A quick review of the impact and opportunities of Social media on eCommerce - what biggies do (Zappos) and what we can learn from Small and Medium Businesses
Emakina/Social: Selling social media inside your organisation!Emakina
Emakina/Social: Selling social media inside your organisation!
Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11.
www.emakina.com/social
My slide deck from the EXCHAiNGE conference in Frankfurt, 24-25 June 2014, focusing on how the collaborative economy impacts the supply chain. The research relies heavily on the work done by Jeremiah Owyang in this space.
Read more: http://cultbizztech.com/most-promising-start-ups-in-logistics/
Quality Certification Culture 2.0 (5 good reasons for an Ethical certification)Massimo Cardaci
A product differentiates not only for its surface aspect, but also for other invisible elements.
Invisible elements used to describe products are generally limited to Who and something about When.
In some fortunate cases you also get Where and How.
The most important one is missing.
Discover it here.
Selling high-tech products is not easy.
Being in a global marketplace, e.g. with a cloud based service, the question is: can I do one kind of marketing for all regions? Or do regional differences matter?
The presentation gives some basics and 5 key points to remember.
A quick review of the impact and opportunities of Social media on eCommerce - what biggies do (Zappos) and what we can learn from Small and Medium Businesses
Emakina/Social: Selling social media inside your organisation!Emakina
Emakina/Social: Selling social media inside your organisation!
Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11.
www.emakina.com/social
My slide deck from the EXCHAiNGE conference in Frankfurt, 24-25 June 2014, focusing on how the collaborative economy impacts the supply chain. The research relies heavily on the work done by Jeremiah Owyang in this space.
Read more: http://cultbizztech.com/most-promising-start-ups-in-logistics/
Quality Certification Culture 2.0 (5 good reasons for an Ethical certification)Massimo Cardaci
A product differentiates not only for its surface aspect, but also for other invisible elements.
Invisible elements used to describe products are generally limited to Who and something about When.
In some fortunate cases you also get Where and How.
The most important one is missing.
Discover it here.
Selling high-tech products is not easy.
Being in a global marketplace, e.g. with a cloud based service, the question is: can I do one kind of marketing for all regions? Or do regional differences matter?
The presentation gives some basics and 5 key points to remember.
This Lecture is about:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
What do you want to learn?
Who do you want to learn from?
How will you get to them?
How can you ensure to be effective?
How do you make sense of what you learn
It's Content:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends
Vortragsfolien für die Hochschule der Medien Startup ADVANCE e-school (nach H. Scherer 12 Phasen des Verkaufsgesprächs)
Die Vorbereitung
Die Eigenmotivation
Die Begrüßung
Der Gesprächseinstieg
Die Bedarfsanalyse
Die Präsentation
Die Einwandbehandlung
Die Preisverhandlung
Kaufbereitschaft herbeiführen
Der Abschluss
Die Verabschiedung
Die Nachbereitung
Social Media - Why your company should not ignore it! 12/11 part1Dr. Ute Hillmer (PhD)
Social Media 12/11 Lecture Part1
Why is Marketing Changing?
Do I have to be in Social Media as a Company?
Do I really have to be there as a B2B Company?
...
and once I have convinced you:
How to get started!
Social Media Winter 2011 lecture part1
Why engaging with the customer?
The Social Media Marketing Basics
Content Marketing for B2B
The SM Toolbox
Corporate Website
Corporate Blog
Social Networks
Content Sharing Platforms
Crowd Sourcing
Online Shops
Microblogging
Social CRM
Cases
Social Media Marketing in Practice
Understand, engage, and embrace your customers by understanding the changes that have shaped Marketing Communication of the past 5-8 years in B2B. Learn about the basics of Social Marketing, Dialog Marketing, Digital Marketing, however you want to name it.
The basic mechanisms as well as specifics of new media in marketing get explaines and analyed. The presentations starting point is a review of the changes in marketing communications, and the why's behind.
New media and new purchase behaviour have changed marketing fundamentally. This lecture presentation shows the principles of Dialog Marketing and introduces the basics of Digital and Social Marketing
Content:
The Customer Dialog
Who is Social / Digital Marketing for?
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2
Digital Marketing Lecture, covering:
The Customer Dialog
Who is Social / Digital Marketing for?
Marketing Today
The Dell Story
The Digital Marketing Basics
The Digital Toolbox
Bringing Marketing into the Digital Era
Content Marketing and Market Segmentation for B2B Markets - an introduction, How Content can lead to dialog. Segmentation example for technology products and some examples from Krones, Dell, Festool, litago milk, mymuesli
How Dell is Using Social Media to Deepen Relationships and Build TrustDell Social Media
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age. Learn more about Dell Social Media here: http://dell.to/11DoZIp
This Lecture is about:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
What do you want to learn?
