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Principles of Marketing/ E-marketing & E-business/ Marketing and Sales ManagementDay 2: Dialog Marketing / E-Marketing
SIBE-Management-MasterDr. Ute Hillmer
© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer
July 2015 Dr. Ute Hillmer
Understand, Engage,
Embrace Your Customers
Dr. Ute HillmerBetter Reality MarketingStuttgart, 1.8.2015
July 2015 Dr. Ute Hillmer
Agenda Pre-frame
Recap from yesterday
Role play
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
July 2015 Dr. Ute Hillmer
Remember Yesterday?
July 2015 Dr. Ute Hillmer
Digitally supported Buying Decision
active Evaluation
Post-Sales Experience
Enlarged Evaluation
Ambassador
Loyalty Loop
Active Evaluation
Grafik in Anlehnung an Edelman 2010, p.65
Moment of Purchase
Initial Consideration
Trigger
July 2015 Dr. Ute Hillmer
The Core Changes
1. Consumers and buyers connect with brands in fundamentally new ways – often beyond manufacturers or dealers' control
2. They evaluate a shifting array of options during the evaluation process and remain engaged with the brand after purchase
July 2015 Dr. Ute Hillmer
2014 B2B Buyer Behaviour Survey
• Web search ist the top source of information• B2B buyers strategically browse social media• The number of sources used to research and
evaluate purchase has increased• There is an increased awareness of purchase
options• The evaluation process is longer and more
satisfyingDemandGen Report Survey 2014
July 2015 Dr. Ute Hillmer
Roleplay
about the larger Context
July 2015 Dr. Ute Hillmer
How did you buy yesterday?How do you buy today?How will you buy tomorrow?
July 2015 Dr. Ute Hillmer
The Customer Dialog
July 2015 Dr. Ute Hillmer
Dialog MarketingIs nothing new:
customer visitstelephone callsdiscussionsemailbusiness lunchesmailtrade shows…
July 2015 Dr. Ute Hillmer
But Dialog Marketing had to change …
Customer Dialog is emancipated
Sender Receiver
July 2015 Dr. Ute Hillmer
Changing Communication to a Dialog
Sender
Receiver
July 2015 Dr. Ute Hillmer
The Brand changes
The customer fundamentally influences the brand – beyond any marketing control
July 2015 Dr. Ute Hillmer
Support changes
Customers exchange experiences and insights. They can often help each other timely and with a lot of detailes knowledg
July 2015 Dr. Ute Hillmer
Dthe Dialog changes
Customers can do more than buy – satisfied customers are the best sales team
July 2015 Dr. Ute Hillmer
Chances
July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingcompetitive advantage
When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.
July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingenhance customer loyalty
Engagement of the customer
+ Interest and appreciationby the selling company enhances customer loyalty
July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingtruelly understand customer needs and enhance products
It’s more than online information gathering.Customers exchange their needs, their preferences and their interests online.
July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingwin customers
Happy customers develop the need to let other customers know that they found a product or sercice that works for them:
Word of mouth
July 2015 Dr. Ute Hillmer
Goals to be achieved in Dialog Marketing
Information- Goals
Image Goals
EconomicGoals
Improved customer insight
Presentation as a market leader
Awareness, visits, registrations,…
Improved productinsight
Presentation as innovation leader
Customer loyalty and-penetration
Generation of ideasPresentation as a Good
CitizenSales and
recommendations
… …Cost reduction
July 2015 Dr. Ute Hillmer
3 Key Points of any (Online) Dialog
1. Built trust by helping your customer to make the right decision. Show them a win-win
2. Learn about the needs and problems of your customers
3. Built an infrastructure so customers can refer to you
July 2015 Dr. Ute Hillmer
From Product- to Customerfocus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
July 2015 Dr. Ute Hillmer
The Power of Recommendations:„I‘ll Have What She is Having“
July 2015 Dr. Ute Hillmer
Yes, but
July 2015 Dr. Ute Hillmer
Who must go with the change?
July 2015 Dr. Ute Hillmer
Warum sind Sie in Sozialen Netzen(Europea Data)
...to get to know things about (new) products / brands
...to come in contact with brands / companies
...to stimulate my career
...to find other users of a certain brand / product
...to find promotions of a certain brand / product
...to become a famous person
...to become an opinion leader Source: Social Media Around the World 2011, InSites Consulting
The Web 2.0 Generation is Online
July 2015 Dr. Ute Hillmer
Who is Social / Digital Marketing for ?
July 2015 Dr. Ute Hillmer
The Nerd is Online
July 2015 Dr. Ute Hillmer
B2B Decision Makers might not be online
– but their assistants will
• Digital Marketing is impacting how B2B decisions are being made.– Background research– Learning + Expertise– Search results impact
July 2015 Dr. Ute Hillmer
The B2B buyers are no shoppers,they are researchers!
