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

eut ge , Ju y 5t , 0

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

8S

tand

:


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


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


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…”


I‘llI‘llHaveHaveWhatWhatSheShe isisHavingHavingI llI llHaveHaveWhatWhatSheShe isisHavingHaving


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?


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


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


Changing Kommunication Changing Kommunication Changing Kommunication Changing Kommunication

Sender ReceiverSender Receiver


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


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


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


Traditional MarketingTraditional MarketingTraditional MarketingTraditional Marketing


New MarketingNew MarketingNew MarketingNew Marketing


BacklinksBacklinksand and TextanchorsTextanchorsBacklinksBacklinksand and TextanchorsTextanchors


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!


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


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?


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?


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


Which Media to choose?Which Media to choose?Which Media to choose?Which Media to choose?


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“


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?



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


The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?


Select YOUR ToolsSelect YOUR ToolsSelect YOUR ToolsSelect YOUR Tools


Center Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate Website


SM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate Blog


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


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


Dell‘s zielgruppenspez Kundendialog Dell‘s zielgruppenspez Kundendialog Dell s zielgruppenspez. Kundendialog Dell s zielgruppenspez. Kundendialog


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


Direct2Dell Direct2Dell BlDirect2Dell Direct2Dell Blog


TechCenter Blog Chat CommunityTechCenter Blog Chat CommunityTechCenter Blog, Chat, CommunityTechCenter Blog, Chat, Community


Dell Shares Investor RelationsDell Shares Investor RelationsDell Shares Investor RelationsDell Shares Investor Relations


TechCenter Blog Chat CommunityTechCenter Blog Chat CommunityTechCenter Blog, Chat, CommunityTechCenter Blog, Chat, Community


The Corporate BlogThe Corporate BlogEmployees as ExpertsEmployees as Experts


Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service



i t ti Social

SocialSales

MarketInformation

Customer

Existing Social Media Networks

(Facebook, Xing, Twitter,




( , g, ,Linkedin, etc.)branded / unbranded Social

Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D


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



Social SalesInsight





Rapid Social


F&E


Sales ReferalSocially‐enabled

Service

Social Campaign Proactive LeadSocial Campaign Tracking



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


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


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.


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


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…


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 …


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


Dell on Facebook Dell on Facebook R tiR tiDell on Facebook Dell on Facebook RatingsRatings





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D





Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal







Social SalesInsight


Social Innovation

Insight



Rapid Social


F&E



Service




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


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


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


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


Crowd Sourcing / Open InnovationCrowd Sourcing / Open InnovationCrowd Sourcing / Open InnovationCrowd Sourcing / Open Innovation


Dell‘s Crowdsourcing AktivitätenDell‘s Crowdsourcing AktivitätenDell s Crowdsourcing AktivitätenDell s Crowdsourcing Aktivitäten


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


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





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D





Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal







Social SalesInsight





Rapid Social


F&E



Service




Online ShopsOnline ShopsOnline ShopsOnline Shops


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





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D





Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal







Social SalesInsight





Rapid Social


F&E



Service




MicrobloggingMicrobloggingMicrobloggingMicroblogging


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)


Dell on TwitterDell on TwitterDell on TwitterDell on Twitter


Dell‘s Twitter AktivitätenDell‘s Twitter AktivitätenDell s Twitter AktivitätenDell s Twitter Aktivitäten


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)


DellOutlet Deutschland DellOutlet Deutschland l lDellOutlet Deutschland DellOutlet Deutschland Twitter als Outletstore


DellOutlet China DellOutlet China l lDellOutlet China DellOutlet China Twitter als Outletstore





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D





Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal




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





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

R&D

yR&D





Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal




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


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


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


„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





i t ti Social

SocialSales

MarketInformation

Customer







Networks, etc.)








yMarketing

ySales

yService

F&E

yF&E


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


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




Social SalesInsight





Rapid Social


F&E



Social Campaign

Sales Referal





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?


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.


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


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
