Digital Banking beyond Gen Z - Engaging other customer segments
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Transcript of Engaging the customer
12.6.2012 Dr. Ute Hillmer
New Marketing Understand, Embraceand Engage withYour Customer
Dr. Ute Hillmer, Better Reality MarketingReutlingen, 12.6.2012
12.6.2012 Dr. Ute Hillmer
Content of the SM Marketing Lecture1. Why engaging with the customer?2. The Social Media Marketing Basics3. Content Marketing for B2B4. The SM Toolbox
Corporate WebsiteCorporate BlogSocial NetworksContent Sharing Platforms
5. Cases6. Social Media Marketing in Practice
Crowd SourcingOnline ShopsMicrobloggingSocial CRM
12.6.2012 Dr. Ute Hillmer
Engaging with the Customer
“Do I have to do this?”
12.6.2012 Dr. Ute Hillmer
Why is Marketing Changing?
Do I have to be in the Web 2.0, in Social Media as a Company?
Do I really have to be there as a B2B Company?
12.6.2012 Dr. Ute Hillmer
Die
12.6.2012 Dr. Ute Hillmer
Why is Marketing Changing?Because buyer behaviour is changing significantly!
12.6.2012 Dr. Ute Hillmer
How did you buy yesterday?How do you buy today?How will you buy tomorrow?
12.6.2012 Dr. Ute Hillmer
The Power of Recommendations:„I‘ll Have What She is Having“
12.6.2012 Dr. Ute Hillmer
Change Engines on the Meta LevelTechnological Development • Digitalization• Network technologies• Converging media • Storage technologies
Social DevelopmentThe mature human – the mature customer • Selfconfidence• Participation • Self-determination• Individualisation
• Visualisation tech.• Social Media• Digital distribution• Intellig. automation• …
12.6.2012 Dr. Ute Hillmer
Changing Kommunication from
Sender
Receiver
12.6.2012 Dr. Ute Hillmer
Changing Kommunication to
Sender
Receiver
12.6.2012 Dr. Ute Hillmer
From Product- to CustomerfocusProduct
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
12.6.2012 Dr. Ute Hillmer
Social Media –“Do I really have to be there as a Company? “
12.6.2012 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
It‘s not only the web 2.0 generation that isonline
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Customers + Web 2.0 Technologies
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Social Media: Does it Pay Off? 1
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Social Media: Does it Pay Off? 2
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Social Media: Does it Pay Off? 4
12.6.2012 Dr. Ute Hillmer
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
12.6.2012 Dr. Ute Hillmer
Dell Hell
12.6.2012 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
12.6.2012 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”
12.6.2012 Dr. Ute Hillmer
Targeted Customer Dialog
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Social Media –“Do I really have to be there as a B2B Company? “
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Social Media
Not just for nurds
12.6.2012 Dr. Ute Hillmer
How Social Media matters to B2B
• Chief stakeholders may not be using social media.– but their lieutenants will
• Social media is impacting how B2B decisions are being made.– Background research– Expertise– Search results impact
12.6.2012 Dr. Ute Hillmer
Social Media and the Buying ProcessPost-salesuser-exp. reportssupport+helpcomplainslearningupgrading
Saleslooking for the best deal
Pre-saleslooking for information
12.6.2012 Dr. Ute Hillmer
Social Media and the buying process
12.6.2012 Dr. Ute Hillmer
Customer Centric Business Model
Marketing
Customer
Product/Service
19.12.2011Dr. Ute Hillmer, Better Reality MarketingT. Hannagan, Management: Concepts & Practices, 2005.
