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.
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
Content marketing equips buyers with the knowledge to make better-informed decisions.
It is based on onversations and storytelling instead of pushing one message for the world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.
The Social Media Toolbox - what channels should my B2B company use?Dr. Ute Hillmer (PhD)
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.
CONTENT
1. THE BASICS
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works
• How to get started
• Consequences of Social Media
2. THE TOOLBOX
• Corporate Website
• Corporate Blog
• Social Networks
• Content Sharing Platforms
• Crowed Sourcing
• Online Shops
• Microblogging
• Social CRM
3. SM Marketing in PRACTICE – Hands On
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
Content marketing equips buyers with the knowledge to make better-informed decisions.
It is based on onversations and storytelling instead of pushing one message for the world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.
The Social Media Toolbox - what channels should my B2B company use?Dr. Ute Hillmer (PhD)
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.
CONTENT
1. THE BASICS
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works
• How to get started
• Consequences of Social Media
2. THE TOOLBOX
• Corporate Website
• Corporate Blog
• Social Networks
• Content Sharing Platforms
• Crowed Sourcing
• Online Shops
• Microblogging
• Social CRM
3. SM Marketing in PRACTICE – Hands On
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
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
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.
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
Social media for business professionals. Why bother?Owen Cutajar
A presentation given to the local ACCA in April 2013. Using Porter's Competitive Advantage matrix, we review the impact of technology on Competitive Advantage and focus on Social Media and the changes it is having in this space.
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book...Murray Izenwasser
Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
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
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?
The Content:
1. THE BASICS
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works
• How to get started
• Consequences of Social Media
2. THE TOOLBOX
• Corporate Website
• Corporate Blog
• Social Networks
• Content Sharing Platforms
• Crowd Sourcing
• Online Shops
• Microblogging
• Social CRM
3. SM Marketing in Practice – Hands On
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?
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
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
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
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
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.
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
Social media for business professionals. Why bother?Owen Cutajar
A presentation given to the local ACCA in April 2013. Using Porter's Competitive Advantage matrix, we review the impact of technology on Competitive Advantage and focus on Social Media and the changes it is having in this space.
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book...Murray Izenwasser
Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
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
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?
The Content:
1. THE BASICS
• Why marketing is changing
• Social marketing vs. traditional marketing
• How social marketing works
• How to get started
• Consequences of Social Media
2. THE TOOLBOX
• Corporate Website
• Corporate Blog
• Social Networks
• Content Sharing Platforms
• Crowd Sourcing
• Online Shops
• Microblogging
• Social CRM
3. SM Marketing in Practice – Hands On
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?
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
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
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
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
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?
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
Liz Brown Bullock, Director of Social Media & Community, Dell, discusses how you can successfully find your virtual voice with ten ideas strategically starting off to more in depth tips on content curation and building influencer relationships. Presented at the Women’s Empowerment Conference 2012 in San Diego, CA. #socialmedia #socialmediatraining
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
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
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
Untangling The Web: Putting it all togetherRyan Hanser
April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'
Your online presence is your first chance to make a good impression and sometimes your only chance.
- Why do we use social media?
- Personal branding in social media
- How to plan digital marketing?
- How to create content to convince everyone?
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
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.“
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!
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.
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
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
3. 8.12.2014 Dr. Ute HillmerWHO is Dr. Ute Hillmer?
an expert in positioning and promoting technology products, with a carving for innovative products that
are not self-explaining.
With such products, human behavior is often outside the boundaries of rationality -despite its economic context. Buying behavior is here typically a result of social, cognitive and emotional factors, along with the economic ones.
4. 8.12.2014 Dr. Ute HillmerWhat 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
5. 8.12.2014 Dr. Ute HillmerWhat’s Ute’s STORY?
I am in business to change the lives of my technology clients by giving purpose to their work!
7. 8.12.2014 Dr. Ute HillmerTo take the most out of this lecture… be inSTATE!
8. 8.12.2014 Dr. Ute HillmerAgenda
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!
16. 8.12.2014 Dr. Ute HillmerDer Kundendialog heute ist mehr
…hin zur Zweiweg-Kommunikation …
17. 8.12.2014 Dr. Ute HillmerNeue Medien
Kunden sprechen über Erfahrungen, Bedürfnisse, Vorlieben und Interessen online.
18. 8.12.2014 Dr. Ute HillmerThe Power ofRecommendations: „I‘llHaveWhatSheisHaving“
19. 8.12.2014 Dr. Ute HillmerChange 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
•…
20. 8.12.2014 Dr. Ute HillmerFrom Product -to Customer-FocusProductPricePlacePromotionCustomer NeedsCustomer CostConvenience / AccessCommunication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
22. 8.12.2014 Dr. Ute HillmerWarumsindSiein SozialenNetzen(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 ConsultingThe Web 2.0 Generation isOnline
24. 8.12.2014 Dr. Ute HillmerB2B 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
25. 8.12.2014 Dr. Ute HillmerThe B2B buyers are no shoppers, they are researchers!
37% of B2B Buyers use Social to help them make purchasing decissions(IDC)
26. 8.12.2014 Dr. Ute HillmerSocial Media and the Buying ProcessPost-sales
user-experience reports
support + help
complains, learning, upgradingSales
looking for the best dealDecision Making
learning about the topic,
selecting and weighting evaluation criteria
evaluating options, Pre-sales
looking for information
27. 8.12.2014 Dr. Ute HillmerDecision Making Process –in the Digital Age
Initial Consideration
Trigger
aktiveevaluation
Moment of Purchase
post-purchase experience
consumers add or subtract Brands
Ambassador
loyaliyloop
aktiveevaluation
Consumer Decision Journey as suggested by Edelman 2010, p.65
29. 8.12.2014 Dr. Ute HillmerSocial Media: Who is there? (Wave 7 Data)
http://wave.umww.com/assets/pdf/wave_7- cracking-the-social-code.pdf
30. 8.12.2014 Dr. Ute HillmerHowEffectiveist SocialMedia? Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
31. 8.12.2014 Dr. Ute HillmerIfyouthink…
yourCompany doesnot havetobeOnline,
Think again…
32. 8.12.2014 Dr. Ute HillmerThe 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
34. 8.12.2014 Dr. Ute Hillmer
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
35. 8.12.2014 Dr. Ute HillmerDell
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, 20062011: Dell named “most social brand of 100 top brands”
37. 8.12.2014 Dr. Ute HillmerHow to get started with Digital Marketing1. Stay Focused on your Objective
•Which channel, which medium, which platform will help me reach my target?
•Define marketing goal
•Define target markets
Be where your customers are!!
38. 8.12.2014 Dr. Ute HillmerHow to get started with Digital Marketing? 2. What do you intent to achieve?
•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 reputationAs with traditional marketing: set yourself realistic goals!
39. 8.12.2014 Dr. Ute HillmerHow to get started with Digital Marketing 3. Where are your customers having their conversations?
“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 RepLISTEN!! talkenergizesupportIntegrateBOND
40. 8.12.2014 Dr. Ute HillmerHow to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Pointsinstead…
Source: Wave 7
41. 8.12.2014 Dr. Ute HillmerClassic Touchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline-Word of Mouth
Often individually pushed, seldom orchestrated
Sales-team and Partners
Source: Storymaker
42. 8.12.2014 Dr. Ute HillmerSupplemented by a Digital Architecture
WEB- SITE
Micro- Site
Online- PR
ONLINE- PR
PUSH/PULL
Source: Storymaker
News- letter
43. 8.12.2014 Dr. Ute HillmerSupplemented by a Digital Architecture
WEB- SITE
Micro- Site
Online- PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News- letterCommunication ChannelCorporateHosting Customer
44. 8.12.2014 Dr. Ute Hillmer… and Increasingly Mobile
Source: MashableAugust 05, 2013
45. 8.12.2014 Dr. Ute HillmerDigital Touchpoints
XING & LINKEDIN
•Business Networks
•geschäftliche Kontakte
•Inhalte mit Geschäftspartnern teilen
•Unternehmens- sichtbarkeit auf persönlicher Ebene
•Mitarbeiter als Unternehmens- botschafter
TWITTER
FACEBOOK
GOOGLE
•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 Multiplikationseffekte 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
46. 8.12.2014 Dr. Ute HillmerDigital 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
47. 8.12.2014 Dr. Ute HillmerDigital 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
48. 8.12.2014 Dr. Ute HillmerDigital Marketing“The CluetrainManifesto (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 resultand 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 upand take themselves less seriously. They need to get a sense of humor.
49. 8.12.2014 Dr. Ute HillmerRecap The Basics to get started
•What was most important?
•What was new?
•What is unclear?
50. 8.12.2014 Dr. Ute HillmerNowComming
#1Get your hands dirty
#2Built 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
53. 8.12.2014 Dr. Ute HillmerHands on Exploitation (Team Size about 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
54. 8.12.2014 Dr. Ute HillmerHands on Exploitation (Team Size about 4)
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
60. 8.12.2014 Dr. Ute HillmerThe Corporate Website: Center Stage +Aggregation Point
61. 8.12.2014 Dr. Ute HillmerThe 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 Wordpressund Joomla, templates, plug-ins und RSS feeds.
62. 8.12.2014 Dr. Ute HillmerThe 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
63. 8.12.2014 Dr. Ute HillmerThe Corporate Blog the “Sun of the Solar Content System”
69. 8.12.2014 Dr. Ute HillmerThe 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
70. 8.12.2014 Dr. Ute HillmerThe 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
71. 8.12.2014 Dr. Ute HillmerThe Corporate BlogMake 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
73. 8.12.2014 Dr. Ute HillmerSocial 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.
74. 8.12.2014 Dr. Ute HillmerBuiltand MaintainNetworks
Followers
Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them
75. 8.12.2014 Dr. Ute HillmerHow Social Networks work
Think ofSocialNetworks asa sportsclub!
76. 8.12.2014 Dr. Ute HillmerHow 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…
77. 8.12.2014 Dr. Ute HillmerHow Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
78. 8.12.2014 Dr. Ute HillmerDell 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 (July2011)
909.910 likes (Dec 2011)
82. 8.12.2014 Dr. Ute HillmerFestoolon Facebook
•http://www.facebook.com/festool.de
•Sprachen: Deutsch
Beiträge von Festoolauf 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
90. 8.12.2014 Dr. Ute HillmerFestoolon Facebook Entwicklung
Mrz 10
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
Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Apr 12
Mai 12
Jun 12
Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications
92. 8.12.2014 Dr. Ute HillmerSocial 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 tabin Browser
–Apps can result in spam
•Hard to separate private and business
•FB can change the rules as they like (free service)
Practice
93. 8.12.2014 Dr. Ute HillmerBusiness 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
94. 8.12.2014 Dr. Ute HillmerContent Sharing Platforms
•Online Communities for archiving and sharing content such as:
–Photographs and images
–Videos
–Audios
–Presentations
95. 8.12.2014 Dr. Ute HillmerSupplemented by a Digital Architecture
WEB- SITE
Micro- Site
Online- PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News- letterCommunication ChannelCorporateHosting
97. 8.12.2014 Dr. Ute HillmerFestoolon YoutubeEntwicklung
Mrz 10
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
Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Apr 12
Mai 12
Jun 12
Youtube-Views pro Tag
curtsey of Klaus Danner, Manager Customer Communications
98. 8.12.2014 Dr. Ute HillmerContent 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
99. 8.12.2014 Dr. Ute HillmerCrowd Sourcing / Open Innovation
19.12.2011
101. 8.12.2014 Dr. Ute HillmerDell Design Studio Mass Individualisation
Objective
masscustomization
brandrecognition
Target
individualisticcustomers+ prospects
SM Strategie
online offer
106. 8.12.2014 Dr. Ute HillmerRecommendation 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
108. 8.12.2014 Dr. Ute HillmerTwitter
Microbloggingis a form of bloggingthat 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)
110. 8.12.2014 Dr. Ute HillmerDellOutletTwitter as an Outletstore
Objective
selling
changebrandrecognition
Target
customers
prospects
SM Strategy
Twitterasa salesplattform
Results
June 2009: $6,5 M revenue
111. 8.12.2014 Dr. Ute HillmerDellOutlet Deutschland Twitter as an Outletstore
112. 8.12.2014 Dr. Ute HillmerDellOutlet China Twitter as an Outletstore
113. 8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste Ansprüche
Festoolon Twitter
curtsey of Klaus Danner, Manager Customer Communications
114. 8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste Ansprüche
Festoolon Twitter
twitter.com/festool
978 FollowerStand 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
115. 8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste Ansprüche
Festtoolon Twitter
•http://twitter.com/festool
•Sprache: Deutsch
Beiträge von Festoolauf Twitter:
•Produkte und Angebote
•Online-Umfrage
•Informationen zu Messen
Beiträge von Usern auf Twitter:
•Bauanleitungen von Festool
•Fragen zu Produkten
curtsey of Klaus Danner, Manager Customer Communications
116. 8.12.2014 Dr. Ute Hillmer
Tools for the toughest demands
Festtoolon Twitter ausgewählteFollower
curtsey of Klaus Danner, Manager Customer Communications
117. 8.12.2014 Dr. Ute HillmerTwitter
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
118. 8.12.2014 Dr. Ute HillmerDellCaresTwitter 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 Tweets
119. 8.12.2014 Dr. Ute HillmerSocial Media Monitoring 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 2005
19.12.2011
120. 8.12.2014 Dr. Ute HillmerWhy Social Media Monitoring? Customer Service andSupport, 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
1
121. 8.12.2014 Dr. Ute HillmerSocial Media MonitoringIssueManagement
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
1
122. 8.12.2014 Dr. Ute HillmerDell „SocialMedia 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
Check out:
Google Analytics, KloutScore; Hotsuite
123. 8.12.2014 Dr. Ute HillmerRecap Social Media Toolbox
•What was most important?
•What was new?
•What is unclear?
124. 8.12.2014 Dr. Ute HillmerHands on 2 (Team Size 4)
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