The Social Media Toolbox (updated 2012)

Social MediaBasicsWhat do I have to know andunderstand to get started?20.9.2012 Dr. Ute Hillmer

How to get startedStay 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!!20.9.2012 Dr. Ute Hillmer

How to get startedWhat 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!20.9.2012 Dr. Ute Hillmer

How to get started3. Where are your customers having their conversations? LISTEN!! “Lets spend a day in your customers talk media mix and learn to understand what they experience, how they feel, energize and most of all, how they support communicate and interact. “ Kevin Colleran, Facebooks #1 Sales Rep Integrate BOND20.9.2012 Dr. Ute Hillmer

How to get startedSet Strategy + ProcessesAsk yourself• Where are my customers => What • Which social networks will be product(s) are suitable for social suitable? networks? • What reactions should I be• How do I position these products? prepared to get?• Does my CI and brand fit the online • How will I react to negative community? feedback from blogs, etc.?• How do I communicate online (tone • Do I communicate centralized and stile)? or distributed? You have no glue? Then have a look how your competitors do it!20.9.2012 Dr. Ute Hillmer

Social Media Marketing has an evergrowing Toolbox – Search Engines – Video Sites (YouTube, …) – Forums – Price Search Engines – Blogs – Rating Sites – Interest Groups – Picture Galleries, Social – Portals Galleries (Spotify, Pinterest…) – Social Networks – Music Galleries (Spotify,…) (Facebook, Twitter, Xing, LinkedIn…) – Apps, Location Based Apps – Podcasts – Social Games – Social Media Monitoring (SMM) – …20.9.2012 Dr. Ute Hillmer

Consequences of Social Media Marketingfor the Product Range “The Long Tail”•20.9.2012 Dr. Ute HillmerChris Anderson: The Long Tail, 2006.

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.Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999. 20.9.2012 Dr. Ute Hillmer

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 + SMM20.9.2012 Dr. Ute Hillmer

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?20.9.2012 Dr. Ute Hillmer

TheSocial MediaToolbox20.9.2012 Dr. Ute Hillmer

What Media Channelsshould I use?Where should mycompany be present?20.9.2012 Dr. Ute Hillmer

20.9.2012 Dr. Ute Hillmer

The Social Media ToolboxChoose yourchannelswisely!Slide by Solis + Thomas20.9.2012 Dr. Ute Hillmer

Select YOUR Tools not All Tools!20.9.2012 Dr. Ute Hillmer

Social Media as a Workflow Process Communication Hosting Corporate Channel Youtube PR Content XING Website Facebook Flickr Microsites Twitter Issuu Blog LinkedIn Slideshare Newsletter Google+20.9.2012 Dr. Ute Hillmer Slide based on Björn Eichstädt, Storymaker

Types of Social Media Interactionby Source Social Service Questions & complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Twitter Corporate Social Content Existing Social Media FB Accoun Corporate Blogs, Forums, (Facebook, Xing, Twitter, Page t branded / unbranded Social Linkedin, etc.) Networks, etc.) Google … + Business‐ Customer‐facing triggered social employee interactions Monitoring / Data Mining (inside‐to‐outside Corp. inside‐to‐inside) Website Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service F&Ebased on Cipriani 200920.9.2012 Dr. Ute Hillmer Marketing Sales Service F&E

Types of Social Media Interactionby Purpose Marketing Sales Service/Support Innovation Social Marketing Social Sales Social Support Social Innovation Insight Insight Insight Insight Rapid Social Rapid Social Rapid Social Crowedsourced Marketing Response Sales Response Support Response F&E Social Event Socially‐enabled Sales Referal Management Service Social Campaign Proactive Lead Tracking Generierung CRM = Customer Relationship Managementbased on Altimeter Group 201020.9.2012 Dr. Ute Hillmer

360° Medienmanagement Kundenprofile beachten• Was machen Silver Surfer (>50 J.) Online? 20.9.2012 Dr. Ute Hillmer

360° MedienmanagementKundenprofil: Digital Natives Was machen Digital Natives (zwischen 14 und 29 J.) online?20.9.2012 Dr. Ute Hillmer

The Corporate Website:Center Stage20.9.2012 Dr. Ute Hillmer

The Corporate Website:Center Stage +Aggregation Point20.9.2012 Dr. Ute Hillmer

The Corporate Website• You control the content and the design• You 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.20.9.2012 Dr. Ute Hillmer

The Corporate Website• You 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 intensive20.9.2012 Dr. Ute Hillmer

The Corporate Blogthe “Sun of the Solar Content System”20.9.2012 Dr. Ute Hillmer

The Corporate Blogblog.daimler.de20.9.2012 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/Woche20.9.2012 Dr. Ute Hillmer

