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.
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
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.
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 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.
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
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.
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 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 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.
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
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
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.
This is the presentation deck, of the talk given by Sanjay Mehta (Jt CEO, Social Wavelength) at the Gripel organized conference, Social Media Marketing Excellence, on Feb 11th, 2011.
The focus of the talk is around the challenges of traditional models of advertising and marketing, and how Social Media and digital technologies, are challenging the same. Also how marketers and organizations can cope with this changing world!
A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Events bring social media to life. Learn tips and tricks for incorporating social marketing into event planning.
Presented by Melonie Gallegos in a private corporate event planners' lunch and learn session.
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
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
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.
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
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
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.
This is the presentation deck, of the talk given by Sanjay Mehta (Jt CEO, Social Wavelength) at the Gripel organized conference, Social Media Marketing Excellence, on Feb 11th, 2011.
The focus of the talk is around the challenges of traditional models of advertising and marketing, and how Social Media and digital technologies, are challenging the same. Also how marketers and organizations can cope with this changing world!
A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Events bring social media to life. Learn tips and tricks for incorporating social marketing into event planning.
Presented by Melonie Gallegos in a private corporate event planners' lunch and learn session.
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
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
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?
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
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?
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
Social Media is a powerful way for organizations of every size and industry to interact with their customers, critics, fans, and partners. The introduction of Social Media has enabled users to post comments, thoughts and opinions about services and products. With the increased frequency of participation in these sites, users are quickly becoming co-contributors to your brand — making it difficult to control your own messaging. This complimentary webinar is great for marketers looking to quickly get up-to-speed on the elements of Social Media, and more importantly, how to leverage those elements to increase ROI and take control of brand positioning.
Social Media and the Lost Art of Marketing Principlespvr352
Every one seems to be rushing to create ‘social media’ campaigns! But what ever happened to the basic principles of marketing which used to guide messaging and media decisions?
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client.
External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.
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
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
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
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
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
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?
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
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
[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
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
2. How to get started
Stay focused on your objective
• Define marketing goal
• Define target markets
• Which channel, which
medium, which platform will
help me reach my target?
Be where your
customers are!!
20.9.2012 Dr. Ute Hillmer
3. How to get started
What do you intent to achieve?
• Win additional customers • Increase communication
• Gain a new customer base with customers
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!
20.9.2012 Dr. Ute Hillmer
4. How to get started
3. Where are your customers having their conversations?
LISTEN!!
“Let's spend a day in your customers talk
media mix and learn to understand
what they experience, how they feel, energize
and most of all, how they support
communicate and interact. “
Kevin Colleran, Facebooks #1 Sales Rep Integrate
BOND
20.9.2012 Dr. Ute Hillmer
5. How to get started
Set Strategy + Processes
Ask yourself
• Where are my customers => What • Which social networks will be
product(s) are suitable for social suitable?
networks? • What reactions should I be
• How do I position these products? prepared to get?
• Does my CI and brand fit the online • How will I react to negative
community? feedback from blogs, etc.?
• How do I communicate online (tone • Do I communicate centralized
and stile)? or distributed?
You have no glue?
Then have a look how your competitors do it!
20.9.2012 Dr. Ute Hillmer
6. Social Media Marketing has an ever
growing Toolbox
– Search Engines – Video Sites (YouTube, …)
– Forums – Price Search Engines
– Blogs – Rating Sites
– Interest Groups – Picture Galleries, Social
– Portals Galleries (Spotify, Pinterest…)
– Social Networks – Music Galleries (Spotify,…)
(Facebook, Twitter, Xing, LinkedIn…) – Apps, Location Based Apps
– Podcasts – Social Games
– Social Media Monitoring (SMM) – …
20.9.2012 Dr. Ute Hillmer
7. Consequences of Social Media Marketing
for the Product Range “The Long Tail”
•
20.9.2012 Dr. Ute Hillmer
Chris Anderson: The Long Tail, 2006.
8. Consequences of Social Media Marketing
for the Customer
“The Cluetrain Manifesto (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.
Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
20.9.2012 Dr. Ute Hillmer
9. Σ Social Media Basics
#1 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
20.9.2012 Dr. Ute Hillmer
10. Recap Social Media Basics
• What was most important for you so far?
Tell your neighbor to the right and left.
• What open question emerged?
• What is unclear?
