Download - Social Media Lecture Summer 2011
Social Media MarketingSocial Media Marketingggor or the Basics of the Basics of the Basics of the Basics of PersonPerson‐‐toto‐‐Person (P2P) Person (P2P) MarketingMarketing
Dr. Ute Hillmer, MFG Baden‐Württemberg mbH
Reutlingen, July 15th, 2011
Dr. Ute Hillmer, MFG Baden Württemberg mbH Innovationsagentur für IT und Medien
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15.07.2011Dr. Ute HIllmer
MFG B dMFG B d Wü bWü bMFG BadenMFG Baden‐‐WürttembergWürttembergMFG Baden-Württemberg mbH
Innovationsagentur des Landes für IT und Medien
Gesellschafter der MFG: Land Baden‐Württemberg (51 %) SWR Media Services GmbH (49 %) SWR Media Services GmbH (49 %)
Auftraggeber: Land BW, Ministerien, die EU, Universitäten, Forschungseinrichtungen, Unternehmen
> 50 Mitarbeiter> 50 Mitarbeiter Jährlich über 100 Maßnahmen für Innovationsförderung und
Technologietransfer, Cluster‐ und Netzwerkmanagement sowie Standortentwicklung und ‐marketingg g
> 14 Jahre Erfahrung in Beratung, Veranstaltungen, Training, Technologietransfer, Netzwerke
Dez
embe
r 200
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tand
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15.07.2011Dr. Ute HIllmer
Ute HillmerUte HillmerUte HillmerUte Hillmer
J h i t ti l M k ti (HP C C t B tt 24 Jahre internationales Marketing (HP, CoCreate, Better Reality Marketing, MFG Innovationsagentur)
weltweite Kommunikationsverantwortung überwiegend 3 weltweite Kommunikationsverantwortung, überwiegend 3 Kontinente (Amerika, Europa, Asien)
Produkt‐ Programm‐ Channel‐ Partnermarketing Produkt , Programm , Channel , Partnermarketing, Marketingkommunikation, Branding, Firmenpositionierung
Verantwortung für operatives, strategisches + corporateVerantwortung für operatives, strategisches corporateMarketing, Branding, Vertriebstrainingverantwortung
Erfahrungen im Großkonzern, Mittelständler und g ,Einzelunternehmen sowie polit. Institution
Erste internationale HP Webseite 1993
15.07.2011Dr. Ute HIllmer
Content of the SM Marketing LectureContent of the SM Marketing LectureContent of the SM Marketing LectureContent of the SM Marketing Lecture1 The Basics of Social Media Marketing1.The Basics of Social Media Marketing
• Why marketing is changing• Social marketing vs. traditional marketing• How social marketing works• How social marketing works• How to get started• Consequences of Social Media
2.The Toolbox + Best Practices• Corporate Website C d S iCorporate Website• Corporate Blog• Social Networks• Content Sharing Platforms
• Crowd Sourcing• Online Shops• Microblogging• Social CRMContent Sharing Platforms
3. Social Media Marketing in Practice –
• Social CRM
3 gHands On
15.07.2011Dr. Ute HIllmer
How did you buy yesterday?How do you buy today?How do you buy today?How will you buy tomorrow?y y
“ SOCIAL MEDIA TECHNOLOGIES changes the way … SOCIAL MEDIA TECHNOLOGIES changes the way individuals and companies form their opinion and buying decision, often it changes how they buy…”
15.07.2011Dr. Ute HIllmer
I‘llI‘llHaveHaveWhatWhatSheShe isisHavingHavingI llI llHaveHaveWhatWhatSheShe isisHavingHaving
15.07.2011Dr. Ute HIllmer
Why is Marketing changing? Why is Marketing changing? y g g gy g g g
Why is SM Marketing Why is SM Marketing y gy gdifferent? different?
