Digital Marketing 2010               REPORTSocial Media in Technology/Electronics Business Area Valon Fetahu, Freiburghaus...
Table of Contents:Table of contents…………………………………………………………..........2Introduction……………………………………………………………………..3Logitech Inte...
IntroductionIn this paper we try to analysis the level of engagement in social media companiesfrom technology and electron...
LogitechLogitech International S.A. was co-founded in Apples, Vaud, Switzerland, in 1981 by twoStanford Masters alumni, Da...
8. Logitech Z5500 (1’562 fans) Non-    example to YouTube, twitter, to             official                               ...
Jura Elektroapparate AG is a company that operates in households electrical appliances. Itwas founded in 1931 in Niederbuc...
Why does Jura want us to enter itsFacebook group ?What we have noticed while surfing on Jura’s website, was its innovative...
Activity of the MODERATOR (Jura) in the last months:Jura actively intervene on its Facebook wall, often to advertise or in...
The Kaba Group is one of the worlds leading players in the security industry. Aninternationally active, listed company, it...
Schindler Group          was founded in Switzerland in 1874 and is the largest manufacturer ofescalators and the second la...
1) eSourcing (the online negotiation empowers the supplier negotiation phase by exploiting thecompetition in a defined mar...
Phonak     is the worlds leader in wireless earpieces and intelligent hearing protection. Thecompany was founded in Switze...
Visualization of analysis                            13
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A social media report on electronic technology brands

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A detailed report on social media practices of the Top five Swiss Electronic Technology brands.

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A social media report on electronic technology brands

  1. 1. Digital Marketing 2010 REPORTSocial Media in Technology/Electronics Business Area Valon Fetahu, Freiburghaus Steve, Ekaterina Matveeva, Krieger Timo, Sandri Tiziano, Röhrenbach 1 Ines, Agbamu Kenoma Eugene, Azubogu Chidubem Cletus
  2. 2. Table of Contents:Table of contents…………………………………………………………..........2Introduction……………………………………………………………………..3Logitech International S. A…………………………………………………....4Jura Elektroapparate AG……………………………………………………...6KABA Group……………………………………………………………………9Schindler Group……………………………………………………………….10Phonak…………………………………………………………………………..12Visualization of analysis……………………………………………………….13 2
  3. 3. IntroductionIn this paper we try to analysis the level of engagement in social media companiesfrom technology and electronics business area. Also we should mention that themajority of analsized companies are Swiss based with long history of operatingon the market which have traditional approach on the advertising.The main aim of this paper is: • To detect the level of engagement in social media channels; • To understand reasons why companies did not yet involved in social media activities; • In some cases to give quick overview of social media activities of the main competitors of analyzed companies; • To find out “fresh” insights into business of each company; • Try to make appropriate suggestions of further social media strategy; • Attempt to explain value proposition, benefits from being in social media “space”. 3
  4. 4. LogitechLogitech International S.A. was co-founded in Apples, Vaud, Switzerland, in 1981 by twoStanford Masters alumni, Daniel Borel and Pierluigi Zappacosta, and Giacomo Marini, formerly amanager at Olivetti. Logitech is the world’s leader of peripheral devices for PCs. They producekeyboards, mice, microphones, game controllers (Xbox, PlayStation 2, PlayStation 3 e Wii) andwebcams. Logitech also makes home and computer speakers, headphones, wireless audio devices,as well as audio devices for MP3 players and mobile phones. The headquarter of the company isbased in Romanel-sur-Morges, Switzerland. In 2009 they made $2’209 millions revenue andcounted more than 6’000 employees worldwide.Official website: http://www.logitech.comSocial Media Platforms AnalysisPublishing http://www.blog.logitech.com/ Not available in my pc!Corporate BlogSocial Networking 1. Logitech Australia (40’744 fans) The most popular Facebook page about Logitech is “LogitechFacebook 2. Logitech (32’746 fans) Official Australia”, it is official and receives 103 messages from users 3. Logitech Gaming (17’826 fans) to his wall for a total of 670 Official answers/discussion. Most of the messages are positive (78%). Many 4. Logitech Taiwan (5’790 fans) people thanks Logitech for their Official products and some of them ask support or help. Few of them are 5. Logitech Hong Kong (3’153 fans) complaining about troubles they Official face with Logitech products. 6. Logitech Mx518 (2’798 fans) Non- Almost all messages are answered official (94%) especially the ones asking about any help. 15% of users are 7. Logitech G25 Racing Wheel (2’524 asking about products fans) Non-official improvement. In this page there are 20 page boxes who link for 4