Who do you want to learn from?
How will you get to them?
How can you ensure to be effective?
How do you make sense of what you learn
It's Content:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends
Vortragsfolien für die Hochschule der Medien Startup ADVANCE e-school (nach H. Scherer 12 Phasen des Verkaufsgesprächs)
Die Vorbereitung
Die Eigenmotivation
Die Begrüßung
Der Gesprächseinstieg
Die Bedarfsanalyse
Die Präsentation
Die Einwandbehandlung
Die Preisverhandlung
Kaufbereitschaft herbeiführen
Der Abschluss
Die Verabschiedung
Die Nachbereitung
Social Media - Why your company should not ignore it! 12/11 part1Dr. Ute Hillmer (PhD)
Social Media 12/11 Lecture Part1
Why is Marketing Changing?
Do I have to be in Social Media as a Company?
Do I really have to be there as a B2B Company?
...
and once I have convinced you:
How to get started!
Social Media Winter 2011 lecture part1
Why engaging with the customer?
The Social Media Marketing Basics
Content Marketing for B2B
The SM Toolbox
Corporate Website
Corporate Blog
Social Networks
Content Sharing Platforms
Crowd Sourcing
Online Shops
Microblogging
Social CRM
Cases
Social Media Marketing in Practice
Understand, engage, and embrace your customers by understanding the changes that have shaped Marketing Communication of the past 5-8 years in B2B. Learn about the basics of Social Marketing, Dialog Marketing, Digital Marketing, however you want to name it.
The basic mechanisms as well as specifics of new media in marketing get explaines and analyed. The presentations starting point is a review of the changes in marketing communications, and the why's behind.
New media and new purchase behaviour have changed marketing fundamentally. This lecture presentation shows the principles of Dialog Marketing and introduces the basics of Digital and Social Marketing
Content:
The Customer Dialog
Who is Social / Digital Marketing for?
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2
Digital Marketing Lecture, covering:
The Customer Dialog
Who is Social / Digital Marketing for?
Marketing Today
The Dell Story
The Digital Marketing Basics
The Digital Toolbox
Bringing Marketing into the Digital Era
Content Marketing and Market Segmentation for B2B Markets - an introduction, How Content can lead to dialog. Segmentation example for technology products and some examples from Krones, Dell, Festool, litago milk, mymuesli
How Dell is Using Social Media to Deepen Relationships and Build TrustDell Social Media
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Social Business Imperative Women's President OrganizationLiz Bullock
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and ten tips on how women owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, Tx on May 1st, 2013
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and 10 tips on how women-owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, TX on May 1st, 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Similar to New Marketing - Why Dialog and Engagement? (20)
Balance the management of the present + create the future - Ambidexterity Dr. Ute Hillmer (PhD)
Why is it so hard to balance the management of the present
and simultaneously create the future?
It‘s all about our Corporate Comfort Zone! Find out more about Ambidexterity
Warum ist es so schwer, die Gegenwart zu managen und die Zukunft gleichzeitig zu gestalten?
Es geht um unsere Unternehmens-Komfortzohne.
Ambitextrie ist der Fachbegriff und die Präsentation zeigt die Argumente auf, warum es uns so schwer fällt
Technische Innovationen die sich verkaufen - oder "Wie geht Innovationsmarket...Dr. Ute Hillmer (PhD)
Wie bringt man den Maschinenbau dazu, sich nicht zu zerspanen, sondern 3D zu drucken?
Wie verkauft man Dienstleistung zur Miete und in der Wolke, wenn es noch keiner tut?
Die Präsentation ist in 3 Teile aufgeteilt:
- Vorgedanke: die Evolution und die Revolution
1. Unterschiedliche Käuferprofile – der Technologielebenszyklus
2. Die Kommunikationskanäle: Gruppenmenschen, Rollenmenschen und mehr
3. Der Inhalt: Den Kunden ins Zentrum setzen
How has marketing changed over the past 10 years?
New media and new purchase behaviour have changed marketing fundamentally.
What's new and why?
This slideset is an introductory lecture into these changes.
It aims at helping students and marketeers to understand the logic behind the changes, so they can make sense of them as they continue to occure in the future.
The slides focus on:
Marketing Today: the new Buying Decision Process
How to Segment a Market
Buyer/User-Typologies
Niche Markets
Positioning
Content Marketing
Why is Product Marketing Changing?
