Dialog Marketing with Digital Media

July 2015 Dr. Ute Hillmer
1 von 160
Principles of Marketing/ E-marketing &
E-business/ Marketing and Sales
Management
Day 2: Dialog Marketing / E-Marketing
SIBE-Management-Master
Dr. Ute Hillmer
© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer

Understand,
Engage,
Embrace
Your Customers
Dr. Ute Hillmer
Better Reality Marketing
Stuttgart, 1.8.2015

Agenda
Pre-frame
Recap from yesterday
Role play
The Customer Dialog
Who is Social / Digital Marketing for?
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2

Remember
Yesterday?

Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Grafik in Anlehnung an Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger

The Core Changes
1. Consumers and buyers connect with
brands in fundamentally new ways – often
beyond manufacturers or dealers' control
2. They evaluate a shifting array of options
during the evaluation process and remain
engaged with the brand after purchase

2014 B2B Buyer Behaviour Survey
• Web search ist the top source of information
• B2B buyers strategically browse social media
• The number of sources used to research and
evaluate purchase has increased
• There is an increased awareness of purchase
options
• The evaluation process is longer and more
satisfying
DemandGen Report Survey 2014

Roleplay
about
the larger Context

How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?

The Customer
Dialog

Dialog Marketing
Is nothing new:
customer visits
telephone calls
discussions
email
business lunches
mail
trade shows
…

But Dialog Marketing had to change …
Customer Dialog is emancipated
Sender Receiver

Changing Communication to a Dialog
Sender
Receiver

The Brand changes
The customer
fundamentally
influences the brand
– beyond any
marketing control

Support changes
Customers exchange
experiences and
insights. They can
often help each other
timely and with a lot of
detailes knowledg

Dthe Dialog changes
Customers can do
more than buy –
satisfied customers
are the best sales
team

Chances

Chances + Risks of Dialog Marketing
competitiveadvantage
When companies look at their
products and services from a
customer point of view, they can gain
huge competitive advantages.

enhancecustomerloyalty
Engagement of the
customer
+
Interest and appreciation
by the selling company
enhances customer
loyalty

truellyunderstandcustomerneedsandenhanceproducts
It’s more than online information
gathering.
Customers exchange their needs, their
preferences and their interests online.

wincustomers
Happy customers develop the need to
let other customers know that they
found a product or sercice that works
for them:
Word of mouth

Goals to be achieved in Dialog Marketing
Information-
Goals
Image
Goals
Economic
Goals
Improved customer
insight
Presentation as a market
leader
Awareness, visits,
registrations,…
Improved product
insight
Presentation as innovation
leader
Customer loyalty and
-penetration
Generation of ideas
Presentation as a Good
Citizen
Sales and
recommendations
… …
Cost reduction

3 Key Points of any (Online) Dialog
1. Built trust by helping your customer to
make the right decision. Show them a win-
win
2. Learn about the needs and problems of
your customers
3. Built an infrastructure so customers can
refer to you

From Product- to Customerfocus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993

ThePowerof Recommendations:
„I‘llHaveWhat She isHaving“

Yes, but

Who must go with the
change?

Warum sind Sie in Sozialen Netzen
(EuropeaData)
...to get to know things about
(new) products / brands
...to come in contact with brands /
companies
...to stimulate my career
...to find other users of a certain
brand / product
...to find promotions of a certain
brand / product
...to become a famous person
...to become an opinion leader
Source: Social Media Around the World 2011, InSites Consulting
The Web 2.0 Generation is Online

Who is Social /
Digital Marketing
for ?

The Nerd is Online

B2B Decision Makers might not be online
–but their assistants will
• Digital Marketing is impacting
how B2B decisions are being
made.
– Background research
– Learning + Expertise
– Search results impact

The B2B buyers are
no shoppers,
they are researchers!
37% of B2B
Buyers use
Social to help
them make
purchasing
decissions
(IDC)

Social Media and the Buying Process
Post-sales
user-experience reports
support + help
complains, learning, upgrading
Sales
looking for the best deal
Decision Making
learning about the topic,
selecting and weighting evaluation criteria
evaluating options,
Pre-sales
looking for information

Social Media and the Buying Process
Source: BVDW

Customers + Web 2.0Technologies

Who is Online?

For How Long?