  5. 5. 8. Logitech Z5500 (1’562 fans) Non- example to YouTube, twitter, to official help and support, official website and 60 other Facebook pages. 9. Logitech (1’394 fans) Official Wiki Around 55% of the wall post are commented by other users. There is 10. Logitech (1’075 fans) Non-official a box in which is possible to win a trip and a laptop. In conclusion Logitech is have a really good interaction with his users on his Facebook page providing any support for the products users and create some discussion between them.MicroBlogs http://twitter.com/logitech (9’039 Logitech is present on Twitter in followers) different language (English,Twitter French, Spanish, ...) The main pages has 9’039 followers and is following 371. The have made a total of 1’703 Tweets. They post their official updates really often on Twitter and have a good interaction with the followers.YouTube http://www.youtube.com/user/logitech Logitech is present on YouTube since January 2006, 4’323’534 users downloaded any content and 21’013 of them subscribe to its channel which is viewed by 1’110’291 people. There 138 uploads available, 17 favorites and 17 Logitech + Google TV. Writing “Logitech” on Youtube we find 163’000 . 5
  6. 6. Jura Elektroapparate AG is a company that operates in households electrical appliances. Itwas founded in 1931 in Niederbuchsiten, Switzerland and, as pioneer, it has specialized in the fieldof coffee machines, becoming one of the first firms in this sector. However its range of products isquite limited, in fact the company decided to focus its attention on just a few product, in order to bevery specialized and therefore to exploit economies of scale, in order to offer the consumer a highquality product at lower price. Nowadays the company is present in Switzerland, Austria, Germany,the Netherlands, the US, the UK and South-East Asia with its own store and join ventures. In thelast few years, in the rest of the world, it also entered the market of coffee automatic distributors.Below we briefly list the range of products that Jura offers to its consumers: 14 different models of Jura automatic household coffee machines, which differs from each other by their functions and performance. 10 different models of Jura automatic commercial coffee machines. Irons and ironing accessories Toaster Other accessories: Cup warmers Milk containers Glasses Spoons Cups And other customizing accessories for coffee machinesMain Communication Channels:The main communication channels which Jura adopts to advertise its products and to reach theconsumer are quite classic (advertising on newspaper, television, etc.), in fact as we can understand,its products belong to a certain sector which is difficult to be advertised only through internet anddigital channels. On the other hand, one of the most important channel is directly the store with theshowroom, in which the consumer can personally test the coffee machines.Another communication channel on which Jura pays attention is the web site (www.jura.com),where the whole range of products, news, information and special editions are explained andadvertised.A very interesting aspect, closely related to the topic of this report, is that, when we enter Jura’sweb site, on the main page it appears the Facebook symbol and a button that invites you to join theirgroup on the social network. This makes us reflect about the importance that Jura begins to givealso to the advertisement, but especially to the image, of the company on a similar social network.We understood that Jura is not present on other social networks and it does not have an own blog. 6
  7. 7. Why does Jura want us to enter itsFacebook group ?What we have noticed while surfing on Jura’s website, was its innovative idea to create a product linemore and more stylish and fashion compared to theprevious ones; everybody knows that if you wantto transmit a fashion and “cool” image of thecompany, you also have to transmit the sensationthat who belongs to this specific environment canreally be a better person! In order to do this it isvery important to create something exclusive thatonly who really has good taste, or just think tohave, can join.Facebook could actually be the good choice to dothis, in fact Jura created a group, which people canjoin and, in this way, simultaneously communicateto their friend that they belong to this exclusivecircle of people!The Facebook group is also useful in order to increase customer loyalty, in fact once they join it andshow it their friends, they automatically decide that, since that moment, they belong to thiscompany. Moreover Facebook is a free window where introduce, advertise and link Jura’s productsand services, simply thanks to comments, images, news and videos sharing between users.Going back to the fashion and exclusivity of Jura’s products, we can see that there is a new line ofproducts which is named Roger Federer Edition. These specific line has been created with the goalto attract the market segment that likes this tennis player and wants to continue their support even inthe kitchen! Also this innovation could be seen as a strategy to share a sense of elite exclusivity.Facebook Group Analysis:Social network size: 500 million usersNumber of official and non-official pages and groups: 2Number of fans: 2’504 on the main group & 3’535 on the UK groupNumber of fan posts in 2010: >100Main topic of fan’s posts: in most of the cases they just want to highlight the performance of theirnew tools, they post pictures of their new coffee machines and they want everybody to know thatthey are “cool” too!Last month positive/negative messages: 16 positive comments, 5 negative comments. 7
