Social Media Marketin g Social Media Marketin g or or the Basics of the Basics of the Basics of the Basics of Person Person ‐ to to ‐ Person (P2P) Person (P2P) Marketing Marketing Dr. Ute Hillmer, MFG Baden‐Württemberg mbH Reutlingen, July 15th, 2011 Dr. Ute Hillmer, MFG Baden Württemberg mbH Innovationsagentur für IT und Medien 15.07.2011 Dr. Ute HIllmer
CONTENT 1. THE BASICS • Why marketing is changing • Social marketing vs. traditional marketing • How social marketing works • How to get started • Consequences of Social Media 2. THE TOOLBOX • Corporate Website • Corporate Blog • Social Networks • Content Sharing Platforms • Crowed Sourcing • Online Shops • Microblogging • Social CRM 3. SM Marketing in PRACTICE – Hands On
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Social Media MarketingSocial Media Marketingggor or the Basics of the Basics of the Basics of the Basics of PersonPerson‐‐toto‐‐Person (P2P) Person (P2P) MarketingMarketing
Dr. Ute Hillmer, MFG Baden‐Württemberg mbH
Reutlingen, July 15th, 2011
Dr. Ute Hillmer, MFG Baden Württemberg mbH Innovationsagentur für IT und Medien
eut ge , Ju y 5t , 0
15.07.2011Dr. Ute HIllmer
MFG B dMFG B d Wü bWü bMFG BadenMFG Baden‐‐WürttembergWürttembergMFG Baden-Württemberg mbH
Innovationsagentur des Landes für IT und Medien
Gesellschafter der MFG: Land Baden‐Württemberg (51 %) SWR Media Services GmbH (49 %) SWR Media Services GmbH (49 %)
Auftraggeber: Land BW, Ministerien, die EU, Universitäten, Forschungseinrichtungen, Unternehmen
> 50 Mitarbeiter> 50 Mitarbeiter Jährlich über 100 Maßnahmen für Innovationsförderung und
Technologietransfer, Cluster‐ und Netzwerkmanagement sowie Standortentwicklung und ‐marketingg g
> 14 Jahre Erfahrung in Beratung, Veranstaltungen, Training, Technologietransfer, Netzwerke
Dez
embe
r 200
8S
tand
:
15.07.2011Dr. Ute HIllmer
Ute HillmerUte HillmerUte HillmerUte Hillmer
J h i t ti l M k ti (HP C C t B tt 24 Jahre internationales Marketing (HP, CoCreate, Better Reality Marketing, MFG Innovationsagentur)
Verantwortung für operatives, strategisches + corporateVerantwortung für operatives, strategisches corporateMarketing, Branding, Vertriebstrainingverantwortung
Erfahrungen im Großkonzern, Mittelständler und g ,Einzelunternehmen sowie polit. Institution
Erste internationale HP Webseite 1993
15.07.2011Dr. Ute HIllmer
Content of the SM Marketing LectureContent of the SM Marketing LectureContent of the SM Marketing LectureContent of the SM Marketing Lecture1 The Basics of Social Media Marketing1.The Basics of Social Media Marketing
• Why marketing is changing• Social marketing vs. traditional marketing• How social marketing works• How social marketing works• How to get started• Consequences of Social Media
2.The Toolbox + Best Practices• Corporate Website C d S iCorporate Website• Corporate Blog• Social Networks• Content Sharing Platforms
• Crowd Sourcing• Online Shops• Microblogging• Social CRMContent Sharing Platforms
3. Social Media Marketing in Practice –
• Social CRM
3 gHands On
15.07.2011Dr. Ute HIllmer
How did you buy yesterday?How do you buy today?How do you buy today?How will you buy tomorrow?y y
“ SOCIAL MEDIA TECHNOLOGIES changes the way … SOCIAL MEDIA TECHNOLOGIES changes the way individuals and companies form their opinion and buying decision, often it changes how they buy…”
Why is Marketing changing? Why is Marketing changing? y g g gy g g g
Why is SM Marketing Why is SM Marketing y gy gdifferent? different?
