20.9.2012 Dr. Ute Hillmer
Social Media BasicsWhat do I have to know and understand to get started?
20.9.2012 Dr. Ute Hillmer
How to get startedStay 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!!
20.9.2012 Dr. Ute Hillmer
How to get startedWhat 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!
20.9.2012 Dr. Ute Hillmer
How to get started3. 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
20.9.2012 Dr. Ute Hillmer
How to get startedSet Strategy + Processes
• Where are my customers => What product(s) are suitable for social networks?
• How do I position these products?• Does my CI and brand fit the online
community?• How do I communicate online (tone
and stile)?
• Which social networks will be suitable?
• What reactions should I be prepared to get?
• How will I react to negative feedback from blogs, etc.?
• Do I communicate centralized or distributed?
Ask yourself
You have no glue? Then have a look how your competitors do it!
20.9.2012 Dr. Ute Hillmer
Social Media Marketing has an ever growing Toolbox
– Search Engines– Forums– Blogs– Interest Groups– Portals– Social Networks
(Facebook, Twitter, Xing, LinkedIn…) – Podcasts– Social Media Monitoring (SMM)
– Video Sites (YouTube, …)– Price Search Engines– Rating Sites– Picture Galleries, Social
Galleries (Spotify, Pinterest…)
– Music Galleries (Spotify,…)
– Apps, Location Based Apps– Social Games– …
20.9.2012 Dr. Ute Hillmer
Consequences of Social Media Marketingfor the Product Range “The Long Tail”•
Chris Anderson: The Long Tail, 2006.
20.9.2012 Dr. Ute Hillmer
Consequences of Social Media Marketingfor the Customer“The Cluetrain Manifesto (2001)”95 Theses Excerpt1. 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.
Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
20.9.2012 Dr. Ute Hillmer
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
20.9.2012 Dr. Ute Hillmer
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?
20.9.2012 Dr. Ute Hillmer
TheSocial Media Toolbox
20.9.2012 Dr. Ute Hillmer
What Media Channels should I use?
Where should my company be present?
20.9.2012 Dr. Ute Hillmer
20.9.2012 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your channels wisely!
20.9.2012 Dr. Ute Hillmer
Select YOUR Toolsnot All Tools!
20.9.2012 Dr. Ute Hillmer
PR Content
Website
Microsites
Blog
Social Media as a Workflow Process
Newsletter
Communication ChannelCorporateHosting
Google+
Youtube
Flickr
Issuu
Slideshare
Slide based on Björn Eichstädt, Storymaker
20.9.2012 Dr. Ute Hillmer
Types of Social Media Interactionby 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
Corp. Website
based on Cipriani 2009
FB Page
Google+
TwitterAccoun
t
…
20.9.2012 Dr. Ute Hillmer
Types of Social Media Interactionby Purpose
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
CRM = Customer Relationship Management
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
360° Medienmanagement Kundenprofile beachten
• Was machen Silver Surfer (>50 J.) Online?
20.9.2012 Dr. Ute Hillmer
360° Medienmanagement Kundenprofil: Digital NativesWas machen Digital Natives (zwischen 14 und 29 J.) online?
20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage
20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage
20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage
20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
20.9.2012 Dr. Ute Hillmer
The Corporate Website:Center Stage +Aggregation Point
20.9.2012 Dr. Ute Hillmer
The Corporate Website
• You control the content and the design• You 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.
20.9.2012 Dr. Ute Hillmer
The Corporate Website
• You 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
20.9.2012 Dr. Ute Hillmer
The Corporate Blog the “Sun of the Solar Content System”
20.9.2012 Dr. Ute Hillmer
The Corporate Blogblog.daimler.de
20.9.2012 Dr. Ute Hillmer
Dell Blogs Blogs ,Forums
Objective Kundeninsight Plattform for problem solving and ideas Customer bonding, pos. brand recognition
Target Segmented customer groups + prospects
SM Strategy Engagement and learning from and with customers
Results 1.7 M registered members (spring11) 2.300-2.500 Posts/Woche
20.9.2012 Dr. Ute Hillmer
Direct2Dell Blog
20.9.2012 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
20.9.2012 Dr. Ute Hillmer
Dell Shares Investor Relations
20.9.2012 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
20.9.2012 Dr. Ute Hillmer
The Corporate BlogEmployees as Experts
20.9.2012 Dr. Ute Hillmer
The Corporate BlogMake 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
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
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer
The Corporate BlogTypes of Social Media Interaction
Marketing Sales Service/Support
Social MarketingInsight
Social SalesInsight
Social Support Insight
Innovation
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
based on Altimeter Group 2010
20.9.2012 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
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Social Networks
20.9.2012 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.
20.9.2012 Dr. Ute Hillmer
Built and Maintain Networks Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them
20.9.2012 Dr. Ute Hillmer
How Social Networks workThink about a sports club!
20.9.2012 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…
20.9.2012 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found, one links up, meets, networks, …and own expertise distributes …
20.9.2012 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)
20.9.2012 Dr. Ute Hillmer
Dell on Facebook Ratings
20.9.2012 Dr. Ute Hillmer
Dell on Google +
20.9.2012 Dr. Ute Hillmer
Dell on Google + Hangouts
20.9.2012 Dr. Ute Hillmer
Festool on Facebookfacebook.com/festool.de
39.559 Fans
Stand: 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage
• 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
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Information & Wissensaustausch
Problemlösung & Hilfe
Beratung Beschwerden & Reklamation
Festtool Ziele der Nutzung von SocialMedia
Kaufbestätigung Affinitätsimpuls, Bekenntnis zur Marke
Profilierung, Reputation
Altruistischer Impuls, Hilfsbereitschaft
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Meinungen
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Fragen
curtsey of Klaus Danner, Manager Customer Communications
Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Anwendungsberatung
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Produktvergleich
curtsey of Klaus Danner, Manager Customer Communications
28 Kommentare später …
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Beschwerdekanal
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Servicekommunikation
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fanpage Kunden-Stolz
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Information Flow
curtsey of Klaus Danner, Manager Customer Communications
Social Media Kanäle – incl. Monitoring
System
Anwendungs‐fragen
Beratungs‐bedarf
Beschwerden
Produkt‐Diskussion
Berichte Produkttests
Service & Beschwerde‐Management
Meinungsführer Management
PR
Marketing/ Rechtsabteilung…
Service Support Beschwerdem. Kundenzufriedenh. Produkte …
Direkte Reaktion im Social Web
Indirekte Reaktion z.B. Presse /neue Produkte
20.9.2012 Dr. Ute Hillmer
Festool on Facebook Fan-Development
Mrz 10
Apr 1
0Mai 10
Jun 10
Jul 10
Aug 10
Sep 10
Okt 10
Nov 10
Dez 1
0Jan 11
Feb 11
Mrz 11
Apr 1
1Mai 11
Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Nov 11
Dez 1
1Jan 12
Feb 12
Mrz 12
Apr 1
2Mai 12
Jun 12
Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
Proactive LeadGenerierung
based on Altimeter Group 2010
20.9.2012 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
20.9.2012 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
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations
20.9.2012 Dr. Ute Hillmer
PR Content
Website
Microsites
Blog
Social Media as a Workflow Process
Newsletter
Communication ChannelCorporateHosting
Google+
Youtube
Flickr
Issuu
Slideshare
Slide based on Björn Eichstädt, Storymaker
20.9.2012 Dr. Ute Hillmer
Festtool on Youtube
curtsey of Klaus Danner, Manager Customer Communications
youtube.com/festool
März 2010 bis Juni 2012
1.071.330 views
20.9.2012 Dr. Ute Hillmer
Festool on Youtube Entwicklung
Mrz 10
Apr 1
0
Mai 10
Jun 10
Jul 10
Aug 10
Sep 10
Okt 10
Nov 10
Dez 1
0
Jan 11
Feb 11
Mrz 11
Apr 1
1
Mai 11
Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Nov 11
Dez 1
1
Jan 12
Feb 12
Mrz 12
Apr 1
2
Mai 12
Jun 12
Youtube ‐ Views pro Tag
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
19.12.2011
20.9.2012 Dr. Ute Hillmer
Dell‘s Crowdsourcing Aktivitäten
20.9.2012 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
Objective Collect product ideas, and Product solution ideas from customers Custoner insight ranked by urgencyTarget customer prospectSM Strategy Engagement + learning
Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented
19.12.2011
Marketing R&D
20.9.2012 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Objective masscustomization
brandrecognition
Target individualisticcustomers + prospects
SM Strategie online offer
20.9.2012 Dr. Ute Hillmer
Open Innovation through Social Media
20.9.2012 Dr. Ute Hillmer
Turning the R&D Processes Upside Down!
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 Dr. Ute Hillmer
Starting point forSocial 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 ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
20.9.2012 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
Objective sales Change brand perception
Target customers prospects
SM Strategie eShop with rankings +
reviews
20.9.2012 Dr. Ute Hillmer
Festool – Dealer Partnerships
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
19.12.2011
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Tracking
based on Altimeter Group 2010
Proactive LeadGenerierung
20.9.2012 Dr. Ute Hillmer
Microblogging
20.9.2012 Dr. Ute Hillmer
Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch 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)
20.9.2012 Dr. Ute Hillmer
Dell on Twitter
20.9.2012 Dr. Ute Hillmer
Dell‘s TwitterActivities
20.9.2012 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
Objective selling change brand recognitionTarget customers prospectsSM Strategy Twitter as a sales plattformResults June 2009: $6,5 M revenue Delloutlet: 1,54 Mio 7/11 1,55 Mio 12/11 follower (D: 131 seit Feb. 2011)
19.12.2011
20.9.2012 Dr. Ute Hillmer
DellOutlet Deutschland Twitter as an Outletstore
20.9.2012 Dr. Ute Hillmer
DellOutlet China Twitter as an Outletstore
20.9.2012 Dr. Ute Hillmer
Festtool on Twittertwitter.com/festool
978 Follower
Stand 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 Dr. Ute Hillmer
Festtool on Twitter• 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
20.9.2012 Dr. Ute Hillmer
Festtool on Twitter ausgewählte Follower
curtsey of Klaus Danner, Manager Customer Communications
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
based on Altimeter Group 2010
20.9.2012 Dr. Ute Hillmer
DellCares Twitter as a Support Channel
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
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
Existing Social Media Networks
(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
R&D
Socially‐enabledR&D
based on Cipriani 2009
20.9.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
based on Altimeter Group 2010
Sales Referal
Proactive LeadGenerierung
20.9.2012 Dr. Ute Hillmer
Monitoring Twitter as a trend scout
Objective Identify future trends Identify brand + product issues
Target Marketing R&D
SM Strategy Twitter als Supportkanal
20.9.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Issue 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
20.9.2012 Dr. Ute Hillmer
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
20.9.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, CRM
Identify and address core customer needsSales adviceSetup / integration supportRuntime support
Customers help customersIdentify and bond with advocatesIdentify and utilize star experts Reduce support cost
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
20.9.2012 Dr. Ute Hillmer
Why Social Media Monitoring? Product Marketing and R&D
Identify + address product shortcomings / improvement opportunitiesCustomer / user complainsCustomer / user suggestions and ideasCustomer / user use cases
Identify and address core customer needsIndustry discussionsCrowd sourcing
Identify trendsIndustry discussionsCrowd sourcing
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
20.9.2012 Dr. Ute Hillmer
SMM Value Creation and KPIsTraditional Online Marketing
Page ImpressionsUnique VisitorsConversions
Social Media MarketingFoster DialogPromote AdvocacyFacilitate SupportSpur Innovation
19.12.2011
Dr. Ute Hillmer, BetterReality Marketing
20.9.2012 Dr. Ute Hillmer
Social CRM
CRM 1.0 CRM 2.0
Establishing need
Experience
Sharing
impressio
ns
Decision
Marketing Sales CustomerService
Support processes
Operation processesValue
Expansion
Targeting
Retention
Acquisition
Expansion
Targeting
Retention
Acquisition
20.9.2012 Dr. Ute Hillmer
Formen von CRM Analytisches CRM• Detaillierte Analyse aller kundenbezogenen Transaktionen und
Prozesse und Verwertung der Information für zielgruppengerichte Strategien und personalisierte 1-to-1-Konzepte.
Operatives CRM• Kunden-und -kanalspezifische Implementierung kundenbezogener
Geschäftsprozesse. Integration von Customer Touchpoints (Call Center, Web etc.) und Backoffice.
Kollaboratives CRM• Management der verschiedenen Vertriebskanäle (Multi Channel
Management) inkl. der Identifikation von Kanalkonflikten, -kosten und -potenzialen.
20.9.2012 Dr. Ute Hillmer
Definition Social CRM
Social CRM is the business strategy of engaging customers through Social Media with the goal of building trust and brand loyalty. Loyalty is defined as attitude towards a brand that inclines a customer to repurchase it and/or recommend it to others.
Harish Kotadia, Definition of Social CRM, 2011.
20.9.2012 Dr. Ute Hillmer
Evolution in CRMTransaction- and process orientedTechnology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw)
Eigenes Unternehmen
Konkurrenz Supplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
CRM 1.0
Eigenes Unternehmen
Konkurrenz Supplier / Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
Kunde Kunde
Kunde Kunde
Kunde Kunde
CRM 2.0
Conversation- and process orientedInvolving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation.
More customer insight through his network connections and communities.
20.9.2012 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
20.9.2012 Dr. Ute Hillmer
Types of Social CRM Interaction
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Existing Social Media Networks
(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
20.9.2012 Dr. Ute Hillmer
Social CRM functional architecture
19.12.2011Dr. Ute Hillmer, Better Reality MarketingMarketing Sales Service
Face to facePhone /SMS
E‐mailLetter
Fax
Website
BusinessPartner
Traditionalle Processes
Traditional Channel Interfaces
Socially‐enabledMarketing
Socially‐enabledSales
Socially‐enabledService
Social CRM Layer
Social Channel Interface
Internal Social Tools(Internal blogs, wikis, sharing platforms, social
networks, innovation portal, etc.)POS
Market‐oriented Social Tools
Market
Interne Collaboration Tools
F&E
Socially‐enabledF&E
Corporate Social Content(Corporate Blogs, Forums, Branded / unbranded Social Networks, etc.)
Ext. Social Media Networks(Facebook, MySpace, Twitter,
Linkedin, etc.)
Based on Cipriani 2009
20.9.2012 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 ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign Tracking
Sales Referal
Proactive LeadGenerierung
20.9.2012 Dr. Ute Hillmer
Recap Social Media Toolbox• What was most important for you in this
session?Discuss it in the workgroup from the role play.
• Make one joint statement
• What is unclear?