  8. 8. Activity of the MODERATOR (Jura) in the last months:Jura actively intervene on its Facebook wall, often to advertise or introduce a new product or also aspecial event, but it especially care about giving answers to fans questions or complaints, in ordernot to give a bad image. The moderator most of the times posts new products and news about thecompany, directly followed by the link to the main Jura’s website, in order to lead people to see thefull range of their products. Jura, as I have just written, answers to ALL fan’s questions orcomplaints, and, also here, it happens that there is the link to the main website at the end of the post.Brand engagement: Jura is only present on Facebook, as social network channel; it does not have anown blog or a Twitter account for instance.Leadership: - Is there a company moderator? Yes, it posts and it answers fan’s questions - Does the brand directly manage proprietary brand communities in social media? Yes, 2 Facebook accounts - Number of posts/comments on the wall in the last six months: 24 - Does the brand offer free content? Yes - Links back to the brand social media spaces: 15 links which lead to the main or other websitesLinking value: - Percentage of users who discuss with their peers using the brand-related social media spaces: 30/110 posts contain discussion between users, or between users and Jura.To conclude this short report, we can say that Jura works a lot in order to keep a close link betweenits Facebook group and its main website, because of the huge potential of viewer that Facebook has(over 500 million), who could easily be aware of the whole range of products that a company wantsto advertise. 8
  9. 9. The Kaba Group is one of the worlds leading players in the security industry. Aninternationally active, listed company, it employs around 8,000 staff in more than 60 countries.Kaba provides innovative, comprehensive access control solutions for buildings, facilities and sitesas well as solutions for staff and enterprise data collection which meet clients needs for security,organization and convenience. The company is a key expert and technology leader for a range ofsecurity solutions. Kaba can look back on more than 145 years of tradition.1 The firm‘s mainchannel of communication are traditional channels.In terms of advertising Kaba is very contained. No advertising campaigns are demonstrated in theinternet. Consequently, Kaba is not actively involved in any social media activities. On YouTubesome unofficial videos about Kaba products are available i.e. cyclinder locks, but there are noofficial activites to enhance the brand equity and value through social media engagement. Thismight be due to the follwoing reasons:CultureKaba is a Swiss based and founded company. In Switzerland and this is true especially in the SwissGerman part, companies rely on their values, strengths and achievements more than in many otherparts in the world. The corporation is able to rely to its huge brand value and equity. And successproved the firm right in doing so. However, we are not sure if Kaba just is not able to see the hugeopportunities which are allowed by social media or the firm just acts very careful and restricted inorder to prevent any failures.Business modelThe success of Kaba is linked to the outstanding performance of its security products. One couldargue that promoting the firm and its products are in contradiction to its values which are based onconfidential, discretion and reliability.Tradition of the companyMembers of the board at Kaba are all in der mid 50s. They are all from the Swiss-German part andnot very diversified. Furthermore, they have a technological background and only a limitedawareness of web 2.0 applications. If we take a closer look to the competitors the composition ofthe board is more internationally oriented in terms of culture, ethics and openess.The authors requested for an official company statement aboutsocial media policy, but did not get any answer.However, two of Kaba`s competitors recently started to enlargeactivities in social media.The U.S. corporation Ingersoll Rand has a Facebook fanpagewith around 1.400 fans and recently launched a YouTubechannel additionally with 30 uploaded videos and had around50.000 hits. Additionally a Twitter account (@ingersoll_rand) islaunched with around 410 followers.Also, Assa Abloy is active in Facebook and Twitter(@assaabloygroup) with 500 resp. 330 fans and followers. Thesenumbers seem to bee rather slow. but both companies are in theirvery beginning of the social media activities.1 See: www.kaba.ch 9
  10. 10. Schindler Group was founded in Switzerland in 1874 and is the largest manufacturer ofescalators and the second largest manufacturer of elevators worldwide. Schindler installs, maintainsand modernizes elevators and escalators in all kind of buildings (Residential, Commercial andHigh-Rise). The company is present in more than 140 countries and employs 45,000 personsworldwide. The production facilities are located in Austria, Brazil, China, France, Slovakia, Spain,Switzerland and the USA. Globally, Schindler equipment moves more than 900 million people perday.Strategic directionSchindler Group has chosen strategy to be successful through traditional core values such ascustomer service, quality and safety with combination of their key strengths of creativity andinnovation of to produce superior solutions in response to customer`s needs. Schindler`s vision:Leadership through service .Social Media: analysis of presenceAfter observation most popular social media channels, we found out that Schindler Group has lowengagement to social media activities. For example, in the first popular network – Facebook, thereis one non-official page with 387 people who like it and also 3 pages with 3 people. As far as thefirst mentioned page with 387 members, we can say that it`s just page with brief overview of thecompany where people have option just to “like” – there is no wall for sharing some kind ofinformation. And, consequently, this page doesn’t have sense.And the following reasonable question is why Schindler Group don’t expand social mediaactivities ? We decided to find the answer on this question by finding the main competitor andexamining their activities. The first one competitor is OTIS. Both companies work within verticaltransportation and produce elevators, escalators. They were founded within approximately the sameperiod of the time. But OTIS is considered to be the first one worldwide while Schindler Group isconsidered the second. Anyway, these two companies is equally known in worldwide scale andhave strong brand name and reputation for their core values quality, service, reliability andinnovation.OTIS has one official page on Facebook platform with 959 members who is in particular youngpeople carried by technology, design, innovation and also employees who is currently working inOTIS company from subsidiaries all over the world. Besides, this page is really diversified like theOTIS company which has subsidiaries in every corner of the world. The context of messages isreally positive – people interested to know about internship, post photos from events related tocompany`s activities, sharing information about future event related to technology, innovationwithin this industry – all in all, they try to communicate in informal way. The number of non-official pages is seven with 439 participants who like it. The titles are “Otis elevator company”,"Otis just for fun”, “Otis elevator common interest” etc.As far as web site of Schindler Group, we can say that they have on-line communication butbetween company and suppliers. They globally spread out following eCollaboration -“standardization – automation – digitalization”- tools: 10
  11. 11. 1) eSourcing (the online negotiation empowers the supplier negotiation phase by exploiting thecompetition in a defined market)2) eOrdering (special platform where they can select an item from an electronic catalogue, place theselected item in a shopping chart and have the shopping cart content ordered from the supplier)3) ePtP (electronic communication between Schindler and its external suppliers)This is really great electronic platform for formal collaboration which saves time, cost and createglobal network for the whole company to deliver best solutions in short time.ConclusionThe creation of informal collaboration system can be not so much critical for the company (that’smaybe the reason why they didn’t yet launch it). But Schindler Group has high level of socialresponsibility (different types of events, support of educational institutes, charity, grants for youngand talented students, care of impact which their business processes have on the environment etc.)And judging by this maybe it can really some kind of good idea to create presence on social media(e.g. open official Facebook page and Twitter accounts which will be guided by several young,creative and technology advance people).Finally…What’s the benefits/value from being in social media “space" for SchindlerGroup: • cheap and easy way of communication and awareness about the company; • quick awareness of the past and future activities within corporate responsibility – what’s the contribution company making to society; • collaboration between people who are really interested and inspired by Schindler`s business activities which can give opportunity to gather “fresh” and interesting ideas, insights etc.; • collaboration between young people in worldwide scale who is keen on technology, innovation – opportunity for the company to grow up, develop, find out talented persons for future generation of employees; 11
  12. 12. Phonak is the worlds leader in wireless earpieces and intelligent hearing protection. Thecompany was founded in Switzerland in 1992 and has become the technology and market leader inthe development, design, production and worldwide distribution of ultra-miniaturized wirelesssystems.In 2006 Phonak established the “Hear the World” foundation. This initiative aims to improve thequality of life and promote equal opportunities for people all ages coming from all parts of theworld. The foundation provides financial funds as well as listening technology and hearing aids.People can leave a social bookmark for this initiative on social media platforms such as Facebook,Twitter, del.ici.ous, digg.com, googlemail, Mister Wong, YahooMyWeb and YiggIt.Analysis of presence on Social Media platforms:FacebookPhonak is present on a Facebook site. 301 people like the page, however the content of the page isonly available in French and is derived from Wikipedia. The “Hear the World” Initiative by Phonakon the other hand is supported by 1782 people and displays a much broader information andfollower interaction through frequent updates and news.TwitterPhonak has 322 followers on Twitter and 13 people being listed. On Twitter, Phonak regularly postsnews, “tweeds”, combined with links to the youtube webpage.YoutubeOn youtube, customers of Phonak give their hearing aid evaluation via video clips, officially andunofficially. Playlists with reviews, problems and discussions have been created.LinkedInPhonak is presented on LinkedIn. The company offers additional information about innovativehearing solutions.XingOn Xing, Phonak published an article about its initiative “music as an ambassador” in a forumwithin the group “from CEOs to CEOs”.Blogger.comOn this blog, people can create free blogs. Every internet user has free access to the blog contents.Blogs containing information about Phonak are about benchmarking with competitors and productquality 12
  13. 13. Visualization of analysis 13

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