New Marketing - Why Dialog and Engagement?

20.9.2012 Dr. Ute Hillmer

New Marketing Understand, Embraceand Engageyour Audience

Dr. Ute HillmerBetter Reality MarketingESB, Reutlingen, 20.7.2012

20.9.2012 Dr. Ute Hillmer

Dr. Ute Hillmer is…an expert in marketing and promoting technology products, especially innovative hard- and software products that are not self-explaining.

With such products, human behavior is often outside the boundaries of rationality, despite its economic context. It is typically a result of social, cognitive and emotional factors, along with economic ones.

….

20.9.2012 Dr. Ute Hillmer

Ute Hillmer• 25 years of international marketing (HP, CoCreate,

MFG Innovationagency state of BW, Better Reality Marketing)• Dissertation in business administration, behavioural economics in technology

marketing: Technology Acceptance in Mechatronics• Worldwide company and product communication; mainly 3 continents

(America, Europe, Asia)• Product-, program-, channel-, partnermarketing, marketingcommunication,

branding, positioning• Responsible for operative, strategic + corporate marketing, branding, sales

training• Experienced in large corporations, SMEs and freelance work as well as

political institutions.• Responsible for the first international website of Hewlett Packard in 1993

20.9.2012 Dr. Ute Hillmer

Content of the SM Marketing Lecture1. Why engage with the customer?2. Social Media Marketing Basics3. SM Toolbox + Cases

Corporate WebsiteCorporate BlogSocial NetworksContent Sharing Platforms

4. Content Marketing for B2B + Cases5. Hands on: Social Media Marketing in

Practice

Crowd SourcingOnline ShopsMicrobloggingSocial CRM

20.9.2012 Dr. Ute Hillmer

Engage with the Customer

“Do I have to do this?”

20.9.2012 Dr. Ute Hillmer

Die

20.9.2012 Dr. Ute Hillmer

Why is Marketing Changing?Because buyer behaviour is changing significantly!

20.9.2012 Dr. Ute Hillmer

How did you buy yesterday?How do you buy today?How will you buy tomorrow?

20.9.2012 Dr. Ute Hillmer

The Power of Recommendations:„I‘ll Have What She is Having“

20.9.2012 Dr. Ute Hillmer

Change Engines on the Meta LevelTechnological Development • Digitalization• Network technologies• Converging media • Storage technologies

Social DevelopmentThe mature human – the mature customer • Selfconfidence• Participation • Self-determination• Individualisation

• Visualisation tech.• Social Media• Digital distribution• Intellig. automation• …

20.9.2012 Dr. Ute Hillmer

Changing Kommunication from

Sender

Receiver

20.9.2012 Dr. Ute Hillmer

Changing Kommunication to

Sender

Receiver

20.9.2012 Dr. Ute Hillmer

From Product- to CustomerfocusProduct

Price

Place

Promotion

Customer Needs

Customer Cost

Convenience / Access

CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993

20.9.2012 Dr. Ute Hillmer

Social Media –“Do I really have to be there as a Company? “

20.9.2012 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

It‘s not only the web 2.0 generation that isonline

20.9.2012 Dr. Ute Hillmer

Customers + Web 2.0 Technologies

20.9.2012 Dr. Ute Hillmer

Social Media: Does it Pay Off? 1

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20.9.2012 Dr. Ute Hillmer

Social Media: Does it Pay Off? 2

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20.9.2012 Dr. Ute Hillmer

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

Dell Hell

20.9.2012 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

20.9.2012 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”

20.9.2012 Dr. Ute Hillmer

Targeted Customer Dialog

20.9.2012 Dr. Ute Hillmer

Social Media –“Do I really have to be there as a B2B Company? “

20.9.2012 Dr. Ute Hillmer

Social Media

not just for nurds

20.9.2012 Dr. Ute Hillmer

Social Media matters to B2B because

• Chief stakeholders may not be using social media– but their lieutenants will

• Social media is impacting how B2B decisions are being made– Background research– Expertise– Search results impact

20.9.2012 Dr. Ute Hillmer

Successful B2B marketing is…

• about segmenting customer experiences to fit the product life cycle and the typical customer profile

• about developing and maintaining trust – matching the different customer segments need

• about initiating a customer centric dialog that takes the different customer profiles into consideration

This is what social media is all about!