The Social Media Toolbox - what channels should my B2B company use?

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A description of the most common Social Media channels, various use models and B2B cases, Plus and minus lists per channel. Make up your own mind and select the channels that are right for you.

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The Social Media Toolbox - what channels should my B2B company use?

  1. 1. TheSocial Media Toolbox  Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  2. 2. What Media Channels should I use?Where  should  my company  be  present? Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  3. 3. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  4. 4. The Social Media Toolbox Choose your channel wisely Dr. Ute Hillmer, Better Reality Marketing 19.12.2011 Slide by Presentation Advisors
  5. 5. Select   YOUR Tools not All Tools! Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  6. 6. Social Media as a Workflow Process Communication  Channel Corporate Hosting XING PR Content Youtube Facebook Website Flickr Twitter Microsites Issuu Foursquare Blog Slideshare Yammer NewsletterSlide by Björn Eichstädt, Storymaker Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  7. 7. Types of Social Media Interaction by 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  Accou Corporate Blogs, Forums,  (Facebook, Xing, Twitter,  Page nt branded / unbranded Social  Linkedin, etc.) Networks, etc.) Google … + Business‐ Customer‐facing triggered social  employee interactions Monitoring /  (inside‐to‐outside Data Mining Corp.  inside‐to‐inside) Website Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled Marketing Sales Service F&Ebased on Cipriani 2009 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing F&E 19.12.2011
  8. 8. Types of Social Media Interaction by 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  9. 9. How to get started 3. Which Media to choose? Marketinggoal  Get visitors to the  generate interest for a  website conference Media  maybe maybe Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  10. 10. “Spend a Day in your Customers Media Mix” “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 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  11. 11. 360° Medienmanagement Kundenprofile beachten Was machen Silver Surfer (>50 J.)  Online? Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  12. 12. 360° Medienmanagement Kundenprofil: Digital NativesWas machen Digital Natives (zwischen 14 und 29 J.) online? Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  13. 13. The Corporate Website:Center Stage +Aggregation Point Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  14. 14. The Corporate Website:Center Stage +Aggregation Point Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  15. 15. The Corporate Website:Center Stage +Aggregation Point Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  16. 16. The Corporate Website:Center Stage +Aggregation Point Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  17. 17. 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. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  18. 18. 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 intensive Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  19. 19. The Corporate Blog as the “Sun of the Solar  Content System” Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  20. 20. The Corporate Blogblog.daimler.de Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  21. 21. Dell Blogs  Blogs ,ForumsObjective Kundeninsight Plattform for problem solving  and ideas Customer bonding, pos. brand  recognitionTarget Segmented customer groups +  prospectsSM Strategy Engagement and learning from  and with customersResults 1.7 M registered members  (spring11) 2.300‐2.500 Posts/Woche Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  22. 22. Direct2Dell  Blog Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  23. 23. TechCenter Blog, Chat, Community Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  24. 24. Dell Shares Investor Relations Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  25. 25. TechCenter Blog, Chat, Community Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  26. 26. The Corporate BlogEmployees as Experts Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  27. 27. 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 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  28. 28. The Corporate Blog Types 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  29. 29. 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 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  30. 30. 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 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  31. 31. 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 Communications Dr. Ute Hillmer, Better Reality Marketing http://www.ibm.com/blogs/zz/en/guidelines.html 19.12.2011
  32. 32. Social Networks Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  33. 33. 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. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  34. 34. 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  Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  35. 35. How Social Networks  work Think about a  sports club! Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  36. 36. 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… Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  37. 37. How Social Networks work 3Friends are easily found, one links up, meets, networks, …and own expertise distributes … Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  38. 38. 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) Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  39. 39. Dell on Facebook Ratings Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  40. 40. Dell on Google +  Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  41. 41. Dell on Google + Hangouts Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  42. 42. 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 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  43. 43. Areas of Action in Social CRM 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  44. 44. Starting point for Social Customer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  45. 45. Social Networks Direct customer communication  Efficient marketing  Largest social Network  tool Many forms of interaction  Gives companies “a  face” or “faces” Entertainment  Connectable with  Full display of many media twitter, Google+,  formats (pictures, movies, games, ...) linkedin… Cool ideas result in huge reach  Mobile app Personal reputation  Location updates management  Many apps enlarge Facebook statistics functionality Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  46. 46. Social Networks Practice  Uncontrolled   Privacy problems environment for   Like button (documenting all  activity on the website) employees  Open FB tab in Browser  Time‐consuming  Apps can result in spam  Less exciting products   Hard to separate private  can have a hard time  and business gaining recognition  FB can change the rules   Requires high frequency  as they like (free service) of relevant content  generation Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  47. 47. Business Oriented Social Networks  More serious environments,  no personal content  Increasingly commercial  Suitable for personal  + spam business profile pages  Time consuming  Customer + recruiter  research  Not all audiences are in  these networks  Personal reputation  management  Often regional  Business oriented groups  Business contact initiation  and management Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  48. 48. Content Sharing Platforms Online Communities for archiving and sharing  content such as:  Photographs and images  Videos  Audios  Presentations   Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  49. 