12.6.2012 Dr. Ute Hillmer
1950‘er 1960‘er 1970‘er 1980‘er 1990‘er 2000‘er Zeit
Distributions‐orientierung
Verbraucher‐orientierung
Handels‐orientierung
Wettbewerbs‐orientierung
Umwelt‐orientierung
Netzwerk‐orientierung
Anspruchs‐spektrum des Marketings
Unter‐nehmung
Ver‐braucher
Handel
Wett‐bewerber
Umwelt
Netzwerke
Development Steps in Marketing(Meffert, 2008 S. 8)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Inhaltlicher Fokusdes Marketings
12.6.2012 Dr. Ute Hillmer
Traditionelle Übertragungsmedien Universalmedium
Form der Kommunikation
Medium
Produktions‐unternehmen
Distribution: Konvergente Datennetze
Konsum: konvergente Konsumgüter
Traditionelle Trägermedien
Text/ Bild Ton AV
Film/Buch Presse Audio Video
Verlag Verlag Verlag Verlag
Ton AV Sprache Daten Multi‐
media
Hörfunk Fern‐sehen
Telefon ‐dienste
Daten ‐dienste
Online ‐dienste
Sender Sender Dienst ‐leister
Dienst ‐leister
Dienst ‐leister
Text/Bild/Ton/ Sprache/AV/ Daten/Multimedia
Universalmedium
Universalmedium‐unternehmen
Radio, TV, Pay‐per‐channel/view, Video‐on‐demand, Audio‐/Video‐Streaming, Internetdienst, Teleshopping,E‐Mail
Breitbandkabel Internet Satellit Telefonnetz Mobilfunk
Terrestrische Sender
Fernsehgerät PC Handy Print
Konvergenz des Mediensystems (Gläser 2010, S. 274)
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12.6.2012 Dr. Ute Hillmer
„Push“ Communication
Agency Media Fulfillment
Marketer Customer / Prospect
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Unique Products / Offers
Messages and Incentives
D. Schultz et al., Building Customer-Brand Relationships , 2009, p. 5
12.6.2012 Dr. Ute Hillmer
„Pull“ Communication
Employees/Recommenders/Distributers/Influencers
Marketer Customer/ Prospect
Agency Media Fulfillment
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Unique Products / Offers
Messages and Incentives
Competitors
Competitors
Competitors
Competitors
D. Schultz et al., Building Customer-Brand Relationships , 2009, p. 6
Word‐of‐Mouth New Forms of Media
Web Search
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360° integrated Marketing Communication (Don Schulz 2009)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Botschaft
Kunde/ Community
Media
360°Marketing‐
Kommunikation
12.6.2012 Dr. Ute Hillmer
Changes in Marketing:The Marketing Funnel
• Is the funnel still there?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Attention
Interest
Preference
Action
12.6.2012 Dr. Ute Hillmer
360° Medienmanagement Integriertes Markenkommunikationsmodell (Don Schulz 2009)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Botschaft
Kunde Media
12.6.2012 Dr. Ute Hillmer
Product positioning process• Generally, the product positioning process involves:• Defining the market in which the product or brand will compete (who the
relevant buyers are)• Identifying the attributes (also called dimensions) that define the product
'space'• Collecting information from a sample of customers about their perceptions of
each product on the relevant attributes• Determine each product's share of mind• Determine each product's current location in the product space• Determine the target market's preferred combination of attributes (referred to
as an ideal vector)• Examine the fit between:
– The position of your product– The position of the ideal vector
12.6.2012 Dr. Ute Hillmer
Positioning concepts• More generally, there are three types of positioning concepts:• Functional positions
– Solve problems– Provide benefits to customers– Get favorable perception by investors (stock profile) and lenders
• Symbolic positions– Self-image enhancement– Ego identification– Belongingness and social meaningfulness– Affective fulfillment
• Experiential positions– Provide sensory stimulation– Provide cognitive stimulation
12.6.2012 Dr. Ute Hillmer
Social Media BasicsWhat do I have to know and understand to get started?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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How to get started1. 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!!
12.6.2012 Dr. Ute Hillmer
How to get started2. 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!
12.6.2012 Dr. Ute Hillmer
How to get started3. 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
12.6.2012 Dr. Ute Hillmer
“Spend a Day in your Customers Media Mix”“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 #2
12.6.2012 Dr. Ute Hillmer
Relevance
BenefitEntertainment
How to get started4. The Content
12.6.2012 Dr. Ute Hillmer
How to get started5. Set Strategy + Processes
• Where are my customers => What product(s) are suitable for social networks?
• How do I position these products?• Does my CI and brand fit the online
community?• How do I communicate online (tone
and stile)?
• Which social networks will be suitable?
• What reactions should I be prepared to get?
• How will I react to negative feedback from blogs, etc.?
• Do I communicate centralized or distributed?
Ask yourself
You have no glue? Then have a look how your competitors do it!
12.6.2012 Dr. Ute Hillmer
Social Media Marketing has an ever growing Toolbox
– Search Engines– Forums– Blogs– Interest Groups– Portals– Social Networks
(Facebook, Twitter, Xing, LinkedIn, Spotify, Pinterest…)
– Podcasts– YouTube– Price Search Engines– Rating Sites– Picture Galleries– …
12.6.2012 Dr. Ute Hillmer
The Old Way:eMarketing and eCommerce Tools– eMail– Portals– Corporate Websites– …
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Social Media Marketing
Trad. Media vs. Social Media Shouting vs. Sharing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing→ additional Marketing Chanel(s)
12.6.2012 Dr. Ute Hillmer
Consequences of Social Media Marketingfor the Product Range “The Long Tail”•
Chris Anderson: The Long Tail, 2006.
12.6.2012 Dr. Ute Hillmer
Consequences of Social Media Marketingfor the Customer“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.