Customer Touch Points
Markteinführungsstrategien für neue Innovationen und wie der Innovationslebenszyklus mit seinen typischen Käufersegmenten helfen kann, die Markteinführung erfolgreich zu gestalten.
Eine kleine Einführung in NLP!
Ist es gut, ist es böse? Machen Sie sich Ihr eigenes Bild. NLP wurde entwickelt, damit sich Menschen gut fühlen können. Was wollen wir mehr im Leben?
NLP ist keine Technik, es ist eine Einstellung, aber die techniken verhelfen die Einstellung zu erlangen und sie zu halten, zu "konditionieren".
„It‘s not about who is right and who‘s wrong. It‘s not about what‘s true either. A good map is a map that get‘s you to see things from different perspectives and helps you feel as resourceful as possible about a situation.“
Understanding why market research is changing
Understanding customer discovery
The 5 big Q‘s of market research:
-What do you want to learn?
- Who d o you want to learn from?
- How will you get to them?
- How can you ensure to be effective?
- How do you make sense of what you learn?
Wie verkauft man Software zur Miete und Datenspeicher in der Wolke, wenn es noch keiner tut? Wie bringt man den Maschinenbau dazu, (sich) nicht nur zu zerspanen sondern auch 3D zu drucken? Wie ist der Lebenszyklus der technologischen Innovationen am Markt, und welche Käufertypen schlagen wann zu?
Innovationsvermarktung:
Warum muss man Innovationen anders verkaufen?
Ihre bahnbrechende Innovation ist gelungen, das Produkt fertig und ein paar wenige Betakunden arbeiten erfolgreich. Kunden müssten Ihnen jetzt die Türen einrennen, doch die Verkaufszahlen dümpeln. Sie haben alle Fakten gesammelt, die Nutzenargumente sorgfältig entwickelt. Was ist los? Warum gelingt das Durchstarten nicht?
Bei der Vermarktung von Innovationen jeder Art, insbesondere aber bei neuen Technologien geht es darum, rational zu sein und somit auch rational zu vermarkten …. ?
… von wegen!!
Auch in den hochkarätigstenEntscheidungsgremien sitzen … …genau: MENSCHEN!
Und die haben 2 Gehirnhälften, mehrere Rollen in Ihrem Leben, sie haben einen Rucksack voll Erfahrungen der guten und der schlechten Art, haben Einstellungen, Vorlieben, Interessen.
Auf Englisch heißt es so schön: WORLD VIEWS und bezeichnet die Brillen, durch die man auf die Welt schaut.
Nehmen wir den Blick auf eine neue Technologie: So ein Blick durch die Brille spricht den Kopf und das Herz an: Da geht es um funktionale Vorteile (was macht diese Technologie), um wirtschaftliche Vorteile (was heißt das in Zeit und Geld?) aber es geht auch um funktionale Vorteile: Wie FÜHLT ES SICH AN?
Weil jeder Mensch ein bisschen anders ist und jeder seine Eigenarten pflegt, aber viele Menschen dann doch wieder ähnlich agieren, hat man sich die „Personas“ ausgedacht.
Es sind Stereotypen verschiedener Nutzer- oder Käuferprofile. Sie repräsentieren Schubladen für Menschen mit ähnlichen Lebensansichten, Grundeinstellungen und den daraus resultierenden typischen Verhaltensweisen.
Im Zeitalter von Dialogmarketing und Social Media bemüht man sich in der Kommunikation, diese verschiedenen Typen bestmöglich und somit unterschiedlich anzusprechen.
Dies gelingt besonders gut mit einer „Cartoon-Vorstellung“ von Herrn Meyer vor Augen, dem charismatischen, immer eiligen, sehr individuellen Sektrechtstarter. Oder mit dem Gedanke an den immer korrekten und präzisen, etwas Erbsen zählenden Herrn Müller.
Sehen Sie ihn vor Augen? Er will etwas anderes von Ihnen hören als der clevere, schnelle Herr Meyer. Und dann gibt es vielleicht noch Frau Schneider, die superkreative, etwas spleenige aber sehr problemkompetente Anpack-Frau.
Personas sind nicht nur hilfreich in der Kommunikation. Sie helfen auch dabei, die richtige Servicestrategie zu finden, das nächste Produkt zu entwickeln… .
Bauen Sie sich Personas mit den Eigenheiten ihrer typischen Käufer- und Nutzergruppen. Solche Bilder helfen sehr zielgerichtet zu kommunizieren!
