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Dialog Marketing with Digital Media

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New media and new purchase behaviour have changed marketing fundamentally. This lecture presentation shows the principles of Dialog Marketing and introduces the basics of Digital and Social Marketing
Content:
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

Veröffentlicht in: Business
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Dialog Marketing with Digital Media

  1. 1. 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
  2. 2. July 2015 Dr. Ute Hillmer Understand, Engage, Embrace Your Customers Dr. Ute Hillmer Better Reality Marketing Stuttgart, 1.8.2015
  3. 3. July 2015 Dr. Ute Hillmer 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
  4. 4. July 2015 Dr. Ute Hillmer Remember Yesterday?
  5. 5. July 2015 Dr. Ute Hillmer 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
  6. 6. July 2015 Dr. Ute Hillmer 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
  7. 7. July 2015 Dr. Ute Hillmer 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
  8. 8. July 2015 Dr. Ute Hillmer Roleplay about the larger Context
  9. 9. July 2015 Dr. Ute Hillmer How did you buy yesterday? How do you buy today? How will you buy tomorrow?
  10. 10. July 2015 Dr. Ute Hillmer The Customer Dialog
  11. 11. July 2015 Dr. Ute Hillmer Dialog Marketing Is nothing new: customer visits telephone calls discussions email business lunches mail trade shows …
  12. 12. July 2015 Dr. Ute Hillmer But Dialog Marketing had to change … Customer Dialog is emancipated Sender Receiver
  13. 13. July 2015 Dr. Ute Hillmer Changing Communication to a Dialog Sender Receiver
  14. 14. July 2015 Dr. Ute Hillmer The Brand changes The customer fundamentally influences the brand – beyond any marketing control
  15. 15. July 2015 Dr. Ute Hillmer Support changes Customers exchange experiences and insights. They can often help each other timely and with a lot of detailes knowledg
  16. 16. July 2015 Dr. Ute Hillmer Dthe Dialog changes Customers can do more than buy – satisfied customers are the best sales team
  17. 17. July 2015 Dr. Ute Hillmer Chances
  18. 18. July 2015 Dr. Ute Hillmer 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.
  19. 19. July 2015 Dr. Ute Hillmer Chances + Risks of Dialog Marketing enhancecustomerloyalty Engagement of the customer + Interest and appreciation by the selling company enhances customer loyalty
  20. 20. July 2015 Dr. Ute Hillmer Chances + Risks of Dialog Marketing truellyunderstandcustomerneedsandenhanceproducts It’s more than online information gathering. Customers exchange their needs, their preferences and their interests online.
  21. 21. July 2015 Dr. Ute Hillmer Chances + Risks of Dialog Marketing 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
  22. 22. July 2015 Dr. Ute Hillmer 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
  23. 23. July 2015 Dr. Ute Hillmer 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
  24. 24. July 2015 Dr. Ute Hillmer 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
  25. 25. July 2015 Dr. Ute Hillmer ThePowerof Recommendations: „I‘llHaveWhat She isHaving“
  26. 26. July 2015 Dr. Ute Hillmer Yes, but
  27. 27. July 2015 Dr. Ute Hillmer Who must go with the change?
  28. 28. July 2015 Dr. Ute Hillmer 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
  29. 29. July 2015 Dr. Ute Hillmer Who is Social / Digital Marketing for ?
  30. 30. July 2015 Dr. Ute Hillmer The Nerd is Online
  31. 31. July 2015 Dr. Ute Hillmer 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
  32. 32. July 2015 Dr. Ute Hillmer The B2B buyers are no shoppers, they are researchers! 37% of B2B Buyers use Social to help them make purchasing decissions (IDC)
  33. 33. July 2015 Dr. Ute Hillmer 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
  34. 34. July 2015 Dr. Ute Hillmer Social Media and the Buying Process Source: BVDW
  35. 35. July 2015 Dr. Ute Hillmer Customers + Web 2.0Technologies
  36. 36. July 2015 Dr. Ute Hillmer Who is Online?
  37. 37. July 2015 Dr. Ute Hillmer For How Long?
  38. 38. July 2015 Dr. Ute Hillmer Key Information Sources The 2014 B2B Buyer Behaviour Survey
  39. 39. July 2015 Dr. Ute Hillmer What Role does Social Media Play? The 2014 B2B Buyer Behaviour Survey
  40. 40. July 2015 Dr. Ute Hillmer How Effective ist Social Media? Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
  41. 41. July 2015 Dr. Ute Hillmer If you think… your Company does not have to be Online, Think again…
  42. 42. July 2015 Dr. Ute Hillmer 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
  43. 43. July 2015 Dr. Ute Hillmer Dell Hell
  44. 44. July 2015 Dr. Ute Hillmer 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
  45. 45. July 2015 Dr. Ute Hillmer 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”
  46. 46. July 2015 Dr. Ute Hillmer The to get started
  47. 47. July 2015 Dr. Ute Hillmer 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!!