Key Information Sources
The 2014 B2B Buyer Behaviour Survey

What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey

How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs

If you think…
your Company does not have to be Online,
Think again…

The Dell Hell Case Lesson
People talk about your company - with or without you
… don’t you want to steer the direction best you can?
Dell Hell: starting point in 2005

Dell Hell

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

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”

The
to get started

How to get started with Digital Marketing
1. StayFocusedonyourObjective
• Which channel, which medium,
which platform will help me reach
my target?
• Define marketing goal
• Define target markets
Be where your
customers are!!

How to get started with Digital Marketing?
2. Whatdoyouintenttoachieve?
• 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!

Howto getstartedwithDigitalMarketing
3. Whereareyourcustomershavingtheirconversations?
“Let's spend a day in your customers
media mix and learn to understand
what they experience, how they feel,
and most of all, how they
communicate and interact. “
Kevin Colleran, Facebooks #1 Sales Rep
LISTEN!!
talk
energize
support
Integrate
BOND

How to get started with Digital Marketing
4.don’tgetconfused,thinkofCustomerTouchPoints
instead…
Source: Wave 7

ClassicTouchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually
pushed, seldom
orchestrated
Sales-team and Partners
Source: Storymaker

Supplemented by a DigitalArchitecture
WEB-
SITE
Micro-
Site
Online-
PR
PUSH/PULL
Source: modified after Storymaker
News-
letter
Customer
WEB-
SITE
Communication
Channel Corporate Hosting

… and Increasingly Mobile
Source: Mashable August 05, 2013

Even more Mobile

Digital Touchpoints
XING & LINKEDIN
• Business Networks
• geschäftliche
Kontakte
• Inhalte mit
Geschäftspartnern
teilen
• Unternehmens-
sichtbarkeit auf
persönlicher Ebene
• Mitarbeiter als
Unternehmens-
botschafter
TWITTERFACEBOOKGOOGLE
• 200 Mio. aktive
Nutzer
• 2,5 Mio. in D
• 200 Follower/Nutzer
• Wichtigster
Microblogging-
Dienst
• Multiplikations-
freudige Nutzer
• Ideal für
Inhaltsteaser
• Themenmonitoring!
• > 1 Mrd. Nutzer
• > 25 Mio. in D
• Wichtigstes soziales
Netzwerk
• Firmenaccounts 
Fanpages
• Sehr visuell geprägt
• Starke
Multiplikationseffekt
e erhöhen
Sichtbarkeit
• Größte
Suchmaschine
• 97% Marktanteil in
Deutschland
• 50 Mio. Personen
suchen jeden Monat
in Deutschland
• Wer bei Google
nicht gefunden
wird, existiert im
Web nicht
Source: Storymaker

Digital Touchpoints
YOUTUBE FLICKR
• 4 Mrd. Stunden
Videomaterial pro
Monat
• zweitgrößte Such-
maschine
• gehört zu Google
• wirkt sich positiv auf die
Auffindbarkeit in der
Suche aus
• „YouTube für Fotos“
• 5 Mrd. Fotos, zus. 3 Mio.
pro Tag
• eigene Kanäle, Gruppen
und Fotosets
• Flickr-Alben auf Websites
und Blog einbinden
• praktisches Einbinden bei
Twitter
• zentraler Ort für
Bildcontent
• „YouTube für Slides“
• Sichtbarkeit für
Präsentationen erhöhen
• leicht einbettbar
• positiv für SEO
SLIDESHARE
Source: Storymaker

Digital Touchpoints
PINTEREST BLOG
• längere Texte
• multimedial anreichern
• dynamischer als Websites
• Kommentarsystem
• leicht anpassbar
• 70 Mio. Nutzer
• ca. 0,5 Mio. in D
• stark wachsend
• Bilder aus dem Web auf
themenorientierte
Pinnwände pinnen
• Pins beinhalten Backlink
auf Quellseite
• „YouTube für Print“
• erhöht Sichtbarkeit für
Broschüren etc.
• durchblätterbar
• leicht einbettbar
• positiv für SEO
ISSUU
Source: Storymaker

DigitalMarketing
“TheCluetrainManifesto(2001)”
95 Theses Excerpt
1. 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.

Recap
The Basics to get started
• What was most important?
• What was new?
• What is unclear?