15.07.2011Dr. Ute HIllmer
Change Engines on the Meta LevelChange Engines on the Meta LevelChange Engines on the Meta LevelChange Engines on the Meta LevelTechnological Development Technological Development DigitalisationNetwork technologies
Visualisation tech. Social Media
Converging media Storage technologies
Digitale distribution Intellig. automation
Social Developmentder mündige Mensch“
…
„der mündige Mensch Selfconfidence Participation S lf d t i ti Self‐determination Individualisation
15.07.2011Dr. Ute HIllmer
Customer Centric Business ModelCustomer Centric Business ModelCustomer Centric Business ModelCustomer Centric Business Model
k
Product/Service
Marketing
Customer
T. Hannagan, Management: Concepts & Practices, 2005. 15.07.2011Dr. Ute HIllmer
From ProductFrom Product to Customerfocusto CustomerfocusFrom ProductFrom Product‐‐ to Customerfocusto Customerfocus
PProduct CCustomer Needs
PPrice CCustomer CostPPrice
PPl
CCustomer Cost
CCPPlace
PPCConvenience / Access
CCPPromotion CCommunication
McCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
Development Steps in MarketingDevelopment Steps in Marketing(M ff t 8 S 8)(M ff t 8 S 8)(Meffert, 2008 S. 8)(Meffert, 2008 S. 8)
Inhaltlicher Fokusdes Marketings
Umwelt‐
Netzwerk‐orientierung Netzwerke
Wettbewerbs‐orientierung
Umwelt‐orientierung
Wett‐bewerber
Umwelt
Handels‐orientierung
g
Handel
bewerber
Distributions‐
Verbraucher‐orientierung
U t
Ver‐braucher
1950‘er 1960‘er 1970‘er 1980‘er 1990‘er 2000‘er Zeit
Distributionsorientierung
Anspruchs‐spektrum des Marketings
Unter‐nehmung
Marketings
15.07.2011Dr. Ute HIllmer
Changing Kommunication Changing Kommunication Changing Kommunication Changing Kommunication
Sender ReceiverSender Receiver
15.07.2011Dr. Ute HIllmer
Changing Kommunication Changing Kommunication Changing Kommunication Changing Kommunication
Sender ReceiverSender Receiver
15.07.2011Dr. Ute HIllmer
Push“ CommunicationPush“ Communication„Push Communication„Push Communication
Agency Media Fulfillmentg y
Unique Products / OffersUnique Products / Offers
Marketer Customer / Prospect
q /q /
Messages and IncentivesMessages and Incentives
D. Schultz et al., Building Customer-Brand Relationships , 2009, p. 5 15.07.2011Dr. Ute HIllmer
Pull“ CommunicationPull“ Communication„Pull Communication„Pull Communicationce
rs Web Searchs/Influ
enc
Agency Media Fulfillment
strib
uters
Unique Products / OffersUnique Products / Offers
Competitors
Competitors
ende
rs/D
i
Marketer Customer/ Prospect
q /q /
Messages and IncentivesMessages and Incentives
Reco
mme
Competitors
Competitors
mploy
ees/R
Word‐of‐Mouth New Forms of Media
Em
D. Schultz et al., Building Customer-Brand Relationships , 2009, p. 6 15.07.2011Dr. Ute HIllmer
Konvergenz des Mediensystems Konvergenz des Mediensystems (Gläser 2010, S. 274)(Gläser 2010, S. 274)
Traditionelle Übertragungsmedien UniversalmediumTraditionelle Trägermedien
Form der Kommunikation
Medium
Text/ Bild Ton AV
Film/
Ton AV Sprache Daten Multi‐media
F T l f D t O li
Text/Bild/Ton/ Sprache/AV/ Daten/Multimedia
U i l diMedium
P d k i
Film/Buch Presse Audio Video
V l V l V l V l
Hörfunk Fern‐sehen
Telefon ‐dienste
Daten ‐dienste
Online ‐dienste
S d S d Di Di Di
Universalmedium
U i l diProduktions‐unternehmen
Verlag Verlag Verlag Verlag Sender Sender Dienst ‐leister
Dienst ‐leister
Dienst ‐leister
Universalmedium‐unternehmen
Distribution: Konvergente Datennetze
Breitbandkabel Internet Satellit Telefonnetz Mobilfunk
Terrestrische Sender
Konsum:
Radio, TV, Pay‐per‐channel/view, Video‐on‐demand, Audio‐/Video‐Streaming, Internetdienst, Teleshopping,E‐Mail
konvergente Konsumgüter
Fernsehgerät PC Handy Print
15.07.2011Dr. Ute HIllmer
360360°° integrated Marketing Communication integrated Marketing Communication 33 g gg g(Don Schulz 2009) (Don Schulz 2009)
BotschaftBotschaft
360360°°kkMarketingMarketing‐‐
KommunikationKommunikation
Kunde/ Kunde/ CommunityCommunity
MediaMediayy
Social Media BasicsSocial Media BasicsSocial Media BasicsSocial Media Basics
Not just for nurds
15.07.2011Dr. Ute HIllmer
How Social Marketing Works 1How Social Marketing Works 1How Social Marketing Works 1How Social Marketing Works 1
hThe Basics
#1 Built credibility and trust
#2 Built and maintain networks “Communities”
#3 Place and distribute backlinks
15.07.2011Dr. Ute HIllmer
Traditional MarketingTraditional MarketingTraditional MarketingTraditional Marketing
15.07.2011Dr. Ute HIllmer
New MarketingNew MarketingNew MarketingNew Marketing
15.07.2011Dr. Ute HIllmer
BacklinksBacklinksand and TextanchorsTextanchorsBacklinksBacklinksand and TextanchorsTextanchors
15.07.2011Dr. Ute HIllmer
How to get startedHow to get started1. Stay focused on your objective1. Stay focused on your objective
Define marketing goal Define target markets
Which channel, which medium, which platform will help me reach
Define target markets
which platform will help me reach my target?
