BMW Marketing InnovationsOWM Fachtagung11.11.20101
Unternehmenserfolg in der digitalen Welt.Beispiel BMW: 1 year in social media.
SheerDriving Pleasure
Social Media Customer Care
MunichNovember 2009 The Ultimate
Driving Machine
Marketing InnovationsJochen Schmalholz
11. November 2010
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Why Social Media?The Internet from a Customer Perspective.
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If you want to reach people...
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Fish where the Fish are.
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IT’S NOT ABOUT WHAT WE SAY IT IS.
Social Media.What does this mean for our brand?
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IT’S WHAT THEY SAY IT IS.
Social Media.It‘s the consumers voice that matters.
IT’S WHAT THEY SAY IT IS.
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BMW Group goes social.Why did we get started?
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BMW Group goes social.Why did we get started?
Universal McCann. Wave 5. Oktober 2010.
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BMW Group goes social.Why did we get started?
Universal McCann. Wave 5. Oktober 2010.
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BMW Group goes Social.Strategy Development.
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Educate the company.Center of Competence & Service.
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Fish where the fish are.
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Dialogue first.
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globalbrandemotionevent
national localemotioneventsales
eventsalesCRM
Brand strategy vs. product focus.Global. National. Local.
BMW Group View
BMW Jobs
BMW
BMW Motorrad
corporate
brandSub-Brands
Special Interest Pages
e.g. BMW Italia, BMW Motorrad Italia
Dealer Pagese.g. BMW Automag
BMW Marketing InnovationsOMV Fachtagung11.11.201015
BMW Group goes social.But even Social needs Targets.
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Strategic Targets.
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Target setting.Balanced Score Card.
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Watch.Learn.
Target setting.Daily targets.
Watch.Learn. Improve.
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700.000 fans
Target setting.Balanced Score Card 2010.
700.000 fans
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#1automotive brand
Target setting.Balanced Score Card 2010.
#1automotive brand
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Target setting – learn and improve.Monitor and Track.
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BMW Group goes social.The „how to“.
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BMW Welt
BMW M
Prepare the Company.Involve all relevant departments.
Financial Services
Motorrad
Rolls-Royce Motorcars
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Synergies and Roll-Out.Social Media Center.
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Strategy come alive.Just do it.
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Launch BMW global fanpage.November 2009.
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BMW International Branded Facebook Page.12/2009.
2.000.000
2.500.000
3.000.000
-
500.000
1.000.000
1.500.000
Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
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BMW International Branded Facebook Page.11/2010.
2.000.000
2.500.000
3.000.000
-
500.000
1.000.000
1.500.000
Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
2009
2010
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Status BMW global fanpage.November 2010.
3.046.4453.046.445people like this.
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Go National.Oktober 2010.
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25markets live
Go National.Oktober 2010.
markets live
500.000people like this.
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Go Local.Oktober 2010.
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BMW Group goes social.Other Launches.
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BMW Group goes social.Facebook.com/BMWKarriere.
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Leading
BMW Group goes social.Facebook.com/BMWKarriere.
Leading German career
page
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BMW Group goes social.What might be next?
2011
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„If I had to guess, social
37
BMW Group goes social.What might be next?
„If I had to guess, social commerce is the next area to really blow up“
Mark Zuckerberg, Co-founder, CEO and President of Facebook
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BMW GroupMarketing InnovationsSocial Media für dieAutomotive IndustryOctober 2010Page
CONVERSATIONCONVERSATION
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BMW GroupMarketing InnovationsSocial Media für dieAutomotive IndustryOctober 2010Page
Stay social!Stay social!
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This is never the right choice. Open your eyes and ‚listen‘ to their voices!