15.07.2011Dr. Ute HIllmer
Change Engines on the Meta LevelChange Engines on the Meta LevelChange Engines on the Meta LevelChange Engines on the Meta LevelTechnological Development Technological Development DigitalisationNetwork technologies
Visualisation tech. Social Media
Converging media Storage technologies
Digitale distribution Intellig. automation
Social Developmentder mündige Mensch“
…
„der mündige Mensch Selfconfidence Participation S lf d t i ti Self‐determination Individualisation
15.07.2011Dr. Ute HIllmer
Customer Centric Business ModelCustomer Centric Business ModelCustomer Centric Business ModelCustomer Centric Business Model
k
Product/Service
Marketing
Customer
T. Hannagan, Management: Concepts & Practices, 2005. 15.07.2011Dr. Ute HIllmer
From ProductFrom Product to Customerfocusto CustomerfocusFrom ProductFrom Product‐‐ to Customerfocusto Customerfocus
PProduct CCustomer Needs
PPrice CCustomer CostPPrice
PPl
CCustomer Cost
CCPPlace
PPCConvenience / Access
CCPPromotion CCommunication
McCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
Development Steps in MarketingDevelopment Steps in Marketing(M ff t 8 S 8)(M ff t 8 S 8)(Meffert, 2008 S. 8)(Meffert, 2008 S. 8)
Inhaltlicher Fokusdes Marketings
Umwelt‐
Netzwerk‐orientierung Netzwerke
Wettbewerbs‐orientierung
Umwelt‐orientierung
Wett‐bewerber
Umwelt
Handels‐orientierung
g
Handel
bewerber
Distributions‐
Verbraucher‐orientierung
U t
Ver‐braucher
1950‘er 1960‘er 1970‘er 1980‘er 1990‘er 2000‘er Zeit
As with traditional marketing: set yourself realistic goals!
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How to get startedHow to get started3 Where are your customers having their 3 Where are your customers having their 3. Where are your customers having their 3. Where are your customers having their conversations?conversations?
LISTENLISTEN
talktalk
iienergizeenergize
supportsupportsupportsupport
integrateintegrategg
bondbond
15.07.2011Dr. Ute HIllmer
bondbond
Types of Social Media InteractionTypes of Social Media InteractionSocial Service
Questions &complaints
Market‐triggered social
i t ti Social
SocialSales
MarketInformation
Customer
Existing Social Media(Facebook, Xing, Twitter,
Li k di t )
Corporate Social ContentCorporate Blogs, Forums,
interactions Social Marketing Preferences
(outside‐to‐outside) Market
Linkedin, etc.)branded / unbranded Social Networks, etc.)
360360°°Medienmanagement Medienmanagement Kundenprofile beachtenKundenprofile beachten Was machen Silver Surfer (>50 J ) Was machen Silver Surfer (>50 J.)
Online?
15.07.2011Dr. Ute HIllmer
360360°°Medienmanagement Medienmanagement Kundenprofil: Digital NativesKundenprofil: Digital NativesW h Di i l N i ( i h d J ) li ?Was machen Digital Natives (zwischen 14 und 29 J.) online?
15.07.2011Dr. Ute HIllmer
How to get startedHow to get started3. Which Media to choose?3. Which Media to choose?
generate interest for a conference
MarketinggoalMarketinggoal
ia
ia
Get visitors to the website
Med
Med
maybe
maybe
15.07.2011Dr. Ute HIllmer
Which Media to choose?Which Media to choose?Which Media to choose?Which Media to choose?
15.07.2011Dr. Ute HIllmer
How to get startedHow to get startedgg4. The Content4. The Content
LISTENLISTEN
RelevanceRelevance
LISTENLISTEN
talktalk
energizeenergize
BenefitBenefitEntertainmentEntertainment
supportsupportEntertainmentEntertainment
integrateintegrate
bondbond
Groundswell 2008, S.77
How to get startedHow to get started5. Set a Strategy5. Set a Strategy
Where are my customers => Which social networks will
Ask yourselfy
What product(s) are suitable for social networks?
d h
be suitable? What reactions should I be
d How do I position these products?
Does my CI and brand fit the
prepared to get? How will I react to negative
feedback from blogs etc ? Does my CI and brand fit the online community?
How do I communicate online
feedback from blogs, etc.? Do I communicate
centralized or distributed?(tone and stile)?
Have a look how your competitors do it!15.07.2011Dr. Ute HIllmer
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the BrandConsequences for the Brand
A brand is no longer only what we – the marketeers tell the consumer/user/buyer it is.
The band is what the consumer/user/buyer tell each yother it is!
„the intelligence of the masses“
15.07.2011Dr. Ute HIllmer
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the Product RangeConsequences for the Product RangeConsequences for the Product RangeConsequences for the Product Range“The Long Tail”“The Long Tail”gg
15.07.2011Dr. Ute HIllmerChris Anderson: The Long Tail, 2006.