Choice of MediaChoice of Media
Be were your customers are!!Be were your customers are!!15.07.2011Dr. Ute HIllmer
Be were your customers are!!Be were your customers are!!
What do you intent to achieve?What do you intent to achieve?yy
Wi ddi i l I i i • Win additional customers• Gain a new customer base
• Increase communication with customers
• Increase sales• Increase awareness
• Increase website traffic• Increase imageIncrease awareness
• Enter new marketsg
• Change image• Increase online reputation• Increase online reputation
As with traditional marketing: set yourself realistic goals!
15.07.2011Dr. Ute HIllmer
How to get startedHow to get started3 Where are your customers having their 3 Where are your customers having their 3. Where are your customers having their 3. Where are your customers having their conversations?conversations?
LISTENLISTEN
talktalk
iienergizeenergize
supportsupportsupportsupport
integrateintegrategg
bondbond
15.07.2011Dr. Ute HIllmer
bondbond
Types of Social Media InteractionTypes of Social Media InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media(Facebook, Xing, Twitter,
Li k di t )
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
Linkedin, etc.)branded / unbranded Social Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Corp. Website
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Website
Marketing Sales Service
yMarketing
ySales
yService
F&E
yF&E
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
360360°°Medienmanagement Medienmanagement Kundenprofile beachtenKundenprofile beachten Was machen Silver Surfer (>50 J ) Was machen Silver Surfer (>50 J.)
Online?
15.07.2011Dr. Ute HIllmer
360360°°Medienmanagement Medienmanagement Kundenprofil: Digital NativesKundenprofil: Digital NativesW h Di i l N i ( i h d J ) li ?Was machen Digital Natives (zwischen 14 und 29 J.) online?
15.07.2011Dr. Ute HIllmer
How to get startedHow to get started3. Which Media to choose?3. Which Media to choose?
generate interest for a conference
MarketinggoalMarketinggoal
ia
ia
Get visitors to the website
Med
Med
maybe
maybe
15.07.2011Dr. Ute HIllmer
Which Media to choose?Which Media to choose?Which Media to choose?Which Media to choose?
15.07.2011Dr. Ute HIllmer
How to get startedHow to get startedgg4. The Content4. The Content
LISTENLISTEN
RelevanceRelevance
LISTENLISTEN
talktalk
energizeenergize
BenefitBenefitEntertainmentEntertainment
supportsupportEntertainmentEntertainment
integrateintegrate
bondbond
Groundswell 2008, S.77
How to get startedHow to get started5. Set a Strategy5. Set a Strategy
Where are my customers => Which social networks will
Ask yourselfy
What product(s) are suitable for social networks?
d h
be suitable? What reactions should I be
d How do I position these products?
Does my CI and brand fit the
prepared to get? How will I react to negative
feedback from blogs etc ? Does my CI and brand fit the online community?
How do I communicate online
feedback from blogs, etc.? Do I communicate
centralized or distributed?(tone and stile)?
Have a look how your competitors do it!15.07.2011Dr. Ute HIllmer
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the BrandConsequences for the Brand
A brand is no longer only what we – the marketeers tell the consumer/user/buyer it is.
The band is what the consumer/user/buyer tell each yother it is!
