
and once I have convinced you:
How to get started!

Social Media Winter 2011 lecture part1

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Social Media - Why your company should not ignore it! 12/11 part1 Social Media - Why your company should not ignore it! 12/11 part1 Presentation Transcript

  • Social Media   –“Do I really have to be there   as a Company? “by  Dr. Ute  Hillmer Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  • Why is Marketing Changing? Do I have to be in Social Media  as a Company? Do I really have to be there as  a B2B Company? Dr. Ute Hillmer    19.12.2011
  • Why is Marketing Changing? Because buyer behaviour  is changing significantly!  Dr. Ute HIllmer 19.12.2011
  • How did you buy yesterday?How do you buy today?How will you buy tomorrow? SOCIAL MEDIA changes the way individuals and companies form their opinion about buying decisions. Dr. Ute HIllmer 15.07.2011
  • The Power of Recommendations:„I‘ll HaveWhatShe is Having“ Dr. Ute HIllmer 19,12.2011
  • Change  Engines on the Meta LevelTechnological Development   Digitalization  Visualisation tech.  Network technologies  Social Media  Converging media   Digitale distribution  Storage technologies  Intellig. automation …Social Development The major customer  „der mündige Mensch“   Selfconfidence  Participation   Self‐determination  Individualisation Dr. Ute HIllmer 19,12.2011
  • Changing Kommunication fromSender Receiver Dr. Ute HIllmer 19,12.2011
  • Changing Kommunication toSender Receiver Dr. Ute HIllmer 19,12.2011
  • From Product‐ to  Customerfocus Product Customer Needs Price Customer  Cost Place Convenience / Access Promotion CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
  • Social Media   –“Do I really have to be there   as a Company? “ Dr. Ute HIllmer 19.12.2011
  • Dr. Ute HIllmer Social Media:  Does it Pay Off? 115.07.2011 http://www.experian.com/simmons‐ research/register‐2011‐social‐media‐consumer‐ trend‐report.html
  • Dr. Ute HIllmer Social Media:  Does it Pay Off? 219.12.2011 http://www.experian.com/simmons‐ research/register‐2011‐social‐media‐consumer‐ trend‐report.html
  • Social Media:  Does it Pay Off? 3 Dr. Ute HIllmer 19.12.2011
  • 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 Dr. Ute HIllmer 19.12.2011
  • Dell Hell Dr. Ute HIllmer 19.12.2011
  • 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 Dr. Ute HIllmer 19.12.2011
  • DELL“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, 20062011: Dell named “most social brand of 100 top brands” Dr. Ute HIllmer 19.12.2011
  • Dell‘s Target  SpecificCustomer Dialog Dr. Ute HIllmer 19,12.2011
  • Social Media   –“Do I really have to be there   as a B2B Company? “ Dr. Ute HIllmer 19.12.2011
  • How Social Media Matters to B2B Chief stakeholders may not be using social media.  But lieutenants will Social media is impacting how B2B decisions are  being made.  Background research  Expertise  Search results impact Dr. Ute HIllmer 19.12.2011
  • Social Media Not just for nurds Dr. Ute HIllmer 15.07.2011
  • Social Media and the Buying Process Post‐sales user‐exp. reports support+help complains learning upgrading Sales looking for the best deal Pre‐sales looking for information Dr. Ute HIllmer 19.12.2011
  • Social Media BasicsWhat do I have to know and understand to get started?  Dr. Ute HIllmer 15.07.2011
  • How to get started1. Stay focused on your objective Define marketing goal  Define target markets Which channel, which  medium, which platform will  help me reach my target? Be, where your customers are!! Dr. Ute HIllmer 15.07.2011
  • How to get started2. What do you intent to achieve?• Win additional customers • Increase communication • Gain a new customer base with customers• Increase sales • Increase website traffic• Increase awareness • Increase image• Enter new markets • Change image • Increase online reputation As with traditional marketing:  set yourself realistic goals! Dr. Ute HIllmer 15.07.2011
  • How to get started3. Where are your customers having their conversations? “Lets 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
  • How to get started4. The Content LISTEN Relevance talk energize Benefit support Entertainment integrate bondGroundswell 2008, S.77
  • How to get started5. Set Strategy +  ProcessesAsk yourself Where are my customers =>   Which social networks will  What product(s) are suitable  be suitable? for social networks?  What reactions should I be  How do I position these  prepared to get? products?  How will I react to negative  Does my CI and brand fit the  feedback from blogs, etc.? online community?  Do I communicate  How do I communicate online  centralized or distributed? (tone and stile)?You have no glue?  Then have a look how your competitors  do it! Dr. Ute HIllmer 15.07.2011
  • Consequences of Social Media MarketingConsequences  for the Brand A brand is no longer only what we  – the  marketers  tell the  consumer/user/buyer it is. The band is what the  consumer/user/buyer tell each  other it is! „the intelligence of the masses“ Dr. Ute HIllmer 15.07.2011
  • Consequences of Social Media Marketing for the Product Range    “The Long Tail” Chris Anderson: The Long Tail, 2006.   Dr. Ute HIllmer 19.12.2011
  • Consequences of Social Media Marketing for the Customer “The Cluetrain Manifesto (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 dont 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.  Dr. Ute HIllmer 15.07.2011Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
  • Σ Social Media Basics#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 Dr. Ute HIllmer 15.07.2011
  • Recap  Social Media Basics  What was most important for you so far? Tell your neighbor to the right and left.  What open question emerged?  What is unclear? Dr. Ute HIllmer 19.12.2011