Direct2Dell Blog20.9.2012 Dr. Ute Hillmer

TechCenter Blog, Chat, Community20.9.2012 Dr. Ute Hillmer

Dell Shares Investor Relations20.9.2012 Dr. Ute Hillmer

TechCenter Blog, Chat, Community20.9.2012 Dr. Ute Hillmer

The Corporate BlogEmployees as Experts20.9.2012 Dr. Ute Hillmer

The Corporate BlogMake some rules. 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 Communications20.9.2012 Dr. Ute Hillmer http://www.ibm.com/blogs/zz/en/guidelines.html

Types of Social CRM Interaction Social Questions & Service complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Existing Social Media Corporate Social Content Networks Corporate Blogs, Forums, (Facebook, Xing, Twitter, branded / unbranded Social Linkedin, etc.) Networks, etc.) Business‐ Customer‐facing triggered social employee interactions Monitoring / (inside‐to‐outside Data Mining inside‐to‐inside) Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service R&Dbased on Cipriani 200920.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D

The Corporate BlogTypes of Social Media Interaction Marketing Sales Service/Support Innovation Social Marketing Social Sales Social Support Social Innovation Insight Insight Insight Insight Rapid Social Rapid Social Rapid Social Crowedsourced Marketing Response Sales Response Support Response F&E Social Event Socially‐enabled Sales Referal Management Service Social Campaign Proactive Lead Tracking Generierungbased on Altimeter Group 201020.9.2012 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 rankings20.9.2012 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 easy20.9.2012 Dr. Ute Hillmer

Social Networks20.9.2012 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.20.9.2012 Dr. Ute Hillmer

Built and Maintain Networks Individuals, professionals and companies look for suitable networks and clusters Within a network, they look for suitable groups and joint them 20.9.2012 Dr. Ute Hillmer

How Social Networks work Think about a sports club!20.9.2012 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…20.9.2012 Dr. Ute Hillmer

How Social Networks work 3Friends are easily found,one links up, meets, networks, …and own expertise distributes …20.9.2012 Dr. Ute Hillmer

Dell on Facebook CommunityObjective Customer insight Customer bonding, pos. Brand recognitionTarget Segmented customer groups and prospectsSM Strategy „Be were your customer is“ Offer community experience Results 644.723 likes (July 2011) 909.910 likes (Dec 2011) 20.9.2012 Dr. Ute Hillmer

Dell on Facebook Ratings20.9.2012 Dr. Ute Hillmer

Dell on Google +20.9.2012 Dr. Ute Hillmer

Dell on Google + Hangouts20.9.2012 Dr. Ute Hillmer

Festool on Facebookfacebook.com/festool.de39.559 FansStand: 09.07.2012curtsey of Klaus Danner,Manager CustomerCommunications20.9.2012 Dr. Ute Hillmer

Festool on Facebook Fanpage• http://www.facebook.com/festool.de• Sprachen: DeutschBeiträge von Festool auf Facebook:• Produkte und Angebote• Aktuelle Informationen• Messen und andere Events• Fanaktionen: Fotowettbewerb, Poster, TestimonialsBeiträge von Usern auf Facebook:• Fragen zur Anwendung• Produktvergleich• Fragen zur Reparatur von Festool-Produkten• Fragen zu Service & Bestellungen 20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festtool Ziele der Nutzung von Social Media Information & Problemlösung & Beratung Beschwerden & Wissensaustausch Hilfe Reklamation Kaufbestätigung Affinitätsimpuls, Profilierung, Altruistischer Impuls, Bekenntnis zur Marke Reputation Hilfsbereitschaft 20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Meinungen20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Fragen Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Anwendungsberatung20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Produktvergleich 28 Kommentare später …20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Beschwerdekanal20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Servicekommunikation20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Kunden-Stolz20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Information Flow Anwendungs‐ fragen Service & Beschwerde‐ Direkte Management Reaktion im Social Media Kanäle – incl. Monitoring Social Web Beratungs‐ bedarf System  Service  Support Meinungsführer  Beschwerdem. Beschwerden Management  Kundenzufriedenh.  Produkte … Produkt‐ Diskussion PR Indirekte Reaktion z.B. Berichte Presse /neue Produkttests Produkte Marketing/ Rechtsabteilung…20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Mrz 10 20.9.2012 Dr. Ute Hillmer Apr 10 Mai 10 Jun 10 Jul 10 Aug 10 Sep 10 Okt 10 Nov 10 Dez 10 Jan 11 Feb 11 Mrz 11 Apr 11 Mai 11 Festool on Facebook Jun 11 Jul 11 Aug 11 Sep 11 Okt 11 Entwicklung Facebook Fans Nov 11 Dez 11 Jan 12 Feb 12 Mrz 12 Fan-Development Apr 12 Mai 12 Jun 12curtsey of Klaus Danner, Manager Customer Communications