  48. 48. July 2015 Dr. Ute Hillmer 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!
  49. 49. July 2015 Dr. Ute Hillmer 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
  50. 50. July 2015 Dr. Ute Hillmer How to get started with Digital Marketing 4.don’tgetconfused,thinkofCustomerTouchPoints instead… Source: Wave 7
  51. 51. July 2015 Dr. Ute Hillmer ClassicTouchpoints Journals and Magazines Bill board advertisement Trade shows Offline- Word of Mouth Often individually pushed, seldom orchestrated Sales-team and Partners Source: Storymaker
  52. 52. July 2015 Dr. Ute Hillmer 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
  53. 53. July 2015 Dr. Ute Hillmer … and Increasingly Mobile Source: Mashable August 05, 2013
  54. 54. July 2015 Dr. Ute Hillmer Even more Mobile
  55. 55. July 2015 Dr. Ute Hillmer 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
  56. 56. July 2015 Dr. Ute Hillmer 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
  57. 57. July 2015 Dr. Ute Hillmer 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
  58. 58. July 2015 Dr. Ute Hillmer 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.
  59. 59. July 2015 Dr. Ute Hillmer Recap The Basics to get started • What was most important? • What was new? • What is unclear?
  60. 60. July 2015 Dr. Ute Hillmer but
  61. 61. July 2015 Dr. Ute Hillmer on
  62. 62. July 2015 Dr. Ute Hillmer 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
  63. 63. July 2015 Dr. Ute Hillmer 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
  64. 64. July 2015 Dr. Ute Hillmer The Digital Toolbox
  65. 65. July 2015 Dr. Ute Hillmer The Social Media Toolbox Slide by Solis + Thomas Choose your channels wisely!
  66. 66. July 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  67. 67. July 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  68. 68. July 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  69. 69. July 2015 Dr. Ute Hillmer TheCorporateWebsite: CenterStage+AggregationPoint
  70. 70. July 2015 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.
  71. 71. July 2015 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
  72. 72. July 2015 Dr. Ute Hillmer TheCorporateBlog the“Sunof theSolar ContentSystem”
  73. 73. July 2015 Dr. Ute Hillmer TheCorporateBlog blog.daimler.de
  74. 74. July 2015 Dr. Ute Hillmer Direct2Dell Blog
  75. 75. July 2015 Dr. Ute Hillmer TechCenter Blog, Chat, Community
  76. 76. July 2015 Dr. Ute Hillmer Dell Shares Investor Relations
  77. 77. July 2015 Dr. Ute Hillmer TheCorporateBlog Employeesas Experts
  78. 78. July 2015 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
  79. 79. July 2015 Dr. Ute Hillmer 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
  80. 80. July 2015 Dr. Ute Hillmer 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
  81. 81. July 2015 Dr. Ute Hillmer Social Networks
  82. 82. July 2015 Dr. Ute Hillmer 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.
  83. 83. July 2015 Dr. Ute Hillmer 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
  84. 84. July 2015 Dr. Ute Hillmer How Social Networks work Think of Social Networks as a sports club!
  85. 85. July 2015 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…
  86. 86. July 2015 Dr. Ute Hillmer How Social Networks work 3 Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  87. 87. July 2015 Dr. Ute Hillmer 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)
  88. 88. July 2015 Dr. Ute Hillmer Dell on Facebook Ratings
  89. 89. July 2015 Dr. Ute Hillmer Dell on Google +
  90. 90. July 2015 Dr. Ute Hillmer Dell on Google + Hangouts
  91. 91. July 2015 Dr. Ute Hillmer 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
  92. 92. July 2015 Dr. Ute Hillmer Festools: Brandscouts
  93. 93. July 2015 Dr. Ute Hillmer Dialog Marketing Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
  94. 94. July 2015 Dr. Ute Hillmer Dialog Marketing Anwendungsberatung
  95. 95. July 2015 Dr. Ute Hillmer Dialog Marketing Complains
  96. 96. July 2015 Dr. Ute Hillmer Dialog Marketing Product Comparison 28 Kommentare später …
  97. 97. July 2015 Dr. Ute Hillmer Service-Communication Dialog Marketing
  98. 98. July 2015 Dr. Ute Hillmer Stolz Dialog Marketing
  99. 99. July 2015 Dr. Ute Hillmer 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
  100. 100. July 2015 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
  101. 101. July 2015 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 Sales Referal Proactive Lead Generierung
  102. 102. July 2015 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship 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 Sales Referal Socially-enabled Service Social Campaign Tracking Proactive Lead Generierung
  103. 103. July 2015 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. 104. July 2015 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. 105. July 2015 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. 106. July 2015 Dr. Ute Hillmer Content Sharing Platforms • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  107. 107. July 2015 Dr. Ute Hillmer Supplemented by a DigitalArchitecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication Channel Corporate Hosting
  108. 108. July 2015 Dr. Ute Hillmer Festtool onYoutube
  109. 109. July 2015 Dr. Ute Hillmer 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 curtsey of Klaus Danner, Manager Customer Communications
  110. 110. July 2015 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
  111. 111. July 2015 Dr. Ute Hillmer Crowd Sourcing / Open Innovation 19.12.2011
  112. 112. July 2015 Dr. Ute Hillmer 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
  113. 113. July 2015 Dr. Ute Hillmer Dell Design Studio MassIndividualisation Objective  mass customization  brand recognition Target  individualistic customers + prospects SM Strategie  online offer
  114. 114. July 2015 Dr. Ute Hillmer Open Innovation through Social Media
  115. 115. July 2015 Dr. Ute Hillmer Turning the R&D Processes Upside Down! R&D Market Demand: Product Lifecycle outbound Marketing inbound Marketing Cash flow over time
  116. 116. July 2015 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
  117. 117. July 2015 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
  118. 118. July 2015 Dr. Ute Hillmer StartingpointforSocialCustomerRelationship Management 19.12.2011Dr. Ute Hillmer, Better Reality Marketing 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 based on Altimeter Group 2010 Proactive Lead Generierung
  119. 119. July 2015 Dr. Ute Hillmer Dell Shop eCommercewith Social Content Objective  sales  Change brand perception Target  customers  prospects SM Strategie  eShop with rankings + reviews
  120. 120. July 2015 Dr. Ute Hillmer Festool – Dealer Partnerships
  121. 121. July 2015 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
  122. 122. July 2015 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
  123. 123. July 2015 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
  124. 124. July 2015 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship 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 Sales Referal Socially-enabled Service Social Campaign Tracking based on Altimeter Group 2010 Proactive Lead Generierung
  125. 125. July 2015 Dr. Ute Hillmer Microblogging
  126. 126. July 2015 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)
  127. 127. July 2015 Dr. Ute Hillmer Dell onTwitter
  128. 128. July 2015 Dr. Ute Hillmer 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
  129. 129. July 2015 Dr. Ute Hillmer DellOutlet Deutschland Twitteras anOutletstore
  130. 130. July 2015 Dr. Ute Hillmer DellOutlet China Twitteras anOutletstore
  131. 131. July 2015 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter curtsey of Klaus Danner, Manager Customer Communications
  132. 132. July 2015 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter twitter.com/festool 978 Follower Stand 09.07.2012 curtsey of Klaus Danner, Manager Customer Communications
  133. 133. July 2015 Dr. Ute Hillmer 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 curtsey of Klaus Danner, Manager Customer Communications
  134. 134. July 2015 Dr. Ute Hillmer Tools for the toughest demandsFesttool onTwitter ausgewählteFollower curtsey of Klaus Danner, Manager Customer Communications
  135. 135. July 2015 Dr. Ute Hillmer 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
  136. 136. July 2015 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
  137. 137. July 2015 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 Sales Referal Proactive Lead Generierung
  138. 138. July 2015 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship 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 Sales Referal Proactive Lead Generierung
  139. 139. July 2015 Dr. Ute Hillmer 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
  140. 140. July 2015 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
  141. 141. July 2015 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
  142. 142. July 2015 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship 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
  143. 143. July 2015 Dr. Ute Hillmer 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
  144. 144. July 2015 Dr. Ute Hillmer 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
  145. 145. July 2015 Dr. Ute Hillmer 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
  146. 146. July 2015 Dr. Ute Hillmer 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
  147. 147. July 2015 Dr. Ute Hillmer Recap Social Media Toolbox • What was most important? • What was new? • What is unclear?
  148. 148. July 2015 Dr. Ute Hillmer 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
  149. 149. July 2015 Dr. Ute Hillmer
  150. 150. July 2015 Dr. Ute Hillmer 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

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