„the intelligence of the masses“
15.07.2011Dr. Ute HIllmer
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the Product RangeConsequences for the Product RangeConsequences for the Product RangeConsequences for the Product Range“The Long Tail”“The Long Tail”gg
15.07.2011Dr. Ute HIllmerChris Anderson: The Long Tail, 2006.
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the CustomerConsequences for the CustomerConsequences for the CustomerConsequences for the Customer“The “The CluetrainCluetrainManifesto (2001)”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. y
17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
8 C i h d ' li h i k t k d t18. 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 p g p y yto get a sense of humor.
15.07.2011Dr. Ute HIllmerLevine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
Recap Social Media BasicsRecap Social Media BasicsRecap Social Media BasicsRecap Social Media Basics
h f ? What was most important to you so far?Tell your neighbour to the right and left.
What open question emerged? What is What open question emerged? What is unclear?
15.07.2011Dr. Ute HIllmer
Recap Social Media BasicsRecap Social Media BasicsRecap Social Media BasicsRecap Social Media Basics
ll C Pull Communication
Customer centric thinking Customer centric thinking
4P‘s to 4C‘s4 4
The mechanism of backlinks count
How to get started: LISTEN + think
15.07.2011Dr. Ute HIllmer
The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?
15.07.2011Dr. Ute HIllmer
Select YOUR ToolsSelect YOUR ToolsSelect YOUR ToolsSelect YOUR Tools
15.07.2011Dr. Ute HIllmer
Center Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate Website
15.07.2011Dr. Ute HIllmer
SM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate Blog
15.07.2011Dr. Ute HIllmer
The Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting Point
15.07.2011Dr. Ute HIllmer
DELLDELLDELLDELL
“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” p , y g y g
Michael Dell, 2006
2011: Dell named “most social brand of 100 top brands”2011: Dell named most social brand of 100 top brands
15.07.2011Dr. Ute HIllmer
Dell‘s zielgruppenspez Kundendialog Dell‘s zielgruppenspez Kundendialog Dell s zielgruppenspez. Kundendialog Dell s zielgruppenspez. Kundendialog
15.07.2011Dr. Ute HIllmer
Dell Blogs Dell Blogs Bl FDell Blogs Dell Blogs Blogs ,Forums
Objectivej Kundeninsight Plattformen für Problemlösungen und Ideen Kundenbonding, pos. Marken‐wahrnehmung
Target 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/Woche3 5
15.07.2011Dr. Ute HIllmer
Direct2Dell Direct2Dell BlDirect2Dell Direct2Dell Blog
15.07.2011Dr. Ute HIllmer
TechCenter Blog Chat CommunityTechCenter Blog Chat CommunityTechCenter Blog, Chat, CommunityTechCenter Blog, Chat, Community
15.07.2011Dr. Ute HIllmer
Dell Shares Investor RelationsDell Shares Investor RelationsDell Shares Investor RelationsDell Shares Investor Relations
15.07.2011Dr. Ute HIllmer
TechCenter Blog Chat CommunityTechCenter Blog Chat CommunityTechCenter Blog, Chat, CommunityTechCenter Blog, Chat, Community
15.07.2011Dr. Ute HIllmer
The Corporate BlogThe Corporate BlogEmployees as ExpertsEmployees as Experts
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
The Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting Point
You can show that you know a lot about a topic You are easily found by search engines A good article easily generates 10‐50 backlinks in a g y g 5
few days It is free for the customer and free media for you as a It is free for the customer and free media for you as a
vendor Search engines follow backlinks Search engines follow backlinks You can segment your target market nicely
15.07.2011Dr. Ute HIllmer
The Corporate BlogThe Corporate BlogMake Make some some rules.rules.
E ll l h h b dEmpower all employees… they are the brand.
• Behave professionally and ethicallyBehave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours, y p ynot IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s experts—and expertise—to the world ”experts and expertise to the world.
Adam ChristensenManager, Social Media Communications
http://www.ibm.com/blogs/zz/en/guidelines.html15.07.2011Dr. Ute HIllmer
Social NetworksSocial NetworksSocial NetworksSocial Networks
15.07.2011Dr. Ute HIllmer
Social Networks 2Social Networks 2Social Networks 2Social Networks 2
S l k k hSocial networks are network communities on theinternet. Users can add friends or followers and send h if h b dthemmessages or notify them about updatesconcerning themselves.