Starting point for Social Customer RelationshipManagement Marketing Sales Service/Support Innovation Social Marketing Social Sales Social Support Social Innovation Insight Insight Insight Insight Rapid Social Rapid Social Rapid Social Crowedsourced Marketing Response Sales Response Support Response F&E Social Event Socially‐enabled Sales Referal Management Service Social Campaign Proactive Lead Tracking Generierungbased on Altimeter Group 201020.9.2012 Dr. Ute Hillmer

Social Networks • Direct customer communication • Efficient marketing tool • Largest social Network • Gives companies “a face” • Many forms of interaction or “faces” • Entertainment • Connectable with twitter, • Full display of many media Google+, linkedin… formats (pictures, movies, games, ...) • Mobile app • Cool ideas result in huge reach • Location updates • Personal reputation • Many apps enlarge management functionality • Facebook statistics20.9.2012 Dr. Ute Hillmer

Social Networks Practice • Uncontrolled environment • Privacy problems for employees – Like button (documenting all activity on the website) • Time-consuming – Open FB tab in Browser • Less exciting products – Apps can result in spam can have a hard time • Hard to separate private and gaining recognition business • FB can change the rules as • Requires high frequency they like (free service) of relevant content generation20.9.2012 Dr. Ute Hillmer

Business Oriented Social Networks • More serious environments, no personal content • Suitable for personal business profile pages • Increasingly commercial + • Customer + recruiter research spam • Personal reputation • Time consuming management • Not all audiences are in • Business oriented groups these networks • Business contact initiation and • Often regional management20.9.2012 Dr. Ute Hillmer

Content Sharing Platforms• Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations20.9.2012 Dr. Ute Hillmer

Social Media as a Workflow Process Communication Hosting Corporate Channel Youtube PR Content XING Website Facebook Flickr Microsites Twitter Issuu Blog LinkedIn Slideshare Newsletter Google+20.9.2012 Dr. Ute Hillmer Slide based on Björn Eichstädt, Storymaker

Festtool on Youtube youtube.com/festool März 2010 bis Juni 2012 1.071.330 views curtsey of Klaus Danner, Manager Customer Communications20.9.2012 Dr. Ute Hillmer

Mrz 10 Apr 10 20.9.2012 Dr. Ute Hillmer Mai 10 Jun 10 Jul 10 Aug 10 Sep 10 Okt 10 Nov 10 Dez 10 Jan 11 Feb 11 Mrz 11 Festool on Youtube Apr 11 Mai 11 Jun 11 Jul 11 Aug 11 Youtube ‐ Views pro Tag Sep 11 Okt 11 Entwicklung Nov 11 Dez 11 Jan 12 Feb 12 Mrz 12 Apr 12 Mai 12 Jun 12curtsey of Klaus Danner, Manager Customer Communications

Content Sharing Platforms  Easy way to display, archive and share • Copyright problems  No need for own • Free data upload or infrastructure and information spread is storage limited  Possible real time • No quality control of reporting of events content and material  Products / content is ranked by audience20.9.2012 Dr. Ute Hillmer

Crowd Sourcing / Open Innovation19.12.2011 20.9.2012 Dr. Ute Hillmer

Dell‘s Crowdsourcing Aktivitäten20.9.2012 Dr. Ute Hillmer

IdeaStorm Open Innovation Platform Objective Collect product ideas, and Product solution ideas from customers Custoner insight ranked by urgency Target customer prospect  Marketing SM Strategy R&D Engagement + learning Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented20.9.2012 Dr. Ute Hillmer 19.12.2011

Dell Design Studio Mass Individualisation Objective  mass customization  brand recognition Target  individualistic customers + prospects SM Strategie  online offer20.9.2012 Dr. Ute Hillmer

Open Innovation through Social Media20.9.2012 Dr. Ute Hillmer

Turning the R&D Processes Upside Down! Cash flow over time Market Demand: Product Lifecycle R&D inbound Marketing outbound Marketing20.9.2012 Dr. Ute Hillmer

Starting point forSocial Customer RelationshipManagement Marketing Sales Service/Support Innovation Social Marketing Social Sales Social Support Social Innovation Insight Insight Insight Insight Rapid Social Rapid Social Rapid Social Crowedsourced Marketing Response Sales Response Support Response F&E Social Event Socially‐enabled Sales Referal Management Service Social Campaign Proactive Lead Tracking Generierungbased on Altimeter Group 201020.9.2012 Dr. Ute Hillmer