49. Social Media as a Workflow ProcessCommunication Channel Corporate Hosting XING PR Content Youtube Facebook Website Flickr Twitter Microsites Issuu Foursquare Blog Slideshare Yammer Newsletter Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  50. 50. Content Sharing Platforms  Easy way to display,   Copyright problems archive and share  Free data upload or   No need for own  information spread is  infrastructure and  limited storage  No quality control of   Possible real time  content and material reporting of events  Products / content is  ranked by audience Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  51. 51. Crowd Sourcing  / Open Innovation Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  52. 52. Dell‘s  Crowdsourcing Aktivitäten Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  53. 53. IdeaStorm Open Innovation PlatformObjective Collect product ideas, and Product solution ideas from customers Custoner insight ranked by urgencyTarget customer  Marketing prospect  R&DSM Strategy Engagement + learningResults (7/11) 15.000 ideas >900.000 votes 500 ideas implemented Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  54. 54. Dell Design Studio Mass Individualisation Objective  mass customization  brand recognition Target  individualistic customers +  prospects SM Strategie  online offer Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  55. 55. Open Innovation throughSocial Media Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  56. 56. Directly involved Innovation Resources:  R&D and Marketing (inbound+outbound) Cash flow over time Market  Demand:  Product  Lifecycle R&D inbound Marketing outbound Marketing Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  57. 57. 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 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  58. 58. Areas of Action in Social CRM 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  59. 59. Starting point forSocialCustomer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  60. 60. Online Shops Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  61. 61. Dell Shop  eCommercewith  Social  ContentObjective sales Change brand perceptionTarget customers prospectsSM Strategie eShop with rankings + reviews Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  62. 62. Recommendation PlatformsHere users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..  Products are ranked by   bad products are exposed audience credibility good products are usually  ranked positively Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  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 2009 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  64. 64. Areas of Action in Social CRM 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  65. 65. Starting point for Social Customer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  66. 66. Microblogging Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  67. 67. TwitterMicroblogging is a form of blogging that allows users to send brief text updates (or micromediasuch 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) Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  68. 68. Dell on Twitter Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  69. 69. Dell‘s TwitterActivities Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  70. 70. DellOutlet Twitter as  an OutletstoreObjective selling change brand recognitionTarget customers prospectsSM Strategy Twitter as a sales plattformResults June 2009: $6,5 M revenue Delloutlet:  1,54 Mio 7/11 1,55 Mio 12/11 follower (D: 131 seit Feb. 2011) Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  71. 71. DellOutlet Deutschland  Twitter as  an Outletstore Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  72. 72. DellOutlet  China Twitter as  an Outletstore Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  73. 73. 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 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  74. 74. Areas of Action in Social CRM 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  75. 75. Starting point for Social Customer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  76. 76. DellCares Twitter as  a Support ChannelObjective Solve customer problems Change brand recognitionTarget customers prospectsSM Strategy Twitter as a support channelResults 10.000 follower (7/11) 15.600 follower (12/11) 13.460 Tweets Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  77. 77. 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 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing R&D 19.12.2011
  78. 78. Areas of Action in Social CRM 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  79. 79. Starting point for Social Customer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  80. 80. Monitoring Twitter as  a trend scout Objective  Identify future  trends  Identify brand +  product issues Target  Marketing   R&D SM Strategy  Twitter als  Supportkanal Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  81. 81. Twitter  fast  cheap  only short messages (Twitter   real‐time communication  140 characters)  real‐time market research  short lifetime of tweets  advertising allowed  a lot of meaningless  information in twitter sphere  direct customer  difficult to measure  great monitoring tool  (alternative clients, e.g. tritterdeck)  Spam / unpleasant followers   interest based, not  possible friendship based  Fast media for fast + easy   global mistakes  mobile Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  82. 82. Social CRM CRM 1.0 CRM 2.0 Targeting Establishing  need impressions Expansion Acquisition Sharing  Decision Targeting Expansion Acquisition Retention Experience Retention Customer Support processesMarketing Sales Value Service Operation processes Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  83. 83. 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. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  84. 84. Conversation‐ and process orientedEvolution  in  CRM Involving customers for better customer  insight, trust building, building brand  loyalty, problem recognition and customer Transaction‐ and process oriented segmentation.Technology enabled customer processes in order to support and organize sales‐,  More customer insight through his network marketing and support activities (Shaw) connections and communities. 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 Kunde Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  85. 85. 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 center Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  86. 86. 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&Ebased on Cipriani 2009 Marketing Sales Service Dr. Ute Hillmer, Better Reality Marketing F&E 19.12.2011
  87. 87. 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&EBased on Cipriani 2009 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  88. 88. Starting point for Social Customer  Relationship Management 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 2010 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  89. 89. 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? Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  90. 90. Hands on ExploitationInvestigate the online + social media activities of one of the following companies:  Mymuesli.com (Online Composition and Retail)  Krones.de (B2B)  Litago.no (Customer Experience)Present in 5 Minutes, what they do Online and what you think is useful and what not. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  91. 91. Suggested Reading  Groundswell by Charlene Li, Josh Bernoff  Positioning by Trout and Ries  In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters  What would Google do by Jeff Jarvis  All Marketeers tell Stories by Seth Godin  1 to 1 Marketing Future by Don Peppers  CRM at the Speed of light by Paul Greenberg  The Long Tail by Chris Anderson  The Wisdom of Crowds  by James Surowiecki  Crossing the Chasm by Geoffery Moore  Selling the Dream by Guy Kawasaki Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

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