12.6.2012 Dr. Ute Hillmer
Consequences of Social Media Marketingfor the Customer“The Cluetrain Manifesto (2001)”• “These networked conversations are enabling powerful new forms
of social organization and knowledge exchange to emerge.
• As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
• People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.”
Levine , Locke, Searls ,Weinberger:The Cluetrain Manifesto: The End of Business as Usual, 2001.
12.6.2012 Dr. Ute Hillmer
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
12.6.2012 Dr. Ute Hillmer
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?
12.6.2012 Dr. Ute Hillmer
What is
Content Marketing?Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
Content Marketing
Content marketing equips buyers with the knowledge to make better-informed decisions.
The thinking behind it:Central to content marketing is the belief that if businesses deliver consistent, helpful information to buyers at the right time, then prospects will ultimately reward the company with their purchase and loyalty.
12.6.2012 Dr. Ute Hillmer
What is Content Marketing?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content is the reason people go to your site
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Give your customers the content they want…
…not what YOU think they need!
Picture Dan Zarella
12.6.2012 Dr. Ute Hillmer
Why is Content Marketing important?
Average person is exposed to 5.000 ads / offers per day
Buyers have tuned out marketing
12.6.2012 Dr. Ute Hillmer
Think of an Art Gallery
Where is the Art?
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People come to see art, not empty frames or empty walls
Content is the reasonpeople go to your site
12.6.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 1
Shift thinking from marketer to publisher1. Define a critical group of buyers2. Determine what info prospects really need3. Determine how prospects want to receive info4. Deliver info for maximum impact on goals5. Measure and recalibrate
12.6.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 2
12.6.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 3
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
World views!
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Content Marketing Fundamentals 3
1. Consider the worldview of your target customer group
2. Tell a compelling story
12.6.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 5
Age is no longer a key indicator -
areas of interests are!
12.6.2012 Dr. Ute Hillmer
Content Marketing im B2B• Companies don‘t have conversations, PEOPLE have!
• B2B is usually about niche problem solving – problems are best solved in teams with many different experts contributing “niche” CONVERSATIONS
• Problem solving requires trust RELATIONSHIPS
• 1:1 Marketing was a buzzword of B2B n:n
12.6.2012 Dr. Ute Hillmer
Content Marketing im B2B
• PEOPLE
• niche CONVERSATIONS
• RELATIONSHIPS
• n:n
→ Social Media Chanels
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New Technologies in B2B Markets
thus we have to change how we do things...
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Behavioural Economics• Behavioral economics and the related field, behavioral
finance, study the effects of social, cognitive and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range of concepts, methods, and fields.[1]
• Behavioral analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest. 1
12.6.2012 Dr. Ute Hillmer
Time
Marketsize
An Idealized Technology Product Lifecycle
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Moore; Crossing the Chasm
12.6.2012 Dr. Ute Hillmer
Time
Marketsize
An Idealized Technology Product Lifecycle
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Moore; Crossing the Chasm
12.6.2012 Dr. Ute Hillmer
Time
Marke
tsize
Laggards
Skeptics:No way!
Late Majority
Conservatives:Hold on!
EarlyAdopters
Visionaries:Get ahead!
Early Majority
Pragmatists:Stick with the herd!
Innovators
Techies:Try it!
Adopter Categorization on the Basis of Innovativeness
Moore; Crossing the Chasm
12.6.2012 Dr. Ute Hillmer
TimeLaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
Mainstream Behaviour
Increasingly conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Non
cumulative
numbe
r of ado
ptions
12.6.2012 Dr. Ute Hillmer
TimeLaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
Individualistic Behaviour
Increasingly individualistic behaviour
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
Non
cumulative
numbe
r of ado
ptions
12.6.2012 Dr. Ute Hillmer
Σ Content Marketing
12.6.2012 Dr. Ute Hillmer
Σ Content Marketing„Once upon a time…“
12.6.2012 Dr. Ute Hillmer
Best and Worse Practice
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Trust building with Pragmatic Innovation Customers„Concentrate a overwhelming power on a small,
focused target market segment“
FOCUS
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Customer
12.6.2012 Dr. Ute Hillmer
Focus
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Trustbuilding with Pragmatic Technology Customers• Be familiar with the worldview, processes and the
issues that worry your customer segment
References
Peer communities
Vender neutral technology information
Relativeadvantage
compatibility
trialability
observability
less complexity
Customer Insight
12.6.2012 Dr. Ute Hillmer
Herausforderung B2B im Social Marketing
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Krones AG
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
einer der führenden Hersteller von Maschinen und Anlagen für die Prozess‐, Abfüll‐und Verpackungstechnik.