Dell Shop eCommercewith Social Content Objective sales Change brand perception Target customers prospects SM Strategie eShop with rankings + reviews20.9.2012 Dr. Ute Hillmer

Festool – Dealer Partnerships20.9.2012 Dr. Ute Hillmer

Recommendation Platforms • Here users share experiences, perceptions and recommendations about products, services and organizations . • bad products are exposed Sometimes detailed discussions can evolve.. • Products are ranked by audience • credibility • good products are usually ranked positively20.9.2012 Dr. Ute Hillmer

Types of Social CRM Interaction Social Questions & Service complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Existing Social Media Corporate Social Content Networks Corporate Blogs, Forums, (Facebook, Xing, Twitter, branded / unbranded Social Linkedin, etc.) Networks, etc.) Business‐ Customer‐facing triggered social employee interactions Monitoring / (inside‐to‐outside Data Mining inside‐to‐inside) Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service R&Dbased on Cipriani 200920.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D 19.12.2011

Microblogging20.9.2012 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)20.9.2012 Dr. Ute Hillmer

Dell on Twitter20.9.2012 Dr. Ute Hillmer

Dell‘s Twitter Activities20.9.2012 Dr. Ute Hillmer

DellOutlet Twitter as an Outletstore Objective selling change brand recognition Target customers prospects SM Strategy Twitter as a sales plattform Results June 2009: $6,5 M revenue Delloutlet: 1,54 Mio 7/11 1,55 Mio 12/11 follower (D: 131 seit Feb. 2011)20.9.2012 Dr. Ute Hillmer 19.12.2011

DellOutlet Deutschland Twitter as an Outletstore20.9.2012 Dr. Ute Hillmer

DellOutlet China Twitter as an Outletstore20.9.2012 Dr. Ute Hillmer

Festtool on Twitter twitter.com/festool 978 Follower Stand 09.07.201220.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festtool on Twitter• http://twitter.com/festool• Sprache: DeutschBeiträge von Festool auf Twitter:• Produkte und Angebote• Online-Umfrage• Informationen zu MessenBeiträge von Usern auf Twitter:• Bauanleitungen von Festool• Fragen zu Produkten 20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festtool on Twitter ausgewählte Follower20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Twitter  fast  cheap • only short messages (Twitter 140  real-time communication characters)  real-time market research • short lifetime of tweets  advertising allowed • a lot of meaningless information  direct customer in twitter sphere  great monitoring tool (alternative • difficult to measure clients, e.g. tritterdeck)  interest based, not friendship • Spam / unpleasant followers based possible  global • Fast media for fast + easy  mobile mistakes20.9.2012 Dr. Ute Hillmer

Types of Social CRM Interaction Social Questions & Service complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Existing Social Media Corporate Social Content Networks Corporate Blogs, Forums, (Facebook, Xing, Twitter, branded / unbranded Social Linkedin, etc.) Networks, etc.) Business‐ Customer‐facing triggered social employee interactions Monitoring / (inside‐to‐outside Data Mining inside‐to‐inside) Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service R&D based on Cipriani 2009 20.9.2012 Dr. Ute Hillmer MarketingDr. Ute Hillmer, Better Reality Marketing Sales Service R&D 19.12.2011

DellCares Twitter as a Support Channel 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 Tweets20.9.2012 Dr. Ute Hillmer

Types of Social CRM Interaction Social Questions & Service complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Existing Social Media Corporate Social Content Networks Corporate Blogs, Forums, (Facebook, Xing, Twitter, branded / unbranded Social Linkedin, etc.) Networks, etc.) Business‐ Customer‐facing triggered social employee interactions Monitoring / (inside‐to‐outside Data Mining inside‐to‐inside) Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service R&Dbased on Cipriani 2009 20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D

Monitoring Twitter as a trend scout Objective Identify future trends Identify brand + product issues Target Marketing R&D SM Strategy Twitter als Supportkanal20.9.2012 Dr. Ute Hillmer

Why Social Media Monitoring?Issue Management 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”20.9.2012 Dr. Ute Hillmer 19.12.201 1

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 200520.9.2012 Dr. Ute Hillmer

Why Social Media Monitoring?Customer Service and Support, 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 cost20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201 Reality Marketing 1

