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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  medi...
How to get startedWhat do you intent to achieve?•    Win additional customers   • Increase communication•    Gain a new cu...
How to get started3. Where are your customers having their conversations?                                            LISTE...
How to get startedSet Strategy + ProcessesAsk yourself• Where are my customers => What        • Which social networks will...
Social Media Marketing has an evergrowing Toolbox       –     Search Engines                  –    Video Sites (YouTube, …...
Consequences of Social Media Marketingfor the Product Range “The Long Tail”•20.9.2012 Dr. Ute HillmerChris Anderson: The L...
Consequences of Social Media Marketing  for the Customer  “The Cluetrain Manifesto (2001)”  95 Theses Excerpt  1. Markets ...
Σ            Social Media Basics#1 Built and maintain networks:                           THE SM TOOLBOX#2 Built credibili...
Recap Social Media Basics   • What was most important for you so far?         Tell your neighbor to the right and left.   ...
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 ...
Types of Social Media Interactionby Source                                                Social                          ...
Types of Social Media Interactionby Purpose                  Marketing          Sales        Service/Support      Innovati...
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....
The Corporate Website:Center Stage20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage20.9.2012 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: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•    O...
The Corporate Website• You must manage and maintain the site including its  layout and design, content, tech. support and ...
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 bond...
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 profe...
Types of Social CRM Interaction                                                         Social         Questions &        ...
The Corporate BlogTypes of Social Media Interaction                   Marketing           Sales        Service/Support    ...
The Corporate Blog• You can show that you know a lot about a topic• You are easily found by search engines (search engines...
The Corporate Blog• Frequency is a must  time consuming• You are not credible in a “controlled” bog• You don’t control wh...
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 ...
Built and Maintain Networks Individuals, professionals and companies look for   suitable networks and clusters Within a ...
How Social Networks work                            Think about a                             sports club!20.9.2012 Dr. Ut...
How Social Networks work 2• Voluntary active or passive membership• Special areas of interests• One communicates where one...
How Social Networks work 3Friends are easily found,one links up, meets, networks, …and own expertise distributes …20.9.201...
Dell on Facebook CommunityObjective Customer insight Customer bonding, pos. Brand  recognitionTarget Segmented customer...
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 CustomerCommunicatio...
Festool on Facebook Fanpage• http://www.facebook.com/festool.de• Sprachen: DeutschBeiträge von Festool auf Facebook:• Prod...
Festtool Ziele der Nutzung von Social Media Information &                    Problemlösung &                Beratung      ...
Festool on Facebook Fanpage Meinungen20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Danner, Manager...
Festool on Facebook Fanpage Fragen Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?20.9.2012 Dr. Ute H...
Festool on Facebook Fanpage Anwendungsberatung20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Danner...
Festool on Facebook Fanpage Produktvergleich                            28 Kommentare später …20.9.2012 Dr. Ute Hillmer   ...
Festool on Facebook Fanpage Beschwerdekanal20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Danner, M...
Festool on Facebook Fanpage Servicekommunikation20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Dann...
Festool on Facebook Fanpage Kunden-Stolz20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Danner, Mana...
Festool on Facebook Information Flow Anwendungs‐    fragen                                                    Service & Be...
Mrz 10                            20.9.2012 Dr. Ute Hillmer                                                           Apr ...
Types of Social CRM Interaction                                                         Social         Questions &        ...
Starting point for Social Customer RelationshipManagement                   Marketing           Sales        Service/Suppo...
Social Networks  • Direct customer communication            • Efficient marketing tool  • Largest social Network          ...
Social Networks                                          Practice  • Uncontrolled environment • Privacy problems    for em...
Business Oriented Social Networks   • More serious environments,     no personal content   • Suitable for personal busines...
Content Sharing Platforms• Online Communities for archiving and sharing  content such as:       – Photographs and images  ...
Social Media as a Workflow Process                                                           Communication        Hosting ...
Festtool on Youtube                            youtube.com/festool                            März 2010 bis Juni 2012     ...
Mrz 10                                                           Apr 10                            20.9.2012 Dr. Ute Hillm...
Content Sharing Platforms  Easy way to display,   archive and share        • Copyright problems  No need for own        ...
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 cus...
Dell Design Studio Mass Individualisation    Objective    mass      customization    brand      recognition   Target   ...
Open Innovation through Social Media20.9.2012 Dr. Ute Hillmer
Turning the R&D Processes Upside Down!                                                       Cash flow over time          ...
Types of Social CRM Interaction                                                         Social         Questions &        ...
Starting point forSocial Customer RelationshipManagement                  Marketing          Sales        Service/Support ...
Dell Shop                   eCommercewith Social Content Objective sales Change brand perception Target customers pros...
Festool – Dealer Partnerships20.9.2012 Dr. Ute Hillmer
Recommendation Platforms  • Here users share    experiences, perceptions    and recommendations    about products, service...
Types of Social CRM Interaction                                                         Social         Questions &        ...
Starting point for Social Customer RelationshipManagement                  Marketing          Sales        Service/Support...
Microblogging20.9.2012 Dr. Ute Hillmer
Twitter     Microblogging is a form of blogging that allows     users to send brief text updates (or micromedia     such a...
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 pros...
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                                   ...
Festtool on Twitter• http://twitter.com/festool• Sprache: DeutschBeiträge von Festool auf Twitter:• Produkte und Angebote•...
Festtool on Twitter ausgewählte Follower20.9.2012 Dr. Ute Hillmer                            curtsey of Klaus Danner, Mana...
Twitter      fast      cheap                                • only short messages (Twitter 140      real-time communica...
Types of Social CRM Interaction                                                          Social         Questions &       ...
Starting point for Social Customer RelationshipManagement                  Marketing          Sales        Service/Support...
DellCares Twitter as a Support Channel Objective Solve customer problems Change brand recognition Target customers pro...
Types of Social CRM Interaction                                                             Social         Questions &    ...
Starting point for Social Customer RelationshipManagement                  Marketing          Sales        Service/Support...
Monitoring Twitter as a trend scout Objective Identify future trends Identify brand + product issues Target Marketing ...
Why Social Media Monitoring?Issue Management     What expectations do different stakeholders hold?               Identify ...
Remember: They talk about you!• They do it with or without you … you should steer  the direction best you can!• Dell Hell ...
Why Social Media Monitoring?Customer Service and Support, CRM     Identify and address core customer needs         Sales a...
Why Social Media Monitoring?Product Marketing and R&D     Identify + address product shortcomings / improvement opportunit...
SMM Value Creation and KPIsTraditional Online Marketing       Page Impressions       Unique Visitors       Conversions Soc...
Social CRM                     CRM 1.0                                    CRM 2.0                       Targeting         ...
Formen von CRMAnalytisches CRM• Detaillierte Analyse aller kundenbezogenen Transaktionen und  Prozesse und Verwertung der ...
Definition Social CRM        Social CRM is the business strategy of engaging        customers through Social Media with th...
Conversation- and process orientedEvolution in CRM                                             Involving customers for bet...
Dell „Social Media Listening Command Center“    Objective    Inform: customer feedback in real time    Listen and act: r...
Types of Social CRM Interaction                                                          Social         Questions &       ...
Social CRM functional architecture         Market‐                             Corporate Social Content                   ...
Starting point for Social Customer RelationshipManagement                  Marketing          Sales        Service/Support...
Recap Social Media Toolbox           • What was most important for you in this             session?             Discuss it...
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The Social Media Toolbox (updated 2012)

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Social Media Basics and Cases updated 2012;
all major media channels, good B2B and B2C cases per channel

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Transcript of "The Social Media Toolbox (updated 2012)"

  1. 1. Social MediaBasicsWhat do I have to know andunderstand to get started?20.9.2012 Dr. Ute Hillmer
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Consequences of Social Media Marketingfor the Product Range “The Long Tail”•20.9.2012 Dr. Ute HillmerChris Anderson: The Long Tail, 2006.