37% of B2B Buyers use
Social to help them make purchasing decissions
(IDC)
July 2015 Dr. Ute Hillmer
Social Media and the Buying ProcessPost-salesuser-experience reportssupport + helpcomplains, learning, upgrading
Saleslooking for the best deal
Decision Making learning about the topic,selecting and weighting evaluation criteriaevaluating options,
Pre-sales looking for information
July 2015 Dr. Ute Hillmer
Social Media and the Buying Process
Source: BVDW
July 2015 Dr. Ute Hillmer
Customers + Web 2.0 Technologies
July 2015 Dr. Ute Hillmer
Who is Online?
July 2015 Dr. Ute Hillmer
For How Long?
July 2015 Dr. Ute Hillmer
Key Information Sources
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
July 2015 Dr. Ute Hillmer
If you think…
your Company does not have to be Online,Think again…
July 2015 Dr. Ute Hillmer
The Dell Hell Case Lesson
People talk about your company - with or without you … don’t you want to steer the direction best you can?
Dell Hell: starting point in 2005
July 2015 Dr. Ute Hillmer
Dell Hell
July 2015 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
July 2015 Dr. Ute Hillmer
Dell
2006:“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?”
Michael Dell, 2006
2011: Dell named “most social brand of 100 top brands”
July 2015 Dr. Ute Hillmer
The
Basicsto get started
July 2015 Dr. Ute Hillmer
How 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!!
July 2015 Dr. Ute Hillmer
How 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 reputation
As with traditional marketing: set yourself realistic goals!
July 2015 Dr. Ute Hillmer
How 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 Rep
LISTEN!!
talk
energiz
esupport
Integra
te BOND
July 2015 Dr. Ute Hillmer
How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points
instead…Source: Wave 7
July 2015 Dr. Ute Hillmer
Classic Touchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually pushed, seldom orchestrated
Sales-team and Partners
Source: Storymaker
July 2015 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-SITE
Micro-Site
Online-PR
PUSH/PULL
Source: modified after Storymaker
News-letter
Cust
omer
WEB-SITE
Communication Channel Corporate Hosting
July 2015 Dr. Ute Hillmer
… and Increasingly Mobile
Source: Mashable August 05, 2013
July 2015 Dr. Ute Hillmer
Even more Mobile
July 2015 Dr. Ute Hillmer
Digital Touchpoints
XING & LINKEDIN
• Business Networks
• geschäftliche Kontakte
• Inhalte mit Geschäftspartnern teilen
• Unternehmens-sichtbarkeit auf persönlicher Ebene
• Mitarbeiter als Unternehmens-botschafter
TWITTERFACEBOOKGOOGLE
• 200 Mio. aktive Nutzer
• 2,5 Mio. in D
• 200 Follower/Nutzer
• Wichtigster Microblogging-Dienst
• Multiplikations-freudige Nutzer
• Ideal für Inhaltsteaser
• Themenmonitoring!
• > 1 Mrd. Nutzer
• > 25 Mio. in D
• Wichtigstes soziales Netzwerk
• Firmenaccounts Fanpages
• Sehr visuell geprägt
• Starke 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
July 2015 Dr. Ute Hillmer
Digital Touchpoints
YOUTUBE FLICKR
• 4 Mrd. Stunden Videomaterial pro Monat
• zweitgrößte Such-maschine
• gehört zu Google
• wirkt sich positiv auf die Auffindbarkeit in der Suche aus
• „YouTube für Fotos“
• 5 Mrd. Fotos, zus. 3 Mio. pro Tag
• eigene Kanäle, Gruppen und Fotosets
• Flickr-Alben auf Websites und Blog einbinden
• praktisches Einbinden bei Twitter
• zentraler Ort für Bildcontent
• „YouTube für Slides“
• Sichtbarkeit für Präsentationen erhöhen
• leicht einbettbar
• positiv für SEO
SLIDESHARE
Source: Storymaker
July 2015 Dr. Ute Hillmer
Digital Touchpoints
PINTEREST BLOG
• längere Texte
• multimedial anreichern
• dynamischer als Websites
• Kommentarsystem
• leicht anpassbar
• 70 Mio. Nutzer
• ca. 0,5 Mio. in D
• stark wachsend
• Bilder aus dem Web auf themenorientierte Pinnwände pinnen
• Pins beinhalten Backlink auf Quellseite
• „YouTube für Print“
• erhöht Sichtbarkeit für Broschüren etc.