Consequences of Social Media MarketingConsequences of Social Media MarketingConsequences for the CustomerConsequences for the CustomerConsequences for the CustomerConsequences for the Customer“The “The CluetrainCluetrainManifesto (2001)”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. y
17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
8 C i h d ' li h i k t k d t18. 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 p g p y yto get a sense of humor.
15.07.2011Dr. Ute HIllmerLevine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
Recap Social Media BasicsRecap Social Media BasicsRecap Social Media BasicsRecap Social Media Basics
h f ? What was most important to you so far?Tell your neighbour to the right and left.
What open question emerged? What is What open question emerged? What is unclear?
15.07.2011Dr. Ute HIllmer
Recap Social Media BasicsRecap Social Media BasicsRecap Social Media BasicsRecap Social Media Basics
The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?The Social Media Toolbox !?
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Select YOUR ToolsSelect YOUR ToolsSelect YOUR ToolsSelect YOUR Tools
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Center Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate WebsiteCenter Stage: The Corporate Website
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SM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate BlogSM Staring Point: The Corporate Blog
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The Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting Point
15.07.2011Dr. Ute HIllmer
DELLDELLDELLDELL
“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” p , y g y g
Michael Dell, 2006
2011: Dell named “most social brand of 100 top brands”2011: Dell named most social brand of 100 top brands
15.07.2011Dr. Ute HIllmer
Dell‘s zielgruppenspez Kundendialog Dell‘s zielgruppenspez Kundendialog Dell s zielgruppenspez. Kundendialog Dell s zielgruppenspez. Kundendialog
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Sales ReferalSocially‐enabled
Service
Social Campaign Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
The Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting PointThe Corporate Blog as a Starting Point
You can show that you know a lot about a topic You are easily found by search engines A good article easily generates 10‐50 backlinks in a g y g 5
few days It is free for the customer and free media for you as a It is free for the customer and free media for you as a
vendor Search engines follow backlinks Search engines follow backlinks You can segment your target market nicely
15.07.2011Dr. Ute HIllmer
The Corporate BlogThe Corporate BlogMake Make some some rules.rules.
E ll l h h b dEmpower all employees… they are the brand.
• Behave professionally and ethicallyBehave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours, y p ynot IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s experts—and expertise—to the world ”experts and expertise to the world.
Adam ChristensenManager, Social Media Communications
Social NetworksSocial NetworksSocial NetworksSocial Networks
15.07.2011Dr. Ute HIllmer
Social Networks 2Social Networks 2Social Networks 2Social Networks 2
S l k k hSocial networks are network communities on theinternet. Users can add friends or followers and send h if h b dthemmessages or notify them about updatesconcerning themselves.
15.07.2011Dr. Ute HIllmer
BuiltBuilt and and MaintainMaintainNetworksNetworksBuiltBuilt and and MaintainMaintainNetworksNetworks
d d l f l d l k f Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them
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How Social Networks workHow Social Networks workHow Social Networks workHow Social Networks work
Think about a sports club! 15.07.2011Dr. Ute HIllmer
How Social Networks work 2How Social Networks work 2How Social Networks work 2How Social Networks work 2
V l i i b hi 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…
15.07.2011Dr. Ute HIllmer
How Social Networks work 3How Social Networks work 3How Social Networks work 3How Social Networks work 3
d l f dFriends are easily found, one links up, meets, networks, …and own expertise distributes …
15.07.2011Dr. Ute HIllmer
Dell on Facebook Dell on Facebook C itC itDell on Facebook Dell on Facebook CommunityCommunity
Microblogging is a form of blogging that allows Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch as photos or audio clips) and publish them such as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging instant messaging Emeans like text messaging, instant messaging, E‐mail, digital audio or the web. (Wikipedia)