15.07.2011Dr. Ute HIllmer
BuiltBuilt and and MaintainMaintainNetworksNetworksBuiltBuilt and and MaintainMaintainNetworksNetworks
d d l f l d l k f Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them
15.07.2011Dr. Ute HIllmer
How Social Networks workHow Social Networks workHow Social Networks workHow Social Networks work
Think about a sports club! 15.07.2011Dr. Ute HIllmer
How Social Networks work 2How Social Networks work 2How Social Networks work 2How Social Networks work 2
V l i i b hi 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…
15.07.2011Dr. Ute HIllmer
How Social Networks work 3How Social Networks work 3How Social Networks work 3How Social Networks work 3
d l f dFriends are easily found, one links up, meets, networks, …and own expertise distributes …
15.07.2011Dr. Ute HIllmer
Dell on Facebook Dell on Facebook C itC itDell on Facebook Dell on Facebook CommunityCommunity
ObjectiveObjective Kundeninsight
Kundenbonding, pos. Marken‐wahrnehmung
Target Segmentierte Kundengruppen + zukünftige Kunden
SM StrategieSM Strategie „Be were your customer is“
Community Experience bieten
Resultate 644.723 Personen gefällt das
15.07.2011Dr. Ute HIllmer
Dell on Facebook Dell on Facebook R tiR tiDell on Facebook Dell on Facebook RatingsRatings
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social Innovation
Insight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Social NetworksSocial NetworksSocial NetworksSocial NetworksPractice
Direct customer Privacy problemscommunication
Many forms of interaction Uncontrolled environmenty
becomes possible „Entertainment“
environment Time‐consuming
Full display of pictures, movies, games, ...movies, games, ...
Many active users
15.07.2011Dr. Ute HIllmer
Business Oriented Social NetworksBusiness Oriented Social NetworksBusiness Oriented Social NetworksBusiness Oriented Social Networks
More serious environment Increasingly More serious environment Suitable for personal
b i fil
Increasingly commercial
l ll dbusiness profile pages Business oriented groups
Only partially ready for business
Backlinks increasingly possible
presentations Not all audiences are p Not all audiences are in these networks
15.07.2011Dr. Ute HIllmer
Content Sharing PlatformsContent Sharing PlatformsContent Sharing PlatformsContent Sharing Platforms
Online Communities for archiving and sharing content such as:content such as: Photographs and imagesVid Videos
Audios Presentations
15.07.2011Dr. Ute HIllmer
Content Sharing PlatformsContent Sharing PlatformsContent Sharing PlatformsContent Sharing Platforms
Easy way to display, Copyright problemsarchive and share
No need to own Free data upload or
information spread is infrastructure and storage
plimited
No quality control of g Possible real time
reporting of events
No quality control of content and material
reporting of events Poducts / content is
ranked by audienceranked by audience
15.07.2011Dr. Ute HIllmer
Crowd Sourcing / Open InnovationCrowd Sourcing / Open InnovationCrowd Sourcing / Open InnovationCrowd Sourcing / Open Innovation
15.07.2011Dr. Ute HIllmer
Dell‘s Crowdsourcing AktivitätenDell‘s Crowdsourcing AktivitätenDell s Crowdsourcing AktivitätenDell s Crowdsourcing Aktivitäten
15.07.2011Dr. Ute HIllmer
IdeaStorm IdeaStorm Id bö d I ti tIdeaStorm IdeaStorm Ideenbörse und Innovationszentrum
Objecti eObjective Kundenideen + –problemen generieren
Kundeninsight zu Dringlichkeiten
TargetM k ti
Kunden
Potentielle Kunden
SM Strategie
Marketing
F&E
SM Strategie Beteiligung + Lernen
Resultate 15.000 Ideen
>900.000 Stimmen abgegeben
500 Ideen Implementiert 500 Ideen Implementiert
15.07.2011Dr. Ute HIllmer
Dell Design Studio Dell Design Studio d d ld d lDell Design Studio Dell Design Studio Mass IndividualisationMass Individualisation
ObjectiveObjective Mass Customization Brand‐Wahrnehm ngWahrnehmung
Target Individualist. K dKunden Potentielle Kunden
SM Strategieg Online Angebot
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Online ShopsOnline ShopsOnline ShopsOnline Shops
15.07.2011Dr. Ute HIllmer
