digital marketing lecture 2015
TRANSCRIPT
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July 2015 Dr. Ute Hillmer
Understand,
Engage,
EmbraceYour Customers
Dr. Ute Hillmer
Better Reality Marketing
Stuttgart, 1.8.2015
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July 2015 Dr. Ute Hillmer
See it !
Hear it !
Say it !
Do it !
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July 2015 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? an expert in positioning and promoting technology
products, with a carving for innovative products that
are not self-explaining.
With such products, human behavior is often outside the
boundaries of rationality -despite its economic context.
Buying behavior is here typically a result of social, cognitive
and emotional factors, along with the economic ones.
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July 2015 Dr. Ute Hillmer
What’s Ute’s
STORY?I am in business to change
the lives of my technology
clients by giving purpose to
their work!
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July 2015 Dr. Ute Hillmer
and turn their customers into raving fans!
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July 2015 Dr. Ute Hillmer
To take the most
out of this lecture
… be in
STATE!
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July 2015 Dr. Ute Hillmer
AgendaPre-frame
Role play
The Customer Dialog
Who is Social / Digital Marketing for?
Marketing Today
The Dell Story
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2
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July 2015 Dr. Ute Hillmer
Roleplay
about
the larger Context
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July 2015 Dr. Ute Hillmer
How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
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July 2015 Dr. Ute Hillmer
The Customer
Dialog
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July 2015 Dr. Ute Hillmer
Dialog Marketing
Is nothing new:
customer visits
telephone calls
discussions
business lunches
trade shows
…
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July 2015 Dr. Ute Hillmer
But Dialog Marketing had to change …
Customer Dialog is emancipated
Sender Receiver
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July 2015 Dr. Ute Hillmer
Changing Communication to a Dialog
Sender
Receiver
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July 2015 Dr. Ute Hillmer
The Brand changes
The customer
fundamentally
influences the brand
– beyond any
marketing control
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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
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July 2015 Dr. Ute Hillmer
The Dialog changes
Customers can do
more than buy –
satisfied customers
are the best sales
team
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July 2015 Dr. Ute Hillmer
Chances
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July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingcompetitive advantage
When companies look at their
products and services from a
customer point of view, they can gain
huge competitive advantages.
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July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingenhance customer loyalty
Engagement of the
customer
+Interest and appreciation
by the selling company
enhances customer
loyalty
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July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingtruly understand customer needs and enhance products
It’s more than online information
gathering.
Customers exchange their needs, their
preferences and their interests online.
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July 2015 Dr. Ute Hillmer
Chances + Risks of Dialog Marketingwin customers
Happy customers develop the need to let other customers know that they found a product or service that works for them:
Word of mouth
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July 2015 Dr. Ute Hillmer
Goals to be achieved in Dialog Marketing
Information Goals
Image Goals
EconomicGoals
Improved customer insight
Presentation as a market leader
Awareness, visits, registrations,…
Improved productinsight
Presentation as innovation leader
Customer loyalty and-penetration
Generation of ideasPresentation as a Good
CitizenSales and
recommendations
… …Cost reduction
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July 2015 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
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July 2015 Dr. Ute Hillmer
From Product- 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
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July 2015 Dr. Ute Hillmer
The Power of Recommendations:
„I‘ll Have What She is Having“
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July 2015 Dr. Ute Hillmer
Yes, but
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July 2015 Dr. Ute Hillmer
Who must go with the
change?
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July 2015 Dr. Ute Hillmer
Warum sind Sie in Sozialen Netzen(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
Source: Social Media Around the World 2011, InSites Consulting
The Web 2.0 Generation is Online
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July 2015 Dr. Ute Hillmer
Who is Social /
Digital Marketing
for ?
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July 2015 Dr. Ute Hillmer
The Nerd is Online
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July 2015 Dr. Ute Hillmer
B2B Decision Makers might not be online
– but their assistants may
• Digital Marketing is impacting
how B2B decisions are being
made.
– Background research
– Learning + Expertise
– Search results impact
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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
decisions
(IDC)
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July 2015 Dr. Ute Hillmer
Social Media and the Buying ProcessPost-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
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July 2015 Dr. Ute Hillmer
Social Media and the Buying Process
Source: BVDW
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July 2015 Dr. Ute Hillmer
Marketing Today:
the New Buying
Decision Process
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July 2015 Dr. Ute Hillmer
The Aim of Marketing
Marketing aims to influence the buyer and
buying center at the moment and place
when they are most open to influences
towards a brand choice and buying
decision.