• durchblätterbar
• leicht einbettbar
• positiv für SEO
ISSUU
Source: Storymaker
July 2015 Dr. Ute Hillmer
Digital Marketing“The Cluetrain Manifesto (2001)”
95 Theses Excerpt1. 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.
July 2015 Dr. Ute Hillmer
Recap The Basics to get started•What was most important?•What was new?•What is unclear?
July 2015 Dr. Ute Hillmer
but
Before
July 2015 Dr. Ute Hillmer
Hands on
July 2015 Dr. Ute Hillmer
Hands-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• Sage.com• Your own
July 2015 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 5-6)
In what channels are they present?What seems to be their goal and for what market segment(s)?What do they do there? (present us some real highlight-details!)
Why do you think they selected these channels?What is well done?What could be improve?Do they link media or channels (cross media activities)?
We’ll discuss Digital Media while you present
Take notes, prepare a presentation, you have 60 min preparation time
10 Minutes presentation time
July 2015 Dr. Ute Hillmer
The
Digital Toolbox
July 2015 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your channels wisely!
July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
July 2015 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
July 2015 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design• Company can backlink all media channels to the
site• One stop overview, monitor and archive• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und RSS feeds.
July 2015 Dr. Ute Hillmer
The Corporate Website
• Company must manage and maintain the site including its layout and design, content, tech. support and its URL(s)
• Corporate Websites are usually seen as push marketing
• Cost and time intensive
July 2015 Dr. Ute Hillmer
The Corporate Blog the “Sun of the Solar Content System”
July 2015 Dr. Ute Hillmer
The Corporate Blogblog.daimler.de
July 2015 Dr. Ute Hillmer
Direct2Dell Blog
July 2015 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
July 2015 Dr. Ute Hillmer
Dell Shares Investor Relations
July 2015 Dr. Ute Hillmer
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
July 2015 Dr. Ute Hillmer
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
July 2015 Dr. Ute Hillmer
The 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 ChristensenManager, Social Media Communications
July 2015 Dr. Ute Hillmer
Social Networks
July 2015 Dr. Ute Hillmer
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.
July 2015 Dr. Ute Hillmer
Built and Maintain Networks
Followers
Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them
July 2015 Dr. Ute Hillmer
How Social Networks workThink of Social Networks as a sports club!
July 2015 Dr. Ute Hillmer
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…
July 2015 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found, one links up, meets, networks, …and own expertise distributes …
July 2015 Dr. Ute Hillmer
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)
July 2015 Dr. Ute Hillmer
Festool on Facebook• http://www.facebook.com/festool.de
• Sprachen: Deutsch
Beiträge von Festool auf Facebook:
• Produkte und Angebote
• Aktuelle Informationen
• Messen und andere Events
• Fanaktionen: Fotowettbewerb, Poster, Testimonials
Beiträge von Usern auf Facebook:
• Fragen zur Anwendung
• Produktvergleich
• Fragen zur Reparatur von Festool-Produkten
• Fragen zu Service & Bestellungen
July 2015 Dr. Ute Hillmer
Festools: Brandscouts
July 2015 Dr. Ute Hillmer
Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
July 2015 Dr. Ute Hillmer
Dialog MarketingAnwendungsberatung
July 2015 Dr. Ute Hillmer
Dialog MarketingComplains
July 2015 Dr. Ute Hillmer
Dialog MarketingProduct Comparison
28 Kommentare später …
July 2015 Dr. Ute Hillmer
Service-Communication
Dialog Marketing
July 2015 Dr. Ute Hillmer
Stolz
Dialog Marketing
July 2015 Dr. Ute Hillmer
Festool on Facebook Entwicklung
Mar 10
Apr 10
May 10
Jun 10Jul 1
0
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10Jan
11
Feb 11
Mar 11
Apr 11
May 11
Jun 11Jul 1
1
Aug 11
Sep 11
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Nov 11
Dec 11Jan
12
Feb 12
Mar 12
Apr 12
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Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Types of Social Media Interactionby Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-SITE
Micro-Site
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Social Networks
• Direct customer communication• Largest social Network • Many forms of interaction• Entertainment• Full display of many media
formats (pictures, movies, games, ...)