Hands-On Exploitation (TeamSizeabout 5-6)
Investigate the digital marketing activities of one of the
following companies:
• Datev
• Festools.de
• Dell.com
• Krones.de
• Zeiss Camera Lenses
• Salesforce.com
• Mymuesli.com (Online Composition and Retail)
• Litago.no (Customer Experience)
• Bosch (one division only)
• Mercedes Trucks
• IBM.com
• Sage.com
• Your own

Hands on Exploitation (TeamSizeabout5-6)
In what channels are they present?
What seems to be their goal and for what market segment(s)?
What do they do there? (present us some real highlight-details!)
Why do you think they selected these channels?
What is well done?
What could be improve?
Do they link media or channels (cross media activities)?
We’ll discuss Digital Media while you present
Take notes, prepare a presentation,
you have 60 min preparation time
10 Minutes presentation time

The
Digital
Toolbox

The Social Media Toolbox
Slide by Solis + Thomas
Choose your
channels
wisely!

The Corporate Website: „Center Stage“

TheCorporateWebsite:
CenterStage+AggregationPoint

The Corporate Website
• Company controls the content and the design
• Company can backlink all media channels to the
site
• One stop overview, monitor and archive
• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und
RSS feeds.

The Corporate Website
• Company must manage and maintain the site
including its layout and design, content, tech.
support and its URL(s)
• Corporate Websites are usually seen as push
marketing
• Cost and time intensive

TheCorporateBlog
the“Sunof theSolar ContentSystem”

TheCorporateBlog
blog.daimler.de

Direct2Dell Blog

TechCenter Blog, Chat, Community

Dell Shares Investor Relations

TheCorporateBlog
Employeesas Experts

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

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

TheCorporateBlog
Make 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 Christensen
Manager, Social Media Communications

Social Networks

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.

Built and Maintain Networks
Followers
 Individuals, professionals and companies look for suitable
networks and clusters
 Within a network, they look for suitable groups and joint
them

How Social Networks work
Think of Social Networks as a
sports club!

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…

How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …

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)

Dell on Facebook Ratings

Dell on Google +

Dell on Google + Hangouts

Festool on Facebook
• http://www.facebook.com/festool.de
• Sprachen: Deutsch
Beiträge von Festool auf Facebook:
• Produkte und Angebote
• Aktuelle Informationen
• Messen und andere Events
• Fanaktionen: Fotowettbewerb, Poster, Testimonials
Beiträge von Usern auf Facebook:
• Fragen zur Anwendung
• Produktvergleich
• Fragen zur Reparatur von Festool-Produkten
• Fragen zu Service & Bestellungen

Festools: Brandscouts

Dialog Marketing
Frage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?

Dialog Marketing
Anwendungsberatung

Dialog Marketing
Complains

Dialog Marketing
Product Comparison
28 Kommentare später …

Service-Communication
Dialog Marketing

Stolz
Dialog Marketing

Festool on Facebook Entwicklung
Mar10
Apr10
May10
Jun10
Jul10
Aug10
Sep10
Oct10
Nov10
Dec10
Jan11
Feb11
Mar11
Apr11
May11
Jun11
Jul11
Aug11
Sep11
Oct11
Nov11
Dec11
Jan12
Feb12
Mar12
Apr12
May12
Jun12
Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications

TypesofSocialMedia Interaction
by Source
Existing Social Media
(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social Content
Corporate Blogs, Forums,
branded / unbranded Social
Networks, etc.)
Customer-facing
employee
Monitoring /
Data Mining
Market-
triggered social
interactions
Business-
triggered social
interactions
Social
Marketing
Social
Sales
Social
Service
Questions &
complaints
Market
Information
Customer
Preferences
(outside-to-outside)
(inside-to-outside
inside-to-inside)
Market
Marketing Sales Service
Socially-enabled
Marketing
Socially-enabled
Sales
Socially-enabled
Service
F&E
Socially-enabled
F&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site

Areas ofAction in Social CRM
Marketing Sales Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Socially-enabled
Service
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

Startingpointfor SocialCustomerRelationship
Management
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Socially-enabled
Service
Social Campaign
Tracking
Proactive Lead
Generierung

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

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

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

Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations

Supplemented by a DigitalArchitecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-
letter
Communication
Channel Corporate Hosting

Festtool onYoutube

Festool onYoutube Entwicklung
Mar10
Apr10
May10
Jun10
Jul10
Aug10
Sep10
Oct10
Nov10
Dec10
Jan11
Feb11
Mar11
Apr11
May11
Jun11
Jul11
Aug11
Sep11
Oct11
Nov11
Dec11
Jan12
Feb12
Mar12
Apr12
May12
Jun12
Youtube - Views pro Tag

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

Crowd Sourcing / Open Innovation
19.12.2011

IdeaStorm OpenInnovationPlatform
Objective
 Collect product ideas, and
Product solution ideas from
customers
 Custoner insight ranked by
urgency
Target
 customer
 prospect
SM Strategy
 Engagement + learning
Results (7/11)
 15.000 ideas
 >900.000 votes
 500 ideas implemented
19.12.2011
 marketing
 R&D

Dell Design Studio MassIndividualisation
Objective
 mass
customization
 brand recognition
Target
 individualistic
customers +
prospects
SM Strategie
 online offer

Open Innovation through Social Media

Turning the R&D Processes Upside Down!
R&D
Market Demand:
Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time

Areas ofAction in Social CRM
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Socially-enabled
Service
Social Campaign
Tracking
based on Altimeter Group 2010
Sales Referal
Proactive Lead
Generierung

StartingpointforSocialCustomerRelationship
Management
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Socially-enabled
Service
Social Campaign
Tracking
Proactive Lead
Generierung

Dell Shop eCommercewith Social Content
Objective
 sales
 Change brand
perception
Target
 customers
 prospects
SM Strategie
 eShop with
rankings +
reviews

Festool – Dealer Partnerships

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

Management
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Socially-enabled
Service
Social Campaign
Tracking
Proactive Lead
Generierung

Microblogging

Twitter
Microblogging is a form of blogging that allows
users to send brief text updates (or micromedia
such as photos or audio clips) and publish them.
These messages can be submitted by a variety of
means like text messaging, instant messaging, E-
mail, digital audio or the web. (Wikipedia)

Dell onTwitter

DellOutlet Twitteras anOutletstore
Objective
 selling
 change brand
recognition
Target
 customers
 prospects
SM Strategy
 Twitter as a sales
plattform
Results
 June 2009: $6,5 M
revenue

DellOutlet Deutschland Twitteras anOutletstore

DellOutlet China Twitteras anOutletstore

Werkzeuge für höchste AnsprücheFestool onTwitter

Werkzeuge für höchste AnsprücheFestool onTwitter
twitter.com/festool
978 Follower
Stand 09.07.2012

Werkzeuge für höchste AnsprücheFesttool onTwitter
• http://twitter.com/festool
• Sprache: Deutsch
Beiträge von Festool auf Twitter:
• Produkte und Angebote
• Online-Umfrage
• Informationen zu Messen
Beiträge von Usern auf Twitter:
• Bauanleitungen von Festool
• Fragen zu Produkten

Tools for the toughest demandsFesttool onTwitter ausgewählteFollower

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

Management
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Socially-enabled
Service
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

DellCares Twitteras aSupportChannel
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

Management
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Socially-enabled
Service
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

SocialMediaMonitoring
Remember:Theytalkaboutyou!
• They do it with or without you … you should steer the
direction best you can!
• Dell Hell was a showcase starting point in 2005
19.12.2011

Why Social Media Monitoring?
CustomerServiceandSupport,CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customers
Identify and bond with advocates
Identify and utilize star experts
Reduce support cost
19.12.201

Social Media Monitoring
IssueManagement
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”
19.12.201

Dell „SocialMedia ListeningCommandCenter“
Objective
 Inform: customer feedback in real time
 Listen and act: recognize alarm signals
early and act upon them
 Ensure effective + appropriate
customer interaction
 Support: Information + support for the
influencers and communities with
influence online
Target
 all relevant departments
 customers and prospects
 communities / influencer
SM Strategy
 control center
Check out:
Google Analytics, Klout Score;
Hotsuite

Recap Social Media Toolbox
• What was most important?
• What was new?
• What is unclear?

Hands-On 2 (TeamSize 5-6)
Built the ideal Online/Offline Marketing Mix for the
company of your choice. (focus on Digital!)
After 60 minutes, present in 5 minutes:
• What is it you try to achieve
• Who is your target customer
• What digital channels you use
• Why do you use these channels
• How do you mix different channels and media?
You have 60 min,
we want a mini presentation in any format you choose

176 von EndSeitenzahl
HERZLICHEN DANK FÜR
IHRE AUFMERKSAMKEIT!
GIBT ES FRAGEN?
© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer

Dialog Marketing with Digital Media

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Dialog Marketing with Digital Media