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. TheSocial MediaToolbox20.9.2012 Dr. Ute Hillmer
  12. 12. What Media Channelsshould I use?Where should mycompany be present?20.9.2012 Dr. Ute Hillmer
  13. 13. 20.9.2012 Dr. Ute Hillmer
  14. 14. The Social Media ToolboxChoose yourchannelswisely!Slide by Solis + Thomas20.9.2012 Dr. Ute Hillmer
  15. 15. Select YOUR Tools not All Tools!20.9.2012 Dr. Ute Hillmer
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 360° Medienmanagement Kundenprofile beachten• Was machen Silver Surfer (>50 J.)  Online? 20.9.2012 Dr. Ute Hillmer
  20. 20. 360° MedienmanagementKundenprofil: Digital Natives Was machen Digital Natives (zwischen 14 und 29 J.) online?20.9.2012 Dr. Ute Hillmer
  21. 21. The Corporate Website:Center Stage20.9.2012 Dr. Ute Hillmer
  22. 22. The Corporate Website:Center Stage20.9.2012 Dr. Ute Hillmer
  23. 23. The Corporate Website:Center Stage20.9.2012 Dr. Ute Hillmer
  24. 24. The Corporate Website:Center Stage +Aggregation Point20.9.2012 Dr. Ute Hillmer
  25. 25. The Corporate Website:Center Stage +Aggregation Point20.9.2012 Dr. Ute Hillmer
  26. 26. 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
  27. 27. 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
  28. 28. The Corporate Blogthe “Sun of the Solar Content System”20.9.2012 Dr. Ute Hillmer
  29. 29. The Corporate Blogblog.daimler.de20.9.2012 Dr. Ute Hillmer
  30. 30. 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
  31. 31. Direct2Dell Blog20.9.2012 Dr. Ute Hillmer
  32. 32. TechCenter Blog, Chat, Community20.9.2012 Dr. Ute Hillmer
  33. 33. Dell Shares Investor Relations20.9.2012 Dr. Ute Hillmer
  34. 34. TechCenter Blog, Chat, Community20.9.2012 Dr. Ute Hillmer
  35. 35. The Corporate BlogEmployees as Experts20.9.2012 Dr. Ute Hillmer
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Social Networks20.9.2012 Dr. Ute Hillmer
  42. 42. 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
  43. 43. 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
  44. 44. How Social Networks work Think about a  sports club!20.9.2012 Dr. Ute Hillmer
  45. 45. 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
  46. 46. How Social Networks work 3Friends are easily found,one links up, meets, networks, …and own expertise distributes …20.9.2012 Dr. Ute Hillmer
  47. 47. 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
  48. 48. Dell on Facebook Ratings20.9.2012 Dr. Ute Hillmer
  49. 49. Dell on Google +20.9.2012 Dr. Ute Hillmer
  50. 50. Dell on Google + Hangouts20.9.2012 Dr. Ute Hillmer
  51. 51. Festool on Facebookfacebook.com/festool.de39.559 FansStand: 09.07.2012curtsey of Klaus Danner,Manager CustomerCommunications20.9.2012 Dr. Ute Hillmer
  52. 52. 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
  53. 53. 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
  54. 54. Festool on Facebook Fanpage Meinungen20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  55. 55. 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
  56. 56. Festool on Facebook Fanpage Anwendungsberatung20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  57. 57. Festool on Facebook Fanpage Produktvergleich 28 Kommentare später …20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  58. 58. Festool on Facebook Fanpage Beschwerdekanal20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  59. 59. Festool on Facebook Fanpage Servicekommunikation20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  60. 60. Festool on Facebook Fanpage Kunden-Stolz20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. Content Sharing Platforms• Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations20.9.2012 Dr. Ute Hillmer
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. Crowd Sourcing / Open Innovation19.12.2011 20.9.2012 Dr. Ute Hillmer
  74. 74. Dell‘s Crowdsourcing Aktivitäten20.9.2012 Dr. Ute Hillmer
  75. 75. 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
  76. 76. Dell Design Studio Mass Individualisation Objective  mass customization  brand recognition Target  individualistic customers +  prospects SM Strategie  online offer20.9.2012 Dr. Ute Hillmer
  77. 77. Open Innovation through Social Media20.9.2012 Dr. Ute Hillmer
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. Dell Shop eCommercewith Social Content Objective sales Change brand perception Target customers prospects SM Strategie eShop with rankings + reviews20.9.2012 Dr. Ute Hillmer
  82. 82. Festool – Dealer Partnerships20.9.2012 Dr. Ute Hillmer
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. Microblogging20.9.2012 Dr. Ute Hillmer
  87. 87. 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
  88. 88. Dell on Twitter20.9.2012 Dr. Ute Hillmer
  89. 89. Dell‘s Twitter Activities20.9.2012 Dr. Ute Hillmer
  90. 90. 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
  91. 91. DellOutlet Deutschland Twitter as an Outletstore20.9.2012 Dr. Ute Hillmer
  92. 92. DellOutlet China Twitter as an Outletstore20.9.2012 Dr. Ute Hillmer
  93. 93. Festtool on Twitter twitter.com/festool 978 Follower Stand 09.07.201220.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  94. 94. 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
  95. 95. Festtool on Twitter ausgewählte Follower20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. 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
  100. 100. 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
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. 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
  105. 105. 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
  106. 106. 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
  107. 107. 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
  108. 108. 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
  109. 109. 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
  110. 110. 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
  111. 111. 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
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. 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
  116. 116. 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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