Digital Marketing - Basics and Overview

8.6.2015 Dr. Ute Hillmer
Understand,
Engage,
Embrace
Your Customers
Dr. Ute Hillmer
Better Reality Marketing
Stuttgart, 9.6.2015

Seeit!
Hear it !
Say it !
Do it !

WHO is Dr. Ute
Hillmer? anexpertinpositioningandpromotingtechnology
products,withacarvingforinnovativeproductsthat
arenotself-explaining.
Withsuchproducts,humanbehaviorisoftenoutsidethe
boundariesofrationality-despiteitseconomiccontext.
Buyingbehaviorisheretypicallyaresultofsocial,cognitive
andemotionalfactors,alongwiththeeconomicones.

What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economics in
technology marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe, Asia)
• Product-, program-, channel-, partner marketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993

What’s Ute’s
STORY?Iaminbusinesstochange
thelivesofmytechnology
clients bygivingpurposeto
theirwork!

and turn their customers into raving fans!

To take the most
out of this lecture
… be in
STATE!

Agenda
Pre-frame
Who is Who?
The Larger Context
Why has Marketing changed?
Who must go with the change?
The Basics
Get started with Digital Marketing
Customer Touch Points
Work Session 1
The Digital Toolbox
…too long to list …
Work Session 2
Content
Segment to Bond!

WHO are
YOU?

Der Kundendialog gestern 1:1
Kundenbesuche
Telefonate
Gespräche
eMail
Geschäftsessen
Post
Messen
…

Der mediale Kundendialog gestern
Kundenkommunikation hat sich emanzipiert von der
Einweg-Kommunikation …

Der Kundendialog heute ist mehr
…hin zur Zweiweg-Kommunikation …

Neue Medien
Kunden sprechen über Erfahrungen,
Bedürfnisse, Vorlieben und Interessen
online.

ThePowerof Recommendations:
„I‘llHaveWhat She isHaving“

Change Engines on a Meta Level
Technological Development
• Digitalization
• Network Technologies
• Converging media
• Storage Technologies
• Mobile Technologies
Social Development
• The mature human – the mature customer
• Self-confidence
• Participation
• Self-determination
• Individualization
• Visualization tech.
• Social Media
• Digital distribution
• Intelligent automation
• …

From Product - to Customer-Focus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993

Who must go with the
change?

Warum sind Sie in Sozialen Netzen
(EuropeaData)
...to get to know things about
(new) products / brands
...to come in contact with brands /
companies
...to stimulate my career
...to find other users of a certain
brand / product
...to find promotions of a certain
brand / product
...to become a famous person
...to become an opinion leader
Source: Social Media Around the World 2011, InSites Consulting
The Web 2.0 Generation is Online

The Nerd is Online

B2B Decision Makers might not be online
–but their assistants will
• Digital Marketing is impacting
how B2B decisions are being
made.
– Background research
– Learning + Expertise
– Search results impact

The B2B buyers are
no shoppers,
they are researchers!
37% of B2B
Buyers use
Social to help
them make
purchasing
decissions
(IDC)

Social Media and the Buying Process
Post-sales
user-experience reports
support + help
complains, learning, upgrading
Sales
looking for the best deal
Decision Making
learning about the topic,
selecting and weighting evaluation criteria
evaluating options,
Pre-sales
looking for information

DecisionMakingProcess – in theDigitalAge
Initial
Consideration
Trigger
aktive
evaluation
Moment of
Purchase
post-purchase
experience
consumers add or
subtract Brands
Ambassador
loyaliy loop
aktive
evaluation
Inspired by Consumer Decision Journey as suggested by Edelman 2010, p.65

Customers + Web 2.0Technologies

Social Media: Who is there? (Wave7Data)
http://wave.umww.com/assets/pdf/wave_7-
cracking-the-social-code.pdf

How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs

If you think…
your Company does not have to be Online,
Think again…

The Dell Hell Case Lesson
People talk about your company - with or without you
… don’t you want to steer the direction best you can?
Dell Hell: starting point in 2005

Dell Hell

Dell Hell 2
“Obviously a lot of people are in the blogosphere
talking about their issues with Dell products, why aren’t
we doing anything about it?”
Michael Dell, 2006

Dell
2006:“Obviously a lot of people are in the blogosphere talking about
their issues with Dell products, why aren’t we doing anything about
it?” Michael Dell, 2006
2011: Dell named “most social brand
of 100 top brands”

The
to get started

How to get started with Digital Marketing
1. StayFocusedonyourObjective
• Which channel, which medium,
which platform will help me reach
my target?
• Define marketing goal
• Define target markets
Be where your
customers are!!

How to get started with Digital Marketing?
2. Whatdoyouintenttoachieve?
• Win additional customers
• Gain a new customer base
• Increase sales
• Increase awareness
• Enter new markets
• Increase communication with
customers
• Increase website traffic
• Increase image
• Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!