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July 2015 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010, p.65
buying decision
Initial
considerationTrigger
lesser and lesser brands
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July 2015 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
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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
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July 2015 Dr. Ute Hillmer
2014 B2B Buyer Behaviour 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
DemandGen Report Survey 2014
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July 2015 Dr. Ute Hillmer
Key Information Sources
The 2014 B2B Buyer Behaviour Survey
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July 2015 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey
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July 2015 Dr. Ute Hillmer
Customers + Web 2.0 Technologies
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July 2015 Dr. Ute Hillmer
Who is Online?
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July 2015 Dr. Ute Hillmer
For How Long?
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July 2015 Dr. Ute Hillmer
How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
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July 2015 Dr. Ute Hillmer
The core ingredients
to influence a
consumer or buyer
are ?
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July 2015 Dr. Ute Hillmer
The Dell Story
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July 2015 Dr. Ute Hillmer
If you think…
your Company does not have to be Online,
Think again…
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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
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July 2015 Dr. Ute Hillmer
Dell Hell
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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
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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”
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July 2015 Dr. Ute Hillmer
The
to get started
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July 2015 Dr. Ute Hillmer
How to get started with Digital Marketing1. Stay Focused on your Objective
• Which channel, which medium,
which platform will help me reach
my target?
• Define marketing goal
• Define target markets
Be where your customers are!!
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July 2015 Dr. Ute Hillmer
How to get started with Digital Marketing?
2. What do you intent to achieve?
• 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!
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July 2015 Dr. Ute Hillmer
How to get started with Digital Marketing
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 #1 Sales Rep
LISTEN!!
talk
energize
support
Integrate
BOND
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July 2015 Dr. Ute Hillmer
How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points
instead…
Source: Wave 7
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July 2015 Dr. Ute Hillmer
Classic Touchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually
pushed, seldom
orchestrated
Sales-team and Partners
Source: Storymaker
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July 2015 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
PUSH/PULL
Source: modified after Storymaker
News-
letter
Cu
sto
me
r
WEB-
SITE
Communication Channel Corporate Hosting
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July 2015 Dr. Ute Hillmer
… and increasingly Mobile
Source: Mashable August 05, 2013
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July 2015 Dr. Ute Hillmer
Even more Mobile
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July 2015 Dr. Ute Hillmer
How to get
People to your
Website
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July 2015 Dr. Ute Hillmer
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July 2015 Dr. Ute Hillmer
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July 2015 Dr. Ute Hillmer
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July 2015 Dr. Ute Hillmer
Gmail
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July 2015 Dr. Ute Hillmer
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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 Multiplikationseffekte 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
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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
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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
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July 2015 Dr. Ute Hillmer
Digital Marketing
“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.
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July 2015 Dr. Ute Hillmer
Recap
The Basics to get started
• What was most important?
• What was new?
• What is unclear?
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July 2015 Dr. Ute Hillmer
but
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July 2015 Dr. Ute Hillmer
on
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July 2015 Dr. Ute Hillmer
Hands-On Exploitation (Team Size about 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
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July 2015 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 5-6)
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 improved?
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
![Page 78: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/78.jpg)
July 2015 Dr. Ute Hillmer
The
Digital
Toolbox
![Page 79: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/79.jpg)
July 2015 Dr. Ute Hillmer
How to use Digital Media in Marketing
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July 2015 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your channels wisely!
![Page 81: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/81.jpg)
July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
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July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
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July 2015 Dr. Ute Hillmer
The Corporate Webseite: Vendors
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July 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
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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.
![Page 86: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/86.jpg)
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
![Page 87: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/87.jpg)
July 2015 Dr. Ute Hillmer
The Corporate Blog
the “Sun of the Solar Content System”
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July 2015 Dr. Ute Hillmer
The Corporate Blog today
blog.daimler.de
![Page 89: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/89.jpg)
July 2015 Dr. Ute Hillmer
The Corporate Blog yesterday
blog.daimler.de
![Page 90: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/90.jpg)
July 2015 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
![Page 91: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/91.jpg)
July 2015 Dr. Ute Hillmer
Dell Shares Investor Relations
![Page 92: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/92.jpg)
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
![Page 93: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/93.jpg)
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
![Page 94: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/94.jpg)
July 2015 Dr. Ute Hillmer
The Corporate Blog
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 ChristensenManager, Social Media Communications
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July 2015 Dr. Ute Hillmer
Social Networks
![Page 96: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/96.jpg)
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.
![Page 97: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/97.jpg)
July 2015 Dr. Ute Hillmer
Build 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
![Page 98: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/98.jpg)
July 2015 Dr. Ute Hillmer
How Social Networks work
Think of Social Networks as a
sports club!
![Page 99: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/99.jpg)
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…
![Page 100: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/100.jpg)
July 2015 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
![Page 101: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/101.jpg)
July 2015 Dr. Ute Hillmer
Dell on Facebook Community
![Page 102: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/102.jpg)
July 2015 Dr. Ute Hillmer
Dell on Facebook Ratings
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July 2015 Dr. Ute Hillmer
Dell on Google +
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July 2015 Dr. Ute Hillmer
Festool on Facebook
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July 2015 Dr. Ute Hillmer
Festools: Brandscouts
![Page 106: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/106.jpg)
July 2015 Dr. Ute Hillmer
Festools: Brandscouts gesteuert
![Page 107: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/107.jpg)
July 2015 Dr. Ute Hillmer
Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?
![Page 108: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/108.jpg)
July 2015 Dr. Ute Hillmer
Dialog Marketing
User Support
![Page 109: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/109.jpg)
July 2015 Dr. Ute Hillmer
Dialog Marketing
Complaints
![Page 110: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/110.jpg)
July 2015 Dr. Ute Hillmer
Dialog MarketingProduct Comparison
28 Kommentare später …
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July 2015 Dr. Ute Hillmer
Service Communication
Dialog Marketing
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July 2015 Dr. Ute Hillmer
Pride
Dialog Marketing
![Page 113: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/113.jpg)
July 2015 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
![Page 114: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/114.jpg)
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
![Page 115: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/115.jpg)
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social Innovation
Insight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
![Page 116: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/116.jpg)
July 2015 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of interaction
• Entertainment
• Full display of many mediaformats (pictures, movies, games, ...)
• Cool ideas result in huge reach
• Personal reputationmanagement
• Facebook statistics
• Efficient marketing tool
• Gives companies “a face”
or “faces”
• Connectable with twitter,
Google+, linkedin…
• Mobile app
• Location updates
• Many apps enlarge
functionality
![Page 117: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/117.jpg)
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
![Page 118: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/118.jpg)
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
![Page 119: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/119.jpg)
July 2015 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
![Page 120: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/120.jpg)
July 2015 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News-
letter
Communication Channel Corporate Hosting
![Page 121: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/121.jpg)
July 2015 Dr. Ute Hillmer
Dell on YouTube
![Page 122: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/122.jpg)
July 2015 Dr. Ute Hillmer
Festtool on Youtube
![Page 123: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/123.jpg)
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
![Page 124: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/124.jpg)
July 2015 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
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July 2015 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
19.12.2011
![Page 126: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/126.jpg)
July 2015 Dr. Ute Hillmer
Open Innovation through Social Media
![Page 127: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/127.jpg)
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
![Page 128: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/128.jpg)
July 2015 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
![Page 129: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/129.jpg)
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
![Page 130: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/130.jpg)
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
![Page 131: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/131.jpg)
July 2015 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
![Page 132: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/132.jpg)
July 2015 Dr. Ute Hillmer
Festool – Dealer Partnerships
![Page 133: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/133.jpg)
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
![Page 134: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/134.jpg)
July 2015 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
![Page 135: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/135.jpg)
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
![Page 136: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/136.jpg)
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Sales ReferalSocially-enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
![Page 137: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/137.jpg)
July 2015 Dr. Ute Hillmer
Microblogging
![Page 138: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/138.jpg)
July 2015 Dr. Ute Hillmer
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)
![Page 139: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/139.jpg)
July 2015 Dr. Ute Hillmer
Dell on Twitter
![Page 140: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/140.jpg)
July 2015 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
![Page 141: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/141.jpg)
July 2015 Dr. Ute Hillmer
DellOutlet Germany Twitter as an Outlet store
![Page 142: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/142.jpg)
July 2015 Dr. Ute Hillmer
DellOutlet China Twitter as an Outletstore
![Page 143: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/143.jpg)
July 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
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July 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool
2.854 Follower 7/15978 Follower 7/12
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July 2015 Dr. Ute Hillmer
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
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July 2015 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
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July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
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July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
![Page 149: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/149.jpg)
July 2015 Dr. Ute Hillmer
DellCares Twitter as a Support Channel
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July 2015 Dr. Ute Hillmer
Types of Social Media Interaction
by Source
Existing Social Media(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social ContentCorporate Blogs, Forums,
branded / unbranded Social Networks, etc.)