Dell Shop Dell Shop l h lDell Shop Dell Shop eCommerce mit sozialen Inhalten
Obj iObjective Verkauf
Brand Brand‐
Wahrnehmung ändern
TargetTarget Kunden
Potentielle Kunden
SM Strategie Shop mit Rankings +
Reviews
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
MicrobloggingMicrobloggingMicrobloggingMicroblogging
15.07.2011Dr. Ute HIllmer
TwitterTwitterTwitterTwitter
Microblogging is a form of blogging that allows Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch as photos or audio clips) and publish them such as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging instant messaging Emeans like text messaging, instant messaging, E‐mail, digital audio or the web. (Wikipedia)
15.07.2011Dr. Ute HIllmer
Dell on TwitterDell on TwitterDell on TwitterDell on Twitter
15.07.2011Dr. Ute HIllmer
Dell‘s Twitter AktivitätenDell‘s Twitter AktivitätenDell s Twitter AktivitätenDell s Twitter Aktivitäten
15.07.2011Dr. Ute HIllmer
DellOutlet DellOutlet l lDellOutlet DellOutlet Twitter als Outletstore
ObjectiveObjective Verkauf Brand‐Wahrnehmung änderng
Target KundenP i ll K d Potentielle Kunden
SM Strategie Twitter als GeschäftsplattformTwitter als Geschäftsplattform
Resultate Juni 2009: $6,5 M Umsatz Twitter USA: 1,6 Mio Follower (D: 131 seit Feb. 2011)
15.07.2011Dr. Ute HIllmer
DellOutlet DellOutlet l lDellOutlet DellOutlet Twitter als Outletstore
ObjectiveObjective Verkauf Brand‐Wahrnehmung änderng
Target KundenP i ll K d Potentielle Kunden
SM Strategie Twitter als GeschäftsplattformTwitter als Geschäftsplattform
Resultate Juni 2009: $6,5 M Umsatz Twitter USA: 1,6 Mio Follower (D: 131 seit Feb. 2011)
15.07.2011Dr. Ute HIllmer
DellOutlet Deutschland DellOutlet Deutschland l lDellOutlet Deutschland DellOutlet Deutschland Twitter als Outletstore
15.07.2011Dr. Ute HIllmer
DellOutlet China DellOutlet China l lDellOutlet China DellOutlet China Twitter als Outletstore
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
DellCares DellCares l k lDellCares DellCares Twitter als Supportkanal
ObjectiveObjective Kundenprobleme lösen Brand‐Wahrnehmung ändernBrand Wahrnehmung ändernTarget Kunden Potentielle KundenSM Strategie Twitter als SupportkanalResultate
F ll 10.000 Follower 10.000 Tweets
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
R&D
yR&D
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
TwitterTwitterTwitterTwitter
fast only short messages (T itt h t ) cheap
real‐time communication
(Twitter 140 characters)
short lifetime of tweets
real‐time market research
advertising allowed
A lot of meaningless information in twittersphere
direct customertwittersphere
difficult to measure
15.07.2011Dr. Ute HIllmer
Social CRMSocial CRMSocial CRMSocial CRM
CRM 1.0 CRM 2.0
bl hEstablishing need
ons
on
Targeting
A
Sharing
impressio D
ecisionExpa
nsio
Acquisition
ExperienceRetention
Expa
nsion
Targeting
Retention
Acquisition
Marketing Sales CustomerService
Support processes
Operation processesValue
15.07.2011Dr. Ute HIllmer
Definition Social CRMDefinition Social CRMDefinition Social CRMDefinition Social CRM
S i l C i h b i f iSocial CRM is the business strategy of engaging customers through Social Media with the goal of b ildi d b d l l building trust and brand loyalty. Loyalty is defined as attitude towards a brand that inclines a
h d d hcustomer to repurchase it and/or recommend it to others.
S i l C i di G häf i dSocial CRM ist die Geschäftsstrategie, Kundenüber Social Media einzubinden mit demZiel derV d bild d d A fb B d Vertrauendsbildung und demAufbau von Brand Loyalität.
Harish Kotadia, Definition of Social CRM, 2011.15.07.2011Dr. Ute HIllmer
Evolution Evolution imimCRMCRM•Konversations‐ und Prozessorientiert
d b d bEvolution Evolution imimCRMCRM•Transaktions‐und Prozessorientiert
•Kundeneinbindung zum besserenKundenverständnis, derVertrauensbildung, demAufbau von Brandloyalität, derProblemerkennung und der besseren
•Technisch gestützte Kundenprozesse um Sales‐Marketing‐ Supportaktivitäten zu organisieren (Shaw)
Problemerkennung und der besserenKundensegmentierung.