Howto getstartedwithDigitalMarketing
3. Whereareyourcustomershavingtheirconversations?
“Let's 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 #1 Sales Rep
LISTEN!!
talk
energize
support
Integrate
BOND

How to get started with Digital Marketing
4.don’tgetconfused,thinkofCustomerTouchPoints
instead…
Source: Wave 7

ClassicTouchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually
pushed, seldom
orchestrated
Sales-team and Partners
Source: Storymaker

Supplemented by a DigitalArchitecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
-
PR
PUSH/PULL
Source: Storymaker
News-
letter

WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-
letter
Communication
Channel Corporate Hosting
Customer

… and Increasingly Mobile
Source: Mashable August 05, 2013

Digital Touchpoints
XING & LINKEDIN
• Business Networks
• geschäftliche
Kontakte
• Inhalte mit
Geschäftspartnern
teilen
• Unternehmens-
sichtbarkeit auf
persönlicher Ebene
• Mitarbeiter als
Unternehmens-
botschafter
TWITTERFACEBOOKGOOGLE
• 200 Mio. aktive
Nutzer
• 2,5 Mio. in D
• 200 Follower/Nutzer
• Wichtigster
Microblogging-
Dienst
• Multiplikations-
freudige Nutzer
• Ideal für
Inhaltsteaser
• Themenmonitoring!
• > 1 Mrd. Nutzer
• > 25 Mio. in D
• Wichtigstes soziales
Netzwerk
• Firmenaccounts 
Fanpages
• Sehr visuell geprägt
• Starke
Multiplikationseffekt
e erhöhen
Sichtbarkeit
• Größte
Suchmaschine
• 97% Marktanteil in
Deutschland
• 50 Mio. Personen
suchen jeden Monat
in Deutschland
• Wer bei Google
nicht gefunden
wird, existiert im
Web nicht
Source: Storymaker

Digital Touchpoints
YOUTUBE FLICKR
• 4 Mrd. Stunden
Videomaterial pro
Monat
• zweitgrößte Such-
maschine
• gehört zu Google
• wirkt sich positiv auf die
Auffindbarkeit in der
Suche aus
• „YouTube für Fotos“
• 5 Mrd. Fotos, zus. 3 Mio.
pro Tag
• eigene Kanäle, Gruppen
und Fotosets
• Flickr-Alben auf Websites
und Blog einbinden
• praktisches Einbinden bei
Twitter
• zentraler Ort für
Bildcontent
• „YouTube für Slides“
• Sichtbarkeit für
Präsentationen erhöhen
• leicht einbettbar
• positiv für SEO
SLIDESHARE
Source: Storymaker

Digital Touchpoints
PINTEREST BLOG
• längere Texte
• multimedial anreichern
• dynamischer als Websites
• Kommentarsystem
• leicht anpassbar
• 70 Mio. Nutzer
• ca. 0,5 Mio. in D
• stark wachsend
• Bilder aus dem Web auf
themenorientierte
Pinnwände pinnen
• Pins beinhalten Backlink
auf Quellseite
• „YouTube für Print“
• erhöht Sichtbarkeit für
Broschüren etc.
• durchblätterbar
• leicht einbettbar
• positiv für SEO
ISSUU
Source: Storymaker

DigitalMarketing
“TheCluetrainManifesto(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 don't 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.

Recap
The Basics to get started
• What was most important?
• What was new?
• What is unclear?

Now Comming
#1 Get your hands dirty
#2 Built and maintain networks:
THE SM TOOLBOX
#2 Built credibility and trust, especially in B2B:
CONTENT MARKETING
#3 Be found by your target market:
SEO + SMM

Hands on Exploitation (TeamSizeabout 5-6)
Investigate the digital marketing activities of one of the
following companies:
• Datev
• Festools.de
• Dell.com
• Krones.de
• Zeiss Camera Lenses
• Salesforce.com
• Mymuesli.com (Online Composition and Retail)
• Litago.no (Customer Experience)
• Bosch (one division only)
• Mercedes Trucks
• IBM.com
• Your own

Hands on Exploitation (TeamSizeabout4)
In what channels are they present and what do they do
there? (Quick Summary, show us a few highlights)
Why do you think they selected these channels?
Do they link Channels?
We’ll discuss digital media while you present
Take notes, prepare a presentation,
you have 60 min

The
Digital
Toolbox

The Social Media Toolbox
Slide by Solis + Thomas
Choose your
channels
wisely!

The Corporate Website: „Center Stage“

TheCorporateWebsite:
CenterStage+AggregationPoint

The Corporate Website
• Company controls the content and the design
• Company 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.

The Corporate Website
• Company 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

TheCorporateBlog
the“Sunof theSolar ContentSystem”

TheCorporateBlog
blog.daimler.de

Direct2Dell Blog

TechCenter Blog, Chat, Community

Dell Shares Investor Relations

TheCorporateBlog
Employeesas Experts

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

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

TheCorporateBlog
Make some rules.
http://www.ibm.com/blogs/zz/en/guidelines.html
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

Social Networks

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.

Built and Maintain Networks
Followers
 Individuals, professionals and companies look for suitable
networks and clusters
 Within a network, they look for suitable groups and joint
them

How Social Networks work
Think of Social Networks as a
sports club!

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…

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

Dell on Facebook Community
Objective
 Customer insight
 Customer bonding, pos. Brand
recognition
Target
 Segmented customer groups and
prospects
SM Strategy
 „Be were your customer is“
 Offer community experience
Results
 644.723 likes (July 2011)
 909.910 likes (Dec 2011)

Dell on Facebook Ratings

Dell on Google +

Dell on Google + Hangouts

Festool on Facebook
• http://www.facebook.com/festool.de
• Sprachen: Deutsch
Beiträge von Festool auf Facebook:
• Produkte und Angebote
• Aktuelle Informationen
• Messen und andere Events
• Fanaktionen: Fotowettbewerb, Poster, Testimonials
Beiträge von Usern auf Facebook:
• Fragen zur Anwendung
• Produktvergleich
• Fragen zur Reparatur von Festool-Produkten
• Fragen zu Service & Bestellungen

Festools: Brandscouts

Dialog Marketing
Frage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?

Dialog Marketing
Anwendungsberatung

Dialog Marketing
Complains

Dialog Marketing
Product Comparison
28 Kommentare später …

Service-Communication
Dialog Marketing

Stolz
Dialog Marketing

Festool on Facebook Entwicklung
Mrz10
Apr10
Mai10
Jun10
Jul10
Aug10
Sep10
Okt10
Nov10
Dez10
Jan11
Feb11
Mrz11
Apr11
Mai11
Jun11
Jul11
Aug11
Sep11
Okt11
Nov11
Dez11
Jan12
Feb12
Mrz12
Apr12
Mai12
Jun12
Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications

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

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

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

Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations

WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-
letter
Communication
Channel Corporate Hosting

Festtool onYoutube

Festool onYoutube Entwicklung
Mrz10
Apr10
Mai10
Jun10
Jul10
Aug10
Sep10
Okt10
Nov10
Dez10
Jan11
Feb11
Mrz11
Apr11
Mai11
Jun11
Jul11
Aug11
Sep11
Okt11
Nov11
Dez11
Jan12
Feb12
Mrz12
Apr12
Mai12
Jun12
Youtube - Views pro Tag

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

Crowd Sourcing / Open Innovation
19.12.2011

IdeaStorm OpenInnovationPlatform
Objective
 Collect product ideas, and
Product solution ideas from
customers
 Custoner insight ranked by
urgency
Target
 customer
 prospect
SM Strategy
 Engagement + learning
Results (7/11)
 15.000 ideas
 >900.000 votes
 500 ideas implemented
19.12.2011
 marketing
 R&D

Dell Design Studio MassIndividualisation
Objective
 mass
customization
 brand recognition
Target
 individualistic
customers +
prospects
SM Strategie
 online offer

Open Innovation through Social Media

Turning the R&D Processes Upside Down!
R&D
Market Demand:
Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time

Dell Shop eCommercewith Social Content
Objective
 sales
 Change brand
perception
Target
 customers
 prospects
SM Strategie
 eShop with
rankings +
reviews

Festool – Dealer Partnerships

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

Microblogging

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)

Dell onTwitter

DellOutlet Twitteras anOutletstore
Objective
 selling
 change brand
recognition
Target
 customers
 prospects
SM Strategy
 Twitter as a sales
plattform
Results
 June 2009: $6,5 M
revenue

DellOutlet Deutschland Twitteras anOutletstore

DellOutlet China Twitteras anOutletstore

Werkzeuge für höchste AnsprücheFestool onTwitter

Werkzeuge für höchste AnsprücheFestool onTwitter
twitter.com/festool
978 Follower
Stand 09.07.2012

Werkzeuge für höchste AnsprücheFesttool onTwitter
• http://twitter.com/festool
• Sprache: Deutsch
Beiträge von Festool auf Twitter:
• Produkte und Angebote
• Online-Umfrage
• Informationen zu Messen
Beiträge von Usern auf Twitter:
• Bauanleitungen von Festool
• Fragen zu Produkten

Tools for the toughest demandsFesttool onTwitter ausgewählteFollower

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

DellCares Twitteras aSupportChannel
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 Tweets

SocialMediaMonitoring
Remember:Theytalkaboutyou!
• They do it with or without you … you should steer the
direction best you can!
• Dell Hell was a showcase starting point in 2005
19.12.2011

Why Social Media Monitoring?
CustomerServiceandSupport,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 cost
19.12.201

Social Media Monitoring
IssueManagement
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”
19.12.201

Dell „SocialMedia ListeningCommandCenter“
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
Check out:
Google Analytics, Klout Score;
Hotsuite

Recap Social Media Toolbox
• What was most important?
• What was new?
• What is unclear?

Hands on 2 (TeamSize4)
Look at our investigated Corporation again.
After 60 minutes, present in 10 minutes:
• What digital channels they use
• What do they hope to achieve? Why do they use them?
• What do you think they do exceptionally well?
• What would you improve?
You have 60 min,
we want a mini presentation in any format you
choose

Digital Marketing - Basics and Overview

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