12.6.2012 Dr. Ute Hillmer
Krones Ziele im Web
Entscheider ansprechen (insbesondere zukünftige) Zielsegmente ansprechen: z.B.
Maschinenbediener, Weinblogger Recruting neuer Mitarbeiter Identifikation der Mitarbeiter mit dem Unternehmen
stärken
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Facebook Twitter Xing Youtube
C. Schmidt, Social Media Officer, Krones AG, 2010
12.6.2012 Dr. Ute Hillmer
Interessenten-und Kunden Community:Nutzertypologien
19.12.2011Dr. Ute Hillmer, Better Reality MarketingLi, Bernoff, Groundswell; Forrester Research, 2009, S.43
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Membership Development Stages
19.12.2011Dr. Ute Hillmer, Better Reality MarketingHagel, Armstrong: Net Gain; McKinsey 97
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Im Dialog mit Anwendern
• Facebook „Krones Academy“
Facebook im Doppelpack: Krones und Krones Akademie ca. 2000 Fans Recruiting , Mitarbeiter und Kundenbindung
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Im Dialog mit heutigen und zukünftigen Entscheidern - zielgruppenspeziefisch
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Im Dialog mit heutigen und zukünftigen Entscheidern - zielgruppenspeziefisch
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Im Dialog mit heutigen und zukünftigen Entscheidern - zielgruppenspeziefisch
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Im Dialog mit heutigen und zukünftigen Entscheidern
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Im Dialog mit heutigen und zukünftigen Entscheidern - zielgruppenspeziefisch
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Im Dialog mit dem zukünftigen Mitarbeiter
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Best Practice Innov. Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Best Practice Innov. Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Best Practice ‚Listening‘Influencer Monitoring: Adobe with eCairn• maps virtual
social communities (groups of passionate people experts on a topic) and ranks key influencers within a specific community
12.6.2012 Dr. Ute Hillmer
Best Practice ‚Talking‘UPS with popurls.com + whiteboard videos
12.6.2012 Dr. Ute Hillmer
Best Practice ‚Energizing‘Spiceworks• The Spiceworks Network is a community of over
1 million IT pros from small to medium Bs using the Spiceworks IT management application in 190 countries.
• Most active "SpiceHeads", attracted 1,500 new IT professionals every day.
12.6.2012 Dr. Ute Hillmer
Best Practice ‚Spreading‘Threatpost by Kaspersky
• Threatpost is a security news site. • The editorial team for Threatpost created a site that includes both
original reporting and aggregation of the most important security news stories.
• Threat post reached 208,000 page views, 90,000 unique visitors, and 200 monthly comments between November 2009 and June 2010. There are 10,000 op-in subscribers to its newsletters in English, Spanish, and Portuguese.
• Combined, Threatpost activities have captured over 1200 leads for Kaspersky.
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Best Practice ‚Supporting‘IBM developerWorks• IBM developerWorks is a free community and social network for 8 million
developers and IT professionals worldwide. It includes content and discussions on open standards, open source, and IBM technical resources in English, Chinese, Japanese, Russian, Korean, Vietnamese, Brazilian Portuguese, and Spanish. It includes 30,000 articles, forums that attract 1 million visitors a month, 400,000 active profiles, 800 bloggers, and 450 wikis. IBM saves $100 million annually from people who use this resource instead of contacting IBM support.
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Mehr bei Forrester
• http://forrester.typepad.com/groundswell/2010/10/winners-of-the-2010-forrester-groundswell-awards-b2b.html
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Some Not So Lucky Strickes
See Razorfishs presentation at: http://www.slideshare.net/rlovinger/content-gone-wild
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
What is a Content Strategy?
Content Strategy plans for the creation, publicationand governance of useful, usable content.
Content strategy helps you understand not only whatcontent needs to be created and when it needs to bepublished, but why. (Kristina Halvorson)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Content Strategy at eBay
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
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Let‘s learn from mistakes others made
Slides from Razorfish
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Technology Marketing –What role does engegement anddialog play? “
12.6.2012 Dr. Ute Hillmer
1. technology product lifecycle or: why focus??
2. diffusion of innovation3. customer profile categories4. 5 things to remember5. summary
12.6.2012 Dr. Ute Hillmer
development phases of a new business or service
R&D
Market Demand: Product Lifecycle
outbound Marketing
R&D andinbound Marketing
Cash flow over time
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Time
Marke
t size
Rogers Diffusion of Innovation 1995
an idealized technology product lifecycle
Continuous Innovation
Disruptive Innovation
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
12.6.2012 Dr. Ute Hillmer Time
Marke
tsize
Time
Marke
tsize
Time
Marke
tsize
Rogers Diffusion of Innovation 1995 Moore; Crossing the Chasm 1999.
diffusion of innovation varies…
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Why do certain innovations have a much longermain street momentum?