15.07.2011Dr. Ute HIllmer
Dell on TwitterDell on TwitterDell on TwitterDell on Twitter
15.07.2011Dr. Ute HIllmer
Dell‘s Twitter AktivitätenDell‘s Twitter AktivitätenDell s Twitter AktivitätenDell s Twitter Aktivitäten
15.07.2011Dr. Ute HIllmer
DellOutlet DellOutlet l lDellOutlet DellOutlet Twitter als Outletstore
Areas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRMAreas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
Ansatzpunkte für Social Customer Ansatzpunkte für Social Customer Relationship ManagementRelationship Management
Marketing Sales Service/Support Innovation
Social MarketingInsight
Social SalesInsight
Social Support Insight
Social InnovationInsight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support ResponseCrowedsourced
F&E
Social EventManagement
Socially‐enabledService
Social Campaign
Sales Referal
Proactive LeadSocial Campaign Tracking
oact e eadGenerierung
based on Altimeter Group 2010 15.07.2011Dr. Ute HIllmer
TwitterTwitterTwitterTwitter
fast only short messages (T itt h t ) cheap
real‐time communication
(Twitter 140 characters)
short lifetime of tweets
real‐time market research
advertising allowed
A lot of meaningless information in twittersphere
direct customertwittersphere
difficult to measure
15.07.2011Dr. Ute HIllmer
Social CRMSocial CRMSocial CRMSocial CRM
CRM 1.0 CRM 2.0
bl hEstablishing need
ons
on
Targeting
A
Sharing
impressio D
ecisionExpa
nsio
Acquisition
ExperienceRetention
Expa
nsion
Targeting
Retention
Acquisition
Marketing Sales CustomerService
Support processes
Operation processesValue
15.07.2011Dr. Ute HIllmer
Definition Social CRMDefinition Social CRMDefinition Social CRMDefinition Social CRM
S i l C i h b i f iSocial CRM is the business strategy of engaging customers through Social Media with the goal of b ildi d b d l l building trust and brand loyalty. Loyalty is defined as attitude towards a brand that inclines a
h d d hcustomer to repurchase it and/or recommend it to others.
S i l C i di G häf i dSocial CRM ist die Geschäftsstrategie, Kundenüber Social Media einzubinden mit demZiel derV d bild d d A fb B d Vertrauendsbildung und demAufbau von Brand Loyalität.
Harish Kotadia, Definition of Social CRM, 2011.15.07.2011Dr. Ute HIllmer
Evolution Evolution imimCRMCRM•Konversations‐ und Prozessorientiert
d b d bEvolution Evolution imimCRMCRM•Transaktions‐und Prozessorientiert
•Kundeneinbindung zum besserenKundenverständnis, derVertrauensbildung, demAufbau von Brandloyalität, derProblemerkennung und der besseren
•Technisch gestützte Kundenprozesse um Sales‐Marketing‐ Supportaktivitäten zu organisieren (Shaw)
Problemerkennung und der besserenKundensegmentierung.
•BesseresVerständnis über Kunden + seine Community durch Netzwerkbeziehungen
CRM 1.0CRM 2.0
Community durch Netzwerkbeziehungen
Kunde Kunde
Kunde
d
Kunde
Kunde Kunde
Konkurrenz Supplier / Partner
Kunde Kunde
Konkurrenz Supplier / Partner
Kunde Kunde
Kunde Kunde
Eigenes
KundeKundeKonkurrenz Supplier / Partner
KundeKunde
Eigenes UnternehmenKunde Kunde
Eigenes Unternehmen
Kunde KundeKunde Kunde
15.07.2011Dr. Ute HIllmer
„Social Media Listening Command „Social Media Listening Command Center“Center“Obj iObjective Informieren: Kundenfeedback in Echtzeit bereitstellen
h f h l Zuhören & Agieren: frühe Warnsignale erkennen und schnell handeln Sicherstellen, daß effektive Kundeninteraktionen stattfinden u de te a t o e statt de Unterstützend – Infos und Support für die Communities mit Einfluß im Netz
Targetg Alle relevanten Abteilungen im Unternehmen Kunden/potentielle Kunden/p Communities / influencer
SM Strategie Schalt entrale Schaltzentrale
15.07.2011Dr. Ute HIllmer
Types of Social CRM InteractionTypes of Social CRM InteractionSocial Service
Groundswell by Charlene Li Josh Bernoff Groundswell by Charlene Li, Josh Bernoff Positioning by Trout and Ries In Pursuit of Wow! + The Tom Peters Seminar by Tom PetersIn Pursuit of Wow! + The Tom Peters Seminar by Tom Peters What would Google do by Jeff Jarvis All Marketeers tell Stories by Seth Godiny 1 to 1 Marketing Future by Don Peppers CRM at the Speed of light by Paul Greenberg The Long Tail by Chris Anderson The Wisdom of Crowds by James Surowiecki Crossing the Chasm by Geoffery Moore Crossing the Chasm by Geoffery Moore Selling the Dream by Guy Kawasaki
15.07.2011Dr. Ute HIllmer
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