Why Social Media Monitoring?Product Marketing and R&D Identify + address product shortcomings / improvement opportunities Customer / user complains Customer / user suggestions and ideas Customer / user use cases Identify and address core customer needs Industry discussions Crowd sourcing Identify trends Industry discussions Crowd sourcing20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201 Reality Marketing 1

SMM Value Creation and KPIsTraditional Online Marketing Page Impressions Unique Visitors Conversions Social Media Marketing Foster Dialog Promote Advocacy Facilitate Support Spur Innovation20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201 Reality Marketing 1

Social CRM CRM 1.0 CRM 2.0 Targeting Establishing need impressions Expansion Acquisition Sharing Decision Targeting Expansion Acquisition Retention Experience Retention Customer Support processes Marketing Sales Value Service Operation processes20.9.2012 Dr. Ute Hillmer

Formen von CRMAnalytisches CRM• Detaillierte Analyse aller kundenbezogenen Transaktionen und Prozesse und Verwertung der Information für zielgruppengerichte Strategien und personalisierte 1-to-1-Konzepte.Operatives CRM• Kunden-und -kanalspezifische Implementierung kundenbezogener Geschäftsprozesse. Integration von Customer Touchpoints (Call Center, Web etc.) und Backoffice.Kollaboratives CRM• Management der verschiedenen Vertriebskanäle (Multi Channel Management) inkl. der Identifikation von Kanalkonflikten, -kosten und -potenzialen.20.9.2012 Dr. Ute Hillmer

Definition Social CRM Social CRM is the business strategy of engaging customers through Social Media with the goal of building trust and brand loyalty. Loyalty is defined as attitude towards a brand that inclines a customer to repurchase it and/or recommend it to others.Harish Kotadia, Definition of Social CRM, 2011. 20.9.2012 Dr. Ute Hillmer

Conversation- and process orientedEvolution in CRM Involving customers for better customer insight, trust building, building brand loyalty, problem recognition and customerTransaction- and process oriented segmentation.Technology enabled customer processes in order More customer insight through his networkto support and organize sales-, marketing and connections and communities.support activities (Shaw) CRM 2.0 CRM 1.0 Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Konkurrenz Supplier / Partner Konkurrenz Supplier / Partner Kunde Kunde Kunde Kunde Eigenes Kunde Unternehmen Kunde Eigenes Kunde Unternehmen Kunde Kunde Kunde20.9.2012 Dr. Ute Hillmer

Dell „Social Media Listening Command Center“ 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 center20.9.2012 Dr. Ute Hillmer

Types of Social CRM Interaction Social Questions & Service complaints Social Market Market‐ Sales Information triggered social Social Customer interactions Marketing Preferences (outside‐to‐outside) Market Existing Social Media Corporate Social Content Networks Corporate Blogs, Forums, (Facebook, Xing, Twitter, branded / unbranded Social Linkedin, etc.) Networks, etc.) Business‐ Customer‐facing triggered social employee interactions Monitoring / (inside‐to‐outside Data Mining inside‐to‐inside) Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service F&E based on Cipriani 2009 20.9.2012 Dr. Ute Hillmer MarketingDr. Ute Hillmer, Better Reality Marketing Sales Service F&E 19.12.2011

Social CRM functional architecture Market‐ Corporate Social Content Ext. Social Media Networks Market oriented (Corporate Blogs, Forums, Branded / (Facebook, MySpace, Twitter, Social Tools unbranded Social Networks, etc.) Linkedin, etc.) Social Channel Interface Traditional Channel Website Letter Face to face Interfaces Phone / E‐mail SMS Internal Social Tools Fax (Internal blogs, wikis, sharing platforms, social Interne POS Business networks, innovation portal, etc.) Collaboration Tools Partner Social CRM Layer Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service F&E Traditionalle Processes Marketing Sales Service F&E Based on Cipriani 2009 20.9.2012 Dr. Ute HillmerDr. Ute Hillmer, Better Reality Marketing 19.12.2011

Starting point for Social Customer RelationshipManagement Marketing Sales Service/Support Innovation Social Marketing Social Sales Social Support Social Innovation Insight Insight Insight Insight Rapid Social Rapid Social Rapid Social Crowedsourced Marketing Response Sales Response Support Response F&E Social Event Socially‐enabled Sales Referal Management Service Social Campaign Proactive Lead Tracking Generierung20.9.2012 Dr. Ute Hillmer

Recap Social Media Toolbox • What was most important for you in this session? Discuss it in the workgroup from the role play. • Make one joint statement • What is unclear?20.9.2012 Dr. Ute Hillmer

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The Social Media Toolbox (updated 2012)

by Ute Hillmer on Jul 21, 2012

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The Social Media Toolbox (updated 2012) Presentation Transcript