An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends
1. 2016 Dr. Ute Hillmer
Digital Marketing
and the 360° Dialog
Part 1
2. 2016 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? anexpertinpositioning andpromoting technology
products, withacarvingforinnovativeproducts that
arenotself-explaining.
Withsuchproducts,humanbehavior isoftenoutsidethe
boundaries ofrationality -despiteitseconomiccontext.
Buyingbehaviorisheretypicallyaresult ofsocial,cognitive
andemotionalfactors, alongwiththeeconomicones.
3. 2016 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economicsin
technology marketing: TechnologyAcceptancein Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe,Asia)
• Product-, program-, channel-, partnermarketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
4. 2016 Dr. Ute Hillmer
What’s Ute’s
STORY?Iam in business to change
the lives of my technology
clients by finding them
hungry customers that get
them into sustainable growth!
5. 2016 Dr. Ute Hillmer
and turn their customers into raving fans!
6. 2016 Dr. Ute Hillmer
See it!
Hear it !
Say it !
Do it !
7. 2016 Dr. Ute Hillmer
Agenda1. Framing Digital Marketing
2. The changing Customer
Dialog
3. The New Buying Process
4. Customer Driven Marketing
5. The Benefits of Digital
Marketing
5. Categorizing Digital
Marketing
6. The Digital Toolbox
7. Hands on Exploitation
8. Lead Generation with
Digital Marketing
9. The Trends
8. 2016 Dr. Ute Hillmer
17-‐2
Direct, Online, SocialMedia, andMobile
Marketing
‘The key question
is not whether to
deploy Internet
technology –
companies have
no choice if they
want to stay
competitive – but
how to deploy it.‘
Porter, M. (2001) Strategy and the Internet,
Harvard Business Review, March 2001, 62–78.
9. 2016 Dr. Ute Hillmer
Learning Objectives
• Define direct and digital marketing and discuss their
rapid growth and benefits to customers and
companies
• Identify major forms of digital marketing strategies
and understand the underlying objective. Away from
individual tactics to the overall plan
• Understand the sales funnel in digital marketing –
Growth Hacking
11. 2016 Dr. Ute Hillmer
What Digital BusinessesDoYouUseToday?
• What complete digital B-models do you use
today?
• Which additional ones do you know?
12. 2016 Dr. Ute Hillmer
ANew Area in Products and Channels
Illustration copyright of Steve Blank, „The Startup OwnersManual“
13. 2016 Dr. Ute Hillmer
Rapid Growth ofDirect andDigital Marketing
Direct and digital marketing have become the fastest-growing
form of marketing.
• U.S. companies spent almost $133 billion on direct and digital
marketing in 2014
• direct-marketing-driven sales amount to over $2 trillion
= for 35% of the U.S. economy
Direct marketing continues to become more Internet-based,
and digital direct marketing is claiming a surging share of
marketing spending and sales.
• Over the next four years, digital marketing expenditures and
digitally driven sales are expected to grow 9%/year.
• 50% of total sales are influenced by online research
Source: DMA
14. 2016 Dr. Ute Hillmer
Marketing + Sales
Today:
a New Buying
Decision Process
15. 2016 Dr. Ute Hillmer
Role-play to discover:
“Has Marketing changed?”
“Must Marketing change?”
16. 2016 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010
buying decision
Initial
considerationTrigger
lesser and lesser brands
What brand creates
the most value to
me/us right now
and in the future?
17. 2016 Dr. Ute Hillmer
Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Model close to Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger
What brand creates
the most value to
me/us right now
and in the future?
18. 2016 Dr. Ute Hillmer
Information Sources Today
The 2014B2B Buyer BehaviourSurvey
19. 2016 Dr. Ute Hillmer
2014 B2B Buyer Behavior Survey
• Web search is 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
DemandGenReport Survey 2014
20. 2016 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014B2B Buyer BehaviourSurvey
21. 2016 Dr. Ute Hillmer
The Core Consequences
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 engagedwith the brand
after purchase.
3. Customers can have as much information and
knowledge, as vendors do.
Its no longerabout “information”it’s about creating and
capturing CUSTOMER VALUE!
You need a customer driven marketing strategy!
22. 2016 Dr. Ute Hillmer
Customer Driven
Marketing –
What does that
mean?
23. 2016 Dr. Ute Hillmer
From Product- Focus to Customer Focus
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
24. 2016 Dr. Ute Hillmer
From Product- Focus to Customer Focus
• Making a sale
• Abundance of products in
the nearby shopping
centers
• Television, magazine, and
direct-mail ads
• Satisfying customer needs
• Imaginative Web sites and
mobile phone apps, blogs,
online videos, and social
media
• Reach customers directly,
personally, and
interactively
Traditional View Contemporary View
Kotler, Armstrong 2014
32. 2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
competitive advantage
When companies look at their
products and services from a
customer point of view, they can gain
huge competitive advantages.
33. 2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
enhance customer loyalty
Engagement of the
customer
+
Interest and appreciation
by the selling company
enhances customer
loyalty
34. 2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog truly
understand customer needsand enhanceproducts
It’s more than online information
gathering.
Customers exchange their needs, their
preferences and their interests online.
35. 2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
wincustomers
Happy customers develop the need to
let other customers know that they
found a product or service that works
for them:
Word of mouth + growth hacking
36. 2016 Dr. Ute Hillmer
3 Key Points of any (Online) Dialog
1. Build 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. Build an infrastructure so customers can
refer to you
37. 2016 Dr. Ute Hillmer
Consequences: The Brand changes
The customer
fundamentally
influences the brand
– beyond any
marketing control
38. 2016 Dr. Ute Hillmer
Consequences: Support changes
Customers exchange
experiences and
insights. They can
often help each other
timely and with a lot of
detailed knowledge
39. 2016 Dr. Ute Hillmer
Consequences: The Dialog changes
Customers can do
more than buy –
satisfied customers
are the best sales
team
40. 2016 Dr. Ute Hillmer
Benefits
of Digital Marketing
41. 2016 Dr. Ute Hillmer
Task:
What are Benefits of Digital
Marketing to Buyers and to
Sellers? Pin
them
on
the
wall
42. 2016 Dr. Ute Hillmer
BenefitsofDirect andDigital Marketing to
Buyers
• Convenience
• Ready access to many products
• Access to comparative information about
companies, products, and competitors
• Interactive and immediate
17-‐9
43. 2016 Dr. Ute Hillmer
ThePowerofRecommendations:
„I‘ll HaveWhat SheisHaving“
44. 2016 Dr. Ute Hillmer
Benefits, Online Buyers see
• Low Prices(38%)
• Shopping Convenience
(35.1%)
• Easy To Compare
(33.1%)
• Free Shipping (31.5%)
• Time Saving (30.8%)
• Easy To Buy (29.2%)
• Range of Products
(17.4%)
Infographic
by
Invesp (sources
data
from
eMarketer and
Internetretailer.com)
Don’t take these things at face value, because not everything
is as it seems. Ask your customers or test it
45. 2016 Dr. Ute Hillmer
Benefit: Low Prices + Price Comparison
• Price
transparency
• Easy price
comparison
• Comparison
Shopping
Engines
Source Will Web Browse for Food: Wall Street Journal
46. 2016 Dr. Ute Hillmer
Benefit: Customer Service
A survey by A Forrester
survey asked 4,600 US
consumers across 12
industries which they
thought was more
important, “great
customer service” or
“low prices.” Customer
service won across the
board.
Source: https://experiencematters.wordpress.com/2009/05/17/customer-service-trumps-price/http://conversionxl.com/
47. 2016 Dr. Ute Hillmer
Benefit: Shopping Convenience
Shoppers order when
and where it’s most
convenient for them.
Mobile devices are
changing eCommerce
Every year, mobile e-
commerce sees
significant growth and
is redefining how we
shop online.
Source: http://www.ibtimes.com/mobile-devices-are-changing-ecommerce-
heres-how-1297265 http://conversionxl.com/
48. 2016 Dr. Ute Hillmer
Benefit: Easy to Compare
• People always
compare
• The average
consumer will
visit 3 websites
before making a
purchase
• He/she will likely
spend more
money with sites
they visit more
frequently.
http://conversionxl.com/
49. 2016 Dr. Ute Hillmer
Benefit: Free Shipping
For whatever reason,
a free shipping offer
that saves a
customer €5 is more
appealing to many
than a discount that
cuts the purchase
price by €8.
http://conversionxl.com/
50. 2016 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
We want ways
to get our
products faster.
#1 having stuff
buy regularly
delivered to
where you need
it on a
subscription
basis.
51. 2016 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
#2 through product
recommendation
engines
http://conversionxl.com/
52. 2016 Dr. Ute Hillmer
Benefit: Range of Products
Selection matters:
You should have enough inventory
to satisfy your customers demands.
Torrid:
“we have good looking stuff,
probably in your size” which for the
plus size market, is important.
http://conversionxl.com/
53. 2016 Dr. Ute Hillmer
Benefit:PeerExchange–Community Building
Lean from others,
exchange
experience and
have a sense of
community
http://conversionxl.com/
54. 2016 Dr. Ute Hillmer
BenefitsofDirect andDigital Marketing to
Sellers
• Tool to build customer relationships
• Low-cost, efficient, fast alternative to reach markets
• Flexible
• Access to buyers not reachable through other channels
• Cost reductions from:
– reduced time in customer service
– online sales
– reduced printing and distribution costs of mktg. material
• Measurability of Marketing Effectiveness 17-‐10
56. 2016 Dr. Ute Hillmer
How can we
categorize Digital
Marketing?Goals
Controllability
Technology
57. 2016 Dr. Ute Hillmer
Goals to be achieved in Marketing
Information
Goals
Image
Goals
Economic
Goals
Improved customer insight
Presentation as a market
leader
Awareness, visits,
registrations, sales…
Improved product
insight
Presentation as innovation
leader
Customer loyalty and
-penetration
Generation of ideas
Presentation as a Good
Citizen Sales and recommendations
… …
Cost reduction
59. 2016 Dr. Ute Hillmer
Key Online Media Types
by Digital Architecture
Source: modified after Storymaker
WEB-
SITE
Micro-
Site
Online-
PR
PUSH/PULL
News-
letter
Customer
WEB-
SITE
Communication
Channel
Corporate Hosting
60. 2016 Dr. Ute Hillmer
Applications of Digital Marketing
• Transactional e-
commerce site
• Services-
oriented/relationship
building
• Brand Building site
• Portal or media site
• Social network or media
site
• Freemium service sites
Note that these types overlap!
61. 2016 Dr. Ute Hillmer
Applications of Digital Marketing
• An advertising medium
• A direct-response medium
• A platform for sales transactions
• A lead-generation method
• A distribution channel
• A customer service mechanism
• A relationship-building medium
62. 2016 Dr. Ute Hillmer
Channelsrequirean
IntegratedDigital Marketing Strategy
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice
63. 2016 Dr. Ute Hillmer
Task:
What Components and
Forms of Digital Marketing
do you know? Collect
them
and
Circle
where
you
have
personal
experience
64. 2016 Dr. Ute Hillmer
FormsandComponents of „Digital Marketing“
Company Website
Google Adwords
PPC Advertising
Press Releases
Search Engine Marketing
Search Engine Optimization
Keyword Research
Landing Pages
Blogging
Content Marketing
Lead Capture Forms
Social Media Marketing
Facebook
Twitter
Google+
LinkedIn
Instagram
Pinterest
WhatsApp
Snapchat
Copywriting
eCommerce
WebDesign
Mobile Responsive
Affiliate Marketing
Autoresponders
EMail-Marketing
Video-Marketing
CRM Systems
Display Ads
Banner Ads
Podcasting
Graphics design
Text Message Marketing
Retargeting
Site Programming
…
66. 2016 Dr. Ute Hillmer
How to use Digital Media in Marketing
67. 2016 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your
channels
wisely!
68. 2016 Dr. Ute Hillmer
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
69. 2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
byPurpose
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
70. 2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
71. 2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
72. 2016 Dr. Ute Hillmer
The Corporate Webseite: Vendors
73. 2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
74. 2016 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design
• Company can backlink all media channels to the
site
• One stop overview, monitor and archive
• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und
RSS feeds.
75. 2016 Dr. Ute Hillmer
The Corporate Website
• Company must manage and maintain the site
including its layout and design, content, tech.
support and its URL(s)
• Corporate Websites are usually seen as push
marketing
• Cost and time intensive
76. 2016 Dr. Ute Hillmer
TheCorporateBlog today
blog.daimler.de
77. 2016 Dr. Ute Hillmer
TheCorporateBlogyesterday
blog.daimler.de
79. 2016 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
80. 2016 Dr. Ute Hillmer
Dell Shares Investor Relations
81. 2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
byPurpose
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
CRM = Customer Relationship Management
82. 2016 Dr. Ute Hillmer
TheCorporateBlog
TypesofSocialMedia Interaction
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
Sales Referal
Socially-‐enabled
Service
Social Campaign
Tracking
Proactive Lead
Generierung
83. 2016 Dr. Ute Hillmer
The Corporate Blog
• You can show that you know a lot about a topic
• You are easily found by search engines (search engines follow
backlinks; a good article easily generates 10-50 backlinks in a few days)
• It is free for the customer and free media for you as a
vendor
• You can segment your target market nicely
• It can be the starting point for new content, hosts
conversations, can provide context for news
• It can be a starting point for personal brands
• Small companies can get to the top of search engine
rankings
84. 2016 Dr. Ute Hillmer
The Corporate Blog
• Frequency is a must è 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
85. 2016 Dr. Ute Hillmer
TheCorporateBlog
Make somerules.
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
87. 2016 Dr. Ute Hillmer
How Social Networks work
Think of Social Networks as a
sports club!
88. 2016 Dr. Ute Hillmer
How Social Networks work 2
• Voluntary active or passive membership
• Special areas of interests
• One communicates where one has something to say (or
not), has an opinion, answers questions, asks questions, …
• If one is open, friendly and nice, friendships will develop
that value ones expertise and opinion
• Once one has built a reputation, it will be accepted, even
appreciated if one recommends and hints one ones
products and services, online shop, other products…
89. 2016 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
102. 2016 Dr. Ute Hillmer
Festool on Facebook Development ofFans
Mär
10
Apr
10
Mai
10
Jun
10
Jul
10
Aug
10
Sep
10
Okt
10
Nov
10
Dez
10
Jan
11
Feb
11
Mär
11
Apr
11
Mai
11
Jun
11
Jul
11
Aug
11
Sep
11
Okt
11
Nov
11
Dez
11
Jan
12
Feb
12
Mär
12
Apr
12
Mai
12
Jun
12
Entwicklung
Facebook
Fans
curtsey of Klaus Danner, Manager Customer Communications
103. 2016 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of interaction
• Entertainment
• Full display of many media
formats (pictures, movies, games, ...)
• Cool ideas result in huge reach
• Personal reputation
management
• Facebook statistics
• Efficient marketing tool
• Gives companies “a face”
or “faces”
• Connectable with twitter,
Google+, linkedin…
• Mobile app
• Location updates
• Many apps enlarge
functionality
104. 2016 Dr. Ute Hillmer
Social Networks
• Uncontrolled environment
for employees
• Time-consuming
• Less exciting products
can have a hard time
gaining recognition
• Requires high frequency
of relevant content
generation
• Privacy problems
– Like button (documenting all
activity on the website)
– Open FB tab in Browser
– Apps can result in spam
• Hard to separate private and
business
• FB can change the rules as
they like (free service)
Practice
105. 2016 Dr. Ute Hillmer
Business Oriented Social Networks
• More serious environments,
no personal content
• Suitable for personal business
profile pages
• Customer + recruiter research
• Personal reputation
management
• Business oriented groups
• Business contact initiation and
management
• Increasingly commercial +
spam
• Time consuming
• Not all audiences are in
these networks
• Often regional
106. 2016 Dr. Ute Hillmer
Enterprise Networks (ESN)
• an internal workplace that
streamlines communication among
co-workers (Mashable)
• Enterprise social networks will
become the primary communication
channels for noticing, deciding or
acting on information relevant to
carrying out work. (Gartner)
• Offer a variety of communication
functionalities and media forms
107. 2016 Dr. Ute Hillmer
Enterprise Social Networks
• Community approach
• One place for (almost) all
communication
• give employees a sense of
online community
• help forge connections between
departments, especially within
larger corporations
• Multimedia repository
• Increasingly commercial +
spam
• Time consuming
• Not all audiences are in
these networks
• Often regional
108. 2016 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
109. 2016 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-
letter
Communication
Channel Corporate Hosting
112. 2016 Dr. Ute Hillmer
Content Sharing Platforms
§ Easy way to display,
archive and share
§ No need for own
infrastructure and
storage
§ Possible real time
reporting of events
§ Products / content is
ranked by audience
• Copyright problems
• Free data upload or
information spread is
limited
• No quality control of
content and material
113. 2016 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
114. 2016 Dr. Ute Hillmer
IdeaStorm OpenInnovationPlatform
19.12.2011
115. 2016 Dr. Ute Hillmer
Dell Shop eCommerce with Social Content
116. 2016 Dr. Ute Hillmer
Festool – Dealer Partnerships
117. 2016 Dr. Ute Hillmer
Recommendation Platforms
• bad products are exposed
• Here users share
experiences, perceptions
and recommendations
about products, services
and organizations .
Sometimes detailed
discussions can evolve..
• Products are ranked by
audience
• credibility
• good products are usually
ranked positively
119. 2016 Dr. Ute Hillmer
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)
121. 2016 Dr. Ute Hillmer
DellOutlet Twitter as anOutletstore
122. 2016 Dr. Ute Hillmer
DellOutlet Germany Twitter as anOutlet store
123. 2016 Dr. Ute Hillmer
DellOutlet China Twitter as anOutletstore
124. 2016 Dr. Ute Hillmer
Werkzeuge
für
höchste
AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
125. 2016 Dr. Ute Hillmer
Werkzeuge
für
höchste
AnsprücheFestool on Twitter
twitter.com/festool
2.854
Follower
7/15
978
Follower
7/12
126. 2016 Dr. Ute Hillmer
DellCares Twitter as aSupport Channel
127. 2016 Dr. Ute Hillmer
Tools for the toughest demandsFesttool on Twitter ausgewählte Follower
curtsey of Klaus Danne, Manager Customer Communications
128. 2016 Dr. Ute Hillmer
Twitter
• Mobile
• real time
• fast
• cheap
• real-time market research
• advertising allowed
• direct customercontact
• great monitoring tool (alternative
clients, e.g. tritterdeck)
• interest based, not friendship
based
• global
• multimedia
• 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
129. 2016 Dr. Ute Hillmer
Mobile Messaging
• WhatsApp: a cross-platform instant messaging application
that allows users to exchange text, image, video and audio messages for
free. It is especially popular with end users to do international text
messaging and phone calls.In addition to basic messaging, it provides
group chat, phone service+ location sharing options. Recently, first
business information messages get distributed, e.g. trading & currency
information.
• Snapchat: add captions, drawings and filters to photos and
videos (also known as "snaps"). Unlike other messaging apps, you can view
snaps for a maximum of 10 seconds, and then it's gone for good. Anything
shared through the service self-destructs, leaving no evidence that it
existed.
130. 2016 Dr. Ute Hillmer
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
131. 2016 Dr. Ute Hillmer
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
based on Altimeter Group 2010
Sales Referal
Proactive Lead
Generierung
132. 2016 Dr. Ute Hillmer
Startingpointfor SocialCustomer Relationship
Management
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
based on Altimeter Group 2010
Sales Referal
Proactive Lead
Generierung
133. 2016 Dr. Ute Hillmer
SocialMedia Monitoring
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
134. 2016 Dr. Ute Hillmer
Why Social Media Monitoring?
Customer Service andSupport, 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
1
135. 2016 Dr. Ute Hillmer
Social Media Monitoring
Issue Management
What expectations do different stakeholders
hold?
Identify areas with potential for conflict early and
address them proactively (before the broader public gets
aware)
Identify, monitor and construct actions to
manage/reduce/neutralizestakeholder
discrepancy of expectations.
Develop an “early warning system”
19.12.201
1
136. 2016 Dr. Ute Hillmer
Evolution in CRM
Transaction- and processoriented
Technology enabled customer processes in order to
support and organize sales-, marketing and support
activities (Shaw)
Eigenes
Unternehmen
KonkurrenzSupplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
CRM
1.0
Eigenes
Unternehmen
KonkurrenzSupplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
Kunde Kunde
Kunde Kunde
Kunde Kunde
CRM
2.0
Conversation- and process oriented
Involving customers for better customer insight,
trust building, building brand loyalty, problem
recognition and customer segmentation.
More customer insight through his network
connections and communities.
137. 2016 Dr. Ute Hillmer
Dell „SocialMedia ListeningCommand Center“
Objective
§ Inform: customer feedback in real time
§ Listen and act: recognize alarm signals
early and act upon them
§ Ensure effective + appropriate
customer interaction
§ Support: Information + support for the
influencers and communities with
influence online
Target
§ all relevant departments
§ customers and prospects
§ communities / influencer
SM Strategy
§ control center
Check out:
GoogleAnalytics, Klout Score; Hotsuite
139. 2016 Dr. Ute Hillmer
Task:
Discover Online Marketing
Strategies and their
Differences
Discuss how companies use direct, online,
social media and mobile marketing to reach
their desired outcome 17-‐4
140. 2016 Dr. Ute Hillmer
Investigate Digital Marketing Strategies
(TeamSize 4)
Investigate twoexample ofthis list:
• Transactional e-commerce site
– Amazon, Dell, Mymuesly.com,Apo-rot.de, e-bay, Audible
• Services-oriented/relationship building
– Daimler Trucks,Festools.de,Accenture, British Gas, Salesforce, IBM, Bosch, Zeiss Camera Lenses,
Sage.com, Krones.de,Dell.com, Avira, yourcompany
• Brand Building site
– Nestle, Guinness,Coca-Cola, Litago.no, Tango,your favourite brand? …
Investigate oneexample ofthislist:
• Portal or media site
– Yahoo!, Bing, Silicon.com, wall street journal, …
• Social network or media site
– Xing, LinkedIn, Facebook,Twitter, …
• Freemium service sites
– Evernote, Spotify, Feedly,
Teams
of
4,
60
Minutes,
investigate
and
in
5
Min:
1.
explain
in
a
few
words
what
the
focus
of
their
strategy
is
2.
show
us
2
best
practices
you
liked
141. 2016 Dr. Ute Hillmer
Hands on Exploitation
(TeamSize 4)
What comes across as their Value Proposition?
Who seems to be their Ideal Customer?
In what channels are they present?
• Why are they there? What is their goal?
• Who is their ideal customer in this activity? (their #1 target)
• What media channels do they use? Explain why you think they use
them.
• Do they do cross media activities? a 360° approach
• Evaluate: Do they achieve their goal? What do they do well, what
should be improved?
• Show us an examples of what they do especially good or really bad
(“teach us”)
we’ll discuss Digital Media while you work and present
Teams
of
4,
60
Minutes,
investigate
and
in
5
Min:
1.
explain
in
a
few
words
what
the
focus
of
their
strategy
is
2.
show
us
2
best
practices
you
liked
142. 2016 Dr. Ute Hillmer
Lead Generation
Online: The Digital
Launch Process
143. 2016 Dr. Ute Hillmer
Key Campaign Planning Issues
• The Goal
– which specific goals should be set for online campaigns
and how do we measure success?
• The Reach
– How to get traffic
• The Response
– What response mechanisms will be most effective?
145. 2016 Dr. Ute Hillmer
Digital Campaign Communication Flow
• One-to-one
• One-to-many
with and without the
Internet
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice