Social Media 12/11 Lecture Part1 Why is Marketing Changing? Do I have to be in Social Media as a Company? Do I really have to be there as a B2B Company? ... and once I have convinced you: How to get started! Social Media Winter 2011 lecture part1

1. Social Media –
“Do I really have to be there
as a Company? “
by Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

2. Why is Marketing Changing?
Do I have to be in Social Media
as a Company?
Do I really have to be there as
a B2B Company?
Dr. Ute Hillmer 19.12.2011

3. Why is Marketing Changing?
Because buyer behaviour
is changing significantly!
Dr. Ute HIllmer 19.12.2011

4. How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
SOCIAL MEDIA changes the way individuals and companies
form their opinion about buying decisions.
Dr. Ute HIllmer 15.07.2011

5. The Power of Recommendations:
„I‘ll HaveWhatShe is Having“
Dr. Ute HIllmer 19,12.2011

6. Change Engines on the Meta Level
Technological Development
 Digitalization  Visualisation tech.
 Network technologies  Social Media
 Converging media  Digitale distribution
 Storage technologies  Intellig. automation
…
Social Development
The major customer
„der mündige Mensch“
 Selfconfidence
 Participation
 Self‐determination
 Individualisation
Dr. Ute HIllmer 19,12.2011

7. Changing Kommunication from
Sender Receiver
Dr. Ute HIllmer 19,12.2011

8. Changing Kommunication to
Sender Receiver
Dr. Ute HIllmer 19,12.2011

9. 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

10. Social Media –
“Do I really have to be there
as a Company? “
Dr. Ute HIllmer 19.12.2011

11. Dr. Ute HIllmer
Social Media: Does it Pay Off? 1
15.07.2011
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html

12. Dr. Ute HIllmer
Social Media: Does it Pay Off? 2
19.12.2011
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html

13. Social Media: Does it Pay Off? 3
Dr. Ute HIllmer 19.12.2011

14. 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
Dr. Ute HIllmer 19.12.2011

15. Dell Hell
Dr. Ute HIllmer 19.12.2011

16. 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
Dr. Ute HIllmer 19.12.2011

17. DELL
“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”
Dr. Ute HIllmer 19.12.2011

18. Dell‘s Target SpecificCustomer Dialog
Dr. Ute HIllmer 19,12.2011

19. Social Media –
“Do I really have to be there
as a B2B Company? “
Dr. Ute HIllmer 19.12.2011

20. How Social Media Matters to B2B
 Chief stakeholders may not be using social media.
 But lieutenants will
 Social media is impacting how B2B decisions are
being made.
 Background research
 Expertise
 Search results impact
Dr. Ute HIllmer 19.12.2011

21. Social Media
Not just for nurds
Dr. Ute HIllmer 15.07.2011

22. Social Media and the Buying Process
Post‐sales
user‐exp. reports
support+help
complains
learning
upgrading
Sales
looking for the best deal
Pre‐sales
looking for information Dr. Ute HIllmer
19.12.2011

23. Social Media Basics
What do I have to know and
understand to get started?
Dr. Ute HIllmer 15.07.2011

24. How to get started
1. Stay focused on your objective
 Define marketing goal
 Define target markets
 Which channel, which
medium, which platform will
help me reach my target?
Be,
where your customers are!!
Dr. Ute HIllmer 15.07.2011

25. How to get started
2. What do you intent to achieve?
• Win additional customers • Increase communication
• Gain a new customer base with customers
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!
Dr. Ute HIllmer 15.07.2011

26. How to get started
3. Where are your customers having their
conversations?
“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 #2

27. How to get started
4. The Content
LISTEN
Relevance talk
energize
Benefit support
Entertainment
integrate
bond
Groundswell 2008, S.77

28. How to get started
5. Set Strategy + Processes
Ask yourself
 Where are my customers =>  Which social networks will
What product(s) are suitable be suitable?
for social networks?  What reactions should I be
 How do I position these prepared to get?
products?  How will I react to negative
 Does my CI and brand fit the feedback from blogs, etc.?
online community?  Do I communicate
 How do I communicate online centralized or distributed?
(tone and stile)?
You have no glue? Then have a look how your
competitors do it! Dr. Ute HIllmer 15.07.2011

29. Consequences of Social Media Marketing
Consequences for the Brand
A brand is no longer only what we
– the marketers tell the
consumer/user/buyer it is.
The band is what the
consumer/user/buyer tell each
other it is!
„the intelligence of the masses“
Dr. Ute HIllmer 15.07.2011

30. Consequences of Social Media Marketing
for the Product Range “The Long Tail”

Chris Anderson: The Long Tail, 2006. Dr. Ute HIllmer 19.12.2011

31. Consequences of Social Media Marketing
for the Customer
“The Cluetrain Manifesto (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.
Dr. Ute HIllmer 15.07.2011
Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.

32. Σ Social Media Basics
#1 Built and maintain networks:
THE SM TOOLBOX
#2 Built credibility and trust, especially in B2B:
CONTENT MARKETING
#3 Be found by your target market:
SEO + SMM
Dr. Ute HIllmer 15.07.2011

33. Recap Social Media Basics
 What was most important for you so far?
Tell your neighbor to the right and left.
 What open question emerged?
 What is unclear?
Dr. Ute HIllmer 19.12.2011