20.9.2012 Dr. Ute Hillmer
16. Social Media as a Workflow Process
Communication
Hosting Corporate Channel
Youtube PR Content XING
Website Facebook
Flickr
Microsites Twitter
Issuu
Blog LinkedIn
Slideshare Newsletter Google+
20.9.2012 Dr. Ute Hillmer Slide based on Björn Eichstädt, Storymaker
17. Types of Social Media Interaction
by Source Social
Service
Questions &
complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Twitter
Corporate Social Content Existing Social Media FB
Accoun
Corporate Blogs, Forums, (Facebook, Xing, Twitter, Page t
branded / unbranded Social Linkedin, etc.)
Networks, etc.) Google …
+
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
Data Mining
(inside‐to‐outside Corp.
inside‐to‐inside)
Website
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service F&E
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service F&E
18. Types of Social Media Interaction
by Purpose
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
CRM = Customer Relationship Management
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
19. 360° Medienmanagement
Kundenprofile beachten
• Was machen Silver Surfer (>50 J.)
Online?
20.9.2012 Dr. Ute Hillmer
26. The Corporate Website
• You control the content and the design
• You can backlink all media channels to the site
• One stop overview, monitor and archive
• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und
RSS feeds.
20.9.2012 Dr. Ute Hillmer
27. The Corporate Website
• You must manage and maintain the site including its
layout and design, content, tech. support and its
URL(s)
• Corporate Websites are usually seen as push
marketing.
• Cost and time intensive
20.9.2012 Dr. Ute Hillmer
30. Dell Blogs Blogs ,Forums
Objective
Kundeninsight
Plattform for problem solving and ideas
Customer bonding, pos. brand recognition
Target
Segmented customer groups + prospects
SM Strategy
Engagement and learning from and with customers
Results
1.7 M registered members (spring11)
2.300-2.500 Posts/Woche
20.9.2012 Dr. Ute Hillmer
36. The Corporate Blog
Make some rules.
Empower all employees… they are the brand.
• Behave professionally and ethically.
• Take personal responsibility.
• Include a disclaimer: your opinions are yours,
not IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s
experts—and expertise—to the world.”
Adam Christensen
Manager, Social Media Communications
20.9.2012 Dr. Ute Hillmer
http://www.ibm.com/blogs/zz/en/guidelines.html
37. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D
38. The Corporate Blog
Types of Social Media Interaction
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
39. 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
20.9.2012 Dr. Ute Hillmer
40. 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
20.9.2012 Dr. Ute Hillmer
42. 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.
20.9.2012 Dr. Ute Hillmer
43. Built and Maintain Networks
Individuals, professionals and companies look for
suitable networks and clusters
Within a network, they look for suitable groups and
joint them
20.9.2012 Dr. Ute Hillmer
44. How Social Networks work
Think about a
sports club!
20.9.2012 Dr. Ute Hillmer
45. 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…
20.9.2012 Dr. Ute Hillmer
46. How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
20.9.2012 Dr. Ute Hillmer
47. 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)
20.9.2012 Dr. Ute Hillmer
52. Festool on Facebook Fanpage
• 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
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
53. Festtool Ziele der Nutzung von Social Media
Information & Problemlösung & Beratung Beschwerden &
Wissensaustausch Hilfe Reklamation
Kaufbestätigung Affinitätsimpuls, Profilierung, Altruistischer Impuls,
Bekenntnis zur Marke Reputation Hilfsbereitschaft
20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications
54. Festool on Facebook Fanpage Meinungen
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
55. Festool on Facebook Fanpage Fragen
Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen
ausleihen?
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
56. Festool on Facebook Fanpage Anwendungsberatung
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
57. Festool on Facebook Fanpage Produktvergleich
28 Kommentare später …
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
58. Festool on Facebook Fanpage Beschwerdekanal
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
59. Festool on Facebook Fanpage Servicekommunikation
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
60. Festool on Facebook Fanpage Kunden-Stolz
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
61. Festool on Facebook Information Flow
Anwendungs‐
fragen
Service & Beschwerde‐
Direkte
Management Reaktion im
Social Media Kanäle
– incl. Monitoring Social Web
Beratungs‐
bedarf System
Service
Support
Meinungsführer Beschwerdem.
Beschwerden Management
Kundenzufriedenh.
Produkte
…
Produkt‐
Diskussion
PR
Indirekte
Reaktion z.B.
Berichte Presse /neue
Produkttests
Produkte
Marketing/
Rechtsabteilung…
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
62. Mrz 10
20.9.2012 Dr. Ute Hillmer
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
Festool on Facebook
Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Entwicklung Facebook Fans
Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Fan-Development
Apr 12
Mai 12
Jun 12
curtsey of Klaus Danner, Manager Customer Communications
63. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D
64. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
65. Social Networks
• Direct customer communication • Efficient marketing tool
• Largest social Network • Gives companies “a face”
• Many forms of interaction or “faces”
• Entertainment • Connectable with twitter,
• Full display of many media Google+, linkedin…
formats (pictures, movies, games, ...) • Mobile app
• Cool ideas result in huge reach • Location updates
• Personal reputation • Many apps enlarge
management functionality
• Facebook statistics
20.9.2012 Dr. Ute Hillmer
66. Social Networks Practice
• Uncontrolled environment • Privacy problems
for employees – Like button (documenting all
activity on the website)
• Time-consuming – Open FB tab in Browser
• Less exciting products – Apps can result in spam
can have a hard time • Hard to separate private and
gaining recognition business
• FB can change the rules as
• Requires high frequency they like (free service)
of relevant content
generation
20.9.2012 Dr. Ute Hillmer
67. Business Oriented Social Networks
• More serious environments,
no personal content
• Suitable for personal business
profile pages • Increasingly commercial +
• Customer + recruiter research spam
• Personal reputation • Time consuming
management
• Not all audiences are in
• Business oriented groups these networks
• Business contact initiation and
• Often regional
management
20.9.2012 Dr. Ute Hillmer
68. Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
20.9.2012 Dr. Ute Hillmer
69. Social Media as a Workflow Process
Communication
Hosting Corporate Channel
Youtube PR Content XING
Website Facebook
Flickr
Microsites Twitter
Issuu
Blog LinkedIn
Slideshare Newsletter Google+
20.9.2012 Dr. Ute Hillmer Slide based on Björn Eichstädt, Storymaker
70. Festtool on Youtube
youtube.com/festool
März 2010 bis Juni 2012
1.071.330 views
curtsey of Klaus Danner,
Manager Customer
Communications
20.9.2012 Dr. Ute Hillmer
71. Mrz 10
Apr 10
20.9.2012 Dr. Ute Hillmer
Mai 10
Jun 10
Jul 10
Aug 10
Sep 10
Okt 10
Nov 10
Dez 10
Jan 11
Feb 11
Mrz 11
Festool on Youtube
Apr 11
Mai 11
Jun 11
Jul 11
Aug 11
Youtube ‐ Views pro Tag
Sep 11
Okt 11
Entwicklung
Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Apr 12
Mai 12
Jun 12
curtsey of Klaus Danner, Manager Customer Communications
72. Content Sharing Platforms
Easy way to display,
archive and share • Copyright problems
No need for own • Free data upload or
infrastructure and information spread is
storage limited
Possible real time • No quality control of
reporting of events content and material
Products / content is
ranked by audience
20.9.2012 Dr. Ute Hillmer
73. Crowd Sourcing / Open Innovation
19.12.2011
20.9.2012 Dr. Ute Hillmer
78. Turning the R&D Processes Upside Down!
Cash flow over time
Market Demand:
Product Lifecycle
R&D
inbound Marketing
outbound Marketing
20.9.2012 Dr. Ute Hillmer
79. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D
80. Starting point forSocial Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
81. Dell Shop eCommercewith Social Content
Objective
sales
Change brand perception
Target
customers
prospects
SM Strategie
eShop with rankings +
reviews
20.9.2012 Dr. Ute Hillmer
83. Recommendation Platforms
• Here users share
experiences, perceptions
and recommendations
about products, services
and organizations . • bad products are exposed
Sometimes detailed
discussions can evolve..
• Products are ranked by
audience
• credibility
• good products are usually
ranked positively
20.9.2012 Dr. Ute Hillmer
84. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D
19.12.2011
85. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
87. 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)
20.9.2012 Dr. Ute Hillmer
93. Festtool on Twitter
twitter.com/festool
978 Follower
Stand 09.07.2012
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
94. Festtool on Twitter
• 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
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
95. Festtool on Twitter ausgewählte Follower
20.9.2012 Dr. Ute Hillmer
curtsey of Klaus Danner, Manager Customer Communications
96. Twitter
fast
cheap • only short messages (Twitter 140
real-time communication characters)
real-time market research • short lifetime of tweets
advertising allowed • a lot of meaningless information
direct customer in twitter sphere
great monitoring tool (alternative • difficult to measure
clients, e.g. tritterdeck)
interest based, not friendship • Spam / unpleasant followers
based possible
global • Fast media for fast + easy
mobile mistakes
20.9.2012 Dr. Ute Hillmer
97. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing
Dr. Ute Hillmer, Better Reality Marketing Sales Service R&D
19.12.2011
98. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
99. DellCares Twitter 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
20.9.2012 Dr. Ute Hillmer
100. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D
101. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
102. Monitoring Twitter as a trend scout
Objective
Identify future trends
Identify brand + product issues
Target
Marketing
R&D
SM Strategy
Twitter als Supportkanal
20.9.2012 Dr. Ute Hillmer
103. Why Social Media Monitoring?
Issue Management
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”
20.9.2012 Dr. Ute Hillmer 19.12.201
1
104. 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
20.9.2012 Dr. Ute Hillmer
105. Why Social Media Monitoring?
Customer Service and Support, 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
20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better
19.12.201
Reality Marketing
1
106. Why Social Media Monitoring?
Product Marketing and R&D
Identify + address product shortcomings / improvement opportunities
Customer / user complains
Customer / user suggestions and ideas
Customer / user use cases
Identify and address core customer needs
Industry discussions
Crowd sourcing
Identify trends
Industry discussions
Crowd sourcing
20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better
19.12.201
Reality Marketing
1
107. SMM Value Creation and KPIs
Traditional Online Marketing
Page Impressions
Unique Visitors
Conversions
Social Media Marketing
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation
20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better
19.12.201
Reality Marketing
1
108. Social CRM
CRM 1.0 CRM 2.0
Targeting Establishing
need
impressions
Expansion
Acquisition
Sharing
Decision
Targeting
Expansion
Acquisition
Retention Experience
Retention
Customer Support processes
Marketing Sales Value
Service
Operation processes
20.9.2012 Dr. Ute Hillmer
109. Formen von CRM
Analytisches CRM
• Detaillierte Analyse aller kundenbezogenen Transaktionen und
Prozesse und Verwertung der Information für zielgruppengerichte
Strategien und personalisierte 1-to-1-Konzepte.
Operatives CRM
• Kunden-und -kanalspezifische Implementierung kundenbezogener
Geschäftsprozesse. Integration von Customer Touchpoints (Call
Center, Web etc.) und Backoffice.
Kollaboratives CRM
• Management der verschiedenen Vertriebskanäle (Multi Channel
Management) inkl. der Identifikation von Kanalkonflikten, -kosten
und -potenzialen.
20.9.2012 Dr. Ute Hillmer
110. Definition Social CRM
Social CRM is the business strategy of engaging
customers through Social Media with the goal
of building trust and brand loyalty.
Loyalty is defined as attitude towards a brand that inclines a
customer to repurchase it and/or recommend it to others.
Harish Kotadia, Definition of Social CRM, 2011.
20.9.2012 Dr. Ute Hillmer
111. Conversation- and process oriented
Evolution in CRM Involving customers for better customer
insight, trust building, building brand loyalty,
problem recognition and customer
Transaction- and process oriented
segmentation.
Technology enabled customer processes in order More customer insight through his network
to support and organize sales-, marketing and connections and communities.
support activities (Shaw)
CRM 2.0
CRM 1.0
Kunde Kunde
Kunde Kunde
Kunde Kunde Kunde Kunde
Kunde Kunde
Konkurrenz Supplier / Partner
Konkurrenz Supplier / Partner
Kunde Kunde
Kunde Kunde
Eigenes
Kunde Unternehmen Kunde
Eigenes
Kunde Unternehmen Kunde
Kunde Kunde
20.9.2012 Dr. Ute Hillmer
112. Dell „Social Media Listening Command Center“
Objective
Inform: customer feedback in real time
Listen and act: recognize alarm signals
early and act upon them
Ensure effective + appropriate customer
interaction
Support: Information + support for the
influencers and communities with
influence online
Target
all relevant departments
customers and prospects
communities / influencer
SM Strategy
control center
20.9.2012 Dr. Ute Hillmer
113. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service F&E
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer Marketing
Dr. Ute Hillmer, Better Reality Marketing Sales Service F&E
19.12.2011
114. Social CRM functional architecture
Market‐
Corporate Social Content Ext. Social Media Networks
Market
oriented (Corporate Blogs, Forums, Branded / (Facebook, MySpace, Twitter,
Social Tools unbranded Social Networks, etc.) Linkedin, etc.)
Social Channel
Interface
Traditional Channel Website Letter
Face to face
Interfaces Phone / E‐mail
SMS Internal Social Tools Fax
(Internal blogs, wikis, sharing platforms, social
Interne POS Business
networks, innovation portal, etc.)
Collaboration Tools Partner
Social CRM Layer
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service F&E
Traditionalle Processes Marketing Sales Service F&E
Based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
115. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
20.9.2012 Dr. Ute Hillmer
116. Recap Social Media Toolbox
• What was most important for you in this
session?
Discuss it in the workgroup from the role
play.
• Make one joint statement
• What is unclear?
20.9.2012 Dr. Ute Hillmer