• Cool ideas result in huge reach• Personal reputation
management• Facebook statistics
• Efficient marketing tool• Gives companies “a face”
or “faces”• Connectable with twitter,
Google+, linkedin…• Mobile app• Location updates• Many apps enlarge
functionality
July 2015 Dr. Ute Hillmer
Social Networks
• Uncontrolled environment for employees
• Time-consuming• Less exciting products
can have a hard time gaining recognition
• Requires high frequency of relevant content generation
• Privacy problems– Like button (documenting all
activity on the website)– Open FB tab in Browser– Apps can result in spam
• Hard to separate private and business
• FB can change the rules as they like (free service)
Practice
July 2015 Dr. Ute Hillmer
Business Oriented Social Networks• More serious environments,
no personal content• Suitable for personal business
profile pages• Customer + recruiter research• Personal reputation
management• Business oriented groups• Business contact initiation and
management
• Increasingly commercial + spam
• Time consuming• Not all audiences are in
these networks• Often regional
July 2015 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations
July 2015 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-SITE
Micro-Site
Online-PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-letter
Communication Channel Corporate Hosting
July 2015 Dr. Ute Hillmer
Festool on Youtube Entwicklung
Mar 10
Apr 10
May 10
Jun 10Jul 1
0
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11Jul 1
1
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Youtube - Views pro Tag
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Content Sharing Platforms
Easy way to display, archive and share
No need for own infrastructure and storage
Possible real time reporting of events
Products / content is ranked by audience
• Copyright problems• Free data upload or
information spread is limited
• No quality control of content and material
July 2015 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
Objective Collect product ideas, and
Product solution ideas from customers
Custoner insight ranked by urgency
Target customer prospect
SM Strategy Engagement + learning
Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented 19.12.2011
marketing R&D
July 2015 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Objective mass
customization brand recognition
Target individualistic
customers + prospects
SM Strategie online offer
July 2015 Dr. Ute Hillmer
Open Innovation through Social Media
July 2015 Dr. Ute Hillmer
Turning the R&D Processes Upside Down!
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time
July 2015 Dr. Ute Hillmer
Types of Social Media Interactionby Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-SITE
Micro-Site
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Starting point forSocial Customer Relationship Management
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Dell Shop eCommerce with Social Content
Objective sales Change brand
perception
Target customers prospects
SM Strategie eShop with
rankings + reviews
July 2015 Dr. Ute Hillmer
Festool – Dealer Partnerships
July 2015 Dr. Ute Hillmer
Recommendation Platforms
• bad products are exposed
• Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..
• Products are ranked by audience
• credibility• good products are usually
ranked positively
July 2015 Dr. Ute Hillmer
Types of Social Media Interactionby Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-SITE
Micro-Site
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Microblogging
July 2015 Dr. Ute Hillmer
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)
July 2015 Dr. Ute Hillmer
Dell on Twitter
July 2015 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
Objective selling change brand recognition
Target customers prospects
SM Strategy Twitter as a sales
plattform
Results June 2009: $6,5 M
revenue
July 2015 Dr. Ute Hillmer
DellOutlet Deutschland Twitter as an Outletstore
July 2015 Dr. Ute Hillmer
DellOutlet China Twitter as an Outletstore
July 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool
978 Follower
Stand 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFesttool 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
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Tools for the toughest demands
Festtool on Twitter ausgewählte Follower
curtsey of Klaus Danner, Manager Customer Communications
July 2015 Dr. Ute Hillmer
Twitter fast cheap real-time communication real-time market research advertising allowed direct customer great monitoring tool (alternative
clients, e.g. tritterdeck)
interest based, not friendship based
global mobile
• only short messages (Twitter 140 characters)
• short lifetime of tweets• a lot of meaningless information
in twitter sphere• difficult to measure• Spam / unpleasant followers
possible• Fast media for fast + easy
mistakes
July 2015 Dr. Ute Hillmer
Types of Social Media Interactionby Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-SITE
Micro-Site
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
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
July 2015 Dr. Ute Hillmer
Types of Social Media Interactionby Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-SITE
Micro-Site
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social Support Response
CrowedsourcedF&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
July 2015 Dr. Ute Hillmer
Social 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
July 2015 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customersIdentify and bond with advocates
Identify and utilize star experts
Reduce support cost19.12.2011
July 2015 Dr. Ute Hillmer
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”
19.12.2011
July 2015 Dr. Ute Hillmer
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
Check out:Google Analytics, Klout Score;
Hotsuite
July 2015 Dr. Ute Hillmer
Recap Social Media Toolbox
•What was most important?•What was new?•What is unclear?
July 2015 Dr. Ute Hillmer
Hands-On 2 (Team Size 5-6)
Built the ideal Online/Offline Marketing Mix for the company of your choice. (focus on Digital!)
After 60 minutes, present in 5 minutes:• What is it you try to achieve• Who is your target customer• What digital channels you use • Why do you use these channels• How do you mix different channels and media?
You have 60 min,we want a mini presentation in any format you choose
July 2015 Dr. Ute Hillmer
July 2015 Dr. Ute Hillmer176 von EndSeitenzahl
HERZLICHEN DANK FÜR IHRE AUFMERKSAMKEIT!
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© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer