Introduction to Dialog Marketing, Social Media Marketing and Content Marketing #1 of a three part Secture at the ESB Reutlingen, Germany

1. New Marketing
Understand, Embrace
and Engage
your Audience
Dr. Ute Hillmer
Better Reality Marketing
ESB, Reutlingen, 20.7.2012
20.9.2012 Dr. Ute Hillmer

2. Dr. Ute Hillmer is…
an expert in marketing and promoting technology
products, especially innovative hard- and software
products that are not self-explaining.
With such products, human behavior is often outside
the boundaries of rationality, despite its economic
context. It is typically a result of social, cognitive and
emotional factors, along with economic ones.
….
20.9.2012 Dr. Ute Hillmer

3. Ute Hillmer
• 25 years of international marketing (HP, CoCreate,
MFG Innovationagency state of BW, Better Reality Marketing)
• Dissertation in business administration, behavioural economics in technology
marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication; mainly 3 continents
(America, Europe, Asia)
• Product-, program-, channel-, partnermarketing, marketingcommunication,
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
20.9.2012 Dr. Ute Hillmer

4. Content of the SM Marketing Lecture
1. Why engage with the customer?
2. Social Media Marketing Basics
3. SM Toolbox + Cases
Corporate Website Crowd Sourcing
Corporate Blog Online Shops
Social Networks Microblogging
Content Sharing Platforms Social CRM
4. Content Marketing for B2B + Cases
5. Hands on: Social Media Marketing in
Practice
20.9.2012 Dr. Ute Hillmer

5. Engage with the
Customer
“Do I have to do this?”
20.9.2012 Dr. Ute Hillmer

6. Die
20.9.2012 Dr. Ute Hillmer

7. Why is Marketing
Changing?
Because buyer behaviour
is changing significantly!
20.9.2012 Dr. Ute Hillmer

8. How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
20.9.2012 Dr. Ute Hillmer

9. The Power of Recommendations:
„I‘ll Have What She is Having“
20.9.2012 Dr. Ute Hillmer

10. Change Engines on the Meta Level
Technological Development
• Digitalization • Visualisation tech.
• Network technologies • Social Media
• Converging media • Digital distribution
• Storage technologies • Intellig. automation
• …
Social Development
The mature human – the mature customer
• Selfconfidence
• Participation
• Self-determination
• Individualisation
20.9.2012 Dr. Ute Hillmer

11. Changing Kommunication from
Sender
Receiver
20.9.2012 Dr. Ute Hillmer

12. Changing Kommunication to
Sender
Receiver
20.9.2012 Dr. Ute Hillmer

13. From Product- to Customerfocus
Product Customer Needs
Price Customer Cost
Place Convenience / Access
Promotion Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
20.9.2012 Dr. Ute Hillmer

14. Social Media –
“Do I really have to
be there as a
Company? “
20.9.2012 Dr. Ute Hillmer

15. It‘s not only the web 2.0 generation that is
Warum sind Sie in Sozialen Netzen
online
(Europea Data)
...to get to know things about
(new) products / brands
...to come in contact with brands /
companies
...to stimulate my career
...to find other users of a certain
brand / product
...to find promotions of a certain
brand / product
...to become a famous person
...to become an opinion leader
20.9.2012 Dr. Ute Hillmer Source: Social Media Around the World 2011, InSites Consulting

16. Customers + Web 2.0 Technologies
20.9.2012 Dr. Ute Hillmer

17. 20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 1
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html

18. 20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 2
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html

19. They talk about you!
• They do it with or without you … you should steer
the direction best you can!
• Dell Hell was a showcase starting point in 2005
20.9.2012 Dr. Ute Hillmer

20. Dell Hell
20.9.2012 Dr. Ute Hillmer

21. 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
20.9.2012 Dr. Ute Hillmer

22. 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”
20.9.2012 Dr. Ute Hillmer

23. Targeted Customer Dialog
20.9.2012 Dr. Ute Hillmer

24. Social Media –
“Do I really have to be
there as a B2B
Company? “
20.9.2012 Dr. Ute Hillmer

25. Social Media
not just for nurds
20.9.2012 Dr. Ute Hillmer

26. Social Media matters to B2B because
• Chief stakeholders may not be using social media
– but their lieutenants will
• Social media is impacting how
B2B decisions are being made
– Background research
– Expertise
– Search results impact
20.9.2012 Dr. Ute Hillmer

27. Successful B2B marketing is…
• about segmenting customer experiences to fit the
product life cycle and the typical customer profile
• about developing and maintaining trust – matching
the different customer segments need
• about initiating a customer centric dialog that takes
the different customer profiles into consideration
This is what social media is all about!
20.9.2012 Dr. Ute Hillmer