Why do certain innovations diffuse much
faster than others?
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new disruptive technology …
changes how we do things
thus we have to change how we do things...
12.6.2012 Dr. Ute Hillmer
Time
Marke
t size
technology life cycle and its buyer categories
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
12.6.2012 Dr. Ute Hillmer
Time
Marke
t size
technology life cycle and “the gap” or:why you should focus
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Chart based on Moor 1999
12.6.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
mainstream behaviour
Increasingly conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Markt
größ
e
12.6.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
individualistic behaviour
Increasingly individualistic behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Markt
größ
e
12.6.2012 Dr. Ute Hillmer
things to remember
12.6.2012 Dr. Ute Hillmer
stereotype behaviour is universal
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start by focusingon 1-3 niches
12.6.2012 Dr. Ute Hillmer
an advantage for one individual, a thread for
another !
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- segment your customer communication to accommodate the differences!
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when your technology dramatically changes human behavior -be prepared, …
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the majority of the market might hesitate to buy for a long time
but when the new way of doing things gets accepted, everybody wants it right away.
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what you are familiar with, will be easier accepted by the mainstream
– even if the link is more than vague!
12.6.2012 Dr. Ute Hillmer
Intel, mobile devices and 野比のび太
野比 のび太
Nobita Nori of the Doraemon Manga with his dōgu “doko demo door“, the “go-anywhere door“ that opens up to any place the user wishes and imagines.
12.6.2012 Dr. Ute Hillmer
What you are familiar with, will be easier accepted by the mainstream – even if the link is more than vague!
Source: Mail Online , 17 November 2010
search for local familiarities and wrap it in a story
12.6.2012 Dr. Ute Hillmer
Use the different personality profiles in your customer dialog: visionaries as visionaries, pragmatists as pragmatists
12.6.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
early adopters = visionaries
Time
Markt
size
12.6.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
early majority = pragmatists
Time
Markt
size
12.6.2012 Dr. Ute Hillmer
in
12.6.2012 Dr. Ute Hillmer
don’t forget to look outside the boundaries of rationality,
these usually vary by culture
despite the economic context
12.6.2012 Dr. Ute Hillmer
Subjective Construction of Reality
Each individual sees the world through subjective lenses. Consider typical customer segments universally and look for social and emotional differences by region...
Seth Godin, All Marketeers tell stories, 2009Mischel and Morf, Handbook of self and identity, 2003.Kelly, The psychology of personal constructs, 1991
and then TELL YOUR STORY!
12.6.2012 Dr. Ute Hillmer
And now
12.6.2012 Dr. Ute Hillmer
Exanples Dialogmarketing heute
• mymuesli• Dell• Krones• Litago Milch• Jugend gegen Aids• Domino Pizza
12.6.2012 Dr. Ute Hillmer
Krones Kundenfokus
Krones plant, entwickelt und fertigt Maschinen und komplette Anlage … wie viele andere auch … aber: Vertrauensaufbau durch klare Ausrichtung auf
Marktsegmente - aus der
Kundenperspektive!
12.6.2012 Dr. Ute Hillmer
Focus
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Krones Support und Training
12.6.2012 Dr. Ute Hillmer
Wismet Filter für höchste Ansprüche
12.6.2012 Dr. Ute Hillmer
Elsäßer Filtertechnik
12.6.2012 Dr. Ute Hillmer
Elsäßer Filtertechnik
12.6.2012 Dr. Ute Hillmer
Vertrauensaufbau mit dem “Pragmatischen Technologiekunden”Seine Arbeitsprozesse, seine Probleme und Sorgen sowie seinen Blick auf die Welt kennen und verstehen.
Referenzen
Gemeinschaft Gleichgesinnter
Herstellerneutrale Informationen
Relative Vorteile Kompatibilität Testbarkeit Beobachtbarkeit Reduzierte
Komplexität
Kunden Insight
12.6.2012 Dr. Ute Hillmer
Dell‘s zielgruppenspez. Kundendialog
12.6.2012 Dr. Ute Hillmer
Es wird auch über Ihre Produkte geredet –sind Sie im Bilde?• Man redet über ihre Produkte – mit Ihnen oder ohne
Sie … Versuchen Sie den Verlauf mitzubestimmen!
• “Dell Hell” war 2005 ein Weckruf
12.6.2012 Dr. Ute Hillmer
Jeff Jarvis Blogpost
12.6.2012 Dr. Ute Hillmer
Dell Communities Blog‘s ,Forums, IdeaStorm
Zielsetzung Kundeninsight Plattformen für Problemlösungen und Ideen Kundenbonding, pos. Marken-wahrnehmung
Zielkunde Segmentierte Kundengruppen + zukünftige Kunden
SM Strategie Beteiligung + Lernen von und mit Kunden „Be were your customer is“
Resultate Ca. 1.7 M registrierte Mitglieder 2.300-2.500 Posts/Woche
12.6.2012 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
12.6.2012 Dr. Ute Hillmer
Dell IdeaStorm Ideenbörse und Innovationszentrum
Zielsetzung Kundenideen + –problemen generieren Kundeninsight zu Dringlichkeiten
Zielkunde Kunden Potentielle Kunden
SM Strategie Beteiligung + Lernen
Resultate 15.000 Ideen >900.000 Stimmen abgegeben 500 Ideen Implementiert
Marketing F&E
12.6.2012 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Zielsetzung Mass Customization Brand-
WahrnehmungZielmarkt Individualist. Kunden Potentielle KundenSM Strategie Online Angebot
12.6.2012 Dr. Ute Hillmer
Dell Shop eCommerce mit sozialen Inhalten
12.6.2012 Dr. Ute Hillmer
DellOutlet Twitter als Outletstore
Zielsetzung Verkauf Brand-Wahrnehmung ändernZielmarkt Kunden Potentielle KundenSM Strategie Twitter als GeschäftsplattformResultate Juni 2009: $6,5 M Umsatz Twitter USA: 1,5 Mio Follower (D: 131 seit Feb. 2011)
12.6.2012 Dr. Ute Hillmer
DellOutlet Deutschland Twitter als Outletstore
12.6.2012 Dr. Ute Hillmer
DellOutlet China Twitter als Outletstore
12.6.2012 Dr. Ute Hillmer
DellCares Twitter als Supportkanal
ObjectiveKundenprobleme lösenBrand-Wahrnehmung ändernTargetKundenPotentielle KundenSM StrategieTwitter als SupportkanalResultate10.000 Follower10.000 Tweets
12.6.2012 Dr. Ute Hillmer
Dell Monitoring „Social Media Listening Command Center“
Zielsetzung Informieren: Kundenfeedback in
Echtzeit bereitstellen Zuhören & Agieren: frühe Warnsignale
erkennen und schnell handeln Sicherstellen, daß effektive
Kundeninteraktionen stattfinden Unterstützend – Infos und Support für
die Communities mit Einfluß im Netz Zielkunde Alle relevanten Abteilungen im
Unternehmen Kunden/potentielle Kunden Communities / influencerSM Strategie Schaltzentrale
12.6.2012 Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
TheSocial Media Toolbox
12.6.2012 Dr. Ute Hillmer
What Media Channels should I use?
Where should my company be present?
Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
The Social Media Toolbox
Dr. Ute Hillmer, Better Reality Marketing
Choose yourchannel wisely
Slide by Presentation Advisors
12.6.2012 Dr. Ute Hillmer
Select YOUR Toolsnot All Tools!
12.6.2012 Dr. Ute Hillmer
Which Media to choose?
19.12.2011
12.6.2012 Dr. Ute Hillmer
PR Content
Website
Microsites
Blog
Social Media as a Workflow Process
Newsletter
Communication Channel Corporate Hosting
Foursquare
Yammer
Youtube
Flickr
Issuu
Slideshare
Slide by Björn Eichstädt, Storymaker
12.6.2012 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
Corp. Website
based on Cipriani 2009
FB Page
Google+
TwitterAccoun
t
…
12.6.2012 Dr. Ute Hillmer
Types of Social Media Interactionby Purpose
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
CRM = Customer Relationship Management
12.6.2012 Dr. Ute Hillmer
How to get started3. Which Media to choose?
generate interest for a conferenceMarketinggoal
Me
dia
Get visitors to the website
maybe
maybe
12.6.2012 Dr. Ute Hillmer
360° Medienmanagement Kundenprofile beachten
• Was machen Silver Surfer (>50 J.) Online?
12.6.2012 Dr. Ute Hillmer
360° Medienmanagement Kundenprofil: Digital NativesWas machen Digital Natives (zwischen 14 und 29 J.) online?
12.6.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
12.6.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
12.6.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
12.6.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
12.6.2012 Dr. Ute Hillmer
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.
12.6.2012 Dr. Ute Hillmer
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
12.6.2012 Dr. Ute Hillmer
The Corporate Blog as the “Sun of the Solar Content System”
12.6.2012 Dr. Ute Hillmer
The Corporate Blogblog.daimler.de
12.6.2012 Dr. Ute Hillmer
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
12.6.2012 Dr. Ute Hillmer
Direct2Dell Blog
12.6.2012 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Dell Shares Investor Relations
12.6.2012 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
12.6.2012 Dr. Ute Hillmer
The Corporate BlogEmployees as Experts
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer
The Corporate BlogTypes of Social Media Interaction
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
12.6.2012 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
12.6.2012 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
12.6.2012 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
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
12.6.2012 Dr. Ute Hillmer
Social Networks
12.6.2012 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.
12.6.2012 Dr. Ute Hillmer
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
12.6.2012 Dr. Ute Hillmer
How Social Networks workThink about a sports club!
12.6.2012 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…
12.6.2012 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found, one links up, meets, networks, …and own expertise distributes …
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 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)
12.6.2012 Dr. Ute Hillmer
Dell on Facebook Ratings
12.6.2012 Dr. Ute Hillmer
Dell on Google +
12.6.2012 Dr. Ute Hillmer
Dell on Google + Hangouts
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
12.6.2012 Dr. Ute Hillmer
Starting point for Social Customer Relationship Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social Innovation
Insight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
12.6.2012 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
12.6.2012 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
12.6.2012 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
12.6.2012 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations
12.6.2012 Dr. Ute Hillmer
PR Content
Website
Microsites
Blog
Social Media as a Workflow Process
Newsletter
Communication Channel Corporate Hosting
Foursquare
Yammer
Youtube
Flickr
Issuu
Slideshare
12.6.2012 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
12.6.2012 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
19.12.2011
12.6.2012 Dr. Ute Hillmer
Dell‘s Crowdsourcing Aktivitäten
12.6.2012 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
Objective Collect product ideas, and Product solution ideas from customers Custoner insight ranked by urgencyTarget customer prospectSM Strategy Engagement + learning
Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented
19.12.2011
Marketing R&D
12.6.2012 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Objective masscustomization
brandrecognition
Target individualisticcustomers + prospects
SM Strategie online offer
12.6.2012 Dr. Ute Hillmer
Open Innovation through Social Media
12.6.2012 Dr. Ute Hillmer
Directly involved Innovation Resources: R&D and Marketing (inbound+outbound)
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
12.6.2012 Dr. Ute Hillmer
Online Shops
12.6.2012 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
Objective sales Change brand perception
Target customers prospects
SM Strategie eShop with rankings +
reviews
12.6.2012 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
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
19.12.2011
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
12.6.2012 Dr. Ute Hillmer
Microblogging
12.6.2012 Dr. Ute Hillmer
Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E-mail, digital audio or the web. (Wikipedia)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Dell on Twitter
12.6.2012 Dr. Ute Hillmer
Dell‘s TwitterActivities
12.6.2012 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
Objective selling change brand recognitionTarget customers prospectsSM Strategy Twitter as a sales plattformResults June 2009: $6,5 M revenue Delloutlet: 1,54 Mio 7/11 1,55 Mio 12/11 follower (D: 131 seit Feb. 2011)
19.12.2011
12.6.2012 Dr. Ute Hillmer
DellOutlet Deutschland Twitter as an Outletstore
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
DellOutlet China Twitter as an Outletstore
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 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
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
12.6.2012 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
12.6.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
12.6.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
12.6.2012 Dr. Ute Hillmer
Monitoring Twitter as a trend scout
Objective Identify future trends Identify brand + product issues
Target Marketing R&D
SM Strategy Twitter als Supportkanal
12.6.2012 Dr. Ute Hillmer
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”
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
12.6.2012 Dr. Ute Hillmer
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
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, CRM
Identify and address core customer needsSales adviceSetup / integration supportRuntime support
Customers help customersIdentify and bond with advocatesIdentify and utilize star experts Reduce support cost
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
12.6.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Product Marketing and R&D
Identify + address product shortcomings / improvement opportunities
Customer / user complainsCustomer / user suggestions and ideasCustomer / user use cases
Identify and address core customer needsIndustry discussionsCrowd sourcing
Identify trendsIndustry discussionsCrowd sourcing
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
12.6.2012 Dr. Ute Hillmer
SMM Value Creation and KPIsTraditional Online Marketing
Page ImpressionsUnique VisitorsConversions
Social Media MarketingFoster DialogPromote AdvocacyFacilitate SupportSpur Innovation
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
12.6.2012 Dr. Ute Hillmer
SMM Value Creation and KPIs
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
Source: rolandfiege.com
12.6.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Brand Management
What brand image do stakeholders have in mind?What brand image do I want them to have?
Develop brand buzz to help steer brand image (truthful and authentic)
Monitor brand image of core stakeholder groups and construe action to reduce discrepancy if necessaryIdentify brand associationsMonitor the competition
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
12.6.2012 Dr. Ute Hillmer
Success metrics must be developed with specific business objectives in mind to be used and useful.
mythological, pragmatic, common sense
SMM Value Creation and KPIs
Source: Social Marketing Analytics, Altimeter 2010, p. 9
12.6.2012 Dr. Ute Hillmer
Social CRM
CRM 1.0 CRM 2.0
Establishing need
Experience
Sharing
impressio
ns
Decision
Marketing Sales CustomerService
Support processes
Operation processesValue
Expansion
Targeting
Retention
Acquisition
Expansion
Targeting
Retention
Acquisition
12.6.2012 Dr. Ute Hillmer
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.
12.6.2012 Dr. Ute Hillmer
Customer Centric Business Model
Marketing
Customer
Produkt/Service
12.6.2012 Dr. Ute Hillmer
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.
19.12.2011Dr. Ute Hillmer, Better Reality MarketingHarish Kotadia, Definition of Social CRM, 2011.
12.6.2012 Dr. Ute Hillmer
Evolution in CRMTransaction- and process orientedTechnology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw)
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Eigenes Unternehmen
Konkurrenz Supplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
CRM 1.0
Eigenes Unternehmen
Konkurrenz Supplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
Kunde Kunde
Kunde Kunde
Kunde Kunde
CRM 2.0
Conversation‐ and process oriented
Involving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation.
More customer insight through his network connections and communities.
12.6.2012 Dr. Ute Hillmer
Dell „Social Media Listening Command Center“
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
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
12.6.2012 Dr. Ute Hillmer
Social CRM Tools and Foundation
19.12.2011Dr. Ute Hillmer, Better Reality MarketingGreenbaum, Social CRM comes of Age, 2009, p.13
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Types of Social CRM Interaction
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Existing Social Media Networks
(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
12.6.2012 Dr. Ute Hillmer
Social CRM functional architecture
19.12.2011Dr. Ute Hillmer, Better Reality MarketingMarketing Sales Service
Face to facePhone /SMS
E‐mailLetter
Fax
Website
BusinessPartner
Traditionalle Processes
Traditional Channel Interfaces
Socially‐enabledMarketing
Socially‐enabledSales
Socially‐enabledService
Social CRM Layer
Social Channel Interface
Internal Social Tools(Internal blogs, wikis, sharing platforms, social
networks, innovation portal, etc.)POS
Market‐oriented Social Tools
Market
Interne Collaboration Tools
F&E
Socially‐enabledF&E
Corporate Social Content(Corporate Blogs, Forums, Branded / unbranded Social Networks, etc.)
Ext. Social Media Networks(Facebook, MySpace, Twitter,
Linkedin, etc.)
Based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer
Starting point for Social 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
12.6.2012 Dr. Ute Hillmer
Recap Social Media Toolbox
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
• 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?
12.6.2012 Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
Hands on ExploitationInvestigate the online + social media activities of one of the following companies: Mymuesli.com (Online Composition and Retail) Krones.de (B2B) Litago.no (Customer Experience)
Present in 5 Minutes, what they do Online and what you think is useful and what not.
12.6.2012 Dr. Ute Hillmer
Suggested Reading• Groundswell by Charlene Li, Josh Bernoff• Positioning by Trout and Ries• In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters• What would Google do by Jeff Jarvis• All Marketeers tell Stories by Seth Godin• 1 to 1 Marketing Future by Don Peppers• CRM at the Speed of light by Paul Greenberg• The Long Tail by Chris Anderson• The Wisdom of Crowds by James Surowiecki• Crossing the Chasm by Geoffery Moore• Selling the Dream by Guy Kawasaki
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Auf‐merksam‐
keit
Interesse
Präferenz
Aktion
Social Media -Was macht der Marketingtrichter?
Klassisches Marketing
Klassisches Online
Marketing
SocialMarketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
360° Marketing Was macht der Marketingtrichter?
Klassisches Marketing
Klassisches Online
Marketing
SocialMarketing
Aktivierung
Anreiz‐schaffung
Dialog
AnerkennungBestätigung
Auf‐merksam‐
keit
Interesse
Präferenz
Aktion
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
Aufmerksam‐keit
Interesse
Wunsch
Aktion
360° Marketing Was macht der Marketingtrichter?
Klassisches Marketing
Klassisches Online
Marketing
SocialMarketing
Aktivierung
Anreiz‐schaffung
Dialog
Anerkennung Bestätigung
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
360° Marketing Was macht der Marketingtrichter?
Quelle: Forrester Research 201019.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
This presentation is available in 3 parts in the download area of
www.better-reality.com
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
12.6.2012 Dr. Ute Hillmer
12.6.2012 Dr. Ute Hillmer
Dankeschön!