Sind Ihnen schon ihre typischen Stereotypen eingefallen? Malen sie sich die Stereotypen oder suchen sie nach Ihnen in ihrem Lieblingscartoon. Schreiben sie den nächsten Artikel mal ganz gezielt für alle „Herren Müller“ dieser Welt. Der Vortrag wird für die „Herrn Meyer“ gemacht und die Abendveranstaltung auf der Messe wird ganz anders, wenn sie für alle Frau Schneiders am besten passen soll. Beobachten Sie, wie sich die ausgewählte Zielgruppe angesprochen fühlt.
Personas helfen gezielt zu fokussieren und diesen Fokus zu halten.
…ja, sie haben recht wenn Sie sagen, dass sich die Zielgruppe durch den Fokus verkleinert. Dafür stehen Sie aber dann ganz oben auf der Liste dieser ausgewählten Gruppe!
Wir waren schon immer im Dialog mit unseren Kunden. Mit Hilfe der neuen Medien geht es heute einfacher und schneller. Aber es gilt ein paar Dinge zu beachten.
Inhalt:
Die Basics
Die Chancen
Die Bedenken
Die Beispiele
Die Zusammenfassung
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
1. New Marketing
Understand, Embrace
and Engage
your Audience
Dr. Ute Hillmer
Better Reality Marketing
ESB, Reutlingen, 20.7.2012
20.9.2012 Dr. Ute Hillmer
2. Dr. Ute Hillmer is…
an expert in marketing and promoting technology
products, especially innovative hard- and software
products that are not self-explaining.
With such products, human behavior is often outside
the boundaries of rationality, despite its economic
context. It is typically a result of social, cognitive and
emotional factors, along with economic ones.
….
20.9.2012 Dr. Ute Hillmer
3. Ute Hillmer
• 25 years of international marketing (HP, CoCreate,
MFG Innovationagency state of BW, Better Reality Marketing)
• Dissertation in business administration, behavioural economics in technology
marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication; mainly 3 continents
(America, Europe, Asia)
• Product-, program-, channel-, partnermarketing, marketingcommunication,
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
20.9.2012 Dr. Ute Hillmer
4. Content of the SM Marketing Lecture
1. Why engage with the customer?
2. Social Media Marketing Basics
3. SM Toolbox + Cases
Corporate Website Crowd Sourcing
Corporate Blog Online Shops
Social Networks Microblogging
Content Sharing Platforms Social CRM
4. Content Marketing for B2B + Cases
5. Hands on: Social Media Marketing in
Practice
20.9.2012 Dr. Ute Hillmer
5. Engage with the
Customer
“Do I have to do this?”
20.9.2012 Dr. Ute Hillmer
7. Why is Marketing
Changing?
Because buyer behaviour
is changing significantly!
20.9.2012 Dr. Ute Hillmer
8. How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
20.9.2012 Dr. Ute Hillmer
9. The Power of Recommendations:
„I‘ll Have What She is Having“
20.9.2012 Dr. Ute Hillmer
10. Change Engines on the Meta Level
Technological Development
• Digitalization • Visualisation tech.
• Network technologies • Social Media
• Converging media • Digital distribution
• Storage technologies • Intellig. automation
• …
Social Development
The mature human – the mature customer
• Selfconfidence
• Participation
• Self-determination
• Individualisation
20.9.2012 Dr. Ute Hillmer
13. From Product- to Customerfocus
Product Customer Needs
Price Customer Cost
Place Convenience / Access
Promotion Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
20.9.2012 Dr. Ute Hillmer
14. Social Media –
“Do I really have to
be there as a
Company? “
20.9.2012 Dr. Ute Hillmer
15. It‘s not only the web 2.0 generation that is
Warum sind Sie in Sozialen Netzen
online
(Europea Data)
...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
20.9.2012 Dr. Ute Hillmer Source: Social Media Around the World 2011, InSites Consulting
17. 20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 1
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
18. 20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 2
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
19. 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 2005
20.9.2012 Dr. Ute Hillmer
21. 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
20.9.2012 Dr. Ute Hillmer
22. 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”
20.9.2012 Dr. Ute Hillmer
26. Social Media matters to B2B because
• Chief stakeholders may not be using social media
– but their lieutenants will
• Social media is impacting how
B2B decisions are being made
– Background research
– Expertise
– Search results impact
20.9.2012 Dr. Ute Hillmer
27. Successful B2B marketing is…
• about segmenting customer experiences to fit the
product life cycle and the typical customer profile
• about developing and maintaining trust – matching
the different customer segments need
• about initiating a customer centric dialog that takes
the different customer profiles into consideration
This is what social media is all about!
20.9.2012 Dr. Ute Hillmer