Customer-facingemployee
Monitoring / Data Mining
Market-triggered social
interactions
Business-triggered social
interactions
Social Marketing
SocialSales
Social Service
Questions &complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outsideinside-to-inside)
Market
Marketing Sales Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
![Page 151: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/151.jpg)
July 2015 Dr. Ute Hillmer
Areas of Action in Social CRM
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
![Page 152: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/152.jpg)
July 2015 Dr. Ute Hillmer
Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social EventManagement
Socially-enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
![Page 153: Digital Marketing Lecture 2015](https://reader034.vdocument.in/reader034/viewer/2022042716/55cd31bbbb61eb22688b46bf/html5/thumbnails/153.jpg)
July 2015 Dr. Ute Hillmer
Social Media Monitoring
Remember: 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
19.12.2011
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July 2015 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, 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 cost19.12.2011
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July 2015 Dr. Ute Hillmer
Social Media MonitoringIssue 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/neutralize stakeholder discrepancy of expectations.
Develop an “early warning system”
19.12.2011
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July 2015 Dr. Ute Hillmer
Dell „Social Media Listening Command 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:
Google Analytics, Klout Score; Hotsuite
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July 2015 Dr. Ute Hillmer
Recap Social Media Toolbox
• What was most important?
• What was new?
• What is unclear?
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July 2015 Dr. Ute Hillmer
Bringing Marketing
into the Digital Era
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July 2015 Dr. Ute Hillmer
Capabilities to support Digital Marketing
McKinsey & Co., Edelmann, Heller, 7/15
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July 2015 Dr. Ute Hillmer
1. Truly understand your customer!
• Tracking, analyzing+ interpreting customer behavior and attitudes should be ongoing.
• Helps targeting + shaping relevant content + experiences and it helps optimizing how they’re delivered
• Map detailed customer decision journeys for most valuable segments
• Automate processes: personalizing web pages, delivering e-mail, generating dashboards to track customer behavior,…
• Establish “war rooms” to monitor and react to social-media conversations but also integrate and make sense of all sources of customer insights!
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July 2015 Dr. Ute Hillmer
2. Deliver a superior experience!
• Meeting customer expectations calls for mapping out each of the steps that define the entire customer experience
• Customers that have a bad experience don’t come back
• Marketing, sales, support, service, operations, order fulfillment, management, create the customer journeys, but also customer segment specific technologies and processes
• Track customer behavior, make it a 2way flow of information (re-allocate budget during campaign)
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July 2015 Dr. Ute Hillmer
3. Select the right marketing technology
• Combine ongoing marketing-operations (“the
standard”) with point solutions for marketing
innovations
• Make sure new solutions integrate with “legacy
systems”
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July 2015 Dr. Ute Hillmer
4. Implementing processes and
governance
• “Technology enables the customer experience, but
it requires people, processes, and governance to
ensure technology does what it’s supposed to do”
• Formalized responsibility and clear briefings
• Be a strong orchestrator and make agencies and
freelancers to stick to their defined roles
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July 2015 Dr. Ute Hillmer
Use metrics to drive success
• Use metrics that focus on customer activity
• Make sure metrics can be easily understood, so
action can be taken quickly
• Make sure your metrics are forward looking and
identify future opportunity
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July 2015 Dr. Ute Hillmer
Hands-On 2 (Team Size 5-6)
Built the ideal Online/Offline Marketing Mix for the company of your choice. (focus on Digital!)
After 30 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 30 min,
we want a mini presentation in any format you choose
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July 2015 Dr. Ute Hillmer