Social Media Marketing bei Bosch Professional #AFBMC

Social Media Marketing
@Bosch Professional
Allfacebook Marketing Conference, 14.3.2017
Christina Stingl, Social Media Manager
Robert Bosch Power Tools GmbH

Vertraulich | PT-BI/MKB3-EA; Christina Stingl | 14.03.2017
Allfacebook Marketing Conference 2017
© Robert Bosch GmbH 2017. Alle Rechte vorbehalten, auch bzgl. jeder Verfügung, Verwertung, Reproduktion, Bearbeitung, Weitergabe sowie für den Fall von Schutzrechtsanmeldungen.
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Bosch Group – Our Business Sectors
3
Mobility
Solutions
Industrial
Technology
Consumer
Goods
Energy and
Building
Technology
One of the world`s
largest suppliers of
automotive
technology
A leading
manufacturer of
security technology,
energy-efficient
heating products and
hot-water solutions
One of the world`s
leading providers of
drive and control
technologies,
packaging and
process technology
One of the world`s
leading suppliers of
power tools and
accessories.

Bosch Power Tools – Our Division
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Power
Tools
Measuring
Technology
Gardening
Tools
Accessories

We offer products that are tailored to our users needs.
5
Do-it-yourselfers /
Hobby gardeners
Emerging
markets
Professionals
Industrialized
markets

Let‘s take one look in the past ...
First Challenge:
A low emotional relationship between the brand
and the target group.
Second Challenge:
One common communication approach, no differentiation.
No differentiation with
“Real Bosch”:
Male. Strong.
The “lonely wolf”.”.
Vertraulich | Geschäftsbereich, Abteilung | 14.03.2017
66
?

We developped a new communication concept.
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Our users trust on colleague recommendations.
8
Experts /
Test reports
Product
advertising
Colleague
Recommendation
Own
experience

And colleague recommendations trigger 1st choice.
9
Awareness
Clarity
Relevant Set
1st
Choice
Purchase
Recommendation/
Loyality

We focus on Social Media in our communication.
10
Quelle: Yoel Ben-Avraham

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No clear
Strategy
Uncontrolled Growth
No Guidelines
Ghosted Channels
No Agency Support
Missing Coordination
Let‘s take another look in the past …
No Synergies
No legal Framework
Lack Of Capacities, Budget & Know How
Undefined Processes

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HOW DID WE
PROFESSIONALIZE
OUR
SOCIAL MEDIA
MARKETING?

We set up a Social Media Strategy.
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• Roll out of Strategy & Guidelines as
mandatory basis
• Focus on Facebook and YouTube first
• Centrally allocated budget for local Social
Media agencies
to ensure roll out Facebook
to ensure ongoing Content Mangement
• Roll out of a central editorial plan for
Facebook

We established a lead agency and local Social Media agencies.
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• Central steering of local SoMe
agencies
• Providing central editorial plan
• Providing reporting to central
Social Media Manager
Regional
Brand
Manager /
Trade Online
Manager
Central
Social Media
Manager
Lead agency
Local Social
Media
Agency

We foster synergies by providing a central editorial plan.
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Regular editorial meetings
Central editorial plan Local editorial plans

We further professionalized our Facebook presences.
16
October 2016

We optimized our YouTube presences.
17
Better findability
Informative
description incl.
links
Meaningful title

We established a legal framework.
18

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BUT … HOW TO
BECOME A
LOVED BRAND?

We foster exchange among professionals in our Bob Community.
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High user
engagement
Loyalty
Share of
product
experiences

THANK YOU!
We connect to our users – online and offline.

We provide exclusive glimpses behind the scenes.
22

We engage with our users.
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Quelle: www.impulse.de

We inform our users.
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We provide distraction.
25

And sometimes…shit happens.
26
Quelle: www.impulse.de

We share best practices.
27

We connect with influencers.
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Our users share their experiences through
#builtwithBosch.
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We plan the next steps …

Social Media Marketing bei Bosch Professional #AFBMC

Social Media Marketing bei Bosch Professional #AFBMC

Social Media Marketing bei Bosch Professional #AFBMC

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