•BesseresVerständnis über Kunden + seine Community durch Netzwerkbeziehungen
CRM 1.0CRM 2.0
Community durch Netzwerkbeziehungen
Kunde Kunde
Kunde
d
Kunde
Kunde Kunde
Konkurrenz Supplier / Partner
Kunde Kunde
Konkurrenz Supplier / Partner
Kunde Kunde
Kunde Kunde
Eigenes
KundeKundeKonkurrenz Supplier / Partner
KundeKunde
Eigenes UnternehmenKunde Kunde
Eigenes Unternehmen
Kunde KundeKunde Kunde
15.07.2011Dr. Ute HIllmer
„Social Media Listening Command „Social Media Listening Command Center“Center“Obj iObjective Informieren: Kundenfeedback in Echtzeit bereitstellen
h f h l Zuhören & Agieren: frühe Warnsignale erkennen und schnell handeln Sicherstellen, daß effektive Kundeninteraktionen stattfinden u de te a t o e statt de Unterstützend – Infos und Support für die Communities mit Einfluß im Netz
Targetg Alle relevanten Abteilungen im Unternehmen Kunden/potentielle Kunden/p Communities / influencer
SM Strategie Schalt entrale Schaltzentrale
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media Networks
(Facebook, Xing, Twitter,
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
( , g, ,Linkedin, etc.)branded / unbranded Social
Networks, etc.)
Customer‐facingemployee
Business‐triggered social p y
Monitoring / Data Mining
triggered social interactions
(inside‐to‐outsideinside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service
yMarketing
ySales
yService
F&E
yF&E
15.07.2011Dr. Ute HIllmerbased on Cipriani 2009
Social CRM functional architectureSocial CRM functional architecture
Market‐oriented
MarketCorporate Social Content
(Corporate Blogs Forums Branded / Ext. Social Media Networks(Facebook MySpace Twitter oriented
Social Tools(Corporate Blogs, Forums, Branded / unbranded Social Networks, etc.)
(Facebook, MySpace, Twitter, Linkedin, etc.)
Social Channel Interface
Face to facePhone /SMS
E‐mailLetter
Fax
WebsiteTraditional Channel Interfaces
Internal Social Tools(Internal blogs, wikis, sharing platforms, social
POS BusinessPartner
Socially‐enabledMarketing
Socially‐enabledSales
Socially‐enabledService
Social CRM Layer
( g , , g p ,networks, innovation portal, etc.)POSInterne
Collaboration Tools
Socially‐enabledF&E
Marketing Sales ServiceTraditionalle Processes F&E
Based on Cipriani 2009 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Recap Social Media BasicsRecap Social Media BasicsRecap Social Media BasicsRecap Social Media Basics
h f ? What was most important to you so far?Discuss in our Workgroup and make one statement.
What open question emerged? What is unclear?unclear?
15.07.2011Dr. Ute HIllmer
Hands On ExplorationHands On ExplorationHands On ExplorationHands On Exploration
h l l d fInvestigate on the online + social media activities of one of the following companies
Mymuesli.com (Online Composition and Retail)y ( p ) Krones.de (B2B) Litago no (Customer Experience) Litago.no (Customer Experience)
Present in 5 Minutes, what they do Online, how they do it and why.
15.07.2011Dr. Ute HIllmer
Suggested ReadingSuggested ReadingSuggested ReadingSuggested Reading
Groundswell by Charlene Li Josh Bernoff Groundswell by Charlene Li, Josh Bernoff Positioning by Trout and Ries In Pursuit of Wow! + The Tom Peters Seminar by Tom PetersIn Pursuit of Wow! + The Tom Peters Seminar by Tom Peters What would Google do by Jeff Jarvis All Marketeers tell Stories by Seth Godiny 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 Crossing the Chasm by Geoffery Moore Selling the Dream by Guy Kawasaki
15.07.2011Dr. Ute HIllmer
This Presentation is This Presentation is This Presentation is ...This Presentation is ...
h l d h h ll lhttp://www.slideshare.net/uhillmer/social‐media‐lecture‐summer‐2011
oror
http://slidesha re/pTEZS6 http://slidesha.re/pTEZS6
15.07.2011Dr. Ute HIllmer
15.07.2011Dr. Ute HIllmer